Why is this important
Uzbekistan is moving from a chaotic outdoor advertising market to a measurable industry with transparent analytics. Obtaining METER verified measurement status creates a standard for evaluating placement effectiveness. The 53% growth of the market from January to May indicates high demand from advertisers and the maturity of the industry.
What happened
- External advertising expenses for the first half of the year amounted to 366.3 billion soums ($30.3 million);
- The market grew for five consecutive months: from $3.92 million in January to $6.01 million in May;
- A small adjustment in June to $5.05 million;
- METER has gained the status of a verified data measurer in Uzbekistan.
Top 5 Cost Categories
- Banks — 12,9%;
- Real estate — 11,3%;
- Internet services — 11,3%;
- Drinks — 9,7%;
- Food products — 8,1%.
These five categories constitute more than half of all placements. The remaining segments (advertising, healthcare, cars, restaurants, tourism, concerts, construction) are distributed evenly — 3-6% each.
Top brands
The largest shares in the placement were taken by:
- Yandex Go Lavka — placement leader;
- Flavis (drinks) — second place;
- Next: Centrum Air, Ozon, Korzinka, Uzum Bank, Credit Asia, Chexov, Magic City, Uzum Market.
Monthly dynamics
- January: $3.92 million;
- February: $4.42 million (+12.8%);
- March: $5.04 million (+14%);
- Апрель: $5,91 млн (+17,3%);
- May: $6.01 million (+1.7%) — peak;
- June: $5.05 million (-16%) — seasonal adjustment.
METER rating
Despite seasonal fluctuations, the market is moving towards sustainable growth and showing signs of maturity. The $30.3 million in six months indicates that 2025 could be a record year for the local industry.
Context
Uzbekistan’s outdoor advertising market is undergoing a transformation: from static billboards and manual placement to digitalization, analytics, and transparency. The main requirement of advertisers is measurability: not just placement, but understanding of coverage, contact frequency, and effectiveness.
METER verification is an important step towards industry standardization. The platform provides independent placement evaluation, increasing the trust of advertisers and agencies. Previously, the market operated based on subjective assessments and agreements, now a single measure is emerging.
The dominance of banks (12.9%) is explained by fierce competition: about 35 banks are competing for clients, actively using outdoor advertising. Real estate and internet services (11.3% each) are also highly competitive segments with large budgets.
Yandex Go Lavka leads in accommodation due to the expansion of its fast delivery service to the regions. Flavis (beverages) is the largest juice and beverage producer in Uzbekistan, actively investing in branding.
Market growth of 53% from January to May indicates high demand. The correction in June (-16%) is related to the seasonal factor: in summer, advertising activity traditionally decreases due to holidays and heat.
If the trend continues in the second half of the year, the total market volume could exceed $60 million, which will be a record for the Uzbek outdoor advertising industry.
