Connect with Country


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Connect with Country

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  2. 2. THE COUNTRY IS IN LOVE WITH COUNTRY  42% of American adults – or more than 98 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 2012 National Average Share Above National Average Share Less than National Average Share Average level - 42% Minimum level for any one state - 32% COUNTRY MUSIC CONSUMERS BY STATE 2
  3. 3. Segment Audience % of Segment Total ADULTS 98,181,000 42% MEN 44,843,000 40% WOMEN 53,338,000 46% MARRIED 62,216,000 44% AGE 18 – 49 59,107,000 44% HHI $75,000+ 39,531,000 44% COUNTRY MUSIC FAN AUDIENCE REACH Source: GfK MRI Spring 2012 • 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. 3 COUNTRY MUSIC FAN GROWTH
  4. 4. 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. THE BUYING POWER OF COUNTRY…  Country Music fans comprise 41% of all professional/managerial jobs  Nearly one-half (44%) of Hybrid vehicle owners are Country Music fans  Country Music fans spent $25.5 billion on international travel last year – comprising 35% of total dollars spent on foreign travel  Country Music fans spent $59.1 billion on domestic travel last year – comprising 47% of total dollars spent on domestic travel  Female fans spent $7.5 billion on beauty products last year – comprising 46% of total sales by women  Country Music fans spent $74.9 billion on home remodeling and improvements last year – comprising 46% of total spending  Country Music fans are financially savvy comprising 41% of all adults who tracked investments, traded stocks, bonds, or mutual funds online last year  66% (63 million) of Country Music fans are pet owners, spending an estimated $44.3 billion1 on pets products and services annually  48% (16.7 million) of adults who entertain friends/family at home at least 2-3 times per month are Country Music fans  Country Music fans comprised 45% of all charitable contributions last year, giving more than $7.5 billion to charitable organizations  Country Music fans spent $21.7 billion in catalog and internet shopping in the past 12 months – comprising 44% of total sales HOME & FAMILY Avg. Household Income $75,077 Own Their Own Home 73% Avg. Value of Home Owned $216,235 Avg. # of Children in HH 2.2 GENDER Male 46% Female 54% AGE 18-34 32% 18-49 60% 25-54 56% RESIDENCY Reside in A,B, or C Counties 81% Source: GfK MRI Spring 2012 4
  5. 5. ATTRACTIVE ON MANY ECONOMIC DIMENSIONS KEY DEMOS WITH MOST DISCRETIONARY INCOME AND SPENDING 72% Own Home 64% Married 30% College-degree Bachelor or Higher 30% HHI $100k+ 56% Full-time Employed 67% 61% 30% 25% 47% US Average US Average US Average US Average US Average 5 Source: GfK MRI Spring 2012 Country Music Fans are above the U.S. average of adults in key demographics.
  6. 6. $59.1 Billion Domestic Travel $74.9 Billion Home Remodel $17.3 Billion Dining Out $8.5 Billion Monthly Cell Phone Service 6 Source: GfK MRI Spring 2012 WHAT THEY’RE BUYING
  7. 7. 7 Source: GfK MRI Spring 2012 LEVERAGE THESE SUPER INFLUENCERS Category Influential Index-Basis 100 Total Male 25-54 Female 18-49 Hunting 147 152 157 Fishing 138 146 137 Health & Beauty 131 110 128 Sports Equipment 130 127 103 New Food Items 130 114 134 Baby Products 129 109 129 Mobile/Cell 128 122 135 Pets 128 122 129 Cleaning Products 127 121 125 Home Remodeling 127 136 119 Snacks 127 123 119 Home Décor 124 118 124 Automotive Products 124 128 140 Gardening 123 126 119 Other Alcoholic Beverages 122 116 122 Beer 114 116 131 Wine 112 100 128 New Technology 111 121 120 The Country Music Fan base delivers a more influential consumer in these categories compared to the general U.S. average.
