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TNS Independent Rural Readership Survey

TNS Independent Rural Readership Survey. July 2010. Readership Dashboard; Key results at a glance. Key Point Review. Topics of importance – all farmers:

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TNS Independent Rural Readership Survey

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  1. TNS Independent Rural Readership Survey July 2010

  2. Readership Dashboard; Key results at a glance • Key Point Review Topics of importance – all farmers: Across all farmers, NZ Farmers Weekly is the publication that is most strongly associated with market information and analysis and with farm news and agri-business issues. Country-Wide is the publication that farmers most associate with good farm management articles, pasture management and articles that inspire. Straight Furrow is most frequently associated with farm machinery. Time spent reading - all farmers: The proportion of all farmers that spend 15 minutes or more reading NZ Farmers Weekly and Straight Furrow is similar. More farmers spend 15 minutes or more reading NZ Farmers Weekly (66%) than Rural News (55%) Worth reading – all farmers: 60% of all farmers rate NZ Farmers Weekly a 7 or more out of 10 as being worthwhile reading. 64% of dairy farmers rate NZ Dairy Exporter a 7 or more as being worthwhile reading. Dairy farmers only • Notes: 1. Base: All farms, n = 450 • 2. Base: Dairy, n = 155

  3. For all information sources mentioned - farming publications are the most frequently mentioned Sources of farming information – All Mentioned(1)(2) Notes: (1) Base: All Respondents n = 450; (2) QCW3 Where would you say you get your farming information? Question is multiple response so total will sum to greater than 100%, April 2010 3

  4. All Farmers

  5. All Farmers - Summary • All Farmers • Country-Wide leads for recognition of quality articles about; • Farm management • Pasture management, and • For having articles that inspire • NZ Farmers Weekly leads for recognition of quality articles about; • Farm news, issues and agri-business, and • Market analysis • Of all farmers, a higher proportion do spend 15 minutes or more reading NZ Farmers Weekly relative to other publications with the exception of Straight Furrow • Collectively, the proportion of farmers that spend 15 minutes or more reading NZ Farmers Weekly and Straight Furrow is similar • The three dairy publications, NZ Dairy Exporter, The Dairyman and Dairy News, and Country-Wide are all associated with the same types of articles. NZ Farmers Weekly and Straight Furrow are the most differentiated publications. NZ Dairy Exporter is the most differentiated of the dairy publications

  6. The three dairy publications and Country-Wide are positioned on similar attributes. RuralNews and Straight Furrow are seen as similar. NZ Farmers Weekly occupies a unique space • Perceptual Map (All Farmers)(1) Perceptual maps are used to illustrate complex relationships between competitors and criteria used by customers in making purchase decisions. The purpose is to transform consumer judgments of similarity into distances represented in multidimensional space. Results presented provide a means for directly comparing similarity or dissimilarity of the various rural publications and their associated attributes. The further attributes and brands are positioned from the origin, the more differentiated they are. The distance that a brand vector is to an attribute provides a visual assessment of how closely that brand is associated with the attribute. Brands and attributes close to the origin show little differentiation All Farmers Note: (1) Base: All Farms, n = 450

  7. NZ Farmers Weekly has a relative strength with market analysis and Straight Furrow and Rural News with articles about machinery. Country-Wide is strongly differentiated on farm management type articles, pasture management and articles that inspire VARIANCE ANALYSIS Farmers Weekly Straight Furrow Rural News Country-Wide • Notes: 1. Base: n = 450 All farms

  8. NZ Dairy Exporter is the only dairy publication with a differentiated profile VARIANCE ANALYSIS Dairy News NZ Dairy Exporter The Dairyman • Notes: 1. Base: n = 450 All farms

  9. FW FW FW FW SF SF SF SF RN RN RN RN CW CW CW CW DE DE DE DE DM DM DM DM DN DN DN DN NZ Farmers Weekly is the most strongly recognised publication for farm news and market analysis and Country-Wide for farm management and pasture management (3) • Article Type and Publication Association – All Farmers (1) (2) All Farmers ** ** ** ** • Notes: 1. Base: All farms, n = 450; • 2. QCW1 What magazines or publications do you most associate with each statement? • 3. ** Result is statistically significant based on 95% CI

