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Forecast for TV Commercial Market in Russia: Budgets, Strategies, and Key Players 2024
MEDIA BUYING
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The TV advertising market in Russia is a rapidly developing and dynamic industry that attracts the attention of major advertisers. Despite the introduction of sanctions towards Russia in 2022, the Russian TV industry quickly adapted to the departure of Western brands, many of which were market leaders. As a result, budgets began to grow again, marking a new stage in its development.
This article will be helpful for those who consider TV advertising as a primary promotional tool in Russia but do not know the main nuances, ratings, and figures. Let's dive into the main points.
Key indicators of Russian TV watching
TV advertising has a wide reach, with almost the entire Russian population, approximately 98%, watching TV at least once a month, and 64% watching it daily. The audience dedicates a significant amount of time to watching TV, averaging about 3 hours and 33 minutes per day.
The most popular TV genres are serials, movies, and entertainment programs, with viewers also enjoying socio-political content and news. Sports and children's programs also have their audience, which is slightly smaller.
The trends in content consumption on different TV platforms are as follows:
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in 2023 entertainment programmes and serials are experiencing an increase in interest, while;
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in 2024 the share of news and analytical programmes is expected to rise;
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in addition, there is a growing interest in sports programs and broadcasts.
TV channel ratings in Russia
Thematic TV has become increasingly popular among the Russian audience in recent years, as evidenced by the current period's coverage figures. Notably, channels such as Russia 1, Ren TV, TNT, Channel One, NTV, and others consistently rank in the top 10.
Тop-10 TV channels in Russia, 26.02.24 - 03.03.24
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Over the past year, the share of thematic channels has increased by 6%, with movie, informative, children's, and entertainment channels being the most sought-after. Thematic channels hold great promise for advertising, despite the limited analysis of TV resources, as many companies are just beginning to develop in this niche (for example, MTS, VK, etc.). But it is already becoming clear that thematic channels are promising in terms of advertising.
It is clear that today's TV viewers are increasingly active and diverse consumers of television content. They willingly use digital platforms, such as Video on Demand, to watch their favorite programs and movies at their convenience. This trend has a significant impact on TV channel ratings and creates new opportunities for advertisers.
What is happening to the TV advertising market in Russia now?
In recent years, the TV advertising market has continued to show consistent growth despite the development of Internet services and other digital media platforms. In terms of the percentage of advertising purchases, the TV segment leads with 35.5% of advertising budgets.
By 2023, TV advertising spendings increased by 40% year-on-year, driven by the growing demand for advertising from industries such as FMCG, automotive, and telecom. In August 2023, 75% of TV advertising inventory was sold, which is an unusual occurrence in the market. This is in contrast to the previous 2021-2022 period, where only 40% of TV ads were purchased. Due to this heightened activity, some market participants have temporarily suspended long-term deals of one year or more.
The increased demand for TV advertising can be attributed to the augmented TV advertising budgets of many companies. Russian and foreign brands that entered the market after 2022 have made their mark. While some 'Western' leaders such as Coca-Cola, Pepsi, Nestle, and Procter & Gamble have left the Russian market, others have seized the opportunity to quickly enter the TV segment.
The TV rating, based on advertisers' budgets, has also changed, with Russian companies now leading the way. Major brands such as SBER, Yandex, INTERNET SOLUTIONS (Ozon), TANDER (Magnit), and VTB continue to heavily invest in TV advertising. Magnit's budget for TV advertising increased by 76%, moving up from 21st in last year's TV investment ranking to fourth place this year.
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Furthermore, electronics giants like Honor, Xiaomi, Samsung, and Acer have resumed advertising activity in Russia in 2023, with their budgets matching or exceeding 2021 levels. Chinese smartphone brands Techno and Infinix have emerged as new market players in Russia, increasing their marketing spending by 60%, including on TV advertising. It remains to be seen whether they will take the leading position in the market. Despite the uncertain supply caused by the sanctions policy, these brands have not been discouraged and continue to expand their well-established distribution channels.
Types of TV advertising purchases in Russia
When it comes to TV ads, the most effective format depends on the advertising campaign and budget.
Direct purchase advertising blocks from TV channels allow advertisers to select the precise time and channel for their ads, which is particularly important for reaching the target audience.
Programmatic automated platforms can also be used to great effect. The development of technology in 2023-2024 has led to the rise in popularity of them among advertisers. These platforms strengthen campaign targeting and automate the process of buying advertising slots on TV, reducing time and resource costs. However, programmatic TV services are significantly fewer than digital advertising. It is advisable to scrutinize this method or entrust it to professionals.
Buying TV advertising through an agency is the most effective and simple way of promotion, especially for foreign brands in Russia. This is the case when a team with deep expertise takes all responsibility and provides the client with favorable conditions for TV placement.
RMAA with its wealth of experience is ready to help brands develop an effective strategy in a short period of time. TV advertising is often included in a large-scale campaign along with digital tools. When a brand requires only TV advertising for promotion, we calculate the risks and effectiveness to achieve optimal results.
To learn more about the specifics of TV buying in the Russian market, as well as other advertising segments, you can download our White Paper “How does media buying in Russia work?' If you would like to discuss your project, please fill out the application form below to contact your RMAA manager.
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About the Author
A content lead. Natalia runs marketing projects promotion with different digital tools in the Russian-speaking market.
Natalia Gorenkova
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