Who funds Georgian television channels?

According to data from the first quarter of 2025, the advertising revenue of Georgian television channels amounted to 14.8 million GEL. Despite the fact that in recent years the advertising market has been characterized by stagnation and a tendency toward decline, leading broadcasters still retain major corporate partners. The list published by the National Communications Commission clearly shows that the main sponsors of the leading TV channels are mostly large banks, pharmaceutical companies, and representatives of the beverage and food sectors.

“Teleimedi” holds a leading position, with its largest advertiser being Bank of Georgia, which paid the broadcaster more than half a million GEL. Among the major payers were also companies such as PSP Pharma, Coca-Cola Bottlers Georgia, Aversi Pharma, and other pharmaceutical and distribution companies. The distribution of advertisers reflects those economic sectors that consistently invest in access to a wide audience and, to some extent, affirms their dominance in the Georgian consumer market.
The main buyers of advertising time on “Rustavi 2” are the same corporations: Coca-Cola Bottlers Georgia, PSP Pharma, Aversi Pharma, and others, who conduct large-scale television campaigns. It is noteworthy that not only pharmaceutical and beverage brands, but also companies from the construction and real estate sectors are active among the television advertisers.
An interesting picture emerges with other broadcasters as well: “PostV,” “Formula,” and “TV Pirveli” continue to have significant advertisers both from traditional large businesses and from relatively new companies in the consumer goods, construction, and hotel industries. Access to leading channels ensures both the growth of brand awareness and the strengthening of market positions in a competitive environment.

A trend less noticeable to viewers, but notable for the media community, is that the largest share of advertising revenue remains concentrated within the same economic groups. This means that television channels are closely tied to the largest corporations, and their financial stability is directly dependent on the decisions of a few market players.
Ultimately, the television advertising landscape at the start of 2025 remains unchanged with its traditional leaders; however, against the backdrop of economic trends and changes in advertising policy, it becomes possible to develop a new, more diversified, and digitally oriented advertising model. This transformation will ultimately determine how television channels maintain financial viability in the coming years.