to the Regional market of radio seldom pay close attention: usually publications contain the general data on the volume of a local radio advertizing and occasionally – a little more detailed picture on million-plus cities. Thus everything who though somehow faced regional media, know that from the city to the city even network radio stations and TV channels are perceived differently both audience, and participants of the market of advertizing.
A if to network media to add p local, the media landscape in each city becomes simply unique. This situation suggests an idea that for clear understanding of the market of radio it is not enough to analyze a picture as a whole – it is necessary to go into detail. And the in more detail, the better.
In this article provided the detailed analysis of the market of a radio advertizing in the cities Volga Federal District, the basis of research was formed by TNS data, and also other sources and comments of participants of the local markets. It should be noted two important points. First of all, as the analysis concerns the advertizing market, in article Reach Weekly given to weekly audience which are, as a rule, used for drawing up media plans of advertizing campaigns are used.
Further as at the small cities seldom there are the research companies measuring audience of radio, we are compelled to be limited to data on the cities with the population of 500 thousand people and more. Such cities in Volga Federal District 12. In Table 1 it is provided TOP-5 radio stations in each city on the volume of weekly audience.
For clear understanding of the market of radio it is not enough to analyze a picture as a whole – it is necessary to go into detail. And the in more detail, the better.
Table 1. TOP-5 radio stations in the cities Volga Federal District, ranged on the volume of weekly audience (data of the researches TNS Radio Index – the cities, January-December, 2015, Radio Mosaic March-April, 2015 for the cities Ulyanovsk, Penza and Radio Mosaic * March-April, 2014 for Naberezhnye Chelny)
| No. of a payment order | Izhevsk | Kazan | Naberezhnye Chelny | Nizhny Novgorod | Orenburg | Penza | Perm | Samara | Saratov | Tolyatti | Ulyanovsk | Ufa |
| 1 | Radio Giving | Yevropa Plus | portal "Autoradio" | RadioGiving | portal "Autoradio" | Radio 101.8Humour of FM | Road Radio | Road Radio | Road Radio | Road Radio | Road Radio | |
| 2 | Yevropa Plus | of BIM of radio | Yevropa Plus | Yevropa Plus | Road Radio | Yevropa Plus | Retro FM | RadioGiving | Russian Radio | portal "Autoradio" | Yevropa Plus | Yevropa Plus |
| 3 | Retro FM | portal "Autoradio" | Russian Radio | portal "Autoradio" | RadioChanson | Russian Radio | RadioChanson | Russian Radio | portal "Autoradio" | of Radio of Wan | portal "Autoradio" | Retro FM |
| 4 | Humour of FM | RadioChanson | Militia Wave | Road Radio | Hit FMportal "Autoradio" | portal "Autoradio" | Yevropa Plus | Yevropa Plus | radio "Avgust" | Russian Radio | Russian Radio | |
| 5 | portal "Autoradio" | Retro FM | Hit FMRussian Radio | Retro FM | Humour of FM | Russian Radio | portal "Autoradio" | Humour of FM | Yevropa Plus | RadioGiving | portal "Autoradio" |
It is interesting that on all federal district Yevropa Plus while in the largest cities the first more often is "Road radio" (5 cities from 12) is on the first place. It is easy to explain it to that, first, Yevropa Plus is included in the five in 10 cities from 12 (and "Road radio only" in 7), and secondly, in a rating on the district there is a contribution not only the large cities presented in the table, but also smaller where Yevropa Plus too is included into group of leaders.
we Will note span that upon transition from the total amount of audience on the district to audiences in the certain cities, in the five of leaders there are the local stations which do not have a network broadcasting.
the Interesting situation developed in Penza: the local station "Radio 101.8" is on the first place on the volume of weekly audience according to TNS data. However participants of a radio market in Penza do not agree with TNS data. The representative of one of the media companies, wished to remain unnamed, explains that superiority of "Radio 101.8" is a residual phenomenon since at this frequency broadcast "the Russian Radio" which audience on a habit includes radio receivers at this frequency earlier. The real leader of the market, in his opinion, Yevropa Plus is.
