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 passiono 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 ListeningWave 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 totalIowa 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 0%Arizona 1,451 0%New Jersey 1,123 0%Vermont 1,109 0%Delaware 1,021 0%Nevada 875 0%West Virginia 862 0%Maine 778 0%Massachusetts 758 0%Hawaii 506 0%Connecticut 458 0%New Hampshire 264 0%Rhode Island 108 0%Alaska 87 0%

Farm Radio ListenershipWave 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

$100-$250,000 $250-$500,000 $500-$1M $1M-$2M $2M-$5M >$5M0

20

40

60

80

100

120

54

77

90

50

15

5

112

8075

26

13

3

106

78

62

27

12 15

Gross Farm Revenue

Wave 1 Wave 2 Wave 3

Number of respondents

Farm Radio Is On

Overall $100-$250,000 $250-$500,000 $500-$1M $1M-$2M $2M-$5M >$5M 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

83%88%

93%

79%

71%

93%

59%

74%71%

80%

72%69% 69%

100%

73%69%

81%

72%77%

49%

86%

Do you listen to farm news, weather, markets and ag information on the radio during this time of year?


Gross Farm Revenue

Percent of respondents

Consistent Listening Habits Season To Season

Overall Under 50 years old 50 years and older0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

83% 84% 83%

74% 75% 74%73%68%

75%

Do you listen to farm news, weather, markets and ag information during this time of year?


Age N=301


Daily Listenership Is Consistent From Season To Season

Wave 1 Wave 2 Wave 30%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

61%53% 57%

8%

5%8%

8%13% 5%

6% 11% 8%

11%5% 7%

How many days of the week (Monday-Friday) do you listen to farm radio?

Five days Four days Three days Two days One day

Wave of data collection


Length Of Farm Radio Listenership Is Consistent From Season To Season


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

38% 37% 36%

24% 24% 27%

21% 18% 19%

17% 21% 18%

On a typical weekday during this time of year, how many minutes do you spend listening to farm radio news, weather, markets and in-

formation?

<30 minutes 30 to 59 minutes 60 to 119 minutes 120+ minutes

Wave of data collection


Farmers Are Active Listeners Wave 2

Overall $100-$250,000 $250-$500,000 $500-$1M $1M-$2M $2M-$5M >$5M 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

53% 53% 54% 57%46% 46%

67%

5% 4% 4%9%

4% 8%

13% 15% 15%5%

15%15%

11% 8%14% 13%

8%

33%5% 6%5%

3%

4%

How many days a week (Monday – Friday) do you listen to farm radio? Wave 2Five days Four days Three days Two days One day

Farmers Are Active Listeners Wave 3

Overall $100-$250,000 $250-$500,000 $500-$1M $1M-$2M $2M-$5M >$5M0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

57% 55%62%

52%59% 66% 66%

8% 8%5%

10%

17%5% 7% 4%2%

5%13%8% 5%

13%

10%

4% 7%7% 9%3%

9%

8%

8%

How many days of the week (Monday-Friday) do you listen to farm radio?

Five days Four days Three days Two days One day

Gross Farm Revenue


Frequent Listeners, Listen Longer

Overall Listen 1 day per week

Listen 2 days per week



listen 5 days per week

0

20

40

60

80

100

120

58

30 32 34

6568

65

1927

48 51

8183

1725

85

59

102

On a typical weekday during this time of year, how many minutes do you spend listening to farm radio news, weather, markets and information?


Number of weekdays per week listen to farm radio

Minutes per day

Younger Farmers Listen More Every Day Than Older Farmers

Overall Younger than 40

40 to 49 50 to 59 60 to 69 70+0

20

40

60

80

100

120

140

160

49

3644

6858 5965

136

73 72

51 54

83

153

84

113

69

39

On a typical weekday during this time of year, how many minutes do you spend listening to farm radio news, weather, markets and information?


Age

Minutes per day

Age Does Not Affect The Percentage Of People Listening To Farm Radio

Overall Under 50 years old 50 years and older 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

83% 84% 83%

74% 75% 74%73%68%

75%

Do you listen to farm news, weather, markets and ag information during this time of year?


Age


Respondents Listen To Farm Radio In Many Venues

Driving House In the field Trucking Shop Barn Office0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

70%

40% 39%34%

25%

14% 13%

63%

42%36%

27%

17%11% 11%

59%

40% 38%33%

22%15% 17%

Where do you listen to farm news, weather and commodity markets on the radio at this time of year?


Listening Venue


In The Fall, Young Farmers Are Significantly More Likely Than

Older Farmers To listen In The Shop, And Farm Office

Driving In the field Trucking House Shop Barn Office0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

74%

41%35%

25% 27%

18% 15%

67%

36% 38% 37%

20%

10% 11%

56%

44%

26% 23% 23%

9% 7%

65%

34%27%

46%

16%11% 11%

65%

45% 42%

27%

38%

21%

31%

58%

36%30%

44%

18%13% 13%

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

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.

