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Russian viewers are open to advertising if it captures their interest from the very first seconds. 44% of Russians continue watching an ad if the beginning is interesting, and 9% always watch them to completion. This applies to high-quality integrations that align with the context and atmosphere of the content. Otherwise, both the integration and the film or show itself may receive negative feedback.
These are the findings of a study by NMG and the Center for Social Design "Platform," presented at the National Advertising Forum*. This view is shared by 45% of advertisers and 33% of content creators**.
Industry Lives on Series, the Country on Films, Short Social Videos Lead for All
Content creators and advertisers watch TV daily at roughly similar rates—22.5% and 14.8%, respectively. However, creators use online cinemas almost twice as actively as advertisers. In contrast, general viewers turn on the TV significantly more often than industry professionals: daily TV viewing among Russians reaches 30%.
There is also a divergence in preferred content formats. For the industry, series are an "everyday" staple — nearly 50% of content creators manage to watch them daily. Meanwhile, daily film viewing is six times more common among the general Russian audience than among creators and advertisers, with 26% reporting they watch movies every day.
At the same time, short videos on social networks are watched daily by 50% of all surveyed groups — creators, advertisers, and viewers alike. This makes it the most "everyday" format, characterized by brief but frequent contact.
TV Leads in Advertising Trust
There is unanimous agreement across communication channels: all three groups place the highest trust in TV advertising. Television advertising*** is trusted by 50% of Russians, 62% of creators, and 65% of advertisers. Trust in an advertised product is largely determined by brand strength and simplicity of presentation. However, the emphasis differs: advertisers more often respond to shared values, while content creators prioritize professional appearance (shooting quality, style). Viewers align more closely with creators, valuing both simplicity and professionalism simultaneously. Across all three groups, the advertised brand remains a key factor in trusting the ad: confidence in the brand enhances product perception. This is noted by over 55% of creators, 78% of advertisers, and 42% of Russians.
The industry describes Russian advertising as primarily functional — aimed at conveying information and providing rational arguments for purchase. This view is held by 50% of creators and over 60% of advertisers. In contrast, Russians more frequently note a creative approach as predominant in advertising, where emotional engagement takes center stage.
Humor and Utility Drive Advertising Effectiveness
Most advertisers and Russians in general are willing to watch an advertisement if it grabs their attention within the first few seconds.
Willingness to watch an ad if it 'hooks' them from the start:
· Content Creators – 33%
· Advertisers – 45%
· General Russian Audience – 44%
Always watch ads in their entirety:
· Content Creators – 5.6%
· Advertisers – 16.7%
· General Russian Audience – 9%
Nearly half of Russians (45%) believe advertising does not affect the artistic value of a film or series. This view is closest to that of advertisers, among whom over 50% agree. Among content creators, the share agreeing with this statement is 1.5 times lower. At the same time, more than a quarter of industry professionals believe advertising can enhance a work's artistic value if it is integrated appropriately and subtly.
When it comes to creative elements, the industry converges on three key drivers of attention: visual aesthetics, an engaging plot, and humor. Viewers also value these, but for them, useful product information is also a top priority. Interest in personalized advertising is twice as high among creators and advertisers compared to the general Russian audience, among whom 36% note they are more likely to be interested in ads that feel "made for people like me." The mass audience values a balance of universal comprehensibility and personal recognition—ads that are understandable to all, yet feel personally relevant.
Top 3 elements in ads that capture the attention of Russians:
· Humor – 43%
· Useful Information – 36%
· Engaging Plot – 31%
In terms of narrative preferences, cute animals and environmental care consistently resonate with all groups. Additionally, for viewers, family and traditions are in the top three. Themes of humanity are a universally winning choice: warm, everyday stories evoke sympathy. In contrast, gender roles and generational differences are more likely to trigger conflict, while stories about a "beautiful life" cause the most rejection, perceived as disconnected from reality.
More Advertising on the Horizon
The outlook for the future volume of advertising integrations in films, series, and shows is moderately optimistic: almost half of advertisers expect there will be more advertising in 10 years, a view shared by about 40% of content creators. Some 46% of viewers also agree with this forecast of growth.
