Based on the 5th MRSZ Barometer survey, the communication market is becoming less optimistic

By: Trademagazin Date: 2023. 05. 12. 11:18

The research analysis of the 5th Barometer survey of the Hungarian Advertising Association and the Scores Group research institute has been completed in a new design, with infographics supporting the interpretation, an executive summary and an English adaptation by popular demand.

Based on the 5th MRSZ Barometer survey, the communication market is becoming less and less optimistic: This year, inflation, the forint exchange rate and the evolution of energy prices are the most decisive trends. The industry’s prognosis: in the 2023 media pie, the local digital segment will approach the TV slice.

The main findings of the survey:

(1) Companies see their market position less and less cheerfully, which is not surprising considering the polycrisis.

(2) According to the profession, the labor market situation improved in 2022 and this trend will continue in 2023, but the proportion of gloomy prospects is still around 50%.

(3) It is not enough that the home office continues to rumble,

(4) but jobseekers have a more difficult year ahead, because a third of the companies are experiencing a staff freeze.

(5) Clouds are also towering over the heads of freelance advertising professionals: their services, which have become more expensive due to the introduction of kata, are less able to pay for their services, which are experiencing tighter times.

(6) The trend challenges experienced in 2022 and expected in 2023 (inflation, forint exchange rate, utility prices) are almost the same.

(7) According to market expectations, the media pie in 2023 could be HUF 320.8 billion, with a minimum nominal growth rate of 1.4%, which could represent a 15-20% decrease in real terms, and

(8) although the decision-makers do not predict a change in the order of the slices, but

(9) in their opinion, digital domestic online will almost reach the advertising spending level of the TV segment with double-digit growth.

(10) If the market predictions are fulfilled for 2023 – the marketing communication slices of the 2023 communication pie are estimated at HUF 233.4 billion -, the amount of marketing communication expenses will fall to the level of 2021, which in real terms is 20-25% can mean a setback.”

https://mrsz.hu/cmsfiles/2e/f7/MRSZ_Barometer_iparagi_kutatas_elemzes_22dec-23jan_05.12.pdf