Starting this year the TV advertising market of Russia has been abandoned by 12 advertisers. The experts are not so optimistic in their conclusions, i.e. the TV advertising market will go on falling. The same is waiting for radio advertising and advertising in print media.
The analysis undertaken by Media Logics resulted in evidencing an emerging tendency for large advertisers’s leaving the Russian advertising market: 12 out of 100 companies have already given up definitely the television advertising, and 4 companies have reduced their budgets.
We shall point out that within 16 companies that changed their advertising strategy, 5 of them belong to the automotive industry. At the same time, the French PSA Peugeot Citroen moved away completely from the TV advertising.
Timur Nigmatullin, Finam Investment Holding’s analyst, asserts that television is the most expensive form of advertising. And as the car sales have decreased by 36% this year, it is not surprising that companies cut down their costs.
According to him, this market is very changeable: the TV advertising’s share in 2014 was higher by 2%, what amounted to 160 billion rubles, and actually it will probably drop at all.
But at the same time the growth of online advertising still becomes more evident: in 2014 its share increased by 18%, i.e. up to 85 billion rubles. The analysts estimate that this year it will grow up at even higher rate. Therefore Timur Nigmatullin associates the slump in TV advertising with the rise of targeted advertising over Internet.
As a result the expert declares that the advertising market will experience structural changes.
Nigmatullin’s opinion is shared by ZenithOptimedia organization, which also indicates the growth of advertising just over Internet. But, according to their estimates, this share will reach 5%, i.e. 88.8 billion rubles. The TV advertising revenue, according to their research, will decrease up to 19%, i.e. 129.4 billion rubles, and the advertising market on radio and in print media may fall by 35%.
So, in the upshot, the advertising market expects decreasing by 17%, i.e. up to 282.26 billion rubles.
