The Media Market in Ukraine 2023

A notable trend across the Ukrainian media market is the return of major global advertisers, including L'Oréal, Nestlé, Coca-Cola, and others. While pharma maintained its dominance on television throughout 2023, its share has declined significantly since the beginning of 2024 as other major advertisers have stepped up their presence.

In late 2023, Ukraine's updated Advertising Law took effect. This significant step aligned with the European Commission's recommendations for EU candidate status and aimed to address modern advertising challenges. The law seeks to establish a transparent, accountable, and consumer-centric advertising environment.

Key Changes Introduced by the Law:

  • Regulation across all platforms (including online)
  • Stricter limits on child-targeted advertising (banning harmful products)
  • Clear guidelines for online ad placement (prohibiting spam and unauthorized underage targeting)
  • Significant restrictions on advertising alcohol, tobacco, e-cigarettes, and heated tobacco devices

Ukraine's media market demonstrated resilience in 2023 despite ongoing war challenges, with an overall growth of 77% compared to 2022, according to the All-Ukrainian Media Coalition.

Digital remains dominant in the Ukrainian media landscape following the full-scale invasion. YouTube emerged as a crucial platform for advertisers of all sizes, with smaller players shifting their budgets to the platform and larger advertisers increasing their spending. This resulted in a steady rise in CPMs for in-stream skippable videos throughout the year, a trend that continues. Advertisers are competing for audience attention amidst a limited inventory on YouTube following the widespread adoption of whitelist practices. However, the volume of Ukrainian content on the platform is steadily increasing.

The TV advertising market witnessed a partial rebound in 2023, with growth of over 45% compared to 2022. During the fourth quarter, major television channels experienced resource shortages, with prime-time sold-out rates close to 100%. The sponsorship market also revitalized towards the end of the year, driven by the traditional holiday season and festive projects on national channels.

Throughout 2023, outdoor advertising exhibited a consistent increase. The industry anticipates further expansion in 2024, with an estimated growth rate of 46%. The DOOH segment experienced the most rapid growth, significantly outpacing budget increases for traditional outdoor advertising formats. Advertising volume picked up following the stabilization of the energy supply situation. New advertisers and advertising categories emerged, and the industry forecasts a 60% growth for this segment in 2024.

Distribution of advertising spending by media types (2023 net, eur M)

Published: September 16, 2024

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