CEE media market 2025 – radio

Radio remained a relevant but increasingly uneven part of the CEE media mix in 2025. While some markets saw growth, others reflected the broader pressure on traditional media as advertising budgets continued shifting towards digital.

Poland recorded the strongest growth among the markets covered, with radio advertising increasing by 8.4% year-on-year. At the same time, radio retained significant audience reach, reaching 82% of Poles weekly. Croatia also showed resilience: radio investment grew by 3%, with Otvoreni Radio, Bravo! and Radio Dalmacija identified as the strongest stations. Retail and consumer electronics were the main drivers of investment growth. Elsewhere, performance was more stable. Radio slightly increased its market share in Albania, remained stable in Montenegro, and maintained strong weekly reach in Bulgaria, particularly during commuting hours. In contrast, Slovenia recorded a 10% decline in radio advertising, reflecting the continued movement of budgets towards digital channels. Serbia also reported declining radio investment as online and OOH led overall market growth. Overall, the local experts’ reports suggest that radio is retaining its role through reach, regional relevance and established listening habits, but its commercial position is increasingly dependent on market-specific audience strength and its ability to complement digital and other mass-reach channels.