Top 50 Advertisers Account for 84% of TV Advertising Volume in 2026
In 2026, the 50 largest advertisers account for 84% of TRP on Russian TV — 8 p.p. more than in 2022. The number of advertisers has decreased by nearly 200 companies.
The fifty largest advertisers account for 84% of the total TRP (Target Rating Point) volume for the 18+ audience on Russian television in 2026. These figures were presented by Media Instinct Group in a report based on its own data and information from Mediascope.
Concentration continues to grow. In 2022, the top 50 accounted for 76% of TRP, in 2023 — 79%, in 2024 — 80%, and in 2025 — 83%. Thus, over four years the figure has increased by 8 percentage points.
At the same time, the total number of TV advertisers is shrinking. While 534 companies placed advertising in 2022, in 2026 there are only 340. Nearly 200 advertisers — more than a third of the previous number — have left the market.
Federal advertisers outside the top 50 — of which 290 remain — collectively generate only 16% of TRP. For comparison: in 2022, 484 companies outside the leading group accounted for 24% of the volume.
Who Makes Up the Top 50
By industry structure, pharmaceuticals leads the list: pharmaceutical companies make up 24% of the top 50 players. Another 22% comes from the FMCG segment — food, beverages, and restaurants. Banks and financial services account for 12%, e-commerce and online platforms for 10%, and telecom for another 10%.
Why Concentration Is Growing
Television remains the main driver of brand awareness growth, Media Instinct Group explains. According to the company's experts, in three quarters of successful cases of brand awareness increasing by 5 p.p. since 2020, TV campaigns with quality contact were the key factor.
The largest businesses buy inventory in advance, often stockpiling it. This limits medium-sized businesses' access to the television audience. For other players, searching for alternatives becomes a natural step.
The Limitations of Digital
The most obvious alternative channel is digital, but it has problems too. Experts name three: high levels of ad fraud, the gap between claimed and actual targeting accuracy, and the growing number of users with paid subscriptions.
The last factor is gaining increasing weight. Already 37% of Russians have three or more subscriptions. For these users, a portion of ad contacts in the digital environment becomes unavailable.
The Return of the Classics: OOH and Radio
Against this backdrop, the role of traditional channels — primarily outdoor advertising and radio — is growing again. They allow reach to be expanded beyond TV and digital.
Outdoor advertising and radio are inferior to television in terms of the quality of an individual video contact, but they compensate for this with high contact frequency. Experts see the greatest potential for combining OOH and radio in cities with over one million residents: there, TV penetration is 20–30% below the national average, and the lower cost per contact makes it possible to more effectively compensate for the missing television reach in terms of ROI.
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