Media market: A year of recovery

Among these favorable economic and stagnating political conditions, the advertising market of Central and Eastern Europe recovered from the pandemic in 2021. After a drop of 2% in 2020, the regional market grew by 14% last year, reaching a net 9.5 billion Euros. 

The speed of recovery and the growth rate followed closely the forecast that our experts presented in last year’s CANnual Report: pre-crisis levels of ad spending were exceeded within a year, with most markets growing by a 10-15% rate.

The main engine of growth was the digital segment. Growing by 18%, online advertising spending reached 4.8 billion Euros in 2021, accounting for more than half of the overall advertising spending of CEE. 

As COVID-restrictions eased and people returned to the streets as well as to their commuting routine, advertisers poured back to the OOH and radio segment. As a result, OOH grew by 19% and radio by 15%. Advertising investments in television recorded a solid 11% growth, and print (after declining steadily for years) could grow by 3% as well. 

Published: May 8, 2023

BÖBE BARSI
EDITOR OF THE CANNUAL REPORT
bobe.barsi@wecan.net
Over the past 10 years, Böbe worked for media and brands alike. She contributed to magazines, news sites, and corporate publications, and published stories and conducted research in English, Spanish, German, and Hungarian. She gained experience also on the agency side, first working for clients like IKEA, Airbnb and Telenor, and later being the communications manager of weCAN, a position she held for nearly 5 years. She currently works as a communications expert and editor in Berlin, contributing to international projects like the present report.

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Media market: A year of recovery

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