Untitled - CMA World

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					The Country is in Love with Country
42% of American adults – or about 95 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

Country Music is the #1 format among Adults 18-54 and reigns
 over all other radio formats with more than 2,000 stations

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.

40% of adults who identify themselves as brand loyal are Country
 fans, which is more than any other genre.
Country Music Fan Audience Reach
   Target         Audience     % of total population

   ADULTS         94,843,000         42%
   MEN            45,259,000         48%
   WOMEN          49,584,000         52%
   MARRIED        54,753,000         57%
   AGE 18-39      36,989,000         39%
   HHI $75,000+   37,180,000         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.

Gender                  Home & Family                                                          DID YOU KNOW…
Male            48%     Avg. Household Income           $75,393
                                                                    Country Music fans comprise 38% of all professional/managerial jobs
Female          52%     Own Their Own Home                   44%
                                                                    Just over one-third (37%) of Hybrid vehicle owners are Country Music fans
                        Avg. Value of Home Owned        $228,587
                        Avg. # of Children in HH             2.3    Country Music fans spent $18 billion on international travel last year –
18-34     30%                                                        comprising 36% of total dollars spent on foreign travel
18-49     59%           Place of Residence                          Country Music fans spent $46 billion on domestic travel last year – comprising
                                                                     47% of total dollars spent on domestic travel
25-54     55%           Reside in A,B, or C Counties   81%
                                                                    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

                                                                    51% (13 million) of Country Music fans barbecue at least once a week.

                                                                    47% (8.7 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.

                                                                                                                                   Source: GfK MRI Fall 2010
Younger Country Music Fans Like Emerging
 How likely are you to talk to your friends - or share on a
 social net - an emerging artist or band that you recently
                                  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
 Somewhat likely to listen to a new artist               29%
 Extremely likely to listen to a new artist              49%
   Country Music Fans Stand Out:
   Socially Active
     Country Music fans are more likely than the US population to…

                                                             Entertain friends or
              Go dancing with friends
                                                              relatives at home
                            Index 117                            Index 110
             Socialize and do things
            with friends around town                                 Dine out
                            Index 105                            Index 111

Source: GfK MRI Fall 2010
   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!

Source: GfK MRI Fall 2010
 Country Music Fans Stand Out:
 Financial Consumers: Online and Off
         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 108)

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

Source: GfK MRI Fall 2010
Active investors are classified as someone who tracked
investments, traded stocks, bonds, or mutual funds
 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
          Play golf                       Index 128
          Go snow skiing                  Index 119
          Visit a health spa/retreat      Index 115

Source: GfK MRI Fall 2010
 Country Music Fans Stand Out:
 Tech Savvy

                                                                   4 in 10
              Over 2 in 4 Country
                                                            Country Music fans are
              Music fans are fascinated
              by new technology                           asked their advice when it
                                                             comes to the latest

                                          22 million
                                    Country Music fans want
                                   others to say “wow” when
                                   they see their electronics

Source: GfK MRI Fall 2010
 Country Music Fans Stand Out:
 Engage in Social Media
       Country Music fans are more likely than the US population to….

                                                     Watch a video clip on
            Download a ringtone
                                                         their phone
                        Index 117                         Index 108

                 Download a song                        Visit a website for
                        Index 105                   entertainment information
                                                            Index 105
       Use text messaging to vote                    Visit a social networking
              in a contest                           website from their phone
                            Index 108                        Index 106
Source: GfK MRI Fall 2010

  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.
CMA Songwriters Series
    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!
CMA Songwriter Series
                   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 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!
                                      2011 Event Dates
                      • New York at Joe’s Pub – March 24, May 12, June 21,
                       October 6, November 3
                      • Los Angeles at Nokia Theatre – February 15
                      • Boston at Royal Nightclub with Kenny Chesney –
                      August 25
                      • Chicago at Joe’s Bar – October (date TBD)
                      • Seattle – October (date TBD)
                      • Nashville – November 9th
CMA Awards: Country’s Biggest Night
       Recognized worldwide as "Country Music's Biggest Night™," the CMA Awards
      represent the pinnacle of achievement for Country Music artists, musicians, producers,
      publishers, songwriters, video directors and industry executives who work in America's
      most popular music genre.

