Slovakia had a far tougher year. The market operated against weak growth, government intervention in public media, and a structural shake-up in how television reaches viewers.
GDP grew just 0.8%, weighed down by fiscal consolidation, including VAT increases and new corporate levies, and by subdued household spending. Inflation held near 4%, eroding real incomes and confidence, and Slovakia’s deep integration into European automotive supply chains left it among the CEE countries most exposed to global trade tensions. Advertisers responded accordingly: government (-24% year-on-year), soft drinks (-16%), and household goods (-14%) cut deepest, while electronics (+32%), financial services (+30%), and leisure and entertainment (+20%) bucked the trend.
The development that drew the most attention internationally was the government’s effective capture of public broadcasting. Legislation passed in 2024 and implemented through 2025 replaced RTVS with a new entity, STVR (Slovak Television and Radio), whose director general is chosen by a politically appointed council with close ties to Prime Minister Fico’s circle. European press-freedom organisations described it as one of the most serious threats to media independence in the EU. The pressure extended to private media as well, most visibly when Markíza’s long-time anchor walked away from Televízne noviny, the country’s most-watched news programme.
Distribution is shifting at the same time. In October 2025, JOJ Group announced it would end free-to-air terrestrial broadcasting for its main channels from January 2026, steering viewers to JOJ Play and pay-TV operators; Markíza had already left free-to-air back in 2017. For advertisers, this is not a footnote: the reach guarantees that Slovak TV planning has long been built on now rest on a paid distribution base.
In spend terms, television and online remain nearly level, at about EUR 205 million against EUR 211 million, which says a lot about the staying power of Slovak commercial TV even as digital grows. Global platforms take an estimated 60% of digital ad revenue, keeping domestic digital media structurally squeezed. For news, the balance has already tipped: the 2025 Reuters Institute Digital News Report puts online at 68% of Slovaks against 56% for television.
Influencer spend is estimated at EUR 19 million, around 4% of the total market. That is a proportionally high share and a sign of how quickly creator-led formats have caught on with younger audiences.
For international advertisers, Slovakia in 2025 comes down to three things: economic headwinds, a politicised media environment, and accelerating change in television distribution.
