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2009 CMA Awards Recap


All the information you need about Country Music and its fans, from demographics to event information to online and mobile opportunities and more.

All the information you need about Country Music and its fans, from demographics to event information to online and mobile opportunities and more.

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  • 1. 2009 Partner Recap
  • 2. CMA Awards Overview America’s music took center stage on America’s network when “The 43rd Annual CMA Awards” aired on the ABC Television Network, Wednesday, November 11th. Past Male and Female Vocalists of the Year, Brad Paisley and Carrie Underwood, returned for a second year to co-host the gala event LIVE from the Sommet Center in Nashville, TN. There were 20 live performances and 12 major awards handed out during the evening. “The 43rd Annual CMA Awards” re-wrote history as ABC attracted its biggest Wednesday audience with non-sports programming in over 4 years! Year to year, the CMA Awards gained 1.3 million viewers and grew 6% in Adults 18-49. It was the most-watched CMA Awards telecast in 4 years, while the annual awards show marked its highest Adult 18-34 number in 5 years and top Women 18-34 number in 6 years. ABC ranked No. 1 in all 6 half-hours of the night in both total viewers and Adults 18-49.
  • 3. CMA Events Houser Rutherford Randy CMA Songwriters Series Rives Brett James The talents of award-winning Nashville songwriters Bob DiPiero, Brett James, Victoria Shaw, Rivers Rutherford and Bob DiPiero Universal South recording artist Randy Victoria Shaw Houser were showcased during the CMA Songwriters Series held at local Nashville hotspot, Limelight. The crowd enjoyed hearing some of their favorite songs, as well as insight into the stories behind them. DiPiero, whose hits include, “Blue Clear Sky” recorded by George Strait and “Take Me As I Am” recorded by Faith Hill, served as host for the event. CMA Pre-Tel Reception The annual CMA Corporate Pre-Tel reception was held at the Palm Restaurant. VIP guests were treated to hors d'oeuvres and cocktails before arriving at the Sommet Center to take their seats for “The 43rd Annual CMA Awards.”
  • 4. The CMA Awards Red Carpet The Red Carpet at the CMA Awards was another star-studded event! Country Music fans were given a chance to catch the Red Carpet arrivals up close from the Red Carpet Viewing Section, adjacent to the entrance of the Red Carpet. Lucky fans won seats via radio and print promotions, Keith Urban Tim McGraw Robin Carrie Nicole and received the first look at the Faith Hill Roberts Underwood Kidman stars as they arrived for “Country Music’s Biggest Night.”
  • 5. Good Morning America on ABC Master Sergeant Bubba On Tuesday, November 10th hundreds of Beason of fans braved the early morning hours and the U.S. Air Force was cold weather to be a part of the awarded a “Good Morning America” audience live in 2010 Chevy Nashville at the Sommet Center Plaza. Equinox. “Good Morning America” ABC News correspondent Bill Weir broadcast live, while hosts for “The 43rd Annual CMA Awards” Brad Paisley and Carrie Underwood performed for the crowd. After the broadcast, the winner of the 2009 Chevy Salutes America’s Heroes Promotion, Master Sergeant Bubba Beason of the U.S. Air Force, was awarded a 2010 Chevy Equinox. Carrie Underwood
  • 6. And the CMA Award Goes to… “The 43rd Annual CMA Awards” was certainly a night to remember as dreams came true and history was made. Country sensation Taylor Swift added four CMA Awards to her collection, winning Entertainer, Female Vocalist, Album and Music Video of the Year. By winning Entertainer of the Year, 19-year-old Swift is the youngest performer to ever win the honor and the first solo female to win since Shania Twain in 1999. Co-host Brad Paisley picked up his third consecutive Male Vocalist Award and fourth Musical Event of the Year for “Start A Band” with Keith Urban. Lady Antebellum picked up two Awards, Vocal Group and Single of the Year for “I Run To You.” Sugarland picked up their third consecutive Vocal Duo of the Year Award. Darius Rucker won the coveted New Artist of the Year and Jamey Johnson picked up his second CMA Award, taking home the trophy for Song of the Year Award for “In Color.”
