farm radio connects 72nd convention - nafb and... · 2015-12-17 · farm radio listenership wave...
TRANSCRIPT
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.
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
54
77
90
50
15
5
112
8075
26
13
3
106
78
62
27
12 15
0
20
40
60
80
100
120
$100‐$250,000 $250‐$500,000 $500‐$1M $1M‐$2M $2M‐$5M >$5M
Gross Farm Revenue
Wave 1 Wave 2 Wave 3
Number of respondents
Farm Radio Is On
83%88%
93%
79%
71%
93%
59%
74% 71%
80%
72%
69%69%
100%
73%69%
81%72% 77%
49%
86%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall $100‐$250,000 $250‐$500,000 $500‐$1M $1M‐$2M $2M‐$5M >$5MGross Farm Revenue
Do you listen to farm news, weather, markets and ag information on the radio during this time of year?
Wave 1 Wave 2 Wave 3
Percent of respondents
Consistent Listening Habits Season To Season
83% 84% 83%
74% 75% 74%73%68%
75%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall Under 50 years old 50 years and olderAge
Do you listen to farm news, weather, markets and ag information during this time of year?
Wave 1 Wave 2 Wave 3Percent of respondents
Daily Listenership Is Consistent From Season To Season
61%53% 57%
8%
5%8%
8%
13% 5%
6%11% 8%
11%5% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Wave 1 Wave 2 Wave 3Wave of data collection
How many days of the week (Monday‐Friday) do you listen to farm radio?
Five days Four days Three days Two days One day
Percent of respondents
Length Of Farm Radio Listenership Is Consistent From Season To Season
38% 37% 36%
24% 24% 27%
21% 18% 19%
17% 21% 18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Wave 1 Wave 2 Wave 3Wave of data collection
On a typical weekday during this time of year, how many minutes do you spend listening to farm radio news, weather, markets and information?
<30 minutes 30 to 59 minutes 60 to 119 minutes 120+ minutesPercent of
respondents
Farmers Are Active Listeners Wave 2
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%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall $100‐$250,000 $250‐$500,000 $500‐$1M $1M‐$2M $2M‐$5M >$5M
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
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%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall $100‐$250,000 $250‐$500,000 $500‐$1M $1M‐$2M $2M‐$5M >$5MGross Farm Revenue
How many days of the week (Monday‐Friday) do you listen to farm radio?
Five days Four days Three days Two days One day
Percent of respondents
Frequent Listeners, Listen Longer
58
30 32 34
65 6865
1927
48 51
8183
1725
85
59
102
0
20
40
60
80
100
120
Overall Listen 1 day per week Listen 2 days perweek
Listen 3 days perweek
Listen 4 days perweek
Listen 5 days perweek
Number of weekdays per week listen to farm radio
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 3Minutesper day
Younger Farmers Listen More Every Day Than Older Farmers
49
3644
6858 5965
136
73 72
51 54
83
153
84
113
69
39
0
20
40
60
80
100
120
140
160
Overall Younger than 40 40 to 49 50 to 59 60 to 69 70+
Age
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
Minutesper day
Age Does Not Affect The Percentage Of People Listening To Farm Radio
83% 84% 83%
74% 75% 74%73%68%
75%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall Under 50 years old 50 years and olderAge
Do you listen to farm news, weather, markets and ag information during this time of year?
Wave 1 Wave 2 Wave 3
Percent of respondents
Respondents Listen To Farm Radio In Many Venues
70%
40% 39% 34%
25%
14%13%
63%
42%36%
27%
17%11%
11%
59%
40%38%
33%
22%15% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Driving House In the field Trucking Shop Barn OfficeListening Venue
Where do you listen to farm news, weather and commodity markets on the radio at this time of year?
Wave 1 Wave 2 Wave 3
Percent of respondents
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%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Driving In the field Trucking House Shop Barn OfficeListening venue
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 oldWave II 50 years and older Wave III Under 50 years old Wave III 50 years and older
Percent of respondents
In The Fall, Young Farmers Are Significantly More Likely Than Older Farmers To listen In The Shop, And Farm Office
Fall Wave Farm Radio Listenership
• Radio listening is a family affair, done together or alone, many times in a vehicle, depending upon the circumstances.
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
14% 16%11%
17%10%
22%
0%
25% 28%
19%
27%31% 31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall $100‐$250,000 $250‐$500,000 $500‐$1M $1M‐$2M $2M‐$5M >$5M
Gross Farm Revenue
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
Percent of respondents
Farm Broadcasters Continue To Connect with Younger Producers
14% 12% 15%
25%32%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall Under 50 years old 50 years and olderAge
Do you listen to your farm broadcaster on a medium besides radio? (streaming, podcasts, web videos, etc.)
