connect with country! (2012)
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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%
Source: GfK MRI Spring 2011
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.
Source: GfK MRI Spring 2011
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
Source: GfK MRI Spring 2011
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.
Source: GfK MRI Spring 2011
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
Source: GfK MRI Spring 2011
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 Spring 2011
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)
Source: GfK MRI Spring 2011
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
Source: GfK MRI Spring 2011
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.
Source: GfK MRI Spring 2011
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
Source: GfK MRI Spring 2011
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.
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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