Advertising in Czechia - statistics & facts
In the last decade, the advertising industry in Czechia has seen significant growth. However, the industry experienced a drop in 2019 and 2020 due to the COVID-19 pandemic. The situation improved, and in 2022, the industry reached a peak with over five billion euros in annual turnover. The leading segment in terms of advertising expenditure has been food and grocery chains, with Lidl, an FMCG retailer chain, being the top spender at nearly three billion Czech koruna.
The advertising industry is expected to expand as the internet continues to reshape it. Traditional advertising will continue to exist alongside the growth of social media and digital advertising, although its future is uncertain. The sector is steadily growing and adapting to new technologies and consumer trends.
Traditional advertising is stagnating
The advertising landscape in Czechia is undergoing a significant shift, with a continuous decline in investment in traditional advertising such as radio, print, or OOH advertising. Print media expenditure decreased by 1.5 billion Czech koruna over the observed years. In contrast, digital advertising has grown rapidly, fueled by increasing internet and social media penetration. The rise in mobile advertising expenditure since the mid-2010s, as more people started using smartphones, clearly indicates this shift.Search engines are effective
According to public opinion, search engines emerged as the most effective way of discovering brands, products, and services. TV ads were the second most effective option, followed by personal recommendations from friends and family. This underscores the growing influence of digital platforms in advertising strategies. Among caffeinated drinks, Jacobs spent the most money on advertising among coffee brands. Hyundai was the leader among automobile brands, reaching nearly 110 million Czech koruna in just three months, further highlighting the significant role of targeted advertising in driving brand visibility and consumer engagement.Political advertising should be ethical
In 2023, public opinion in Czechia suggested that the economy relied more on advertising than the people did. More than half of Czechs believed that advertising manipulates people and promotes excessive consumerism. They also felt that political advertising should be ethical and decent or even controlled by responsible authorities.The advertising industry is expected to expand as the internet continues to reshape it. Traditional advertising will continue to exist alongside the growth of social media and digital advertising, although its future is uncertain. The sector is steadily growing and adapting to new technologies and consumer trends.
