31-08-2011

Bulgarian TV Advertising Income on the Rise

By Pavlina Jeleva

    The Bulgarian Be Media Consultant agency reported that during the first half of 2011 the TV ad market was able to maintain a 78% share of the total domestic market. Its gross volume was reported as equal to €M161 compared to €M150 in 2010. The increase of the rates may have been caused by the entry of new players: TLC Bulgaria (www.predavatel.com/bg/tv/tlc), Utilisima TV (www.utilisima.bg) and Fiesta TV (www.fiestatv.tv).

    The first place in the TV ad Top 10 was retained by bTV Media Group (www.btv.bg) including bTV Comedy (www.btv.bg/comedy), bTV Cinema (www.btv.bg/cinema), bTV Action (www.btv.bg/action) and Ring.BG (www.btv.bg/sport). The lead channel showed 13% revenue growth while the 163% growth of the thematic channels was qualified as "spectacular."

    The leading channel of the MTG group Nova TV (www.novatv.bg) lost advertising income, while the group's thematic channels Diema (www.diema.bg), Diema 2 (www.diema.bg/2) and Nova sport (www.sport.novatv.bg) improved their positions. But as a whole, the Group announced a 15% decline in advertising income. The unusual phenomenon for the traditional holder of the second place in the TV ad Top 10 was explained by the difficult market situation and lower advertising prices.

    The public broadcaster BNT (www.bnt.bg) dropped out from TV ad Top 10 with a 62% decrease over the first half of 2011. A major reason was the restriction of advertising time, which is only 15 minutes per 24 hours and 5 minutes in prime time.

    According to media experts the net investments in advertising have decreased by nearly 10% but the broadcasters are compensating it by selling more attractive package offers to their clients.

    Published in Bulgaria
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