The FINANCIAL — The analysts of Terra Media, one of the fastest growing consulting and marketing groups based in Georgia think that the crisis period on the TV advertising market caused by the economic recession is approaching its end, however the post-crisis period is distinguished by a special characteristic relating to the structural changes in the advertising market.
For example, whereas before the crisis the ratio of television advertising products in the construction industry equaled the ratio of advertising products in the communication and banking fields, today the situation is dramatically different. The construction industry is not currently included in the top five lists of advertising promoters, while insurance companies are more and more active agents on the television advertising market.
News programme Kurieri (Rustavi2) tops the list of those with the largest number of TV commercials. It is followed by the popular Imedi television show Shua Kalaqshi, Ankhela’s Secret – Soap Opera, Kronika – news program (Imedi TV), Geostar, and Music Talents Show on Rustavi2.
By the number of advertisements, the communication sector is leading.
Approximately 1,000 more advertisements have been shown on television channels compared to other fields.
The ratio of advertisements from the banking sector and about oil products is the same. The number of commercials for beer and from the insurance sector is also similar, though both of these sectors have a lower ratio compared to the others mentioned above. The number of commercials on different television channels is almost equal; there is a bigger difference in banking and beer advertisements: television channel Imedi has shown half the number of advertisements for the banking sector and beer compared to Rustavi 2.
The communication sector is distinguished by the number of advertisements as well as amount of money spent. The amount of money spent on advertising in this sector is approximately 50% more compared to all other sectors.
The share of money spent on advertising the banking sector is the second largest in size. The amount of money spent on advertising oil products and beer is almost the same. As for the insurance sector’s spendings on advertising, they are the most modest in size.
In terms of television channels, it is noticeable that the amount of money spent on beer advertising on television channel Imedi is minimal.
There is more money spent on advertising on Rustavi 2 and less on Imedi.
By the number of advertisements shown the feature film is leading. Also, if we divide the programmes by sectors, the biggest number of advertisements is shown in news programmes, soap operas and entertainment programmes. The bigger number of advertisements in the feature film may be due to the length of the films. None of the other programmes, except for the morning programme is as long as the feature film and thus there are not as many advertisements shown in them.
If by the number of advertisements shown, the feature film was leading, news programmes are at the top of the list by the amount of money spend on advertisements shown during them. The largest portion of money is spent on advertising during Kurieri 21:00 and Kronika 20:00.
A large percentage of money is spent on advertising during soap operas.
The time of the programmes listed above is considered the best advertising time; respectively, the price for advertising during those programmes is higher.
The largest number of commercials in the communication sector is shown during the programme Good Morning Georgia. In general, news programmes broadcast at different times of the day are leading the top ten list of programmes by the number of advertisements shown.
If the television programme Good Morning Georgia is leading in terms of number of advertisements shown on the communication sector, Kurieri news (21:00) is leading in terms of the amount of money spent. There is also a large sum of money spent on advertisements during Kronika news at 20:00.
In general, the largest amounts of money are spent on the advertisements during news programmes, soap operas and entertainment programmes.
The feature film is leading in terms of number of advertisements shown on banking. Business Kurieri takes second place. The banking sector is different from the communication sector in terms of programme choice for advertising.
In general, the number of advertisements is very high during news programmes, but it is lower than the number of advertisements shown during the feature film.
The largest portion of money within the banking sector is spent during Kurieri (news) at 21:00. The program Shua Kalaki (sitcom) takes second place.
In general, news programmes, soap operas and entertainment programmes are leading in terms of the amount of money spent on advertising the banking sector.
The biggest number of advertisements on oil products is shown during Business Kurieri. The feature film takes second place.
In general, oil product advertising replicated the patterns shown by the banking sector.
Similar to the banking sector, oil product advertising is also primarily shown during news programmes, however not at the same extent as during the business news Kurieri.
By the amount of spending oil product advertising is different from the banking sector, but similar to the communication sector.
The main difference is that oil product advertising invests a lot of money in advertising during the television programme Good Morning Georgia.
In general, news programmes, soap operas and entertainment programmes are leading in terms of the amount of money spent on the advertising of oil products.
By the number of advertisements the beer sector is different from other sectors. Beer advertising is prevalent during news programmes. Specifically, during the news programme Kurieri at different times of the day.
Both by the number of advertisements and spending the beer sector is tied to the news programme Kurieri. It can be stated that beer advertising specifically targets the news programme Kurieri. In general, Kurieri attracts a lot of advertisements and has higher rates.
Insurance sector advertising takes a dramatically different position. The biggest number of advertisements is shown in the morning programme Imedi Morning – approximately the same number of advertisements as in all other 9 programmes listed under the top ten together.
If by the number of advertisements on the insurance sector the programme Imedi Morning is leading, the biggest spending for insurance advertising is made within news programmes. The leading programme is Kronika 20:00.
In general, the insurance sector has high spending on advertisements within news programmes. Compared to all other news programmes, Kronika news is leading in terms of spending amounts.