19

My husband, the brains behind our farming operation.

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.

Farm Broadcasters Deliver Content For How Users Consume Media

Overall $100-$250,000 $250-$500,000 $500-$1M $1M-$2M $2M-$5M >$5M 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

14% 16%11%

17%10%

22%

0%

25% 28%

19%

27%31% 31%

Do you listen to your farm broadcaster on a medium besides radio? (streaming, podcasts, web videos, etc.)

Not asked Wave 1 Wave 2 Wave 3

Gross Farm Revenue


Farm Broadcasters Continue To Connect with Younger Producers


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

14% 12% 15%

25%32%

22%

Do you listen to your farm broadcaster on a medium besides radio? (streaming, podcasts, web videos, etc.)

Wave 2 Wave 3

Age


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.

22

Farm Radio Listening Behavior

Saturday Listenership is Consistent

Overall $100-$250,000 $250-$500,000 $500-$1M $1M-$2M $2M-$5M >$5M 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

44%

30%

40%47% 47%

74% 74%

41%46% 44%

30%

50%

44%

0%

48%

57%

39%

52%

44% 44%

24%

During this time of year, do you listen to farm news, weather, markets and ag information on Saturday?


Gross Farm Revenue


Saturday Listenership Is Strong


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

44%37%

46%41% 42% 41%

48%55%

46%

During this time of year, do you listen to farm news, weather, markets and ag information on Saturday?


Age


Saturday Listeners Listen

Overall Listen 1 day/week Listen 2 days/week Listen 3 days/week Listen 4 days/week Listen 5 days/week0

10

20

30

40

50

60

70

80

90

72

25

40

25

7784

61 60

2631

6872

47

21

35

52

22

52

On a typical Saturday during this time of year, how many minutes do you spend listen-ing to farm radio news, weather, markets and information?


Number of days per week farm radio is listened to

Minutes per day

Farmers and Ranchers Listen to Sports After Farm Broadcasting Airs Wave 3


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

15%11%

15%13% 11% 13%

65%

56%

66%

28%22%

28%

At what time of day, on a recent Saturday, did you listen to sports on the radio?

Morning Noon Afternoon Evening

Age


Saturday Sports Listening By Waves

Overall $100-$250,000 $250-$500,000 $500-$1M $1M-$2M $2M-$5M >$5M0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

46%

34%

44%48%

50%

68%

50%

29% 28% 29%33%

15%

33%

0%

53%57%

51% 51%47%

55% 54%

During this time of year, do you listen sports on the radio on Saturday?


Gross Farm Revenue


Saturday Sports Listenership Is Popular Among Both Young And Older Farmers


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

46% 46% 46%

29%21%

30%

53%57%

52%

During this time of year, do you listen to sports on Saturdays?


Age


TV Ag Programming

Overall $100,000-$250,000

$250-$500,000 $500-$1M $1M-$2M $2M-$5M >$5M0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

54%49%

56%51%

56% 59%

79%

61%

71%

63%

52%

62%

31%

61% 64% 64%

52%

69%

32%

66%

Do you watch television for any ag related programming and information during this time of year?


Gross Farm Revenue


Farmers Of All Ages Watch Ag Television


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

53%49%

55%61%

40%

65%61% 62% 60%

Do you watch television for any ag related programming and information during this time of year?


Age


Radio Band Listenership

31

More Listeners Listen To Farm Radio On Multiple Bands

Wave 1

Wave 2

Wave 3

64%

43%

45%

54%

49%

52%

29%

15%

9%

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

N=301

How Farmers and Ranchers Listen Wave 3

Overall $100-$250,000

$250-$500,000

$500-$1M $1M-$2M $2M-$5M >$5M0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

45%

55%47% 49%

69%

32%

60%52%

39%

54%

42%48%

58%

40%

9%13%

6% 7%12% 9% 8%

During this time of year, which radio bands do you listen to farm news, weather, markets and other agricultural information?

FM AM Satellite

Gross Farm Revenue


Listening to Multiple Sources is Common Wave 3


10%20%30%40%50%60%70%80%90%

100%

45%53%

43%52%

59%50%

9% 11% 9%

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 AM Satellite

Age


HOW ARE FARM BROADCASTERSREGARDED 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

Overall Listen 1 day per week





1

2

3

4

5

6

7

8

9

10

8.2

7.3

8.4 8.1

7.3

8.47.8

7.1 7.4 7.78.4

7.97.9

6.26.7

8.3 8.0 8.2

Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides accurate information?


