Photo: Sergei Pivovarov / RIA Novosti
Campaign of the Ministry of Finance to promote the bonds to the public will be posted on TV and radio as social advertising, meaning free. The price of a similar campaign on commercial terms would begin from 50 million rubles.
Advertising campaign of Federal loan bonds to the public (BFL-n), which the Finance Ministry plans to start on 10 April, a week before the release of papers themselves, will be placed as a social, i.e. on a free basis. About it told RBC two sources in the financial industry familiar with the plans of the Ministry, and confirmed by representatives of VGTRK, “Gazprom-Media” and “TVC”.
“Advertising will last a month and will go on seven TV channels — “Russia 1” “Russia 24”, TVC, NTV, “Match TV” REN TV “channel five”, as well as three radio stations — “Moscow speaking”, “Autoradio”, “Vesti FM” — listed one of the interlocutors of RBC in the financial market.
RBC was able to see the planned broadcast footage (duration 15 and 30 seconds), which received one of the channels. A 30-second clip kids, teachers, retirees, young couples. “It is we, the millions of us. We are incredibly different: strong, wise, talented, loving. We make plans, learn, travel, grow — the voice-overs. — We all have our own goals and aspirations. But we all want to look with confidence in tomorrow. Build your financial reserves today. Federal loan bonds for the population is a reliable way to save money and get a guaranteed income. The national savings program. Future guarantee”. The last words in the frame appears the logo of the Ministry of Finance, the name of the program, revenue bonds (8.5%).
The main difference between a short version of the video that the narrator indicates the possibility to purchase bonds in Sberbank and VTB 24 (on the screen appear the names of the banks and their contact details).
It is the mention of specific banks confused some channels, told RBC sources. They felt that campaign Finance is not socially educational, and commercial nature. According to the law “On advertising” the social advertising is not permitted the mention of specific trademarks and legal entities, and the rollers of the Ministry are the logos of banks and calls to buy bonds, says the interlocutor of RBC.
In a press-service of the Ministry of Finance to a request to RBC about the details of the advertising campaign has not responded. Representatives of the holding company VGTRK, and NTV (enters in “Gazprom-Media”) is said to be considering the question of placing social commercials of the Ministry. The representative of radio station “Moscow speaking” said that the request from the Ministry of Finance were reported in the media plan those clips there. As the press service of TVC and “Match TV” (the latter also enters in “Gazprom-Media”) told RBC that the decision on the placement of the rollers has been made. “The size and commercial characteristics of the accommodation we do not comment”, — said the representative of “Transaero”.
What are the bonds for the population
The intention of the Ministry of Finance to host in April the first issue of bonds to the public (BFL-n), which can be purchased in Sberbank and VTB 24, said RBC Finance Minister Anton Siluanov said at an investment forum in Sochi. According to officials, the volume of the first issue of 20 billion rubles, the nominal value of paper — 1 thousand roubles, with a maturity period of three years, semiannual coupon.
Minimum investment in OFZ-n will be 30 thousand rubles, while the amount of the Bank fee for the sale and redemption of securities will be 1.5% of the amount to 50 thousand rubles., 1% — in the range of 50-300 thousand rubles and 0.5 percent — more than 300 thousand rubles. The yield on average will exceed rates on Bank deposits and yield on three-year OFZ bonds, which are traded on the market, said the head of the Department of state debt and state financial assets of the Ministry of Finance Konstantin vyshkovsky.
The reverse side of the resource
According to the founder of the communication group Movie Catherine Slavinoj, social advertising “for several years, free of charge, not stirred”, we can talk about discounts, which on average can reach 15-20%. However, in some cases, the decision to grant the accommodation may be taken “at the management level,” says Selyavin. The existence of such practices on the “order from above” permits and associate Professor in the Department of integrated communications, HSE Pavel Rodkin.
The interlocutor of RBC, close to the National advertising Alliance (NRA; megaproducer television advertising), said that in the case of national bonds we are talking about posting free social advertising, so the issue is solved without the participation of the seller.
If the Finance Ministry is housed under commercial conditions, the cost of the campaign could range from 50 million to 70 million rubles, said Yekaterina Selyavin. These figures are comparable with the RBC calculations based on data provided by advertising agencies included in the ADV Group.
The flip side of the use of “administrative resources” in order to save may be low efficiency of an advertising campaign, draws the attention of creative Director, advertising research Center Grand Prix Vladimir Vainer. “TV stations will put it in unsaleable ineffective for displays time,” explains his point of view of the expert.
By law, the media have the right to withdraw from the annual volume of advertising on social 5%. To this extent, tax exempt. Attempts were made to increase the share of social advertising on TV. For example, in 2015, the state Duma Deputy from the LDPR Ivan Sukharev took the initiative to bring it to 20%, wrote “Izvestia”. In his opinion, it would attract people’s attention to social and cultural issues.
In fact, the media do not choose even the existing quota. As estimated by the NRA on the basis of the data of Mediascope, at the end of 2016, the Federal television channels in the average allotment to the social is only 1.3% of the advertising time.
The advertising market in Russia to 2016 rose 11% and reached a record level since the beginning of the century — 360 billion rubles., estimated by the Association of communication agencies of Russia (ACAR). While TV advertising rose by 10%, up to 150,8 billion rubles. Thus, it accounts for 42% of the market.