The Media Market in Bosnia and Herzegovina 2024

In 2024, the media market in Bosnia and Herzegovina underwent several significant shifts, shaped by regulatory developments, rising media costs, and evolving audience behaviour.

The total advertising market was estimated at €49.9 million, reflecting growth of approximately 6.85% compared to the previous year. Nova BH led the market with a 14.7% share, followed by BN TV and OBN. Television remained the dominant channel, capturing 63.1% of ad investment and continuing to serve as the most effective medium for building broad and rapid reach at low cost.

In May, the industry faced a serious challenge when the existing TV audience measurement system using peoplemeters was suspended. The media sector responded promptly, as the Joint Industry Committee (JIC) introduced a temporary solution based on historical data and seasonal viewing trends, supported by the HybridView::TV software platform. This swift adjustment helped ensure continuity in campaign planning and preserved advertiser confidence.

Digital media continued its steady growth, reaching an 18.8% share of total ad spending. Internet penetration rose to 83.4% of the country’s population. Local platforms such as Klix.ba and Olx.ba remained traffic leaders. Short-form video content on TikTok, Instagram Reels, and YouTube Shorts remained highly popular, although TikTok advertising was still not available locally. Influencer marketing became a standard component of digital strategies.

Print media experienced further decline, driven by global trends and the discontinuation of ad monitoring by IPSOS. Several publications were shut down. Meanwhile, out-of-home (OOH) advertising maintained strong advertiser interest, holding a 9.5% share and benefiting from new formats and increased spending during the local election period.

Radio retained a stable audience, and a 5.5% share of ad spend, although ad tracking remained unavailable. Cinema also showed modest recovery, particularly in major cities.

Overall, 2024 confirmed the strength of television, highlighted the steady rise of digital, and demonstrated the market’s ability to adapt quickly and effectively.