Advertising
The most important advertising channels for the Austrian market (measured in share of advertising revenue 2006)
Print media | 57,0% |
Television | 23,1% |
Radio | 7,3% |
- Foreign Advertising
Advertising abroad has long been an important part of the Austrian advertising market. Billboards and posters are placed on key traffic routes and well frequented places.
- Point of Sale Advertising
Product presentation and free samples make up an important part of retail advertising. POS advertising applies to retail outlets, stations, airports and public transport stops.
- Online Advertising
Online advertising is still in its early stages, accounting for only 1.6% of advertising revenue in 2006.
- Sport and Art Sponsorship
Sponsoring of sports and art is a well developed advertising approach in Austria.
- Direct Marketing
Direct Marketing is playing an ever-increasing role although there are certain restrictions, especially with tele-marketing. Mailing lists for direct mailing campaigns are available from specialised providers.
Precise information and addresses from direct mailing companies, call centres etc. is available on the website of Austrian Direct Marketing Association as well as on
Fachverband Werbung und Marktkommunikation
Wiedner Hauptstraße 73
1045 Wien
Österreich
- +43 5 90900 3539
- +43 5 90900 285
- werbung@wko.at
- http://www.fachverbandwerbung.at
Media
The Austrian media landscape is characterized by a relatively high concentration. However there has recently been an increase in new providers in TV and Radio broadcasting.
Information on viewing figures in the Austrian media (in German):
AG Media-Analysen
Information on web statistics (in German):
Österreichische Webanalyse (ÖWA)
Print media in Austria
Print media with economic focus
Daily newspapers | Weekly magazines | Monthly magazines |
Additional Print Media
The newspaper with the highest circulation is Neue Kronen Zeitung with a share of 44.9%. It is followed by Österreich , Kleine Zeitung und Kurier . Free newspapers also hold a significant share and Heute . News are among the leading weekly magazines in Austria. All the links are German only.
Broadcasting in Austria
With the privatisation of the radio sector in 1997, numerous private broadcasters began to compete with the Austrian Broadcasting Corporation (ORF). ORF has two national TV stations and it was 2003 before terrestrial television was opened up to private broadcasters. ATV+ is the only private TV station which is available nationwide. There are also several regional broadcasters.
Foreign public and private broadcasters have a significant share of the market, as cable and satellite reception is widespread in Austria. Viewers can choose from a wide range of foreign, especially German, stations.
ORF 2 | 24,5% |
ORF 1 | 18,5% |
ATV+ | 2,2% |
SAT1 | 6,8% |
RTL | 6,2% |
PRO 7 | 4,8% |
More details at: mediaresearch (German only).
Austrians Online
59% of the Austrian population were using the internet in 2005. The proportion of female users was high compared to the European average. On-line banking was used by around 63% of users, on-line shopping approximately 43%.
95% of Austrian companies exploit the internet. Banking and financial services are the strongest presence on the internet, with high interest also shown in online purchasing, marketing and sales.
