DIGITAL

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TRENDSRadioindustryinHungaryCHAPTER

01MarketoverviewForecastofthetraditionalmusicandradiomarketrevenueinHungaryfrom2017to2027,bysegment(inmillionU.S.dollars)ForecastofthetraditionalmusicandradiomarketrevenueinHungary2017-2027TraditionalMusicTraditionalRadio9585756555453525155201720182019202020212022202320242025202620273Description:Therevenueisforecasttoexperiencesignificantgrowthinallsegmentsin2027.Aspartofthepositivetrend,theindicatorreachesthemaximumvalueforalltwodifferentsegmentsattheendofthecomparisonperiod.ParticularlynoteworthyisthesegmentTraditionalMusic,whichhasthehighestvalueof88.52millionU.S.dollars.ReadmoreNote(s):Hungary;2017to2027Source(s):Advertising&MediaInsightsTraditionalradioadvertisingrevenueinHungaryfrom2017to2027(inmillionU.S.dollars)TraditionalradioadvertisingrevenueinHungary2017-2027908084.5380.9577.3873.869.87065.2760.2760.4857.12605040302010054.9254.06201720182019202020212022202320242025202620274Description:Therevenueinthe'TraditionalRadio'segmentofthemediamarketinHungarywasforecasttocontinuouslyincreasebetween2023and2027byintotal14.7millionU.S.dollars(+21.06percent).Aftertheseventhconsecutiveincreasingyear,theindicatorisestimatedtoreach84.53millionU.S.dollarsandthereforeanewpeakin2027.ReadmoreNote(s):Hungary;2017to2027Source(s):Advertising&MediaInsightsDailynumberofradiolistenersinHungaryfrom4thquarter2018to2ndquarter2023(inmillions)DailynumberofradiolistenersinHungary2018-202375.815.795.7865432105.655.595.545.535.555.55.465.435.455.455.375.355.255.225.225.18Q42018Q12019Q22019Q32019Q42019Q12020Q22020Q32020Q42020Q12021Q22021Q32021Q42021Q12022Q22022Q32022Q42022Q12023Q220235Description:Duringtheobservedperiod,thedailynumberofradiolistenersinHungarydecreasedoverallwithsomeoscillation.Inthesecondquarterof2023,5.55millionpeoplelistenedtotheradioeveryday,whichwasstillmorethanone-halfofthecountry'stotalpopulation.ReadmoreNote(s):Hungary;Q42018toQ22023Source(s):KantarHoffmann;M-METERKft.;NationalMediaandInfocommunicationsAuthority(Hungary)RadioadvertisingreachinHungaryfrom2017to2026(inmillionusers)ListenersofradioadvertisinginHungary2017-20265.45.45.45.45.35.35.35.35.35.45.45.45.45.45.45.35.35.35.320172018201920202021202220232024202520266Description:RadioadvertisinginHungaryreachedroughly5.4millionpeoplein2021.By2023,reachisexpectedtodecreaseto5.3millionpeopleandremainatthatlevelthrough2026.

ReadmoreNote(s):HungarySource(s):Advertising&MediaInsightsCHAPTER

02RadiostationsandcontentMostpopularradiostationsinHungaryasof2ndquarter2023,bydailyreach(in1,000s)MostpopularradiostationsinHungary2023,bydailyreach2,0001,8331,8001,6001,4001,2001,0008001,4391,0786676004002392311802008274260RetroRádióRádió1KossuthRádió

PetofiRádióSlágerFM

BestFM/Rádió

DankóRádió

BartókRádióHírFMJazzyRádióM8Description:Inthesecondquarterof2023,RetróRádiówasthemostpopularradiostationinHungarywithover1.8milliondailylisteners.Rádió1followedintherankingwithmorethan1.4millionlistenersaday,whileKossuthRádiórankedthird,reachingoveronemilliondailylisteners.ReadmoreNote(s):Hungary;Q22023Source(s):KantarHoffmann;M-METERKft.;NationalMediaandInfocommunicationsAuthority(Hungary)MostpopularcommercialradiostationsinHungaryasof2ndquarter2023,bydailyreach(in1,000s)MostpopularcommercialradiostationsinHungary2023,bydailyreach2,0001,8331,8001,6001,4001,2001,0008001,4396004002392312000RetroRádióRádió1SlágerFMBestFM/RádióM9Description:Inthesecondquarterof2023,RetróRádiówasthemostpopularcommercialradiostationinHungarywithover1.8thousanddailylisteners.ThesecondmostpreferredstationwasRádió1,listenedtobyover1.4thousandpeopledaily.

