The Czech advertising and marketing market is regaining momentum following a period of weakness. This is according to the 2025 Advertising Report published by the Association of Communication Agencies (AKA). According to expert estimates, total investment in marketing communications reached CZK 164.8 billion in 2025, representing a year-on-year increase of almost ten per cent.
The report also includes regular research into net marketing expenditure, which the AKA carries out in collaboration with the Association of Media Agencies (ASMEA) and ResSolution Group. Managers responsible for marketing budgets take part in the survey, which, according to the authors, ensures a realistic picture of the market.
The data confirms a return to growth, yet pressure on price and efficiency persists. “The importance of expertise and the ability to link creativity, data and real business impact is growing,” says AKA Executive Director Radana Čechová. The survey forecasts further growth of around 5.5 per cent for 2026.
However, optimism is tempered by uncertainties in the global environment. According to Lucie Vlčková of Nielsen and ResSolution Group, developments may be influenced by geopolitical factors or election cycles, leading clients to adopt a more cautious approach to planning. “Although the market is picking up, the outlook for 2026 is accompanied by a degree of uncertainty. Geopolitical tensions and the potential impacts of global election cycles could slow growth once again,” she said.
Market growth was driven not only by media investment but also significantly by non-media channels such as events, direct marketing, loyalty programmes and internal communications. These grew by almost eight per cent year-on-year, whilst media expenditure grew at roughly half that rate.
Key figures
- According to the research, investment in media channels amounted to CZK 93.9 billion last year and is set to rise by CZK 3.4 billion to CZK 97.3 billion this year. This represents a year-on-year increase of 3.4%.
- Investment in non-media channels is growing faster, and is expected to reach CZK 76.5 billion this year. This represents growth of 7.9%. The largest share of investment is directed towards the internet and television (the report does not specify the order).
- Among non-media channels, the segment expected to grow the most this year is that of promotional items, events, telemarketing, consumer competitions, internal communications and loyalty programmes.
- The list price of advertising space rose by just 0.6% year-on-year last year to CZK 146.5 billion. This represents a slowdown compared to the previous year (2024, when growth was 8%).
- The largest advertisers last year were Lidl, Albert and Kaufland.
The report also includes a forecast for the growth of the influencer marketing market, which increased by 29% year-on-year last year.
The report also confirms the ongoing transformation of the industry. Key trends include the wider use of artificial intelligence, a growing emphasis on measurability and return on investment, and the need to build trustworthy and authentic brands.According to AKA, the report is intended to serve as a common data foundation for the entire market, particularly in areas not typically covered by traditional media measurement.
You can view the full report here.
About the research
The research was conducted via online data collection (CAWI). Respondents were selected from the client database of Activation Agencies, the processor’s internal database, and a specific sub-panel of the Czech National Panel. Field data collection took place at the turn of 2025/2026. Data analysis was carried out on a sample of 138 respondents. Those surveyed were individuals responsible for marketing communications.
Source: mediaguru.cz