Kwendi News

Kwendi Media Audit regular survey in November: the growth rate of media inflation in direct advertising on TV will decrease in 2021

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 November 2020.

Consolidated results of the survey of Advertising Market Experts



Compared to the survey conducted in August, the estimate of the final inflation on TV in 2020 increased slightly for direct advertising - by 1 percentage point (the minimum forecast of market participants increased from 5% to 10%). The reason for the growth in inflation forecasts may be the recovery in demand and the high level of sold out in the second half of 2020.
The consolidated estimate of inflation in direct advertising on TV in 2021 slightly decreased from 20% to 18%. Also, inflation forecasts for next year in all types of radio and outdoor advertising have become more cautious.
The results show that the media market is in anticipation of a slight slowdown in media inflation in 2021.

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.

Information reference
Kwendi Media Audit is a 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 - http://kwendi.net