Connect With Country! (2012)Presentation Transcript
The Country is in Love with Country 42% of American adults – or about 96 million people - are Country Music fans. That’s nearly twice the 50 million Adults aged 18-49 who watched the 2009 Nielsen record-setting Super Bowl. 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
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
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.Gender Home & Family DID YOU KNOW…Male 48% Avg. Household Income $74,214 Country Music fans comprise 40% of all professional/managerial jobsFemale 52% Own Their Own Home 45% Just over one-third (38%) of Hybrid vehicle owners are Country Music fans Avg. Value of Home Owned $223,839Age Avg. # of Children in HH 2.4 Country Music fans spent $18 billion on international travel last year –18-34 31% comprising 36% of total dollars spent on foreign travel18-49 59% Place of Residence Country Music fans spent $46 billion on domestic travel last year – comprising 47% of total dollars spent on domestic travel25-54 55% Reside in A,B, or C Counties 81% Female fans spent $6.4 billion on beauty products last year – 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
Younger Country Music Fans Like Emerging Artists How likely are you to talk to your friends - or share on a social net - an emerging artist or band that you recently discovered? Country Fans 18-39 Somewhat Likely 35% Extremely Likely 53% How likely are you to listen to a new artist that you are unfamiliar with? Country Fans 18-39 Somewhat likely to listen to a new artist 29% Extremely likely to listen to a new artist 49%Source: 2011 Post Festival Survey
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 DMAsSource: GfK MRI Spring 2011
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
Country Music Fans Stand Out: Socially Active Country Music fans are more likely than the US population to… Entertain friends or Go dancing with friends relatives at home Index 121 Index 110 Socialize and do things with friends around town Dine out Index 103 Index 112Source: GfK MRI Spring 2011
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
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 2011Active investors are classified as someone who trackedinvestments, traded stocks, bonds, or mutual funds
Country Music Fans Stand Out: Tech Savvy 4 in 10 Over 2 in 4 Country Country Music fans are Music fans are asked their advice when it fascinated by new comes to the latest technology technology 23 million Country Music fans want others to say “wow” when they see their electronicsSource: GfK MRI Spring 2011
Country Music Fans Stand Out:Telecommunications Consumers $7.6 Billion – The amount Country Music Fans spent last year on cell phone service 2.3 – The average number of cellular phones Country Music fans have per household. 1 in 4 – The ratio of Country Music fans who have cellular phones and no landline.Source: GfK MRI Spring 2011
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 131Source: GfK MRI Spring 2011
Country Music Fans Stand Out: Engage in Social Media Country Music fans are more likely than the US population to…. Watch a video clip on Download a ringtone their phone Index 117 Index 104 Visit a website for Download a song entertainment information Index 109 Index 109 Use text messaging to vote Visit a social networking in a contest website from their phone Index 110 Index 110Source: GfK MRI Spring 2011
Country Music Fans Stand Out:Putting it all into Perspective There are millions of prospects - 96 million to be exact Country Music fans mirror the US population demographically, but distinct differences make it an exciting segment of the population Country Music fans are passionate about family Country Music fans are affluent and professionally situated Country Music fans are socially active Country Music fans are intelligent about their finances Country Music fans are avid travelers Country Music fans are engaged with new media and are tech savvy
Millions of ProspectsMultiple ChannelsFACEBOOK 831,529 likesTWITTER 86,817 followersCMA MOBILE 191,000 subscribersCMA E-NEWS 123,000 subscribersCMA AWARDS 16,490,000 television viewersCMA MUSIC FESTIVAL TV SPECIAL 7,030,000 television viewersCMA COUNTRY CHRISTMAS TV SPECIAL 11,500,000 television viewersCMA WEBSITE 4.3 million unique visitors annually
Digital Recap1.2 MILLION+ AND CLIMBINGIncluding CMA Facebook Fans, @CountryMusic Followers, CMA’s YouTube subscribers,CMA’s email list subscribers and CMA’s mobile list ORGANIZATION Total In the three major social media channels, CMA fans outnumber CMA Awards 890,370 those of the other major awards shows Grammys 517,100 Oscars 427,552 People’s Choice 241,978 Golden Globes 208,522 ACM Awards 68,278Needless to say, Country Music fans are very Emmys 35,889active and engaged in the digital space
Launched in January of 2011, CMA EDU provides undergraduate college students with a hands-on opportunity to enhance their skills in marketing and promotion. With the support of CMAand the Country Music community, they will gain networking opportunities, unique educationalexperiences, and leadership training. The innovative campaigns designed by the students willnot only promote the Country Music genre and CMA events, but will also serve as distinguishedelements to add to any resume, while growing a community of college students nationwide.
