NAFB MEDIA USAGE UPDATE

Conducted March/April 2010 NAFB 2010 Convention Presentation

NAFB MEDIA USAGE UPDATE

784 Interviews of 500+ Acre Growers Conducted during the March/April Corn Belt AMR Sweeps Objective: Update daily media usage statistics as it pertains to their Farming and Ranching operations. Also to find out what media is being used more/less as a result of todays changing media landscape

NAFB MEDIA USAGE UPDATE

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 and Uber group of Farm Radio Listeners that has emerged over the last couple of years. This group represents 23% of all 500+ Row Crop Producers in the Midwest

NAFB MEDIA USAGE UPDATE

In this same process we discovered a light group of Farm Radio Listeners that represents 12.5% of all 500+ Acres Row Crop Producers in the Midwest. However, still more than half of this lighter group has not gone away from listening for Weather, Markets, and Farm Reports in general on a weekly basis

NAFB MEDIA USAGE UPDATE

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 market report 75% chance of listening to a least one farm report in general

NAFB MEDIA USAGE UPDATE Radio: Whos listening and to what

NAFB MEDIA USAGE UPDATE More / Less Comparison

NAFB MEDIA USAGE UPDATE More / Less Comparison

So you have the Average, Then the Uber or Super Radio Group, then the Light Radio Group Weather Total is at 87%, with the Super at 95%, and even the Light at 67% usage during an average week 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 Light at still more than half with 51%

NAFB MEDIA USAGE UPDATE Days of the Week listening M F The Majority are there every day

NAFB MEDIA USAGE UPDATE Days of the Week listening M F 82% of the Super but still 54% of the Light

NAFB MEDIA USAGE UPDATE Station Selection of the 742/784

How does a Producer select a station for Farm News and Information?

NAFB MEDIA USAGE UPDATE Station Selection

NAFB MEDIA USAGE UPDATE Only 42 of 784 said: No Radio Then What

NAFB MEDIA USAGE UPDATE If Radio Specific Farm Broadcaster 38% of Those Listening Said Yes

NAFB MEDIA USAGE UPDATE Of Those 38% Can you name them Over 78% of That Group Said Yes

NAFB MEDIA USAGE UPDATE Internet Farm Broadcaster Ties

NAFB MEDIA USAGE UPDATE

The 2009 Internet Study showed much interest in Farm Broadcaster Internet activities that need to be developed

NAFB MEDIA USAGE UPDATE 2009 Internet Study

Farm Broadcaster interest on the Internet

NAFB MEDIA USAGE UPDATE E-Newsletters Farm Broadcaster Opportunities High in 2009 Internet Study

NAFB MEDIA USAGE UPDATE Overall Daily Media Usage

If you specifically ask about Daily media usage as it pertains to obtaining information regarding your farming and ranching operation, you get a different series of answers versus where do you go for in-depth information as it pertains to your farming and ranching operation

NAFB MEDIA USAGE UPDATE Overall Daily Media Usage

NAFB MEDIA USAGE UPDATE Overall Daily Media Usage

NAFB MEDIA USAGE UPDATE First Choice for Media on a Daily Basis

NAFB MEDIA USAGE UPDATE First Choice for Media on a Daily Basis

NAFB MEDIA USAGE UPDATE 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 way with 51%, 21%, and 10% respectfully With the Super Radio Group (23% of the total), Radio jumps to 66% while the Internet drops to 11% 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%

NAFB MEDIA USAGE UPDATE Daily Usage Second Choice

NAFB MEDIA USAGE UPDATE Daily Usage Second Choice

NAFB MEDIA USAGE UPDATE Daily Usage Overall Picture

So based on these responses you can see how the media mix is alive even on a Daily basis
Radio and now Internet the preference but TV, Magazines and Newspapers still part of the reference material or second choices DTN Satellite holding in with their subscriber base and the Light Radio Listener

NAFB MEDIA USAGE UPDATE Daily Usage Overall Picture

Successful Farming Research has updated their Media Usage Study using their Farmer Panel in Feb of 2011
563 responses

