Russia’s advertising may clear the bar of $6 billion by close of this year. The inscription reads: "It's a style of life..."
Photo: Dmitry Lekay
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Ad Market Nearing $6bn
Russia’s advertising hasn’t materially suffered from the new Advertising Act, Association of Russia's Communication Agencies said in the report. The H1 growth reached 28 percent and the sales amounted to from $2.82 billion to $2.85 billion. The advertising in Russia may clear the bar of $6 billion by close of this year, forecasted analysts of global advertising groups.
The key media carrier, TV broadcast, stepped up 35 percent in the first half-year vs. 33 percent a year earlier. TV channels posted advertising revenues of $1.43 billion to $1.45 billion. Of this 35-percent growth, 11 percent could be attributed to economic inflation and the ruble-to-dollar appreciation gave another 3 percent or 4 percent, said Sergey Veselov, chief of the marketing survey division at Video International. “But the root cause was the rise in prices for TV promotion."
The outdoor advertising posted unexpected gains. The turnover climbed 29 percent to from $460 million to $470 million mostly on media inflation, the analysts explained.
Another major in terms of advertising size, the print media crawled 14 percent in the first half-year to between $700 million and $720 million.
At the same time, the Internet advertising soared nearly 80 percent and advertising in cinemas, film theaters and the like, including ad displays in the supermarkets, accelerated 50 percent. The absolute figures were not so impressive, just $45 million and $15 million respectively. “A few years will pass before a big advertiser starts viewing the net as an indispensable carrier of advertising,” said Nikolay Anufriyev, general director at Optimum Media Buying.
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All the Article in Russian as of Aug. 02, 2006
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