On April 23, advertising holding Ledokol Group celebrated its 18th anniversary. The company's leaders shared their insights on current industry trends and what advertisers should expect.

Television: Despite global declines, TV remains the primary medium for rapid reach in Uzbekistan. According to Kantar Uzbekistan, monthly TV reach is 87% of the population, with over 15 million daily viewers. In Q1 2026, TV ad investments grew 4% year-on-year. The top 30 advertisers account for nearly 80% of all inventory. Soft drinks lead (Coca-Cola alone holds over 10% of investments), followed by pharmaceuticals. Nestle took second place, while Ipoteka Bank and Uzum entered the top 5. The agency forecasts 8–12% growth for the TV ad market in 2026.

Digital: The fastest-growing channel, accounting for up to 40% of all ad investments in Q1 2026. Growth is driven by banks, fintech, real estate, automotive, FMCG, and pharmaceuticals. Telegram's ad ecosystem and influencer marketing show explosive dynamics. The agency predicts that online ad investments could match TV budgets as early as next year.

Out-of-Home (OOH): After a boom in 2025, the market overheated. In Q1 2026, DOOH investments dropped to $5.1 million (from $8.2 million a year earlier), mainly due to budget cuts by major developers. Banking & Finance brands now lead in OOH advertising.

Client Service: Despite rapid digitalization, the human factor and strategic partnership between agency and brand remain the foundation of successful campaigns.

Future Outlook: Ledokol Group experts predict further digitalization of services and products, as well as increased business competition amid macroeconomic growth.

Source: kun.uz