2011 CMA Assets Overview

• In 1958, the Country Music Association was established to promote America’s music – to herald its richness and vitality to the world.

• The Country Music Association was the first trade organization formed to promote a type of music. Originally consisting of only 233 members, the trade association now boasts more than 6,300 organizational and individual members in three dozen countries.

• The Country Music Association (CMA) exists to heighten the awareness of Country Music and support its ongoing growth by recognizing excellence in the genre, serving as a repository for critical and timely information and communication, while providing a forum for industry leadership dialogue towards its goals.

COUNTRY MUSIC FANS

ADULTS 85,393,000 38%

MEN 39,616,000 46%

WOMEN 45,777,000 54%

MARRIED 50,299,000 59%

AGES 18-54 58,774,000 69%

HHI $50,000+ 52,292,000 61%

On a national basis, Country Music Fans represent 38% of Total Adults. Of these Adults, 46% are Men; 54% are Women.

* Source 2009 FALL MRI

THE COUNTRY IS IN WITH COUNTRY

Thirty-eight percent of American adults - or about 85 million people are Country Music fans.

Country Music is the #1 format among Adults and reigns over all other radio formats with more than 2,000 stations nationwide. Of Country Music radio

listeners, 41% reside in the top 25 DMAs. Forty percent of adults who identify themselves as brand loyal are Country fans, which is more than any other genre.

Taylor Swift was the top selling artist of all genres in 2008 and 2009. Also in 2009, five Country artists ranked within the Top 25 North American tours of any genre:

Kenny Chesney, The Eagles, Keith Urban, Rascal Flatts, and Brad Paisley.

In 2010 the CMA Music Festival topped attendance records with more than 260,000 fans from all 50 states and 28 countries. Loyal fans were treated to 200+ hours of

concerts and appearances from more than 400 artists and celebrities at Music City’s Premiere Music Event.

The corporate marketing effort during CMA Music Festival generated combined activation and consumer engagements of more than 700,000. These various engagement elements included product sampling, dedicated registrations,

and brand impressions.

Over 7.4 million viewers tuned it to watch the 2009 three-hour television special “CMA Music Festival: Country’s Night to Rock,” which aired nationally on ABC.

In 2009 the broadcast of “The 43rd Annual CMA Awards,” ABC attracted its biggest Wednesday audience with non-sports programming in well over 4 years and its

highest Adult 18-49 number in 2 years bringing in an estimated 17.2 viewers.

2010 EXECUTIVE SUMMARY

The 2010 CMA Music Festival achieved an unprecedented success with a 16.7 percent increase in attendance over 2009.

The Festival also experienced its biggest crowds ever in the event free areas including Riverfront Park (site of the daytime music stage performances), the Chevy Music Stage on the Bridgestone Arena Plaza, the Music City Zone, and the Family,

Fun, and Sports Zones. Estimated daily attendance throughout the Festival in 2010 was 65,000.

The corporate marketing effort during CMA Music Festival generated combined activation and consumer engagements of more than 700,000. These various engagement elements included product sampling, dedicated registrations,

and brand impressions.

GEOGRAPHIC BREAKDOWN OF ATTENDEES

2010 AVERAGE DAILY ATTENDANCE

LP Field (Nightly Concert Stage)- 49,000 Riverfront Stage (Daily Concert Stage) – 25,000Sports Zone - 65,000 Fun Zone - 65,000 Family Zone - 65,000 Exhibit Hall - 14,000Opening Parade Route – 14,000

BY EVENT AREA

EVENT SHUTTLE MAP

Five-day event attracts more than 65,000 attendees per day 300+ artists and celebrities appearing 200+ hours of music on seven stages 700 journalists from 200 media outlets Primetime, three-hour ABC-TV special:

CMA Music Festival: “Country’s Night To Rock” Title and presenting sponsorships available or create your own

custom experience Onsite exhibits, merchandising, sampling and data collection Digital, email, mobile and event marketing opportunities VIP Consumer, B2B Hospitality and incentive packages Database building and sampling opportunities Music Education charitable element:

CMA’s “Keep The Music Playing”

The ULTIMATE Country Music Fan Experiencewith the ULTIMATE Opportunity

for Consumer Engagement!

CMA Music FestivalDowntown Nashville

June 8-12, 2011

SPECIAL FAN SAMPLING OPPORTUNITIES

• Fun TeamEvery day, The CMA Fun Team can be found hitting the streets and distributing samples, coupons, and other free gifts. More than 75,000 items are distributed by more than 15 energetic volunteers.

• Registration BagsAll 4-day ticket holders receive a Registration Bag. Included with these bags are items from partners, as well as the event pocket guide, and other visitor information. Distributed to over 32,000 fans!

