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Advertisers Increasingly Cut Russia Media Spend

The Russian presidential flag flying in Moscow
(Image credit: kolderal/Getty Images)

The Association of National Advertisers says its members are increasingly cutting off business with Russia due to its invasion of Ukraine.

According to a survey conducted March 14, 71% of respondents that had been spending on media in Russia reported they are either suspending that business or cutting their media spend there. That‘s more than double the 31% who said they were doing so in a survey conducted not long after the Feb. 24 launch of the war.

Also: ANA Backs Russia Sanctions

And it is more than just spending. According to the survey, 64% said they are “ceasing or scaling back operations,” also more than double the 31% who said they were doing so in the previous survey.

In the February survey, half said they were supporting humanitarian efforts in Ukraine. In the March survey, 78.5% said they were doing so. Half the respondents said they had voice public support for Ukraine, compared to 42% in the earlier survey.

Also: European Union Bans Russia-Backed Media Outlets

“As the war in Ukraine continues to intensify, it’s clear that the resolve among the marketing community to band together to protest this inhumane invasion is stronger than ever,” ANA CEO Bob Liodice said.  “Every day marketers are not only voicing their concern, but also taking direct action by radically altering their presence in Russia. The ANA urges them to continue their humanitarian efforts in showing their support for the people of Ukraine.” ■

Contributing editor John Eggerton has been an editor and/or writer on media regulation, legislation and policy for over four decades, including covering the FCC, FTC, Congress, the major media trade associations, and the federal courts. In addition to Multichannel News and Broadcasting + Cable, his work has appeared in Radio World, TV Technology, TV Fax, This Week in Consumer Electronics, Variety and the Encyclopedia Britannica.