Exploring of Radio Advertising Market in Russia: Industry Insights

The structure of radio advertising sales is dominated by these media holdings. Radio stations often find it more convenient to have one holding own multiple popular stations and use a single airtime sales service, rather than selling advertising independently. As a result, an exclusive seller typically works for one or more holdings.

Radio advertising in Russia can be ordered in two variants: advertising for a specific selected region or nationwide advertising. All-Russian radio advertising is sold on a GRP basis, while regional radio advertising is sold per minute (except for large cities). 

To learn more about the specifics of media buying in the Russian market, including radio, please, download our White Paper “How does Media-Buying in Russia Work?".

Leading Advertising Categories on Russian Radio

In 2024, the key industries actively using radio advertising included automotive, finance, digital services, healthcare, real estate, and retail, which together accounted for over 80% of ad spending. The automotive industry regained its top position in advertising volume after being surpassed by pharmaceuticals and finance in 2022–2023.

Previously, automakers led the ranking of advertising categories in 2021, with their share reaching 18%. In 2024, the leading advertisers in the sector were Chinese automotive brands, including Chery Automobile Co. (Chery, Exeed, Omoda, Jaecoo) and Haval (Haval, Tank, Wey).

Ranking of the Largest Radio Advertisers:

Trends in Radio Advertising in 2024:

1. Market Leaders – The largest advertisers remain banks (Sber, VTB, Alfa-Bank, Tinkoff) and automakers (Chery, Haval).

2. Growth of Chinese Carmakers – Chinese car manufacturers have taken a significant share of radio airtime following the withdrawal of Western brands.

3.  Financial Sector – Banks continue to invest in radio advertising to reach a mass audience and promote new financial products.

4. Government Advertising – State projects and the Central Bank actively use radio to inform the public.

5. Digital Services – Companies like Avito and Yandex leverage radio to attract offline audiences.

Radio Advertising Formats

Radio advertising formats are divided into direct, sponsored, and integrated advertising.

Direct advertising can be of any genre and distributed in advertising blocks. It is important to note that, according to the law 'On Advertising', the volume of it cannot exceed 20% of the daily airtime. Direct radio advertising has two genres: advertisements and commercials.

An advertorial is an audio track that uses a voice to pronounce the text. The announcer talks about a product, service, or event.

Commercials are categorized into three types: informational, game, and musical. Informational ones deliver the message through a speaker accompanied by sounds, while game commercials involve scripted conversations between characters. Musical commercials feature music with complex special effects and accompanying text. 

Commercials typically do not include contact details or additional information, unlike adverts. This format aims to draw attention to the product or create a positive brand image.

Sponsored advertising costs include the creation of a radio program or airtime, for which the advertiser receives a share. The advertiser's name is mentioned along with a brief description at the beginning or end of the broadcast. This type of advertising is advantageous as it guarantees that the message will be heard by viewers. It is important to note that listeners are unlikely to switch to another station during an advertising block. 

Integrated advertising is a powerful tool that can be used on radio stations or in conversational programs. By featuring comments from an expert on the topic or an interview with the advertiser, this type of advertising can effectively promote a brand or business.

Main Benefits of Radio Promotion

The benefits of audio advertising are indeed significant. The affordable placement and high contact frequency make radio advertising more cost-effective compared to TV and digital advertising, especially for limited marketing budgets. Campaigns can be launched within just a few days, whereas TV or digital segments require significantly longer preparation times. The flexibility of the format allows advertisers to quickly respond to market changes and adapt messaging to current business needs promptly.

Launching a new radio advertising campaign takes only a few days, or even just a few hours for a small commercial. The cost of creating and promoting a radio commercial depends on its duration, frequency, and airtime.

But what an effective result can be! Radio advertising is a highly effective way to promote a product or service, with a potential audience of 78% of listeners noticing adverts. In fact, approximately 29% of listeners make quick purchasing decisions after hearing a creative advertisement. Only 10% of all radio listeners have a negative attitude toward advertising, indicating a high level of acceptance of promotional messages among the audience.

Despite changing market conditions, radio advertising in Russia has demonstrated impressive resilience. Radio remains a powerful marketing tool, despite predictions of declining interest in traditional media. The innovation and digitalization of the radio space have opened up new opportunities for creative, integrated advertising campaigns.

As the Russian market adapts to new economic and political realities, radio advertising is poised to play a significant role in the growth of the advertising business. Advertisers can rely on radio to reach their target audiences, especially in segments where direct communication with the consumer is crucial. This trend is already evident with Chinese automotive brands, which became the leading buyers of radio advertising in 2024.

RMAA is ready to offer comprehensive radio advertising placement services in Russia and the CIS countries. Our team has the necessary expertise and resources to create and execute successful advertising campaigns that will take your brand to new heights. Contact our manager by completing the application form below to discuss your project and receive a tailored proposal.

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