Broadway has record year with tourists making up over half of audience

By Daniel S Levine,

Broadway had a record year, thanks mostly to tourists, who now make up over half of the audience on the Great White Way.

The Broadway League released its annual demographics report on Monday, finding that 63.4 percent of all ticket buyers during the 2011-2012 season were not from New York. That’s up from 61.7 percent during the 2010-2011 season.

In addition, 18.4 percent of all tourists were from outside the US.

According to Entertainment Weekly, total Broadway revenue was up to $1.14 billion, another record.

The Broadway League also noted that online ticket sales were also up, with 47 percent of all tickets being purchased online, a 3 percent jump from last season.

The female audience has also continued to grow, making up 67 percent of the audience.

Finally, the industry group also noticed that playgoers go to the theater more frequently than musical attendees. The average playgoer saw six plays, while musical attendees saw four productions on average.

“This was our strongest 52-week season in history in terms of attendance and grosses with over 12.3 million admissions," Charlotte St. Martin, Executive Director of The Broadway League, said in a statement. “We are pleased to see growth in international market, as New York City continues to show strong tourism numbers. As well, the 2011 - 2012 season saw an increase in the diversity of our audience. Word of mouth continues to be the greatest influence for show selection, with a notable uptick in the power of social networking posts.”

The statistics come from surveys taken between June 2011 and June 2012.



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