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
Audiences are growing!
In 2010, 32 percent of the adult population attended a performing arts event (up from 28 percent in 2009); 13 percent visited an art museum (up slightly from 12 percent). These are the first increases since 2003.