Domestic advertising market in the context of the coronavirus pandemic: status and prospects for development

The article examines the state of the Russian advertising market in 2020 «covid»year, analyzes the four main periods of influence of the COVID-19 coronaviruson the media industry, in particular on the television and Internet advertisingmarket. The results of a comprehensive study of consumer behavior and preferencesof Russians are presented to help brands and agencies manage strategic marketingcommunications. The article assesses the condition of linear viewing of TV, as wellas the condition of the advertising market in various segments over the period 2011-2020. The paper concludes that the segments of television and the Internet havemanaged to adapt best to this specific crisis and have strengthened their positionin the advertising market compared to other segments.