Sochi 2014 a Top European Advertiser
A Russian company has entered the top 10 advertisers on pan-European television, that is, multinational non-broadcast channels. The advertising budget for the Sochi 2014 Committee in the first half of the year was ˆ5.702 million, putting it in ninth place in that market with 1.7 percent of all ad euros it received. The channels involved include BBC World, CNN, Discovery, Eurosport, NBC Universal and others.
Media Arts, the Olympic Committee's agency, agrees with that estimate, made by the TNS Media Intelligence research company. It was Russia's first large-scale foreign advertising campaign. The emphasis on Europe, according to the Sochi 2104 Committee press service, “was obvious, since about half the voting members of the International Olympic Committee are European.”
Other than the Sochi 2014 Committee, practically the only ad presence for Russian companies abroad are ads by the Rosnet telecommunications company and the Renova Group on Russia Today, the English-language international state channel, which began very recently. In the second half of this year, the Russian Standard company may beat Sochi 2014's record, however. An ad campaign will begin for three of its brands of vodka this month in France, Germany and Great Britain. Russian Standard PR director Robert Mendenhall said that the company has budgeted ˆ4 million for France, ˆ2 million for Germany and £5 million (over ˆ7 million) for Great Britain. The campaign will encompass television, billboards and print ads.
www.kommersant.com
All the Article in Russian as of Oct. 12, 2007
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