Marketing & Media, New Hampshire

Eight Things to Know About Buying Media in New Hampshire

Kelly Michael, Broadcast Media Buyer

Women on her phone

New Hampshire is a small state with big advertising opportunities. But do you know the best ways to reach our state’s consumers? Here are eight channels to consider when creating your next media plan to maximize your impact in the Granite State:

1. Paid Search: The New Trusty Standby

According to WordStream, New Hampshire has one of the lowest costs per click (CPC) in the country—in fact, it’s 28% lower than the U.S. average CPC.

2020 created a permanent shift in the way people shop; everything from healthcare to cars to clothing has seen a change in consumer behavior. So it should come as no surprise that paid search ad spend for 2022–24 is projected to exceed pre-pandemic levels. Due to its impact, many digital marketing strategists are committing to paid search as part of their media plan. And with businesses putting more money behind paid search than ever, you need to be showing up—or you will be losing out.

2. Cable & Broadcast Television: Still Hanging in There

According to, nearly 1,200,000 New Hampshire residents have a broadcast TV subscription, and 954,747 have a bundled subscription. There are two major cable providers that cover New Hampshire—Effectv (formerly Comcast Spotlight) and Spectrum—providing local businesses with over 200 channel placement opportunities. WMUR is a top channel for broadcast advertising, as they have established themselves as a trusted source for news with a dedicated viewership in the state.

While TV ad spend in the U.S. is expected to remain relatively flat compared to previous years, there is a glimmer of optimism for the 2024–2025 season. This is primarily attributed to two significant events: the upcoming presidential election and the summer Olympics. These high-profile events have the potential to draw large viewership, presenting advertisers with the opportunity to engage with the New Hampshire audience.

3. Radio: Steady, but Adjusting to a Digital Market

New Hampshire is well served by 114 total over-the-air radio stations, dominated by the iHeart, Saga and Binnie groups. Digital platforms such as Spotify add another layer of coverage, offering the option of hyper-targeted zip-code segmentation.

People in New Hampshire are always driving somewhere, so it will never be a “bad” media buy to place a traditional AM/FM radio spot. And when you consider the summer season, when people travel by car more frequently, it makes sense that listenership is well on the road to recovery.

Over 70% of adults listen to digital audio, including platforms such as Spotify, Pandora, Amazon Music, Apple Music, iHeart Radio and podcasts. And with Spotify listenership on the rise and advertising placements available for as little as $500, this is a great place to dip your toes into the world of digital radio. Digital audio can reach Granite Staters through targeting by age, zip code, interests and preferred genre of music.

4. Paid Social: The Trust-Builder

There are around 920,000 users listed as living in New Hampshire with accounts on either Facebook, Instagram or both. According to July 2022 population estimates, there are 1,137,113 New Hampshire adults in total, which means 81% are reachable through Facebook and Instagram advertising.

The terms “trust” and “advertising” don’t often go hand in hand. But when you consider that following a brand on social media leads 91% of people to visit a brand website or app, and 89% of people will buy from a brand, that follow becomes more coveted than ever. So how do you achieve it? Oftentimes, it is through paid social media advertising. Running a page-like campaign is one of the best ways to build a following on social media.

5. Geotargeted Digital Display: The Local Heaven

Popular New Hampshire events that attract local and out-of-state residents, like NASCAR and Laconia Motorcycle Week, offer a great opportunity to connect with new customers through display advertising.

Geotargeting is an effective marketing strategy that allows you to target the surrounding area, with your ads appearing to customers most likely to make an immediate transaction with your business. Geofencing can further assist in this effort by reaching users who enter the virtual perimeter during and/or after the event. If your ad is personalized to the consumer’s experience, such as including a product or service discount or reminding them of a gift card or existing promotion going on within the perimeter, they’ll be up to 80% more likely to do business with your brand.

6. Out-of-Home (OOH): The Traveler’s Guide

Did you know that America’s oldest billboard is in Sandwich, New Hampshire? Paul Wentworth took advantage of a rock overhang to let people driving along the road know his store was six miles ahead.

There are roughly 350 billboards in the state of New Hampshire, but only around 25 are located along major highways. The reason our state has so many “rural” billboards is because most originated on people’s lawns or private property—and that’s where many have stayed.

There are various alternative types of placements available throughout the state, including vinyl, digital, bus shelters and bus wrappings. ATA, Murray Outdoor and Outfront Media are some of the go-to vendors in New Hampshire, with the Brady Sullivan Tower and the SNHU arena being notable places you can advertise.

7. Print: Old Faithful

NH Magazine has the highest readership in New Hampshire, with over 100,000 monthly readers, and the Union Leader is the top newspaper in the state, with a monthly distribution of 984,614.

There are many popular newspapers and magazines targeting Granite Staters, several of which have transitioned to a print-digital hybrid model. Those who have made this transition have seen exponentially high increases in online traffic. If you do decide to advertise in a print-digital hybrid, it’s important to include a URL or QR code since they are either clickable or scannable.

When looking to make placements, our state has many great options. But if you’re going for impressions, NH Magazine and the Union Leader are the top choices when targeting the general public, and the NH Business Review is particularly effective in reaching the business community.

8. Over-the-Top (OTT) TV: The Disrupter

There are over 400,000 New Hampshire households that can be targeted via OTT by geography, age, interests, income and more.

Many people are cutting back on cable, keeping only their Internet service through their cable provider. These cord-cutters are instead streaming television programming via OTT. Simply put, they’re using a television connected to the Internet.

That means people can watch shows on-demand, using services such as Hulu, Discovery Plus, Peacock, Fubo, Tubi and Sling.

Whether you’re looking to go fully digital, sticking with traditional or finding the ideal balance of both, there are plenty of opportunities for you to find media placements that will work for your brand.

Still not convinced? Check out our media matrix to find your perfect placement.

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