Leading international advertisers in Russia 2021

In 2021, Nestlé was the largest non-Russia advertiser in Russia, with an ad spending of 6.12 billion Russian rubles or roughly 81.5 million U.S. dollars at December 31, 2021, exchange rates. The top international advertisers presented in the data set invested approximately 812 million U.S. dollars in advertising in Russia that year. The Russian ad market was valued at 7.22 billion U.S. dollars, which gives the top non-Russian advertisers a market share of 11 percent.

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.