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Create: 2025-06-24 Update: 2025-07-03 02:26:24

Треть россиян доверяют телевизионной рекламе

Имена она помогает разобраться в многообразии брендов

31% россиян больше всего доверяют ТВ-рекламе, при этом 47% считают, что она помогает ориентироваться в товарах, услугах и брендах. Об этом сообщает «Коммерсант» со ссылкой на заявление руководитель департамента бизнес-аналитики, маркетинга и коммуникаций НСК Ларису Щипанову.

В 2024 году аудитория ТВ составляла 136 млн человек, в среднем 64% россиян смотрят телевизор ежедневно. При этом 67% потребителей признаются, что смотрят рекламу на ТВ чаще, чем в других медиа. По данным НСК, 55% медиаинвестиций рекламодателей в России приходится на ТВ.

«Вернусь в 2022 год, когда привычные бренды ушли, появилось очень-очень много новых. И именно потребители, по 50−70% опрашиваемых, говорили: нам нужен телевизор, рекламируйте, пожалуйста, эти товары. Нам нужна информация, мы купим, если увидим рекламу по телевидению, потому что это проверено и надежно», — рассказала Щипанова.

По данным Ассоциации Коммуникационных Агентств России (АКАР), общий объем рекламного рынка России в 2024 году достиг отметки в 904 миллиарда рублей. На видеорекламу (ТВ+OLV) пришлось более 284 млн, за год рост составил 23%.

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Треть россиян доверяют телевизионной рекламе

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