The total volume of advertising expenses
Posted: Wed Apr 23, 2025 4:45 am
(in distribution media) amounted to 263.4 billion rubles. Compared with 2010, advertising expenses (and advertising industry revenues) increased by 21%, significantly outpacing not only consumer market inflation (6-8%), but also media inflation (10-15%). Compared with the best year to date, 2008, advertising expenses grew by 4% in rubles. It would seem that everything is fine?
But even the first, most superficial reflections show that thailand cell phone number list this is not so. And it is not only that 253 billion rubles in 2008 was slightly more than 10 billion US dollars, and 263 billion in 2011 is slightly less than 9 billion dollars. Although this is also not very pleasant. This indicates that Russia's share in the total volume of the world advertising market, which nominally (in dollars) grew by 5% over these three years, has decreased. Moreover, it has decreased quite noticeably - from 2.25% to 1.85%.
And Russia has not yet managed to return to the top ten largest advertising markets in the world. Which for the leadership of a country that aspires to be among the top five largest economies in the world should become a correctly perceived alarm signal - "Not everything is in order in our advertising kingdom!"
Something else is worse. In 2008, advertising expenses in the media amounted to 0.61% of Russia's GDP, and in 2011 - 0.48%. In other words, the share of advertising in GDP has decreased by more than 20% over three years. And this, in turn, indicates that over these three years, the Russian economy has become less "market-oriented". After all, advertising is needed by companies operating in conditions of market competition and offering a differentiated product. But crude oil and A95 gasoline do not need advertising. Just like infrastructure projects, government procurement, defense enterprises, etc. Administrative resources are needed there.
But even the first, most superficial reflections show that thailand cell phone number list this is not so. And it is not only that 253 billion rubles in 2008 was slightly more than 10 billion US dollars, and 263 billion in 2011 is slightly less than 9 billion dollars. Although this is also not very pleasant. This indicates that Russia's share in the total volume of the world advertising market, which nominally (in dollars) grew by 5% over these three years, has decreased. Moreover, it has decreased quite noticeably - from 2.25% to 1.85%.
And Russia has not yet managed to return to the top ten largest advertising markets in the world. Which for the leadership of a country that aspires to be among the top five largest economies in the world should become a correctly perceived alarm signal - "Not everything is in order in our advertising kingdom!"
Something else is worse. In 2008, advertising expenses in the media amounted to 0.61% of Russia's GDP, and in 2011 - 0.48%. In other words, the share of advertising in GDP has decreased by more than 20% over three years. And this, in turn, indicates that over these three years, the Russian economy has become less "market-oriented". After all, advertising is needed by companies operating in conditions of market competition and offering a differentiated product. But crude oil and A95 gasoline do not need advertising. Just like infrastructure projects, government procurement, defense enterprises, etc. Administrative resources are needed there.