MEDIA FACT BOOK

ROMANIA

2007
This book is a product of Initiative Romania.

In putting together the Media Fact Book we have used audience data and
information supplied by The Romanian Association for Audience Measurement
(ARMA), The Romanian Audit Bureau of Circulation (BRAT), The Romanian
Association for Radio Audience Measurement (ARA), TNS-AGB Data Research,
Alfacont, GfK Romania, Mercury Research, IMAS, Initiative Moldova (Evghenii
Crecesco) ARBOmedia, netBridge, CableDirect, Hollywood Multiplex, International
Advertising Association (IAA), The National Audio-Visio Council (CNA), The
National Institute of Statistics (INS) and The National Bank of Romania (BNR).

Acknowledgements to the following members of the team who significantly

contributed to this book:

Octavian Popescu – Managing Director

Alexandra Olteanu – Buying Director
Anca Fieraru – Senior Research Manager
Doru Panaitescu – Director of New Media
Rodica Caraghina – Senior Outdoor Manager
Marcela Tuila – Senior Print Manager

INITIATIVE MEDIA S.A, Bucharest, 2007

All rights reserved

This publication is protected by copyright. No parts of this book may be reproduced

without the prior written consent of the copyright owner.

Readers should understand that the data contained in the Media Fact Book is as
actual and accurate as the sources could provide it.

Your comments and suggestions are welcome and considered a valuable input for
the future issues of this book.
table of contents

TABLE OF CONTENTS PAGE

Editor’s Foreword . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

About Initiative . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

Media Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Media Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

Television . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19

Radio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23

Press . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26

Outdoor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42

Cinema . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .45

Internet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .48

New Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .51

Romania - Economic Landscape . . . . . . . . . . . . . . . . . . . . . .52

Professional Associations . . . . . . . . . . . . . . . . . . . . . . . . . . . .55

Legislation and Taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62

CNA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72

Moldavian Media Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . .78

Media Dictionary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .85

initiative
 editor’s foreword

Dear reader,

The 10th anniversary edition of Initiative’s Media Fact Book, the unique Media Annual Guide available
on the Romanian Market is here.

2006 was a great year for the advertising industry in general as well as for Initiative. 33% rate of growth
is amazing for an industry which had been trailing behind its CEE neighbors for too long. However,
business organizations – local or foreign - in almost every domain are fighting to keep up the pace and
make the most of the moment. The cost of business is also on the rise, affecting the marketing industry
maybe more so than other industries. Bucharest has become on of the most expensive cities for
business in the region. Some business costs are at par or exceed the likes of Budapest, Prague or Sofia.
Yet, foreign companies and private investors keep coming in. And the media market is no exception to
this trend. Long gone are the years when the cost and the offering of advertising in Romania did not dare
to compare to that of Hungary, Poland or Czech Republic. We walked that distance and it is very likely
that we’d go beyond in a couple of years.
With the power of purchase on the rise, with a sophisticated consumer in the big cities, with so many
that offers so much it is no wonder that our industry will keep thrusting ahead.

So, despite the fact that sheer audience returns will keep falling as people get busier, spend less time
at home watching TV or reading thus very reluctant in offering their most valuable asset to the
advertising community, their attention, the cost and the number of channels to reach them will rise. And
so should our interest in new media, innovation and out-of-the box thinking.
The norm is dying.

We are adapting to the new world of entertainment, information management and interaction which is
Initiative’s definition of the media business going forward.

Of course, there will be more TV channels with smaller audience shares, more magazines with a handful
of readers, more newspaper look-alikes, more free sheets, new Outdoor formats and more clutter. Did you
know there are more than 500 websites (advertising friendly) in Romania – out of a total of 30.000 - that
generate some 900.000.000 page views every month being used by 46% of the Urban 50.000+, 14-64?
And the numbers grow as you are reading this.

For 2007 we predict a 34-35% growth of our media market size, to nearly half a billion euros net.

It’s gonna be fun.

Wanna join the party and find out a lot more? Visit us online@initiative.ro or drop us a line at
office@ro.initiative.com.

You’ve been reading this for ten years now.

Tell us what you think. We’d love to hear from you.

Please enjoy reading and…expect more.

Initiative Team

initiative 7
about initiative

8 initiative

Initiative Romania is an affiliate of Initiative
Worldwide, part of Interpublic Group of Co’s
(IPG). Along with other reputed agency
networks such as Lowe & Partners Worldwide,
Lowe PR and Brand Connection, all part of
IPG, Initiative Worldwide is a truly global
network, offering capitalised brain synergy
and worldwide negotiation power in more than
50 countries on 5 continents.
2006 was again a celebration year for
Initiative, marking 10 years of successful
Media Fact Book.
I n i t i a t i v e R o m a n i a started operations 13 years
ago as the first true media management
specialist company in the market. Currently
ranking 3 r d l a r g e s t m e d i a a g e n c y in Romania,
Initiative focuses on offering its clients
thorough b r a n d a n d m a r k e t i n g t h i n k i n g ,
‘ideation’, commitment on delivery and
measurable performance, tested expertise
a n d k n o w h o w along with a constant
challenge of – almost – every norm.
As of 2007 Initiative enhanced its digital
expertise and offering in order to take brands
closer to their evolving consumer and into the
future of marketing communication.
The client portfolio of Initiative Romania includes
high profile clients such as: Orange, Reinert,
Raiffeisen Group, Berlin Chemie, EuroGSM,
Johnson&Johnson, GlaxoSmithKline, Pernod
Ricard, MOL, Sarantis, Georgia Pacific, Beres,
Carrefour (galleries), Provident Financial etc.
Initiative Romania offers the full array of
media services: quantitative research, media
strategy, conceptual and implementation
planning, buying, and employing the best data
and optimisation tools available in the market.
Initiative Romania offers enhanced quality
standards through usage of top-of-the-range
proprietary tools developed by Initiative
Technology and Futures such as Improve 2,
Radar and MATRIX.
initiative
about initiative
I n i t i a t i v e R o m a n i a offers added value:
Proprietary products:
• Media Landscape – quarterly analysis of
the media market;
• Media Fact Book – starting 1997, Initiative
Romania is the exclusive publisher of this
media annual guide, unique on the
Romanian market.
• Developing its own wireless communication
portal for efficient and smooth information
management
Leverage media knowledge and understanding:
• Media training – Presentation of media
basics (terminology, methods) and on-the-
job training in Initiative’s office.
• Media PR – Initiative can provide media
coverage to PR events organised by
clients upon request and project specific.
2006 was a dynamic and successful year of growth
for Initiative increasing our business by 65%.
We put forward to our clients a solid team of
experienced media professionals with a deep
understanding of client’s marketing communication
needs and advanced knowledge of efficient and
creative planning and buying.
We are committed to create value for brands
by engaging consumers at best prices.
Find out more about Initiative Romania at
www.initiativemedia.ro, call at +4021 301 01 00
or write to us at office@ro.initiative.com.
9
media market
MEDIA MARKET
The Romanian media market has been growing
accelerated over the past few years, in terms of both
volume and diversification. Advertising budgets have
increased at all traditional media channels as well as
in Internet, cinema and place-based or new media.
The development of research tools (audience,
lifestyle, traffic and socio-demographic profile of
Internet users), buying and selling policies followed
the same trend.
Graph 1: Total Ad-spend by medium
(Mil €, rate card) 2000 – 2006
Source: Alfa Cont, TNS-AGB, Initiative database
10
More TV channels launched, others announced
such intentions. New dailies emerged along with a
new trend of gearing more towards tabloid-like
content in order to attract and keep an increasingly
volatile audience seeking primarily entertainment to
the detriment of news and opinion. It is interesting to
observe the development of Internet publishing from
the major Press players. The business press offering
as well seems to become more competitive while
finer targeted. Radio continues to grow and few
successful networks got a clear lead in terms of
audience and geographical coverage. Given the
increasing clutter and migration of audience, new
media is booming in all its forms: digital, indoor of all
sorts, digital TV, etc.
Subsequently the audience fragmentation continues
across all types of media; the number and types of
media channels addressing niche audiences is
increasing and manage to attract more investments.
• Ad-spend by medium
For 2006 the total net advertising volume is
estimated at 363 mil € (33% vs. 2005). Initiative’s
estimation for 2007 is 485 mil € net.
Looking at the gross ad spend (rate card), the total
market in 2006 was 4.156.4 mil €, some 37% more
than in 2005. Although the gross numbers are far from
reality, especially where TV is concerned, they allow for
an overview of media trends and top investors:
advertisers, categories and brands (see graph 1).
initiative

Romania is still, as expected given its stage of
economic development, a TV-driven market. In
2006, the TV spends maintained quite a similar share
of total media, around 90% at rate card prices. In
terms of net spend; Initiative has estimated an
increase from 2005, to cca 62%. TV inventory was
sold-out in 2006 in all peak periods: March-June,
October-December, as a consequence of
continuously increased demand from advertisers on
the basis of a flat offer - at best - of GRP inventory.
This also affected the quality of placement where
longer ad breaks had been replaced by more breaks,
shorter in length, which led to a decrease in the
average rating inside the ad break compared to the
average rating of the program.
Graph 2: TV Ad-spend seasonality in 2006
Source: TNS-AGB
Graph 3: Ad spend by medium (rate card) in 2005
Source: AlfaCont, TNS-AGB, Initiative
initiative
media market
Graph 4: Ad spend by medium (rate card) in 2006
Source: AlfaCont, TNS-AGB, Initiative
Press continues to loose share in favor of TV while
internet&cinema grew by 59% vs. 2005. Radio
increased as well but at a lower rate while other
media channels maintained their shares.
Ad spend relies on continuously developing research
tools measuring audiences as well as lifestyle and
consumption. TV, press and radio already enjoy
reliable, industry-standard measurement. Internet is
next in line to implement a standardized and reliable
measurement system in the near future.
As the measurement tools develop, buying and
selling media gets more and more reliant on
audience performance, resulting into better budget
optimization.
TV buying is based on guaranteed CPP, while
press, radio and cinema on discounted rate card.
For outdoor, discounts are not pre-determined –
the final cost is negotiated based on the period of
the campaign and the number of sites rented.
Internet buying is based on cost-per-view and
click-through-rate.
• Top investors 2006 vs. 2005
From 1999 till 2006 the biggest categories were
mainly in the FMCG sector; however, some top-
spending categories switched places in 2006.
Beer, Cosmetics, Milk Products and Carbonated
Soft Drinks lost at least one place in comparison
with 2005. Starting 2006 the Mobile
Telecommunications category climbs 8th places
and leads the 2006 chart.
As for advertisers, P&G maintains the leading
position from 1999 through to 2006. 2006 brings
11
media market

European Drinks&Food in the second position in TV. Press is dominated by advertising for
and Unilever follows in the 3rd position. mobile telecommunication and automotive, while
in the top of radio spend - media, automotive,
Looking only at the 2006 advertiser’s chart, the mobile telecommunication products and retail are
top spenders invested most of their media budget the biggest.
Top 10 Categories in 2006 vs. 2005 - all media (TV, Press, Radio) - Rate Card Budget
2005 2006
Category Exp. (000'€)) Category Exp. (000'€))
Beer 184.735 Mobile Telecom. Services 233.465
Cosmetics 149.448 Beer 229.126
Milk Products 149.341 Cosmetics 216.487
Domestic Appl., Electric.&Electro. 145.859 Hair Care 206.192
Hair Care 129.279 Cars & 4x4 Vehicles 173.651
Newspapers & Magazines 123.913 Milk Products 172.267
Carbonated Soft Drinks 121.109 Medical & Optical Prod.& Serv. 163.145
Medical & Optical Prod.& Serv. 119.436 Hygienics 159.166
Mobile Telecom. Services 114.375 Laundry Products 150.956
Hygienics 104.923 Carbonated Soft Drinks 149.339

Top 10 Advertisers in 2006 vs. 2005 - all media (TV, Press, Radio) - Rate Card Budget
2005 2006
Advertiser Exp. (000'€)) Advertiser Exp. (000'€))
Procter & Gamble 161.010 Procter & Gamble 260.380
Danone 107.187 European Drinks & Foods 194.977
Unilever 98.309 Unilever 146.353
European Drinks & Foods 86.938 L'Oreal 138.409
Coca-Cola Company 82.334 Danone 124.600
Kraft Foods Romania 75.089 Kraft Foods Romania 114.570
Quadrant Amroq Beverages 71.606 Coca-Cola Company 92.963
L'Oreal 71.575 Quadrant Amroq Beverages 88.433
Henkel 70.969 Henkel 81.762
Nestle Romania 56.689 Nestle Romania 79.558

Top 10 Brands in 2006 vs. 2005 - all media (TV, Press, Radio) - Rate Card Budget
2005 2006
Brand Exp. (000'€)) Brand Exp. (000'€))
Danone 104.904 Danone 115.539
Nivea 45.263 Orange 71.165
Connex/Vodafone 43.594 Garnier 62.044
Orange 40.508 Connex/Vodafone 60.330
Pepsi 39.984 L'Oreal 56.561
Altex 34.418 Pepsi 53.112
Coca-Cola 32.957 Jacobs 51.405
Garnier 31.377 Cosmote 51.176
Elita 30.656 Nivea 40.599
Jacobs 30.392 Germanos 38.769
Source: AlfaCont & TNS-AGB

