The total gross advertising expenditure in Czechia increased in the observed period. While in 2012, it was worth close to 69 billion Czech koruna, this figure nearly tripled by 2021, when it amounted to 192.6 billion koruna. This represented an increase of over 14 percent compared to the previous year. The expenditure grew continuously, not even stopping or slowing down during the COVID-19 pandemic in 2020 and 2021.
Structure of advertising in Czechia
The online environment was medium with the largest advertising expenditure in 2021. That year, it amounted to over half of all the advertising spending in Czechia. In only 10 years, online advertising increased its share by over 30 percent of the total expenditure. On the other hand, the remaining media types have declined. Especially print advertising has suffered, with its share decreasing by 20 percent of the total expenditure. TV advertising has also been declining, even though it still holds a third of the total ad spending share, while radio and out-of-home advertising amounted to just over six percent of the share.
Highest expenditure on ads
Big international grocery retailers dominate the list of the largest ad spenders in Czechia. In 2022, four of them were among the top eight, with German retailers Lidl and Kaufland taking first and second place, respectively. The other two grocery retailers a little further down the list were Albert and Billa. This corresponds directly with the ranking of articles and industries by the amount of money spent on advertising, where food and grocery chains were by far the largest ad spenders, followed by banking and insurance, and electronics and household appliances in second and third place, respectively. The only company on the list with decreased advertising expenditure in 2022 was the e-commerce store Alza.cz.
Total advertising expenditure in Czechia from 2012 to 2021
(in billion Czech koruna)
Characteristic
Expenditure in billion Czech koruna
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Association for Internet Development. (April 11, 2022). Total advertising expenditure in Czechia from 2012 to 2021 (in billion Czech koruna) [Graph]. In Statista. Retrieved July 03, 2024, from https://www.statista.com/statistics/432118/total-advertising-expenditure-in-the-czech-republic/
Association for Internet Development. "Total advertising expenditure in Czechia from 2012 to 2021 (in billion Czech koruna)." Chart. April 11, 2022. Statista. Accessed July 03, 2024. https://www.statista.com/statistics/432118/total-advertising-expenditure-in-the-czech-republic/
Association for Internet Development. (2022). Total advertising expenditure in Czechia from 2012 to 2021 (in billion Czech koruna). Statista. Statista Inc.. Accessed: July 03, 2024. https://www.statista.com/statistics/432118/total-advertising-expenditure-in-the-czech-republic/
Association for Internet Development. "Total Advertising Expenditure in Czechia from 2012 to 2021 (in Billion Czech Koruna)." Statista, Statista Inc., 11 Apr 2022, https://www.statista.com/statistics/432118/total-advertising-expenditure-in-the-czech-republic/
Association for Internet Development, Total advertising expenditure in Czechia from 2012 to 2021 (in billion Czech koruna) Statista, https://www.statista.com/statistics/432118/total-advertising-expenditure-in-the-czech-republic/ (last visited July 03, 2024)
Total advertising expenditure in Czechia from 2012 to 2021 (in billion Czech koruna) [Graph], Association for Internet Development, April 11, 2022. [Online]. Available: https://www.statista.com/statistics/432118/total-advertising-expenditure-in-the-czech-republic/