Hungarian Ad Market Suffers First Yearly Drop in 2009

After years of expansion, the Hungarian advertising market plunged by more than 20 pct in 2009, according to data collected by market researcher MediaLab.

MediaLab estimates that total ad spending for the country was HUF 168 billion last year, including an averaged 15 pct agency commission.
Print media, radio and ATL advertising suffered the most considerable decline in profits. Online advertising shrank by a single digit, but even with that fall, Internet marketing gained a 2pct larger slice of the overall advertising cake, making it the third-largest advertising channel after television and print media.
This year, MediaLab expects the market to shrink further, research director Tamás Jobbágy said.
 

News Monitoring