Slide1: Name of presenter(s) or subtitle Russian Media Market: Trends and Forecasts Ruslan Tagiev,
TNS Russia
September 26-27, 2005
Advertising expenditures in Russia ($, bln): Advertising expenditures in Russia ($, bln) Source: AKAR -59% +41% +65% +65% +31% +33% - 4%
Advertising expenditures + Forecast ($, bln): Advertising expenditures + Forecast ($, bln) Source: AKAR -59% +41% +65% +65% +31% +33% - 4% +21% +14% +11% +8%
Ad expenditures media split, 2004: TV Press Radio Outdoor Ad expenditures media split, 2004 Source: AKAR
Share of TV advertising ($, bln): Share of TV advertising ($, bln) Source: AKAR 1.4 1.4 0.6 0.8 1.3 2.2 2.9 3.9 4.7 5.3 5.9 6.4 39% 35% 32% 34% 39% 42% 43% 44% 45% 47% 49% 50%
Share of Regional TV + Forecast ($, bln): Share of Regional TV + Forecast ($, bln) Source: AKAR 77% 77% 76% 75% 74% 72% 71% 23% 23% 24% 25% 26% 28% 29%
Advertising expenditures on Press + Forecast ($, bln): Advertising expenditures on Press + Forecast ($, bln) Source: AKAR
Share of Regional Press + Forecast ($, bln): Share of Regional Press + Forecast ($, bln) Source: AKAR 21% 22% 23% 0.8 0.9 1.2
Top 10 Advertised Categories, SOV % (TV, Radio, Press,Outdoor, Cinema) : Top 10 Advertised Categories, SOV % (TV, Radio, Press,Outdoor, Cinema) Source: TNS Gallup AdFact
Advertising increase drivers: Advertising increase drivers Source: TNS Gallup AdFact
Top 10 Advertisers in Russia, January-June 2005: Top 10 Advertisers in Russia, January-June 2005 Source: TNS Gallup AdFact * Local advertisers are highlighted
Top 10 Russian Advertisers, January-June 2005: Top 10 Russian Advertisers, January-June 2005 Source: TNS Gallup AdFact
Top 10 Advertisers in Press, January-June 2005: Top 10 Advertisers in Press, January-June 2005 Source: TNS Gallup AdFact
Increase in top 5 titles in each group, 2004 vs. 2003: Increase in top 5 titles in each group, 2004 vs. 2003 Source: TNS Gallup AdFact
Time Spent Distribution Across Media: Time Spent Distribution Across Media 100% = all the time spent media consumption (9 hours per day) TV: 46.6% Press: 4.7% Radio: 41% Audio records: 3.1% Books: 2.5% Video, DVD: 1.4% Internet: 0.8% Source: Marketing Index – Russia, Dec’04 – Apr’05
Time budget (Russia): Time budget (Russia) Reading magazines Reading newspapers Reading books Source: Marketing Index – Russia, Dec’04 – Apr’05 Morning Night
Total Readership Profile: Total Readership Profile Source: National Readership Survey, March-July 2005
Total TV Audience Profile: Total TV Audience Profile Source: Gallup TV Index, 2005
Newspapers vs. Magazines Audience Profile, Moscow: Newspapers vs. Magazines Audience Profile, Moscow Source: National Readership Survey, March-July 2005
Newspapers vs. Magazines Audience Profile, Russia: Newspapers vs. Magazines Audience Profile, Russia Source: National Readership Survey, March-July 2005
Groups of Titles with Increasing Audience (Russia): Groups of Titles with Increasing Audience (Russia) Source: National Readership Survey - Russia
Groups of Titles with Stable Audience (Russia): Groups of Titles with Stable Audience (Russia) Source: National Readership Survey - Russia
Computer and Auto Magazines (Russia): Computer and Auto Magazines (Russia) Source: National Readership Survey - Russia
«Age Pyramid» - RF Census 1989: «Age Pyramid» - RF Census 1989 Ths. persons Age Birth-rate: 1st World War
Death-rate: 2nd World War Birth-rate: famine, collectivization Birth-rate: «1st war wave» Birth-rate: «2nd war wave» Men Women Source: Goscomstat RF
«Age Pyramid» - RF Census 2002: «Age Pyramid» - RF Census 2002 Birth-rate: «3rd war wave»;
Birth-rate: Perestroyka reforms
Summary: Summary Source: TNS Gallup AdFact Рост рекламного рынка на 36% до 2008 года
Замедление темпов роста рекламного рынка
Рост доли ТВ
Рост аудитории глянцевых журналов, стабильная аудитория газет и безнес изданий
Увеличение конкуренции со стороны новых медиа
Увеличение доли бюджетов на интернет, кино, indoor
Увеличение аудитории интернета – прямая конкуренция для b-t-b, рекламных и новостных изданий
Изменение демографического состава