Online advertising brought revenues of 76 million euro to Greece in 2011, according to IAB Hellas data. The study involved 23 electronic publishing and digital advertising networks, which agree that last year was very difficult. Display advertising gave better results in the last quarter of 2011, when advertising investment reached nearly 20 million. Telecommunications companies with about 25% market share are the most active in Internet advertising, followed by firms in the financial sector.
While online advertising is gaining an increasing share of the advertising market, revenues from advertising in traditional Greek media are dramatically declining, reports Media Service. In February 2012, the revenue from television advertising fell by 23.6% compared with the same period of 2011. The decline in February was 11.4% compared with January this year. Experts state that the reduction in revenue from television commercials in the last two years is approaching a total of 40%.
Greek private television stations are starting to worry more about their solvency and the revenue from advertisements. This is mainly after the national council for radio and television urged the commercials related with public health and social policy to be broadcast in the prime time of the programme. A joint resolution of the Minister of Health Andreas Loverdos and the president of the national council for radio and television Yiannis Laskaridis states that television commercials with social content should be broadcast in the prime time. So far, Greek television stations nudged the information clips of tolerance towards people with disabilities or support for women victims of violence in the wee hours of the day, when the programmes have the lowest audience. Messages of a social nature were lost in commercials of rose phone lines and telemarketing, advertising yet another fitness product or multi-mixer. In the meantime, the limit for digitally broadcasted television channels in Greece, which was valid until recently, has been cancelled. This decision of the state allows local television broadcasters to enter the digital age and be legalized according to the requirements of the European Union.