Connect With Country! (2012)

The Country is in Love with Country

42% of American adults – or about 96 million people - are Country Music fans. That’s nearly twice the 50 million Adults aged 18-49 who watched the 2009 Nielsen record-setting Super Bowl.

Country Music is the #1 format among Adults 18-54 and reigns

over all other radio formats with more than 2,000 stations nationwide. 40% of Country radio listeners reside in the top 25 DMAs. In 90% of all DMA markets, a country formatted station is ranked

in the top 5 of the market. 43% of adults who identify themselves as brand loyal are Country

fans, which is more than any other genre.

Source: GfK MRI Spring 2011

Country Music Fan Audience Reach

Target Audience % of total population

ADULTS 96,037,000 42%

MEN 46,108,000 48%

WOMEN 49,929,000 52%

MARRIED 55,073,000 57%

AGE 18-39 38,114,000 40%

HHI $75,000+ 36,900,000 42%


The numbers don’t lie – the country shares a deep and abiding love for Country Music. From coast to coast, across income brackets and in big and small towns, it is clear that Americans connect with Country and the connection shows in the numbers.

Age

18-34 31%

18-49 59%

25-54 55%

Gender

Male 48%

Female 52%

Home & Family

Avg. Household Income $74,214

Own Their Own Home 45%

Avg. Value of Home Owned $223,839

Avg. # of Children in HH 2.4

Place of Residence

Reside in A,B, or C Counties 81%

DID YOU KNOW…

Country Music fans comprise 40% of all professional/managerial jobs

Just over one-third (38%) of Hybrid vehicle owners are Country Music fans

Country Music fans spent $18 billion on international travel last year – comprising 36% of total dollars spent on foreign travel

Country Music fans spent $46 billion on domestic travel last year – comprising 47% of total dollars spent on domestic travel

Female fans spent $6.4 billion on beauty products last year – comprising 46% of total sales by women

Male fans spent $19.6 billion on video games last year – comprising 41% of total sales by men

Country Music fans comprise 41% of all adults who tracked investments, traded stocks, bonds, or mutual funds online last year

53% (13.2 million) of Country Music fans barbecue at least once a week.

48% (9.2 million) of Country Music fans entertain friends/family at home 2-3 times per month.

Country Music fans spent $7.4 billion eating at Family Restaurants and Steak Houses in the past 6 months – comprising 46% of total sales.


Younger Country Music Fans Like Emerging Artists

How likely are you to talk to your friends - or share on a social net - an emerging artist or band that you recently discovered? Country Fans 18-39 Somewhat Likely 35% Extremely Likely 53% How likely are you to listen to a new artist that you are unfamiliar with? Country Fans 18-39 Somewhat likely to listen to a new artist 29% Extremely likely to listen to a new artist 49%

Source: 2011 Post Festival Survey

Almost 1 in 2 adults

with household incomes of $100,000+ are Country Music fans.

Just over 1 in 3 adults

who have a professional or managerial position are Country Music fans.

1 in 4 Country

Music fans live in the top 5 DMAs


Country Music Fans Stand Out: Affluent and Professionally-Situated

Country Music Fans Stand Out: Passionate about Family

80% try to eat dinner with their family almost every night compared to

43% of the US pop.

80% wish they had more time to spend with family compared to

42% of the US pop.

90% say spending time with my family is top priority compared to

43% of the US pop.


Country Music Fans Stand Out: Socially Active

Country Music fans are more likely than the US population to…

Go dancing with friends

Index 121

Entertain friends or relatives at home

Index 110

Socialize and do things with friends around town

Index 103

Dine out

Index 112


Country Music Fans Stand Out: Dining with Family and Friends

In fact –

Country Music fans spent $16 billion dining out with family and friends last year!


Country Music Fans Stand Out: Financial Consumers: Online and Off

27 million Country Music fans regularly search online for financial information.

Country Music fans make up 43% of all active investors

Country Music fans are more likely to have a financial planner than the US population (Index 106)


Active investors are classified as someone who tracked

investments, traded stocks, bonds, or mutual funds

Country Music Fans Stand Out: Tech Savvy

23 million Country Music fans want

others to say “wow” when they see their electronics

4 in 10 Country Music fans are

asked their advice when it comes to the latest

technology


Over 2 in 4 Country Music fans are

fascinated by new technology

Country Music Fans Stand Out: Telecommunications Consumers

$7.6 Billion –

The amount Country Music Fans spent last year on cell phone service

1 in 4 – The ratio of Country Music fans who have cellular phones and no landline.

