The development of the Hungarian media and advertising market is only a few decades old. Hungarian commercial television and radio started their work in 1998 and they have radically changed the media landscape in Hungary. Although the two Hungarian commercial television organizations soon developed a vast audience, due to the lack of experience and relatively low licensing fees, the advertising fees were extremely low. By the start of the third millennium these phenomena resulted in a dramatic increase of television advertising revenues while the print advertising revenues decreased year by year.
Symposium: 2005: Prague, Session 6 - Print in a Multi Media World
Authors: Math, Andras, Perjés, Tamás
Organisations: Ipsos-Szonda, Ringier
Topics: Advertising Effects, Inter-media Comparison