Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Ticket Purchasing Process: Sports Events and Concerts - US - July 2010

This report explores the ticketing market in the U.S. It provides insight into the external and internal factors affecting sales and trends and what they mean for future sales, promotional campaigns and industry innovations. Specific questions that are answered in this report include, but are not limited to, the following:

  • How will the approved merger between Live Nation and Ticketmaster affect the ticketing market?
  • How is the concert market segmented by venue, what venues are stagnating and which have grown in ticket volume?
  • How has the secondary ticket market affected the primary ticket market in regards to pricing?
  • How are consumers learning about ticketed events and which forms of media are most effective in getting the message out?
  • How are venues and producers bypassing traditional media channels to create all-in-one platforms from which to markets events and onsale dates?
  • What channels do consumers use to purchase tickets to what events?
  • How has the rise in ticket prices affected consumer behavior?
  • Which tours grossed the most in 2009 and how do these numbers compare to previous years?

This report provides an in-depth examination of the U.S. ticketing market for industry promoters, venue and ticket operators, artist managers, sports sponsors and live event marketers interested in pursuing opportunities to innovate trends within segments and to evaluate the competition. Sales and analysis covers both the concert and sports ticketing industry and also examines both the primary and secondary ticket markets.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Overview
                        • Consumers staying away from frequent sports, concert ticketing purchases
                          • Those aged 25-34 are most active in sports, concert ticketing
                            • Sports, concert ticketing appealing mostly to households earning $100K+
                              • Season membership, subscription purchasing low in recession
                                • Subscriptions, memberships are valued for cost savings, not VIP access
                                  • Cost incentives more than convenience motivate people to buy
                                    • Consumers prefer recommendations from people they know
                                      • Ticketmaster rules sports, concert ticketing but to different degrees
                                        • Live Nation, Ticketmaster merger expected to shake up how industry is run
                                          • Primary ticket market working aggressively to combat secondary resellers
                                            • Average concert price more than doubles over 12-year period to about $63
                                              • Average sports price increasing as well due to new stadium, star contracts
                                              • Insights and Opportunities

                                                • Use presale to upsell tickets, add value, to combat secondary ticket market
                                                  • Use off-season events at venue to provide value for season ticket holders
                                                    • Sell off-site tickets that provide consumer participation outside the event
                                                      • Partner with local bars to promote luxury travel to, from game or concert
                                                        • Partner sponsors can also host tailgating partners outside venue
                                                        • Inspire Insights

                                                            • Trend: Chameleonics
                                                              • Blending into the background may benefit brands as much as in-your-face marketing
                                                                • Specifics
                                                                  • The universal quest for meaning
                                                                    • Ticketing sponsors can show more discretion in targeting consumers
                                                                    • Concert Events

                                                                      • Key points
                                                                        • 2009 revenues increase 10% from previous year, helped by rising prices
                                                                          • Ticket volume increases 12% in 2009 due to heavy discounting in recession
                                                                            • Figure 1: Total U.S. concert industry ticket sale revenues, at current prices, 2004-14
                                                                            • Figure 2: Total U.S. concert industry ticket sale revenues, at inflation-adjusted prices, 2004-14
                                                                            • Figure 3: Average ticket price for the top 100 tours, 1997-2009
                                                                          • Top 50 venues in leading markets responsible for 90% of top tour volume
                                                                            • Figure 4: Total tickets sold for the top 100 tours, 2003-09*
                                                                          • Arenas leading venue segment for ticket sales; losing share to festivals
                                                                            • Figure 5: U.S. tickets sold, by venue or site, 2007 and 2009*
                                                                        • Segment Performance—Arenas

                                                                          • Key points
                                                                            • Arenas offer more revenue potential than competing venues
                                                                              • Madison Square Garden dominates arena ticket volume at 8% of market
                                                                                • Figure 6: Top ten U.S. arenas per tickets sold, 2009
                                                                            • Segment Performance—Amphitheaters

                                                                              • Key points
                                                                                • Amphitheaters at risk due to rising gas prices, aging infrastructure
                                                                                    • Figure 7: Top ten U.S. amphitheaters per tickets sold, 2009
                                                                                • Segment Performance—Theaters

                                                                                  • Key points
                                                                                    • Generous capacities, amenities make theaters safer bets for promoters
                                                                                      • Radio City Music Hall dominates theater ticket volume sales
                                                                                        • Figure 8: Top ten U.S. theaters per tickets sold, 2009
                                                                                    • Segment Performance—Clubs

                                                                                      • Key points
                                                                                        • Clubs establish close ties with community, ticket buyers
                                                                                          • House of Blues franchise threatens regional club operators
                                                                                            • Figure 9: Top ten U.S. clubs per tickets sold, 2009
                                                                                        • Segment Performance—Outdoor Stadia/festival Sites

