Black Theatre Live


The Audience Agency - Show Stats for touring companies

31 January 2017

Read Penny Mills of the Audience Agency's article on Show Stats from Arts Professional.

Some touring companies feel they are kept at arm’s length from the people who pay to see them perform – only forming brief relationships before moving on to the next town, and not knowing if they will ever see them again. Venues, on the other hand, have access to resources to help form a long-term relationship with their audiences.

The truth of the matter is that neither venue nor company can exist without the other, and at the heart of this symbiotic relationship is the oft-unspoken tension that both partners believe the people sat in the stalls to be ‘theirs’. Of course, this isn’t the case. Neither should claim individual ownership of the audience, but there needs to be greater shared understanding of audiences across all parties.

In the past 12 months alone, there have been huge advances in data sharing and insight mining for the touring sector.

Show Stats

Last year The Audience Agency released Show Stats, an audience insight and data tool for the touring sector powered by the data in Audience Finder. For the first time, both touring companies and venues can access a tool that can be used for audience evaluation and planning.

Most importantly, Show Stats provides the information that has not been easily accessible to touring companies previously, giving comparable insights about the profiles and behaviours of audiences.