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News

Press felt alcohol dependence

After the ban onadvertising, the revenues ofpublishersare growing no longer.

The publishersof newspapers andmagazinesagainafter the crisis of2009facedwith fallingadvertising revenues, the Association ofCommunication Agencies ofRussia statedin the firstquarter. Negative dynamics-5%-in the pressdue,in particular, to thereduction inadvertising budgetsmanufacturers of cosmetics, jewelry,auto companiesandfinancial institutions, as well as a ban onalcoholpromotionsin periodicals.

Overallad spending inthe first quarter rose to 14%, according to the Associationof Communications Agencies of Russia(ACAR), to 70-71billion rubleswithoutVAT. 34,7-25,2billion rubles from them went onbroadcast television,the mostsought-afterby advertisersmedia.Televisionrevenuesin January-March were increased by13%.The increasewas smaller in the firstquarter of lastyear - 10%.

Advertising revenues of radio broadcasters are growingsimilar asa year ago, according to the data of ACAR. In the first threemonths of this yearthey increasedby 18% to 3-3.2billion rubles, the past -by 19%.The situation is similarin outdoor advertising. In January-March the ownersof streetdesignshave earned9,1-9,4bln roubles, which is 13% higher than a yearago.In the firstquarter of lastyear,growthwas at12%.

Butthis yearthe situation in the press has changeddramatically.After the crisisof 2009, whenall the media, except for the Internet,facedwith fallingadvertising revenues, publishers generallyshoweda positive trend from quarterto quarter.Traditionally,advertisingrevenues of information publications were down, but the ownersof newspapers andmagazinesstill managed toincrease theiradvertising fees, or in the worst caseto showzero growth. In the first quarterof this year,advertisingrevenues ofnewspapersand magazines, according to the RACA, fell 2% to 1.9-2billion rublesand3,9-4billion rublesrespectively.Allperiodicalssegmentdipped5% to 8-8,3bln. AnalyticalCenter "Video International" (ATSVI), analyzing only the centralpress,also talks aboutreducing theadvertising revenueof the federalcapitalandpublishersby 5%, to 5.689 billionrubles.

Of all the theme publishing niches, only three were able to demonstrate strong revenue growth in the first quarter, says ATSVI. Advertising fees publications on healthy living have increased by 15%, to 59 million rubles., Deli - by 16%, to 49 million rubles., of floriculture and gardening - by 24% to 4,000,000 rubles. But these niches by themselves, are very small. Women's and men's magazines, TV guides, mass and high-quality daily newspapers, that are interesting for the advertisers in the first place showed a negative trend or a symbolic gain in the first quarter, the expert ATSVI Alexander Efremov mentioned.

Of the ten major categories of advertisers in the media four have reduced their activity, follows from the ATSVI calculations. Manufacturers of cosmetics and perfumes - by 5% to 626 million rubles, cars - by 15%, to 498 million rubles, watches and jewelry - by 10%, to 291 million rubles and finally, banks and insurers - by 13%, to 198 million rubles. In addition, since January this year alcohol advertising in the press is banned. A year ago, it was the sixth largest category of advertisers, with a budget of 273 million rubles.

Reduced its activity automakers and financial institutions are key advertisers and media in the segment of online advertising (banners, pop-ups and other similar formats). In 2012, these two categories according to the agency Vizeum Digital, have spent, respectively, 4.9 billion rubles and 2.071 billion rubles on the Internet, accounting for 27% and 12% of all revenues from display advertising. The growth rate of this segment slowed sharply in the third quarter of last year. Thus, in the April-June 2012, the cost for media online advertising increased by at least 34%, then in July-September - only 17.5%, and in October and December - at best 8.6% (see "Kommersant" on February 7).

In the first quarter of this year, according to the AKAR, the cost for media online advertising grew by 15% to 3 billion rubles. In the largest player in this segment - Mail.ru Group - in January-March revenue from display advertising grew, but only by 5.4% to 1.078 billion rubles. But at "Yandex" similar revenues increased immediately by 48%, to 623 million rubles. The press service of Mail.ru Group yesterday could not explain what caused this lag on the dynamics of revenue from display advertising on the market.

Advertising expenditures in the first quarter of 2013

Media

Evaluation of the Association of Communication Agencies of Russia

April forecast  ZenithOptimedia

Income from advertising
January-March 2013 (billion rubles. no VAT)

Change
to the same
period of 2012 (%)

Change
in January-March 2012 compared to the same
period of 2011 (%)

Revenues for the full 2013 (billion rubles no VAT)

Changes before  2012 (%)

Television

35,4-35,9

13

10

156,184

9

On air

34,7-35,2

13

10

—*

Cable-sattelite

0,71

30

55

Radio

3-3,2

18

19

17,028

16,5

Press

8-8,3

-5

1

42,024

2

Newspapers

1,9-2

-2

13

Magazines

3,9-4

-2

0

Advertising-information publications

2,3-2,4

-11

-4

Outdoor ads

9,1-9,4

13

12

41,093

9

Internet

13,3

32

43

73,305

30

Ads in media**

3

15

25

Kontent ads***

10,3

38

50

Rother carriers****

0,9

13

18

5,601

16,3

TOTAL

70-71

14

14

335,236

12,5

 

ZenithOptimedia Group in their forecasts gives an overall assessment for each media without detailing the data segment.
** Banners, pop-ups and other similar formats.
*** Commercial links in the search results and relevant resources.
**** Including advertising in cinemas and inside buildings (shops, business centers, airports, train stations and etc.).
Source: Association of Communication Agencies of Russia; ZenithOptimedia.