OMD Optimum Media became the leader of the Russian advertising market – Kommersant

Advertising agency OMD Optimum Media became the leader of the Russian advertising market in terms of media purchases in 2022. Mera agency (until April 2023 – Carat; part of the Okkam advertising group), which has been in first place in this indicator since 2020, has dropped to second place. At the same time, the total volume of media purchases decreased by 11.5% compared to 2021, to RUB 376.27 billion. The newspaper reported Vedomosti with reference to the rating of media agencies of the Association of Communication Agencies of Russia (ACAR) and the industry publication Sostav.ru.

In the total share of media purchases, TV accounted for 210.6 billion rubles, the Internet – 127.2 billion rubles, outdoor advertising – 27.3 billion rubles, radio – 8.1 billion rubles, the press – 2.9 billion rub. The total advertising market, excluding TV, decreased by 2% to RUB 392 billion. The share of advertising in the press decreased by 41% to 4.8 billion rubles, online advertising – by 2% to 324.9 billion rubles. Radio advertising grew by 5% to RUB 14.7 billion, outdoor advertising by 6% to RUB 47.6 billion. Data on the TV advertising segment was not published for the first time in the history of RACA.

At the end of the year, the volume of media purchases by OMD Optimum Media decreased by 5.4% to RUB 29.6 billion. excluding VAT, Mera — by 8.9% to RUB 29 billion. In third place in the rating is Media Instinct, which grew by 8.1% to 28.1 billion rubles, in fourth place is Sbermarketing (part of the Sber ecosystem) with an increase in media purchases by 22.9% to 24.7 billion rubles. , in fifth place is the SkyTecKnowlogy agency with an increase of 60.4% to 20.6 billion rubles.

As OMD Optimum Media explained to Vedomosti, the agency’s media purchases have declined due to the departure of international companies from Russia. Mera also explained the decline in the indicator by reducing the activity of international advertisers.

Olesya Pavlenko