Our learning

Audience Profiling and Mapping Year 1

We have commissioned annual audience profiling and mapping for Creative People and Places from The Audience Agency. This is its report from the first year of the programme including attendances up until December 2014. It includes data from 15 of the 21 places as not all projects were at a delivery stage when the research took place. The combined participant profile shows that 95% of our audience and participants for Year 1 come from audience segments with low or medium engagement in the arts, with 50% from segments with low engagement in the arts.


An addendum report by The Audience Agency records the average profile seen across all CPP projects, for those places that provided postcodes. These results are an early indicator of CPP’s success in reaching those who do not usually participate in the arts.