The FINANCIAL — For the period of February 2010 Georgian Media Exchange carried out research over-viewing how much, where and how efficiently GSM operators spend their budget on advertising through TV.
Split on Channel by GRP (Gross Rating Point)
The only company that reaches its target audience through all channels based in Georgia is Magti, making the highest advertising through Rustavi 2 (67%), followed by Imedi (23%), Channel 1 (4%), Sakartvelo (2%), Mze (1%), 1 ST (1%), Kavkasia (1%) and Music Box (1%).
Geocell mostly concentrated on its advertising for Imedi’s TV audience, 54% of Geocell’s commercials are broadcast on Imedi, followed by Rustavi 2 (45%) and only 1% – 1 ST.
As for Beeline, it uses 50/50% budget on advertising through Imedi and Rustavi2.
Split on Channel by Gross Investment
The highest gross investment comes for Geocell investing in Imedi TV (65%), followed by Magti investing in Rustavi 2 (57%) and Beeline investing in Imedi TV (57%). Geocell spent 421,778 USD, Magti – 254,674 USD, Beeline – 72,016 USD.
The other figures are as follows :
Investment by Geocell: Imedi (65%), Rustavi 2 (34%), 1 ST (1%).
Investment by Magti: Rustavi 2 (57%), Imedi (30%), Channel 1 (5%), Sakartvelo (1%), Mze (3%), 1 ST (1%), Kavkasia (1%), Music Box (2%).
Investment by Beeline: Imedi (57%), Rustavi 2 (43%).
All Products being advertised
According to the research, the most promoted and highly invested is Geocell Zumi, total budget for February was investment of 347,268, reaching 89.28%.
However, Magti with less investment (150,386) advertising its lottery 5959 reached 89.59%. Moreover, Beeline investing 72,106 also reached 89.35%.
Furthermore, Geocell paid 74,509 for Lai-Lai advertising reaching 85.73% of its audience. Magti Fix paid 97,371 to reach 85%.
The least investment was for Bali, only 6,918, reaching 30.56% of audiences.
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