National Association of Farm Broadcasters 2005 Rural Lifestyles Farms Research

Commissioned by NAFB and conducted by AMR in August 2005, this report is an expanded extension to the 2004 Rural Lifestyle Farms Research test conducted in 2004 in a 29 county area of NE Iowa.

2005 Geography: Minnesota, Wisconsin, Illinois & Georgia

Sample Size: 471 completed interviews

Criteria: Less than $40,000 gross sales of agricultural production and reside on three acres or more in a rural area outside the limits of any city, town or village.

For more information contact: Gene Millard, NAFB Director of Marketing

Demographics2005 Respondents 2004 Iowa 29 County50.2% Male/49.8% Female 49.5% Male/50.5% Female

3-49 acres = 30% 39.5%%49-99 acres = 23% 12% 100+ acres = 47% 48.5%

Ages:25-34 8% 6%35-54 33.6% 34%55-64 27.7% 20%65+ 31.6% 37%

Household IncomeLess than $75,000 63.3% 64.5%$75,000 to $100,000 17% 17.5%Over $100,000 10.8% 5.5%

11% report less than $1000 in sales of agricultural products

Plants or Crops Planted or Harvested

0 50 100

None

Trees

Veg/Fruit/Flower

Hay

Four States

Iowa 2004

Animals on the Farm Average of all Four States 2004 Iowa

Dogs 67% (average 2 per farm) 71.5%Cats 64% (average 5 per farm) 67%Horses 24.8% (average 5 per farm) 19% (average 4.9 per farm)

24% have 1 horse22% have 2 horses 8% have 3 horses 9% have 4 horses

(31% have 5 or more)Goats 5.4% 3%Sheep 3.9% 8%

NONE OF THE ABOVE: 9.4% 8%

Chain Saw Ownership

2005 Four States 2004 Iowa

87% ONE or more 84%

49.3% own ONE

30.4% own TWO

10% own Three

9% own Four or more

The “mean” number of Chain Saws owned is 1.9 per farm.

ATV Ownership

2005 Four States 2004 Iowa

50% OWN at least ONE 30%Of those: 70.5% own ONE

18.2% own TWO

5.6% own Three

3.9% own Four

The “mean” number of ATV’s is 1.5 per rural lifestyle farm!

(Iowa 1.3 per rural lifestyle farm)

Tractors (18 hp or more) Ownership

2005 Four State 2004 Iowa

93% Are Owners 83%

35.7% own ONE

23.8% own Two

20.7% own Three

8% own Four

7% own Five

The “mean” number of tractors owned is

2.4 per rural lifestyle farm.

High Speed or DSL Internet Connection

Yes 20.8%

No 78.5%

Don’t know 1.8%

Yes

No

Don't Know

High speed or DSL Internet connection by state:Georgia 27%Illinois 20%

Minnesota18.4%Wisconsin 19%

Use of Internet of Those (20.8%) with High Speed or DSL Connection

Search for various information 90.1%

on various subjects

Search for Product Information 70.8%

Find and Compare Price 63.6%

Read or view Weather Information 70.1%

Read or View “News” 47.2%

E-Mail 69.1%

Television Reception System

• Nearly 60% receive their television service via a Satellite system.

40%

24%

31%

0%

5%

Antenna

Direct TV

Dish Net

Wireless

Cable

2%

95%

3%

Yes

No

Don't Know

When Asked About Satellite Radio, the Answer is Resounding!!

Do You Plan on Subscribing in the Next Year?

Currently Subscribe to Satellite Radio (Sirus or XM) 5.5%

Subscribe to ANY Publication or Magazine That Covers Small Farms

or Rural Lifestyle

Yes 57%

No 42.8%

There were no significant differences between size of acres or states in this report.

Kinds of Radio Programming Kinds of Radio Programming Formats Most Listened ToFormats Most Listened To

AMR Research 2004

0

10

20

30

40

50

60

70

80

Country News Talk Oldies AdultCont.

Four State

Iowa 29 County

Specific Content Radio Programming with Greatest Appeal

2005 Four States 2004 Iowa 29 County

Weather forecasts: 84.7% 87%

Agricultural Markets 58.8% 70.5%

News Affecting Agriculture 57.6% 49%

Buying and Selling Ag Items 43.9% 28.5%

Business Market Reports 38.5% 38%

Animal Health/Vet Programs 36.7% 24.5%

Companion Animal Care 27.6%

Time of Day MORE Likely to Listen to

Special Interest Programs Monday- Friday 5 a.m. – 10 a.m.

All Stations NAFB Stations & Iowa 2004 Networks

Four States 60.4% 70.9% 62.5% Georgia 47% 47.4% Illinois 69% 70% Minnesota 61.2% 76.5% Wisconsin 63% 72.9%

Note: NAFB Stations & Network Affiliates exhibit significant increase in listener preference for times to listen to programming of special interest.

Time of Day MORE Likely to Listen to

Special Interest Programs Monday- Friday 10 a.m. – 3 p.m.

All Stations NAFB Stations & Iowa 2004 Networks

Four States 29.8% 37.7% 30.5%Georgia 25% 36.8%

Illinois 27% 34% Minnesota 33% 43.1% Wisconsin 30% 35.4%

Monday- Friday 3 p.m. – 7 p.m.Four States* 28.6% 26% 21.5%

*There were no significant deviations for individual states.

Time of Day MORE Likely to Listen to

Special Interest Programs Saturday 5 a.m. – 10 a.m.

All Stations NAFB Stations & Iowa 2004 Networks

Four States 46% 55% 32.5%Georgia 37% 36.8%Illinois 58% 70%Minnesota 39.8% 52.9%Wisconsin 51% 50%

Sunday 5 a.m. – 10 a.m.Four States 36.9% 45.7% 26%

Note: NAFB Stations & Networks have significant increase over the average station for Saturday & Sunday morning listenership preference for programs of special interest.

Radio Listenership• In the states surveyed, the 471 respondents named 670 different

radio stations as stations they listen to for entertainment, news and special interest programs

• Georgia: 19% of the total stations listed were affiliates of ONE NAFB network

• Illinois: 50% of the total stations listed were NAFB stations (five) and NAFB networks (five) and their affiliated stations.

• Minnesota: 49.2% of the total stations named were seven NAFB Stations and/or five NAFB Network affiliated stations.

• Wisconsin : 48.12% of the total stations named were seven NAFB Stations and/or two NAFB networks and their affiliates.

What We Learned• A total of 670 different radio stations were listed by respondents.

The 19 NAFB Stations and 13 NAFB NETWORKS garner a very high share of the total radio listenership with 43% of the total radio use in this four state region and nearly a 50% share in the three central states where there are multiple NAFB stations and networks.

• One of the most revealing results of this survey is the difference in the “Likely to Listen” between listeners of NAFB stations and listeners of only non NAFB stations. 94.9% of NAFB station listeners are likely to listen Monday- Friday while only 84% of listeners to NON NAFB stations are likely to listen to Radio during this same time frame.

Farm Radio Broadcasting

• The “Relationship Media” Serving Farmers, Ranchers

and Rural Lifestyle Farm Residents

• RADIO ADVERTISING DELIVERS Rural Lifestyle Farm Families

• NAFB expresses its appreciation to its members for

funding this further research of a new and growing segment

of agriculture