๐บ Brands Are Moving Away from Traditional TV as Prices Rise
By the end of the first three quarters of 2025, the share of brands investing in Smart TV advertising reached 25% in Russia. These findings come from a study by the Launcher platform.
The percentage of advertisers using CTV grew from 7% to 25% year over year. In 2026, this share may reach 20โ25% of the total advertising split.
Automakers, e-commerce companies, financial firms, and real estate developers are now actively entering CTV.
This shift is driven by rising costs on traditional TV โ placement prices have increased 20โ25% over the past year, while inflation in CTV is expected to be lower.
The number of Smart TV users in Russia has surpassed 50 million. At the same time, CTV enables brands to combine image-based formats with precise digital metrics (click-through rates, conversions).
CTV ad spending may grow to 40โ50 billion rubles in 2026 and become a key format in video advertising.