Wave 2 Wave 3
Percent of respondents
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.
Farm Radio Listening Behavior
Saturday Listenership is Consistent
44%
30%
40%47% 47%
74% 74%
41%46% 44%
30%
50%44%
0%
48%
57%
39%
52%
44% 44%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall $100‐$250,000 $250‐$500,000 $500‐$1M $1M‐$2M $2M‐$5M >$5MGross Farm Revenue
During this time of year, do you listen to farm news, weather, markets and ag information on Saturday?
Wave 1 Wave 2 Wave 3
Percent of respondents
Saturday Listenership Is Strong
44%37%
46%41% 42% 41%
48%55%
46%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall Under 50 years old 50 years and olderAge
During this time of year, do you listen to farm news, weather, markets and ag information on Saturday?
Wave 1 Wave 2 Wave 3
Percent of respondents
Frequent Listeners Listen On Saturday
72
25
40
25
77
84
61 60
2631
6872
47
21
35
52
22
52
0
10
20
30
40
50
60
70
80
90
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
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 Wave 2 Wave 3
Minutesper day
Farmers and Ranchers Listen to Sports After Farm Broadcasting Airs Wave 3
15%11%
15%13% 11% 13%
65%
56%
66%
28%22%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall Under 50 years old 50 years and olderAge
At what time of day, on a recent Saturday, did you listen to sports on the radio?
Morning Noon Afternoon Evening
Percent of respondents
Saturday Sports Listening By Waves
46%
34%
44%48% 50%
68%
50%
29% 28% 29%33%
15%
33%
0%
53%57%
51% 51%47%
55% 54%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall $100‐$250,000 $250‐$500,000 $500‐$1M $1M‐$2M $2M‐$5M >$5MGross Farm Revenue
During this time of year, do you listen sports on the radio on Saturday?
Wave 1 Wave 2 Wave 3
Percent of respondents
Saturday Sports Listenership Is Popular Among Both Young And Older Farmers
46% 46% 46%
29%21%
30%
53%57%
52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall Under 50 years old 50 years and olderAge
During this time of year, do you listen to sports on Saturdays?
Wave 1 Wave 2 Wave 3
Percent of respondents
TV Ag Programming
54%49%
56%51%
56%59%
79%
61%
71%
63%
52%
62%
31%
61% 64% 64%
52%
69%
32%
66%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall $100,000‐$250,000 $250‐$500,000 $500‐$1M $1M‐$2M $2M‐$5M >$5MGross Farm Revenue
Do you watch television for any ag related programming and information during this time of year?
Wave 1 Wave 2 Wave 3Percent of respondents
Farmers Of All Ages Watch Ag Television
53%49%
55%61%
40%
65%61% 62% 60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall Under 50 years old 50 years and olderAge
Do you watch television for any ag related programming and information during this time of year?
Wave 1 Wave 2 Wave 3
Percent of respondents
Radio Band Listenership
More Listeners Listen To Farm Radio On Multiple Bands
64%
43%
45%
54%
49%
52%
29%
15%
9%
Wave1
Wave2
Wave3
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
45%
55%
47% 49%
69%
32%
60%
52%
39%
54%
42%48%
58%
40%
9%13%
6% 7%12% 9% 8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall $100‐$250,000 $250‐$500,000 $500‐$1M $1M‐$2M $2M‐$5M >$5M
Gross Farm Revenue
During this time of year, which radio bands do you listen to farm news, weather, markets and other agricultural information?
FM AM Satellite
Percent of respondents
Listening to Multiple Sources is Common Wave 3
45%
53%
43%
52%59%
50%
9% 11% 9%
0%10%20%30%40%50%60%70%80%90%
100%
Overall Under 50 years old 50 years and olderAge
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
Percent of respondents
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
8.2
7.3
8.4 8.17.3
8.47.8
7.1 7.4 7.78.4
7.97.9
6.26.7
8.3 8.0 8.2
1
2
3
4
5
6
7
8
9
10
Overall Listen 1 day per week Listen 2 days perweek
Listen 3 days perweek
Listen 4 days perweek
Listen 5 days perweek
Days per week farm radio is listened to
Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides accurate information?
Wave 1 Wave 2 Wave 3
Averagerating
Broadcaster Accuracy Is Rated Consistently High Regardless Of Farm Revenue
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
9.48.7
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
Overall $100‐$250,000 $250‐$500,000 $500‐$1M $1M‐$2M $2M‐$5M >$5MGross Farm Revenue
Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides accurate information?
