Regular survey of Kwendi Media Audit: the first expectations of the Ukrainian advertising market from media inflation in 2019

Kwendi Media Audit 26 October, 2018

All the largest Ukrainian advertising holdings of Ukraine traditionally took part in the survey:  Publicis Groupe Ukraine, Dentsu Aegis Network Ukraine, Omnicom Media Group (Media Direction и Optimum Media), razom communications and Group M. 

As part of a regular initiative, the Kwendi Media Audit team has consolidated media inflation forecasts from market experts. The survey data is presented as an average value for each media with indication of the minimum and maximum inflation forecasts.

Media inflation forecast for 2019 and a revised estimate for 2018

The experts have increased the estimate of inflation on TV in 2018 — from 30% in the previous wave to 32% in the current one, which is associated with an increase in demand in the autumn of 2018. Next year, a further acceleration in the growth rates of prices for TV advertising (from 32% to 43%) and TV sponsorship (from 32% to 40%) is expected. Such expectations are associated with the announcement of the new sales system in 2019 from the largest TV seller.

For the second year in a row, the highest rate of inflation is expected in the category of outdoor advertising, but it is precisely here that there are no unambiguous forecasts - the spread of estimates amounted to 50 points between the minimum and maximum values.

Forecasts are given for price inflation in national currency.

Kwendi Media Audit thanks to all survey participants for their support of the initiative to create a transparent consolidated assessment of prices movements in the market.