national association of farm broadcasters nafb the nafb commissioned ag marketing research (amr) to...
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National Association of Farm Broadcasters
NAFB The NAFB Commissioned Ag Marketing Research (AMR) to conduct Qualitative Research in 2004 to confirm media use by farmers and ranchers, trends in media use, importance ranking of informational content, and seasonal changes during critical marketing and advertising seasons.Methodology: Intercept studies were completed at the 2004 NCBA Convention & Trade Show, the 2004 Commodity Classic and a telephone sample of 500 Class I+ producers in 12 Midwest states.
NAFB expresses its appreciation to its members for funding this research and a special “Thank You” to the Agricultural Advertisers and their Agencies that assisted in the focus of the research. NAFB is pleased to provide this research to assist Broadcasters and Agricultural Advertisers achieve the highest performance in communicating and advertising to and for the Agricultural Industry.
For more information contact: Gene Millard, NAFB Director of Marketing
Compared to the rest of the year, Do you spend MOREMORE time with each
media during the Planting Season?Planting Season?
0
10
20
30
40
50
60
70
80
Radio TV MagazineReading
InternetUse
NCBACommodity ClassicAverage InterceptsCorn Belt
AMR Research 2004
LESSLESS time spent with media during the Planting Season.
-100
-90-80
-70-60
-50-40-30
-20-10
0
Radio TV Magazine Internet
Cattle Producers
Corn & SoybeanProducers12 State
AMR Research 2004
Those that say: MoreThose that say: More time spent with each media during Harvest SeasonHarvest Season
0
10
20
30
40
50
60
70
80
Radio TV Magazines Internet
Cattle Producers
Corn-SoybeanProducers12 State
78.8% of Corn & Soybean Producers say they INCREASE use of Radio during The Harvest Season !!!
AMR Research 2004
Compared to the rest of the year which media do you spend “Less time” with during the
Harvest Season
-90
-80
-70
-60
-50
-40
-30
-20
-10
0
Radio TV Magazine Internet
NCBA
COMMODITYCLASSICCorn Belt
AMR Research 2004
Days per week Listening to Radio
0
10
20
30
40
50
60
70
One Three Five Seven
Cattle producers
Corn-SoybeanproducersCorn Belt
Average 5.83 days
AMR Research 2004
79% Corn & Soybean producers listen 6-7 days per week70% of Cattle producers listen 6-7 days per week70.8% of Corn Belt states producers listen 6-7 days per week
When you hear an advertisement on Radio
Does it remind you of a Printed Ad?
0
10
20
30
40
50
60
70
80
NCBA CornGrowers
YesNo
AMR Research 2004
76.6% of all producers say “yes”“yes”
23.4% said No
If you see a Printed Advertisement Does it remind you of a radio commercial?
0
10
20
30
40
50
60
70
80
CattleProducers
CornProducers
Yes No
72.2% say Yes!
27.8% say No
AMR Research 2004
Do you find Farm Broadcaster interviews of other producers interesting or useful?
78
80
82
84
86
88
90
92
94
96
Interesting Useful
Cattle Producers
Corn-SoybeanProducersAverage
95.1% say “Yes”95.1% say “Yes”
AMR Intercept Research2004 NCBA
85.4% say “Yes”85.4% say “Yes”
Corn & Soybean Producers “As compared to As compared to 5 years ago5 years ago do you spend the same, more
or less time with whichwhich media?”
0102030405060708090
100
Same More Same orMore
LESS
RadioTelevisionInternetMagazines
Radio 94.1%
Internet 90.3%
Source: AMR Intercepts 2004
38.8% said they listen to MORE Radio84.5% said they use more Internet
Corn & Soybean producers“How many web sites do you visit in
an average week?”
