TNS Independent Rural Readership SurveyJuly 2010
2
NZX Agri |
Readership Dashboard; Key results at a glance
Key Point ReviewKey Point Review
0
0.1
0.2
0.3
0.4
0.5
0.6Farm Management
Research & Development
Farm News, Issues & Agri-Business
Equipment & Machinery
Market AnalysisLivestock & Animal Health
Pasture Management
Real Estate
Articles that Inspire
Country-Wide
Farmers Weekly
Straight Furrow
Notes: 1. Base: All farms, n = 4502. Base: Dairy, n = 155
66%
62%
55%
Farmers Weekly
Straight Furrow
Rural News
Topics of importance – all farmers: Across all farmers, NZ Farmers Weekly is the publication that is most strongly associated with market information and analysis and with farm news and agri-business issues. Country-Wide is the publication that farmers most associate with good farm management articles, pasture management and articles that inspire. Straight Furrow is most frequently associated with farm machinery.
Time spent reading - all farmers:The proportion of all farmers that spend 15 minutes or more reading NZ Farmers Weekly and Straight Furrow is similar. More farmers spend 15 minutes or more reading NZ Farmers Weekly (66%) than Rural News (55%)
60%
48%43%
49%
64%
48% 49%
Farmers Weekly Straight Furrow Rural News Country-Wide NZ Dairy Exporter The Dairyman Dairy News
Worth reading – all farmers:60% of all farmers rate NZ Farmers Weekly a 7 or more out of 10 as being worthwhile reading. 64% of dairy farmers rate NZ Dairy Exporter a 7 or more as being worthwhile reading.
Dairy farmers only
3
NZX Agri | 3
For all information sources mentioned - farming publications are the most frequently mentioned
Notes: (1) Base: All Respondents n = 450; (2) QCW3 Where would you say you get your farming information? Question is multiple response so total will sum to greater than 100%, April 2010
64%
29% 28%
22%18%
14% 13% 12% 11% 9% 9% 8%4% 2%
22%
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Sources of farming information – All Mentioned(1)(2)Sources of farming information – All Mentioned(1)(2)
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NZX Agri |
All Farmers
5
NZX Agri |
All Farmers - Summary
All Farmers
Country-Wide leads for recognition of quality articles about;
Farm management
Pasture management, and
For having articles that inspire
NZ Farmers Weekly leads for recognition of quality articles about;
Farm news, issues and agri-business, and
Market analysis
Of all farmers, a higher proportion do spend 15 minutes or more reading NZ Farmers Weekly relative to other publications with the exception of Straight Furrow
Collectively, the proportion of farmers that spend 15 minutes or more reading NZ Farmers Weekly and Straight Furrow is similar
The three dairy publications, NZ Dairy Exporter, The Dairyman and Dairy News, and Country-Wide are all associated with the same types of articles. NZ Farmers Weekly and Straight Furrow are the most differentiated publications. NZ Dairy Exporter is the most differentiated of the dairy publications
6
NZX Agri |
The three dairy publications and Country-Wide are positioned on similar attributes. Rural News and Straight Furrow are seen as similar. NZ Farmers Weekly occupies a unique space
Note: (1) Base: All Farms, n = 450
Research
Real Estate
Pasture
Market Analysis
Livestock
Articles that inspire
Farm News
Farm Management
Equipment
Rural News
The Dairyman
Dairy NewsNZ Dairy Exporter
Straight Furrow
Farmers Weekly
Country-Wide
Total Retention: 91.7%
Perceptual Map (All Farmers)(1)Perceptual Map (All Farmers)(1)
