Yekaterinburg proves No. 1 among big Russian cities in terms of ad market in 2013

June 19, 2014. In 2013, Yekaterinburg had the biggest advertising market among all the Russian cities with population over 1m people, Deltaplan Advertising Group’s research findings indicate.

‘Yekaterinburg and Novosibirsk, whose ad markets amount to 4.47bn RUR and 4.41bn RUR, respectively (13% and 15% more than in 2012), remained the market leaders in 2013. Kazan, with its 3.05bn RUR, is No.3 on the market, even though its figures are considerably smaller. If it hadn’t been for Kazan market’s impressive growth rate last year (a 25% increase on 2012, the biggest rise among all the cities in the research), Nizhniy Novgorod, with its 2.68bn RUR (13% more than in 2012), could have come third in the rating,’ the Group says.

Online advertising proved the primary growth factor: the Internet ads traffic is rising due to both increasing prices and expanding accounts database as well as due to the development of Internet resources.

‘For one, Yekaterinburg ad market has one of the biggest online segments (19% of all the advertising spending, in fact). Yet the Internet is still only the fourth most popular medium, outstripped by outdoor advertising, television, and the printed media. The latter, however, have been losing their impact: the drop in the volume of printed ads was 6% last year. Radio advertising, however, gained 19% in 2013, while the amount of TV and outdoor advertising went up by 12% and 10%, respectively’, the research states.

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