Exploring of Radio Advertising Market in Russia: Industry Insights 2024

The list also includes stations of Gazprom-Media media holding (Autoradio, Like FM, Comedy Radio, Relax FM), Russian Media Group (DFM, Maximum), Krutoy Media (Love Radio), and others. 

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). For example, the share of purchase of regional local radio advertising in Moscow for 2023 increased by 39% compared to 2022, and by 50% -  in St. Petersburg. At the same time, the share of advertisers in Moscow for 2023 was 665. 

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

Real estate, trade, offline events, financial services, and pharmaceutical brands are the top five radio advertisers in 2023, with real estate and trade accounting for approximately 40% of the total volume of radio advertising. Household services and catering follow in the ranking.

This rating is subject to change shortly. Self-care services and applications aimed at improving people's physical and mental well-being will soon become more popular and rise in the top ten ratings. They are currently being promoted through audio podcasts and will soon be featured on radio broadcasts.

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. These include broad coverage, quick production, low cost, loyal listeners, and more. 

With a relatively low advertising budget (compared to TV or DOOH), radio stations can reach a large part of the Russian population.

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.

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 in the context of Chinese car manufacturers entering the Russian market in 2023. 

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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