Research published at the weekend in the US suggests that if you are targetting groups around early ticket sales for concerts you should be geared towards women.
Analysis of the gender distribution of first-day visits to concert ticket pages after a tour has been announced shows a marked bias towards female visitors.
Ariana Grande and Korean pop group BTS on their first world tour had the biggest gender gap showing a 3:1 ratio in those who were most interested in the early stages of the tickets going on sale.
Ed Sheeran and Taylor Swift also showed a strong bias while Drake was the closest to parity of those artists who are of greatest appeal to younger generations.
The only group in the survey where there was a dominance of males looking to but tickets, on the opening day of sales in that case from last year’s No Filter tour, was The Rolling Stones.
This data relates to the US market but it is likely to hold true in large part on this side of the Atlantic as well.
Knowledge in the targetting of particular audience groups can significantly bring down the promotion costs associated with a major tour.
It will be interesting over the coming months to observe whether there is a heavier weight given to online promotion on sites that boast a stronger female demographic.
You will find more infographics at Statista
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