CMA Awards 2010 Recap

Live from Nashville, TN

November 10th, 2010

“The “44th Annual CMA Awards” Overview

America’s music took center stage on

America’s network when “The 44th Annual CMA Awards”

aired on the ABC Television Network, Wednesday,

November 10th. Brad Paisley and Carrie Underwood,

returned for a third year to co-host the gala event LIVE

from the Bridgestone Arena in Nashville, TN. There

were 20 live performances and 12 major awards handed

out during the evening.

The “44th Annual CMA Awards” re-wrote history as

“Country Music’s Biggest Night” came in as TV’s #1

entertainment show for the entire week! ABC

towered over Wednesday’s competition, beating its

nearest competitors by 5.7 million viewers and by

74% in adults 18-49. In viewers and young adults,

ABC marked its top Wednesday in a year,

while posting its highest adult 18-49 number of any

night this season! That’s the power of Country!

CMA Events“CMA Week Events

CMA Songwriters Series

The talents of award-winning Nashville

songwriters Brett James, Rivers Rutherford,

Josh Kear, and RCA recording artist, Chris

Young, 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 some insight into the stories behind them.

CMA Marketing Summit

VIP’s from Corporate America’s most sought

after brands were treated to a two-day

immersion into the Country format. Through

panels, presentations, behind the scenes

tours, and much more, brand executives

learned more about America’s music and

how their brands can target the loyal Country

Music fan base.

CMA Awards Black Carpet presented by

The Black Carpet presented by Jack Daniel’s at the CMA Awards was another star-studded event! Country

Music artists and celebrities were greeted upon arrival by Marine escorts before they made their way through

the media frenzy. Jack Daniel’s owned the space by placing gold “Gentleman Jack” statues at both

the entrance and exit, debuting the 14’ Jack Daniel’s Gibson autographed guitar, and including theirlogo on bike racks and segments of the Black Carpet.

DR Pavilion on the CMA Awards Black Carpet

Country Music and TV star Billy Ray Cyrus and the

CMA joined forces with DRIVE4COPD to raise

awareness among Country Music fans and artists by

hosting the “DRIVE4COPD Pavilion” at “The 44th

Annual CMA Awards”. Cyrus was on hand to greet

artists and celebrities and ask them to lend their

support by autographing the colorful DRIVE4COPD

pinwheel icon.

The DRIVE4COPD Pavilion sat adjacent to the CMA

Awards Black Carpet presented by Jack Daniel’s and

gave those lucky fans sitting in the Fan Bleachers a

front row seat to the excitement.

Fan Bleachers at the CMA Awards Black Carpet

Lucky Country Music fans were given a chance to view their favorite Country artists and celebrities at the

CMA Awards. PEOPLE Country sponsored the Fan Bleachers and treated guests to gift bags stuffed with

PEOPLE Country merchandise and the latest magazine issue.

As part of their 2010 CMA partnership, Chevrolet teamed

up with NASCAR and Country Music to salute the military with the “Chevrolet Salutes America’s Heroes”promotion. In September during the The Emory

Healthcare 500, over 40 NASCAR drivers autographed a

2011 Chevy Camaro 2SS. The car made its Black

Carpet debut in Nashville in conjunction with the CMA

Awards, where Country artists and celebrity guests

autographed the car. Over 100 total signatures were

collected on the hood, which will be donated to the

Wound Warriors Project.

Integration

November 10th

Fans woke up early and then celebrated

into the night with three-time CMA

Awards nominee Dierks Bentley when he performed on “Good Morning America”Wednesday, November 10th on the ABC

Television Network.

ABC’s Sam Champion broadcast live from

Nashville as CMA Awards co-host and

2010 CMA Entertainer of the Year Brad

Paisley and NASCAR superstar Jeff

Gordon presented First Sergeant Mathew Baker, the winner of the “Chevrolet

Salutes America’s Heroes” contest, a

brand new 2011 Chevrolet Cruze.

“Country Music’s Biggest Night”

“The 44th Annual CMA Awards” was certainly

a night to remember as dreams came true

and history was made. Top CMA Awards

nominee Miranda Lambert walked away with

three trophies including Female Vocalist,

Album of the Year, and Music Video of the

Year. Co-host Brad Paisley took home his

first win in the category Entertainer of the

year, while the Zac Brown Band took home

their first CMA Award of their career for New

Artist of the Year. Lady Antebellum won their

second consecutive Single of the Year

Award, Sugarland won Duo of the Year, and

Blake Shelton picked up CMA Awards for

Male Vocalist and Musical Event of the Year.

Celebrity presenters for the evening included:

Luke Bryan, Jerrod Niemann, Chris Young,

Ty Pennington, Joanna Garcia, Jeff Gordon,

Easton Corbin, Little Big Town, Martina

McBride, Sara Evans, Tim McGraw, Kellie

Pickler, LeAnn Rimes and Darius Rucker.

