Stubhub 2008 Concert Ticket Report
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- Image by Getty Images via Daylife
Press release from Stubhub.com
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StubHub is pleased to release its third annual concert ticket report on sales activity for music events during the 2008 calendar year. The information in the report reveals trends and information from the year in concert ticket sales via the world’s largest concert ticket marketplace. Data includes the top grossing tours and those with the highest average ticket prices in 2008, as well as interesting year-over-year tour comparisons and other pricing trends.
“This year’s report surfaced some interesting trends with respect to secondary concert ticket purchasing habits,” said Chuck La Vallee, Head of Music Business Development for StubHub. “Despite the economic woes of the last few months and a lukewarm concert schedule for the year, ticket selling prices actually increased a bit from 2007. It speaks to the overall demand for live touring acts and despite challenging economic times, StubHub buyers are willing to invest in the experience they get for the price of admission.”
In addition to ticket sales, 2008 was a significant year for StubHub in the music industry. Prominent new partnerships included a landmark relationship with Madonna, as the legendary artist selected StubHub to be the Official Fan to Fan Ticket Marketplace for her “Sticky & Sweet” tour — the first deal of its kind between a secondary ticketing company and artist. StubHub also had a very visible presence at the Bonnaroo and Virgin Music Festivals, which further extended the brand awareness of StubHub across the music landscape.
StubHub continued its “Spotlight Artist” program in 2008, a valuable marketing tool for artists to engage the millions of music fans who shop for tickets daily on the site. Some of today’s hottest music artists have utilized this program including Jason Mraz, Colbie Caillat, Kellie Pickler and Buckcherry, among others.
StubHub Key Concert Ticket Stats for 2008 (as of 12/5/2008):
-- Gross dollar sales of concert tickets on StubHub increased by 40% from
2007
-- Overall, fans bought and sold tickets for 11,220 concert events on
StubHub
-- The average price of concert tickets sold through StubHub was $159.
That price increased slightly ($3 per ticket) when compared to average
prices in 2007 ($156).
-- Madonna's "Sticky & Sweet" tour was the highest grossing tour of the
year based on dollar volume. It was the third best selling tour in the
history of StubHub, second only to Hannah Montana and the Police in 2007-
2008. The tour also topped the average ticket price category at $306 per
show.
-- The Jonas Brothers tour sold the most actual tickets for a concert
series in 2008.
-- For the third consecutive year, six of StubHub's Top 10 Selling Tours
of 2008 also toured 20 years ago or more (Madonna, Bruce Springsteen, Bon
Jovi, AC/DC, Jimmy Buffett, Billy Joel)
Link to 2007 Report: http://www.stubhub.com/sites/corpsite/?gsec=news&gact=press&article_id=7096
Top 10 Grossing Tours of 2008 (Based on total dollar volume of tickets
sold)
1. Madonna
2. Jonas Brothers
3. Bruce Springsteen
4. Bon Jovi
5. Coldplay
6. Kenny Chesney
7. AC/DC
8. Hannah Montana
9. Jimmy Buffett
10. Billy Joel
Highest Average Tour Ticket Prices (For tours that sold over 10,000 total
tickets)
1. Madonna- $306
2. Eagles - $234
3. Billy Joel - $224
4. Bon Jovi - $217
5. AC/DC - $210
6. Hannah Montana - $209
7. Celine Dion - $198
8. Neil Diamond - $193
9. Bruce Springsteen - $191
10. Michael Buble - $189
StubHub’s Two Million Dollar Tours of 2008
The tours listed below were the highest grossing overall on StubHub in 2008. In 2008, 21 tours surpassed the $2,000,000 mark in total ticket sales on StubHub: (ranked in order of highest gross). In all, 40 tours cleared the $1,000,000 mark in 2008 as compared to 25 tours in 2007 and 17 tours in 2006.