• Ticket PackagesMore than 10,000 4-day ticket packages are mailed out in advance of the event. Partners can include special messaging with these advance mailings – coupons, retail listing, samples, etc.

CMA MUSIC FESTIVAL

Known as the unofficial kick off to the CMA Music Festival, the CMA Global Artist Showcase treats fans to performances by popular international artists.

More than 14,000 fans line the streets of downtown Nashville each year to see some of the biggest names in Country Music riding along

Downtown Nashville in vintage and new-model Chevy vehicles!

At the end of the Parade route fans gather at the Bridgestone Arena Plaza for the annual Chevy Block Party at the Chevy Music Stage.

The CMA Global Artist Showcase

The CMA Music Festival Kick-Off Parade

Chevy™ Block Party

CONCERT STAGES

LP Field, the site for the nightly concerts, SOLD-OUT in 2010 with 49,000 attendees each night. There were unbelievable performances from Country

Music’s biggest names including Lady Antebellum, Tim McGraw, Carrie Underwood, Reba McEntire, Keith Urban, Martina McBride, Rascal Flatts, Brad

Paisley, Darius Rucker, and many more!

LP FIELD

RIVERFRONTThe Site of the FREE Daytime Concert performances, the Riverfront Concert

Stage was home to more than 25,000 loyal fans daily. The fan-favorite line-up included The Judds, Keith Anderson, Jake Owen, Gretchen Wilson, The Band Perry, Bucky Covington, Rodney Atkins, Craig Morgan, Lee Brice,

Josh Gracin, Lonestar, James Otto, and many more!

SPORTS ZONE New in 2010, fans took their seats for cooking demonstrations from the

Greased Lightning® BBQ team, Pellet Envy, Whole Foods Market, and Nashville’s famous Creole restaurant, Chappy’s! Mercury recording artist

Laura Bell Bundy stopped by and got the crowd on their feet when she gave a dance lesson to her smash single “Giddy On Up”. Other performances included the U.S. Air Force Band, Reserve Generation, and the Manwich

Open Mic Finals with guest judge Jamie O’Neal!

CONCERT STAGES CONT’D

The Music Stage at Bridgestone Arena Plaza is continuing to grow in popularity! Sirius XM Satellite Radio carries the shows live each day and

hosts over 40 acts including Bomshel, Tyler Dickerson, Katie Armiger, Trent Tomlinson, Jesse Lee, Julie Roberts, Whitney Duncan,

Jason Michael Carroll, and many more!

BRIDGESTONE ARENA PLAZA STAGE

MUSIC CITY ZONE STAGE

The Music City Zone Stage played host to a myriad of talented artists from all genres! Fans in the past have enjoyed performances from The Grascals, Charlie Louvin, Charmaine, The Carter Twins, O’Shea,

The Invite, and many more!

DOWNTOWN NASHVILLE

FAMILY ZONE

The Family Zone continues to grow in size and excitement with activities and programming for the young and the young at heart! Fans have enjoyed Celebrity

Storytelling, cookie and cupcake decorating, the YWCA Celebrity Auction with Martina McBride, sampling from Dr Pepper, McDonald’s, and Lunchables, the ABC

Block Party, and appearances by Ronald McDonald, Cabbage Patch Kids, Junie B. Jones, The Cat in the Hat, The Pokey Puppy, and many more!

The Sports Zone, located in Downtown Nashville, is a must-see area! Thousands of fans gather for games, free samples, give-aways, cooking

demonstrations, dance lessons, and much more!

SPORTS ZONE

DOWNTOWN NASHVILLE CONT’D

FUN ZONE

The popular Fun Zone covers two city blocks in downtown Nashville. This popular event area offers celebrity appearances,

giveaways, interactive exhibits, food samples, and so much more!

Located in the Nashville Convention Center, the Exhibit Hall plays host to artist autograph signings, acoustic performances, interactive exhibits, and much more! This exclusive experience is open only to CMA Music Festival 4 Day

Ticket holders and serves as a highlight of the event.

EXHIBIT HALL

2010 PROMOTIONS

CMA Music Festival promotions continue to build awareness and anticipation for the event, and have a positive impact on ticket sales. Promotions for the

2010 event included partner retail promotions, national and regional broadcast promotions, and strategic online promotions.

RETAIL: McDonald’s restaurants throughout middle-Tennessee featured tickets information, CMAfest.com callouts and on-site activities information on

a variety of assets including (10) interstate billboards; Redbox DVD vending machine signage; trayliners at (142) area stores; and more.

A partnership with Kroger gave fans an exclusive ticket offer for the 2010 CMA Music Festival nightly concerts. The promotion was supported with in-store radio; door posters and easel-backs at nearly (70) stores throughout middle

Tennessee and in Bowling Green, Ky.; regional print advertising; targeted online advertising and social media engagement on Facebook, Twitter

and MySpace; and more.

