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According to a forecast by consulting company PwC, in 2016, internet advertising revenues in Russia are projected to surpass TV advertising revenues for the first time, reaching $3.5 billion compared to $2.9 billion for TV. This prediction is based on the yearly average dollar exchange rate of 37.8 rubles.
Furthermore, industry analysts predict that the gap between internet and TV advertising revenues will continue to widen by 2019. Internet advertising is expected to grow at an average rate of 14% per year, reaching $4.6 billion, while TV advertising is anticipated to decline by 10% annually. Although there may be a temporary slowdown in the reduction of TV revenue during the Football World Cup in Russia, even considering this event, TV advertising is estimated to generate only $2.17 billion by 2019.
Natalia Yakovleva, a partner at PwC Russia, emphasizes that the acceleration of this trend in the Russian market aligns with the global trend. However, she highlights that the challenging economic situation in Russia has further fueled this acceleration, leading advertisers to actively reduce their budgets.
In PwC‘s report, the term “TV advertising” encompasses revenue generated from advertising sales in both traditional and online TV platforms. On the other hand, internet advertising refers to advertisements placed via wired connections and mobile devices. For further insights into Russian TV advertising, you can explore more information here.
According to “Vedomosti,” internet advertising revenue in the US surpassed television advertising revenue in 2013. In the UK, this shift occurred even earlier, in 2009.
Sergei Vasiliev, the Director General of Vi advertising agency, reported in April 2015 that the Russian advertising market experienced a decline of 62.3 billion rubles in the first quarter, marking a 20% decrease compared to the same period the previous year. However, amidst this decline, the internet advertising market showed a remarkable growth of 9%.
Discover the exciting tools and opportunities available for internet advertising in Russia:
- Unlock the potential of promoting a foreign brand in Russian Search Engines.
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- Understand the nuances between Russian and European internet customers.
Sources: “Vedomosti,” “PwCIssues.”