Newsletter February ENG

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Media month in 5 minutes

Release #02, February 2021

February news in Carat & dentsu Ukraine

Media Maker is a new specialized agency within Dentsu Ukraine.

7 global media trends from Сarat: screenless media, the metaverse and social screening.

Dentsu Ukraine told about a romantic relationship between the agency and the client.

TV Insights

Valentine's Day on TV 2021: TOP-5 programs

On Valentine’s Day, women watched on TV movies about love: «Formula of happiness» on the channel Ukraine, «Titanic» on the New Channel. The men preferred the news on ICTV, 1+1 and action films: «Lockout» (2012) and «The Tuxedo» on ICTV. But their viewing were combined by «The Voice» on 1+1 and «Facts of the Week. 100 minutes» on ICTV.

Source: Nielsen Ukraine, Period: 14.02.2021, TA1: W 18-54, 50K+; TA2: M 18-54, 50K+.

The television advertising market is growing rapidly

According to the results of the first month of 2021, it is already possible to talk about achieving the forecasted market growth of 10%.

AVOD luring brands and viewers from linear TV- WARC «World Trends in Advertising»

Broadcast’s loss was mostly AVOD’s (ad-funded video on demand) gain, as brand investment in streaming platforms grew by 9.9% to $26.7 billion. Over the next five years, that investment in the US market – the world’s largest – is set to treble to $24.2 billion.

The youth fell in love with TV again - Ocean Media Plus

Breaking down stereotypes with numbers: TV viewing time in January was more than 5 hours among young people, which is the highest rate in the last 6 years.

Hot news for small talks

Social Network Clubhouse has gathered 4.5 million members just in half a month.

What did Ukrainians buy for their loved ones on Valentine's Day?

The mobile app rating since January 2021: Viber lost the lead, and Telegram once again increased coverage and outperformed Fb Messenger.

The first research of gamers was conducted in Ukraine.

Ukrainians spend 88 minutes a day in Tik Tok. Research «Kyivstar».

Mastercard presented the updated marketing platform Mastercard Bilshe.

Аnalytical corner

Outdoor Advertising Market Overview 2020 - Posterscope Ukraine

In general, the Out-of Home market drawdown in Ukraine is 25%, in the world - 23%. But in 2021, investments in Ukraine are predicted to grow by 17%, in the world - 15%.

Valentine’s Day Trends 2021

According to the annual survey of the Mastercard Love Index, over the past decade, Ukrainian spending on gifts and impressions on Valentine’s Day has increased more than tenfold, while on average in Europe the rate has increased only three-fold.

What online services do consumers visit more during a pandemic?

62% of those surveyed in December saying they check the weather online on a daily basis. This is followed closely by the share of those who have gone online to watch TV shows and movies on a daily basis (61%). About half (51%) of those surveyed are turning to online services on a daily basis in order to communicate with friends and family.

Cases

Valentine's card for competitors: Silpo has declared his love to other food chains.

On Valentine’s Day, WOG checks were adorned with the sensual lyrics of Ukrainian stars' songs.

CASE Burger King Belarus: How to increase efficiency in a highly competitive environment.

Editorial team

Olha Profatylo

Insights&Survey Researcher

Valeriia Vlasenko

Analyst Intern

Contacts

Phone: 044 498 8454
E-mail: newbiz@carat.kiev.ua

58/10 Simyi Prakhovykh Street, Kyiv 01033