Ballet audiences are earlier bookers than contemporary or world dance audiences!

Research by Audiences London shows that from September 2009 up to August 2010, the largest chunk of booking transactions for contemporary or world dance events in London occurred between 2 and 7 days ahead of the performance date (21% for contemporary dance; 16% for world dance), while ballet audiences were most likely to book between 21 and 60 days ahead of the performance date (22% of all transactions for ballet events).

Could this mean that programming for contemporary or world dance is riskier than ballet, or that audiences are more spontaneous or undecided when it comes to booking for these two artforms? Or do audiences feel they ought to book further ahead for ballet performances? And what role do marketing schedules play? What’s your view?

Source: Snapshot London 2009/10 Benchmark.