Nielsen: Reaching New Zealand’s Rural Consumers

• Rural New Zealanders consume considerably more TV and Newspapers content
• 9-in-10 rural consumers watched TV in past week vs. nearly 8-in-10 New Zealanders

AUCKLAND – 7 DECEMBER 2020 – Nielsen today released data from the latest Nielsen CMI Rural Survey which explores over 46,000 New Zealand rural consumers, incorporating beef, sheep, dairy and other livestock farmers, as well as horticulture and cropping growers. 

Nielsen’s results reveal that rural New Zealand consumers remain heavily engaged with traditional media to keep them informed. In fact, 9-in-10 tune in to watch TV channels, compared to nearly 8-in-10 of the general population. 

Close to 7-in-10 rural respondents read a daily newspaper in the last week compared with 5-in-10 New Zealanders and more than 4-in-5 listened to radio stations or visited websites in a typical week.

Data from the 2020 Nielsen’s CMI Rural Survey revealed that rural newspapers and magazines play an important role as it is considered most trustworthy compared to other types of media.

The rural sector is looking to invest in products & services in the next 12 months. Key areas include farm supplies, maintenance, farm machinery & equipment (including the purchase of tractors), IT/Technology (including internet connection, and M2M technology), Infrastructure under $200K, vehicles (cars/utes), and banking/financial services.

Nielsen’s Head of Media Tony Boyte said, “The results of this survey highlight the differences between rural consumers and the general New Zealand population. This information is critical for marketers and advertisers to accurately reach and engage their rural consumer demographic. “

Respondents were mailed a survey booklet in early August 2020 and asked to complete and return by the end of September 2020. Results in the Rural Survey are represented at farm level incorporating Beef Farming, Sheep Farming, Dairy Farming, Other Livestock Farming, Horticulture and Cropping. The total number of farms represented in the survey is 46,551 nationally.