RADIO ADVERTISING GREW BY TWO PER CENT IN 2025, BUT THE MARKET SLOWED DOWN

Although the overall increase in net investment in radio advertising did not keep pace with previous years, it still showed a slight increase of two per cent. The significant reduction in advertising on Czech Radio last year did not help commercial stations.

Net investment in radio advertising grew by 2% last year, reaching a total of CZK 1.88 billion. In absolute terms, this represents an increase of almost CZK 37 million. This is according to estimates of net investment in radio advertising provided by radio operators.

Compared to the previous two years, the growth in investment in radio advertising has slowed down. According to radio broadcasters, last year's pace of advertising investment continued the normal dynamics from before COVID-19.

Last year's restrictions on advertising on Czech Radio, which came with the major media amendment in May, brought commercial stations only a fraction of the investment last year, and private radio stations did not benefit much from it. However, operators believe that this year they can benefit more from the advertising restrictions on Czech Radio because advertisers can now count on allocating advertising investments in their annual plans. In its budget for this year, Czech Radio estimates that revenues from advertising and sponsorship will decrease by almost CZK 51 million to a total of CZK 48.4 million due to more restrictive legislation.

Year-on-year change in annual investments (%)

Annual net investments in radio advertising (CZK million)

In the fourth quarter of 2025, net investment in radio advertising reached CZK 608.8 million, representing an increase of CZK 15.5 million (2.6% year-on-year). This means that fears of a downward trend, as indicated by the results in the third quarter (0.4%), did not materialise. The increase was mainly driven by the pharmaceutical, travel agency, tyre, energy supplier and cultural events sectors.

Radio operators also adjusted their investment outlook for the first quarter of 2026. The caution seen at the end of last year was replaced by slight optimism in January 2026. According to radio operators, this suggests that developments in the coming months could be similar to last year, with year-on-year growth in the single digits. In the first quarter of this year, the retail, food supplements and sporting goods segments are particularly active.

Net investments are based on expert estimates by members of the SKMO Radio Section, i.e. data from Český rozhlas, Radiohouse and Media Club. They express the volume in list prices minus discounts and barter. Bonuses from agencies, representatives or traders are not deducted and are based on invoiced volumes, not broadcast volumes.

Source: mediaguru.cz