ReadmoreNote(s):Hungary;Q22023Source(s):KantarHoffmann;M-METERKft.;NationalMediaandInfocommunicationsAuthority(Hungary)MostpopularcommunityradiostationsinHungaryasof2ndquarter2023,bydailyreach(in1,000s)MostpopularcommunityradiostationsinHungary2023,bydailyreach807470605040302010026242217171280.2HírFMJazzyRádióInfoRádióKlasszikRádióSpiritFMradiocafé98.0TilosRádióMannaFMElsPestiEgyetemiRádió10Description:Inthesecondquarterof2023,HírFMwasthemostlistened-tocommunityradiostationinHungaryreaching74thousandlistenersdaily.JazzyRádiórankedsecondwith26thousandlistenersaday.ReadmoreNote(s):Hungary;Q22023Source(s):KantarHoffmann;M-METERKft.;NationalMediaandInfocommunicationsAuthority(Hungary)HourlyreachofpublicradiostationsonworkdaysinHungaryasof1stquarter2022(in1,000s)HourlyreachofpublicradiostationsonworkdaysinHungary20221,6001,4471,4141,3551,4001,2001,00080060040020001,1531,1191,0821,0559889438227535715324182962852182081421218959583800:00

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24:0011Description:Asofthefirstquarterof2022,publicradiostationsreachedthehighestnumberoflistenersbetween12-01PM.Thelowestnumberofradiolistenersonweekdayswasrecordedbetween2-3AMtotaling38thousandpeople.

ReadmoreNote(s):Hungary;Q12022Source(s):KantarHoffmann;M-METERKft.;NationalMediaandInfocommunicationsAuthority(Hungary)RadiobroadcasttimedistributioninHungaryin2022,byprogramtypeRadiobroadcasttimedistributioninHungary2022,byprogramtypeShareintotalbroadcastingtime0%5%10%15%20%25%30%35%40%45%50%48%46.8%55%RadioshowsMusicRecommendationsAdvertisementsSignal2.3%1.5%1.2%Self-advertising

0.1%PublicServiceAdvertising

0.1%Publicserviceannouncement

0%Politicaladvertisement

0%12/statistics/1419665/hungary-radio-broadcast-time-share-by-program-typeIn2022,radioprogramsaccountedforthehighestshareofthetotalradiobroadcastingtimeinHungary,reaching48percent.Atthesametime,musicaccountedforlessthan47percentofthebroadcastingtime,placingitsecondintheranking.

ReadmoreNote(s):Hungary;2022Source(s):NationalMediaandInfocommunicationsAuthority(Hungary)ProgramtypesofpublicradiosinHungaryfrom2010to2022,bybroadcastingtime(inhours)ProgramtypesofpublicradiosinHungary2010-2022,bybroadcastingtimeNews,politics,economics,information,educational50,000Literature,arts,research,culture,entertainmentMusicSportsOther45,00040,00035,00030,00025,00020,00015,00010,0005,00002010201120122013201420152016201720182019202020212022*13Description:Overtheobservedperiod,Hungarianpublicserviceradiosplayedmusicmostofthetime.In2022,atotalof25.2thousandhoursofmusicwasbroadcast.Inthesameyear,programsconnectedtoliterature,arts,research,culture,andentertainmentreachedover11thousandhours.ReadmoreNote(s):Hungary;2010to2022;*PreliminarydataReadmoreSource(s):HungarianCentralStatisticalOfficeThemostpopularforeignperformersontheradioinHungaryin2022,bynumberofspinsMostpopularforeignperformersontheradioinHungary202235,00030,81730,00025,00020,00015,00010,0005,000028,11523,13220,59218,017AvaMaxEdSheeranMinelliDuaLipaImagineDragons14Description:In2022,AvaMaxwasthemostpopularforeignperformerbasedonthenumberofspinsplayedbyHungarianradios.EdSheeranrankedsecondwithover28thousandspinsrecordedoverthesameperiod.

ReadmoreNote(s):Hungary;2022Source(s):NationalMediaandInfocommunicationsAuthority(Hungary)MostpopulardomesticmusicperformersontheradioinHungaryin2022,bynumberofspinsMostpopulardomesticmusicperformersontheradioinHungary202260,00053,95450,70850,00047,84745,43640,00030,00020,00010,000027,095WellhelloHalottPénzRúzsaMagdiFollowTheFlowMargaretIsland15Description:In2022,RúzsaMagdolnawasthenumberonedomesticmusicperformerwithnearly54thousandspinsinHungary.HalottPénzrankedsecondwithapproximately51thousandspinsovertheyear.

