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Traditional Media Advertising in Kazakhstan

RMAA provides complex services to boost brand visibility through strategic, culturally aligned media placements. Our TV, radio, OOH/DOOH and press campaigns cover Almaty, Astana and all major regional hubs, leveraging data-driven GRP planning and strict legal compliance. We offer traditional advertising solutions across Kazakhstan and CIS countries

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Television Advertising

Advertising on Radio

Press Advertising

Kazakhstan Media Market Overview

Kazakhstan's market is a dynamic landscape where traditional media still reigns*. TV leads, capturing 43% of ad budgets. Radio engages half its audience outside the home, especially in cars, while press holds a niche presence. Outdoor advertising sees steady growth, with 40% of budgets shifting to digital formats in key cities. All segments are steadily moving toward digitalization.

*We update the ranking on our website once a year. However, upon request, our team can provide you with the latest rankings to help you plan your advertising campaign effectively.

TV channel (Monthly Audience Share by TV Channels, %*)

*The ranking was last updated in February 2025

First Channel Eurasia
11
%
KTK
10
%
Seventh Channel
5
%
Qazaqstan
10
%
31 Channel
14
%
Mir
10
%
NTK
14
%
Astana
8
%
Balapan
1
%
Qazsport
2
%
Others
14
%
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Download Latest Media Market Overview
kz media market overview

Industries We Work With

Consumer Electronics
Automobile Industry
Manufacturing
FMCG
Mobile apps

Our Work

Thailand
Thailand attracts CIS tourists through strategic media campaigns across Kazakhstan, Uzbekistan, and Belarus
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Trichup
Trichup Expands Reach in Kazakhstan and Kyrgyzstan with TV Sponsorship of Indian Dramas
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Jazeera Airlines
Jazeera Airlines boosts engagement across CIS with smart programmatic ad campaign
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GAC Motor
Automobile Industry
Kazakhstan’s Top News Media Platform Showcases GAC Motor Test Drive
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GAC Motor
Automobile Industry
GAC Motor Rolls into Kazakhstan!
Read more

We work closely with brands and companies while also collaborating with advertising and media agencies.

We Serve as a Regional Partner in Areas Where Russian is One of the Primary Languages

Eastern Europe
Caucasus Region 
Central Asia

Russia
Russia
Belarus
Belarus
Moldova
Moldova

Armenia
Armenia
Georgia
Georgia
Azerbaijan
Azerbaijan

Kazakhstan
Kazakhstan
Turkmenistan
Turkmenistan
Uzbekistan
Uzbekistan
Kyrgyzstan
Kyrgyzstan
Tajikistan
Tajikistan
Mongolia
Mongolia

FAQ: Media Buying in Kazakhstan

The overall media market in Kazakhstan is expected to grow by 15%. TV remains the leading medium, but digital media is closing the gap, with its share projected to rise to 39%, reflecting the increasing importance of digital in the market.

Both TV and digital media are expected to experience strong growth. TV will continue to lead in budget allocation, but digital media is set to increase significantly, narrowing the gap between the two.

It is expected that the proportion of weekly TV and radio programming in the state language will increase from 50% to 60%. This change is driven by growing interest in Kazakh-language content.

The food products category will grow by 11%, reaching 16,182 million KZT. It remains the largest category in terms of media spending.

The Cosmetics/Personal Care category is projected to decline by -10%, reaching 7,185 million KZT.

FMCG is expected to continue holding a dominant share of the market, accounting for 54%.

The top advertisers are Coca-Cola, maintaining its leadership despite a 5% decrease, with Yandex showing the largest increase at 69% growth, followed by 1XBET at 48%.

Yandex experienced a 69% increase in its budget, rising to 4,012 million KZT.

Sanofi dropped out of the Top 20 advertisers with a -30% decrease in its budget, while Narodnyi Bank also fell off the list with a -22% decline.

The average age of TV viewers has increased to 39 years.

On average, adults spend 2 hours 58 minutes watching TV per day.

65% of adults watch TV daily.

50% of TV viewers are younger than 34 years old, highlighting a younger demographic for TV viewership.

TV viewership shows seasonal peaks. Viewership is forecasted to remain above average during winter months.

The audience is primarily female, which represents a higher percentage of women compared to men in TV viewership.

The advertising budget is forecast to grow by 11% and significantly lower than the expected 20% inflation in TV prices.

The TV channel with the largest audience in Kazakhstan is 1 Евразия, commanding 20.3% of the total market share.

