The next in popularity media channel is television advertising. According to
experts, in the world, 30% of advertisers consider it promising to advertise on
television, if it will be based on the preferences of viewers.
For most Ukrainians, television remains the main channel of communication,
although there is a tendency for television broadcasts to decline. Today's TV
advertising has started to generate less sales, but it stimulates demand, shapes the image
and brand recognition. Definitely, advertising on television is a channel that provides
maximum coverage with minimal cost for one contact.
In 2018, the growth of direct television advertising surpassed previous forecasts
(+ 27% vs. 25%) due to the high air content in the 4th quarter, when key advertisers
were forced to increase budgets by direct advertising [9].
The growth of sponsorship on television in 2018 reached + 23%, but the activity
of alcohol brands decreased, and in recent years they have been drivers of sponsorship
growth. The volume of "non-alcoholic" sponsorship has increased, but still did not
compensate for the decline in the sponsor's integration of alcohol brands [9].
The forecast of growth of television sponsorship in 2019 (+ 20%) is slightly lower
than direct advertising (+ 25%). The reason for the decline is that the "alcohol" category
has reached its maximum, while other categories are difficult to compensate for this
difference.
In addition, part of the budgets for TV sponsorship will flow into cross-channel
deals on the "television + internet" system, the fate of this type of placement may
exceed 15% of all sponsor packages [8].
Regarding the main tendencies in sponsorship, in 2018 the content of so-called
"own production" predominated, namely: shows, films and serials, the direction of
integration in the schedule of TV channels, product placement. A new direction was
the digitalization of sponsor positions: duplication of integration manifestations on
sites and in social networks channels and projects
As for the content, the television channel "Ukraine" is the leader among the
audience of 18-54 years old across the country, and in the big cities among the audience
50+. After disconnecting analogue television in Kyiv and Kirovohrad regions, the TV
channel "Ukraine" was downgraded by 11%, but medium and small channels kept their
ratings.
According to Microsoft, the focus of attention on the average viewer is 8 seconds,
so 7-second television videos that interrupt a program or a movie and are not part of an
ad unit are popular. For comparison, Facebook users spend 1.7 seconds on any platform
content on mobile devices, 2.5 seconds on a personal computer [3].
The young audience interacts with the information even faster. Today, television
rollers can attract viewers if they are new and creative, but increased coverage and
frequency will not lead to higher sales, but will only be perceived as obsessive
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