EXTENSION’S ON TV

WHAT DOES THE PUBLIC THINK ?

LEIGHTON SPANNOFFICE OF AGRICULTURAL COMMUNICATIONSMISSISSIPPI STATE UNIVERSITY

Farmweek General Public Survey

August 2014

Background and Objectives• Farmweek is the weekly agricultural television program of the Mississippi State

University Extension Service.

• 38 years on Mississippi Public Broadcasting (1977 to present)

• 11 years on RFD-TV (2004 to present)

• In August 2000, an independent telephone survey estimated that approximately 224,654 Mississippi adults watched Farmweek. Until 2014 there was no additional formal research to examine viewers’ perceptions of the program.

• Specific objectives of the 2014 research include:

– Identify the current incidence of viewership among Mississippi residents

• Identify awareness of the program among residents

– Identify relevance and impact of program among current viewers

• Identify demographic characteristics of current viewers

– Identify the impact the program has on the Mississippi State University Extension Service’s brand awareness and image

• Identify awareness and participation in Extension programs

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Research Methods

• To assess statewide interest in Farmweek’s programming, to help determine the incidence of Farmweek’s viewership and to assess awareness and perceptions among potential viewers, we conducted a statewide telephone survey using Random Digit Dialing (RDD) techniques.

• Overall, 504 telephone interviews were conducted with residents of Mississippi, 18 years of age or older. Sample was generated using RDD sampling methods, which included both landlines and cellphones.

• The average survey length was 12 minutes.

• Respondents were screened to be at least 18 years of age and a current resident of Mississippi.

• The sample was weighted to ensure it represents the demographic characteristics of residents in the state of Mississippi.

• The margin of error for this study is +/- 4.37% at the 95% confidence level.

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Total Interviews Landline Interviews Cellphone Interviews

504 303 201

DEMOGRAPHICS

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Farmweek Viewership: 2014 vs. 2000

Year Sample size

Percent Farmweek viewers(± sampling error)

Estimated Mississippi population

Estimated population viewing Farmweek(± sampling error)

2014 504 16.6% (± 4.4%) 2,211,742* 367,149 (± 97,317)

2000 1,163 12.3% (± 1.9%) 1,826,455** 224,654 (± 35,197)

Change (2014 – 2000) +4.3 percentage points +385,287 +142,495

*2010 census**1990 census

• Viewership of Farmweek has increased by approximately 4.3 percentage points from 2000 to 2014. Approximately 367,149 Mississippi residents viewed Farmweek in 2014 compared to 224,654 in 2000 (see chart below).

• About 64% of viewers say they watch Farmweek at least two or more times a month, up from 55% in 2000.

• The mean age of Farmweek viewers in 2014 is 46, down from 50 in 2000.

• In 2014, 60% of Farmweek viewers were male and 40% were female (compared to 46% male and 54% female in 2000).

Demographics – Farmweek Viewers (n=85)

Male60%

Female40%

Gender

7

Married

Single

Divorced

Widowed

Separated

Refuse

49%

27%

10%

11%

1%

2%

Marital Status

Professional or doctorate degreeMaster's degree

Bachelor's degreeSome college/tech training

High school graduateDid not complete high school

Refuse

2%8%

22%24%

34%7%

2%

Education

Yes30%

No68%

Anyone in House Work on Farm

Less than $20,000

$20,000 to $49,999

$50,000 to $99,999

$100,000 or more

Refuse

27%

26%

24%

11%

12%

Household Income

Caucasian or white

African-American or black

Hispanic

Asian or Asian-American

Other

Refuse

66%

26%

3%

3%

0%

1%

Race

Indicates statistically different from residents unaware of Farmweek at the 95% confidence level

Key Findings – Viewer Behavior

• Overall, 35% of Mississippi residents have heard of Farmweek.– Awareness is significantly strong among males, Caucasians and

residents with someone in their household working on a farm.• 17% of Mississippi residents watch Farmweek, with about 5% saying they

watch the show every week.– Viewership is similar to awareness, with males and residents with

someone in the their household working on a farm being more likely to watch.

