Regional TV…Effective TV
Free to air TV continues to be by far the most popular mass medium in regional Australia with the potential to reach an audience of over 8 million people every day.
Regional consumers have the same spending power as those in the capital cities and typically account for around 35% to 40% of total Australian sales of most goods and services.
And because of the significantly lower cost per viewer, the inclusion of regional TV will improve the overall rate of return from any marketing campaign.
Watch our short animated video for a summary of regional TV's main attractions to advertisers.
The power of local
Regional consumers have a greater connection to their communities than people in capital city Australia and they view their local TV networks as part of their community and a trustworthy source of local news.
The regional TV networks are the primary and frequently only source of local video news, weather and sports reporting in regional towns. This drives appointment viewing and higher engagement than achieved by national news broadcasts.
Around 40% of all advertising on regional TV is from local retailers and services. The highly local nature of these ads is another reason why viewers are more engaged with the medium.
Get a feel for regional TV local news and commercial content from this short sizzle reel.
Increasing numbers of national advertisers are seeing the benefits of developing localised communications strategies using sponsorships, promotions and integrated branded content developed by regional TV.
The following is an example of a national TV campaign amended to more effectively target regional consumers.