  8. 8. 2013 CMA Insider CATEGORY Studies Jan Feb Mar Apr Jul Aug Home Improvement Beverages Retail Family Entertainment Health & Wellness Pet Care and Services MOMs Spending Attitudes and Habits Shopping Habits and Behaviors of MEN JAN FEB MAR APR JUL AUG SEP OCT The CMA Insiders Fan Panel is made up of a group of more than 15,000 Country Music fans recruited from various industry and consumer sources. The make-up of the panel includes adults from all demographic groups. IN-DEPTH CONSUMER BEHAVIOR & BRAND RESEARCH 8
  9. 9. MILLIONS OF PROSPECTS – MULTIPLE CHANNELS FACEBOOK ………………………………………… TWITTER …………………………………………… CMA MOBILE ……………………………………... CMA E-NEWS …………………………………….. CMA AWARDS ……………………………………. CMA MUSIC FESTIVAL TV SPECIAL …….. CMA COUNTRY CHRISTMAS TV SPECIAL CMA WEBSITE …………………………………….. 1,269,836 likes 261,480 followers 226,064 subscribers 134,308 subscribers 14,700,000+ television viewers 6,748,000 avg. television viewers 11,500,000 television viewers 3.5 MM visitors annually 9
  10. 10. DIGITAL RECAP 1.9 MILLION+ AND CLIMBING Including CMA Facebook Fans, @CountryMusic Followers, CMA’s YouTube subscribers, CMA Pinterest, CMA’s email list subscribers and CMA’s mobile list. ORGANIZATION Total CMA Awards 1,249,286 Grammys 1,309,621 Oscars 809,131 People’s Choice 482,291 Golden Globes 389,771 ACM Awards 177,486 Emmys 63,928 In the three major social media channels, CMA fans rank among the top major awards shows Needless to say, Country Music fans are very active and engaged in the digital space 10
  11. 11. CMA EDU • Launched in January 2011 • A campus-based program that provides students an inside look into the music industry • Four official chapters and program ambassadors at over 40 universities nationwide • A hands-on opportunity to enhance marketing and promotion skills • Networking opportunities • Unique educational experiences • Leadership training • Resume builder 11
  12. 12. CMAWORLD.COM • Communicates events and activities of CMA and industry research • Reaches the public consumer, CMA members, and the Country Music industry • CMA Awards Red Carpet LIVE streams as it happens, plus more! • or featured streaming action of the Red Carpet arrivals, the pre-CMA Awards non- broadcast ceremonies and the backstage press room. • Website provides in-depth, highly- interactive content and applications 12
  13. 13. We have an app for that! Introduced in 2010, more than 116,000 fans have downloaded CMA’s Music Festival and Awards Apps that allows them to create custom photos, interact with CMA during live events, and stay up to date with news at their fingertips! 13
  15. 15. EVENT ATTENDEE DEMOGRAPHICS Age Breakout 18 – 34 32% 18 – 49 59% 25 – 54 62% 18 – 54 74% Household Income Under $50,000 17% $50,000 - $99,999 27% Over $100,000 34% Education Some College 28% College Graduate 36% Post Graduate Degree 18% Marital Status Single/Never Married 32% Married 54% Divorced 8% The median distance traveled to get to the 2013 CMA Music Festival was 609 miles. Satisfaction level is extremely high with 90% of the onsite respondents stating they plan to return to next year’s festival. Attendees came from all 50 states and 27 countries. 46% of attendees were attending the 2013 CMA Music Festival for the first time. Statistics Based on Attendee Survey Research Conducted by the CMA Research Department.
  16. 16. CMA MUSIC FESTIVAL BY THE NUMBERS 1.8 Million Consumer engagements including product sampling, sales leads & brand impressions. 350,000 Square feet of new activation space in Fan Fair X 80,000 Total daily attendance (a near 13% increase over 2012) 67,800 Tweets & texts sent to the Jumbotrons at LP Field & the Chevrolet Riverfront Stage 737 Credentialed media representing 261 domestic and international outlets 450 Artists who participated at the Festival 40 Corporate brands engaged with fans onsite 11 Performance stages throughout downtown Nashville 4 Consecutive years that the CMA Music Festival has experienced sell-out crowds 1 ULTIMATE COUNTRY MUSIC FAN EXPERIENCE!
  18. 18. DOWNTOWN NASHVILLEThe seven destinations, including the new Transitions Performance Park and AT&T U-verse Fan Fair X, provided nonstop entertainment across downtown Nashville!
  19. 19. AT&T U-Verse FAN FAIR XA record-breaking 65,000 visitors attended Fan Fair X, located in Nashville’s new Music City Center. The venue nearly tripled the size of the former space, creating room for new exhibits, additional stages, and attractions.
  20. 20. MORE STAGES - MORE MUSIC - MORE FANS In all, more than 450 artists and celebrities participated in more than 200 hours of concerts on a record 11 different stages.
  21. 21. MORE STAGES - MORE MUSIC - MORE FANS In all, more than 450 artists and celebrities participated in more than 200 hours of concerts on a record 11 different stages.
