NRA Supports Ernst's Idea of Awards for Brands with High-Quality TV Advertising

The number of potential winners is also unknown. First, the project mechanics must be determined: categories, frequency, evaluation criteria, and the composition of experts. The number of awarded brands will also depend on the chosen format, the press service explained.

One of the key issues will be the methodology for evaluating commercial spots. The NRA emphasized that the selection must not be based solely on experts' subjective preferences.

"Obviously, the evaluation cannot be based only on a subjective notion of 'like it or not.' Clear and transparent criteria for creative quality and professional expertise are needed," the alliance said.

The NRA plans to discuss the criteria with advertisers, agencies, TV channel representatives, and the creative industry. The company calls this major methodological work, so announcing specific evaluation principles before its completion would be premature.

The project timeline has not been determined. The period for submitting and evaluating commercial spots will be set after the overall mechanics are approved. Clear rules for all participants must come first, the NRA explained.

One possible instrument for rewarding brands could be special placement terms for commercial spots. The alliance is already prepared to discuss exclusive terms with advertisers for "truly strong" creative projects. Within the framework of the future initiative, this approach could receive systematic development.

"We are talking specifically about special terms for placing a spot that is submitted and evaluated within the project, not about a universal discount on the advertiser's entire placement volume. All commercial parameters — size, timing, and terms of provision — will only appear after the project has been developed and agreed upon," the press service clarified.

The topic of rewarding advertisers for quality creative is not being raised on the market for the first time. Last year, Alexey Tolstogan, on behalf of the NRA, proposed at an RAC conference giving discounts to brands for genuinely creative advertising.

Pricing dynamics also create context for advertisers. Base prices for TV ad placement in 2026 rose by an average of 13–39% depending on the channel, Vedomosti reported, citing sources. On federal TV, the increase was forecast at around 28%.