EVENT ATTENDEE DEMOGRAPHICS <ul><li>Average age: 38.6 </li></ul><ul><li>69% are college educated </li></ul><ul><li>CUMULATIVE ONLINE/MOBILE AUDIENCE: 680,908 </li></ul><ul><li>CMA email database now has 123,616 subscribers. </li></ul><ul><li>CMA mobile database now has 140,215 subscribers. </li></ul><ul><li>CMA Social Networks now have 417,077 fans, friends and followers </li></ul><ul><ul><li>- Facebook: 335,301 </li></ul></ul><ul><ul><li>- Twitter: 61,049 </li></ul></ul><ul><ul><li>- Myspace: 14,050 (CMA Fest); 4,190 (CMA Awards) </li></ul></ul><ul><ul><li>- YouTube: 1,487 </li></ul></ul><ul><li>Festival attendees came from all 50 states and from 26 countries, including Australia, </li></ul><ul><li>Austria, Belgium, Bermuda, Brazil, Canada, Czech Republic, Denmark, Finland, France, </li></ul><ul><li>Germany, Ireland, Italy, Japan, Malta, Mexico, Netherlands, New Zealand, Norway, </li></ul><ul><li>Peru, Poland, South Africa, Spain, Sweden, Switzerland, and the U.K. </li></ul><ul><li>Satisfaction level is extremely high with 94% of the respondents stating they plan to </li></ul><ul><li>return to next year’s festival. </li></ul>
KICK-OFF PARADE & CHEVROLET BLOCK PARTY 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.
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.
LP FIELD CONCERT STAGE 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.
CHEVROLET RIVERFRONT CONCERT STAGE The Chevrolet Riverfront concerts boasted its biggest crowds, with single day attendance exceeding 25,000 fans enjoying the free daily entertainment.
LAY’S 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. AT BRIDGESTONE ARENA PLAZA
BUD LIGHT ® SPORTS ZONE STAGE New in 2011 , this intimate stage was always packed - featuring acoustic performances from songwriters and emerging artists each day.
The Chevrolet 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 FAMILY ZONE MAINSTAGE 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.
DURANGO ® ACOUSTIC CORNER 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.
GLOBAL ARTIST SHOWCASE 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
FAN FAIR ® HALL 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.
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!
CONSUMER ENGAGEMENT 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.
PROMOTIONS CMA Music Festival promotions are a key element in creating awareness, and buzz for the event. Promotions for the 2011 event included partner retail promotions, national and regional broadcast promotions, and strategic online promotions utilizing CMA’s growing digital media platforms, including social and mobile. MAJOR MEDIA: On Tuesday, May 3, in the countdown to the final episode of “The Oprah Winfrey Show,” Oprah featured guest Shania Twain. In the segment, Shania invited a pair of fans in the audience to join her in Nashville at the 2011 CMA Music Festival. Upon return from commercial, Oprah and Shania announced that the entire audience would receive 2 days in Nashville at the Festival. RETAIL SWEEPSTAKES & DISCOUNTS : Sweepstakes promotions were conducted with event partners including Anheuser Busch and Frito-Lay. Anheuser Busch featured in-store POPs in the southeast, while Frito-Lay promoted sweepstakes via store end-cap displays and door signage in regional Dollar General stores. Additionally, more than 160 Mapco Markets featured CMA Music Festival promotion at gas pumps and in store. Ticket discount promotions were offered in nearly (70) Kroger stores throughout middle-Tennessee, plus Bowling Green and Hopkinsville, Ky. Nashville-area White Castle restaurants promoted a CMA Music Festival ticket discount available to store guests, and discount cards were also distributed at Nashville tourist attractions including the Opry Originals Store and the Country Music Hall of Fame® and Museum. Each card featured a call to text a keyword to CMA’s mobile club. ONLINE: Online promotions were executed with nearly every media partner connected to the ticket-sales campaign. A cross-channel promotion with iTunes and People Country magazine was developed, providing magazine readers a free CMA Music Festival-themed playlist. A joint sweepstakes with Nashville’s WKRN-TV promoted on-air and executed on WKRN’s Facebook page resulted in a 600% increase in page likes. Additional included partnerships with iTunes; the Nashville Convention & Visitors Bureau RADIO & TV: National radio promotions ran in partnership with “Crook & Chase Countdown,” while more than 40 regional stations also ran promotions. Promotions also ran across 10 regional TV and print media partners.
ADVERTISING <ul><li>Promotional efforts for the 2011 CMA Music Festival got underway in summer 2010 – including dedicated promotions in 25 markets tied to the 2010 broadcast of “CMA Music Festival: Country’s Night to Rock” on ABC (9/1/10). The full advertising campaign began in February 2011. </li></ul><ul><li>National television advertising began in April with cable spot runs on CMT and GAC. Local and regional television schedules ran March through June, with heavy concentration in the 60 days leading up to the event. Nashville network affiliates WKRN-TV (ABC), WTVF-TV (CBS), WZTV-TV (FOX), WNAB-TV (CW) and WUXP-TV (MyTV) carried flights for the event, along with cable provider Comcast Spotlight in Nashville. Cable channels included CMT, GAC, VH1, E!, Lifetime Movie Network, Bravo, Style, We and more. Regional cable buys were also secured in Louisville, Knoxville, Lexington and Chattanooga. </li></ul><ul><li>Regional radio ad buys were scheduled in markets within driving distance to Nashville. Nearly 30 stations were selected in markets including Atlanta, Indianapolis, Nashville, Birmingham, Memphis, Knoxville, Lexington, Paducah, Huntsville, Evansville and more. More than 20 additional stations carried ticket-giveaway promotions. </li></ul><ul><li>Print advertising was utilized both nationally and locally in Nashville, with each print schedule carrying a complimentary digital ad plan. National print advertising occurred in Country Weekly magazine and included a two-week takeover of CountryWeekly.com, while local/regional print advertising ran in publications including Getaway Media magazine and local newspapers The Tennessean, Nashville Scene , and Her Nashville . Digital advertising extensions included a two-week flight on Tennessean.com garnering more than 250,000 impressions, plus inclusion in weekly e-blasts to Scene subscribers. </li></ul><ul><li>Other advertising efforts included a Nashville out-of-home campaign and extensive online advertising on Facebook.com and Country radio station sites. </li></ul>
PREMIERE RADIO NETWORKS 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.
PRINT MEDIA 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 Partial list of stories and mentions featured in print publications:
TV/ONLINE MEDIA COVERAGE 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 and online media outlets:
RADIO MEDIA COVERAGE April – June 2011 Radio Promotions Impact Value: $845,250 Partial list of radio station participants : WUBL Atlanta WZZK Birmingham WBVR Bowling Green WGGC Bowling Green WUSY Chattanooga WVVR Clarksville WGSQ Cookeville WKDQ Evansville, IN WOGY Jackson WWYN Jackson WIVK Knoxville WAMZ Louisville WGKX Memphis WSIX Nashville WRVW Nashville WKDF Nashville WSM FM Nashville WSM AM Nashville WJXA Nashville WKYQ Paducah, KY
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