Study: Heartland Improves Attitudes About Agriculture

May 29, 2009 Bookmark and Share

Study: Heartland Improves Attitudes About Agriculture
May 29, 2009
A new study shows that America’s Heartland, a half-hour public television series about American agriculture and farm families, is significantly improving attitudes about agriculture among non-farm viewers.
TRAC Media Services, the nation’s leading public television ratings analysis and audience research firm, conducted the research in March and April.
The survey had two parts, a random telephone survey of the general population and an online split-sample test among public television viewers in seven U.S. markets. Participants were asked to rate agriculture on a favorability scale of 1 to 10, with 10 being the most positive attitude.
According to TRAC statistician Craig Reed, both tests showed that favorability towards agriculture improved dramatically as a result of seeing America’s Heartland.
In the random telephone survey, 48 percent of participants rated agriculture eight or higher before seeing a video sample of the program. After viewing the show, the eight-or-higher rating jumped to 63 percent.
In the online test of public television viewers, the favorability rating of eight or higher rose from 42 percent to 69 percent among those who watched the sample.
America’s Heartland airs on public TV stations across the country and RFD-TV, reaching more than a million viewers each week and 44 million viewers each season. The show will begin its fifth season this fall.
Monsanto and the American Farm Bureau Federation are sponsors of the show, and NAWG serves as a Heartland promotional partner and advisory board member.
For more information on America’s Heartland, including detailed survey results, station carriage and other information, please visit www.americasheartland.org/pressroom

A new study shows that America’s Heartland, a half-hour public television series about American agriculture and farm families, is significantly improving attitudes about agriculture among non-farm viewers.

TRAC Media Services, the nation’s leading public television ratings analysis and audience research firm, conducted the research in March and April.

The survey had two parts, a random telephone survey of the general population and an online split-sample test among public television viewers in seven U.S. markets. Participants were asked to rate agriculture on a favorability scale of 1 to 10, with 10 being the most positive attitude.

According to TRAC statistician Craig Reed, both tests showed that favorability towards agriculture improved dramatically as a result of seeing America’s Heartland.

In the random telephone survey, 48 percent of participants rated agriculture eight or higher before seeing a video sample of the program. After viewing the show, the eight-or-higher rating jumped to 63 percent.

In the online test of public television viewers, the favorability rating of eight or higher rose from 42 percent to 69 percent among those who watched the sample.

America’s Heartland airs on public TV stations across the country and RFD-TV, reaching more than a million viewers each week and 44 million viewers each season. The show will begin its fifth season this fall.

Monsanto and the American Farm Bureau Federation are sponsors of the show, and NAWG serves as a Heartland promotional partner and advisory board member.

For more information on America’s Heartland, including detailed survey results, station carriage and other information, please visit www.americasheartland.org/pressroom