19. – th ESEA European Conference in Sports Economics, Esbjerg, Denmark 1 The spectators at cultural performances – The consumption of highbrow art, sporting events and movies Seppo Suominen, Haaga-Helia University of Applied Sciences, Helsinki, Finland

19. – th ESEA European Conference in Sports Economics, Esbjerg, Denmark 2 The essay uses a multinomial logit (ordered logit) model to study cultural participation decisions on whether to attend highbrow theatrical performances or lowbrow sports events. Using this method, the principal characteristics of the performing arts audiences and the sporting events audiences can be identified.

19. – th ESEA European Conference in Sports Economics, Esbjerg, Denmark 3 The International Social Survey Programme (ISSP 2007), the most recent data, is based on a mail survey conducted by Statistics Finland in autumn 2007 (18 th September – 11 th December 2007). The sample unit is a person between the ages of 15 and 74. The sample method was a systematic random sample from the population register. The sample size was 2,500 but only 1,354 answers were returned for a response rate of 54.2%.

19. – th ESEA European Conference in Sports Economics, Esbjerg, Denmark 4 How often during the past 12 months on your leisure did you go to concerts, theatrical performances, art exhibitions, etc.? …see sporting events at the location (ice hockey, football, athletics, motor racing, etc.)? …movies at the cinema? The answer alternatives were: 4 = daily, 3 = several times per week, 2 = several times per month, 1 = less often and 0 = never  recoded: 2 = regularly (4+3+2), 1 = occasionally, 0 = never

19. – th ESEA European Conference in Sports Economics, Esbjerg, Denmark 5 female: 57 %male: 43 %n = 1232 marital status: single18.3%23.0%20,3% married or registered pair relation 48.6%51.9%50.0% common-law marriage17.0%17.3%17.1% judicial separation * 0.3%0.7%0.5% separated * 11.0%5.2%8.4% widow(er) * 4.9%1.9%3.6% Province: Southern Finland53.0%49.3%51.4% Western Finland25.9%25.7%25.8% Eastern Finland12.2%13.6%12.8% Rest of Finland * :8.8%11.5%10.0% * = reference groups (constant) in probit or logit analysis Table 4 ‑ 5: Descriptive statistics of some explanatory variables

19. – th ESEA European Conference in Sports Economics, Esbjerg, Denmark 6 Multinomial logit Ordered logit VariablesOccasionallyRegularly1 = occ, 2 = reg Female0.812 (0.154)***1.213 (0.302)***0.735 (0.135)*** Marital status: single0.236 (0.296)0.511 (0.540)0.263 (0.271) Marital status: married0.143 (0.441) (0.994) (0.414) Age (0.334)0.154 (0.622) (0.299) Age (0.312) (0.689 ) (0.254) Age (0.266) (0.540)0.008 (0.224) Age (0.275)0.875 (0.509) (*) (0.235) Age (0.318)0.848 (0.578)0.231 (0.281) Primary school (0.336) (0.926) (0.319) Secondary school0.409 (0.304)1.633 (0.834)*0.661 (0.288)* Tertiary school0.856 (0.389)**2.836 (0.893)***1.203 (0.337)*** Spouse: Primary school0.285 (0.465)0.717 (1.082)0.319 (0.437) Spouse: Secondary school0.296 (0.442)0.577 (1.020)0.304 (0.410) Spouse: Tertiary school0.840(0.499) (*) (1.043)0.733 (0.435) (*) Southern Finland0.725 (0.235)**1.370 (0.576)*0.748 (0.217)*** Western Finland0.736 (0.260)**1.116 (0.618) (*) (0.236)** Eastern Finland0.375 (0.288)0.430 (0.708)0.312 (0.269) Children < (0.184) (*) (0.990)* (0.158)* Children (0.102)* (0.237) (0.092) (*) Log(Std incomes)0.093 (0.025)***0.055 (0.047)0.076 (0.024)** constant (0.474)* (1.241)*** (0.440)** µ= (0.164)*** Pseudo-R 2 (McFadden) = 0.110Pseudo-R 2 (McFadden) = Observations, n = 1270, reference group: school1 = pupil or student, age 35-44, northern Finland, separated), zero alternative is “never”. ***,**,*,(*) significant at 0.1, 1, 5, and 10 per cent level. Table 4 ‑ 6: Logit and ordered logit models analysis of visitor density in highbrow performing arts

19. – th ESEA European Conference in Sports Economics, Esbjerg, Denmark 7 Marginal effects of attendance in cultural events Multinomial logitOrdered logit (sum = 0) NeverOccasionallyRegularlyNeverOccasionallyRegularly Female ***0.085***0.017 (*) Single Married Age Age Age Age * Age * Primary school Secondary s (*) Tertiary s * * Sp: Primary s Sp: Secondary s Sp: Tertiary s (*) Southern F ***0.068* Western F *0.077* Eastern F Children < * * Children * (*) Log(Std inc) ***0.012*** The significance of the marginal effects can be evaluated in the multinomial logit model: ***,**,*,(*) significant at 0.1, 1, 5, 10 per cent level. The statistical errors of the marginal effects in ordered logit are not shown in the statistical programme, NLOGIT. n = 1270 Table 4 ‑ 7: Marginal effects of variables: Visitor density, concerts, theatrical performances, art exhibitions

