The Agricultural Worker Media Landscape
KATZ ANALYSIS OF MRI-SIMMONS DATA
The 2023 Feeding the Economy Report states that the agricultural industry is responsible for over $576 billion in spending power over the 4.5 million workers in the industry (including those with direct, supplier, and indirect impact). Agriculture is big business - and its workers are a vital consumer group. So how can advertisers best reach them? Katz analyzed the latest data from MRI-Simmons, the leading study of American consumer attitudes and behaviors, to explore the agricultural worker's media landscape.
AG WORKERS LEAN HEAVILY INTO AUDIO
Agricultural workers are big audio consumers, with half qualifying as heavy listeners. They are more likely to be heavy users of audio than other media, including +60% more than internet and +51% more than television. On the other end of the engagement scale, close to half of all ag workers fall into the light user category for internet and TV, and actually outnumber their heavy users. This means that nearly half of all ag workers are unlikely to have meaningful exposure to ad campaigns relying on internet or TV. With its robust usage, audio offers brands the best opportunity to reach a larger and more engaged audience of ag workers.
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Ag workers' heavy usage of audio is likely bolstered by the fact that it is an "everywhere" media with easy access throughout their busy days. This cohort is much more likely than the average American adult to listen to audio at work on weekdays (+89%), and on weekends (+171%).
AM/FM RADIO IS THE TOP AUDIO SOURCE FOR AG WORKERS
Within the audio landscape, ag workers favor AM/FM. 8 in 10 tune in to radio, ahead of streaming audio, podcasts, and satellite radio. Close to two-thirds listen to streaming audio, which includes AM/FM streams, as well as well as other audio services. As 53% of ag worker households pay for subscriptions to these services, a good portion of that streaming is likely to be commercial-free. Therefore, AM/FM radio, both over-the-air and station streams, remains the best way for brands to capitalize on audio ad opportunities to connect with farmers, growers, and ranchers.
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WHY AG WORKERS TUNE IN TO RADIO
Radio is a versatile medium for the ag community, filling needs across work and play. It is a source of information, entertainment, and escape – making them think, improving their mood, and relaxing them. Around one-third of ag workers say that radio is a good source of learning and radio ads provide them with useful information on new products and services.
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As the Thanksgiving holiday approaches, perhaps now more than ever we appreciate America's farmers, growers, ranchers, and all the workers that help bring our food from farm to table. AM/FM radio serves this community as a leading source of entertainment, information, and inspiration at work, and throughout ag workers’ busy days. Aimed specifically at America's farmers, ag radio connects the listener to local ag news, weather, and market commentary, as well as to farm broadcasters, on-air influencers who act as a critical connection between the ag consumer and the ag advertiser.
