Kwendi Media Audit regular survey: advertising market expects an increase in TV advertising prices by 39% in 2020
All the largest Ukrainian advertising holdings 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. The survey was conducted in August 2019.
Consolidated results of advertising market experts survey
Compared with the survey, conducted in May, consolidated estimate of inflation in TV, print and outdoor advertising in 2019 decreased slightly. Growth of expectations was present only for in-stream and out-stream video categories (excluding YouTube and FB / Instagram).
We should note that it's the first time in a long time, when experts told that even deflation for some categories of Digital placements is possible by the end of 2019.
In 2020, when there will be no presidential or parliamentary elections, the market expects more than twofold drop in the growth rate of prices for outdoor advertising. TV inflation rate will also decrease, but remain quite high, +39% for direct advertising and +36% for sponsorship, regarding 2019 prices. Experts expect an increase in inflation for videos on YouTube and FB/Instagram, and for ppc campaigns in social networks.
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.