Kwendi Media Audit poll: TOP-managers of Ukrainian largest advertising holdings predict market growth in 2016
All major Ukrainian advertising holdings took part in the survey: Publicis Groupe Ukraine, Dentsu Aegis Network Ukraine, Omnicom Media Group (Media Direction and Optimum Media), ADV Ukraine and Group M.
As part of an annual Kwendi Media Audit initiative, TOP-managers of leading advertising holding companies reported their expectation level of media inflation for current and next year. Forecasts were taken as maximum and minimum expectations, then the level of media inflation was determined on their basis as the average value.
In 2015 experts predicted the lack of inflation in traditional media, but noted a significant rise of prices in two digital segments – online video and social networks.
In 2016 the TOP-managers expect price increases in all categories of advertising medias. The highest inflation among the traditional media is predicted for television – about 20%.
It stands to mention that the spread of forecasts for 2016 is lower than that for 2015 – experts believe that the next year market situation will become more stable and predictable.
All forecasts are given for prices in national currency.
Svetlana Kalinina, Kwendi Media Audit managing partner: «We are grateful to the leading advertising agencies because they again supported our initiative on creation of transparent evaluation of market prices dynamics. This is the modest contribution of our industry into our Motherland investment attractiveness.
The spread of forecasts on 2015 inflation is large enough and obviously related to the market downturn. But similar forecasts for 2016 inspire the cautious optimism about the market growth in the next year".