Farm Radio Connects Research Conducted by Millennium Research
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
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.
6 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 Gross Farm Revenue Number of respondents 120 112 106 100 90 77 80 80 78 75 62 60 54 50 40 26 27 15 13 12 20 15 5 3 0 $100 -$250, 000 $250 -$500, 000 $500 -$1 M Wave 1 Wave 2 $1 M-$2 M Wave 3 $2 M-$5 M >$5 M
Farm Radio Is On Do you listen to farm news, weather, markets and ag information on the radio during this time of year? 100% 90% 80% Wave 1 Percent of respondents 83% 74%73% 70% Wave 3 100% 93% 88% 71% Wave 2 80% 81% 79% 72%72% 69% 86% 77% 71% 69% 59% 60% 49% 50% 40% 30% 20% 10% 0% Overall $100 -$250, 000 $250 -$500, 000 $500 -$1 M Gross Farm Revenue $1 M-$2 M $2 M-$5 M >$5 M
Consistent Listening Habits Season To Season Percent of respondents Do you listen to farm news, weather, markets and ag information during this time of year? Wave 1 100% 90% Wave 3 84% 83% 80% Wave 2 74% 70% 73% 83% 75% 68% 74% 75% 60% 50% 40% 30% 20% 10% 0% Overall N=301 Under 50 years old Age 50 years and older
Daily Listenership Is Consistent From Season To Season Percent of respondents 100% 90% 80% 70% 60% How many days of the week (Monday-Friday) do you listen to farm radio? Five days 11% 6% 8% 8% Four days Three days Two days 5% 11% 13% 5% 50% One day 7% 8% 5% 8% 40% 30% 61% 53% 57% Wave 2 Wave of data collection Wave 3 20% 10% 0% Wave 1
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 100% 90% <30 minutes 30 to 59 minutes 60 to 119 minutes 120+ minutes 17% 21% 18% 19% 24% 27% 38% 37% 36% 80% 70% 60% 50% 40% 30% 20% 10% 0% Wave 1 Wave 2 Wave of data collection Wave 3
Farmers Are Active Listeners Wave 2 How many days a week (Monday – Friday) do you listen to farm radio? Wave 2 Five days 100% 90% 80% 5% 5% 6% 11% 8% 13% 15% 70% 60% 5% 50% Four days 4% 15% Three days Two days One day 3% 13% 5% 9% 4% 33% 4% 8% 15% 4% 15% 8% 40% 30% 53% 54% 57% Overall $100 -$250, 000 $250 -$500, 000 $500 -$1 M 20% 67% 46% $1 M-$2 M $2 M-$5 M 10% 0% >$5 M
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 100% 90% 80% 70% 60% 7% 8% 5% 8% 9% 5% 7% 8% 3% 13% 9% 4% 5% 10% 2% 10% 8% 4% 5% 7% 17% 8% 13% 59% 66% $2 M-$5 M >$5 M 50% 40% 30% 57% 55% Overall $100 -$250, 000 62% 52% 20% 10% 0% $250 -$500, 000 $500 -$1 M Gross Farm Revenue $1 M-$2 M
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? Wave 1 Wave 2 Wave 3 102 100 85 83 81 80 60 58 48 40 0 32 30 19 17 20 Overall 68 65 65 Listen 1 day per week 27 25 Listen 2 days per week 59 51 34 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 On a typical weekday during this time of year, how many minutes do you spend listening to farm radio news, weather, markets and information? Wave 1 153 160 Wave 2 136 140 113 120 100 84 83 80 60 Wave 3 73 65 49 36 40 68 72 44 69 58 51 59 54 39 20 0 Overall Younger than 40 40 to 49 50 to 59 Age 60 to 69 70+
Age Does Not Affect The Percentage Of People Listening To Farm Radio Percent of respondents Do you listen to farm news, weather, markets and ag information during this time of year? Wave 1 100% 90% 80% Wave 2 Wave 3 83% 84% 83% 74% 70% 73% 75% 68% 74% 75% 60% 50% 40% 30% 20% 10% 0% Overall Under 50 years old Age 50 years and older
