Advertising in Hungary - statistics & facts
Similarly to other sectors, advertising is becoming increasingly digitalized. In 2023, digital advertisements accounted for the overwhelming share of advertising spending in the country, while television advertisements have lost their significance.
Digital advertising expenditure is forecast to continue following an increasing trend in Hungary, however, at a far slower pace than in the end of the 2010s. By 2028, digital advertising spending in Hungary is forecast to reach nearly 840 million U.S. dollars, compared to 671 million recorded in 2024.
Television remains the leading traditional advertising channel
In Hungary, television accounted for the highest share of advertising spending of all offline channels in 2023, reaching 23 percent of the total advertising expenditure. It is no wonder that television became the leading offline 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, the overwhelming majority of the country’s population. In the same year, the highest share, over 40 percent, of newly broadcasted TV commercials belonged to the trade sector, while pharmaceutical products ranked second.The digital advertising market begins to stabilize
As of 2023, digital advertising expenditure reached 183 billion forints in the country, marking a 13 percent increase compared to the year before. The slowdown in the development of digital advertising indicates the stabilization of the market, following the rapid growth of the previous years. In 2023, 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 18 percent of the annual advertising spending. During the same year, display advertising expenditure totaled nearly 93 billion forints, representing a year-over-year increase of 16 percent, compared to the 30 percent growth from 2020 to 2021.Digital advertising expenditure is forecast to continue following an increasing trend in Hungary, however, at a far slower pace than in the end of the 2010s. By 2028, digital advertising spending in Hungary is forecast to reach nearly 840 million U.S. dollars, compared to 671 million recorded in 2024.
