Political developments were a significant part of the CEE landscape in 2025, with several countries going through national elections and others facing heightened political uncertainty, institutional changes or regulatory intervention. The common thread was a more politically active environment, which increasingly affected the media ecosystem and, in some markets, commercial planning.
Elections were particularly important in Albania, Poland, Romania and Czechia. Albania’s May parliamentary election resulted in a new parliamentary majority for the Socialist Party and a fourth governing mandate for the current Prime Minister. The election, together with wider political developments, contributed to increased activity in the media market.
Romania experienced the most disruptive political episode. Following the annulment of the 2024 presidential election, a repeat presidential election was held in May 2025. The political turmoil and the prominent role of TikTok in political discourse brought social platforms, political communication and regulation into particular focus.
In Czechia, October’s parliamentary election produced a change in government after a highly visible campaign. The campaign saturated media channels for months, while the subsequent debate over the financing and independence of public broadcasters became an important issue for the media sector.
Political activity also had a direct effect on commercial media planning in Slovenia. Pre-election advertising started unusually early and was larger and more intensive than in previous cycles. Campaign activity continued beyond the election period, creating pressure on available inventory and contributing to the postponement of some commercial campaigns, particularly in OOH.
Elsewhere, political and institutional changes were less election-driven but still relevant. Slovakia underwent a major restructuring of public broadcasting, with RTVS replaced by STVR during 2025. The change added to an already politicised media environment. Bulgaria operated amid continued political uncertainty, while Bosnia’s planned return to metered audience measurement was linked to the October 2026 general elections and the formation of a new government.
The wider regional environment was also shaped by the war in Ukraine, which continued to affect Ukraine directly through security risks, energy disruption and economic uncertainty, while remaining an important geopolitical backdrop for neighbouring CEE countries.
Overall, 2025 showed how closely political developments and media markets remain connected in CEE. Elections created short-term increases in political communication and, in some cases, competition for media inventory, while longer-term issues around public-media independence, political uncertainty, regulation and ownership continued to shape the operating environment.
