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23 RD NOVEMBER 2012 Audiences for opera in Ireland All data ROI TGI 2012 (c) Kantar Media Ltd.

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Presentation on theme: "23 RD NOVEMBER 2012 Audiences for opera in Ireland All data ROI TGI 2012 (c) Kantar Media Ltd."— Presentation transcript:

1 23 RD NOVEMBER 2012 Audiences for opera in Ireland All data ROI TGI 2012 (c) Kantar Media Ltd

2 Source of information TARGET GROUP INDEX Large-scale single source survey carried out in Ireland 3019 adults in 2011/2012 Autumn 2011 and Spring 2012 Aims to be representative of the adult population All data ROI TGI 2012 (c) Kantar Media Ltd

3 How does it work? Select a data set Select behaviour, purchasing and media information for that data set Sample sizes can be an issue in the arts All data ROI TGI 2012 (c) Kantar Media Ltd

4 Example All data ROI TGI 2012 (c) Kantar Media Ltd

5 % of regular attenders by gender 2012 All data ROI TGI 2012 (c) Kantar Media Ltd

6 % or regular attenders by social class ABC1 All data ROI TGI 2012 (c) Kantar Media Ltd

7 % attendance by artform by region All data ROI TGI 2012 (c) Kantar Media Ltd

8 age of regular attenders v general population All data ROI TGI 2012 (c) Kantar Media Ltd

9 Regular opera attenders All data ROI TGI 2012 (c) Kantar Media Ltd 162,000 adults report that they attend once a year or more, approximately 5% of the adult population 12% of these attended an opera outside Ireland

10 Internet usage among opera attenders All data ROI TGI 2012 (c) Kantar Media Ltd 49% of opera attenders report that they log onto the internet more than once a day A further 16% log on once a day Opera attenders are 21% more likely than the general population to spend between 20-39 hours per week on the internet 48% of opera attenders purchase tickets for events online Opera attenders are 76% more likely to regularly purchase tickets online than the general population

11 Online behaviour All data ROI TGI 2012 (c) Kantar Media Ltd Of 18 possible categories of type of site visited 1. Travel and holiday websites – 55% index 2. Weather and information 3. Cinema and events listings – 28% index 18% of opera attenders regularly use their mobile phone to search the internet for information

12 Sites they visit All data ROI TGI 2012 (c) Kantar Media Ltd 34% regularly visit Facebook 9% regularly visit Twitter 11% regularly visit Google+ 5% regularly visit entertainment.ie 12% regularly visit ticketmaster.ie 21% regularly visit irishtimes.com – 100% more likely 5% regularly visit mailonline – 122% more likely

13 Online videos All data ROI TGI 2012 (c) Kantar Media Ltd 31% of opera attenders watch between 15 and 29 minutes of video online per week – light users 27% of opera attenders regularly visit Youtube

14 All data ROI TGI 2012 (c) Kantar Media Ltd


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