Respondents Listen To Farm Radio In Many Venues Percent of respondents Where do you listen to farm news, weather and commodity markets on the radio at this time of year? Wave 1 100% Wave 2 Wave 3 90% 80% 70% 63% 59% 50% 40% 42% 40% 39% 38% 36% 30% 34% 33% 27% 20% 25% 22% 17% 10% 14% 15% 11% 17% 13%11% 0% Driving House In the field Trucking Listening Venue Shop Barn Office
In The Fall, Young Farmers Are Significantly More Likely Than Older Farmers To listen In The Shop, And Farm Office Percent of respondents 100% Where do you typically listen to farm news, weather and commodity markets on the radio at this time of year? 90% 80% 70% 60% 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% 38% 36% 34% 36% 35% 50% 40% 27% 26% 30% 46% 44% 42% 37% 30% 25% 23% 27% 20% 10% 38% 31% 27% 23% 21% 20% 16% 18% 13% 15% 11% 13% 10%9%11% 7% 0% Driving In the field Trucking House Listening venue Shop Barn Office
19 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 Percent of respondents Do you listen to your farm broadcaster on a medium besides radio? (streaming, podcasts, web videos, etc. ) Not asked Wave 1 100% Wave 2 Wave 3 90% 80% 70% 60% 50% 40% 30% 25% 14% 10% 0% 28% 16% 27% 19% 11% 31% 22% 17% 10% 0% Overall $100 -$250, 000 $250 -$500, 000 $500 -$1 M Gross Farm Revenue $1 M-$2 M $2 M-$5 M >$5 M
Farm Broadcasters Continue To Connect with Younger Producers Percent of respondents Do you listen to your farm broadcaster on a medium besides radio? (streaming, podcasts, web videos, etc. ) Wave 2 100% Wave 3 90% 80% 70% 60% 50% 40% 25% 30% 20% 32% 14% 22% 15% 10% 0% Overall Under 50 years old Age 50 years and older
22 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 Percent of respondents During this time of year, do you listen to farm news, weather, markets and ag information on Saturday? 100% Wave 1 90% Wave 2 Wave 3 80% 74% 70% 57% 60% 50% 48% 44% 41% 46% 44% 40% 39% 52% 50% 47% 44% 44% 30% 30% 47% 24% 20% 10% 0% 0% Overall $100 -$250, 000 $250 -$500, 000 $500 -$1 M $1 M-$2 M Gross Farm Revenue $2 M-$5 M >$5 M
Saturday Listenership Is Strong Percent of respondents During this time of year, do you listen to farm news, weather, markets and ag information on Saturday? Wave 1 100% Wave 2 Wave 3 90% 80% 70% 60% 50% 44% 41% 55% 48% 37% 42% 46% 41% 46% 30% 20% 10% 0% Overall Under 50 years old Age 50 years and older
Saturday Listeners Listen 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? Wave 1 90 80 70 Wave 3 84 77 72 72 68 61 60 60 50 Wave 2 52 47 40 40 25 30 20 21 35 26 25 52 31 22 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 100% Noon Afternoon Evening 90% 80% 66% 65% 70% 56% 60% 50% 40% 28% 30% 20% 15% 13% 10% 22% 11% 28% 15% 13% 0% Overall Under 50 years old Age 50 years and older
Saturday Sports Listening By Waves Percent of respondents During this time of year, do you listen sports on the radio on Saturday? Wave 1 Wave 2 Wave 3 100% 90% 80% 68% 70% 60% 50% 40% 30% 46% 53% 29% 57% 51% 44% 34% 28% 48% 51% 50% 55% 47% 33% 29% 54% 33% 15% 20% 10% 0% 50% 0% Overall $100 -$250, 000 $250 -$500, 000 $500 -$1 M Gross Farm Revenue $1 M-$2 M $2 M-$5 M >$5 M
