Selling Broadway's Biggest Night
6/15/17
The Tony Awards® are Broadway’s most high-profile night of the year. Between the awards and speeches, live performances, and commercial breaks, Broadway shows hit millions of TV and computer screens that night. The impact is immediate, and interest in tickets goes through the roof.
This past Sunday, Telecharge started to see site traffic and sales creep up much earlier than usual—beginning at 6pm as the red carpet coverage began. But the real spike started when the show hit the air.
In general, interest in specific shows and visits to their pages peaked during their live performances and tended to fall shortly after. As the night went on, Tony wins also increased traffic for that category’s winning show, but only for a short while. Unless you’re winning award after award, à la The Producers in 2001, it’s hard to sustain a huge increase in site traffic the whole night.
In the chart below, we’ve tracked Telecharge.com site traffic in number of sessions, orders and tickets, plus sales revenue across a 24-hour period Sunday into Monday. It’s easy to see, even hourly, how the Tonys telecast affects people’s interest in Broadway.
During the peak in the 9pm hour, Telecharge handled 15,475 sessions in one hour across all platforms.
Monday morning, there was another, smaller rise in site traffic and sales, as people reacted to the news. But this flurry of Tony-related activity is short-lived, and most everything returned to normal levels by Tuesday.
It’s a burst of excitement that’s incredibly valuable for nominees and winners in the short-term, but the real value lies in generating more awareness of Broadway and interest among people watching at home.
For more information, visit www.shubert.nyc.
This past Sunday, Telecharge started to see site traffic and sales creep up much earlier than usual—beginning at 6pm as the red carpet coverage began. But the real spike started when the show hit the air.
In general, interest in specific shows and visits to their pages peaked during their live performances and tended to fall shortly after. As the night went on, Tony wins also increased traffic for that category’s winning show, but only for a short while. Unless you’re winning award after award, à la The Producers in 2001, it’s hard to sustain a huge increase in site traffic the whole night.
In the chart below, we’ve tracked Telecharge.com site traffic in number of sessions, orders and tickets, plus sales revenue across a 24-hour period Sunday into Monday. It’s easy to see, even hourly, how the Tonys telecast affects people’s interest in Broadway.
During the peak in the 9pm hour, Telecharge handled 15,475 sessions in one hour across all platforms.
Monday morning, there was another, smaller rise in site traffic and sales, as people reacted to the news. But this flurry of Tony-related activity is short-lived, and most everything returned to normal levels by Tuesday.
It’s a burst of excitement that’s incredibly valuable for nominees and winners in the short-term, but the real value lies in generating more awareness of Broadway and interest among people watching at home.
For more information, visit www.shubert.nyc.
Originally published in Broadway Briefing.