The experts analyzed the results of the development of television advertising segment in Russia
2015 because of the difficult and the moving state of the economy in the country was rather difficult for advertisers and media, the basis of existence which make advertising investments of advertisers.
However, in spite of everything, the world’s largest brands continue to invest in advertising on domestic television, new active players, cable channels, undergone a lot of inconvenience due to updating of legislation, increase the audience.
Category sponsors: TOP-3 increases the volume
If we compare the volume of purchased TV ratings for the period January-November 2015/2014 shows that the advertisement 10 of 20 major categories shows growth. Leading the top categories of farming, trade organizations and mobile services, which this year increased volumes by about 20% each.
Advertisers: RB and Novartis – the new leaders
in the top TV advertisers new leaders – the company RB, and Novartis. Reckitt Benkiser increased its ratings over last year more than a quarter, Novartis 20%. In the top 20 there are new active players, for example, advertising cosmetics manufacturer, the company BEIERSDORF, «rose» for the ratings on TV by 60%.
Advertisers: TOP increase your advertising
On national TV, a number of brand new and active advertisers. The largest of the newcomers –
– online shop Leomax, pharmaceutical company Polpharma, real estate agency “Domofond.” Impressive dynamics demonstrated by companies such as: X5 RETAIL GROUP (+ 875%), a group of companies “EFKO” (+ 445%) and the Russian Pharmaceutical Company “Obolensky” (+ 364%).
Advertisers: TOP shortened the amount of advertising
At the end of 2015th completely gone from the national TV only 3 advertiser of avtokategorii – GM (as a result of the suspension of deliveries to Russia of Opel and Chevrolet), Peugot Citroen, Avtovaz.
Among the biggest advertisers who have reduced activity of more than 50% – Evalar, Tricolor and Sberbank.
The volume of air TV market: Quarterly changes based on data ACAR
ACAR data on the dynamics of advertising budgets in the terrestrial TV in 2015 against 2014, show uneven demand for accommodation during the year. In the first half of advertisers planning advertising campaigns on TV with great care, which led to the actual dynamics of the market (- 21%).
In the second half of the dynamics of the market is much more positive. We Havas Media, we believe that in the second half of the decrease in advertising budgets will be from 14 to 15% compared to last year.
As a result of the imbalance of demand in half, advertisers are faced with the problem of shortage of inventory from September month.
Inventory: Dynamics by months
Inventory of national television as a whole is shrinking. Earlier this year, a significant reduction in advertising blocks was due to reduction in activity on the part of advertisers. Starting from March, the volume of ad units returned to the level of 2014, however, the inventory continued to decline due to the fall TV viewing.
At the end of the year, due to a compensatory increase in demand from advertisers after a heavy fall in the first half for the meet this demand TV channels have opened all available under the law amounts of advertising minutes that gave even the growth of advertising time with respect to 2014.
channels: The most successful of the nation
The most significant trend of increasing the share of private audience in 2015 demonstrated the national channels “Home” and TVC (+0.3 All 4+) for which closely followed Disney, TV-3, and “Friday” (+0.2, All 4 +).
channels: the audience of cable channels in 2012 has almost doubled
Legal restrictions, effective from sat down to 2015, led to a significant reduction of thematic TV market. According to RACA amount of advertising on the cable channels actually decreased in half (-46%) when compared with the period January to September 2015 with the same period in 2014.
The share of TV viewing thematic channels continues to grow steadily – from 9.4 % (All 4+) in January 2012 to 16.2% (All 4+) in November 2015.
The largest group of thematic channels Discovery and VIASAT the end of 2015 found a legal opportunity to return to his broadcast advertising. In 2016, it will increase the competition between different media formats for advertising budgets brands.
Results of the year and Look into the Future
This year, television channels, like the rest of the media, faced with considerable difficulties – except for falling advertising budgets, has increased significantly the cost of content due to the fall of the ruble against foreign currencies.
However, in 2015 showed once again that TV advertising for our country remains one of the main channels of brand communication with consumers, and a significant part of advertisers give preference to television when selecting media mix – by virtue of its unique coverage close to 100% of the population.
The degree of concentration of the budgets of advertisers on a variety of TV channels in the next year not only depends on the dynamics of the overall economic situation, but also on how the channels will be successful in the competition not only among themselves, but also Video capability with respect to the Internet, the growing popularity of IPTV and smart TV.
In a particular manifestation, television media will №1 in 2016.
text: Ilia Kutsenko, Commercial Director of Havas Media Group
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