While their questions are slightly different in that they are asking about Ag Products instead of straight media usage, the results are vary similar

How often do you normally use the following sources to obtain information on agricultural products?
At least once per week
Regional newspapers Agricultural radio Agricultural magazines Agricultural television programs Agricultural websites - general Agricultural websites - company sponsored Agricultural dealers or retailers Agricultural reference publications Agricultural manufacturer or supplier publications Direct-mail announcements or brochures from suppliers Mobile Web Mobile Apps Farm trade shows Agricultural conferences or seminars Webinars/online meetings 0% 1.8% 1.6% 1.6% 0.9% 0.0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 17.3% 15.9% 12.6% 12.6% 11.3% 29.2% 42.9% 41.1% 36.6% 50.2%

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How often do you normally use the following sources to obtain information on agricultural products?
4 or more times per week
Agricultural radio Agricultural websites - general Regional newspapers Agricultural television programs Agricultural magazines Agricultural websites - company sponsored Agricultural manufacturer or supplier publications Mobile Web Agricultural dealers or retailers Direct-mail announcements or brochures from suppliers Mobile Apps Agricultural reference publications Farm trade shows Webinars/online meetings Agricultural conferences or seminars 0% 10.9% 10.4% 6.3% 5.9% 3.8% 1.4% 1.3% 1.3% 0.9% 0.7% 0.7% 0.2% 0.0% 0.0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 20.6%

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How often do you normally use the following sources to obtain information on agricultural products?
At least once per month
Agricultural magazines Regional newspapers Agricultural dealers or retailers Agricultural manufacturer or supplier publications Agricultural radio Agricultural television programs Direct-mail announcements or brochures from suppliers Agricultural reference publications Agricultural websites - general Agricultural websites - company sponsored Agricultural conferences or seminars Farm trade shows Mobile Web Webinars/online meetings Mobile Apps 0% 11.8% 9.0% 5.4% 5.0% 3.6% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 41.0% 72.0% 69.0% 64.9% 58.9% 57.7% 55.0% 53.4% 50.4% 88.4%

Please contact your Successful Farming rep for more details on this Study

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NAFB MEDIA USAGE UPDATE Change in Usage

Lets look at how Producers feel their media usage has changed as it pertains to obtaining info for their farming and ranching operation
Note Overall cumes or total net usage may not be different, but focused on different reasons for using the medium which can affect time spent with a medium

NAFB MEDIA USAGE UPDATE TV Change in Usage RFD 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 they perceive is farm news and info for their operation

NAFB MEDIA USAGE UPDATE Radio Change in Usage This is Where the Uber and Light Groups Emerge

NAFB MEDIA USAGE UPDATE Internet Change in Usage

NAFB MEDIA USAGE UPDATE Farm Newspapers Change in Usage

NAFB MEDIA USAGE UPDATE Farm Magazines Change in Usage

NAFB MEDIA USAGE UPDATE DTN Satellite Change in Usage

NAFB MEDIA USAGE UPDATE If you used a Medium Less Where Did You Go 416 Said They Used One or More of the Media Less

NAFB MEDIA USAGE UPDATE If you used a Medium Less Where Did You Go 416 Said They Used One or More of the Media Less

NAFB MEDIA USAGE UPDATE Less Radio Why

NAFB MEDIA USAGE UPDATE More Radio Why

NAFB MEDIA USAGE UPDATE TV Primary Reason for Using

NAFB MEDIA USAGE UPDATE Radio Primary Reason for Using

NAFB MEDIA USAGE UPDATE Internet Primary Reason for Using

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Summary
The Media Mix is very much alive and now almost a necessity for hitting the 500+ target
Radio and Internet now appear to be leading the daily usage category as it pertains to Farm Info but

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 respective roles

NAFB MEDIA USAGE UPDATE

Thanks and for a complete copy of either this or the Excel version with all numbers please email. ted@nafb.com

NAFB MEDIA USAGE UPDATE Sample by State Weighted by USDA