Days per week farm radio is listened to

Average rating

Frequent Listeners Rate Their Broadcast Higher on Credibility

Overall Listen 1 day/week Listen 2 days/week Listen 3 days/week Listen 4 days/week Listen 5 days per/week

1

2

3

4

5

6

7

8

9

10

8.1

7.1

8.3 8.4

7.3

8.37.8

6.87.2

7.8 8.0 8.18.2

6.7 7.0

8.78.3 8.5

Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Are credible?



Average rating

More Frequent Listeners Are Rate Their Broadcaster

Higher On Local Information

Overall Listen 1 day/week Listen 2 days/week Listen 3 days/week Listen 4 days/week Listen 5 days/week1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

7.5

6.6

7.87.2 7.3

7.77.5

5.4

7.1 7.4

8.4

7.67.7

6.1

6.9

8.3

7.48.0

Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides local information?



Average rating

Listeners Rate Their Broadcasters On Providing Timely Information

Overall $100-$250,000 $250-$500,000 $500-$1M $1M-$2M $2M-$5M >$5M 1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

8.0 7.9 8.1 8.37.6 7.8

9.2

7.47.8 7.6 7.5 7.5

8.1

5.3

8.0 7.88.3

7.78.1

9.38.5

Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides timely information?


Gross Farm Revenue

Average rating

Broadcaster Accuracy Is Rated Consistently High Regardless Of Farm Revenue

Overall $100-$250,000 $250-$500,000 $500-$1M $1M-$2M $2M-$5M >$5M 1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

8.2 8.1 8.2 8.37.9 7.9

9.2

7.8 7.78.0 7.9 7.8

8.3

4.0

8.27.8

8.58.1 8.1

9.4

8.7

Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides accurate information?


Gross Farm Revenue

Average rating

Farm Broadcasters Are Viewed As Very Trustworthy No

Matter The Revenue Of The Farming Operation

Overall $100-$250,000 $250-$500,000 $500-$1M $1M-$2M $2M-$5M >$5M1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

8.0 8.08.3

8.07.6

7.9

9.0

7.8 7.8 7.8 7.9 7.98.4

7.3

8.17.8

8.3 8.1 8.3

9.18.5

Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Are trustworthy?


Gross Farm Revenue

Average rating

Farmers Consistently Rate Farm Broadcaster High On Credibility

Overall $100-$250,000 $250-$500,000 $500-$1M $1M-$2M $2M-$5M >$5M 1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

8.1 7.98.3 8.2

7.7 7.9

9.0

7.9 7.9 8.0 8.08.6

7.3 7.3

8.27.9

8.48.1 8.2

9.28.6

Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excel-lent on: Are credible?


Gross Farm Revenue

Average rating

RESPONDENT PROFILE

43

On Average, Respondents Farm Almost 1,700 Acres

Overall $100-$250,000 $250-$500,000 $500-$1M $1M-$2M $2M-$5M >$5M0

500

1000

1500

2000

2500

3000

3500

4000

2412

1943

1564

2673

3681

2741

2481

1678

1007

1675

2750

2066

2975

17751534

1973

1645

2109

1782

2219

How many total acres did you plant or harvest?


Gross Farm Revenue

Average Number of

Acres

In The Winter And Spring Waves, Much Greater Difference In Acres Based On Age Of Respondent

Overall Under 50 years old 50 years and older 0

500

1000

1500

2000

2500

3000

3500

2412

3167

2109

1678

3087

15201775

2057

1687

How many total acres did you plant or harvest?


Age

Average Number of

Acres

Corn Is The Most Frequently Planted Crop By Respondents

Corn Soybeans Wheat Alfalfa Cotton other crops0%

10%

20%

30%

40%

50%

60%

70%

80%

65%

54%

46%

26%

12%

26%

71%

61%

35%

24%

8%

26%

69%

59%

38%

32%

9%

19%

Crops planted



Half Of Respondents Have Livestock Or Dairy Operations

Overall $100-$250,000 $250-$500,000 $500-$1M $1M-$2M $2M-$5M >$5M0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

51% 50% 53%49% 45%

61%

79%

49%42%

58%

48%

58%54%

33%

52%46%

59%

49% 48%

82%

54%

Do you have any dairy or livestock in your operation?


Gross Farm Revenue


Young Farmers More Likely To Have Livestock Or Dairy


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

51%43%

53%49%

67%

46%52% 54% 52%

Do you have any dairy or livestock in your operation?


Age


Decision Making Roles Are Similar From Wave to Wave


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

45%38% 36%

32%38% 41%

16% 13% 13%

8% 11% 10%

What is your decision making role?

Sole Joint Primary Recommend

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

Farm Radio Connects Research Conducted by Millennium Research.

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Transcript of Farm Radio Connects Research Conducted by Millennium Research.