Forecast for TV Commercial Market in Russia: Budgets, Strategies, and Key Players

Over the past year, the share of thematic channels has increased by 6%, with movie, informative, children's, and entertainment channels being the most sought-after. Thematic channels hold great promise for advertising, despite the limited analysis of TV resources, as many companies are just beginning to develop in this niche (for example, MTS, VK, etc.). But it is already becoming clear that thematic channels are promising in terms of advertising.

Viewers are increasingly choosing content that combines entertainment and value. In the age groups 25–54 and 22–55, there is a growing interest in educational programs that can be discussed with others.

In response to this demand, TV channels are launching projects with educational elements. For example, the show Kupі-prodаy on NTV provides viewers with practical tips on financial management.

In addition, shows with a positive tone and a happy ending are gaining popularity. Projects with emotional appeal elicit a strong response from the audience. Among these shows are reality series about family life on a farm and programs about building countryside homes with celebrities.

Announcement of the ‘Ideal Repair’ show on Channel One

TV channels are also adopting modern technologies, such as Motion Capture and Face Tracking, to create original content. This is especially noticeable in projects where digital graphics are combined with live footage, such as in the Avatar Show on NTV, where these technologies helped the second season achieve an 18.6% share.

Collaboration between TV channels and online cinemas has become a common practice. Many projects initially created for digital platforms later air on television, increasing their audience reach. This also expands marketing opportunities and allows for the unification of viewers with different preferences.

The TV series ‘Sklifosovsky’  popular on Russia 1 channel is simultaneously streamed on the "Smotrim" platform

It is clear that today's TV viewers are increasingly active and diverse consumers of television content. They willingly use digital platforms, such as Video on Demand, to watch their favorite programs and movies at their convenience. This trend has a significant impact on TV channel ratings and creates new opportunities for advertisers.

What is Happening to the TV Advertising Market in Russia Now?

In recent years, the TV advertising market has continued to show consistent growth despite the development of Internet services and other digital media platforms. In terms of the percentage of advertising purchases, the TV segment leads with 35.5% of advertising budgets.

By 2024, TV advertising budgets increased by 28% compared to the previous year, reaching 255 billion rubles. Driven by the growing demand for advertising from industries such as FMCG, automotive, and telecom. In addition, base rates for TV advertising increased by an average of 40% compared to the previous year. This is due to the high demand for advertising slots and the limited availability of inventory.

The TV rating, based on advertisers' budgets, has also changed, with Russian companies now leading the way. Major brands such as SBER, Yandex, INTERNET SOLUTIONS (Ozon), Tinkoff, MTS and VTB continue to heavily invest in TV advertising. Compared to last year, ALFA-BANK and Vkusno — i Tochka entered the top 10 for the first time, as they were not present in the leaders' list last year. Meanwhile, VK and Tander (Magnit) dropped out of the ranking, falling to 14th and 13th positions. In addition, most companies increased their advertising budgets, indicating a rise in advertising investments among the largest market players.