Farm Radio Habits Wave 1, Winter 2015 Conducted by Millennium Research, Inc.
TAKE A PICTURE OF THE RADIO YOU LISTEN TO THE MOST OFTEN? 2
Radio Is An Important Part Of Farmers And Ranchers Day I started my day, like everyday, with the radio tuned to my favorite local farm radio station and a cup of joe. Aaahhh The radio and coffee are two of my favorites to start the day. My husband, Doug, we are listening to the radio in the lambing barn.
One Radio Can Reach More Than One Person At A Time My son. My son listens with me. Man, does he love farming. This is my oldest son who farms with me. He also has a full-time job as a jailer/dispatcher for the Cottonwood Sheriff department where he has a farm radio station to listen to. He is a dedicated radio listener for weather and markets. My brother.
WHERE ARE YOU WHEN YOU RE LISTENING?
Methodology 300 sample size per quarter, total of 1200 survey completes by end of 2015 Sample size focused to farmers and ranchers 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 total Iowa 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 Arizona 1,451 New Jersey 1,123 Vermont 1,109 Delaware 1,021 Nevada 875 West Virginia 862 Maine 778 Massachusetts 758 Hawaii 506 Connecticut 458 New Hampshire 264 Rhode Island 108 Alaska 87
Sample By Age And Regions Ages Sample 25-30 3 31-35 7 36-40 25 41-50 50 51-60 112 60+ 101 Regions Northeast South Midwest West States CT, DE,MA, MD, ME, NH, NJ, NY, PA, RI, VA, VT, WV AL, AR, FL, GA, KY, LA, MS, NC, OK, SC, TN, TX IA, IL, IN, KS, MI, MN, MO, ND, NE, SD, WI, OH AZ, CA, CO, ID, MT, NM, NV, OR, UT, WA, WY
Most Respondents Are Either Sole or Senior Decision Makers, One-Third Are Joint Decisions With Farming Partners What is your decision making role? 10 9 8 8% 6% 16% 18% Sole Joint Primary Recommend 12% 11% 7% 12% 11% 19% 6 5 32% 37% 41% 19% 33% 45% 35% 58% 41% Overall Midwest Northeast South West
Research Targeted Larger Revenue Operations Percent of respond ents 10 9 8 6 5 What was your total farm revenue in 2014? $100,000 to $250,000 $250,000 to $500,000 $500,000 to $1 million $1 to $2 million $2 to $5 million $5 million plus 3% 3% 7% 17% 16% 6% 16% 19% 12% 31% 33% 29% 24% 33% 26% 29% 34% 23% 17% 26% 26% 16% 12% 21% Overall Midwest Northeast South West
83% of Farmers Listen To Farm Radio For News, Weather, Markets And Ag Information 10 9 8 6 5 83% Do you listen to farm news, weather, markets and ag information? 85% 71% 82% 85% Overall Midwest Northeast South West
All Ages Listen To Farm Radio 10 9 8 Do you listen to farm news, weather, markets and ag information? 83% 84% 83% 6 5 Overall 49 and Younger 50 and Older
83% Listen Multiple Days Per Week 10 How many days of the week (Monday-Friday) do you listen to farm radio? Five days Four days Three days Two days One day 9 8 6 5 11% 7% 7% 6% 8% 8% 7% 8% 12% 12% 4% 7% 5% 9% 14% 9% 7% 61% 65% 56% 49% 62% Overall Midwest Northeast South West Zero days accounts for missing percentages. Young farmers listen an average of 3.6 days per week, compared to 3.9 for older listeners.
Radio Is Mobile and Available In Multiple Locations 10 Where do you typically listen to farm news, weather and commodity markets on the radio? Driving In the field Trucking House Shop Barn Office 9 8 74% 67% 65% 6 5 57% 44% 44% 42% 42% 42% 39% 34% 36% 35% 33% 32% 29% 29% 26% 26% 27% 25% 19% 17% 17% 18% 14% 13% 7% 7% 7% 6% 3% Overall Midwest Northeast South West
Age Doesn t Impact Where They Listen 10 Where do you typically listen to farm news, weather and commodity markets on the radio? Driving In the field Trucking House Shop Barn Office 9 8 74% 67% 6 5 39% 41% 34% 35% 36% 38% 37% 25% 14% 13% 25% 27% 18% 15% 11% Overall 49 and Younger 50 and Older
Farm Radio Is On During The Day 10 When during the day do you listen to the radio for farming news, weather, markets and ag information? Morning Noon Afternoon Evening 9 8 6 5 5 5 24% 28% 15% 16% 6 53% 13% 7% 69% 38% 15% 5% 79% 5 24% 18% Overall Midwest Northeast South West
43% of Farm Radio Listeners Also Listen On Saturdays 10 9 Do you listen to farm news, weather, markets and ag information on Saturday? Saturday programming is not available in all markets. 8 6 54% 5 43% 43% 33% Overall Midwest Northeast South West
Farmers Watch Television For Ag Related Programming And Information 10 Do you watch television for any ag related programming and information? 9 8 6 53% 56% 53% 57% 5 41% Overall Midwest Northeast South West
HOW ARE FARM BROADCASTERS REGARDED BY THEIR FARMER LISTENERS? Farm broadcasters are considered very credible, trustworthy and accurate by a vast majority of listeners.
Local Farm Broadcasters Are Very Highly Rated On Providing Accurate Information, Rating 8.2 On Average 10 9 Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides accurate information? 8 9 10 8 6 5 32% 27% 29% 27% 26% 15% 24% 33% 24% 27% 19% 16% Overall Midwest Northeast South West
Young Listeners Rate Their Broadcaster Higher Than Older Listeners For Providing Accurate Information 10 9 Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides accurate information? 8 9 10 8 6 5 29% 25% 19% 21% 24% 26% 17% Overall 49 and Younger 50 and Older
Local Farm Broadcasters Are Highly Rated On Providing Timely Information, Averaging 8.0 On A 10-point Scale 10 9 Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides timely information? 8 9 10 8 6 5 27% 27% 27% 24% 32% 11% 13% 13% 12% 8% 32% 31% 27% 37% Overall Midwest Northeast South West
Younger Listeners Give Their Broadcaster Even Higher Marks Than Older Listeners On Timely Information 10 9 Please rate your farm broadcaster on a scale of 1 to 10, where 10 is excellent on: Provides timely information? 8 9 10 8 6 5 27% 36% 23% 11% 7% 14% 32% 28% 34% Overall 49 and Younger 50 and Older
RESPONDENT PROFILE
On Average, Respondents Farm Almost 2,400 Acres Average Number of Acres How many total acres did you plant or harvest in 2014? 3500 3000 2500 2396 2217 2595 3001 2000 1500 1325 1000 500 0 Overall Midwest Northeast South West
Corn Is The Most Frequently Planted Crop By Respondents 65% Crops planted in 2014 6 54% 5 46% 26% 12% 6% Corn Soybeans Wheat Alfalfa Cotton Vegetables
Half Of Respondents Have Livestock or Dairy Operations Do you have any dairy or livestock in your operation? 10 9 8 6 5 51% 43% 47% 63% 55% Overall Midwest Northeast South West
Beef Cow/Calf Leads The Type Of Livestock Respondents Raise What type of livestock? 10 9 Cow/calf Feedlot Dairy Swine 86% 87% 8 6 74% 67% 63% 5 35% 19% 17% 18% 14% 13% 15% 12% 13% 8% 7% 4% 4% Overall Midwest Northeast South West
For more information and additional media usage information, please contact NAFB Marketing and Communications Manager, Mindy Oberly. mindy@nafb.com 816-431-4032