With the release of the 2021 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/summer of 2020 in 13 Corn Belt states, and in 13 other states in 2019, 11,049 farmers were interviewed by telephone in 2020 and 2,953 in 2021.
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 19 different commodities produced. A Web version of the ratings software can be downloaded here.
In the winter/spring of 2019, AMR conducted a 1,200-interview study by telephone interview for RFD-TV & Rural Radio Channel 147 on SiriusXM. In the winter of 2018, AMR completed a 1,200-interview study by telephone for RFD-TV. Also, in the fall of 2017, AMR conducted a 1,700-interview study for Rural Radio Channel 147 on SiriusXM.
In 2014 AMR conducted a National Media Use Study for Farm Journal Media consisting of 1,031 telephone interviews of producers with $250,000+ in market value of products sold.
In the spring of 2012, AMR conducted a study for NAFB published as the NAFB 2012 Media Research Synopsis. 1,550 producer interviews, weighted to 1,893 interviews, were completed from 47 states. Respondents had a minimum of $100,000 Gross Farm Income in the previous year. Contact the NAFB for additional information (www.nafb.com).
In August of 2011 AMR completed the NAFB Farm Media Update Survey. This was an update of the 2008 National Producer Media-Use Wave Study. This update survey consisted of over 1,500 producers interviewed by telephone.
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
Sioux Falls, SD