Group4Media: the advertising market in 2022 will fall by 26%
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Decrease in investments into advertizing in Russia in 2022 will be 26%, follows from the updated forecast of Group4Media. Today, December 13, at the annual Group4Media TYNY (This Year Next Year) conference, the CEO of the media holding, Maria Kolosova, voiced it. In June, the group predicted a 38% drop in ad spending. According to the updated forecast of the group, investments in TV advertising will fall by 13% by the end of the year, in online advertising – by 39%, in print advertising – by 49%. The outdoor advertising segment will at the same time show growth of 4%; advertising on the radio – by 3%. In June, Group4Media did not provide a forecast for segments.
In 2023, according to the forecasts of the media holding, the market may begin to recover. Potential growth in 2023 will be 5%. “Given the current forecast for GDP growth and the current situation, we expect the Russian advertising market to continue to transform. Factors such as the localization of the business of some international companies, the development of parallel imports, and the entry of new brands into the market can help the advertising industry return to growth in 2023,” said Maria Kolosova. According to the current forecasts of the Ministry of Economic Development, the decline in the Russian GDP in 2023 is projected at the level of 0.9%.
The total volume of advertising costs in the first three quarters of 2022 fell by 6%, to 385 billion rubles, the Association of Communication Agencies of Russia (ACAR) said earlier in a report. For the third quarter in a row, ACAR has not published estimates in figures for individual market segments, explaining this by the need to rebuild the assessment system.
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