National Association of Farm Broadcasters

NAFB The NAFB Commissioned Ag Marketing Research (AMR) to conduct Qualitative Research in 2004 to confirm media use by farmers and ranchers, trends in media use, importance ranking of informational content, and seasonal changes during critical marketing and advertising seasons.Methodology: Intercept studies were completed at the 2004 NCBA Convention & Trade Show, the 2004 Commodity Classic and a telephone sample of 500 Class I+ producers in 12 Midwest states.

NAFB expresses its appreciation to its members for funding this research and a special “Thank You” to the Agricultural Advertisers and their Agencies that assisted in the focus of the research. NAFB is pleased to provide this research to assist Broadcasters and Agricultural Advertisers achieve the highest performance in communicating and advertising to and for the Agricultural Industry.

For more information contact: Gene Millard, NAFB Director of Marketing

Compared to the rest of the year, Do you spend MOREMORE time with each

media during the Planting Season?Planting Season?

0

10

20

30

40

50

60

70

80

Radio TV MagazineReading

InternetUse

NCBACommodity ClassicAverage InterceptsCorn Belt

AMR Research 2004

LESSLESS time spent with media during the Planting Season.

-100

-90-80

-70-60

-50-40-30

-20-10

0

Radio TV Magazine Internet

Cattle Producers

Corn & SoybeanProducers12 State

AMR Research 2004

Those that say: MoreThose that say: More time spent with each media during Harvest SeasonHarvest Season

0

10

20

30

40

50

60

70

80

Radio TV Magazines Internet

Cattle Producers

Corn-SoybeanProducers12 State

78.8% of Corn & Soybean Producers say they INCREASE use of Radio during The Harvest Season !!!

AMR Research 2004

Compared to the rest of the year which media do you spend “Less time” with during the

Harvest Season

-90

-80

-70

-60

-50

-40

-30

-20

-10

0

Radio TV Magazine Internet

NCBA

COMMODITYCLASSICCorn Belt

AMR Research 2004

Days per week Listening to Radio

0

10

20

30

40

50

60

70

One Three Five Seven

Cattle producers

Corn-SoybeanproducersCorn Belt

Average 5.83 days

AMR Research 2004

79% Corn & Soybean producers listen 6-7 days per week70% of Cattle producers listen 6-7 days per week70.8% of Corn Belt states producers listen 6-7 days per week

When you hear an advertisement on Radio

Does it remind you of a Printed Ad?

0

10

20

30

40

50

60

70

80

NCBA CornGrowers

YesNo

AMR Research 2004

76.6% of all producers say “yes”“yes”

23.4% said No

If you see a Printed Advertisement Does it remind you of a radio commercial?

0

10

20

30

40

50

60

70

80

CattleProducers

CornProducers

Yes No

72.2% say Yes!

27.8% say No

AMR Research 2004

Do you find Farm Broadcaster interviews of other producers interesting or useful?

78

80

82

84

86

88

90

92

94

96

Interesting Useful

Cattle Producers

Corn-SoybeanProducersAverage

95.1% say “Yes”95.1% say “Yes”

AMR Intercept Research2004 NCBA

85.4% say “Yes”85.4% say “Yes”

Corn & Soybean Producers “As compared to As compared to 5 years ago5 years ago do you spend the same, more

or less time with whichwhich media?”

0102030405060708090

100

Same More Same orMore

LESS

RadioTelevisionInternetMagazines

Radio 94.1%

Internet 90.3%

Source: AMR Intercepts 2004

38.8% said they listen to MORE Radio84.5% said they use more Internet

Corn & Soybean producers“How many web sites do you visit in

an average week?”

• One to four sites per week: 45%

• Five sites per week: 9.5%

• Six to ten sites per week: 23.2%

• Eleven or more sites per week: 3.2%

• NEVER 3.2%

• MEAN…………………4.7 sites per week

Source: AMR Intercepts2004 Commodity Classic

Corn & Soybean ProducersImportance Rating of Farm Radio

Programming• Market News & Analysis• Weather Forecasts &

Conditions• Local Agricultural News• National Agricultural News

Corn & Soybean Producers:0

102030405060708090

100

Markets

Weather

Local Ag

NationalAg

Source: AMR 2004 Commodity Classic

Producers that log on the internet to 10 or more web sites each week

02468

101214161820

NCBA HEAVY USERS

Commodity ClassicHeavy Users

18.9% of Cattleman log on to 10+ web sites weekly

10.6%

There is a definite distinction in “Heavy Users” of web sites There is a definite distinction in “Heavy Users” of web sites Cattleman log onto 5.12 sites per week averageCattleman log onto 5.12 sites per week average

