Impact Ideas

Close
Close
BLOG

Theatre Audience Report 2014

Written by Marliese Andexer 18 / 02 / 2015

London’s West End has enjoyed its 11th consecutive year of growth and another record breaking 12 months at the box office. The Society of London Theatre (SOLT) reports that in 2014 the West End clocked in gross sales of more than £623 million. A modest increase of 7% on 2013’s £585.5 million. There was a slight drop in audience figures though as average attendance decreased by 1.7% from 791 to 777 per performance.

EntertainmentWHAT SHOWS WERE PEOPLE WATCHING?

SOLT revealed that in 2014 straight-plays actually saw a hike in attendance of 4% and an increase in box office receipts of 7%. Furthermore, as the BBC revealed last week, there was a sizeable rise in the production and popularity of new writing with 172 new plays staged last year, an impressive increase of 26%.

A TicketMaster survey a couple of years ago revealed 36% of people claimed to prefer new work and 43% “relatively established” work. Surprisingly, only 21% said their tastes swayed more favourably towards long-runners that have been playing for over two years.

WHAT WAS THE AUDIENCE MAKE UP?

Another interesting statistic from TicketMaster was the age brackets most likely to attend. 87% of 16 – 19 year olds and 82% of 20 – 24 year olds said they attend the theatre – the highest two groups by a sizeable margin.

WHAT DOES THIS MEAN FOR US?

With these various figures in mind, it wouldn’t be too far-fetched to predict a slow changing of the tides with more young people seeking out new, more innovative and exciting productions despite the drop in overall attendance.

Some producers are taking a punt on this possible trend. The Royal Court have transferred their new writing hit The Nether to the West End and the Young Vic has moved their “relatively established” but nonetheless excellent production of View from the Bridge to Wyndham’s Theatre for a limited run.

Blogger Outreach, video and TrueView are key advertising tools when communicating with young, developing and “something different” seeking audiences. Generation Z make up the largest cohort of YouTube users, with 83% visiting the site at least once a month (the Millenials come in a close second with 70% making monthly online visits).

Impact’s video production and digital team can help you utilise the power of blogger networks and YouTube’s advertising capabilities to ensure your campaign gets in front of the right people.

To discuss how Impact can help you reach these young and developing audiences through digital and experiential avenues, contact hello@impactideas.co.uk or call 0207 729 5978 today.

Vacancy – Account Manager
Experiential

Vacancy – Account Manager

Impact exists to generate audiences for cultural events and visitor attractions in London and the...

Impact Video Showreel
Digital

Impact Video Showreel

Our Impact Video Production showreel shows the breadth of work we created in 2014, with a...

IYAF 2014

IYAF 2014

July sees the launch of the International Youth Arts Festival – the biggest arts festival...

Tourism Forecast ’14

Tourism Forecast ’14

2014 has already shown titanic foreign visitor figures in the first three months and VisitBritain...

Guerilla Stunt
Experiential

Guerilla Stunt

Impact Marketing video production filmed three spoken word artists around London promoting The Last...

Your Promo Team
Experiential

Your Promo Team

Impact’s Promotional Staff are at your service, providing bespoke solutions for all your field marketing...

Print design tips
Print

Print design tips

Our print design tips inforgraphic will help you avoid the pitfalls of print display. You...

Promo Staff 101
Experiential

Promo Staff 101

What is the secret behind a truly great Promotions Team? Having worked in the industry...

LET’S TALK.

If you’d like to know more about Impact, please give us a ring, drop us an email below or send a pigeon to…

IMPACT
Tuscany Wharf
4b Orsman Road
London N1 5QJ

Tel: + 44 (0) 207 729 5978