League releases demographic report
The audience for touring Broadway fare is older and whiter than the ticketbuying crowd for Gotham’s Rialto productions, according to a biennial report on road demographics from the Broadway League.
Just-released study pulled together info regarding the 2009-10 season, when the average age of a touring Broadway show hit 51.7 years old, up from 50 the prior season and notably higher than 45, the average logged for Broadway attendees in New York.
Caucasian ticketbuyers made up a whopping 93% of all touring auds, compared to the 76% logged on Broadway during the same season.
As on the Main Stem, average theatergoer on the road was usually female, although the gender breakdown — 72% female to 28% male — has remained largely unchanged over the 14 years the League has issued the biennial report. Average income came in at $124,000.
The survey also logged a notable increase in the prominence of online outlets for puchasing tickets, up to 35% from 26% in 2008-09. But that change may in part be due to the League’s demo survey was distributed for the first time via the Web, thereby tapping auds who were already more computer savvy.
More than one quarter of those who responded said they’d visited Gotham in the last year, with 84% of those reporting Broadway theatergoing as one of their tourism activities.
Factors that significantly influenced show selection included, most obviously, season subscription lineups, as well as word-of-mouth and press coverage of a show.
The League, the producers’ trade association that co-presents the Tony Awards with the American Theater Wing, also trumpeted the fact that wins and noms were reported as more persuasive than in prior surveys, with 18% of responses citing Tony love as a reason to attend a show (up from 14% in 2007-08) and 8% being swayed by a kudocast segment (up from 4% in 2007-08).
Survey responses were solicited from auds that attended road productions including “101 Dalmatians,” “Billy Elliot,” “Chicago,” “The Lion King,” “Dreamgirls” and “Wicked.”