The results are in! 4th Annual Entertainment Survey

Field Day Inc. polled 1,600 adult residents of Southern Ontario regarding 120 attractions asking them to identify which attractions they attended in 2014 and which attractions are their all-time favourites. The full survey findings are available for download by clicking the link above.

Download the 2014 Executive Summary

“Roughly three per cent of Southern Ontario adults said they have purchased a ticket to attend any event at the Games,” said Andrew Arntfield, President, Field Day Inc. “While these findings align with what organizers have reported, the survey revealed there is a lot of work to do in a short amount of time to sell all 1.4 million tickets available,” he added.

The Toronto Maple Leafs slipped from 3rd place to 5th place on the “All-Time Favourite” list of attractions. The Blue Jays climbed from 5th place to 2nd place, passing the Leafs for the first time since the annual survey first began four years ago.

“The Blue Jays are doing a lot of things right to make the ballpark fun again,” added Arntfield. “The Leafs have been selling hope for decades, and this past season we finally saw proof that fans have given up.”

Meanwhile, Ripley’s Aquarium placed 9th overall on the “All-Time Favourite” list after opening just 18 months ago.

Top-20 All-Time Favourites

  1. Canada’s Wonderland
  2. Toronto Blue Jays
  3. Ontario Science Centre
  4. Air Canada Centre (concerts)
  5. Toronto Maple Leafs
  6. Toronto Zoo
  7. Royal Ontario Museum
  8. CN Tower
  9. Ripley’s Aquarium of Canada
  10. Toronto Raptors
  11. Distillery District
  12. African Lion Safari
  13. Art Gallery of Ontario
  14. Toronto International Film Festival
  15. Mirvish Productions
  16. Rogers Centre (concerts)
  17. Canadian National Exhibition
  18. Massey Hall
  19. Molson Canadian Amphitheatre
  20. Stratford Shakespearean Festival

Declining Attendance

Field Day’s survey corroborates the recent Art Newspaper report that found attendance is declining for many of Toronto’s museums and theatres. Unique visitors to the Art Gallery of Ontario and Ontario Science Centre dropped by more than 15 per cent in 2014. Attendance to Mirvish Productions also decreased by more than 20 per cent last year.

Geography Matters

Luminato, which recently had its annual provincial funding of $2.5 million extended for three more years, appeals almost exclusively to City residents. Only 20 per cent of Luminato’s audience comes from outside postal code M. The survey also found most of Toronto’s smaller theatre and performing arts organizations and music clubs attract few attendees from 905 or beyond. However, consumer shows, family activities, football and lacrosse draw heavily from the Greater Toronto Area surrounding the City of Toronto.

Source of Info

Participants were also asked for their sources of information for entertainment and attractions. Across all age groups, Facebook and “word of mouth” were the most popular resources. Despite some research claims that Facebook is being abandoned by younger users in favour of platforms like Instagram and Snapchat, it still had the greatest appeal for respondents aged 18-24. Traditional media (newspapers, TV and radio) fared best with the oldest age categories.

  1. Facebook 48.43%
  2. Word of mouth 44.56%
  3. TV 35.48%
  4. Online advertising 35.34%
  5. Online articles 33.15%
  6. Radio 29.47%
  7. Email from the attraction 29.13%
  8. Newspaper advertising 24.28%
  9. Twitter 20.18%
  10. Newspaper articles 17.00%
  11. Other social media 16.56%

About the Survey

The survey was conducted online and examined eight categories of live entertainment: theatre and performing arts; galleries and museums; festivals, fairs and events; destinations; sports; concert or arts venues; music clubs; and consumer product shows. Survey invitations were distributed via email to Field Day’s database of 4,000 Southern Ontario residents. Field Day gathered over 1,600 responses from adults living in Southern Ontario. Respondents provided basic demographic information including the first digits of their postal code, age, household income, education and gender. The demographic data was used to weight responses to accurately reflect StatsCan demographics. The survey has a margin of error of +/– 5 per cent with a confidence level of 95 per cent.

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