The total income of Internet sites grew by 4%, to 253 billion rubles, the Association of Communication Agencies calculated
In 2020, total advertising costs decreased by 4% compared to the previous year, to RUB 473.4 billion, the Association of Communication Agencies of Russia announced. This, as predicted by Zenith last summer, turned out to be the weakest fall in the ad market in 20 years.
In 2009, against the backdrop of the global financial crisis, advertising spending in Russia fell 28% to RUB 186 billion; at the end of 2015, after a sharp devaluation of the ruble in December 2014, by 8%, to 326 billion rubles. All other years, advertising spending has been on the rise in the last 20 years.
Experts predicted the weakest fall in the advertising market in 20 years
Technology and media
The only media that showed positive dynamics in the year of the pandemic was the Internet. The total income of Internet sites, according to AKAR, increased by 4%, to 253 billion rubles. Advertising revenue of "Yandex" in 2020 also increased by 4%, to 126.5 billion rubles., Reported in February the Internet company. Mail.ru Group last year increased its advertising revenue by 5%, to 39.1 billion rubles.
According to AKAR's estimates, TV channels' advertising fees fell by 3% at the end of last year, to 169 billion rubles. As a result, the cost of advertising on the Internet was almost one and a half times higher than the cost of TV advertising. For the first time, online advertising surpassed television advertising in terms of volume at the end of 2018.
Advertising expenses in the Out of Home segment (outdoor billboards, indoor advertising, in transport and cinemas) decreased in 2020 by 27%, to 32.2 billion rubles, on radio - by 30%, to 11.2 billion rubles ., in the press - by 47%, up to 8 billion rubles.