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TV ad sales perk up in Germany, Russia

Revenue is on the rebound in two countries

Television advertising is rebounding in Russia and Germany, as reflected in financial returns from Pan-European broadcasting group ProSiebenSat.1 and Russia’s Video Intl., the country’s biggest media advertising group, as well as its biggest broadcaster CTC Media.

In Germany, the Munich-based ProSiebenSat.1 saw a dramatic hike in first-quarter net profit from E1.7 million ($2.25 million) in 2009 to $28.1 million this year, while total revenue rose $41.6 million, or 5%, to $873.4 million.

Revenue at the German-speaking free TV division gained $37 million, or 7.2%, to reach $552 million. The conglom’s other European free TV assets saw revenue rise by $9.1 million, or 4.5%, to $212.7 million.

ProSiebenSat.1 also managed to cut its debt by $107 million to $4.5 billion.

In Russia, figures for the first two months of 2010 released by Video Intl. show TV ads up by 4% to 14.6 billion roubles ($497 million) compared with the same two months last year.

CTC Media, Russia’s leading commercial broadcaster, saw advertising revenue grow in the first quarter by 18% from $99 million last year to nearly $117 million this year.

“The collapse of the media advertising market in 2009 was not as deep as thought,” said Video Intl. spokesman Anton Charkin. “Television advertising should return next year to levels last seen in 2008 — its best year ever in Russia.”

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