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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Overall Daily Media Usage
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Overall Daily Media Usage
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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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How often do you normally use the following sources
to obtain information on agricultural products?
5.9%
6.3%
10.4%
10.9%
20.6%
Agricultural magazines
Agricultural television programs
Regional newspapers
Agricultural websites - general
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%
Agricultural conferences or seminars
Webinars/online meetings
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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How often do you normally use the following sources
to obtain information on agricultural products?
58.9%
64.9%
69.0%
72.0%
88.4%
Agricultural radio
Agricultural manufacturer or supplier publications
Agricultural dealers or retailers
Regional newspapers
Agricultural magazines
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
Webinars/online meetings
Mobile Web
Farm trade shows
Agricultural conferences or seminars
Agricultural websites - company sponsored
Agricultural websites - general
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
NAFB MEDIA USAGE UPDATE
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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.
ted@nafb.com
NAFB MEDIA USAGE UPDATE
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Sample by State Weighted by USDA
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