2011 cma awards recap
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America‟s music took center stage on America‟s network when
“The 45th Annual CMA Awards” aired on the ABC Television
Network, Wednesday, Nov. 9. Brad Paisley and Carrie
Underwood returned for a fourth 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.
The CMA Awards was once again ratings gold for ABC, winning
the night with 16.4 million total viewers, beating its nearest
competition by 5.6 million. The Awards ranked at No. 1 for all six
half-hours of the three-hour live broadcast in total viewers and
adults 18-49. For the week, the Awards came in at No. 4 in total
viewers and No. 5 in adults 18-49. All key demographics saw
increases in viewership for the broadcast, including double-digit
jumps for teens (24%) and men 18-34 (11%).
Recognizing the explosive power of Country, CMA‟s exclusive
broadcast partner for the past six years illustrated its strong
commitment to Country Music and CMA though the next decade.
ABC will be the broadcast home for the CMA Awards – along
with “CMA Music Festival: Country‟s Night to Rock” and “CMA
Country Christmas” – through 2021!
“The 45th ANNUAL CMA AWARDS” OVERVIEW
CMA AWARDS NOMINEE DINNER
This year, CMA hosted its first Nominee Dinner. Invited guests included CMA Award
Nominees, Broadcast Award Winners and CMA Board Members. The event provided
attendees the opportunity to celebrate their accomplishments with industry peers.
CMA AWARDS WEEK EVENTS
CMA Songwriters Series The CMA Songwriters Series – held at Nashville hotspot Limelight – featured the
talents of award-winning Nashville songwriters Deana Carter (a 2011 CMA Song of
the Year nominee), Kelley Lovelace, Eric Paslay and Rivers Rutherford. The capacity
crowd filled the extensive club floor, but the atmosphere was intimate with the
songwriters performing and relating the stories behind some of Country Music‟s
biggest hits.
CMA Marketing Summit 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 more about America‟s music and how their brands can target the
loyal Country Music fan base!
Little Big Town meets
CMA Marketing Summit
Big & Rich meet
CMA Marketing Summit
With 90 shows since 2005 in major markets like New York City, Los Angeles,
Chicago and Boston, the CMA Songwriters Series showcases the best of Nashville's
mega-hit songwriters. Each night of the series features a group of Country
tunesmiths who take turns telling the stories behind their hit songs in an informal
setting and performing in the raw. Audiences hear hit songs made famous by
Country artists Brooks & Dunn, Kenny Chesney, Faith Hill, Tim McGraw, Rascal
Flatts, George Strait, Keith Urban and many more.
When asked for feedback on the event one attendee replied, “The Summit really
opened up my eyes to the marketing opportunities with the performers, labels and
Association. It was one of the most professional conferences I've been to, with an
itinerary run like clockwork and experiences varied to engage and hold the interest of
all.”
CMA AWARDS WEEK EVENTS
AMC/Hell on Wheels
AMC‟s “Hell on Wheels” Train to the CMA
Awards rolled into Nashville's Riverfront
station on a fully-branded train with Country
Music superstar Jason Aldean to promote the
series premiere of AMC‟s new series, “Hell on
Wheels.” They combined the power and reach
of one of Country Music's biggest stars with
the credibility of CMA to create a unique,
money-can't-buy experience for fans, a huge
platform for the launch of AMC's Hell On
Wheels, with a high-profile free concert in
Nashville.
Over 100 radio winners received a VIP trip to
Nashville including access to Nashville‟s
premiere of “Hell on Wheels,” two seats on
the train with Jason Aldean, a meet and greet
with Jason, access to a VIP viewing area at
the concert, and two tickets to “The 45th
Annual CMA Awards” at Bridgestone Arena.
MACY’S WALK OF STARS RED CARPET & FAN BLEACHERS
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 and get a few autographs at the site of the Red Carpet. Macy‟s officially launched “Country Music‟s Biggest Night” with
Red Carpet artist arrivals, fan paparazzi bleachers and global media interviews. A group of United States Marines helped
celebrities out of their vehicles as they arrived across the street from the Country Music Hall of Fame and Museum and made
their way down into the vast Media Tent for interviews and photo ops.
