date 1st November 2017
user Post by Ally Myers

Why ethnic radio?

Annual net migration has been steadily increasing since 2012 and migrants now make up around 25% of the population. Over half of those are located in Auckland - with numbers also steadily increasing in the regions. Many ethnic communities prefer reading, listening or watching media from their own communities. If you aren't providing your clients with comprehensive ethnic marketing solutions then they are missing out on reaching a quarter of NZ's population.  Ethnic radio demonstrated its strength in a recent New Zealand Facebook report which showed that Radio Tarana (Indian radio station) had one of the highest number of likes on Facebook in New Zealand – just shy of and above Whittaker’s. Radio 531 PI (Pacific Island radio station) had one of the highest rates of engagement out of all NZ Facebook pages with an average engagement rate of 91.15%.

An attractive audience

ANZ Retail and Business Banking recognised the strong year-on-year growth with their migrant customers. They became one of the first corporates in New Zealand to allocate a proportion of their advertising budget to ethnic media.

Many car companies, telcos and education providers have followed this example, as migrant customers are central to many of their businesses. 

Building your brand in ethnic communities

While mainstream media attempts to reach everybody, ethnic media adopt a more targeted approach in reaching their own individual community.

Advertising is only part of the story – it’s about building a trusted presence in these communities.

You or your client may not understand particular ethnic groups and how to best speak to them, but our ethnic stations do! They are a part of the community they broadcast to and know their audience.

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