PLATTE CITY, Mo. (April 9, 2025) – Farm radio is local, it’s mobile and it’s trusted. Even with the abundance of multiple media and information sources that U.S. farmers have at their fingertips today, new market research shows the trust in the farm broadcaster still leads listeners to rank ag radio as their #1 choice for daily ag news and information.
The new national farm radio listenership study of 1,001 farmers and ranchers conducted by Kynetec Research also validates the importance of ag radio as a primary source for learning about ag products and services – and driving action.
In the survey, 42% of farmer respondents selected farm radio as their first choice for reliable ag news and information, far out-pacing other media sources. In addition, the majority said that hearing a farm broadcaster mention a product or company has a positive impact on their perception of that product or company.
“Growers value radio as a trusted source of quick, accurate updates on ag markets, prices and local weather,” says Debbie Boyle, Kynetec vice president, North America Agriculture. “They trust farm broadcasters so strongly that after hearing a broadcaster mention a product, they are likely to engage in follow-up actions and purchases.”
The results from the Kynetec study, commissioned by the National Association of Farm Broadcasting (NAFB), show a strong link between radio listenership and brand awareness. When asked about how they become aware of new products and services, farm broadcasting ranked among the leading sources – along with farm shows/field days, local retailers, and printed publications.
The survey also confirmed the mobility of ag radio: 89% of listeners listen while driving a vehicle and 73% indicated they tune in while operating farm equipment.
“The research demonstrates the importance of including farm radio in ag media strategies when the objective is to reach farmers in the moment,” says Gardner Hatch, NAFB executive director. “The reach and trust of the farm broadcaster is duplicated by no other medium in agriculture.”
Power in the media mix
More than half of farmer listeners surveyed indicated they learn about new ag products or inputs from broadcast or streamed farm radio. Further, when asked about what follow-up methods they use after hearing about a product they are interested in on the radio, 65% reported turning to their local retailer and 63% said they turn to online resources to learn more.
“When awareness of a new ag product generated from an ag radio ad leads the farmer or rancher to inquire at the retailer, this most likely leads to intent to purchase, or ultimate purchase,” Hatch says. “This is powerful validation of the importance of farm radio in the media mix and its impact in the buyer’s journey – from brand awareness to inquiry to ultimate purchase consideration.”
Digital impact
Previous and current NAFB market research, in addition to other independent studies, are also showing the growing influence of audio media among younger audiences. For example, 26% of farm radio listeners in the Kynetec study reported tuning in to their local ag broadcasters on digital sources, including streaming, podcasts, and web videos. Overall, 18 – 35-year-olds listen to podcasts 85% more than all adults in the United States, at a time when audio-content listening is on the rise among all adults, according to a 2024 study by Nielsen & Edison.
This points to the growing influence and opportunities for farm broadcasters not only “on the air,” but also as they continue to work across and create content in multiple channels to reach farmers.
About the research
The 2025 NAFB Listenership Research was conducted by Kynetec, a global leader in agricultural market research. In the NAFB study, Kynetec surveyed 1,001 farmers and ranchers throughout the U.S. via phone and online surveys in January and February of this year. For more information about the research, visit nafb.com/farmradioconnects.
About NAFB
Founded in 1944, NAFB is a non-profit professional organization whose mission is to lead, promote, and support growth in agricultural and rural broadcasting for the benefit of its members, audiences, and industry. NAFB membership comprises farm broadcasters, ag media sales professionals, allied industry and students studying agriculture communications. For more information, visit nafb.com.
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