The media market in 2022, Bulgaria

Investments in Bulgarian advertising in 2022 reached and, in numerous sectors, surpassed the levels achieved in 2021, and the key players on communications market considered it another successful year despite the turbulent economic and political context of the region. The total advertising expenditure amounted to 291 million EUR, corresponding to 13% growth. 

Media inflation fell within the range of 0% to 15%, where the highest inflation rates was observed in the two largest media types by volume, with Digital experiencing a 16% inflation rate and TV facing a 13%. The primary driver behind these elevated figures was the heightened interest in these media channels coupled with limited supply.

Notably, the distribution among different Bulgarian media types remained unchanged, with television maintaining its dominant position at approximately 54%. One large development was the anticipated 60% increase in cinema advertising, which is not surprising given the resumption of availability in the post-Covid environment. This growth reflects the industry's response to the reopening of cinemas and the potential for increased audience engagement.

Regarding media ownership, no M&As or important media landscape developments have been observed during the period.

However, it’s worth mentioning that a significant public debate emerged regarding gambling advertising, primarily driven by the surge in television advertisements promoting online gambling. This increase was particularly notable during the broadcast of the World Cup. While gambling companies in Bulgaria announced their intention to implement self-restriction measures and make substantial changes to their advertising practices, no effective actions have been taken thus far.