Advertising in Hungary - statistics & facts

Advertising media refers to various channels brands utilize to communicate their message to potential customers. Finding the most suitable channel allows advertisers to reach the desired target audience, present their product successfully, and create brand awareness. Driven by continuing digitalization, the Hungarian online advertising market has undergone significant growth over the past few years, accelerated by new consumer trends that emerged due to the coronavirus (COVID-19) pandemic.

Television remains the leading traditional advertising channel

Advertising media can be divided into online and offline channels, with television, radio, print, and outdoor constituting the main conventional advertising platforms. In Hungary, television advertising accounted for the highest share of advertising spending of all offline channels in 2022, measuring at 75 billion forints. In the same year, print advertising ranked second with an advertising expenditure of approximately 38 billion forints. It is no wonder that television became the leading traditional advertising channel since most of the population spends a significant amount of their free time watching TV. Consequently, in 2023, television advertisements reached 8.3 million Hungarians, while the country’s total population counted less than 9.7 million individuals. In the second half of 2022, the highest share, over 40 percent, of newly broadcasted TV commercials belonged to the trade sector, while pharmaceutical products ranked second. In terms of advertising spending, the pharmaceutical industry recorded the highest value, measuring at approximately 18 billion forints in 2021, while retail and trade followed in second place.

The digital advertising market begins to stabilize

As of 2022, digital advertising expenditure reached 163 billion forints in the country, marking only a slight increase compared to the year before. The slowdown in the development of digital advertising is indicative of the market stabilizing, following the rapid growth of the previous years. In 2022, global digital advertising platforms, such as Google and Facebook, benefited from one-third of the total Hungarian advertising expenditure, while local digital advertisers accounted for a further 17 percent of the annual advertising spending. During the same year, display advertising expenditure totaled over 82 billion forints, representing a year-over-year increase of only three percent, compared to the 30 percent growth from 2020 to 2021. Programmatic and digital audio still count among the expanding segments of display advertising, however, in 2022, digital video ad spending recorded a decrease for the first time in the country. Social media and influencer advertising are expected to continue on a rising trend, however, advertising expenditure is forecast to increase at a considerably slower rate even in these segments. Social media advertising spend is predicted to reach 374 million U.S. dollars by 2026 and influencer advertising expenditure is expected to increase to 42 million U.S. dollars by the same year.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Flora Medve, Dec 21, 2023

Key insights

Advertising expenditure in Hungary
960m USD
Digital share in advertising spending in Hungary
51.4%
TV advertising spending in Hungary
75bn HUF
Get more insights

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Ad spending of the advertising market in Hungary from 2020 to 2029 (in million U.S. dollars)

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Leading online advertisers in Hungary in 2021, by advertising spending (in million forints)

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Leading online advertisers in Hungary 2021, by advertising spending

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