Poised for growth in the past, structural issues now define future of CEE TV ads

January 08, 2013  | Subscribers Only

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TV advertising markets in CEE showed a very patchy performance in 2012. At the top end, Ukraine is growing for the third year in a row, this time by 17.1 per cent (a slowdown from 24.1 per cent in 2011 and 34 per cent in 2010). At the bottom end, Hungary will see declines exceeding 20 per cent. This is the fourth consecutive year in which the Hungarian market falls and this trend is likely to continue in 2013. Still in 2007, CEE TV advertising markets were unanimously considered as high-growth markets. The key strategic question for investors and media owners alike was convergence with Western Europe - when would CEE TV ad markets be on par in terms of key metrics such as ad spend per capita, advertising as a share of GDP and cost-per-thousand prices? The disparate performance between markets in 2012 follows differential recovery patterns after the 2008/2009 recession. It illustrates that the formerly temporal question of convergence has transformed into a conditional one. Will convergence happen at all? This report reviews factors which have hampered growth in 2012 and are indicative of mid- and long-term structural factors that the region's TV advertising markets will have to grapple with.

Tables and charts included:

  • TV advertising markets' development in CEE;TV ad spend per capita (Euro)

Pages: 5

Tables and charts: 2

Tables and charts included:

  • TV advertising markets' development in CEE;TV ad spend per capita (Euro)

Pages: 5

Tables and charts: 2

Research by Market
Media & Advertising
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