Kwendi Media Audit regular survey update in August: media inflation estimate for direct TV advertising has increased in 2021
Following the publication of the August pool wave results, one of the participants in the pool of respondents changed their optimistic forecast of deflation in direct advertising on TV in 2021 to more cautious expectations. Thus, the consolidated estimate for this type of placement changed from 18% to 20%.
The survey was traditionally attended by the largest advertising holdings and media agencies of Ukraine: 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, the Kwendi Media Audit team has consolidated media inflation forecasts from market experts. The survey data is presented as an average for each media, indicating the minimum and the maximum inflation forecasts. The survey was conducted in August 2020.
Updated consolidated results of the survey of Advertising Market Experts
The updated forecast results show that the market expects inflation on TV in 2021 at the level of 2020. However, in a current uncertain situation, it can be expected that by the end of the year the forecast of market participants may noticeably change in any direction.
Forecasts are given for price inflation in local currency.
Kwendi Media Audit would like to thank all survey participants for supporting the initiative to create an open consolidated assessment of market price dynamics. Our company has been conducting regular surveys of the country's largest advertising holdings on media inflation in Ukraine since 2014.