Online Adspends 2024

The online advertising market is growing steadily: by 7.5% to 64 billion crowns in 2024

In 2024, online advertising spending reached 64 billion crowns, up 7.5% year-on-year. Display advertising (+9.5%) and search advertising (+3%) contributed the most to the growth in absolute terms. In terms of the method of trading advertising space, programmatic display advertising purchases grew by 11%. The growth estimate for 2025 is 6.7%. These data come from research on the performance of internet advertising conducted for the Association for Internet Progress (SPIR) by the Median agency.

The research was conducted in January and February 2025 and involved internet operators, media, digital and specialized agencies, advertising networks, and direct advertisers. The research methodology and its modifications for the year 2024 are described in detail here.

Development of Total Expenditures on Internet Advertising

In 2024, advertisers invested a record 64 billion crowns in online advertising, in a combination of list and net prices. This is the highest amount ever, representing a year-on-year increase of 7.5% and confirming the long-term growth trend in online advertising.

„The steady growth of investments in online advertising is positive news for the entire digital ecosystem. Thanks to high-quality content and effective business models, we are able to maintain the trust of advertisers in online as the most important media type,” says Michal Hanák, chairman of the SPIR board.

A similar pace is expected for 2025, with an estimated growth of 6.7%, which could bring total investments to 68.3 billion crowns. However, the research participants traditionally choose rather cautious forecasts.


Vývoj celkových výdajů do internetové inzerce v mld. Kč Source: SPIR, MEDIAN, March 2025
– mix of ratecard and net prices

Share of Individual Forms of Internet Advertising in 2024

The largest portion of advertising expenditures is allocated to comprehensive (display) advertising (46.2 billion CZK in combined prices). Display advertising includes advertising in content networks (especially networks like Seznam Sklik, Google Ads, and Facebook), advertising traded in RTB format, and native advertising. The second most used form of advertising is search advertising, into which advertisers invested 16.5 billion CZK in net prices. For catalog entries and classified advertising, media declared revenues of 1.2 billion CZK in ratecard prices.


Výkon jednotlivých forem internetové reklamy v roce 2023 v mil. KčSource: SPIR, MEDIAN, March 2025
* mix of ratecard and net prices
** net prices
others in ratecard prices

From the total display advertising, video advertising constituted a 31% share (14.5 billion CZK) increasing by 12% year-on-year. Native advertising made up a 12% share (5.3 billion CZK), increasing by 10% year-on-year.


Rozdělení display reklamy podle formátu v roce 2024 Source: SPIR, MEDIAN, March 2025
– mix of ratecard and net prices

The share of mobile display advertising (advertising on mobile devices and advertising targeted at mobile devices) from the total display advertising was 56% (23.9 billion CZK), increasing by 14% year-on-year.

Programmatic advertising, which relates to space in advertising content networks and the RTB (Real-Time Bidding) method of sale, together constituted a 73% share of the entire display advertising (33.8 billion CZK) and increased by 11% year-on-year.
Programmatic display includes advertising performance of content networks (such as Seznam Sklik, Google Ads, Facebook, Instagram, and others) and also the performance of advertising through DSP/SSP systems.


Rozdělení display reklamy podle formy nákupu 2024 Source: SPIR, MEDIAN, March 2025
– mix of ratecard and net prices

Performance of Individual Forms of Internet Advertising

Long-term growth is clearly evident in display advertising and search advertising. In display advertising, all its components are growing, but mobile advertising has seen the most significant increase.


Výkon jednotlivých forem internetové reklamy v mil. Kč Source: SPIR, MEDIAN, March 2025
* mix of ratecard and net prices
**net prices
- others in ratecard prices

Performance of Individual Forms of Internet Advertising in Thousands of CZK

thous. CZK 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2025
Display * 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 42 205 098 46 203 750
Paid Search ** 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 16 059 742 16 541 534
Classifieds and
directories		 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 1 209 881 1 185 631
TOTAL 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 59 522 255 63 977 738
* mix of ratecard and net prices
** net prices
- others in ratecard prices

Year-on-Year Changes in Different Forms of Internet Advertising in 2024 and 2025*

Display advertising in 2024 recorded a 9.5% growth. Search advertising last year increased by 3%. Catalogs and classified ads experienced a 2% decline last year. Overall, online advertising grew by 7.5% in 2024 and 7% growth is estimated for 2025.

Growth estimates are annually conservative for research participants, and actual real growths are usually higher than the cautious expectations.


Meziroční změna jednotlivých forem internetové reklamy v roce 2024 Source: SPIR, MEDIAN, March 2025
- positive % values mean growth

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 2025, 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 2024
Download in PDF format.

SPIR Online Adspends 2024 - PDF