From reach to influence: why advertising no longer works by old rules discussed in Dushanbe
Research company EuroMediaCom has presented fresh data on media consumption in Tajikistan. The figures overturn the usual notions of where to invest advertising budgets.
This data was presented at the first IMPACT Creative Night.01 meeting held in Dushanbe on April 24 — a closed format for market professionals. A hundred people from marketing, media, and business gathered not for networking, but to discuss a systemic issue: why, despite having channels, reach, and budgets, businesses are increasingly not achieving the expected results.
The evening was opened by Jamshed Ismatillo, head of the research company, Yori Marketing Sanoat, with a presentation of quarterly media measurements. The data covers 700 households across the country, age group 15+. The results were mixed.
TV leads. But losing timeTelevision remains the most comprehensive channel in Tajikistan — 92% of the population aged 15+ watch it at least once a week. Compared to neighboring countries, this is an exceptionally high figure. However, behind the coverage figures lies a worrying trend.
Over five years, the average daily TV viewing time has decreased from 246 minutes in 2021 to 189 minutes in 2025 — a decline of 57 minutes. The annual decrease is about 14 minutes. According to Sanwar, this is not a temporary deviation but a structural trend that will only intensify.
This data was presented at the first IMPACT Creative Night.01 meeting held in Dushanbe on April 24 — a closed format for market professionals. A hundred people from marketing, media, and business gathered not for networking, but to discuss a systemic issue: why, despite having channels, reach, and budgets, businesses are increasingly not achieving the expected results.
The evening was opened by Jamshed Ismatillo, head of the research company, Yori Marketing Sanoat, with a presentation of quarterly media measurements. The data covers 700 households across the country, age group 15+. The results were mixed.
TV leads. But losing timeTelevision remains the most comprehensive channel in Tajikistan — 92% of the population aged 15+ watch it at least once a week. Compared to neighboring countries, this is an exceptionally high figure. However, behind the coverage figures lies a worrying trend.
Over five years, the average daily TV viewing time has decreased from 246 minutes in 2021 to 189 minutes in 2025 — a decline of 57 minutes. The annual decrease is about 14 minutes. According to Sanwar, this is not a temporary deviation but a structural trend that will only intensify.
«Reach is one thing. But if you don’t understand who your audience is and when they are in front of the screen, advertising turns into an expense, not an investment,» — Jamshed Ismatillo.
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