By Barry Janoff
December 18, 2015: The past year had its share of big sports events, big concerts and big entertainment.
Online ticket destination StubHub was in the midst of the onslaught to get into such concerts as U2, Taylor Swift, The Rolling Stones, One Direction; and sports events including the Super Bowl, Mayweather-Pacquiao and the World Series,.
They not only came unscathed but with a ledger full of numbers and marketing statistics.
Super Bowl XLIX, played on Feb. 1 in the University of Phoenix Stadium between the New England Patriots and Seattle Seahawks was the top-selling sports event on StubHub in 2015, according to 2015: A Look Back, The Year in Live Experiences, the just-released inaugural state of ticketing and live events survey from StubHub.
MLB took the next three spots, with Games 3, 4 and 5, respectively, of the World Series between the Kansas City Royals and New York Mets.
No. 5 on the sports list was the Floyd Mayweather Jr.-Manny Pacquiao fight in Las Vegas this past May.
The most popular concert tours of 2015 among people who purchased tickets via StubHub were Taylor Swift (1989), Garth Brooks, Billy Joel, U2 and Ed Sheeran, according to StubHub.
The top-selling teams over the course of their respective season, according to StubHub, were the defending World Series champion San Francisco Giants, New York Yankees, Boston Red Sox, Los Angeles Dodgers, Dallas Cowboys, St. Louis Cardinals, Chicago Cubs, New York Knicks, San Francisco 49ers and Detroit Tigers.
The top-selling teams by event were the NCAA men's basketball champion Duke Blue Devils, Seattle Seahawks, New England Patriots, Chicago Bears, Denver Broncos, Notre Dame (football), Texas A&M (football), Dallas Cowboys and the New York Giants.
According to StubHub, 32% of people purchased tickets within three days of an event, while 2% got their tickets more than 180 days in advance.
Regarding social media habits of ticket purchasers, StubHub found that consumers strongly favored Facebook (78%), but that several other channels fell into close proximity: Twitter (42%), Linkedin (36%), Pintrest (35%), Google+ (34%) and Instagram (30%).
Mobile tickets will account for more than 50% of ticket transactions by 2019, and more than 52% of concert-goers used mobile to look up details about an event, according to 2015: A Look Back, The Year in Live Experiences.
“One of the biggest themes we see at the end of 2015 is that technology is changing the way fans consume live events,”Kate McGunigal, head of consumer insights for StubHub, said in a statement. “Some of our strongest findings are around mobile, social and millennials."
In researching cross-marketing ticket buying, StubHub asked the question: if you bought a specific NFL team’s ticket at Stubhub in the past 5 years, what other concert purchase have you made this year?
Among the performers who were on StubHub's Top Ten Concert Tours for 2015, Taylor Swift was favored by people who also bought tickets for the Carolina Panthers and Dallas Cowboys; and Garth Brooks also attracted fans for the Buffalo Bills, Cleveland Browns and New Orleans Saints.
On-field rivals New England Patriots and New York Jets came together as fans of Billy Joel; U2 was preferred by people who also bought tickets for the Arizona Cardinals, Pittsburgh Steelers and San Diego Chargers; and Ed Sheeran was a favorite among the Indianapolis Colts, Minnesota Vikings and St. Louis Rams ticket-buyers.
Regarding MLB fans, Taylor Swift was favored by ticket-buyers for the Atlanta Braves, Baltimore Orioles, Houston Astros, Pittsburgh Pirates and Tampa Bay Rays; Foo Fighters were favored among the Boston Red Sox, San Diego Padres and Seattle Mariners; Eric Church by ticket-buyers for the Los Angeles Angles, Los Angeles Dodgers and Philadelphia Phillies; and Fleetwood Mac by the Cleveland Indians, Toronto Blue Jays and Washington Nationals.
Fans of the NBA champion Golden State Warriors also were fans of AC/DC. Fans of the NHL Stanley Cup champion Chicago Blackhawks went most for U2.
On average, people who purchase tickets for sports events are 40, concert ticket purchasers are 42 and theater ticket buyers are 44; with the overall base of consumers purchasing tickets to an average of four events during the year, people in the 18-24 age demographic purchasing tickets to an average of six events and those 55+ purchasing tickets to an average of five events, according to 2015: A Look Back, The Year in Live Experiences.
According to StubHub's stats, concert-goers and theater attendees purchased tickets for an average of four events, respectively, but were outdone by sports fans, who on average purchased tickets to five events in the past year.
Regarding the gender of ticket buyers, purchasers of concert tickets skewed 51%-49% female to male, buyers of theater tickets skewed 47%-53% female to male and sports ticket buyers split %439%-61% female to male.
The most popular day of the week to buy tickets was Friday, the most popular month October and the most popular week was Christmas Week, according to StubHub.
Among other bits of information from 2015: A Look Back, The Year in Live Experiences:
• 47% of audience members text during shows
• 47% of millennials have filmed part of a concert on their smartphone
• 67% of millennial concert-goers have taken a photo of a performer with their smartphone
• 71% of millennials said that tweeting during an event "makes it more fun."
According to StubHub's McGunigal, "Our Year in Live Experiences report demonstrates meaningful changes underway in the ticketing industry, highlighting the impactful role digital devices and real-time engagement are playing and how this affects venues, advertisers, sponsors and fans alike.”
The Year in Live Experiences was compiled by StubHub’s Consumer Insights and Analytics team between Spring 2014 -Fall 2015. Survey respondents were individuals who purchased live events tickets in the last 12 months, including tickets purchased outside of StubHub’s platform.
StubHub said it also compiled data related to buyers and sellers across StubHub’s desktop, mobile web and mobile app, and cited third party data when applicable.
StubHub'sTop Ten Selling Sports Events 2015
1. Super Bowl XLIX
2. World Series Game 3
3. World Series Game 4
4. World Series Game 5
5. Floyd Mayweather-Manny Pacquiao
6. College Football National Championship
7. World Series Game 2
8. Stanley Cup Finals Game 6
9. New England Patriots at Dallas Cowboys (Oct. 11)
10. World Series Game 1
StubHub's Top Ten Selling Concert Tours 2015
1, Taylor Swift
2. Garth Brooks
3. Billy Joel
5. Ed Sheeran
6. Luke Bryan
7. The Grateful Dead
8. Kenny Chesney
9. One Direction
10. The Rolling Stones
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