Online Adspends 2022

Online advertising grew by 18% in 2022, spending reached almost CZK 57 billion

Online ad spends reached almost 57 billion CZK in 2022, which confirms the role of the Internet as the strongest media type. This is the highest investment so far, compared to 2021, this is an 18 % increase, in which display advertising (+ 23 %) and paid search advertising (+ 9 %) contributed the most in absolute terms. From the point of view of the way advertising space is traded, the programmatic purchase of display advertising grew by 35 %. Expectations for 2023 are a 7% increase in investment in online advertising. The data come from an online ad spend research conducted by the Median agency for the Association for Internet Progress (SPIR).

The performance of other media types on the market is indicated in list prices, while the volume of Internet advertising is made up of both list prices and net prices. Therefore, from 2021, SPIR methodically modified the research, recalculating the overall performance of online to price list prices, so that comparison with other media types was possible. Last year, the performance of online advertising consisting of the sum of list prices and net prices reached CZK 56.8 billion. Converted into list prices, this is a volume of CZK 117.7 billion, which confirms the position of online advertising as the strongest media type.

"It is positive to see that even in times of global economic recession, the Internet is thriving as an advertising channel. At the same time, it is logical, because the online environment offers the most precise targeting of advertising campaigns, the immediate possibility of their optimization and an overview of the effectiveness of the funds spent in real time”, commented Michal Hanák, Chairman of the SPIR Executive Board.

The research took place in January and February 2023 and involved online publishers, media, digital and specialized agencies, an advertising network and direct advertisers. The research methodology and its modifications for the year 2022 are described in detail here.

Development of total expenditures in Internet advertising

In 2022, advertisers used Internet advertising in the amount of CZK 56.8 billion (sum of list prices and net prices). These are the highest investments to date, representing an 18% increase compared to the previous year and copying the continuously growing trend in the use of online advertising. For the year 2023, development is estimated to slow down to 7% growth, which would mean a total investment of CZK 60.8 billion in internet advertising in 2023. Research participants are traditionally conservative in their growth estimates, this year the adverse economic situation also contributes to caution in the estimate and the effects of inflation.


Development of total expenditures in Internet advertising Source: SPIR, MEDIAN, ppm factum, March 2023
* estimation
– mix of ratecard and net prices

Share of individual forms of internet advertising in 2022

The largest part of advertising expenditures falls on display advertising (CZK 40 billion in combined prices). Advertising in content networks (especially the Seznam Sklik, Google Ads and Facebook networks), RTB way traded advertising and native advertising are also included in the display advertising. The second most used form of advertising is paid search advertising, in which advertisers have invested CZK 15.6 billion in net prices. For classifieds and directories advertising, the media declared revenues of CZK 1.2 billion in ratecard prices.


Performance of Individual Forms od Internet AdvertisingSource: SPIR, MEDIAN, March 2023
* mix of ratecard and net prices
** net prices
- others in ratecard prices

Video advertising accounted for 28% of the total display advertising (CZK 11 billion), increased by 29% year-on-year and is estimated to grow by 13% this year. Native advertising accounted for 10% (CZK 4 billion), increased by 12% year on year and is estimated to grow by 10% this year.


Split of Display Advertising in 2022 Source: SPIR, MEDIAN, March 2023
– mix of ratecard and net prices

The share of mobile display advertising (mobile ads and mobile targeted ads) in the total display advertising was 44% (CZK 17.7 billion), an increase of 21% year-on-year and an estimated 11% growth for this year.

Programmatically traded advertising, which relates to content networks and RTB, together accounted for 71% of the entire display advertising (CZK 28.5 billion) and increased by 35% year-on-year. The estimate for this year is growth of 11%.
The programmatic display includes the advertising performance of content networks (such as Seznam Sklik, Google Ads, Facebook, Instagram and others) as well as the performance of advertising through DSP / SSP systems.


Programmatic share of Display in 2022 Source: SPIR, MEDIAN, March 2022
– mix of ratecard and net prices

Performance of individual forms of Internet advertising

Long-term growth is clearly evident in display and paid search advertising. All parts of display advertising are growing, but video advertising grew the most.


Performance of individual forms of Internet advertising Source: SPIR, MEDIAN, ppm factum, March 2023
* estimation
** mix of ratecard and net prices
***net prices
- others in ratecard prices

Performance of individual forms of Internet advertising in thous. CZK

thous. CZK 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023* (estimation)
Display ** 9 204 844 9 967 379 10 481 447 14 164 675 16 400 893 20 139 248 24 207 282 26 998 476 32 577 960 39 971 065 42 872 221
Paid Search *** 2 901 804 3 360 886 3 656 319 4 663 124 5 857 274 7 321 593 9 005 559 11 273 892 14 317 843 15 606 449 16 698 900
Classifieds and
directories		 1 200 788 1 256 196 906 356 899 652 1 052 715 1 124 984 1 152 238 1 230 314 1 361 078 1 232 053 1 232 382
TOTAL 13 307 436 14 584 461 15 044 122 19 727 451 23 310 883 28 585 825 34 365 080 39 502 681 48 256 881 56 809 567 60 803 503
* estimation
** mix of ratecard and net prices
*** net prices
- others in ratecard prices

Year-on-year changes in individual forms of Internet advertising in 2022 and an estimate for 2023

Display advertising grew 23% in 2022 and media, agencies and direct advertisers estimate a further 7% growth in 2023. Paid for search advertising grew by 9% last year and is estimated to grow by 7% this year. Classifieds and directories decreased by 9% last year, and stagnation is estimated this year. Overall, Internet advertising grew by 18% in 2022 and 7% growth is estimated for 2023.

