Regional broadcasters ‘doing better’ than metros: Media buyer

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Media planning and buying group Omnicom’s Australian chief executive Peter Horgan believes the regional free-to-air networks are weathering through an advertising downturn better than the metropolitan broadcasters.

Television advertising spend was down 0.2 per cent in June 2019 compared to June 2018, but down 4.7 per cent for the full financial year, the latest Standard Media Index figures show. The majority of industries reliant on advertising have faced a tough 12 months, but Mr Horgan said regional networks were likely to have performed better.

Regional broadcasters are expected to have weathered through a tough ad market better than their metropolitan counterparts.

Regional broadcasters are expected to have weathered through a tough ad market better than their metropolitan counterparts.Credit:Dominic Lorrimer

“I think the regions are doing slightly better than the metros at the moment,” he said, adding the regional broadcasters typically perform better than the SMI data suggests as this dataset looks at agency bookings and these networks often write business outside of agencies.

The regional media businesses recently joined together to form advertising initiative Boomtown, a collaboration designed to change perspectives in the advertising industry about country areas and encourage them to boost their spend. While more than a third of Australians live outside capital cities, according to the media collective about 10 per cent of national media budgets are spent in the regions.

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