Revenues of Russia's Largest Advertising Groups Fell 21.2%

Who Grew Against the Market

The only participant in the study with positive dynamics was Igronik Group. Its revenue grew from 10.2 to 12.5 billion rubles excluding VAT — an increase of 2.3 billion rubles, or 22.5%.

Igronik's growth partially offset the overall decline. Without it, the combined contraction of the other 11 groups would have reached 40.4 billion rubles.

What Is Happening to the Advertising Market as a Whole

Advertising group revenues are falling faster than the spending of the largest advertisers. According to Postmarketing, in the first half of the year:

• the combined spending of the top 150 advertisers fell 11%;
• the top ten cut budgets by 20%;
• television lost 17%;
• outdoor advertising grew 8%.

The spending lead in the first half of the year passed from Sber to Wildberries.

What the Industry Says

"Business is going through a difficult period of transformation and adaptation to new consumer demand requirements. Unfortunately, the shareholders and managers of the largest corporations do not see marketing initiatives as a source of boosting demand, and that is why spending on direct advertising is being ruthlessly cut in 2026," said Igor Bevzenko, head of the industry platform Postmarketing.

According to him, with buyers' enthusiasm declining, advertising is one of the key tools for managing sales. "The cutback is partly justified, but in many cases it looks strange," he added.

Methodology

The analysis was conducted using Postmarketing's own methodology and data from industry measurement services. The calculations include companies from Russia's top 150 advertisers. Spending on online performance promotion and special projects is not included. When estimating budgets, the platform supplements data from market measurement services with information on actual discounts and other special placement terms.