Connect With Country

The Country is in Love with Country

42% of American adults – or about 95 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.

40% of adults who identify themselves as brand loyal are Country fans, which is more than any other genre.

Country Music Fan Audience Reach

Target Audience % of total population

ADULTS 94,843,000 42%

MEN 45,259,000 48%

WOMEN 49,584,000 52%

MARRIED 54,753,000 57%

AGE 18-39 36,989,000 39%

HHI $75,000+ 37,180,000 42%

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.

Source: GfK MRI Fall 2010

Age

18-34 30%

18-49 59%

25-54 55%

Gender

Male 48%

Female 52%

Home & Family

Avg. Household Income $75,393

Own Their Own Home 44%

Avg. Value of Home Owned $228,587

Avg. # of Children in HH 2.3

Place of Residence

Reside in A,B, or C Counties 81%

DID YOU KNOW…

Country Music fans comprise 38% of all professional/managerial jobs

Just over one-third (37%) of Hybrid vehicle owners are Country Music fans

Country Music fans spent $18 billion on international travel last year – comprising 36% of total dollars spent on foreign travel

Country Music fans spent $46 billion on domestic travel last year – comprising 47% of total dollars spent on domestic travel

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

51% (13 million) of Country Music fans barbecue at least once a week.

47% (8.7 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.

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 18-39Somewhat Likely 35%Extremely Likely 53%

How likely are you to listen to a new artist that you are unfamiliar with?

Country Fans 18-39Somewhat likely to listen to a new artist 29%Extremely likely to listen to a new artist 49%

Country Music Fans Stand Out: Socially ActiveCountry Music fans are more likely than the US population to…

Go dancing with friendsIndex 117

Entertain friends or relatives at home

Index 110

Socialize and do things with friends around town

Index 105Dine out

Index 111


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!


Country Music Fans Stand Out:Financial Consumers: Online and Off

27 millionCountry Music fans regularly search online for financial information.

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 108)

Source: GfK MRI Fall 2010 Active investors are classified as someone who tracked investments, traded stocks, bonds, or mutual funds

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 128Go snow skiing Index 119Visit a health spa/retreat Index 115


Country Music Fans Stand Out:Tech Savvy

22 million Country Music fans want others to say “wow” when they see their electronics

4 in 10 Country Music fans are

asked their advice when it comes to the latest

technology


Over 2 in 4 Country Music fans are fascinated by new technology

Country Music Fans Stand Out:Engage in Social Media

Country Music fans are more likely than the US population to….

Download a ringtoneIndex 117

Watch a video clip on their phoneIndex 108

Download a songIndex 105

Visit a website for entertainment

informationIndex 105

Visit a social networking website from their phone

Index 106

Use text messaging to vote in a contestIndex 108


CMA EDU

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 CMA and the Country Music community, they will gain networking opportunities, unique educational experiences, and leadership training. The innovative campaigns designed by the students will not only promote the Country Music genre and CMA events, but will also serve as distinguished elements to add to any resume, while growing a community of college students nationwide.

CMA Songwriters SeriesA 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, 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!

CMA Songwriter SeriesPopular 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 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!2011 Event Dates

• New York at Joe’s Pub – March 24, May 12, June 21, October 6, November 3• Los Angeles at Nokia Theatre – February 15• Boston at Royal Nightclub with Kenny Chesney – August 25• Chicago at Joe’s Bar – October (date TBD)• Seattle – October (date TBD)• Nashville – November 9th

CMA Awards: Country’s Biggest Night Recognized worldwide as "Country Music's Biggest Night™," the CMA Awards represent the pinnacle of achievement for Country Music artists, musicians, producers, publishers, songwriters, video directors and industry executives who work in America's most popular music genre.

The CMA Awards were first celebrated in 1967. The following year, the show was televised for the first time – making it the longest-running, annual music awards program on network television. Today, the CMA Awards airs each November on ABC, during the critical sweeps period.

In 2010, an estimated 16.5 million viewers on average tuned in to the broadcast. In Viewers and Young Adults, ABC Marks its Top Wednesday in a Year, While Posting its Highest Adult 18-49 Number on Any Night This Season

The CMA Awards remains one of the Top Three awards shows annually, ranking behind only the Academy Awards and – occasionally – the GRAMMY Awards, but ahead of mainstream entries such as the Golden Globe Awards and Emmy Awards.

