1. National Association of Farm Broadcasters NAFB The NAFB Commissioned Ag Marketing Research (AMR) to conduct Qualitative Research in 2004 to confirm media use by farmers and ranchers, trends in media use, importance ranking of informational content, and seasonal changes during critical marketing and advertising seasons. Methodology: Intercept studies were completed at the 2004 NCBA Convention & Trade Show, the 2004 Commodity Classic and a telephone sample of 500 Class I+ producers in 12 Midwest states. NAFB expresses its appreciation to its members for funding this research and a special Thank You to the Agricultural Advertisers and their Agencies that assisted in the focus of the research. NAFB is pleased to provide this research to assist Broadcasters and Agricultural Advertisers achieve the highest performance in communicating and advertising to and for the Agricultural Industry. For more information contact: Gene Millard, NAFB Director of Marketing

2. MORE Planting Season? Compared to the rest of the year, Do you spend MORE time with each media during the Planting Season? AMR Research 2004

3. LESS LESS time spent with media during the Planting Season. AMR Research 2004

4. Those that say: More Harvest Season Those that say: More time spent with each media during Harvest Season 78.8% of Corn & Soybean Producers say they INCREASE use of Radio during The Harvest Season !!! AMR Research 2004

5. Compared to the rest of the year which media do you spend Less time with during the Harvest Season AMR Research 2004

6. Days per week Listening to Radio Average 5.83 days AMR Research 2004 79% Corn & Soybean producers listen 6-7 days per week 70% of Cattle producers listen 6-7 days per week 70.8% of Corn Belt states producers listen 6-7 days per week

7. When you hear an advertisement on Radio Does it remind you of a Printed Ad? AMR Research 2004 yes 76.6% of all producers say yes 23.4% said No

8. If you see a Printed Advertisement Does it remind you of a radio commercial? 72.2% say Yes! 27.8% say No AMR Research 2004

9. Do you find Farm Broadcaster interviews of other producers interesting or useful? 95.1% say Yes AMR Intercept Research 2004 NCBA 85.4% say Yes

10. As compared to 5 years ago which Corn & Soybean Producers As compared to 5 years ago do you spend the same, more or less time with which media? Radio 94.1% Internet 90.3% Source: AMR Intercepts 2004 38.8% said they listen to MORE Radio 84.5% said they use more Internet

11. Corn & Soybean producers How many web sites do you visit in an average week? One to four sites per week: 45% Five sites per week: 9.5% Six to ten sites per week: 23.2% Eleven or more sites per week: 3.2% NEVER 3.2% MEAN…………………4.7 sites per week Source: AMR Intercepts 2004 Commodity Classic

12. Corn & Soybean Producers Importance Rating of Farm Radio Programming Market News & Analysis Weather Forecasts & Conditions Local Agricultural News National Agricultural News Corn & Soybean Producers: Source: AMR 2004 Commodity Classic

13. Producers that log on the internet to 10 or more web sites each week 18.9% of Cattleman log on to 10+ web sites weekly 10.6% There is a definite distinction in Heavy Users of web sites Cattleman log onto 5.12 sites per week average Corn/Soybean producers log onto 4.71 sites per week average Source: AMR Intercepts NCBA & Commodity Classic 2004

14. AMR Intercept Research 2004 Farmers & Ranchers SAY: 54.1% say they increase radio listening during the planting season 50.2% say they increase radio listening during the harvest season 32.2% say they have increased their radio listening as compared to 5 yrs. ago 92.7% say that Farm Radio interviews of other producers are Interesting 85.4% say that these Producer interviews such as harvest reports are Useful 90.2% have Internet Access and visit an average of 4.9 sites per week. Summary

15. 2004 AMR QUALITATIVE RESEARCH Methodology: Telephone Interviews Sample Size: 500 Completed Interviews Geography: 12 Midwest States IL, IN, IA, KS, MI, MN, MO, NE, ND, SD, WI Data Collection: March 2004 2004 AMR Qualitative Research

16. QUESTION: How many days did you listen to radio at least once? 83.1% 14.7% 2.2% Average days per week listening to radio: 5.87 days/week AMR 2004 Qualitative Research - 12 Corn Belt States

17. Hours PER DAY AND PER WEEK Time Spent Listening to RadioHours PER DAY AND PER WEEK 1.4 Hours per day 3.5 Hours per day Farm Radio listening: 1.4 hours/day X 5.87days/ wk = 7.4 Hours per week Total Radio listening: 3.5 Hours X 5.87 days/wk = 20.55 Hours per week (1999 Media Use Report = 3.3 Hours, 6.1 days/week = 20.3 Hours per week) 2004 AMR Qualitative Research

18. Spring Planting Season Fall Harvest Season Time Viewing Television Spring Planting Season Fall Harvest Season 77.7% say Less Average of producers in 12 Corn Belt states 72.1% say LESS 2004 AMR Qualitative Research

19. Planting Season Harvest Season Internet Use Planting Season Harvest Season 41.7% say they use Internet less during Planting AND Harvest Seasons 2004 AMR Qualitative Research

20. Time Reading Magazines During Planting Time Harvest time 2004 AMR Qualitative Research 65.6% Say Less Time 65.8% Say Less Time

21. 2004 AMR Qualitative Research Summary 2004 AMR Qualitative Research Farmers & Ranchers continue to heavily rely upon Radio Farm Broadcasting Cattle Producers = 5.83 days/wk Corn Soybean Producers = 6.44 days/wk Class I+ farmers in 12 states = 5.87 days/wk (as compared to 1999 AMR = 6.1 days/wk) Average 7 hours 25 minutes per week listening to FARM Programming (as compared to 5 hours 30 minutes in 1999 AMR Media Use Report - same states) 20.55 hours per week listening to RADIO (as compared to 20.3 hours per week reported in the 1999 AMR Media Use Report –same 12 states) Radio Use INCREASES (while time spent with all other media decreases) During the Planting and Harvesting seasons

22. NAFB FARM RADIO BROADCASTING The Relationship media That brings farmers, ranchers and Agricultural marketers together Critical Marketing Seasons with INCREASED TIME during the Critical Marketing Seasons FARM RADIO ADVERTISING DELIVERS VALUE!!