Data and Analytics: Tracking fan sentiment to return

Data is playing an important role in helping properties plan on a return to regular attendance. Each market has experienced the pandemic differently and, as a result, policies have varied. But by looking at the data, we can see the pathway back to normalcy begin to emerge and forecast where attendance could be highest.

Kraft Analytics Group has developed a Fan Demand Index that considers factors such as COVID-19 data/policies, economic indicators, fan avidity and other consumer behavior information to gauge the likelihood of fans wanting to return to events when allowed. In the January report, KAGR found that fans are less likely to return to events when allowed than they were in October. A rise in the number of COVID-19 cases has meant increased market-level restrictions, which have offset recent positive news of increases in air traffic and consumer mobility. — D.M.