The advertising market in Czechia has evolved dynamically in the past decade. Even during the COVID-19 pandemic, the market, in general, did not show any signs of slowing down, as the
kept rising, reaching its record amount in 2021.
Advertising media
A trend that can be observed is the change in
media share in the advertising industry as a result of technological progress and trends. Expenditure on internet advertising has been rapidly increasing for over a decade and reached a share of over half of all advertising expenditure in 2021. On the other hand, the share of advertising expenditure in traditional media has been falling continuously, especially in print and radio.
Display advertisements have been
dominant in digital advertising, with spending on web search advertising rising significantly. Advertising has been proven to be more
effective on bigger screens, such as a TV or a monitor. Despite this,
expenditure on mobile advertising has been on the rise since the mid-2010s as more people started using smartphones. In 2022, financial agencies topped the list of
industries spending the most money on online advertising. The sector of data processing and hosting activities placed second, followed by a wide assortment of shops with the prevalence of food.
Brand, product, and service advertising
Search engines proved to be the best way of
discovering brands, products, and services. TV ads were the second most effective option, followed by personal recommendations from friends and family. In 2022, the
largest advertisers in the retail industry were large, international chains, with the German retailer Lidl placing first, followed by Kaufland and Albert. Each spent more than two billion Czech koruna on advertising that year.
Pharmaceutical brands also spend large sums on ads, with Voltaren being the biggest advertiser in 2022, followed by Nurofen and Ibalgin. Among caffeinated drinks, Jacobs spent the most money on advertising among
coffee brands, while Pickwick was the biggest spender among
tea brands.
Public opinion on advertising
According to
public opinion in 2023, people in Czechia mostly thought that the economy needs advertising, but they personally do not. The share of those loving advertising decreased, while the number of those hating it rose by a few percent. Regarding the
social role of advertising, more than half of Czechs agreed that advertising manipulates people and encourages excessive consumerism.
Political advertising also became a highly debated topic with the 2023 presidential elections and its campaigns, with nearly nine in ten people thinking it should be ethical and decent, while 81 percent thought political advertising should be controlled by responsible authorities.
This text provides general information. Statista assumes no
liability for the information given being complete or correct.
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data than referenced in the text.