The Economic Environment of the Media Market in Croatia 2024

In 2024, Croatia’s GDP grew by 3.8%, with rising wages boosting consumer spending and advertising investments, particularly in digital and television. Online advertising increased by 20%, led by major advertisers such as Lidl, SuperSport, and Fortenova. Top advertising categories included supermarkets, betting, and general brand campaigns.

Television ad spend remained stable despite a 4% decline in viewership. The highest gross rating points (GRPs) came from retail chains, telecom providers, and gambling companies. Inflation (ranging between 4–4.5%) and rising operational costs significantly impacted print media, with newspaper advertising falling by 14%.

OOH advertising rose by 27%, and radio increased by 10%, driven by brands such as Elipso and Hrvatska Lutrija. Throughout 2024, advertising investments reflected a strong shift toward digital platforms, alongside notable growth in OOH and radio. Meanwhile, print media continued its multi-year decline, despite steady interest in magazines.