All of our Evidence, hot off the press

Hi guys! Vanny, The Audience Agency’s Content Editor here.

This is a heads up that all of the reports and analysis pieces that TAA’s Evidence Team work so hard to keep coming your way regularly, will now be shared first exclusively here with you in the Community.

We draw on a really wide range of data sources and expertise to bring you up-to-date evidence about audiences’ attitudes and behaviours, so it’s important to us that you in our community are seeing these insights as soon as we can get them to you.

When we are building our hub of evidence and insights, we do so focussing on 5 key areas of interest:

  • Profiles: Delving into different audiences’ demographic, behavioural and attitudinal trends to find the top stories emerging from the evidence.

  • Sales: Analysing Audience Finder ticketing data to understand the impact of COVID-19 on venue incomes.

  • Sectors: Considering how different parts of the arts, culture and heritage community have faced specific challenges over recent years.

  • Places: Breaking down these challenges by region, area and nation.

  • Digital Activities: Looking at how audiences have responded to online content during the crisis, and thinking about what the legacy of that phenomenon might look like.

So please, dig in and whet your appetite because there’s plenty more where this came from on its way soon!


A few recent highlights to get you started…

1 Like

THIS JUST IN: :snowflake:The frosty forecast for Christmas Shows and Pantos this year :snowflake:

This report summarises findings from the Cultural Participation Monitor, Audience Finder and elsewhere, to look ahead at likely sales for Christmas performances in UK theatres and venues. The overall outlook is not positive…

In brief, we argue that:

  • Christmas sales are particularly important for venues
  • They are, and are likely to remain, lower this year than in pre-pandemic years
  • Older audiences are particularly affected and this also reflects longer-term trends
  • This presents a particular risk to venues, most acutely this year, but also looking further ahead.

Read the report in full HERE


HOT OFF THE PRESS: :face_with_monocle: Headline Findings from the Winter 2021 wave of our Cultural Population Monitor :face_with_monocle:

Initial findings from the November 2021 wave of our Cultural Participation Monitor look at increased in-person attendance this year, a dip in online engagement and a keen appetite for safety measures, even pre-Omicron.

Key Points:

  1. In-person engagement doubled in 2021 compared to 2020, especially for film, heritage sites, and museums, while online engagement is starting to trend down.
  2. Willingness to attend might be going up slightly, but still a third are not comfortable returning in-person (even before Omicron).
  3. Attenders still feel strongly about Covid safety measures in place at cultural venues, and they would like to see them continue. Ventilation and crowd management are the safety measures rated most important.
  4. People are expecting to keep attending less culture in-person than they used to, with audiences likely to skew towards younger, more urban groups, or families.

Read the full report HERE