Revenue from TV advertisements in Hungary 2017-2022

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.