The four major Russian telecom operators spent nearly 1 ₽ billion on 5G advertising in September. According to NMi Group, television commercials accounted for 230 ₽ million in the first week alone, marking one of the largest industry campaigns of the year.
MTS led the television spending with 410 ₽ million, followed by T2 Mobile at 250 ₽ million and MegaFon at 165 ₽ million. Additionally, VimpelCom invested 380 ₽ million in TV ads. Digital outdoor advertising budgets reached approximately 300 ₽ million, with MTS spending 140 ₽ million, T2 Mobile 130 ₽ million, and MegaFon 25 ₽ million.
Operators began launching 5G networks in select cities in early September, though full coverage is not yet available. MTS utilized diverse promotional channels, including a dedicated art exhibition. Market participants note that consumer expectations for service quality are expected to rise as 5G adoption grows.
Between early 2025 and October 13, 2026, companies filed 16 trademark applications related to 5G. MegaFon accounted for 75 percent of these filings, while MTS and T2 Mobile each contributed 12.5 percent. Data for VimpelCom regarding these applications remains unavailable.
