Media marketing revenues in Serbia last year amounted to EUR 210 million. The growth of those revenues in the media business is described as the main factor of numerous media in the country, faced with a drop in readership or the appearance of new media with unclear ownership or financial structures, announced the Journalists' Association of Serbia (UNS).
According to Nielsen and Ispos data, the consolidation and a negligible growth of marketing revenues have been ongoing since 2015, but the revenues between 2017 and 2019 recorded jumps of 9% a year, above the European average.
Experts note that the results are not that impressive, because, in 2008, ad revenues were only four million lower than in 2019. The media have, in fact, after a whole decade of turbulence, merely returned to the level before the outbreak of the economic crisis.
– After 2008, there was a huge drop, which lasted all the way until 2015. This was followed by a period of recovery, which caused some optimism in our business, when we were all struck by coronavirus. No one knows what the consequences will be, how long they will last and how much our habits will change, how many people will lose their jobs – says the director of a respectable marketing agency.
Observing the distribution of marketing revenues, most of the sum of EUR 210 million still goes to TV stations – EUR 111.9 million – but it's interesting that online ads account for as much as EUR 38.5 million, much more than printed media or radio stations.
In the third place is the so-called out-of-home marketing (billboards, leaflets, inserts...), on which EUR 25.5 million is spent. Printed media get EUR 22.2 million, whereas the fifth spot belongs to radio stations, which get EUR 11 million from advertising.