A Katz Radio Group study highlights the essential role of AM/FM radio in rural America, especially among farmers and ranchers. Nearly 80% of farmers and ranchers listen to radio regularly, with 72% incorporating it into their daily routines, a rate much higher than the national average of 51%. Radio’s portability and accessibility make it an ideal companion for their busy schedules, providing news, information, and entertainment on the go. Farmers also find radio highly trustworthy, with 81% rating it as a reliable source, outperforming newspapers, magazines, and television. Social media, by contrast, ranks low in trust among this group. Additionally, farmers remain loyal to AM radio, with advocacy efforts supporting the AM Radio for Every Vehicle Act to ensure continued access. For advertisers, radio offers a unique opportunity to reach this demographic, known for valuing local content and brand-safe media environments.