  22. 22. MAXIMUM CONSUMER ENGAGEMENT Nearly 40 brands participated in the Festival generating combined activation and consumer engagements of more than 1.8 million.
  23. 23. Various engagement elements included product sampling, dedicated registrations, test drives, social media integrations, and other brand impressions. MAXIMUM CONSUMER ENGAGEMENT
  24. 24. DIGITAL ENGAGEMENTThe interactive fan tweet-to-screen element was featured on the Jumbotrons at LP Field and the Chevrolet Riverfront Stage. Over 68,000 tweets were sent using #CMAFEST and more than 7,000 photos were submitted to Instagram. CMA’s Social Team was connected with fans on site throughout the event.
  25. 25. MEET THE PRESS CMA credentialed 737 journalists, photographers and videographers representing 261 domestic & international media outlets.
  26. 26. MEET THE PRESSCredentialed outlets included: ABC Radio Networks, Associated Press, Billboard, CNN International, ESPN, “Good Morning America”,, OK Magazine, People, Rolling Stone, Sirius XM, Sports Illustrated, US Weekly, USA Today, Yahoo! & more!
  27. 27. CMA MUSIC FESTIVAL 2014There are already signs that we will be rewriting the attendance records next year. By the end of this year’s Festival, more than half of the tickets available for CMA Music Festival 2014 had been sold – that’s 79 percent above sales in 2012. “This is something that we will always remember and hope that we get to do again! I want to thank y'all and Wrangler again for this experience....I loved every tiring whirlwind moment!” – Wrangler Trip Winner “Nashville was so much fun, so much exciting entertainment everywhere we went-even in the rain we were never at a loss for something to do. We can't wait to go back next year...I keep entering every contest I can find!” – Kidde Trip Winner “My mom and I had a FANTASTIC trip and are both so thankful for that experience! It has always been a dream of mine to get to go… so what better of a trip and lifetime experience than this one!!!” – Texaco Trip Winner
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  29. 29. OVERVIEW 29 America’s music took center stage on America’s network when “The 46th Annual CMA Awards” aired on the ABC Television Network, Thursday, Nov. 1st. Brad Paisley and Carrie Underwood returned for a fifth year to co-host the gala event at the Bridgestone Arena in Nashville. The Awards featured live performances from Country Music’s top talent, noteworthy collaborations, and highly coveted Awards presented in 12 categories. ABC swept the night and scored its strongest adult 18-49 performance on any night so far this season. The network marked its most-watched non-sports Thursday in over 3 years and posted its highest non-sports adult 18-49 number in nearly 2-1/2 years.
  30. 30. WEEK EVENTS 30 CMA Marketing Summit The CMA Marketing Summit hosted executives from corporate America’s most sought-after brands for a comprehensive, exclusive and one-of-a- kind Country Music experience. CMA treated the brand VIPs to panel discussions, presentations and gave them up-close-and-personal access to the stars, culminating with tickets to the Awards. The executives learned about how their brands can target the loyal Country Music fan base! CMA Songwriters Series The CMA Songwriters Series – held at Nashville hotspot Marathon Music Works– featured the talents of award- winning Nashville songwriters. Hosted by legendary songwriter Bob DiPiero, and featuring the talents of songwriter Brett James, CMA New Artist of the Year Nominee Brantley Gilbert and CMA Award Winner Sugarland’s Kristian Bush. The capacity crowd filled the room, but the atmosphere was intimate with the songwriters performing and relating the stories behind some of Country Music’s biggest hits. Jerrod Niemann meets CMA Marketing Summit at GAC Brantley Gilbert and Jana Kramer meet CMA Marketing Summit Keynote Speaker: John Paul Dejoria
  31. 31. WEEK EVENTS 31 CMA Awards Radio Remotes CMA’s radio partner, Premiere Radio Networks, held its CMA Awards Radio Remote Broadcast leading up to "The 46th Annual CMA Awards." Premiere welcomed artists , including Taylor Swift, The Band Perry, Kip Moore, Luke Bryan, Faith Hill, Jason Aldean, Miranda Lambert, Reba, Darius Rucker, and more. The artists were interviewed by radio personalities from 134 of the top Country radio stations from across the nation. Participating stations included top radio markets from Los Angeles, Philadelphia, Atlanta, Washington D.C., Minneapolis, Miami, Denver, New York City, Las Vegas, Cleveland, Austin, Boston, and Raleigh. got milk?® Press Conference CMA Vocalist of the Year, Miranda Lambert, donned her cowboy boots, picked up her guitar, and sported a Milk Mustache in the first-ever ad from the National Milk Mustache “got milk?®” Campaign unveiled at the CMA headquarters in Nashville on October 31st. International Media Reception The CMA presented Scott Borchetta, President and CEO of Big Machine Label Group, with the Jo Walker Meador Award Wednesday during the Association’s International Media Reception.”Named for Country Music Hall of Fame member and longtime executive director of CMA, the Jo Walker Meador Award recognizes outstanding achievement by an individual or company in advocating and supporting Country Music’s marketing development in territories outside the United States.
