Dynamics of TV ratings in Ukraine.

January is traditionally a telling month for analyzing TV audience behavior, and this year the data looks especially uneven. Across all regions of Ukraine, we see sharp fluctuations in ratings compared to the beginning of the month, with no stable trajectory even over short periods.

Kyiv shows deep declines with brief recovery windows, which may reflect not only growing competition from digital platforms but also a very basic constraint: the inability to watch TV consistently. The North and the Center remain in negative territory for most of the month, with no clear signs of stabilization. The West and the South stand out for their high volatility, where occasional spikes are quickly followed by drops. The East appears more restrained, yet still fails to form a устойчивый trend.

One assumption that can no longer be ignored is the impact of power outages. Lack of electricity directly limits linear TV viewing and further disrupts habitual consumption patterns. In the nationwide view, early 2026 so far repeats a key feature of the previous year — instability.

In this context, relying solely on average ratings seems increasingly questionable. The real question is: are your media plans ready for a situation where ratings fall not because of content, but because there is no electricity?

Data processed by Media Systems