cma & mozes at ieg 2012
DESCRIPTION
Angela Mendenhall and Ben Bennett presented this content in a roundtable discussion at IEG 2012 on Wed., Mar 21, 2012 in Chicago.TRANSCRIPT
Connect with Country! – via Mobile
Country Music Association &
Mozes
IEG Sponsorship Conference 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%
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.
DIGITAL & MOBILE AMPLIFY OUR EVENTS
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
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
CONNECTED COUNTRY
MOBILE METRICS
141
167k
MOBILECAMPAIGNS
MOBILE SUBSCRIBERS
500 k+ INTERACTIONSPER EVENT
CAMPAIGN PARTICIPANTS227k
© 2012 MOZES, INC. | PROPRIETARY AND CONFIDENTIAL.
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:
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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
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