• One to four sites per week: 45%
• Five sites per week: 9.5%
• Six to ten sites per week: 23.2%
• Eleven or more sites per week: 3.2%
• NEVER 3.2%
• MEAN…………………4.7 sites per week
Source: AMR Intercepts2004 Commodity Classic
Corn & Soybean ProducersImportance Rating of Farm Radio
Programming• Market News & Analysis• Weather Forecasts &
Conditions• Local Agricultural News• National Agricultural News
Corn & Soybean Producers:0
102030405060708090
100
Markets
Weather
Local Ag
NationalAg
Source: AMR 2004 Commodity Classic
Producers that log on the internet to 10 or more web sites each week
02468
101214161820
NCBA HEAVY USERS
Commodity ClassicHeavy Users
18.9% of Cattleman log on to 10+ web sites weekly
10.6%
There is a definite distinction in “Heavy Users” of web sites There is a definite distinction in “Heavy Users” of web sites Cattleman log onto 5.12 sites per week averageCattleman log onto 5.12 sites per week average
Corn/Soybean producers log onto 4.71 sites per week averageCorn/Soybean producers log onto 4.71 sites per week average
Source: AMR InterceptsNCBA & Commodity Classic 2004
AMR Intercept Research 2004 Farmers & Ranchers SAY:
• 54.1% say they increase radio listening during the planting season
• 50.2% say they increase radio listening during the harvest season
• 32.2% say they have increased their radio listening as compared to 5 yrs. ago
• 92.7% say that Farm Radio interviews of other producers are “Interesting”
• 85.4% say that these Producer interviews such as harvest reports are “Useful”
• 90.2% have Internet Access and visit an average of 4.9 sites per week.
Summary
2004 AMR QUALITATIVE RESEARCH
• Methodology: Telephone Interviews
• Sample Size: 500 Completed Interviews
• Geography: 12 Midwest States IL, IN, IA, KS, MI, MN, MO, NE, ND, SD, WI
• Data Collection: March 2004
2004 AMR Qualitative Research
QUESTION: “How many days did you listen to radio at least once”?
0
10
20
30
40
50
60
70
80
90
NoneOne- Four DaysFive - Seven Days
83.1%
14.7%
2.2%
Average days per week listening to radio: 5.87 days/week
AMR 2004 Qualitative Research - 12 Corn Belt States
Time Spent Listening to Radio““HoursHours PER DAYPER DAY” AND “PER WEEK”” AND “PER WEEK”
0
0.5
1
1.5
2
2.5
3
3.5
Farm News &InformationTOTAL RADIOLISTENING
1.4 Hours per day
3.5 Hours per day
Farm Radio listening: 1.4 hours/day X 5.87days/ wk = 7.4 Hours per weekTotal Radio listening: 3.5 Hours X 5.87 days/wk = 20.55 Hours per week(1999 Media Use Report = 3.3 Hours, 6.1 days/week = 20.3 Hours per week)
2004 AMR Qualitative Research
“Time Viewing Television” Spring Planting SeasonSpring Planting Season
Fall Harvest SeasonFall Harvest Season
-80-70-60-50-40-30-20-10
0102030
SpringPlantingSeason
FallHarvestSeason
LessSameMore77.7% say Less
Average of producers in 12 Corn Belt states
72.1% say LESS
2004 AMR Qualitative Research
“Internet Use”Planting SeasonPlanting SeasonHarvest SeasonHarvest Season
-50
-40
-30
-20
-10
0
10
20
PlantingSeason
HarvestSeason
LessSameMore
41.7% say they use Internet less during Planting AND Harvest Seasons
2004 AMR Qualitative Research
““Time Reading Magazines”Time Reading Magazines”During Planting TimeDuring Planting Time
Harvest timeHarvest time
-70-60-50-40-30-20-10
0102030
Plantingtime
Harvesttime
LessSameMore
2004 AMR Qualitative Research
65.6% Say65.6% SayLess TimeLess Time
65.8% Say65.8% SayLess TimeLess Time
Summary2004 AMR Qualitative Research2004 AMR Qualitative Research
• Farmers & Ranchers continue to heavily rely upon Radio Farm Broadcasting
• Cattle Producers = 5.83 days/wk • Corn Soybean Producers = 6.44 days/wk• Class I+ farmers in 12 states = 5.87 days/wk
(as compared to 1999 AMR = 6.1 days/wk)• Average 7 hours 25 minutes per week listening to FARM
Programming (as compared to 5 hours 30 minutes in 1999 AMR Media Use Report - same states)
• 20.55 hours per week listening to RADIO (as compared to 20.3 hours per week reported in the 1999 AMR Media Use Report –same 12 states)
• Radio Use INCREASES (while time spent with all other media decreases) During the Planting and Harvesting seasons
NAFB NAFB FARM RADIO BROADCASTINGFARM RADIO BROADCASTING
The “Relationship” media
That brings farmers, ranchers and Agricultural marketers together
with INCREASED TIME during the Critical Critical Marketing SeasonsMarketing Seasons
FARM RADIO ADVERTISING DELIVERS VALUE!!