Boomtown for Network 10 as its looks to drive regional ad growth

Boomtown, the industry group representing regional media, has added Network 10 to its ranks as it pushes for a larger share of national advertising budgets.

The move sees Network 10 become the ninth media company to join Boomtown, alongside SCA, WIN, Seven, ARN, ACM, Nine NBN, News Corp Australia, and Imparja.

Boomtown independent chairman Brian Gallagher said the addition of Network 10 would strengthen the group’s ability to advocate for regional advertising investment.

“We are delighted to welcome Network 10 to Boomtown,” Gallagher said. “Network 10 shares our vision for the future and our drive to move the needle on national media budgets in regional Australia.”

Boomtown has steadily increased its share of national advertising spend, growing from 12.5% in 2019 to 17.6% in 2024. Gallagher said the expansion of the collective demonstrated the importance of ensuring regional audiences are not overlooked by advertisers.

“Expanding the collective with a major media organisation like Paramount proves the ongoing relevance and importance of our efforts,” he said.

Network 10’s regional footprint includes North Queensland cities Cairns, Townsville, Bundaberg and Rockhampton, key New South Wales markets from Wollongong to Dubbo and Wagga Wagga and Victorian regional centres Bendigo, Ballarat, and Shepparton.

Nick Bower, general manager of ad sales at Paramount Australia, said joining Boomtown aligned with Network 10’s broader strategy to strengthen its regional presence.

“Boomtown’s commitment to increasing awareness of regional audiences is impressive," Bower said. "As Network 10 unlocks the power of truly national total TV, we know our clients and partners already value the impact regional can have.”

Boomtown represents nearly 10 million Australians living outside metro areas, with strong post-pandemic migration trends further bolstering regional population growth.

The collective continues to push for greater brand investment in regional advertising, citing increased audience engagement and cost efficiencies compared to metro media buys.