Radio Earns Favor, Esteem, and Trust in the Agricultural Community
FINDINGS FROM A NEW KATZ STUDY
Katz is deepening its knowledge of America's farmers and ranchers by exploring their relationship with media, particularly the value of AM/FM radio in their daily lives. Katz surveyed farmers from across the country, representing a variety of 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.
FARMERS AND RANCHERS MAKE RADIO PART OF THEIR DAILY LIFE
8 in 10 farmers and ranchers listen to AM/FM regularly, meaning they tune in several days a week, or more. And radio plays an integral role in their lifestyle, as 72% state that radio is part of their daily routine, well above the average adult. 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.
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RADIO PUTS THE “HEART” IN HEARTLAND
AM/FM radio is an invaluable resource for all listeners, as a go-to for vital local information, breaking news, weather updates, and community events. It is also home to 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. Farmers and ranchers, in particular, express this sentiment, as 8 in 10 farmers and ranchers feel that the stations they listen to really care about their community, +10 points more than the average adult.
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RADIO IS MOST TRUSTED MEDIA FOR FARMERS AND RANCHERS
Radio is not only esteemed by America’s farmers and ranchers for its community relations, it also earns their trust as well. Radio is the most trusted media among farmers and ranchers, with 8 in 10 considering it to be a very trustworthy or trustworthy source of information. Radio tops newspapers, its closest competitor, by +6 points, and surpasses magazines and television by double digit margins (as wide as 20 points for TV). Social media lands solidly in last place as the least credible media type, with under 4 in 10 farmers putting faith in it. Compared to social media, messaging on radio is trusted by more than 2x as many farmers and ranchers.
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Compared to the average U.S. adult, trust in radio is higher among farmers and ranchers. But farmers prove to be less trusting of most other media, expressing lower faith in newspapers, magazines, and television than the average adult. Social media, like radio, is an exception, although social still holds firm in last place for both groups. Even with an elevated confidence level, the majority of American farmers and ranchers do not trust social media as a source of information.
Radio is the ideal platform for advertisers looking to make their voice heard and their message count among America's farmers and ranchers. The majority embrace radio as part of their daily routines. They recognize that radio is a media that cares about their local community and is deserving of their trust. Unlike with risky social media platforms, 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.