A here in a case with "BIM-radio" to Kazan anybody with results of the research Radio Index does not argue. Representatives of station say that their success – a consequence of that enthusiasts who besides constantly study work at station only and look for new decisions. And competitors of "BIM-radio" consider that that it was the first commercial station in the market Kazan helped to become the leader of station.
Yeroshkina Catherina
Station does not adhere to a rigid format, on air there are many programs in which it is possible to say hello and put any composition. Lack of a rigid format, according to competitors, at all is not a nonprofessionalism indicator, but today with such a little amorphous air everything since with "greetings" already there is a lot of stations becomes more difficult to hold leadership, and it any more does not attract growing-up listeners.
One more case of leadership of not network station in the city is radio "AVGUST" to Tolyatti. the Advertising director of radio station Larissa Pronina explains to p with
it so: "We entered the market 23 years ago when Yevropa Plus from musical radio stations only and quickly became popular thanks to a unique format, information musically, which interactivity with listeners in many programs, and also to expeditious releases of city news provides. Professionalism of team allows to hold leading positions in the city still".
Now we will consider advertizing volumes. Alas, monitoring of a radio advertizing of TNS is only in million-plus cities - Kazan, Samara, Nizhny Novgorod and Perm. Nevertheless, some general estimates can be given and on each large city. Namely, to estimate a share of advertizing budgets of the radio, falling on three largest radio holdings.
Table 2. Share in budgets of a radio advertizing of local placement of three largest radio holdings in the cities Volga Federal District with the population more than 500 thousand people (an assessment of department of commercial marketing of EMG for 2015.)
| the City | Three leading radio holdings | the Share of the market of advertizing on radio |
| Izhevsk | GKVR; The Best decision; Modern times media group | of 88% |
| Kazan | GKVR; VKPM; LLC "ELSMI" | of 47% |
| Naberezhnye Chelny | JSC Trio PlusLLC"Trio Plus"; Trend Advertising agency (VI Naberezhnye Chelny); Group of stations without name (A militia wave and radio station "Vesti FM") | of 70% |
| Nizhny Novgorod | JSC Media Plus Branch JOINT-STOCK COMPANY "MEDIA PLUS" (EMG); GKVR; Group of stations without name (The Russian radio, Radio 7, the Chanson) | of 64% |
| Orenburg | Orenburg Media Group; JSC Telek. Raid; JOINT-STOCK COMPANY "TVC "PLANETA" Orenburg | of 80% |
| Penza | Broadcasting Company"Over the house"; group of stations without name (portal "Autoradio", Road radio, the Russian radio, Humour of FM), group of staniye without name (the Echo, the Express, the Chanson) | of 85% |
| Perm | JSC MMTCJSC "MMT" (EMG); VKPM; LLC "Grammofon" Perm | of 66% |
| Samara | of JSC Mediaplus region (EMG); VKPM; Samara Business Club | of 53% |
| Saratov | GKVR; Telecom of Media Advertising agency; LLC "Veshchatel" | of 76% |
| Tolyatti | JSC Media Plus RegionLLC "Media Plus Region" (EMG); LLC "DVA KAPITANA"; Gallery media Tolyatti | of 56% |
| Ulyanovsk | Siberian Media Holding; Group of stations without name (Radio 7, the Retro, MV, Radio 2*2); LLC INTERMEDIA | of 50% |
| Ufa | JSC NovitelLLC "Novitel", Ufa Media Group; Virtuoz | 74% |
media group
Though Volga Federal District in TOP-5 stations on audience volume always are present at all large cities of radio station of the largest federal radio holdings, is far not in all cases of the name of these holdings is in the three of leaders according to the advertizing income. It is simple to explain it: in many cities the broadcasting of network stations goes according to the franchize which local holdings own. Thus the producer of air can be not presented at all in the city. Very often at lists of leaders there is a Choose Radio Group of companies (GKVR) which in many cities is the owner of the franchize of many network radio stations though it has no radio stations in Moscow and the network products.
Practically always at least a half of all advertizing money is the share span of three leading holdings, and in half of the cities the three of leaders controls not less than 70% of all market of radio. Moreover, in Volga Federal District there are three cities (from 12) in which the big three controls more than 80% of all money spent for a radio advertizing. it is interesting to p to look at
as in the different cities local players estimate a situation in the local radio advertizing market.
