Seventeen years of television advertising practice were examined by the NMHH

By: Trademagazin Date: 2023. 08. 29. 11:50

The National Media and Communications Authority (NMHH) has reviewed the classic television advertising practices of the past 17 years in order to determine the main trends of this non-negligible segment of the advertising market.

The NMHH’s communications directorate told MTI on Tuesday that the research focused primarily on the size of the advertising load, the habits of receiving advertising and the evolution of the order of strength of the advertising sectors.

They explained that the authority mapped the advertising practices of 15 television stations (ATV, Cool, Discovery Channel, Duna, Film+, M1, M2, Minimax, National Geographic, RTL, Spektrum, Sport1, Sport2, TV2, Viasat3) between 2006-2022.
NMHH compiled the sample in such a way that it includes thematic channels in addition to public service and general commercial televisions, they said.

They reminded that, based on the provisions of the Media Act, a maximum of twenty percent of the broadcast time on commercial media between 6 a.m. and 12 a.m. can be devoted to advertising, however, the period between midnight and 6 a.m. is no longer subject to any time restrictions, what’s more, not even to the publication of television shopping ads created a time limit.

The primary target group of commercials is traditionally made up of 18-59 year olds, i.e. active searchers, so the research was also focused on this age group.