Demand for Outdoor Advertising Goes Up 30% in Yekaterinburg
15 August 2012 (09:29)
Yekaterinburg advertising market rose by 14% in the first half of 2012 compared with the year earlier. Even though this is the same as the figures for Russia on average, there are different driving forces behind these trends in the Russian provinces, Deltaplan Advertising Group’s analytical report says.
According to the data provided by TNS and Adinpress, accounts spent 3.1bn RUR on ads in the first half of 2012. This figure accounts for ads distributed in commercial breaks on TV, the local radio stations, in the local and national press, and for outdoor advertising. This figure does not account for the discounts offered by media to their accounts or the non-measurable online ads segment that partially makes up for the money the market loses on offering discounts.
The TV ads market turnover came to 1.36bn RUR, which is 17% more than a year earlier. The radio ads segment amounted to 16bn RUR, which is 5% more than a year earlier. About 1.03bn RUR was spent on the printed press ads (7% more than a year earlier), and about 0.55bn RUR was spent on outdoor advertising, which was 26% more than a year earlier.
The data provided by the measuring experts do not fully coincide with Yekaterinburg market reality, Deltaplan Advertising Group feels. Their experts believe that the only data that look credible are those for the TV and the printed press segments. At the same time, unlike the nation-wide television advertising, the local TV ads retain their leading positions in terms of both volume and dynamics.
As for the radio ads, these have grown impressively in volume on the national scale and climbed over the 5% mark (announced by TNS) locally as well. Such a low figure has to do with the data for the second quarter of this year, which was 10% worse off than the second quarter of 2011 and affected the semiannual results. However, experts don’t think any downfall is in place. They think the most likely reason for the inaccurate figures given is the measurement settings. The thing is, TNS resumed measuring the radio data in the provinces in 2011 after a prolonged break, so the data for the first half of the year are not necessarily representative. The market players believe the actual growth in radio ads in Yekaterinburg was about 15% in the first half of 2012 compared with the first half of 2011, with some radio stations doing even better.
According to the data provided by TNS and Adinpress, accounts spent 3.1bn RUR on ads in the first half of 2012. This figure accounts for ads distributed in commercial breaks on TV, the local radio stations, in the local and national press, and for outdoor advertising. This figure does not account for the discounts offered by media to their accounts or the non-measurable online ads segment that partially makes up for the money the market loses on offering discounts.
The TV ads market turnover came to 1.36bn RUR, which is 17% more than a year earlier. The radio ads segment amounted to 16bn RUR, which is 5% more than a year earlier. About 1.03bn RUR was spent on the printed press ads (7% more than a year earlier), and about 0.55bn RUR was spent on outdoor advertising, which was 26% more than a year earlier.
The data provided by the measuring experts do not fully coincide with Yekaterinburg market reality, Deltaplan Advertising Group feels. Their experts believe that the only data that look credible are those for the TV and the printed press segments. At the same time, unlike the nation-wide television advertising, the local TV ads retain their leading positions in terms of both volume and dynamics.
As for the radio ads, these have grown impressively in volume on the national scale and climbed over the 5% mark (announced by TNS) locally as well. Such a low figure has to do with the data for the second quarter of this year, which was 10% worse off than the second quarter of 2011 and affected the semiannual results. However, experts don’t think any downfall is in place. They think the most likely reason for the inaccurate figures given is the measurement settings. The thing is, TNS resumed measuring the radio data in the provinces in 2011 after a prolonged break, so the data for the first half of the year are not necessarily representative. The market players believe the actual growth in radio ads in Yekaterinburg was about 15% in the first half of 2012 compared with the first half of 2011, with some radio stations doing even better.
 | Embed to Blog |  | Subscribe to Newsletter |  |