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The Audience for Touring Broadway 2013-2014

From the Executive Summary

  • In the 2013–2014 season, Broadway shows touring across North America drew 13.8 million attendances.
  • Seventy-one percent of attendees were female.
  • The average age of the Touring Broadway theatregoer was 53 years.
  • Ninety-two percent of Touring Broadway theatregoers were Caucasian.
  • Seventy-six percent of the audience held a college degree and 34% held a graduate degree.
  • Forty-nine percent of national theatregoers reported an annual household income of more than $100,000, compared to only 22% of Americans overall.
  • Forty-one percent of respondents subscribed to the “Broadway Series” at their local venues.
  • On average, Touring Broadway attendees saw 4.5 shows per year.
  • Women continued to be more likely than men to make the decision to purchase theatre tickets.
  • The majority of audiences looked to the theatre’s website to find information about the show.
  • The most commonly cited sources for show selection (other than being part of the subscription) were: the music, personal recommendation, Tony Awards ® and articles written about the show.
  • The reported influence of the Tony Awards® in deciding to see a show continued to grow. Twenty-four percent of respondents said that Tony Awards ® or nominations were a reason they attended the show, compared to 8% in the 2005–2006 season.
  • Only 15% of respondents said that an advertisement influenced them to select the show and 12% said they were influenced by a newspaper critic’s review.
  • Sixty-two percent of the audience said that some kind of incentive would encourage them to attend theatre more frequently, such as discounts or special perks.
  • Forty-four percent of Touring Broadway theatregoers purchased tickets online.
  • Advance sales to single-ticket buyers have been steadily increasing over the past 10 years.
  • Thirty-eight percent of respondents said that different performance times would encourage more frequent attendance.
  • Thirty percent of respondents said they made a visit to New York City in the past year. Of those, 81% attended a Broadway show while in town.


The Audience For Touring Broadway 2013-2014

56 pages, illustrated with color charts and graphs

Cover and sample page:

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