2.3 – The average number of cellular phones Country Music fans have per household.


Country Music Fans Stand Out: Avid Travelers

Country Music fans spent $46 billion dollars on domestic travel last year, comprising 47% of total dollars spent on domestic travel.

Country Music fans spent $18 billion dollars on international travel last year, comprising 36% of total dollars spent on foreign travel.

On vacation Country Music fans are more likely than the US population to..

Play golf Index 123 Go snow skiing Index 127 Visit a health spa/retreat Index 131


Country Music Fans Stand Out: Engage in Social Media

Country Music fans are more likely than the US population to….

Download a ringtone

Index 117

Watch a video clip on their phone

Index 104

Download a song

Index 109

Visit a website for entertainment information

Index 109

Visit a social networking website from their phone

Index 110

Use text messaging to vote in a contest

Index 110 Source: GfK MRI Spring 2011

Country Music Fans Stand Out: Putting it all into Perspective There are millions of prospects - 96 million to be exact

Country Music fans mirror the US population demographically, but distinct

differences make it an exciting segment of the population

Country Music fans are passionate about family Country Music fans are affluent and professionally situated Country Music fans are socially active

Country Music fans are intelligent about their finances

Country Music fans are avid travelers

Country Music fans are engaged with new media and are tech savvy

Millions of Prospects Multiple Channels

FACEBOOK 831,529 likes

TWITTER 86,817 followers

CMA MOBILE 191,000 subscribers

CMA E-NEWS 123,000 subscribers

CMA AWARDS 16,490,000 television viewers

CMA MUSIC FESTIVAL TV SPECIAL 7,030,000 television viewers

CMA COUNTRY CHRISTMAS TV SPECIAL 11,500,000 television viewers

CMA WEBSITE 4.3 million unique visitors annually

Digital Recap

1.2 MILLION+ AND CLIMBING Including CMA Facebook Fans, @CountryMusic Followers, CMA’s YouTube subscribers, CMA’s email list subscribers and CMA’s mobile list

ORGANIZATION Total

CMA Awards 890,370

Grammys 517,100

Oscars 427,552

People’s Choice 241,978

Golden Globes 208,522

ACM Awards 68,278

Emmys 35,889

In the three major social media channels, CMA fans outnumber those of the other major awards shows

Needless to say, Country Music fans are very active and engaged in the digital space

Launched in January of 2011, CMA EDU provides undergraduate college students with a hands-on opportunity to enhance their skills in marketing and promotion. With the support of CMA and the Country Music community, they will gain networking opportunities, unique educational experiences, and leadership training. The innovative campaigns designed by the students will not only promote the Country Music genre and CMA events, but will also serve as distinguished elements to add to any resume, while growing a community of college students nationwide.

CMAWORLD.COM

Bringing a completely fresh online face to the organization, CMAWorld.com engages consumers through in-depth, highly-interactive content and applications communicating the events and activities of CMA, industry research, the organization and its mission to the public consumer, CMA members, and the country music industry. For the first time, attendees for the 2010 CMA Music Festival were able to create their own custom schedule of events. More than 7,000 fans took advantage of this opportunity and enjoyed a customized, first-class experience. Brand new in 2010, fans were able to watch the CMA Awards Black Carpet LIVE as it was happening, plus more! CMAawards.com and Ustream.com featured streaming action of the Black Carpet arrivals, the pre-CMA Awards non-broadcast ceremonies and the backstage press room.

We Have an App for That!

Country? Yes..there’s an app for that! In 2010, CMA launched it’s first ever iPhone app that gave fans fingertip access to show times, customized schedules, Country artist music videos, maps of downtown Nashville and much more! In 2011, CMA gave the app new life with iPhone and Android capabilities, which resulted in 31,000 downloads, an increase of 550% over the previous year.