All FarmersPerceptual maps are used to illustrate complex relationships between competitors and criteria used by customers in making purchase decisions. The purpose is to transform consumer judgments of similarity into distances represented in multidimensional space. Results presented provide a means for directly comparing similarity or dissimilarity of the various rural publications and their associated attributes. The further attributes and brands are positioned from the origin, the more differentiated they are. The distance that a brand vector is to an attribute provides a visual assessment of how closely that brand is associated with the attribute. Brands and attributes close to the origin show little differentiation
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NZX Agri |
-8.8
-10.5
5.4
4.2
6.4
-6.6
0.8
7
5.3
-6.4
-2.7
-2.4
-8.1
-2.1
10.2
17.8
-8.5
5
NZ Farmers Weekly has a relative strength with market analysis and Straight Furrow and Rural News with articles about machinery. Country-Wide is strongly differentiated on farm management type articles, pasture management and articles that inspire
Farm management
Research & development
Farm news, issues & agri-business
Equipment & machinery
Market information & analysis
Livestock / animal health
Pasture management
Real Estate
Articles that Inspire
-10.2
-7.7
-7.1
1.5
25.2
2.3
7.4
-6.6
-4.8
-2.5
-1
-0.6
-1.9
-0.4
2.8
7.1
-3.4
-0.1
Farmers Weekly
Straight Furrow
Rural NewsCountry-
Wide
VARIANCE ANALYSIS
Notes: 1. Base: n = 450 All farms
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NZX Agri |
NZ Dairy Exporter is the only dairy publication with a differentiated profile
-5
-6.4
6.4
1.7
1
-8.5
-2.5
8.6
4.7
NZ Dairy Exporter
-2.4
-3.8
4.2
4.2
1
-4.1
-4.1
2.1
3
The Dairyman
-0.4
-1.7
3.1
0.6
1.2
-2.1
-2.5
0.1
1.6
Dairy News
Farm management
Research & development
Farm news, issues & agri-business
Equipment & machinery
Market information & analysis
Livestock / animal health
Pasture management
Real Estate
Articles that Inspire
VARIANCE ANALYSIS
Notes: 1. Base: n = 450 All farms
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NZX Agri |
NZ Farmers Weekly is the most strongly recognised publication for farm news and market analysis and Country-Wide for farm management and pasture management (3)
54%52%
32%
22%
46%
37%
29%
22%
38%
26%28%
20%
37%
23%
43%
35%
17%14%
26%23%
13%
8%
18%
13%10%
6%
12%9%
0%
20%
40%
60%
80%
Farm News Market Analysis Farm Management Pasture Management
Farmers Weekly Straight Furrow (Inc Ag Trader) Rural News Country-Wide NZ Dairy Exporter The Dairyman Dairy News
****
**
Notes: 1. Base: All farms, n = 450; 2. QCW1 What magazines or publications do you most associate with each statement? 3. ** Result is statistically significant based on 95% CI
Article Type and Publication Association – All Farmers (1) (2)Article Type and Publication Association – All Farmers (1) (2)
**
CWFW SF DE DNDMRN
All Farmers
CWFW SF DE DNDMRN CWFW SF DE DNDMRN CWFW SF DE DNDMRN
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NZX Agri |
Country-Wide is also the most strongly recognised publication for articles that inspire(3)
36%
32% 30%32%30%
26%29%
27%25%
40%
35%
38%
20% 22%
17%17%14%
12%10%
8% 9%
0%
20%
40%
60%
80%
Livestock Research Articles that inspire
Farmers Weekly Straight Furrow (Inc Ag Trader) Rural News Country-Wide NZ Dairy Exporter The Dairyman Dairy News
**
Notes: 1. Base: All farms, n = 450; 2. QCW1 What magazines or publications do you most associate with each statement? 3. ** Result is statistically significant based on 95% CI
Article Type and Publication Association – All Farmers (1) (2)Article Type and Publication Association – All Farmers (1) (2)
All Farmers
CWFW SF DE DNDMRN CWFW SF DE DNDMRN CWFW SF DE DNDMRN
11
NZX Agri |
NZ Dairy Exporter and NZ Farmers Weekly appear to be the two publications rated most worthwhile reading. The result is not conclusive as mean scores across all publications are within the 95% CI(3)
8% 6% 9% 11% 16% 16% 16%2% 4% 2% 4%6% 4% 2%
6% 9% 8%10% 2% 6% 7%
23%31% 37% 27%
17%
25% 26%
42%
38%37%
36%
41%
39% 43%
18%10% 6%
13%23%
9% 6%
