Do they come back and subsequently buy tickets to another Broadway show outside of Broadway Week? 10% of them did buy one or more Broadway shows on Telecharge and 69% of those sales were at regular price or premium; remember many shows have affordable prices so it is not always necessary to buy at a discount to obtain a favorable price.
Are we cannibalizing sales by selling half price tickets to the wealthy? Well even the wealthy like a good deal but the sales to those who make over $125,000 were for the most part less in percentage terms than those made by Broadway buyers, both plays and musicals. Broadway week buyers tend to over index in more moderate income categories, $50,000 to $125,000 while Broadway buyers over index above $175,000. In looking at the Mosaic demographic categories (explained here), Broadway Week buyers under index in the categories associated with the upper income elite.
Are Broadway Week buyers young or old? We see above average buying by those in their 20s, 30s and early 40s for Broadway Week while the core of the Broadway audience sees above average buying by those over 59.
Sales for Broadway Week by those who are African American or Hispanic tend to be above the average for Broadway shows overall.