Kwendi Media Audit regular survey:advertising market predicts that in 2021 TV will concede to digital in terms of media inflation

Kwendi Media Audit 27 August, 2020

All the largest Ukrainian advertising holdings and media agencies traditionally took part in the survey: Publicis Groupe Ukraine, Dentsu Aegis Network Ukraine, OM OMD Group Ukraine, razom communications, Group M, Sigma and Media Systems. 

As part of a regular initiative, 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 an indication of minimum and maximum inflation forecasts. The survey was conducted in August 2020.

Consolidated results of advertising market experts survey

The updated estimates of media inflation for digital in 2020 compared to the May wave of the survey remained unchanged. The forecast for TV and radio decreased, but slightly increased for outdoor advertising.

Each next survey shows inflation lower already in 2020 and, following the trend, the average rate of media inflation on TV in 2021 is expected to be even lower. For the first time in these latter days, deflation appeared among respondents' estimates of inflation on TV (-10% in direct advertising).

According to experts, the growth rate of TV prices in 2021 will be lower than in most categories of digital placement. Experts predict a very slight increase in inflation in outdoor advertising, radio, and video on YouTube, FB and Instagram.

All 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 price movements in the market. Our company conducts regular surveys of Ukrainian largest advertising holdings regarding media inflation since 2014.

Kwendi Media Audit — leading independent media auditor in Eastern Europe and Central Asia, providing media audit services in Ukraine since 2006. Partner of international companies Ebiquity, ECI, MediaSense. Website — kwendi.net.