Central and Eastern European TV Advertising Market Monitor

April 29, 2016  | Subscribers Only

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The TV advertising markets of the CEE region comprising 14 countries grew by 1.7% (excluding Russia) in 2015. In absolute terms, the CEE region TV NAR shrunk from €6,301m in 2014 to €5,236m in 2015 equating to -16.9% drop. The Russian TV ad market has declined significantly for a consecutive year, decreasing its relative size in the CEE region by 21 percentage points to a 39% share of the CEE TV ad market in 2015. The next three largest CEE markets: Turkey, Poland and Czech Republic together accounted for 44% of the total market in 2015, increasing their position by two percentage points from the previous year. The fastest growing market in 2015 was the Czech Republic (9.3%) and the slowest was Lithuania (0.8%), excluding Russia.

In 2015, the TV share of total advertising revenues exceeded 40% in 12 out of 14 countries covered by IHS and three markets (Romania, Slovenia and Bulgaria) had more than 50% TV market share. In 2016 all markets but Bulgaria are forecasted to increase in size, totalling to a whole region  TV ad revenue of €5,469m which is a 4.4% year-on-year growth or 6.7% if Russia is excluded.

The relative top positions in terms of size in 2015 remained unchanged- the top three markets were: Russia (€2,017m), Turkey (€1,083m) and Poland (€893m). TV still plays a very important role in the CEE region and has potential to grow further boosted by good macro-economic conditions and the increases in private consumption.    

Highlights:
In 2016:

All but one of the 14 CEE TV ad markets will grow
Early signs of moderate Russian recovery
Turkish, Slovak and Ukrainian markets will be the top 3 fastest growing in the CEE markets
New entrant ad saleshouse, atmedia aggregates TV audience in Hungary to pose competition to incumbent leader, RTL
CME will enhance regional integration between Czech and Slovakian market

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 2016
  • Map of TV advertising growth rates in CEE in 2016
  • Real GDP, year-on-year growth
  • Consumer Price Index
  • Real GDP forecast 2016 changes
  • Regional comparison: 2016 TV ad market size (€m), 2016 and 2016f growth
  • TV NAR per capita (€) in CEE and CEE excl. Russia
  • TV NAR per capita (€) in all CEE markets
  • TV NAR per capita indexed 1 in 2008
  • TV share of total advertising market (2016)
  • Multichannel share of total TV ad revenues (2016, 2016f)
  • Multichannel share of total TV ad revenues (2019f)
  • Bulgarian advertising revenue media mix in 2016
  • Bulgarian TV NAR growth, real GDP growth and total TV NAR
  • Bulgarian TV NAR by broadcaster (2016)
  • Croatian advertising revenue media mix in 2016
  • Croatian TV NAR growth, real GDP growth and total TV NAR
  • Croatian TV NAR by broadcaster (2005-2019)
  • Czech advertising revenue media mix in 2016
  • Czech TV NAR growth, real GDP growth and total TV NAR
  • Czech TV NAR by broadcaster and multichannel share of total TV NAR (2009-2019)
  • Estonian advertising revenue media mix in 2016
  • Estonian TV NAR growth, real GDP growth and total TV NAR
  • Estonian national TV vs. multichannel TV growth (2010-2019)
  • Hungarian advertising revenue media mix in 2016
  • Hungarian TV NAR growth, real GDP growth and total TV NAR
  • Hungarian TV NAR by broadcaster (2002-2019)
  • Latvian advertising revenue media mix in 2016
  • 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 (2007-2019)
  • Lithuanian advertising revenue media mix in 2016
  • 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 (2007-2019)
  • Polish advertising revenue media mix in 2016
  • Polish TV NAR growth, real GDP growth and total TV NAR
  • Polish TV NAR by broadcaster (2001-2018)
  • Romanian advertising revenue media mix in 2016
  • Romanian TV NAR growth, real GDP growth and total TV NAR
  • Romanian TV NAR by broadcaster (2009-2019)
  • Russian advertising revenue media mix in 2016
  • Russian vs. Western European ad markets (2006-2019)
  • Russian TV NAR growth, real GDP growth and total TV NAR
  • Slovak advertising revenue media mix in 2016
  • Slovak TV NAR growth, real GDP growth and total TV NAR
  • Slovak TV NAR by broadcaster (2009-2019)
  • Slovene advertising revenue media mix in 2016
  • Slovene TV NAR growth, real GDP growth and total TV NAR
  • Slovene advertising revenue by medium (2002-2019)
  • Turkish advertising revenue media mix in 2016
  • Turkish TV NAR growth, real GDP growth and total TV NAR
  • Turkish TV NAR by broadcaster (2009-2019)
  • Ukrainian advertising revenue media mix in 2016
  • 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 (2010-2019)]
  • Geographic TV ownership across the CEE markets
  • Summary table of key data and forecasts         

Number of Pages: 25

Number of Tables and Charts: 55

Research by Market
Media & Advertising
Category
Advertising
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