Almost 45% of viewers said they were ready to watch interesting ads.

A survey of Russian viewers showed that 44% of them are ready to watch ads between movies and TV series if they are interesting and involve in the plot of the commercial from the first seconds. These are the data from a study by the National Media Group (NMG) and the Platform CSP, presented on November 11 at the National Advertising Forum.

"44% of Russians continue to view ads at an interesting start, while 9% always watch them in full. At the same time, we are talking about high-quality integrations that correspond to the context and atmosphere of the content. Otherwise, integration and the film product itself, in which it is embedded, receive a negative assessment," the study says.

It clarifies that the creators of ads and advertisers watch TV about the same way every day — 22.5% and 14.8%, respectively. At the same time, "creators" are almost twice as likely to use online cinemas as advertisers. Viewers, on the contrary, turn on the TV much more often than industry representatives: about 30% watch TV every day.

As for the credibility of advertising, it inspires the most when it is broadcast on television. TV advertising is trusted by 50% of Russians, 62% of creators and 65% of advertisers.

"The credibility of an advertised product is largely determined by the strength of the brand and the simplicity of the presentation. At the same time, the accents differ: advertisers are more likely to respond to the proximity of values, content creators — to a professional appearance (shooting quality, style)," the study says.

The three most attractive elements in advertising for Russians are: humor — 43%, useful information — 36% and a fascinating plot — 31%. The professional industry describes Russian advertising primarily as functional. Her task is to convey information and provide rational arguments in favor of buying the advertised product.: This is the opinion of 50% of creators and more than 60% of advertisers. For viewers, the creative approach often plays an important role, where emotional involvement in the plot of the video is in the foreground.

According to viewers, in 10 years the number of advertising integrations in films, TV series and shows will increase. About 40% of the creators think so, and 46% of the viewers think so.

"Today, movies, TV series, and shows create new advertising opportunities for brands: advertising becomes part of a story that speaks to a person in their own language. Our research shows that viewers increasingly expect meaning, emotion, and respect for context from advertising. It is important for NMG to understand how different audiences — advertisers, content creators and viewers — perceive advertising in order to jointly develop the industry towards more effective communications for all," said Svetlana Balanova, CEO of NMG.

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In May, NMG won eight nominations in the prestigious industrial XII Award of the Association of Film and Television Producers (APKiT) and received a special prize for its contribution to the development of socially significant content. The award was presented to CEO Svetlana Balanova by producer Sergey Selyanov and theater and film actress Elena Podkaminskaya. It was noted that about 20 social advertising campaigns are implemented annually on NMG channels in cooperation with NGOs, each of which collects about 1 million rubles and increases the NGO's audience several times.

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