Media consumption habits in Bosnia and Herzegovina in 2023

Television continued to be the top choice of advertisers, getting the most (64,4%) of 2023 total ad spending in Bosnia & Herzegovina. Television's enduring dominance was reflected in its average daily viewership of 322 minutes (among the highest in Europe and the SEE region), highlighting its continued relevance in reaching audiences across the nation, as well as competing prices (even with popular digital platforms).

Meanwhile, digital platforms marked additional gains, getting 18.4% of total market advertising investments. The increase in digital platform investments shows that people are changing how they prefer to get their media. Even though radio according to research data marked fewer listeners overall, it held its ground in advertising, still getting 5.4% of total ad investments, which shows that radio is still important and able to adapt to a changing media world. Print advertising went down a bit, getting only 3.4% of ad investments. Overall, traditional media outlets are trying new things and using digital platforms to stay competitive. Estimated media advertising investments experienced a notable rise in the range of 8-12%, driven by factors such as inflation, positive advertising investment trends, and favorable client engagements. This growth underscores the importance of staying agile and responsive to emerging trends in media consumption, as advertisers seek innovative ways to engage with audiences across platforms.

Published: September 13, 2024

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 Bosnia and Herzegovina in 2023

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