The top TV channels and their audience shares are: 1 Evrazia: 20.3% TV-net Kazakhstan: 13.5% KTK: 12.1% Astana: 9.1% NTK: 9% MIR: 7.7%

1 Evrazia is now the leading TV channel in Kazakhstan, commanding 45% of the total audience. It has emerged as a dominant player in both audience share and GRP sales.

The gradual decline in daily reach, viewing duration, and TVR suggests a shift in media consumption, with viewers spending less time on TV, possibly opting for other media formats and digital platforms.

The share of sold advertising time has steadily increased, particularly in the spring and summer months, with a notable peak in June and July. This trend is expected to continue, indicating a tight supply of advertising inventory, especially in the warmer months.

TV Media commands the largest audience share in Kazakhstan with 49%. In terms of GRP sales, it maintains a strong position, holding 44% of the market.

VI holds 23% of the GRP share in Kazakhstan, reflecting its strong performance in the advertising space.

Media Nova entered the market, marking a significant change as part of the new four sales houses structure. It contributes to the evolving media landscape alongside established players.

RTS Decaux holds the largest share of the outdoor advertising market in Kazakhstan, accounting for approximately 50% of all outdoor advertising sales.

Other prominent outdoor advertising sellers in Kazakhstan include HPP, Creative City, 1+1, OK adv, and Citix. These companies, along with RTS Decaux, form the top sellers in the sector.

Smaller players in Kazakhstan’s outdoor advertising market include AMG, Planet, Almaty Publicity, Seven solution, and others. These companies hold a smaller share of the market compared to the top sellers.

The most popular outdoor advertising formats in Kazakhstan include Cityboards, Digital boards, and LED displays, which are used by top companies like RTS Decaux, HPP, and Creative City.

The most commonly used outdoor advertising formats in Kazakhstan are medium and large formats, with City Boards (both dynamic and static), Mediaboards, and Mega Digital Boards being the most prominent. Digital boards are particularly gaining traction.

The outdoor advertising market in Kazakhstan has shown steady growth.

Around 40% of the outdoor advertising budget in Kazakhstan is allocated to digital formats, which are rapidly expanding within the market.

Large formats (e.g., Mega Digital Boards, LED) account for 29% of the market. Medium formats (e.g., City Boards, Mediaboards) make up 60%. Small formats (e.g., Lamppost signs, Light boxes) contribute 12% to the total market budget.

The average age of radio listeners is 40 years.

The age group of 35-54 years shows the highest increase in radio listening, accounting for 50% of listeners.

Radio listening among younger age groups, particularly 15-17 years, remains minimal, accounting for only 7% of listeners.

Yes, the time spent listening to the radio has decreased by 15%, now averaging 1 hour and 3 minutes per day.

Yes, the percentage of people listening to radio at home has decreased to 10%.

Listening to the radio on public transport has increased to 10%.

The majority of radio listeners now tune in outside the home, with 25% listening while driving.

The average daily radio listening time remains stable, ranging between 63 and 65 minutes per day.

Radio audience reach has been decreasing slightly to 21%, indicating a steady but gradual decrease in overall audience engagement.

Radio's daily reach is about half that of television, with radio's daily reach percentage hovering around 21-23%, while TV's reach is consistently higher.

The average daily TVR for radio stations has remained at 1.0, indicating no growth or decline, which remains significantly lower than television's average reach during the same period.

Online radio listening in Kazakhstan has grown by 13%.

The trend in radio advertising budgets shows a decline.

Predictions indicate a decline in both radio ad budgets and exits, with budgets projected to drop by 10% and exits by 7%, highlighting a potential slowdown in the market.

Radio ad exits are expected to decrease by 7%, following a slight growth.

The leading radio stations in Kazakhstan by audience share are Grammophone (30%) and Panorama (27%), which hold the largest audience shares.

Radio stations in Kazakhstan predominantly target women aged 36-46 years, with the exception of Kazakh Radio which has a broader audience.

Russian Radio has the largest audience share, with a focus on women. It holds the leadership position in terms of monthly reach compared to other stations, aside from Kazakh Radio. The average age of its audience is 40 years.

Kazakh Radio shows positive growth, with a notable +14% increase in average monthly reach, distinguishing itself from other stations that either remain stable or show slight declines.

The trend in radio engagement shows a strong preference for Russian Radio and Kazakh Radio, with the latter showing an impressive increase in audience reach, while other stations maintain or see a slight decline in their reach.

Tandem Media and Media Nova hold significant shares in radio ad sales, despite having a smaller audience reach compared to the market leaders.

A new player enters the market, Everest Development, while radio stations like Musan Group and Kazakh Radio continue to grow.

Niche radio stations such as Radio NS and Radio Lux provide specialized formats and are growing rapidly, despite having a smaller audience compared to the major players.
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