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Television advertising spending in Central and Eastern Europe (CEE) was estimated to reach 4.6 billion U.S. dollars in 2024. Furthermore, the expenditure was forecast to increase gradually until 2029. This upward trajectory comes after a significant dip in 2022, when Western advertisers exited the Russian market due to the war in Ukraine, causing a setback in the region's TV ad expenditure.

Contrasting trends across Europe

While CEE countries show promise for TV ad spending, Western Europe has a significantly larger expenditure. Individual countries within Europe display varying trends, with Hungary experiencing a 7.8-percent increase in TV ad spending in 2023 and Germany seeing a decrease between 9.5 and 10.5 percent. Meanwhile, connected TV advertising is gaining traction, with Spain nearly doubling its spending in 2023 and Italy growing by 25.5 percent.

TV advertising inflation

The TV advertising landscape is complicated by inflation rates across the worldwide. The Netherlands is forecast to have the highest TV advertising inflation rate among European countries, exceeding 20 percent in 2023, followed by Sweden at 14 percent and Germany at 13.4 percent. In the United Kingdom (UK), TV advertising prices were expected to go up by over 11 percent in 2023, more than for any other medium.

Television advertising expenditure in Central and Eastern Europe (CEE) from 2017 to 2029 (in billion U.S. dollars)

Characteristic	Ad spend in billion U.S. dollars
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Supplementary notes

All figures are estimates.

The following countries are included: Albania, Belarus, Bosnia and Herzegovina, Bulgaria, Croatia, Czechia, Estonia, Hungary, Latvia, Lithuania, Moldova, Montenegro, North Macedonia, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, and Ukraine.

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