Insider Research 1

Family Entertainment Habits of Country Music Consumers

May 2013

Insider Research 2

• CMA conducted proprietary research to identify paid family entertainment habits among Country Music

Consumers. Research objectives included:

• Determine frequency of family entertainment activities and general engagement trends year-over-year

• Identify top family entertainment activities Country Music Consumers participate in as a family.

• Assess visit history and opportunity with major US amusement and water parks.

• Define key attitude and lifestyle segments among Country Music consumers relative to family entertainment.

• Identify family entertainment plans for Summer 2013

• Methodology - The study was conducted in April/May 2013 via an online survey targeting a random sample from

the CMA Insiders Consumer Panel. Results are based on response of 286 participants age 18+ providing a margin of error of ±5.8% at the 95% confidence interval.

• To qualify for the study, respondents must have met the following screening criteria:

• Over the age of 18;

• Have at least one child under the age of 18 living in their household; and

• Have participated in paid family entertainment activities in the past 12 months.

• Terms relevant for this report and study include the following types of paid family entertainment activities:

• Single-day activities defined as those done in a single day with no overnight stay involved or needed.

• Multi-day activities defined as those done over multiple, consecutive days and including at least one overnight stay.

Study Methodology

Insider Research 3

• The CMA Insiders Consumer Panel is a group of more than 13,000 Country Music Consumers, which provides

opportunities to better understand the Country Music Consumer spending and media habits via consumer

research. The make-up of the CMA Insiders panel includes adults from all demographic groups. Membership is

not excluded for any key demographic adult group. The results of this panel research are not projectable to the

U.S. Population due to demographic make-up variances between the panel population and the general

population.

• Publication or media use of any material or data presented in this report requires prior approval and permission

from the Country Music Association.

CMA Insiders Consumer Panel

Insider Research 4

• 86% of Country Music households with children participated in paid family entertainment activities in the past 12 months.

• Over 70% plan single-day activities at least monthly and 69% take more than one multi-day family vacations per year.

• Three in five families spend $100 or more per month on single-day family entertainment activities.

• Top single-day family activities include going to the movies, attending a concert or music festival, and visiting family entertainment centers.

• In additional to being a popular activity, live concerts and music festival receive the top grade, A+, for providing overall family enjoyment among entertainment options.

• Families with children ages 8-12 are more likely to visit family entertainment centers, particularly for bowling.

• For Sumer 2013, one in four households are planning to spend more time participating in family entertainment activities versus the Summer of 2012.

• Disney World, Six Flags were most visited parks during the past 12 months.

• The majority of multi-day activities were amusement park trips and <250 miles from home, making them drivable for most families. Over half were planned and taken with a month or less of planning.

• While some 64% of multi-day activities occurred in the summer months, single parents were more likely to engage during fall/winter months.

• There is significant interest in top amusement parks among Country Music Households. For many of these parks, interest is significant among potential first time visitors providing an opportunity to target new business for amusement

and entertainment providers.

Key Findings

Insider Research 5

Family Entertainment Habits

General Findings

Insider Research 6

86% of Country Music Households with Children Engage in

Paid Family Entertainment Activities

Base: Adults 18+ with children, n=386

• 9 out of 10 participate in both single-day and multi-day activities as a family.

• Over 70% participate monthly or more often with Families of Children 13-17 more likely to

participate on a weekly basis.

Insider Research 7

Sixty-one percent Spend $100 or more on

Family Entertainment Activities Each Month

Base: Adults 18+ with children who participate in family entertainment activities, n=286

73% of Country Music families with a household income over $75K spend $100 or more per month on single-day family

entertainment activities

Income

<$75K

Income

$75K+

Spend $100 or

more per

month

51% 72%

Less than $100

39%

About $100

27%

More than $100

34%

61%

Monthly Family Single Day Entertainment Spending

Insider Research 8

Beyond Those Seeking Quality Family Time, Country Music Households Deliver a Key Group of Adventure Seekers

Base: Adults 18+ with children who participate in family entertainment activities, n=286

• Participate in family activities a

bit less frequently, but spend

more per month on the

activities.

• More likely to be a “single child

>13 yrs of age” household.

• Participate in family activities

on a more frequent basis,

especially multi-day trips.

• More likely to have multiple,

younger children.

73% Spending quality time as a family

27% Seeking

extraordinary adventures

Primary Goal When Planning Family Entertainment Activities

Insider Research 9

Single-Day Family Entertainment

Detailed Findings

Insider Research 10

Movie-going and Attending Live Concerts

Top List of Family Entertainment Activities

Base: Adults 18+ with children who participate in family entertainment activities, n=286

Single Day Activities Done in Past 12 Months

83% Saw a movie at the theater

68% Attended a live concert/music festival

66% Visited a family entertainment center

51% Visited amusement park

49% Visited a zoo

38% Visited a local or national museum

36% Visited a water park

33% Went camping

Age ≤7 Higher Rate

of Zoo and Museum visits

Ages 8-12 Higher rate

of Water Park and Family Fun

Center visits

Ages 13-17 Higher rate

of Movies, Camping and

Concerts

Insider Research 11

Bowling Alleys Strike Big!

