A round-up of the original research and analysis that The Audience Agency is undertaking into the impact of the crisis on cultural participation and engagement.

Original research and insights so far include:

  • Five Years of Sales. A brief overview of Audience Finder sales data over the last five financial years (2015/16 to 2019/20).
  • Back Light Report. A report providing a comparative baseline of what ticket sales look like in a typical theatre year, taken from averages from 2017-2019.
  • Ghost Light Report. A monthly updated tracker of sales data from Audience Finder for 2020, compared to that baseline, to help understand the impact of COVID-19 on the cultural sector and particularly ticketed arts organisations.
  • Digital Audience Survey. Latest findings from our survey of how audiences have responded to arts, culture and heritage online during lockdown.
  • Act Two Survey. Analysis of data from Indigo’s Act Two survey to understand ‘regular and frequent’ audiences’ reactions to digital cultural content.
  • Audience Spectrum through COVID-19. Insights into Audience Spectrum segments' changed behaviour and attitudes to arts, culture and heritage engagement through the crisis.
  • Audiences Between Lockdowns. A report profiling audiences that returned to cultural organisations for in-person visits or performances between the first and second lockdowns.
  • COVID-19 Cultural Participation Monitor. The first wave of findings from our nationwide longitudinal panel survey of changing views about participating in creative and cultural activities through the pandemic.
  • Scottish Intentions Survey. A 'temperature taking' survey, conducted in partnership with Creative Scotland, of organisations across the nation and their audiences' attitudes to returning to culture post-COVID.


browse our original research and insights below

Image of Five Years of Sales
Five Years of Sales

This brief summary shows an overview of Audience Finder sales data over the last five financial years (2015/16 to 2019/20).

Image of Back Light Report
Back Light Report

This report summarises sales data from Audience Finder to support the Department for Digital, Culture, Media and Sport (DCMS), Arts Council England (ACE) and cultural organisations in planning their response to Covid19.

Image of Ghost Light Report
Ghost Light Report

This report tracks sales data from Audience Finder for 2020, compared to a baseline (of averages from 2017-19) to help understand the impact of Covid19 on the cultural sector and particularly ticketed arts organisations.

Image of Digital Audience Survey | Findings
Digital Audience Survey | Findings

First findings from The Audience Agency's Digital Audience Survey show how audiences have responded to arts, culture and heritage organisations moving so much of their offering online during the COVID-19 lock-down period.

Image of Digital Engagement with Culture
Digital Engagement with Culture

The Audience Agency has analysed data from Indigo’s Act Two survey to understand ‘regular and frequent’ audiences’ reactions to digital cultural content.

Image of Audience Spectrum in the Context of COVID-19
Audience Spectrum in the Context of COVID-19

Understand the impact of lockdown on the behaviours of different Audience Spectrum groups.

Image of Audience Spectrum Between Lockdowns
Audience Spectrum Between Lockdowns

Between the end of the first lockdown and the start of the second, many cultural organisations opened for in-person visits or performances.

Image of COVID-19 Cultural Participation Monitor
COVID-19 Cultural Participation Monitor

The Audience Agency's nationwide longitudinal (ongoing) panel survey of changing views about participating in creative and cultural activities through the pandemic.

Image of Scottish Intentions Survey
Scottish Intentions Survey

In partnership with Creative Scotland, The Audience Agency has conducted a 'temperature taking' survey of organisations across the nation and their audiences' attitudes to returning to culture post-COVID.