The Expert Commission of the Association of Communication Agencies of Russia (ACAR) has estimated the volume of the advertising market for the first half of 2012. All of its segments, except for advertising publications, have grown compared to the same period last year.
In monetary terms, the volume of the advertising market in Russia for the first half of 2012 amounted to 138 billion rubles. (excluding VAT), which is 13% more compared to the same period last year. In the 1st quarter of 2012, according to preliminary data of analysts, a decrease in active activity of advertisers was expected. However, contrary to forecasts, the volume of the advertising market in January-March increased by 14% and amounted to 61-62 billion rubles. (excluding VAT).
The increase in advertising costs was mainly due to TV advertising, which amounted to 31.1-31.6 billion rubles. In the second quarter of 2012, this sector of the advertising market turned out to be less successful, during this period it increased by only 6% (and by 8% in the entire half of the year).
The outdoor advertising market also slowed down. So, in the 1st quarter, the income of advertisers in this sector increased by 12% (to 8-8, 3 billion rubles), compared to the same period last year, and in the second quarter by 8% (up to 11-11, 1 billion rubles).). This is largely due to the ban in Moscow of advertising on construction nets and banners.
Despite the skeptical analysts in relation to advertising on the radio, the revenues of this sector of the advertising market in January-March 2012 increased by 19% and amounted to 2.4-2.6 billion rubles, and in April-June by 27%, amounting to 3, 8 billion rubles
Revenue from advertising of publishers of metropolitan and federal magazines for the 1st quarter did not change, and for the 2nd quarter increased slightly by 2%, amounting to 2, 8-2, 9 billion rubles. The sector of advertising publications showed a negative figure - the income of the owners decreased by 3%.
The largest growth in the volume of the advertising market was observed in the segments of contextual and media advertising on the Internet, on cable and satellite channels. The volume of the contextual Internet advertising market in the first half of the year increased by more than 50%. Indoor advertising is developing rapidly (placement of audio and visual advertising information in supermarkets and shopping centers).
