Watch: ARTS – Purchasing Trends & Audience Loyalty

May 27, 2024

At the top of the webinar, Nik Nanos presented the latest findings from the Arts Response Tracking Survey (ARTS), focusing on purchasing trends and audience behaviours.

Together, we explored the concept of loyalty in the arts, considering its significance for both audiences and arts organizations, and identifying discrepancies between the two. We examined levels of engagement among members compared to ticket buyers, as well as the types of connections audiences form with their favourite cultural institutions. Watch as we discuss actionable strategies for building audience loyalty, driving sales, and fostering meaningful connections across the arts sector.


  • Andy Verboom, Program Manager, Membership Services, Writers’ Federation of Nova Scotia
  • Christine Harris, Vice President, Marketing & Communications, Luminato Festival
  • Julie Mulligan, Senior Digital Marketing Manager, Ottawa Art Gallery
  • Nik Nanos, Chief Data Scientist and Founder, Nanos Research

Download the May 2024 edition of the Arts Response Tracking Survey
Access previous editions of ARTS 


What is ARTS? 

ARTS is a partnership between Business / Arts, the National Arts Centre, and Nanos Research that conducts quarterly surveys of over 1000 Canadian culture-goers. Since its launch in May 2020, ARTS has offered valuable insights into audience behaviours and trends. With each quarter touching on a specific topic area, winter focuses on marketing, spring on sales, summer on public perceptions and engagement, and fall on fundraising. Read more.

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Arts Response Tracking Survey (ARTS):

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