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Survey Reveals Importance of AM Radio

The agricultural industry has been one of the biggest supporters of the “AM for Every Vehicle Act” since its introduction. Radio Ink says the industry has spending power of more than $576 billion spread across millions of workers.

MRI-Simmons, the leading study of American consumer attitudes and behaviors, explored the media choices of agricultural workers. Those workers are big audio consumers, with more than half qualifying as heavy listeners. They listen to audio 60 percent more than the internet and 51 percent more than television. At the other end of the media spectrum, close to half of all ag workers fall into the light user category for internet and TV and outnumber the heavy users.

Eight in 10 ag workers favor AM/FM and tune into radio, ahead of streaming audio, podcasts, and satellite radio. The heavy audio usage is likely because of the fact that it’s an “everywhere” media with easy access.

Read more about the importance of AM radio to farm broadcasting in this story from the NAFB Convention last week in Kansas City: https://www.insideradio.com/free/urgency-among-farm-broadcasters-for-am-preservation-cause/article_87464b8a-851e-11ee-a4a9-5bb02c8171fc.html

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