August 23, 2010

Screen Digest has published the second edition of its biannual market monitor on TV advertising in Central and Eastern Europe (CEE). The report analyses the impact of the financial and economic crisis on CEE TV advertising markets and assesses the potential for 2010 and 2011 recovery. In addition, the report benchmarks crucial development indicators for CEE TV advertising markets, assessing their maturity with regards to multichannel development, advertising revenue per capita and strikes a comparison with Western Europe.

The global financial and economic crisis has caused an abrupt end to a period of exceptional growth in Central and Eastern European (CEE) TV advertising markets. Unprecedented advertising revenue drops between 15% and 35% across the region in 2009 and ongoing declines in Q1 in many markets have changed the focus in outlook. Questions about when CEE TV advertising growth will drive markets to Western European levels have made way to more pressing concerns about when markets will rebound, and how fit-for-expansion they will emerge from the crisis. Revisiting key trends in 2009 as well as providing a market outlooks for 2010 and beyond, this report seeks to provide answers to these issues.

 

Highlights:

• The economic climate is improving in the CEE region, but indication for a return to pre-recession growth is still absent.
• IMF has revised its 2010 economic forecast in its April update: real GDP is now expected to range between -0.2% (Estonia) and +5.2% (Turkey) in 2010.
• Screen Digest has revised advertising revenues forecast for 2010 (ranging from -9.1% in Estonia to +34.2% in Turkey).

 

In this report:

• Economic conditions: annual forecasts
• Overall advertising market forecasts
• Focus on TV advertising
• Focus on multichannel TV advertising
• Pan-regional TV advertising comparison
• Focus on five select CEE TV advertising markets: Czech Republic, Poland, Russia, Romania, Turkey.

 

Tables and charts included:

• Q1 CEE markets: annual GDP growth (2009-2011)
• CEE markets: all-media advertising market (2009-2011)
• CEE markets: TV advertising market (2009-2011)
• CEE markets: multichannel TV advertising market (2009-2011)

Pages: 13

Tables & charts: 27

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