• Though much has changed since 1972 when the first Fan Fair was held at

Nashville’s Municipal Auditorium, the reason the festival started 40 years

ago remains the same today with CMA Music Festival …

The unique connection between Country Music artists and their fans.

• Nowhere else can you hear, meet and engage with so many of

Country Music’s biggest stars.

• More than 65,000 people converge on Downtown Nashville

each day for four days to take part in the

Ultimate Country Music fan experience.

• On August 14th, ABC’s “CMA Music Festival: Country’s

Night to Rock” Finishes as the Most-Watched TV Show in its 3-Hour Slot

with over 7 million total viewers

• 2011’s “CMA Music Festival: Country’s Night To Rock” concert special on

ABC gained more than 1 million viewers over last year’s broadcast,

ranking #1 in its timeslot with women 18-54.

2011 CMA Music Festival Overview

EVENT MAPS

• Average age: 38.6

• 69% are college educated

• CUMULATIVE ONLINE/MOBILE AUDIENCE: 1,230,000+

CMA email database now has 123,043 subscribers.

CMA mobile database now has 191,000 subscribers.

CMA Social Networks now have 920,688+ fans, friends and followers

- Facebook: 831,529

-Twitter: 86,817

- YouTube: 2,342

• Festival attendees came from all 50 states and from 26 countries, including Australia,

Austria, Belgium, Bermuda, Brazil, Canada, Czech Republic, Denmark, Finland, France,

Germany, Ireland, Italy, Japan, Malta, Mexico, Netherlands, New Zealand, Norway,

Peru, Poland, South Africa, Spain, Sweden, Switzerland, and the U.K.

• Satisfaction level is extremely high with 94% of the respondents stating they plan to

return to next year’s festival.

EVENT ATTENDEE DEMOGRAPHICS

•31,000 downloaded the CMA mobile app

•7,000 fans customized a CMA Music Festival schedule available at CMAfest.com

•More than 37,000 texts and tweet were posted to the jumbotron screens during the Nightly Concerts at LP Field

•Satisfaction level is extremely high with 94% of the on-site respondents stating they plan to return to next year’s festival

•Not surprisingly, 61% of the attendees would rank themselves as a “huge country music fan”; and 98% listen to a country

radio station regularly

•51% of attendees purchase the majority of their music at iTunes

•45% classify themselves as a “web junkie – on the internet all the time”

•For 81% of the attendees, the CMA Music Festival is the only music festival they have ever attended

•81% are on Facebook; 32% have a Twitter account; and 54% interact with Facebook several times daily

•Other than country music, the attendees told us that they engage in other activities/interests on a regular basis:

Cooking – 38%

Dining Out – 72%

At Home Entertaining – 50%

Reading – 51%

Games – Video, Board, Puzzles – 52%

MUSIC FESTIVAL RESEARCH

More than 16,000

fans lined the streets

of the downtown

Nashville to see some

of the biggest names in

Country Music and

entertainment in the

parade – followed by

the Block Party concert

at the Chevrolet

Riverfront Stage.

KICK-OFF PARADE & CHEVROLET BLOCK PARTY

MUSIC REIGNS Music reigns at CMA Music Festival, with

more than 400 artists performing for

record-breaking crowds on any one of the eight stages.

For the second year in a row, CMA Music Festival sold out each night at LP Field. More than 49,000 fans

were entertained by the biggest names in Country Music. The four night party serves as the backdrop for the

primetime, three-hour ABC TV Special, CMA Music Festival: “Country’s Night to Rock”, airing on

August 7.

LP FIELD CONCERT STAGE

The Chevrolet Riverfront concerts boasted its biggest crowds, with single day

attendance exceeding 25,000 fans enjoying the free daily entertainment.

CHEVROLET RIVERFRONT CONCERT STAGE

Located in the heart of the

festival footprint in downtown

Nashville, fan favorite artists

bring their historical and chart

topping music to the stage.

LAY’S STAGE AT BRIDGESTONE ARENA PLAZA

New in 2011, this intimate stage was always packed -

featuring acoustic performances from songwriters and

emerging artists each day.

BUD LIGHT® SPORTS ZONE STAGE

A part of Chevrolet’s activation in the popular

Sports Zone, fans were treated to fantastic

performances from new artists and outdoor

celebrities.

