America is living through a period of great change in the advertising marketplace. In 2004, expenditures on alternative advertising grew at double-digit rates while expenditures on traditional media, including broadcast television, newspapers and consumer magazines, experienced quite moderate growth. Event marketing, which enables brands and advertisers to interact with prospective consumers, is growing in significant demand. By 2006, total event marketing expenditures is forecast to exceed $ 14 billion dollars. By 2007, it is forecast that expenditures on alternative media, such as on-line advertising will outpace expenditures even for broadcast television.

The Fair Market According to the IAFE, there are more than 150 million annual attendees at state and county fairs. There are also more than 3,200 fairs held in North America each year. While each fair is unique, standard attractions at state and county fairs include livestock exhibits, horticulture and agriculture contests, live entertainment, and midways with rides and games. Fairs are held throughout the United States and Canada, covering much of the geographic span of each country as illustrated in the map to the left of the 50 highest attended fairs. Fairs take place throughout the year, with the largest number being held between the months of August and October. In addition, there is significant fair activity in the early months of each year, with many of these events held in Florida and Texas. The Fair Audience The IAFE is currently working with its member base to create a data base that provides key demographic information on the attendees at fairs and attendance patterns. The Fair Network is providing support to the IAFE in undertaking this initiative. Based on information collected from a sampling of key fairs during the 2004 fairs season, e.g. the Arizona State Fair, the South Carolina State Fair, the Georgia National Fairgrounds and Exhibition and the Colorado State Fair, key demographic statistics on fair attendees include: Largest Age Group: aged 30 - 50. Marital Status: more than 50 % married. Average Annual Income Range: $40,000 to $80,000. Male/Female Mix: 45%/55%. Ethnic Mix: A broad representation of the cultural diversity in North America. The fair is a day experience for attendees. Typically, a family of four will spend up to 4 or more hours at a fair and will spend a minimum of $20 per person. Sponsorship and Advertising Revenues at Fairs IEG, Inc., the Chicago-based sponsorship advisory and valuation firm, estimated that in 2005, sponsorship spending on annual events ranging from small community celebrations to large state fairs generated over $446 million. Interest on the part of advertisers and sponsors to participate in such events has been growing significantly, very much attributed to corporate America's increasing interest in one-to-one marketing platforms. There are also many new opportunities for sponsors to deploy customized packages versus standard signage and billboards. back to the top