Radio advertising

• Advertising (Russian market)

Chronicle

2022: Radio advertising sales in Russia increased by 10%

Sales of advertising on radio in Russia in 2022 increased by 5%, calculated in OMD OM Group. Okkam estimated the market growth by 5-10%, in the AV - 8%. In Group4Media, they say an increase of 7%, up to 15 billion rubles, in NMi Group - at least 10%. These figures are given in the publication of Kommersant dated January 25, 2023.

In Group4Media, the growth in advertising sales on the Russian market is associated with the activity of advertisers from the category of real estate, food and medical services. The segment was also supported by advertising of the National Priorities state program, the company said.

Sales of radio advertising in Russia increased by 10% in 2022

The NMi Group noted the appearance on the radio of new small advertisers from the category "beauty and health," which were previously posted on social networks, and in 2022 they were looking for new platforms.

The source of the newspaper in the radio market notes that the income of music stations grew, and information stations fell, since advertisers did not want to "stand next to a negative agenda." So, the growth of advertising revenues was announced in Gazprom media"" GPM Radio("," "Children's Radio" and others) and in Russian Media Group"" Russian radio("," "Heath FM and others). The latter clarified that in the structure of income among the top 50 advertisers in 2021, foreign brands occupied 27%, in 2022 - 11%.

A negative factor for the market was the departure from the Russian Federation of almost all major automakers: this category was one of the leaders in investment in radio, says Andrei Skorodumov, head of the OMD OM Group media purchases performance department. The fall in investment of the car market in radio was two times, says Mikhail Eliseikin, director of trading and media partnerships at Group4Media. The "uncertainty factor in the spring and early summer," when advertisers took an extremely cautious position, also did not show higher results, adds Andrey Yakovitsky, managing director of commercial activities at Okkam.^[1]

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