Sostav: Russia's top 30 advertisers spent 338.8bn rubles on ads in 2025, up 19.5%
338.8 billion rubles, excluding VAT, is what Russia's 30 largest advertisers spent on advertising in 2025, according to Sostav's annual ranking, compiled from Mediascope, Admetrix and Digital Budget data and a survey of more than 50 media-buying agencies. That marks a 19.5% increase over the 283.4 billion rubles spent in 2024. Television budgets across the group grew 10.8% to 151.7 billion rubles, and internet advertising jumped 44.7% to 140.5 billion, powered chiefly by Sber, Yandex and Wildberries. Outdoor advertising spend slipped 3.8% to 37.5 billion rubles, radio fell 14.8% to 8.5 billion, and press was the only traditional medium to grow, up 13.2% to 514 million rubles. Sber retained the top spot for a sixth consecutive year with a budget of 54 billion rubles, up 10.9%. VTB rose from third to second place with a 40.6% budget increase to 28.2 billion rubles, while Yandex dropped to third at 26.5 billion rubles despite a 30.2% rise. Wildberries climbed from 14th to 6th place after a 144% jump to 17.5 billion rubles, a figure Sostav notes includes 10% of the company's spending on Russ inventory.
Budget reallocation away from outdoor and toward television and internet channels is now visible across nearly every major spender in the ranking: Sber cut TV and outdoor investment while raising its internet budget 86%, VTB nearly doubled outdoor spend to 3.9 billion rubles while pushing more money into television, Yandex cut outdoor spend 19.4% while raising TV and internet budgets, and Ozon significantly reduced outdoor spend while increasing investment in both TV and online. Media plans built around 2024 channel splits need rebalancing toward video and online, where AKAR puts combined TV and online video spend at 312 billion rubles for 2025, up 10%, with online video the fastest-growing segment at over 20%. That growth is pulling attention toward CTV inventory quality: industry participants are flagging risks of invalid traffic and calling for clearer verification and measurement rules as budgets shift toward Smart TV and online video.