We called about 3,000 U.S. residents this year to ask about their live event frequency, where they buy tickets and more, plus captured some great demographic details. This report captures all of our findings.

1. U.S. LIVE EVENT ATTENDANCE STUDY
JUNE 2014
In partnership with:

2. Sporting events
•Similar to the previous year, one in four adults attended paid sporting events in the past year, which was heavily driven by males. Roughly one-third of sporting event attendees expect to attend more sporting events in the next 12 months. Expectations of increased attendance is highest among 18-24 year olds, consistent with 2013. Concerts
•Roughly one in five adults attended a concert in the past 12 months, about a third of whom expect to attend more in the next 12 months. Over the past year, almost 7 in 10 concert attendees purchased a concert ticket online. This all falls in line with the previous year. Live theater or arts events
•Significantly fewer adults attended a live theater or arts event in the past year than in the previous year (17% vs. 20%, respectively). Declining expected attendance for the next 12 months suggests the trend may continue. Event attendees still average about 3 events in the year, largely driven by females. Live family shows
•Live family show attendance (18%) and average number of events attended (2.1) were in line with 2013. Only one in three attendees purchased their most recent live family show ticket online, considerably lower than in every other category.
Executive Summary
2
Live event attendance overall showed similar patterns as in 2013. Half of Americans attended a live event in the past year, with an average of 5.3 events. Sporting events and concerts were the most commonly attended event types, consistent with 2013.
Overall emerging trends
•Fewer African Americans attended a live event in the past 12 months than in 2013.
•StubHub.com, while still a smaller player for theater and family events, is gaining ground in ticket sales for concerts, and is the top seller for sporting events.

3. The study is based on RDD phone interviews among N=3,000 U.S. residents during the month of May, 2014. The RDD sample was supplemented with a cell phone sample for 30% of overall completed surveys. The study covers several areas, including the following:
•How many Americans attend live events each year
•How often they attend
•Who attendees are
•Where tickets are purchased Significant differences between last year and the previous year at the 95% confidence level are denoted with a letter. The final data set was weighted to ensure U.S. Census representation for age, ethnicity and region. Four major paid live event categories were tracked:
Methodology
Music concerts
Professional & college sporting events
Live theater or arts events
Live family
shows
3
Specs
Weighting
Categories
Significance Testing

4. LIVE EVENTS
4

5. 5
Live Event Overview
Half of Americans attended a live event in the past year, consistent with 2013.
50% of Americans attended a live event 51% in 2013
5.3 Average number of events attended 5.5 in 2013
Letters represent statistically significant difference (2014=A, 2013=B)

6. 6
Live Event Attendance
% Who Attended Event in Each Category
(in the past 12 months)
# of Events Attended:
25%
22%
17%
18%
4.6
3.0
2.8
2.1
SPORTS
CONCERTS
LIVE THEATER/ARTS
FAMILY

7. Live Event Attendee Demographic Profile
7
70%
16%
9%
2%
3%
ETHNICITY
GENDER
50% and 50% respectively in 2013
15%
20%
21%
19%
14%
11%
15%
20%
19%
20%
13%
12%
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+
23%
20%
18%
17%
10%
12%
22%
19%
20%
15%
9%
14%
< $30K
$30K - $49K
$50K - $74K
$75K - $99K
$100K - $124K
$125K+
INCOME
AGE
2014
2013
2014
2013
Average = $69K
$71K in 2013
Average = 44
44 in 2013
67%
16%
12%
2%
4%
Caucasian
Hispanic
2013
2014
African American
Asian
Other
Letters represent statistically significant difference (2014=A, 2013=B)
A
Fewer African Americans attended a live event in the past 12 months than in 2013.
51%
49%

8. Ethnicity Attendance Shares
For all but Asians, sporting events dominated live event attendance. In the past year, Asians attended more concerts than in 2013. Live family shows continue to have the highest attendance shares among African Americans and Hispanics.
8
42%
45%
26%
26%
20%
20%
11%
10%
2013
2014
35%
40%
29%
23%
12%
11%
24%
26%
2013
2014
35%
35%
21%
22%
18%
15%
26%
28%
2013
2014
42%
36%
18%
35%
25%
16%
16%
13%
2013
2014
Sporting events
Concerts
Live theater or arts events
Live family shows
CAUCASIAN
HISPANIC
AFRICAN AMERICAN
ASIAN

