Sberbank quadruples GigaChat's TV ad volume to 10,900 GRP in H1 2026
GigaChat's advertising volume on Russian television reached 10,900 GRP among Russians aged 18 and older in January through June 2026, four times the volume recorded in the same period last year, according to Mediascope data cited by Vedomosti and confirmed by specialists at ad group Starlink. The figure includes dacha and out-of-home television viewing. GigaChat's promotion accounted for 14% of Sberbank's entire TV advertising volume on federal channels during that stretch, then declined to 9% between June 1 and July 15. Yandex has taken a steadier approach with Alisa AI, launched last autumn: the assistant made up 5.5% of Yandex's federal TV advertising volume in the same period.
Airtime tied to AI assistant launches is getting more contested as banks and tech platforms chase reach for products that overlap in function. Federal TV inventory adjacent to finance and AI categories should see continued volume from GigaChat and Alisa AI campaigns, with DeepSeek's 9.4% audience reach among people 12 and older marking a third competitor drawing budget into the same slots. Trust has not caught up with the spend: an earlier survey found only 14% of Russians trust ads generated by neural networks, even though almost a quarter call AI advertising fashionable.