ABA presented a rating of the most effective Telegram news channels

The Association of Bloggers and Agencies (ABA) has presented a rating of the most effective Telegram news channels and their transitions to MAX over the past six months. The study took into account both the size of the audience and the actual performance indicators: engagement, growth dynamics and advertising activity. Also, as part of the analysis, attention was paid to working with new platforms, in particular, the presence or absence of a channel "mirror" in Maks.

News Media Holding channels demonstrate high positions in the rating: Mash channel took the first place, Baza entered the top five, and SHOT and Mash at the Sink are in the top 20.

The ABA emphasized that an integrated approach was applied in the formation of the assessment. The final position of the channels was formed on the basis of several metrics at once, including coverage, ER, audience engagement and the quality of advertising integrations. The approach allowed the agency to talk about really effective media in Telegram, and not just about the largest in terms of audience size.

Among the main market trends, there is a shift in focus from the number of subscribers to audience engagement, an increase in the importance of advertising activity and a strengthening of the position of information leaders.

Maxim Iksanov, CEO of News Media Holding, noted that it is important for their team to determine success using real metrics.

"The fact that we occupy a leading position in the ratings of Telegram channels is, of course, good. But you need to understand where the statistics are empty, and where the figures are supported by facts. And you need to listen to the second case. Today we see that our projects set the standards of efficiency for the entire market," he said.

At the same time, Iksanov said that the holding is actively increasing its presence at Maks: the audience is growing every day, engagement is increasing, and large advertisers are coming. Brands already see the potential of this platform and enter it together with News Media Holding projects. In fact, they are now going through the same path that they once went through on Telegram, only faster.

The ABA rating is a tool for evaluating the effectiveness of channels from the point of view of advertisers and brands. It allows you to choose sites based on real returns; understand where the audience is really involved, and evaluate the stability of channels over time.