Exploring the Power of Kazakhstan TV Market

TV Audience Leaders

First Eurasia Channel – A historical leader, capturing 23.6% of the audience. Known for programs like the morning show “Good Morning, Kazakhstan” and the hit romantic show “QosLike”, a standout in entertainment.

KTK – Commands 17.1% of the audience, particularly popular for projects like the talk show “Astarli Aqikat” and informational programs.

NTK – With 14.3%, excels in entertainment, notably with its project “Bir Bolaiyq” ranking highly.

31 Channel – At 14.1%, known for its popular TV shows and films.

Mir – 10.3%, caters to a Russian-speaking audience.

Astana – 8.0%, attracts viewers with entertainment content and modern TV series.

Channel Seven – 5.1%, a family-friendly educational and entertainment channel airing both Kazakh and international shows. In October 2024, it launched a project with Tengrinews.kz (one of the largest media outlets in the country) to cover the referendum on constructing a nuclear power plant in Kazakhstan.

RTV Network – 3.2%, offers news, entertainment, and educational programming.

Almaty TV – 1.1%, one of Kazakhstan’s longest-running channels, celebrated its 25th anniversary in 2024. Its content includes news, cultural programs, series, and films.

Balapan – 0.8%. It’s Kazakhstan’s first national children’s channel, which began broadcasting in 2010.

The majority of TV ad spending in Kazakhstan is concentrated on First Eurasia Channel, KTK, and 31 Channel, forming the core of the market due to their stable audiences and high viewer trust.
 

Specialized channels also draw significant attention. For instance, Balapan focused on children, leads among kids' channels while Qazsport is the top choice for sports programming as well as Qazaqstan, the national channel, which offers popular shows like “Aqparat” and the morning show “Tan Sholpan”.

Kazakhstani channels are actively refreshing their offerings and expanding their programming grids. For instance, Balapan is launching new shows, while Qazaqstan continues to deliver diverse musical and educational programming.

What is happening to the Kazakh TV market now?

There is notable competition for airtime, especially during peak seasons at the beginning and end of the year, as advertising inventory is nearly maxed out: almost 100% of ad slots are already sold. Meanwhile, the emergence of a new sales house, Media Nova, and the transition of the ORT Eurasia channel to the IMS network has further solidified the positions of major players. With a 45% audience share, IMS has secured its leadership in the market.

In July 2024, new legislative restrictions on advertising for betting companies were introduced. These changes could shift budgets within the industry and open new opportunities for other advertiser categories.

Another key trend is the integration of advertising tools. To expand reach, advertisers are increasingly combining TV with digital formats like DOOH and social media to counter seasonal slumps and enhance campaign efficiency.

It’s worth noting that the annual “traditional” decline in TV audiences in Kazakhstan occurs during the summer. This significantly impacts ad budget distribution: while the third quarter sees reduced advertising activity, the second quarter accounts for up to 53.9% of total budgets.

Key TV Advertisers in Kazakhstan

The TV advertising market in Kazakhstan remains stable in terms of sold ratings (GRPs) despite rising costs. In 2024, advertising budgets grew by 11%, below the average TV inflation rate of 20%.

International companies continue to dominate, accounting for 88% of total GRP shares among the top 50 advertisers. However, local brands are gradually increasing their presence, though they face high entry costs. The leading product categories in TV advertising include food products, healthcare, and non-alcoholic beverages.
 

The number of active advertisers increased from 251 to 253 companies in 2024.

Key shifts among major players:

• Coca-Cola Almaty Bottlers claimed the top spot among advertisers for the first time, bolstered by active campaigns.

• Procter & Gamble, the leader in previous years, moved to second place.

• PepsiCo/WBL retained third place but demonstrated 17% growth compared to the previous year.

The local brand Kaspi Bank climbed from 12th to 5th position, showcasing rapid growth in advertising activity.