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Joint regional TV and newspaper campaigns engage more regional consumers

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Married at First Sight and The Bachelor franchise may make you believe that anything that matches with television will not work out. But pairing your television campaigns with news media is an exception to the rule.

Research shows that multimedia campaigns in regional areas that combine the power of television and news media can add extra value to advertising campaigns – creating more reach and frequency. With consumers saying that newspapers play an important role in their buying decisions, it seems the pairing is a perfect match.

Sixteen per cent of regional newspaper readers – those who are not in metropolitan centres – have a strong relationship with newspapers but not television. Campaigns can gain additional frequency by targeting the 46 per cent of people who are strong newspaper readers and television viewers.

Sixty-three per cent of regional newspaper consumers (medium to high) state that “brands are important to me”, while 61 per cent say that “quality is more important than price”.

Regional newspaper readers say television and newspapers are equally useful in informing their buying decisions when it comes to holidays, eating out and groceries and beverages. Newspapers are more effective when it comes to property/ real estate (+16 per cent) and cars (+7 per cent).

Those on the east coast of Australia offer the most value. Eighteen per cent of Victorians and 17 per cent of Tasmanians are strong newspaper readers but low television consumers. While Western Australia lags slightly behind at 14 per cent, there still lays a great opportunity to increase campaign reach.

Those who are social grade A are most likely to be heavy newspaper to low television users (19 per cent). Likewise, the opportunity to engage those not watching TV hits 29 per cent among those earning a personal income over $200,000.

People with investments of $3 million or more are the most inclined to engage with newspapers in a medium to heavy capacity.

People on the lookout to make big purchases in the next 12 months are also engaging heavily with news media. Twenty per cent of regional newspaper readers intending to buy a property use newspapers but not television. Of those readers looking to purchase a car, 18 per cent of people looking at used vehicles and 16 per cent of new car buyers are heavy newspaper users but have low television exposure.

Lifestyle wise, 16 per cent of frequent flyer members use newspapers in lieu of television, with 17 per cent of this media consumption group intending to travel overseas in the next 12 months.

If a consumer has attended a classical performance like opera or ballet, strong newspapers to low/no television consumption make up 23 per cent of regional readers. The figure is 19 per cent for those who have been to a horse track or art exhibition, gallery or museum and 18 per cent for those regional readers undertaking a renovation on a house.

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