* 7 million Canadians (6%) attended jazz festivals/concerts one or more times during the last year.
* Females (55%) are more likely than males (45%) to attend jazz festivals/concerts.
* 56% of jazz festival/concert attendees are between 25 and 54 years old. 20% are over 60 years old.
* 16% of jazz festival/concert attendees live alone (1.7 times national average); 10% (1.8 times the national average) are divorced.
* Quebec is the region with highest incidence of attendance, having 1.6 times more attendees than the national average. It is follow by B.C. with an incidence of 1.3 times the national average.
* The average personal yearly income of Canadians who attended jazz concerts/festivals is $36,500. ($30,000 is the national average).
* Jazz festival/concert attendees have an active entertaining life:
* 63% of attendees (2.9 times the national average) attended live theatre, 51% attended popular music concerts (2.6 times national average), 44% went to dancing clubs (2.2 times the national average), 38% went to rock concerts (2.7 times the national average), and 31% went to the symphony (4 times the national average).
* They also take in a lot of movies: 61% went to movie theatres (1.4 times the national average) and 31% attended film festivals (7 times the national average).
* Jazz festival/concert attendees’ top four media for yesterday exposure are: radio (89%), TV (83%), Internet (63%), and newspaper (61%).
* Their favourite radio formats (weekly reach) are: news/talk (28%), adult contemporary (17%) and classic/mainstream rock (10%).
Source: BBM RTS Canada Fall ’03 / Spring ’04
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 55,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
