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High values on the media market

Hungary's television advertising market was worth Ft 60.4 billion in 2006, and its radio advertising market was worth Ft 8 billion, based on actual payments, rather than the value of contracts at rate card prices, according to figures compiled by consultancy Ernst and Young for the Hungarian Electronic Broadcasters' Association. The television figures are based on revenue at all of Hungary's major broadcasters, while the radio figures are based on revenue at the country's three biggest broadcasters, which together control about 80% of the market. The study does not contain revenue from interactive text messages or other products offered by broadcasters. It is the first time figures reflecting the real value of Hungary's TV and radio advertising market have been published. The association said it would start publishing the annual figures regularly in the second quarter of the following year. (MH 10)