Marketers bang the regional TV drum in new campaign

A campaign by Regional TV Marketing has called on marketers to point out the benefits of advertising in regional areas. The video, called Talking Regional, features marketers from Unilever, Coca-Cola, Optus and Suncorp.

GM of Regional TV Marketing Brian Hogan told Mumbrella: “Regional TV adspend is about 23% of total free-to-air TV advertising. The total revenue of free-to-air is $3.7bn with regional TV at $870m. We don’t have an exact target of where we’d like to be after this campaign but if we get 30% we’ll be happy.”

Regional TV reaches 36% of the national population, but Hogan said: “Despite the adspend share being lower than reach, we have a similar percentage of ads on TV to metro. We just sell it at a lower rate.”