– Among viewers, about 30% watch every week and 64% watch at least two times a month.

– Almost no residents watch Farmweek online, with about 75% of viewers watching the program on satellite/cable, 25% watch off-the-air. 55% of the viewers watch on Mississippi Public Broadcasting stations.o Only 21% of viewers do not use a computer.

– Most viewers watch the show live, with only about 14% saying they have ever recorded the show to view later.

– Viewers are split, with about half saying they watch the entire show and the other half saying they sometimes or always watch part of the show.

• When given a list of potential decisions, nearly 90% of viewers say they have made at least one decision based on something learned from watching Farmweek. 8

Decisions Made Based on Farmweek

9Q.14: Which of the following decisions, if any, have you made based on something you learned from watching Farmweek?

Total respondents who watch Farmweek (n=85) Males (n=46)

Females (n=39)

Someone in family works on farm

(n=22)

No one in family works on farm

(n=59)

51% 66% 48% 60%

28% 59% 41% 39%

45% 30% 57% 31%

36% 35% 68% 22%

31% 30% 56% 21%

23% 25% 30% 21%

12% 11% 0% 17%

Home landscaping/gardening decision

Home improvement decision

Farm equipment purchase decision

Agricultural business decision

Agricultural investing decision

Local/statewide travel/vacation decision

I have never made a decision based on Farmweek programming

57%

41%

39%

35%

30%

24%

11%

BASE: Respondents who watch Farmweek

Overall, about nine in ten (89%) viewers of Farmweek say they have made at least one decision based on something they learned watching Farmweek.

Most often, viewers use Farmweek information to influence their home landscaping/gardening decisions.

As expected, residents with someone in the household who works on a farm are significantly more likely to make an agricultural business or investing decision based on something they learned on Farmweek.

DETAILED FINDINGS:FARMWEEK PERFORMANCE

Total respondents who watch Farmweek (n=85) Males (n=46)

Females (n=39)

Someone in family works on

farm (n=22)

No one in family works on farm

(n=59)

70% 56% 83% 55%

53% 77% 59% 64%

62% 58% 61% 61%

46% 57% 51% 50%

36% 59% 48% 44%

30% 56% 32% 44%

Useful Segments of Farmweek

11Q.13: Thinking specifically about Farmweek, which of the following segments of the show do you find most useful?

Market report (supply and demand analysis)

News updates

Feature story

Calendar of events

Farmweek snapshot

Trivia quiz

64%

63%

60%

50%

45%

40%

BASE: Respondents who watch Farmweek

Viewers find the market report, news updates and feature stories most useful. Women especially prefer the news updates and also like the trivia quiz. Residents with someone in the household who works on a farm are significantly more

interested in the market report.

Key Findings – Farmweek Performance

• Nearly all Farmweek viewers feel that the program met their expectations, with nearly one in five saying it exceeded their expectations.

• Almost all viewers (97%) find the program at least somewhat educational, with about 40% finding it extremely educational.– Further, Farmweek is most often associated with being educational

(55%). Very few viewers see the show as boring or outdated.– Beyond educational, viewers also see Farmweek as informative,

useful, rural/country, interesting and practical.• Mississippi residents most often agree that Farmweek appeals primarily to

farmers, presents a positive view of Mississippi and its residents, is for the whole family, appeals primarily to those living in rural areas and appeals to older viewers.

• When asked about potential topics for future Farmweek shows, nearly half of respondents would like to see all options, but most often choose home gardening tips.– Livestock and animal health practices appeal more to residents

with someone in their household working on a farm, and residents using social media are more likely to want information on agri-tourism and information on programs where they can volunteer.

