The Economic Environment of the Media Market in Slovakia 2023

Recent inflation has prompted media agencies to become more cautious with their spending. Additionally, over 55% of Slovak marketers reported that the ongoing conflict forced them to alter their communication strategies.

The pandemic's aftermath has also caused significant shifts in work habits, particularly among younger employees who find it difficult to cope with the pressures of agency work, creating challenges in talent acquisition.

Despite these obstacles, 2023 saw a 21% increase in media spending compared to 2022, reaching €4.3 billion. This growth was fueled by a surge in election-related ads during the second half of the year, alongside the continued rise in online advertising.