19. – th ESEA European Conference in Sports Economics, Esbjerg, Denmark 8 Multinomial logitOrdered logit (sum = 0) NeverOccasionallyRegularlyNeverOccasionallyRegularly Female 0.216***-0.162***-0.054*** Single * * Married (*) (*) Age (*) 0.146* Age Age Age Age (*) Primary school * Secondary s * Tertiary s (*) Sp: Primary s Sp: Secondary s Sp: Tertiary s Southern F *0.103* Western F **0.145** Eastern F (*) Children < Children *** Log(Std inc) **0.015*** The significance of the marginal effects can be evaluated in the multinomial logit model: ***,**,*,(*) significant at 0.1, 1, 5, 10 per cent level. The statistical errors of the marginal effects in ordered logit are not shown in the statistical programme, NLOGIT. Table 4 ‑ 10: Marginal effects of variables: Visitor density, sporting events

19. – th ESEA European Conference in Sports Economics, Esbjerg, Denmark 9 Multinomial logit NeverOccasionallyRegularly Female 0.242***-0.194***-0.048*** Single (*) * Married (*) (*) Age (*) 0.155* Age (*) Age Age Age (*) Primary school (*) * Secondary s (*) Tertiary s Sp: Primary s Sp: Secondary s Sp: Tertiary s Southern F ( *) Western F **0.125*0.001 Eastern F (*) Children < (*) Children *** Log(Std inc) *0.013** Cultural attendance ***0.202***-0.040* ***,**,*,(*) significant at 0.1, 1, 5, 10 per cent level. Table 4 ‑ 11: Marginal effects of variables: Visitor density, sporting events, including the cultural attendance variable

19. – th ESEA European Conference in Sports Economics, Esbjerg, Denmark 10 Multinomial logit NeverOccasionallyRegularly Female ***0.095***0.018* Single Married Age Age Age Age * Age * Primary school (*) (*) Secondary s Tertiary s * ** Sp: Primary s Sp: Secondary s Sp: Tertiary s (*) Southern F ***0.065*0.024 Western F **0.074*0.016 Eastern F Children < * * Children *-0.027* Log(Std inc) ***0.012*** Sport attendance *0.035*0.005 ***,**,*,(*) significant at 0.1, 1, 5, 10 per cent level. Table 4 ‑ 12: Marginal effects of variables: Visitor density, concerts, theatrical performances, art exhibitions, including the sport attendance variable

19. – th ESEA European Conference in Sports Economics, Esbjerg, Denmark 11 Marginal effects Female 0.050* ***0.024 Single Married Age ***0.120***0.121***0.118*** Age ***0.094***0.092***0.091*** Age Age Age Primary school Secondary s Tertiary s 0.095* *0.040 Sp: Primary s Sp: Secondary s Sp: Tertiary s Southern F 0.155***0.119***0.153***0.118*** Western F 0.139***0.109***0.136***0.108*** Eastern F 0.103***0.090***0.097***0.086*** Children < Children *0.045**0.031*0.042** Log(Std inc) 0.010**0.006 (*) 0.009**0.005 (*) Culture 0.231*** 0.225*** Sport 0.055***0.042** ***,**,*,(*) significant at 0.1, 1, 5, 10 per cent level. The cultural and sport participation have three alternatives: “never” = 0, “occasionally = 1, “regularly” = 2. n= 1270 Table 4 ‑ 14: Binomial Logit model results: Visitor density, movies at the cinema. Marginal effects

19. – th ESEA European Conference in Sports Economics, Esbjerg, Denmark 12 Highbrow Sport Cinema Female Single ++++ Married (+) Age (+) +++ Age (-) (+) +++ Age Age Age (-) Primary school (-) ++++ Secondary s (+) + Tertiary s +++++(+) + + Sp: Primary s Sp: Secondary s Sp: Tertiary s (+) Southern F +++ +(+) +++ Western F +++ (+) +++ Eastern F (+) Children < (+) Children Log(Std inc) (+)++(+) Culture not+/-notxxxnot+++not+++ Sport not+ +++ Movies not +++ not +/- xxx,xx,x,(x) significant at 0.1, 1, 5, 10 per cent level. not = variable is not included in the estimation, +/- = the effect is a hill-shaped Table 4 ‑ 19: Consumption of various cultural events, statistically significant explanatory variables

19. – th ESEA European Conference in Sports Economics, Esbjerg, Denmark 13 Gender is important: female prefer highbrow, male sport Marital status is important for sport events attendance: single Primary/(secondary) school  sport Tertiary school  highbrow, cinema Spouse’s tertiary school  highbrow 15 – 24 year old: sport, cinema 25 – 34 year old: cinema 35 – 44 year old = reference 45 – 54 year old: as reference 55 – 64 year old: highbrow 65 – year old: highbrow & not sport

19. – th ESEA European Conference in Sports Economics, Esbjerg, Denmark 14 Place of residence is important Children: not highbrow but if school age children then sport events, cinema positive income elasticity: highbrow, sport, cinema