Arts Administration II: Market Research

Market Research

NEA (National Endowment for the Arts) Annual Reports. The NEA conducts annual surveys on arts participation that include statistical data by regional and demographic information. The surveys can be found either linked here in the Annual Reports or in the NEA website’s Publications section by selecting from the “Artistic Field” dropdown menu. Additional data can be found in the Statistical Abstract of the United States ; this publication ceased with the 2012 edition. The database, ProQuest Statistical Insight, provides tabular data from NEA and NEH (National Foundation on the Arts and the Humanities) reports.

U.S. Census: American FactFinder Community Survey.  Data on the number, location, and basic demographic information for people who are employed in the Arts, Entertainment, and Recreation fields.  An efficient way to search this database is to l) choose Guided Search, 2) choose 4–Industry Codes, 3) the Code for Arts is 71 (or see below for subsections).

U.S. Census: Economic Census. This census is conducted every five years. It tabulates the number, location, and size of businesses. Search by industry using NAICS (North American Industry Classification System). For arts administration research use NAICS Code 71 (Arts, Entertainment, Recreation) and its subsections:

7111 Performing Arts Companies: 71111 Theater Companies and Dinner Theaters, 71112 Dance Companies, 71113 Musical Groups and Artists, 71119 Other Performing Arts Companies

712 Museums, Historical Sites and Similar Institutions: 71211 Museums, 71212 Historical Sites, 71213 Zoos and Botanical Gardens, 71219 Nature Parks and other Similar Institutions

7113 Promoters of Performing Arts

7114 Art Agents and Managers

7115 Independent Artist (Fine Art), Writers, Performers

To search this database, follow these steps:  1) click on “Find the data you need,”  2) click on “Visit the Finding Data Portal,”  3) click on “View the New Industry Statistics Portal,” 4) click on Select an Industry and click on 71 or a subsection.

U.S. Bureau of Labor Statistics: American Time Use Survey (ATU). Measures the amount of time people spend on various activities. Data sets by year can be found here; arts are under “Sports and Leisure” which can be found in the list of activities on the right-hand side of the screen.

U.S. Bureau of Labor Statistics: Consumer Expenditure Survey (CE). The program involves two surveys: the Quarterly Interview Survey and the Diary Survey. Data includes expenditures, income, consumer unit. Click on a table and scroll down to “Entertainment.”

IBISWorld.  “comprehensive collection of Industry market research reports.”  See for example, Museums in the U.S..  Note:  Links to Key Economic Drivers in The Supply Chain are not available.  Use instead the tabs at the top of the web page, e.g, Industry at a Glance, Industry Outlook, Key Statistics.  Related  industries are grouped under NAICS Code 71.

Mergent online. U.S.A. company database (Active) — U.S.A. company database (Inactive) — International company database (Active) — International company database (Inactive) — D & B private company database. See, for example, 5th Avenue Theatre Association.  Use tabs for more information.  Click Reports to generate a single-page comprehensive report.

Nielsen Reports. You can search for reports here and read summaries.  The full-report downloads are very expensive and must be purchased individually.  Top Ten Charts provided free.

Marketing and Advertising Databases

Ad$pender.  Provides information on a company, brand, or product expenditure for advertising in traditional media. “… tracks millions of brands across 18 media and ranks top spenders by industry, parent, brand, etc.”  This is a Boston University subscription database and requires a BU login.

Advertising Redbooks.  Directory of advertising agencies, key clients and brands, includes media expenditures and sample ads.  See, for example, Art Institute of Chicago.  If you are not searching for a particular organization, use Advanced Search and select NAICS codes.  This is a Boston University subscription database and requires a BU login.

SRDS (Standard Rate and Data Service). Provides advertising costs for periodicals and other traditional media. Information for each periodical includes General Information, Contacts, Circulation, Rates and Policies, Issues and Specs (Special Feature Issues), and Brand Portfolio. See, for example, Opera News or Art in America. To use this database effectively, click on Resources and select “Take an SRDS quick tour” and “Learn how to…”  This is a Boston University subscription database and requires a BU login.

Specialized Marketing Databases

Factiva (Dow Jones).  “Provides worldwide full text coverage of local and regional newspapers, trade publications, business newswires, press release wires, media transcripts, news photos, business-rich Web sites, investment analyst reports, market research reports, country and regional profiles, company profiles, historical market data.”  Updated daily.
To use this database effectively, check these tutorials:

Mintel Oxygen. Provides thematic reports on industries and demographic groups. Research question: “How do I market to group X?” See Mintel Graphing Tutorial. For classroom use only.

MRI+.  “MRI+ consolidates, in one convenient place, many of the databases used to evaluate magazines or seeking directory and editorial information. It has a powerful search and access capability, plus a cost-planning module. MRI+ is a library of key magazine planning data resources providing an information link between the planner and publisher. Mediamark Research Inc. is the leading provider of magazine audience data to the advertising and marketing communities. We produce this data rich resource as an extension of our comprehensive single-source media/marketing database. MRI clients also get access to our Reporter database that provides summary tables of key audience and product usage data from our national probability sample of 27,000 households.” Includes Mediamark reporter system.  FOR CLASSROOM USE ONLY. Must use BU email to log in. Please see Pardee Library’s MRI+ Mediamark Tutorial for instructions. For classroom use only.

Additional Boston University Libraries Marketing Guides

eCommerce & Internet Marketing Research Guide.

Marketing & Advertising Research Guide.


Created by:

Ruth Thomas

Art Librarian

Mugar Memorial Library, Boston University