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.”

The video explains why locals who watch regional TV channels prefer Prime and NBN over metro channels Seven and Nine for news, weather and sport and community services announcements.

Running concurrently with the video is the chance for 15 media buyers to win a tour of regional Australia with the Regional Mystery Tour.


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