Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Hungary

Hungary

Ad spending in the Traditional TV Advertising market in Hungary is forecasted to reach US$215.10m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 0.90%, leading to a projected market volume of US$225.00m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Hungary is projected to be US$25.73 in 2024.
It is expected that the number of users in the Traditional TV Advertising market in Hungary will reach 8.3m users by 2029.
Traditional TV advertising in Hungary is seeing a resurgence due to its effectiveness in reaching a wide audience amidst digital competition.

Key regions: Germany, Europe, Japan, United Kingdom, Australia

Definition:
Traditional TV Advertising refers to ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

Additional information:
Traditional TV Advertising comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users. Figures are based on Traditional TV Advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The Traditional TV Advertising market in Hungary has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Hungarian consumers still have a strong preference for traditional TV advertising, despite the rise of digital platforms. They value the reliability and credibility of television as a medium for accessing news, entertainment, and information. Additionally, many viewers enjoy the shared experience of watching television with family and friends. As a result, advertisers continue to invest in traditional TV advertising to reach a wide audience and build brand awareness.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Hungary is the increasing demand for targeted advertising. Advertisers are looking for ways to reach specific audience segments more effectively and efficiently. Traditional TV broadcasters are responding to this demand by offering advanced targeting capabilities, such as programmatic advertising and addressable TV. These technologies allow advertisers to deliver personalized messages to specific households or individuals, based on their demographics, interests, and viewing habits. This trend is expected to continue driving growth in the market, as advertisers seek to maximize the impact of their TV advertising campaigns. Another trend in the market is the integration of digital and traditional TV advertising. Advertisers are recognizing the value of combining the reach and impact of traditional TV with the targeting and measurement capabilities of digital advertising. This integration allows advertisers to reach their target audience across multiple screens and devices, while also tracking the effectiveness of their campaigns. Traditional TV broadcasters are adapting to this trend by offering cross-platform advertising solutions, which enable advertisers to seamlessly extend their TV campaigns to digital channels. This convergence of TV and digital advertising is expected to fuel further growth in the Traditional TV Advertising market in Hungary.

Local special circumstances: Hungary has a strong broadcasting industry, with a wide range of TV channels catering to different audience segments. This diversity of channels provides advertisers with a variety of options to reach their target audience effectively. Additionally, the Hungarian government has implemented policies to support the development of the media sector, including tax incentives and funding programs. These initiatives have attracted both domestic and international investors, leading to increased competition and innovation in the Traditional TV Advertising market.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Hungary is also influenced by macroeconomic factors. The country has experienced stable economic growth in recent years, which has increased consumer spending power and advertisers' budgets. This has allowed advertisers to invest more in TV advertising and allocate a larger share of their marketing budgets to traditional TV channels. Furthermore, Hungary has a high TV penetration rate, with a large proportion of households owning at least one television. This widespread access to TV content provides advertisers with a broad reach and ensures the continued relevance of traditional TV advertising in the market. In conclusion, the Traditional TV Advertising market in Hungary is developing due to customer preferences for reliable and shared television viewing experiences, as well as the increasing demand for targeted and integrated advertising solutions. The local special circumstances, such as a diverse broadcasting industry and government support for the media sector, further contribute to the growth of the market. Additionally, underlying macroeconomic factors, including stable economic growth and high TV penetration, support the continued relevance and investment in traditional TV advertising in Hungary.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional TV advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, number of households with television, and consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.