Support The Moscow Times!

Now is the time to support independent reporting from Russia!

Contribute Today

Internet Companies Ramp Up Spending on Television Advertising

Internet companies are rapidly escalating their spending on television advertising, a market overview found.

If in 2008 Internet companies accounted for 0.1 percent of all spending on television advertising, last year they reached 1 percent.

In total, e-companies spent about two billion rubles ($55 million) on television advertising in 2013 and a total of six billion in the past six years, the analysis by Kvendi Rusmediaaudit found, Vedomosti reported.

The leader was free advertising site Avito, which spent 255 million rubles ($7 million), followed by car sales site, which forked out 241 million rubles.

Russia's largest Internet companies — Yandex, Google and — rounded out the top five.

Among them, Google is augmenting its spending on television advertising the fastest. Having spent a total of 221 million rubles in 2013, the company has already spent 254 million rubles in the first quarter this year, the analysis found.

"We see a significant growth in Internet company's presence on television, and if you look at the period from 2011, it is not even growth, but the appearance of a new category on the television advertising market," said Galina Anikina, the director for planning at media company UM.

Read more