The Economic Environment of the Media Market in Bosnia and Herzegovina 2023

The economy of Bosnia and Herzegovina showed resilience to global economic shocks during 2023 by avoiding a recession and achieving real growth of 1.7%. The main drivers of GDP growth were strong domestic demand and private consumption, rather than external demand, such as from the EU, which was weaker in 2023. In addition to the recorded high general market inflation, retail sales also grew, as did wage growth. These economic developments also impacted the rise in general costs in the media sector, resulting in higher price inflation within the industry. All of this led to an estimated increase in media advertising investments, ranging from 8% to 12%.

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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The Economic Environment of the Media Market in Bosnia and Herzegovina 2023

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