Two-thirds of Russians do not look through advertisements in print media
UFA, 10 May 2016. /Bashinform News Agency, Alim Faizov/.
The print media is rapidly losing popularity among the Russians, so fewer advertisers rush to spend their money on it, reports the "Anketolog" Institute of Public Opinion.
According to the TNS Russia study, the volume of audience and printed media structure is changing headily. The share of advertising budgets for the print press fell from 25 percent in 2008 to seven percent in 2015, from 64 to 23 billion rubles. The print media audience has declined by 11 percent.
All top advertisers reallocated budgets between TV and the Internet in the ratio of 42 percent and 50 percent. The print media accounts for 24 percent, outdoor advertising and radio even less. The print press as an advertising channel was used mostly by manufacturers of drugs, dietary supplements, and retailers in 2015.
As a result of Marketing Index study the print media is on the third place by share of attracting attention to advertising after television and online communications. Only 26 percent of Russians pay attention to advertising in newspapers and magazines. The credibility to such advertising is shown by 13 percent of respondents.