CANnual Report 2021

CANnual Report is the annual publication of weCAN, which includes the most comprehensive data and consumer trends of the advertising markets of the CEE region. It reveals how each country’s political, economic and social processes affect the local advertising industry, examines the sector in the light of diverse financial data, and introduce key marketers.

The CANnual Report 2021 showcases the impacts of the coronavirus on the CEE media markets, while our experts analyse parallel phenomena from previous crises on a global or local scale, including not only financial-economic events, but also major changes in legislation, political turmoil, natural disasters, etc.

weCAN experts demonstrate how the unfolding COVID-19 crisis affected advertising spending over the past year in the CEE countries, taking different media types and sectors into consideration.

Media and advertising trends in CEE in 2021

In our regional summary chapter, we show you how the CEE ad market performed over the last year, highlighting the biggest changes in each segment (TV, digital, print, OOH and radio). The initial halt and sudden shift to online solutions induced by COVID-19 impacted the markets deeply and we are displaying how it was mirrored in adjusting marketing budgets and media consumption, too. 

Gov't spending on COVID communication

The pandemic-induced lockdowns brought about a critical situation: above all, it was the government’s task to inform, educate and calm the public. We analyzed how certain countries tackled this problem, what communication strategies they chose and how much they spent on conveying these messages.

weCAN Ranking

Thanks to the weCAN Ranking, you can get an even more comprehensive view of the region examining the level of development of the local media and advertising markets. The weCAN Ranking percentage figures show how the ad markets of the diversely-sized countries with otherwise hardly comparable economic performance – compared to each other in the CEE region.

Guest author

Our guest author Dr. Mária Törőcsik, Economist and Professor at University of Pécs shows us how the major crises in the past 30 years formed consumer behaviour. She outlines five consumer-archetypes since the change of regime and describes their change in attitude caused by the changes in economy.

Country chapters

The CANnual Report the market analysis of 15 countries written by local media and advertising experts. Each year, these chapters include an article about the local market with the recent changes of the media and advertising industry, but this year we also added a chronology of recent crises in each country. Our experts show, what these critical situations did to the respective markets, and what they learned from it.

Download the publication

Editors made every effort to ensure that all data in the report is correct but do not take responsibility for them. All data in the Report is free to be cited, copied and distributed, indicating the CANnual Report and the original source as well.

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