Promotion Of Radio Advertising
Ekaterina Eroskin, on the development of the advertising segment in Russia
Ekaterina Eroskin, IBC
The first quarter of 2016, in the radio (rolic) segment, Moscow and network were well-sufficient, with an increase of +19% over the same period last year.
However, the dynamics for Moscow and the networks were very different. It is safe to say that the growth drive has been a segment of the network.
Chart 1. Modifications of the advertising budgets of the segments of Moscow and Networking of radioolics in the first quarter of 2014-2016
Estimates of the IBC Commercial Marketing Department based on TNS Media Intelligence monitoring data
In addition to comparison with 2015, it is also interesting to compare segment budgets with the relatively healthy first quarter of 2014. Figure 1 shows that the volumes of online advertising have already reached the 2014 values, while the Moscow location is still very low. But in order for the image of the I quarter to be as objective as possible, it is worth remembering that that was when Olympiad went to Sochi, which led to an increase in advertising budgets.
For example, in 2013, 20 per cent of all the marketing budgets of the Moscow and Networking Market were allocated to the I quarter and 24 per cent in 2014.
In analysing the distribution of commercial advertising by commercial advertising categories, we also added to the standard of the current and last year, and the first quarter of 2014.
Chart 2. Distribution of the budgets of the classical segment of the Moscow and online distribution by commercial advertising categories: PS-5 and the rest
Estimates of the EMI Commercial Marketing Department based on monitoring of the Radio Reclama for January-March 2014-2016 TNS Media Intelligence
The following trends should be highlighted in the analysis of all three periods:
- After a significant reduction in the first quarter of 2015, the share of the Automoto category returned to pre-crisis values;
- Medicine continues to fall;
- The share of the " rest " segment, which comprises some 20 small commodity groups, has increased;
- The share of " Banks, finances " , although shown below last year, is still on the rise in all three periods;
- Riteil, Stratia and Real property returned to 2014 values.
It is expected that the structure of radio advertisers is re-establishing their pre-crisis indicators.
Table 1. Distribution of the budgets of the Moscow and network segment by commercial advertising categories: the share and dynamics of the first quarter of 2016 in relation to the first quarter of 2015