Farmers Weekly Straight Furrow (IncAg Trader)
Rural News Country-Wide NZ Dairy Exporter The Dairyman Dairy News
9 to 10
7 to 85 to 6
3 to 4
1 to 2Don t know
Mean score 7.03 6.36 6.34 6.50 7.21 6.55 6.54
Publications Worth Reading (All Farmers)(1)(2)Publications Worth Reading (All Farmers)(1)(2)
Asked of Dairy Farmers only(2)
Notes: 1. Base: All farms, n = 450; 2. Dairy farms n = 155;3. Significance tests calculated on mean scores using a 95% CI
All Farmers
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NZX Agri |
There is not a significant difference between time spent reading NZ Farmers Weekly and Straight Furrow. However, more farmers do spend 15 minutes or more reading NZ Farmers Weekly than they do publications other than Straight Furrow(3)
66%62%
58%55%
20% 17%14% 15%
0%
20%
40%
60%
80%
100%
Farmers Weekly Straight Furrow(Inc Ag Trader)
Country-Wide Rural News NZ Dairy Exporter The Dairyman Dairy News None
No significant difference
Publications Spent More than 15 Minutes Reading in Last Month – All Farmers (1)(2) Publications Spent More than 15 Minutes Reading in Last Month – All Farmers (1)(2)
Notes: 1. Base: All farms, n = 450; 2. Dairy farms n = 1553. Significance test based on 95% CI
Asked of Dairy Farmers only(2)
N = 296 280 259 247 88 77 65 69
All Farmers
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NZX Agri |
Dairy Farmers
14
NZX Agri |
Dairy Farmers - Summary
Dairy Farmers
NZ Dairy Exporter leads for recognition of quality articles about;
Farm management
Pasture management
Research & development, and
For having articles that inspire
The publication NZ Farmers Weekly appears to have the highest readership amongst dairy farmers. The result however is not conclusive when compared with the proportion of dairy farmers that spend 15 minutes or more reading NZ Dairy Exporter and Straight Furrow
A higher proportion of dairy farmers spend 15 minutes or more reading NZ Farmers Weekly than do reading The Dairyman, Rural News, Country-Wide or Dairy News
NZ Dairy Exporter is highly regarded as a publication that is worth reading
15
NZX Agri |
Amongst dairy farmers, NZ Dairy Exporter is strongly recognised for quality articles about farm management, pasture management, livestock, research, and for articles that inspire(3)
47%
42%
27%
15%
42%
30%
24%
17%
35%
21% 21%
14%
27%
14%
27%
23%
42%
37%
63%
59%
30%
18%
42%
33%
22%
12%
27%
19%
0%
20%
40%
60%
80%
Farm News Market Analysis Farm Management Pasture Management
Farmers Weekly Straight Furrow (Inc Ag Trader) Rural News Country-Wide NZ Dairy Exporter The Dairyman Dairy News
Notes: 1. Base: Dairy Farmers, n = 155; 2. QCW1 What magazines or publications do you most associate with each statement? 3. ** Result is statistically significant based on 95% CI
Article Type and Publication Association – Dairy Farmers Only (1) (2)Article Type and Publication Association – Dairy Farmers Only (1) (2)
****
Dairy Farmers
CWFW SF DE DNDMRN CWFW SF DE DNDMRN CWFW SF DE DNDMRN CWFW SF DE DNDMRN
16
NZX Agri |
Amongst dairy farmers, NZ Dairy Exporter is strongly recognised for quality articles about farm management, pasture management, livestock, research, and for articles that inspire(3)
27% 28%
24%26%
21%23%
21% 21% 21%
27%24% 23%
53%55%
44%43%
34%
30%
23%
17%20%
0%
20%
40%
60%
80%
Livestock Research Articles that inspire
Farmers Weekly Straight Furrow (Inc Ag Trader) Rural News Country-Wide NZ Dairy Exporter The Dairyman Dairy News
Notes: 1. Base: Dairy Farmers, n = 155; 2. QCW1 What magazines or publications do you most associate with each statement? 3. ** Result is statistically significant based on 95% CI
Article Type and Publication Association – Dairy Farmers Only (1) (2)Article Type and Publication Association – Dairy Farmers Only (1) (2)
**
**
Dairy Farmers
CWFW SF DE DNDMRN CWFW SF DE DNDMRN CWFW SF DE DNDMRN