ONLINE: Online promotions included partnerships with iTunes; MySpace Karaoke; Travelocity/Sony Nashville; Pandora; various Festival artists; and a

major cross-channel sweepstakes awarding Lifetime Tickets to one lucky winner. Through the strategy employed, CMA’s social media and consumer e-mail newsletter subscriptions experienced exponential growth Q1-Q2 2010.

RADIO & TV: National radio promotions ran in partnership with “Crook & Chase Countdown,” while more than 55 regional stations also ran promotions.

Promotions also ran across 10 regional TV and print media partners.

MORE: Other promotional partners included Grand Ole Opry, Country Music Hall of Fame® and Museum, Country Music Television, Great American

Country, The Country Network, New Music Nashville and others.

McDonald’s Redbox displayMySpace Karaoke contest

Kroger in-store Ticketmaster signage

Grand Ole Opry sweepstakes

2010 ADVERTISING

While unpaid promotional efforts for the 2010 CMA Music Festival got underway in summer 2009, the advertising campaign

officially launched in March 2010. National television advertising began in March with cable spot

runs on CMT, GAC and RFD-TV. Local and regional television schedules ran April through June, with heavy concentration in the

60 days leading up to the event. Nashville network affiliates WKRN-TV (ABC), WTVF-TV (CBS), WZTV-TV (FOX), WNAB-TV (CW)

and WUXP-TV (MyTV) carried flights for the event, along with cable provider Comcast Spotlight in Nashville. Cable channels

included CMT, GAC, VH1, TLC, Discovery Health, Lifetime, Bravo, Oxygen, SOAPnet and E! Entertainment,

Regional radio ad buys were scheduled in markets within driving distance to Nashville. More than 55 stations were selected in

markets including Chicago, Atlanta, Tampa, Charlotte, Indianapolis, Nashville, Birmingham, Memphis, Knoxville,

Lexington, Paducah, Huntsville, Evansville and more.

National print advertising occurred in Country Weekly magazine, while local/regional print advertising ran in publications including

TravelHost magazine, the Music City Vacation Guide and local newspapers The Tennessean, MetroMix Nashville, and The Scene.

Other advertising efforts included local and regional radio campaigns, a Nashville out-of-home campaign and online

advertising with Pandora.com, Facebook.com and Country radio station sites.

2010 PRINT MEDIA

Partial list of stories and mentions featured in print publications:

DAILY NEWSPAPERS:

Los Angeles TimesUSA TodayNewsdayAtlanta Journal-ConstitutionBoston HeraldThe Times-Picayune (New Orleans)The Commercial Appeal (Memphis)The TennesseanThe City Paper

MAGAZINES:

ParadeUSA WeekendBillboardBusiness LeaderPollstar MagazineBroadcaster Magazine

2010 TV/ONLINE MEDIA COVERAGE

More than 700 journalists from more than 200 domestic and international media outlets were credentialed for 2010 CMA Music Festival. Media coverage of CMA Music Festival and the

Festival television special was strong with CNN Headline News broadcasting live from the banks of the Cumberland River. This was CNN Headline News’ first time at CMA Music Festival, and they taped stories for future broadcast, as did “Good Morning America,” Associated Press TV,

FOX News Channel, MSN.com, People.com, and many more.

Partial list of stories and mentions featured on broadcast and online media outlets:

TV:NBCCBSABCMSNBCFOX News

CNNCNN Headline NewsE! EntertainmentCMT

Online:AOL.comCNN.comYahoo.comPeople.comMSNBC.comCNBC.comCMT.comBillboard.com

New York Times OnlineUSA Today OnlineLos Angeles Times OnlineABC News OnlineChicago Tribune OnlineSeattle Times OnlineWashington Times OnlineBaltimore Sun Online

2010 RADIO MEDIA COVERAGE

April – June 2010Radio Promotions

Impact Value: $1,101,001

Partial list of radio station participants:

Atlanta - WUBL

Baton Rouge – WYPY

Birmingham – WZZK/WDXB

Charlotte – WKKT

Chicago – WUSN

Columbus – WCOL

Indianapolis – WFMS, WLHK

Knoxville – WIVK, WMYL

Louisville – WAMZ

Phoenix – KNIX

Pittsburgh – WDSY

Raleigh – WQDR

Seattle - KMPS

St. Louis –KSD

Plus - National Radio Program: “After MidNite with Blair Garner”

Sugarland

Sample print ad supporting 2010 ABC-TV Special“CMA Music Festival: Country’s Night to Rock”

2010 ABC NETWORK TV SPECIAL

Nashville’s CMA Music Festival gives event attendees unprecedented access to the stars of Country Music. And ABC

Television Network takes that access even further – to fans coast-to-coast – when the annual music extravaganza “CMA Music Festival: Country’s Night to Rock” airs

Wednesday, Sept. 1.

