Farm Radio Connects Research Conducted by Millennium Research
Listening With A Purpose Farmers and ranchers are information seekers o Farming is their livelihood and passion o Utilize multiple media platforms Content is focused on production ag Delivers timely news and information Local, regional, national news that impacts daily operation decisions Personal connection to broadcaster and station Knows time of ag programming, and the station call letters
The Audience Is Listening Wave 1 3 Research
Methodology 300 sample size per quarter, total of 1200 survey completes by end of 2015 Wave 1 = Feb/March Wave 2 = May/June Wave 3 = September/October Sample size focused within 75 mile radius of station airing content produced by NAFB member $100,000 plus Gross Farm Income (GFI) operations Nationwide survey, calls per state based on percentage of state GFI operations, 2012 USDA Census Data State $100K+ Farms % of US total Iowa 36,381 9% Minnesota 24,991 6% Illinois 24,811 6% Nebraska 21,467 6% California 20,558 5% Texas 17,489 5% Wisconsin 17,146 4% Kansas 15,765 4% Ohio 15,324 4% Indiana 14,313 4% South Dakota 13,028 3% North Dakota 12,556 3% Missouri 12,415 3% Pennsylvania 11,814 3% Michigan 9,396 2% North Carolina 8,331 2% Arkansas 7,506 2% Oklahoma 7,434 2% Montana 7,341 2% Georgia 7,307 2% New York 7,125 2% Kentucky 6,340 2% Washington 6,102 2% Colorado 5,633 1% Florida 5,224 1% Idaho 5,096 1% Alabama 4,852 1% Mississippi 4,740 1% Oregon 4,646 1% Virginia 4,431 1% Tennessee 4,160 1% Louisiana 3,288 1% Wyoming 2,763 1% Maryland 2,521 1% South Carolina 2,061 1% Utah 1,983 1% New Mexico 1,741 Arizona 1,451 New Jersey 1,123 Vermont 1,109 Delaware 1,021 Nevada 875 West Virginia 862 Maine 778 Massachusetts 758 Hawaii 506 Connecticut 458 New Hampshire 264 Rhode Island 108 Alaska 87
Farm Radio Listenership Wave Comparison Consistently, from season to season, farm radio is a leading source of farm news, information, markets and weather. We sometimes forget how much time farmers spend waiting in their vehicle. Here is a man listening to farm radio while he waits in line at the elevator, Notice the number of trucks behind him, and he s not at the front of the line yet.
Regardless of where they are or what they are doing, farmers tune in for the weather and the markets.
Gross Farm Revenue By Data Collection Wave Number of respondents Gross Farm Revenue 120 112 106 100 90 80 77 80 78 75 60 54 62 50 40 26 27 20 0 15 13 15 12 5 3 $100 $250,000 $250 $500,000 $500 $1M $1M $2M $2M $5M >$5M
Farm Radio Is On 10 9 8 7 6 5 4 2 1 Percent of respondents Do you listen to farm news, weather, markets and ag information on the radio during this time of year? 83% 74% 73% 88% 71% 69% 93% 8 81% 79% 72% 72% 77% 71% 69% 93% 69% 49% 59% 10 86% Overall $100 $250,000 $250 $500,000 $500 $1M $1M $2M $2M $5M >$5M Gross Farm Revenue
Consistent Listening Habits Season To Season Do you listen to farm news, weather, markets and ag information during this time of year? Percent of respondents 10 9 8 7 6 5 4 2 1 83% 84% 83% 74% 75% 74% 73% 68% 75% Overall Under 50 years old 50 years and older Age
Daily Listenership Is Consistent From Season To Season Percent of respondents How many days of the week (Monday Friday) do you listen to farm radio? Five days Four days Three days Two days One day 10 9 8 7 6 5 11% 6% 8% 8% 5% 11% 13% 5% 7% 8% 5% 8% 4 2 61% 53% 57% 1 Wave of data collection
