Outdoor

Project goal

Within the project, we provide information on amounts of outdoor advertising in Moscow and other Russian cities with a possibility to analyze the advertisement market structure according to the construction types, regions, advertisers, brands, and product categories. The data is popular with advertising agencies, advertisers, and other leaders of the media and advertising markets. Monitoring of outdoor advertising has been organized since the January of 1997 together with Espar Analytic Company.

Research method

In order to gather the project data, Espar Analytic Company performs monthly visual inspections of all outdoor advertising structures, registering information of the content and parameters of advertising items as well as their location on detailed city maps. Further processing of the data from all the cities is performed in the Moscow office of TNS Media Intelligence. For each sample we register its title, type of construction and square. For each advertisement layout, except social and local (the latter being an advertisement, localized in some city district), we define its advertiser, brand, and product category.

For each issue of an advertisement, we define the cost of its placement. The cost derivates from an expert evaluation of the outdoor advertisement construction owners without additional costs or discounts but with respect to the common imputed tax and zone of the construction’s location.

Geographic reach

Presently, the monitoring is conducted in more than 50 Russian cities, including Moscow and St. Petersburg.

Update rate

  • Moscow monitoring data are provided monthly before the 20th day of the month, following the previous one; 
  • Other Russian cities monitoring data are provided monthly before the 25th day of the month, following the previous one. 

Contacts

Lilia Vladimirova
Head of sector on work with advertisers

+7 (495) 935-87-18

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