Serbia’s 2012 Media Advertising Market Was Flat at $224 Million

Serbia’s media advertising market stagnated in 2012, as broadcast, print and Internet media, along with outdoor advertising, earned a net 172 million euros ($224 million), according to a Nielsen survey.

TV ads gained one percentage point of the market to 56 percent, according to an e-mailed survey by Nielsen Audience Measurement. Print ads fell to 21 percent from 23 percent of the market in 2011, while radio and outdoor ads were unchanged at five and 11 percent, respectively.

Advertisements by political parties in the run-up to May elections helped compensate part of the decline, said Darko Brocic, Nielsen’s managing director in Belgrade.

“The market practically shrank if we exclude spending on political ads,” Brocic said in a phone interview today. The market peaked in 2008 to 206 million euros.

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