Region-Media Advertising agency
for Russia's regions
for Russia's regions
+7 495 768-56-76 [email protected]
Regional radio and TV advertisingRegional television viewers watch local versions of the national channels ORT, RTR and NTV; national networks (STS, TV-6, TNT, Ren-TV, TVTs and others); and local channels with their own programming. Several hundred towns and cities are covered by the biggest radio networks, Europe Plus and Russian Radio. Other networks, though less extensive, are developing rapidly. There are also independent radio stations in every town, which compete for local listeners on an equal basis with the networks. |
| Merits of local television: |
| Airtime on television |
As with radio, the television day is divided into segments. Though the breakdown varies, it typically looks something like this:
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Mornings - 6:00 to 12:00 Typical content: news, information, school programs, farming programs. Audience: housewives, children, businesspeople, company directors. |
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Daytime - 12:00 to 17:00 Typical content: educational programming, wildlife shows, serials. Audience students, housewives. |
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Evening - 17:00 to 19:30 Typical content: local TV shows, news, game shows. Audience: adults returning from work, children. |
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Evening - peak time, 19:30 to 22:00 Typical content: news, movies, sport. Audience: adults returning from work, businesspeople. |
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Late evening - after 22:00 Typical content: Current affairs, movies. Audience: unemployed people and freelance or time-flexible workers. |
The pattern may be different for state-owned TV channels. It also changes on weekends and holidays: for instance, peak time on Saturdays may last until midnight.
| The main features of radio as an advertising medium are: |
However, for all its popularity, the radio is rarely the center of attention. People usually listen to it while doing something else. Ads have to be attention-grabbing. And ratings, prime-time and other indicators are just as important.
Radio ads usually take much less money and effort to produce than other kinds. This allows you to make changes to a campaign on the fly.
| Merits of radio advertising: |
During the 1990s the number of cars in Russia grew dramatically, and with it the number of people who listen to the radio while driving and the number of FM receivers. Radio is one of the most profitable market segments. About 45% of the population listens to commercial radio. There are more than 500 radio stations in Russia (1002 licenses). According to government data, more than 98% of the population can tune into at least one channel and more than 96% have access to both channels of at least one radio station.
| Daily average of TV channels: |
Mean average of TV channels, % (06:00 - 02:00)
