Advertising procurement prices rose by a quarter while the number of procedures grew by 6.8%

What do independent data confirm?

Kontur.Fokus records a 26.3% year-on-year increase in the total value of all procurements in advertising, media and PR for January–September — a figure close to the estimates by RosTender and Glava. However, the structure of the dynamics varies by segment: procurements under 44-FZ are declining, while those under 223-FZ are growing. For businesses, the number of procurements increased, but both the total and average price declined.

Why are state procurements changing?

Kontur.Fokus explains the dynamics under 44-FZ by the consolidation of lots and centralization: "State and municipal customers increasingly combine scattered requests into a single contract." Fewer procedures — but each contract is more expensive, which is reflected in the faster growth of total amounts.

The growth of procurements under 223-FZ is linked to an expansion of the pool of customers. In 2026, more companies and state corporations began purchasing advertising through competitive procedures.

What is happening in the business sector?

The commercial segment is restructuring its advertising strategies toward cost savings. Kontur.Fokus describes it this way: "Companies continue to purchase services, but more often choose small, measurable, short-term contracts instead of large annual agreements."

For contractors, the practical conclusion is this: government orders are becoming larger and more centralized, while commercial clients are splitting budgets and demanding fast, measurable returns. The winners are providers ready to work both with large consolidated lots and with short project-based contracts.