New research released this week revealed increased audience satisfaction at Hay Festival 2018, following a record-breaking year.
Published in the festival’s annual report, a survey by QRS Research shows a Net Promoter Score (NPS) of 77 per cent for the festival. Attendees also gave an average satisfaction score of 8.6/10.
Sponsors and festival partners enjoyed positive brand perception as a result of the affiliation. Fifty-seven per cent of those surveyed felt more positive to companies that sponsored Hay Festival, while 1 in 4 said they learnt more about the sponsors as a result of their participation. Partners enjoyed up to 90 per cent brand awareness and 15 per cent direct engagement in cases.
The festival’s local economic impact continued to rise. Analysing visitor spend within a 30-minute drive from the festival site revealed a local economic impact of more than £70 million in the past three years, generating £25.8 million for the area in 2018 alone, up 26 per cent on 2016.
The numbers cap a record-breaking year for the festival. Ticket sales increased to 273,000 (up 18,000 on 2017), with attendees from more than 40 countries.
Maggie Kerr, development director of Hay Festival, commented: “For 31 years Hay Festival has brought writers and readers together to examine the world as it is and imagine it as it might be in events here and around the world. Today’s report shows the strength in our global brand and the impactful benefits offered to our festival sponsors and partners, without whom we couldn’t do what we love. Roll on 2019.”