ReadmoreNote(s):Hungary;2022Source(s):NationalMediaandInfocommunicationsAuthority(Hungary)CHAPTER

03RadiolisteninghabitsDistributionofthepopulationbyradiolisteningintensityinHungary2023RadiolisteningintensityinHungary202360%48%50%40%30%20%10%0%41%12%HeavyradiolistenerLightradiolistenerNon-user/Doesnotknow17Description:In2023,themajorityofHungarianslistenedtotheradio,with12percentofthetotalpopulationbeingheavylisteners.Atthesametime,48percentofHungarianslistenedtotheradiooccasionally.ReadmoreNote(s):Hungary;April5toJune17,2023;2,097respondents;18to64yearsold;residentialonlinepopulationSource(s):ConsumerInsightsAveragetimespentlisteningtotheradioinHungaryasof1stquarter2022,byweekday(inminutes)AveragetimespentlisteningtotheradioinHungary2022,byweekday250200150100502382372362362332312192160AverageMondayTuesdayWednesdayThursdayFridaySaturdaySunday18Description:Inthefirstquarterof2022,Hungarianslistenedtotheradioonaverage231minutesaday.Thiswasaveryhighfigureconsideringthatthenumbershadbeencalculatedincludingalsothedataofnon-radiolisteners.Duringtheobservedperiod,peoplespentthemosttimelisteningtotheradioonTuesdaysandFridays.ReadmoreNote(s):Hungary;Q12022Source(s):KantarHoffmann;M-METERKft.;NationalMediaandInfocommunicationsAuthority(Hungary)ShareofHungarianslisteningtotheradioasof4thquarter2021,bylocationandageShareofHungarianslisteningtotheradio2021,bylocationandageAthomeInthecarAtworkOther74%100%90%80%70%60%50%40%30%20%10%0%94%87%76%71%69%68%67%62%60%56%52%48%43%39%31%26%25%24%21%21%21%20%16%11%8%7%3%70+15-1920-2930-3940-4950-5960-6919Description:Asofthefourthquarterof2021,mostHungarianslistenedtotheradioathome.However,over70percentofrespondentsagedbetween40and49yearsalsolistenedtotheradiointhecar.

ReadmoreNote(s):Hungary;Q42021;15yearsandolder;NationwiderepresentativesurveySource(s):KantarHoffmann;M-METERKft.;NationalMediaandInfocommunicationsAuthority(Hungary)ShareofHungarianslisteningtotheradiofrom1stquarter2018to4thquarter2021,bylocationShareofHungarianslisteningtotheradio2018-2021,bylocationAthomeInthecarAtworkOther90%80%70%60%50%40%30%20%10%0%Q1'18Q2'18Q3'18Q4'18Q1'19Q2'19Q3'19Q4'19Q1'20Q2'20Q3'20Q4'20Q1'21Q2'21Q3'21Q4'2120Description:Asofthelastquarterof2021,approximately75percentofHungarianslistenedtotheradioathomeand54percentofthemdidsointhecar.Moreover,nearly30percentoftherespondentslistenedtotheradioevenatwork.

ReadmoreNote(s):Hungary;Q12018toQ42021;15yearsandolder;NationwiderepresentativesurveySource(s):KantarHoffmann;M-METERKft.;NationalMediaandInfocommunicationsAuthority(Hungary)WeeklynumberofradiostationsHungarianslistentoasof1stquarter2022,byageWeeklynumberofradiostationsHungarianslistento2022,byage2.01.81.61.91.61.51.51.41.21.00.80.60.40.20.01.31.2115-1718-2930-3940-4950-5960-6970+21Description:Asofthefirstquarterof2022,Hungariansbelongingtotheoldergenerationslistenedtoawidervarietyofradiostationsthanpeoplefromyoungeragegroups.Onaverage,Hungariansbetweentheagesof60to69yearslistenedto1.9radiostationsweekly.ReadmoreNote(s):Hungary;Q12022Source(s):KantarHoffmann;M-METERKft.;NationalMediaandInfocommunicationsAuthority(Hungary)CHAPTER

04RadioadvertisingRadioadvertisingexpenditureinHungaryfrom2011to2022(inbillionforints)RadioadvertisingexpenditureinHungary2011-202214121012.411.311.210.9210.19.979.579.359.068.84864206.814.6120112012201320142015201620172018201920202021202223Description:RadioadvertisingspendinginHungaryshowedanoverallrisingtrenduntil2019whenitpeakedat11.3billionforints.Followingadecreasein2020,radioadvertisingexpendituretotaled12.4billionforintsinthecountryin2022.ReadmoreNote(s):Hungary;2011to2022Source(s):MagyarReklámsz?vetségShareofradiointotaladvertisingexpenditureinHungaryfrom2018to2021ShareofradiointotaladvertisingexpenditureinHungary2018-20216%5%5%4%3%2%1%0%4%4%4%201820192020202124Description:TheshareofradiointhetotaladvertisingexpenditureinHungaryremainedconsiderablylowovertheobservedyears.In2021,radioadvertisementsaccountedforfourpercentoftheoveralladvertisingexpenditure.

ReadmoreNote(s):Hungary;2018to2021Source(s):weCANCommunicationsMonthlynumberofradioadvertisementsinHungaryfromJanuarytoDecember2022Monthlynumberofradioadve