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NZX Agri |
Dairy farmers regard NZ Dairy Exporter highly as a publication that is worth reading. It is favoured significantly more than Country-Wide and Rural News(2)
Publications Worth Reading - Dairy Farmers Only(1)Publications Worth Reading - Dairy Farmers Only(1)
16% 16% 16%6% 6% 8% 13%
6% 4% 2%
3% 6% 2%5%
2% 6% 7%
9%10% 10%
15%17%
25% 26%26%
32%44%
38%41%
39% 43%39%
35%
32%25%
23%9% 6%
15% 10% 4% 4%
NZ Dairy Exporter The Dairyman Dairy News Farmers Weekly Straight Furrow (IncAg Trader)
Rural News Country-Wide
9 to 10
7 to 85 to 6
3 to 4
1 to 2Don't know
Mean score 7.21 6.55 6.54 6.71 6.22 6.07 5.69
Notes: 1. Base: Dairy Farms, n = 155; 2. Mean score for NZ Dairy Exporter sig higher than Country-Wide & Rural News, but not other publications; at 95% CI
Dairy Farmers
18
NZX Agri |
The proportion of dairy farmers that spend more than 15 minutes each month reading publications is about equal between NZ Farmers Weekly, Straight Furrow and NZ Dairy Exporter. However, a higher proportion spend more than 15 minutes reading NZ Farmers Weekly than do The Dairyman, Rural News, Country-Wide & Dairy News(2)
65%59% 57%
50% 49%44% 42%
14%
0%
20%
40%
60%
80%
100%
Farmers Weekly Straight Furrow(Inc Ag Trader)
NZ Dairy Exporter The Dairyman Rural News Country-Wide Dairy News None
No significant difference
Publications Spent More than 15 Minutes Reading in Last Month – Dairy Farmers Only (1) Publications Spent More than 15 Minutes Reading in Last Month – Dairy Farmers Only (1)
Notes: 1. Base: Dairy farms, n = 155; 2. Significance test based on 95% CI
N = 100 91 88 77 76 68 65 22
Dairy Farmers
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NZX Agri |
Farmers Excluding Dairy
20
NZX Agri |
Excluding dairy farmers - Summary
Farmers excluding dairy
Country-Wide leads for recognition of quality articles about;
Farm management,
Pasture management and for
Articles that inspire
It is also well regarded amongst this audience for articles about research & development, and livestock
NZ Farmers Weekly is the publication that is the most strongly associated with quality articles about;
Farm news, and
Market analysis
The proportion of farmers that spend 15 minutes or more reading publications is about the same for NZ Farmers Weekly, Country-Wide, Straight Furrow and Rural News
21
NZX Agri |
Excluding dairy farmers, NZ Farmers Weekly is the most recognised publication for farm news and market analysis. Country-Wide is the most recognised publication for quality farm management articles and pasture management(3)
58% 57%
35%
25%
49%
41%
32%
25%
39%
29%32%
24%
42%
28%
52%
42%
0%
20%
40%
60%
80%
Farm News Market Analysis Farm Management Pasture Management
Farmers Weekly Straight Furrow (Inc Ag Trader) Rural News Country-Wide
Notes: 1. Base: Farms excluding Dairy Farms, n = 295 ;2. QCW1 What magazines or publications do you most associate with each statement? 3. ** Result is statistically significant based on 95% CI
Article Type and Publication Association – Excluding Dairy Farmers (1) (2)Article Type and Publication Association – Excluding Dairy Farmers (1) (2)
**
**
CWFW SF RN
**
**
Farmers Excluding Dairy Farmers
CWFW SF RN CWFW SF RN CWFW SF RN
22
NZX Agri |
Country-Wide also holds the lead position as being most recognised for articles that inspire
40%
34% 34%35% 35%
27%
34%31%
28%
48%
40%
46%
0%
20%
40%
60%
80%
Livestock Research Articles that inspire
Farmers Weekly Straight Furrow (Inc Ag Trader) Rural News Country-Wide
Notes: 1. Base: Farms excluding Dairy Farms, n = 295 ;2. QCW1 What magazines or publications do you most associate with each statement? 3. ** Result is statistically significant based on 95% CI
Article Type and Publication Association – Excluding Dairy Farmers (1) (2)Article Type and Publication Association – Excluding Dairy Farmers (1) (2)
