Advertising Activity on Radio in the First Half of 2026.

In the first half of 2026, radio brought together advertisers from a wide range of categories — from retail and pharmaceuticals to alcohol, consumer electronics, and restaurants.

The ten most active brands accounted for 23% of all radio advertising activity. They included Jim Beam, Korolivskyi Smak, Reckitt, National Vodka Company, Kyiv Vitamin Plant, METRO, Akkerman, Philips, ATB, and Hesburger.

This mix demonstrates radio’s versatility as an advertising channel. It enables brands to build contact frequency quickly, accompany audiences in the car, at work, or while travelling, and maintain awareness through voice, music, and repeated messaging.

Pharmaceuticals generated 14% of all radio advertising activity, while the remaining categories together accounted for 86%. Pharma is therefore a prominent but not dominant segment.

The key challenge for brands is not simply getting on air, but creating an audio message that can be easily understood without visual support and remembered after only a few seconds.

That is why a simple script, distinctive voice, and recognisable sonic identity are often more important than trying to fit as much information as possible into one commercial.

Are brands making sufficient use of audio advertising, or do they still view radio merely as a supporting channel for building frequency?

Data processed by Media Systems