Advertising trends on Russian TV in 2024
Posted: Wed Jan 22, 2025 5:32 am
An updated price list for advertising on various TV channels in 2024 was published at the National Advertising Alliance forum. The cost of PR will increase depending on the channel: on NTV and Russia 1, the increase will be at least 22%, and on Match TV - up to 42%. This trend continues for the second year in a row: in 2023, the cost of TV advertising increased by 20-30%. Over two years, the cost of advertising has increased by more than 50%.
PR prices are rising for several reasons. There are at least three factors that contribute to this trend:
Russian companies are occupying market positions that were previously held by foreign firms that left the country.
The Vkusno i Tochka brand has teacher database significantly increased its advertising investments, moving beyond the top 20 largest advertisers in Russia in 2022 and establishing itself in the top 10 in 2023 with a 163% increase in marketing investments. From January to August 2023, it spent 70% more on promotion than McDonalds did in the same period in 2021.
McDonalds
Source: unsplash.com
Similar marketing strategies are used by other major Russian brands, such as Dobry Kola, Chernogolovka, Gloria Jeans, Chistaya Liniya, Prostokvashino, Ostin and many others.
New brands, mainly Chinese and Turkish, are appearing on the Russian market.
Chinese automaker Chery International is actively promoting its premium brand Exceed, as well as youth OMODA, Jaeco, and is introducing Pango Cars to the market. Another holding, Great Wall, in addition to the main brand, is actively developing the sub-brands Haval and Tank.
A number of Chinese companies, such as Changan, Voyah, GAC, JAC, FAW and others, are fighting to increase their share of the Russian market. So far, these foreign automakers are not among the top 20 advertisers, but this may only be a matter of time.
In some segments of the Russian market, there is an oligopoly effect.
In the fintech, e-commerce, telecommunications, and baby food industries, there are manifestations of oligopoly: a few companies control up to 70–80% of the market. This creates fierce competition among strong players, who direct huge resources to product development and marketing. This leaves others with too small budgets to compete with large brands. The customer wins: competition stimulates improvement and reduction of prices of products.
Russia has one of the fastest and most accessible mobile Internet in the world - the result of competition between 4 major players in the telecommunications sector. Our fintech surpasses many foreign banks due to competition between major players in this market.
For the period January-August 2023, PR costs increased significantly for companies such as Sber (+215%), Tinkoff (+179%), Alfa-Bank (+78%), MTS (+78%), Tele2 (+85%), Megafon (+48%), Yandex (+177%), Ozon (+98%), X5 Group (+99%), Magnit (+65%). However, with the increase in prices for TV PR in 2024, companies plan to save money and make advertising more vivid in order to show it fewer times.
Based on the research of the National Advertising Alliance, where Russians expressed their preferences, it becomes clear that people like PR with elements of humor (53%), story-driven PR that resembles short films or TV series (39%) the most. Emotional videos (38%), materials with celebrities (28%) and videos with songs and dances (21%) are also popular.
PR based on scientific research is attracting less interest. This clearly points PR professionals to the trends of 2024: more entertaining advertising, focusing on humor, music and dance, will be the key direction.
PR prices are rising for several reasons. There are at least three factors that contribute to this trend:
Russian companies are occupying market positions that were previously held by foreign firms that left the country.
The Vkusno i Tochka brand has teacher database significantly increased its advertising investments, moving beyond the top 20 largest advertisers in Russia in 2022 and establishing itself in the top 10 in 2023 with a 163% increase in marketing investments. From January to August 2023, it spent 70% more on promotion than McDonalds did in the same period in 2021.
McDonalds
Source: unsplash.com
Similar marketing strategies are used by other major Russian brands, such as Dobry Kola, Chernogolovka, Gloria Jeans, Chistaya Liniya, Prostokvashino, Ostin and many others.
New brands, mainly Chinese and Turkish, are appearing on the Russian market.
Chinese automaker Chery International is actively promoting its premium brand Exceed, as well as youth OMODA, Jaeco, and is introducing Pango Cars to the market. Another holding, Great Wall, in addition to the main brand, is actively developing the sub-brands Haval and Tank.
A number of Chinese companies, such as Changan, Voyah, GAC, JAC, FAW and others, are fighting to increase their share of the Russian market. So far, these foreign automakers are not among the top 20 advertisers, but this may only be a matter of time.
In some segments of the Russian market, there is an oligopoly effect.
In the fintech, e-commerce, telecommunications, and baby food industries, there are manifestations of oligopoly: a few companies control up to 70–80% of the market. This creates fierce competition among strong players, who direct huge resources to product development and marketing. This leaves others with too small budgets to compete with large brands. The customer wins: competition stimulates improvement and reduction of prices of products.
Russia has one of the fastest and most accessible mobile Internet in the world - the result of competition between 4 major players in the telecommunications sector. Our fintech surpasses many foreign banks due to competition between major players in this market.
For the period January-August 2023, PR costs increased significantly for companies such as Sber (+215%), Tinkoff (+179%), Alfa-Bank (+78%), MTS (+78%), Tele2 (+85%), Megafon (+48%), Yandex (+177%), Ozon (+98%), X5 Group (+99%), Magnit (+65%). However, with the increase in prices for TV PR in 2024, companies plan to save money and make advertising more vivid in order to show it fewer times.
Based on the research of the National Advertising Alliance, where Russians expressed their preferences, it becomes clear that people like PR with elements of humor (53%), story-driven PR that resembles short films or TV series (39%) the most. Emotional videos (38%), materials with celebrities (28%) and videos with songs and dances (21%) are also popular.
PR based on scientific research is attracting less interest. This clearly points PR professionals to the trends of 2024: more entertaining advertising, focusing on humor, music and dance, will be the key direction.