Participants in the advertising market expect it to fall by 40-60% by the end of the year

A third of the advertising market participants (27.6%) believe that the market will fall by 40-60% by the end of the year. Such data are provided in the NMi Group study, carried out jointly with specialized associations – the Association of Communication Agencies of Russia (ACAR), the Association for the Development of Interactive Advertising and the Russian Association of Marketing Services. This data was obtained from an electronic survey conducted in September 2022, the questionnaire was completed by 96 advertising agencies and advertisers.

Another 13.2% of respondents believe that the market will fall by 80-100%; 10.5% expect the market to fall by 20–40%, and 10.5% predict the market to fall by 60–80% by the end of 2022. At the end of 2021, the volume of advertising investments in Russia, according to ACAR, amounted to over 578 billion rubles: the market showed an increase of 22% compared to 2020.

As a result of the departure of foreign advertisers, as well as the reduction in advertising investment by a number of Russian advertising agencies, they are resorting to anti-crisis measures. According to the survey, 37.5% of them cut their payroll in 2022; 32.5% cut non-payroll costs; 30% delayed payments on projects; 27.5% reduced or stopped work on low-margin contracts; 27.5% increased employee job responsibilities and 20% fired employees.

In 2023, 40.5% of respondents hope for government assistance. Among the support measures, 60.6% name tax breaks and subsidies, 54.5% – easing of legislative regulation. Information and political orders (33.4%) and social advertising (36.3%) are also considered.

Valeria Lebedeva