Moldova’s advertising market exceeded 654 million lei in 2025, with online advertising becoming its largest segment for the first time. However, global platforms control almost all of the digital market’s growth: direct placements on local websites account for only about 5% of spending.
The volume of online advertising is estimated at a minimum of 280.1 million lei. By comparison, the television segment totaled 220.1 million lei, outdoor advertising—94.8 million, radio—46.9 million, and print media—12.1 million lei. However, the actual size of the online market may be higher, as complete statistics on international platforms are not available.
If we break down the estimated 280.1 million lei by advertising channel, approximately 182 million lei goes to Meta Ads and Google Ads, and about 84 million lei to international programmatic platforms. About 14 million lei remains for direct advertising on Moldovan websites.
This means that local media help build the audience and shape the information landscape, but have virtually no control over its advertising monetization. Moldovan businesses are increasingly promoting their goods and services online, yet the primary financial benefits go not to national media outlets but to international technology companies.
The business’s choice is understandable. Global platforms offer precise targeting, detailed statistics, and the ability to quickly assess the results of an advertising campaign. It is precisely these advantages that the Competition Council cites as the main driver of online advertising growth. But for local media, this model means a gradual erosion of their own financial base.
Traditional media segments are holding their ground for now. Television stations’ advertising revenue grew by 33% over the year, to 220.1 million lei, while radio stations’ revenue rose by 18.8%, to 46.9 million. However, part of this growth may have been linked to the parliamentary elections, which temporarily boosted advertising demand. At the same time, content consumption continues to shift to the internet, where the share of local platforms remains minimal.
Therefore, the figure of 654 million lei creates a somewhat misleading impression of the state of the national media industry. The advertising market is indeed growing, but a significant portion of its most promising segment is developing outside the Moldovan media system.
For local online platforms, the key figure is not 280 million, but approximately 14 million lei in direct ad placements. Until this ratio changes, the growth of digital advertising will not automatically translate into the development of the Moldovan media. //July 22, 2026 – InfoMarket.