Cost is thousands of contacts (Cost per Thousand, CPT or Cost per mille, CPM)

2011: the outdoor advertizing is the most cheaper

In the first half of the year 2011 the television in Russia remained one of the cheapest media for advertisers, approves the Intiative agency. According to it, in January — June, 2011 was to pay the advertiser enough only 60 rub that his message was seen by 1000 people. But in the calculations the agency considers all residents of the country whereas on TV advertisers buy air only in the cities with the population from 100 thousand human. In this case TV on attractiveness is already inferior to radio.

The obtained data on TV consider only placement of federal advertizing. For assessment of radio the largest networks were selected (Russian radio, Europe Plus, etc.), for magazines — ten most popular editions (Cosmopolitan, Maxim, etc.), for newspapers — first of all mass weeklies ("AIF", "fatty" of Komsomolskaya Pravda), for outdoor advertizing — only boards of 3х6 m On the Internet information gathered from such visited platforms as "Yandex", Mail.ru, Odnoklassniki, etc. The cost of campaigns was calculated taking into account average market discounts, specify in the agency. The audience — Russians is more senior than 18 years.

To the cheapest media in Russia outdoor advertizing traditionally is. Thousand contacts will cost the advertiser only 28 rub excluding VAT, follows from data of Initiative. The most expensive media are magazines at which CPT is equal already 175 rub.

Change in comparison with the same period of 2010 in the analyzed media will not always be approved with dynamics of their advertizing revenues. For example, according to Association of the communication agencies of Russia, expenses on a radio advertizing in January — June grew by 18%, up to 5.1-5.3 billion rubles. At this CPT for radio grew by 25%, up to 86 rub. Just along with rise in price network (it is broadcast from Moscow on all cities of broadcasting) radio advertisings for 12% of radio station faced in the first half of the year decrease in audience by 10%, the chief executive of the Russian office Initiative Elena Belova explains.

TV, according to Initiative, is the second after outdoor advertizing on attractiveness of media. It will not be approved with earlier sounded estimates of other agencies. So, according to the estimates of the Aegis Media group, one thousand contacts with audience are also more senior than 18 years in January — June, 2010 on TV cost 106 rub including VAT whereas in outdoor advertizing — only 19 rub, on radio — 62 rub, on the Internet — 86 rub.

This discrepancy by the fact that specialists of Initiative extrapolate the estimates to all population of the country is explained. Meanwhile the TNS Russia research company carries out the media measurements which are considered as "currency" of the advertizing market only in the cities with the population over 100 thousand human. And the audience only of these cities is considered in calculations of CPT by other agencies. For example, the Media Logics company, consulting division of the Vivaki Russia group acts this way, motivating it "with lack of the authentic, accepted by the market information on audience of media outside the cities with the population from 100 thousand human. As a result, according to Media Logics, in the first quarter 2011 (there are no data in a half-year yet) CPT on television $4.3 (about 125 rub including VAT), and on radio — only $2.8 (about 82 rub) equal. The director of research of Aegis Media Alexey Korsakov agrees with such approach. "Upon purchase of ratings on TV advertisers pay for contacts only in the measured cities, and it is possible to speak about all the rest only in the theory" — the expert explains.

Initiative emphasizes that the technique used by the agency where all population of the country is taken as a basis, allows to compare correctly CPT in the different countries. Approach of Initiative is separated also by TV channels. The public holding "CTC Media (Network of Televisions Stations)" (STS channels, House and DTV) appeals to the estimates of this network which are visually confirming attractiveness of TV for advertisers in the presentations to investors.