A new survey commissioned by the National Association of Farm Broadcasters says that agricultural radio is still the top choice for farm news and information.
In a release, the group cited NAFB Listenership Research that was conducted by Kynetec. Of the approximately 1,000 farmers and ranchers surveyed earlier this year, 42% of respondents said farm radio is their first choice for reliable ag news and information.
The next closest medium was farm publications and magazines at 11%, followed by farm TV at 10%.
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The majority of respondents — 59% — also said that a mention from a farm broadcaster of a product or company has an impact on their perception of the item in question.
The survey found that more than a third of listeners tune in more than once a day. Ag markets and local weather were the most important types of information farmers cited for listening to ag radio.
Finally, most farmers said they were driving a vehicle when listening to farm radio. Almost three-quarters said they listen while operating farm equipment, such as during spraying, planting or harvesting.
Ag radio listeners are also no stranger to digital media, as 26% of farmers said they listen to ag broadcasters on sources such as streaming, podcasts and web videos.
“This points to the growing influence and opportunities for farm broadcasters not only ‘on the air’ but also as they continue to work across and create content in multiple channels to reach farmers,” the NAFB release said.
Survey demographics
Of the farmers surveyed, 34% were between the ages of 61—70, which was highest amongst all age groups. Nearly all respondents were male. Among the qualitative descriptions provided in the survey, one respondent said that radio provided an “easy and cheap way to get information” about the current prices of commodities, with no internet required.
Most of the respondents were in the heartland, with Iowa leading the way, followed by neighboring Minnesota and Illinois.
