ACMs play to a loyal country audience to shore up ratings

(AP) — As the television industry deals with overall declines in total viewership, organizers behind the Academy of Country Music Awards are focused on keeping the core country music audience coming back each year to watch the genre's biggest stars party in Las Vegas.

The ACM Awards, airing live Sunday on CBS (8 p.m. Eastern), are relying on two likable co-hosts, tried and true stars of the format, cross-genre collaborations, a party vibe and new music to keep fans tuned in.

"The audience that CBS draws to it on a weekly basis is right dead smack in the wheel of country music," said Jack Sussman, the network's executive vice president of special, music and live events.

After decades of hosting the show in Los Angeles, the ACM Awards moved to Las Vegas in 2003 and several days of concerts, pool parties and songwriter showcases lead up to the televised show, which gives it a loose, fun atmosphere that artists enjoy, said R.A. Clark, an executive producer at dick clark productions.

Power couple Faith Hill and Tim McGraw will debut "Speak to a Girl" from their forthcoming duets album; Maren Morris and Thomas Rhett will debut "Craving You," a duet from two of the genre's hottest young stars; Reba McEntire will sing a song from her new gospel album with popular Christian singer Lauren Daigle; and Cole Swindell will perform with Bentley on their song "Flatliner."