The Media Market in Serbia 2023

Overall net media market investments in Serbia grew in 2023, driven mostly by investments from retailers, the food sector, and personal care categories, and substantially pushed by media inflation. All media channel investments, except print, increased in 2023. If this trend continues, we expect moderate overall media investment growth during 2024.

TV, OOH, and radio investment shares remained steady and stable over the years. Digital media growth has had the most impact on the decline of printed media investments, but it still leaves opportunities for niche targeting in printed titles.

TWDC rebranded Disney Channel’s Fox, Fox Life, Fox Movies, and Fox Crime to Star Channel, Star Life, Star Movies, and Star Crime in Q4 2023.

Due to low ratings, AXN was excluded from Nielsen’s TV monitoring as of September 2023, and will be selling packages instead of CPP deals. Radio Lola was awarded a nationwide radio frequency previously held by Radio Karolina but remains within the Maxim Media group.

As of Q3 2023, Insider TV was included in Nielsen’s TV monitoring system, with SHR ranked 27th among cable channels in December 2023.

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

Published: September 16, 2024

MARINA TODOROVSKI
DIGITAL ACCOUNT DIRECTOR | MEDIAJOBS
marina.todorovski@wecan.net
Marina Todorovski has 16 years of experience in media, 10 years at her current company, Media Jobs, where she has worked with more than 30 clients. She is responsible for strategic planning of digital media campaigns, performance and programmatic advertising and social media management.

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The Media Market in Serbia 2023

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