Evalar Tops TV Ad Spending in Pharmaceuticals and Supplements in December 2025

Evalar Dominates Russian TV Ads for Pharmaceuticals in Late 2025

Evalar led television advertising in the "Pharmaceuticals and Dietary Supplements" category in December 2025, accounting for 10.9% of all TV ad volume in the sector, according to data from the Arena advertising agency (part of the ADV Group), citing Mediascope.

Researchers note that the advertising market remained stable in 2025, with Russian companies dominating 88% of TV ad spend, while foreign advertisers accounted for just 12%.

In December 2025, Evalar secured the top spot among all pharmaceutical advertisers with a 10.9% share. The company also strengthened its leadership in the dietary supplements subcategory, controlling 44% of the market with an ad volume of 31,671 TVR points.

Natalia Prokopyeva, Chair of the Board of Directors at Evalar, emphasized that broad-reach marketing communication has become one of the most critical tools for promotion in a highly competitive market:

"As a market leader, our strategy relies on substantial investments in TV advertising. It's worth noting that among the top 20 largest domestic advertisers, only three are pharmaceutical companies—including Evalar. In 2025, we expanded the number of advertised SKUs, increasing the range of pharmaceuticals promoted on TV. We also diversified our toolkit to include formats targeting younger audiences."

Other major advertisers in the sector included Otisifarm, Protek, Dr. Reddy's Laboratories, and Materia Medica.

The full study is available on Sostav.