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Advertisement spending falls almost 20% in 2009

Total net spending on advertising fell 19.2% in Hungary in 2009, with advertisers spending an estimated HUF 162 billion (€609.48 million) last year compared to HUF 200.6 billion in 2008, Judit Skriba of the Hungarian Advertising Association (MRSz) said at a conference organized by the business daily Napi Gazdaság.

Skriba said net advertisement spending rose steadily in the past ten years, however, this trend was interrupted last year due primarily to the economic crisis.

In terms of media segments, Skriba remarked that spending on radio advertisements fell 30.1% in 2009, while that on advertisements in public spaces dropped 29.7%, that on advertisements in the print media declined 27.8% and that on television advertisements slipped 16.5% last year.

The value of Internet advertisements increased 6.9% in 2009, while that of cinema advertisements rose 8.1% last year, Skriba added.

Skriba said that television-advertising expenditures accounted for 40.4% of all advertising spending in 2009, while print-media advertising expenditures constituted 30.9% of all advertising spending last year.

Skriba said that two-thirds of specialists surveyed forecast a further decline in spending on television advertising in 2010, while 90% said that expenditures on print-media advertising would decline this year and 80% said that expenditures on radio advertising would fall this year. (MTI – Econews)