Market Insights Advertising & Media Advertising

TV & Video Advertising - Hungary

Hungary

Ad spending in the TV & Video Advertising market in Hungary is forecasted to reach US$392.20m in 2024.
The largest market is Traditional TV Advertising with a market volume of US$215.10m in 2024.
When looking at global comparison, the United States is expected to lead in ad spending with US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$25.98 in 2024.
By 2029, the number of TV Viewers in Hungary is anticipated to reach 8.18m users.
Hungary's TV & video advertising market is experiencing a shift towards programmatic buying, optimizing ad placement and targeting for higher effectiveness.

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

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all 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).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

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

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Hungary is experiencing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Hungarian consumers are increasingly turning to digital platforms for their entertainment needs, including TV and video content. With the rise of streaming services and online video platforms, traditional TV advertising is facing competition from digital advertising. Consumers are also demanding more personalized and targeted advertisements, which can be achieved through digital channels.

Trends in the market: One of the key trends in the TV & Video Advertising market in Hungary is the shift towards programmatic advertising. Programmatic advertising allows for automated buying and selling of ad inventory, enabling advertisers to target specific audiences and optimize their ad campaigns in real-time. This trend is driven by the increasing availability of data and advanced analytics, which enable advertisers to make data-driven decisions and deliver more relevant advertisements to their target audiences. Another trend in the market is the growth of mobile advertising. With the widespread use of smartphones and tablets, consumers are spending more time on mobile devices, creating opportunities for advertisers to reach them through mobile advertising. Mobile video advertising, in particular, is gaining popularity as it allows advertisers to engage with consumers on-the-go and deliver immersive and interactive ad experiences.

Local special circumstances: Hungary has a strong television industry, with a wide range of TV channels and programs catering to different demographics. This provides advertisers with a diverse and captive audience to target their advertisements. Additionally, Hungary has a high internet penetration rate, with a large portion of the population having access to the internet. This creates opportunities for advertisers to reach consumers through online platforms and digital channels.

Underlying macroeconomic factors: The growth of the TV & Video Advertising market in Hungary is also influenced by underlying macroeconomic factors. Hungary has experienced steady economic growth in recent years, leading to increased consumer spending power. This, in turn, drives higher advertising budgets and investments in TV and video advertising. Furthermore, the favorable business environment and government support for the media and entertainment industry contribute to the overall growth and development of the market. In conclusion, the TV & Video Advertising market in Hungary is witnessing growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting to the digital landscape and leveraging programmatic advertising and mobile advertising to reach their target audiences. The strong television industry and high internet penetration rate in Hungary provide a conducive environment for advertisers to engage with consumers through TV and online platforms. The steady economic growth and supportive government policies further contribute to the expansion of the market.

Methodology

Data coverage:

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

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, web traffic, and survey results from our primary research (e.g., Consumer Insights) 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, internet users, consumer spending, and digital 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.