A GPM Radio expert during the XXIII Advertising forum: “SMEs have doubled their radio advertising budgets”

Growth is driven by Transport and related goods, as well as the financial sector.

According to various studies, the majority of respondents are ready to use products made by Russian manufacturers. The growing activity of small and medium-sized enterprises has led to an increase in investments in advertising and marketing by 2.5 times. This indicator grew by 236% on the Nizhny Novgorod market in Q2. The same trend is observed in all media: we noticed a twofold increase in the radio budgets of SMEs in the “Moscow + Network” segment. The success of the “Man of Business” project on Autoradio shows the mutual interest of individual entrepreneurs and radio,” noted Yulia Andryushova, Director of Business Communications and Analytics at GPM Radio and Gazprom-Media Sales House expert, during her speech at the XXIII Advertising forum in Nizhny Novgorod.

The radio advertising market is growing rapidly. According to the data of the GPM Radio Analytics Department, in the first six months of 2023 the total revenue amounted to 8.2 billion rubles, which is 45% more than last year’s figures. Nizhny Novgorod takes the third place in terms of capacity, outperforming Novosibirsk and Krasnoyarsk. The share of top 20 budget revenue generating advertisers is 28%. All of these brands are Russian, and most of them are local SMEs. The automotive segment has been completely overhauled, residential properties are being actively built in the region, and the real estate segment may become capacious enough in the long run in terms of advertising investments.

Another trend is the growing interest in the FMCG segment, where many Russian manufacturing startups have emerged. Nizhny Novgorod residents have a sweet tooth: in the first half of 2023 alone, 14,000 tons of wafers, cookies, gingerbread, and the same amount of ice cream were manufactured here. These companies are also interested in audio advertising. “The share of the food products category in the radio segment is 4%, but with current dynamics taken into account, it grew by 11% from January to August 2023 compared to the same period last year. Many cities hold food-related events. Recently, the festival “Yes, Chef!” of the famous chef Konstantin Ivlev took place in Nizhny Novgorod. It was the radio, Humor FM, that was used to promote the event”, said the representative of GPM Radio (part of Gazprom-Media Holding).

The XXIII Advertising Forum was held on September 21–22. The event brought together the leading players of the Russian media advertising market. Yulia Andryushova spoke at the plenary session “Importance of communications in the economic agenda” and participated in the Teleradio Summit, where she spoke about the trends of 2023.

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