Keeping a Close Eye on the Tony Noms
5/3/18
Every year, the folks here at Shubert become borderline obsessed with the Tony Award nominations. Not just the nominations themselves, of course, but how the nominations as a whole affect sales volume for the day.
Last year, we talked about the Tonys telecast—how the ceremony spiked web traffic on Telecharge. But online sales are only a piece of the puzzle; looking at Telecharge Call Center traffic and breaking down activity between desktop and mobile can help shows better understand buyer behavior.
On Telecharge.com, the desktop site saw a huge increase in sales volume between 9:00AM and about 2:00PM, selling approximately 3,000 tickets in that time frame. Sales dropped slightly in the afternoon and early evening but remained elevated, followed by another spike between 8:00PM and 11:00PM.
Telecharge Offers and Telecharge.com on mobile saw consistent elevated sales following the announcement, without major spikes.
Meanwhile on the phones, the Telecharge Call Center saw decent spikes at 10:00AM, 1:00PM - 2:00PM, and 5:00PM, before dropping off in the evening hours, suggesting that phone buyers who followed the nominations closely prefer to call during work hours, while online shoppers remain active into the evening.
Of course, we can’t release data about specific shows’ sales on Tuesday, but even looking at the big picture helps understand how important the Tony® nominations can be. And knowing when sales spike in general that day can be super helpful for shows wanting to make the most of their nominations.
For more information on the Shubert Organization, visit www.shubert.nyc.
Last year, we talked about the Tonys telecast—how the ceremony spiked web traffic on Telecharge. But online sales are only a piece of the puzzle; looking at Telecharge Call Center traffic and breaking down activity between desktop and mobile can help shows better understand buyer behavior.
On Telecharge.com, the desktop site saw a huge increase in sales volume between 9:00AM and about 2:00PM, selling approximately 3,000 tickets in that time frame. Sales dropped slightly in the afternoon and early evening but remained elevated, followed by another spike between 8:00PM and 11:00PM.
Telecharge Offers and Telecharge.com on mobile saw consistent elevated sales following the announcement, without major spikes.
Meanwhile on the phones, the Telecharge Call Center saw decent spikes at 10:00AM, 1:00PM - 2:00PM, and 5:00PM, before dropping off in the evening hours, suggesting that phone buyers who followed the nominations closely prefer to call during work hours, while online shoppers remain active into the evening.
Of course, we can’t release data about specific shows’ sales on Tuesday, but even looking at the big picture helps understand how important the Tony® nominations can be. And knowing when sales spike in general that day can be super helpful for shows wanting to make the most of their nominations.
For more information on the Shubert Organization, visit www.shubert.nyc.
Originally published in Broadway Briefing.