Australia’s farmers run multi-million dollar businesses, own an average of 2.1 properties, are more likely to buy cars, devices, and household goods than non-farmers, and trust agricultural media above any other form of media, according to a research study released today by ACM.
The ACM Quantitative Agricultural Readership Survey (QARS) delved into Australia’s multi-billion dollar farming industry, presenting a view of the modern farmer and farming family, their attitudes, behaviours, purchase decisions, and media habits.
Among the key findings were that farmers have an average equity of 92 per cent in their farm businesses, they have a gross average income of $537,000 per annum, women are involved in every aspect of decision-making in the farm business, and on average farmers own or manage 2.1 properties.
“Australia’s farming industry is a critical driver of our economy with Ag production forecast to rise to $86 billion. It’s a fundamental part of our cultural fabric, however, there remains a lack of understanding of farmers, their attitudes and behaviour, and media consumption habits. Our QARS research study lifts the lid on our farmers’ lives and the importance of agricultural media to their businesses,” said ACM managing director, Tony Kendall.
The research study also found that 23 per cent of farmers’ television viewing time is on free-to-air TV. Agricultural industry news is the most trusted media by farmers and social media is the least trusted.
Younger farmers have the highest distrust of social media than any other age group. The study found that agricultural media is essential reading for farmers and necessary for farm business decision-making.
“Farmers are at the centre of everything ACM Agri does and as Australia’s largest provider of agricultural news, we play the most influential role in keeping farmers connected through our content, digital solutions, events, marketplaces and tech solutions,” said Kendall.
“We have incredible opportunities for advertisers to bring them closer to the farming audience including our enhanced data capabilities that will allow clients to match and target their data with our engaged audience and The Australian Agricultural Awards in partnership with the National Farmers Federation that will celebrate the best of the best in this country. The next six months are pivotal and we look forward to bringing brands on the journey,” added Kendall.
Agricultural news is a constant for farmers throughout the day, peaking in the early hours of the morning, at lunchtime, and in the evening. Print is the number one way farmers like to read their news, with 87 per cent of farmers taking action after seeing an ad in ACM Agri’s websites or newspapers.
The research study has been presented at a number of key invitation-only events for advertisers and media buyers to help understand the farming industry, its importance to advertisers, and the influential role of ACM Agri.
The events, in Sydney, Melbourne and Brisbane, featured a panel of guests including Anden Sheep Stud principal Joel Donnan, Victorian Farmers Federation vice president Danyel Cucinotta, Knowla Livestock producer Jack Laurie, NSW Farmers CEO Annabel Johnson, and Trifecta Charbrays founders Lucy and Bruce Moore, which were moderated by The Land editor Samantha Townsend and Stock & Land editor Joely Mitchell and Queensland Country Life editor Lucy Kinbacher.
The events discussed topics such as what the future farmer looks like, the role of user-generated content and immersive technologies in the farmer community, how digital technology is transforming agricultural marketing strategies, and automation and sustainable practices in agricultural marketing.
ACM recently announced three senior appointments in its Agri division, including Scott McCullough as commercial director of its Agri division.
