The Hungarian Advertising Association's 2025 media and communication market expenditure figures have been published and can be downloaded from the following link: https://mrsz.hu/kutatas/media-es-kommunikacios-torta/2025-mrsz-media-es-kommunikacios-torta-

Dóra Lehoczky, Head of Media Sales at New Age Advertising / Cinema City, shared her thoughts on the performance of the cinema sector:

„The economic difficulties experienced in 2025 naturally affected the advertising market as well; nevertheless, interest in cinema advertising did not decline – in fact, new sectors have even discovered this unique communication channel. Cinemas have a unique ability to capture viewers’ undivided attention, ensuring that brand messages reach the target audience effectively and without interruption.

The wide screen’s exceptional picture and sound quality ensures an advertising experience that cannot be replicated on other platforms. This effectiveness is also confirmed by neuromarketing research.

This year, we have retroactively adjusted our data back to 2019. Taking into account the advertising revenue figures of other market players, we have revised the reports using standardized metrics. Our goal is to provide the most accurate and comprehensive picture possible of the actual state of the cinema advertising market.

The vast majority of the 2.3 billion Hungarian forints in advertising revenue in 2025—approximately 85%—is linked to on-screen advertising, while off-screen advertising accounts for about 15% of revenue. FMCG continues to lead in advertising spending, closely followed by the automotive industry and telecommunications.

The results for the first quarter of 2026 are already giving cause for optimism and point to further growth. This optimism is further supported by the year’s exceptionally strong lineup of movies.”

Source: https://mrsz.hu/kutatas/media-es-kommunikacios-torta/2025-mrsz-media-es-kommunikacios-torta-