Facing backlash with its customer offerings after its $10 million lawsuit settlement, Ticketmaster dropped to its lowest consumer perception level in a year, and competitor StubHub moved ahead of it as the likely choice of ticket purchases.
The declining purchase consideration can possibly mean a revenue decrease or increase for Ticketmaster and StubHub respectively.
In the 10 days since Ticketmaster sent out its vouchers for free concerts, the percentage of consumers who would consider buying tickets from StubHub rose from 36% to currently 39%, while Ticketmaster is at 31%.
YouGov BrandIndex also measured the two ticketing agencies for consumer perception using its Buzz score, where respondents are asked: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" A score can range from 100 to -100 with a zero score equaling a neutral position.
Ticketmaster’s Buzz score went from 6 on June 19th, when the vouchers began distribution, to a current score of -1, the first time it had been below zero this year. By comparison, StubHub had a 9 Buzz score on June 19th, and its score has remained steady since then.