Advertising activity on radio in 2025.

The structure of the radio market in 2025 appears more concentrated than it may seem at first glance.

A small group of advertisers generates 20% of all advertising activity on radio. This is not about dominance, but it is a clear signal of noticeable concentration and the presence of a group of consistent players who use the channel regularly.

The category structure reinforces this pattern. Medicinal products account for 13% of total activity, remaining the most stable category on radio. Other categories make up the remaining 87%, but their presence appears more fragmented and less consistent.

Among advertisers are both international brands and local companies across various sectors. At the same time, it is the consistent investment of a few players that creates a noticeable presence in the channel and sets a certain pace of activity.

This offers a different perspective on radio: not just as a reach channel, but as an environment where a broad range of brands coexists with a core group of advertisers demonstrating systematic behavior.

To what extent does this level of concentration influence the strategies of other players and their willingness to invest in radio?

Data processed by Media Systems