Frequency Of Attendance
Broadway theater-goers are repeat customers. On average, they attended 4.5 shows last season, a number that has remained stable over the last several seasons (62% of the audience saw more than one show). The “heavy users” attend 15-25 or more shows per year, buying 37.6% of all tickets sold in 2006-07 (Table A3). The heavy users tended: (1) to go to more plays (average of 9/year) than to musicals (average of 4/year), (2) to be older (average age of 46 vs. 40 for the light users who attend 1-4 shows annually), and (3) to be local New York metro residents.