13 july 2015, 07:12

«Tricolor TV»: new advertising model

In June, 2015 advertising agency «А2» (exclusive sales-house of «Tricolor TV») and advertising agency «Alkasar-media», representing interests of NTV and TNT television channels, have concluded a cooperation agreement. The agreement creates new model of TV advertising — federal commercial modules on popular Russian television channels on the airwaves of paid TV provider.

Under the terms and conditions of the agreement, the federal NTV and TNT television channels, broadcasted in the network of the largest Russian provider «Tricolor TV» will have unique advertising breaks which will help planning and realization of federal advertising campaigns focused only on paid TV audience.

The new implements is made for the following advertiser cluster — multiregional companies interested in advancement of own products and services, but earlier not investing in large-scale advertising campaigns in the federal mass media. The new advertising tool is not an alternative of traditional TV advertising segments and will promote attraction of participants and growth of the advertising market as a whole.

Ilia Sorokin
Director General of «А2» advertising agency
Conclusion of such an agreement is a precedent for the Russian TV advertising market. Together with our partners we form new advertising implements and all the participants of the market —advertisers, providers and certainly television channels — are interested in it.
Conclusion of such an agreement is a precedent for the Russian TV advertising market. Together with our partners we form new advertising implements and all the participants of the market —advertisers, providers and certainly television channels — are interested in it.
Peter Rybak
Director General of «Alkasar-media» group
An opportunity of advertising for an audience of satellite TV was offered earlier only by niche television channels. Now we offer advertisers such a resource for the federal television channels with essential coverage that creates new opportunities for advertisers regarding brands positioning and their promotion.
An opportunity of advertising for an audience of satellite TV was offered earlier only by niche television channels. Now we offer advertisers such a resource for the federal television channels with essential coverage that creates new opportunities for advertisers regarding brands positioning and their promotion.
Alexey Kholodov
Chief Communication Officer, Tricolor TV
«Tricolor TV» is the first Russian provider who has presented opportunities for transfer of advertising of the paid TV provider from narrow niche a segment to the federal scale. We are sure that the new segment will be strongly sought-for by the market and in due course becomes one of constant components of interaction between providers and television channels.
«Tricolor TV» is the first Russian provider who has presented opportunities for transfer of advertising of the paid TV provider from narrow niche a segment to the federal scale. We are sure that the new segment will be strongly sought-for by the market and in due course becomes one of constant components of interaction between providers and television channels.

Monthly NTV and TNT television channel audience makes1 58 million and 55 million persons, accordingly. According to the results of the first quarter of 2015 an active user’s base of «Tricolor TV» has made over 11 million households. Thus total audience of the provider according to Federal State Statistics Service in view of the number of people per one household in Russia — is about 40 million people. Measurement of actual TV watching in the provider’s network will be based on results of own TV audience measurement system, developed by «А2» agency and parameters of media measuring instrument which results are most often used in the market.

Alkasar-media

«Alkasar-media» is the leading Russian company dealing in regional TV advertising sales. Sales-house sells regional blocks on NTV, TNT, TV-3 and «Friday!» television channels (Being a part of «Gazprom-media»), 100 TV, «Saint-Petersburg», «Red-media» thematic channels.

«Alkasar-media» owns a regional network of 26 branches and co-operates with more than 100 provider companies in the largest cities of Russia.

1 TNS Russia, Russia, for the cities with population over 100 thousands, all 4 +, 2014

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