Boomtown, the industry collective representing nearly 10 million people across regional Australia, has announced Network 10 as its newest member. The move brings the group’s total membership to nine, alongside SCA, WIN, Seven, ARN, ACM, Nine NBN, News Corp Australia, and Imparja.
Network 10’s inclusion follows its acquisition of regional television licenses from SCA last year, giving it coverage across key markets in Queensland, southern NSW, and Victoria. Its regional footprint now includes major centres such as Cairns, Townsville, Wollongong, Wagga Wagga, and Bendigo, reinforcing its role in delivering content to audiences outside metro areas.
New strength
Boomtown independent chairman Brian Gallagher said Network 10’s addition would strengthen the collective’s ability to advocate for regional media and expand opportunities for advertisers looking to engage with regional audiences. The partnership underscores the continued importance of regional markets in Australia’s media landscape.
“We are delighted to welcome Network 10 to Boomtown. Network 10 shares our vision for the future and our drive to move the needle on national media budgets in regional Australia,” he said.
“Last year, the collective claimed a 17.6% share of the national advertising budget, growing its stronghold by about 5% per year since 2019. While we have shown solid growth in the share of national advertising expenditure invested into regional media, there is still a long way to go.
“Expanding the collective, with the inclusion of a major media organisation like Paramount proves the ongoing relevance and importance of our efforts to ensure the nearly 10 million people living in regional Australia are not forgotten when brands are considering their advertising plans.”
General Manager of ad sales, Paramount Australia, Nick Bower.
‘Thrilled’
General manager of ad sales, Paramount Australia (parent company of Network 10), Nick Bower, said: “We are thrilled to be joining the Boomtown collective as 10 Regional. Boomtown’s commitment to increasing the awareness of regional audiences is impressive. As Network 10 unlocks the power of truly national total TV, we know our clients and partners already value the impact regional can have. We couldn’t be happier to welcome our newly formed and expert regional sales team over from SCA, and to join our other regional media players to continue the help Boomtown boom.”
Since launching five years ago, the Boomtown collective has worked to highlight the value of regional advertising for brands and agencies, aiming to grow the share of ad spend in regional Australia.
As regional markets evolve, Boomtown continues to advocate for greater recognition of their commercial potential, reinforcing opportunities for brands to connect with engaged audiences outside metro hubs.