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How TV Viewers React to Advertising

Hungary Today 2023.08.30.

The National Media and Infocommunication Authority analyzed the television habits of Hungarians, focusing mainly on the amount of advertising exposure and habits, and the development of the strength of the advertising sectors, Magyar Nemzet reports.

Data from the last two decades show that while advertising habits remained the same, the gap between the number of viewers and the frequency of advertising widened:

More and more advertising was shown on the screen, and fewer and fewer people sat in front of it,

according to the National Media and Information Authority (NMHH).

Fifteen TV stations (ATV, Cool, Discovery Channel, Duna, Film+, M1, M2, Minimax, National Geographic, RTL, Spectrum, Sport1, Sport2, TV2, and Viasat3) were surveyed about their advertising practices between 2006 and 2022.

It is important to note that the Media Act stipulates that between 6 a.m. and midnight, a maximum of 20 percent of broadcast time in commercial media may be used for advertising, but that the period between midnight and 6 a.m. is no longer subject to any time limit.

The main target group for commercials has traditionally been 18 to 59-year-olds, i.e., those people who are actively earning money. The study focused on this age group.

In 2022, 13 percent of the airtime of the media studied was devoted to traditional advertising.

The thematic channels aired the most advertising (18 percent), but national commercial television was not far behind (16 percent), although the “advertising share” of state broadcasters – due to different public service laws – seems negligible in comparison (five percent).

The most striking trend is that, despite the decline in television viewership, the willingness to advertise has risen sharply. Although the majority of Hungarian TV viewers avoid advertising on average over the last five years, the first advertisement on the screen immediately triggers a large turn-off wave.

According to the research, the majority of Hungarian TV viewers avoid advertising.

In terms of advertising sectors, the same players top the list year after year: Pharmaceuticals, Retail, and Food and Services.

It goes on to say that in the mid-2000s, advertising output was still balanced, with TV stations publishing less than 1.3 million ads per year until 2013. The exception was 2009, the year of the international financial crisis in Hungary, when the number of commercials dropped by 13 percent. Between 2014 and 2019, on the other hand, advertising flooded television.

Based on data from the last five years, there does not appear to be a statistically verifiable correlation between purchasing power and ad avoidance, meaning that the turn rate of the most fashion-conscious viewers is about the same as that of viewers with less purchasing power.

In 2016, the most frequent advertisements were for pharmaceuticals, retail, food and beauty products, telecommunications, and financial institutions. Also worth mentioning are the leisure sector, household goods, and transport, although the latter have hardly changed over the years.

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Via Magyar nemzet, Featured Photo: Pixabay

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