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Reklama LRT: rodyti negalima, uždrausti

Ne tik media agentūrų tarpe jau seniai netilo kalbos dėl reklamos LRT uždraudimo, ir seimas nubalsavo vieningai – nuo 2015 metų reklamos LRT kanaluose neliks. Kokią šio sprendimo įtaka reklamos rinkai? Galimi keli scenarijai:

  • “Laisvi” reklamos pinigai nusės didžiosiose TV grupėse MG ir MTG;
  • Reklamos biudžetai bus paskirstyti maždaug proporcingai visiems media kanalams;
  • Reklamuotojai, orientuoti į unikalią LRT auditorijos dalį apskritai suspręs “pataupyti”;
  • Televiziniams reklamuotojams bus puiki proga “laisvą” biudžetą išbandyti kitose media priemonėse, ir pirmiausia – internete.

Atsigaunant ekonomikai ir nuosekliai didėjant reklamos biudžetams, jaučiamas nuosaikus ir TV reklamos kainų augimas – galbūt ši biudžeto dalis bus skirta “infliacijai suvalgyti”. Tačiau viena aišku – reklamuotojui televizijoje praktiškai nebeliks alternatyvaus mažųjų kanalų pasirinkimo.

Nors didelių perversmų šie pokyčiai neatneš, su didesniais iššūkiais susidurs dvi reklamuotojų grupės:

  • Farmacininkai, kurie patrauklią LRT auditoriją galėjo pasiekti pigiau;
  • Alkoholio reklamuotojai, kuriems dar labiau apsiribos po 23h pasiekiamos auditorijos dalis.

Apibendrinant, šio sprendimo anksčiau ar vėliau reikėjo laukti, kardinalių reklamos rinkos pokyčių jis neatneš, tačiau “atsilaisvinę” 20 mln. reklamos litų – skanus kąsnelis :)

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