OREANDA-NEWS  On 04 March was announced, that the Federal Antimonopoly Service (FAS Russia) held a meeting of the Advisory Council on the Market for the Advertising Services. The Russian Association of Communication Agencies (ACAR) and the Association of Branded Goods Manufacturers (RusBrand) presented the project on organizing sectoral TV-audit (media-audit).

Representatives of ACAR and RusBrand stated that the suggested scheme of media-audit was the product of meticulous work of the experts of these organizations. It takes into account the interests of all market participants, including the companies - advertisers and the advertising agencies. Under the proposed format, the data received from the sellers of commercial TV airtime will be initially accumulated by a financial auditor and then forwarded in a consolidated form to a media auditor for further analysis.

According to Renat Yanbukhtin, the Co-Chairman of the working group from ACAR, "The two steps in data processing should guarantee confidentiality of the business transactions with clients". He also informed the session about the organized tender and the criteria for selecting the winner - ЕММ. Dmitry Kuraev, the National TV-Audit Project Leader, of ЕММ, presented the proposed techniques for sectoral media-audit to the Advisory Council. For instance, he pointed out that to ensure pricing transparency on the Russian market of TV-advertising, it is planned to prepare and publish analytical reports on the groups of TV channels and advertisers segments: from the largest companies to those occasionally appeared on TV.

EMM will present detailed information on the average market cost of the advertising inventory for every segment of advertisers. As a result of the work of the media-auditor, the companies - advertisers and the advertising agencies will also get a tool for calculating the price targets for mid-market prices, with account of comparable distribution parameters (TV channels, months, time of the day, etc.). Also EMM will forecast developments of the market of TV advertising.

Summing up the discussion, the Advisory Council approved the project for sectoral TV-audit and the proposed techniques, and concluded to continue implementing the project.