Kwendi News

Kwendi Media Audit regular survey: price inflation forecast for direct TV advertising decreases in 2019

All the largest advertising holdings in Ukraine traditionally took part in the survey: Publicis Groupe Ukraine, Dentsu Aegis Network Ukraine, Omnicom Media Group (Media Direction and 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 for each media, indicating the minimum and maximum inflation forecasts.

Consolidated results  of the survey of Advertising Market Experts in May 2019

Compared to the February wave, the consolidated estimate of the inflation rate for direct TV advertising remained dramatically high (57%, down 2 percentage points), with the range of options reduced from 48% -75% to 45% -65%. The inflation forecast for sponsorship and cross-program offerings grew at 1 percentage point.

The inflation forecast for 3x6 carriers decreased by 4 percentage points, but the spread of their estimates increased significantly. 

The extremely high growth rates of media inflation in 2019 on TV and in outdoor advertising are due to the volume of political advertising and the new TV sales policy.

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.

As a reminder, our company has been conducting regular surveys of the largest advertising holdings in Ukraine regarding media inflation since 2014.