For the seventh consecutive year, the CMA Music Festival has been chronicled for a major network TV special.

The 2010 showcase, hosted by music and film superstar Tim McGraw, features nearly two dozen performances and up-

close artist vignettes.

The 2009 special was a ratings winner, topping the night in total viewers for ABC and tying for first-place amongst the coveted

Adults 18-49 advertising demo.

To date, “CMA Music Festival: Country’s Night to Rock” remains the ONLY music festival TV special on network television.

CMA AWARDS OVERVIEW

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.

Last year, an estimated 17.2 million viewers on average tuned in to the broadcast. ABC ranked No. 1 on the night across all key demographics for Adults, Men, Women, Teens and Kids.

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.

COUNTRY MUSIC’S BIGGEST NIGHT™

Primetime three-hour ABC-TV Special

17.2 million viewers – No. 1 across all demos

Significant albums sales spikes for artists on the show

Red Carpet hosts more than 70 media outlets

Nearly 100 celebrities walk the Red Carpet each year

Celebrities from film, TV, and other music genres appear as presenters/performers

Post Awards party where, celebrities and VIPs celebrate the accomplishments of the past year in Country Music

CMA AFTER PARTY

Held next door to the Bridgestone Arena in the Nashville Convention Center, the Post Awards Celebration will be the toast of Nashville. Connected to the Arena by underground passages, guests will enter at the event through a special red carpet VIP arrival area. The Convention Center will be

transformed into an fun, elegant, stylized lounge including a comfortable seating, stage area, dance floor and of course

plenty of food and drink.

Event Details 1,500 people Special VIP red carpet entrance Live entertainment Open bar and heavy hors d’oeuvres Celebrity guests Silent Auction to benefit Keep the Music Playing

CMA RED CARPET

The Red Carpet at the CMA Awards is another star-studded event! Country Music fans are given a chance to view the Red Carpet arrivals up close from the

Red Carpet Bleachers adjacent to the entrance of the Red Carpet.

CMA MOB

The 2010 CMA Music Festival brought new and innovative ways for partners to connect with the 260,000 fans on site.

For the first time, attendees could join the CMA MOB, the CMA’s proprietary mobile database,

to receive real-time messages about exhibit activities, event and autograph schedules, and tickets give-aways.

There are over 40,206 subscribers in the mobile database.

Mobile messaging was displayed on the Jumbotrons both at LP Field during the nightly concerts and at the Riverfront

Stage during the daily concerts. More than 54,000 messages were texted in hopes of being displayed on

jumbo screens during the LP Field shows.

MOBILE DATABASE

SOCIAL MEDIA

With the explosion of social media such as MySpace, Facebook, Twitter, and YouTube, CMA has taken initiative to

make these marketing innovations work for sponsors and artists. CMA has a growing social fan database including a

mobile database which can be utilized onsite at events offering instant access to Country Music's biggest fans!

So yes, we’re everywhere!

Twitter – 28,642 followersFacebook – 52,934 friendsMySpace – 16,900 friends

YouTube – 621,958 channel views

CMA ONLINE – MUSIC FEST

Bringing a completely fresh online face to the organization, CMAonline.com will engage 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.

Over 1,073,133 unique visitors viewed the new www.cmafest.com website from March-July.

CMA ONLINE - AWARDS

Bringing a completely fresh online face to the organization, CMAonline.com will engage 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.

Over 920,791 unique visitors viewed www.cmafest.com from September – November 2009

CMA INTERACTIVE

In an effort to reach and engage the fans in a new way, CMA stepped up to the plate with exciting initiatives to interact directly with those in attendance!

For the first time, attendees for the 2010 CMA Music Festival were able to create their own custom schedule of events via www.cmafest.com. More than 7,000 fans took advantage of this opportunity

and enjoyed a customized, first-class experience.

Country? Yes..there’s an app for that! Also brand new in 2010, fans were able to download the CMA Music Festival iPhone app. More than 4,500 fans downloaded the new CMA Music Festival iPhone

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

CMA INTERACTIVE

Online games such as Jigsaw Puzzle, Memory, and Hangman, CMA Awards Picks and the CMA Awards “Tweet & Greet” kept visitors to the CMA Website entertained and coming back again for more!

CMA EXCLUSIVE

More than 100,000 Country Fans subscribe to CMA's free email newsletter. Each month they receive special

chances to win prizes, grab free song downloads, and get inside information on CMA and Country Music events.

CMA SONGWRITERS SERIES

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, 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 SONGWRITERS SERIES

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 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!

One Music Circle SouthNashville, TN 37203