If you just look at the raw numbers, it would seem the country that gave the world the electric fence and Fred Dagg isn’t rural at all. New Zealand is one of the most urbanised nations in the world: our three biggest cites (Auckland, Wellington and Christchurch) account for half our population of 5.2 million people, while only one in seven New Zealanders (14%) live rurally. Just 2-3% are farmers or their families.
That’s why, with a few notable exceptions (such as Country Calendar and ad breaks during the rugby), our mainstream media doesn’t have a huge rural focus. But our rural sector is crucial to the economy. New Zealand’s food and fibre sector export earnings hit a record $56 billion in 2023, projected to reach $62 billion by 2027.
When combined with regional towns that service the primary industry and support other key sectors such as tourism, the rural audience is crucial for many advertisers. David Ramirez, Marketing Strategist at Plato Creative, says this group’s distinct characteristics set them apart from their urban counterparts, making it essential for advertisers to tailor their messaging to engage and connect effectively.
“Rural New Zealanders often lead