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Brand Attributes of Farmweek

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Q.17: As you may or may not know, Farmweek is a weekly agricultural TV show which presents a variety of topics to the general public. Now thinking about this show or what you have heard or read about the show, when you hear the word Farmweek, which of the following words come to mind?

Total Respondents (n=504)Viewer of Farmweek

(n=85)

Aware, but have not viewed Farmweek

(n=94)

Unaware of Farmweek

(n=325)

74% 50% 51%

62% 46% 31%

61% 33% 29%

46% 30% 33%

58% 21% 29%

51% 25% 27%

49% 17% 22%

46% 16% 21%

33% 19% 16%

35% 11% 17%

9% 25% 19%

28% 6% 10%

6% 7% 8%

Educational

Informative

Useful/valuable information

Rural/country

Interesting

Practical

Modern/up-to-date

Inspiring/motivating

Thought-provoking

One of a kind

Boring

Exciting

Outdated/out of touch

55%

39%

35%

34%

33%

30%

26%

25%

19%

19%

19%

13%

7%

Viewers, those aware and those unaware, agree that Farmweek is most associated with being educational. Viewers and those aware also feel the program is informative.

Those who have not seen the program feel it may be boring. Very few respondents associate the show with being outdated or out-of-touch.

Brand Attributes of Farmweek (continued)

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Q.17: As you may or may not know, Farmweek is a weekly agricultural TV show which presents a variety of topics to the general public. Now thinking about this show or what you have heard or read about the show, when you hear the word Farmweek, which of the following words come to mind?

Brand Attributes(Percent selecting attribute)

Caucasian/ White (n=302)

African-American/

Black (n=182)Other (n=14)

Someone in family works

on farm (n=68)

No one in family works

on farm (n=426)

Use social media (n=298)

Do not use social media

(n=193)

Educational 57% 49% 78% 58% 54% 59% 44%Informative 44% 32% 31% 42% 38% 44% 27%Useful/valuable information 39% 28% 31% 39% 34% 38% 26%Rural/country 36% 33% 35% 31% 35% 35% 33%Interesting 35% 27% 52% 38% 32% 33% 33%Practical 35% 22% 32% 34% 30% 33% 24%Modern/up-to-date 27% 25% 18% 29% 25% 27% 22%Inspiring/motivating 26% 22% 31% 33% 23% 26% 21%Thought-provoking 23% 14% 6% 23% 19% 21% 15%One of a kind 18% 20% 25% 13% 20% 20% 18%Boring 17% 23% 3% 5% 21% 19% 17%Exciting 12% 12% 16% 10% 13% 12% 15%Outdated/out of touch 6% 11% - 3% 8% 6% 12%

Caucasian Mississippi residents are significantly more likely to say that Farmweek is informative, useful, practical and thought-provoking, while African-American residents are more likely to feel the show is boring or outdated.

Residents who use social media are significantly more likely to see the show as educational, informative and useful.

Potential Topics for Farmweek Programming

15Q.19: Thinking about Farmweek or a similar show that would be broadcast for residents of Mississippi, which of the following topics would you most like to see on the show?

Total Respondents (n=504)Viewer of Farmweek

(n=85)

Aware, but have not viewed Farmweek

(n=94)

Unaware of Farmweek

(n=325)

86% 70% 66%

68% 55% 51%

69% 53% 48%

72% 42% 49%

69% 43% 44%

61% 40% 44%

1% 4% 8%

Home and garden tips

Stories/features focusing on community festivals or events in Mississippi

Profiles on interesting people from/living in Mississippi

Livestock and animal health practices

Information on agri-tourism/places where non-farmers can learn about agriculture

Information on programs where you can volunteer your time

None

70%

55%

53%

51%

48%

46%

6%

Nearly three in four Mississippi residents say they would most like to see home or gardening tips on Farmweek or a similar show. Many would also like to see stories/features focusing on community festivals/events in Mississippi, profiles on interesting people from/living in Mississippi, and livestock/animal health practices.

