Welcome to Audience Outlook Monitor, an international collaboration between top researchers, funders, service organizations, and hundreds of cultural organizations who want to make informed decisions about how and when to re-start programming based on rigorous research data.
We continually update this site with our latest research findings, scenario planning resources, and critical thinking about audiences and programming.
LATEST VIDEOS
KEY TAKEAWAYS: UPDATED April 25, 2022
WATCH THE OUR DEEP DIVE SESSION: TRACKING THE EXPERIENCE OF EARLY RETURNERS
As audiences return to cultural venues, some will experience uncertainty and anxiety over the visitor experience. How will distancing actually work? Is it safe to use the toilets? Will mask-wearing policies be enforced? This session will highlight work by arts groups to assess the audience experience through post-event surveying, and how those groups are reflecting the results back to audience members to build confidence. READ THE POST
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The dramatic post-Omicron recovery halted in April
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Most indicators of readiness to return held steady or regressed a bit between March and April
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As most infections are likely not reported in gov’t figures, the “case data” that people used to access to make decisions is no longer reliable; instead people are looking at hospitalizations and deaths, which remain low
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Orchestras and theatres are still looking at 65% to 70% of a reactivated customer base, while PACs are still looking at 75% to 80% of a reactivated customer base, on average (no change)
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We have not yet broken through the pre-Delta “ceiling” of comfortability attending large venues
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Attitudes about mask mandates held steady between March and April
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Some support is evident in open-ends for dropping proof of vaccine requirement before dropping mask requirement
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Among non-returners
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About 40% to 50% are already going out, but haven’t “found” the sending organization’s programs
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Roughly 35% to 40% cite health concerns (i.e., 10% to 14% of all respondents); many of these are “long-term non-returners” – they’ll come back slowly, if at all
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Between 20% and 30% say that making advance plans to go out is more difficult now
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If the BA.2 Omicron subvariants continue to spread across the US, we are likely to be in a holding pattern for several months – will this “surge” be a non-event?
STUDY STATISTICS
INDIVIDUAL ORGANIZATIONS CAN PARTICIPATE IN THE COVID-19 AUDIENCE OUTLOOK MONITOR STUDY
While WolfBrown concluded its COVID-19 Audience Outlook Monitor cohorts in 2021, individual organizations that wish to collect data can sign up to deploy three waves of the survey in 2022. Organizations that have already participated will see new results displayed in the WolfBrown Dashboard alongside their previously collected results. For organizations new to the study, a member of WolfBrown's team will provide you with an orientation after your first wave of data collection. We will provide a private hour-long review to all participating organizations after your second or final deployments to discuss the findings and how to use them to make an actionable difference in your decision-making. Learn more about this option and register to participate.
WATCH THE APRIL 25 30-MINUTE EXECUTIVE BRIEFING WITH ALAN BROWN "THE CHANGING CULTURAL DIET"
Alan’s April 25 briefing highlights results from this week’s survey deployments to three national cohorts of theatres, orchestras and performing arts centers. Will perceptions of rising infection rates between March and April cause another regression in readiness to attend? Has demand continued its post-Omicron recovery? This update will focus on indicators of support for masking requirements, reasons why people are claiming that advance planning is more difficult than it used to be, and what people are saying about how their ‘cultural diet” has changed because of the pandemic. (30 minutes) READ THE POST.
660+
Total participating organizations
24
Global study partners
630,000+
Survey responses to date
VISIT THE EVENT LIBRARY
We have many upcoming events. Events are recorded and made available via our video library. Make sure you are subscribed to get event registration info.