12 initiative
 media market

Top 10 Advertisers in 2006, by medium - Rate Card Budget

Television Exp. (000'€)) Press Exp. (000'€)) Radio Exp. (000'€))

Procter & Gamble 257.620 Orange 9.009 Ringier 2.987

European Drinks & Food 193.689 Vodafone/Mobifon 8.811 Group Renault 2.926
Unilever 143.256 Convergent Media/Intact 8.317 Convergent Media/Intact 2.504
L’Oreal 134.810 Media Pro 6.741 Orange 2.289
Danone 124.268 Ringier 6.162 Vodafone/Mobifon 2.197
Kraft Foods Romania 113.984 Group Renault 3.839 Media Pro 2.094
Coca-Cola Company 91.567 L’Oreal 3.599 Tiriac Grup Auto 2.060
Quadrant Amroq Beverages 87.390 Tiriac Grup Auto 2.847 Romaqua Group Borsec 1.824
Henkel 81.479 Romtelecom 2.802 Carrefour 1.755
Nestle Romania 78.467 Procter & Gamble 2.469 Eurial Invest/Trust Motors 1.531
Source: AlfaCont & TNS-AGB

Perspectives 2007

Based on its thorough market knowledge Initiative
predicts a 34% increase of the advertising market
in 2007 generated mainly by TV inflation, by the
development of new media/digital and OOH.
Telecommunications, Automotive, Banking &
Financial services, Food, Retail, as well as new
advertisers in the field of B2B or B2C services will
increase their advertising budgets.
Based on a TV demand that exceeds supply the
TV cost will increase in 2007. Expected TV
market growth is 45%.
The press market continues the consolidation
process under the umbrella of major International
publishing groups, yet fragmentation of audience
continues. The overall ad spend growth is
forecasted at 8%.
The overall radio spend will maintain the high
ascending trend (+26%).
The OOH market is expected to grow in
sophistication (research) and volumes (+16%).
The advertisers become more interested in this
medium.
Internet, Cinema and place-based media continue
the accelerated growth, cca +52% vs 2006.
The overall growth of the Romanian economy will
continue and this will undoubtedly reflect upon the
offering of goods and services and the continuing
consumer education, where advertising and
promotion have an important role.

initiative 13
media research
MEDIA RESEARCH
Research is increasingly developing reflecting the
sophistication of the advertising and media tools and
processes. Started just a few years back, local
research tends to get aligned to European standards.
Reliable and complex audience measurement,
industry-standard studies have been already
established for television, press and radio.
• October 2001: the launch of the national TV
people meter system.
• October 2002: the launch of the National
Readership Survey (SNA) for press.
• 2003: IMAS and Mercury Research were
appointed to deliver radio audience data.
• January 2004: the establishment of the new TV
panel based on 1.150 HH’s (vs. 750 initially).
• June 2004: the launch of the first wave of radio
audience data.
• October 2005: the launch of the first wave of SNA
FOCUS (audience and consumption data).
• October 2006: the deliver of the first results of
SNA FOCUS
• November 2006: BRAT organised the first tender
for the technical solution of the future IAM.
• September 2006 - January 2007, ARMA
organized the tender for the company which shall
provide SNMATV for ARMA members starting
with January 2008.
Acknowledging the importance of media research in
building a competitive and professional advertising
market, Initiative is an active member of all relevant
associations supporting the implementation of
audience research tools. Accordingly, Initiative uses
all media research tools available as industry
standard.
AUDIENCE MEASUREMENT
1. TV
1.1. TNS AGB International – National TV
Audience Measurement Service (SNMATV)
In 2003, TNS and AGB Group, two of the largest
TAM operators in the world created a joint venture.
TNS AGB Int’l is the exclusive provider of TV
audience data on the Romanian market.
The data supplied by TNS AGB International
became the unique ‘currency’ used by television
stations, media agencies and advertisers in their
media transactions, given the reliability,
independence and transparency of the
measurement system.
The universe is all individuals aged 4 and over, living
14
in private households having at least one TV set,
without distinction based on race, language,
nationality or socio-economic status.
The national panel includes 1.150 HH’s, (cca 3.000
individuals) and representative as such for the total
population of 21.6 million.
The size and the composition of the universe is
annually established through Establishment
Surveys.
There are control procedures aimed to ensure the
panel is according to standards:
• The panel activity has been developed with the
supervision of the Members’ Technical
Committee (representatives of agencies, TV
stations and advertisers).
• Members are informed about the technical
parameters of the service (Panel Management
Report, Quality Report, Work Order etc.) on a
monthly basis.
Features of the service:
The households in the panel are equipped with a
TARiS 4900 or TVM2 peoplemeter device (DFM
system). Where a telephone landline is not available,
the polling operation is performed through GSM
modems.
Minute by minute viewing data is delivered the
following day (by noon on workdays). The data for
weekend is delivered on Monday and the data for
public holidays is delivered the next workday.
Pollux is the systems employed for the management
of the TV panel. The system includes the following
modules:
• Panel management
• Data validation
• Weighting
• Quality report
Software:
InfoSys TV is an integrated analysis system:
• Daypart Analysis
• Program Analysis
• Commercial Monitoring
• Audience Profiles
• Graphical Reporting
• Planning & Optimisation
TV Monitoring Service records and publishes
detailed information on TV programs and
commercials aired.
In the beginning of 2007 Audience and Monitoring
initiative

data are available for 35 TV stations: TVR 1, TVR 2,
Pro TV, Antena 1, Antena 3, Euforia, Acasa TV,
Prima TV, Kiss TV , UTV, Jetix, Discovery, MTV
Romania, B1TV, Realitatea TV, Minimax, TVRM,
National Geographic, TVR Cultural, TV Sport,
Telesport, National TV, Pro Cinema, AXN, OTV,
N24, Senso, Favorit TV, Hallmark, Atomic TV, Sport
Klub, Romantica, Kanal D, Antena 2, Eurosport.
The Monitoring System is designed to record, store
and digitally processes the transmissions of all TV
stations. An archive of commercials is available at
http://www.tns-agb.ro, where clients can view all the
TV commercials monitored since 1999.
2. PRESS
2.1. BRAT (Romanian Audit Bureau of
Circulation) - National Readership Survey
Romania (SNA FOCUS)
In 2005, BRAT organised a new tender for the press
audience measurement. In May 2005 BRAT
announced the research companies appointed to
continue the work for SNA for the next two years. The
survey covers 229 titles (82 monthlies, 19 bimonthlies,
48 weeklies, 69 dailies and 11 supplements).
The SNA universe is based on a 22.500 sample,
14-64 y.o., urban areas inhabitants, living in private
households and being able to understand and speak
Romanian well (includes the Hungarian minority).
Only one eligible respondent per HH is considered.
The sample is wide enough to make data valid at
local level, as well. The data is gathered by face-to-
face interviews. The fieldwork is carried on
throughout the year and the number of interviews is
balanced by the day of the week. The questionnaire
covers the following categories:
• Primary media (local, regional and national
newspapers, supplements, magazines - 229
titles)
• Secondary media (TV stations, radio stations,
cinema, internet, outdoor)
• Topics of interest
• General consumption
• Yesterday time budget
• Socio-demographics
The audience indices are calculated through the
‘Recent Reading Method’, the best methodology at
the moment, internationally recognised and used.
The Software is Sesame. Sesame is software for
media and consumer insights analysis and planning.
Its strong points are:
• Easy-to-use tables
• Quick data analysis
• Title ranking based on specific indicators
• Simultaneous analysis and optimisation for up to
10 media plans
initiative
media research
• The application includes 2 major modules that
can be accessed from the main menu:
• Exploring Markets (target group definition and
evaluation)
• Media Evaluation and Media Planning (media
ranking, accumulation, duplication)
The main variables in the study are: age, sex, social
grade, area, and education level, shopping and
consumption behaviour, HH composition, children in
HH, personal and HH income, HH expenditures,
marital status, holidays, travel, ownership of mobile
phone and home products, cinema attendance, PC
and internet usage, smoking habits, pet ownership.
The study is delivered on a quarterly basis.
Data is available upon subscription and is limited to
BRAT members. Audience data is available only for
BRAT member titles.
3. RADIO
3.1. The Radio Audience Survey (SAR) is a
syndicated research program in co-operation with
the Radio Audience Association (ARA). In 2003,
IMAS and Mercury Research were appointed to
implement the new radio audience measurement.
The new service is available since June 2004.
The frequency of the study is two waves per year:
March - April and September - October (8 weeks
each), for a four-year period: 2004 - 2007.
The universe covers the urban population, aged 11+.
The sample size is 11.000 individuals per wave
totaling 22.000 interviews / year (universe
19.295.174 individuals).
Sample structure:
a) 11 regions (quite homogeneous areas identified
through a multifactorial cluster analysis)
b) 4 categories of towns and cities (over 200.000;
100.000-200.000; 50.000-100.000; lower than
50.000) = 219 totally (106 in urban and 114 in
rural areas)
Data collection is performed at the respondent’s
residence, on a printed questionnaire. The audience
measurement uses the ‘Day-After Recall’ method.
Respondents are assisted to recall as accurately as
possible the listening sequence from previous day.
The questionnaire, developed by IMAS, includes the
following sections:
a. Mass media:
- Primary mass media (the stations listed by ARA).
The main stations to be measured are:
Romanian public stations (national, regional,
local); Romanian private stations; This section
15
media research
also includes questions regarding stations’
awareness, radio reception equipment and radio
usage habits.
b. Mobile/PC/Internet usage (necessary for an
accurate audience segmenting):
c. Consumption and purchase behavior (necessary
for an accurate audience profile):
- Purchase intention regarding durable goods in
the next 12 months
- Alcoholic beverages consumption
d. Socio-demographic:
- Respondent’s socio-demographic characteristics
- Household characteristics
The processing and analysis of audience data is
performed with a specialized application of IMAS,
MasoR.7. The audience segmentation considers all
the variables in the questionnaire on the basis of
which the user can build specific target groups.
4. OUTDOOR
A reliable, standardised measurement system is not
available yet. The main OOH suppliers subscribed to
BRAT in order to establish an OOH department
within this organisation. This department will decide
about a specialised study, tailored to the market
needs depending on the degree in which all parties
interested join forces to start this endeavour.
5. INTERNET
The BRAT members working in the field of internet
founded a new department inside the bureau, aimed
to produce an internet audience study. The
objectives set forth for this new department are the
objectivity of measurement and standardisation,
finalised in a Internet Measurement System. The
future IAM will provide to the market the results for
the traffic, audience and socio-demographics profiles
of the websites included in the survey.
In 2006 BRAT succeed in creating a solid Internet
Department with more than 60 members, between
them all the major players in the online industry.
In 2006, BRAT organised the first tender for the
technical solution of the future IAM. BRAT received 7
valid offers. BRAT was assisted in the tender
process by an independent consultant, Mr. Manuel
Sala – Technical Director of OJD Iterativa Spain.
BRAT chooses at the end of the evaluating process
the German company Spring as the supplier for the
next years.
The method used for measuring the traffic, audience
and profiles of the websites is already used for many
16
years in other 4 European countries and is widely
accepted and recognised. It fulfils the IFABC
guidelines regarding the traffic measurement.
The results for the traffic measurement will be
available for the first time in June 2007. BRAT will
provide to the members an application, available
online, for the usage of these data.
The results for the audience and profiles of the
websites will be available for the first time in autumn
2007. The audience and profile results of the
websites will be available to the member through a
specialized media planning software.
B. CONSUMPTION & LIFESTYLE RESEARCH
SNA FOCUS
In 2003 BRAT decided to develop a consumption
survey based on the already established SNA
research. SNA FOCUS field research was launched
in October 2005 and the first results were delivered
in October 2006, thus replacing the TGI® service
(former consumer lifestyle survey). SNA FOCUS is a
syndicated research, controlled by the advertising
industry (BRAT).
The research objectives reached by SNA FOCUS:
obtain comprehensive information about media
penetration, products and services purchase/usage
patterns and the socio-cultural behaviour. Types of
media analysed: print, radio, TV, internet, cinema
and outdoor.
Information:
• Penetration of print titles / media channels
• Qualitative data referring to usage behaviour,
product and services consumption, including
brands
• Qualitative data referring to socio-cultural
behaviour
The description of the target group permits the usage
of socio-demographics, consumption behaviour and
psycho-graphic variables. The information related to
respondents’ lifestyle: purchase behaviour,
information habits and sources, their attitudes and
values are available, linked to the media usage.
SNA FOCUS has the same universe as SNA survey,
urban area living people, 14 – 64 years old. At the
end of the SNA face to face interview, the interviewer
has to ask the respondent if he/she agree to fill in
another questionnaire, the consumption one
(FOCUS). The FOCUS questionnaire is self
completed by the respondent; the interviewer had
initiative

