Media consumption habits in 2022, Bosnia and Herzegovina

In recent years, media consumption in Bosnia & Herzegovina has witnessed notable changes. Television remains dominant, with an average viewing time of 5h:31min in 2021, decreasing slightly to 5h:19min in 2022. Nova BH maintains its leading position with a 10.1% SHR%, while the Football World Cup in 2022 dominates top programs, highlighting the influence of sports events on viewership.

TV advertising didn't grow as expected in 2022 due to challenging times in the world but still holds a 64% market share. Confectionery & sweet snacks continue to be the most advertised category. 

Social media platforms like Facebook, Instagram, YouTube, and TikTok have significant user bases in Bosnia & Herzegovina, with Facebook having approximately 1.9 million users.

With an internet penetration rate of 76.7% in 2022, the digital landscape continued to grow in significance. Domestic websites such as Klix.ba, Olx.ba, Radiosarajevo.ba, Avaz.ba, and Nezavisne.com witnessed high levels of user engagement. Digital advertising investments demonstrated a rising trend, capturing a market share of 17% in 2022. This highlights the recognition of the online space as a crucial advertising platform. 

Print media investments declined, with Avaz Roto Press leading the market.As media consumption trends in Bosnia & Herzegovina continue to evolve, advertisers face both challenges and opportunities. Adapting strategies to align with shifting viewer preferences, leveraging the power of television, and embracing digital platforms will be critical for brands aiming to effectively connect with their target audience.

Published: September 25, 2023

NERMIN KALJAČA
MEDIA DIRECTOR | DIRECT MEDIA BOSNIA & HERZEGOVINA
nermin.kaljaca@wecan.net
Nermin came to Direct Media Bosnia and Herzegovina (previously known as Ascanius Media) in 2010 and joined the newly formed research department. Prior to joining the company, he had worked for an international research agency and had been in charge of TV-viewing and AdEx data in Bosnia and Herzegovina. There, Nermin held the position of Head of TV-research department of 30 people, and he was handling a complex TV-research project on a daily basis with a panel of 1550. Within Direct Media, at personal request, his field of activity expanded to account services, and he took on accounts of some regional and international clients as well. After that, he was a Media Buying Manager for non-TV media. Since January 2017, he has been the Media Director.

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Media consumption habits in 2022, Bosnia and Herzegovina

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