Hungary's television advertising market contracted for the fourth year in a row in 2012, dropping by about 11% to HUF 48.7 billion, according to a gauge by professional association MEME and consultancy Ernst and Young. Revenue from radio advertising came to HUF 6.8 billion last year, according to data covering 90% of the market. TV ad revenue has fallen by 30% from 2008, said MEME chair Krisztián Kovács. Revenue fell to HUF 54.9 billion in 2011 from HUF 58.3 billion in 2010, the data show. Last year, revenue from terrestrial TV broadcasts came to HUF 35.3 billion, even though these account for just half of viewers. Revenue from ads on cable and other TV services reached HUF 13.4 billion. Indirect ad revenue, such as that from product placement on programs, came to almost HUF 3.7 billion.