April 28th, 2008

Hungarian TV ad spend rose, radio dropped in 2007

Advertisers continued to pile into Hungary’s TV market last year, while radio ad spend declined, a survey compiled by Ernst & Young for the Hungarian Broadcasting Association revealed. According to inforadio.hu, the total market for radio and TV rose by 6.4%, to Ft 77 billion (roughly €305 million), net of agency fees and discounts. But the 7.7% growth in TV ad spent – to Ft 70 billion – masked a drop of almost 5% in the radio ad market.

As in the previous year, the three national broadcasters – commercial channels RTL Klub and TV2 and the “M1″ channel of public service broadcaster MTV – accounted for 85% of TV ad spend.

Meanwhile, the survey only tracked four radio stations: Sláger, Danubius, Juventus and Gazdasági Rádió, leaving out public broadcaster Magyar Radio.

According to the association, overall ad spend rose by almost Ft 10 billion last year, while the online segment was the only one which enjoyed an increase in market share.

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