Unlock the Power of Regional

Unlock the power of Regional

Spending 100% of your budget to reach only 63% of the population? That’s a blindspot worth $250 billion.

As regional Australia undergoes a historic population shift, a massive $250 billion economic powerhouse has emerged outside our capital cities – yet regional advertising continues to be vastly under-indexed by metro-centric media plans. Showing up authentically in trusted, regional media environments isn't just an optional reach play – it is a performance necessity for genuine business growth.

Expert Insights

Nathan Patrick
Director of Regional, Nine

Are you deliberately ignoring 37% of the population? Our industry is moving and changing at a rapid pace. When you’re running that hard and fast and never stop, you are bound to miss a lot of what is around you. And right now, what many are missing is a massive segment of the consumer market. Perhaps it is time we stop obsessing over places and start talking about people.

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There is a massive gap between regional Australia’s $250 billion economic power and its under-indexed 18.3% share of national media spend. Moving the conversation from audience reach to real ROI, the message to CMOs is clear: treating regional as an afterthought or running generic, un-localised campaigns doesn't just slow your growth, it caps it.

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Case in Point: Shifting from Transaction to Trust with Bank of Queensland

Bank of Queensland leveraged Nine’s trusted, local community news brands to enhance brand perception with small business owners.

How did Nine bring this to life?

A regional-first approach, anchored in topical content and helpful advice delivered through dedicated WIN News editorial initiatives and custom "content capsules". Utilising local talent humanised expertise and data-led targeting maximised content relevance for audiences.

The results

+88pp

Increase in brand familiarity

+32pp

Increase in consideration

+7pp

Increase in consideration

Increase in new customer conversion

Source: PMX Research Brand Uplift Study 2025

Explore the full case study

Looking for more evidence?

Learn the power of regional media with Boomtown.

Representing 10 million people living in regional Australia who are wealthier, more diverse and more valuable than ever before. Boomtown have the tools and insights to equip marketers with all they need to know.

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