The Media Market in Slovakia 2023

The growth in media spending compared to 2022 was largely driven by election-related advertising during the second half of 2023. This period saw local media reporting a slight increase in time spent on linear TV, alongside an overall rise in online media consumption. However, this increase in digital engagement was not uniform, as nearly half of the top 30 online channels actually experienced a decline in page views compared to the previous year, highlighting a more complex and varied media landscape.

Many new advertisers came from the pharmaceutical sector (Dr. Wolf, PLantur 39, Benu, Swabe).

The Slovak media landscape saw significant changes with several media agency rebrandings and mergers, such as Petit Press merging with Korzár and SME, and METS Slovakia merging with Wavemaker. Additionally, the entry of SkyShowtime and Canal+ streaming services into Slovakia and the Czech Republic introduced new competition among streaming platforms in the region. This influx of new players could intensify the competition in Slovakia's streaming market, offering viewers more choices and potentially reshaping the digital media environment.

The significant growth in GROSS TV spending highlights the strength of television as a dominant medium in the Slovak market. Despite the challenges posed by inflation, advertisers are maintaining their demand for TV advertising, partly due to yearly commitments that help mitigate costs. Other media are keeping up with inflation and are relatively stable.

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