With the release of the 2010 AMR Farmer Radio Listening Study, ratings for farmer listening are now available to advertisers and marketers using software developed as a result of this Ag Media Research (AMR) study. This software is made available at no charge to agencies and companies marketing products or services to farmers and ranchers. 

Conducted during the spring of 2010 in 13 Corn Belt states, and in 14 other states in 2009, over 11,000 farmers were interviewed by telephone in 2010 and nearly 5,000 in 2009.

In addition to farmer listening ratings for radio stations, consolidated, or unduplicated, ratings are also provide for participating farm radio networks of stations.

Radio listening ratings can also be calculated by 13 different commodities produced. A Web version of the ratings software can be downloaded here.

During August and September of 2009, AMR conducted the 2009 NAFB Internet Usage Study for the National Association of Farm Broadcasting.  For this study, 2,225 producers with at least $100,000 in gross farm income (GFI) were interviewed by telephone.  Producers responded to questions regarding Internet preferences and uses, text messaging, and demographic data.  Contact the NAFB for additional information (www.nafb.com).

In addition, the 2008 National Producer Media-Use Wave Study has been released by the National Association of Farm Broadcasting. This three-wave study was also conducted by AMR.

Each monthly wave consisted of 800 telephone interviews of producers with more than $100,000 in Gross Farm Income. They were conducted during February, April and September of 2008.

With the increasing demand for rural lifestyle marketing and media information, AMR established RURIS Research. Previously, AMR had conducted several major rural lifestyle marketing and media research projects.

For additional information or to request farmer radio listening ratings software, contact us.

Ron Claussen, President
AMR, INC. 
Sioux Falls, SD