On advertising expenses of banks account for more than 40% of the media advertising market in Russia
AdIndex analyzed the financial statements of banks , telecom operators, retailers and several other companies. The purpose of the study was to assess the changes in advertising and marketing expenses of companies in various segments of the Russian market.
8 banks were investigated with a total contribution to advertising and marketing expenditures of about 41% of the entire financial sector. The share of reviewed banks has steadily fallen over the past three years. In 2012, it reached 48% of the entire segment of banking advertising; in 2013 and 2014, this percentage was 45% and 43%, respectively. In the first half of 2015, the total budget of these banks did not exceed 7.3 billion. Thus, the budget of the entire financial sector can be estimated at 17.9 billion rubles.
Source: AdIndex
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It is worth noting that in 2014, the increased advertising expenses of some companies are explained by the holding of the Sochi Olympics. In particular, at Sberbank, they are 31% higher than the cost of advertising in 2015, as it sponsored the Olympics.
In other segments, only four companies are currently reporting. The advertising expenses of MegaFon and M.Video retailer decreased by 5% and 17% compared to last year, respectively. The expenses of the food company Cherkizovo and the Magnit retailer, by contrast, increased by 55% and 25%, respectively.
Source: AdIndex
Closer to August 31, researchers will compare their calculations with the monitoring data of TNS Russia, after which it will be possible to estimate the total figures for the market, AdIndex writes .
8 banks were investigated with a total contribution to advertising and marketing expenditures of about 41% of the entire financial sector. The share of reviewed banks has steadily fallen over the past three years. In 2012, it reached 48% of the entire segment of banking advertising; in 2013 and 2014, this percentage was 45% and 43%, respectively. In the first half of 2015, the total budget of these banks did not exceed 7.3 billion. Thus, the budget of the entire financial sector can be estimated at 17.9 billion rubles.
Source: AdIndex
')
It is worth noting that in 2014, the increased advertising expenses of some companies are explained by the holding of the Sochi Olympics. In particular, at Sberbank, they are 31% higher than the cost of advertising in 2015, as it sponsored the Olympics.
In other segments, only four companies are currently reporting. The advertising expenses of MegaFon and M.Video retailer decreased by 5% and 17% compared to last year, respectively. The expenses of the food company Cherkizovo and the Magnit retailer, by contrast, increased by 55% and 25%, respectively.
Source: AdIndex
Closer to August 31, researchers will compare their calculations with the monitoring data of TNS Russia, after which it will be possible to estimate the total figures for the market, AdIndex writes .
Source: https://habr.com/ru/post/293968/
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