Central and Eastern European TV Advertising Market Monitor

April 11, 2014  | Subscribers Only

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The overall TV advertising market in Central and Eastern Europe grew in 2013, thanks to soaring TV ad markets of Russia, Turkey, Ukraine, Latvia and Estonia.  However, the increase generated by those markets was somewhat offset by contracting TV ad revenues elsewhere. Whilst 2014 will be a year of return to growth for most, Ukraine and Slovenia will struggle to generate TV NAR growth as a result of internal political and economic issues. This market monitor documents status quo of TV advertising in CEE and provides a perspective on future growth potential.

Highlights:

  • In 2014, Russia will lead TV ad growth in the CEE region with a 9.2% increase
  • 9 CEE TV advertising markets declined in 2013, with the magnitudes of declines reaching as much as 7.2% in Czech Republic
  • Two CEE TV advertising markets (Slovenia and Ukraine) will decline in 2014
  • Multichannel TV advertising has highest market share in Latvia, Poland, Russia and Turkey
  • TV ad spend per capita in CEE is much below Western European levels. The regional total is increasing fast thanks to the steady growth of Russian TV NAR

In this report:

Countries covered: Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Poland, Romania, Russia, Slovakia, Slovenia, Turkey and Ukraine

  • Economic conditions: annual forecasts
  • Overall advertising market forecasts
  • Focus on TV advertising
  • Focus on multichannel TV advertising
  • Pan-regional TV advertising comparison
  • In-depth analysis of CEE TV advertising markets on country-by-county basis

List of tables and charts:

  • Map of TV advertising growth rates in CEE in 2013
  • Map of TV advertising growth rates in CEE in 2014
  • Real GDP, year-on-year growth
  • Consumer Price Index
  • Real GDP forecast 2013 changes
  • Regional comparison: 2013 TV ad market size (€m), 2013 and 2014f growth
  • TV NAR per capita indexed 1 in 2008
  • TV NAR per capita (€) in CEE and CEE excl. Russia
  • TV NAR per capita (€) in all CEE markets
  • TV share of total advertising market (2013)
  • Multichannel share of total TV ad revenues (2013, 2014f)
  • Multichannel share of total TV ad revenues (2018f)
  • Bulgarian advertising revenue media mix in 2013
  • Bulgarian TV NAR growth, real GDP growth and total TV NAR
  • Bulgarian TV NAR by broadcaster (2013)
  • Croatian advertising revenue media mix in 2013
  • Croatian TV NAR growth, real GDP growth and total TV NAR
  • Croatian TV NAR by broadcaster (2005-2018)
  • Czech advertising revenue media mix in 2013
  • Czech TV NAR growth, real GDP growth and total TV NAR
  • Czech TV NAR by broadcaster and multichannel share of total TV NAR (2009-2018)
  • Estonian advertising revenue media mix in 2013
  • Estonian TV NAR growth, real GDP growth and total TV NAR
  • Estonian national TV vs. multichannel TV growth (2010-2018)
  • Hungarian advertising revenue media mix in 2013
  • Hungarian TV NAR growth, real GDP growth and total TV NAR
  • Hungarian TV NAR by broadcaster (2002-2018)
  • Latvian advertising revenue media mix in 2013
  • Latvian TV NAR growth, real GDP growth and total TV NAR
  • Latvian national TV vs. multichannel TV growth and multichannel share of total TV NAR (2007-2018)
  • Lithuanian advertising revenue media mix in 2013
  • Lithuanian TV NAR growth, real GDP growth and total TV NAR
  • Lithuanian national TV vs. multichannel TV growth and multichannel share of total TV NAR (2007-2018)
  • Polish advertising revenue media mix in 2013
  • Polish TV NAR growth, real GDP growth and total TV NAR
  • Polish TV NAR by broadcaster (2001-2017)
  • Romanian advertising revenue media mix in 2013
  • Romanian TV NAR growth, real GDP growth and total TV NAR
  • Romanian TV NAR by broadcaster (2009-2018)
  • Russian advertising revenue media mix in 2013
  • Russian vs. Western European ad markets (2006-2018)
  • Russian TV NAR growth, real GDP growth and total TV NAR
  • Slovak advertising revenue media mix in 2013
  • Slovak TV NAR growth, real GDP growth and total TV NAR
  • Slovak TV NAR by broadcaster (2009-2018)
  • Slovene advertising revenue media mix in 2013
  • Slovene TV NAR growth, real GDP growth and total TV NAR
  • Slovene advertising revenue by medium (2002-2018)
  • Turkish advertising revenue media mix in 2013
  • Turkish TV NAR growth, real GDP growth and total TV NAR
  • Turkish TV NAR by broadcaster (2009-2018)
  • Ukrainian advertising revenue media mix in 2013
  • Ukrainian TV NAR growth, real GDP growth and total TV NAR
  • Ukrainian national TV vs. multichannel TV growth and multichannel share of total TV NAR (2010-2018)

Number of pages: 26

Number of charts and tables: 54

Research by Market
Media & Advertising
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