In our recent survey of 1,047 American adults, the majority (56%) revealed that a movie or live event they were planning to attend in person was postponed or canceled due to COVID-19. Now that the vaccine is available to those 16+ across the country and restrictions are being lifted, how eager are Americans to return to live events and movies? 

Movies drum up the most excitement, with two-thirds (66%) indicating they are at least a little eager to resume seeing movies in a theater, and another 7% indicating they have already returned to doing this. Slightly fewer are eager to attend a concert (61%) and/or a live sporting event (54%).

This enthusiasm also translates into a willingness to travel some distance to see a concert or sporting event. Around two-thirds of those who are “extremely” or “very” eager to attend a concert and/or live sporting event are willing to travel at least 50 miles (64-66%).

As for which sports they missed most? In a coin toss, football (35%) just barely edges out baseball (34%). Secondarily, sports fans are most excited to attend a basketball or hockey game.

With some consumers ready to commit to attending live events, are they also in the mindset of planning trips? We’ll delve into the intriguing topic of travel in an upcoming post!


Bess Devenow

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