2012 cma marketing summit: who are today's country music consumers?

WHO ARE TODAY’S COUNTRY

MUSIC CONSUMERS?

Karen Stump

Sr. Director, Market Research

CMA Marketing Summit

October 31, 2012

“Defining” COUNTRY MUSIC CONSUMERS. IT’S ABOUT ENGAGEMENT

Syndicated Data Analytics Connecting

Media Habits and Consumption with Country Consumers

All

Adults

Men Women Adults

18-49

Men

18-49

Women

18-49

Adults

25-54

Men

25-54

Women

25-54

42.5% 40% 45% 44% 41% 47% 43.7% 42% 45%

HOW MANY DOES COUNTRY MUSIC REACH?

20

12

98,181,000 adults

37% 37.4% 39% 37% 35.7% 38.7% 38.4% 37.6% 39.2%

20

07

83,770,0000 adults

• Average 5.6 point growth between 2007 and 2012 across demo groups

• Female reach strengthens among A18-49 demo since 2007

• Males hold strength in the M25-54 demo

• Rate of Growth in number of Country Music Consumers outpaces the rate of growth in

adults annually: average of 2,882,000 new country consumers per yr.

Source: GfK MRI Spring 2012

COUNTRY MUSIC CONSUMERS BY STATE

National Average Share

Above National Average ShareLess than National Average Share Average level @ 42%

Minimum level for any one state - 32%

ATTRACTIVE ON MANY ECONOMIC DIMENSIONS

KEY DEMOS WITH MOST DISCRETIONARY INCOME AND SPENDING

72%72%Own Home

64%64%Married

30%30%College-degree

Bachelor or Higher

30%30%HHI $100k+

56%56%Full-time

Employed

6

Source: GfK MRI Spring 2012

FAMILY

94%

WHAT ARE COUNTRY MUSIC CONSUMERS

PASSIONATE ABOUT?

GOLF

59%

…to name a few.

HOME

72%OWN ATV

62%TRAVEL

94%

TRAVEL

57%

Source: GfK MRI Spring 2012

LEVERAGE THESE SUPER INFLUENCERS

Category Total Male

25-54

Female

18-49

New Technology 111 121 120

Mobile/Cell 128 122 135

Sports Equipment 130 127 103

Home Remod. 127 136 119

Index-Basis 100

Home Remod. 127 136 119

Wine 112 100 128

Beer 114 116 131

Other Alcoholic Bev 122 116 122

Source: GfK MRI Spring 2012

TECHNOLOGY USE DEFINED BY TWO KEY SEGMENTS

TECH-ENTHUSIASTS TECHNO-GAMERS

Tech-thusiasts Techno-Gamers

11.415.2

20.225.6

0

10

20

30

2009 2010 2011 2012

Growth in Digital Album Share of Sales - Country

Source: GfK MRI Spring 2012; Nielsen Soundscan

Over15,000

members

U.S.Based

Proprietary

IN-DEPTH CONSUMER BEHAVIOR AND BRAND RESEARCH

Insiders Fan PanelInsiders Fan PanelInsiders Fan PanelInsiders Fan Panel

2013 CMA Insider CATEGORY Studies

Jan Feb Mar AprHome Improvement

Beverages RetailFamily EntertainmentJAN FEB MAR APR

Jul Aug

Health & Wellness

Pet Care and Services

MOMs Spending Attitudes and Habits

Shopping Habits and Behaviors of MENJUL AUG SEP OCT

5% 4% 3%

Restaurant Choice by Occasion

• Country Music Consumers are most likely to select a casual dining restaurant when dining out for “special” occasions ; the exception being before/after a live event such as a concert where time and schedules may dictate a simpler choice.

• When it comes to “romantic” occasions, their likeliness to select a fine dining restaurant more than doubles compared to other “occasion” dining choices.

Casual Dining Often Rises to the “Occasion”

14%3%

12% 21%

53%

61%

56%

82%74%

44%24%

41%

5% 4% 3%

Business Date/Romantic Time w/ Family Time w/ Friends Pre/Post live event

Fast Food/Fast Casual Casual Dining Fine Dining

Delivers a Large Mobile Phone Audience

Strong Preference For Leading Brands

Take Aways…..

• Country Music Consumers comprise a significant and sizeable audience

overall as well as among key demo segments. In fact, they can be found in

nearly every demographic segment.

• Wide-spread, literally. Not limited to specific region/geography.

• Country Music Consumers behaviors and make-up are unique only in their • Country Music Consumers behaviors and make-up are unique only in their

level of exceeding the average. Their attractive qualities surpass many norms

and baselines.