Regional media is used by nine in ten media buyers

Nine out of ten media buyers invested in regional media in the past 12 months, according to research from the Boomtown Collective.

Boomtown launched in April 2019 with the aim to boost ad spend in regional Australia. The collective’s members are SCA, WIN Network, Prime Media Group, Australian Community Media (ACM), News Corp Australia, TRSN, oOh! Media and Imparja.

The study from Boomtown, conducted by SCA iQ last month, found that 96% of media buyers are planning to use regional media in their next campaign.

And 98% of media buyers say regional media is effective in achieving a ROI and 75% cite regional’s "valuable audiences" as a key reason for its inclusion in campaigns.

The study also found that almost one in three media buyers added regional media to client campaigns after hearing or seeing Boomtown advertising, an increase of 43% year-on-year.

“Boomtown saw Australia’s regional media owners unite in an industry-first initiative to tackle the issue of the underinvestment of advertising dollars in regional markets,” says Boomtown chairman and SCA chief sales officer Brian Gallagher.

“In two and a half years, Boomtown has established itself as a major media market in its own right offering diverse, high-disposable income audiences in an uncluttered environment, at scale.

“Boomtown is indeed booming, with a new record of almost 70,000 new jobs on offer in July and housing prices jumping by almost 18% in the year to June fuelled by metro migration and the ‘work from anywhere’ phenomenon.

"Our tracking study demonstrates that media buyers have regional Australians squarely in their sights; 9.1 million unforgettable Aussies they can’t afford to ignore.”

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