Base: Adults 18+ with children 8-12 who visited a family entertainment center, n=86

All

families

Kids

≤ 7 yrs

Kids

8-12 yrs

Kids 13-17 yrs

Visited a family

entertainment center

66% 63% 72% 66%

Top family entertainment center types

Bowling alley 77% 72% 84% 78%

Miniature golf 56% 54% 58% 61%

Skating rink 35% 35% 43% 30%

Go-carts 32% 24% 37% 37%

Laser tag 30% 31% 37% 31%

• 66% of Country Music Households visited a Family Entertainment Center in the past 12 months;

Households with Children ages 8-12 yrs indicated a higher ratio (72%) of visiting these centers.

• Bowling Alleys are the most reported activity type, followed by miniature golf.

Insider Research 12

Live Concerts/Music Festivals Earn Top Grade

On Family Enjoyment

Base: Adults 18+ with children who participated in each activities, n sizes vary

Attended a live concert/music festival A+

Visited a zoo A

Going Camping A-

Saw a movie at the theater B+

Visited a family entertainment center B Visiting a Museum B-

Activity grade for “family enjoyment”

• Country Music Households give Live Concerts and Music Festivals their highest rating as the family

entertainment activity that provides overall family enjoyment compared to other common family

entertainment activities.

Insider Research 13

Summer’s Coming and Country Music Households Plan to Stay Active with Family Entertainment

Base: Adults 18+ with children who participate in family entertainment activities, n=286

See a movie at the theater 72%

Visit an amusement/water park 63%

Attend a live concert/music festival 58%

Attend an outdoor event/festival 52%

Visit a zoo 49%

Visit a family entertainment center 46%

Camping 38%

Visit a museum (local or national) 24%

Activities Planned for Summer 2013

• During the three-month summer season, Country Music Households plan to remain active with family

entertainment. In fact, one in four families indicate they are likely to spend more time participating in

family entertainment this summer versus last summer.

• Not surprising, the number of families planning to visit amusement parks spikes above the yearly average

as summer vacations play out.

Insider Research 14

Multi-Day Family Entertainment

Detailed Findings

Insider Research 15

Disney World, Six Flags Most Visited By Country Music

Households in Past 12 Months

Base: Adults 18+ with children who visited an amusement or water park in the past 12 months, n=103 (water park) - 147 (amusement park)

29% 27%

17% 16% 16%9% 9% 8% 7% 5% 4%

Walt Disney

World

(amusement

park) (FL)

Six Flags (multi) Walt Disney

World (water

park) (FL)

Sea World (multi) Universal

Studios (CA/FL)

Hershey Park Adventure Island Disneyland (CA) Disney's

California

Adventure

Busch Gardens

(FL/VA)

Wet N Wild

In general, amusement parks have higher visitation than water theme parks when engaging in multi-day family entertainment plans.

Top Parks Visited By Country Music Households in Past 12 Months

Insider Research 16

Majority travel <250 miles for Multi-Day Activities and

with less than one month of planning

Timing Is Everything

64% Visited during

Spring/Summer

Single Parents more likely to

visit during Fall/Winter

Ready, Set, Go!

1 in 4 hit the road

with less than a week of planning

Are We There Yet?

63% Travelled <250

miles and mostly by car

24% Travelled >500 miles – half of

those by plane

54% Planned less

than a month in

advance

Destination:

Online

69% Used the Internet

to research and

plan their visit

41% Start planning at

park destination

website

Common Elements of Multi-Day Entertainment Planning

Insider Research 17

Amusement Park Consideration Among Country Music

Households offers opportunities for first time and repeat visitors

* have visited at least once , no timeframe

Park Would Consider Past Visitor* Not Yet Visited

Disney World (FL) 76% 65% 35%

Universal Studios 63% 52% 47%

Sea World 63% 66% 34%

Six Flags 62% 26% 74%

Disneyland (CA) 49% 48% 52%

Busch Gardens (FL/VA) 48% 46% 54%

Hershey Park 44% 32% 68%

Disney Adventure (CA) 43% 44% 66%

Adventure Island (FL) 35% 28% 72%

Insider Research 18

Respondent Profile

GENDER

Female 60%

Male 40%

AGE

18-24 5%

25-34 18%

35-44 43%

45-54 29%

55+ 6%

HOUSEHOLD MAKE-UP

2 people 8%

3 people 23%

4 people 37%

5+ people 32%

Households w/ children under 7 years 46%

Households w/ children 8 - 12 years 42%

Households w/ children 13 to 17 years 55%

EDUCATION

High school or less 12%

Completed some college 31%

College/Post graduate degree 57%

HOUSEHOLD INCOME

Less than $35,000 11%

$35,000 - $49,999 13%

$50,000 - $74,999 24%

$75,000 - $99,999 16%

$100,000 or more 22%

Prefer not to answer 14%

MARITAL STATUS

Married 71%

Single/never married 14%

Divorced 11%

Other 4%

Base: Adults 18+ with children who participate in family entertainment activities, n=286