  • 7. Live Performances The “43rd Annual CMA Awards” certainly did not hold back when it came to live performances! Country superstar Taylor Swift kicked off the night with a performance of “Forever and Always” and followed up later in the evening with an acoustic version of her smash single “Fifteen.” Miranda Lambert, Reba McEntire and Carrie Underwood rocked the house each performing their latest singles. Fans also enjoyed many exciting collaborations including rock band Daughtry joined by Vince Gill; Kenny Chesney performed a duet with Dave Matthews; Jamey Johnson teamed up with Kid Rock and Country Music Hall of Fame 2009 inductee Barbara Mandrell was feted by Martina McBride and George Strait, who dueted on Mandrell’s signature hit “I Was Country When Country Wasn’t Cool.” Other noteworthy performances included Jason Aldean, Billy Currington, Keith Urban and Tim McGraw. Tim McGraw Zac Brown Band did a rousing rendition of Charlie Daniels Band’s “Devil Went Down to Georgia, ” Lady Antebellum performed “Need You Now” and Darius Rucker performed his hit “Alright.”
  • 8. Promotions CMA Awards promotions continued to build awareness and anticipation for this event, and had positive impacts on viewership. • National promotions included efforts with dominant retailers including Wal-mart, Best Buy, and Amazon. Wal-mart stores featured CMA Awards branding on endcap displays in 1,100 stores nationwide. The Best Buy network carried CMA Awards feature previews in October and November, as well as post-Awards wrap-up content through December. The network runs in all 950 Best Buy retail stores. Amazon promoted the show and product by nominated artists via the online music store, the Country Music store and in e-mail marketing. • Premiere Radio Networks welcomed nationally-syndicated show “After Midnite with Blair Garner,” as well as 49 top Country stations to Nashville to cover the CMA Awards in three days of remote broadcasts. Premiere partners included stations from Los Angeles, Philadelphia, San Francisco, Atlanta, Houston, Phoenix, Tampa and more. Through Premiere’s dedication, an audience of 26.8 million listeners was reached! • Ever active in the online space, CMA developed and hosted a Twitter application on CMAawards.com whereby fans could log in to discuss the show with fellow viewers; view and comment on photos; and follow a stream of tweets from “CMA Insiders” including Country Music artists, journalists, CMA staff members, volunteers, seat fillers and more. Facebook campaigns supported ticket sales and the third volume of the “My CMA Awards Picks” application which allowed fans to complete their selections in artist-specific categories for “The 43rd Annual CMA Awards.” • Local promotions were conducted in support of the ticket sales campaign for the CMA Awards. These included ticket giveaways with a wide assortment of media partners including local TV (WKRN-TV, WTVF-TV, Comcast Spotlight); radio (local and regional Country stations, plus AC and Top 40); print (Tennessean, Nashville Lifestyles, etc.); online (NowPlayingNashville, DigitalRodeo, CountryHound, and more.) The Nashville Scene gave away 80 tickets to the CMA Awards Red Carpet Viewing Section.
