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2014 CMA Connect With Country (Research Deck)
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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
www.cmaworld.comOne Music Circle South
Nashville, TN 37203