Actual Economic & Political Environment
2025 was a year of political continuity and macroeconomic stability. Albania experienced sustained economic growth, controlled inflation, institutional stability, but persistent political polarization. Albania recorded solid real GDP growth in 2025, based on official data published by INSTAT: +3.51% year-on-year in Q2 2025 and +3.75% in Q3 2025. The market unemployment rate stood at 8.1% in Q3 2025. Growth reflected a stable macroeconomic environment, strong domestic demand, and expansion of services. Despite positive growth, Albania faced limited economic diversification, heavy reliance on tourism and construction, a weak industrial base, and continued emigration pressures.
Political Context & Rule of Law
Parliamentary elections were held in May 2025, with the Socialist Party winning a new parliamentary majority and the current Prime Minister securing a fourth governing mandate. Justice institutions (SPAK and the Special Courts) remained active, with investigations involving former ministers, senior public officials, and local government figures. All of this has contributed to an increased perception of judicial independence and heightened political tensions.
The Local Media Market
The overall Net Ad Spend in Albania for 2025 is estimated at ~€61.7 million, showing an increase of ~1.3% versus 2024. There are slight changes in terms of the total market media mix compared to FY 2024.
TV continues to lead in terms of media consumption, with a ~72% share, mainly impacted by the big TV shows and political developments in the country. OOH shows a slight increase in terms of media consumption, from 10.8% in 2024 to 11.4% in FY 2025, mainly impacted by the increased number of DOOH screens, particularly in Tirana. Digital (excluding Meta, GDN, and influencer marketing) shows a slight decrease in terms of media consumption, from 14.9% in 2024 to 14.5% in 2025, while remaining a must in the media mix selection, mainly due to the affinity of the target groups/campaigns. PRINT continues its declining trend, with most newspapers and magazines published only online, while only a few continue with a printed version. Radio shows a slight increase in terms of market share for FY 2025.
The main factors impacting Net Ad Spending during 2025 were the broadcasting of some of the biggest and new in-house productions from the three main national TV channels (Top Channel, TV Klan & Vizion +: Big Brother VIP, The VIP Farm, etc.), as well as the central elections held on May 11th, 2025, and other economic and political developments in the country during the year.
Top Advertising Industry Categories
Historically one of the largest advertising spenders in Albania, telecom operators have traditionally dominated media budgets, especially on TV and digital campaigns. Although detailed 2025 figures have not been formally published, this sector remains among the top advertisers due to intense brand competition in mobile and internet services.
Retail, media outlets, health & pharmaceuticals, telcos, food & beverages, household and personal care, banking and financial institutions, and home furniture remain the top categories in the market.
Major retailers — including electronics chains such as Neptun Electronics — invest heavily in advertising to drive sales, especially around product launches and seasonal promotions. Retail categories often target digital, social, and outdoor channels to improve visibility and foot traffic.
FMCG brands — including food, beverages, and daily household products — are consistently among the top advertising spenders. These companies typically use broad media mixes (TV, outdoor, and digital) to reach mass consumers across urban and rural areas.
Banks and financial institutions are consistent advertisers, often promoting loans, accounts, and financial products across TV, print, and increasingly digital channels (search and display).
Media Market
Albanian screens have kept some of the basic shows, but promise a greater number of new programs, with entertainment, spectacle, reality, and talent shows dominating. The cost of production has increased, making the situation more challenging, but this has not slowed down the pace. Politics and current affairs continue to hold their ground, while weekend-focused entertainment will be supported by international formats that have proven successful around the world.
The TV program structure remains the same, starting with morning programs, cooking shows and family-oriented programs, or reruns of serials, before continuing with afternoon programs. TV stations are in strong competition for PT share, as these timeslots feature the best premium programs, including showbiz, political programs, soap operas, and investigative programs.
The entertainment program landscape on television has always been dynamic. In addition to original productions by the television stations themselves, an important part has also been the purchase of international formats. “Big Brother VIP” was broadcast with two weekly prime-time shows and was the most successful program during the first half of the year. “Ferma VIP” is also an international format, alongside “Albania Got Talent”, both broadcast on Vizion +, while other successful PT programs include “X-Factor” on TV Klan, “Lufta e Nuseve” – Bridal Show – on Top Channel, “Se Luân Topi” – interviews – on Top Channel, “Për Shqiptarët” – a charity fundraising program – on Top Channel, and “Piramida” – Quiz Show – on Top Channel, etc.
A higher number of advertisers was noted during the first half of the year, mainly impacted by the big TV productions and reality shows, such as Big Brother VIP and the second season of VIP Farm broadcast on Vizion +, as well as by the barter agreements that the production of these shows had with the related parties.
