The total commercial advertising revenues of TV and radio broadcasters in the second quarter of 2024 decreased by 12.7% year-over-year to GEL 20 million. TV broadcasters alone collected GEL 17.9 million in advertising revenues (14.8% less than in the previous year), with direct advertising accounting for 67.6% of the total, and product placement accounting for 17.5%.

The fall in TV advertising revenues is probably due to a change in the behavior of broadcasters and advertisers. During the reporting period, broadcasters had to work in emergency mode and change their programme schedule for long spells in order to provide non-stop coverage of the events unfolding across the country. These circumstances contributed to the advertisers’ decision not to launch new advertising campaigns during this period. There were no other circumstances such as legislative changes or introduction of new advertising regulations that may have affected advertising revenues during the reporting period.

Once again, Teleimedi had the largest share of commercial TV advertising revenues in Q2 2024. Its revenues decreased by GEL 2.2 million year-over-year to GEL 6 million. The advertising revenues of Media Holding (Rustavi 2) decreased by GEL 0.5 million to GEL 2.8 million. The revenues of both Mtavari Arkhi and PosTV fell by GEL 0.1 million to GEL 1.9 million and GEL 1.4 million respectively. The revenues of TV Formula decreased by GEL 0.2 million year-over-year to GEL 1.2 million. The commercial revenues of TV Pirveli fell by GEL 0.4 million to GEL 1 million. The revenues of BMG and GDS TV remained unchanged at GEL 0.9 million and GEL 0.6 million respectively. The Georgian Public Broadcaster’s revenues increased by GEL 0.1 million to GEL 0.6 million. Similarly, Silknet’s commercial advertising revenues increased by GEL 0.1 million to GEL 0.2 million.

The advertising revenues of radio broadcasters in the second quarter of 2024 increased by 11.8% year-over-year to GEL 2.1 million, with direct advertising accounting for 91% of the revenues and sponsorship accounting for over 8%.

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