Five hundred new TV adverts every month in first half of year

Published: 22 October 2021

Five hundred new TV adverts are shown to viewers every month, and new adverts still account for more than half of the total, according to a new study on the first half of this year adopted by the Media Council of the National Media and Infocommunications Authority (NMHH) at its meeting this week. The body warned service providers for breaching contractual commitments and the rules on age-rating, it imposed penalties and adopted decisions on radio frequency tenders.

New TV advertisements still mostly promote medicines and food

The Media Council adopted a study on new advertising spots in television - published in the first half of this year. The authority examined the programmes of seventy-six television stations, where the 3051 new adverts detected were repeated nearly 4.2 million times. Newly published advertising accounted for more than half of the total (55.6%), slightly higher than in the same period last year (51.9%). Most new advertising (43%) was seen on general entertainment channels (including Viasat 3, Cool TV, Comedy Central and AXN). Compared to the same period last year, new advertising continues to be dominated by the commercial sector (39.3% vs. 41.6%). The shares of pharmaceuticals (12.7%), food (7.7%), services (4.4%) and beauty (5.1%) all outperformed the leisure sector (4.2%), which has been in decline for several years. The share of advertising spots promoting mainly domestic products and services increased significantly (from 4.9% to 6.4%) compared to the same period last year.

Decisions of the Media Council

The council imposed a HUF 75,000 fine on the service provider of Tilos Radio in Budapest for broadcasting the programme entitled 7térítő between 7 am - 9 am and without an age-rating and not with the age-rating of Not suitable under 16 and not in the 9 pm - 5 am period, despite the consistently obscene language used in the programme. 

The body examined compliance with contractual commitments at several rural radios. The council warned the service providers of Karc FM 102.6 in Nyíregyháza for broadcasting less Hungarian music, Radio 24 in Dunaújváros for broadcasting fewer programmes for public service and helping local public life and everyday local life, it warned Csaba Rádió for broadcasting less talk and fewer programmes on local public life, and more music.

When imposing a legal consequence, the Media Council always assesses the type and level of legal consequence based on a gradual approach and the principle of proportionality by taking all the circumstances of each case into account.

The body also investigated programmes based on consumer complaints, but did not initiate proceedings. A June episode of the TV2 series entitled Családi Titkok featured content dealing with homosexual issues. The Media Council's decision was based primarily on the fact that the stricter child protection rules could not yet be applied, given that the amendment to the law only entered into force later. The Council will also not take action against the content of the August issue of the press product Úgytudjuk entitled “Szerelem a Gayer Parkban”, as it did not contain any harmful elements from the point of view of the protection of minors.

Decisions about radio frequency tenders

The council established that the tender procedure for the commercial use of the Szeged 87.9 MHz regional frequency was unsuccessful as the sole bidder Radio Plus Kft. submitted a formally invalid tender. At the same time, the body decided to re-tender the media service and adopted the relevant draft call for tenders. In addition, the Media Council finalised the call for tenders for the Nyíregyháza 100.5 MHz regional frequency. The Council carried out the formal examination of one tender submitted for each of the Tapolca 101.8 MHz, Veszprém 94.6 MHz and Tatabánya 107.0 MHz calls for tenders, and it registered Katolikus Rádió Zrt. for the first two, and Karc FM Média Kft. for the latter.

At the request of the service provider, the Media Council is to sign a 60-day provisional public contract for the use of the small community Gyöngyös 92.4 MHz frequency with the Mátra Média Kulturális Association.

The full agenda of the weekly meetings of the Media Council is available on the council’s website together with the minutes of the sessions and all the resolutions – the latest documents are published after the necessary certification and administration processes.