TV advertising still dominates, followed by the print media and the internet.
The HURA’s Media AdEx (Advertising Expenditure) estimates that in 2016 the total volume of advertising sold in the leading Croatian media amounted to 1.49 billion kuna, which was 2.8 percent more than in 2015, which means that advertising revenues grew for the third year in a row. The largest winner was the internet with a growth of 27 percent, reports Večernji List on 31 July 2017.
The Croatian Association for Market Communications (HURA) announced on Monday an estimate of advertising spending in leading Croatian media in 2016, with primary sources for the assessment being MediaPuls, AGB Nielsen, FINA and HURA’s media agencies.
According to the survey, 758 million kunas were invested in advertising on TV channels, 252 million kunas in the print media, 214 million kunas on the internet and 128 million kunas in radio advertising.
The highest growth in a single communication channel was recorded in internet advertising, which grew by 27 percent, while advertising revenues of the print media continued to decline. In addition to the growth in internet advertising, there was also a rise in the segment of television advertising (by two percent) and external advertising (also by two percent.
The negative trend in advertising revenues of the print media and radio started in 2015. Last year, advertising revenues dropped by 8 percent for the print media and by 2 percent for the radio.
According to the type of communication channel in the overall spending, television is still dominant with the share of 51 percent, followed by 17 percent for the print media and 14 percent for online advertising.
“The continued growth of media advertising for the third consecutive year confirms that advertisers have recognised the value of this segment of the market communications industry. This recovery followed the crisis in 2008 and 2009. We believe that this trend will continue in the future, thus contributing to the development of the industry through innovations of the advertising channels themselves, and new products and services. The fall of advertising spending in the print media and radio can partly be explained by the development of digital channels and the changing habits of consumers who now mainly consume content via online channels,” said a member of the HURA board of directors Božidar Abramović.
The HURA Media AdEX is an estimate of the lease of media space in the primary communication channels: major television stations, major print publishers, radio stations, major providers of outdoor advertising and internet channels. The amount refers to the estimate of net investments in conventional advertising and does not include the development of creative ideas, production and unique formats.
Translated from Večernji List.
