FEATURES OF EFFECTIVE ADVERTISING ACTIVITIES OF TELEVISION COMPANIES IN THE SUGHD REGION OF THE REPUBLIC OF TAJIKISTAN

This article examines the theoretical foundations of television advertising
and its role in economic development. Advertising activity is justified as a powerful information
mechanism that influences the basic needs of individuals. Several important aspects of advertis-
ing's impact on market entities are discussed, which consequently leads to regional economic
development. The crucial importance of advertising for economic development is identified.
Since the effectiveness of advertising largely determines the economic activities of entrepre-
neurs, the article addresses the issue of rational placement of advertising messages in various
television networks. The main factors that can affect the effectiveness of advertising activities
are identified. Using the method of sociological survey, indicators such as Gross Rating Point
(GRP) for overall viewership and Target Rating Point (TRP) for target audience ratings were
calculated. The audience of television channels in the Sughd Region of the Republic of Tajiki-
stan will be studied to determine the target audience of television companies to whom enterpris-
es' advertising messages will be disseminated. The share of the target audience of television
companies compared to the share of the target group among the entire audience of television
companies was determined using the Affinity Index method. The Affinity Index allows for an
accurate assessment of the target audience of TV channels. Furthermore, by analyzing viewing
time based on age and gender of viewers, the optimal time for airing advertisements can be de-
termined. The research findings can be utilized in the development and planning of broadcast-
ing networks, as well as by private companies to achieve the best advertising outcomes for their
products.

sustainable development of the region's economy, television, advertising, tel- evision advertising, television companies, efficiency, rating, target audience, affinitive index, best time.

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2026-03-22