Internews-Armenia published the findings of the research "The Study of Advertising Market in Armenia". The research was based on an expert interview administered on May 10-30, 2002 aiming at determining the value cost of the advertising market in 2001-2002, the dynamics and the prospects of its development. 80 experts, surveyed by in-depth interview method, presented the Armenian advertising agencies, media and the major companies operating in the country.
According to the research findings, the total volume of advertising last year was distributed as follows: 51% was TV advertising, 16% – radio ads, 14% – outdoor advertising and 12% was the share of print advertising, including that in press. The remaining 7% were made up with other advertising media (Internet ads, corporate accessories, event sponsorship, etc.). According to expert estimations, this year the following dynamics is expected at the advertising market of Armenia: the TV and outdoor advertising will grow to 55% and 20%, respectively, and the shares of radio and print advertising will decrease to 15% and 10%, respectively. The low print media reliance, as experts believe, is due primarily to the small circulation of the newspapers, while the outdoor advertising is currently booming.
Thus, the main advertising vehicle in Armenia is television. As the research shows, the mean value of TV advertising comes to $150,000. 70% of the volume is accounted for by three broadcasters: Public Television of Armenia (30%) and private TV companies "Prometheus" and "Armenia" (20% each). The medium sales volume group included, according to the expert estimates, the Russian NTV rebroadcast in Armenia, the private TV companies "A1+" (the latter was evaluated by the period before it stopped broadcasting on April 2, 2002) and "Shant". "Dar 21" TV channel, rebroadcasting Russian "MuzTV" was the closest to the medium group. The other TV companies were classed as having the smallest sale amounts. Advertising sales are very low in the regional TV companies (0.7-1% of the total advertising volume in the country). The experts were also asked to grade how attractive the TV channels are for advertisers. The highest grading was given to Public Television of Armenia (the mean grade was 5 on a 5-unit scale), followed by NTV, "Prometheus" and "Armenia" scoring 4 each. Each of six TV companies ("A1+", "Dar 21", "Shant", "Cinemax", CNN, "ARMENAKOB") scored 3, "Hayrenik" and "Yerevan" scored 2, "5th Channel" and "AR" scored 1.
