AKAR and Sostav.ru ranked the largest players on the Russian advertising market, excluding the Internet segment
According to the ratings of the Association of Communication Agencies of Russia ( ACAR ) and the publication Sostav.ru , VivaKi became the largest advertising group in Russia, and Starcom became the largest advertising group.
In the formation of ratings, TNS Russia data on placement of the largest advertisers on television (national, regional and cable), radio, in outdoor advertising and print media, as well as sponsor placement on TV were taken into account. Data on the placement on the Internet and other media were not taken into account.
The 8 largest advertising groups account for 95.5% of the market budgets. The top 10 agencies account for more than half of the budgets (65.3%). This indicates the consolidation of the Russian advertising market, believe “Vedomosti”.
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Source: Vedomosti, AKAR, Sostav.ru
As in the past year, Starcom (VivaKi), OMD Optimum Media ( OMD OM Group ), ZenithOptimedia (VivaKi) and Havas Media ( ADV group) occupy the top four places in the rating of agencies. The fifth place passed to the agency MEC ( GroupM ).
The rating includes 56 agencies with an aggregate advertising budget of more than 283.5 billion rubles. It should be noted that not a single Russian agency was included in the TOP-15. There are located exclusively international network agencies. The largest Russian agency Strong takes the 18th place. Agency "Allen-Media" occupies 23 position, although last year it was on the 11th place.
New members also appeared in the ranking. Innocean Worldwide serves the Hyundai and Kia brands in the global market. The planning and placement of Hyundai Motor advertising campaigns in Russia is handled by the agency Havas Media (ADV group). But after Innocean Worldwide was included in the ranking this year, the compilers of the rating, after long disputes, voted by majority to split the Hyundai Motor budget in half between the two agencies.
Source: Vedomosti, AKAR, Sostav.ru
Among the advertising groups, the leader is VivaKi. He took the first position last year. OMD OM Group last year ranked fourth, and now has risen to second. ADV Group and Dentsu Aegis Network dropped one position. GroupM and Media Direction Group holdings remained on the fifth and sixth lines, respectively.
In addition, a list of independent Russian agencies was compiled. He was led by Strong, LBL Media and ROSST .
To date, the Internet segment has occupied more than 30% of the advertising market. The main disadvantage of the study is that this segment is not taken into account. Yevgeny Baldin, co-chair of the ACAR media rating working group, explained to Vedomosti that the association does not take online advertising into account, because in this segment there is not enough accurate data on postings and the statistics obtained may turn out to be biased.
In the formation of ratings, TNS Russia data on placement of the largest advertisers on television (national, regional and cable), radio, in outdoor advertising and print media, as well as sponsor placement on TV were taken into account. Data on the placement on the Internet and other media were not taken into account.
The 8 largest advertising groups account for 95.5% of the market budgets. The top 10 agencies account for more than half of the budgets (65.3%). This indicates the consolidation of the Russian advertising market, believe “Vedomosti”.
')
Source: Vedomosti, AKAR, Sostav.ru
As in the past year, Starcom (VivaKi), OMD Optimum Media ( OMD OM Group ), ZenithOptimedia (VivaKi) and Havas Media ( ADV group) occupy the top four places in the rating of agencies. The fifth place passed to the agency MEC ( GroupM ).
The rating includes 56 agencies with an aggregate advertising budget of more than 283.5 billion rubles. It should be noted that not a single Russian agency was included in the TOP-15. There are located exclusively international network agencies. The largest Russian agency Strong takes the 18th place. Agency "Allen-Media" occupies 23 position, although last year it was on the 11th place.
New members also appeared in the ranking. Innocean Worldwide serves the Hyundai and Kia brands in the global market. The planning and placement of Hyundai Motor advertising campaigns in Russia is handled by the agency Havas Media (ADV group). But after Innocean Worldwide was included in the ranking this year, the compilers of the rating, after long disputes, voted by majority to split the Hyundai Motor budget in half between the two agencies.
Source: Vedomosti, AKAR, Sostav.ru
Among the advertising groups, the leader is VivaKi. He took the first position last year. OMD OM Group last year ranked fourth, and now has risen to second. ADV Group and Dentsu Aegis Network dropped one position. GroupM and Media Direction Group holdings remained on the fifth and sixth lines, respectively.
In addition, a list of independent Russian agencies was compiled. He was led by Strong, LBL Media and ROSST .
To date, the Internet segment has occupied more than 30% of the advertising market. The main disadvantage of the study is that this segment is not taken into account. Yevgeny Baldin, co-chair of the ACAR media rating working group, explained to Vedomosti that the association does not take online advertising into account, because in this segment there is not enough accurate data on postings and the statistics obtained may turn out to be biased.
Source: https://habr.com/ru/post/292576/
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