The volume of the advertising market in Russia amounted to more than 680 billion rubles in 2025

The total volume of the advertising market in all segments in Russia increased by 8% in the first three quarters of 2025 and reached more than 680 billion rubles, while the growth rate slowed significantly compared to 2023-2024, when the market showed an increase of 24-30%. This was announced on November 12 by Sergey Veselov, Vice President of the Association of Communication Agencies of Russia (ACAR).

"For eleven quarters in a row, we have been consistently in the positive zone — 680 billion rubles with a tail at the end of nine months. Plus 8% is a very, very decent indicator by any measure. It is clear that all segments are developing in different ways, but, for example, the segment of Internet services +9%, the video segment +8%. That is, large segments are working very well, not a fantastic 2023-2024 year, but more or less," Sergey Veselov said at a plenary session at the National Advertising Forum.

According to ACAR, at the same time, there is a serious slowdown in growth rates in 2025 after the ultra-dynamic years 2023 and 2024, when growth was at the level of 24-30%.

ACAR also noted that in the first quarter of this year the growth was 11%, in the second quarter the dynamics decreased to 8%, and in the 3rd quarter – to 7%. ACAR experts explain such changes in the advertising market, first of all, by a serious slowdown in the country's economic growth – by the end of 2024, GDP growth in Russia was 4.3%, but by the end of 9 months of 2025 it was only +1.0%.

In turn, the regional advertising market was also in a positive zone in the first three quarters of 2025. In the first nine months, it grew by 2%, and its volume, excluding the Moscow market, in the media of advertising distribution across five segments — Video, Audio, Publishing, Outdoor advertising and Internet services, amounted to almost 93 billion rubles.

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What is the reason for this and why advertisers have become more selective?

On November 11, it was reported that a survey of Russian viewers showed that 44% of them are ready to watch ads between movies and TV series if they are interesting and involve in the plot of the commercial from the first seconds. The three most attractive elements in advertising for Russians are: humor — 43%, useful information — 36% and a fascinating plot — 31%.

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