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Framing this research question: How far in advance do single tix patrons make purchases

Will Crockett
$organization

Hi friends-

This question comes up: How far in advance are single ticket buyers getting their tickets, and how can that inform some of our media buying? Before I dive into a report or analytics or anything like that, I was trying to think about how I might actually want my answer to come together. (This may be particularly relevant for presenters and others that do multiple short runs, like symphonies.)

I was thinking I might need to stitch together a few data points to get a clear answer. Such as:

  • Leading up to a concert, are there any particular weeks that often show the largest number of tix sold? Like do most people buy in week 3 before a concert?
  • What percentage of the single ticket buyers purchase tix in the x-number of weeks before a concert?
  • If I plotted this on a line graph with a total tix sold for each week, I could see where there might be some spikes. 

Have you done something like this? Any advice? I'm an Olympic-grade over-thinker. You may have been able to get a good answer with a simple chart. 

Many thanks!

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  • $organization

    Hi Will,

    I tend to get asked this question by some of our agencies, where I bucket similar types of performances to inform them of past performance ticket sales leading up to the week/day of concert. I might look at patrons by their constituency status, or geo locations to sort of segment when they are buying their tickets. It varies by type of performance as you indicated.  

    On the X axis below I have weeks prior to performance, and for the Y axis I have a formula calculating the total revenue / weekly revenue.  

    Depending on the type of performances being bucketed the chart will change.  The good news is that the agency can decide based on this data when to allocate spend to some for their campaigns. 

    So I think you are on the right track with your thinking.

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  • $organization

    Hi Will,

    I tend to get asked this question by some of our agencies, where I bucket similar types of performances to inform them of past performance ticket sales leading up to the week/day of concert. I might look at patrons by their constituency status, or geo locations to sort of segment when they are buying their tickets. It varies by type of performance as you indicated.  

    On the X axis below I have weeks prior to performance, and for the Y axis I have a formula calculating the total revenue / weekly revenue.  

    Depending on the type of performances being bucketed the chart will change.  The good news is that the agency can decide based on this data when to allocate spend to some for their campaigns. 

    So I think you are on the right track with your thinking.

Children