Russian Advertising Market Grew 4% in Six Months — to 560.3 Billion Rubles

Analysts attribute the discrepancy between Okkam's 4% estimate and the upper bound of colleagues' 6% range to differences in accounting methodologies and channel scope. The overall direction, however, is the same: the market is moving away from the double-digit growth rates seen in 2021–2024.

Why Growth Is Slowing

The slowdown affects all five traditional channels — television, the internet, outdoor advertising, radio, and the press. Growth is driven primarily by segments benefiting from a low-base effect, while the largest channels have reached saturation of advertising budgets.

What Is Happening on the Global Market

The trend is in line with global dynamics. The international advertising and PR company Dentsu expects growth in total global advertising spending to slow in 2026. The Russian market is following the worldwide pattern: advertisers are allocating budgets more cautiously, and major categories are balancing between traditional media and digital platforms.

What 4% Means for Advertisers

For the B2B segment, this picture means increasing competition for audiences in the main channels. With the market growing at 4%, the winners are advertisers who redistribute their budgets in a targeted way — into channels with outpacing dynamics within the traditional perimeter.

ACAR traditionally publishes final data for the first half of 2026 with a delay of several months. The interim estimates from Okkam, ADV, and SkyAlliance offer a common benchmark: the 2026 budget should be planned on the assumption that traditional media will grow by no more than 6% year on year.