TV ad revenue in Hungary fell by 16% to HUF60 billion (€226.1 million) in 2009, according to Ernst and Young.
Quoted in Real Deal, a senior executive from the company added that the ad revenues of national terrestrial broadcasters fell by 21% to HUF48 billion last year. On the other hand, that of thematic channels rose by 10% to HUF12 billion, while that for sponsored spots was down by 29% to HUF2.5 billion.
Hungary’s TV ad market continues to be dominated by the national commercial stations RTL Klub and TV2, which between them are believed to account for up to 80% of TV ad spend. However, thematic channels are slowly gaining share at their expense.
Chello Central Europe and IKO Media are two of the leading providers of thematic channels in Hungary.