In the second quarter of 2025, pro-government television channels in Georgia held a strong grip on the shrinking advertising market, even as overall revenues dropped sharply. Data from the Communications Commission shows a 12.1 percent decline in commercial ad income for TV and radio, highlighting economic pressures and political influences on media sustainability.
Market Faces Steep Revenue Drop
Georgia’s advertising sector for television and radio broadcasters took a significant hit in Q2 2025. Total revenue fell to GEL 17.6 million, down from GEL 20 million in the same period last year.
This decline reflects broader economic challenges, including cautious spending by advertisers amid global trends. For instance, similar dips have appeared in other markets, with television ad volumes dropping 10 percent in some regions during the first half of 2025.
Experts point to factors like reduced consumer confidence and shifts toward digital platforms as key drivers. In Georgia, television bore the brunt, with ad revenue sliding 13 percent to GEL 15.6 million.
Radio followed suit, dropping 6 percent to GEL 2 million. Direct ads dominated income sources, followed by sponsorships and product placements.
Pro-Government Channels Maintain Dominance
Despite the overall slump, pro-government broadcasters captured the largest shares of ad revenue. Imedi TV led the pack with GEL 5.4 million, though it saw a 10 percent decrease year-over-year.
Rustavi 2 followed with GEL 2.6 million, also down 10 percent. POSTV bucked the trend, growing 15 percent to GEL 1.6 million.
These channels benefit from strong ties to ruling powers, which often attract advertisers seeking favorable coverage. This pattern continues from Q1 2025, where Imedi earned GEL 6.1 million, up from the previous year.
Analysts note that political alignment plays a role in ad distribution, especially with recent laws giving regulators more control over media funding.
Growth Among Opposition and Independent Outlets
Opposition-leaning channels showed resilience and even expansion in a tough market. TV Pirveli surged 52 percent to GEL 1.6 million, marking the highest growth among critics of the Georgian Dream party.
Formula TV rose 18 percent to GEL 1.4 million. These gains come after the shutdown of Mtavari Channel in May 2025 due to internal conflicts, which shifted viewer attention and ad dollars.
Other players varied in performance:
- BM.GE increased 14 percent to GEL 1 million.
- The Public Broadcaster plummeted 71 percent to GEL 0.2 million.
- GDS TV held steady at GEL 0.6 million.
- Silknet grew 33 percent to GEL 0.3 million.
Independent outlets face ongoing hurdles, but their growth signals a demand for diverse voices amid political tensions.
Broader Political and Economic Implications
The ad market’s contraction raises alarms about media freedom in Georgia. Since April 2025, new broadcasting law amendments have expanded the Communications Commission’s powers to regulate content and funding, sparking concerns over censorship.
Critics argue this favors pro-government channels, potentially stifling independent journalism. For example, opposition outlets have reported increased scrutiny and financial pressures.
On the economic side, the decline mirrors global patterns. A recent report forecasts TV ad spending to grow at 5.2 percent annually through 2032, but short-term dips persist due to advertiser recalibration.
In Georgia, this could lead to job losses in media and reduced content quality if trends continue.
To illustrate key revenue changes, here is a summary table of major broadcasters:
| Broadcaster | Q2 2025 Revenue (GEL) | Year-over-Year Change |
|---|---|---|
| Imedi TV | 5.4 million | -10% |
| Rustavi 2 | 2.6 million | -10% |
| POSTV | 1.6 million | +15% |
| TV Pirveli | 1.6 million | +52% |
| Formula TV | 1.4 million | +18% |
| BM.GE | 1.0 million | +14% |
| Public Broadcaster | 0.2 million | -71% |
Looking Ahead for Georgia’s Media Landscape
As Georgia approaches elections later in 2025, the advertising market’s health will influence media coverage and public discourse. Pro-government dominance might persist, but opposition growth offers hope for balance.
Stakeholders call for reforms to ensure fair ad distribution and protect independent voices. Monitoring Q3 data will be crucial to see if the decline stabilizes or worsens.
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