28.11.2022, 12:40
The advertising market in Russia fell by 6% in three quarters
Source: OREANDA-NEWS
OREANDA-NEWS The total amount of advertising costs in the first three quarters of 2022 amounted to 385 billion rubles, which is 6% less than in the same period of the previous year. Such data are provided in the report of the Association of Communication Agencies of Russia (ACAR; Kommersant has the document). In the first quarter, according to ACAR, the market grew by 5%, in the second quarter the volume of purchases fell by 16%, and in the third decreased by 7%.
For the third quarter in a row, ACAR has not published estimates in figures for individual market segments (TV advertising, Internet advertising, outdoor advertising, etc.). The association explained this by saying that against the background of a falling market and a reduction in the number of available inventory, experts "have to rebuild the system for assessing the volume of the advertising market." "ACAR experts believe that if the situation stabilizes, they will be able to solve this problem, and by the end of the year a full picture of the entire domestic advertising market will be provided," the association added.
The ACAR report says that for Internet advertising, the largest segment of the market, in the third quarter "the least pessimistic scenarios were realized", no figures are specified. On TV, there is a "significant increase in the number of new local advertisers" and there have been changes in the top three categories on federal TV: at the end of nine months, the e-commerce category (18%) came out on top in terms of budget share, shifting pharma to second place (17%). The third place is still occupied by the segment of insurance and financial services (15%).
Outdoor advertising for three quarters "managed not only to recover to the level of 2021, but also to reach a small plus," the ACAR report says. Sales of digital designs in general accounted for more than a third of all budgets. The radio advertising market continues to recover and "turned out to be less vulnerable due to the departure of foreign brands." In the press segment, "it's too early to say that publishers have managed to compensate for losses from the departure of foreign brands."
For the third quarter in a row, ACAR has not published estimates in figures for individual market segments (TV advertising, Internet advertising, outdoor advertising, etc.). The association explained this by saying that against the background of a falling market and a reduction in the number of available inventory, experts "have to rebuild the system for assessing the volume of the advertising market." "ACAR experts believe that if the situation stabilizes, they will be able to solve this problem, and by the end of the year a full picture of the entire domestic advertising market will be provided," the association added.
The ACAR report says that for Internet advertising, the largest segment of the market, in the third quarter "the least pessimistic scenarios were realized", no figures are specified. On TV, there is a "significant increase in the number of new local advertisers" and there have been changes in the top three categories on federal TV: at the end of nine months, the e-commerce category (18%) came out on top in terms of budget share, shifting pharma to second place (17%). The third place is still occupied by the segment of insurance and financial services (15%).
Outdoor advertising for three quarters "managed not only to recover to the level of 2021, but also to reach a small plus," the ACAR report says. Sales of digital designs in general accounted for more than a third of all budgets. The radio advertising market continues to recover and "turned out to be less vulnerable due to the departure of foreign brands." In the press segment, "it's too early to say that publishers have managed to compensate for losses from the departure of foreign brands."
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