Over the observed period, revenue from television advertisements in Hungary showed a rising tendency until 2020 when it underwent a slight decrease. In 2022, revenues from television advertising picked up and peaked at 73 billion forints. In 2021, commercial spot advertisements accounted for the biggest share of the revenue, totaling approximately 59 billion forints.
Television advertisements’ characteristics
As of November 2021, a total of 750 television advertisements were broadcast for the first time in Hungary. In the second half of the year, most new television advertisements broadcast for the first time belonged to the trade sector which was followed by ads related to pharmaceutical products. At the same time, nearly 40 percent of new advertisements promoted products or services within the price range from one thousand to 10 thousand forints.
Product placement in TV programs
Product placement or embedded marketing refers to a marketing technique where brands or products are featured in a production, such as films and TV shows, with promotional intent. During the first half of 2021, the morning show „Reggeli” had the highest number of product placement cases of RTL Klub’s programs measuring at almost 2.3 thousand. By comparison, „Mokka” the morning show broadcast on TV2 which had the highest number of embedded marketing cases on the channel counted only 578 instances of product placement over the same period of time.
Revenue from television advertisements in Hungary from 2017 to 2022
(in million forints)
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Revenue in million forints
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Magyar Elektronikus Műsorszolgáltatók Egyesülete. (March 20, 2023). Revenue from television advertisements in Hungary from 2017 to 2022 (in million forints) [Graph]. In Statista. Retrieved June 18, 2024, from https://www.statista.com/statistics/1110073/hungary-revenue-from-tv-advertisements/
Magyar Elektronikus Műsorszolgáltatók Egyesülete. "Revenue from television advertisements in Hungary from 2017 to 2022 (in million forints)." Chart. March 20, 2023. Statista. Accessed June 18, 2024. https://www.statista.com/statistics/1110073/hungary-revenue-from-tv-advertisements/
Magyar Elektronikus Műsorszolgáltatók Egyesülete. (2023). Revenue from television advertisements in Hungary from 2017 to 2022 (in million forints). Statista. Statista Inc.. Accessed: June 18, 2024. https://www.statista.com/statistics/1110073/hungary-revenue-from-tv-advertisements/
Magyar Elektronikus Műsorszolgáltatók Egyesülete. "Revenue from Television Advertisements in Hungary from 2017 to 2022 (in Million Forints)." Statista, Statista Inc., 20 Mar 2023, https://www.statista.com/statistics/1110073/hungary-revenue-from-tv-advertisements/
Magyar Elektronikus Műsorszolgáltatók Egyesülete, Revenue from television advertisements in Hungary from 2017 to 2022 (in million forints) Statista, https://www.statista.com/statistics/1110073/hungary-revenue-from-tv-advertisements/ (last visited June 18, 2024)
Revenue from television advertisements in Hungary from 2017 to 2022 (in million forints) [Graph], Magyar Elektronikus Műsorszolgáltatók Egyesülete, March 20, 2023. [Online]. Available: https://www.statista.com/statistics/1110073/hungary-revenue-from-tv-advertisements/