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The new reality of advertisement and media market in Russia 2015



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Advertisement on pay-cables

Adopted in haste amendments came into effect on 1st January 2015. TV channels, which are accessed only on a paid basis or by using decoding of technical devices, cannot distribute advertising in programs and broadcasts. They will be only left the advertisement in the place settings that are being broadcast live or recorded (product placement actually). 1400 channels that accounted for about 4 % of the budgets on TV will fall within the ambit of the law. Off-air channels will either have to change the business model that would increase the cost of services from the provider, or to leave the market.

Only several small channels which are distributed on the Crimean Federal District through the terrestrial broadcast will void the common fate. In particular, such channels as Friday, Peretz, Moscow 24, Mir 24 and LifeNews will be able to use this exception.

A comeback of wine advertisement

The advertisement of domestic wines will return to press, television and radio. Relaxations have set in motion after the meeting in May on the prospects of development of viticulture and winemaking. The authorities then engaged to create favorable conditions for domestic producers. According to the amendments is allowed to advertise wine and champagne produced in Russia from grapes grown on its territory. Television and radio ads can be placed from 23.00 to 7.00 local time, except for the live broadcasts and records of youth sport competitions. The newspapers ads cannot be placed on the first and last page, in magazines they cannot be placed on the cover. Wine advertisement is allowed on the food exhibitions and catering companies’ fairs, except baby food.

In addition, the government clarified the requirements for the advertising of beer and beer beverages. It can be placed and spread during the broadcast or records of sports events, including matchups, games, fighting, and racing. It can also be placed on TV and radio sport channels. The exception is for children and youth sports events.

New big VI

United advertising seller - combined VI – will officially run from January 1st, 2015. The company will take over the sales of the largest media holdings - First Channel, VGTRK, NMG. Earlier it was reported that in the new VI will include the holding "Gazprom-Media", but in the middle of January 2015 it was reported that "Gazprom-Media" refused the deal.

For detailed information about Russian media buying market read our White Paper "How Does The Media-Buying Market in Russia Work? A Media Buyers' Quick Guide For Effective Work in Russia"

By Irina Milosh, materials translated from the website

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About the Author

Ksenia Kuznetsova is the Editor of the Blog about Successful Marketing Strategies in Russia. She has been working at RMAA Group as a Assistent of Client Service Director since 2015. Ksenia has experience in planning and carrying out of advertising campaigns for foreign companies in Russia.

Author Ksenia Kuznetsova
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