Ticket KPIs · Ticket resale glossary
ATP (Average Ticket Price)
Also known as: ATP, Average ticket price, ATP 7 days
ATP, short for average ticket price, is the average price at which tickets for an event have sold. Resellers compare today's ATP with its value 1, 3, 7 or 30 days ago to see where prices are heading.
ATP is the reseller's shorthand for the average sale price. The comparison over time is what makes it useful: an ATP that keeps climbing week on week marks an event whose demand is outrunning supply.
Read it with tickets sold in the last 24 hours: rising prices on rising volume is strong demand; rising prices on falling volume can just mean the cheap tickets are gone.
How ATP is calculated
ATP divides the money spent on resale tickets by the number of tickets bought. Formula: ATP = total value of resale sales ÷ tickets sold. If 400 tickets have sold for a combined £56,000, the ATP is £140. It's normally computed over all sales since the event went on sale, which makes it a running, cumulative average.
The 1, 3, 7 and 30-day figures are not separate averages of each period. They are snapshots: the cumulative ATP as it stood one, three, seven or thirty days ago. The gap between today's figure and a past one shows the direction and the speed of prices.
Worked example: what a moving ATP tells you
Seven days ago an event had 1,000 resale tickets sold at an ATP of £130 — £130,000 in total. Today it has 1,200 tickets sold at an ATP of £140, or £168,000. The headline ATP rose by £10, which looks modest.
The real story is in the difference. The 200 tickets sold this week brought in £38,000, an average of £190 each — 46% above last week's ATP. Because ATP is cumulative, a mature event's figure moves slowly even when recent sales are far more expensive. Working out the price of the latest batch, as here, shows the current market far more clearly than the headline number.
Reading ATP alongside sales volume
A price trend means little without sales velocity next to it. These are the combinations resellers watch:
- Rising ATP, rising volume: demand is growing faster than supply. It's the strongest signal, often seen as a sell-out approaches.
- Rising ATP, falling volume: the cheap tickets have gone and only expensive ones are left. Prices look strong, but fewer people are buying.
- Falling ATP, rising volume: sellers are cutting prices to clear stock, typically in the final days or after an extra date is announced.
- Flat ATP, steady volume: a stable market where the current price level is accepted.
ATP vs average listing price
ATP is based on what buyers paid; the average listing price is based on what sellers are asking. An average listing price well above ATP means sellers are holding out for more than the market has accepted so far, so either sales will slow or listings will be cut. When the two are close, asking prices are realistic. Comparing ATP with face value gives a quick view of the resale premium an event carries.
Common ATP pitfalls
ATP is easy to read and just as easy to misread:
- Few sales: on an event with 20 sales, one VIP package can move ATP by tens of pounds. Wait for volume before drawing conclusions.
- Section mix: if this week's sales were mostly floor tickets, ATP rises without any change in demand for the same seat.
- Fees and currency: compare ATPs from the same marketplace and currency, with or without fees consistently.
- Cumulative lag: a high early ATP can hide a market that is now falling. Use the difference between snapshots, as in the example above, to see recent prices.
Track it with Eventory
MarketTIQ shows ATP 1, 3, 7 and 30 days back for every event, next to tickets sold over the same windows.
Frequently asked questions
What does ATP mean in ticket resale?
ATP stands for average ticket price: the average price at which resale tickets for an event have sold. It's calculated by dividing the total value of resale sales by the number of tickets sold, and it's the shorthand brokers use for the average sale price.
How is ATP calculated?
Add up what buyers paid for every resale ticket sold and divide by the number of tickets. For example, 500 tickets sold for £75,000 in total gives an ATP of £150. The windowed values compare that figure with what it was one, three, seven or thirty days ago.
What is a good ATP?
There is no universal number. What matters is ATP relative to face value and to your own cost: an ATP well above what you paid, after marketplace fees, means a healthy resale margin. An ATP rising over 7 and 30 days is generally a better sign than a high but falling one.
Is ATP the same as average sale price?
In practice, yes. ATP is the term brokers use in market tables; average sale price is the same calculation shown on an event page. Neither should be confused with the average listing price, which is based on asking prices rather than completed sales.
Where can I compare ATP across events?
Eventory's MarketTIQ table shows ATP 1, 3, 7 and 30 days back for every event, next to tickets sold over the same windows, so you can sort and filter events by how their prices are moving.