For the first time, Nestle, the producer of food products, outperformed the multi-year leader Procter & Gamble in terms of the volume of purchases of TV advertising in Russia, INTERFAX.RU reports quoting Kommersant and the rating of advertisers of the specialized publication Adindex. The survey accounted for total advertising expenditures as well as the placement of traditional media, except for Internet in 2016.
Nestle outperformed the traditional leader P&G in terms of these indicators. Its television budget was RUB 4.38 bln against RUB 4.14 bln at P&G, and the total budget for offline placement is RUB 4.45 bln against RUB 4.361 bln. In the meantime, P&G remained top rank in terms of total advertising purchases, including the highest Internet expenditures. The online segment, the newspaper notes, remained the most transparent for assessing advertising investments.
The rating was based on the data of Mediascope (former TNS Russia) and “ESPAR-Analyst”; Dentsu Aegis Network Russia, GroupM, Mediaplus (former Media Arts), OMD OM Group, Publicis Group Media Russia, ADV and other advertising holdings presented their expert opinions.
