The volume of the advertising market in Russia grew by 11% in the first three months

The volume of the advertising market, excluding outdoor advertising data, increased by 11% in the first quarter of 2025, amounting to 185-187 billion rubles. This was announced to Izvestia on June 10 by Sergey Veselov, Vice President of the Association of Communication Agencies of Russia (ACAR) and co-chairman of the ACAR expert commission.

According to the data presented, the segment of "Internet services" showed the greatest dynamics in the first three months (+12%), the volume amounted to 108-110 billion rubles. In the video segment, the dynamics was +10%, the volume is observed at the level of 67-68 billion rubles.

In turn, negative dynamics was recorded in the audio and publishing business segments — -1% and -3%, respectively. In total, excluding data on outdoor advertising, the volume of the advertising market amounted to 185-187 billion rubles, the dynamics was +11%.

"If I say that I am very satisfied with the result that we have received, it would probably be an exaggeration. If you look at the screen, you will immediately see that we do not have a consistent position on the out of home segment (outdoor advertising). There is a working process going on, and last year we couldn't agree quickly either, because the positions of the experts diverged. According to the results of the first quarter, the market sank very much, if last year we proudly announced the dynamics of 24%, and the year before that of 30%, then this year (the dynamics) is +11%," Veselov said.

According to Anna Planina, CEO of NMi Digital, the decrease in growth rates to 11% against 32% for the same period in 2024 is due to the general trend towards a slowdown.

"We see a slowdown across all digital channels. Consumer optimism continues to decline, and people increasingly prefer to keep money in the bank, which negatively affects medium and small businesses. And in digital, this segment of advertisers accounts for a significant share," she stressed.

The group also notes that the reasons include the postponement of the budgets of top advertisers to later periods and seasonality — 3-4 kv is traditionally bought up more actively.

On April 17, it became known that by the end of 2024, the Russian interactive advertising and online promotion market showed positive dynamics, its volume was estimated at 1.236 trillion rubles. According to the Association for the Development of Interactive Advertising (ARIR), this is 53% more than a year earlier.