Ninamedia monitored advertisements on 7 Serbian TV stations from January to June 2018. They recorded over 425,000 advertisements totaling over 9 million seconds of air time, accounting for 8.33% of total broadcast time. TV Pink had the highest number of ads at 93,148 while Prva televizija had the longest ad time at 1,854,867 seconds. Food was the most frequently advertised industry, making up 28% of ads, while retail and pharmaceuticals also featured prominently. The top advertiser was Top Shop with over 10,000 ads and 1,044,914 seconds of time.

1. January 1 – June 30, 2018
Media analysis sector
Analysis of advertising on select TV stations in Serbia

2. Advertisements on TV stations in the first half of 2018
Ninamedia company carried out monitoring of 7 TV stations which broadcast their
programme in Serbia and made record of all the advertisements during that period.
425,245 advertisements were recorded with a total duration of 9,063,302 seconds
which is 8.33% of the total broadcasted programme.
The largest number of advertisements we recorded on TV Pink – 93,148, then Prva
TV – 80,542, and third-placed O2 TV with 71,707 broadcasted advertisements.
The largest share of advertising time according to the duration of advertisements
we recorded on Prva TV – 1,854,867 (The largest number via the Top shop
advertiser), then TV Pink – 1,801,025, and O2 – 1,774,212 seconds.
2For more information, contact us at gavrilo.tomic@ninamedia.rs
Media
Total number of
advertisements
Total duration
in seconds
Share of
advertisem
ents in the
programme
total
6 month
total/180 days
TV programme
in total, in
seconds
Prva televizija 80,542 1,854,867 11.93% 15,552,000
Pink 93,148 1,801,025 11.58% 15,552,000
O2TV 71,707 1,774,212 11.41% 15,552,000
Happy 43,553 1,136,831 7.31% 15,552,000
N1 59,502 1,113,711 7.16% 15,552,000
RTS1 50,160 848,750 5.46% 15,552,000
RTS2 26,633 533,906 3.43% 15,552,000
Grand Total 425,245 9,063,302 8.33% 108,864,000
TV stations – overview of number and
duration of advertisement broadcasts

3. 3
93148
80542
71707
59502
50160
43553
26633
Pink Prva
televizija
O2TV N1 RTS1 Happy RTS2
Total advertisements
1854867
1801025 1774212
1136831 1113711
848750
533906
Prva
televizija
Pink O2TV Happy N1 RTS1 RTS2
Total duration in seconds
TV stations – overview of the number
and broadcast duration of
advertisements
For more information, contact us at gavrilo.tomic@ninamedia.rs

4. 4
TV stations – overview of the number
and broadcast duration of
advertisements
We note the longest
duration of advertising
on TV Pink compared to
the total of broadcasted
programme – almost
12%, i.e. out of 100
seconds of the
programme, 12 are –
advertisements.
For more information, contact us at gavrilo.tomic@ninamedia.rs
11,93%
11,58%
11,41%
7,31%
7,16%
5,46%
3,43%
88,07%
88,42%
88,59%
92,69%
92,84%
94,54%
96,57%
Pink
Prva televizija
O2TV
N1
Happy
RTS1
RTS2
Share of advertisements in total air time
Air time given to the advertisements Time without advertisements

5. Activities
5
According to Ninamedia categorisation, per the number of broadcasted
advertisements and also the total duration, Food industry is the most frequent
advertiser. Next up are Pharmaceutical and Retail, with half as many advertisements
than the Food industry, and positions are the same when it comes to duration,
except that Telemarketing is in third place.
activity
Total
advertisements
Total duration
Average
seconds/ad
vertisemen
t
Food industry 118,810 2,223,907 19
Pharmaceutical 58,254 1,296,011 22
Retail 53,818 806,520 15
Cosmetics 38,913 762,769 20
Telephones, television and the Internet 29,723 750,457 25
Financial sector 19,208 363,154 19
Media 17,006 301,091 18
Healthcare 12,368 243,044 20
Household chemicals 11,015 204,290 19
Education and art 10,279 228,163 22
Telemarketing 10,138 1,054,437 104
Show business 9,426 194,182 21
Transport and tourism 6,010 76,453 13
Furniture 5,611 118,426 21
Air conditioning and heating 3,800 34,709 9
Construction 2,655 33,200 13
Hospitality 2,584 63,116 24
Gambling 2,467 29,738 12
Public agencies, institutions and secretariats 2,346 57,040 24
Automotive industry 2,229 40,938 18
Agricultural industry 2,069 33,922 16
Petroleum industry 1,806 23,857 13
Uncategorised 1,662 28,485 17
Sports 1,620 43,583 27
Politics 1,193 40,750 34
IT industry 235 11,060 47
Grand Total 425.245 9,063,302 21
For more information, contact us at gavrilo.tomic@ninamedia.rs

6. Activities
6For more information, contact us at gavrilo.tomic@ninamedia.rs
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
0
20.000
40.000
60.000
80.000
100.000
120.000
140.000
Total number of advertisements and total duration
Total advertisements Total duration

7. Industries
7For more information, contact us at gavrilo.tomic@ninamedia.rs
Other sectors
25%
Food industry
28%
Pharmaceutical
industry
14%
Trade
13%
Cosmetics
9%
Telecommunications,
television and
internet
7%
Financial sector
4%
Share according to the number of advertisements
Other sectors
32%
Food industry
25%
Pharmaceutical
industry
14%
Trade
9%
Cosmetics
8%
Telecommunicatio
ns, television and
internet
8%
Financial sector
4%
Share according to the duration of advertisements

8. Advertisers
8
Top shop has the largest number of advertisements
and seconds, followed by the first brand/producer,
VIP mobile, with 8,451 advertisements.
Ranked 3rd is Maxi, ranked 4th is Vitalis, followed by
Telenor and Tempo.
Name of the advertiser Number of
advertisements
Seconds
Top Shop 10.020 1.044.914
VIP 8.451 226.477
Maxi 8.144 130.330
Vitalis 7.172 317.528
Telenor 6.992 188.234
Tempo 6.658 103.479
MTS 6.102 138.597
Coca Cola 6.031 119.798
Idea 5.881 90.177
Nefrovit 5.337 48.113
Femisan A 5.244 43.769
Kinder 5.156 107.591
Štark 4.971 72.433
L'Oreal 4.388 94.953
Dis 4.267 53.834
Abela Pharm 4.262 82.059
NIVEA 4.125 79.005
Swisslion Takovo 4.093 59.245
Roda 4.056 56.761
Shows brands or
producers with more
than 4,000
advertisements
For more information, contact us at gavrilo.tomic@ninamedia.rs

9. Methodology
Monitoring period: January 1 – June 30, 2018, 24/7
Monitored TV stations: RTS 1, RTS 2, Pink, O2, Prva televizija, N1, Happy
TV advertisements – commercials, for which we may assume have been paid, without advertisements of the TV stations announcing their own programmes
or services
9
Contact
For all information related to advertisement monitoring on TV, in press, or on websites, please contact Gavrilo Tomić at
gavrilo.tomic@ninamedia.rs or at +381648193505
Produced by
Media analysis sector,
Ninamedia,
July 2018