Indicators in the Cultural Participation Factor measure the extent of participation by adults and households in arts and culture activities. Scarborough Research, a partnership of The Nielsen Company and Arbitron, annually gathers consumer behavior information via telephone, direct mail, and other survey methods from over 210,000 adults (18 years and older) in 81 market areas comprising 1,643 counties in 2009-2011. Indicators in this factor show the percentage of adults who participate in the specific cultural activity.
Fast Facts from the Arts Index
International cultural tourism proves recession-proof. Arts travelers are ideal tourists—they stay longer and spend more. The U.S. Dept of Commerce reports that the percentage of int’l travelers including museum visits on their trip has grown annually since 2003 (17% to 24%), while those including concerts and theater performances have increased five of the past seven years (13% to 17% since 2003).