Radio Drives Awareness, Action, and Brand Perception
Katz has previously released our own insights on American farmers and ranchers and the value of AM/FM radio in their daily lives (trust in radio, and the media landscape). This knowledge is expanded by new research released this month from the National Association of Farm Broadcasting (NAFB) that highlights ag radio, not only as a top and highly trusted media used by farmers, but also as an impactful part of the media mix, influencing awareness, action, and brand perception.
RADIO IS A LEADING MEDIA FOR MAKING FARMERS AWARE OF NEW PRODUCTS
Farmers and ranchers learn about new inputs and products for their farming operations from various sources, led by industry events and local retailers. But when it comes to the specific media in their marketing mix, radio is a top performer, cited by half of listeners as how they become aware of new products and services. Radio outscores social media by +75% and direct mail by +53%.
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AG RADIO LISTENERS TAKE ACTION AFTER HEARING ADS
Radio ads are impactful among farmers, driving them to take action after hearing an ad. The most common actions taken by listeners are visiting a website, searching online, and contacting their retailer/co-op. Radio ads lead consumers farther down the purchase funnel as well - between 54% and 80% of the listeners who took action after hearing an ad ended up purchasing or using (or intending to purchase/use) the product or company being advertised.
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FARM RADIO BROADCASTERS ARE THE TRUE AG INFLUENCERS
Farm radio is the most trustworthy source for ag news and information, trusted by 8 in 10 listeners. That confidence extends to the personalities that share their knowledgeable insights on the airwaves - when farm broadcasters talk, the ag community pays attention and forms opinions. More than half of the surveyed ag radio consumers feel that farm broadcasters have a measurable impact on their perception of the products and companies they mention. And farm broadcasters have high value as influencers within the ag community. 46% of listeners consider farm broadcasters to be trustworthy, engaging, and impactful - nearly 4x more than other ag influencers.
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Radio is the ideal platform for advertisers looking to make an impact among America's farmers and ranchers. Ag radio, and its valuable farm broadcasters are trusted by listeners, making radio an impactful part of the media mix, influencing awareness, action, and brand perception.
For more information from the NAFB
Learn more about Katz Agricultural Marketing here.