Kolobov Vasilii, director general JSC "Yevropa Plus Ural", Orenburg: "Advertizing cost for nonresident customers increased, and for local advertisers indecent discounts work: "What to you offered, we will give 30% below". Plus package placement. To say that in this way it is possible to smooth market falling, difficult and incorrectly. There is the destruction of the developed pricing caused by desire to seize the market entirely. In similar situations professionalism of sales managers, and also association of efforts and flexibility of commercial services of the small companies comes out on top".
Vaselishina Lina, commercial director LLC "Novitel", Ufa: "Are not able to work at the local market: bonus system, packages of-90%, etc. We have equal conditions for all advertisers – both for federalny, and for local. Promotion actions: sports, social projects, draws and client actions. We are not guided by Moscow, London, New York! We consider local mentality! "
B Izhevsk in TOP-5 stations only. Therefore also the question was a little changed: "How such situation affects other stations Izhevsk? "
Photo: depositphotos
Sadovina Natalia, commercial director of Modern times MG radio holding, Izhevsk: "As a whole the market competitive, has no great impact on the GKVR advertizing market. Yes, the majority of GKVR stations is in the TOP 5, and it is strong argument. But for today criterion of a choice of radio station for advertisers Izhevsk is not only the rating, but also a coverage zone (radio stations in the cities and areas Udmurt Republic), the air - all this can give the chance of station of own format with the round-the-clock broadcasting, and GKVR stations do not have it".
Gavrilenko Zoe, director general of Telecom corporation, Saratov: "In each holding there is "engine" - one-two stations which owing to various reasons are on sale more expensively and quicker. Other resources of holdings owing to a smaller demand or are really underestimated and are on sale by the residual principle, or in general go a bonus to the main stations. At the participants of the market who do not have a powerful brand, does not remain a choice: they are also compelled to reduce the prices. The client gets used to buy a radioproduct cheap. I want to notice that in our city broadcasts 23 radio stations, 21 from which has advertizing services. It is a lot of for Saratov: the market is oversaturated by a radioproduct that it depreciates".
Besides a question of the one who controls advertizing budgets of radio, it is not less interesting to span to understand market structure. In other words, which commodity categories of advertisers form the main cash flows on radio.
Alas, the analysis of this cut of information is limited only to million-plus cities for which there is a monitoring of a local radio advertizing of Taylor Nelson Sofres Media Intelligence, allowing to reveal structure of advertisers of radio and to estimate their advertizing budgets.
Table 3. Shares TOP-10 of the largest categories of advertisers of local radio in million-plus cities Volga Federal District in comparison with shares of advertizing budgets for all 13 cities from monitoring of radio rollers of local placement of TNS Media Intelligence (an assessment of department of commercial marketing of EMG on the basis of data of TNS of monitoring of a radio advertizing in million plus cities for 2015.)
| Kazan | Nizhny Novgorod | Samara | Ufa | Perm | All million plus cities (13 cities) | |
| Riteyl | 22,9% | 26,4% | 24,1% | 22,3% | 25,5% | 21% |
| Stroitelstvo, nedvizhimost | 13,0% | 11,8% | 15,3% | 7,4% | 9,2% | 17% |
| Auto-moto | 14,4% | 21,4% | 13,7% | 21,0% | 24,1% | 14% |
| Razvlecheniya | 9,0% | 5,4% | 5,7% | 12,5% | 4,8% | 7% |
| Servis | 6,3% | 9,2% | 7,5% | 6,9% | 9,7% | 6% |
| Meditsina | 4,7% | 3,2% | 5,7% | 4,6% | 2,4% | 5% |
| Telekommunikatsiya, svyaz | 3,9% | 4,4% | 1,5% | 1,3% | 3,6% | 4% |
| Turizm, sport | 6,3% | 2,4% | 5,5% | 5,5% | 2,6% | 4% |
| Banki, finasny | 7,3% | 1,7% | 4,5% | 1,9% | 1,8% | 3% |
| Ostalnyye 11%2B | 12,2% | 14,0% | 16,6% | 16,5% | 16,4% | 19,1% |
Shares TOP-10 of budget forming commodity categories of the markets of a local radio advertizing in five million-plus cities are presented in Table 3 Volga Federal District in comparison with average data of shares on 13 million-plus cities Russian Federation (without Moscow).
