Beyond the Big Three
Key Findings
Regional New Zealand is too often treated as secondary in planning, yet this study suggests the opposite: it is a meaningful, commercially active audience with strong local connection, clear seasonal momentum, and high responsiveness to real-world advertising.
Based on a live survey of 467 respondents across 12 regional towns, the findings point to a market that deserves a more central role in brand planning.
Grounded in place
86% of respondents feel positive and invested in where they live. The strongest drivers of connection are nature and open paces (55%), the people (45%), and pace of life (42%).
Seasonal lift is real
70% say their town feels busier during seasonal periods, with a further 20% saying it is sometimes busier. That gives regional markets visible peaks in movement, activity, and commercial relevance.
Digital billboards lead offline attention
When asked which channels most influence brand and purchase choices, digital billboards ranked first among offline media at 49%, ahead of radio (29%), television (23%), and newspapers/flyers (11%).
Attention converts into action
After seeing a digital billboard, 62% had looked up the brand online, 32% had talked about it, 15% had visited a location, and 14% had bought something. Exposure is frequent too, with 92.5% passing a digital billboard weekly or more often. Among those who often notice billboards, 74% have searched for a brand online afterwards, versus 48% among those who do not.
The opportunity sits in both everyday and considered decisions
Advertising matters most in local events and festivals (61%) and everyday purchases (57%). The categories people switch most often are supermarkets (59%), fuel retailers (54%), and fast food/takeaways (34%), with decisions led by price (83%) and convenience/location (60%). At the same time, many are considering future changes in vehicles (37%), mobile/broadband (30%), and power/energy (29%).
Taken together, the findings suggest regional New Zealand is not simply extra reach. It is a market with real pride, real activity, and real commercial influence. To see the full story, category insights, and strategic implications, please reach out to request the full presentation deck.
