Russia - Trade Promotion and AdvertisingRussia – Trade Promotion
Television, radio, print, and billboard media are ubiquitous in the Russian market. Most international advertising agencies are active in Russia, and domestic agencies are present in the market as well. Enforcement of some advertising laws has been inconsistent, however, leading to situations where already-purchased advertising is then disallowed by local government officials. Major advertisers in Russia include successful Russian and foreign manufacturers of consumer goods, particularly in the processed foods and beverages sectors.
A recent study showed that the Russian advertising market grew 11% in 2016 to 360 billion rubles. The marketing services segment grew 7% up to 94.5 billion rubles. Traditional forms of advertising are still prominent in Russia. However, according to the Association of Communication Agencies of Russia (AKAR) “Out of Home”advertising, including outdoor, transit, indoor ads and advertising in cinema theaters, as well as Internet advertising have increased significantly.
In 2016, television was the leading advertising platform with 42% of the market and total revenues of over 150.8 billion rubles ($2.6 billion), and it is likely to keep its position. Internet advertising has grown significantly and has second largest share of 38%, while press continues to lose its position with only 5%.
Experts from the Russian Association of Communication Agencies summarized the results of the advertising market performance in 2016 and CS Moscow compiled the numbers from 2011-2016.
|Segments||2016 (Rubles, billions)||2015 (Rubles, billions)||Percent change to 2015||2014|
|Incl. Terrestrial Television||146,9||134.2|| 9 %||155.7||152.2||139.9||128.9|
|Incl. Media Advertising||n/a||18.7||19.1||20.1||17.9||15.3|
|Press||19,7||23.3||- 16 %||33.0||37||41.2||40.4|
|Incl. Newspapers||5,4||6.5||- 16 %||8.1||8.7||9.5||8.8|
|Magazines||10,7||11.6||- 8 %||16.5||18.5||20.1||19.8|
|Advertising Periodicals||3,6||5.3||- 32 %||8.5||9.9||11.6||11.8|
|Outdoor Advertising||31,4||32||- 1,8 %||40.6||40.7||37.7||34.3|
|Other||n/a||4.2||- 19 %||5.1||5.7||4.9||4.1|
|Total||307||- 10 %||340.1||327.8||297.8||263.4|
Russia is Europe’s largest Internet market by number of users, at over 105 million people, or approximately 74% of the population, and 82% of users on social networks daily.
Both Russian and Western social networking sites are growing in popularity, especially among younger demographic groups. The two most popular social networks are Russian-based VKontakte, ( or VK ), a similar platform to Facebook, and Odnoklassniki, a platform for connecting old friends and classmates. VKontakte (VK) is the second biggest social platform in Europe, and the most popular website in Russia, with over 380 million registered users. With 60% of its patrons aged 25 or older, VKontakte receives 80 million visitors per day. Odnoklassniki is Russia’s second most popular social platform, with more than 124 million registered users, with approximately 60% of its audience in the 20 to 40 year old age bracket, and 40 million visits received daily.
Facebook has 13 million Russian users.
Another Internet site with growing popularity, LinkedIn, had approximately 6 million Russian users before it was blocked by Russia’s communications regulator Roskomnadzor. Linkedin was blocked after it failed to transfer Russian user data to servers located in the country, violating the 2014 data localization law instituted in Russia which requires all online sites to store personal data on national servers.
The following is a list of media outlets and print publications listed by market penetration from highest to lowest in Moscow:
Most Popular Web Sites
Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.
Commercial Service Contact
Yekaterina Lushpina, Commercial Specialist
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Russia Trade Development and Promotion