LOS ANGELES (CelebrityAccess MediaWire) — Live Nation has announced that they are teaming up with the Teradata Corporation to launch a new venture called LiveAnalytics. Led by research and marketing industry vet John Forese, LiveAnalytics plans to leverage Ticketmaster's global fan database into data analytics products that they say will help generate ticket sales, sponsorship deals and benchmark performance across venues, teams, leagues, categories and geographies.
"The launch of LiveAnalytics is a key step in our plan to further build on the value we bring to our clients in helping them connect with fans and to ultimately sell more tickets," said Nathan Hubbard, CEO of Ticketmaster. "We plan on being the global leader in fan data insights and consulting that will bring a new level of service and knowledge to our client base."
Forese brings more than 15 years of professional experience at technology companies focused on information services and analytics. He was previously an executive at the Nielsen Company, serving as senior vice president of product leadership for their mobile and telecom division. Most recently, Forese was CEO of Motally, an analytics service for mobile applications that was acquired by Nokia. He holds an MBA from the Stanford Graduate School of Business, and received his Bachelor of Arts in Economics from Princeton University.
LiveAnalytics today released a few top-line results from its 2010 Live Entertainment Year In Review report. Despite the tough economic conditions, live attendance appears to remain healthy and a mainstream activity with 61% of Americans reporting they attended at least one live event in the past year*. Of that 61%, fans attended just over eight live events on average across Ticketmaster's four major event categories: Concerts, Sports, Arts & Theater, and Family. As would be expected, the 35-44 year old demographic had both a higher share attending events at 65%, and a higher average number of events attended, at nearly 10 per year. The study also noted strong cross-over effects across categories, for example those attending a sports event were 1.7 times more likely to attend a concert compared to non-sports attendees.
he specific data from the 2010 Live Entertainment Year In Review cited in this release is from a live attendance study that was conducted in September 2010. The survey data was collected through RDD phone interviews with U.S. residents ages 18-65, with a total number of respondents of 4,392. The responses were then weighted to represent the 2009 U.S. population as reported by the U.S. Census. – CelebrityAccess Staff Writers