Card operator "Mir" doubled its advertising expenses over the year - to 3.4 billion rubles

The National Payment Card System (NSPK, operator of the Mir payment system) spent 3.4 billion rubles on advertising, marketing and PR in 2019. This is with reference to the NSPK annual report ( .pdf ); reported by Interfax

According to the agency, in 2018, the NSPK spent 1.6 billion rubles for the same purposes. The press service of the NSPK agency "refused to comment on the dynamics of advertising costs."

In the company's annual financial report, among other things, it is said that in 2019 NSPK conducted "two image campaigns" of the Mir payment system. The main channel for both campaigns was federal TV.

“The [advertising] message was based on the fact that when we buy a product, it becomes part of our life, we make it ours. And the Mir card (payment system — approx. Meduza) helps us with this,” write the authors of the NSPK annual report.

According to the NSPK, the coverage of the first campaign (it ran “from May to June” 2019) amounted to 106 million people, the second one (it ran “September to October”) – 101 million people.

According to NSPK, in December 2019, Mir brand awareness was 90% compared to 78% a year earlier, and fame was 46% compared to 31% in December 2018.

• According to the Sostav.ru portal cited by Interfax, Tinkoff Bank became the largest advertiser among financial institutions in Russia in 2019. Its annual advertising budget is estimated at 2.7 billion rubles. Sberbank spent 2.5 billion rubles on advertising in 2019, the agency writes.
• Interfax clarifies that the NSPK in the report indicates the total costs of advertising, marketing and PR, and the Composition rating took into account only advertising on TV, on the Internet, on radio, as well as outdoor advertising.