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Agrimarketing : April 2009
FOCUS ON: AG/RURAL BROADCASTING UDPATE WAVESTUDYOFFERSMEDIAINSIGHTS byMike Parry,NAFBMarketing Consultant I nterest has not slowed since complete results of the National ProducerMedia-UseWave Study were initially released lastNovember during the annual convention of the National Association of Farm Broadcasting (NAFB). Marketers, agencies, and others are asking for analysis or specific banner point or tab data either for U.S. regions orwith regard to crop or livestock production represented by respondents. There is a lot of interest also fromvarious agri-media in how the survey identified familiarity and preferences for different information sources. It didn’t take long for some to validatewhat the researchmeans to themarketplace.GregGuse, President of PaulsenMarketing Communications, Sioux Falls, SD, complimented the value of the new data. In preparing a strategicWeb site brief for a client, theNAFB research “made us look experienced, knowledgeable and very insightful for the discussion at hand,” he writes. TOP OFMIND Maybemost significant toNAFB member interests are a couple out- comes—radio is the predominant top-of-mind source valued for daily agribusiness information, and pro- ducers age 49 and under are loyal and regular listeners (while also con- suming information viamore streams). But the survey’s yield is much broader, especially formar- keters and agencies involved in agri- media planning or evaluation. TheWave telephone survey asked a national sample of large- scale producers and ranchers about their use of radio, television, Internet, print, and DTN, among other topics.Atotal of 2,412 produc- erswith annual ag sales/gross farm income of at least $100,000 partici- pated,with “wave” interviews com- pleted during February,April, and September 2008. NAFB hasmoved past the initial large “data dump” to explorewhat is underneath the results, says the asso- ciation’s Executive Director Bill O’Neill. “Information-on-demand and its ready accessibility—an inherent advantage for radio— clearlymattersmore andmore. Amongmany producers, valued information is being received daily fromtexting services and byWeb- enabled cell phones, aswell as via traditionalmedia. “Radio remains favored for timely programs and conversations that interpret themarkets and news, as well as that offer insights about com- modity trading and riskmanage- ment.”Weather, companionship, and trust are additional affinity factors. Among listenerswith high-speed Internet access, 77.9%go toWebsites as a source of daily agribusiness information.Half say they have sought information froma particular Website after hearing that site refer- enced during ag programming on the radio. ThisWave outcome sup- ports the impact of radio as a “dri- ver” formarketers using theWeb. Fluctuations inmedia use do occur seasonally.While farmpublication WAVE STUDY PACKETSAVAILABLE Wave Study results packages remain available to interested agribusiness marketers and agencies, aswell as other qualified recipients. The packet includes a CDwith 28 reports, aswell as a printed Executive Summary. Individual reports cover corn, soybean,wheat, beef, cow-calf, and dairy concentrations, and 11 regional state groupings. Contact theNAFB office at firstname.lastname@example.org or Susan Tally at 816/431-4032. WAVESTUDYRESULTS • 45.2%listen to farmnews on weekends, and producers aver- age 6.36 days through theweek. • At 62%, radio broadcasting is identifiedmost as a valued source of daily agribusiness information. • Radio usage actually tends even slightly higher among produc- ers and ranchers age 49 and under. • 51.5%have sought information fromaWebsite after hearing a site referenced during farm radio programming. • At 61.6%, satellite dominates ag/rural television broadcast delivery. reading time decreases during Febru- ary toApril, radio use runs stronger during the spring planting and fall harvest periods. Producers age 49 and under indicate they are spending less of their overall agribusiness informa- tion consumption timewith print media. Follow-up interviewswith pro- ducers thatwe conducted during the 2009NCBA and Commodity Classic trade shows support theWave Study findings. These enabled us to gain more insight into howlarge produc- ers and ranchers actually use and alternate amongmedia sources” in the course of a typical day. For instance, thanks to podcast- ing or using their DVR to record tele- vision programs like “Ag Day” or “ThisWeek inAgriculture,” some manage preciselywhen it is conve- nient for their schedules to consume some of the content that they value. Excerpts fromthese video “inter- cept” interviewswill be shared during a “What’sHot inMedia Research” session at theNational NAMAConference inAtlanta.NAFB alsowill be exhibiting at theNAMA trade show. AM April 2009 s Agri Marketing 61
May 2009 Supplement