February 16, 2023 16:35

Advertising Revenues of TV and Radio Broadcasters Totalled GEL 79.9 Million in 2022

In 2022, commercial advertising revenues of TV and radio broadcasters totalled GEL 79.9 million, which represents a 7.6% decrease year-on-year. The advertising revenues of TV broadcasters fell by 7.8% to GEL 73.6 million. Direct advertising accounted for 67.7% of advertising revenues of TV broadcasters, while sponsorship accounted for 18.6%.

The ban on gambling adverts came into effect after the first quarter of 2022. Previously, gambling firms were among the largest advertisers. In the second, third and fourth quarters of 2021, broadcasters obtained a total of GEL 14.3 million in advertising revenues from the gambling sector. With this in mind (i.e. excluding the gambling adverts), the advertising revenues of the broadcasters increased by GEL 6.7 million, and the advertising market grew by 9.9% in 2022.

As for the radio broadcasters, their commercial advertising revenues in the fourth quarter of 2022 fell by 4.4% year-on-year to GEL 6.3 million, with direct advertising accounting for 85.1%, and sponsorship for 14.7% of the sum.

Commercial advertising revenues include adverts, sponsorship, product placement, notices and teleshopping.


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