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CMA Research

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CMA Research Presentation Transcript

  • 1. THE COUNTRY IS IN LOVE WITH COUNTRY42% of American adults – or about 96 million people - are Country Music fans.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
  • 2. 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
  • 3. 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. DID YOU KNOW… Gender Home & Family  Country Music fans comprise 40% of all professional/managerial jobs Male 48% Avg. Household Income $74,214  Just over one-third (38%) of Hybrid vehicle owners are Country Female 52% Own Their Own Home 45% Music fans Avg. Value of Home Owned $223,839  Country Music fans spent $18 billion on international travel last Age Avg. # of Children in HH 2.4 year – comprising 36% of total dollars spent on foreign travel 18-34 31%  Country Music fans spent $46 billion on domestic travel last year – comprising 47% of total dollars spent on domestic travel 18-49 59% Place of Residence  Female fans spent $6.4 billion on beauty products last year – 25-54 55% Reside in A,B, or C Counties 81% 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
  • 4. COUNTRY MUSIC FANS STAND OUT:AFFLUENT AND PROFESSIONALLY-SITUATED Almost 1 in 2 adults Just over 1 in 3 adults with household incomes who have a professional or of $100,000+ are Country managerial position are Music fans. Country Music fans. 1 in 4 Country Music fans live in the top 5 DMAs Source: GfK MRI Spring 2011
  • 5. COUNTRY MUSIC FANS STAND OUT:PASSIONATE ABOUT FAMILY 90% 80% 80% say spending try to eat dinner wish they had time with my with their family more time to family is top almost every spend with priority night family compared to compared to compared to 43% 43% 42% of the US pop. of the US pop. of the US pop. Source: GfK MRI Spring 2011
  • 6. COUNTRY MUSIC FANS STAND OUT:SOCIALLY ACTIVECountry Music fans are more likely than the US population to… Go dancing with friends Entertain friends or Index 121 relatives at home Index 110 Socialize and do things Dine out with friends around town Index 112 Index 103 Source: GfK MRI Spring 2011
  • 7. 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
  • 8. COUNTRY MUSIC FANS STAND OUT:FINANCIAL CONSUMERS: ONLINE AND OFF 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) 27 million Country Music fans regularly search online for financial information. Source: GfK MRI Spring 2011 Active investors are classified as someone who tracked investments, traded stocks, bonds, or mutual funds
  • 9. COUNTRY MUSIC FANS STAND OUT:TELECOMMUNICATIONS CONSUMERS$7.6 Billion –The amount Country Music Fans spent last year on cell phoneservice2.3 –The average number of cellular phones Country Music fanshave per household.1 in 4 –The ratio of Country Music fans who have cellular phonesand no landline. Source: GfK MRI Spring 2011
  • 10. 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
  • 11. COUNTRY MUSIC FANS STAND OUT:TECH SAVVY Country Music fans are more likely than the US population to…. Download a ringtone Watch a video clip on Index 117 their phone Index 104 Download a song Visit a website for Index 109 entertainment information Index 109 Use text messaging to vote in a contest Visit a social networking Index 110 website from their phone Index 110 Source: GfK MRI Spring 2011
  • 12. COUNTRY MUSIC FANS STAND OUT:PUTTING IT ALL INTO PERSPECTIVE Country Music fans…  Mirror the US population demographically, but distinct differences make it an exciting segment of the population  Are passionate about family  Are affluent and professionally situated  Are socially active  Are intelligent about their finances  Are avid travelers  Are engaged with new media and are tech savvy