The media market in 2022, Bosnia and Herzegovina

In 2022, despite optimistic projections for growth, investments in the advertising industry remained at the same level as in 2021. The estimated overall media budget for the advertising market is around €43.2 million. This indicated a cautious approach due to various global challenges, including the emergence of new COVID-19 variants, the conflict in Ukraine, and inflationary pressures affecting economies worldwide. 

The media mix showed that television remained the dominant platform, commanding 64% of the market share. Radio accounted for 5,5%, print media represented 4%, out-of-home advertising claimed 9,1%, and online platforms commanded 17,40%. This distribution highlighs the significance of television as a cost-effective means of reaching audiences.

Inflationary trends in media costs were projected for 2022, with television expenses potentially surging by 12-25%, radio costs experiencing a modest uptick of 1-4%, and newspapers and magazines exhibiting negligible growth. Out-of-home advertising and online advertising were expected to undergo inflationary increases of 5-15% and 5-20%, respectively.

TV viewership saw a reduction of 12 minutes in average viewing time, totaling 5 hours and 19 minutes. Nova BH maintained its prominence as the leading channel with a share (SHR) of 10.1%, followed by BN TV and OBN. The Football World Cup in Qatar exerted a dominant influence on the top programs of 2022.

Digital advertising investments were on the rise in Bosnia & Herzegovina, reflecting the global trend. Retailers topped the sector in terms of digital advertising investments, as per the ba.bannermonitoring.com.

Short-form videos were the most popular, but long-form content resonated well with Generation Z. Internet penetration and usage continued to rise, with domestic sites such as Klix.ba, Olx.ba, Radiosarajevo.ba, Avaz.ba, and Nezavisne.com enjoying the highest reach.

These developments showcased the evolving nature of the local media market in Bosnia & Herzegovina. While challenges and cautious approaches persisted, digital advertising, changing viewership patterns, and the influence of global events played significant roles in shaping the market. Continued growth in online platforms, increasing internet penetration, and the need for transparency and diverse media representation remained key considerations for understanding and navigating the local media landscape.