Gross TV ad spend in Bulgaria grew by between 14% and 18% in 2016.
At the same time, reports Capital, TV accounted for nearly 70% of total ad spend.
TV ad spend amounted to BGN 1,210.6 million (€615.4 million, +14%) in 2016, according to GARB, or a slightly lower BGN1,189.2 million (+18%), according to Nielsen Admosphere.
The two leading broadcasters Nova and bTV attracted the lion’s share of TV ad revenue, with the difference between them only around 1%.
Internet and to a lesser degree were the main drivers for Bulgaria’s ad market in 2017, with gross spend on the former growing by 18.1% to BGN68.1 million.
Quoting Piero 97 Mediashop’s annual report, Capital notes that while the total gross ad market was worth BGN1.5 billion in 2016, or 7% more than a year earlier, there was a discrepancy of nearly 75% due to commercial rebates offered to advertisers.