second-largest bookseller television advertising salesman, puts House Inter-advertising “(” Inter “, NTN, Megasport, K1, K2, Enter Music, Enter Film, MTV Ukraine) in alliance with the TRC” Ukraine “has in January showed a high occupancy rate of the ether. Thus, even in the third week of the month (18-24 January) Inter, NTN, K1, and reached 100%, while “Ukraine” - 99% (data not ignore political advertising). “This advertising activity, we see the first time in the last ten years”, - said the director of media agency Mindshare Valery Varenitsa.
Indicators channels informal alliance salesman, puts Hausa-StarLight Sales (ICTV, “New Channel” STB, “First Channel. World Wide Web”, M1, M2 and QTV) and the group “1 1″ (Studio 1 1 “, TET and “Cinema”) is somewhat lower, but also sufficiently high for January. “We appreciate the channels that serve, and are not ready to sell them so cheap, as our colleagues,” - explained the director StarLight Sales Andrew Partyka. According to the Head of Sales Department TRK “Ukraine” Vyacheslav Bulavin, prices for the current year have been maintained at last, and some customers even have deflation when placed in January: “Agencies and clients to achieve lower prices, citing the fact that the crisis has not passed .
But judging by the requests for January and February, to avoid the lack of resources, prices should be raised by at least 30%, says Bulavin. “In February we also expect the occupancy level of 95%. This means that we also underestimated the demand and will be forced to raise prices,” - says Partyka. By his estimates, in general, in 2010 growth budgets of advertisers make up 30-40% in UAH terms.
Nevertheless, salesman, puts counting-houses, that in February there will be new advertisers that would force some customers to switch to more expensive types of advertising. “Most clients of Inter-advertising and TRC” Ukraine “in January, buying advertising on low-priority placement (NDP, provides for 50 percent discount for non-fixed place in the advertising bloke.-Ed .)”,- said Andrew Partyka. According to the Director of Inter-advertising “Oleg Pavlenko, just for the NDP in January sold about 30-40% of the resource. Agency ready for such eventuality. “In January, all of our clients are located only on the NDP. But we understand that in February, the proportion of the NDP will be significantly lower,” - said the director of media agency ZenithOptimedia Denis Storozhuk.
on further price increases will affect the terms of agreements within the alliance. The least regulated Alliance Inter-advertising and TRC “Ukraine”: if an advertiser signs an exclusive deal with the Inter-advertising “,” Ukraine “gives a 15% discount. This “Ukraine” can reduce the price by 5%, even if the budget goes to the main channels of competitors. At the same time, according to sources familiar with the terms of the agreements, the price of “1 1″ on average 20% lower than in the channels StarLight Sales. In this exclusive client StarLight Sales can buy a “1 1″ only 23% rating (audience - men 14-49 years old), otherwise he loses the discount for exclusive, or 30% of the price-list price.
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