CMAWORLD.COM Bringing a completely fresh online face to the organization, CMAWorld.com engages consumers through in-depth, highly-interactive content and applications communicating the events and activities of CMA, industry research, the organization and its mission to the public consumer, CMA members, and the country music industry. For the first time, attendees for the 2010 CMA Music Festival were able to create their own custom schedule of events. More than 7,000 fans took advantage of this opportunity and enjoyed a customized, first-class experience. Brand new in 2010, fans were able to watch the CMA Awards Black Carpet LIVE as it was happening, plus more! CMAawards.com and Ustream.com featured streaming action of the Black Carpet arrivals, the pre-CMA Awards non-broadcast ceremonies and the backstage press room.
We Have an App for That!Country? Yes..there’s an app for that!In 2010, CMA launched it’s first ever iPhone app that gave fans fingertip access toshow times, customized schedules, Country artist music videos, maps of downtownNashville and much more!In 2011, CMA gave the app new life with iPhone and Android capabilities, whichresulted in 31,000 downloads, an increase of 550% over the previous year.
2011 CMA Music 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 920,688+ 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.
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 LP Field•Satisfaction level is extremely high with 94% of the on-site respondents stating they plan to return to next year’s festival•Not surprisingly, 61% of the attendees would rank themselves as a “huge country music fan”; and 98% listen to a countryradio 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 regular basis: Cooking – 38% Dining Out – 72% At Home Entertaining – 50% Reading – 51% Games – Video, Board, Puzzles – 52%
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 fanswere 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 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 CORNER Located in the Fan Fair Hall, the Durango Acoustic Corner saw it’sbiggest crowds ever this year – with more than 20 hours ofperformances 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 printpublications: ONLINE: DAILY NEWSPAPERS: AOL.com New York Times Online Los Angeles Times CNN.com USA Today Online USA Today Yahoo.com Los Angeles Times Online Newsday People.com ABC News Online Atlanta Journal-Constitution MSNBC.com Chicago Tribune Online Boston Herald CNBC.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: MAGAZINES: NBC CNN Parade CBS CNN Headline News USA Weekend ABC E! Entertainment Billboard MSNBC CMT Business Leader FOX News Pollstar Magazine Broadcaster Magazine
Little Big Town meetsCMA Marketing Summit Big & Rich meetCMA Marketing Summit
Lucky Country Music fanswere given a chance to viewtheir favorite artists andcelebrities at the end of theMacy’s Walk of Stars RedCarpet. People Countrysponsored the Fan Bleachers.
Fans were treated to an early CMA Awardscelebration when 2010 CMA Entertainer of the Yearand four-time CMA Awards co-host Brad Paisleyperformed a live concert on ABC’s “Good MorningAmerica.”ABC’s Sam Champion reported live from Nashvilleas Paisley became the first artist to sign the hood ofa Chevy-donated 2012 Camaro convertible, whichwas positioned at the beginning of the Red Carpetarrivals, and is being auctioned off to benefit CMA’sKeep the Music Playing program.
