Growth in Offline Advertising Spending by Top-20 Advertisers Slowed 2.5-Fold

The sharpest budget cut was recorded at Yandex. The company fell from 7th to 14th place in the advertiser ranking, cutting its investment by 31% — to 6.6 billion rubles.

Dynamics by Category

Among individual product categories, the biggest increases in offline advertising investment were seen in:

• sporting goods — up 107%;
• computer hardware and software — 88%;
• internet services — 65%;
• social projects — 53%;
• telecommunications services — 52%.

The steepest budget cuts hit segments adjacent to education and employment: spending there fell by 35%. Household appliances cut spending by 34%, and insurance services by 30%.

Radio Context

It was previously reported that 67% of surveyed companies keep the share of radio advertising in the range of 3 to 25% of their total advertising budget. In 2025, 35% of advertisers increased their radio budget compared to the previous year or kept it at the same level.

The slowdown in offline investment growth against the backdrop of last year's high baseline figures points to the market shifting to a more restrained trajectory: major players continue to invest, but no longer at double-digit quarter-over-quarter growth rates.