The Croatian Association of Communications Agencies (HURA) has announced an estimate of advertising investment in leading Croatian media for 2016. According to the estimates of HURA Media AdEx (Advertising Expenditure), a total of HRK 1,493,000,000.00 (about EUR 200 million) was invested in the leasing of advertising space in the leading media, representing an increase of 2.8% compared to 2015. Investment in advertising has soared for the third consecutive year, and the largest increase, 27%, was recorded in Internet advertising.
With the growth in online advertising and overall growth at all channel levels, the latest Media AdEx also recorded an increase in investment in TV advertising (2%) and investment in out-of-home advertising (2%). The negative trend of declining advertising in press and radio has been present since 2015, and this year there was a drop of -8% in press and a drop of -2% for radio. Given the share of individual types of communication channels in the overall investment, TV is still dominating with 51%, followed by print with 17% and online with 14%.
“The continued growth in media lease investment for the third consecutive year confirms that advertisers recognize the unavoidable value of this segment of the market communications industry for their business, which is recovering after the 2008 and 2009 crisis. We believe that this trend will continue in the future and thus contribute to the development of the industry through innovation of advertising channels and offering of new products and services. The drop in investment in the lease of media space in print media and radio is partly interpreted by the development of digital channels and the changing habits of readers who now largely consume content via online channels,” said Božidar Abramović, member of HURA’s Management Board and head of media section that prepared the HURA Media AdEx.
HURA Media AdEX is an estimate of the lease of media space in the primary communications channels: major television stations, major print publishers, radio publishers, major providers of outdoor advertising and internet channels. The amount obtained relates to the estimate of net investment in conventional advertising (ATL – Above the Line) by type of media in HRK million according to the HURA Media Committee’s estimate. The amount does not include the elaboration of creative ideas, production and special formats.
The primary sources of estimation data are:
- MediaPuls
- AGB Nielsen