  10. FW FW FW SF SF SF RN RN RN CW CW CW DE DE DE DM DM DM DN DN DN Country-Wide is also the most strongly recognised publication for articles that inspire(3) • Article Type and Publication Association – All Farmers (1) (2) All Farmers ** • Notes: 1. Base: All farms, n = 450; • 2. QCW1 What magazines or publications do you most associate with each statement? • 3. ** Result is statistically significant based on 95% CI

  11. NZ Dairy Exporter and NZ Farmers Weekly appear to be the two publications rated most worthwhile reading. The result is not conclusive as mean scores across all publications are within the 95% CI(3) • Publications Worth Reading (All Farmers)(1)(2) All Farmers Mean score 7.03 6.36 6.34 6.50 7.21 6.55 6.54 Asked of Dairy Farmers only(2) • Notes: 1. Base: All farms, n = 450; • 2. Dairy farms n = 155; • 3. Significance tests calculated on mean scores using a 95% CI

  12. There is not a significant difference between time spent reading NZ Farmers Weekly and Straight Furrow. However, more farmers do spend 15 minutes or more reading NZ Farmers Weekly than they do publications other than Straight Furrow(3) • Publications Spent More than 15 Minutes Reading in Last Month – All Farmers(1)(2) All Farmers No significant difference N = 296 280 259 247 88 77 65 69 Asked of Dairy Farmers only(2) • Notes: 1. Base: All farms, n = 450; • 2. Dairy farms n = 155 • 3. Significance test based on 95% CI

  13. Dairy Farmers

  14. Dairy Farmers - Summary • Dairy Farmers • NZ Dairy Exporter leads for recognition of quality articles about; • Farm management • Pasture management • Research & development, and • For having articles that inspire • The publication NZ Farmers Weekly appears to have the highest readership amongst dairy farmers. The result however is not conclusive when compared with the proportion of dairy farmers that spend 15 minutes or more reading NZ Dairy Exporter and Straight Furrow • A higher proportion of dairy farmers spend 15 minutes or more reading NZ Farmers Weekly than do reading TheDairyman, Rural News, Country-Wide or Dairy News • NZDairy Exporter is highly regarded as a publication that is worth reading

  15. FW FW FW FW SF SF SF SF RN RN RN RN CW CW CW CW DE DE DE DE DM DM DM DM DN DN DN DN Amongst dairy farmers, NZ Dairy Exporter is strongly recognised for quality articles about farm management, pasture management, livestock, research, and for articles that inspire(3) • Article Type and Publication Association – Dairy Farmers Only (1) (2) Dairy Farmers ** ** • Notes: 1. Base: Dairy Farmers, n = 155; • 2. QCW1 What magazines or publications do you most associate with each statement? • 3. ** Result is statistically significant based on 95% CI

  16. FW FW FW SF SF SF RN RN RN CW CW CW DE DE DE DM DM DM DN DN DN Amongst dairy farmers, NZ Dairy Exporter is strongly recognised for quality articles about farm management, pasture management, livestock, research, and for articles that inspire(3) • Article Type and Publication Association – Dairy Farmers Only (1) (2) Dairy Farmers ** ** • Notes: 1. Base: Dairy Farmers, n = 155; • 2. QCW1 What magazines or publications do you most associate with each statement? • 3. ** Result is statistically significant based on 95% CI

  17. Dairy farmers regard NZ Dairy Exporter highly as a publication that is worth reading. It is favoured significantly more than Country-Wide and Rural News(2) • Publications Worth Reading - Dairy Farmers Only(1) Dairy Farmers Mean score 7.21 6.55 6.54 6.71 6.22 6.07 5.69 • Notes: 1. Base: Dairy Farms, n = 155; • 2. Mean score for NZ Dairy Exporter sig higher than Country-Wide & Rural News, but not other publications; at 95% CI

  18. The proportion of dairy farmers that spend more than 15 minutes each month reading publications is about equal between NZ Farmers Weekly, Straight Furrow and NZ DairyExporter. However, a higher proportion spend more than 15 minutes reading NZ Farmers Weekly than do The Dairyman, Rural News, Country-Wide & Dairy News(2) • Publications Spent More than 15 Minutes Reading in Last Month – Dairy Farmers Only(1) Dairy Farmers No significant difference N = 100 91 88 77 76 68 65 22 • Notes: 1. Base: Dairy farms, n = 155; • 2. Significance test based on 95% CI

