AKAR: 4 major foreign advertisers remain in Russia

320 foreign advertisers have completely left Russia, 498 with the possibility of a return, and 159 have suspended their investments. This is evidenced by the data of the Association of Communication Agencies of Russia (ACAR) cited “News”. Thus, by the fall of 2022, of the 33 largest advertisers, only four were foreign.

According to RACA, most advertisers left the Russian market in the following industries:

• NPO – 92%,
• IT – 76%,
• real estate – 71%,
• communications – 67%,
• industry – 57%,
• finance – 53%,
• spare parts, durable household goods – 63%,
• FMCG (FMCG) – 50%.

Due to the departure of foreign companies, the top 15 largest advertisers in Russia have changed. According to ACAR, Sberbank and Yandex remain in the first two positions. Third place was taken by Internet Solutions (Ozon) (instead of Pepci Co), fourth place was taken by MTS (instead of Othfarm). VTB remains in fifth position.

At the end of November ACAR reportedthat total ad spend fell 6% in the first three quarters of 2022. Foreign companies began to leave the Russian market after the start of the military operation in Ukraine.

Read about the situation in the Russian advertising market in the article “Advertisers have dropped out of context”.

Daria Erozbek