Unlocking the potential of regional advertising in Australia and New Zealand requires navigating a complex landscape of media channels. A specialist media buyer with decades of experience in regional media buying can streamline this process for you.
In this series of articles, we delve into the various media channels available, starting with Free-to-Air Regional TV.
Free-to-Air Regional TV Overview:
Regional Australia is represented by the three major networks—7, 9, and 10—and sees coverage from Prime TV (7), WIN/NBN (9), and Southern Cross (10), alongside SBS. Additionally, Foxtel extends its reach to regional areas, although its signal remains national.
Despite the digital revolution, Free-to-Air Regional TV remains one of the most cost-effective channels for reaching audiences.
Understanding Aggregated Markets:
Regional TV signals are aggregated into four main broadcast maps along the eastern seaboard: Queensland Regional (Aggregated Market A), Northern NSW Regional (Aggregated Market B), Southern NSW (Aggregated Market C), and Victoria Regional (Aggregated Market D). Networks service other regions, such as SA, WA, TAS, Western QLD, and the NT, through GWN 7, WIN, Southern Cross 10, Central Western Satellite, 9 Darwin, and Imparja TV.
Aggregated markets comprise smaller stand-alone TV signals, allowing for either granular targeting or broader audience reach.
Programming Dynamics:
While top-tier programs like Masterchef, The Block, and Farmer Wants a Wife are broadcast across both metro and regional TV, regional networks often include local news programming preceding metropolitan news. Leveraging local news slots is highly recommended. Daytime programming may feature infomercials in lieu of regular content.
Understanding Regional TV Advertising Rates:
Compared to metro rates, regional TV advertising rates offer significant affordability. Factors influencing costs include audience reach, target CPMs (cost per 1000 people reached), CPT (cost per TARP – Total Audience Rating Point), peak versus off-peak programming, and audience engagement with specific programs.
Partnering with MPA:
Benefiting from longstanding relationships with regional TV networks, MPA offers competitive buy rates reflective of these strong ties.
If you're considering a regional TV campaign, consult MPA to optimise your advertising strategy. Unlock the potential of regional media opportunities with our expertise.
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About the author
Alastair Noble
Alastair has a long and diverse background in media, with 25 years Australian, US & UK experience spanning Advertising Media & Management, Journalism, Public Relations and end to-end business leadership.