Advertising Revenues of Television and Radio Declined This Year
In the third quarter of 2022, the total commercial advertising income of television and radio broadcasters amounted to 16.3 million GEL, which is 1.7 million GEL, 9.3% less than in the same period of the previous year.
The decline in advertising revenue is likely due to the new regulation on gambling broadcast advertising, which came into effect on March 1, 2022.
In the third quarter of 2021, television and radio stations received more than 3.7 million GEL in advertising revenue from gambling companies.
Direct advertising accounted for 70.8% of TV and radio advertising revenue, and sponsorship accounted for 17% of total advertising revenue, which is an increase of 7.4% compared to the previous year.
In the third quarter of 2022, television advertising revenue was 15 million GEL, of which 69.3% was direct advertising, and the share of sponsorship in the total TV advertising revenue was 17.3%, which is an increase of 7.8% compared to the previous year.
According to television commercial advertising revenues, "Imedi" had the largest share, whose income decreased by 0.4 million GEL compared to the same period of the previous year and amounted to 4.9 million GEL. The advertising revenue of "Main Channel" decreased by 0.2 million GEL and was 2.1 million GEL. The advertising revenue of "Media Holding" (formerly Rustavi2) amounted to 1.5 million GEL, which is 0.2 million GEL less compared to the same period of the previous year. "Postv" earned 1.4 million GEL, which remained unchanged compared to the same period of the previous year. 0.2 million GEL less was received by "TV Pirveli", whose advertising revenue was 1.1 million GEL. The advertising income received by "Formula" television company did not change and, like the previous year, amounted to 0.9 million GEL. In the third quarter of 2022, "BMG" received an advertising income of 0.8 million GEL. The income of "G-D-ES TV" remained unchanged, amounting to 0.5 million GEL. "Public Broadcaster" received 0.2 million GEL less, whose advertising income was 0.4 million GEL. "Silknet" received less income by 0.7 million GEL, whose advertising income totaled 0.2 million GEL. Other broadcasters received a total of 1.1 million GEL advertising revenue.
As for radio broadcasters, their advertising revenues in the third quarter of 2022 decreased by 0.3 million GEL and amounted to 1.4 million GEL, of which 86.4% was direct advertising. The share of sponsorship was 13.3%, which is 3.1% more than the same period of the previous year. According to the advertising revenues received from radio broadcasters, "Radio Holding Fortuna" had the most 740 thousand GEL. "Radio Imedi" received 126,000 GEL, "Radio Palitra" - 89,000 GEL, and "Georgian Radio" 73,000 GEL. "MD Group" - 71 thousand GEL, "Media Holding Abkhazia Voice" - 44 thousand GEL, and "Radio Georgian Times" - 28 thousand GEL. The company Mediastream received 26 thousand GEL, "Broadcasting Company Hereti" - 22 thousand GEL, and the old city received 17 thousand GEL. Other radio broadcasters had a total of 137 thousand GEL advertising revenues.
Commercial advertising revenue includes commercial advertising, sponsorship, product placement, teleshopping and classifieds.