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All the information you need about Country Music and its fans, from demographics to event information to online and mobile opportunities and more.
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2009 Partner Recap
America’s music took center stage on
America’s network when
“The 43rd Annual CMA Awards” aired
on the ABC Television Network, Wednesday,
November 11th. Past Male and Female
Vocalists of the Year, Brad Paisley and
Carrie Underwood, returned for a second
year to co-host the gala event LIVE from the
Sommet Center in Nashville, TN. There were
20 live performances and 12 major awards
handed out during the evening.
“The 43rd Annual CMA Awards” re-wrote
history as ABC attracted its biggest
Wednesday audience with non-sports
programming in over 4 years! Year to
year, the CMA Awards gained 1.3 million
viewers and grew 6% in Adults 18-49. It
was the most-watched CMA Awards telecast
in 4 years, while the annual awards show
marked its highest Adult 18-34 number in 5
years and top Women 18-34 number in 6 years.
ABC ranked No. 1 in all 6 half-hours of the
night in both total viewers and Adults 18-49.
CMA Awards Overview
CMA Songwriters Series
The talents of award-winning Nashville
songwriters Bob DiPiero, Brett James,
Victoria Shaw, Rivers Rutherford and
Universal South recording artist Randy
Houser were showcased during the CMA
Songwriters Series held at local Nashville
hotspot, Limelight. The crowd enjoyed
hearing some of their favorite songs, as well
as insight into the stories behind them.
DiPiero, whose hits include, “Blue Clear Sky”
recorded by George Strait and “Take Me As
I Am” recorded by Faith Hill, served as host for
the event.
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iPie
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CMA Pre-Tel Reception
The annual CMA Corporate Pre-Tel
reception was held at the Palm
Restaurant. VIP guests were treated to
hors d'oeuvres and cocktails before
arriving at the Sommet Center to
take their seats for “The 43rd Annual
CMA Awards.”
Ra
nd
y
Ho
use
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CMA Events
The Red Carpet at the CMA
Awards was another star-studded
event! Country Music fans were
given a chance to catch the Red
Carpet arrivals up close from the
Red Carpet Viewing Section,
adjacent to the entrance of the
Red Carpet. Lucky fans won seats
via radio and print promotions,
and received the first look at the
stars as they arrived for
“Country Music’s Biggest Night.”
Tim McGraw
Faith Hill
Robin
Roberts
Carrie
Underwood
Keith Urban
Nicole
Kidman
The CMA Awards Red Carpet
On Tuesday, November 10th hundreds of
fans braved the early morning hours and
cold weather to be a part of the
“Good Morning America” audience live in
Nashville at the Sommet Center Plaza.
“Good Morning America” ABC News
correspondent Bill Weir broadcast live,
while hosts for “The 43rd Annual CMA
Awards” Brad Paisley and Carrie
Underwood performed for the
crowd. After the broadcast, the
winner of the 2009 Chevy Salutes
America’s Heroes Promotion, Master
Sergeant Bubba Beason of the U.S.
Air Force, was awarded a 2010 Chevy
Equinox.
Carrie
Underwood
Master
Sergeant
Bubba
Beason of
the U.S. Air
Force was
awarded a
2010 Chevy
Equinox.
Good Morning America on ABC
And the CMA Award Goes to…
“The 43rd Annual CMA Awards” was
certainly a night to remember as dreams
came true and history was made. Country
sensation Taylor Swift added four CMA
Awards to her collection, winning
Entertainer, Female Vocalist, Album and
Music Video of the Year. By winning
Entertainer of the Year, 19-year-old Swift
is the youngest performer to ever win the
honor and the first solo female to win
since Shania Twain in 1999. Co-host Brad
Paisley picked up his third consecutive
Male Vocalist Award and fourth
Musical Event of the Year for “Start A
Band” with Keith Urban.