only to help the respondent to understand the way
the questionnaire has to be filled in and to collect the
completed questionnaire.
The SNA-FOCUS survey from BRAT will build the
complex profile of the specific media consumer in
one consolidated media resource. The research
combines media penetration data, product and
services consumption and with socio-cultural
behavior.
C. MEDIA MONITORING
The services available with most of the specialised
companies include:
• Advertising activity reports covering all media
(see each company below)
• Special analysis reports:
- trends, rankings
- brand, campaign analysis
- category, sector analysis
- producer, advertiser analysis
• Data reports:
- at any level of detail
- for specific brands, products, categories
- for all selected media
- for a specific day, month, year
• Campaign tracking:
- monitoring and follow up on the implementation
of any advertising campaign
Additional services:
• Copy Service
• Early Warning Service: interested parties can be
informed about competitive advertisements just
gone on air, as early as possible.
The most important media monitoring companies are:
1. ALFA CONT – monitoring data for TV, press and
radio. They offer:
• Detailed and summarized reports;
• Info regarding advertisers, manufacturers,
brands, media names, reports regarding market
cluttering (total ad minutes, number of breaks,
number of spots) etc;
• Copies of TV and Radio spots and programs on
VHS video tapes or on CD
• Color and black and white copies of
advertisements on magazines and newspapers
(Xerox copies, scanned and/or printed)
• Early warning service ( for new ads, different
news or programs)
Database starting March 1999
The monitoring covers a total number of over
227media channels:
• 15 TV channels
initiative
media research
• 9 radio stations
• 203 press titles (21 central newspapers, 69 local
newspapers and 113 magazines)
2. MEDIA IMAGE – monitoring data for press, TV
and radio.
• Media Image Group is the only Romanian
monitoring agency that covers, beside the central
media, all the regional newspapers and
magazines in the 40 Romanian county capitals.
• The monitoring covers a total number of over 450
media channels (27 central dailies, 109
magazines, 301 regional newspapers, 9 TV
channels and 7 radio stations).
• The whole radio and TV broadcasts are recorded
digitally and clients have access to the latest 14
days full program data. Media Image offers
backsearch monitoring for a maximum period of
four years in case of central newspapers.
• Beside English and French translations, all Media
Image Group reports allow access to all original
materials (scanned articles, digital captures of TV
and radio news, talk shows). In parallel,
customers have access to complete daily-
updated web archives of their monitoring reports,
submitted to powerful search engines.
3. MEDIAFAX – monitoring data for press, radio and
TV stations:
• Mediafax, the leading general and business
information provider in Romania, has been
providing professional press clipping services for
9 years now, to more than 200 corporate and
institutional clients.
• Mediafax Monitorizare, the specialized press
clipping department of the company, monitors
more than 240 central, local and foreign
publications, in both Romanian and English
languages, 10 national TV channels and 9
national radio stations. Mediafax Monitorizare
also offers access to an archive of all press
articles monitored since 2001, through an
electronic interactive database, available online
at www.monitorizarepresa.ro.
Theirs press monitoring products include:
• Daily press monitoring reports – summaries and
clippings of press articles published in the central
press, TV and radio newscasts
• Daily local press monitoring reports – summaries
and clippings of press articles put out by over 140
local publications although the country
• Event coverage reports - summaries and
clippings of press articles published by the central
press covering a certain event
17
media research

• Media image assessment analyses – periodical

analyses, tailored to our customers’ needs,
assessing their media coverage both
quantitatively and qualitatively
• On-demand recordings of TV and radio
newscasts, talk-shows and programmes
• Transcripts of prime-time talk-shows

4. MONDATA Media – Outdoor Media Monitoring

InfoMONITOR software:
• 2 digital pictures for each side of a panel, 4
pictures in case of day and night campaigns
• High resolution, detailed pictures for each poster
and / or panel
• Pre-defined and / or user-defined reports for
each client
• High flexibility in selecting campaigns, panels –
multiple choices filters for selections
• Campaign monitoring results are delivered on
magnetic support (CD-ROM)
• Possibility to print out pictures directly from
InfoMONITOR

5. EUROM MEDIA STUDIO – Outdoor Media

Monitoring – offers:
• Day and night monitoring, with 2 photos for each
monitorized side
• National roofing with monitorizing services
• Written reports with informations (about the day
and time when the monitorization was made,
about bilboard, poliplan and light status)
• Written reports about the client's monitorized
competition. Final reports are delivered on CD

Media Research Perspectives 2007

• Research remains an increasingly important tool

both for media owners, advertising agencies and
advertisers. It underlies the overall media
budgets and their respective allocation.
• The target groups are analyzed in a more
complex manner, beyond the traditional
demographic criteria. SNA FOCUS is the
research tool that analyzes the audiences from
the psycho-graphics points of views e.g. lifestyle,
brand and media consumption, attitudes towards
life.
• The main 2007 event: In Autumn 2007 we will
receive the first results of BRAT Internet study,
which offers the data concerning audience and
profiles of the websites.
• Project 2007: IAB Romania intends to monitor
and to offer to the members data concerning
monthly consumption on on-line media (e.g.
general consumption on auto category etc)

18 initiative
 television

TELEVISION
Overview Sold-out inventory, clutter
Television remains the medium delivering the The number of TV advertisers respectively the
highest and quickest reach at national level, its number of GRP30’’ sold increased in 2006 by 8%,
penetration nearing 100%, acting as the main source generating clutter and sold-out.
of inexpensive entertainment for the overwhelming
majority of the population. The high clutter affected both Prime Time and Extra
Prime Time thus caused:
According to the Establishment Survey 2007,
developed by IMAS and TNS-AGB, the cable - Difficulties in keeping with the media plan;
penetration is 72% at national level and 84% in urban - Longer lead-times for booking;
area, one of the highest in the whole of Europe. - A decrease of audience inside the advertising
breaks;
As the ad spend grew faster than the prices, a
dominant market feature is the frequent ‘sold out’ Subsequently, TV stations set out again to increase
along with abrupt escalation of clutter in the peak- the price increase significantly in 2007 (cca +45%)
periods, especially during Quarter IV. Consequently On the other hand, advertisers and agencies devised
another significant price increase laid in store for solutions to optimise exposure through quality of
2007 attempting to balance the decreasing inventory placement and alternative station selection.
against the explosive demand.
Graph 1: Advertising clutter evolution
New channel launches
In the past 12 months new TV channels were
launched making for a better targeting alternative or
complementing the major channels. They started to
be used in planning a lot more, according to the
needs of certain brands and advertisers. For
example, the share of spent (rate card) going to small
channels increased from 25% in 2004 to 48% in
2006. Also, the share of GRP30L (buying audience)
increased from 20% in 2005 to 32% in 2007 (Jan-Apr).
Leaders (as GRP30L) are Realitatea TV, National TV,
TVR2, Pro Cinema, Kiss TV and Antena 3.
Source: TNS-AGB
The trend will continue and accentuate in 2007.
There seems to be a significant price adjustment for Compared to 2005, the average no of TV
the thematic channels on the basis of increased advertisements a person (all urban, incl. guest) is
audience and volume of advertising. Certainly, the exposed to during the weekday, increased by 7.5%.
fine targeting offered by these channels would allow
some niche brands to be advertised there almost The average spot length used in 2006 is 25
exclusively. seconds, while the total insertions are grouped as
follows: 45% of 5"-20"; 48% of 25"-35"; 7% of
TV channels launched in 2006 and expected to other spot-lengths.
be launched in 2007:
Antena 2, Romantica, 9 Plus TV and Good Life Weekly TV clutter Daily TV clutter
Channel (lifestyle); Kanal D (generalist); Cinemax, Channels
2002 2003 2004 2005 2006 2002 2003 2004 2005 2006
HBO Comedy and Movies 24 (movie); Anime+ and TTV 264 294 319 374 401 38 42 46 53 57
All
Kids Co (kids); Canal Teleshop and The Money Urban ProTV 85 88 99 99 103 12 13 14 14 15
Channel, WBS, The Business Channel and Fox incl. Antena1 67 66 68 75 78 10 9 10 11 11
Business Channel (business); Sport Klub, Info Sport, Guest
TVR 1 48 41 40 40 38 7 6 6 6 5
Eurosport and Sport One TV (sport); UTV, Kiss TV Acasa 22 32 40 55 52 3 5 6 8 7
(formely TVKlumea), VH1 (music). Prima TV 30 36 31 31 31 4 5 4 4 4

initiative 19
television
The audience inside the break decreased by 30-40%
compared to the program audience.
Graph 2: Audience variation inside ad-break (All,
urban, 19:00-24:00)
Source: TNS-AGB
Net TV budgets followed the ascending trends
established in the last years
The increase of net TV ad-spend (€) in 2006 vs. 2005
is estimated at 43%. Initiative’s estimation regarding
the net TV volume in 2006 is 223.8 mil.€. For 2007
estimated figures are net 324.5 mil.€ (+45%).
TV Viewing pattern
The annual pattern of time spent viewing TV has
remained constant, with peaks of viewership in
November - March at 5.5 hours/day.
The time spent viewing registered in 2006 a slight
decrease (-2%). However, the average value is
35.7hrs/week.
Graph 3: TV Viewership / month, 2005 - 2006
Source: TNS-AGB
TV Channels’ profile
No significant changes from previous year. Leading
channels, in terms of audience, are Pro TV, Antena 1,
TVR 1, Acasa TV and Prima TV.
20
TVR1 ranks 3rd in terms of audience and
registers an abrupt growth during summer 2006
(due mainly to World Cup transmission) when
gets to the 1st place. Following the World Cup,
TVR 1 lost audience and returned to 3rd position.
The small TV channels also increased on some
segments, Realitatea TV (challenging Prima TV for
the 5th position), increasing its share in 2006 (by 7%)
mainly due to the professional news programs (in
partnership with CNN) and talk-shows.
Graph 4: Audience share evolution (All, urban, whole
day, 2006)
Source: TNS-AGB
Graph 5: Avg. rating evolution during the day / station
– All, urban (January – December 2006)
Source: TNS-AGB
Pro TV (93% urban coverage) remains the leading
commercial channel in the urban panel. In 2006, new
entertainment programs e.g. Dansez pentru Tine and
Vacanta Mare, delivered constant high ratings. Still,
Antena 1, TVR 1 and Acasa TV managed to perform
better on some time intervals. At the same time, due to
its programming, Pro TV delivers a good affinity
against 18-49 y.o. target, being a good choice for
many advertisers.
The station’s target group is ‘18-49 y.o., urban’ also
used as a basis for its sales policy of guaranteed
initiative