THE CHEVROLET SPORTS ZONE STAGE

Family-friendly entertainment was showcased on the Family Zone Mainstage – including the

ABC Block Party, the YWCA Celebrity Auction with Martina McBride, Random House

Children’s Books Celebrity Storytelling, the Gloriana Dance Contest and much more.

THE FAMILY ZONE MAINSTAGE

Located in the Fan Fair Hall, the

Durango Acoustic Corner saw it’s

biggest crowds ever this year – with

more than 20 hours of

performances from some of Country

Music’s most revered acts.

DURANGO® ACOUSTIC CORNER

More than 1,000 fans were treated to

performances by popular international

artists – including a special

appearance by Keith Urban – at the

showcase event held at The Stage on

Broadway, often known as the

unofficial kick-off to the CMA Music

Festival

GLOBAL ARTIST SHOWCASE

Just down the street at Fan Fair Hall, everyone from Dolly Parton to Lady Antebellum, Martina

McBride, Darius Rucker, the reigning American Idols – Scotty McCreery and Lauren Alaina,

Rascal Flatts, Blake Shelton, Trace Adkins, Billy Ray Cyrus, Kellie Pickler and more paused to

meet their most ardent supporters at this one-of-a-kind hands-on festival.

FAN FAIR® HALL

FREE ACTIVITY AREAS With multiple activity areas that spread across

downtown Nashville, including the Family Zone, Fun

Zone, and Sports Zone, plus Fan Fair Hall, there’s no

end to the around-the-clock entertainment!

DOWNTOWN NASHVILLE

More than 45 brands participated in the CMA Music Festival – generating a combined

924,000 activation and consumer engagements, a 32% increase over the prior year.

CONSUMER ENGAGEMENT

CMA’s official radio partner, Premiere Radio Networks, brought 18 of Country radio’s top-rated stations,

plus syndicated radio programs “After MidNite with Blair Garner” and “Crook & Chase,” to Nashville for

three days of remote broadcasts from the Nashville Convention Center. Atlanta, Baltimore, Charlotte,

Cleveland-Akron, Columbus, Los Angeles, Louisville, Nashville, Norfolk, Oklahoma City, Phoenix,

Pittsburgh, Portland, Raleigh-Durham, St. Louis, San Diego, Seattle, and Tampa were among the

markets represented by Premiere.

More than 70 artists and celebrities participated in the remotes. In total, approximately 13.5 million

audience members heard the remote broadcasts or viewed through station Internet sites.

PREMIERE RADIO NETWORKS

More than 700 journalists from more than 200 domestic and international

media outlets were credentialed for 2011 CMA Music Festival.

Partial list of stories and mentions featured on broadcast, online media outlets and print

publications:

ONLINE:

AOL.com CNN.com Yahoo.com People.com MSNBC.com CNBC.com CMT.com Billboard.com

New York Times Online USA Today Online Los Angeles Times Online ABC News Online Chicago Tribune Online Seattle Times Online Washington Times Online Baltimore Sun Online

TV:

NBC CBS ABC MSNBC FOX News

CNN CNN Headline News E! Entertainment CMT

DAILY NEWSPAPERS: Los Angeles Times USA Today Newsday Atlanta Journal-Constitution Boston Herald The Times-Picayune (New Orleans) The Commercial Appeal (Memphis) The Tennessean The City Paper

MAGAZINES: Parade USA Weekend Billboard Business Leader Pollstar Magazine Broadcaster Magazine

PRINT/TV/ONLINE MEDIA COVERAGE

Little Big Town meets

CMA Marketing Summit

Big & Rich meet

CMA Marketing Summit

Lucky Country Music fans

were given a chance to view

their favorite artists and

celebrities at the end of the

Macy’s Walk of Stars Red

Carpet. People Country

sponsored the Fan Bleachers.

Fans were treated to an early CMA Awards

celebration when 2010 CMA Entertainer of the Year

and four-time CMA Awards co-host Brad Paisley

performed a live concert on ABC’s “Good Morning

America.”

ABC’s Sam Champion reported live from Nashville

as Paisley became the first artist to sign the hood of

a Chevy-donated 2012 Camaro convertible, which

was positioned at the beginning of the Red Carpet

arrivals, and is being auctioned off to benefit CMA’s

Keep the Music Playing program.

