News & Publications
FOR IMMEDIATE RELEASE
December 6, 1996
COUNTRY MUSIC INDUSTRY NOT SINGING THE BLUES
NASHVILLE - Despite stagnate growth within the music industry as a whole, Country Music proves to be healthy.
"Anyone who looks at the industry realistically could not have expected growth to continue at the rate we’ve seen over the past six years," said Ed Benson, CMA executive director. "This is a leveling off period that was anticipated, not a death drop. Country radio is still the number one domestic radio format, corporate America is getting involved with Country more than ever before and the international market is growing tremendously."
In fact, though record sales may be down slightly from 1995, Country Music remains strong since taking off in 1990. The following points are evidence of this:
- The number of Country listeners has grown in metropolitan areas this year. Currently, 26 percent of residents in county size A (the 21 largest metropolitan areas in the U.S. such as Los Angeles, Philadelphia and Boston) listen to Country, up from 21 percent in 1995. (SMRB Fall 1996)
- Country Music sales revenues have more than quadrupled since 1989, according to figures from the RIAA (manufacturers net shipments). Considering that 10-percent increase per year is healthy growth in any industry, Country Music has surpassed such markers by leaps and bounds (as shown in attached graph).
- According to POLLSTAR’s year-to-date estimates for 1996, seven Country artists are in the top 25 tours of the year. Last year, five artists were found in the top 25.
- This year’s Top 10 Country Tours reflect an increase of approximately 16.4 percent over 1995. Business was up by $22.3 million from the $136.1 million in total gross ticket sales generated by last year’s Top 10, according year-to-date estimates from POLLSTAR’s "The Concert Hotwire".
- "The 30th Annual CMA Awards", telecast live October 2 on the CBS Television Network, topped the night in ratings with a 14.9 rating and a 24 share, giving CBS its highest-rated Wednesday night since November 16, 1994. The annual three-hour broadcast won every half-hour among households and key adult demographics to surpass last year’s ranking in households by 14%. In addition, the CMA Awards special was up over last year among women 25-54 (+9%), men 25-54 (+1%), adults 25-54 (+7%), women 18-49 (+9%) and adults 18-49 (+6%).
- Country Music record buyers are more upscale than some might think. 72 percent own their residences,
29 percent have a household income exceeding $60,000. (SMRB Fall 1996)
- Garth Brooks’ combined album sales since 1989 reached 60 million, making him the best-selling solo male artist in American music history, surpassing Elvis and Elton John.
- Shania Twain set a milestone for selling 10 million copies worldwide of THE WOMAN IN ME. It is the biggest selling album by a female Country artist.
- Each week, more than 43 million Americans listen to Country radio stations nationwide, leading the second-largest listenership format (Adult Contemporary) by over 7 million. (SMRB Fall 1996)
- 18-24-year-olds (25%) now listen to Country radio more than any other format. (SMRB Fall 1996)
- Again this year, Country still has more primary format radio stations than any other format. As of October 1996, there are 2,525 primary Country stations, followed by Adult Contemporary with 1,572 and News Talk with 1,526. (M Street)
- The year marked a number of firsts for Country Music with the corporate world, which has been a proponent for Country Music marketers and media buyers since 1989. Corporate America strengthened its ties with Country Music this year, spending millions of dollars in tour sponsorships, radio buys, TV and print ads. CMA successfully launched "Marketing With Country Music", the first conference to bring Madison Avenue to Nashville. During 1996, Country artists have been involved in a wide variety of national ads and corporate promotions including Alan Jackson and Alabama with Fruit of the Loom, Randy Travis with Folgers, Sawyer Brown with 1-800-COLLECT, Reba McEntire with Frito Lay and Brooks & Dunn and Kathy Mattea with Kellogg’s. Other company’s who have taken note of Country artists include Coca Cola, Discover Card, Chevrolet, Martha White Foods, Crown Royal, Wal-Mart and Kraft.
- The first-ever Country-themed "Free Standing Insert" advertising supplement co-sponsored by CMA reached more than 100 million households and has been renewed for 1997.
- The 25th anniversary of the International Country Music Fan Fair was celebrated with another sell out. Fans were treated to stage performances by more than 100 entertainers as well as autograph/photo sessions with over 400 additional artists in the Fan Fair exhibit halls. Garth Brooks set a record signing autographs for 23 hours consecutively.
Country Music’s growth is particularly evident internationally:
- The BBC-2 telecast of the international edit of "The 30th Annual CMA Awards" scored the highest ratings in the show’s five-year U.K. television history and a 46 percent increase over last year. Over 2.5 million people tuned into the program, which aired October 5 and had an average audience of 2.2 million and a 17% share. This compared with the 1995 average of 1.49 million, and the 1994 figure of 0.5 million. In addition, for the first time, BBC-2 presented a live radio broadcast of the CMA Awards.
- "The 30th Annual CMA Awards" also were televised in Canada, Germany, Austria, Switzerland, Denmark, Australia and will be shown in several other countries on CMT.
- The first-ever U.K. retail campaign, coordinated by CMA’s London office, ran from September 23 to October 5 and included nearly 250 shops in the HMV, Virgin-Our Price, Andy’s and Tower retail chains as well as numerous independent stores. After the BBC-2 telecast, several retailers reported increased sales, with LeAnn Rimes and multiple winners George Strait and Brooks & Dunn among the main beneficiaries.
- International television networks are showcasing Country Music more than ever. Artists including Mindy McCready, Emmylou Harris and BR5-49 traveled to Germany to tape a Country special for Germany’s ZDF.
- In Australia, LeAnn Rimes’ album BLUE has achieved double platinum status, while Alan Jackson’s GREATEST HITS has certified gold. Artists including Trisha Yearwood and Dwight Yoakam have completed successful tours there recently.
- In Germany, Warner Music has set a precedent by developing an extensive marketing campaign to promote Faith Hill. Meanwhile, BMG has introduced an innovative campaign with Marlboro Music titled "That’s Country My Friend" to introduce listeners to a variety of Country artists. The campaign includes print and television ads as well as CDs available for sale and special contests.
- Country Music is featured daily or weekly on more than 400 radio stations outside North America, reaching more than 34 million listeners in 29 countries.
- Numerous Country artists have found success touring overseas. The "Rock’n Country Tour" in spring 1996 - featuring Travis Tritt, Confederate Railroad, Charlie Daniels, Victoria Shaw and Highway 101 - sold out in London in just a few weeks. The Mavericks, BR5-49 and Steve Earle, among others, also sold out shows during 1996 European tours.
- In June 1996, John Berry - armed with only an acoustic guitar - became the first Country artist to play the famous Rock Am Ring festival outside Cologne, earning a standing ovation before 60,000 people.