Revenue from TV advertisements in Hungary 2019-2023

Television advertising revenues have increased overall in Hungary, with some fluctuation. In 2023, revenues from television advertising peaked at 81 billion forints. In 2022, commercial spot advertisements accounted for the highest revenue share, totaling over 60 billion forints. 

Television advertisements’ characteristics

In December 2022, a total of 461 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 1,000 to 10,000 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 time.