The 2022 Media and Communication cakes are ready

In addition to all this, the profession also had to cope with the introduction of extra-profit taxes and the effects of the elimination of the kata tax system. (2) The MRSZ Media Cake has apparently (nominally) increased slightly, by 3.7% compared to 2021, but in real terms the decrease is double-digit, 10.8%, and does not even reach the level of 2019 (-0 .6%). (3) In 2022, the usual rate of growth of the digital segment came to a halt and, in accordance with international trends, it also reached “adulthood” in the domestic market. (4) The media pie is dominated by digital players: More than half (51.4%) of media spending landed in digital media. Within this, more than a third (34%) of advertising spending in Hungary goes to global digital platforms. (5) Trend reversal in state advertising spending: after the elections, the advertising spending of state actors (government and state-owned companies) decreased significantly. (6) The solid nominal growth of the MRSZ Communication pie in 2022 is also misleading, because in real terms the marketing communication revenues of the communication industry decreased by 5.4% compared to the previous year. (7) According to market players’ forecasts, the size of the media and communication pies in 2023 may decrease further and noticeably in real terms.