CONNECT WITH COUNTRY

THE COUNTRY IS IN LOVE WITH COUNTRY 42% of American adults are Country Music fans.

42% 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.

Numbers published by CMA as of 2014. Source: GfK MRI

COUNTRY MUSIC CONSUMERS BY STATE

National Average ShareAbove National Average ShareLess than National Average Share

Average level - 42%Minimum level for any one state - 26%

COUNTRY RADIO CONTINUES TO GROW Country Radio is heard by 68 million weekly listeners.

Country Music is the #1 format among people 12+ and reigns over all other radio formats with more than 3,000 stations nationwide.

Country is the #1 radio format in all day parts

While the Country format has always been popular among those aged 25-54, growth in the Country Radio format came from an influx of younger listeners

Country is the #1 radio format among Millennials (18-34) and Generation X (35-49)

Country is the #2 ranked format among teens (12-17) nationally.

Country Radio listeners are split 52% Women, 48% Men

27% of Country + New Country adult listeners reside in households with HHI greater than $75,000 and over half (52%) have attended college.

Numbers published by CMA as of 2014. Source: State of the Media: Audio Today 2014

COUNTRY MUSIC FAN AUDIENCE REACH

Numbers published by CMA as of 2014. Source: GfK MRI

• Reach among key younger audience target 18-34 strengthens 8 points from 2008 to 2014• Higher Household Income group ($75,000+) reach strengthens since 2008

COUNTRY MUSIC FAN GROWTH

Segment Audience % of Segment Total

ADULTS 97,871,000 42%

MEN 45,463,000 40%

WOMEN 52,409,000 43%

MARRIED 54,677,000 44%

AGE 18 – 49 57,510,000 43%

HHI $75,000+ 39,309,000 43%

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.

Numbers published by CMA as of 2014. Source: GfK MRI

HOMEAvg. Household Income $76,400

Own Their Own Home 69%

Avg. Value of Home Owned $27,133

Reside in A,B,C Counties 80%

GENDERMale 46%

Female 54%

AGE18-34 33%

18-49 57%

25-54 53%

FAMILYParents 31%

Avg. # of Children in HH 1.9

Pet Owners 66%

ATTRACTIVE ON MANY ECONOMIC DIMENSIONSKEY DEMOS WITH MOST DISCRETIONARY INCOME AND SPENDING

67%67%Own Home

58%58%Married

61%61%College educated

45%45% HHI $75k+

62%62%Full-timeEmployed

63%63% 66%66% 61%61% 43%43% 59%59%

US Average US Average US Average US Average US Average

Numbers published by CMA as of 2014. Source: GfK MRI

Country Music Fans are above the U.S. average of adults 21-64 in key demographics.

Numbers published by CMA as of 2014. Source: GfK MRI

THE BUYING POWER OF COUNTRY

WHERE ELSE THEY SPEND Country Music fans spent $29.9 billion on international travel last year – comprising 38% of total dollars spent on foreign travel

Female fans spent $8.1 billion on beauty products last year – comprising 49.5% of total sales by women

Country Music fans spent $64.5 billion on home remodeling and improvements last year – comprising 47% of total spending

Country Music fans comprised 44% of all charitable contributions last year, giving more than $11 billion to charitable organizations

Country Music fans spent $24.2 billion in catalog and internet shopping in the past 12 months – comprising 45% of total sales

Country Music fans are financially savvy comprising 42% of all adults who tracked investments, traded stocks, bonds, or mutual funds online last year

47% (15.9 million) of adults who entertain friends/family at home at least 2-3 times per month are Country Music fans

$61 Billion$61 BillionDomestic Travel

$64.5 Billion$64.5 BillionHome Remodel

$17.8 Billion$17.8 BillionDining Out

$12.9 Billion$12.9 BillionMonthly Cell Phone

Service

Numbers published by CMA as of 2014. Source: GfK MRI

LEVERAGE THESE SUPER INFLUENCERS

The Country Music Fan base delivers a more influential consumer in these categories compared to the general U.S.

average.

Category Influential Index-Basis 100 Total Male

18-49Female18-49

Hunting 170 203 118*Fishing 152 167 161*

Interior Decorating 138 133 132Pets 136 129 145

Sporting Equipment 135 140 141*Products for Babies or Children 135 108 139

Household Furnishings 134 120 131Alcoholic Beverages 134 110 158

Soft Drinks 134 123 156*TV Shows 131 131 133

Automobiles 130 136 125*Gardening 129 144 137

Beauty Products 128 102* 125Sports 127 132 135

Snack Foods 127 101 134Photography 126 117 136

Insurance 126 125 124*Home Remodeling 125 141 108

Mobile / Cell Phones 125 115 137Restaurants 125 122 132

2014 CMA Insider Category Studies

The CMA Insiders Fan Panel is made up of a group of 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

Numbers published by CMA as of 2014. Source: CMA Insiders Panel

Automotive BuyingAutomotive Buying Snack FoodsSnack Foods TelecomTelecom

TravelTravel Holiday ShoppingHoliday Shopping

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