ABA Performing Arts Marketing Benchmark 2026

ABA Performing Arts Marketing Benchmark

How are performing arts organizations investing in marketing today—and what impact are those investments having on audience growth and revenue? ABA is launching the first sector-wide Performing Arts Marketing Benchmark to build a shared, evidence-based understanding of marketing investment, and ROI across the field.

To participate in the benchmark, organizations must first register their interest. Registered participants will receive access to the survey when it launches on June 15.

The benchmark will explore:

• Marketing investment levels and revenue outcomes
• Programmatic vs. institutional marketing spending
• Advertising channel mix and emerging trends across the sector

Participants in the benchmark will receive access to findings based on their participation level:

• ABA Members: Full benchmark report, interactive dashboard access, segmented peer analysis, and member-only discussions
• Non-Members: Access to participate in the benchmark survey, and explore findings through executive summary and interactive dashboard

Whether you're looking to compare your organization's marketing investments, better understand industry trends, or contribute to a valuable new resource for the field, this session will provide an overview of the opportunity and next steps for participation. Register here. 

For questions reach out to Emilia emilia.gonzalez@advisoryboardarts.com