Kwendi Media Audit regular survey: new forecasts of media-inflation for 2017 and 2018

Company 27 November, 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.  Experts specified expectations of inflation in the media for 2017/2016 and 2018/2017.

The survey data is presented as an average inflation rate with the minimum and maximum forecasts.

Updated forecast of media inflation in 2017

In comparing to the results of the September wave, there were no significant changes in the forecast for 2017, and for television and print media, deviations did not exceed 1%.

Adjusted forecast of media inflation for 2018

Compared to the September wave, attention is drawn to the growth in expectations from the prices for outdoor advertising in 2018 – they grew by 8-10 points, because of that the inflation forecast for the 3x6 format outperformed the forecast for the category of Digital Video (49% vs 47 %) and became the largest among all types of sites studied.

At the same time, if you compare the updated forecasts for 2017 and 2018, according to experts, the price increase for OOH next year will slow down more than in any other category – price estimates for 2017 were 6-9% higher.

The highest growth rate of inflation experts again predicts for advertising in social networks (from 18% to 23%).

Forecasts are given for inflation of prices in national currency. Kwendi Media Audit thanks to all survey participants for supporting the company's initiative to create an open consolidated assessment of price developments in the market.