Central and Eastern European TV Advertising Market Monitor

September 21, 2016  | Subscribers Only

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The TV advertising markets of the 14 CEE countries grew by 1.5% (excluding Russia) in 2015. In absolute terms, the CEE region TV NAR shrank from €6,301m (€3,165m exc. Russia) in 2014 to €5,230m (€3,213m exc. Russia) in 2015 equating to -17% drop. Within the CEE markets there are some groups that stand out:

  • Poland and Czech Republic have the highest ad per capita in the CEE region and Turkey (lowest ad per capita skewed by its vast population); the three markets together account for 44% of the total TV market of CEE. This is in upward trend – in 2014 their regional market share was 42%.
  • The Baltic markets; Lithuania, Latvia and Estonia record a slower rate of growth in TV NAR that makes them more comparable to neighbouring Scandinavian markets. Lithuania was the slowest growing market in the CEE as advertisers are looking to address falling TV ratings.
  • Russia and Ukraine besides their geographic proximity also share the highest Consumer Price Index levels in the CEE region which in the case of Ukraine was partly responsible for maintaining a positive growth rate in 2015. On the other hand, in Russia the TV ad market – still the largest market in CEE – has declined by -14.5%. Remarkably, in 2015 Russia accounted for 39% of CEE TV advertising revenue, 21 percentage points lower than in 2014.
  • Romania, Slovenia and Bulgaria have the largest TV market share of all media advertising in CEE with more than half of the total ad market NAR value. Common in all three markets, the leading broadcaster dominates the market with 58% to 77% of the total market (CME) instructing an monopoly in the TV market. Ad prices are controlled by demand fluctuations where often inventory gets sold out at periods of high retail sales, private consumption and favourable macro-economic conditions.

Highlights:

In 2016:

  • CME enhances regional integration between Czech and Slovakian market; Slovakian JOJ is following suit to also broadcast across the boarders
  • Falling TV ratings across the Baltic bring ad markets to a halt
  • TVP to propose change in TV audience panels to address falling TV ratings in Poland
  • Russia and Ukraine record strong rebound in advertising, however some of the growth is attributed to local currency inflation
  • Czech, Estonia and Slovak online ad revenues will overtake TV NAR in the next five years

In this report:

  • 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
  • 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 (2020f)
  • Audience measurment in CEE
  • TV and online media market share 2010-2020f
  • Bulgarian advertising revenue media mix in 2016
  • Bulgarian TV NAR growth, real GDP growth and total TV NAR
  • Bulgarian TV market share by broadcaster (2011-2016)
  • Croatian advertising revenue media mix in 2016
  • Croatian TV NAR growth, real GDP growth and total TV NAR
  • Croatian TV NAR by broadcaster (2005-2020f)
  • Czech advertising revenue media mix in 2016
  • Czech TV NAR growth, real GDP growth and total TV NAR
  • Czech TV and online media market share  (2009-2020f)
  • Estonian advertising revenue media mix in 2016
  • Estonian TV NAR growth, real GDP growth and total TV NAR
  • Estonian Online and Print media market share (2010-2020f)
  • Hungarian advertising revenue media mix in 2016
  • Hungarian TV NAR growth, real GDP growth and total TV NAR
  • Hungarian TV NAR by broadcaster (2002-2020f)
  • 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 (2007-2020f)
  • 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 (2007-2020f)
  • Polish advertising revenue media mix in 2016
  • Polish TV NAR growth, real GDP growth and total TV NAR
  • Polish TV and online media market share (2008-2020f)
  • Romanian advertising revenue media mix in 2016
  • Romanian TV NAR growth, real GDP growth and total TV NAR
  • Romanian TV NAR by broadcaster (2009-2020f)
  • Russian advertising revenue media mix in 2016
  • Russian TV NAR growth, real GDP growth and total TV NAR
  • Russian vs. Western European ad markets (2006-2020f)
  • Slovak advertising revenue media mix in 2016
  • Slovak TV NAR growth, real GDP growth and total TV NAR
  • Slovak TV NAR by broadcaster (2009-2020f)
  • Slovene advertising revenue media mix in 2016
  • Slovene TV NAR growth, real GDP growth and total TV NAR
  • Slovene advertising revenue by medium (2002-2020f)
  • Turkish advertising revenue media mix in 2016
  • Turkish TV NAR growth, real GDP growth and total TV NAR
  • Turkish TV market share by broadcaster (2010-2020f)
  • 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 (2010-2020f]
  • Geographic TV ownership across the CEE markets
  • Summary table of key data and forecasts

Number of pages: 26

Number of tables and charts: 58

Research by Market
Media & Advertising
Category
Advertising
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