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

formats’ brightest stars. This year fans

were treated to memorable performances

by: The Band Perry, Dierks Bentley, Kenny

Chesney, Sheryl Crow, Miranda Lambert,

Reba McEntire, Brad Paisley, Gwyneth

Paltrow featuring Vince Gill, Rascal Flatts,

Kid Rock, Blake Shelton, George Strait,

Sugarland, Taylor Swift, Carrie Underwood,

Keith Urban, and Zac Brown Band featuring

Alan Jackson.

CMA Awards Post-Party co-sponsored by

After kicking off “The 44th Annual CMA

Awards,” Jack Daniel’s finished off the

night by co-presenting the CMA Awards

Post Party. Always the place to be after

the annual Awards, this years after party

featured live music, dancing, intimate

lounge areas where party-goers could

take a break from the dance floor, a VIP

room, and signature Jack Daniel’s

beverages.

CMA Awards Post-Party Silent Auction

Brand new to the CMA Post Party in 2010 was a silent auction, where attendees bid on many one-of-a-kind

items. These items included: a Jack Daniel’s Gibson guitar sculpture autographed by stars participating in

the CMA Awards Show; autographed portions of the Black Carpet; tickets to Broadway musicals;

autographed memorabilia from some of Country Music’s biggest stars; a VIP day with Chevy Racing at the

2011 Brickyard 400, and much more. The auction raised over $48,000, which was donated to Keep the Music

Playing, CMA’s music education campaign.

Radio Remotes

CMA’s official radio partner, Premiere Radio

Networks, brought 50 of Country radio’s top-rated

stations to Nashville for three days of remote

broadcasts from the Hilton Hotel. These radio

markets included: Albuquerque, Atlanta, Baltimore,

Birmingham, Buffalo, Charlotte, Denver, Grand

Rapids, Greenville, Harrisburg, Indianapolis,

Jacksonville, Los Angeles, Las Vegas, Lexington,

Louisville, Miami, and Milwaukee. Seventy-two

artists and celebrities participated in the remotes

reaching 27.7 million listeners.

CMA Awards Digital Recap

Total Audience (Social, Mobile, Email) is now almost 600,000 fans strong!

The CMA online and mobile audience saw tremendous growth in the two weeks leading up to the CMA Awards:

Approximately 66,000 entries in the CMA Awards text-to-win an autographed guitar contest

Mobile text subscribers up 72% to more than 140,000

Social network fans, friends and followers up 126% to more than 315,000

CMA email database up 12% to more than 120,000

The cumulative CMA online and mobile audience is ranked #2 among all awards shows for biggest social

network audience, topping the Grammys and the Oscars!

PRINT MEDIA

Partial list of stories and mentions featured in print publications:

MAGAZINES

Parade

US Weekly

Entertainment Weekly

USA Weekend

OK Magazine

Star

NEWSPAPERS

USA Today

New York Times

Los Angeles Times

Chicago Tribune

Toronto Star

Newsday

Star Tribune

Dallas Morning News

Boston Globe

Atlanta Journal-Constitution

Orlando Sentinel

The Miami Herald

The Tennessean

TV/ONLINE MEDIA COVERAGE

More than 300 journalists from more than 120 media outlets were credentialed for the

2010 CMA Awards. Below is a partial list of broadcast and online media outlets:

People.com

Yahoo!

AOL

People.com

TVGuide.com

MTV.com

E! Online

MSN Entertainment Access

Hollywood – Online

Houston Chronicle – Online

Entertainment Tonight

Access Hollywood

ESPN

The Ellen DeGeneres Show

Inside Edition

TV Guide Network

CNN

Fox News

ONLINE TV

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 1,100 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,

Chicago, Philadelphia, Boston, Atlanta, Washington DC, Houston, Detroit, Phoenix, Seattle, Tampa,

Denver and more. Through Premiere’s dedication, an audience of 27.7 million listeners was reached!

• Building on successful digital activities including tune-in engagement campaigns on Facebook,

Ticketmaster, Pandora, YouTube, Yahoo, MySpace, AOL, VEVO and more, online promotions included

the fourth installment of “My CMA Awards Picks,” allowing fans to choose and share socially their choices

for CMA Awards wins; Ustream live streaming on CMA Awards Black Carpet arrivals, Pre-Telecast Awards

Ceremony and Backstage Press Room feeds, with average interaction time over 33 minutes; in-show

mobile text-in sweepstakes integration, resulting in 94,000 unique entries and accounting for 72% growth

in CMA mobile subscriptions; and more.

• Once again in 2010, local ticket sales promotions helped the CMA Awards sell out for the second

consecutive year, with public sales increasing nearly 16% year to year. Ticket sales promotions ran across

an assortment of regional media partners including local TV (WKRN-TV), radio (regional Country formats,

plus AC), print (Tennessean, MetroMix, Nashville Lifestyles, Nashville Scene), and online media partners

(NowPlayingNashville, CountryHound, artist sites, etc.). The Tennessean partnered to give away 100

tickets to the PEOPLE Country Fan Bleacher Section for the Black Carpet.

