Scotland's largest music festival is worth £18m to the country's economy, according to a new report.
This year's festival will be held in July
The study says T in the Park brings in £7.5m to the local economy in Perth and Kinross and another £10.5m to tourism through worldwide media coverage.
The event, which began in 1994, has never received a public subsidy.
However, organisers believe it is now time for public agencies to get involved so that the event's full potential can be realised.
The last report into the economic benefits of the event, which is staged at Balado near Kinross, was published in 1999.
At that stage it said the festival was worth just over £1m.
This year's line-up includes The Who, the Red Hot Chili Peppers, Franz Ferdinand, The Strokes, The Charlatans, Primal Scream and the Go! Team.
The event sold out in record time, and an extra 12,000 tickets released on Saturday were snapped up in just 10 minutes. The festival takes place on 8 and 9 July.
The study into its economics benefit was commissioned by Scottish Enterprise, Perth and Kinross Council and the event's organiser DF Concerts.
A spokesman for DF Concerts said: "There's huge opportunity for public bodies to get involved with T in the Park to maximise the festival."
A Scottish Enterprise spokesman added: "Scottish Enterprise and key partners developed the model used to deliver the economic impact study of T in the Park.
"The model has produced a revealing insight into the significant contribution the event makes to the Scottish economy."
According to the report, analysis of the visitor profile shows nearly four-fifths are those in the 18 to 34 age group.
Virtually all - or 96% - were from outside the Perth and Kinross area, with 30% travelling from outside Scotland.
A total of 94% said the festival was the only reason for their visit. Festival-goers spent up to £102 per day, the report added.
It added: "There is an opportunity to enhance the economic impact in the future by encouraging visitors to extend their length of stay.
"Although the event takes places in Perth and Kinross the benefits are spread throughout other parts of Scotland."
The report also said there are opportunities to enhance the economic impact of future festivals by encouraging visitors to stay longer, attracting more repeat visits and helping Scottish companies secure more contracts for staging the event.
"Looking to the future, there may be opportunities for the public sector to engage more with the event to enhance future impacts," the document concludes.
VisitScotland, the national agency which helps promote and attract visitors to the country, said it was including footage of T in the Park in upcoming advertising campaigns.