Commercial advertising income of the Georgian television and radio broadcasters equaled GEL 19 million ($7 million) in the second quarter of 2022, down by GEL 4.1 million ($1.5 million) or by 17.5% YoY, the Communications Commission announced on August 9.
Naming the recent ban of gambling ads as the main reason for the reduction in income, the regulatory body responsible for broadcasting and electronic communication noted the gambling companies had been the “major financiers” of the broadcasters.
The Georgian Parliament approved new legislative regulations for online gambling businesses at the end of last year, which included a ban of gambling advertisements on TV channels, Georgian websites, as well as outdoors advertising spaces, with the law coming into force in March.
The regulatory body also noted commercial advertising revenues of TV stations had amounted to GEL 17.5 million ($6.4 million), of which 66.1% was direct advertising and 22.1% the share of sponsorship, up by 10.2%.
The top TV companies by commercial advertising revenue in the second quarter were: Imedi TV – GEL 6 million ($2.2 million) (-GEL 900,000), Mtavari Arkhi – GEL 2.6 million ($959,462) (-GEL 600,000), Media Holding (former Rustavi 2) – GEL 2.1 million ($774,950) (-GEL 400,000), Formula – GEL 1.8 million ($664,243) (same as last year), TV Pirveli – GEL 1.4 million ($516,633) (-GEL 300,000), Post TV – GEL 1 million ($369,024) (-GEL 200,000), Public Broadcaster – GEL 800,000 ($295,150) (-GEL 100,000), GDS TV – GEL 400,000 ($147,575) (-GEL 200,000), Silknet – GEL 200,000 ($73,787) (-GEL 700,000), Obiektivi – GEL 100,000 ($36,896) (same as last year) and other – GEL 1.1 million ($405,866).
As for radio broadcasters, in the second quarter of 2022 their total advertising income – including commercial advertising, sponsorship, product placement, teleshopping and classifieds – amounted to GEL 1.6 million ($590,438), down by GEL 200,000 ($73,804). (Agenda/Business World Magazine)