It was a night of new winners and returning champions at “The 45th Annual CMA Awards.” Taylor Swiftwon her second CMA Entertainer of the Year trophy. Newlyweds Miranda Lambert and Blake Sheltonwon Female Vocalist and Male Vocalist for the second consecutive year. Jason Aldean won his firsttwo CMA Awards for Musical Event of the Year with Kelly Clarkson, and Album of the Year for MyKinda Party. The Band Perry won their first Awards for Single of the Year for “If I Die Young” and NewArtist of the Year. Kimberly Perry claimed an additional trophy for Song of the Year for penning the hitsong. Kenny Chesney and Grace Potter won for Music Video of the Year. Lady Antebellum picked uptheir third trophy for Vocal Group of the Year, and Sugarland won Vocal Duo of the Year for the fifthtime.Presenters for the night included: 2011 “American Idol” runner-up Lauren Alaina; ESPN sportscasterand "Good Morning America" correspondent Erin Andrews; 2005 CMA Horizon Award winner DierksBentley; Country star Billy Currington; actor Josh Dallas (star of ABCs "Once Upon a Time"); 2011World Series MVP and St. Louis Cardinals third baseman David Freese; actress Ginnifer Goodwin(star of ABCs "Once Upon a Time"); actor Kellan Lutz (star of the "Twilight" movie series and theupcoming "Immortals"); The Muppets icon Miss Piggy; Country stars Jake Owen and Kellie Pickler;six-time CMA Award winner and 2011 Country Music Hall of Fame inductee Reba; 1997 CMA HorizonAward winner LeAnn Rimes; Emmy Award-winning actor Eric Stonestreet (star of ABCs "ModernFamily"); actress Emily VanCamp (star of ABCs "Revenge"); and Academy Award-winning actressReese Witherspoon.
Part of what makes the CMA Awards“Country Music’s Biggest Night” arethe stellar performances by some ofthe format’s brightest stars. Thisyear’s performers included JasonAldean, The Band Perry, LukeBryan, Eric Church, Sara Evans,Faith Hill, Lady Antebellum, MirandaLambert, Martina McBride, ScottyMcCreery, Blake Shelton, TaylorSwift, Sugarland, Thompson Square,Keith Urban, Chris Young; plusChesney and Potter singing their hitcollaboration “You and Tequila”; andRascal Flatts and NatashaBedingfield singing their current hitduet “Easy.” Icons from the world ofpop music proved that CountryMusic is far-reaching, with KennyLoggins joining Blake Shelton toperform his hit “Footloose,” andLionel Richie offering a string of hisfavorites, collaborating with Little BigTown, Rascal Flatts and DariusRucker.
A perk of presenting or performing at the CMA Awards is a tripto the CMA Awards Gift Lounge, presented by Blue04.The artists who walked through could pick up a fine-craftedmessenger bag or purse from Cape Cod Leather; oxygenatedwater from Blue04; custom jewelry featuring natural stonesfrom CEEK; swag including guitar strings and barware fromGibson guitar; sunglasses by Maui Jim; candles from YankeeCandle; skincare products from Lily.B Skincare; apparel fromCountry Boy/Country Girl; a beverage from Rockin’ WellnessNutritional Shakes; Dearfoam slippers; iPod accessories fromGriffin Technology; custom-cut designer men’s apparel andscarves from VOKARE; and fashionable, versatile women’sapparel from family-owned and operated Belldini. Each celebalso walked away with a piece of Sidewinder rolling luggagefrom The Container Store filled with a bevy of additional itemsincluding spa gift certificates, beauty products, jewelry, sunlesstanning and so much more.Sixty-three artists and celebrities received lounge gifts,including Brad Paisley, Darius Rucker, Blake Shelton,Carrie Underwood, Jason Aldean, Keith Urban, KennyChesney, Lady Antebellum, Kenny Loggins, Lionel Richie,Miranda Lambert, Scotty McCreery, Sugarland, Vince Gill,The Band Perry, Zac Brown Band, Faith Hill, Reba, ErinAndrews and Reese Witherspoon.
