MOSCOW: Multinational giants such as Procter & Gamble and Unilever last year drove Russian adspend to a record RRs228.7 billion ($9.3bn; €6.27bn; £4.73bn) as they battled to gain or retain share in a market that expanded for the ninth consecutive year.
According to the latest data released by the Association of Communication Agencies in Russia, spending rose by 26%, spurred by a combination of north-bound TV ratecards and a surge in internet advertising as marketers followed consumers into increased usage of the medium.
TV commercials generated RRs112.5bn, just short of half the national total, while online spend virtually doubled to RRs5.8bn. Print ads increased 16% to RRs51.9bn; outdoor rose 22% to RRs40.4bn; and radio climbed 26% to RRs15.7bn.
Notes a jubilant Vladimir Yevstafyev, ACAR vp: "Since 2000, we have seen the ad market's annual growth at about 30%. So far, I don't see an end to this."
Data sourced from Moscow Times / Bloomberg; additional content by WARC staff