Is the growing popularity of opera in Britain just another nineties media myth? Market research provides the answer

Journal/Book: Journal of the Market Research Society. 1992; 34: 405-418.

Abstract: Addresses the view that there is a growing popularity for opera in the UK, examining evidence from the media attention given operatic celebrities and the use of operatic music in TV commercials. However, consumer responses to 1992 British Travel and Tourism Research/Leisure & Arts Research questions indicate that although sales of tapes of popular artists are increasing, the number of people who actually attend performances has not risen. The need for professionalism in audience research is discussed.

Note: opera appreciation; 16 yr old & older consumers; Great Britain

Keyword(s): Music ; consumer attitudes; consumer research; great britain; adolescence ; adulthood

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