The National Association of Farm Broadcasting has released a new national farm radio listenership study finds radio is still the number one choice for daily ag news and information.

The survey of more than 1,00 farmers and ranchers conducted by Kynetec Research also validates the importance of ag radio as a primary source for learning about ag products and services and driving action.

In the survey, 42% of farmer respondents selected farm radio as their first choice for reliable ag news and information, far out-pacing other media sources. In addition, the majority said that hearing a farm broadcaster mention a product or company has a positive impact on their perception of that product or company.

Chuck Zimmerman interviews Gardner Hatch, NAFB, and Debbie Boyle, Kynetic, at NAMA Conference

“Growers value radio as a trusted source of quick, accurate updates on ag markets, prices and local weather,” says Debbie Boyle, Kynetec vice president, North America Agriculture. “They trust farm broadcasters so strongly that after hearing a broadcaster mention a product, they are likely to engage in follow-up actions and purchases.”

The results from the Kynetec study, commissioned by the National Association of Farm Broadcasting (NAFB), show a strong link between radio listenership and brand awareness. When asked about how they become aware of new products and services, farm broadcasting ranked among the leading sources – along with farm shows/field days, local retailers, and printed publications.

The survey also confirmed the mobility of ag radio: 89% of listeners listen while driving a vehicle and 73% indicated they tune in while operating farm equipment.

“The research demonstrates the importance of including farm radio in ag media strategies when the objective is to reach farmers in the moment,” says Gardner Hatch, NAFB executive director. “The reach and trust of the farm broadcaster is duplicated by no other medium in agriculture.”

Interview with Gardner Hatch, Executive Director, NAFB & Debbie Boyle, Kynetic vice president, North America Agriculture: NAFB Listener Survey (5:02)

Learn more from NAFB.

Gardner and Boyle were at the NAMA Conference this week and talked about the survey and what it means for farm broadcasters and agrimarketers.

Interview with Gardner Hatch, Executive Director, NAFB & Debbie Boyle, Kynetic vice president, North America Agriculture: NAFB Listener Survey (5:02)