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? Wave 1 Wave 2 Wave 3 100% 90% 80% 70% 60% 50% 40% 30% 53% 46% 57% 52% 46% 30% 29% 21% 20% 10% 0% Overall Under 50 years old Age 50 years and older
TV Ag Programming Percent of respondents Do you watch television for any ag related programming and information during this time of year? Wave 1 100% Wave 2 Wave 3 90% 79% 80% 70% 61% 61% 54% 50% 71% 64% 63%64% 56% 51%52%52% 49% 62% 56% 40% 66% 59% 31%32% 30% 20% 10% 0% Overall $100, 000 -$250, 000 $250 -$500, 000 $500 -$1 M Gross Farm Revenue $1 M-$2 M $2 M-$5 M >$5 M
Farmers Of All Ages Watch Ag Television Percent of respondents Do you watch television for any ag related programming and information during this time of year? Wave 1 100% Wave 2 Wave 3 90% 80% 70% 61% 53% 62% 61% 65% 55% 60% 49% 50% 40% 30% 20% 10% 0% Overall Under 50 years old Age 50 years and older
31 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 Wave 3 45% Wave 2 52% 43% Wave 1 N=301 Satellite 9% 49% 64% AM 15% 54% 29%
How Farmers and Ranchers Listen Wave 3 Percent of respondents During this time of year, which radio bands do you listen to farm news, weather, markets and other agricultural information? FM 100% AM Satellite 90% 80% 69% 70% 60% 52% 45% 40% 55% 58% 54% 47% 49% 42% 39% 60% 48% 40% 32% 30% 20% 10% 9% 13% 6% 12% 7% 9% 8% 0% Overall $100 -$250, 000 $250 -$500, 000 $500 -$1 M $1 M-$2 M Gross Farm Revenue $2 M-$5 M >$5 M
Listening to Multiple Sources is Common Wave 3 Percent of respondents 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% During this time of year, on which of the following radio bands do you listen to farm news, weather, markets and other agricultural information? FM 45% 53% 52% Satellite 59% 43% 9% Overall AM 11% Under 50 years old Age 50% 9% 50 years and older
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 Average rating Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides accurate information? 10 9 8 Wave 1 8, 2 7, 8 7, 9 7 Wave 2 8, 4 8, 1 7, 4 7, 3 7, 1 6, 2 Wave 3 7, 7 8, 4 8, 3 6, 7 8, 0 7, 3 8, 4 7, 9 8, 2 6 5 4 3 2 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
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 Wave 1 9 8, 3 8 8, 1 7, 8 8, 2 7, 1 7 6, 8 6, 7 Wave 2 Wave 3 8, 4 7, 2 7, 0 8, 7 7, 8 8, 0 8, 3 8, 1 8, 5 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 Days per week farm radio is listened to Listen 5 days per/week
More Frequent Listeners Are Rate Their Broadcaster Higher On Local Information Average rating Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides local information? 10, 0 Wave 1 Wave 2 Wave 3 9, 0 8, 0 7, 8 7, 5 7, 7 7, 1 6, 9 6, 6 7, 0 6, 0 8, 4 8, 3 7, 2 7, 4 7, 3 7, 4 7, 7 7, 6 8, 0 6, 1 5, 4 5, 0 4, 0 3, 0 2, 0 1, 0 Overall Listen 1 day/week Listen 2 days/week Listen 3 days/week Listen 4 days/week Listen 5 days/week Days per week farm radio is listened to
Listeners Rate Their Broadcasters On Providing Timely Information Average rating Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides timely information? Wave 1 10, 0 9, 0 8, 0 7, 4 7, 97, 8 8, 1 8, 3 7, 6 Wave 2 8, 3 7, 57, 7 Wave 3 8, 1 7, 67, 5 9, 3 8, 1 7, 8 9, 2 8, 5 7, 0 6, 0 5, 3 5, 0 4, 0 3, 0 2, 0 1, 0 Overall $100 -$250, 000 $250 -$500, 000 $500 -$1 M $1 M-$2 M Gross Farm Revenue $2 M-$5 M >$5 M
