Hungary ad market contracts also 3% in 2012


Hungary's advertising market contracted about 2.9% to HUF 174 billion in 2012, Hungarian Advertising Association chairman Zsolt Urbán said at a conference in Tapolca on Tuesday. Revenue from television advertising fell 11.3% to HUF 48.7 billion. Revenue from print advertising was down 10.4% at HUF 37.3 billion. Including revenue from subscriptions and newsstand sales, Hungary's print media market was worth HUF 103 billion last year, said Hungarian Periodical Publishers Association head Tibor Kovács. Dailies accounted for one-third of the total, women's magazines for 19%, local government newspapers and other free publications for 17%, business and political periodicals for 9%, business-to-business publications for 6% and programme and television guides for 6%, he added. Hungary's online and mobile advertising market grew 18% to HUF 33.6 billion last year, said Péter Novák of the Interactive Advertising Bureau. He predicted the proportion of revenue generated by the segment would increase from about 19% to over 30% in just 1-2 years. The outdoor advertising market contracted 6.2% to HUF 14.3 billion last year, said Szilárd Szelei of Out of Home Hungary. New rules banning roadside billboards shaved HUF 1 billion off revenue, he added. Radio advertising revenue was up 48% at HUF 6.8 billion.

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