The Media Market in Hungary 2023

The estimated industry spending in the media market increased by 11% in 2023, but this growth remained below inflation, representing a decrease in real terms. The distribution of advertising spending has not changed significantly, with TV stagnating at 23% and digital media around 51%, of which two-thirds is global spending. In real terms, only out-of-home (OOH) and cinema advertising managed to grow. The total media market is valued at 889 million euros, up from 808 million euros in 2022.

A new development this year was the inclusion of an estimate for influencer spending, which is pegged at 6 billion HUF (15.2 million euros), doubling the cinema spending. Within digital media spending, display advertising saw the most significant growth, with digital audio also growing dynamically. Interestingly, the proportion of programmatic advertising has decreased.

There has been no significant reorganization among Hungarian media players, and no new advertisers entered the market in 2023. TV reach remains at 7 million people per month, while 6.8 million people can be reached on digital platforms, and 3.9 million people can be reached through streaming. Advertising targeting for streaming platforms will become available from early 2024.

A notable change in the television market is that, while linear content consumption is decreasing, the GRP (Gross Rating Point) number has barely increased. In response, the two major Sales Houses announced a radical price increase for November and December 2023. This price hike is expected to continue in the coming years to address historically low prices.

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