STRATEGIC FEATURES OF THE DEVELOPMENT OF THE TELEVISION ADVERTISING MARKET IN UKRAINE
Abstract
The article analyzes the dynamics of the television advertising market of Ukraine in recent years. Emphasis is placed on the evaluation of the development strategies of television advertising since the beginning of the full-scale war between Russia and Ukraine, because the war led to tangible changes in the advertising environment and, accordingly, in the marketing strategies of advertisers. The author proposes a methodology for assessing the current state of the Ukrainian television advertising market, and makes assumptions about its further development. Most of the leading TV channels do not broadcast ads because they are busy broadcasting the United Marathon around the clock, large advertisers are cautious about going on the air, because at the moment there is no adequate analytics of TV ads and an outdated advertising model is used. TV channels are forced to sell airtime at a discount and significantly reduce their costs, so now there is no production of flagship shows, and the number of staff is reduced. The article considers the main aspects of the impact of the war on the television advertising market. It has been proven that the biggest advertiser on television right now is the pharmaceutical sector, because their advertising materials needed minimal adjustment. The structure of the television advertising market in Ukraine was changed after a large-scale invasion and was strongly influenced by major economic trends:decline in global economic activity, decreased interest rate and change of media streams. The article concludes that the TV advertising market is gradually recovering and increasing its volumes. This suggests that if Ukraine wins on the battlefield, it will be possible to achieve pre-war indicators already in 2024.
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