BAKU, Azerbaijan, Dec. 4
By Klavdiya Romakayeva - Trend:
The volume of the media market in Uzbekistan in 2021 will reach 600 billion soums ($57.5 million), marketing director of the International media service conference in Uzbekistan Elena Pivovarova said, Trend reports referring to AdIndex.ru.
Pivovarova noted that the growth of investments in television advertising in Uzbekistan will amount to 23 percent compared to last year.
“Compared to other countries, high demand is primarily due to the fact that television is the only measurable media channel in Uzbekistan, which has the largest audience coverage, the lowest cost per advertising contact and the highest return on investment, especially with long-term advertising campaigns for a period of three months or more,” she said.
The central geo-strategic position of Uzbekistan in Central Asia, as well as the maximum population in the region, makes the country an attractive sales market. Over the past three years, Uzbekistan has strengthened its position in the "Doing Business" rating to create the most favorable conditions for doing business, and also entered the TOP-5 countries with economies in transition that received the largest volume of foreign investment.
The expert believes that these factors make investing in television advertising to promote products a highly profitable investment. Therefore, the television market in Uzbekistan in the coming years will continue to grow, including due to an increase in the number of new international advertisers.
“According to our forecasts, in 2021 the media market of Uzbekistan will reach the level of 600 billion soums with a positive trend of 17 percent, the volume of the TV advertising market will increase by 20 percent and will amount to 410 billion soums ($39.3 million). Estimation of TV budgets includes sponsorship and commercial stories,” Pivovarova added.
In addition, this year, despite the decline in the activity of some categories, a growth has been noted in all top groups of advertisers. Rankings sales increased 43 percent compared to 2019. The dynamics of the top ten budgets amounted to +64 percent compared to last year.
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