Viewers of Farmweek are significantly more likely to select any of the topics compared to non-viewers.

Potential Topics for Farmweek Programming(continued)

16Q.19: Thinking about Farmweek or a similar show that would be broadcast for residents of Mississippi, which of the following topics would you most like to see on the show?

Residents with someone in the household working on a farm are more likely to be interested in livestock and animal health practices.

Residents using social media want more information on agri-tourism/places where non-farmers can learn about agriculture and information on programs where you can volunteer your time.

Potential Topics for Farmweek(Percent selecting topic)

Caucasian/ White

(n=302)

African-American/

Black (n=182)Other (n=14)

Someone in family works

on farm (n=68)

No one in family works

on farm (n=426)

Use social media

(n=298)

Do not use social media

(n=193)

Home and garden tips 74% 66% 53% 62% 72% 74% 62%

Stories/features focusing on community festivals or events in Mississippi

55% 53% 47% 51% 55% 57% 51%

Profiles on interesting people from/living in Mississippi 53% 55% 28% 47% 54% 53% 52%

Livestock and animal health practices 53% 45% 77% 69% 49% 54% 45%

Information on agri-tourism/places where non-farmers can learn about agriculture

49% 47% 36% 51% 47% 51% 40%

Information on programs where you can volunteer your time 44% 50% 39% 47% 46% 49% 38%

None 7% 5% 3% 2% 6% 3% 12%

DETAILED FINDINGS:PERCEPTION OF MISSISSIPPI STATE UNIVERSITY EXTENSION SERVICE

Key Findings – Perception of Mississippi State University Extension Service

• There is confusion over the producer of Farmweek, with only one in four residents correctly selecting the Mississippi State University Extension Service as the producer.– Caucasian residents are mostly likely to make the connection, while

African-American residents most often select the Mississippi Farm Bureau. Residents using social media most often select The Mississippi Department of Agriculture and Commerce.

• Overall, nearly 60% of Mississippi residents say they are aware of the Mississippi State University Extension Service.– Segments most aware of the service include those viewing or aware

of Farmweek, Caucasians, residents with someone in the household working on a farm and those using a computer.

• About 15% of Mississippi residents say they have participated in programs offered by the Mississippi State Extension Service.

• Residents are most likely to associate the Service with being educational, useful, informative, interesting, modern/up-to-date and trustworthy.– Very few residents associate the service with being boring or

outdated/out of touch.

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Knowledge of the Producer of Farmweek

19Q.20: To the best of your knowledge, which of the following produces Farmweek?

Total Respondents (n=504)Viewer of Farmweek

(n=85)

Aware, but have not viewed

Farmweek(n=94)

Unaware of Farmweek

(n=325)

Caucasian /White (n=302)

African-American/

Black (n=182)

Other (n=14)

Use social media

(n=298)

Do not use social

media (n=193)

30% 29% 33% 26% 43% 24% 30% 37%

32% 28% 29% 28% 31% 48% 32% 22%

29% 36% 22% 32% 16% 7% 27% 24%

9% 7% 15% 14% 10% 21% 11% 16%

Mississippi Farm Bureau

The Mississippi Department of Agriculture and Commerce

Mississippi State University Extension Service

Not sure/don't know

32%

30%

26%

13%

There is confusion over who produces Farmweek, with nearly the same number of residents choosing Mississippi Farm Bureau, Mississippi Department of Agriculture and Commerce, and Mississippi State University Extension Service.

Interestingly, non-viewers who are aware of Farmweek are significantly more likely to correctly select Mississippi State University Extension Service compared to show viewers and those unaware of the show.