Svetlana Balanova, CEO of NMG: "Today, films, series, and shows create new advertising opportunities for brands: advertising becomes part of a story that speaks to a person in their own language. Our research shows that viewers increasingly expect meaning, emotion, and respect for context from advertising. For NMG, it is important to understand how different audiences—advertisers, content creators, and viewers—perceive advertising, so we can collectively develop the industry towards communications that are more effective for everyone."
The full version of the research is available at the link: https://nmg.ru/upload/documents/evolution-of-advertising.pdf
*Center for Social Design «Platform». Nationwide online panel survey of Russians aged 18 and older. The sample size is 1,200 respondents, quota-sampled by socio-demographic parameters, type of locality, and federal districts. Survey period: September 2025.
**Data based on NMG surveys among 114 advertisers (representatives of advertising agencies and brands) and 81 production representatives (content creators). Survey period: September 2025.
***Completely trust + rather trust the advertising.
***
Background information
National Media Group is Russia’s largest private media holding. NMG manages a diversified portfolio of assets in the production, distribution, and monetization of high-quality informational and entertainment content across all types of media.
Key assets include the leaders of the Russian media market: broadcast TV channels REN TV, Channel Five, STS, Domashny, Che, STS Love, and STS Kids; the multimedia information center "Izvestia MIC” (which includes the IZ.RU portal, the "Izvestia” newspaper, the "Izvestia” TV channel, and the news services of REN TV and Channel Five); newspapers such as "Sport-Express” and "Delovoy Peterburg”, ”NMG Kinoprokat”, сompanies engaged in the production of popular films, shows and series, as well as owning technological and marketing assets. NMG also holds an equity stake in Channel One.
In 2019, NMG launched the online service more.tv, and in June 2023 completed the merger of video services more.tv and Wink as part of a joint venture with PJSC Rostelecom. In November 2022, the holding announced the creation of the film distribution company "NMG Kinoprokat.” In January 2024, NMG launched NMG DOC – a single platform for the production and distribution of non-fiction works. In April 2024, NMG and RDIF agreed to invest in the creation of a joint Сommercial fund for the development of film and animation.
According to Mediascope, by the end of 2024 NMG was the leader in terrestrial TV audience share across the entire population of Russia, with a 25% share.
These are the findings of a study by NMG and the Center for Social Design "Platform," presented at the National Advertising Forum*. This view is shared by 45% of advertisers and 33% of content creators**.
Industry Lives on Series, the Country on Films, Short Social Videos Lead for All
Content creators and advertisers watch TV daily at roughly similar rates—22.5% and 14.8%, respectively. However, creators use online cinemas almost twice as actively as advertisers. In contrast, general viewers turn on the TV significantly more often than industry professionals: daily TV viewing among Russians reaches 30%.
There is also a divergence in preferred content formats. For the industry, series are an "everyday" staple — nearly 50% of content creators manage to watch them daily. Meanwhile, daily film viewing is six times more common among the general Russian audience than among creators and advertisers, with 26% reporting they watch movies every day.
At the same time, short videos on social networks are watched daily by 50% of all surveyed groups — creators, advertisers, and viewers alike. This makes it the most "everyday" format, characterized by brief but frequent contact.
TV Leads in Advertising Trust
There is unanimous agreement across communication channels: all three groups place the highest trust in TV advertising. Television advertising*** is trusted by 50% of Russians, 62% of creators, and 65% of advertisers. Trust in an advertised product is largely determined by brand strength and simplicity of presentation. However, the emphasis differs: advertisers more often respond to shared values, while content creators prioritize professional appearance (shooting quality, style). Viewers align more closely with creators, valuing both simplicity and professionalism simultaneously. Across all three groups, the advertised brand remains a key factor in trusting the ad: confidence in the brand enhances product perception. This is noted by over 55% of creators, 78% of advertisers, and 42% of Russians.
The industry describes Russian advertising as primarily functional — aimed at conveying information and providing rational arguments for purchase. This view is held by 50% of creators and over 60% of advertisers. In contrast, Russians more frequently note a creative approach as predominant in advertising, where emotional engagement takes center stage.
