08 / 09 / 2020

Experts predicted the weakest decline of the advertising market in 20 years

According to forecasts of the Zenith agency, in 2020 the decline of the Russian advertising market due to the pandemic will not exceed 5%. In 2009, amid the global financial crisis, advertisers reduced their budgets by 28%

According to Zenith, the biggest losses are expected to be incurred by periodical publishers. Their advertising revenues are projected to fall by 40% in 2020. Decrease in the OOH segment (which includes outdoor advertising, advertising in movie theatres, indoor and transport advertising) is expected to be 15%, in the radio segment 10%. Revenues of TV broadcasters can decrease by 9.9%.

According to Zenith, the only media segment that will maintain positive momentum by the end of the year is the Internet. Its advertising revenues will increase by 3.5% in 2020. At the same time, this growth will be the slightest in the whole history of the Russian Internet. For comparison, last year Internet advertising expenses increased by more than 20%.

If we go by the Zenith forecasts, the total decrease of adverting revenues will be the slightest over the last 20 years. Since 2020 the Russian advertising market has shown a downward trend only twice: in 2009 (after the global financial crisis of the autumn 2008) and 2015 (after the sudden devaluation of the rouble in December of 2014).

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