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Advertising in Hungary - statistics & facts

Advertising media refers to various channels brands utilize to communicate their message to potential customers. Finding the most suitable advertising channel allows brands to reach the desired target audience, present their product successfully, and create brand awareness. Driven by continuing digitalization, the Hungarian online advertising market has undergone significant growth over the past few years, accelerated by the new consumer trends that emerged due to the coronavirus (COVID-19) pandemic.

Traditional advertising channels

Advertising media can be divided into online and offline channels, with television, radio, print, and outdoor constituting the main conventional advertising channels. In Hungary, television advertising accounted for the highest share of advertising spending of all offline channels in 2021, measuring at 75 billion forints. In the same year, print advertising ranked second with an advertising expenditure of approximately 36 billion forints. It is no wonder that television became the leading traditional advertising channel since most of the population spends a significant share of their free time watching TV. Consequently, in 2021, television advertisements reached 8.3 million Hungarians, while the country’s total population counted 9.7 million individuals as of January 2021.

Digital advertising trends

In 2021, global digital advertising platforms, such as Google and Facebook, benefited from one-third of the total Hungarian advertising expenditure, while local digital advertisers accounted for a further 18 percent of the annual advertising spending. During the same year, the total digital advertising expenditure reached 156 billion forints in the country, marking a significant increase compared to the previous year. In 2021, display advertising expenditure totaled over 80 billion forints, representing an increase of more than 30 percent compared to the previous year. Following global trends, programmatic solutions, online video, and social media advertising became the most rapidly developing areas of the digital advertising market.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Flora Medve, Jun 10, 2022

Key insights

Advertising spending
782m USD
Digital share in advertising spending
51.1%
TV advertising spending
75bn HUF
Get more insights

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Distribution of Meta's advertising audience in Hungary 2023, by age and gender

Leading online advertisers in Hungary in 2021, by advertising spending (in million forints)

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Leading online advertisers in Hungary 2021, by advertising spending

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