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Total Respondents (n=504)

Viewer of Farmweek (n=85)

Aware, but have not viewed Farmweek (n=94)

Unaware of Farmweek (n=325)

Caucasian/White (n=302)

African-American/Black (n=182)

Other (n=14)

Someone in family works on farm (n=68)

No one in family works on farm (n=426)

Use a computer (n=353)

Do not use a computer (n=139)

57%

74%

65%

51%

66%

40%

62%

73%

55%

60%

46%

43%

26%

35%

49%

34%

60%

38%

27%

45%

40%

54%

Yes No

Ever Heard of Mississippi State University Extension Service

Q.21: Have you ever heard of the Mississippi State University Extension Service?

Overall, nearly 60% of Mississippi residents say they have heard of the Mississippi State University Extension Service.

Segments that are significantly more aware of Mississippi State University Extension Service include those viewing or aware of Farmweek, Caucasians, residents with someone in the household working on a farm and those using a computer.

BASE: Total respondents

Experience with Mississippi State University Extension Service

21Q.23 IF HEARD OF EXTENSION SERVICE: Have you ever participated in programs offered by the Mississippi State University Extension Service?

Total Respondents (n=504)

Viewer of Farmweek (n=85)

Aware, but have not viewed Farmweek (n=94)

Unaware of Farmweek (n=325)

Caucasian/White (n=302)

African-American/Black (n=182)

Other (n=14)

Someone in family works on farm (n=68)

No one in family works on farm (n=426)

Use a computer (n=353)

Do not use a computer (n=139)

15%

24%

22%

11%

21%

7%

28%

13%

18%

5%

85%

76%

78%

89%

79%

93%

100%

72%

87%

82%

95%

Yes No

Overall, about 15% of Mississippi residents have participated in programs offered by the Mississippi State University Extension Service.

Similar to awareness, segments that are significantly more likely to have participated in programs offered by the Mississippi State University Extension Service include viewers and those aware of Farmweek, Caucasians, residents with someone in the household working on a farm and those using a computer.

BASE: Total respondents

DETAILED FINDINGS:SOCIAL MEDIA BEHAVIOR – TOTAL SAMPLE VS. FARMWEEK VIEWERS

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Social Media – Total Respondents (n=504)

At home

At work

Someplace else

Do not use a computer

Refuse

63%

34%

20%

20%

1%

Computer Use

I talk about things I see on social media in face-to-face conversa-tions

Social media is a way for me to tell people about companies and products I like

I am more likely to purchase products I see recommended on social media

40%

36%

20%

Social Media Behavior(Percent rating 4 or 5 on a 1 to 5 scale)

Facebook YouTube Google+ Instagram Twitter Pinterest LinkedIn Vine Reddit Tumblr None

58%

32%24%

17% 16% 11% 9% 6% 4% 4%

29%

Social Media Use

Majorities of residents of Mississippi have access to computers and use social media.

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Social Media – Farmweek Viewers (n=85)

At home

At work

Someplace else

Do not use a computer

Refuse

58%

36%

25%

21%

2%

Computer Use

I talk about things I see on social media in face-to-face conversa-tions

Social media is a way for me to tell people about companies and products I like

I am more likely to purchase products I see recommended on social media

24%

32%

8%

Social Media Behavior(Percent rating 4 or 5 on a 1 to 5 scale)

Facebook YouTube Google+ Instagram Twitter Pinterest LinkedIn Vine Reddit Tumblr None

48%

26% 25%

7% 6% 8% 6% 0% 4% 2%

33%

Social Media Use

Viewers also have access to computers and use social media. However, they are less likely to talk about things they see on social media and to use Facebook.

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Future Strategies

• Enhance weekly Southern Gardening segments (ongoing)

• Launch new weekly segment The Food Factor (2014)• Design and implement new Farmweek studio set

(August, 2015)• Implement new Mississippi 4-H Video Corps learning

module in state 4-H curriculum (2016)

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Contacts

• Leighton Spann leighton.spann@msstate.edu

• Farmweek farmweek.msucares.com

• Southern Gardening msucares.com/news/SGTV

• The Food Factor msucares.com/food-factor