Research and analysis

Capturing engagement numbers - strand 1 report: annex 1

R&D Science and Analysis Programme - Capturing engagement numbers for unticketed sporting and cultural events: strand 1: annex 1 - data source prioritisation

• From: Department for Culture, Media and Sport
• Published: 13 March 2026

Documents

Capturing engagement numbers - strand 1 report: annex 1

PDF, 387 KB, 11 pages

This file may not be suitable for users of assistive technology.

Request an accessible format.

If you use assistive technology (such as a screen reader) and need a version of this document in a more accessible format, please email enquiries@dcms.gov.uk. Please tell us what format you need. It will help us if you say what assistive technology you use.

Details

In 2023, the R&D Science and Analysis Programme at the Department for Culture, Media and Sport commissioned an independent research project to explore methodologies for measuring engagement with sporting and cultural events, location, and activities beyond ticketing data.

The research began in October 2023 and completed in June 2025. It was carried out by a consortium of researchers at Verian, the University of Glasgow and Faculty.AI. Verian led the consortium.

The research was conducted in two strands; the first strand of research explored potential datasets and methodologies for capturing engagement numbers at live events, the second strand of research applied these methodologies to a variety of events through case studies to explore suitability of methodology and optimisation. The events explored within these case studies were: Bradford 2025 UK City of Culture, the Great North Run 2024, the Giant’s Causeway, The British Museum, and screenings of the Women’s Euro’s final 2022.

This report is Annexe 1 of the summary report of Strand 1 of this research

Published 13 March 2026