Ticketmaster - Ticket Sales Market

Ticket Sales Market

Ticketmaster frequently obtains agreements to become the sole provider of tickets for large venues, in keeping with a business strategy it has used since the 1980s when it consolidated regional ticketing services into a single entity. In many cases, acquiring this exclusivity requires Ticketmaster to pay substantial "signing bonuses" to venues, sometimes millions of dollars. Although this practice can significantly reduce the profitability to Ticketmaster of these exclusive relationships, to date using these bonuses has enabled them to maintain venue exclusivity as a competitive strategy, though the future viability of this strategy is unclear as the Internet as the primary sales channel for tickets makes exclusivity a less attractive option for venues.

Ticketmaster is the subject of frequent complaints in the media due to high ticket service charges. Notably, in the 1990s, Pearl Jam's complaints about Ticketmaster led the U.S. Department of Justice to open an antitrust investigation into the company's practices. The investigation was ultimately dropped because, according to former U.S. Attorney General Janet Reno, other competitors were entering the ticket industry, and there was a lack of evidence to proceed.

Recently, there appear to have been questionable dealings between Ticketmaster and TicketsNow.com (which was acquired by Ticketmaster in January 2008). An anonymous source alleges that a TicketsNow executive assisted with the sale of more than $1 million worth of Radiohead tickets on the TicketsNow website There appears to be a conflict of interest when a company operates in both the primary and secondary sales markets, and furthers claims about the negative implications of Ticketmaster's monopoly on ordinary consumers.

Competitors include Ticketfly, Viagogo, New Era Tickets, Veritix, Wantickets, Tickets.com, ShowClix, StubHub, Classictic, TicketHurry, TicketBiscuit, Ticketbooth Enta USA and others. TicketWeb, a Ticketmaster subsidiary also offers lower fees. These companies are typically excluded from primary ticket sales for major-league sports events in the U.S. (with the exception of Major League Baseball, which, as noted below, is now the owner of Tickemaster's number two competitor Tickets.com).

A new brand of competition has emerged in the form of companies selling ticket futures contracts. Web-based companies such as Yoonew and TicketReserve offer ticket futures which guarantee customers tickets to big games such as the Super Bowl and World Series if the team for which they have futures contracts makes it. Though the price of ticket futures are often substantially lower than the price of actual tickets to the big event, customers risk losing their investment if their team does not make it. Yoonew, in addition, provides an exchange where ticket futures can be traded between users.

Ticketmaster is the primary ticket seller for 27 of the 30 NHL teams and 28 of 30 NBA teams, but in 2005, Major League Baseball acquired Ticketmaster rival Tickets.com. Some analysts expect MLB to stop using Ticketmaster for the sale of its approximately 100,000,000 baseball tickets per year once current contracts with Ticketmaster have expired. Thus, when the Ticketmaster contracts end, finding sources for primary or "box office" tickets online may become a difficult task and vertical ticket search engines may become indispensable for finding primary ticket outlets.

Also of concern to the company is declining sales in the highly profitable concert business. Off by double-digit percentages in 2005 from 2004, the summer concert season is a major profit center for the company with its high per-ticket prices and accompanying high service fees.

Ticketmaster has had only limited success in the secondary ticketing market. In September 2003, Ticketmaster announced plans to sell tickets in internet auctions, which would bring the price of tickets closer to market prices, but its market share compared to that of eBay or Stubhub remains small, and Internet auctions are still a relatively minor part of its business. Indeed, since around the time of the 2003 announcement, Ticketmaster has lost the lead in the secondary ticketing market to new entrants like Stubhub, who have developed a popular and effective person-to-person market for tickets. Recently, Ticketmaster President Sean Moriarty appeared on a story about the ticketing business on NPR and pleaded for legislation that would make the selling of tickets from person to person illegal except through Ticketmaster's own product for this purpose. Ticketmaster established the Ticketmaster Ticketexchange to try to compete with Stubhub, their main tagline being that tickets are 100% guaranteed to be authentic, since they are sold through the season ticket holder's account. (Some NFL teams require people to be on the waiting list in order to use the service. The New England Patriots, New York Giants and New York Jets require waiting list memberships.)

In Canada, Ticketmaster is trying to overturn anti-scalping legislation that is in place in some provinces. They are lobbying the Ontario and Manitoba governments to review rules banning the resale of tickets. The Premier of Ontario, Dalton McGuinty, stated on March 23, 2009 that his government is planning to introduce legislation which would prevent Ticketmaster from reselling tickets through its TicketsNow website after they would not agree to do so when asked by the Province.

Also in Canada, front page news in early January 2008 was a story about how a show for AC/DC in Vancouver was sold out in minutes, only for tickets to be available for higher prices on TicketsNow. The resale site also charged up to $1,199 for a $44 face-value ticket to a recent Killers concert in Toronto — roughly a 2,500% markup.

In an article by the CBC, Ticketmaster has been quoted as saying, "You and I both know there is a thriving ticket-broker industry ... so the law is really a fiction ... We very strongly feel the law needs to be modernized to reflect the reality of internet commerce. By keeping a price cap in place, you're really just driving the business into the shadows."

In late summer 2009, Ticketmaster developed a new way to resell tickets that attempted to shut out brokers and scalpers. This new system relies on a "paperless" ticketing platform, which makes customers prove their purchase by showing a credit card and ID. Paperless tickets account for fewer than 1% of all ticket sales.