                                                                                          • Key points
                                                                                            • Of top 100 worldwide stadium/sites, only 33 are in the U.S.
                                                                                              • Destination festivals driving stadium/outdoor site segment
                                                                                                  • Figure 10: Top ten U.S. outdoor stadium/festival sites per tickets sold, 2009
                                                                                              • Sports Events

                                                                                                • Key points
                                                                                                  • Sports teams sell premium seating though luxury suites, club seats
                                                                                                    • Luxury suites
                                                                                                      • Figure 11: Luxury suites, by professional sports league, by quantity and low and high average cost, 2010
                                                                                                    • Club seating
                                                                                                      • Figure 12: Club seats, by professional sports league, by quantity and low and high average cost, 2010
                                                                                                  • Sports Events—NFL

                                                                                                    • Key points
                                                                                                      • NFL ticket prices increase 37% over six-year period
                                                                                                        • Figure 13: Average NFL ticket price, 2004-09 season*
                                                                                                      • Dallas Cowboys responsible for increase in league’s average ticket price
                                                                                                          • Figure 14: Average ticket price, by NFL team, 2009/10 season, September 2009*
                                                                                                        • NFL, Ticketmaster partner to launch secondary resale site
                                                                                                        • Sports Events—MLB

                                                                                                          • Key points
                                                                                                            • 2009 ticket prices increased 5% despite attendance declines…
                                                                                                              • …however, 2010 total ticket prices remain flat
                                                                                                                • Figure 15: Average ticket price, by MLB team, 2009 season, April 2009*
                                                                                                              • MLB experiments with mobile ticketing, reservation ticketing
                                                                                                                • Mobile ticketing allows fans to purchase, receive tickets via phone
                                                                                                                  • MLB launches reservations system in July 2010 for 2011 season
                                                                                                                  • Sports Events—NBA

                                                                                                                    • Key points
                                                                                                                      • Average ticket prices rising while average game attendance is falling
                                                                                                                        • Figure 16: Average ticket price, by NBA team, 2008/09 season, October 2008*
                                                                                                                      • NBA franchises pursuing group sales, deep discounts to push sales
                                                                                                                          • Figure 17: NBA ticket deals, 2008/09
                                                                                                                        • Star power helps drive up value of NBA tickets
                                                                                                                        • Sports Events—NHL

                                                                                                                          • Key points
                                                                                                                            • 12 NHL teams plan ticket price hikes for 2010/11 season
                                                                                                                              • Total NHL revenue increases 3.1% from 2009/10 season
                                                                                                                                • Figure 18: Average ticket revenue, by NHL team, 2006/07-2007/08
                                                                                                                                • Figure 19: Average ticket price**, by NHL team, October 2008*
                                                                                                                            • Market Drivers

                                                                                                                              • 2010 concert ticket sales affected by rising ticket prices, weak economy
                                                                                                                                • Proposed bills designed to force more transparency in ticketing process
                                                                                                                                  • Paperless ticketing growing, used to combat secondary market
                                                                                                                                    • Sports franchises, concert operators moving towards dynamic pricing
                                                                                                                                      • Live Nation, Ticketmaster merger expected to shake up how industry is run
                                                                                                                                        • Competition worries merger will force them to share revenues with Live Nation
                                                                                                                                          • Merger will put majority of A-list touring talent under Live Nation’s control
                                                                                                                                            • Corporate ticket spending faring better in 2010 than previous year
                                                                                                                                              • Figure 20: Venues with above-average corporate-owned ticket volumes, 2009
                                                                                                                                            • Total corporate sponsorship spending expected to grow 3.4% in 2010
                                                                                                                                            • Ticketing Channels

                                                                                                                                              • Key points
                                                                                                                                                • Primary, secondary ticket outlets control ticketing market
                                                                                                                                                  • Sporting event: Where consumers purchase tickets
                                                                                                                                                      • Figure 21: Where people buy sporting event tickets, by gender, April 2010
                                                                                                                                                    • Concert event: Where consumers purchase tickets
                                                                                                                                                        • Figure 22: Where people buy concert event tickets, by gender, April 2010
                                                                                                                                                    • Ticketing Channels—Primary Ticket Market

                                                                                                                                                      • Key points
                                                                                                                                                        • Ticketmaster customers visit site an average of four times a month
                                                                                                                                                          • Figure 23: Number of ticketmaster.com visits over the past 30 days, by gender, November 2008-December 2009
                                                                                                                                                        • Live Nation acquires Ticketmaster; dominates primary ticket market
                                                                                                                                                          • Live Nation-Ticketmaster damaged by summer tour cancellations
                                                                                                                                                            • Telecharge
                                                                                                                                                              • TicketWeb
                                                                                                                                                                • eTix
                                                                                                                                                                  • Brown Paper Tickets
                                                                                                                                                                    • Tickets.com
                                                                                                                                                                      • Figure 24: Top ten primary ticket sellers, June 2010
                                                                                                                                                                  • Ticketing Channels—Secondary Ticket Market

