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

08 / 09 / 2020

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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