Commercial TV, radio advertising income in Georgia reached $6.59 mln in Q3 - Communications Commission

The commercial advertising revenue of Georgian broadcasters amounted ₾18.1 million ($6.59 mln) in the third quarter of 2024, in a 6.9 percent decrease compared to the previous year’s figures, the national Communications Commission said on Wednesday.

The regulatory body, responsible for broadcasting and electronic communication, said TV stations’ revenue had decreased by 10 percent, with earnings amounting to ₾16 million ($5.8 mln).

The share of direct advertising revenue was 74 percent, while product placement amounted to 13.5 percent.

The Commission noted the latest data only covered commercial advertising revenues, as the third quarter of this year also marked the start of the pre-election period for the parliamentary elections held last month.

During the campaign season the broadcasters were permitted to air paid political advertisements, resulting in a redistribution of broadcast time between commercial and political advertising, and leading to less time being allocated for commercial advertising.

The top five TV companies by commercial advertising revenue in the Q3 were:

1. Imedi TV - ₾5.6 million ($2.0mln) (-₾0.7mln y/y)
2. Media Holding (Rustavi 2) - ₾2.1 million ($765,090) (-₾0.4mln y/y)
3. Mtavari Arkhi - ₾1.6 million ($582,926) (-₾0.2mln)
4. Post TV - ₾1.4 million ($510,060) (-₾0.4mln y/y)
5. Formula - ₾0.8 million ($291,463)

For radio outlets, the total advertising revenue increased by 25.1 percent, to 2.1 million ($765,090) in Q3, of which direct advertising comprised over 90.1 percent and sponsorship under 9.9 percent.

Commercial revenue measured by the Commission includes commercial advertising, sponsorship, product placement, teleshopping and classifieds.