By KYIV. Dec 6 (Interfax-Ukraine) – Due to the start of a full-scale war in 2022, Ukraine’s advertising media market lost UAH 20.83 billion of revenue, having decreased by over 60% compared to 2021, to UAH 12.12 billion, according to a study by the All-Ukrainian Advertising Coalition.
In particular, direct TV advertising in 2022 decreased by almost 80%, to UAH 2.4 billion, although the Advertising Coalition predicts its growth by 40% in 2023 due to the return of the main advertisers from the FMCG category, who almost completely left TV this year.
The market for advertising in the press with the start of Russia’s full-scale invasion of Ukraine fell to zero, but since May, advertisers have begun to return, and over the summer, placement volumes reached the level of 25-30% of the volumes of 2021.
In general, in this year, the Advertising Coalition expects the volume of advertising in the press at the level of UAH 0.34 billion, or almost 80% less than last year.
The smallest drop, according to the study, is observed in the sectors of digital advertising and outdoor advertising – 42%, respectively, to UAH 7.19 billion and 57%, to UAH 1.76 billion.
The researchers noted that the revitalization of business in the country’s western and central parts allowed demand for outdoor advertising to resume.
Radio advertising, according to the Coalition, fell by about 33.4%, to UAH 0.33 billion, while advertising in cinemas – by 92.3%, to UAH 2 million. According to the study, the rate of renewal of the radio advertising market has exceeded the expectations of experts. In the second half of the year, radio received new advertisers from the drugs category, and trade, finance, casinos, online casinos and bookmakers, as well as mobile operators were also active.
Demand for regional advertising remained, and in the western part of Ukraine, the revenue of some radio stations over the year reached last year’s volumes.
