Regional advertising spending in the CEE, 2022

2022 was a rather hard year for Central Easter European media markets, mostly due to the aftermath of the Russian invasion of Ukraine, which brought about economic hardships for the whole economy, but the political context is constantly setting challenges as well. The regional media market showed a slight growth of 2%, reaching net 9.7 billion euro.

Most markets boasted a double-digit growth, but as Ukraine is one of the strongest markets, the -55% blow to its spending had a visible impact on regional level, in addition Hungary, another strong market stagnated when calculating in its own currency, but due to the weakening of Forint, it turns into decrease when exchanged to Euro. 

Even though digital grew above the overall average of 2%, reaching 4.9 billion euro, the strongest segment in 2022 was radio. Despite this spike, the overall spending has the exact same shares as a year before: online accounting for 51%, then followed by TV’s 34%, and print, outdoor and radio take up 6%, 5% and 4% respectively. 

The average share of the segments supports the observation that the main trends, the decline of TVe and the online boom are slowing down. The only unusual occurrence is that the drop of print spendings stopped, which is a result of it strengthening in many countries, sometimes due to unexpected events: a lot of magazines were produced in Russia which were delivered to the Baltics before the war, after the ban on Russian language media, local Russian language titles increasing their circulations for the first time in 15 years.