Winter Spring Fall
Averagerating
Frequent Listeners Rate Their Broadcast Higher on Credibility
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
1
2
3
4
5
6
7
8
9
10
Overall Listen 1 day/week Listen 2 days/week Listen 3 days/week Listen 4 days/week Listen 5 daysper/week
Days per week farm radio is listened to
Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Are credible?
Wave 1 Wave 2 Wave 3
Averagerating
Farmers Consistently Rate Farm Broadcaster High On Credibility
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
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
Overall $100‐$250,000 $250‐$500,000 $500‐$1M $1M‐$2M $2M‐$5M >$5MGross Farm Revenue
Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Are credible?
Wave 1 Wave 2 Wave 3
Averagerating
More Frequent Listeners Rate Their Broadcaster Higher On Timely Information
8
6.7
8.4 8.3
7.5
8.3
7.6
6.7
7.4 7.4
8.47.88.0
5.9
7.3
8.3
7.5
8.4
1
2
3
4
5
6
7
8
9
10
Overall Listen 1 day perweek
Listen 2 days perweek
Listen 3 days perweek
Listen 4 days perweek
Listen 5 days perweek
Days per week farm radio is listened to
Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides timely information?
Winter Spring Fall
Averagerating
Listeners Rate Their Broadcasters On Providing Timely Information
8.0 7.9 8.1 8.3
7.6 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
9.3
8.5
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
Overall $100‐$250,000 $250‐$500,000 $500‐$1M $1M‐$2M $2M‐$5M >$5M
Gross Farm Revenue
Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides timely information?
Wave 1 Wave 2 Wave 3
Averagerating
Broadcaster Accuracy Is Rated Consistently High Regardless Of Farm Revenue
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
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
Overall $100‐$250,000 $250‐$500,000 $500‐$1M $1M‐$2M $2M‐$5M >$5M
Gross Farm Revenue
Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides accurate information?
Wave 1 Wave 2 Wave 3
Averagerating
Frequent Listeners Rate Their Broadcaster Higher On Accurate Information
8.2
7.3
8.48.1
7.3
8.47.8
7.17.4
7.78.4
7.97.9
6.26.7
8.38.0 8.2
1
2
3
4
5
6
7
8
9
10
Overall Listen 1 day perweek
Listen 2 days perweek
Listen 3 days perweek
Listen 4 days perweek
Listen 5 days perweek
Days per week farm radio is listened to
Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides accurate information?
Winter Spring Fall
Averagerating
RESPONDENT PROFILE
On Average, Respondents Farm Almost 1,700 Acres
2412
1943
1564
2673
3681
27412481
1678
1007
1675
2750
2066
2975
17751534
1973
1645
2109
1782
2219
0
500
1000
1500
2000
2500
3000
3500
4000
Overall $100‐$250,000 $250‐$500,000 $500‐$1M $1M‐$2M $2M‐$5M >$5M
Gross Farm Revenue
How many total acres did you plant or harvest?
Wave 1 Wave 2 Wave 3
Average Number of
Acres
In The Winter And Spring Waves, Much Greater Difference In Acres Based On Age Of Respondent
2412
3167
2109
1678
3087
15201775
2057
1687
0
500
1000
1500
2000
2500
3000
3500
Overall Under 50 years old 50 years and olderAge
How many total acres did you plant or harvest?
Wave 1 Wave 2 Wave 3
Average Number of
Acres
Corn Is The Most Frequently Planted Crop By Respondents
65%
54%
46%
26%
12%
26%
71%
61%
35%
24%
8%
26%
69%
59%
38%
32%
9%
19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Corn Soybeans Wheat Alfalfa Cotton other crops
Crops planted
Wave 1 Wave 2 Wave 3
Percent of respondents
Half Of Respondents Have Livestock Or Dairy Operations
51% 50% 53%49%
45%
61%
79%
49%42%
58% 48% 58%54%
33%
52%46%
59%
49% 48%
82%
54%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall $100‐$250,000 $250‐$500,000 $500‐$1M $1M‐$2M $2M‐$5M >$5MGross Farm Revenue
Do you have any dairy or livestock in your operation?
Wave 1 Wave 2 Wave 3
Percent of respondents
Young Farmers More Likely To Have Livestock Or Dairy
51%
43%
53%49%
67%
46%52% 54% 52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall Under 50 years old 50 years and olderAge
Do you have any dairy or livestock in your operation?
Wave 1 Wave 2 Wave 3
Percent of respondents
Decision Making Roles Are Similar From Wave to Wave
45%38% 36%
32%38% 41%
16% 13% 13%
8% 11% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Wave 1 Wave 2 Wave 3Wave of Data Collection
What is your decision making role?
Sole Joint Primary Recommend
Percent of respondents
Thank You.
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© 2015 National Association of Farm Broadcasting