Nafb Media Usage Update 2010 Nafb Convention Version With Sf Update Compatibility Mode

8/3/2019 Nafb Media Usage Update 2010 Nafb Convention Version With Sf Update Compatibility Mode

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NAFB MEDIA USAGE UPDATE

Conducted March/April 2010

NAFB 2010 Convention Presentation


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784 Interviews of 500+ Acre Growers

Conducted during the March/April Corn BeltAMR Sweeps

ect ve: p ate a y me a usage stat st csas it pertains to their Farming and Ranching

operations. Also to find out what media is

being used more/less as a result of todayschanging media landscape


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In the process of discovering Producer Media

Usage in the more and less areas for all Media,we found a bonus in that we did discover

that has emerged over the last couple of

years.

This group represents 23% of all 500+ RowCrop Producers in the Midwest


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In this same process we discovered a light

group of Farm Radio Listeners that represents12.5% of all 500+ Acres Row Crop Producers in

. ,

this lighter group has not gone away from

listening for Weather, Markets, and Farm

Reports in general on a weekly basis


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There is an

87% chance that a 500+ Row Crop Producer has

listened to the radio for weather info within the

last week

84% chance of listening to at least one marketreport

75% chance of listening to a least one farm report

in general


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Radio: Whos listening and to what


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More / Less Comparison


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More / Less Comparison

So you have the Average, Then the Uber or Super Radio

Group, then the Light Radio GroupWeather

Total is at 87%, with the Super at 95%, and even the

Markets

Total is at 84%, with the Super at 95%, and the Light still

at more than half with 58%

Farm Reports in General

Total is at 75%, with the Super in at 87%, and the Lightat still more than half with 51%


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Days of the Week listening M FThe Majority are there every day


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Days of the Week listening M F82% of the Super but still 54% of the Light


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Station Selection of the 742/784

How does a Producer select a station for Farm

News and Information?


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Station Selection


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If Radio Specific Farm Broadcaster38% of Those Listening Said Yes


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Of Those 38% Can you name themOver 78% of That Group Said Yes


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Internet Farm Broadcaster Ties


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The 2009 Internet Study showed much

interest in Farm Broadcaster Internet activitiesthat need to be developed


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2009 Internet Study

Farm Broadcaster interest on the Internet


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E-Newsletters Farm Broadcaster OpportunitiesHigh in 2009 Internet Study


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Overall Daily Media Usage

If you specifically ask about Dailymedia usage

as it pertains to obtaining informationregarding your farming and ranching

,

answers versus where do you go for in-depth

information as it pertains to your farming and

ranching operation


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First Choice for Media on a Daily Basis


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First Choice for Media on a Daily Basis


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First Choice for Media on a Daily Basis Only three media in double digits with all the

responding 500+ Producers

Radio, Internet, and good ole DTN lead the waywith 51%, 21%, and 10% respectfully

With the Su er Radio Grou 23 of the total

Radio jumps to 66% while the Internet drops to11% with no other Media in Double Digits

With the Light Radio Group (12.5% of the total),

Radio drops to 20% while Internet climbs to 39%,and DTN to 16% - TV pops up at 12%


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Daily Usage Second Choice


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Daily Usage Second Choice


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Daily Usage Overall Picture

So based on these responses you can see how

the media mix is alive even on a DailybasisRadio and now Internet the preference but

,

reference material or second choices

DTN Satellite holding in with their subscriber

base and the Light Radio Listener


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Daily Usage Overall Picture

Successful Farming Research has updated

their Media Usage Study using their FarmerPanel in Feb of 2011

While their questions are slightly different inthat they are asking about Ag Products instead

of straight media usage, the results are varysimilar


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How often do you normally use the following sources

to obtain information on agricultural products?

29.2%

36.6%

41.1%

42.9%

50.2%

Agricultural websites - general

Agricultural television programs

Agricultural magazines

Agricultural radio

Regional newspapers

At least once per week

30

0.0%

0.9%

1.6%

1.6%

1.8%

11.3%

12.6%

12.6%15.9%

.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Webinars/online meetings

Agricultural conferences or seminars

Farm trade shows

Mobile Apps

Mobile Web

Direct-mail announcements or brochures from suppliers

Agricultural manufacturer or supplier publications

Agricultural reference publicationsAgricultural dealers or retailers

-


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5.9%

6.3%

10.4%

10.9%

20.6%


Agricultural television programs

Regional newspapers


Agricultural radio

4 or more times per week

31

0.0%

0.0%

0.2%

0.7%

0.7%

0.9%

1.3%

1.3%1.4%

.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%



Farm trade shows

Agricultural reference publications

Mobile Apps

Direct-mail announcements or brochures from suppliers

Agricultural dealers or retailers

Mobile WebAgricultural manufacturer or supplier publications

-


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58.9%

64.9%

69.0%

72.0%

88.4%

Agricultural radio

Agricultural manufacturer or supplier publications

Agricultural dealers or retailers

Regional newspapers


At least once per month

32

3.6%

5.0%

5.4%

9.0%

11.8%

41.0%

50.4%

53.4%55.0%

.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Mobile Apps


Mobile Web

Farm trade shows


Agricultural websites - company sponsored


Agricultural reference publicationsDirect-mail announcements or brochures from suppliers

Please contact your Successful Farming rep for more details on this Study


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Change in Usage

Lets look at how Producers feel their media

usage has changed as it pertains to obtaininginfo for their farming and ranching operation

be different, but focused on different reasons forusing the medium which can affect time spent

with a medium



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TV Change in UsageRFD TV Could be a Factor in the 14%+

So remember total TV cumes or net reach may still be similar,just that 32% of Producers are using TV less for what theyperceive is farm news and info for their operation


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Radio Change in UsageThis is Where the Uber and Light Groups Emerge


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Internet Change in Usage


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Farm Newspapers Change in Usage


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Farm Magazines Change in Usage


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DTN Satellite Change in Usage

S G


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If you used a Medium Less Where Did You Go

416 Said They Used One or More of the Media Less



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If you used a Medium Less Where Did You Go

416 Said They Used One or More of the Media Less


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Less Radio Why


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More Radio Why


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TV Primary Reason for Using



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Radio Primary Reason for Using



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Internet Primary Reason for Using


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NAFB MEDIA USAGE UPDATE Summary

The Media Mix is very much alive and nowalmost a necessity for hitting the 500+ target

Radio and Internet now appear to be leading the dailyu u

Phrasing of the question in surveying determines

media purpose but not media usage since all of

the major media of Print, Radio, TV, Internet, DTN

are all still very much in Play for their respectiveroles


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NAFB MEDIA USAGE UPDATE Thanks and for a complete copy of either this

or the Excel version with all numbers pleaseemail.

[email protected]



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Sample by State Weighted by USDA

Nafb Media Usage Update 2010 Nafb Convention Version With Sf Update Compatibility Mode

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