Length Of Farm Radio Listenership Is Consistent From Season To Season On a typical weekday during this time of year, how many minutes do you spend listening to farm radio news, weather, markets and information? Percent of respondents 10 9 <30 minutes 30 to 59 minutes 60 to 119 minutes 120+ minutes 17% 21% 18% 8 7 21% 18% 19% 6 5 24% 24% 27% 4 2 38% 37% 36% 1 Wave of data collection
Farmers Are Active Listeners Wave 2 10 How many days a week (Monday Friday) do you listen to farm radio? Wave 2 Five days Four days Three days Two days One day 9 8 7 6 5 5% 5% 6% 11% 8% 14% 13% 15% 15% 5% 4% 4% 3% 13% 5% 9% 4% 8% 15% 4% 15% 8% 33% 4 2 53% 53% 54% 57% 46% 46% 67% 1 Overall $100 $250,000 $250 $500,000 $500 $1M $1M $2M $2M $5M >$5M
Farmers Are Active Listeners Wave 3 Percent of respondents How many days of the week (Monday Friday) do you listen to farm radio? Five days Four days Three days Two days One day 10 9 8 7 6 5 7% 9% 8% 5% 5% 7% 8% 8% 3% 13% 4% 5% 9% 1 2% 1 8% 4% 5% 7% 17% 8% 13% 4 57% 55% 62% 52% 59% 66% 66% 2 1 Overall $100 $250,000 $250 $500,000 $500 $1M $1M $2M $2M $5M >$5M Gross Farm Revenue
Frequent Listeners, Listen Longer 120 Minutes per day On a typical weekday during this time of year, how many minutes do you spend listening to farm radio news, weather, markets and information? 100 102 80 60 58 65 83 48 85 65 51 59 68 81 40 20 30 32 19 17 27 25 34 0 Overall Listen 1 day per week Listen 2 days per week Listen 3 days per week Number of weekdays per week listen to farm radio Listen 4 days per week Listen 5 days per week
Younger Farmers Listen More Every Day Than Older Farmers Minutes per day 160 140 120 On a typical weekday during this time of year, how many minutes do you spend listening to farm radio news, weather, markets and information? 136 153 113 100 80 60 40 49 65 83 36 44 84 73 72 68 69 58 59 51 54 39 20 0 Overall Younger than 40 40 to 49 50 to 59 60 to 69 70+ Age
Age Does Not Affect The Percentage Of People Listening To Farm Radio Percent of respondents 10 Do you listen to farm news, weather, markets and ag information during this time of year? 9 8 7 6 5 4 2 1 83% 84% 83% 74% 75% 74% 73% 68% 75% Overall Under 50 years old 50 years and older Age
Respondents Listen To Farm Radio In Many Venues Percent of respondents 10 9 8 7 6 Where do you listen to farm news, weather and commodity markets on the radio at this time of year? 7 63% 59% 5 4 2 1 42% 4 4 39% 36% 38% 34% 33% 27% 25% 22% 17% 14% 15% 11% 13% 11% 17% Driving House In the field Trucking Shop Barn Office Listening Venue
In The Fall, Young Farmers Are Significantly More Likely Than Older Farmers To listen In The Shop, And Farm Office 10 Percent of respondents 9 8 7 6 5 4 2 1 Where do you typically listen to farm news, weather and commodity markets on the radio at this time of year? Wave I Under 50 years old Wave I Over 50 years old Wave II Under 50 years old Wave II 50 years and older Wave III Under 50 years old Wave III 50 years and older 74% 67% 65% 65% 56% 58% 44% 45% 41% 36% 34% 36% 46% 42% 44% 38% 35% 37% 38% 26% 27% 25% 27% 27% 23% 23% 2 16% 18% 31% 21% 18% 15% 1 9% 11% 13% 11% 11% 13% 7% Driving In the field Trucking House Shop Barn Office Listening venue
Fall Wave Farm Radio Listenership Radio listening is a family affair, done together or alone, many times in a vehicle, depending upon the circumstances. Only me in my car on the way to work. I listen to a daily ag news program each day on my 40 minute commute to work. If I'm home or farming, I try to catch the program in the kitchen of our house with my wife. No one. My husband is working on the farm during the day when I am in the car. My husband, the brains behind our farming operation.
