The advertising market in Albania remains relatively low. Furthermore, marketing expenses are the first to be cut by businesses whenever there is a crisis or a drop in revenue.
This small market has not hindered the investments in televisions that are coming and increasing, especially those focused on information. The initial investment is not low, it requires several million euros, due to the necessary technology.
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| Financial indicators of the main televisions in Albania (source: National Center of Business, processed by Monitor |
Balance sheet data show that profit is not the main reason that attracts entrepreneurs to this business. Only the big televisions have stable financial results. Most have minimal income and profits. Profit rates range from 2% to 13%.
"Televizioni Klan", the largest in terms of revenue, reported a total annual turnover of 2 billion lek (17 million euros), with an increase of 42.3% on an annual basis, influenced by the sale of the license for broadcasting "La Liga" sports events in the territory of Kosovo and Albania.
The profits of "TV Klan" in 2021 were 230 million ALL, with a decrease of about 4% compared to the previous year. The profit rate was 11.3%.
"In terms of expenses, we also have an increase, mainly personnel expenses by about 20%, as a result of the recruitment of employees for the opening of the 'Klan News' channel. Other activity expenses have also had an impact on the increase, mainly those for the purchase of patents for sports events and films by about 98%", says the activity report.
"Top Channel" is showing high profits, while previously it had minimal results. In 2021, the profit before taxes was 204 million ALL, with an increase of almost 10% on an annual basis. The profit rate was nearly 13%, making it one of the most profitable television stations in the country. "Top Channel" reported revenues of 1.6 billion lek (13.2 million euros), with a 16% increase on an annual basis, ranking the second largest in the country.
"ABC News" has moved to the third largest private company in the country in 2021, both in terms of revenue and profits. Revenues were 405 million (EUR 3.4 million), after strong growth of 160%.
After two consecutive years with losses, it declared profits of 102 million ALL, with the highest rate of profit in this segment, of 25%. This television changed ownership about two years ago, along with the focus, turning from news to general.
Recently has changed indirect owners. According to the Register of Beneficial Owners, on October 24, 2022, "A.B.C Management" which is the shareholder of ABC News, has changed the beneficial owner from 'ETFTHYMIA GKOUMA' (With Greek citizenship) to 'CHRISTIAN MARIA STRIK', with Dutch citizenship.
"News 24", which in 2020 was the fourth largest television, has remained in the same position. In 2021, its income was around 3.3 million euros. The profit was 69 million, with a rate of 17.3%.
"A2" climbed to fifth place, with revenues of 391 million ALL (3.3 million euros), after a 24.2% increase in revenues. A2 reported a minimum profit of 6 million ALL, with a rate of 1.5%.
In sixth place was "Vizion Plus", which saw a decrease in income in 2021 by 5%, to 362 million ALL (3 million euros). Even this television had minimal profits of 2 million ALL, with a profit rate of 0.44%.
"Euronews Albania", opened in recent years, is ranked the sixth largest television in the country, with an increase in annual turnover by 33%, to 2.4 million euros. This television continues to be at a loss for the third year in a row (-27 million ALL).
"Digit-Alb" is the largest pay television platform in the country. The revenues of "Digit-Alb" fell by 9.3% in 2021, reaching 4.2 billion ALL.
While for the first time, the activity resulted in a loss of 727 million ALL. According to the balance sheet, the losses came as a result of lower income and significant increase in expenses for raw materials and consumables.
"Tring Tv", the second largest pay TV platform, reported 1.36 billion ALL in revenue, with an increase of about 5%. Profits increased significantly to 130 million ALL.