Kwendi Media Audit regular survey: the leading Ukranian advertising holdings estimated their predictions for media inflation in 2017 and made a forecast for 2018

Kwendi Media Audit 07 September, 2017

TOP-managers of Publicis Groupe Ukraine, Dentsu Aegis Network Ukraine, Omnicom Media Group (Media Direction and Optimum Media), ADV Ukraine and Group M traditionally took part in the survey.

The data is collected in the form of minimum and maximum expectations, on the basis of which the average level of media inflation is determined.

Updated forecast of media inflation in 2017

 

This is the very first time when we introduces the segmentation by advertising formats for TV, print media, radio and OOH. Significant differences in aggregate forecasts in several categories (for example, advertising on national vs regional radio) confirm that the new segmentation is more informative.

The first forecast of media inflation in 2018



Experts still look warily on 2018. On one hand, only print media category is expected to increase prices by less than 20%. On the other hand, the majority of media categories is expected to drop the speed of inflation, especially in OOH (3*6 format has expected inflation in 2017 is 60%, and the forecast for 2018 is 39%). Also, compared to 2017, the market expects the inflation to fall in online video, from 58% to 48% (despite this, the category will remain the fastest growing).

Also, experts forecast the highest growth rate of inflation to advertising in social networks (from 19% to 24%).

Forecasts are given for prices in national currency.

Kwendi Media Audit gives thanks to all survey participants for supporting the company's initiative to create an opened and consolidated assessment of media prices dynamics.