  • 9. Promotion & Publicity Index
  • 10. Partner Logo Magazine/Newspaper Nashville Lifestyles Magazine October 2009 Issue
  • 11. Partner Logo Magazine/Newspaper The Scene – LOCAL AD CMA Awards Nashville Celebrates Country; October 15 th, 2009 Issue
  • 12. Partner Logo Magazine/Newspaper MetroMix – LOCAL AD CMA Awards Ticket Promo; October 22nd , 2009 Issue
  • 13. Partner Logo Magazine/Newspaper Field & Stream Magazine – NATIONAL AD November 2009 Issue
  • 14. Partner Logo Magazine/Newspaper Outdoor Life Magazine– NATIONAL AD November 2009 Issue
  • 15. Partner Logo Magazine/Newspaper People Country Magazine - NATIONAL AD (Spread) November 2009 Issue
  • 16. Partner Logo Magazine/Newspaper American Profile – NATIONAL AD November 1st, 2009 Issue
  • 17. Partner Logo Magazine/Newspaper Country Weekly – NATIONAL AD November 2nd, 2009 Issue; November 9th, 2009 Issue
  • 18. Partner Logo Magazine/Newspaper USA Weekend – NATIONAL AD November 8th, 2009 Issue
  • 19. Partner Logo Magazine/Newspaper Parade – National AD November 8th, 2009 Issue
  • 20. Partner Logo Magazine/Newspaper People Magazine – NATIONAL AD November 9th, 2009 Issue
  • 21. Partner Logo Magazine/Newspaper TV Guide – NATIONAL AD November 9th, 2009 Issue
  • 22. Partner Logo Magazine/Newspaper Us Weekly – NATIONAL AD November 9th, 2009
  • 23. Partner Logo and/or Listing Magazine/Newspaper CMA Close Up December/January Issue
  • 24. Partner Logo and/or Listing Printed Pieces “The 43rd Annual CMA Awards” Program Book Thank You Ad
  • 25. Partner Logo and/or Listing Printed Pieces “The 43rd Annual CMA Awards” Program Book Ad
  • 26. Partner Logo and/or Listing Online CMAawards.com Home Page
  • 27. Partner Logo and/or Listing Online CMAawards.com Chevy’s Everyday Hero Promotion
  • 28. Partner Logo and/or Listing Online CMA Exclusive – News September 15th, 2009 Issue
  • 29. Partner Logo and/or Listing Online CMA Exclusive – News September 23rd, 2009 Issue
  • 30. Partner Logo and/or Listing Online CMA Exclusive – News October 15th,2009 Issue
  • 31. Partner Logo and/or Listing Social Networks Twitter
  • 32. Partner Logo and/or Listing Social Networks Facebook
  • 33. Partner Logo and/or Listing Social Networks MySpace
  • 34. Partner Logo and/or Listing Other Media BNA Baggage Claim October 5th – November 23rd, 2009
  • 35. ROI – Partner Nashville Lifestyles Magazine 12,000 Circulation CMA Awards Ad – October Issue 33,000 Readership Country Weekly 75,000 Circulation CMA Awards Ad – 11/2, 11/9 The Scene 53,000 Circulation CMA Awards 291,000 Readership Nashville Celebrates Country – 10/15 MetroMix 32,100 Circulation CMA Awards Ticket Promo – 10/22 145,300 Readership Field & Stream Magazine 1,500,000 Circulation November Issue 9,601,000 Readership Outdoor Life Magazine 800,000 Circulation November Issue 5,783,000 Readership People Country Magazine 400,000 Circulation CMA Awards Ad – November Issue 2,100,000 Readership
  • 36. ROI – Partner American Profile Magazine 9,046,861 Circulation 11/1 Issue 32,000,000 Readership USA Weekend 22,600,000 Circulation 11/8 Issue 48,000,000 Readership Parade 33,000,000 Circulation 11/8 Issue 74,000,000 Readership People Magazine 3,450,000 Circulation CMA Awards Ad – 11/9 45,100,000 Readership TV Guide 2,900,000 Circulation 11/9 Issue 15,000,000 Readership Us Weekly 1,900,000 Circulation 11/9 Issue 13,300,000 Readership CMA Awards Program Book 15,000 Printed Copies Ad & Listing 150,000 Views Close-Up Magazine 7,950 Circulation December/January 19,875 Readership
  • 37. ROI – Partner Website September 67,502 Unique Visitor Sessions October 105,409 Unique Visitors Sessions November (Through 11/20) 570,528 Unique Visitors Sessions E-News 9/15 19,708 Views 9/23 17,215 Views 10/15 23,710 Views Social Networks Twitter 20,377 Followers Facebook (23,398 Fans) 45,690 Page Views MySpace (3,407 Friends) 28,038 Page Views YouTube 2,629 Views of Chevy Videos (Sept-Nov) YouTube 81,000+ Views of CMA Videos (Sept-Nov) BNA Wall Wrap 326,670 Impressions Press Releases (26) 1,500,000 per release 39,000,000 Views Television Total of 1,017 spots VALUE: $303,711 Radio Total of 2,249 spots VALUE: $334,504
  • 38. Thanks for participating in “Country Music’s Biggest Night!” We look forward to working with you in 2010!