Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


New Media Insights on the Rural Sector

New Media Insights on the Rural Sector

Auckland, New Zealand (28 September 2012) - Nielsen, a leading global provider of information and insights into what consumers watch and buy, have released results of the Nielsen Rural Survey. The survey, produced in association with key rural publishers, provides insights of readership and media use by rural consumers and brings a rural facet to the existing readership currency in the media market.

Kate Terry, Director of Consumer and Media Insights at Nielsen, states: “As a country with a rural heritage we’ve had theories about how the farming community use media but we now have the necessary data to both prove and dispel these hypotheses.”

Rural newspapers and magazines are the preferred media for finding new information with 81 percent of farmers saying that rural publications are best to find out what is new. Daily newspapers are the next most preferred medium for farmers to find out about what is new (53%), followed by television (45%).

Weekly rural titles are reaching 76 percent of New Zealand farmers. National dairy titles are read by 67 percent of large dairy farms.

When engaging with rural newspapers and magazines, a significant 91 percent of farmers say the publications help them find the latest products and services. Rural newspapers and magazines are rated ahead of all other media when searching for information and advice when purchasing products such as real estate, farm supplies, machinery and equipment.

There are significant peaks during the day when farmers read newspapers and magazine in comparison to non-rural national households. Spikes in readership occur between midday and four o’clock and again between six and eight o’clock in the evening for both rural and daily publications.

Terry suggests: “Running a farm requires working outside usual nine to five hours. Having this understanding about behaviours and when different media is used throughout the day provides an opportunity for media and agencies to tailor services to the rural sector.”

About the Nielsen Rural Survey
The Nielsen Rural Survey captures readership and media insights across the rural sector including beef, sheep, dairy, livestock, crop and horticulture farms. The survey employed a mixed methodology of mail and online with a sample of over 2,000 respondents. The data is weighted to Statistics NZ by farm size by type to represent over 46,000 farms nationwide.

About Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit

© Scoop Media

Business Headlines | Sci-Tech Headlines


CTU 2021 Work Life Survey: COVID And Bullying Hit Workplaces Hard, Huge Support For Increased Sick Leave

New data from the CTU’s annual work life survey shows a snapshot of working people’s experiences and outlook heading out of 2020 and into the new year. Concerningly 42% of respondents cite workplace bullying as an issue in their workplace - a number ... More>>

Smelter: Tiwai Deal Gives Time For Managed Transition

Today’s deal between Meridian and Rio Tinto for the Tiwai smelter to remain open another four years provides time for a managed transition for Southland. “The deal provides welcome certainty to the Southland community by protecting jobs and incomes as the region plans for the future. The Government is committed to working on a managed transition with the local community,” Grant Robertson said. More>>


Economy: Strong Job Ad Performance In Quarter Four

SEEK Quarterly Employment Report data shows a positive q/q performance with a 19% national growth in jobs advertised during Q4 2020, which includes October, November and December. Comparing quarter 4, 2020, with the same quarter in 2019 shows that job ad volumes are 7% lower...More>>

NIWA: 2020 - NZ’s 7th-warmest Year On Record

The nationwide average temperature for 2020, calculated using stations in NIWA’s seven-station temperature series which began in 1909, was 13.24°C (0.63°C above the 1981–2010 annual average). New Zealand’s hottest year on record remains 2016, when... More>>

Quotable Value New Zealand: Property Market Set To Cool From Sizzling To Warm In 2021

Nostradamus himself could not have predicted the strange series of events that befell our world in 2020 – nor the wild trajectory of New Zealand’s property market, which has gone from “doom and gloom” to “boom and Zoom” in record time. Even ... More>>

PriceSpy: Research Reveals How Shopping Behaviours Have Changed This Christmas

According to a new survey* from PriceSpy , almost 50 per cent of Kiwis are looking to shop locally this Christmas in light of Covid-19; The research also found consumers are changing their shopping habits, with one in seven (14 per cent) getting super-organised ... More>>