GRPs. The local network currently includes 26
stations: Alba Iulia, Arad, Baia Mare, Bistrita, Brasov,
Buzau, Bacau, Cluj-Napoca, Constanta, Deva,
Galati+Braila, Iasi, Miercurea Ciuc, Oradea, Pitesti,
Piatra Neamt, Ploiesti, Satu Mare, Sibiu, Sinaia,
Slatina, Sighisoara, Timisoara, Targoviste, Tg. Mures
and Turda.
2007 brings decresing audience (mainly in EF and PT)
and significant changes in programms structure (eg.
TEO and Vacanta Mare have been discountinued).
Antena 1 (94% urban coverage) is the 2nd ranking
commercial station. Almost 50% of its programming
is based on local shows. Antena 1 has introduced
new entertainment programs, acquired top movies
and refreshed its image. Some of the top-performing
programs in Prime Time are Piata Divertis, Din
dragoste, Noaptea Erorilor, Genialii, and Ziua
Judecatii. Their well-known audience buster Divertis
continues the undisputed success story.
Antena 1 offers a wide range of local productions like
the soap operas „Secretul Mariei” and „Vocea inimii”;
a sitcom „Fast Food”; fiction „Martorul”; animation
series „Animal Planet Show”.
The buying target for Antena 1 is ‘All, urban’.
The local network includes 22 stations: Sibiu, Pitesti,
Ploiesti, Slobozia, Targu Mures, Targu Jiu,
Targoviste, Vaslui, Suceava, Galati, Iasi, Fagaras,
Alexandria, Arad, Buzau, Cluj-Napoca, Alba-Iulia,
Oradea, Deva, Braila, Brasov and Constanta. Arad,
Fagaras and Buzau are affiliated stations.
TVR 1 (99% urban coverage) is the main public
channel ranking 3rd in urban areas, delivering peaks
of audience through its successful programs based
on Valeriu Lazarov’s productions such as “Surprize-
Surprize” and “Cei mai iubiti”. Concerning football
transmissions like Liga Campionilor, Campionatul
European de Fotbal, TVR1 remains leader of
audience (1st place in summer of 2006). Its main
advantage over Pro TV and Antena 1 stays in its
national coverage, including the rural audience. TVR
1 sold GRPs based on urban target, while the rural
audience is delivered as added value.
In 2006 TVR 1 increased its share of budgets due to
the exclusive broadcast of Eurovision and The
Football World Cup. Its programming target group is
‘All, 25+ y.o., national’ while the buying target is ‘All,
urban’.
In 2007 TVR 1 sells GRPs based on 18+, urban.
Regarding changes at the program level TVR1 lost
the National Football Championship to Kanal D.
TVR 2 (95% urban coverage) is the second public
channel, with a focus on educational and cultural
programs addressed to a younger target (14-34 y.o,
national). Its audience is still rather low but it is an
initiative
television
excellent choice for its upper profile.
Acasa TV (89.5% urban coverage): Lacrimi de
iubire (Romanian soap operas) was major hit in
2006. In many occasions this telenovela outscored
successful prime time programs of other major
stations. Popular South-American TV series are also
a top choice among its audience.
Acasa TV broadcasts exclusively through cable. The
large cable coverage in Romania is the reason for
Acasa TV ranks 4th in the top of TV channels.
Through the years, it developed loyalty amongst its
audience. Still, beginning the last quarter of 2006, its
audience dropped significantly.
Its programming and buying target group are
identical, ‘W, 15-49 y.o., urban’.
Prima TV (91.3% urban coverage) on the 5th
position in the top of urban audience. Its top-
performing programs in Prime Time remain “Tradati
in dragoste” and “Schimb de mame”. Even if
“Cronica Carcotasilor” remains a success story since
2002, a significant lost in audience occurs in 2006 (-
11% on ‘All urban’ target). The channel re-positioned
itself through a new visual identity and a new
schedule focused on entertainment & sitcoms aiming
to attract a skewed feminine, young and upscale
audience. Its programming target group is ‘All, 15-44
y.o., urban’ while the buying target is ‘All, urban’.
Further development of this channel is expected with
the support of holding group SBS.
In 2007 Prima TV sells GRPs based on 18-49 urban.
National TV (84% urban coverage) was positioned
as ‘Everyone’s Television’, with programs aiming at a
mass audience. The schedule is focused on movies,
news and football. However, it seems that due to
frequent changes in the programming policy and lack
of identity, building a loyal audience leaves to be
desired still. This reflects in the advertising loading
under 100%. Currently, its programming target group
is ‘All, 18-49 y.o., urban’.
B1 TV (84% urban coverage) is still a small player,
although it is part of the media-giant News
Corporation. In 2006, its main programs delivering
audience peaks were “No Comment by Monica
Gabor/Columbeanu”, ‘Nasul’ talk-show and
Romanian old movies.
Kanal D Romania (71% urban coverage) is a brand
new mainstream entertainment channel launched on
18th of February 2007 by Dogan Media International,
the Romanian branch of Dogan Yayın Holding
(DYH), Turkey's leading media-entertainment
conglomerate, with operations in newspaper,
magazine and book publishing, television and radio
21
television
broadcasting, printing and new media.
Centered on entertainment – locally produced or
acquired- , Kanal D Romania started with a mix of
classical formats for the Romanian market: Vacanta
Mare, the team of La Bloc sit-com as well as the
broadcasting the National Football Championship -
options 1 and 4. New entertainment formats like the
reality show NORA PENTRU MAMA and other
entertainment programs produced by top production
companies from Romania and Turkey were
introduced as well.
The target of the station 18-49 Urban (both
programming and commercial)
Realitatea TV (88% urban coverage) is leader on
the segment of News specialty. Its audience
increased significantly due to detailed and qualitative
coverage of major social, political and economic
events in 2006 and to its popular talk shows (“Cap si
Pajura”, “100%”, “Tanase si Dinescu” and “10 Fix”).
Its programming target group is ‘25+ y.o., urban’ and
its sales audience is 18+ urban area.
MTV Romania (65% urban coverage), Kiss TV (TV
Klumea) 55% urban coverage and UTV interactive
television (37% urban coverage) are local music
speciality channels. Their main target is 15-34 y.o,
urban.
Jetix, formerly known as Fox Kids, (61% urban
coverage) is the most successful thematic channel
for children (4-14 y.o, urban area) together with
Cartoon Network (60% urban coverage) and
followed by Minimax (61% urban coverage).
National Geographic (75% urban coverage)
launched its Romanian feed based on subtitled
documentaries, with the possibility to insert
Romanian ads. Although the audience is rather low,
its quality and loyalty are hardly matched by any
generalist station. In addition, the cost to advertise is
rather low which makes it a prime option for niche
brands. Its target is 20-50 y.o, medium-upper status,
urban.
Important note in relation to National Geographic is
the fact that the program feed that covers Romania is
not exclusive, thus including other countries as well.
It is therefore important to make sure that the TV ad,
subject of broadcasting, is copyrighted in each
country where the same feed is broadcasted,
according to the specs provided by the channel.
2007 brings sold-out periods starting in February.
Discovery Channel (78% urban coverage)
features a similar media profile as National
Geographic. Although the audience level is rather
low, the station offers a good environment for up-
22
market brands. Its target is 21-54 y.o, high income &
education, urban. For this channel PT interval is
defined as follows 20:00-25:00.
In 2006, Discovery Channel launched its new
exclusive Romanian feed (dedicated ad breaks,
sponsorships and promo’s, unconventional
advertising etc).
In 2007 Discovery offers exclusive, new programs for
the Romanian market.
TV Sport (70% urban coverage) target Men, 4+,
urban area and ProCinema (73% urban coverage)
with the same buying target as Pro TV, are the major
sport, respectively movie channels. They are owned
and sold by Media Pro International (together with
Pro TV and Acasa TV).
TV Buying Perspectives 2007
The total net TV spend is predicted to increase in
2007 by cca 45%.
2007 TV parameters are estimated as:
- a drop of 10% in audience
- a drop of 6% in GRP inventory sold
- an increase of 4% in TV loading
- an increase of 45% in CPP
Most advertisers’ budgets are expected to be
invested in the second part of the year (autumn -
when inventory is expected to be sold out). To limit
sold out consequences TV costs have increased
significantly compared to 2006 while the stations’
sales policy especially that of ProTV and Antena 1,
has been developed to include quite interesting
media packages:
• The local station network and speciality
channels.
• non-TV media such as Indoor, Internet, Cinema,
Radio and Press.
initiative

RADIO
Overview
The commercial radio stations have a well-defined
position in urban area (targeting young people and
adults, well educated, with medium and high
incomes) and continuously attempt to consolidate
their position in rural area by enlarging technical
coverage, attracting new listeners, promotions,
sweepstakes, etc.
Over the past years the number of the radio licenses
issued by CNA increased, so in October, 2006 there
are 623 radio licenses, where 3 have national
coverage. Just 87% of the radio stations licensed
had started operations. Even so, commercial radio
stations cover 90% of urban Romania.
Top 10 owners of radio licences:
1. SC SBS Broadcasting Media SRL with Kiss FM
and Magic FM - 57 licenses
2. ABC Plus Media with National FM and Favorit FM
- 35 licenses
3. SC Canaris SRL with Mix FM – 34 licenses
4. SC Compania de Radio PRO SRL with Pro Fm,
InfoPro, Pro Clasic – 30 licenses
5. SC Audio Delta SRL with Micul Samaritean– 27
licenses
6. SC Realitatea Media SA with Realitatea FM and
Guerilla – 27 licenses
7. Mitropolia Moldovei si Bucovinei with Trinitas– 26
licenses
8. SC Radio Deea SRL with Deea – 23 licenses
9. SC Radio XXI SRL with Radio 21 – 23 licenses
10.SC Minisat Telecom SRL with Radio Minisat – 18
licenses
After years of extending their coverage and
improving the programs, private radio market could
be defined as completely developed. The following
years, we will witness a series of transactions, during
which local stations will be absorbed/ assimilated by
radio networks.
2006 News
Starting 1st of February 2006 Radio Magic 90.8 FM
replaced Star FM (formerly Uniplus Radio).
In 2006 Intact Group launched Metropol 89 FM a
station for Bucharest focused on music and
information, and extended the network of Romantic
FM.
Guerrilla, Kiss FM and Magic FM extended their
networks, too.
initiative
radio
2006 Summary
Even if the public station Radio Romania Actualitati
(RRA) has nearly 100% national coverage and its
audience share is declining, still it stays the most
popular in Romania. As of 2007 RRA has appointed
a privately owned sales agent for their advertising
sales (CLIR Media).
In urban areas, the leaders are two commercial
stations Europa FM and Kiss FM. Compared to
2005, RRA and Pro FM’s audiences in urban area
decreased, while Radio 21’s and Antena Satelor
increased. Kiss FM and Radio 21 draw their
listenership from people aged 40 or less, medium-
high education and income, working, residing in
urban area. On contrary, people over 40 years of age
living in rural areas prefer RRA, the public station.
Radio 21 (Lagardere) takes the lead on the
Bucharest market, while Europa FM (Lagardere),
Kiss FM (SBS) are strong players on all the markets.
Main radio shows (in terms of audience) remains
“Dimineata DeMenta” - Radio 21 and ‘Cronica cu
Huidu si Gainusa’ – Kiss FM (both from Monday to
Friday, morning shows).
The growth of ad spends triggered by the increase of
audience share led to frequent sold-out situations.
Private FM stations get the biggest share of
advertising budgets due to their fun, attractive
programs and flexible strategy e.g. packages with
special discounts, involvement in BTL projects such
as concerts, contests, special events etc.
Local radio stations are well represented and have
good regional impact. They are either part of a larger
national network, or simply local stations. These are
often used in promotions and product campaigns,
whenever advertisers go for geographically targeted
campaigns.
Graph 1: Radio stations % Market share (All, urban)
Source: IMAS all 2005-2006
23
radio

Graph 2: Radio stations % Market share (All, national) listeners are Weather News; Amusement
Programmes; Health Programmes; Horoscope;
Morning Programmes and Road News.

Radio gross ad spend

In 2006, total radio gross ad spends increased by
48% vs. 2005 while the net spend by an estimated
35%. Radio maintains its share (6% in the total ad-
spend). In 2006 Kiss FM (featuring a continuous
growth of audience share) was the station attracting
the biggest share of ad spend (29.5%), followed
closely by Europa FM (22.2%).

Graph 4: Radio ad-spend evolution 2005-2006

Source: IMAS all 2005-2006 (rank by 2006 figures)

Radio Romania Regional – aggregate stations

(Bucuresti, Cluj, Constanta, Craiova, Iasi, Resita,
Targu Mures, Timisoara).

Radio Romania Actualitati (RRA) remains the market

leader mainly due to its massive technical coverage.

Radio consumption
According to MASOR data (11+ y.o, national area)
the average time spent to listen radio is around 4.7
hrs/day in urban and 4.6 hrs/day in rural. In Source: Alfacont – MediaWatch (‘000 EUR)
comparison with 2005, the recent figures show a
significant increasing of ATS in rural area (+13%). Kiss Europa Radio ProFM Magic RRA Info Pro Guerrilla R.Total Others
FM FM 21 FM
During workdays a significant share of audience is Evol Evol Evol Evol Evol Evol Evol Evol Evol
made up by listenership while driving as well as while 55% 30% 70% 26% -16% -2% 68% 170% 9% –

at work. The percentage of the people listening to

radio at work is significant only for urban areas. In
conclusion, at national scale radio listening remains a
home-centered, family habit. In weekend TV is
preferred over radio.
Graph 3: ATS (min) - Radio listenership (All, national)
The Newspapers & Magazines remained the leading
spending category in radio advertising with the top
advertiser being Ringier still (26% of total spend in
category). 2006 brings new entry in top 10 – “Auto
dealers and producers” (with advertisers like
Renault, Tiriac and Eurial Invest/Trust Motors), and
also out from top 10 in case of “Domestic appliances,
electricals&electronics”.

Source: IMAS all 2006

According to SNA FOCUS data (Jan 2006-Jan 2007)

– in urban area the main topics of interest for radio

24 initiative
 radio

Perspectives for 2007

The radio audience measurement system SAR (launched in 2004) continues to offer to clients and agencies
valuable information about performance thus effecting upon sales policies and planning.

The overall radio ad spend is expected to maintain the ascending trend (estimated net growth of 26%) despite
the relative constant share in total media market (approx. 5-6% from the net total).

