Data study · Niche schema types AI answers can read
86.2% of Top-1M Sites Running Event Calendar or Ticketing Tools Show No Event Markup on Their Crawled Pages
Of 2,750 top-1M sites using a detected event calendar, booking or ticketing tool in October 2026, 380 (13.8%) had Event markup on a crawled page. Where Event markup exists, 54.5% of events leave out offers and 23.4% give no venue address.
Analysis of 2,750 top-1M sites with event or ticketing tools and 50,006 Event nodes on 5,349 pages · HTTP Archive, October 2026
Key findings
- 1
Only 13.8% of top-1M sites running event calendar, booking or ticketing tools (380 of 2,750) had Event markup on a crawled page in October 2026.
- 2
That share has barely moved since 2023, when it was 13.6% (591 of 4,358 sites).
- 3
Across all 50,006 Event nodes found in 2026, startDate is present on 98.4% and location on 94.2%, but only 76.6% give the location an address.
- 4
45.5% of Event nodes include offers (ticket price and link), 41.1% name an organizer and 52.0% state whether the event is online or in person.
- 5
The Events Calendar is the most common event tool detected, on 2,233 sites, 13.4% of which show Event markup on a crawled page.
Summary
Picture a brewery that hosts trivia every Tuesday and live music on Saturdays, all listed on a calendar page. When someone asks an AI assistant "what's happening in Chattanooga this weekend," the brewery's events compete with ticketing sites and city guides. Event markup states the name, date, place and ticket link in a form machines can trust.
Event markup has been supported by search engines for years and feeds event listings in search results. The same structured details are what AI engines need to answer "near me" and "this weekend" questions.
Most sites that run event software do not show it. Only 13.8% of top-1M sites with a detected event or ticketing tool had Event markup on a crawled page.
What we measured
We used four October crawls from HTTP Archive (2023 to 2026), mobile client, top-1M sites. We kept sites where HTTP Archive detects an event calendar, booking or ticketing tool, checked their homepage and one sampled inner page for Event nodes (including subtypes such as MusicEvent and Festival) in the rendered JSON-LD, and flattened nested objects and @graph arrays.
For field completeness we used every Event node found on any 2026 page, whatever tools the site runs, and checked whether the node's location has an address. Field gaps are reported for all sites together; tools are named only in adoption counts.
Event tools rarely come with Event markup
The share has stayed roughly flat across all four crawls.
Count
| Crawl | Sites with event tools | With Event markup | Share % | All pages with Event markup |
|---|---|---|---|---|
| Oct 2023 | 4,358 | 591 | 13.6 | 4,248 |
| Oct 2024 | 4,272 | 634 | 14.8 | 4,112 |
| Oct 2025 | 3,768 | 573 | 15.2 | 4,473 |
| Oct 2026 | 2,750 | 380 | 13.8 | 5,349 |
Source: aisearchoptimization.net analysis of 2,750 top-1M sites with event or ticketing tools and 50,006 Event nodes on 5,349 pages · HTTP Archive, October 2026
The number of top-1M sites with detected event tools fell over the period, while pages with Event markup overall rose to 5,349 in 2026.
Event markup often skips the venue and the ticket
Across every Event node in the 2026 crawl, dates are near universal. Where and how to attend are much patchier.
% of Event nodes (N=50,006)
| Field | Event nodes | Share % |
|---|---|---|
| name | 49,557 | 99.1 |
| startDate | 49,209 | 98.4 |
| location | 47,097 | 94.2 |
| description | 40,112 | 80.2 |
| location with an address | 38,284 | 76.6 |
| url | 37,864 | 75.7 |
| image | 37,695 | 75.4 |
| endDate | 34,883 | 69.8 |
| eventStatus | 31,635 | 63.3 |
| eventAttendanceMode | 26,011 | 52 |
| offers | 22,759 | 45.5 |
| organizer | 20,541 | 41.1 |
| performer | 19,615 | 39.2 |
Source: aisearchoptimization.net analysis of 2,750 top-1M sites with event or ticketing tools and 50,006 Event nodes on 5,349 pages · HTTP Archive, October 2026
For a "near me" question, an event without an address is hard to place on a map.
Who uses Event markup among event tools
Adoption by tool, as detected by HTTP Archive. A site can run more than one tool.
| Tool | Sites | With Event markup | Share % |
|---|---|---|---|
| The Events Calendar | 2,233 | 299 | 13.4 |
| EventOn | 220 | 60 | 27.3 |
| FareHarbor | 77 | 6 | 7.8 |
| AddEvent | 72 | 1 | 1.4 |
| Trumba | 60 | 1 | 1.7 |
| Accesso | 52 | 7 | 13.5 |
| Etix | 51 | 4 | 7.8 |
| Peek | 14 | 0 | 0 |
| BandsInTown Events Widget | 9 | 7 | 77.8 |
Source: aisearchoptimization.net analysis of 2,750 top-1M sites with event or ticketing tools and 50,006 Event nodes on 5,349 pages · HTTP Archive, October 2026
The crawl samples just one inner page per site, so many event pages go unseen and every share here is a floor.
What this means
If you host events, give each one its own page with Event markup: name, startDate and endDate with time zone, eventStatus, eventAttendanceMode, a location with a full postal address, an organizer, and offers with price, currency and ticket URL. If your calendar tool has a structured data setting, check that it is on and that it outputs the venue address. A GEO agency will look for the venue address first, since an event without one cannot be matched to a place.
AI assistants answer "what's on near me" by stitching together events they can read clearly. A free AI visibility audit will show whether your events show up in those answers; if they do not, the markup fix is a modest job for generative engine optimization services.
Limits
HTTP Archive crawls one homepage and one inner page per site, so many event pages are not sampled and adoption is understated.
Tool detection depends on HTTP Archive's fingerprints; third-party ticket widgets loaded in iframes may not be detected.
Field counts are per Event node; pages that list many events weigh more.
We count JSON-LD only; microdata Event markup is not counted.
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Cite this study
APA
Grenyo, K. (2026). 86% of Sites With Event Tools Show No Event Markup. AI Search Optimization. https://aisearchoptimization.net/resources/data-studies/event-sites-missing-event-markup
Plain link
86% of Sites With Event Tools Show No Event Markup - AI Search Optimization - https://aisearchoptimization.net/resources/data-studies/event-sites-missing-event-markup
Frequently asked questions
How many event websites use Event schema?
13.8% of top-1M sites running a detected event calendar, booking or ticketing tool had Event markup on a crawled page in October 2026.
What Event fields are most often missing?
Performer (missing on 60.8% of Event nodes), organizer (58.9% missing) and offers (54.5% missing). 23.4% give no venue address.
Is Event markup adoption growing?
Among sites with event tools, no: 13.6% in 2023 and 13.8% in 2026. Pages with Event markup across all top-1M sites rose from 4,248 to 5,349.
What should Event markup include?
Name, start and end date with time zone, event status, attendance mode, a location with a full address, an organizer, and offers with price and ticket URL.
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