Advertising earnings of economic Telegram channels for the year could amount to 315 million rubles

The top 10 economic Telegram channels with a total audience of just over 1.5 million subscribers have an estimated income of 315 million rubles. per year, follows from a joint study by the Association of Bloggers and Agencies (ABA), the FeedBack research center and the Pochva influence agency. In the report, experts compared advertising revenues in August-September 2023 with the same period.

It is clarified that economic channels are among the most profitable on the site, since they have the most affluent advertisers. The ABA noted that the study took into account publications with a “strong” advertising nature, and the income data is based on known market prices for placement.

The most profitable channel for August-October compared to the same period last year was Banksta (an aggregator of news from business, banking and finance). Its key advertisers are Sberbank, Alfa Bank, Promsvyazbank, and the number of advertising publications varies from 80-130 per month. The channel’s income for the period increased by 4%, to RUB 39.2 million. “Nevertheless, the channel demonstrates a general trend for the segment – a decrease in average coverage with income growth,” noted ABA.

At the same time, the largest increase in income from August to October was demonstrated by the channel “Banks, money, 2 offshores” (a news aggregator, like “Banksta”). Revenue growth was 45%, the amount at the end of October was 18.3 million. “It is curious that the channel’s revenues grew without a significant increase in the audience,” ABA added.

Researchers note the lowest profitability for the Spydell_Frilance channel (hosted by financier Pavel Ryabov, dedicated to the interpretation and analysis of various economic phenomena and indicators), it follows from the study. The channel’s earnings in August-October decreased by 7% compared to the same three months last year and amounted to 1.2 million rubles. At the same time, the largest drop in income was recorded by Rabbit with Neglinnaya (an aggregator of economic, business and financial news). Thus, the channel’s advertising earnings during the period decreased by 40%, to 2 million rubles.

Now in the economic segment of Telegram, the overall involvement of channels has fallen by an average of 22% per year, while revenues have grown by 11%, ABA notes: “An increasing number of advertisers are coming to Telegram (due to the general development of the platform) and are willing to pay for placement.” .

Yulia Yurasova