It was a night of new winners and returning champions at “The 45th Annual CMA Awards.” Taylor Swift

won her second CMA Entertainer of the Year trophy. Newlyweds Miranda Lambert and Blake Shelton

won Female Vocalist and Male Vocalist for the second consecutive year. Jason Aldean won his first

two CMA Awards for Musical Event of the Year with Kelly Clarkson, and Album of the Year for My

Kinda Party. The Band Perry won their first Awards for Single of the Year for “If I Die Young” and New

Artist of the Year. Kimberly Perry claimed an additional trophy for Song of the Year for penning the hit

song. Kenny Chesney and Grace Potter won for Music Video of the Year. Lady Antebellum picked up

their third trophy for Vocal Group of the Year, and Sugarland won Vocal Duo of the Year for the fifth

time.

Presenters for the night included: 2011 “American Idol” runner-up Lauren Alaina; ESPN sportscaster

and "Good Morning America" correspondent Erin Andrews; 2005 CMA Horizon Award winner Dierks

Bentley; Country star Billy Currington; actor Josh Dallas (star of ABC's "Once Upon a Time"); 2011

World Series MVP and St. Louis Cardinals third baseman David Freese; actress Ginnifer Goodwin

(star of ABC's "Once Upon a Time"); actor Kellan Lutz (star of the "Twilight" movie series and the

upcoming "Immortals"); The Muppets icon Miss Piggy; Country stars Jake Owen and Kellie Pickler;

six-time CMA Award winner and 2011 Country Music Hall of Fame inductee Reba; 1997 CMA Horizon

Award winner LeAnn Rimes; Emmy Award-winning actor Eric Stonestreet (star of ABC's "Modern

Family"); actress Emily VanCamp (star of ABC's "Revenge"); and Academy Award-winning actress

Reese Witherspoon.

Part of what makes the CMA Awards

“Country Music’s Biggest Night” are

the stellar performances by some of

the format’s brightest stars. This

year’s performers included Jason

Aldean, The Band Perry, Luke

Bryan, Eric Church, Sara Evans,

Faith Hill, Lady Antebellum, Miranda

Lambert, Martina McBride, Scotty

McCreery, Blake Shelton, Taylor

Swift, Sugarland, Thompson Square,

Keith Urban, Chris Young; plus

Chesney and Potter singing their hit

collaboration “You and Tequila”; and

Rascal Flatts and Natasha

Bedingfield singing their current hit

duet “Easy.” Icons from the world of

pop music proved that Country

Music is far-reaching, with Kenny

Loggins joining Blake Shelton to

perform his hit “Footloose,” and

Lionel Richie offering a string of his

favorites, collaborating with Little Big

Town, Rascal Flatts and Darius

Rucker.

A perk of presenting or performing at the CMA Awards is a trip

to the CMA Awards Gift Lounge, presented by Blue04.

The artists who walked through could pick up a fine-crafted

messenger bag or purse from Cape Cod Leather; oxygenated

water from Blue04; custom jewelry featuring natural stones

from CEEK; swag including guitar strings and barware from

Gibson guitar; sunglasses by Maui Jim; candles from Yankee

Candle; skincare products from Lily.B Skincare; apparel from

Country Boy/Country Girl; a beverage from Rockin’ Wellness

Nutritional Shakes; Dearfoam slippers; iPod accessories from

Griffin Technology; custom-cut designer men’s apparel and

scarves from VOKARE; and fashionable, versatile women’s

apparel from family-owned and operated Belldini. Each celeb

also walked away with a piece of Sidewinder rolling luggage

from The Container Store filled with a bevy of additional items

including spa gift certificates, beauty products, jewelry, sunless

tanning and so much more.

Sixty-three artists and celebrities received lounge gifts,

including Brad Paisley, Darius Rucker, Blake Shelton,

Carrie Underwood, Jason Aldean, Keith Urban, Kenny

Chesney, Lady Antebellum, Kenny Loggins, Lionel Richie,

Miranda Lambert, Scotty McCreery, Sugarland, Vince Gill,

The Band Perry, Zac Brown Band, Faith Hill, Reba, Erin

Andrews and Reese Witherspoon.

