contrary, led to a drop in viewing. As a whole, the volume of television is projected to
decline by around 9 percent in 2019; last year, the fall of television as a media channel
amounted to 5 percent.
Figure 1. Dynamics of media consumption in 2016-2018
Source: TNS, 2016-2018 TA: All 12-65 cities 50K +
Research results. The media consumption tendency is changing, the main
comments of the experts: the decline in television consumption by 5%, the growth of
the Internet advertising consumption in 2018 by 12% compared with 2017. In Fig. 1 it
is clear that in the last 2 years the share of the press has a significant reduction, but a
new advertising channel - advertising in cinemas - is gaining momentum.
The average rating of television advertising continues to decline, and a high sales
volume (about 90%) is observed when the number of advertisers increases - by about
2% for half a year. In 2019 they will be 5% more, that means the market is restored
[1].
In figure 2, we see that, globally, investments aimed at online, in 2018, exceeded
investment in television and this trend would only increase. Nevertheless, in Ukraine,
the average number of online advertising reviews remains the lowest among European
countries, so advertising companies are not ready to significantly raise prices for
advertisers. So, on the one hand, investing in advertising in Ukraine is profitable, but
the size of the investment, in fact, does not significantly differ in recent years. For a
more complete picture of what's happening on the Ukrainian media market, consider
each channel separately. The composition of the media advertising market, as well as
the methodology for its evaluation in the context of such classical media as television,
outdoor advertising (Out of Home, OOH), the press, and the radio in 2018, is
unchanged. Final counting, as usual, is held by the Ukrainian Advertising Coalition
(VRK). It operates expert assessments of major advertisers, media companies and
-1%
-5%
12%
-14%
-13%
-11%
-9%
8%
0
25
50
75
100
O
OH
TV
In
ter
ne
t
W
ee
kl
y N
ew
sp
ap
er
s
D
ail
y N
ew
sp
ap
er
s
W
ee
kl
y M
ag
az
in
es
M
on
th
ly
M
ag
az
ine
s
Ci
ne
m
a
2016
2017
2018
2018 vs 2017
- 109 -