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Advertising in Russia - statistics & facts

Russia has the largest advertising market in Central and Eastern Europe (CEE) and the 14th largest advertising market worldwide, valued at 7.85 billion U.S. dollars in 2021. The past decade saw a rise in digital advertising in Russia. Between 2010 and 2022, the online advertising budget grew around 12 times, and 2018 was the first year when the internet surpassed television ad spending. However, the war in Ukraine had a dramatic impact on the industry, as numerous international advertisers suspended investment and marketing activities in Russia. Between 2021 and 2024, Russia's advertising spending was forecast to fall by 60 percent.

Leading advertising agencies in Russia

In terms of media buying volume, Russia's leading media agency was Media Instinct, at around 21.8 billion Russian rubles in 2021. SberMarketing and SkyTecKnowlogy had the second- and third-highest billing volumes, respectively. Non-media advertising agencies, which do not appeal to the mainstream media such as television, radio, press, cinema, and billboards but instead focus on direct marketing and sponsorships, are also popular in Russia. With a score of 8,353 out of the maximum 10,000 points in 2022, Mosaic was the leading non-media digital agency, followed by Group4Media. In the spring of 2022, Russian branches of several international advertising agencies separated from their global businesses due to the war in Ukraine. For example, GroupM changed its name to Group4Media, and its agencies Mindshare, Mediacom, and Wavemaker were renamed Mediamind, Mediasystem, and Mediamaker, respectively.

Exodus of international advertisers from Russia

Among the brands that left the Russian advertising market in response to the invasion of Ukraine were Nestlé and Reckitt Benckiser, two foreign companies that spent the most on ads in the country in 2021. Other notable market players that stopped advertising in Russia were PepsiCo, Procter & Gamble, Mars Russia, and McDonald's. Most companies suspending marketing activities operated in the fast-moving consumer goods (FMCG) sector, at 57 percent as of March 2022. Furthermore, 12 percent represented the public catering category. In the TV advertising segment, the number of advertisers dropped by over 30 percent in June 2022 compared to the corresponding period of the previous year.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Dec 21, 2023

Key insights

Forecast advertising expenditure in Russia in 2023
4.05bn USD (moderate scenario)
Leading advertising medium in Russia
Internet
Leading advertiser by spending in Russia
Sber
Get more insights

Editor’s Picks Current statistics on this topic

Advertising expenditure in Russia from 2000 to 2022, by medium (in billion Russian rubles)

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Advertising revenue in Russia 2000-2022, by medium

Digital advertising expenditure in Russia from 2019 to 2024 (in billion U.S. dollars)

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Digital ad spending forecast in Russia 2019-2024

Leading advertisers in Russia in 2022, by spending (in billion Russian rubles)

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Leading advertisers in Russia 2022, by budget

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TV advertising in Europe
TV advertising in Europe
Advertising in Czechia
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