The Media Market in Bosnia and Herzegovina 2023

In 2023, Bosnia & Herzegovina's media market underwent substantial changes that transformed its landscape. Two notable events marked this transformation, reflecting shifts in consumer behaviour, industry practices, and regulatory frameworks.

Firstly, IPSOS, a prominent research firm, decided in July 2023 to halt its Print AdEx research initiative. This decision stemmed from declining interest among market stakeholders and a prolonged decrease in print advertising investments. Despite initial attempts to introduce Web AdEx and Radio AdEx projects earlier in the year, IPSOS encountered challenges due to technical complexities and a lack of support from local media players. Consequently, these projects did not materialize, leaving the current Banner Monitoring project (started in 2018 by the agency Direct Media) as the primary source of insights into digital activities across Bosnia & Herzegovina, covering over 100 websites.

Secondly, significant regulatory changes in television audience measurement procedures unfolded during the same period. Since 2012, the Bosnian government had overseen this aspect of the media landscape. However, a fundamental oversight emerged in the classification of TV peoplemeters, neglecting their essential functionality. In response, legislative amendments were introduced in 2023 to enhance standards in TV audience measurement. However, this revision removed independent laboratories from the certification process, posing challenges for the incumbent provider and necessitating a reduction in surveyed households within the audience panel. This adjustment resulted in fluctuations in daily TV viewership data, raising concerns about data accuracy and reliability within the industry. Stakeholders rallied together, urging the government to address these regulatory discrepancies and restore confidence in audience measurement methodologies, but a positive response from the state is still pending. Are the dark days of TV research truly looming ahead?

In summary, Bosnia & Herzegovina's media market witnessed significant changes in 2023, driven by shifts in consumer preferences, industry dynamics, and regulatory frameworks. The discontinuation of IPSOS's print advertising research and the regulatory reforms in television audience measurement underscored the need for adaptation and innovation within the industry. As stakeholders navigate these transitions, collaboration and advocacy for robust regulatory frameworks will be crucial to ensuring the continued growth and sustainability of the media ecosystem in Bosnia & Herzegovina.

Distribution of advertising spending by media types (2023 net, eur M)