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Primary market battles to keep revenues from secondary market
                                                                                                                                                                        • Ticketmaster flirts with secondary market through TicketsNow subsidiary
                                                                                                                                                                          • StubHub leading secondary ticket choice among respondents
                                                                                                                                                                            • Figure 25: Purchase of tickets from secondary ticket brokers/sites, by gender, April 2010
                                                                                                                                                                          • 25-34-year-olds most likely to purchase from secondary retailers
                                                                                                                                                                            • Figure 26: Purchase of tickets from secondary ticket brokers/sites, by age, April 2010
                                                                                                                                                                          • Those in households earning $100K+ most likely to buy from secondary retailers
                                                                                                                                                                            • Figure 27: Purchase of tickets from secondary ticket brokers/sites, by household income, April 2010
                                                                                                                                                                          • StubHub leads secondary ticket market; provides peer-to-peer sales
                                                                                                                                                                            • Top primary ticket sellers
                                                                                                                                                                              • Figure 28: Top ten secondary ticket sellers, June 2010
                                                                                                                                                                          • Innovation and Innovators

                                                                                                                                                                            • StubHub innovates mobile ticketing through integrated applications
                                                                                                                                                                              • Partnership with ESPN expanding StubHub platform
                                                                                                                                                                                • Lilith Fair launches magazine to target potential ticket buyers
                                                                                                                                                                                    • Figure 29: Self magazine Lilith Fair promotion, 2010
                                                                                                                                                                                  • Voodoo Experience launches inaugural installment plan option
                                                                                                                                                                                    • Fantourage uses community forum model to promote concert tours
                                                                                                                                                                                      • Figure 30: Fantourage Justin Bieber web promotion, 2010
                                                                                                                                                                                  • Advertising and Promotion

                                                                                                                                                                                    • Venues, teams taking greater role in promotion than traditional media
                                                                                                                                                                                      • Natalie Merchant at the Riverside: An all-in-one site to sustain consumers
                                                                                                                                                                                        • Using content to become the media
                                                                                                                                                                                            • Figure 31: The Riverside website, Natalie Merchant, 2010
                                                                                                                                                                                          • Becoming a one-stop shop in catering to consumer tastes
                                                                                                                                                                                            • Figure 32: The Riverside website for Natalie Merchant concert, 2010
                                                                                                                                                                                          • Using email alerts to not just hype sales, but community
                                                                                                                                                                                            • Figure 33: The Riverside Natalie Merchant email promotion, 2010
                                                                                                                                                                                          • Red Sox Nation: Building a community among diehard sports loyalists
                                                                                                                                                                                              • Figure 34: Red Sox Nation website, 2010
                                                                                                                                                                                            • Team allows fans to organize themselves to generate ticket purchasing
                                                                                                                                                                                                • Figure 35: Red Sox Nation second half website, 2010
                                                                                                                                                                                              • Ticketmaster attempts irony to promote in-house ticket exchange
                                                                                                                                                                                                  • Figure 36: Ticketmaster ad, Randy looks at hats, 2010
                                                                                                                                                                                                  • Figure 37: Ticketmaster Exchange ad, Ed Keeps His Voice Ready, 2010
                                                                                                                                                                                                • StubHub promotes itself as a catalyst for consumer enjoyment
                                                                                                                                                                                                  • Figure 38: Stubhub.com ad, 2010
                                                                                                                                                                                              • Sports Versus Concert Participation

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Majority of respondents refraining from ticket purchasing in recent past
                                                                                                                                                                                                    • Figure 39: Participation of buying tickets for concerts or sporting events, by gender, April 2010
                                                                                                                                                                                                  • Sporting and concert ticketing equally greatest among 25-34 age group
                                                                                                                                                                                                    • Figure 40: Participation of buying tickets for concerts or sporting events, by age, April 2010
                                                                                                                                                                                                  • Sports ticketing appealing mostly to households earning $100K+
                                                                                                                                                                                                    • Figure 41: Participation of buying tickets for concerts or sporting events, by household income, April 2010
                                                                                                                                                                                                • Sporting Event—Ticket Purchase