In all million plus cities Volga Federal District is the share span of 10 largest categories of advertisers of not less than 80% of advertizing budgets. Also in all cities the category "Retail" is leading. But already in the second line of the table distinctions begin. So, unlike the picture average on 13 cities, in Volga Federal District to the second place on advertizing investments in radio in four cities from five comes the category "Car-motor-".
More visually differences in structure of the radio advertizing market Volga Federal District can be seenin Table 4. In it green positions in which the share of category in the city is higher, than on the average, and red – where value of a share of commodity group in the city is lower than average on all million plus cities are painted.
At once is evident that a share of "Retail" in all five Volga cities above an average, and a share of the category "Construction, Real Estate" – below. Plus, in all cities of the district high values of a share of the category "Service".
Table 4. Indexes of coincidence * a share of commodity categories in the cities on average values. (An assessment of department of commercial marketing of EMG on the basis of data of monitoring of a radio advertizing in million plus cities for 2015. TNS Media Intelligence)
Some other features of structure of the market and dynamics of separate categories in the cities were commented by representatives of the local markets.
Morozova Marina, the commercial director of the Nizhny Novgorod radio holding, answers a question, why in Nizhny Novgorod a high share of the category "Car-motor-": "Initially the proximity of GAS pushed to opening of a large number of motor shows, to us went for gazelles, special equipment … Subsequently the same motor shows started expanding, and on their base the motor shows focused on the international brands" were under construction.
In Nizhny Novgorod also high share and high rates of growth (%2B78% against average on all million plus cities %2B14%) in the category "Service". Ivantsova Natalia, GKVR Nizhny Novgorod: "Such big distortion (in a category share) is connected with presence on radio of the European Center of Acquaintances (they write themselves from capital letter and without quotes). This Center, as well as station on which it takes place, one person owns. Therefore it has there a free advertizing. Because of it big share in a category "Service" assessment. Also there is a lot of barter on small clients".
Ovsyannikova Helena, the deputy director for work with corporate clients of Advertising group "ART-radio" offers to these figures some other explanation: "Many of serving sector conduct "clever" price policy, without lifting up the price, and leaving them at the same level or reducing (that makes services available for the consumer in crisis). At the same time many new firms open, from here and growth, but it is necessary to look in prospect who will survive who is not present".
High figures of a share of the category "Sports" at high positive dynamics in Samara are made comments by Trushlyakova Catherina, the head of department on work with corporate clients of VKPM <38> branch Samara : "In sports in Samara is engaged not only youth, but also pensioners that, of course, influences size of the market of services. Inhabitants Samara actively get subscriptions in the fitness centers, the centers with the pool enjoy popularity. In the category "Sports" advertisers "Geyser", "Alex fitness", "Sportzavod", "Zebra", Kinup Wellness, X-fit, etc."
I one more comment Trushlyakova Catherina, the head of department on work with corporate clients of the VKPM branch, concerning sharply negative dynamics of the category "Construction, Real Estate" in Samara are active: "This fact is connected with a crisis situation. Advertisers choose visual carriers from the category "Construction, Real Estate" (TV, outdoor advertizing). Housing prices do not raise, the management of the companies considers: if the prices fall, potential buyers will come to them independently".
High value of a share of category "Banks, Finance" to Kazan are made comments by the partner of EMG, decided to remain unnamed: "Local banks, I will not dare to compare their quantity on regions, actively and often use radio. There is a "gregarious" effect. Let and remains".
I one more comment on advertizing of the banking sector to Kazan: "The only thing that we feel, so is centralization of many budgets for the banks which representations are present at the city. Because of it the course of many budgets was replaced".
Certainly, cited all features of development of the markets of a radio advertizing even in the large cities of the district cannot capture span. But they show as far as differ from the city to the city and structure of the market of radio, both growth drivers, and other influencing factors.
Summing up the result of this review, there is a wish to pay once again attention to heterogeneity and a variety of the local markets of a radio advertizing to Russian Federation even within one federal district.