Promotion & Publicity Index

Country Weekly – NATIONAL AD

November 8th, 2010 IssueSeptember 6th , 2010 Issue

American Profile Magazine – NATIONAL ADOctober 31st, 2010 Issue

Entertainment Weekly – NATIONAL ADNovember 5th, 2010 Issue

Parade Magazine – NATIONAL ADNovember 7th, 2010 Issue

OK! Magazine – NATIONAL ADNovember 8th, 2010 Issue

TV Guide Magazine – NATIONAL ADNovember 8th, 2010 Issue

Life & Style Magazine – NATIONAL ADNovember 8th, 2010 Issue

In Touch Magazine – NATIONAL ADNovember 8th, 2010 Issue

PEOPLE Magazine – NATIONAL ADNovember 8th, 2010 Issue

US Weekly Magazine – NATIONAL ADNovember 8th, 2010 Issue

STAR Magazine – NATIONAL ADNovember 8th, 2010 Issue

National Enquirer – NATIONAL ADNovember 8th, 2010 Issue

Soap Opera Weekly – NATIONAL ADNovember 9th, 2010 Issue

Soap Opera Digest – NATIONAL ADNovember 9th, 2010 Issue

Chevy LogoThe Scene – LOCAL AD

October 7th , 2010 Issue

The Tennessean – LOCAL ADOctober 17th & 22nd , 2010 Issue

Metromix - LOCAL ADOctober 21st, 2010 Issue

Nashville Lifestyles Magazine - LOCAL ADOctober 2010 Issue

CMA Close UpDecember/January Issue

“The 44th Annual CMA Awards”Program Book Ad

“The 44th Annual CMA Awards”Program Book Thank You Ad

CMAawards.com Banner Inclusion

November 2010

Home PageExtras News & Features

Partners Tickets

CMAawards.com “Chevrolet Salutes America’s Heroes” Promotion

September-October 2010

Home Page Extras News & Features

Partners Tickets

Facebook – Logo InclusionSeptember – November, 2010

Facebook“Chevrolet Salutes America’s Heroes” Promotion

September 15th

September 23rd

September 30th

October 13th

October 29th

MySpace – Logo InclusionSeptember – November, 2010

Twitter – Logo InclusionSeptember – November, 2010

Twitter“Chevrolet Salutes America’s Heroes” Promotion

September 15th

September 23rd

September 30th

October 22nd

October 29th

October 13th

YouTube – Logo InclusionSeptember – November, 2010

CMA Exclusive - INCLUSION

August 19th August 30th


September 1st

September 30th


October 21st

October 29th


November 7thNovember 10th


November 18th

November 29th

CMA Exclusive - DEDICATED

September 30thNovember 18th

Vehicle Placement – Hilton PlazaNovember 8th -10th

PEOPLE Country 2,100,000 Total Audience

CMA Music Fest TV Special Ad – September Issue

Field & Stream Magazine 9,115,000 Total Audience


CMA Awards Ad - November Issue

Outdoor Life Magazine 5,641,000 Total Audience


CMA Awards Ad - November Issue

Country Weekly 800,000 Total Audience

CMA Music Fest TV Special Ad – 9/6

CMA Awards Ad – 11/8

American Profile Magazine 26,000,000 Total Audience


Entertainment Weekly 10,877,000 Total Audience


Parade Magazine 71,863,000 Total Audience


OK! Magazine 7,357,000 Total Audience


ROI - PartnerNational Print Ads

TV Guide 14,758,000 Total Audience


Life & Style Magazine 5,456,000 Total Audience


In Touch Magazine 8,343,000 Total Audience


PEOPLE Magazine 45,654,000 Total Audience


US Weekly Magazine 13,990,000 Total Audience


STAR Magazine 9,936,000 Total Audience


National Enquirer Magazine 9,054,000 Total Audience


Soap Opera Weekly 3,262,000 Total Audience


Soap Opera Digest 4,322,000 Total Audience


ROI - Partner

National Print Ads Continued

ROI - Partner

CMA Close Up Magazine 7,850 Circulation

December/January Issue

CMA Awards Program Book 15,500 Circulation

Printed Pieces

The Scene 291,000 Total Audience


The Tennessean 671,000 Total Audience


Metromix 145,300 Total Audience


The Tennessean 395,500 Total Audience

CMA Awards Ad –10/22

Nashville Lifestyles Magazine 33,000 Total Audience

CMA Awards Ad – November Issue

Local Print Ads

ROI - Partner

Online

CMAAwards.com

September - November + 1 Million Visitors

Social Networks

Twitter 39,248 Impressions

Facebook 277,954 Impressions

MySpace 17,006 Impressions

YouTube 69,151 Impressions

E-News

8/19 26,967 Views 10/21 22,056 Views

8/30 25,074 Views 10/29 20,907 Views

9/1 22,300 Views 11/4 22,336 Views

9/30 108,372 Views 11/10 20,848 Views

Media

Press Releases

(29) 1,500,000 views per release 43,500,000 Impressions

Thanks for participating in

“Country Music’s Biggest Night!”

We look forward to working with you in 2011!

CMA Awards 2010 Recap

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