MEDIA MARKET OVERVIEW IN CEE COUNTRIES

Abstract

Every year, in every market and in any country, advertisers spend increasing budgets on advertising to influence consumer behavior. Finding the ideal marketing channel mix is a continuous challenge for every brand on every local market. This paper is aiming to analyze overall media investment in CEE region trying to find patterns of media mix based on economic context and local market status that supports media investment (internet and Facebook statistics, TV audiences). In the paper are used multidimensional methods like: principal component analysis and hierarchical clustering techniques. Thirteen Central and Eastern European countries are clustered based on 2017 data from Media Factbook. Two main patterns are described in the paper based on these data. The first one is characterized by high Internet usage, high Print and Digital advertising share. In terms of inverstment level, these countries have negative evolution of Net Market Spend per Capita in 2016 versus 2008 but high media market sizes. The second one is characterized by high out of home advertising share. In terms of inverstment level, these countries are splited in two subpatterns: one with negative and one with positive evolution of Net Market Spend per Capita in 2016 versus 2008.

Keywords

• marketing mix
• media market
• clustering methods
• principal component analysis
• CEE countries