Avg. Selling North Amer. Tour Ticket Price Dates 1. Madonna $306 28 2. Jonas Brothers $153 91 3. Bruce Springsteen $191 39 4. Bon Jovi $217 45 5. Coldplay $179 37 6. Kenny Chesney $162 41 7. AC/DC $210 28 8. Hannah Montana $209 21 9. Jimmy Buffett $121 25 10. Billy Joel $224 22 11. Dave Matthews Band $140 50 12. Eagles $234 47 13. Tom Petty and the Heartbreakers $169 38 14. Neil Diamond $193 20 15. Radiohead $142 60 16. Kanye West $152 48 17. Michael Buble $189 75 18. Rascal Flatts $143 66 19. Celine Dion $198 44 20. Tina Turner $232 38 21. The Police with Elvis Costello $188 37
$100 Average Ticket Price Benchmarks Established Success
In the eight years of monitoring average ticket prices on its marketplace, StubHub has recognized a consistent trend with respect to the resale value of tickets for acts in the secondary market. Typically, the $100 average price point (or greater) applies to acts with a substantially large national following. The $100 mark serves as a true differentiator between the established superstar acts and the rest of the industry. Artists commanding over $150 per ticket on average are typically the veteran legacy acts who have built up multiple generations of fans and generally do not come from the contemporary music landscape. However, like last year, Miley Cyrus (Hannah Montana) continued to be a notable exception with the second half of her “Best of Both Worlds” tour that extended into 2008.
The Jonas Brothers, whose tour was the second highest grossing tour in 2008, also proved an exception just clearing the Super Star cut with an average selling ticket price of $153. Like Hannah Montana, the Jonas Brothers established a vast fan base through their hit TV series and other interactive media channels. Most new artists who are still growing their fan bases will see average ticket prices trade for under $100 in the open market. Below is a list of StubHub’s top 10 grossing concert acts for 2008 in three pricing levels (Rising Stars) under $100, (Shining Stars) between $100 and $150, and (Super Stars) over $150:
SUPER STARS OVER $150
Avg. Selling
Tour Ticket Price
Madonna $306
Eagles $234
Billy Joel $224
Bon Jovi $217
AC DC $210
Hannah Montana $209
Bruce Springsteen $191
Coldplay $179
Kenny Chesney $162
Jonas Brothers $153
SHINING STARS OVER $100
Avg. Selling
Tour Ticket Price
John Mayer $147
James Taylor $145
Rascal Flatts $143
Radiohead $142
Journey $142
Dave Matthews Band $140
New Kids on the Block $138
Jimmy Buffett $121
Kid Rock $120
Foo Fighters $102
RISING STARS UNDER $100
Avg. Selling
Tour Ticket Price
Avril Lavigne $ 99
Black Crowes * $ 99
3 Doors Down * $ 97
Snoop Dogg * $ 84
Death Cab for Cutie $ 80
The Raconteurs $ 80
My Chemical Romance $ 79
Weezer * $ 77
Cheetah Girls $ 73
Panic at the Disco $ 66
*Some exceptions do exist within the “Rising Stars” section. These acts have some well established fan bases and history though their average ticket selling prices did not reflect a typical pricing trend in 2008.
Twice is Nice for Top Acts
The table below tracks top touring acts that were on the road in both 2008 and 2007 and compares actual tickets sold, total gross dollar sales as well as the average price paid by StubHub buyers. In most every instance, tours more than doubled their actual tickets sold and total gross dollars proving the constant fan demand for these acts and adoption of StubHub as a destination of choice for ticket buyers.
2008 vs. 2007 TOP TOURS - COMPARISONS
# Actual
Tickets Avg.
Sold Total Selling
Increase/ Gross Ticket # Tour
Genre Decrease Sales Price Stops
Kenny Chesney '08 +47% +48% $162 41
Kenny Chesney '07 $161 56
Dave Matthews Band '08 +36% +39% $140 50
Dave Matthews Band '07 $137 38
Jimmy Buffett '08 +45% +30% $121 25
Jimmy Buffett '07 $136 25
Bruce Springsteen '08 +26% +6% $191 39
Bruce Springsteen '07 $226 24
About StubHub
StubHub is the world’s largest ticket marketplace, enabling fans to buy and sell tickets to tens of thousands of sports, concert, theater and other live entertainment events. StubHub reinvented the ticket resale market in 2000 and continues to lead it through innovation. The company’s unique online marketplace, dedicated solely to tickets, provides all fans the choice to buy or sell their tickets in a safe, convenient, and highly reliable environment. All transactions are processed and delivered by StubHub and backed by the company’s FanProtect Guarantee(TM). Company partners include the New York Yankees, Chicago Bears and the University of Southern California along with nearly 60 teams in the NFL, MLB, NBA, NHL and NCAA complemented with music artists like Madonna and companies such as ESPN and American Express.
