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TV and Radio Broadcasters Collect GEL 24 million in Advertising Revenues in Q4 2024
The total commercial advertising revenues of TV and radio broadcasters in the fourth quarter of 2024 decreased by 32.3% year-over-year to GEL 24 million. TV broadcasters alone collected GEL 21.4 million in advertising revenues (32.3% less than in the previous year). It is worth noting that the commercial advertising revenues during this period were to some extent affected by the pre-election period, as broadcasters had devoted advertising time to paid political advertising in October. In the fourth quarter of 2024, broadcasters collected GEL 9.8 million in revenues from paid political advertising. Total revenues from commercial and political advertising amounted to GEL 33.8 million (4.4% less than in 2023). Another reason for the decrease in revenues was the fact that during the reporting period, broadcasters were covering the ongoing events in the country in a continuous live broadcast format under emergency conditions, which in turn led to changes in the pre-planned schedule of the broadcasters and the time allocated for commercial advertising.
Direct advertising accounted for 74.4% of the total advertising revenues in Q4 2024, sponsorship accounted for 12.9%, and product placement accounted for 12.7%.
Once again, Teleimedi had the largest share of commercial TV advertising revenues in Q4 2024. Its revenues decreased by GEL 6.7 million year-over-year to GEL 7.9 million. The advertising revenues of Media Holding (Rustavi 2) decreased by GEL 1.5 million to GEL 3.5 million. The revenues of Mtavari Arkhi fell by GEL 0.6 million to GEL 2.1 million. The revenues of PosTV decreased by GEL 0.2 million to GEL 1.9 million, while the revenues of TV Pirveli fell by GEL 0.1 million to GEL 1.5 million. The revenues of TV Formula decreased by GEL 0.8 million year-over-year to GEL 1 million. In the case of GDS TV, the commercial revenues decreased by GEL 0.9 million to GEL 0.8 million. The revenues of BMG fell by GEL 0.2 million to GEL 0.8 million, while the revenues of the Georgian Public Broadcaster decreased by GEL 0.5 million to GEL 0.4 million. Finally, Silknet’s commercial advertising revenues increased by GEL 0.2 million to GEL 0.3 million.
The advertising revenues of radio broadcasters in the fourth quarter of 2024 increased by 2.4% year-over-year to GEL 2.6 million, with direct advertising accounting for 89.9% of the revenues and sponsorship accounting for 10.1%.
Commercial advertising revenues include adverts, sponsorship, product placement, teleshopping and commercial notices.