More than 400 journalists from more than 120 domestic and international media outlets were credentialed or ticketed for the
2011 CMA Awards, including Access Hollywood, CMT, CNN, E! News and The Ellen Degeneres Show.
Macy‟s also offered a special shopping event at the Green Hills Mall location, giving shoppers complementary hairstyling by
Macy‟s Premier Salon, and featuring an in-store karaoke contest for a chance to be one of one hundred lucky fans to win tickets
to the Macy‟s Red Carpet Fan bleacher seats and a pair of 2011 CMA Awards tickets. All participants took home a copy of their
recording.
PEOPLE COUNTRY FAN BLEACHERS AT THE CMA AWARDS
Lucky Country Music fans
were given a chance to view
their favorite artists and
celebrities at the end of the
Macy‟s Walk of Stars Red
Carpet. People Country
sponsored the Fan Bleachers.
CHEVROLET INTEGRATION
Chevrolet, the official ride of Country Music, worked with CMA to shine a light on music education by
partnering with Keep the Music Playing (KTMP), which provides funding for music education in public schools.
Chevrolet donated a 2012 Camaro convertible which will be auctioned online to benefit KTMP. The hood of the
Camaro was autographed by the celebrities who walked the Red Carpet prior to “The 45th Annual CMA
Awards.” With the support of the iconic automaker, KTMP will be able to further its reach with awareness of
the program through Chevy‟s social media properties as well as on Chevy.com, instrument drives in various
markets, and inclusion in Chevy‟s owner E-Newsletters.
ABC’S GOOD MORNING AMERICA
Fans were treated to an early CMA Awards
celebration when 2010 CMA Entertainer of the Year
and four-time CMA Awards co-host Brad Paisley
performed a live concert on ABC‟s “Good Morning
America.”
ABC‟s Sam Champion reported live from Nashville
as Paisley became the first artist to sign the hood of
a Chevy-donated 2012 Camaro convertible, which
was positioned at the beginning of the Red Carpet
arrivals, and is being auctioned off to benefit CMA‟s
Keep the Music Playing program.
“COUNTRY MUSIC’S BIGGEST NIGHT”
It was a night of new winners and returning champions at “The 45th Annual CMA Awards.” Taylor
Swift won her second CMA Entertainer of the Year trophy. Newlyweds Miranda Lambert and Blake
Shelton won Female Vocalist and Male Vocalist for the second consecutive year. Jason Aldean
won his first two CMA Awards for Musical Event of the Year with Kelly Clarkson, and Album of the
Year for My Kinda Party. The Band Perry won their first Awards for Single of the Year for “If I Die
Young” and New Artist of the Year. Kimberly Perry claimed an additional trophy for Song of the
Year for penning the hit song. Kenny Chesney and Grace Potter won for Music Video of the Year.
Lady Antebellum picked up their third trophy for Vocal Group of the Year, and Sugarland won
Vocal Duo of the Year for the fifth time.
Presenters for the night included: 2011 “American Idol” runner-up Lauren Alaina; ESPN
sportscaster and "Good Morning America" correspondent Erin Andrews; 2005 CMA Horizon
Award winner Dierks Bentley; Country star Billy Currington; actor Josh Dallas (star of ABC's
"Once Upon a Time"); 2011 World Series MVP and St. Louis Cardinals third baseman David
Freese; actress Ginnifer Goodwin (star of ABC's "Once Upon a Time"); actor Kellan Lutz (star of
the "Twilight" movie series and the upcoming "Immortals"); The Muppets icon Miss Piggy; Country
stars Jake Owen and Kellie Pickler; six-time CMA Award winner and 2011 Country Music Hall of
Fame inductee Reba; 1997 CMA Horizon Award winner LeAnn Rimes; Emmy Award-winning
actor Eric Stonestreet (star of ABC's "Modern Family"); actress Emily VanCamp (star of ABC's
"Revenge"); and Academy Award-winning actress Reese Witherspoon.
