The state spends the most on advertising

By: Trademagazin Date: 2022. 12. 08. 11:34

Contrary to earlier pessimistic expectations, the Hungarian advertising market started to grow last year – similarly to other Central and Eastern European countries. Thanks mainly to public spending. In Hungary, the advertising sector earned 9 percent more revenue of 844 million euros in 2021 than a year earlier, and with this result we reached the level of turnover before the epidemic.

In the region, an even greater expansion of 14 percent could be experienced, which means advertising spending reaching 9.5 billion euros compared to last year – states the CANnual Report, an online downloadable publication that summarizes and analyzes the processes and trends of the Eastern and Central European advertising markets. this year’s edition, which was recently published by weCAN, a network of independent advertising agencies from 14 countries, including Café Communications representing our country.

The report shows that the online segment is developing the strongest in the domestic advertising market. This area has been characterized by stable growth for years, which reached 8 percent last year. However, the incomes flowing in from here enrich the domestic media actors less and less. In accordance with world trends, these also affected primarily global players. Last year, more than a third of the forints spent on domestic online advertising went to Google, Facebook and other international companies.