Lady Antebellum picked up two
Awards, Vocal Group
and Single of the Year for “I Run
To You.” Sugarland picked up
their third consecutive Vocal
Duo of the Year Award. Darius
Rucker won the coveted
New Artist of the Year and
Jamey Johnson picked up his
second CMA Award, taking home
the trophy for Song of the
Year Award for “In Color.”
Live Performances
Tim McGraw
The “43rd Annual CMA Awards” certainly did not hold back when it came to live performances! Country
superstar Taylor Swift kicked off the night with a performance of “Forever and Always” and
followed up later in the evening with an acoustic version of her smash single “Fifteen.”
Miranda Lambert, Reba McEntire and Carrie Underwood rocked the house each performing
their latest singles. Fans also enjoyed many exciting collaborations including rock band Daughtry joined
by Vince Gill; Kenny Chesney performed a duet with Dave Matthews; Jamey Johnson teamed up with Kid Rock;
and Country Music Hall of Fame 2009 inductee Barbara Mandrell was feted by Martina McBride and George
Strait, who dueted on Mandrell’s signature hit “I Was Country When Country Wasn’t Cool.”
Other noteworthy performances included Jason Aldean, Billy Currington, Keith Urban and Tim McGraw.
Zac Brown Band did a rousing rendition of Charlie Daniels Band’s “Devil Went Down to Georgia, ” Lady
Antebellum performed “Need You Now” and Darius Rucker performed his hit “Alright.”
Promotions
CMA Awards promotions continued to build awareness and anticipation for this event, and
had positive impacts on viewership.
• National promotions included efforts with dominant retailers including Wal-mart, Best Buy,
and Amazon. Wal-mart stores featured CMA Awards branding on endcap displays in 1,100
stores nationwide. The Best Buy network carried CMA Awards feature previews in October
and November, as well as post-Awards wrap-up content through December. The network
runs in all 950 Best Buy retail stores. 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 show “After Midnite with Blair
Garner,” as well as 49 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, Atlanta, Houston, Phoenix, Tampa and more. Through
Premiere’s dedication, an audience of 26.8 million listeners was reached!
• Ever active in the online space, CMA developed and hosted a Twitter application on
CMAawards.com whereby fans could log in to discuss the show with fellow viewers; view
and comment on photos; and follow a stream of tweets from “CMA Insiders” including
Country Music artists, journalists, CMA staff members, volunteers, seat fillers and more.
Facebook campaigns supported ticket sales and the third volume of the “My CMA Awards
Picks” application which allowed fans to complete their selections in artist-specific
categories for “The 43rd Annual CMA Awards.”
• Local promotions were conducted in support of the ticket sales campaign for the CMA
Awards. These included ticket giveaways with a wide assortment of media partners
including local TV (WKRN-TV, WTVF-TV, Comcast Spotlight); radio (local and regional
Country stations, plus AC and Top 40); print (Tennessean, Nashville Lifestyles, etc.); online
(NowPlayingNashville, DigitalRodeo, CountryHound, and more.) The Nashville Scene gave
away 80 tickets to the CMA Awards Red Carpet Viewing Section.
