Georgia's TV ad boom contrasts with radio's 2025 revenue slump
Georgia’s advertising market saw mixed results in 2025. While TV ad revenues surged by nearly 42%, radio broadcasters faced a decline. The figures reveal shifting trends in where businesses are choosing to invest their marketing budgets. TV advertising revenues climbed sharply to GEL 100 million last year. This marked a 42% increase compared to 2024. Three major channels—'Imedi', 'Rustavi 2', and 'POSTV'—dominated the sector, accounting for 72% of the total revenue.
The food industry led TV ad spending with GEL 27.3 million. Pharmacies followed as the second-biggest advertisers, investing GEL 6.2 million. Distribution companies also contributed GEL 3 million to the total. Meanwhile, radio broadcasters experienced a downturn. Their advertising revenue fell by GEL 1.3 million, landing at GEL 7.7 million for the year. 'Fortuna' Radio Holding maintained the largest share at 61.4%, while 'Imedi' Radio secured 8.9% of the market.
The data highlights a clear shift toward TV advertising in Georgia. With food and pharmacy sectors driving growth, TV revenues hit a record high. Radio, however, saw a drop in income, reflecting changing advertiser preferences in 2025.
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