Gazprom Media’s advertising sales unit Alcazar Media has signed up with pay TV platform Tricolor’s ad sales arm A2 to provide regional opt-out advertising for Russian free-to-air channels NTV and TNT, according to local media.
According to Vedomosti, Alcazar Media sees the deal as a pilot project that will enable it to judge if selling regional advertising through Tricolor TV is more cost-effective than buying regional advertising blocks on a city-by-city basis. Most viewers in central Russia and Siberia view the channels via cable and satellite rather than terrestrial broadcasting and currently only view country-wide advertising rather than the local opt-outs. However, Tricolor TV uses its own audience measurement system rather than the Russian standard audience measurement system supplied by TNS.
Tricolor TV has been offering regional advertising to a number of niche channels but NTV and TNT are the first national channels to sign up for the service.
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12 May 2021 @ 19:00:01 UTC