Research helps hone Broadway ads

Consulting company Entertainment Research and Marketing is bringing the movie-tracking concept to Broadway. The outfit has launched a subscription-based, year-round tracking service for Main Stem shows called Broadway’s Hot Ticket.

ERm’s biweekly report — surveying a mix of tourists, Gotham-area residents and destination travelers — measures respondents’ awareness of Broadway shows, their interest in seeing those shows and the reasons their curiosity is piqued. Shows are classified in one of three categories: new and upcoming productions, those within the first year of their runs and longrunners.

ERm gathers data on an ongoing basis over the phone, online and from people on the street.

In an effort to tamp down on unauthorized, revenue-draining reproduction, the report is distributed to subscribers as a hard copy; production-specific findings for an individual client’s shows also are included.

That’s a wealth of info for any producer, says ERm topper (and former Nielsen exec) Joseph Craig. “Competitive tracking really gives you a great idea of where a show is sitting.”