After kicking off “The 45th Annual CMA Awards,” Patrón helped usher in the late night celebrations by co-presenting the

Post CMA Awards Party at the Country Music Hall of Fame and Museum. Always the place to be after the annual Awards,

the invitation-only exclusive gala boasted a guest list of more than 600, including CMA Board Members, Award nominees,

industry executives and other VIPs who enjoyed food, drinks and live music in the spacious lobby and elegant Hall of Fame

Rotunda. This year’s after party featured signature Patrón beverages.

Throughout the night, a silent auction had attendees bidding on tropical getaways, resorts packages, spa treatments and

more, with all proceeds being donated to CMA’s Keep the Music Playing charity. The most visible enticement was a 10’-tall

sculpture of a Gibson guitar, offered by Patrón and Ultimat Vodka and covered with artist signatures collected backstage at

during the Awards.

CMA’s official radio partner, Premiere Radio Networks, held its

official CMA Awards Radio Remote Broadcast leading up to "The

45th Annual CMA Awards." Premiere welcomed seventy-five

artists and celebrities, including Taylor Swift, The Band Perry,

Rascal Flatts, Vince Gill, Faith Hill, Martina McBride, Lady

Antebellum, Blake Shelton, Miranda Lambert, and more, who

visited 50 of the top Country radio stations from across the

nation. Participating stations included top radio markets from Los

Angeles, Philadelphia, Atlanta, Washington D.C., Phoenix,

Tampa, Minneapolis, Miami, Denver, Cleveland, Orlando,

Portland, Charlotte, Pittsburgh, Raleigh, Baltimore, San Diego

and more. Awards programming reached 28.5 million listeners

(sources: Premiere, Arbitron Nationwide Spring 2011).

Each year, the award-winning CMA Awards

Program Book is a treasured keepsake of

“Country Music’s Biggest Night,” a glossy, page-

turner featuring all of the nominees.

The Program Book is distributed to 20,000 industry tastemakers,

media, and consumers. It is available to CMA Awards

ticket holders and available for sale onsite and online.

1997 2005

1996

2009

1981 1992

1998

1986

Entertainment

Weekly

TV Guide

The CMA Country Christmas television special, which is produced by CMA, will feature many of today’s top Country artists and will air on the ABC Television

Network during the holiday season.

In 2010, the first “CMA Country Christmas” built sharply on its lead-in (+22%) and drew an average audience of 7.3 million viewers in its first airing on Nov.

30, 2010, topping original competition on NBC and FOX by wide margins.

A showcase of the best of country’s multi-hit songwriters in an intimate, acoustic setting; this “behind the scenes” experience allows the audience to hear the songwriters and artists tell the stories behind the lyrics in their un-scripted

humor. With guitars in hand, three songwriters and an artist take the stage together to offer up this unique opportunity to hear the songs just as they were originally written!

Popular venues such as, Joe’s Pub in NYC, Joe’s Bar in Chicago, and the House of Blues in L.A. have served as hosts for the CMA Songwriter events.

Country artists including Kenny Chesney, Dierks Bentley, Kix Brooks, Jason Michael

Carroll, Billy Currington, Randy Houser, Jamie O’Neal, James Otto, Kellie Pickler, Josh Turner, Jimmy Wayne, Chuck Wicks, and Lee Ann Womack, have joined the best of Nashville’s songwriters who have penned hit songs for Brooks & Dunn,

Kenny Chesney, Faith Hill, Tim McGraw, Rascal Flatts, George Strait, Keith Urban and many more!

The popular series made its first trip to Boston in 2011 with Country Music

superstar Kenny Chesney, producing the event’s biggest crowd to date and selling out in less than an hour. For the first time in CMA Songwriter’s Series history, fans around the world could stream the show live at CMASongwritersSeries.com and

NoShoesRadio.com to catch the energy and excitement of the live performance in real-time

2011 Cities include New York, Los Angeles, Boston, Chicago,

Seattle, Nashville and Washington, D.C.

www.cmaworld.com One Music Circle South

Nashville, TN 37203

CONNECT WITH COUNTRY

Connect With Country! (2012)

Entertainment & Humor

Transcript of Connect With Country! (2012)