Why Aren’t You Advertising in Regional Australia?

As one of Australia’s top Independent Agencies, we recently attended the Independent Media Association of Australia “Operation Bounceback” – a coming together of key media vendors talking about all the opportunities available to brands and agencies in 2023.

One of the key highlights of the day was the opportunity presented to brands with a Regional footprint from Boomtown Media.

Boomtown represents the 9.1m residents living in regional Australia and helps brands and agencies advertise to regional Australians across regional radio stations, television networks, print and online publications as well as through home media solutions. 

The last 2 x years have seen a dramatic shift in population away from the capital cities, and into regional Australia.

As of December 2021, Quarterly migration from metro to regional cities continues to average 15% higher than pre-pandemic levels.

Amongst the facts and figures that came our way, there were 3 x key highlights that encapsulated the opportunity for brands in regional areas:

#1 – Investment Opportunity

ABS Regional Population Data suggests that despite 36% of the country living outside metro markets, ONLY 10% of national media budgets are spent regionally.

Ultimately, this means that brands advertising regionally could be reaching the extra 9.1million Aussies that live regionally and face a less competitive and uncluttered market – the perfect place to increase your share of voice. 

And we know, that ultimately – if your share of voice increases, you will see a corresponding increase in market share.

#2 – Grocery Shop

Brands in FMCG and Grocery have a huge opportunity ahead of them by advertising regionally.

A 2020 National Nielsen Consumer Media View Report showed that annually the regional audience spends on average, over $364 more per year on groceries vs. their metro counterparts.

With a greater share of voice in the regions and a greater spend of discretionary income in Grocery, any brands on the shelves of supermarkets should be taking advantage of the opportunity presented in regional advertising.

#3 – Regional Incomes

A 2020 Neilson CMV Report also showed 2 x key stats when it came to regional audiences.

Firstly, the average regional household income aged 25–54 is $104K.

Secondly, due to lower housing costs, regional residents have higher discretionary incomes.

Combining both the lower cost of living and a higher average income, regional residents appear to have more cash to splash.


There’s a huge opportunity for brands to increase their market share, and capture an audience in the regions of Australia once they take off the blinkers focused on the capital cities.

If you’d like to talk to us about how to advertise in regional Australia, get in touch with us today! 

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