Although the Hungarian media market as a whole is stagnating, online and interactive media continued to see rapid growth, media association (MRSZ) board member Judit Skriba told business weekly hvg.
While she said print media and television “will be lucky to reach 2007 levels this year,” outdoor advertising is unlikely to be hit, with even carmakers maintaining their spend despite the ongoing crisis in the industry. Meanwhile, income from online advertising may increase by as much as 35% this year, with further double digit figures forecast in the coming years.
MRSZ chairman Bálint Nagy added that companies will be looking to cut costs and increase effectiveness by targeting advertising more closely at particular customer groups. He said this is likely to precipitate a shift toward online advertising.
With regard to market research into communications, MC Media Company CEO Mondok Árpád believes that the market is saturated with “everybody already manically counting everything.”