2011 CMA Festival Overview• 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.
EVENT ATTENDEE DEMOGRAPHICS • 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 920,000+ 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.Source: 2011 Post Festival Survey
MUSIC FESTIVAL RESEARCH•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 LPField•Satisfaction level is extremely high with 94% of the on-site respondents stating they plan to return to nextyear’s festival•Not surprisingly, 61% of the attendees would rank themselves as a “huge country music fan”; and 98% listento 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 regularbasis: Cooking – 38% Dining Out – 72% At Home Entertaining – 50% Reading – 51% Games – Video, Board, Puzzles – 52% Source: 2011 Post Festival Survey
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 forrecord-breaking crowds on any one of the eight stages.
LP FIELD CONCERT STAGEFor the second year in a row, CMA Music Festival sold out each night at LP Field. More than 49,000 fans wereentertained 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 AT BRIDGESTONE ARENA PLAZA Located in the heart of thefestival footprint in downtown Nashville, fan favorite artistsbring their historical and chart topping music to the stage.
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 MAINSTAGEFamily-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 CORNERLocated in the Fan Fair Hall, the Durango Acoustic Corner saw it’s biggest crowdsever 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® HALLJust 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 acrossdowntown Nashville, including the Family Zone, FunZone, 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 combined924,000 activation and consumer engagements, a 32% increase over the prior year.
PREMIERE RADIO NETWORKSCMA’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/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, online media outlets and print publications: DAILY NEWSPAPERS: Online:AOL.com New York Times Online Los Angeles TimesCNN.com USA Today Online USA TodayYahoo.com Los Angeles Times Online NewsdayPeople.com ABC News Online Atlanta Journal-ConstitutionMSNBC.com Chicago Tribune Online Boston HeraldCNBC.com Seattle Times Online The Times-Picayune (New Orleans)CMT.com Washington Times Online The Commercial Appeal (Memphis)Billboard.com Baltimore Sun Online The Tennessean The City Paper TV: NBC CNN MAGAZINES: CBS CNN Headline News ABC E! Entertainment Parade MSNBC CMT USA Weekend FOX News Billboard Business Leader Pollstar Magazine Broadcaster Magazine
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