Ag Media Research and Outcomes
Panel Discussion

A panel of four ag media professionals provided insights into the latest media consumption trends and research during an industry panel discussion in April 2026. They also discussed insights from attribution studies that showed the power of farm radio in the media mix, providing a lift in website visits, brand awareness, product inquiry and ultimately purchase.

The panelists:

• Debbie Boyle, Kynetec Research

• John Baker, Brownfield Ag News

• Sherri Sadon, Katz Radio Group

• Jennifer Saylor, J.L. Farmakis

Did you know,,,

• 225 million adults are reached every week by AM/FM radio?

• Radio is a highly effective medium in driving web traffic and building brand awareness

• Layering in radio in the media mix results in a greater response from an overall ad campaign

• Two-thirds of farmers search company websites after hearing an ad on the radio

• Half of farmers sought information from their retailer after hearing a radio ad

Watch the panel discussion here

Panel Presentations

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, market research shows the trust in the farm broadcaster leads listeners to rank ag radio as their #1 choice for daily ag news and information.

A 2025 national listenership research study of 1,001 farmers and ranchers conducted by Kynetec Research also validates the importance of farm radio as one of the primary sources for learning about new products and services – and driving action.

Click here for the Kynetec Farm Radio Listenership Research results.
 

FIRST CHOICE FOR AG NEWS AND INFORMATION: 42% of farmers select farm radio as their 1st choice for trustworthy ag news and information – far outpacing other ag media.
HIGH FREQUENCY: Farm radio is the highest-frequented medium, reaching farmers where they are at the moment.
LEADING DESTINATION: Ag markets (80%) and local weather (82%) are the most important information farmers gather from farm radio.
 

TRUST FACTOR: 59% of farmers say that hearing a farm broadcaster mention a product/company has a positive impact on their perception of that product/company.
ULTIMATE INFLUENCERS: Significantly more (46%) farmers say broadcasters are more trustworthy, engaging and impactful vs ag influencers (14%).
GOING DIGITAL: In addition to over the air, a growing number of listeners are tuning in via podcasts, streaming and web videos (26%). Broadcasters are responding with audio and video content for multiple media platforms.
 

TOP SOURCE: Farm radio is among the primary sources from which listeners hear about new ag products and services. To learn more after hearing an ad on the radio, 65% turn to their local retailer and 63% research online.
PURCHASE INFLUENCE: Those who turn to their retailer after hearing a farm radio ad either purchase or intend to purchase (80%).