9. Attendance by Region
Live event attendance was consistent across regions and in line with 2013.
9
Letters represent statistically significant difference (2014=A, 2013=B)
WEST
SOUTH
MIDWEST
NORTHEAST
51%
attended a live event
52% in 2013
5.3
live events attended
5.3 in 2013
53%
attended a live event
52% in 2013
5.4 live events attended 5.7 in 2013
53%
attended a live event
53% in 2013
5.0 live events attended 5.4 in 2013
47%
attended a live event
50% in 2013
5.3
live events attended
5.5 in 2013

10. SPORTS
10

11. 11
Sports Overview
One in four adults attended a sporting event, similar to 2013.
25% of Americans attended a sporting event 23% in 2013
4.6 Average number of events attended 4.8 in 2013
Letters represent statistically significant difference (2014=A, 2013=B)

12. Sporting Event Attendee Demographic Profile
12
71%
15%
8%
2%
3%
ETHNICITY
GENDER
58% and 42% respectively in 2013
16%
19%
23%
20%
13%
9%
14%
19%
23%
22%
13%
9%
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+
18%
19%
18%
19%
12%
15%
17%
17%
21%
17%
11%
17%
< $30K
$30K - $49K
$50K - $74K
$75K - $99K
$100K - $124K
$125K+
INCOME
AGE
2014
2013
2014
2013
Average = $76K $78K in 2013
Average = 43
43 in 2013
70%
14%
10%
2%
3%
Caucasian
Hispanic
2013
2014
African American
Asian
Other
Letters represent statistically significant difference (2014=A, 2013=B)
61%
39%

13. Sporting Event Trends
EXPECTED ATTENDANCE – NEXT 12 MONTHS
13
28% Expect to attend more often 27% in 2013
57% Will attend the same 55% in 2013
15% Will attend less 18% in 2013
African American attendees were significantly less likely to say they expect to attend more sporting events in the next 12 months (40% in 2014, 57%A in 2013)
65% of season ticket holders expect to attend the same number of sporting events in the next 12 months; 26% expect to attend more
Letters represent statistically significant difference (2014=A, 2013=B)
Those in the Northeast were more likely to attend a sporting event in 2014 than in 2013 (26%B vs. 19%)

14. Sporting Event Ticket Purchasing
14
WEBSITES VISITED TO PURCHASE TICKETS
26% VISIT FIRST 11% VISIT SECOND
21% VISIT FIRST 14% VISIT SECOND
20% VISIT FIRST
6% VISIT SECOND
2% VISIT FIRST
2% VISIT SECOND
1% VISIT FIRST
0% VISIT SECOND
1% VISIT FIRST
2% VISIT SECOND
20% and 12% respectively in 2013
25% and 14% respectively in 2013
22% and 4% respectively in 2013
3% and 2%
respectively in 2013
0% and 0%
respectively in 2013
1% and 1%
respectively in 2013
50%
48% in 2013
of attendees purchased a sporting event ticket online in the past 12 months
Letters represent statistically significant difference (2014=A, 2013=B)

15. 15
Most Recent Sporting Event Ticket Purchase Method
ONLINE
41%
40% in 2013
BOX OFFICE
17%
18% in 2013
SEASON TICKET HOLDER
7% 7% in 2013
TICKET OUTLET CENTER
3% 3% in 2013
PHONE
1%
3% in 2013
OTHER
31%
30% in 2013
?
Letters represent statistically significant difference (2014=A, 2013=B)
Hello…

16. CONCERTS
16

17. 17
Concerts Overview
About 1 in 5 adults attended a concert in the past 12 months, consistent with the previous year.
22%
of Americans attended a concert
23% in 2013
3.0 Average number of events attended 3.2 in 2013
Letters represent statistically significant difference (2014=A, 2013=B)

