Media revenues from marketing in Serbia last year amounted to 210 million euros. The growth of these revenues is described in the media business as the main factor in the survival of numerous newsrooms in the country, facing a drop in circulation or the emergence of new media with unclear ownership or financial structures, the Association of Journalists of Serbia (UNS) announced.
According to data obtained from the Nielsen and Ipsos agencies, the consolidation and slight growth of marketing revenues has been going on since 2015, but revenues from 2017 to 2019 also had jumps of 9% per year, which is above the European average.
Experts note that one should not be fascinated by these results, because back in 2008, advertising revenues were only four million less than in 2019. In fact, after a whole decade of turbulence, the media only returned to the level they had before the outbreak of the economic crisis.
– After 2008, we had a big drop that lasted until 2015. Then followed a period of recovery that aroused optimism in our business, and now we are all hit on the head by the crown. Nobody still knows what the consequences will be, how long it will last and how much it will change our habits, how many people will lose their jobs – says the director of a respectable marketing agency.
When you look at the distribution of marketing revenues, 210 million euros still goes to television the most – 111.9 million euros, but it is interesting that the Internet receives as much as 38.5 million euros from advertisements, significantly more than print media or radio stations.
In third place is the so-called “out off home” marketing (billboards, leaflets, inserts …) on which 25.5 million euros are spent, 22.2 million remain in the print media, while in fifth place are radio stations that from advertisements they receive 11 million euros, eKapija reports.