The Market of Television Advertising in Russia (2020-2022)

Advertising plays a key role in stimulating economic activity. It not only provides consumers with information about various products and services but also helps consumers make informed choices regarding goods or services, which in turn contributes to increased sales and revenue growth for businesses, supporting their development. Thus, advertising significantly affects market dynamics, stimulating economic progress and innovation. This work sheds light on the situation in the television advertising market in Russia for the period 2020 – 2022. To this day, the majority of the Russian population still consumes content and information via television. The work includes fundamental theoretical approaches and concepts, historical aspects related to research in the field of advertising, and reviews current research and reports published by Russian associations and market professionals. The main part of the study involved identifying factors that affect the expenses of more than 1000 advertisers in 2021–2022. The factors include indicators collected by analytical agencies to analyze the effectiveness, quality, and reach of TV advertising. The methodology for data collection and analysis is disclosed, describing the selected research tools and evaluation criteria. Special attention is given to the use of the decision tree statistical tool to analyze the impact of various factors on advertising expenses. The concluding part of the work presents the interpretation of the results and discusses their significance for future research in the field of advertising.