Revenues generated by players in the media services sector are mainly from the advertising market. Besides sports advertisement revenues, the main source of income for media service providers is sponsorship and communication services contracts with companies in some cases.
Data for 2015 suggests that the total advertising market was worth HUF 194.37 billion, a 2.81% increase compared to 2014, but with a declining growth rate. In addition to market uncertainties caused by legislative changes, the decrease in growth rate resulted from the 13% decline in public procurement.
Significant changes observed in the share of each sector in recent years continued as a trend. The internet sector should be highlighted with its 14.4% growth, enabling it to become the largest in the advertising market with its HUF 54.1 billion revenue in 2015, thereby outperforming the TV sector that achieved a 3.15% growth (HUF 51.6 billion revenue). Among smaller-percentage sectors, the cinema and ambient sectors are worth mentioning with their 20 and 9.1 per-cent increase in advertising revenue, respectively.