  19. Farmers Excluding Dairy

  20. Excluding dairy farmers - Summary • Farmers excluding dairy • Country-Wide leads for recognition of quality articles about; • Farm management, • Pasture management and for • Articles that inspire • It is also well regarded amongst this audience for articles about research & development, and livestock • NZ Farmers Weekly is the publication that is the most strongly associated with quality articles about; • Farm news, and • Market analysis • The proportion of farmers that spend 15 minutes or more reading publications is about the same for NZ Farmers Weekly, Country-Wide, Straight Furrow and Rural News

  21. FW FW FW FW SF SF SF SF RN RN RN RN CW CW CW CW Excluding dairy farmers, NZ Farmers Weekly is the most recognised publication for farm news and market analysis. Country-Wide is the most recognised publication for quality farm management articles and pasture management(3) • Article Type and Publication Association – Excluding Dairy Farmers (1) (2) Farmers Excluding Dairy Farmers ** ** ** ** • Notes: 1. Base: Farms excluding Dairy Farms, n = 295 ; • 2. QCW1 What magazines or publications do you most associate with each statement? • 3. ** Result is statistically significant based on 95% CI

  22. FW FW FW SF SF SF RN RN RN CW CW CW Country-Wide also holds the lead position as being most recognised for articles that inspire • Article Type and Publication Association – Excluding Dairy Farmers (1) (2) Farmers Excluding Dairy Farmers ** • Notes: 1. Base: Farms excluding Dairy Farms, n = 295 ; • 2. QCW1 What magazines or publications do you most associate with each statement? • 3. ** Result is statistically significant based on 95% CI

  23. Of all farms excluding dairy, NZ Farmers Weekly and Country-Wide appear the most worthwhile reading. Results are within the confidence limits of the study(2) • Publications Worth Reading - All Farmers Excluding Dairy(1) Farmers Excluding Dairy Farmers Mean score 7.21 6.43 6.49 6.91 • Notes: 1. Base: Farms excluding Dairy Farms, n = 295 • 2. Mean scores were tested using 95% CI and no significant differences were found to exist

  24. Amongst farmers excluding dairy, there is no distinguishable difference between the proportions that spend 15 minutes or more reading each of the publications(2) • Publications Spent More than 15 Minutes Reading in Last Month – All Farmers Excluding Dairy(1) No significant difference N = 196 191 189 171 47 • Notes: 1. Base: Farms excluding Dairy Farms, n = 295 • 2. Significance test based on 95% CI and no significant differences were found to exist

  25. Variance Analysis explanation • A variance analysis looks at profiles across brands and determines what attributes are peaking on that brand, so regardless of the number of people who have chosen a brand, attributes can still be identified as high on that brand. • A variance analysis can be used to produce performance scores for a number of brands on a number of attributes. If a difference score of -5% is yielded, it means that brand was associated with that attribute 5% less than expected. If a difference score is +5% it means the brand was associated with that attribute 5% more than expected. This means that difference scores are a measure of how a brand is ‘performing' on that attribute.

  26. Technical • TNS New Zealand and Conversa Global merged in 2007 to form New Zealand’s largest custom research company. The New Zealand office based in Auckland is part of TNS Global, the largest customised market research organisation in the world, with offices in over 80 countries. In 2008 TNS became part of WPP, one of the world’s largest communications services groups. The group includes leading companies in advertising (e.g. JWT, Ogilvy and Mather, Y&R), media planning and buying (e.g. Mediacom), PR, branding and identity, below-the-line marketing and information, insight and consultancy. The organisation employs 110,000 people working in 2,000 offices • As a full service research-based business consultancy, TNS combines the global reach and access to leading-edge intellectual property of TNS, and the commercial, marketing, statistical and research expertise and processes of Conversa Global. We use statistics, market research, economic and financial analysis and commercial skills and experience to solve market facing problems and track market performance. Our clients include New Zealand’s largest and most successful organisations • Research for the NZX Agri rural publication readership was undertaken between 7th July and 22nd July as part of a quarterly omnibus survey of agri-businesses in New Zealand. The omnibus survey interviewed 450 farmers • Interviews were conducted by telephone using Computer Assisted Telephone Interviewing (CATI)

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