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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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.”

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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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MetroMix – LOCAL ADCMA Awards Ticket Promo; October 22nd , 2009 Issue

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Field & Stream Magazine – NATIONAL ADNovember 2009 Issue

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Outdoor Life Magazine– NATIONAL ADNovember 2009 Issue

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People Country Magazine - NATIONAL AD (Spread)November 2009 Issue

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American Profile – NATIONAL ADNovember 1st, 2009 Issue

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Country Weekly – NATIONAL ADNovember 2nd, 2009 Issue; November 9th, 2009 Issue

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USA Weekend – NATIONAL ADNovember 8th, 2009 Issue

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Parade – National ADNovember 8th, 2009 Issue

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People Magazine – NATIONAL ADNovember 9th, 2009 Issue

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TV Guide – NATIONAL ADNovember 9th, 2009 Issue

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Us Weekly – NATIONAL ADNovember 9th, 2009

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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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“The 43rd Annual CMA Awards”Program Book Ad

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CMAawards.comHome Page

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Partner Logo and/or

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CMAawards.comChevy’s Everyday Hero Promotion

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CMA Exclusive – NewsSeptember 15th, 2009 Issue

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CMA Exclusive – NewsSeptember 23rd, 2009 Issue

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CMA Exclusive – NewsOctober 15th,2009 Issue

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Twitter

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Facebook

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MySpace

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Partner Logo and/or

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BNA Baggage ClaimOctober 5th – November 23rd, 2009

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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!