The Media Market in Albania 2024

Even though Albania is still an unregulated market in terms of audience measurements, for 2024 it has an overall Net Ad Spend estimated at ~€60.95 million, showing an increase of ~0.7% versus 2023.

TV remains the main communication channel for advertisers, getting the highest share of media investment, continuing to lead in terms of media ad spend with ~72% share. Local Display (GDN & Meta excluded) continues to have ~15% and remains a must in the media mix selection mainly due to the affinity of the target groups/campaigns.

OOH remains at the same media ad spend levels as in 2023, estimated at ~10.8% in 2024, where during the last years it has shown an increased number of tools in terms of CTL and new DOOH screens that were placed on main roads/crossroads of Tirana and main cities. Print continues showing a declining trend, with most newspapers and magazines published only online and very few continuing with a printed version.

The main factors impacting Net Ad Spending growth during 2024 are mainly the broadcasting of some of the biggest and new in-house productions from Top Channel, TV Klan & Vizion + (Big Brother VIP, Për’puthen, Euro 2024, Piramida, Ferma VIP, Albania’s Got Talent, etc.). The Euro 2024 football championship, where TV Klan was the sole broadcaster and where, due to the participation of the national team, investment in TV Klan increased from many advertisers.

There are 63 terrestrial TV DVB-T2 stations, out of which:

• 1 national public TV station + RTSH Free to Air platform (Radio Televizioni Shqiptar – RTSH)
• 5 national private TV stations (Top Channel, Klan, Vizion +, Digitalb TV, ADTN)
• 47 local/regional TV stations (News 24, Report TV, ABC News, A2 CNN, Euronews Albania, etc.)
• 19 IPTV/OTT (Abissnet – OTT, Vodafone – IPTV, ONE – IPTV, Bleta – IPTV, Digicom – IPTV)
• 2 digital platforms Paid TV/OTT (DigitAlb & Tring)

55 audio FM stations, where 3 are national radio stations (Top Albania Radio, Club FM, Klan Radio), 48 local radio stations (Love Radio, Radio One, Radio DJ, etc.), and 4 community radio stations.

14 daily newspapers (Dita, Panorama, Shekulli, etc.), 4 consumer magazines (Revista Monitor, Bordo, Living, Newsbomb), where in recent years the number of daily newspapers and magazines has declined, shifting from printed format to digital.

3 main OOH companies offer around 850+ posters/sides in OOH structures including digital outdoor screens. >60 news portals & websites exist, including those of the best-known media (NOA.al, Balkanweb.com, top-channel.tv, tvklan.al, etc.). 2 main cinema networks have 15 cinema screens (Millennium, Cineplexx).

The biggest media groups in Albania are:

• Top Media Group (TV, Pay TV/OTT platform, radio, online portals, studio production, printed media)
• Media Klan Group (TV, radio, online portal, TV production)
• Media Vizion (Vizion + & Tring) Group (TV, Pay TV/OTT platform, online magazine, online portal, publishing house, construction)
• Panorama Group & Focus Media (daily newspapers, magazines, TV, radio, online portal, university, construction).