Results of the 2025 Television Market Media and Communications Cake Chart Survey
In 2025, the television advertising market achieved stable results, similar to previous years. The sector’s revenue reached nearly 89.9 billion forints, representing a 1.9% increase compared to the 2024 revenue level of 88.2 billion forints. The domestic television advertising market remains strong and predictable, with commercial advertising revenue continuing to play a dominant role.
The “Commercial Spot” category, representing traditional television advertising, continued to grow in 2025: its revenue exceeded 76.1 billion forints, representing a 2.2% increase compared to the previous year. The segment remains a key pillar of the television advertising market, as it provides predictability and a high return on investment for domestic advertisers.
The “Commercial Non-spot” category, which includes innovative advertising formats, showed a slight decline in 2025: its revenue was 5.0 billion forints, representing a 1.1% decrease compared to 2024. Despite this moderate correction, the segment continues to play a significant role in the television advertising market, as advertisers still demand unique, creative solutions.
Revenues from government sources within the television advertising market increased in 2025: combined revenues from ‘Government Spot’, ‘State Non-spot,’ and ‘TCR’ revenues totaled 7.7 billion forints, representing a 4.8% increase compared to the previous year. Within this, State TCR revenues in particular showed stable growth of 6.3%.
Revenues from barter transactions continued to decline: while they accounted for approximately 2.1% of total domestic television advertising market revenues in 2020, their share had fallen to 1.2% by 2025.
PwC Hungary again assessed the development of television distribution revenues in 2025 on behalf of MEME. According to estimates, the distribution market’s revenue rose to 78.5 billion forints, representing a 2.0% increase compared to 2024. As a result, distribution revenues continue to play a dominant role in the overall television market (advertising and distribution combined), accounting for nearly 46.6% of the total market.
Overall, the television sector had a positive year in 2025: in addition to growth in advertising revenue, the distribution market also showed stable development. Although some correction was observed in certain sub-segments—such as “Commercial Non-spot” and barter transactions—the industry continued to prove resilient in the face of economic changes, while successfully adapting to evolving advertiser and consumer needs alike. The television advertising market remained balanced in 2025 and continues to be characterized by stability and predictability.
