Mediascope: Russian radio's daily reach falls to 48% from 50.5% in 2026
Twenty-four of the 34 stations tracked by Mediascope lost daily reach over the past year, as the national average slipped from 50.5% to 48%. Europa Plus posted the sharpest drop, down 1.4 percentage points, with Radio Energy (NRG) down 1.3 points, Avtoradio down 1.1 points, and Radio Rossii and Dorozhnoe Radio each down 1 point. Only three stations gained: Radio Monte Carlo, Kalina Krasnaya and Serebryany Dozhd. Dorozhnoe Radio and Europa Plus still lead the market with 10.2% daily reach each, ahead of Avtoradio at 10%, Russkoe Radio at 9.1% and Retro FM at 8.7%. Mediascope added two stations to its panel this year: Marusya FM, which entered the top 20 with 3.1% reach and outranked Business FM, and Radio RBC, at 1.6%.
Radio budgets in Russia held up despite the reach decline, with AdIndex putting last year's spend at close to 26 billion rubles, even as market growth slowed more than threefold heading into 2025. Buyers planning campaigns against stations like Europa Plus, Avtoradio or Radio Energy now reach a smaller daily audience for the same spend, which pushes up effective cost per listener unless schedules are rebalanced toward stations still holding or gaining share, such as Radio Monte Carlo or the newly measured Marusya FM.