Pro-government television stations hold a majority share in Georgia's contracting advertising market during the second quarter.
Georgia's TV Advertising Revenue Shows Mixed Results
In the recent financial landscape of Georgia's media industry, some TV outlets have seen a significant increase in advertising revenue, while others have experienced a decline.
Opposition-minded and independent outlets Formula TV and TV Pirveli have reported impressive growth. Formula TV increased its advertising revenue by 18% to GEL 1.4 million (USD 520,000), and TV Pirveli saw a 52% increase to GEL 1.6 million (USD 600,000). BM.GE also reported a 14% year-on-year (YoY) increase in advertising revenue to GEL 1 million (USD 370,000).
However, not all outlets have enjoyed similar success. The Public Broadcaster saw a decrease of 71% YoY in its advertising revenue to GEL 0.2 million (USD 75,000). GDS TV's advertising revenue remained unchanged at GEL 0.6 million (USD 220,000), and the combined advertising revenue of other TV stations is GEL 0.9 million.
These statistics come at a time of growing concern over the financial sustainability of media critical of Georgian Dream, following controversial amendments to the broadcasting law passed in April 2025. The amendments granted The Communications Commission greater authority to regulate content, impose sanctions, and restrict funding for TV and radio outlets.
The market for TV advertising remains primarily reliant on traditional linear TV, even as viewership gradually shifts to digital platforms such as YouTube and Connected TV (CTV). In the United States, stations like WXIA in Atlanta continue to generate significant ad revenue through traditional broadcast as well as digital platforms with hybrid revenue models.
Connected TV (CTV) advertising is the fastest-growing segment in the US, expected to grow by over 20% annually and increasingly attract younger viewers, including those of the Gen Z demographic. This trend reflects advertisers’ adaptation to the shift from linear TV to programmatic, targeted ads delivered on internet-connected devices.
Despite the national growth in digital and CTV channels, the US market's total ad spend is increasing significantly. The digital migration and AI-enhanced ad targeting are changing the landscape, but traditional TV ad sales remain a significant revenue pillar for broadcasters.
Currently, there is limited information available on political or editorial slant-based advertising revenue disparities in Georgia or comparisons between the support levels of pro-government and opposition media outlets. Further, localized or politically segmented advertising revenue data would likely require specialized media market analyses not reflected in the available results.
Silknet increased its advertising revenue by 33% YoY to GEL 0.3 million (USD 110,000), while Silk Media's advertising revenue remained unchanged at GEL 0.1 million (USD 37,000).
With the growing concern over the financial sustainability of media critical of Georgian Dream, it will be interesting to see how these trends continue to develop in the coming months.
The ongoing developments in Georgia's media industry, particularly the rising advertising revenues of some opposition-minded and independent outlets such as Formula TV, TV Pirveli, and BM.GE, have sparked speculation in the realm of policy-and-legislation and politics. This comes amidst growing concerns over the financial sustainability of media critical of Georgian Dream, following controversial amendments to the broadcasting law.
In contrast, adjacent general-news reports disclose declining advertising revenues for some traditional TV stations, including the Public Broadcaster, which saw a decrease of 71% YoY. As the trends continue to unfold in the coming months, these disparities could potentially shape the broader political and legislative landscape of Georgia.
