• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
2012 CMA Marketing Summit: Who Are Today's Country Music Consumers?
 

2012 CMA Marketing Summit: Who Are Today's Country Music Consumers?

on

  • 2,166 views

 

Statistics

Views

Total Views
2,166
Views on SlideShare
1,967
Embed Views
199

Actions

Likes
1
Downloads
40
Comments
0

2 Embeds 199

http://www.cmaworld.com 145
http://209.18.76.67 54

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    2012 CMA Marketing Summit: Who Are Today's Country Music Consumers? 2012 CMA Marketing Summit: Who Are Today's Country Music Consumers? Presentation Transcript

    • WHO ARE TODAY’S COUNTRY MUSIC CONSUMERS? Karen Stump Sr. Director, Market Research CMA Marketing Summit October 31, 2012
    • “Defining” COUNTRY MUSIC CONSUMERS. IT’S ABOUT ENGAGEMENT
    • Syndicated Data Analytics ConnectingMedia Habits and Consumption with Country Consumers
    • HOW MANY DOES COUNTRY MUSIC REACH? All Men Women Adults Men Women Adults Men Women Adults 18-49 18-49 18-49 25-54 25-54 25-542012 42.5% 40% 45% 44% 41% 47% 43.7% 42% 45% 98,181,000 adults2007 37% 37.4% 39% 37% 35.7% 38.7% 38.4% 37.6% 39.2% 83,770,0000 adults • Average 5.6 point growth between 2007 and 2012 across demo groups • Female reach strengthens among A18-49 demo since 2007 • Males hold strength in the M25-54 demo • Rate of Growth in number of Country Music Consumers outpaces the rate of growth in adults annually: average of 2,882,000 new country consumers per yr. Source: GfK MRI Spring 2012
    • COUNTRY MUSIC CONSUMERS BY STATENational Average ShareAbove National Average ShareLess than National Average Share Average level @ 42% Minimum level for any one state - 32%
    • ATTRACTIVE ON MANY ECONOMIC DIMENSIONS KEY DEMOS WITH MOST DISCRETIONARY INCOME AND SPENDING 72% 64% 30% 30% 56%Own Home Married College-degree HHI $100k+ Full-time Bachelor or Higher Employed Source: GfK MRI Spring 2012 6
    • WHAT ARE COUNTRY MUSIC CONSUMERS PASSIONATE ABOUT? FAMILY GOLF 94% 59% HOME 72% OWN ATV TRAVEL 62% 94% 57%Source: GfK MRI Spring 2012 …to name a few.
    • LEVERAGE THESE SUPER INFLUENCERS Category Total Male Female Index-Basis 100 25-54 18-49 New Technology 111 121 120 Mobile/Cell 128 122 135 Sports Equipment 130 127 103 Home Remod. 127 136 119 Wine 112 100 128 Beer 114 116 131 Other Alcoholic Bev 122 116 122Source: GfK MRI Spring 2012
    • TECHNOLOGY USE DEFINED BY TWO KEY SEGMENTS TECH-ENTHUSIASTS TECHNO-GAMERS Tech-thusiasts Techno-Gamers Growth in Digital Album Share of Sales - Country 30 25.6 20.2 20 15.2 11.4 10 0 2009 2010 2011 2012Source: GfK MRI Spring 2012; Nielsen Soundscan
    • IN-DEPTH CONSUMER BEHAVIOR AND BRAND RESEARCH Over U.S. 15,000 Based members Proprietary Insiders Fan Panel
    • 2013 CMA Insider CATEGORY StudiesHome Family Beverages RetailImprovement Jan JAN Feb FEB Mar MAR Entertainment Apr APR MOMs Spending Shopping HabitsHealth & Pet Care and Jul Attitudes and and Behaviors ofWellness JUL Services AUG Aug SEP OCT Habits MEN
    • Casual Dining Often Rises to the “Occasion”• Country Music Consumers are most likely to select a casual dining restaurant when dining out for “special” occasions ; the exception being before/after a live event such as a concert where time and schedules may dictate a simpler choice.• When it comes to “romantic” occasions, their likeliness to select a fine dining restaurant more than doubles compared to other “occasion” dining choices. Restaurant Choice by Occasion 5% 4% 3% 24% 41% 44% 74% 82% 61% 56% 53% 12% 21% 14% 3% Business Date/Romantic Time w/ Family Time w/ Friends Pre/Post live event Fast Food/Fast Casual Casual Dining Fine Dining
    • Delivers a Large Mobile Phone Audience
    • Strong Preference For Leading Brands
    • Take Aways…..• Country Music Consumers comprise a significant and sizeable audience overall as well as among key demo segments. In fact, they can be found in nearly every demographic segment.• Wide-spread, literally. Not limited to specific region/geography.• Country Music Consumers behaviors and make-up are unique only in their level of exceeding the average. Their attractive qualities surpass many norms and baselines.