LIVE PERFORMANCES AT THE CMA AWARDS
Part of what makes the CMA
Awards “Country Music‟s Biggest
Night” are the stellar
performances by some of the
format‟s brightest stars. This
year‟s performers included Jason
Aldean, The Band Perry, Luke
Bryan, Eric Church, Sara Evans,
Faith Hill, Lady Antebellum,
Miranda Lambert, Martina
McBride, Scotty McCreery, Blake
Shelton, Taylor Swift, Sugarland,
Thompson Square, Keith Urban,
Chris Young; plus Chesney and
Potter singing their hit
collaboration “You and Tequila”;
and Rascal Flatts and Natasha
Bedingfield singing their current
hit duet “Easy.” Icons from the
world of pop music proved that
Country Music is far-reaching,
with Kenny Loggins joining Blake
Shelton to perform his hit
“Footloose,” and Lionel Richie
offering a string of his favorites,
collaborating with Little Big Town,
Rascal Flatts and Darius Rucker.
CMA AWARDS TALENT GIFT LOUNGE
A perk of presenting or performing at the CMA Awards is a
trip to the CMA Awards Gift Lounge, presented by Blue04.
The artists who walked through could pick up a fine-crafted
messenger bag or purse from Cape Cod Leather;
oxygenated water from Blue04; custom jewelry featuring
natural stones from CEEK; swag including guitar strings and
barware from Gibson guitar; sunglasses by Maui Jim;
candles from Yankee Candle; skincare products from Lily.B
Skincare; apparel from Country Boy/Country Girl; a
beverage from Rockin‟ Wellness Nutritional Shakes;
Dearfoam slippers; iPod accessories from Griffin
Technology; custom-cut designer men‟s apparel and scarves
from VOKARE; and fashionable, versatile women‟s apparel
from family-owned and operated Belldini. Each celeb also
walked away with a piece of Sidewinder rolling luggage from
The Container Store filled with a bevy of additional items
including spa gift certificates, beauty products, jewelry,
sunless tanning and so much more.
Sixty-three artists and celebrities received lounge gifts,
including Brad Paisley, Darius Rucker, Blake Shelton,
Carrie Underwood, Jason Aldean, Keith Urban, Kenny
Chesney, Lady Antebellum, Kenny Loggins, Lionel
Richie, Miranda Lambert, Scotty McCreery, Sugarland,
Vince Gill, The Band Perry, Zac Brown Band, Faith Hill,
Reba, Erin Andrews and Reese Witherspoon.
CMA AWARDS POST-PARTY SPONSORED BY PATRÓN SPIRIT COMPANY
After kicking off “The 45th Annual CMA Awards,” Patrón helped usher in the late night celebrations by co-
presenting the Post CMA Awards Party at the Country Music Hall of Fame and Museum. Always the place to be
after the annual Awards, the invitation-only exclusive gala boasted a guest list of more than 600, including CMA
Board Members, Award nominees, industry executives and other VIPs who enjoyed food, drinks and live music in
the spacious lobby and elegant Hall of Fame Rotunda. This year‟s after party featured signature Patrón
beverages.
Throughout the night, a silent auction had attendees bidding on tropical getaways, resorts packages, spa
treatments and more, with all proceeds being donated to CMA‟s Keep the Music Playing charity. The most visible
enticement was a 10‟-tall sculpture of a Gibson guitar, offered by Patrón and Ultimat Vodka and covered with artist
signatures collected backstage at during the Awards.
CUPCAKE WARS AT THE POST-PARTY
CMA partnered with the hit
Food Network television show,
“Cupcake Wars,” to tape a
CMA Awards-themed episode
that will air in Spring 2012.
Country star Deana Carter
was the guest judge.
CMA AWARDS RADIO REMOTES PRESENTED BY PREMIERE RADIO NETWORKS
CMA‟s official radio partner, Premiere Radio Networks, held
its official CMA Awards Radio Remote Broadcast leading up
to "The 45th Annual CMA Awards." Premiere welcomed
seventy-five artists and celebrities, including Taylor Swift,
The Band Perry, Rascal Flatts, Vince Gill, Faith Hill, Martina
McBride, Lady Antebellum, Blake Shelton, Miranda Lambert,
and more, who visited 50 of the top Country radio stations
from across the nation. Participating stations included top
radio markets from Los Angeles, Philadelphia, Atlanta,
Washington D.C., Phoenix, Tampa, Minneapolis, Miami,
Denver, Cleveland, Orlando, Portland, Charlotte, Pittsburgh,
Raleigh, Baltimore, San Diego and more. Awards
programming reached 28.5 million listeners (sources:
Premiere, Arbitron Nationwide Spring 2011).
