Why Radio Remains A Powerhouse In Ag Marketing

Why radio continues to be a vital channel for reaching the ag community

As an ag marketer, you know that even in an era dominated by digital platforms, radio continues to hold a significant place in the minds and hearts of the ag community. But just how deeply rooted is radio? And how do farmers and ag professionals tune in? We’ve plowed through the data to share the highlights of the role radio, particuarly ag radio, plays in the daily lives of your target audience. We’ll also discuss how radio fits into the marketing mix, especially in the digital-first world.

Radio by the Numbers
First, let’s drill down into some numbers to see just how significant radio listenership is among farmers:

• Authority: About 85% of agricultural workers listen to agricultural news programs on the radio, according to Katz Radio Group. These programs provide essential information related to farming, weather forecasts, market trends, and other topics pertinent to their livelihood. In fact, listeners report they start their day listening to ag radio, saying it’s a “key ingredient” to their morning routine.
• Reach: A majority of U.S. farmers continue to rely on farm broadcasting. According to the latest National Association of Farm Broadcasting (NAFB) listenership survey, 83% of farmers listen to farm radio at least five days per week. What’s more, NAFB found that the average listener’s farm includes nearly 11 radios to listen in a variety of locations and situations.
• Engagement: The NAFB survey also found that ag radio drives listeners online. It reports that 58% of farm radio listeners have visited a website after hearing an advertisement on the radio. That number is even higher at 71% in the 18-54 age group.
• AM/FM Preferences: Katz Radio Group found an overwhelming 90% of farmers indicated a preference for AM/FM radio over other forms of audio media. They report that farm programs provide more credible, accurate and timely news and information. This preference is likely driven by the accessibility and reliability of traditional radio signals in rural areas, where internet connectivity might be less reliable.
• Streaming: Radio’s reach extends to streaming as well with approximately 30% of farmers tuning into radio programs via online streaming services, Farm Radio found.

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Why Ag Loves Radio
What makes radio so irresistible to the ag community? Let’s break it down:

1. Accessibility: Access to broadband remains a significant challenge in many rural areas. It’s estimated that 42 million Americans, mostly in rural areas, still lack access to high-speed internet. However, radio waves can reach even the most remote parts of the country, ensuring that farmers can stay informed no matter where they are working​.
2. Timely Information: Farming is a business where timing is everything. Radio, particularly ag programs, deliver up-to-the-minute weather forecasts, market prices, and agricultural news by trusted sources. For example, agricultural news segments capture farmers' attention. Programs like “AgriTalk” and “Market Day Report” are staples, offering a mix of news and market analysis.
3. Localized Content: While other mediums have broad reach, radio excels in providing local content. Often, radio stations have strong connections to their local communities, which allows them to deliver news and information that is important to their audience. Additionally, local farm broadcasters have direct relationships with experts, producers and community leaders.
4. Mobility- Radios are a standard feature on farms and have reach throughout operations. Farmers don’t just listen to the radio in just one place. They take it with them, whether that’s in the vehicle, in equipment, in the barn or shop, in the house and while doing chores.

Integrating Radio into Your Marketing Plans
Radio plays an important role in media plans and shouldn’t be overlooked. Take, for example, the synergy between radio and search. A study from the Radio Advertising Bureau shows that radio can drive up to a 29% increase in brand search activity during a campaign. Radio ads can plant a seed of curiosity or interest, which leads listeners to search online for more details.

So, when does including radio in the marketing mix make sense? Radio be highly effective for:

• Targeted Reach: Leverage industry-specific radio programs and channels that cater to particular sectors or geographies, including custom geographies based on crop. Agricultural news programs on radio specifically target farmers and industry professionals while delivering a local message, making radio an effective medium for reaching a niche audience.
• Building Brand Awareness and Authority: The repetitive nature of radio, combined with the frequency of listenership, helps drive brand awareness and authority. By sponsoring or advertising on respected radio programs that are trusted by industry professionals, companies can position themselves as thought leaders and build brand authority.
• Multi-Channel Strategy: Radio can be an integral part of a multi-channel marketing strategy. By combining radio with digital, print, and event marketing, businesses can create a more cohesive and comprehensive approach. For instance, radio ads can drive listeners to a company’s website, webinar, or upcoming trade show, creating a seamless experience across multiple touchpoints.

Final Thoughts
Radio's enduring popularity among farmers is a testament to its ability to deliver relevant information and entertainment in a format that resonates with this audience. By understanding its strengths and effectively integrating it into a comprehensive media mix, businesses can harness the power of radio to connect with farmers and drive results.

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