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • MLB top choice among respondents likely because it has most seats
                                                                                                                                                                                                      • Female respondents less likely than men to purchase sports tickets
                                                                                                                                                                                                        • Figure 42: Incidence of buying tickets for sporting events, by sport/league, by gender, April 2010
                                                                                                                                                                                                      • Baseball ticketing highest in the West, lowest in the South
                                                                                                                                                                                                          • Figure 43: Incidence of buying tickets for sporting events, by sport/league, by region, April 2010
                                                                                                                                                                                                        • 25-34 year olds most active in purchasing sports tickets
                                                                                                                                                                                                          • Figure 44: Incidence of buying tickets for sporting events, by sport/league, by age, April 2010
                                                                                                                                                                                                      • Sporting Event—Season Membership or Subscription Participation

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • A third of all respondents purchase season memberships, subscriptions
                                                                                                                                                                                                              • Figure 45: Season membership or subscription participation, by gender, age and household income, April 2010
                                                                                                                                                                                                          • Sporting Event—Reasons For Purchasing Subscription or Membership

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Subscriptions, memberships are valued for cost savings, not VIP access
                                                                                                                                                                                                                • Figure 46: Reasons for purchasing sporting event subscription or membership, April 2010
                                                                                                                                                                                                            • Ticketing-related Factors That Would Motivate More Purchase

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Cost incentives more than convenience motivate people to buy
                                                                                                                                                                                                                    • Figure 47: Aspects of ticket purchasing that would prompt attending more events, by gender, April 2010
                                                                                                                                                                                                                  • Incentives matter to all age groups
                                                                                                                                                                                                                      • Figure 48: Aspects of ticket purchasing that would prompt attending more events, by age, April 2010
                                                                                                                                                                                                                    • Incentives top choice by all income groups in spurring more ticket buying
                                                                                                                                                                                                                      • Figure 49: Aspects of ticket purchasing that would prompt attending more events, by household income, April 2010
                                                                                                                                                                                                                  • How Consumers Are Notified of Ticket Availability

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Consumers prefer recommendations from people they know
                                                                                                                                                                                                                          • Figure 50: How consumers are notified of ticket availability, by gender, April 2010
                                                                                                                                                                                                                          • Figure 51: How consumers are notified of ticket availability, by age, April 2010
                                                                                                                                                                                                                          • Figure 52: How consumers are notified of ticket availability, by household income, April 2010
                                                                                                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                            • Figure 53: Incidence of buying tickets for concerts or sporting events, by race and Hispanic origin, April 2010
                                                                                                                                                                                                                            • Figure 54: Aspects of ticket purchasing that would prompt attending more events, by race and Hispanic origin, April 2010
                                                                                                                                                                                                                            • Figure 55: How consumers are notified of ticket availability, by race and Hispanic origin, April 2010
                                                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                                                            • Sportsters
                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                    • Discounters
                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                            • The Concerted
                                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                    • Cluster characteristics
                                                                                                                                                                                                                                                      • Figure 56: Event ticket clusters, April 2010
                                                                                                                                                                                                                                                      • Figure 57: Incidence of buying tickets for concerts or sporting events, by event ticket clusters, April 2010
                                                                                                                                                                                                                                                      • Figure 58: Aspects of ticket purchasing that would prompt attending more events, by event ticket clusters, April 2010
                                                                                                                                                                                                                                                      • Figure 59: How consumers learn of ticket sale dates, by event ticket clusters, April 2010
                                                                                                                                                                                                                                                    • Cluster demographics
                                                                                                                                                                                                                                                      • Figure 60: Event ticket clusters, by gender, April 2010
                                                                                                                                                                                                                                                      • Figure 61: Event ticket clusters, by age, April 2010
                                                                                                                                                                                                                                                      • Figure 62: Event ticket clusters, by household income, April 2010
                                                                                                                                                                                                                                                      • Figure 63: Event ticket clusters, by race, April 2010
                                                                                                                                                                                                                                                      • Figure 64: Event ticket clusters, by Hispanic origin, April 2010
                                                                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                      • AT&T Inc.
                                                                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                                                                      • Federal Trade Commission
                                                                                                                                                                                                                                                      • International Speedway Corporation
                                                                                                                                                                                                                                                      • Live Nation
                                                                                                                                                                                                                                                      • Major League Baseball
                                                                                                                                                                                                                                                      • MasterCard Incorporated
                                                                                                                                                                                                                                                      • National Basketball Association
                                                                                                                                                                                                                                                      • National Football League Inc.
                                                                                                                                                                                                                                                      • Recording Industry Association of America [RIAA]
                                                                                                                                                                                                                                                      • Research In Motion (USA)
                                                                                                                                                                                                                                                      • Ticketmaster
                                                                                                                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                                                                                                      Ticket Purchasing Process: Sports Events and Concerts - US - July 2010

                                                                                                                                                                                                                                                      £3,277.28 (Excl.Tax)