**
Farmers Excluding Dairy Farmers
CWFW SF RN CWFW SF RN CWFW SF RN
23
NZX Agri |
Of all farms excluding dairy, NZ Farmers Weekly and Country-Wide appear the most worthwhile reading. Results are within the confidence limits of the study(2)
9% 6% 9% 10%2% 3% 3% 3%4% 9% 6% 6%
21%
31% 34%22%
44%
40%40%
41%
20%11% 8%
17%
Farmers Weekly Straight Furrow (Inc Ag Trader) Rural News Country-Wide
9 to 10
7 to 85 to 6
3 to 4
1 to 2Don't know
Mean score 7.21 6.43 6.49 6.91
Publications Worth Reading - All Farmers Excluding Dairy (1)Publications Worth Reading - All Farmers Excluding Dairy (1)
Notes: 1. Base: Farms excluding Dairy Farms, n = 295 2. Mean scores were tested using 95% CI and no significant differences were found to exist
Farmers Excluding Dairy Farmers
24
NZX Agri |
Amongst farmers excluding dairy, there is no distinguishable difference between the proportions that spend 15 minutes or more reading each of the publications(2)
66% 65% 64%58%
16%
0%
20%
40%
60%
80%
100%
Farmers Weekly Country-Wide Straight Furrow (Inc AgTrader)
Rural News None
No significant difference
Publications Spent More than 15 Minutes Reading in Last Month – All Farmers Excluding Dairy (1) Publications Spent More than 15 Minutes Reading in Last Month – All Farmers Excluding Dairy (1)
Notes: 1. Base: Farms excluding Dairy Farms, n = 295 2. Significance test based on 95% CI and no significant differences were found to exist
N = 196 191 189 171 47
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NZX Agri |
A variance analysis looks at profiles across brands and determines what attributes are peaking on that brand, so regardless of the number of people who have chosen a brand, attributes can still be identified as high on that brand.
A variance analysis can be used to produce performance scores for a number of brands on a number of attributes. If a difference score of -5% is yielded, it means that brand was associated with that attribute 5% less than expected. If a difference score is +5% it means the brand was associated with that attribute 5% more than expected. This means that difference scores are a measure of how a brand is ‘performing' on that attribute.
Variance Analysis explanation Variance Analysis explanation
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NZX Agri |
TNS New Zealand and Conversa Global merged in 2007 to form New Zealand’s largest custom research company. The New Zealand office based in Auckland is part of TNS Global, the largest customised market research organisation in the world, with offices in over 80 countries. In 2008 TNS became part of WPP, one of the world’s largest communications services groups. The group includes leading companies in advertising (e.g. JWT, Ogilvy and Mather, Y&R), media planning and buying (e.g. Mediacom), PR, branding and identity, below-the-line marketing and information, insight and consultancy. The organisation employs 110,000 people working in 2,000 offices
As a full service research-based business consultancy, TNS combines the global reach and access to leading-edge intellectual property of TNS, and the commercial, marketing, statistical and research expertise and processes of Conversa Global. We use statistics, market research, economic and financial analysis and commercial skills and experience to solve market facing problems and track market performance. Our clients include New Zealand’s largest and most successful organisations
Research for the NZX Agri rural publication readership was undertaken between 7 th July and 22nd July as part of a quarterly omnibus survey of agri-businesses in New Zealand. The omnibus survey interviewed 450 farmers
Interviews were conducted by telephone using Computer Assisted Telephone Interviewing (CATI)
Technical Technical