July 20, 2026

TV Commercials Run in the Family


TV Commercials Run in the Family
Buy, buy, buy! RMAA Group. 

An annual analysis of the top 1000 most popular Russian TV commercials revealed that those showing families with three or more children are on the rise.

In 2023, only 9% of commercials featuring children showed families with more than three kids. In 2025, the share was 20%.

Why are larger families becoming more common in advertisements?

According to Nadezhda Yachmeneva, deputy dean of the Institute of Social Sciences at RANEPA, such commercials give the impression of a “bustling, vibrant, and happy family.” If a sincere and loving family puts their trust in a product or service, then maybe it could provide the same experience for a new customer.

​Commercials featuring families with three or more children also reinforce Russian government efforts to combat a falling population by encouraging families to have more children. Although a trivial commercial for a “mega family” phone plan is unlikely to factor into a family’s decision about how many kids to have, it nonetheless suggests that families with many children are well within social norms (and supported by standard phone plans).

While in 2025 families accounted for just 25% of the subjects in commercials, increased portrayals of large families as rooted in "traditional values" is a significant change.

You Might Also Like

Whoa, Mama
  • July 12, 2026

Whoa, Mama

A Moscow woman has given birth to her sixteenth child.
A Civic Duty?
  • September 14, 2025

A Civic Duty?

A local Russian leader opened a new kindergarten by calling on citizens to be fruitful and multiply.
Like this post? Get a weekly email digest + member-only deals

Some of our Books

Little Golden Calf
February 01, 2010

Little Golden Calf

Our edition of The Little Golden Calf, one of the greatest Russian satires ever, is the first new translation of this classic novel in nearly fifty years. It is also the first unabridged, uncensored English translation ever, and is 100% true to the original 1931 serial publication in the Russian journal 30 Dnei. Anne O. Fisher’s translation is copiously annotated, and includes an introduction by Alexandra Ilf, the daughter of one of the book’s two co-authors.

Jews in Service to the Tsar
October 09, 2011

Jews in Service to the Tsar

Benjamin Disraeli advised, “Read no history: nothing but biography, for that is life without theory.” With Jews in Service to the Tsar, Lev Berdnikov offers us 28 biographies spanning five centuries of Russian Jewish history, and each portrait opens a new window onto the history of Eastern Europe’s Jews, illuminating dark corners and challenging widely-held conceptions about the role of Jews in Russian history.

Life Stories
September 01, 2009

Life Stories

The Life Stories collection is a nice introduction to contemporary Russian fiction: many of the 19 authors featured here have won major Russian literary prizes and/or become bestsellers. These are life-affirming stories of love, family, hope, rebirth, mystery and imagination, masterfully translated by some of the best Russian-English translators working today. The selections reassert the power of Russian literature to affect readers of all cultures in profound and lasting ways. Best of all, 100% of the profits from the sale of this book are going to benefit Russian hospice—not-for-profit care for fellow human beings who are nearing the end of their own life stories.

The Little Humpbacked Horse
November 03, 2014

The Little Humpbacked Horse

A beloved Russian classic about a resourceful Russian peasant, Vanya, and his miracle-working horse, who together undergo various trials, exploits and adventures at the whim of a laughable tsar, told in rich, narrative poetry.

Driving Down Russia's Spine
June 01, 2016

Driving Down Russia's Spine

The story of the epic Spine of Russia trip, intertwining fascinating subject profiles with digressions into historical and cultural themes relevant to understanding modern Russia. 

Russian Rules
November 16, 2011

Russian Rules

From the shores of the White Sea to Moscow and the Northern Caucasus, Russian Rules is a high-speed thriller based on actual events, terrifying possibilities, and some really stupid decisions.

Faith & Humor
December 01, 2011

Faith & Humor

A book that dares to explore the humanity of priests and pilgrims, saints and sinners, Faith & Humor has been both a runaway bestseller in Russia and the focus of heated controversy – as often happens when a thoughtful writer takes on sacred cows. The stories, aphorisms, anecdotes, dialogues and adventures in this volume comprise an encyclopedia of modern Russian Orthodoxy, and thereby of Russian life.

About Us

Russian Life is the 31-year-old publication of an award-winning publishing house that also creates books, and other products for Russophiles the world over.

Latest Posts

Our Contacts

Russian Life
73 Main Street, Suite 402
Montpelier VT 05602

802-223-4955