The Russian ad sales house Video International (VI) is set to exceed the 35% market share limit imposed by the law “On Advertising.”
The legislation, enacted last year, was designed specifically to curtail VI’s previously dominant position in the TV ad sales market.
According to Kommersant, eight channels have continued to cooperate with VI since the law came into effect, with CTC and RTR having created their own ad sales houses but retained VI as an advisor.
Current estimates put VI’s market share at 34.58%, with CTC Media on 19.67% and RTR on 19.05%.
The grouping Gazprom-Media and Alcazar meanwhile claim 26.39%, with Zvezda and Mir the remaining 0.31%.
If VI is found to have exceeded its market share, it will not be required to terminate contracts with some of its clients immediately but rather when they expire.
