Large and medium-sized businesses plan to increase advertising budgets in 2026 amid a reduction in the key interest rate

Representatives of large and medium-sized businesses reacted positively to the Central Bank's decision to lower the key interest rate: 81% of entrepreneurs believe that it will have a positive impact on their business. This is evidenced by the results of a study conducted by the ROMIR Center in September–October.

Business representatives from 15 industries (IT, retail, auto, food, construction, pharmaceuticals, medicine, tourism, etc.) who are directly involved in the advertising strategy of their organizations participated in the personal interviews.

Thus, 78% of managers surveyed plan to increase investments in advertising: 52% in 2026, and 26% by the end of this year. At the same time, some respondents believe that the advertising industry will face a reboot period in the near future. Thus, it is expected that the growth of consumer activity and the revival of business investments will lead to investments in product promotion becoming more conscious and tied to measurable value.

94% of the survey participants identified digital and online advertising as a priority in terms of increasing investments. 61% of business representatives noted a desire to increase promotion in search engines, and 58% — on social networks and through bloggers.

In terms of the volume of investments in advertising and promotion, 45% of respondents noted that they remained at the same level, 42% indicated their growth.

The absolute majority of the study participants (97%) named the effectiveness of advertising investments as a key indicator for reviewing budgets for promotion and advertising. The price factor (65%) and analytics capabilities (58%) are also important.

In addition, the majority of respondents believe that reducing the key interest rate will lead to increased competitive activity in advertising.

"Thus, the reduction of the Central Bank's key rate in the period from June to October 2025 (from 21% to 16.5%) was an important incentive for reviving business activity and increasing confidence among representatives of large and medium-sized businesses. Most companies are considering expanding investment opportunities, including in advertising and promotion," the research center said in a press release.