BRIF's estimates, however, are based on ad monitoring in combination with published price lists of Almaty and national channels, and do not include discounts or barter. A second method of calculating ad spend suggests a somewhat lower sum. TV advertising profits in the regions have suffered greatly in the last year. Station closures, reorganizations, and temporary loss of frequencies have left many regional TV ad markets unstable, not a good environment for growth. Ad spending as a whole in the regions has declined, is not likely to be more than five percent of the whole, and will probably continue to decline as a percent of the national market.
Foreign firms are easily the largest advertisers in Kazakhstan.
In September 1997, only five Kazakhstani companies were included in the top 30 spenders. Consumer electronics, health and hygiene products, candy, and tobacco dominate the ad market. The largest local advertisers include a pasta company and the entertainment venue Dvorets Kazakhstan. In the regions, TV advertising is overwhelmingly local. Of stations interviewed in the course of this research, only four reported receiving advertising directly from international companies and ad agencies.