Join The Broadway Fan Club for the latest Broadway news and special offers delivered to your inbox.
The Broadway League
729 Seventh Avenue, 5th Floor
New York, NY 10019
CONTACT: Elisa Shevitz
FOR IMMEDIATE RELEASE
THE BROADWAY LEAGUE REVEALS “THE AUDIENCE FOR TOURING BROADWAY” FOR 2007-2008 SEASON
July 02, 2009
Word-of-Mouth Most Influences Show Selection and the Internet Has Surpassed Phone Sales to Become Most Popular Way to Purchase Tickets
The Broadway League has released its sixth edition of the demographics report, The Audience for Touring Broadway 2007-2008. Updated on a biennial basis, it tracks profiles of audiences throughout the country, analyzes changes over time, and denotes the unique characteristics and theatergoing habits that distinguish “road” audiences from Broadway theatergoers in New York. The report demonstrates the importance of tours not only to their local markets, but also to the Broadway industry overall in terms of revenue, visibility, and audience development.
The analysis is based on extensive survey data gleaned from audience questionnaires distributed throughout the Fall 2007 through Fall 2008 at 51 representative theatres across the United States.
“The mission of The Broadway League is to insure that Broadway is made accessible to audiences across the country. With over fifteen million attendees of touring Broadway shows, we believe that we are accomplishing that mission,” said Charlotte St. Martin, Executive Director of The Broadway League.
Highlights from the analysis include:
The Audience for Touring Broadway is published biennially by The Broadway League, the clearinghouse for information on the business, demographics and economic impact of Broadway theatre throughout North America. The League compiles various statistics and publishes extensive reports on a number of topics. Printed versions of the reports are available for purchase online at: www.BroadwayLeague.com under Research and Information.
About the Methodology
From Fall 2007 through Fall 2008, the Broadway League’s Research Department worked with marketing directors across the country to survey the audiences of Broadway tours. Taking into consideration subscriber vs. non-subscriber performances, musicals vs. plays, variances in performance times, and time of year, questionnaires were administered at selected performances. Survey results were weighted based upon each theatre’s paid attendance for their touring Broadway shows.