Latest evidence from Audience Finder and Cultural Participation Monitor shows that weaker panto sales this year threaten theatre venues in the short-term (at a point where they are particularly stretched). There’s also a longer-term risk that it accelerates a pre-COVID trend which was already a threat to venues’ festive sales. Insights show that sales for panto and festive shows are lower this year than in pre-pandemic years and older audiences are particularly affected. Venues may need to rethink the festive formula in response to these changes.
This expected drop in panto sales, especially among older groups, also reflects a trend seen before COVID (although for different reasons). Overall panto sales in Audience Finder venues saw a 7% drop between 2016/17 and 2018/19, with the single greatest drop across that period (of 19%) for a population group that is typically made up of ‘middle-engaged’ older audiences, the Audience Spectrum group Home & Heritage.
This suggests that not only do weaker panto sales this year threaten venues in the short-term (at a point where they are particularly stretched), there is a longer-term risk that it accelerates a pre-COVID trend which was already a threat to venues’ festive sales. Venues may need to rethink the festive formula in response to these changes.
For press enquiries, interviews, quotations or further information contact: Rosie Hanley
e: rosie.hanley@theaudienceagency.org PR & Communications Manager, The Audience Agency