Advertising spending in Central and Eastern Europe 2000-2024

Advertising expenditure in Central and Eastern Europe reached nearly 19.6 billion U.S dollars in 2021, marking a significant increase compared to the previous year. The CEE region's ad spend was forecast to decrease by 26 percent in 2022 and gradually increase in 2023 and 2024.

Expenditure on traditional advertising in CEE

In 2021, the expenditure on TV commercials in Central and Eastern Europe amounted to nearly 7.3 billion U.S. dollars, which was forecast to decrease significantly in the following years. The spending on radio, newspaper, magazine, outdoor, and cinema ads was significantly lower as of 2021. Even though the sum of money spent on cinema advertising in the region was the smallest, the segment was forecast to experience the highest ad spend growth in CEE by 2024, measured at over 11 percent.

Print media advertising spend in CEE

In 2021, the expenditure on newspaper advertisements in CEE decreased to less than 470 million U.S. dollars and was expected to decline further in the following years. Similarly, spending on magazine ads dropped in 2021 and was forecast to continue developing at negative rates, losing roughly 18 percent by the end of 2022. While Polish advertisers spent in total about 94 million U.S. dollars on print media ads in 2021, the ad spending in the Russian central press reached nearly seven billion Russian rubles, or nearly 116 million U.S. dollars as of November 2022.