18. Concert Attendee Demographic Profile
18
76%
13%
7%
2%
3%
ETHNICITY
GENDER
49% and 51% respectively in 2013
18%
20%
19%
18%
15%
11%
15%
20%
18%
22%
14%
10%
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+
23%
16%
18%
17%
10%
16%
21%
17%
21%
14%
10%
18%
< $30K
$30K - $49K
$50K - $74K
$75K - $99K
$100K - $124K
$125K+
INCOME
AGE
2014
2013
2014
2013
Average = $74K
$75K in 2013
Average = 43
43 in 2013
71%
15%
8%
2%
4%
Caucasian
Hispanic
2013
2014
African American
Asian
Other
Letters represent statistically significant difference (2014=A, 2013=B)
52%
48%

19. GENDER
AVERAGE
AGE
AVERAGE HH INCOME
59%
41%
39.2
$72.1K
58%
42%
38.6
$72.9K
57%
43%
41.9
$75.3K
53%
47%
44.8
$68.9K
53%
47%
42.7
$77.3K
50%
50%
41.8
$78.1K
19
Bar, major festival & amphitheater attendees were most likely to be male. Local festival attendees were the oldest, yet have the lowest household income. Arena and club/theater attendees had the highest household income.
Bar
Local festival
Amphitheater
Club/theater
Arena
Major festival
Concert Attendee Demographics by Venue Type

20. Concert Trends
EXPECTED ATTENDANCE – NEXT 12 MONTHS
20
29%
Expect to attend more often
29% in 2013
55%
Will attend the same
54% in 2013
16%
Will attend less
16% in 2013
More concert attendees went to concerts at bars in the past 12 months than in the previous year (35%B in 2014, 30% in 2013)
18-24 year old attendees were the most likely age group to indicate that they expect to attend more concerts in the next 12 months (43%)
Letters represent statistically significant difference (2014=A, 2013=B)

21. Concert Ticket Purchasing
21
WEBSITES VISITED TO PURCHASE TICKETS
43% VISIT FIRST 10% VISIT SECOND
9% VISIT FIRST 10% VISIT SECOND
4% VISIT FIRST
3% VISIT SECOND
3% VISIT FIRST
3% VISIT SECOND
2% VISIT FIRST
2% VISIT SECOND
1% VISIT FIRST
0% VISIT SECOND
45% and 9%
respectively in 2013
6% and 9%
respectively in 2013
8%A and 4%
respectively in 2013
2% and 2%
respectively in 2013
1% and 3%
respectively in 2013
1% and 0%
respectively in 2013
68%
66% in 2013
of concert-goers purchased a concert ticket online in the past 12 months
Letters represent statistically significant difference (2014=A, 2013=B)

22. 22
Most Recent Concert Ticket Purchase Method
ONLINE
58%
53% in 2013
BOX OFFICE
15%
17% in 2013
TICKET OUTLET CENTER
3%
6% in 2013
PHONE
5%
7% in 2013
OTHER
19%
17% in 2013
?
Letters represent statistically significant difference (2014=A, 2013=B)
SEASON TICKET HOLDER
N/A
Hello…

23. LIVE THEATER OR ARTS
23

24. 24
Live Theater or Arts Overview
Fewer adults attended a live theater or arts event compared to the previous year.
17%
of Americans attended a live theater or arts event
20%A in 2013
2.8
Average number of events attended
2.7 in 2013
Letters represent statistically significant difference (2014=A, 2013=B)

25. Live Theater or Arts Attendee Demographic Profile
25
75%
10%
9%
2%
4%
ETHNICITY
GENDER
47% and 53% respectively in 2013
11%
17%
19%
20%
18%
16%
12%
17%
17%
22%
16%
16%
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+
16%
17%
18%
20%
14%
16%
15%
17%
21%
17%
11%
19%
< $30K
$30K - $49K
$50K - $74K
$75K - $99K
$100K - $124K
$125K+
INCOME
AGE
2014
2013
2014
2013
Average = $80K
$80K in 2013
Average = 47
47 in 2013
70%
13%
12%
2%
4%
Caucasian
Hispanic
2013
2014
African American
Asian
Other
Letters represent statistically significant difference (2014=A, 2013=B)
41%
59%

