According to data produced by the country’s Association of Communication Agencies (BAKA) and published by Capital, TV was still the dominant medium, accounting for 58% of total spend, or 8% more than in 2017.
However, the accuracy of the figure was made questionable by the fact that for two consecutive years data was produced by both GARB and Nielsen Admosphere.
Digital media spend in 2018 amounted to BGN112 million, up 14% on the previous year.
Around 60% of online advertising was placed by international online media, networks and platforms, mainly Facebook and Google.
However, investments by internet giants were difficult to track because some advertisers placed commercials on their own, without the use of intermediaries.
All other media except press (-2%) noted single figure increases in spend in 2018.