initiative 25
press
PRESS
Overview 2006
The press market continued its development and
consolidation, growing more specialised. Titles either
get grouped under the umbrella of a big publishing
group or appoint a sales house to turn around their
sales performance. The market development
concerns both national and local press.
The development is reflected by the launch of new
titles on one hand and by acquisitions on the other
hand. The major publishers increased their portfolio
with titles in the following domains: business, women
lifestyle, shopping, leisure, lifestyle, home design,
sports, automotive, etc. An obvious growth occurred in
the business area (real estate, insurance/banks and
retail) as a consequence of the economic
development.
However, the abundance of titles is not matched by the
evolution of circulation and readership which are
declining sharply on most segments, driving up the
cost per thousand.
Attempting to consolidate their audience and to
develop brands not just titles, in keeping with the
European trend, the major Romanian publishers
created a web-world complementing the main media
product with a source of rapidly increasing audience,
often much bigger than that of the printed title. As an
example, the digital edition of Gazeta Sporturilor grew
accompanied by www.stelisti.ro, www.rapidisti.ro,
www.dinamovisti.ro, www.violamania.ro , www.autof1.ro
etc. Also, MediaPro Interactive will build the internet
dimension of the entire publishing portfolio, such as the
www.zf.ro attempting to become a major business
portal. MediaPro Group has a portfolio of around 50
web-sites plus new projects aiming to duble this
number by the end of 2007.
One major endeavour of the industry that reflects the
maturity of the press market remains The National
Readership Survey (SNA) which evolved into SNA
Focus (a single source for press audience combined
with data about media habits and consumption
behaviour). The study is highly useful for all industry
players as it allows for more accurate targeting, efficient
budgeting and relevant media treatment. Reliable and
accurate data about circulation, audience and
consumption behaviour is available, helping the media
selection and planning process in a transparent,
practical manner. The data also allows most media
owners to tailor their sales policy according to the
audience performance and reader profile.
As a consequence the number of members in BRAT
and SNA is increasing.
Net press budgets follow the same ascending trend
26
established over the few past years:
The increase of net press ad-spend (€) in 2006 is
estimated at 8%. Initiative’s estimation regarding the
net volume in 2006 is 71.3mil.€. For 2007 we estimate
a print market of 77mil.€ net.
According to Alfacont, the gross ad spend in press is
split between newspapers 51% (+23% vs 2005) and
magazines 49% (+11% vs 2005) of which monthlies
and bimonthlies represent 56% and weeklies 44%.
It is noticeable that the number of supplements is
growing continuously (7% of total spend goes to
supplements) especially amongst newspaper titles:
Businness, TV guide, Automotive, Arts, Cooking and
Art of Living are the main favourite themes among
these supplements.
The publishers
Important international publishers are present on the
local market - Ringier, Edipresse, Sanoma Hearst,
Burda, WAZ – as well as established local publishers -
MediaPro Group (Publimedia, Mediafax and Playboy
Romania), Intact, Saptamana Financiara, Ziua, etc. In
May 2006, Realitatea Media takes over Catavencu
Group and currently owns: Academia Catavencu,
Tabu, Psihologia Azi, Aventuri la pescuit, 24-FUN, Idei
in dialog, Cotidianul (daily), Superbebe, J’Adore,
Bucataria pentru toti, Money Express, Business
Standard, Bilant, Investitii si Profit.
Some major publishing groups, such as Ringier and
MediaPro have a wide range of categories in their
portfolio: TV guides, lifestyle titles, business &
economic titles, sports, top rated newspapers either
national or local, free sheets, etc. Other publishers are
specialized on certain categories: Edipresse – women
lifestyle magazines, Business Media Group (BMG) –
business magazines etc
Ringier, MediaPro Group, Intact and Realitatea
Catavencu remain the dominant market players in
terms of both audience and advertising revenue.
Source: Alfacont
The obvious dynamic of the banking & insurance
services category is due to mergers (eg. Unicredit
initiative
 press

and HVB Tiriac, Wiena Staediche and line edition in July); Elle Decoration (September);
Unita&Agras/Omniasig etc) or to high increase in - Olivia was closed (March) and Deco Style (August);
press spend related to numerous banking products - Viva! Biografii (October) and Vacanta ta perfecta
being advertised (personal loan, mortgage, car loans became quarterly (December)
and SME loans). Thus ‘banking and insurance’ Burda Romania
became a top spending category with an increasing - Ioana Copilul Meu became Ioana Visul Copiilor
share of newspapers. The same tendency is carried (December);
on to the first quarter of 2007. - Launches/ re-launches: Burda (Romanian edition –
April);
- Burda Monden; Locuinta Mea and Secretele
Bucatariei;
- Practic in Bucatarie launched in Rusia (March); -
Autoshow and Quatrorotte enters Burda’s portfolio
(December).
Ringier
- Launched Unica Wedding (March) and Libertatea
Special Sanatate (October).
Sanoma Hearst
- Launched Casa si Gradina (September); Bine
pentru mine became Femeia de Azi (July); take
over and re-launches Femeia (October).
Publimedia
- Launch Target (May); Apropo (closed in October).
Source: Alfacont Business Media Group
- Launch Business Week (May); closed Class (April).
MAGAZINES Bazar Media
Women lifestyle titles attract the largest share of the - Extended B- 24- FUN’s network with launches in
gross ad spend in magazines, followed by Business Craiova and Mures bi-monthlies).
titles, Leisure & Travel and Home & Kitchen. Zile si Nopti
In terms of audience, among the 5 top scoring - Extended its network in 20 cities (weeklies and bi-
periodicals are DIY titles addressing topics such as monthlies).
cooking, home & garden. Other important categories in Other new publications: Prezent (January); Audio-video
terms of audience are TV guides, and sports titles. magazine (February); J’adore (February); Hipocrate
TOP 5 of magazines in term of audience (March); The Marketer (March); Le Monde Diplomatique
positioning (according SNA Focus Jan 06-07, target 14-64 (March); Expert Travel (June); Felicia (June); Galenus
y.o, urban area) (June); Laptop Magazin (July); Gorj Domino (September);
PERIODICITY MAGAZINE
Net reach Net reach Readers Clever Travel (October); Kicker Sport Magazin (became
% (000) per copy weekly in October); Glamour (November); Light Magazin
Practic In Bucatarie 14.4 1305 4.5
(November); Luxury (December); Exclusiv (December);
Revista De Film Hbo 7.6 690 4
Monthly Practic-Idei Pentru Casa & Gradina 6.5 587 8.7
BBC Good Home (December).
Medicina Naturista 6.2 557 31
Bucataria Pentru Toti 5.9 536 n/a
Developments in Q1 2007
Tv Satelit 8.4 756 10.1 Edipresse
Lumea Femeilor 7.9 712 14.4 - Launched Elle Wedding (January) - annual;
Bi - Monthly Acasa Magazin 6.4 576 12.6 - Familia Mea Baby (January).
Ioana 6.1 554 9 Publimedia
Bravo 4.8 435 9.9 - Take over Media&Advertising from Mediafax and
Pro Tv Magazin 11.3 1021 12.2 re-launch in March as monthly supplements of
Libertatea De Duminica 10.7 964 4.8
Business Magazin; the same situation in case of
Weekly Gazeta Sporturilor De Duminica 9.2 835 26.3
Pro Sport De Duminica 8.3 749 14.5
Business Construct (re-launched in February as
Evenimentul Zilei De Duminica 6.6 599 14.2
monthly supplement of ZF).
Realitatea Catavencu
Source: BRAT - Launched Money Express (April).

Developments in 2006 Other new publications: Business women lifestyle

Edipresse Group (March); MTV Magazine (closed in February).
- Launches: Familia Mea (April); Computer Bild (on-

initiative 27
press
AVERAGE REACH (%) REACH ('000) CPT (RON), All urban
SURVEY AVERAGE NO.
TITLE PUBLISHER BRAT DOCUMENT GROSS All urban All urban 1/1 page 4c
PERIOD OF RETURNS
CIRCULATION (SNA/BRAT) (SNA/BRAT) (SNA/BRAT)
Weeklies
Academia
Catavencu Publisher Statement (Jan - Jun 06) Jan 06 - Jan 07 64.836 20.477 4.4 395 55.1
Catavencu
Trustul de Presa
Agenda Publisher Statement (Jan - Jun 06) Jan 06 - Jan 07 59.417 7.600 1.8 164 77.45
Agenda

Autosupermarket Unionpress Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 18.502 7.572 0.9 78 8.67

Publimedia
Banateanul Certificate (Jan - Jun 06) Jan 06 - Jan 07 10.892 3.206 0.4 37 193.66
International

Banii Nostri Media ON Publisher Statement (Jan - Jun 06) Jan 06 - Jan 07 19.654 2.042 0.8 68 194.29

Publimedia
Bihoreanul Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 5.215 1.304 0.5 46 118.44
International
Publimedia
Business Magazin Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 16.301 3.578 0.7 62 205.22
International

Capital Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 48.478 8.248 3.4 308 58.42

Publimedia
Clujeanul Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 8.187 1.810 0.5 49 147.18
International
Evenimentul zilei de
Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 51.073 13.351 6.6 599 19.15
Duminica
Evenimentul zilei Ghid
Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 175.478 40.437 5.8 525 18.53
TV

Fanatik Fanatik Media Certificate (Jan - Jun 06) Jan 06 - Jan 07 34.088 12.559 1.8 159 127.2

Gazeta Sporturilor de
Convergent Media Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 56.710 21.541 9.2 835 54.58
Duminica

Gazeta de Maramures Carp Media Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 4.000 743 0.4 34 n/a

Publimedia
Ieseanul Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 6.004 1.724 0.3 29 245.54
International

Jurnalul De Bucatarie Editura Intact Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 110.308 23.768 5.1 461 24.12

Jurnalul Casei Mele Editura Intact Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 76.923 12.986 3.7 337 33.01

Jurnalul De Colectie Editura Intact Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 99.120 16.056 4.6 412 n/a

Jurnalul De Sanatate Editura Intact Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 84.960 14.038 5.3 476 23.36

Jurnal TV Editura Intact Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 150.908 28.643 6.8 616 15.03

Libertatea de
Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 250.745 56.807 10.7 964 17.4
Duminica
Libertatea pentru
Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 186.308 52.267 5.6 508 42.24
Femei
Libertatea de
Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 511.213 103.382 12.5 1126 15.56
weekend
Obiectiv Vocea Brailei
Double P Media Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 7.038 1.299 0.5 44 n/a
TV
Pro Sport de
Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 72.375 23.080 8.3 749 13.91
Duminica
Publimedia
Pro TV Magazin Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 103.800 27.950 11.3 1021 15.55
International

Publi Tim Publicompact Publisher Statement (Jan - Jun 06) Jan 06 - Jan 07 26.746 256 1.2 109 90.11

Saptamana Saptamana
Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 27.198 6.046 2.6 232 71.09
Financiara Financiara

Sapte Seri Kopa Publicatii Certificate (Jan - Jun 06) Jan 06 - Jan 07 60.000 96 1.2 104 74.54

Star G Publicatii Certificate (Jan - Jun 06) Jan 06 - Jan 07 67.120 27.009 2.1 193 41.94

Sanoma-Hearst
Story Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 48.240 20.586 2.3 209 85.45
Romania

TV Mania Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 144.538 38.892 5.7 515 43.42

VIP Grup Management Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 37.682 9.656 2.9 261 51.64

Zau G Publicatii Certificate (Jan - Jun 06) Jan 06 - Jan 07 54.231 30.553 0.9 85 93.67

28 initiative
 press
AVERAGE REACH (%) REACH ('000) CPT (RON), All
AVERAGE NO.
TITLE PUBLISHER BRAT DOCUMENT SURVEY PERIOD GROSS All urban All urban urban 1/1 page 4c
OF RETURNS
CIRCULATION (SNA/BRAT) (SNA/BRAT) (SNA/BRAT)
Bi-monthly
Publimedia
Acasa Magazin Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 56.550 8.309 6.4 576 18.96
International

Autoshow Burda Publisher Statement (Jan - Jun 06) Jan 06 - Jan 07 14.858 1975 1.5 138 61.47

Bravo Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 68.846 9.490 4.8 435 20.79

Bravo Girl Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 60.077 9.771 3.3 299 30.25

Ciao! Revista Ciao Certificate (Jan - Jun 06) Jan 06 - Jan 07 55.731 15.869 3.2 289 44.37

Cool Girl Burda Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 60.769 11.841 3.3 302 27.86

Ioana Burda Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 82.515 26.207 6.1 554 19.45

Lumea Femeilor Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 73.654 18.492 7.9 712 13.24

TV Satelit Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 95.308 21.460 8.4 756 13.14

Zile si Nopti Brasov Zile si Nopti Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 22.154 117 0.4 32 30.75

Zile si Nopti Cluj Zile si Nopti Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 15.000 55 0.2 22 35.29

Monthlies

Auto Motor si Sport MotorPresse Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 21.133 6.363 3.5 315 35.31

Machine
Autoexpert Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 15.050 3.442 1.5 137 56.43
Maintenance

Avantaje Edipresse A.S. Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 43.941 9.896 4.3 387 40.29

Aventuri la pescuit Editura Milano Publisher Statement (Jan - Jun 06) Jan 06 - Jan 07 15.683 4.671 1.4 130 69.51

Sanoma-Hearst
Beau Monde Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 30.000 9.509 1 87 131.91
Romania

Bolero Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 58.455 13.868 2 182 68.28

Bucataria pentru toti Athanor Publisher Statement (Jan - Jul 06) Jan 06 - Jan 07 55.766 16.449 5.9 536 16.22

Caminul Hiparion Certificate (Jan - Jun 06) Jan 06 - Jan 07 15.500 6.499 1.9 169 59.82

Casa de Vacanta Casa Lux Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 16.000 6.068 1.5 135 54.91

Casa Lux Casa Lux Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 23.833 6.038 4.1 369 27.42

Casa mea Hiparion Certificate (Jan - Jun 06) Jan 06 - Jan 07 16.542 3.190 3.9 350 28.89

Chip Computer & Vogel Burda

Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 31.083 11.260 2.4 219 43.15
Comunications Communications
Sanoma-Hearst
Cosmopolitan Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 54.556 10.742 2.6 237 81.8
Romania
Publimedia
Descopera Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 23.871 7.557 1.4 128 93.37
International

Domus Hiparion Certificate (Jan - Jun 06) Jan 06 - Jan 07 17.375 4.294 1.3 119 82.23

Domus Util Hiparion Certificate (Jan - Jun 06) Jan 06 - Jan 07 24.333 5.454 1.2 104 38.87

Draga Mea - Ghid

Casa Lux Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 17.000 8.078 2.7 247 20.48
practic in viata ta

Elle Edipresse A.S. Certificate (Jul - Dec 06) Jan 06 - Jan 07 26.074 4.574 1.8 166 84.98

EuroInvest Euroest Invest Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 26.000 0 0.4 33 223.34

Eva Magazinul
Maxim Publisher Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 15.000 5.245 1.4 122 74.29
Femeilor

Farmacia Ta Galenus Certificate (Jan - Jun 06) Jan 06 - Jan 07 94.000 8.112 3.4 304 18.88