Farm Broadcasters Deliver Content For How Users Consume Media 10 Percent of respondents Do you listen to your farm broadcaster on a medium besides radio? (streaming, podcasts, web videos, etc.) Not asked 9 8 7 6 5 4 2 1 25% 28% 14% 16% 27% 19% 17% 11% 1 31% 31% 22% Overall $100 $250,000 $250 $500,000 $500 $1M $1M $2M $2M $5M >$5M Gross Farm Revenue
Farm Broadcasters Continue To Connect with Younger Producers Percent of respondents 10 Do you listen to your farm broadcaster on a medium besides radio? (streaming, podcasts, web videos, etc.) Wave 2 Wave 3 9 8 7 6 5 4 2 1 25% 32% 14% 12% 15% 22% Overall Under 50 years old 50 years and older Age
Farm Radio Listening Behavior Farmers and farm partners can do so much while listening to farm radio. In the fall, many are harvesting, some are handling cattle, and some are driving to a cross country meet. Radio goes where they go.
Saturday Listenership is Consistent 10 Percent of respondents During this time of year, do you listen to farm news, weather, markets and ag information on Saturday? 9 8 74% 74% 7 6 5 4 48% 44% 41% 57% 46% 44% 4 39% 52% 5 47% 47% 44% 44% 44% 24% 2 1 Overall $100 $250,000 $250 $500,000 $500 $1M $1M $2M $2M $5M >$5M Gross Farm Revenue
Saturday Listenership Is Strong Percent of respondents 10 During this time of year, do you listen to farm news, weather, markets and ag information on Saturday? 9 8 7 6 5 4 44% 55% 48% 46% 41% 42% 41% 37% 46% 2 1 Overall Under 50 years old 50 years and older Age
Frequent Listeners Listen On Saturday Minutes per day On a typical Saturday during this time of year, how many minutes do you spend listening to farm radio news, weather, markets and information? 90 84 80 70 60 50 40 30 20 72 61 60 47 25 21 40 26 35 25 31 52 77 68 22 72 52 10 0 Overall Listen 1 day/week Listen 2 days/week Listen 3 days/week Listen 4 days/week Listen 5 days/week Number of days per week farm radio is listened to
Farmers and Ranchers Listen to Sports After Farm Broadcasting Airs Wave 3 Percent of respondents At what time of day, on a recent Saturday, did you listen to sports on the radio? Morning Noon Afternoon Evening 10 9 8 7 65% 66% 6 56% 5 4 2 1 15% 13% 28% 11% 11% 22% 15% 13% 28% Overall Under 50 years old 50 years and older Age
Saturday Sports Listening By Waves Percent of respondents During this time of year, do you listen sports on the radio on Saturday? 10 9 8 7 68% 6 5 46% 53% 57% 44% 51% 51% 48% 5 47% 55% 54% 5 4 34% 29% 28% 29% 33% 33% 2 1 15% Overall $100 $250,000 $250 $500,000 $500 $1M $1M $2M $2M $5M >$5M Gross Farm Revenue
Saturday Sports Listenership Is Popular Among Both Young And Older Farmers Percent of respondents During this time of year, do you listen to sports on Saturdays? 10 9 8 7 6 5 57% 53% 46% 46% 46% 52% 4 2 29% 21% 1 Overall Under 50 years old 50 years and older Age
TV Ag Programming Do you watch television for any ag related programming and information during this time of year? 10 Percent of respondents 9 8 7 6 5 54% 61% 61% 71% 64% 63% 64% 56% 49% 51% 52% 52% 62% 56% 69% 59% 79% 66% 4 31% 32% 2 1 Overall $100,000 $250,000 $250 $500,000 $500 $1M $1M $2M $2M $5M >$5M Gross Farm Revenue
