The political environment of the media market in 2022, Hungary

There is a high level of political control over the Hungarian media ecosystem. Media spending by the state-owned sector remains high, although its total amount decreased significantly in 2022 compared to the previous year. The Bonus Act 2015 is still in force, so media agency fees paid by the advertisers are fixed at 15% of the fee for publishing the advertisement. Hungarian agencies may not accept, directly or indirectly any other financial gain, gifts or grants from publishers or other third persons. In case of outdoor advertising formats the “Townscape Appearance Protection” Act has been amended to the extent that the deadline of 31 December 2020 has been extended to 31 December 2023. Existing surfaces of more than 9 m² with a permit may be used until the deadline indicated above.

Published: September 25, 2023

MÁRTA HORNAI
DIRECTOR OF MEDIA SERVICES | WECAN
marta.hornai@wecan.net
Márta started her career as a junior media planner at café in 2006. After two years, she switched to the client side, and worked in the telco sector for 7 years. 
She returned to the agency side in 2017. She spent her last 13 years specialized in digital, taking part in the digital transformation of various client’s and fields. 

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The political environment of the media market in 2022, Hungary

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