26. Live Theater or Arts Trends
EXPECTED ATTENDANCE – NEXT 12 MONTHS
26
26%
Expect to attend more often
28% in 2013
56%
Will attend the same
59% in 2013
18%
Will attend less
14% in 2013
African Americans were less likely to attend a live theater or arts event in the past year (13% vs. 19%A)
In 2014, 45-54 year olds were significantly less likely to attend a live theater or arts event (17% vs. 23%A)
Letters represent statistically significant difference (2014=A, 2013=B)

27. Live Theater or Arts Ticket Purchasing
27
WEBSITES VISITED TO PURCHASE TICKETS
25% VISIT FIRST
8% VISIT SECOND
18% VISIT FIRST
3% VISIT SECOND
2% VISIT FIRST
6% VISIT SECOND
2% VISIT FIRST
0% VISIT SECOND
1% VISIT FIRST
0% VISIT SECOND
1% VISIT FIRST
0% VISIT SECOND
28% and 9%
respectively in 2013
20% and 3%
respectively in 2013
2% and 5%
respectively in 2013
2% and 0%
respectively in 2013
0% and 0%
respectively in 2013
0% and 0%
respectively in 2013
49%
46% in 2013
of attendees purchased a live theater or arts event ticket online in the past 12 months
Letters represent statistically significant difference (2014=A, 2013=B)

28. 28
Most Recent Live Theater or Arts Ticket Purchase Method
ONLINE
40%
38% in 2013
BOX OFFICE
26%
29% in 2013
SEASON TICKET HOLDER
7%
3% in 2013
TICKET OUTLET CENTER
2%
4% in 2013
PHONE
5%
9%A in 2013
OTHER
20%
18% in 2013
Letters represent statistically significant difference (2014=A, 2013=B)
B
?
Hello…

29. LIVE FAMILY SHOWS
29

30. 30
Live Family Show Overview
Nearly one in five Americans attended a live family show, consistent with the previous year.
18%
of Americans attended a live family show
18% in 2013
2.1
Average number of events attended
2.3 in 2013
Letters represent statistically significant difference (2014=A, 2013=B)

31. Live Family Show Attendee Demographic Profile
31
60%
22%
13%
2%
4%
ETHNICITY
GENDER
44% and 56% respectively in 2013
11%
25%
23%
17%
14%
10%
15%
25%
20%
19%
10%
11%
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+
26%
24%
18%
17%
7%
8%
28%
20%
20%
12%
6%
13%
< $30K
$30K - $49K
$50K - $74K
$75K - $99K
$100K - $124K
$125K+
INCOME
AGE
2014
2013
2014
2013
Average = $62K
$65K in 2013
Average = 43 42 in 2013
57%
21%
17%
2%
4%
Caucasian
Hispanic
2013
2014
African American
Asian
Other
Letters represent statistically significant difference (2014=A, 2013=B)
B
A
49%
51%

32. Live Family Show Trends
EXPECTED ATTENDANCE – NEXT 12 MONTHS
32
34%
Expect to attend more often
34% in 2013
49%
Will attend the same
51% in 2013
17%
Will attend less
16% in 2013
•Hispanics were the largest ethnic group to attend a live family show (25%)
•Yet, Hispanic attendees were significantly more likely to say they’d attend fewer family events in the next 12 months (22%B in 2014, 7% in 2013)
Letters represent statistically significant difference (2014=A, 2013=B)

33. Live Family Show Ticket Purchasing
33
WEBSITES VISITED TO PURCHASE TICKETS
39% VISIT FIRST
2% VISIT SECOND
6% VISIT FIRST
3% VISIT SECOND
3% VISIT FIRST
6% VISIT SECOND
2% VISIT FIRST
3% VISIT SECOND
1% VISIT FIRST
0% VISIT SECOND
1% VISIT FIRST
0% VISIT SECOND
44% and 6%A
respectively in 2013
7% and 3% respectively in 2013
4% and 7%
respectively in 2013
4% and 3%
respectively in 2013
1% and 0%
respectively in 2013
0% and 0% respectively in 2013
39%
37% in 2013
of attendees purchased a live family show ticket online in the past 12 months
Letters represent statistically significant difference (2014=A, 2013=B)

