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TV and Radio Broadcasters Collect GEL 18.1 million in Advertising Revenues in Q3 2024
The total commercial advertising revenues of TV and radio broadcasters in the third quarter of 2024 decreased by 6.9% year-over-year to GEL 18.1 million. TV broadcasters alone collected GEL 16 million in advertising revenues (10% less than in the previous year), with direct advertising accounting for 74% of the total, and product placement accounting for 13.5%.
The third quarter of 2024 coincided with the start of the pre-election period for the 2024 parliamentary elections. The current legislation allows broadcasters to air paid political advertising during this period. Therefore, during the reporting period, the time allocated by broadcasters to advertising was divided between commercial and paid political ads, which reduced the amount of time allocated to commercial advertising. Due to the fact that ComCom's reports only provide an analysis of commercial advertising revenues, the current report does not include revenues from paid political advertising.
Once again, Teleimedi had the largest share of commercial TV advertising revenues in Q3 2024. Its revenues decreased by GEL 0.7 million year-over-year to GEL 5.6 million. The advertising revenues of Media Holding (Rustavi 2) decreased by GEL 0.4 million to GEL 2.1 million. The revenues of Mtavari Arkhi fell by GEL 0.2 million to GEL 1.6 million. The revenues of PosTV decreased by GEL 0.4 million to GEL 1.4 million, while the revenues of TV Pirveli remained unchanged at GEL 1.2 million. The revenues of TV Formula decreased by GEL 0.5 million year-over-year to GEL 0.8 million. In the case of BMG, the commercial revenues increased by GEL 0.1 million to GEL 0.8 million. The revenues of GDS fell by GEL 0.1 million to GEL 0.6 million, while the revenues of the Georgian Public Broadcaster remained unchanged at GEL 0.5 million. Finally, Silknet’s commercial advertising revenues increased by GEL 0.1 million to GEL 0.2 million.
The advertising revenues of radio broadcasters in the third quarter of 2024 increased by 25.1% year-over-year to GEL 2.1 million, with direct advertising accounting for 90.1% of the revenues and sponsorship accounting for 9.9%.
Commercial advertising revenues include adverts, sponsorship, product placement, teleshopping and commercial notices.
