Rus News Journal

Naruzhka has grown up for a short while

Volume of the Nizhniy Novgorod market of outdoor advertising in 2008 has grown on 19 % in comparison with 2007, having made 617 million rbl. Such data yesterday has published management of Federal antimonopoly service (UFAS) across the Nizhniy Novgorod region. Experts specify that in the conditions of crisis positive dynamics above srednerossijskoj to the Nizhniy Novgorod market was provided with absence of an overabundance of the advertising areas and distribution of shares in favour of News Outdoor and structures supervised by it. But, under forecasts of analysts, it will not insure the local market from at least 20 - percentage falling following the results of 2009.
the data following the results of 2008 has informed on a condition of the Nizhniy Novgorod market of outdoor advertising yesterday in regional UFAS. According to supervising department, the volume of the market of outdoor advertising has made about 617 million rbl. that on 19 % exceeds indicators of 2007 (519 million rbl.) . As have explained in the Nizhniy Novgorod antimonopoly management, for last six years the regional market of outdoor advertising has grown more than in 20 times (in 2002 the market volume made 30 million rbl.) . The basic players of the local market of outdoor advertising, according to UFAS, in comparison with last year have not changed are regional representation News Outdoor (NOR), under control NOR Open Company ANZH, Rektajm Rosserv Nizhnovreklama RiM NN and also local office Gallery. Their shares in the market antimonopolshchiki do not name.

calculations Nizhniy Novgorod UFAS coincide with estimations of leading branch agency ESPAR - the Analyst under which data last year the volume of the Nizhniy Novgorod market of outdoor advertising has made 538,3 million rbl. without advertising on transport and in underground. In total following the results of 2008 in Bottom was more than 3,5 thousand advertising surfaces of different formats, including 1,95 thousand on boards 63 m, 1,1 thousand city - a format. A share of Nizhniy Novgorod representation NOR ESPAR - the Analyst Estimates in 16,9 % under control NOR of the companies - in 3,9-10,2 %, Gallery - 3,7 %.

Experts notice that the Nizhniy Novgorod indicators have outstripped srednerynochnuju dynamics of growth: according to Association of communication agencies of Russia (AKAR), in 2008 volumes of the market of outdoor advertising in the country have increased by 13 % (in 2008 - 45,8 mlrd rbl., in 2007 - 40,4 mlrd rbl.) . The general director of agency ESPAR - the Analyst Andrey Berezkin explains it the balanced offer of the Nizhniy Novgorod market (on 1 thousand inhabitants in Bottom it is necessary 43 sq. m of the advertising areas whereas, for example, in Ekaterinburg, Chelyabinsk, Novosibirsk - 81 sq.), and also that in the market one player and structures under control to it dominates: In a crisis situation absence of an overabundance of the advertising areas and such distribution of shares has helped region . The director of Nizhniy Novgorod branch News Outdoor Tatyana Arhipov confirms that contracts NOR basically annual, therefore market falling in the fourth quarter 2008 has not affected almost growth indicators.

under forecasts of experts, features of the Nizhniy Novgorod market will not insure him from falling in 2009. According to AKAR, only following the results of the first quarter of this year volumes of the Russian market of outdoor advertising were reduced to 36 % in comparison with the similar period of 2008 and has made 6-6,5 mlrd rbl. Regional indicators of falling of the market of outdoor advertising of separate cities, including Nizhni Novgorod, following the results of the first quarter more low - an order of 30 % - Andrey Berezkin speaks. The president of the Union of professionals of outdoor advertising Sergey Kljushkin says that now in the market positive dynamics was outlined, but to do positive forecasts following the results of a year while early. Since April traditional seasonal growth which usually makes 10-15 % has gone, but in the summer the next recession is inevitable. At the best following the results of a year falling will make 20 % - mister Berezkin adds. Calculations of the general director art - studios Klim Anatoly Igonina are more pessimistic: By its calculations, following the results of 2009 the Nizhniy Novgorod market waits for 40 % - noe reduction of volumes.