34. 34
Most Recent Live Family Show Ticket Purchase Method
ONLINE
33%
30% in 2013
BOX OFFICE
29%
32% in 2013
TICKET OUTLET CENTER
6%
5% in 2013
PHONE
3%
7%A in 2013
OTHER
29%
26% in 2013
?
Letters represent statistically significant difference (2014=A, 2013=B)
SEASON TICKET HOLDER
N/A
Hello…

35. ADDITIONAL ANALYSES
35

36. Expected Attendance by Geographic Location
36
ATTEND
MORE
ATTEND THE SAME
ATTEND
LESS
Northeast
Sporting event
23%
64%
13%
Concert
30%
64%
6%
Live theater or arts event
31%
56%
13%
Live family show
37%
45%
18%
South
Sporting event
30%
51%
18%
Concert
27%
53%
20%
Live theater or arts event
27%
57%
16%
Live family show
34%
47%
19%
Midwest
Sporting event
26%
62%
12%
Concert
27%
55%
18%
Live theater or arts event
21%
58%
21%
Live family show
32%
55%
13%
West
Sporting event
31%
54%
15%
Concert
31%
53%
16%
Live theater or arts event
27%
51%
22%
Live family show
32%
49%
19%
In general, more attendees expect to increase attendance next year than decrease it, with the exception of live theater events in the Midwest where it remains neutral. Roughly a third expect family show attendance growth across all regions. The Northeast has high growth potential for all types of live events except sporting, where it already made significant gains in 2014.

37. Most Recent Live Event Ticket Purchase Methods
37
Concert attendees were the most likely to purchase tickets online. Similar to last year, the box office is mostly preferred by live theater or arts event and live family show attendees. Phone purchases, which were generally low in 2013, have declined further in 2014.
SPORTING EVENT
CONCERT
LIVE THEATER OR ARTS EVENT
LIVE FAMILY
SHOW
Online
41%
58%
40%
33%
Box Office
17%
15%
26%
29%
Season ticket holder
7%
NA
7% B
NA
Ticket outlet center
3%
3%
2%
6%
Phone
1%
5%
5%
3%
Other
31%
19%
20%
29%
53% (2013)
17%
NA
6%
7%
17%
40% (2013)
18%
7%
3%
3%
30%
38% (2013)
29%
3%
4%
9%A
18%
30% (2013)
32%
NA
5%
7%A
26%
Letters represent statistically significant difference (2014=A, 2013=B)

38. Live Event Crossover (1 of 2)
38
Sporting event attendees attended all other event types more so than non-Sporting event attendees, similar to 2013. Concert attendees demonstrate the same pattern.
40%
30%
23%
16%
13%
16%
Concert
2.5X
Live theater or arts event
2.3X
Live family show
1.5X
Sporting event attendees
Non-Sporting event attendees
More likely to attend other events
46%
34%
22%
19%
12%
16%
Sporting event
2.4X
Live theater or arts event
2.7X
Live family show
1.4X
Concert attendees
Non-Sporting event attendees
More likely to attend other events
2.2X in 2013
2.3X in 2013
1.5X in 2013
2.3X in 2013
2.4X in 2013
1.5X in 2013
Sporting Events
Concerts
* statistically significant difference between groups
*
*
*
*
*
*

39. Live Theater or Arts
Events
Live Family Show Events
39
Live theater or arts event attendees were most likely to also attend concerts and sports, while live family show attendees were most likely to attend live theater or arts events.
43%
43%
27%
18%
21%
16%
Concert
2.4X
Sporting event
2.1X
Live family show
1.7X
More likely to attend other events
28%
33%
26%
21%
23%
15%
Concert
1.3X
Sporting event
1.4X
Live theater or arts event
1.7X
More likely to attend other events
2.4X in 2012
2.2X in 2012
1.9X in 2012
1.5X in 2012
1.5X in 2012
1.9X in 2012
Theater/arts event attendees
Non-Theater/arts event attendees
Live family event attendees
Non-Live family event attendees
Live Event Crossover (2 of 2)
* statistically significant difference between groups
*
*
*
*
*
*