At the same time, the regulator notes that the actual volume of online advertising may be higher than the official estimate. The reason is the lack of complete information on the revenues of international digital platforms operating in the Moldovan market without a legal presence in the country.
TV advertising revenue increased by one-third
Television advertising ranked second in terms of revenue. In 2025, the market totaled 220.1 million lei, an increase of 33% compared to 2024.
According to the registry of television media service providers, as of the end of 2025, there were 45 registered broadcasting license holders in Moldova. One provider had an inactive status, and two others had their operations temporarily suspended.
Five television providers reported no advertising revenue. For seven companies, advertising revenue was the sole source of income, and for another seven, it accounted for between 89% and 99% of total revenue.
As a result, for approximately 32.6% of active television providers, advertising is the main or nearly the only source of funding. The Competition Council notes that this dependence increases the sensitivity of that segment of the market to changes in advertising demand.
Radio advertising grew by 19%
Radio stations’ advertising revenue reached 46.9 million lei in 2025, an increase of 18.75% over the year.
As of the end of 2025, there were 48 registered radio broadcasting license holders in the country. Three new providers entered the market during the year.
At the same time, eight radio companies reported having no advertising revenue at all. For one provider, advertising was the sole source of funding, while for four companies, it accounted for between 89% and 99% of total revenue.
Thus, for approximately 11.6% of active radio broadcasters, advertising revenue is the main or nearly the only source of funding. This sets a dangerous precedent and creates a dependence on advertising revenue.
Outdoor advertising is growing thanks to digital formats
The outdoor advertising market has declined slightly: the market volume for outdoor advertising in 2025 was 94.8 million lei. Operators continue to develop digital solutions—LED screens and DOOH (digital out-of-home) technologies.
The largest area of advertising structures is concentrated in Chisinau: more than 11,200 square meters are located there. Outside the capital, relatively large amounts of advertising space are registered in Drochia—1,956 square meters, Ungheni—1,964 square meters, Cahul—1,872 square meters, Comrat—1,536 square meters, and Bălți—1,339 square meters.
Print media advertising remains the market’s underperformer. Its volume in 2025 amounted to 12.1 million lei.
Google and Meta account for the lion’s share of online advertising
The main feature of the digital segment remains the high share of international platforms. According to a study of the media market in the Republic of Moldova, Meta Ads and Google Ads account for about 65% of online advertising revenue.
Another 30% is accounted for by international programmatic platforms, including DV360, Admixer, Eskimi, Teads, and Adform. Direct ad placements on local websites account for about 5%.
The Competition Council notes that digital advertising is growing thanks to the increasing number of online platform users and the ability to precisely target advertising campaigns. At the same time, the regulator points out the challenges involved in monitoring this segment and identifying all market participants.
According to DataReportal, by the end of 2025, there were approximately 1.88 million social media users in Moldova.
The largest platforms by number of users:
- TikTok — approximately 1.88 million users;
- Facebook — approximately 1.5 million users;
- Instagram — approximately 1.2 million users.
According to Kepios, the number of internet users in Moldova was approximately 2.4 million in 2025. The number of social media users grew by approximately 532,000, or 39.4%, compared to the end of 2024.
The potential advertising reach of these platforms also increased over the year. The advertising audience on Facebook grew by approximately 150,000 users (+11.1%), on Instagram by 165,000 (+15.9%), and on TikTok by approximately 329,000 (+21.2%).
YouTube has over 1 million users in Moldova, and the platform’s penetration rate among the country’s internet users exceeds 83%.
At the same time, local websites retain a significant audience. According to data from BATI and Gemius, in 2025, 20 Moldovan websites were visited by an average of about 1.12 million unique users per month. Over the course of the year, they generated approximately 844.7 million page views.
Elections Temporarily Boosted Demand
The Competition Council attributes the growth of the advertising market in 2025 to several factors: digitalization, changes in media content consumption, and the parliamentary elections, which temporarily increased demand for advertising services.
The largest advertisers remain companies in the retail, telecommunications, banking, and financial sectors, as well as pharmaceutical companies, the automotive industry, the HoReCa sector, healthcare organizations, and manufacturers of everyday consumer goods.
Social media campaigns carried out in collaboration with international players also account for a significant portion of the market.