Sanoma-Hearst
FHM Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 33.400 10.485 1.8 166 104.94
Romania

initiative 29
press
AVERAGE AVERAGE REACH (%) REACH ('000) CPT (RON),
SURVEY
TITLE PUBLISHER BRAT DOCUMENT GROSS NO.OF All urban All urban All urban 1/1 page
PERIOD
CIRCULATION RETURNS (SNA/BRAT) (SNA/BRAT) 4c (SNA/BRAT)

Monthlies – continuation
Publimedia
Go4it! Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 18.751 490 0.4 34 350.14
Internatio

Gradina mea de vis Burda Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 15.917 4.176 2.2 200 33.71

Ioana Locuinta mea Burda Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 13.667 3.859 2.3 205 32.92

Ioana Secretele
Burda Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 21.000 3.512 5.7 517 18.24
Bucatariei

Ioana Visul Copiilor Burda Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 17.000 7.300 1.7 155 54.45

Joy Edipresse A.S. Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 44.783 6.493 1.9 171 64.27

Level Games Vogel Burda

Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 24.000 7.864 1.4 126 53.51
Hardware & Lifestyle Communications

Look! Edipresse A.S. Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 25.500 5.538 1.2 112 62.94

Sanoma-Hearst
Mami Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 26.667 7.315 1.7 151 65.58
Romania

Medicina Naturista Macri Press Certificate (Jan - Jun 06) Jan 06 - Jan 07 26.108 8.130 0.9 83 177.68

Men's Health Burda România Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 24.500 11.178 6.2 557 13.37

Sanoma Hearst
National Geographic Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 24.643 5.890 3.8 340 56.99
Romania

PC Magazine Agora Media Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 15.765 7.869 2 179 43.15

Perfect pentru casa

Burda Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 12.417 5.635 0.9 82 81.98
mea

Planul casei mele Hiparion Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 10.050 2.427 1.3 118 71.54

Playboy PBR Publishing Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 30.500 12.916 3.7 337 57.38

Popcorn Edipresse A.S. Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 43.500 5.822 3.8 344 19.6

Practic - Idei pentru

casa. gradina. Casa Lux Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 90.000 26.558 6.5 587 14.36
apartament

Practic in bucatarie Casa Lux Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 359.167 66.236 14.4 1305 10.33

Publimedia
ProMotor Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 22.544 3.106 3.1 280 42.58
International

Psihologia Azi Brand Development Publisher Statement (Jan - Jun 06) Jan 06 - Jan 07 20.000 6.069 0.9 86 101.42

Revista de Film
HBO Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 169.833 0 7.6 690 22.87
HBO
Sana Edipresse A.S. Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 14.600 3.891 0.6 57 105.82

Slab sau gras Galenus Certificate (Jan - Jun 06) Jan 06 - Jan 07 32.000 7.084 0.7 64 52.95

Tabu Catavencu Publisher Statement (Jan - Jun 06) Jan 06 - Jan 07 27.650 12.261 2.5 224 72.77

Tonica Galenus Certificate (Jan - Jun 06) Jan 06 - Jan 07 27.000 6.978 0.5 45 74.37

Unica Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 55.241 15.211 3.8 339 43.91

Viva Edipresse A.S. Certificate (Jul - Dec 06) Jan 06 - Jan 07 27.250 6.969 2.4 213 56.28

Xtrem PC Romas Comercial Publisher Statement (Jan - Jun 06) Jan 06 - Jan 07 25.383 9.894 1.7 157 26.82

Source: BRAT & SNA Focus (Jan 06-07). The chart contains only the publications that are members of BRAT, have audience data
and/or circulation audit in 2006.

As expected, the high circulation titles have low CPT on ‘All, urban’, while the niche titles have higher
CPT. The CPT comparison is relevant only amongst magazines in the same category, addressing a
similar audience e.g. teenagers (Bravo Girl, Cool Girl), up-market lifestyle female audience (Elle,
Cosmo), automotive (Auto Motor & Sport, Pro Motor), male (FHM, Playboy) etc The following titles are
BRAT members, but not SNA members yet.

30 initiative
 press
AVERAGE GROSS AVERAGE NO.
TITLE PUBLISHER BRAT DOCUMENT CERTIFICATE PERIOD
CIRCULATION OF RETURNS
Weeklies

Adevarul Economic Adevarul Certificate Jan - Jun 2005 5.276 1.670

Apropo Publimedia International Certificate Jan - Jun 2006 28.150 13.435

B 24 FUN Bazar Media Certificate Jan - Jun 2006 60.000 22

Bazar Banatean Inform Media Publisher Statement Jan - Jun 2006 16.290 328

Bine Sanoma Hearst Romania Publisher Statement Jan - Jun 2006 77.313 35.482

Bucharest Business Week Anamcara Media Group Publisher Statement Jan - Jun 2006 12.091 60

CamionSuperMarket Unionpress Odorhei Publisher Statement Jul - Dec 2006 11.862 5.330

Gazeta de Sud - Ghid TV Media Sud Management Publisher Statement Jan - Jun 2006 41.157 2.068

Gazeta de Sud ed de Duminica Media Sud Management Certificate Jan - Jun 2006 4.292 648

Indiscret in Oltenia Best Media Group Publisher Statement Jul - Dec 2006 6.135 1.248

Jurnalul National de Duminica Intact Publisher Statement Jul - Dec 2006 47.976 4.858

Libertatea pentru femei Ringier Romania Publisher Statement Jul - Dec 2006 186.308 52.267

Monitorul de Botosani - ghid TV Mediapress Certificate Jan - Jun 2004 7.032 659

Monitorul de Vrancea - Ghid TV Trinec Serv - Focsani Publisher Statement Jul - Dec 2006 6.346 1.088

Povestea mea Edipresse Publisher Statement Jul - Dec 2006 45.769 6.371

Prezent Greek Media Group Certificate Jan - Jun 2006 18.409 11.226

Pro Sport de Duminica Ringier Publisher Statement Jul - Dec 2006 72.375 23.080

Psihologia Azi Brand Management Publisher Statement Jan - Jun 2006 20.000 6.069

Redesteptarea Redesteptarea Press Publisher Statement Jul - Dec 2006 7.137 192

Sibianul Publimedia International Publisher Statement Jul - Dec 2006 4.177 1.284

Sport Plus Plus Press Publisher Statement Jan - Jun 2006 15.991 3.609

Ziarul de Iasi - Ghid TV Grupul de Presa Medianet - Iasi Publisher Statement Jul - Dec 2006 14.746 2.457

Ziarul de Mures Aurliv GM Publisher Statement Jan-Jun 2006 3.880 780

Ziarul de Vrancea - supliment TV Nord-Est Distribution - Focsani Publisher Statement Jul - Dec 2006 5.600 818

Ziarul Financiar Publimedia International Publisher Statement Jul - Dec 2006 20.507 2.771

Fortnightlies

Business Adviser Apulum 94 Publisher Statement Jan - Jun 2006 10.000 47

Cariere Editura Cariere Publisher Statement Jan - Jun 2006 7.504 3.500

Communications Publishing
Computerworld Romania Publisher Statement Jul - Dec 2006 4.125 0
Group

eWeek Agora Media Publisher Statement Jan - Jun 2006 7.000 0

Oblique Magazin Oblique Media SRL Certificate Jan - Jun 2006 100.000 0

Pont Inform Media Certificate Jan - Jun 2005 40.037 0

Sapte Seri - Craiova Kopa Publicatii Certificate Jan - Jun 2006 15.000 102

Sapte Seri Cluj Kopa Publicatii Certificate Jan - Jun 2006 20.000 99

Sapte Seri Timisoara Kopa Publicatii Certificate Jan - Jun 2006 20.000 100

Zile si Nopti Timisoara Zile si Nopti Brasov Certificate Jul - Dec 2006 10.962 204

initiative 31
press

TITLE PUBLISHER BRAT DOCUMENT CERTIFICATE PERIOD AVERAGE GROSS AVERAGE NO.
CIRCULATION OF RETURNS
Monthlies
100 Femei de Succes (annual) Ringier Certificate Jan - Jun 2006 78.000 21.717
300 cei mai bogati romani (annual) Ringier Certificate Jul - Dec 2006 114.721 44.175
Autospecial - catalog Burda Romania Certificate Jul - Dec 2005 19.000 7.072
Barbie Egmont Romania Certificate Jan - Jun 2006 25.000 5.608
Best Magazin Master Communications Certificate Jan - Jun 2006 6.200 0
BLU Sensiblu Publisher Statement Jul - Dec 2006 150.000 0
Bucharest Cream of the Crop Creamvertise Publisher Statement Jul - Dec 2006 19.167 0
Bucharest in Your Pocket IYP Romania SRL Publisher Statement Jan - Jun 2006 16.667 41
Burda Burda Romania Publisher Statement Jul - Dec 2006 17.000 5.360
Business Review Business Media Group Publisher Statement Jul - Dec 2006 11.435 0
Carticica Draga Mea pentru copii Casa Lux Publisher Statement Jul - Dec 2006 90.000 25.427
Catalogul Ultra Pro Computers K Tech Electronics Certificate Jan - Jun 2005 62.714 0
Ce se intampla doctore Publimedia International Publisher Statement Jul - Dec 2006 38.619 12.741
Cinemagia Business Media Group Certificate Jan - Jun 2006 30.000 0
Colectia Carticica Practica Casa Lux Publisher Statement Jul - Dec 2006 150.000 40.005
Computer Bild Edipresse A.S Publisher Statement Jul - Dec 2006 19.333 6.228
Connect MTR Press Certificate Jan - Jun 2005 19.766 5.172
D.Sign Publimedia International Certificate Jul - Dec 2005 13.678 0
Deco Style Edipresse A.S. Certificate Jan - Jun 2006 13.200 5.568
Doxi CD Press Publisher Statement Jan - Jun 2006 39.500 4.813
e-finance Finmedia Publisher Statement Jul - Dec 2006 7.600 872
Familia Mea Edipresse A.S. Publisher Statement Jul - Dec 2006 25.800 8.854
Farmacist.ro Press Pro International Publisher Statement Jul - Dec 2006 8.400 30
Flacara Publicatiile Flacara Publisher Statement Jan - Jun 2006 7.200 4.753
Food&Bar Business Publishing Group SRL Certificate Jan - Jun 2006 14.000 167
Hotel, Restaurant, Bar Expert Crier Media Group Certificate Jan - Jun 2006 15.000 208
Hustler G Publicatii Certificate Jan - Jun 2005 44.167 23.332
Ideal décor MC Media Agency Publisher Statement Jul - Dec 2006 15.000 4.788
Idei in dialog Catavencu Publisher Statement Jan - Jun 2006 13.300 6.116
InfoConstruct Infoconstruct Publisher Statement Jul - Dec 2005 20.000 0
Ioana Horoscop Burda Romania Publisher Statement Jul - Dec 2006 19.000 5.606
Lucru de mana (biannual) Edipresse As Publisher Statement Jul - Dec 2006 20.000 3.878
Magazinul Progresiv Crier Media Group Certificate Jan - Jun 2006 26.000 260
Market Watch Fin Watch Publisher Statement Jul - Dec 2006 10.000 0
Maxim PBR Publishing Publisher Statement Jul - Dec 2006 21.067 11.570
Medic.ro Press Pro International Publisher Statement Jul - Dec 2006 14.100 35
Misiunea Casa Leon Consulting Publisher Statement Jul - Dec 2006 15.000 6.413
My City Bucharest (quarterly) AdVision Comp. SRL Certificate Jul - Dec 2005 30.000 0
Oferte Speciale Oferte Speciale Publisher Statement Jul - Dec 2006 50.047 0
Olivia Edipresse A.S. Certificate Jul - Dec 2005 23.600 6.160
PC World Communications Publishing Group Certificate Jan - Jun 2006 14.651 7.221
Pharma Business Business Publishing Group SRL Certificate Jan - Jun 2006 16.000 140
Pharmakon Ruve Press International Publisher Statement Jul - Dec 2006 17.130 0
Piata Business Publishing Group SRL Certificate Jan - Jun 2006 25.000 389
Princess Egmont Certificate Jan - Jun 2006 18.667 4.317
Psihologia Azi Brand Development Publisher Statement Jan - Jun 2006 20.000 6.069
Rebus Publicatiile Flacara Certificate Jan - Jun 2006 60.000 18.146
Stop to Shop Tycoon Media Press Certificate Jan - Jun 2006 15.000 0
Supercar Supercar Certificate Jul - Dec 2006 13.620 4.338
Taifasuri Taifasuri Media Certificate Jan - Jun 2006 69.654 16.076
Tango Zada Media Certificate Jan - Jun 2006 25.000 10.708
Terra Magazin CD Press Publisher Statement Jan - Jun 2006 130.613 4.804
The One Publione Media Certificate Jan - Jun 2006 22.883 10.876
Tonica Galenus Certificate Jan - Jun 2006 27.000 6.978

