The economic environment of the media market in 2022, Hungary

The Russian-Ukrainian war has increased the number of risk factors in all areas in the Hungarian economy. The current business models are threatened by changes in existing supply-demand patterns. Supply chain problems and product shortages have threatened the day-to-day operations of large companies, exacerbated by consumer concerns about rising prices. The outlook for financial markets is uncertain (commodities, exchange rate). The consumer confidence index has fallen significantly. Inflation in Hungary has gradually crept above 20% in the second half of 2022. High inflation reduces the purchasing power of wages, leading to a deterioration in living standards. Corporate revenues also fall, affecting marketing spending. Complete product categories have disappeared from the consumption of Hungarian families.