1Source: Population Projections 2006-2021, Neighbourhood Statistics (NISRA) Website: www.ninis.nisra.gov.uk, Crown copyright material is reproduced with the permission of the Controller of HMSO.2Source: Population Projections 2006-2021, Neighbourhood Statistics (NISRA) Website: www.ninis.nisra.gov.uk, Crown copyright material is reproduced with the permission of the Controller of HMSO

3 Source: Annual Survey of Hours and Earnings 2010, Department of Enterprise, Trade and Investment website: www.detini.gov.uk, Crown copyright material is reproduced with the permission of the Controller of HMSO4Source: Labour Market Survey (Jul – Sept 2010), Department of Enterprise, Trade and Investment website: www.statistics.detini.gov.uk, Crown copyright material is reproduced with the permission of the Controller of HMSO

5 Source: Family Spending Report 2009, Office of National Statistics, www.statistics.gov.uk, © Crown copyright 2010. Published with the permission of the Office of Public Sector Information (OPSI).6 Source: Table A37, Family Spending Report 2009, Office of National Statistics, www.statistics.gov.uk, © Crown copyright 2010. Published with the permission of the Office of Public Sector Information (OPSI).

7Source: KS04 Marital Status, 2001 Census, Neighbourhood Statistics (NISRA) Website: www.ninis.nisra.gov.uk, Crown copyright material is reproduced with the permission of the Controller of HMSO 8Source: “An A-Z of Commonly Used Terms and Protocols relating to Box Office and Audience Data”, Stephen Cashman/Audience Data UK, www.audiencesuk.org.

9 Source: Audience Audit and Audience Tracker 2009, Audiences NI, www.audiencesni.com10Source: “Direct mail receipt and response – day of week analysis”, Mail Media Centre, www.mmc.co.uk 11Source: “Consumer insights – direct mail and the leisure and entertainment sector”, Mail Media Centre, www.mmc.co.uk

12Source: “Communications Market Report: Northern Ireland 2010”, Ofcom, www.ofcom.org.uk 13Source: Total Average Net Circulation / Distribution Per Issue (4 Jan 2010 - 4 Jul 2010), ABC, www.abc.org.uk

14Source: 2009 average calculated from “National Email Benchmarking Report Q4 2009”, Direct Marketing Association, www.dma.org.uk 15Source: “E-marketing Benchmark 2009/10”, Audiences NI, www.audiencesni.com

16Source: “Communications Market Report: UK”, Ofcom, www.ofcom.org.uk 17 Source: Downtown Radio, Cool FM, CityBeat, U105, Five FM, Six FM, Seven FM, Q97.2, Q102.9 and Q101.2; as listed in “Communications Market Report: Northern Ireland”, Ofcom, www.ofcom.org.uk

Copyright © ExpErian Ltd 2007, Copyright © naVtEQ 2007, BasEd on Crown Copyright matEriaL

BaLLymonEy(31,585 pEopLE)

CoLErainE(55,997 pEopLE)

LimaVady(34,702 pEopLE)

dErry(110,930 pEopLE)

straBanE(40,327 pEopLE)

omagh(53,835 pEopLE)

dUngannon(60,131 pEopLE)

CooKstown(37,429 pEopLE)

maghEraFELt(45,277 pEopLE)

BaLLymEna( 64,207 pEopLE)

LarnE(31,599 pEopLE)

antrim(56,287 pEopLE)

armagh (60,753 pEopLE)

nEwry and moUrnE (102,543 pEopLE)

BanBridgE(49,582 pEopLE)

down(72,401 pEopLE)

LisBUrn(117,783 pEopLE)

BELFast(263,986 pEopLE)

nEwtownaBBEy (81,761 pEopLE)

CarriCKFErgUs (41,346 pEopLE)

north down(79,238 pEopLE)

CastLErEagh(64,099 pEopLE)

ards(79,829 pEopLE)

CraigaVon(94,922 pEopLE)

FErmanagh(64,076 pEopLE)

moyLE(17,084 pEopLE)

What is a catchment area? It’s a “geographic area around an arts facility which is the source of the largest and most important

proportion of actual users and attenders.”8

The core catchment for an organisation is based on where 80% of customer records come from, which normally equates to a 30 minute drivetime around the performance venue although larger venues will have catchments closer to 40-45 minutes while smaller venues will be closer to 20-25 minutes.

BaLLymEna

antrim

BaLLyCLarE

LarnE

CarriCKFErgUs

hoLywood

Bangor

nEwtownards

nEwtownaBBEy

CrUmLin

CraigaVon

BanBridgE

dromorE

hiLLsBoroUgh

LisBUrn

BELFast

BaLLynahinCh

downpatriCK

A6 M22

M2

A8(M)

A8

A8

M1

A typical Belfast catchment area: A standard 30 minute off-peak drive time from Belfast city centre extends as far as Larne, Antrim, Crumlin, Dromore, Ballynahinch, Newtownards and Groomsport.

LondondErry

CastLEdErgnEwtownstEwart gortin

pLUmBridgEdoUgLas BridgE

sion miLLsCLady

straBanE

artigarVin

dUnamanagh

prEhEn parK drUmahoE

strathFoyLE EgLinton grEystEELBaLLyKELLy

LimaVady

dUngiVEnCLaUdy

ardmorE

A typical Derry/Londonderry catchment area: A standard 30 minute off-peak drive time from Derry/Londonderry city centre extends as far as Limavady, Dungiven and Douglas Bridge and across the border into the Republic of Ireland.

If ALL of The househoLD Bookers for The ArTs In 2009 Were seATeD In one BIg AuDITorIum, 54% of The seATs WouLD Be fILLeD WITh Bookers reTAIneD from 2007 AnD/or 2008.

of Bookers eAch yeAr onLy ATTenD

one shoW per yeAr.

