NASHE Radio has confirmed the growth of radio advertising

The radio advertising market continues to gain popularity among advertisers due to its exceptional ability to combine mass reach with deep audience loyalty. This makes it an effective tool for brand promotion in the face of increasing competition in the digital environment.

According to Mediascope, in the first half of 2025, 84% of Russians aged 12 and over listened to radio at least once a month, and more than 32 million people listened daily. Experts say the key advantage for advertisers is the ability to turn on the radio station in the car, which ensures regular contact with the right audience.

Multimedia Holding (which includes NASHE Radio, ROCK FM, Radio JAZZ and NSN) confirmed the analysts' data and explained why the radio advertising market is becoming more and more in demand. Listeners often perceive the hosts of their favorite radio stations as "on-air friends," which creates a high level of trust in the content, including ad blocks.

"According to analysts, the radio advertising market in Russia showed steady growth of 15% in the first half of 2025, and the vast majority of the market was formed by the budgets of the largest advertisers. Radio remains in demand due to its unique format: it is listened to everywhere – at home, on the road, in the office, combined with other activities. Such constant contact with the audience is indispensable – radio is becoming part of the lifestyle, and therefore it is more trusted. In addition, the programs usually come out at the same time, people are waiting for them, participate in interactive games, quizzes, sweepstakes – that is, they share their leisure time with their favorite radio station," said Vitaly Bogdanov, Chairman of the Board of Directors of Multimedia Holding.

Saving resources is also an important factor for placing ads on the radio. Unlike TV commercials, which require complex production and installation, radio ads can be created and broadcast in a short time, sometimes in a couple of hours. This significantly reduces the budget for content production and allows you to quickly respond to market changes. Online advertising also faces skepticism due to the large number of fraudulent ads and intrusive formats. Unlike on the Web, where ads are often blocked or ignored, radio unobtrusively delivers a message even with minimal listener attention.

Along with entertainment content, radio stations broadcast newscasts, and instant reaction becomes an advantage of radio over other channels.