Ad sales in Hungary fell 7.5% in the first half of the year, with the largest drop experienced by cable TV stations and the printed press, Napi Gazdaság writes, citing a fresh survey by TNS Media Intelligence.
The number of ad spots on cable plunged by almost a quarter, while there were drops of 16% in the printed press, 11% for outdoor advertising surfaces and 7% for terrestrial TV channels. In terms of overall sales, print suffered the worst decline, with a 14% fall-off, followed by cable TV with 13% and radio with 12%.
Half of the country’s ten largest advertisers cut back spending during the period. The automotive industry pared down ad spending by more than a third, or by Ft 8.9 billion, followed by insurance companies, which spent 20% less on advertising than during the same period last year. Among individual firms, Procter & Gamble and Unilever cut their by 25% and 23%, respectively.