The Audience 360° Report 2011 is one of the tools provided by Creative New Zealand to help arts organisations and venues tap into their potential market and sell tickets. It does this by analysing box office data to give insights into the purchasing behaviour of New Zealand audiences. Also see the older Audience 360 Report 2010.
Methodology
Three key methodologies are used to evaluate audiences in this report; behavioural analysis based on transactional box office data (e.g. frequency of attendance, average spend, purchase patterns), geodemographic profiling (e.g. age, income, origin etc) and psychographics (motivations, attitudes, lifestyle, beliefs and values).
Four key measures have been identified to describe audience growth:
»» number of household bookers
»» number of visits made
»» number of tickets sold
»» amount of ticket revenue generated
Currently most box office systems only collect data about the individual making a booking, not the group (regardless of composition) they are booking for. As a result, analyses are carried out at household level, rather than individual level.
The 25 venues and arts organisations participating in the Audience 360° programme are broadly representative of a national overview, but cannot be considered comprehensive. The data that can be analysed provides a minimum sample size on which to base representative conclusions about national trends, but represents a minimum level of arts attendance in the calendar year 1 January 2011 to 31 December 2011.
In order to draw accurate comparisons to the previous year’s findings, some data has been excluded where particular organisations and venues could not provide comparison data for 2010 versus 2011. This accounts for anomalies between 2010 data in this report and the equivalent figures presented in the 2010 report.
Full details of exclusions can be obtained by contacting Creative New Zealand: sabrina.leruste@creativenz.govt.nz