Insights Insights | September 5, 2017

Behind the entertainment scene: Insights for marketers

Last year Brits spent an average of 19 pounds per head on movies, a rise from 12.5 pounds in the previous year. This rise could be attributed to the evolving technology and enhanced experience in movie technology and the steady rise in per capita income in the UK during this period.

Ticket prices have also seen a spike since after 2001, with the average ticket price seeing a rise in 10% in 2010, which can be attributed to infrastructural changes in movie theatres across the UK and the introduction of 4D technology.

The entertainment industry is in a constant state of flux. With new experiences, brands, and platforms continuously entering the market, consumers have an endless list of options to choose from. New technologies, big data, and audience insights are radically changing how the entertainment industry can connect with its consumers.

We classified the entertainment sector broadly into three sections – theatres and fine arts, movies and music, and books and literature and analysed audiences’ browsing interests are when they book tickets or subscribe to digital libraries, profiles of users interested in plays and popular TV shows like Game of Thrones and discovered interesting insights.

Download the complete insight report here

The search interest for theatre and fine arts peaks from 10 am to 3 pm accounting for 39% of the online traffic throughout the day. Users book theatre tickets towards the evening with online traffic peaking at 8 pm with 7% of booking done during this time.

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When looking at audiences travelling to watch a music concert, we found that 63% of the audience travelling for the concert, either live or work within a five-mile radius of the venue. 80% of the audience that attended the musical ‘Bat out of Hell’ at the London Coliseum in July travelled less than 50 miles to reach the venue.

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With these insights, entertainment marketers can easily optimise their advertising campaigns, craft creative messages that resonate, and understand which target segments are most likely to convert.

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Whether you’ve watched Game of Thrones or not, you’ve definitely heard the buzz about the Season season release. In the days leading up to the debut on July 17th, the world was bursting with anticipation, as TV shows, talk shows, and social media feeds were barraged with updates. This can undoubtedly, be attributed to the massive cult following which the show garnered over the previous six seasons.

How can brands cash in on popular TV shows? To know more download our ‘Games of Thrones’ insight report here.

 

With inputs from Abhishek Pandey, Insights Specialist. Illustrated by Ananya Ghosh