Index-Specific Drivers Total Marketing Expenses
What Drives Total Marketing Expenses?
What Drives Total Marketing Expenses?
What organizational characteristics affect this performance?
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Higher total marketing expenses tend to occur for older and larger-budget organizations, those with high levels of funding from local or state government, and those that receive NEA or IMLS grants. Total marketing expenses also are higher for those organizations with more administrative employees, larger overall staffs, who offer more programming, and present more local premieres.
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Total marketing expenses tend to be lower for organizations that target those under 25, African-Americans or Hispanics/Latinos.
How do community arts and leisure characteristics affect performance?
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Total marketing expenses are higher for organizations in communities with more public broadcast dollar activity, and more leisure activities, which in this case act as complements.
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The more symphony orchestras, the higher the marketing budget tends to be for the organizations in this sector. By contrast, having more arts education organizations, art museums, community organizations, dance companies, music organizations, opera companies or theatre companies in a market tends to mean lower marketing budgets for those competing within each of these sectors.
How do socio-demographic characteristics of the community affect performance?
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Total marketing expenses are lower in communities with larger populations, higher median age, a higher percentage 18-24-year olds, or a higher percentage of Asian-Americans, African-Americans or Hispanics/Latinos.
What impact does cultural policy have on performance?
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Government grant activity in the local market had no relationship with total marketing expenses.
What Drives Physical Attendance?
What Drives Physical Attendance?
What organizational characteristics affect this performance?
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In-person attendance increases with organizational age, square footage, budget size, the number of programmatic offerings, number of local premieres, the amount spent on marketing, the number of subscribers/members, the number of website page views, targeting kids or Asian-Americans, and being awarded NEA or IMLS grants.
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Attendance tends to be lower when organizations receive higher levels of support from local government or if they target African-Americans.
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Price had no effect on attendance.
How do community arts and leisure characteristics affect performance?
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In-person attendance tends to be higher for organizations in communities with more public broadcast dollar activity, and lower for organizations in communities with high total arts dollar activity and more artists and arts providers.
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The more organizations in the general performing arts sector, the higher the attendance for all organizations in that sector. By contrast, more within-sector competitors in arts education, art museums, opera, or theatre drives down attendance for organizations within these sectors.
How do socio-demographic characteristics of the community affect performance?
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Physical attendance is lower in communities where the total population is larger and the socioeconomic level and median age are higher. It is also lower if the organization is in a market with a higher percentage of the population under 25, Asian-Americas, African-American or Hispanics/Latino.
What impact does cultural policy have on performance?
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Physical attendance is lower in communities with higher state and federal government grant activity in the local market.
What Drives Direct Marketing Expenses (non-staff)?
What Drives Direct Marketing Expenses (non-staff)?
What organizational characteristics affect this performance?
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Higher direct (non-staff) marketing expenses tend to occur for older organizations, those with larger budgets, larger boards, more square footage, higher occupancy expenses, those with high levels of funding from local or state government, and those that receive NEA or IMLS grants. Direct marketing expenses also are higher for those organizations with more total offerings, with a higher median ticket price, and present more local and world premieres.
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Total marketing expenses tend to be lower for organizations that target those under 25, African-Americans or Hispanics/Latinos.
How do community arts and leisure characteristics affect performance?
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Total marketing expenses are higher for organizations in communities with more public broadcast dollar activity, and more artists and arts providers.
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The more community organizations, the higher the direct marketing budget tends to be for the organizations in this sector. By contrast, having more opera companies, PACs, or theatre companies in a market tends to mean lower direct marketing budgets for those competing within each of these sectors.
How do socio-demographic characteristics of the community affect performance?
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Direct marketing expenses are higher in communities with higher median age, a higher percentage of people under 25, or a higher percentage of Asian-Americans. By contrast, they are lower in markets with a larger population, higher socio-economic level, or a high percentage of African-Americans.
What impact does cultural policy have on performance?
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Higher state and federal government grant activity in the local market lowered direct marketing expenses.