After kicking off “The 45th Annual CMA Awards,” Patrón helped usher in the late night celebrations by co-presenting thePost CMA Awards Party at the Country Music Hall of Fame and Museum. Always the place to be after the annual Awards,the invitation-only exclusive gala boasted a guest list of more than 600, including CMA Board Members, Award nominees,industry executives and other VIPs who enjoyed food, drinks and live music in the spacious lobby and elegant Hall of FameRotunda. This year’s after party featured signature Patrón beverages.Throughout the night, a silent auction had attendees bidding on tropical getaways, resorts packages, spa treatments andmore, with all proceeds being donated to CMA’s Keep the Music Playing charity. The most visible enticement was a 10’-tallsculpture of a Gibson guitar, offered by Patrón and Ultimat Vodka and covered with artist signatures collected backstage atduring the Awards.
CMA’s official radio partner, Premiere Radio Networks, held itsofficial CMA Awards Radio Remote Broadcast leading up to "The45th Annual CMA Awards." Premiere welcomed seventy-fiveartists and celebrities, including Taylor Swift, The Band Perry,Rascal Flatts, Vince Gill, Faith Hill, Martina McBride, LadyAntebellum, Blake Shelton, Miranda Lambert, and more, whovisited 50 of the top Country radio stations from across thenation. Participating stations included top radio markets from LosAngeles, Philadelphia, Atlanta, Washington D.C., Phoenix,Tampa, Minneapolis, Miami, Denver, Cleveland, Orlando,Portland, Charlotte, Pittsburgh, Raleigh, Baltimore, San Diegoand more. Awards programming reached 28.5 million listeners(sources: Premiere, Arbitron Nationwide Spring 2011).
Each year, the award- winning CMA Awards Program Book is a treasured keepsake of “Country Music’s Biggest Night,” a glossy, page- turner featuring all of the1981 1986 1992 1996 nominees. The Program Book is distributed to 20,000 industry tastemakers, media, and consumers. It is available to CMA Awards ticket holders and available for sale onsite and online.1997 1998 2005 2009
TV GuideEntertainment Weekly
The CMA Country Christmas television special, which is produced by CMA, will feature many of today’s top Country artists and will air on the ABC Television Network during the holiday season.In 2010, the first “CMA Country Christmas” built sharply on its lead-in (+22%)and drew an average audience of 7.3 million viewers in its first airing on Nov. 30, 2010, topping original competition on NBC and FOX by wide margins.
A showcase of the best of country’s multi-hit songwriters in an intimate, acoustic setting; this “behind the scenes” experience allows the audience to hear the songwriters and artists tell the stories behind the lyrics in their un-scriptedhumor. With guitars in hand, three songwriters and an artist take the stage together to offer up this unique opportunity to hear the songs just as they were originally written!
Popular venues such as, Joe’s Pub in NYC, Joe’s Bar in Chicago, and the House of Blues in L.A. have served as hosts for the CMA Songwriter events.Country artists including Kenny Chesney, Dierks Bentley, Kix Brooks, Jason Michael Carroll, Billy Currington, Randy Houser, Jamie O’Neal, James Otto, Kellie Pickler, Josh Turner, Jimmy Wayne, Chuck Wicks, and Lee Ann Womack, have joined the best of Nashville’s songwriters who have penned hit songs for Brooks & Dunn, Kenny Chesney, Faith Hill, Tim McGraw, Rascal Flatts, George Strait, Keith Urban and many more! The popular series made its first trip to Boston in 2011 with Country Musicsuperstar Kenny Chesney, producing the event’s biggest crowd to date and sellingout in less than an hour. For the first time in CMA Songwriter’s Series history, fans around the world could stream the show live at CMASongwritersSeries.com andNoShoesRadio.com to catch the energy and excitement of the live performance in real-time 2011 Cities include New York, Los Angeles, Boston, Chicago, Seattle, Nashville and Washington, D.C.
CONNECT WITH COUNTRY www.cmaworld.com One Music Circle South Nashville, TN 37203