18.01.2024, 13:38
TV advertising has risen sharply in Russia
Source: OREANDA-NEWS
OREANDA-NEWS Already in 2024, advertising on television in Russia will become more expensive by another 40 percent amid high demand. Vedomosti writes that TV advertising will rise in price, with reference to information from top managers of several advertising groups and agencies.
The price of placement on federal channels at the end of last year was sharply raised by the National Advertising Alliance (NRA), which controls more than 90 percent of all advertising on Russian TV. At the same time, the increased cost will apply only to new deals for the remaining advertising time this year (less than 10 percent, according to market participants). Similar price increases were also reported in other advertising groups (including OMD OM Group, Okkam) and agencies.
At the moment, there is no information on whether the increased prices will become the basis for calculating the cost of advertising in 2025. The NRA usually changes the base cost of TV ads once a year, in the fall. In 2021, the price increase was 15-20 percent, depending on the TV channel, in 2022 — 20-30 percent, and in 2024 the price increase was 22-42 percent. Since 2021, the largest market player has also begun to introduce additional inflation on TV placements in the second half of the year, last year prices increased by an additional 5-30 percent, the interlocutors of the publication said.
NRA representatives note the "very high demand" for television advertising in 2024 and associate it with the growing budgets of Russian advertisers. So, back in August 2023, advertising time for the next year was sold out by 70-75 percent, the agencies said.
Interest in advertising on television began to grow after the crisis of 2022, when this segment decreased by 10-15 percent amid the withdrawal of many Western brands from Russia and the cessation of advertising investments of the remaining ones. But in the first nine months of 2023, according to the Association of Communication Agencies of Russia (ACAR), this market grew by 30 percent to 495 billion rubles by the same period in 2022.
Earlier it became known that the authorities approved the idea of the appearance of outdoor advertising of domestic wineries in Russia. "Rosalkogoltabakcontrol supports this initiative," the service said. The government of the country also spoke in support of the bill allowing the advertising of Russian wine — wineries and terroirs — on billboards. Alexander Stavtsev, head of the WineRetail information center, believes that such a measure will be effective in wine-growing regions where there is a large tourist flow.
The price of placement on federal channels at the end of last year was sharply raised by the National Advertising Alliance (NRA), which controls more than 90 percent of all advertising on Russian TV. At the same time, the increased cost will apply only to new deals for the remaining advertising time this year (less than 10 percent, according to market participants). Similar price increases were also reported in other advertising groups (including OMD OM Group, Okkam) and agencies.
At the moment, there is no information on whether the increased prices will become the basis for calculating the cost of advertising in 2025. The NRA usually changes the base cost of TV ads once a year, in the fall. In 2021, the price increase was 15-20 percent, depending on the TV channel, in 2022 — 20-30 percent, and in 2024 the price increase was 22-42 percent. Since 2021, the largest market player has also begun to introduce additional inflation on TV placements in the second half of the year, last year prices increased by an additional 5-30 percent, the interlocutors of the publication said.
NRA representatives note the "very high demand" for television advertising in 2024 and associate it with the growing budgets of Russian advertisers. So, back in August 2023, advertising time for the next year was sold out by 70-75 percent, the agencies said.
Interest in advertising on television began to grow after the crisis of 2022, when this segment decreased by 10-15 percent amid the withdrawal of many Western brands from Russia and the cessation of advertising investments of the remaining ones. But in the first nine months of 2023, according to the Association of Communication Agencies of Russia (ACAR), this market grew by 30 percent to 495 billion rubles by the same period in 2022.
Earlier it became known that the authorities approved the idea of the appearance of outdoor advertising of domestic wineries in Russia. "Rosalkogoltabakcontrol supports this initiative," the service said. The government of the country also spoke in support of the bill allowing the advertising of Russian wine — wineries and terroirs — on billboards. Alexander Stavtsev, head of the WineRetail information center, believes that such a measure will be effective in wine-growing regions where there is a large tourist flow.
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