TNS Russia presents top-advertisers of the year 2014

27-02-2015

According to Association of Communications Agencies (AKAR Russia), total volume of advertising in the media in 2014 amounted to 340 billion rubles, showing a 4% increase in comparison with the year 2013.

TNS Russia presents Top-25 advertisers in mass media for the year 2014:


Топ-25 рекламодателей по затратам на рекламу в СМИ в 2014 году

Рекламодатель

Бюджет, руб. (% от общего объема затрат)

PROCTER & GAMBLE

3,55%

MARS-RUSSIA

2,69%

PEPSI CO

2,61%

NOVARTIS

2,17%

L'OREAL

2,14%

UNILEVER

2,11%

RECKITT BENCKISER

1,65%

HENKEL GROUP

1,62%

NESTLE

1,61%

JOHNSON & JOHNSON

1,51%

DANONE

1,45%

МТС

1,28%

ЭВАЛАР

1,25%

MONDELEZ INTERNATIONAL

1,23%

БИЛАЙН

1,19%

ОТИСИФАРМ

1,19%

SANOFI AVENTIS

1,17%

VOLKSWAGEN

1,07%

COCA-COLA

1,07%

FERRERO

1,05%

МЕГАФОН

1,02%

BAYER AG

0,90%

НАЦИОНАЛЬНАЯ СПУТНИКОВАЯ КОМПАНИЯ

0,84%

СБЕРБАНК РОССИИ

0,83%

NISSAN

0,80%

Период: январь-декабрь 2014
СМИ: ТВ, Пресса, Радио, Наружная реклама
Охват СМИ: Москва с учетом национального размещения
Тип рекламы: для ТВ - Анонс: спонсорская заставка, Ролик, Спонсорская заставка;
для Прессы - Коммерческая реклама, Свободное вложение; для Радио - Ролик, Спонсорский ролик
Статистика: Бюджет, руб. (% от total)
Без учета РЕКЛАМЫ ТОРГОВОЙ МАРКИ и КОСВЕННОЙ РЕКЛАМЫ


The first lines in the rating belong to Procter&Gamble (3,6% from the whole volume of expenditures), MARS-Russia (2,7%) and PepsiCo (2,6%). Moreover, the three leading advertisers of 2013 managed to keep their positions in 2014. Shares of expenditures of the three largest advertisers practically didn’t change in comparison with the year 2013.

As for categories, expenditures on advertising of pharmaceuticals producers’ grew noticeably last year. Thus, the 4th place in the top was taken by the company Novartis, the budget of which increased by 37% on yearly results. The advertising budgets of medical brands in companies Reckitt Benckiser (+12%) and Johnson&Johnson (+28%) were also increased.

So, the following categories in advertising became the leading ones: retail, medicine and pharmaceuticals, automotive industry. All the three categories showed growth according to the year’s results. The increase of budgets was also noticed in such categories, as entertainment and finance.

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