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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 l.jpg

Selected Media Use StudyCommercial Farms

Commissioned by

Conducted by

Ag Media Research

Sioux Falls, South Dakota

National Association of Farm Broadcasting


Methodology l.jpg
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


Producers surveyed l.jpg
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


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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


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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


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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


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Heavy Users: 6+ Times a Day

Radio

$40,000-$100,000

$250,000+

Radio and Web

$40,000-$100,000

$250,000+


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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


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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


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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


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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%


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‘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


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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)


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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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