Kwendi Media Audit regular survey: experts increased TV media inflation forecast for 2019

Kwendi Media Audit 25 February, 2019

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.

Consolidated results of advertising market experts survey in February 2019

Compared to December wave, experts increased their estimate of prices rising for direct TV advertising in 2019 from 57% to 59%. The scatter of opinions remains significant, from 48% to 75%. An essential increase in TV media inflation in 2019, both in direct advertising and in sponsorship, is associated with new sales policy and additional volume of political advertising.

Political advertising is also associated with increase in demand and, consequently, inflation rates for outdoor advertising.

The inflation score in Digital Video category, which was detailed in a survey of four types of placement for the first time, has noticeably decreased. In December experts estimated inflation in Digital Video as a whole for 2019 at 37% (spread from 30% to 44%), in February estimates for different types of placement ranged from 24% to 34%.

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.

Our company conducts regular surveys of Ukrainian largest advertising holdings regarding media inflation since 2014.