EVALUATION OF ADVERTISING TURNOVER IN RUSSIAN TELEGRAM CHANNELS
In the 21st century, communication through social networks and instant messengers has become an integral part of the promotion of companies and their products. The level of population involvement in the communication process through social networks and instant messengers is constantly growing. Their influence on the consciousness of users is growing, which ensures an influx of advertisers and an increase in advertising turnover. Advertising, in turn, is an important part of the monetization of platforms, users and their content. At the moment, there is no open methodology for assessing advertising turnover in Telegram channels, but the market is clearly growing, a process of monetization of both individual Telegram channels and the Telegram platform itself is being formed. The purpose of the study is to publish an open toolkit for assessing the advertising market in Russian-language Telegram channels. Determination of advertising turnover and their dynamics will allow assessing the effectiveness of Telegram, the prospects for its development in the highly competitive market of social networks and instant messengers. Research methods: content analysis of the processes of monetization of social networks and instant messengers, sorting and filtering data from Telegram channels (subscribers, views, engagement rate (ER), cost per mille (CPM), cost of advertising, total number of posts, number of advertising posts ); application of methods of comparison, generalization, analysis, synthesis and structuring when identifying advertising turnovers in Russian-language Telegram channels. Online survey of Telegram channel administrators to determine the share of "Mutual PR" and the popularity of reposts as advertising on the channel. Results. The article presents the author's methodology for assessing the turnover of the advertising market in Russian-language Telegram channels, according to which the volume of the advertising market was calculated by two methods: 1) based on average values (excluding adjustments); 2) taking into account the adjustments, the main task of which was to clarify the CPM parameter, the amount of "mutual PR" and the share of natural references. The dynamics of the key characteristics and volume of the advertising market in Russian-language Telegram channels for 2020, for the 1-3 quarters of 2021 was determined, and their comparative assessment was carried out.