After the launch of fifth-generation networks in Russia, telecom operators spent about 230 million rubles on 5G television advertising in the first week. According to data from the advertising holding NMi Group, in the first week after the 5G launch, the four largest operators — MTS, MegaFon, VimpelCom, and T2 — together spent about 230 million rubles on television advertising.
In September 2026, MTS became the leader in 5G promotion spending with a budget of 410 million rubles. T2 allocated 250 million for advertising, and MegaFon — 165 million rubles. The companies also promoted 5G through digital outdoor advertising. According to a Kommersant source, MTS spent 140 million rubles on it, T2 — 130 million, and MegaFon — 25 million. NMi Group estimated the total costs in this channel at approximately 300 million rubles.
MTS stated that they primarily focused on television but also used other methods to draw attention to the technology. Among them was an art exhibition dedicated to 5G. The other three operators declined to comment.
Experts attribute the surge in advertising to competition between companies. Sergey Polovnikov, head of Content Review, notes that it is difficult for large operators to stand out solely by coverage quality, so the new technology became an additional reason to talk about their services. Damir Feyzullov, Digital and Social Media Director at PR Partner agency, adds that competitors' activity may push companies to further increase advertising spending.
The more actively operators advertise 5G, the more important it is to explain to subscribers where the new network works, which smartphones support it, and how to connect to it. Sergey Knizhuk, managing director of Starlab agency, notes that without this information, users' expectations may not match what they get in practice.
5G Launch in Russia and FAS Warnings to Operators
5G was officially launched in Russia on September 11, 2026. In the first phase, the network became operational in 16 cities and accessible to approximately 10 million people, with plans to expand it to 50 more cities by the end of the year.
5G advertising had previously been the subject of regulatory scrutiny. In August 2026, the FAS initiated a case against MegaFon due to advertising of a "5G mode" which, according to the agency, effectively promoted an LTE-based service. At that time, the FAS recommended that other operators also adjust their campaigns related to the fifth generation.
It was also reported that the deployment of 5G would require a large-scale network overhaul and an increase in operator investments to 580 billion rubles by 2027.