Corn/Soybean producers log onto 4.71 sites per week averageCorn/Soybean producers log onto 4.71 sites per week average

Source: AMR InterceptsNCBA & Commodity Classic 2004

AMR Intercept Research 2004 Farmers & Ranchers SAY:

• 54.1% say they increase radio listening during the planting season

• 50.2% say they increase radio listening during the harvest season

• 32.2% say they have increased their radio listening as compared to 5 yrs. ago

• 92.7% say that Farm Radio interviews of other producers are “Interesting”

• 85.4% say that these Producer interviews such as harvest reports are “Useful”

• 90.2% have Internet Access and visit an average of 4.9 sites per week.

Summary

2004 AMR QUALITATIVE RESEARCH

• Methodology: Telephone Interviews

• Sample Size: 500 Completed Interviews

• Geography: 12 Midwest States IL, IN, IA, KS, MI, MN, MO, NE, ND, SD, WI

• Data Collection: March 2004

2004 AMR Qualitative Research

QUESTION: “How many days did you listen to radio at least once”?

0

10

20

30

40

50

60

70

80

90

NoneOne- Four DaysFive - Seven Days

83.1%

14.7%

2.2%

Average days per week listening to radio: 5.87 days/week

AMR 2004 Qualitative Research - 12 Corn Belt States

Time Spent Listening to Radio““HoursHours PER DAYPER DAY” AND “PER WEEK”” AND “PER WEEK”

0

0.5

1

1.5

2

2.5

3

3.5

Farm News &InformationTOTAL RADIOLISTENING

1.4 Hours per day

3.5 Hours per day

Farm Radio listening: 1.4 hours/day X 5.87days/ wk = 7.4 Hours per weekTotal Radio listening: 3.5 Hours X 5.87 days/wk = 20.55 Hours per week(1999 Media Use Report = 3.3 Hours, 6.1 days/week = 20.3 Hours per week)

2004 AMR Qualitative Research

“Time Viewing Television” Spring Planting SeasonSpring Planting Season

Fall Harvest SeasonFall Harvest Season

-80-70-60-50-40-30-20-10

0102030

SpringPlantingSeason

FallHarvestSeason

LessSameMore77.7% say Less

Average of producers in 12 Corn Belt states

72.1% say LESS

2004 AMR Qualitative Research

“Internet Use”Planting SeasonPlanting SeasonHarvest SeasonHarvest Season

-50

-40

-30

-20

-10

0

10

20

PlantingSeason

HarvestSeason

LessSameMore

41.7% say they use Internet less during Planting AND Harvest Seasons

2004 AMR Qualitative Research

““Time Reading Magazines”Time Reading Magazines”During Planting TimeDuring Planting Time

Harvest timeHarvest time

-70-60-50-40-30-20-10

0102030

Plantingtime

Harvesttime

LessSameMore

2004 AMR Qualitative Research

65.6% Say65.6% SayLess TimeLess Time

65.8% Say65.8% SayLess TimeLess Time

Summary2004 AMR Qualitative Research2004 AMR Qualitative Research

• Farmers & Ranchers continue to heavily rely upon Radio Farm Broadcasting

• Cattle Producers = 5.83 days/wk • Corn Soybean Producers = 6.44 days/wk• Class I+ farmers in 12 states = 5.87 days/wk

(as compared to 1999 AMR = 6.1 days/wk)• Average 7 hours 25 minutes per week listening to FARM

Programming (as compared to 5 hours 30 minutes in 1999 AMR Media Use Report - same states)

• 20.55 hours per week listening to RADIO (as compared to 20.3 hours per week reported in the 1999 AMR Media Use Report –same 12 states)

• Radio Use INCREASES (while time spent with all other media decreases) During the Planting and Harvesting seasons

NAFB NAFB FARM RADIO BROADCASTINGFARM RADIO BROADCASTING

The “Relationship” media

That brings farmers, ranchers and Agricultural marketers together

with INCREASED TIME during the Critical Critical Marketing SeasonsMarketing Seasons

FARM RADIO ADVERTISING DELIVERS VALUE!!