Get Ads Placed with Certainty Through RDP’s Exclusive Farming Audience Research  

RDP has created the UK Farming Readership Survey that allows us to de-duplicate Ad Reach (net audience size across multiple channels) and control Ad Frequency (numbers of times seen across multiple channels). This helps us target commercialised campaigns to UK Farmers on behalf of our Agribusiness clients. 

Now the results are in! 

We received 1,000 responses representing all sectors including arable, livestock, and dairy.

What we asked 

The survey identified key areas including farm type, size, location, if they are a decision maker and most importantly, what media they engage with, and how often.  

More than 50 farming titles were surveyed revealing data on when publications/sites were last read/visited and frequency over time. These insights allow us to calculate average issue/website readership as well as the actual empirical numbers of readers/visits, adding significantly greater insight than reported figures. The additional information collected, provides a profile of the readership of each farming media channel.  

Why this matters 

This unique data allows us to plan strategic and targeted approaches for our clients, ensuring value for money from their media campaigns. For example, if you want to target arable farmers, not only can we now say how many arable farmers read each publication and engage with each website, but we can also work out what is best value for money in terms of Ad coverage and rates.

Having data insights on title duplication and combined title reaches allows us to select different routes to see what achieves the best coverage and frequency.

This data-rich research allows us to take a scientific approach to media planning and buying for clients who want to maximise audience size and their media budget.  

Take away the guesswork  

Know which media outlets your target audience values to ensure you get in front of the right people, every time.  

Access independent research 

Don’t rely just on circulation figures, our research will tell you how many actual readers could see your ads, and exactly who they are! 

Negotiate rates that reflect target audience size 

Knowing the readership per publication/net audience size per website allows us to negotiate ad rates that reflect audience profile and size.  

This stuff works… 

See how we got Royal Canin’s ads in front of 90% of their target audience at a lower cost per publication, based upon research we carried out in the vet sector.