cma & mozes at ieg 2012

10
Connect with Country! – via Mobile Country Music Association & Mozes IEG Sponsorship Conference 2012

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Angela Mendenhall and Ben Bennett presented this content in a roundtable discussion at IEG 2012 on Wed., Mar 21, 2012 in Chicago.

TRANSCRIPT

Page 1: CMA & Mozes at IEG 2012

Connect with Country! – via Mobile

Country Music Association &

Mozes

IEG Sponsorship Conference 2012

Page 2: CMA & Mozes at IEG 2012

THE POWER OF COUNTRY – 96 MILLION

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%MARRIED 55,073,000 57%

AGE 18-39 38,114,000 40%

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

Page 3: CMA & Mozes at IEG 2012

MEET THE COUNTRY MUSIC FANThe 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%

Gender

Male 48%

Female 52%

Place of Residence

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

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

18-49 59%

25-54 55%

Place of Residence

Reside in A,B, or C Counties 81%

� 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.

Page 4: CMA & Mozes at IEG 2012

DIGITAL & MOBILE AMPLIFY OUR EVENTS

Page 5: CMA & Mozes at IEG 2012

ON-SITE FAN ENGAGEMENT

• Information Outlet (Fans & Staff) –

Announcements, Direct Links to CMA

websites and App, etc.

• Enhanced Fan Experience – Exclusive

Contests

• Partner Fulfillment – Support, Key • Partner Fulfillment – Support, Key

Drivers, Prizing, Etc.

• Tweet & Greet – Chevrolet Riverfront

Daytime Stage

• Text-to-Screen & Tweet-to-Screen

• Database Growth – Building Our

Resources

Page 6: CMA & Mozes at IEG 2012

ON-AIR FAN ENGAGEMENT

• Expanded Reach

• On-Air Call to Action

• Direct Links to CMA websites,

App and exclusive show App and exclusive show

coverage, etc.

• Enhanced Fan Experience –

Exclusive Contests

• Database Growth – Building

Our Resources

Page 7: CMA & Mozes at IEG 2012

CONNECTED COUNTRY

Page 8: CMA & Mozes at IEG 2012

MOBILE METRICS

141

167k

MOBILECAMPAIGNS

MOBILE SUBSCRIBERS

500 k+ INTERACTIONSPER EVENT

CAMPAIGN PARTICIPANTS227k

© 2012 MOZES, INC. | PROPRIETARY AND CONFIDENTIAL.

Page 9: CMA & Mozes at IEG 2012

Includes CMA’s Facebook fans, Twitter followers (@CountryMusic),

plus YouTube, email list and mobile subscribers

ORGANIZATION Total

Grammys 1,034,601

CMA Awards 981,208

CMA fans are at the top with

other major awards shows in

the top three social networks:

=

1.2 MILLION+ AND CLIMBING

Oscars 659,175

People’s Choice 428,800

Golden Globes 330,888

ACM Awards 76,400

Emmys 38,172

CMAawards.com, CMAfest.com & CMACountryChristmas.com

=

Page 10: CMA & Mozes at IEG 2012

Angela Mendenhall, CMA

[email protected]

Aaron Clark, Mozes

[email protected]