Findings from a study conducted by Katz Radio Group show AM/FM radio has a prominent place in the lives of farmers and ranchers, with eight in 10 listening several days a week or more, while 72% say radio is part of their daily routine, compared to 51% for total adults.
Katz's survey, summarized in its “Sound Answers” blog, was conducted among 300 farmers and ranchers across the U.S., representing industries such as corn, cattle, alfalfa, soybeans, bison, and sugar beets.
“What we found was a dedicated fanbase, embracing radio as part of their daily routines, a media that cares about their local community, and a source of information worthy of their trust,” the blog says. “Radio’s very nature as an 'everywhere and anywhere' media ensures easy access throughout farmers’ busy days. It is a versatile medium for listeners in this community, filling needs across work and leisure and seamlessly weaving into life’s routine moments, both on and off the farm.”
The study finds radio the most trusted media among this group, with 81% saying they consider radio to be either “very trustworthy” or “trustworthy.” That level of trust in radio is higher than that of total U.S. adults (79%), while farmers' and ranchers' trust in newspapers, magazines and television are lower – in the case of the latter, significantly lower, at 61% vs. 68% for total adults.
For this segment, the blog says, “AM/FM radio is an invaluable resource for vital local information, [and] familiar, friendly, and insightful voices providing entertainment, expertise, and companionship. This is especially true among the ag community, where Ag Radio, specifically targeted to America’s farmers, provides the latest local ag news, weather, market commentary, and access to farm broadcasters, knowledgeable on-air influencers. With such deep local roots, is no surprise that that the majority of listeners feel seen and valued by their local radio stations.”
It stands to reason, then, that the survey also shows that 78% of farmers and ranchers agree that the AM/FM stations they listen to really care about their community, vs. 68% for total adults.
“Radio is the ideal platform for advertisers looking to make their voice heard and their message count among America's farmers and ranchers,” Katz's blog says. “The majority embrace radio as part of their daily routines [and] recognize that radio is a media that cares about their local community and is deserving of their trust. Brands utilizing radio to engage farmers and ranchers can be sure that they are reaching consumers in respected, brand-safe environments throughout the day with the best chance for messaging to break through and resonate.”
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