Promotion & Publicity Index
Partner Logo
Nashville Lifestyles MagazineOctober 2009 Issue
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The Scene – LOCAL ADCMA Awards Nashville Celebrates Country; October 15th, 2009 Issue
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Partner Logo
MetroMix – LOCAL ADCMA Awards Ticket Promo; October 22nd , 2009 Issue
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Partner Logo
Field & Stream Magazine – NATIONAL ADNovember 2009 Issue
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Partner Logo
Outdoor Life Magazine– NATIONAL ADNovember 2009 Issue
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Partner Logo
People Country Magazine - NATIONAL AD (Spread)November 2009 Issue
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Partner Logo
American Profile – NATIONAL ADNovember 1st, 2009 Issue
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Partner Logo
Country Weekly – NATIONAL ADNovember 2nd, 2009 Issue; November 9th, 2009 Issue
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Partner Logo
USA Weekend – NATIONAL ADNovember 8th, 2009 Issue
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Partner Logo
Parade – National ADNovember 8th, 2009 Issue
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Partner Logo
People Magazine – NATIONAL ADNovember 9th, 2009 Issue
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Partner Logo
TV Guide – NATIONAL ADNovember 9th, 2009 Issue
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Partner Logo
Us Weekly – NATIONAL ADNovember 9th, 2009
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Partner Logo
CMA Close UpDecember/January Issue
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Partner Logo and/or
Listing
“The 43rd Annual CMA Awards”Program Book Thank You Ad
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Partner Logo and/or
Listing
“The 43rd Annual CMA Awards”Program Book Ad
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Partner Logo and/or
Listing
CMAawards.comHome Page
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Partner Logo and/or
Listing
CMAawards.comChevy’s Everyday Hero Promotion
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Partner Logo and/or
Listing
CMA Exclusive – NewsSeptember 15th, 2009 Issue
On
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Partner Logo and/or
Listing
CMA Exclusive – NewsSeptember 23rd, 2009 Issue
On
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Partner Logo and/or
Listing
CMA Exclusive – NewsOctober 15th,2009 Issue
On
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Partner Logo and/or
Listing
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Partner Logo and/or
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So
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Partner Logo and/or
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MySpace
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Partner Logo and/or
Listing
BNA Baggage ClaimOctober 5th – November 23rd, 2009
Oth
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Partner Logo and/or
Listing
Nashville Lifestyles Magazine 12,000 Circulation
CMA Awards Ad – October Issue 33,000 Readership
Country Weekly 75,000 Circulation
CMA Awards Ad – 11/2, 11/9
The Scene 53,000 Circulation
CMA Awards 291,000 Readership
Nashville Celebrates Country – 10/15
MetroMix 32,100 Circulation
CMA Awards Ticket Promo – 10/22 145,300 Readership
Field & Stream Magazine 1,500,000 Circulation
November Issue 9,601,000 Readership
Outdoor Life Magazine 800,000 Circulation
November Issue 5,783,000 Readership
People Country Magazine 400,000 Circulation
CMA Awards Ad – November Issue 2,100,000 Readership
ROI – Partner
American Profile Magazine 9,046,861 Circulation
11/1 Issue 32,000,000 Readership
USA Weekend 22,600,000 Circulation
11/8 Issue 48,000,000 Readership
Parade 33,000,000 Circulation
11/8 Issue 74,000,000 Readership
People Magazine 3,450,000 Circulation
CMA Awards Ad – 11/9 45,100,000 Readership
TV Guide 2,900,000 Circulation
11/9 Issue 15,000,000 Readership
Us Weekly 1,900,000 Circulation
11/9 Issue 13,300,000 Readership
CMA Awards Program Book 15,000 Printed Copies
Ad & Listing 150,000 Views
Close-Up Magazine 7,950 Circulation
December/January 19,875 Readership
ROI – Partner
Website
September 67,502 Unique Visitor Sessions
October 105,409 Unique Visitors Sessions
November (Through 11/20) 570,528 Unique Visitors Sessions
E-News
9/15 19,708 Views
9/23 17,215 Views
10/15 23,710 Views
Social Networks
Twitter 20,377 Followers
Facebook (23,398 Fans) 45,690 Page Views
MySpace (3,407 Friends) 28,038 Page Views
YouTube 2,629 Views of Chevy Videos (Sept-Nov)
YouTube 81,000+ Views of CMA Videos (Sept-Nov)
BNA Wall Wrap 326,670 Impressions
Press Releases
(26) 1,500,000 per release 39,000,000 Views
Television
Total of 1,017 spots VALUE: $303,711
Radio
Total of 2,249 spots VALUE: $334,504
ROI – Partner
Thanks for participating in “Country Music’s Biggest Night!”We look forward to working with
you in 2010!