MOSCOW: Global brands are dominating the Russian ad market, with Procter & Gamble (P&G), L'Oréal and Mars the three firms with the largest budgets in 2011.New data from AdIndex
, compiled in partnership with Kommersant using data from TNS Russia and AKAR, show that last year's top seven advertisers in terms of budget are all foreign-owned, with the top-ranked Russian firm, mobile phone operator MTS, coming in eighth place.
P&G retained its top ranking from AdIndex's 2010 list, spending 8.9bn roubles on marketing last year, an annual increase of 18%. Of this total, 7.8bn went on TV, up 24%.
L'Oréal, in second place, reduced its budget by 6%, spending 4.9bn roubles in 2011.
The results were derived from TV, radio, press and outdoor ads only – as these were the channels that were independently monitored.
Of Russia's 25 largest advertisers, the single biggest gain was made by Novartis. The Swiss-owned pharma brand made a big push in 2011, upping its budget by 156%, and rising from 36th place on the rankings in 2010 to 13th place last year.
M.Video, a Russian chain of electronics stores, also rose from 23rd to 21st place after a 44% annual budget increase, while Coca-Cola upped its spending by 42%, rising from 19th to 15th.
By contrast, soft drink rival PepsiCo reduced its budget by 19% in 2011, dropping from 13th to 22nd on the rankings. AdIndex said that this fall was mainly due to cuts in the firm's TV budget.
Data sourced from AdIndex; additional content by Warc staff