65%

Around 15% of people in northern Ireland use newspapers as their main source of local news.12 The Belfast Telegraph has the highest circulation per issue in northern Ireland.

If you’re interested in finding out the circulation for your local paper, visit www.abc.org.uk.

publication circulation per Issue13

Belfast Telegraph 67,353 copies

Belfast news 48,504 copies

Irish news 45,531 copies

news Letter 24,346 copies

Derry Journal (fri) 18,105 copies

Derry Journal (Tue) 16,456 copies

Derry news (Thu) 6,193 copies

Derry news (mon) 5,940 copies

Londonderry sentinel 4,410 copies

Typical campaign response rates

Direct marketing Association (2009)14

Audiences nI (2009/10) 15

Average open rate 22% 30%

Average click Through rate 10% 6%

ESTIMATED POPULATION By LOCAL GOvERNEMENT DISTRICT2 (2011)

A PoPuLAtIoN oveRvIew

CustomeR BehAvIouR9

stAyING IN touCh

LoCAtING youR AuDIeNCepopuLATIon esTImATes

AGE

RANG

E

ESTIMATED POPULATION (2011)

UNDER 15

15 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65 - 84

85+ 2%

13%

13%

14%

14%

14%

20%

11%

Age2

NI has highest average weekly household

expenditure in the UK5

NI has second highest average weekly household expenditure

on recreation in the UK6

The AverAge WAge of A fuLL TIme empLoyee In norThern IreLAnD3 Is £22,644

of The ADuLT popuLATIon (16 To 64) overALL Are esTImATeD To Be In empLoymenT.

4

66%

economy & spenDIng mArITAL sTATus7

17%

AGEING SUBURBANITES

9%

BETTER OFF FAMILIES

7%

WEALTH AND WISDOM15%

FARMING COMMUNITIES

9%

YOUNGER NESTMAKERS

15%

HOUSING ExEC TENANTS

10%

POOR SENIORS AND SOLOS

6%

STUDENTS AND SINGLES11%

SMALL TOWN RENTERS

47% of TIckeTs purchAseD In 2009 Were soLD more ThAn 4 Weeks In ADvAnce of The evenT.

on AverAge, ArTs orgAnIsATIons shAre 38% of TheIr oWn Bookers WITh oTher

ArTs orgAnIsATIons.

Direct mail remains one of the most popular methods for an arts organisation to communicate with their audiences.

The benchmark for average response rates to a direct mail campaign in the uk across a 10 year period was 5%.10

royal mail figures indicate that 55% of theatre goers and 54% of art gallery visitors are responsive to direct mail.11

social networking allows organisations to have an ongoing dialogue with their customers and helps generate word of mouth. 37% of the households in northern Ireland contain at least one person using a social networking site.12

user growth (uk)16 user Decline (uk)16

88% of nI households own a mobile phone, but only 14% of nI households are accessing the internet through their mobile phones. 12

92% of people in northern Ireland watch Tv each week, for an average of 24.5 hours per week.

nearly 90% of the adult population in northern Ireland listen to the radio each week, for an average of 22 hours per week.

20% of people in northern Ireland use radio as their main source of local news.

Channel %ofaudienCeshare

BBc 1 19%

BBc 2 7%

ITv 21%

chAnneL 4 7%

chAnneL fIve 4%

non-TerresTrIAL 42%

Channelshare %oflisteninghours

BBc neTWork rADIo 25%

BBc rADIo uLsTer/foyLe 23%

LocAL commercIAL sTATIons17 37%

nATIonAL commercIAL sTATIons 7%

oTher (roI sTATIons, 8% communITy sTATIons eTc)

50% of people use television as their main source of local news. uTv’s early evening news bulletins have an audience share of 34% compared to 26% watching the BBc northern Ireland evening bulletin.

e-mail marketing is a cost effective way of driving traffic to your website, sharing online media and growing online sales.

If you’re interested in getting started with e-marketing, Audiences NI are offering freee-marketingservicesandsupporttoallourcurrentmembersandtoallartsCouncilofnorthernirelandasoPclients.

every residence and business in northern Ireland can access high speed broadband and 70% of households in northern Ireland have a broadband connection. only 2% of households still use a dial-up connection.

In the uk, the average person spends 14 hours online at their home pc or laptop per month, and 75% of households in northern Ireland use the internet to purchase goods and services online.

AT LeAsT 17% of househoLDs In norThern IreLAnD BookeD TIckeTs for The ArTs In 2009.

househoLDs BookIng for more ThAn 1 evenT per

yeAr Are mosT LIkeLy To Be reTurnIng To The sAme venue, BuT goIng To see A DIfferenT genre of evenT.

socIAL neTWorkIng

neWspAper cIrcuLATIons

DIrecT mAIL

e-mAIL mArkeTIng

InTerneT usAge In norThern IreLAnD12

moBILe phones

Tv12rADIo12

Mosaic NI Households

MAR

ITAL

STA

TUS

MARRIED

RE-MARRIED

SEPARATED

DIVORCED

WIDOWED

SINGLE(NEVER MARRIED) 33%

48%

3%

4%

4%

8%

% OF ADULTS (16+) (2001 CENSUS)

£485.80 £58.40

£14.70

An AverAge TIckeT for The ArTs

DurIng 2009 cosT

88%

wheRe’s youR AuDIeNCe? FOR ADvICE AND PRACTICAL HELP WITH UNDERSTANDING, FINDING AND EFFECTIvELy COMMUNICATING

WITH yOUR AUDIENCE, EMAIL RESEARCH@AUDIENCESNI.COM OR PHONE 028 9043 6480