Every two years, the Ag Media Research company surveys top farmers across the state. These telephone surveys ask working farmers about their radio listening habits. Year after year farmers report that radio is their primary source of timely, important, agricultural information. In the just released 2022 study, Michigan farmers again said the stations of Michigan Ag Today were their daily choice for farm news, market, and weather information. Michigan Ag Today was ranked the number one broadcast source for Michigan farmers.
The 2022 study showed that Michigan Ag Today radio programs reach 39.8% of all Michigan farmers — out-distancing their closest competitor at 38%. In key corn producing counties, MAT reaches 49.2% of corn growers; and in leading soybean producing counties, 32.6% of growers listen to MAT reports. Of those surveyed by AMR, 87% of farmers reported being regular listeners to their local radio station. With rural broadband in Michigan slowly improving, radio continues to dominate the dally media choices by top farmers.
“In 2019 when we acquired Michigan Ag Today, we set out to build a brand that Michigan farm families could rely on for timely, relevant, and credible information. It is humbling to see that dream come true,” said MAT CEO Gary Truitt. “It is also an awesome responsibility that the staff of Michigan Ag Today takes seriously every day.”
About Michigan Ag Today
Michigan Ag Today is owned by Hoosier Ag Today, LLC, a 17 year old company specializing in agricultural network operation and information distribution. Michigan Ag Today is dedicated to serving the informational needs of Michigan’s farm families and agricultural community. MAT radio reports are aired on 35 stations reaching all key agricultural areas of the state. A member of the Michigan Broadcasting Association and the National Association of Farm Broadcasting, MAT is represented nationally by J.L. Farmakis.