Each year, more than 380 journalists representing more than 93 domestic and international media outlets are credentialed and/or ticketed for the CMA Awards.

CMA Country ChristmasFor the second consecutive year, Jennifer Nettles of Sugarland will host “CMA Country

Christmas.” The television special, which is produced by CMA, will feature many of today’s top Country artists and will air on the ABC Television Network later this year

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. The special re-aired a second

time on Dec. 22, 2010, reaching 4.25 million viewers. With its combined airings, “CMA Country Christmas” was seen by more than 11.5 million viewers in 2010.

Participating artists have included: Sheryl Crow, Little Big Town, Martina McBride, Brad Paisley, Kellie Pickler, Rascal Flatts, Reba, LeAnn Rimes, Darius Rucker, and Sugarland.

CMA Music Festival Research

The 2011 CMA Music Festival offered new opportunities for CMA to better understand the Country Music fan. Three different research studies were conducted during this year’s CMA Music Festival. More than 600 one-on-one interviews were conducted among attendees asking questions ranging from size of travel party to participation in social networks to demographics. More than 1,300 festival attendees registered to become a CMA Insider. A CMA Insider will be part of an exclusive group of Country Music enthusiasts who share their opinions and provide feedback to shape the future growth of Country Music. Also, more than 100 festival attendees were recruited to participate in a mobile interactive qualitative study over the 4-day festival. The mobile interactive qualitative study provided rich user generated results.

CMA Music Festival ResearchEvent Attendee Demographics – 70% Female/30% Male

AGE18-24 14%18-34 34%18-49 62%18-54 78%25-54 65%

HH INCOME$50,000-$75,000 21%$75,000-$100,000 18%$100,000+ 34%

EDUCATIONSome College 27%College Graduate 30%Post Graduate Degree 16%

OCCUPATIONProfessional/Technical 42%

CMA 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 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 regular basis:Cooking – 38%Dining Out – 72%At Home Entertaining – 50%Reading – 51%Games – Video, Board, Puzzles – 52%

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 to show times, customized schedules, Country artist music videos, maps of downtown Nashville and much more!

In 2011, CMA gave the app new life with iPhone and Android capabilities, which resulted in 31,000 downloads, an increase of 550% over the previous year.

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.

Millions of ProspectsMultiple Channels


FACEBOOK 511,334 likes

TWITTER 66,800 followers

CMA MOBILE 140,000 subscribers

CMA E-NEWS 123,000 subscribers

CMA AWARDS 16,490,000 television viewers

CMA MUSIC FESTIVAL TV SPECIAL 7,030,000 television viewers

CMA COUNTRY CHRISTMAS TV SPECIAL 11,500,000 television viewers

CMA WEBSITE 4.3 million unique visitors annually

CMA Digital Recap

The CMA online and mobile audience has seen tremendous growthApproximately 66,000 entries in the 2010 CMA Awards text-to-win an autographed guitar contestMobile text subscribers up 72% to more than 140,000 Social network fans, friends and followers up 200% to more than 565,000 CMA email database up 12% to more than 123,000 The cumulative CMA online and mobile audience is ranked #1 among all awards shows for biggest social network audience, topping the Grammys and the Oscars!

Total Audience (Social, Mobile, Email) is now over 840,000 fans!As of 8/22/2011AWARDS Total Facebook Twitter YouTube Show Date Website

CMA 579,904 511,334 66,800 1,770 11/09/2011 cmaworld.com

Oscars 401,314 281,049 58,003 62,262 2/27/2011 oscars.org

Golden Globes 200,402 155,438 44,312 652 01/16/2011 goldenglobes.org

People's Choice 189,502 155,643 32,769 1,090 01/05/2011 peopleschoice.com

ACM 56,278 32,991 23,232 55 04/03/2011 acmcountry.com

Emmys 16,090 5,304 10,691 95 09/18/2011 emmys.com; emmys.tv; emmyonline.tv

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Connect With Country