Despite the fact that the Russian advertising market continues declining, its rate has somewhat slowed down in the third quarter of this year.
Thus, upon the information released by the Association of Communication Agencies of Russia, the media advertising market showed a drop of 9% in the third quarter of this year compared with the same period of the past year. This is still an encouraging trend, if we recall that in the second quarter its decline was 16%, and 17% in the first quarter (or over 30% according to some media). The total decline during three quarters was 14%.
According to the report submitted by the Association’s employees, the loss of advertising revenue affected all segments of the telecommunications market, except for the Internet.
The budget of advertising placed by terrestrial TV from January to September this year amounted to near RUR 90.5 billion. This is 19% less than the last year’s figures.
The satellite and cable TV lost 46% of advertising volume. The income from advertising placed by cable and satellite providers has not exceeded RUR 1.5 billion for the first three quarters of 2015. This is the worst figure in the industry. Such a sharp decline was mainly due to the advertising ban set at the beginning of the year.
The situation is not so much better in the printed media. This segment of the media market has shown the decline in advertising by 32% for the first three quarters of 2015, and in some types of printed products such as advertising publications by up to 40%.
The advertising income of printed media in the first nine months of this year amounted to about RUR 16.2 billion, which is the lowest figure in the history of researches conducted by the Association of Communication Agencies of Russia.
The radio advertising has lost 19% for three quarters, and its income for the three quarters amounted to near RUR 9.5 billion.
The increased advertising continues being shown only by the Internet. At that, the increase in advertising budgets refers only to contextual advertising (17%), while the media one keeps on the general declining trend (6%).
