Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Russia

Russia

Ad spending in the Traditional TV Advertising market in Russia is forecasted to reach US$2.12bn in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 2.34%, leading to a projected market volume of US$2.38bn by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Russia is projected to be US$18.75 in 2024.
By 2029, the number of users in the Traditional TV Advertising market in Russia is estimated to reach 113.30m users.
Traditional TV Advertising in Russia is experiencing a resurgence as major brands invest in high-impact campaigns to reach a wide audience.

Key regions: India, United States, France, Australia, China

Definition:
Traditional TV Advertising refers to ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

Additional information:
Traditional TV Advertising comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users. Figures are based on Traditional TV Advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

Market

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Region comparison

Currency

Analyst Opinion

The Traditional TV Advertising market in Russia is experiencing significant growth and development.

Customer preferences: Russian consumers still value traditional TV advertising as an effective way to reach a wide audience. Despite the rise of digital advertising, many people in Russia continue to watch television as their primary source of entertainment and information. This preference for traditional TV has created a strong demand for TV advertising among advertisers and brands.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Russia is the increasing popularity of targeted advertising. Advertisers are leveraging data analytics and audience segmentation to deliver more personalized and relevant ads to viewers. This trend is driven by the desire to maximize the impact and effectiveness of TV advertising campaigns. By targeting specific audience segments, advertisers can increase the likelihood of their ads being seen by the right people at the right time. Another trend in the market is the integration of digital technologies into traditional TV advertising. Advertisers are utilizing interactive features, such as clickable ads and second screen experiences, to engage viewers and drive deeper interactions with their brands. This integration of digital elements into TV advertising is aimed at capturing the attention of tech-savvy consumers and enhancing the overall viewer experience.

Local special circumstances: Russia has a large population and vast geographic expanse, which presents unique challenges and opportunities for TV advertisers. To effectively reach their target audience, advertisers need to consider the cultural and regional diversity within the country. Different regions in Russia may have different viewing habits and preferences, requiring advertisers to tailor their TV advertising strategies accordingly. Additionally, the availability of local TV channels and networks plays a significant role in shaping the TV advertising landscape in Russia.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Russia can also be attributed to favorable macroeconomic factors. The Russian economy has been recovering from a period of economic downturn, which has led to increased consumer spending and confidence. As a result, advertisers are willing to invest more in TV advertising to capitalize on the growing consumer demand. Furthermore, the stability of the Russian TV broadcasting industry and the regulatory framework have provided a conducive environment for advertisers to operate in. In conclusion, the Traditional TV Advertising market in Russia is thriving due to customer preferences for traditional TV, the adoption of targeted advertising and digital integration, local special circumstances, and favorable macroeconomic factors. Advertisers are leveraging these trends and factors to maximize the impact and effectiveness of their TV advertising campaigns in Russia.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional TV advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, number of households with television, and consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.