Predictably Wimbledon tickets are the hottest (but most expensive) tickets in town

Last year was a washout and if we weren’t talking about the weather then we were enthralled by the beautiful London Olympics. The rain messed with all normal search patterns last year, but this year it looks like we may have a modicum of summer. So with this year, with no Olympics and no major football tournament what events are people searching for to spend their money on?

Festival tickets 2013

This year The English Cricket Board aim to “own the Summer” with the ongoing ICC Trophy tournament and later in season is the highly anticipated Ashes series where England play Australia in 5 test matches across the country.

Plus, as with every year there are going to be Wimbledon tickets available to anyone who can firstly find them, then secondly afford them.

So for everyone who works in the ticketing and event industry what is going to be the best ticket to have in town this summer?

The chart below shows searches in 2009 for:

  • Wimbledon Tickets
  • Ashes Tickets
  • Festival Tickets
  • Ascot Tickets
  • Muse Tickets

Festival ticket sales

I chose 2009 because that was the last time an Ashes took place in England (as opposed to Australia). Plus i chose Muse, who are one of the biggest live bands in the world and played in that year, to compare a single act with the other longer-term events. I included Ascot tickets to fill spaces, which still beat Silverstone.

The chart shows that Festivals win hands down and almost doubles the two other major sporting events (Ashes and Wimbledon). However this is is the collective search for the term “festival tickets” if you break them down, then individually Reading, V and Leeds all fare pretty well.

Wimbledon Tickets beats Festival Tickets

Screen Shot 2013-06-14 at 14.40.13

 

However, festival ticket sales see their peak in consumer interest in spring, not summer, at the time when all the line-ups are released.

So Wimbledon win for the Summer’s sporting events – but based on the scarcity and price of wimbledon tickets, could it be the search that is least likely to create a purchase at the end of the customer journey?