  32. 32. ABC’S GOOD MORNING AMERICA 32 Good Morning America broadcasted live from Nashville on the Bridgestone Arena Plaza. The program featured musical performances by Reba and an appearance by Brad Paisley announcing a donation from Chevrolet of a brand new Chevrolet Traverse to Metro Nashville Public Schools for the new instrument repair facility funded by CMA’s Keep the Music Playing music education campaign. For the first time, winners in two of the 12 CMA Awards categories were announced live on “Good Morning America” from New York’s Times Square on November 1st. Winning CMA Musical Event of the Year was Kenny Chesney’s duet with Tim McGraw, “Feel Like A Rock Star.” Winning CMA Music Video of the Year was Toby Keith and director Michael Salomon for “Red Solo Cup.”
  33. 33. MACY’S WALK OF STARS RED CARPET & FAN BLEACHERS 33 The Macy’s Walk of Stars had plenty of pre-Awards excitement for lucky Country fans, who were able to get up close and personal. Macy’s and People Country hosted special bleacher sections for fans to get a front row seat to all of the star-studded action. More than 400 journalists from more than 120 domestic and international media outlets were credentialed or ticketed for the 2012 CMA Awards, including Access Hollywood, Anderson Live, CNN, E! News, Extra, Fox News, People Magazine, USA Today, and VH1.
  34. 34. RED CARPET ACTIVATION THE PATRÓN SPIRITS COMPANY 34 Patron made a splash by serving specialty drinks to the artists and celebrities that walked the Red Carpet.
  35. 35. RED CARPET ACTIVATION PAPA JOHN’S AND PEPSI 35 The fan viewing area of the CMA Awards Red Carpet is a favorite destination for hundreds of fans each year. Papa John’s & Pepsi NEXT eased their tummies and taste buds while they waited eagerly for celebrities to arrive! Papa John’s and Pepsi created a branded home base near the viewing area for fans to pick up samples and for those who didn’t want to lose their spot next to the fence, Papa John’s crew made special deliveries. Papa John’s handed out fresh hot pizzas & bounce back coupons along with Pepsi NEXT samples. In addition to their red carpet activation, Papa John’s also fed the production crew members, talent crew members, and CMA staff in the backstage Green Room.
  36. 36. “COUNTRY MUSIC’S BIGGEST NIGHT” 36 It was a night of new winners and returning champions at “The 46th Annual CMA Awards”. - Female & Male Vocalist: Miranda Lambert and Blake Shelton for the 3rd consecutive year - Song of the Year: Shelton and Lambert for “Over You” - Album of the Year: Eric Church for Chief - Vocal Group and Single of the Year: Little Big Town for “Pontoon” - New Artist of the Year: Hunter Hayes - Vocal Duo of the Year: Thompson Square - CMA Lifetime Achievement Award: Willie Nelson - Entertainer of the Year: Blake Shelton Presenters for the night included: Actor/comedian Tim Allen (star of ABC’s “Last Man Standing”), actresses Connie Britton, Hayden Panettiere and Kimberly Williams-Paisley (stars of ABC’s new hit series “Nashville), Country Music singer/actress Jana Kramer (“One Tree Hill”), Country star Jake Owen, (star of ABC’s new hit series “Nashville”), recording artist Lisa Maria Presley, multimedia superstar Reba (star of ABC’s new “Malibu Country”) and CMA Awards nominee Darius Rucker. This year’s performers included Jason Aldean, The Band Perry, Luke Bryan, Eric Church, Faith Hill, Lady Antebellum, Miranda Lambert, Martina McBride, Little Big Town, Blake Shelton, Taylor Swift, Tim McGraw, Keith Urban; plus a Kelly Clarkson and Vince Gill sang an exclusive duet. Willie Nelson was honored with the CMA Lifetime Achievement Award, preceded by an all star collaboration featuring Lady Antebellum, Blake Shelton, Keith Urban, Faith Hill, and Tim McGraw saluting his rich history of hits.
