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Russian advertising market adds 31% in 2003
RBC, 28.01.2004, Moscow 13:52:53.The Russian advertising market grew by 31 percent to $2.63bn in 2003, according to a survey made by experts of the association of Russian communication agencies. Advertising on television grew by 34 percent to $1.21bn, radio advertising surged 28 percent to $115m; advertising in newspapers stepped up 17 percent to $445m and advertising in journals and magazines increased by 36 percent to $300m. Outdoor advertising added 33 percent and reached $530m last year. The structure of the advertising market practically did not change in 2003; however, a 64-percent jump in Internet advertising to $18m should be pointed out. The market's growth was mainly due to advance in advertising prices, including 80 percent provided by inflation and just 20 percent due to the attraction of new clients. According to analysts, the share of Russian advertisers grew by 1 percent to 62 percent on the market and amounted to $1.62bn in 2003 compared to 2002. The volume of advertising on regional television reached $260m, radio advertising was $35m; advertising in the printed mass media reached $190m and outdoor advertising was $240m in regions last year. Experts say that the regional advertising market will keep growing. Specialists have forecasted a 20-percent rise to about $3.1bn to $3.15bn on the advertising market in 2004. According to preliminary estimations, the volume of the Below the Line market (indirect advertising) amounted to about $660m.
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