2011 CMA Music Festival Recap

CMA Music Festival Recap

2011 CMA 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 MAPS

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 920,000+ 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.

Source: 2011 Post Festival Survey

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% Source: 2011 Post Festival Survey

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 for

record-breaking crowds on any one of the eight stages.

LP FIELD CONCERT STAGE

For the second year in a row, CMA Music Festival sold out each night at LP Field. More than 49,000 fans were

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

Located in the heart of the

festival footprint in downtown

Nashville, fan favorite artists

bring their historical and chart

topping music to the stage.

AT BRIDGESTONE ARENA PLAZA

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 MAINSTAGE

Family-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’s biggest crowds

ever this year – with more than 20 hours

of performances 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® HALL

Just 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 across

downtown Nashville, including the Family Zone, Fun

Zone, and Sports Zone, plus Fan Fair Hall, there’s no

end to the around-the-clock entertainment!

DOWNTOWN NASHVILLE

CONSUMER ENGAGEMENT

More than 45 brands participated in the CMA Music Festival – generating a combined

924,000 activation and consumer engagements, a 32% increase over the prior year.

PREMIERE RADIO NETWORKS

CMA’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 print publications:

Online:

AOL.com CNN.com Yahoo.com People.com MSNBC.com CNBC.com CMT.com Billboard.com

New York Times Online USA Today Online Los Angeles Times Online ABC News Online Chicago Tribune Online Seattle Times Online Washington Times Online Baltimore Sun Online

TV: NBC CBS ABC MSNBC FOX News

CNN CNN Headline News E! Entertainment CMT

DAILY NEWSPAPERS: Los Angeles Times USA Today Newsday Atlanta Journal-Constitution Boston Herald The Times-Picayune (New Orleans) The Commercial Appeal (Memphis) The Tennessean The City Paper

MAGAZINES: Parade USA Weekend Billboard Business Leader Pollstar Magazine Broadcaster Magazine