Russia is expected to rank No. 8 in the world for advertising expenditure from 2016 to 2019, contributing US$1.8 billion, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017. Zenith predicts Russia will maintain an annual adspend growth of 9% to 10% until 2019.
Russia also ranks No. 14 for major media expenditure for 2019, up from No 16 in 2016, and from No. 18 in 2006.
Russia recovered quickly after the 2009 downturn compared to their Eastern and Western European counterparts. However, a steep drop in oil prices and sanctions drove the Russian market to shrink 8.9% in 2015. Again, the ad market rallied and surged, ending 2016 up 9.4%.
Television continues as the dominant advertising medium, accounting
for 45.5% of expenditure in 2016, but its hold on the market is weakening as Internet is threatening to replace its stronghold in next years. Zenith predicts that TV will account for 44.6% of adspend in 2019, while Internet adspend will rise from 33.7% in 2016 to 38.8% in 2019.
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