Region-Media - Advertising agency for Russia's regions
Region-Media Advertising agency
for Russia's regions

Regional radio and TV advertising

Regional television viewers watch local versions of the national channels ORT, RTR and NTV; national networks (STS, TV-6, TNT, Ren-TV, TVTs and others); and local channels with their own programming.

Several hundred towns and cities are covered by the biggest radio networks, Europe Plus and Russian Radio. Other networks, though less extensive, are developing rapidly. There are also independent radio stations in every town, which compete for local listeners on an equal basis with the networks.


Merits of local television:
  • Close interaction with its consumers
  • Low advertising rates by comparison with national mass media


Airtime on television

As with radio, the television day is divided into segments. Though the breakdown varies, it typically looks something like this:

Mornings Mornings - 6:00 to 12:00
Typical content: news, information, school programs, farming programs.
Audience: housewives, children, businesspeople, company directors.
Daytimes Daytime - 12:00 to 17:00
Typical content: educational programming, wildlife shows, serials.
Audience students, housewives.
Evening Evening - 17:00 to 19:30
Typical content: local TV shows, news, game shows.
Audience: adults returning from work, children.
Evening - peak time Evening - peak time, 19:30 to 22:00
Typical content: news, movies, sport.
Audience: adults returning from work, businesspeople.
Late evening Late evening - after 22:00
Typical content: Current affairs, movies.
Audience: unemployed people and freelance or time-flexible workers.

The pattern may be different for state-owned TV channels. It also changes on weekends and holidays: for instance, peak time on Saturdays may last until midnight.


The main features of radio as an advertising medium are:
  • People spend a lot of time listening to it (many have it on continuously in the car, at the office or at home), and often just when they take decisions: the radio can offer advice on how to spend the evening, where to wash the car, where to go shopping, etc;
  • Its personal impact. Events recounted on the radio are recreated in its listeners' minds: they themselves imagine characters and places, becoming involuntary participants.

However, for all its popularity, the radio is rarely the center of attention. People usually listen to it while doing something else. Ads have to be attention-grabbing. And ratings, prime-time and other indicators are just as important.

Radio ads usually take much less money and effort to produce than other kinds. This allows you to make changes to a campaign on the fly.


Merits of radio advertising:

During the 1990s the number of cars in Russia grew dramatically, and with it the number of people who listen to the radio while driving and the number of FM receivers. Radio is one of the most profitable market segments. About 45% of the population listens to commercial radio. There are more than 500 radio stations in Russia (1002 licenses). According to government data, more than 98% of the population can tune into at least one channel and more than 96% have access to both channels of at least one radio station.


Daily average of TV channels:

Mean average of TV channels, % (06:00 - 02:00)

Daily average of TV channels


  1. Pervy Channel
  2. Russia
  3. NTV
  4. CTC
  5. TNT
  6. Ren-TV
  7. TV-3
  8. TV Center
  9. Culture
  10. Sport
  11. Domashny
  13. MUS-TV
  14. MTV
  15. Petersburg - 5 Channel
  16. Zvezda
  17. Vesty
  18. 7TV