Hungary’s ad market was hit hard by the global economic crisis in 2009, with net spend falling by 19.2% to HUF162 billion (€608.4 million).
According to data published by the Hungarian Advertising Association (MRSZ), TV spend fell by 16.5% to HUF65.39 billion, while print shrunk by 27.8% to HUF50 billion. The biggest slump, however, was seen in the radio sector, which contracted by 30.1% to HUF8.19 billion.
The only sectors showing growth were the internet, up by 6.9% to HUF23.30 billion, and cinema, which rose by 8.1% to HUF0.8 billion.
Quoted in the local press, Judit Skriba of the MRSZ said that two-thirds of analysts predicted a further contraction of TV ad spend in Hungary this year.