CMA AWARDS SILENT AUCTION
The 2nd Annual CMA Awards Silent Auction was held during the CMA Awards at the Bridgestone Arena
and afterwards at the invitation-only Post Awards Party at the Country Music Hall of Fame. Items included
autographed memorabilia, clothing, guitars, artwork, concert tickets, luxury trip packages, outdoorsman
excursions and more.
The auction raised over $80,000, with all proceeds being donated to the CMA „s Keep The Music Playing,
benefitting music education.
OSCARS® 413,964 286,552 58,003 69,409
People’s Choice 291,197 219,615 70,229 1,353
GOLDEN GLOBES® 210,374 158,271 51,310 793
ACM 69,595 38,331 31,209 55
EMMY’S® 38,809 11,633 23,804 3,372
CMA
TOTAL
The CMA online and mobile audience has seen tremendous growth
• Approximately 72,000 entries in the 2011 CMA Awards text-to-win an autographed guitar contest
• Mobile text subscribers up 75% to more than 191,000
• Social network fans, friends and followers up 250% to more than 920,000
• CMA email database up 12% to more than 123,000
•The cumulative CMA online and mobile audience is ranked #1 among all awards for biggest social network
audience, topping the Grammys and the Oscars!
Total Audience (Social, Mobile, Email) is now over 1,230,000 fans!
DIGITAL RECAP
PRINT MEDIA
Additional Print
Outlets:
Entertainment Weekly
OK Weekly
Reuters
Tennessean
TV Guide
Partial list of stories and mentions featured in print publications:
Entertainment
Weekly
TV Guide
TV/ONLINE MEDIA COVERAGE
More than 400 journalists from more than 120 domestic and international media outlets were credentialed
or ticketed for the 2011 CMA Awards. Below is a partial list of media outlets:
Television
Access Hollywood
Associated Press Television
Better
CHCH Canada
CMC Australia
CMT
CNN
E! News
Ellen Degeneres Show
Extra
FOX News Channel
Headline Country (GAC)
Inside Edition
KABC-TV (ABC/Los Angeles)
MSN
Online
AOL/The Boot
CMT.com
Hollywood Life.com
LA Times/The Envelope
People.com
Yahoo!
PROMOTIONS
CMA Awards promotions continued to build awareness and anticipation for this event and had positive impacts on viewership.
National promotions included efforts with retailers including Wal-mart and Amazon. Wal-mart stores featured CMA Awards
branding on endcap displays in 1,225 stores nationwide. Amazon promoted the show and product by nominated artists via the
online music store, the Country Music store and in e-mail marketing.
Premiere Radio Networks welcomed nationally-syndicated shows “After Midnite with Blair Garner” and “The Crook & Chase
Countdown,” as well as 50 top Country stations to Nashville to cover the CMA Awards in three days of remote
broadcasts. Premiere partners included stations from Los Angeles, Philadelphia, San Francisco, Boston, Atlanta, Washington DC,
Houston, Detroit, Tampa, Seattle, Miami, Denver, Sacramento, St. Louis, Portland, Pittsburgh, Charlotte, Indianapolis, Baltimore,
Raleigh, San Diego, Nashville and more. Through Premiere‟s dedication, an audience of 28.5 million listeners was reached.
Building on successful digital activities including tune-in engagement campaigns on Facebook, Twitter, Spotify, Pandora, Live
Nation/Ticketmaster, YouTube, Google, and more, online promotions included the fifth year of “My CMA Awards Picks,” allowing
fans to choose and share socially their choices for CMA Awards wins; live streaming of Macy's Walk of Stars Red Carpet activities,
Pre-Telecast Awards Ceremony and Backstage Press Room feeds; in-show mobile text-in sweepstakes integration; and more.
Local ticket sales promotions helped the CMA Awards sell out for the third consecutive year. Ticket sales promotions ran across an
assortment of regional media partners including local TV (WKRN-TV), radio (regional Country formats, plus AC), print and online
media partners. The Nashville Scene partnered to give away tickets to the PEOPLE Country Fan Section at the Macy's Walk of
Stars, while a Macy's conducted an in-store event in Nashville to give away tickets to its own VIP fan section on the Red Carpet.
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