Free to air commercial TV is by far the most effective and cost-efficient medium for advertisers in regional markets. Alternative regional media such as commercial radio, press, cinema, outdoor and subscription TV have either lower consumption or lower penetration in regional markets than they do in metro markets.
Regional TV costs per thousand are around 45% lower than the Metro average. As a result, the return on RTV investment is double the Metro market average.
RTM has carried out regional TV effectiveness studies in many consumer categories (see Case Studies) and is happy to share the detailed findings with advertisers and agencies. A key finding is that national brands that invest proportionally in regional TV (usually 22-23% of Total TV investment) achieve higher response than from Metro TV and up to 40% of national sales from regional consumers.
Please contact Brian Hogan on 02 9929 2122 or brian.hogan@regionaltvmarketing.com.au for a category or brand specific presentation on these findings.
Local News and Programming
Recent research conducted by RTM indicates that regional Australians are particularly interested in what is going on in their local community. As a result, each regional Free-to-air TV station has its own local news and programming, catering to local issues and hot topics.
‘We usually watch both the local and national news. We like to watch the main part of the local news and the weather at the end, you get a better weather with the local news.”
Harry, aged 60, Sarina Beach (near Mackay)
“I like to see the local news to see what’s going on.” Tegan, aged 25, Dubbo
“I watch the local news to find out what’s happening around here. It’s more important to know what’s happening in Albury than to know there was a big accident somewhere in Melbourne today.”
Mark, aged 17, Jindera near Albury
National advertisers can create local initiatives and communication strategies that capitalise on the local focus of regional consumers. Click on the below video player to view good examples from ANZ, Westpac, McDonalds and SES.