Humor and Utility Drive Advertising Effectiveness
Most advertisers and Russians in general are willing to watch an advertisement if it grabs their attention within the first few seconds.
Willingness to watch an ad if it 'hooks' them from the start:
· Content Creators – 33%
· Advertisers – 45%
· General Russian Audience – 44%
Always watch ads in their entirety:
· Content Creators – 5.6%
· Advertisers – 16.7%
· General Russian Audience – 9%
Nearly half of Russians (45%) believe advertising does not affect the artistic value of a film or series. This view is closest to that of advertisers, among whom over 50% agree. Among content creators, the share agreeing with this statement is 1.5 times lower. At the same time, more than a quarter of industry professionals believe advertising can enhance a work's artistic value if it is integrated appropriately and subtly.
When it comes to creative elements, the industry converges on three key drivers of attention: visual aesthetics, an engaging plot, and humor. Viewers also value these, but for them, useful product information is also a top priority. Interest in personalized advertising is twice as high among creators and advertisers compared to the general Russian audience, among whom 36% note they are more likely to be interested in ads that feel "made for people like me." The mass audience values a balance of universal comprehensibility and personal recognition—ads that are understandable to all, yet feel personally relevant.
Top 3 elements in ads that capture the attention of Russians:
· Humor – 43%
· Useful Information – 36%
· Engaging Plot – 31%
In terms of narrative preferences, cute animals and environmental care consistently resonate with all groups. Additionally, for viewers, family and traditions are in the top three. Themes of humanity are a universally winning choice: warm, everyday stories evoke sympathy. In contrast, gender roles and generational differences are more likely to trigger conflict, while stories about a "beautiful life" cause the most rejection, perceived as disconnected from reality.
More Advertising on the Horizon
The outlook for the future volume of advertising integrations in films, series, and shows is moderately optimistic: almost half of advertisers expect there will be more advertising in 10 years, a view shared by about 40% of content creators. Some 46% of viewers also agree with this forecast of growth.
Svetlana Balanova, CEO of NMG: "Today, films, series, and shows create new advertising opportunities for brands: advertising becomes part of a story that speaks to a person in their own language. Our research shows that viewers increasingly expect meaning, emotion, and respect for context from advertising. For NMG, it is important to understand how different audiences—advertisers, content creators, and viewers—perceive advertising, so we can collectively develop the industry towards communications that are more effective for everyone."
The full version of the research is available at the link: https://nmg.ru/upload/documents/evolution-of-advertising.pdf
*Center for Social Design «Platform». Nationwide online panel survey of Russians aged 18 and older. The sample size is 1,200 respondents, quota-sampled by socio-demographic parameters, type of locality, and federal districts. Survey period: September 2025.
**Data based on NMG surveys among 114 advertisers (representatives of advertising agencies and brands) and 81 production representatives (content creators). Survey period: September 2025.
***Completely trust + rather trust the advertising.
***
Background information
National Media Group is Russia’s largest private media holding. NMG manages a diversified portfolio of assets in the production, distribution, and monetization of high-quality informational and entertainment content across all types of media.
Key assets include the leaders of the Russian media market: broadcast TV channels REN TV, Channel Five, STS, Domashny, Che, STS Love, and STS Kids; the multimedia information center "Izvestia MIC” (which includes the IZ.RU portal, the "Izvestia” newspaper, the "Izvestia” TV channel, and the news services of REN TV and Channel Five); newspapers such as "Sport-Express” and "Delovoy Peterburg”, ”NMG Kinoprokat”, сompanies engaged in the production of popular films, shows and series, as well as owning technological and marketing assets. NMG also holds an equity stake in Channel One.
In 2019, NMG launched the online service more.tv, and in June 2023 completed the merger of video services more.tv and Wink as part of a joint venture with PJSC Rostelecom. In November 2022, the holding announced the creation of the film distribution company "NMG Kinoprokat.” In January 2024, NMG launched NMG DOC – a single platform for the production and distribution of non-fiction works. In April 2024, NMG and RDIF agreed to invest in the creation of a joint Сommercial fund for the development of film and animation.
According to Mediascope, by the end of 2024 NMG was the leader in terrestrial TV audience share across the entire population of Russia, with a 25% share.