Estimates of growth are conservative for research participants every year, and the real growth found is usually higher than cautious expectations. However, this year's estimate is the lowest in history, and a large slowdown in the growth rate is expected.


Year-on-year changes in individual forms of Internet advertising in 2022 and an estimate for 2023 Source: SPIR, MEDIAN, ppm factum, March 2023
* estimation
- positive % values mean growth

Development of shares of individual media types

The amount of gross advertising investment for other media types is not available for 2022, so it is not possible to make a direct comparison and determine their shares for the previous year. If we are based on historical time series, the internet undoubtedly takes the lead with a large advertising space in gross prices of more than 100 billion CZK for the year 2022.


Development of shares of individual media types (absolute) Source: Internet - SPIR, MEDIAN, ppm factum, Kantar Media; TV, Press, Radio, OOH - Nielsen Admosphere; March 2023
-ratecard prices
* mix of ratecard and net prices
- prices excluded self-promotion
- Radio in 2011 - 2012 without regional sales
- data for TV, Print, Radio and OOH are not publicly available for the year 2022 (marked as N/A in the chart)

The performance of internet advertising determined by the research was converted into gross (price list) prices using inverse conversion data used in the pan-European research of online advertising expenditure AdEx benchmark od IAB Europe, to which SPIR supplies data for the Czech Republic. The total number of digital performance in list prices is composed of two sub-values. The first component is the advertising forms, which in the research are naturally at list (gross, retecard) prices, i.e. direct display and catalogs and line advertising. The second component is the advertising forms of programmatic display and search, which are naturally in pure (real, net net) prices in the research. This second component is converted to list prices by the relevant inversion coefficient used in the Adex research by IAB Europe to convert list prices to net prices. More details in the methodology.

Advertising performance of media types in thous. CZK

absolute, in thous. CZK 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Internet 18 608 298 20 898 202 23 190 986 34 047 039 41 230 214 54 202 239 67 417 293 77 633 036 96 635 290 117 744 566
TV 27 802 137 31 179 208 35 494 680 42 377 364 48 085 155 53 073 779 57 447 800 62 160 679 64 366 924 N/A
Press 18 039 126 17 899 192 17 886 632 18 749 540 19 518 003 19 630 978 19 799 707 17 202 426 19 027 930 N/A
Radio 5 844 355 6 062 785 6 384 325 7 047 795 7 553 551 8 043 804 7 934 900 7 298 313 8 129 929 N/A
OOH 4 528 262 4 816 865 4 888 990 5 124 092 5 299 758 5 260 355 5 430 556 4 383 244 4 458 219 N/A
TOTAL 74 822 178 80 856 252 87 845 613 107 345 830 121 686 681 140 211 155 158 030 256 168 677 698 192 618 292 N/A
-ratecard prices
* mix of ratecard and net prices
- prices excluded self-promotion
- Radio in 2011 - 2012 without regional sales
- data for TV, Print, Radio and OOH are not publicly available for the year 2022 (marked as N/A)

Shares of advertising performances of media types in %

relative 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Internet 24,9 % 25,8 % 26,4 % 31,7 % 33,9 % 38,7 % 42,7 % 46,0 % 50,2 % N/A
TV 37,2 % 38,6 % 40,4 % 39,5 % 39,5 % 37,9 % 36,4 % 36,9 % 33,4 % N/A
Press 24,1 % 22,1 % 20,4 % 17,5 % 16,0 % 14,0 % 12,5 % 10,2 % 9,9 % N/A
Radio 7,8 % 7,5 % 7,3 % 6,6 % 6,2 % 5,7 % 5,0 % 4,3 % 4,2 % N/A
OOH 6,1 % 6,0 % 5,6 % 4,8 % 4,4 % 3,8 % 3,4 % 2,6 % 2,3 % N/A
TOTAL 100 % 100 % 100 % 100 % 100 % 100 % 100 % 100 % 100 % 100 %
-ratecard prices
* mix of ratecard and net prices
- prices excluded self-promotion
- Radio in 2011 - 2012 without regional sales
- data for TV, Print, Radio and OOH are not publicly available for the year 2022 (marked as N/A)

In the interest of objectivity and protection of sensitive data, the Median agency was commissioned to interrogate and process the results. The research was conducted during January and February 2023, and was based on the current annual financial statements of individual entities. The performance of all types of advertising was based on the declared performance of individual content providers, agencies, direct advertisers and ad network operators.

More information about the used terminology and a description of the methodology.

Press Release - Online Adspends 2022
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SPIR Online Adspends 2022 - PDF