Farmers Of All Ages Watch Ag Television Percent of respondents 10 Do you watch television for any ag related programming and information during this time of year? 9 8 7 6 5 4 53% 61% 61% 62% 49% 4 55% 65% 6 2 1 Overall Under 50 years old 50 years and older Age
Radio Band Listenership
More Listeners Listen To Farm Radio On Multiple Bands During this time of year, which radio bands do you listen to farm news, weather, markets and other agricultural information? Multiple Answers Accepted. FM AM Satellite Wave 3 45% 52% 9% Wave 2 43% 49% 15% Wave 1 64% 54% 29% N=301
How Farmers and Ranchers Listen Wave 3 Percent of respondents 10 During this time of year, which radio bands do you listen to farm news, weather, markets and other agricultural information? FM AM Satellite 9 8 7 6 5 4 52% 45% 55% 39% 54% 47% 49% 42% 69% 48% 32% 58% 6 4 2 1 9% 13% 6% 7% 12% 9% 8% Overall $100 $250,000 $250 $500,000 $500 $1M $1M $2M $2M $5M >$5M Gross Farm Revenue
Listening to Multiple Sources is Common Wave 3 Percent of respondents 10 9 8 7 6 5 4 2 1 During this time of year, on which of the following radio bands do you listen to farm news, weather, markets and other agricultural information? 45% 52% FM AM Satellite 53% 59% 43% 5 9% 11% 9% Overall Under 50 years old 50 years and older Age
HOW ARE FARM BROADCASTERS REGARDED BY THEIR FARMER LISTENERS Farm broadcasters are considered very credible, trustworthy and accurate by a vast majority of listeners.
Frequent Listeners Rate Their Broadcaster Higher Than Those Who Listen Less Often 10 9 8 7 6 5 4 3 2 Average rating 8.2 Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides accurate information? 7.8 7.9 7.3 7.1 6.2 8.4 7.4 6.7 8.1 7.7 8.3 7.3 8.4 8.4 8.0 8.2 7.9 1 Overall Listen 1 day per week Listen 2 days per week Listen 3 days per week Days per week farm radio is listened to Listen 4 days per week Listen 5 days per week
Broadcaster Accuracy Is Rated Consistently High Regardless Of Farm Revenue Average rating Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides accurate information? 10.0 9.0 8.0 Winter Spring Fall 8.5 8.2 8.2 8.1 8.2 8.3 7.8 8.0 7.7 7.9 8.1 8.3 7.8 7.9 8.1 7.8 7.9 9.4 9.2 8.7 7.0 6.0 5.0 4.0 4.0 3.0 2.0 1.0 Overall $100 $250,000 $250 $500,000 $500 $1M $1M $2M $2M $5M >$5M Gross Farm Revenue
Frequent Listeners Rate Their Broadcast Higher on Credibility Average rating Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Are credible? 10 9 8 7 8.1 7.8 8.2 7.1 6.8 6.7 8.3 8.4 7.2 7.0 8.7 8.3 8.3 8.5 7.8 8.0 8.1 7.3 6 5 4 3 2 1 Overall Listen 1 day/week Listen 2 days/week Listen 3 days/week Listen 4 days/week Listen 5 days per/week Days per week farm radio is listened to
Farmers Consistently Rate Farm Broadcaster High On Credibility Average rating Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Are credible? 10.0 9.0 8.0 7.0 6.0 5.0 4.0 3.0 2.0 8.6 8.1 8.2 8.3 8.4 8.2 7.9 7.9 7.9 7.9 8.0 8.0 8.1 8.2 7.7 9.2 9.0 8.6 7.9 7.3 7.3 1.0 Overall $100 $250,000 $250 $500,000 $500 $1M $1M $2M $2M $5M >$5M Gross Farm Revenue
More Frequent Listeners Rate Their Broadcaster Higher On Timely Information Average rating Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides timely information? 10 Winter Spring Fall 9 8 7 8 7.6 8.0 6.7 6.7 8.4 8.3 7.4 7.3 7.4 8.3 7.5 8.4 7.5 8.3 7.8 8.4 6 5.9 5 4 3 2 1 Overall Listen 1 day per week Listen 2 days per week Listen 3 days per week Listen 4 days per week Listen 5 days per week Days per week farm radio is listened to
