Sales Tracker Dashboards
Explore the dataThis dashboard shares sales data from Audience Answers in an interactive format that makes it easier to focus on and compare the art forms, audiences and time-periods that you are most interested in.
Evidence about the Sector
Explore our UK-wide evidence to discover key audience trends and insights.
Here you can keep up to date with our latest headlines and events. Delve into our research by featured topics. Browse by nation, artform or Audience Spectrum segments.
What's happening?
Headlines from our latest research
61% of people say that the cost-of-living is already putting them off attending cultural events
Find out more about attitudes to cost-of-living40% of people say they now tend to book tickets more last-minute than they did pre-pandemic
More about late booking trends1 out of 3 people still report attending arts, culture and heritage less than they did pre-pandemic
More about attendance patterns
Cultural Participation Monitor
New
Spring 2023 Insights
The Audience Agency's nationwide longitudinal (ongoing) panel survey of changing views about participating in creative and cultural activities through the pandemic and beyond.
Events
Catch up on what we're up to
Previous events
Discover our video archive
Everyday Creativity
Watch nowShops and Cafés in Cultural Venues
Watch nowWatch our featured video:
Upcoming events
See it live and get involved
Skillset | Essentials of Evaluation
Thursday 15 June 2023
1:30 pm — 3:00 pm
Book your free placeSkillset | ACE Investment Principles, Audience Development & Evaluation
Wednesday 28 June 2023
1:30 pm — 3:00 am
Book your free placeFeatured Topics
Topics high up on our research agenda
In need of some evidence?
Our friendly experts are on hand to help you gather the intelligence you need, whether it is putting your organisation in context, exploring trends in the wider sector or generating insights specific to you.
Get in touchDig in deeper
Explore our research by Profile, Nation and Region, or Artform
Audience Spectrum
New to Audience Spectrum?
Audience Spectrum is the most powerful segmentation tool for the UK cultural sector.
Who lives where?
Explore our interactive Audience Spectrum map of the UK
Explore the Audience Spectrum Map
Metroculturals
Prosperous, liberal urbanites, interested in a very wide cultural spectrum.
Commuterland Culturebuffs
Affluent, professional and suburbanite keen consumers of traditional culture.
Experience Seekers
Highly active, diverse, social and ambitious regular and eclectic arts engagers.
Dormitory Dependables
Suburbanites and small towners interested in heritage activities and mainstream arts.
Trips & Treats
Mainstream arts and popular culture fans influenced by children, family and friends.
Home & Heritage
Rural and small town pensioners attracted to daytime activities and historical content.
Up Our Street
Sociable retirees looking for inexpensive, mainstream, local leisure opportunities
Frontline Families
Frugal, semi-urban renting families, light on arts and culture but heavy on community.
Kaleidoscope Creativity
Mixed age urban low engagers preferring free, local, culturally specific arts and festivals.
Supported Communities
Culturally low engaged, health poor, craft circle and church group seniors and youths.
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Take a look at some of our Audience Spectrum Enhancement products to make the most accurate segmentation tool that the cultural sector has ever had work its hardest for you and your audiences.
Explore Audience Spectrum EnhancementsNations & Regions
In all UK nations and regions, the arts, culture and heritage sector has been faced with unprecedented challenges through the pandemic, and now the cost of living crisis, prompting organisations to adapt to new ways of working.
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Scotland
Hide ▲Show ▼Population c. 5.5 million
Scotland specific insights, including Scottish place events, sales trends and Audience Spectrum profling.
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Northern Ireland
Hide ▲Show ▼Population c. 1.9 million
Northern Ireland specific insights, including sales trends and Audience Spectrum profiling.
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England
Hide ▲Show ▼Population c. 67.7 million
Regionally specific insights, including place-based events, sales trends and Audience Spectrum profling.
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Wales
Hide ▲Show ▼Population c. 3.2 million
Wales specific insights, including Welsh language analysis, sales trends and Audience Spectrum profiling.
Artforms
Different artforms in our community have faced specific challenges over recent years. See the latest insights from our research.