32 initiative
 press

TITLE PUBLISHER BRAT DOCUMENT CERTIFICATE PERIOD AVERAGE GROSS AVERAGE NO. OF RETURNS
CIRCULATION
Dailies
Atac Info Media Press Publisher Statement Jan - Jun 2006 11.659 4.345
Averea Media Promovalores Certificate Jul - Dec 2006 44.583 16.930
Bucharest Daily News Daily News Grup Publisher Statement Jan - Jun 2006 2.052 109
Curentul Dramiral Media Group Publisher Statement Jul - Dec 2006 12.109 7.085
Jurnal Banatean Inform Media Certificate Jan - Jun 2005 7.350 512
Monitorul de Neamt Grupul de Presa Accent Publisher Statement Jul - Dec 2006 3.394 307
Monitorul de Roman Grupul de Presa Accent Certificate Jan - Jun 2005 1.161 75
Obiectiv Vaslui EMI Press Publisher Statement Jul - Dec 2006 3.497 282
Observator de Constanta 2x1 Holding - Constanta Publisher Statement Jan - Jun 2006 1.197 522
Societatea Argeseana Vasicos Media Publisher Statement Jan - Jun 2006 7.262 1.507
Sport Total Frigo Media Publisher Statement Jan - Jun 2006 19.584 10.830

Source: BRAT

DAILIES In June 2006 Publitim migrate to Inform Media and

Gazeta de Bucuresti had the last issue in November
TOP 5 of dailies and supplements in term of 2006.
audience positioning (according SNA Focus Jan 06-07,
target 14-64 y.o, urban area) Developments in Q1 2007

PERIODICITY
DAILIES &
Net
Reach
Net
Reach
Readers
per
Adevarul Holding
SUPPLEMENTS
% (000) copy - Re - Launched Averea (March) as Click (with its
Libertatea 15.4 1389 5.1
supplement - Click de duminica).
Jurnalul National 10.5 947 10.2
Realitatea Catavencu
Dailies Gazeta Sporturilor 9.2 827 11.3
- Launched Business Standard (May).
Evenimentul Zilei 8.4 759 10.5
ARBOmedia increased their portfolio in 2007 with 1
Pro Sport 6.8 614 7.9
more local title (Replica Hunedoreana).
Libertatea Weekend 12.5 1126 2.6
Jurnalul Tv 6.8 616 4.8
Dailie's
Evenimentul Zilei Tv 5.8 525 3.6
supplements
Jurnalul De Sanatate 5.3 476 5.1
Jurnalul De Bucatarie 5.1 461 4.9

Developments in 2006

Ringer
- Launched Compact free sheet (May).

ARBOmedia sales house extended its activity and

is the exclusive seller for a portfolio of 40 local titles
(Monitorul de Alba; Observator Aradean; Top Pitesti;
Ziarul de Bacau; Crisana; Monitorul de Botosani;
Monitorul Expres; Obiectiv Vocea Brailei; 24 de ore;
Buna ziua, Ardeal; Observator de Constanta; Gazeta
de Sud; Viata Libera; Semnal de Ilfov si Giurgiu;
Impact in Gorj; Gazeta de Hunedoara; Semnal de
ialomita si Calarasi; Ziarul de Iasi; Informatia de
Maramures; Zi de zi; Ziarul de Mures; Monitorul de
Neamt; Monitorul de Roman; Gazeta de Olt;
Republicanul; Monitorul de Prahova; Informatia Zilei;
Salajeanul; Tribuna Sibiu; Monitorul de Suceava;
Gazeta de Teleorman; Renasterea Banateana;
Acum; Obiectiv Vaslui; Gazeta de Valcea; Monitorul
de Vrancea; Uj Magyar Szo, Gazeta de Bucuresti,
Ziarul de Sibiu and Publitim).

initiative 33
press

AVERAGE AVERAGE NO. OF REACH (%) REACH ('000) CPT (RON), All
SURVEY
TITLE PUBLISHER BRAT DOCUMENT GROSS NON-SOLD All urban All urban urban 1/1 page 4c
PERIOD
CIRCULATION COPIES (SNA/BRAT) (SNA/BRAT) (SNA/BRAT)

Dailies

7 Plus N&V Press Group Publisher Statement (Jan - Jun 06) Jan 06 - Jan 07 19.770 8.689 0.8 74 181.16

Adevarul Adevarul Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 33.670 8.354 5 449 29.26

Adevarul de Arad Inform Media Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 24.261 395 0.6 58 168.76

Trustul de Presa
Agenda Zilei Publisher Statement (Jan - Jun 06) Jan 06 - Jan 07 4.809 664 0.3 29 122.16
Agenda

Arad Expres Inform Media Certificate (Jan - Jun 06) Jan 06 - Jan 07 14.883 0 0.4 39 203.04

Bihari Naplo Inform Media Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 14.257 457 0.5 43 183.63

Realitatea
Cotidianul Certificate (Jul - Dec 06) Jan 06 - Jan 07 20.217 7.975 1.4 129 114.21
Catavencu
Anotimp Casa de
Crisana Certificate (Jan - Jun 06) Jan 06 - Jan 07 9.227 797 0.4 38 156.18
Presa si Editura
Media Sud
Curierul National Certificate (Jul - Dec 06) Jan 06 - Jan 07 7.211 1.996 1.3 120 109.25
Management

Cuvantul Liber Inform Media Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 8.000 521 0.2 17 461.78

Editie Speciala
Editie Speciala Certificate (Jan - Jun 06) Jan 06 - Jan 07 20.104 1.180 0.6 55 167.65
Popular

Evenimentul zilei Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 89.566 22.792 8.4 759 26.8

Szatmari Friss
Inform Media Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 10.636 490 0.1 13 607.99
Ujsag

Gandul Crucisatorul Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 40.170 9.702 2.5 226 63.8

Gazeta de Olt Click News - Slatina Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 2.443 136 0.2 17 233.43

Media Sud
Gazeta de Sud Certificate (Jan - Jun 06) Jan 06 - Jan 07 31.248 1.240 2 181 105.79
Management

Gazeta Sporturilor Convergent Media Publisher Statement (Jul- Dec 06) Jan 06 - Jan 07 103.822 28.558 9.2 827 27.31

Publimedia
Hunedoreanul Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 5.989 1.442 0.4 32 169.44
International

Impact in Gorj GNC Pres-Gorj Publisher Statement (Jan - Jun 06) Jan 06 - Jan 07 3.025 415 0.6 51 69.17

Solpress - Satu
Informatia Zilei Certificate (Jan - Jun 06) Jan 06 - Jan 07 13.151 290 0.6 51 174.24
Mare
Informatia Zilei - Solpress - Satu
Publisher Statement (Jan - Jun 06) Jan 06 - Jan 07 3.029 377 0.3 32 141.11
Maramures Mare

Jurnalul Bihorean Inform Media Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 15.760 835 0.5 50 198.36

Jurnalul National Editura Intact Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 97.332 17.432 10.5 947 25.62

Libertatea Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 321.040 61.295 15.4 1389 18.16

Monitorul de Mediapress -
Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 7.151 446 0.7 62 105.61
Botosani Botosani
Monitorul de
Interpress Suceava Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 8.863 525 0.4 37 176.43
Suceava
Monitorul de Trinec Serv -
Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 5.097 794 0.3 26 224.79
Vrancea Focsani
Monitorul Expres -
Monitorul Expres Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 2.493 435 0.3 26 194.61
Brasov
Obiectiv Vocea
Double P Media Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 5.205 1.009 0.5 44 208.29
Brailei

Pro Sport Ringier Romania Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 111.082 33.080 6.8 614 27.84

Renasterea
Timpress Timisoara Publisher Statement (Jul - Dec 06) Jan 06 - Jan 07 14.713 766 0.4 39 136.93
Banateana

34 initiative
 press

AVERAGE AVERAGE NO. REACH (%) REACH ('000) CPT (RON), All
SURVEY
TITLE PUBLISHER BRAT DOCUMENT GROSS OF NON-SOLD All urban All urban urban 1/1 page 4c
PERIOD
CIRCULATION COPIES (SNA/BRAT) (SNA/BRAT) (SNA/BRAT)

Dailies

Romania Libera Societatea "R" Publisher Statement (Jul-Dec 06) Jan 06 - Jan 07 70.195 13.801 3.5 320 52.19

Szatmari Friss
Inform Media Certificate (Jan-Jun 06) Jan 06 - Jan 07 11.156 482 0.1 12 660.03
Ujsag

Timis Expres Inform Media Certificate (Jan-Jun 06) Jan 06 - Jan 07 24.648 0 0.5 41 31.07

Timpul Inform Media Certificate (Jan-Jun 06) Jan 06 - Jan 07 9.227 964 0.3 27 297.75

Transilvania Expres Tipotex Brasov Publisher Statement (Jul-Dec 06) Jan 06 - Jan 07 9.554 1.414 0.7 62 173.42

Casa de Presa si Editura

Tribuna Publisher Statement (Jul-Dec 06) Jan 06 - Jan 07 15.938 603 0.9 85 107.98
Tribuna - Sibiu

Viata Libera Viata Libera Galati Publisher Statement (Jul-Dec 06) Jan 06 - Jan 07 10.428 885 0.7 62 235.74

Ziarul Ziarul C.N. Publisher Statement (Jul-Dec 06) Jan 06 - Jan 07 36.874 13.151 2 177 73.24

Ziarul de Bacau Mediabac - Bacau Publisher Statement (Jan-Jun 06) Jan 06 - Jan 07 2.353 741 0.3 24 238.05

Ziarul de Iasi Grupul de Presa Medianet Publisher Statement (Jan-Jun 06) Jan 06 - Jan 07 11.837 1.726 0.4 39 334.54

Ziarul de Roman Nord Est Group - Roman Publisher Statement (Jul-Dec 06) Jan 06 - Jan 07 1.520 97 0.2 20 60.23

Ziarul de Vrancea Nord-Est Distribution - Focsani Publisher Statement (Jul-Dec 06) Jan 06 - Jan 07 5.141 685 0.2 14 301.14

Ziarul Financiar Publimedia International Publisher Statement (Jul-Dec 06) Jan 06 - Jan 07 20.507 2.771 2.1 190 96.73

Ziua Ziua Publisher Statement (Jul-Dec 06) Jan 06 - Jan 07 27.182 7.391 2.8 249 63.53

Source: BRAT & SNA Focus (Jan 06-07). The chart contains only those publications that are BRAT members, have audience data
and/or circulation audit in 2006.

Most newspapers came out with various Regional and local publications
supplements covering various topics such as TV Following the increasing demand for more efficient
guide, automotive, health, real estate, leisure, local advertising, most local titles improved their
lifestyle, home, decorations and architecture, finance quality and subscribed to BRAT.
and business etc. The TV guide supplements, Inform Media extended its portofolio at 9 titles
usually released with the Friday edition, are the most distributed in 6 counties (West region of Romania)
popular causing the newspaper circulation to double ARBOmedia developed its portfolio of local titles to
almost. Supplements are in keeping with the overall some 40 titles, thus offering quite significant
audience fragmentation trend. geographic coverage.

initiative 35
press

Local Titles
COUNTY TITLE CIRCULATION / BRAT SURVEY PERIOD
Informatia de Alba
ALBA Unirea
Monitorul de Alba
Adevarul de Arad Gross:24.261 returns: 395 Jul - Dec 2006
Observator Aradean
ARAD
Nyugati Jelen
Arad Expres Gross:14.883 returns: 0 Jan - Jun 2006
Curierul zilei
Evenimentul Muscelean
Realitatea Musceleana
Buletinul Pitestenilor
Ziarul de Arges
ARGES Top Pitesti
Impact de Arges
Observatorul argesean
Argesul Liber
Arges Expres
Societatea Argesana Gross: 7.262 returns: 1.507 Jan - Jun 2006
Desteptarea
Onesti Expres
Observator de Bacau
BACAU
Ziarul de Bacau Gross: 2.354 returns: 616 Jan - Jun 2006
Monitorul de Bacau
Gazeta de Bacau
Jurnalul Bihorean Gross: 15.760 returns: 835 Jul - Dec 2006
Crisana Gross: 9.227 returns: 797 Jan - Jun 2006
Bihoreanul Gross: 5.215 returns: 1.304 Jul - Dec 2006
Bihari Naplo Gross: 14.257 returns: 457 Jul - Dec 2006
Gazeta de Oradea Gross: 2.756 returns: 744 Jul - Dec 2004
Auto Info
BIHOR
Realitatea Bihoreana
Informatia de Vest
Piata Bihoreana
Bazar Banatean Gross: 16.290 returns: 328 Jan - Jun 2006
Pont Gross: 40.037 returns: 0 Jan - Jun 2005
Jurnalul de Dimineata
Gazeta de Bistrita
Zile si Nopti
BISTRITA Atac de Bistrita
Rasunetul
Mesagerul
Monitorul de Botosani Gross: 7.151 returns: 446 Jul - Dec 2006
Monitorul de Botosani - ghid TV Gross: 7.032 returns: 659 Jan - Jun 2004
BOTOSANI Actualitatea Botosaneana
Jurnalul Dimineata Botosanilor
Jurnal de Botosani si Dorohoi
Obiectiv Vocea Brailei Gross: 5.205 returns: 1.009 Jul - Dec 2006
Obiectiv Vocea Brailei-Ghid TV Gross: 7.038 returns: 1.299 Jul - Dec 2006
Monitorul de Braila
BRAILA Arcasu'
Braila
Semnal de Galati si Braila
Viata Brailei