       The CMA Awards were first celebrated in 1967. The following year, the show was
      televised for the first time – making it the longest-running, annual music awards
      program on network television. Today, the CMA Awards airs each November on ABC,
      during the critical sweeps period.

       In 2010, an estimated 16.5 million viewers on average tuned in to the broadcast. In
      Viewers and Young Adults, ABC Marks its Top Wednesday in a Year, While Posting its
      Highest Adult 18-49 Number on Any Night This Season

       The CMA Awards remains one of the Top Three awards shows annually, ranking
      behind only the Academy Awards and – occasionally – the GRAMMY Awards, but
      ahead of mainstream entries such as the Golden Globe Awards and Emmy Awards.

       Each year, more than 380 journalists representing more than 93 domestic and
      international media outlets are credentialed and/or ticketed for the CMA Awards.
CMA Country Christmas
         For the second consecutive year, Jennifer Nettles of Sugarland will host “CMA Country
           Christmas.” The television special, which is produced by CMA, will feature many of
          today’s top Country artists and will air on the ABC Television Network later this year
                                       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. The special re-aired a second
          time on Dec. 22, 2010, reaching 4.25 million viewers. With its combined airings, “CMA
                 Country Christmas” was seen by more than 11.5 million viewers in 2010.

         Participating artists have included: Sheryl Crow, Little Big Town, Martina McBride, Brad
          Paisley, Kellie Pickler, Rascal Flatts, Reba, LeAnn Rimes, Darius Rucker, and Sugarland.
CMA Music Festival Research

The 2011 CMA Music Festival offered new opportunities for CMA to better
understand the Country Music fan. Three different research studies were
conducted during this year’s CMA Music Festival. More than 600 one-on-one
interviews were conducted among attendees asking questions ranging from
size of travel party to participation in social networks to demographics. More
than 1,300 festival attendees registered to become a CMA Insider. A CMA
Insider will be part of an exclusive group of Country Music enthusiasts who
share their opinions and provide feedback to shape the future growth of
Country Music. Also, more than 100 festival attendees were recruited to
participate in a mobile interactive qualitative study over the 4-day festival.
The mobile interactive qualitative study provided rich user generated results.
CMA Music Festival Research
  Event Attendee Demographics – 70% Female/30% Male

  18-24                            14%
  18-34                            34%
  18-49                            62%
  18-54                            78%
  25-54                            65%

  $50,000-$75,000                  21%
  $75,000-$100,000                 18%
  $100,000+                        34%

  Some College                     27%
  College Graduate                 30%
  Post Graduate Degree             16%

  Professional/Technical           42%
CMA Music Festival Research
•31,000 downloaded the CMA mobile app

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

•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%
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.
           Bringing a completely fresh online face to the organization,
  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

           Brand new in 2010, fans were able to watch the CMA
           Awards Black Carpet LIVE as it was happening, plus more!
  and featured streaming
           action of the Black Carpet arrivals, the pre-CMA Awards
           non-broadcast ceremonies and the backstage press room.
 Millions of Prospects
 Multiple Channels
 FACEBOOK                           511,334 likes
 TWITTER                            66,800 followers
 CMA MOBILE                         140,000 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

Source: GfK MRI Fall 2010
CMA Digital Recap

The CMA online and mobile audience has seen tremendous growth
   Approximately 66,000 entries in the 2010 CMA Awards text-to-win an autographed guitar
   Mobile text subscribers up 72% to more than 140,000
   Social network fans, friends and followers up 200% to more than 565,000
   CMA email database up 12% to more than 123,000
   The cumulative CMA online and mobile audience is ranked #1 among all awards shows for
    biggest social network audience, topping the Grammys and the Oscars!

         Total Audience (Social, Mobile, Email) is now over 840,000 fans!
As of 8/22/2011
AWARDS            Total     Facebook   Twitter   YouTube   Show Date                       Website
CMA               579,904   511,334    66,800     1,770     11/09/2011
Oscars            401,314   281,049    58,003    62,262      2/27/2011
Golden Globes     200,402   155,438    44,312      652      01/16/2011

People's Choice   189,502   155,643    32,769     1,090     01/05/2011
ACM                56,278    32,991    23,232      55       04/03/2011
Emmys              16,090    5,304     10,691      95       09/18/2011;;

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