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Selected Media Use Study Commercial Farms

Selected Media Use Study Commercial Farms Commissioned by Conducted by Ag Media Research Sioux Falls, South Dakota National Association of Farm Broadcasting Methodology Class 1+ farms (2002 Census) 1,003 qualified respondents 75% > $100,000 gross farm income

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Selected Media Use Study Commercial Farms

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  1. Selected Media Use StudyCommercial Farms Commissioned by Conducted by Ag Media Research Sioux Falls, South Dakota National Association of Farm Broadcasting

  2. Methodology • Class 1+ farms (2002 Census) • 1,003 qualified respondents 75% > $100,000 gross farm income 42% > $250,000 gross farm income • Telephone survey March 21-31 • 12 Corn Belt states

  3. Producers Surveyed Nebraska 93 North Dakota 53 Ohio 62 South Dakota 60 Wisconsin 89 Total 1,003 Illinois 115 Indiana 65 Iowa 165 Kansas 74 Michigan 42 Minnesota 112 Missouri 73

  4. Baseline Facts • AMR ratings annually confirm that weekly radio use is 88-98 percent, averaging 92% • ‘Value curve’ – the higher the GFI, the stronger the loyalty to farm broadcasting • New-product and new-technology interviews work for marketers • Radio is consumed from multiple ‘ports’ and multiple times throughout a day

  5. Top-Line Results • Commercial farmers with GFI of $250k+ are heavy consumers of information • Radio listening for Markets and News affecting farm business increases with income • The trust and value relationship with farm broadcasting also increases with income

  6. Daily Farming Information Sources $40,000-$100,000 78% of largest GFI producers use farm radio daily Radio Web E-Mail $250,000+ Radio Web E-Mail

  7. Heavy Users: 6+ Times a Day Radio $40,000-$100,000 $250,000+ Radio and Web $40,000-$100,000 $250,000+

  8. More Outcomes • While radio is 100% accessible, Internet use is still limited by access to high-speed connection • Among new technologies, downloading of audio from the Internet for any purpose remains very low, at 2.3 % overall • Nearly 1/3 of all $250k+ commercial farms have 3 or more decision-makers

  9. Multiple Decision-makers Decision-makers of all counts are in farm radio’s ‘database’ $250,000+ Three or More $40,000-$100,000 Three or More Two Two One One

  10. Internet Access and Use • Internet use is still limited by access to high-speed connection $40,000 - $100,000 GFI: • 51.6% use Internet, 15.7% have high-speed $100,000 - $250,000 GFI: • 62.5% use Internet, 22.1% have high-speed $250,000+ GFI: • 67.8% use Internet, 33.8% have high-speed

  11. Site-seeing on the Web • 42.6% of all $250k+ producers visit an average of 12.2 sites each week • This same group ranks Web site content viewed as follows: • Markets, 89.4% • Weather, 85% • General Farm News, 72.8%

  12. ‘New Media’ Usage $250,000+ Familiarity with ‘new media’ exists, but is limited View Blog Download to iPod or media player Audio Streaming All View Blog Download to iPod or media player Audio Streaming

  13. Broadcaster Loyalty Among $250k+ producers: • 71.8% listen to the same broadcaster for information • 70.2% have more trust in the news from their favoritefarm broadcaster (compared to other broadcast sources)

  14. Key Take-Aways • Radio continues to be the dominant medium to reach key high-income producers in agribusiness on a daily basis • Internet usage as a source for information is significant; however, usage for audio is light • Farm broadcasting delivers a trusted message to decision-making producers!

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