Broadcaster Accuracy Is Rated Consistently High Regardless Of Farm Revenue Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides accurate information? Average rating 10, 0 Wave 1 9, 0 8, 5 8, 0 8, 2 7, 8 8, 2 8, 1 7, 7 7, 8 8, 2 8, 0 Wave 2 8, 3 7, 9 8, 1 Wave 3 7, 9 7, 8 8, 1 9, 4 7, 9 9, 2 8, 7 8, 3 7, 0 6, 0 5, 0 4, 0 3, 0 2, 0 1, 0 Overall $100 -$250, 000 $250 -$500, 000 $500 -$1 M $1 M-$2 M Gross Farm Revenue $2 M-$5 M >$5 M
Farm Broadcasters Are Viewed As Very Trustworthy No Matter The Revenue Of The Farming Operation Average rating Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Are trustworthy? Wave 1 10, 0 9, 0 8, 0 Wave 2 Wave 3 9, 1 8, 0 7, 8 8, 1 8, 0 7, 8 Overall $100 -$250, 000 8, 3 7, 8 8, 3 8, 0 7, 9 8, 1 7, 6 7, 9 8, 3 7, 9 9, 0 8, 5 8, 4 7, 3 7, 0 6, 0 5, 0 4, 0 3, 0 2, 0 1, 0 $250 -$500, 000 $500 -$1 M Gross Farm Revenue $1 M-$2 M $2 M-$5 M >$5 M
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? Wave 1 10, 0 9, 0 8, 1 7, 9 8, 2 7, 9 8, 3 8, 0 8, 4 Wave 2 Wave 3 8, 2 8, 0 8, 1 9, 2 8, 6 7, 7 8, 2 9, 0 8, 6 7, 9 7, 3 $2 M-$5 M >$5 M 7, 0 6, 0 5, 0 4, 0 3, 0 2, 0 1, 0 Overall $100 -$250, 000 $250 -$500, 000 $500 -$1 M Gross Farm Revenue $1 M-$2 M
43 RESPONDENT PROFILE
On Average, Respondents Farm Almost 1, 700 Acres Average Number of Acres How many total acres did you plant or harvest? Wave 1 4000 Wave 2 Wave 3 3681 3500 3000 2500 2000 2673 2412 16781775 1500 1943 1534 1973 1675 1564 2975 2741 2750 2481 2219 20662109 1782 1645 1007 1000 500 0 Overall $100 -$250, 000 $250 -$500, 000 $500 -$1 M Gross Farm Revenue $1 M-$2 M $2 M-$5 M >$5 M
In The Winter And Spring Waves, Much Greater Difference In Acres Based On Age Of Respondent How many total acres did you plant or harvest? Average Number of Acres Wave 1 3500 Wave 2 3167 Wave 3 3087 3000 2500 2000 2412 2057 1678 2109 1775 1520 1500 1687 1000 500 0 Overall Under 50 years old Age 50 years and older
Corn Is The Most Frequently Planted Crop By Respondents Percent of respondents Crops planted Wave 1 Wave 2 Wave 3 80% 71% 70% 65% 69% 61% 59% 60% 54% 50% 46% 40% 35% 38% 30% 32% 26% 26% 24% 19% 20% 12% 10% 8% 9% 0% Corn Soybeans Wheat Alfalfa Cotton other crops
Half Of Respondents Have Livestock Or Dairy Operations Do you have any dairy or livestock in your operation? Percent of respondents Wave 1 Wave 2 Wave 3 100% 90% 82% 80% 70% 60% 51% 52% 49% 50% 58% 59% 53% 46% 42% 58% 49%48%49% 45% 79% 61% 54% 48% 40% 33% 30% 20% 10% 0% Overall $100 -$250, 000 $250 -$500, 000 $500 -$1 M Gross Farm Revenue $1 M-$2 M $2 M-$5 M >$5 M
Young Farmers More Likely To Have Livestock Or Dairy Percent of respondents Do you have any dairy or livestock in your operation? Wave 1 Wave 2 Wave 3 100% 90% 80% 67% 70% 60% 51% 49% 54% 52% 43% 53% 46% 52% 40% 30% 20% 10% 0% Overall Under 50 years old Age 50 years and older
Decision Making Roles Are Similar From Wave to Wave What is your decision making role? Percent of respondents Sole 100% 90% 80% Joint Primary Recommend 8% 11% 10% 16% 13% 38% 41% 38% 36% Wave 2 Wave of Data Collection Wave 3 70% 60% 32% 50% 40% 30% 20% 45% 10% 0% Wave 1
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