BELARUS NEWS AND ANALYSIS

DATE:

17/01/2008

Study: Belarus' advertising market to grow 32%/yr in '08 to $115 mln

Belarus' market of advertising services will widen 32% year-on-year in 2008 to U.S. $115 million, ZenithOptimedia agency said referring to its latest study.

Internet advertising is expected to show a 66% annual growth, up to $5 million in monetary terms, and no other market segment will keep up: advertising in the press and on the radio are likely to grow 11.2% and 8%, respectively, to $17.3 million and $4 million. Television will account for 65% of all advertising expenses this year, with an impressive $75 million, which will represent a 41.5% growth year-on-year.

According to ZenithOptimedia, various segments of the Belarusian advertising market are developing at a different pace: Internet advertising will keep growing faster than traditional media, which are subject to tighter regulations. The expected increase in advertising through printed media will only be due to new glossy magazines.

Inflation on the TV advertising market has been accelerating and might reach 50% in 2008 alone. Prices are spurred by constant demand, insufficient advertising time, and new regulations of the market passed last year.

By 2010, the market will have doubled its volume and capacity from the 2007 figures to $176 million, enough for the country to get into the top ten fastest-growing advertising markets of the world.

ZenithOptimedia is part of France's Publicis Groupe, with 2006 turnover of $19.291 billion. ZenithOptimedia has offices in 69 countries across the globe.

Prime-Tass

Source:

http://www.priorbank.by/default.aspx?item=e/news/biz&news=37694