2022: The government allocates 500 million rubles for advertising of Russian brands on TV
On June 7, 2022, it became known about the allocation by the Government of the Russian Federation of about 500 million rubles to subsidize advertising of Russian brands in the media. As the head of the Ministry of Industry and Trade Denis Manturov clarified, the funds will be used primarily to promote the activities of companies through television.
The minister stressed that Russian manufacturers call their products in foreign languages and consumers do not know that they are produced in the country. Advertising of Russian brands will be subsidized "so that they know," Manturov said. However, he did not disclose the terms of the program.
 | I believe that this is just our scourge, starting with the names - everywhere in foreign languages, forgetting about Russian, and on products, and on things... I ask the Russian manufacturer why this is not in Russian? - Listen, they do not buy: if you write in a foreign language, they buy, and if you write in Russian they do not buy, - the minister complained. |  |
Advertisers already on the air will benefit less from receiving subsidies than those who previously could not afford to be posted on TV, Dmitry Kuraev, director of the Russian office of ECI Media Management, said in a conversation with Kommersant. He attributes this to the fact that Russian companies already dominate the share of the vote (SOV) due to the departure of foreign ones.
| | On the other hand, they also receive additional contacts of the audience with advertising - the demand for advertising has decreased, and they receive bonuses, - said the director of the Russian office of ECI Media Management. | |
In his opinion, TV channels became the first media market for subsidies, since "they are closer to the center of decision-making and have more lobbying opportunities."
Subsidies will help advertisers first of all: they "will be able to begin to increase their knowledge of their brands as high-quality alternatives to departed international companies," said Nikita Pribylovsky, executive director of SA Media Group.[1]
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