Review of recent advertising campaigns in Ukraine within the framework of the presidential/parliamentary elections.

1. POLITICAL ADVERTISING 2014 VOTE CAMPAIGN ON TV
Rolskiy Olexandr

2. THE LAST TWO CAMPAIGNS WERE LESS ACTIVE, COMPARING WITH THE 2010-2012 YEAR. THIS IS DUE
TO THE FALL IN THE OVERALL ADVERTISING MARKET IN 2014.
ALSO WORTH NOTING IS A MUCH LARGER NUMBER OF RATINGS PURCHASED DURING THE
PARLIAMENTARY ELECTIONS COMPARED TO PRESIDENTIAL ELECTIONS.
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
2010 Presidential campaign 2012 Parliamentary campaign 2014 Presidential campaign 2014 Parliamentary campaign
Political Activity, EqGrp
Source: 2014 - Nielsen, 2013 – GFK Ukraine.
TA: All 18+

3. POLITICAL LANDSCAPE 2014 VS 2012
THESE TWO CHARTS SHOW THAT THOSE POLITICAL PARTIES WHO ARE AT AUTHORITY OF THE
COUNTRY, ALSO DICTATE CONDITIONS AND TRENDS IN THE MEDIA INDUSTRY.
Source: 2014 – Nielsen, 2012 – GFK Ukraine TA: All 18+
Народный
фронт , 20%
Батькiвщина
в, 16%
Оппозиционны
й блок, 14%
Блок Петра
Порошенко,
13%
Сильная
Украина , 9%
Радикальная
партия Олега
Ляшко, 8%
Самопомощь
объединение ,
5%
Коммунистичес
кая партия
Украины, 3%
Свобода
всеукраинское
объединение,
3%
Партия
развития
Украины, 2%
Others,
5%
2014
Батькiвщина
ВО
22% Зеленая
планета
1%
Коммунистичес
кая партия
Украины
10%
Наша Украина
13%
Партия
регионов
32%
Радикальная
партия Олега
Ляшко
0%
ВО Свобода
2%
Украина-
вперед! партия
Наталии
Королевской
13% 2012

4. ACTIVITY BY PARTIES
PRACTICALLY ALL PARTIES, WHICH EVENTUALLY EMERGED IN PARLIAMENT CONDUCTED A POWERFUL
ADVERTISING CAMPAIGN ON TV.
TOP 4 ADVERTISERS HAVE 63% SHARE OF THE VOTE DURING THE CAMPAIGN.
AT THE SAME TIME AN IMPRESSIVE CAMPAIGN OF STRONG UKRAINE HAS NOT HELPED THEM TO GET
INTO PARLIAMENT.
20%
16%
14%
13%
9%
8%
5%
3.4% 3.3%
2%
5%
0%
5%
10%
15%
20%
25%
Activity by parties
63%
Source: 2014 - Nielsen, 2013 – GFK Ukraine.
TA: All 18+

5. ACTIVITY IN THE LAST 4 WEEK
ADVERTISERS PREFERRED MAKING AN IMPACT IN THE LAST 1-2 WEEKS OF CAMPAIGN
BUT SOME BIG PARTIES PLACED MORE EVENLY, BUT MASSIVELY
19%
24%
27%
30%
0%
10%
20%
30%
40%
Week
40
Week
41
Week
42
Source: 2014 - Nielsen, 2013 – GFK Ukraine.
TA: All 18+

6. DAY PART
ADVERTISERS GIVE PREFERENCE TO PLACEMENT TVC IN PRIME TIME. AT THE SAME TIME, LEADERS IN
THIS CATEGORY FINISHED THE CAMPAIGN WITH IMPRESSIVE PERFORMANCE IN THE AREA OF 90%
69%
71%
75%
76%
80%
81%
88%
96%
0% 20% 40% 60% 80% 100%
Оппозиционный блок
Народный фронт
Сильная Украина
Радикальная партия Олега Ляшко
Батькiвщина всеукраинское объединение
Самопомощь объединение
Блок Петра Порошенко
Свобода всеукраинское объединение
Off-Prime
Prime
Source: 2014 – Nielsen
TA: All 18+

7. FIGURES OF THE SPOT POSITIONS SHOW, THAT SOME ADVERTISERS HAVE INCREASED THEIR NATIVE
SHARE OF FIRST POSITION BY FIXING.
11%
13%
18%
19%
21%
22%
25%
49%
0% 20% 40% 60% 80% 100%
Радикальная партия Олега Ляшко
Свобода всеукраинское объединение
Блок Петра Порошенко
Батькiвщина всеукраинское объединение
Народный фронт
Сильная Украина
Самопомощь объединение
Оппозиционный блок
First
Last
Middle
Next to
Last
Source: 2014 – Nielsen
TA: All 18+

8. PLACEMENT BY TIME-BANDS
POLITICAL ADVERTISERS, COMPARING WITH COMMERCIAL, TRYING TO FOCUS IN EVENING PICK-
PRIME, WHEN MOST OF THE CHANNELS BROADCAST NEWS OR POLITICAL TOP-SHOW.
0%
2%
4%
6%
8%
10%
12%
14%
16%
Political
Commercial
Source: 2014 – Nielsen
TA: All 18+

9. PLACEMENT BY WEEKDAY
COMMERCIAL ADVERTISERS PLACED MORE EVENLY, IN TURN POLITICAL - PARTICULARLY ACTIVE IN
FRIDAY AND SATURDAY
0%
5%
10%
15%
20%
25%
Political
Commercial
Source: 2014 – Nielsen
TA: All 18+

10. 6%
15%
23%
12%
9%
22%
13%
БАТЬКІВЩИНА Kiev
Nord
West
South
East (Donetsk ,Lugansk)
East (Dnipropetrovsk,
Kharkiv)
Centre
6%
14%
24%
12%
9%
20%
15%
БЛОК ПЕТРА ПОРОШЕНКО
Kiev
Nord
West
South
East (Donetsk ,Lugansk)
East (Dnipropetrovsk,
Kharkiv)
5%
14%
20%
11%10%
26%
14%
НАРОДНЫЙ ФРОНТ
Kiev
Nord
West
South
East (Donetsk ,Lugansk)
East (Dnipropetrovsk,
Kharkiv)
Centre 18
6%
15%
20%
12%11%
23%
13%
ОППОЗИЦИОННЫЙ БЛОК
Kiev
Nord
West
South
East (Donetsk ,Lugansk)
East (Dnipropetrovsk,
Kharkiv)
Centre
ADHESION INDEX
ADHESION INDEX - A MEASURE THAT CHARACTERIZES THE PROFILE EVENT FOR AUDIENCES. ACCORDING TO THE
DIAGRAMS, YOU CAN SEE WHAT THE AUDIENCE(REGION) HAS INVESTED THE GREATEST CONTRIBUTION TO VIEW CLIP
OF EACH POLITICAL FORCE.
Source: 2014 - Nielsen
TA: All 18+

11. POLITICAL TOP-PROGRAMS
ШУСТЕР LIVE DECREASED RATING, DUO TO THE INCREASING QUANTITY OF ISSUE AND CHANGE
CHANNEL: FROM INTER TO FIRST NATIONAL. TWO OTHER PROGRAMS IMPROVED THEIR
PERFORMANCE
88%
-46%
113%
-80%
-40%
0%
40%
80%
120%
160%
0
0.4
0.8
1.2
1.6
2
Свобода слова с
Андреем
Куликовым
Шустер Live Прямой разговор
2012, rat%
2014, rat%
Diff, %
Source: 2014 - Nielsen, 2013 – GFK Ukraine.
TA: All 18+