  37. 37. TALENT GIFT LOUNGE 37 Vince Gill Jason Aldean Jana Kramer Eli Young Band Zac Brown Kelly Clarkson Brantley Gilbert A perk of presenting or performing at the CMA Awards is a trip to the CMA Awards Gift Lounge. The artists who walked through could pick up swag including guitar strings and barware from: - Gibson guitar - Sunglasses by Maui Jim - Candles from Unwined Candles - Skincare products from Bella Semplice - Fashionablewomen’s apparel from Belldini - Cowboy hats from the Atwood Hat Company - Beautifying hair elixirs from Eufora International - Apparel blending fashion + humor from Hick Stuff - Devicewear iPhone and iPad cases - Reclaimed vintage saddle leather cuffs by Brit West - Green Garmento reusable totes - Certificates for the Nutrisystem Select Success VIP Program - The Artisan Group collection of handcrafted jewelry - Beauty products from Sephora. .
  38. 38. POST-PARTY PRESENTED BY THE PATRÓN SPIRITS COMPANY 38 After kicking off the Red Carpet arrivals, The Patrón Spirits Company helped usher in the late night celebrations by co-presenting the CMA Awards Post Party at the Country Music Hall of Fame and Museum. The invitation-only exclusive gala boasted a guest list of more than 600.
  39. 39. SILENT AUCTION 39 The 3rd Annual CMA Awards Silent Auction was held during the CMA Awards at the Bridgestone Arena. Fans could bid on items such as: autographed memorabilia, clothing, guitars, artwork, concert tickets, luxury trip packages, and more. The auction raised over $60,000, with all proceeds being donated to the CMA’s Keep The Music Playing, benefitting music education.
  40. 40. Total Audience (Social, Mobile, Email) is now over 1,650,000 fans! CMA TOTAL Grammys 1,309,621 766,439 513,205 29,139 838 OSCARS® 809,131 495,145 213,443 99,633 910 People’s Choice 482,291 344,708 132,531 5,052 n/a GOLDEN GLOBES® 389,771 270,429 117,095 2,247 n/a ACM 177,486 102,063 72,706 2,720 n/a EMMY’S® 63,928 23,228 39,005 1,695 n/a DIGITAL RECAP 40 The CMA online and mobile audience has seen tremendous growth. • More than 108,000 fans texted in to win an autographed guitar contest during the CMA Awards ABC broadcast • Mobile text subscribers up 30% from 2011 to more than 248,500 • Social network fans, friends and followers up 37% to more than 1,249,882 • CMA email database is up almost 25% to more than 153,500 •The cumulative CMA online and mobile audience is ranked #2 among all awards for biggest social network audience, topping the Golden Globes and the Oscars!
  41. 41. MEET THE PRESS 41 Partial List Print/Online Outlets: AOL Associated Press Atlanta Journal Billboard Boston Herald Chicago Tribune Country Weekly Dallas Morning News Los Angeles Times MSN People Newsday The New York Times The Tennessean TIME for Kids US Weekly USA Today The Village Voice Yahoo! Partial list of stories and mentions featured in media outlets: Partial List TV Outlets: Associated Press TV CMT CNN E! The Ellen DeGeneres Show Extra Fuse TV GAC Good Morning America Headline News Inside Edition VH1
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  43. 43. 43 CMA Country Christmas aired on ABC December 20th 2012. Hosted by Sugarland’s Jennifer Nettles, the two-hour show featured performances of holiday classics and interview segments with artists and their families. CMA’s Country Christmas made ABC the most watched network and was #1 in the 10 o’clock hour with a total of 11.5 million viewers.
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  45. 45. 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-scripted humor. With guitars in hand, songwriters and artists take the stage together to offer up this unique opportunity to hear the songs just as they were originally written! 45
  46. 46. • Series began in 2005 in NYC at Joe’s Pub • More than 90 shows since then including shows at Joe’s Pub in NYC, Joe’s Bar in Chicago, the House of Blues in L.A., and The Royale Boston Nightclub • More than 42 artists so far, including Kenny Chesney, Miranda Lambert, Chris Young, Little Big Town, Carrie Underwood and many more; over 60 songwriters to date • In early 2012, the series traveled overseas for the first time for dates in London, Belfast, and Dublin in partnership with BMI and Gibson Guitar. In 2013, the CMA Songwriter Series expanded its international dates to Paris. 46
  47. 47. One Music Circle South Nashville, TN 37203 47