The FINANCIAL — Kraft, formally known as Kraft Foods, is the leading company in terms of investments in advertising activities in 2012, according to an ad market study done by IPM.
The FINANCIAL — Kraft, formally known as Kraft Foods, is the leading company in terms of investments in advertising activities in 2012, according to an ad market study done by IPM. The company invested USD 10,684,129 in total in TV ads alone. Bank Republic is the leader in terms of investments in print media in 2012, with a total of USD 204,047; 3.3 times as big an amount as that paid by Bank of Georgia, and two times as big as what TBC Bank paid in 2011.
“Although Kraft invested only in television ads, its spending budget still exceeded the amount of all other companies’ investments in the three media forms: television, newspaper and radio,” Khatuna Bakradze, Director of Media Monitoring Department, IPM, told The FINANCIAL.
In 2011 Kraft invested USD 8,139,047 in TV commercials.
Procter & Gamble invested USD 9,739,328 in their advertising activities in 2012, while in 2011 the company was the leader in terms of investments in TV commercials, with a total of USD 11,862,500, according to IPM data.
“Magticom is also one of the largest investors in media of 2012, with a total investment amount of USD 7,288,537. In terms of TV commercials the company paid USD 7,184,752. Magti paid the following amount for radio commercials – USD 76,539, and in print media advertising – USD 27,246. In 2011 Magti invested USD 7,199,256 in TV commercials,” Khatuna Bakradze, Director of Media Monitoring Department, IPM, told The FINANCIAL.
Other telecommunication companies followed Magticom in terms of investments in promotional activities in 2012. Beeline’s total investment in the three media directions for advertising was USD 4,910,409; Beeline paid USD 4,823,582 for TV commercials. The company was not considered one of the ten biggest investors in TV commercials in 2011.
The official investment amount that Geocell put in to advertising activities in the media in 2012 is USD 4,321,752. Geocell invested USD 4,265,184 in TV commercials, while its volume of investment in the same field in 2011 was 5,917,848.
“Television is the most attractive form of media in the world; this is also true for Georgia. This is because of the fact that it has the widest audience coverage potential. For example, in October 2012 more than 259,596 people were watching TV per day, according to data of Georgia’s seven largest cities with populations of 45,000,” Nino Gogoladze, Managing Director, TV MR GE, told The FINANCIAL.
For the period of January-October 2012, according to the Official Price List, the most expensive 30-second air-time slots (costing USD 2,250) were during the following programmes on Imedi and Rustavi 2: Nichieri (Rustavi2); Profili (Rustavi2); Chemi colis daqalebi (Rustavi2); Shua Qalaqshi (Imedi); Nanuka Zhorholiani’s Show (Imedi); Dancing with the Stars (Imedi); The voice (Imedi).
Ad prices vary depending on the audience ratings of the different TV channels. The average price of a 30-second slot on a top-rated channel is higher than the average on a low-rated one. “For example, in January-October 2012, the average price for a 30 second ad on a national channel was USD 734, according to the price list, while on medium and small channels it was USD 61,” said Gogoladze.
The official amounts of investments put in to TV commercials in 2012 by various companies in the country are as follows: Henkel – USD 3,987,164; Mars – USD 3,549,232; Brewery Natakhtari – USD 3,515,297; TBC Bank – USD 3,166,936; Bank of Georgia – USD 2,962,226; Wrigley – USD 2,907,389; Schwarzkopf – USD 2,790,380; Georgian Brewery Company – USD 2,315,645; Silknet – USD 2,020,385; Barambo – USD 1,959,191; Georgian Lottery Company – USD 1,751,190; Glaxosmithkline – USD 1,622,897; Playadjara.com – USD 1,491,069; Colgate Palmolive – USD 1,471,739; Riko Credit – USD 1,448,090.
Georgian cinema theatres are the market leaders of 2012 in terms of investments in radio advertising with total invested amount of USD 284,803. Bank of Georgia is second in terms of investments in radio with USD 176,333. Socar Energy Georgia is also one of the leaders, having invested USD 164,232 in the medium.
As for the banking sector, TBC Bank is the leader in terms of investments in promotional activities of all media types in 2012; its investments totalled USD 3,328,163. TBC Bank spent USD 3,166,939 on TV commercials and USD 107,802 on print media advertising. In 2011 TBC Bank invested USD 2,747,144 in TV ads, USD 150,973 in radio, and USD 141 661 in print media ads.
According to IPM, all of Bank of Georgia’s advertising activities in 2012 came to USD 3,183,808. BOG spent USD 2,962,226 on TV ads, USD 176,333 on radio, and USD 45,249 on print media ads. In 2011 Bank of Georgia spent USD 4,200,397 on TV commercials, USD 260,769 on radio ads, and USD 63,286 on print media.
Bank Republic is the clear leader in terms of investments in print media advertising in 2012; the volume of their investment is USD 204,047. Bank Republic is not included in the list of the top 20 investors of TV and radio commercials in 2012, though its rivals spent money in these fields too. Bank Republic was also the leader in terms of investments in print media advertising in 2011; the volume of investment in this medium last year was USD 143 200. Bank Republic spent USD 99,204 on radio commercials in 2011.
Discussion about this post