Listeners Rate Their Broadcasters On Providing Timely Information 10.0 9.0 8.0 7.0 6.0 5.0 4.0 3.0 2.0 1.0 Average rating Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides timely information? 8.0 8.0 7.9 7.8 7.8 7.4 8.1 8.3 8.3 8.1 7.6 7.5 7.7 7.6 7.5 8.1 7.8 Overall $100 $250,000 $250 $500,000 $500 $1M $1M $2M $2M $5M >$5M Gross Farm Revenue 9.3 9.2 5.3 8.5
Broadcaster Accuracy Is Rated Consistently High Regardless Of Farm Revenue 10.0 9.0 8.0 7.0 6.0 Average rating Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides accurate information? 8.5 8.2 8.2 8.1 8.2 8.3 7.8 8.0 7.7 7.9 8.1 8.3 7.8 7.9 8.1 7.8 7.9 9.4 9.2 8.7 5.0 4.0 4.0 3.0 2.0 1.0 Overall $100 $250,000 $250 $500,000 $500 $1M $1M $2M $2M $5M >$5M Gross Farm Revenue
Frequent Listeners Rate Their Broadcaster Higher On Accurate Information 10 Average rating Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides accurate information? Winter Spring Fall 9 8 7 6 8.2 7.8 7.9 7.3 7.1 6.2 8.4 7.4 6.7 8.1 7.7 8.3 7.3 8.4 8.0 8.4 7.9 8.2 5 4 3 2 1 Overall Listen 1 day per week Listen 2 days per week Listen 3 days per week Listen 4 days per week Listen 5 days per week Days per week farm radio is listened to
RESPONDENT PROFILE
On Average, Respondents Farm Almost 1,700 Acres 4000 Average Number of Acres How many total acres did you plant or harvest? 3681 3500 3000 2500 2000 1500 1000 2412 16781775 1943 1534 1007 16751973 1564 2750 2673 1645 2109 2066 2975 2741 1782 2481 2219 500 0 Overall $100 $250,000 $250 $500,000 $500 $1M $1M $2M $2M $5M >$5M Gross Farm Revenue
In The Winter And Spring Waves, Much Greater Difference In Acres Based On Age Of Respondent 3500 3000 Average Number of Acres How many total acres did you plant or harvest? 3167 3087 2500 2412 2000 1500 1678 1775 2057 2109 1520 1687 1000 500 0 Overall Under 50 years old 50 years and older Age
Corn Is The Most Frequently Planted Crop By Respondents Percent of respondents Crops planted 8 7 6 65% 71% 69% 54% 61% 59% 5 46% 4 2 1 35% 38% 26% 24% 32% 12% 8% 9% 26% 26% 19% Corn Soybeans Wheat Alfalfa Cotton other crops
Half Of Respondents Have Livestock Or Dairy Operations Percent of respondents Do you have any dairy or livestock in your operation? 10 9 8 82% 79% 7 6 5 4 51% 52% 49% 5 46% 42% 58% 59% 48% 58% 53% 49% 49% 48% 45% 61% 54% 33% 54% 2 1 Overall $100 $250,000 $250 $500,000 $500 $1M $1M $2M $2M $5M >$5M Gross Farm Revenue
Young Farmers More Likely To Have Livestock Or Dairy Percent of respondents Do you have any dairy or livestock in your operation? 10 9 8 7 67% 6 5 51% 49% 52% 43% 54% 53% 46% 52% 4 2 1 Overall Under 50 years old 50 years and older Age
Decision Making Roles Are Similar From Wave to Wave Percent of respondents What is your decision making role? 10 9 8 7 6 5 4 2 1 8% 16% 32% 45% Sole Joint Primary Recommend 11% 1 13% 13% 38% 41% 38% 36% Wave of Data Collection
Thank You. This information is property of the National Association of Farm Broadcasting. Written permission to reproduce and use is required. Please contact the NAFB office, 816.431.4032. NAFB.com 2015 National Association of Farm Broadcasting