Ad Cake 2019

The Hungarian television advertising market is growing even bigger

Television advertising revenue exceeded HUF 65 billion in 2019, according to an analysis by the Association of Hungarian Electronic Broadcasters (MEME) and the consulting firm EY. For the first time, barter transactions made last year were also included in the report. Product placement and sponsorship appearances soared last year as well.

The report that MEME and EY have published for the 15th consecutive time shows that advertising revenue continued to increase in 2019 compared to the previous year. Based on an evaluation of how the domestic television advertising market is developing, the expansion reached HUF 2.5 billion, representing a 4% growth. The size of the television advertising market including spot (classic television commercials) and non-spot (such as product placement, sponsorship and virtual advertising) amounted to HUF 63.2 billion. This result includes barter transactions.

“For the first time this year, barter transactions made in 2019 were also included in the analysis. The total amount of advertising slots offered in exchange of services or products reached HUF 1.8 billion. With this item, total television advertising revenue exceeded HUF 65 billion.” Said Krisztián Kovács, president of MEME.

Last year, television advertising spending by the public sector continued to decline. Without barter transactions, orders from this sector accounted for one-tenth of the total market, or HUF 6.4 billion, an 8% decrease compared to 2018. Meanwhile, advertising revenues from the private sector grew by 6% approaching HUF 57 billion.

“The sector was still dominated by revenues from classic spots. These expenditures accounted for 93% of channel advertising revenues, or nearly 59 billion HUF. However, the non-spot sector saw a spectacular rise is demanding an increasing share of the television advertising market. These revenues exceeded HUF 4.3 billion, representing 16% growth.” Emphasized Judit Bindics, Director of EY Risk Advisory Services.


About television advertisement market analysis of EY and MEME

To determine the size of the market, the actual data was provided directly by members of MEME, television companies or their sales houses. Seventy four television channels were included in the reporting. Data was collected and aggregated by EY.

About EY

EY is a global leader in assurance, tax, transaction and advisory services. The insights and quality services we deliver help build trust and confidence in the capital markets and in economies the world over. We develop outstanding leaders who team to deliver on our promises to all of our stakeholders. In so doing, we play a critical role in building a better working world for our people, for our clients and for our communities.

EY refers to the global organization, and may refer to one or more, of the member firms of
Ernst & Young Global Limited, each of which is a separate legal entity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients. For more information about our organization, please visit

© 2020 Ernst & Young Ltd. / Ernst & Young Consulting Ltd.

All rights reserved.

The purpose of this material is to provide general information only and does not constitute official audit, tax or business advice. If in need of specific information, please turn to your consultant.