Croatian Association of Communication Agencies (HURA) published the results of HURA Media AdEx (Advertising Expenditure), according to which advertisers in 2015 spent 1,452,000,000.00 HRK on lease of advertising space in primary communication channels – television, newspapers, magazines, radio, posters and internet – which is 3.1% more than in the previous year, marking a growth in ad spend for the second consecutive year.
Also, internet advertising records a significant growth for the second consecutive year. In comparison to 2014, the increase was 43.6%. An increase was also recorded in the segments of television advertising and classic display advertising, while a decrease of -10.4% was recorded in investment in press advertising, which continues the negative trend even in comparison with 2014.
Member of the HURA Board, and head of the media section which prepared the HURA Media Adex Božidar Abramović commented on the results: “AdEx results reflect positive developments in our industry that we hope will continue in the future. Increasing ad spend reaffirms the importance of advertising and added value brought to the companies and businesses. Even the recorded drop in press advertising is partly due to an increase in investment in online advertising with the same publisher.”
Data for 2015 show a continuation of the domination of advertising on television in the total volume of advertising, where television is leading with a share of 51%, followed by ads in newspapers with 18.9%, and online advertising with 11.6%.
HURA Media AdEx is a term that refers to the spending on media buying in the primary communication channels, and is an estimate of investment in advertising with major TV stations, major publishers, newspapers and their online editions, radio, major suppliers of outdoor advertising and general investment in internet advertising.
Data represent estimates of net investment in ATL advertising by media type, in millions of HRK, according to expert assessment of HURA’s Media Committee. The assessment does not include creative, production and special formats.
Primary sources for assessment are:
- MediaPuls (IpsosPuls)
- AGBNielsen
- FINA
- Media agencies – members of HURA
Visual presentation of HURA Media AdEx analysis for 2015 in relation to previous year is available on this link.
