Under the results of first two months of current year the TV advertising market experienced important changes. Thus nine large advertises abandoned Ukrainian television.
Actually this list comprises just six companies, ranked tops last year. Among the top-15 largest advertisers there were missed out all alcohol companies like Global Spirits, National Alcohol Traditions and Crimean Vodka Company. In general, the “alcohol” group reduced its activities by 70% in 2015, compared with last year.
“Alcohol companies reduced their advertising activities due to excise rates’s increasing, what led to rising prices of products and reducing marginality”, as Ilya Skikevich, MindShare advertising agency’s director explains.
Moreover, almost all large international companies like P&G, Nestle, L’Oreal, Unilever, Mars-Wrigley, Johnson&Johnson reduce their TV advertising procurements.
Early this year the most half of the top sheet of the largest advertisers is gained by pharmaceutical companies. If foreign manufacturers of medicines like Reckitt Benckiser, GlaxoSmithKline, Berlin-Chemie reduced their activities, quite the contrary the domestic companies like Farmak and Arterium, increased their TV presence.
“Ukrainian pharmaceutical companies got a chance of strengthening and gaining market share. A consumer moves from foreign expensive medicines to less expensive Ukrainian prototypes”, as Anna Drutskaya, chief of research unit of Vizeum advertising agency said.
Compared with last year there were reduced not only advertising budgets, but also the number of advertisers. Early this year 93 companies (193 brands) weren’t advertised, those that were present on TV at the beginning of 2014. More specific, international companies like LG, Amway and Microsoft ceased their advertising. And as far as Ukrainian companies, these are Roshen and Technopolis that save on TV advertising.
At the same time in 2014 the market welcomed 31 new advertisers, but they are still incapable of covering the budgets of those left. The annual budgets of the top-15 TV advertisers range form UAH 50 million to UAH 150 million.