36 initiative
 press

Local Titles
COUNTY TITLE CIRCULATION / BRAT SURVEY PERIOD
Transilvania Expres Gross: 9.554 returns: 1.414 Jul - Dec 2006
Informatia Brasovului
Gazeta de Transilvania
Monitorul de Brasov
Monitorul Expres Gross: 2.493 returns: 435 Jul - Dec 2006
BRASOV
Buna ziua Brasov
Pretul Zilei
Monitorul de Fagaras
Brasoi Lapok
Zile si Nopti Gross: 22.154 returns: 117 Jul - Dec 2006
Sansa
Amprenta
BUZAU
Opinia
Viata Buzaului
Curierul
Jurnalul de Calarasi
CALARASI
Semnal de ialomita si Calarasi
Exclusiv
Timpul Gross: 9.227 returns: 964 Jan - Jun 2006
CARAS SEVERIN 24 Ore
Sud Vestul
Clujeanul Gross: 8.187 returns: 1.810 Jul - Dec 2006
Buna ziua Ardeal
Kronika
Szabadsag
Ziarul Clujeanului
Auto Business
Adevarul de Cluj
Gazeta de Cluj Gross: 4.075 returns: 1.590 Jan - Jun 2003
CLUJ
Saptamana Clujeana
CJ 24 FUN
Sapte Seri Gross: 20.000 returns: 99 Jan - Jun 2006
Monitorul de Cluj
Piata Imobiliara
Piata de la A la Z
Informatia saptamanii
Zile si Nopti Gross: 15.000 returns: 55 Jul - Dec 2006
Telegraf Constanta
Cuget Liber
Observator de Constanta Gross: 1.197 returns: 522 Jan - Jun 2006
Fitzuica
CONSTANTA
Independentul
Jurnalul de Constanta
Impact
Seara de Seara
Observator Covasna
Cuvantul Nou
COVASNA
Haromszek
Szekely Hirmondo
Jurnalul de Dambovita
DAMBOVITA Impact
Ziarul de Dambovita
DOLJ Gazeta de Sud Gross: 31.248 returns: 1.248 Jan - Jun 2006
Gazeta de Sud - ed de Duminica Gross: 4.292 returns: 648 Jan - Jun 2006
Gazeta de Sud - Ghid TV Gross: 41.157 returns: 2.068 Jan - Jun 2006
Sapte Seri Craiova Gross:15.000 returns: 102 Jan - Jun 2006
Editia speciala de Oltenia Gross: 20.104 returns: 1.180 Jan-Jun 2006
Indiscret in Oltenia Gross: 6.135 returns: 1.248 Jul - Dec 2006
Prima Ora in Oltenia
Cuvantul Libertatii

initiative 37
press

Local Titles
COUNTY TITLE CIRCULATION / BRAT SURVEY PERIOD
Viata Libera Galati Gross: 10.428 returns: 885 Jul - Dec 2006
Monitorul de Galati
GALATI Zile si Nopti Galati, Braila
Impartial
Realitatea
Jurnal Giurgiuvean
Semnal de Ilfov si Giurgiu
GIURGIU Giurgiuveanul
Informatia de Giurgiu
Giurgiu Expres
Gorjeanul
Impact in Gorj Gross: 3.025 returns: 415 Jan - Jun 2006
Olteanul
7 Zile
GORJ
Gorj Domino
Adevarul de Gorj
Informatia Gorjului
Obiectiv Gorj Magazin
Adevarul Harghitei
A Nap
Heti Hirheto
Uj Kelet
HARGHITA Vocea Muresului si Harghitei
CamionSupermarket Gross: 11.862 returns: 5330 Jul - Dec 2006
AutoSupermarket Gross: 18.502 returns: 7.572 Jul - Dec 2006
Harghita Nepe
Udvarhelyi Hirado
Cuvantul Liber Deva Gross: 8.000 returns: 521 Jul-Dec 2006
Hunedoreanul Gross: 5.989 returns: 1.442 Jul - Dec 2006
Gazeta de Hunedoara
Zile si Nopti Deva
HUNEDOARA
EuroPiata Hunedoreana
Servus Hunedoara
Gazeta Vaii Jiului
Matinal
Impact
Semnal de Ialomita si Calarasi
Tribuna Ialomitei
Jurnalul de Ialomita
Puls
IALOMITA
Independent
Mesagerul de Urziceni
Ialomita
Stirea
Gazeta de Sud-Est
Ziarul de Iasi Gross: 11.837 returns: 1.726 Jul - Dec 2006
Ziarul de Iasi - ghid TV Gross: 14.746 returns: 2.457 Jul - Dec 2006
Ziarul de Iasi - ghid IT
Ziarul de Iasi - ghid Auto
Ieseanul Gross: 6.004 returns: 1.724 Jul - Dec 2006
Evenimentul de Iasi
IASI IS 24 FUN
Opinia Studenteasca
Flacara Iasiului
Jurnalul de Est
Monitorul de Iasi
Financiarul
24 de ore

38 initiative
 press

Local Titles
COUNTY TITLE CIRCULATION / BRAT SURVEY PERIOD

Gazeta de Maramures Gross:4.000 returns: 743 Jul - Dec 2006

Informatia Zilei Maramures Gross: 3.029 returns: 377 Jan - Jun 2006
(H) Ora Locala
De toate pentru noi
Jurnal de Vineri
MARAMURES Zile si Nopti Baia Mare, Satu Mare
Glasul Maramuresului Gross: 7.954 returns: 471 Jul - Dec 2005
Graiul Maramuresului
Piata de la A la Z
Banyayideki Uj Szo
Viata Maramuresului

Gazeta de Severin
Mehedinteanul
Obiectiv Mehedintean
MEHEDINTI Publistar
Jurnalul de Mehedinti
Datina
Piata Severineana

Ziarul de Mures Gross: 3.880 returns: 780 Jan - Jun 2006

Cuvantul Liber Tg. Mures
Zi de Zi
Nepujsag
MURES Zile si Nopti
24 Ore Muresene
Vocea Muresului si Harghitei
Jurnal de Sighisoara
Flash

Monitorul de Neamt Gross: 3.394 returns: 307 Jul - Dec 2006

7 Zile
Realitatea Media
NEAMT Ziarul de Roman Gross: 1.520 returns: 97 Jul - Dec 2006
Monitorul de Roman Gross: 1.161 returns: 75 Jan - Jun 2006
Ceahlaul
Gazeta de Neamt

Gazeta de Sud - editie Olt

Gazeta de Olt Gross: 2.443 returns: 136 Jul - Dec 2006
OLT
Gazeta Oltului
Oltpress

Telegraf de Prahova
Monitorul de Prahova
Republicanul Gross: 2.011 returns: 435 Jul - Dec 2006
Raid
Argus
Opinia Romaneasca
PRAHOVA
Ploiestii
Gazeta de Prahova
Prahova
Informatia Prahovei
Agora Campus
Viata Prahovei

initiative 39
press

Local Titles

COUNTY TITLE CIRCULATION / BRAT SURVEY PERIOD

Graiul Salajului

Salajanul

SALAJ Gazeta de Salaj

Magazin Salajan

Szilagysag

Informatia zilei Gross: 13.151 returns: 290 Jan - Jun 2006

Szatmari Friss Ujsag Gross: 11.156 returns: 482 Jan - Jun 2006
SATU MARE
Gazeta de Nord - Vest

Glasul Satmarului

Tribuna Sibiu Gross: 15.938 returns: 603 Jul - Dec 2006

Sibianul Gross: 4.177 returns: 1.284 Jul - Dec 2006

Ziarul de Sibiu

Monitorul de Sibiu

Tribuna Sporturilor

De toate pentru toti

Topul firmelor din Sibiu

SIBIU
Zile si Nopti Sibiu

Rondul

Informatia Saptamanii

Hermannstadter Zeitung

Obiectiv Sibiu

Sibiu Business

Monitorul de Medias

Monitorul de Suceava Gross: 8.863 returns: 525 Jul - Dec 2006

Pretul

SUCEAVA Crai Nou

Jupanul

Obiectiv Suceava

Teleormanul Liber

TELEORMAN Gazeta de Teleorman

Informatia Teleormanului

Curierul de Valcea

Arena Valceana

City

Mica Publicitate

Radical

VALCEA Ziarul de Valcea

Gazeta de Valcea Gross: 5.141 returns: 685 Jul - Dec 2006

Monitorul de Valcea

Obiectiv Valcea

Viata Valcii

Vocea Valcii

40 initiative
 press

Local Titles
COUNTY TITLE CIRCULATION / BRAT SURVEY PERIOD
Agenda (weekly) Gross: 59.417 returns: 7.600 Jan - Jun 2006
Publi Tim Gross: 26.746 returns: 256 Jan - Jun 2006
Renasterea Banateana Gross: 14.713 returns: 766 Jul - Dec 2006
Banateanul Gross: 10.892 returns: 3.206 Jan-Jun 2006
Uj Magyar Szo - national Gross: 8.516 returns: 3.840 Jul - Dec 2005
Redesteptarea Gross: 7.137 returns: 192 Jul - Dec 2006
Focus Vest
Zile si Nopti Timisoara Gross: 10.962 returns: 204 Jul - Dec 2006
TIMISOARA Sapte Seri Timisoara Gross: 20.000 returns:100 Jan - Jun 2006
Fotbal Vest
Bazar Banatean
Jurnalul Banatean Gross: 7.350 returns: 512 Jan - Jun 2005
Banat Business
Vacances
Vivid
Agenda Zilei Gross: 4.809 returns: 664 Jan - Jun 2006
Timis Expres Gross: 24.648 returns: 0 Jan - Jun 2006
Obiectiv Tulcea
Acum
TULCEA
Delta
Tulcea Expres
Obiectiv Vaslui Gross: 3.497 returns: 282 Jul - Dec 2006
Meridian
VASLUI Pareri Tutovene
Monitorul de Vaslui
Adevarul de Vaslui
Monitorul de Vrancea Gross: 5.097 returns: 794 Jul - Dec 2006
Monitorul de Vrancea-Ghid TV Gross: 6.346 returns: 1.088 Jul - Dec 2006
VRANCEA Ziarul de Vrancea-Ghid TV Gross: 5.600 returns: 818 Jul - Dec 2006
Ziarul de Vrancea Gross: 5.141 returns: 685 Jul - Dec 2006
Milcovul Liber

Source: Initiative & BRAT

2007 Perspectives

• A number of rate card tariffs get switched from EUR to RON.

• The number of business dailies will grow (eg. Business Standard, etc)
• More newspapers will join the layout transition from bleed page to compact.
• Competition between top quality newspapers category (Cotidianul, Gandul, Ziua, Romania Libera), will
grow, as the newspapers are constantly revamped both in terms of layout and editorial. Promotional
initiatives are expected to become more sophisticated. Interesting and unique is Cotidianul’s promotion
where the newspaper is sold at a higher price on Monday and Wednesday but accompanied by books.
This promotion triggered a 150% circulation growth.
• A new trend emerges, the so-called „intelectual tabloids” which are high-circulation newspapers such as
Adevarul, Evenimentul Zilei and Jurnalul National seeking to boost their circulation through promotional
campaigns such as ”Win a president salary” (Evenimentul Zilei) or „Cash Mania” (Adevarul) etc
• The acquisition trend on local press continues, which started a couple years ago, continues. Inform Media,
MediaPro, WAZ and more recently German group EMI will continue to expand in this market.
• The free publications will continue their expansion.
• More and more publications understand to go digital (on-line editions, blogs, mobile phone content, etc).
SATI – BRAT, the new internet measurement tool will help media agencies and clients alike to use the on-
line magazine editions (especially on daily newspapers).

initiative 41
outdoor

OUTDOOR
Overview
The increasing outdoor market was stimulated by the
development of advertising market; the perspective
of EU integration and by the imminent ban of tobacco
advertising. The major tobacco companies (PMI,
BAT and JTI) increased their support of existing
brands and launched new brands. New entrants on
the tobacco market also invested in the quest for
quick awareness (eg. China Tobacco – Dubliss,
Gallagher, Sovereign).
The lack of inventory and the struggle of these
advertisers for impact and differentiation were
triggered the development of unconventional, special
projects, especially in core city centers. The
competition in terms of creative execution and the
related production led to an increase in budgets
invested in this type of campaigns.
In order to absorb the budget increase the outdoor
companies updated their existing networks by
transforming standard billboards in backlits or by
upgrading the size of their billboards (4X3 and
5.04X2.38 become bigger). Also, they the mesh
installation expanded rapidly across most cities.
Despite this development, the demand could not be
met entirely.
A number of specialized, independent Outdoor
suppliers account for quite a significant share of
market as shown at ‘Others’. Among the best known
are: Mistic Media, Wizard, Itineris, Amco, Media
Communication etc.
The main OOH formats
According to SNA FOCUS data (Jan06-Jan07), the
main types of outdoor advertising observed by 14-64
individuals living in urban areas are large posters on
streets/buildings, advertising in bus shelters and on
transit vehicles. 6.5 mil persons are exposed for
more than 3 hrs/day to outdoor advertising.
The estimated total number of outdoor sites in
Romania is over 20.000. Usual OOH formats are
classic billboard, backlit, citylight and bus-shelter.
Regarding the urban furniture, only a limited number
of sites and models are installed currently by the
main OOH companies. The first in urban furniture
was News Outdoor with round poster stands and
prisms. News Outdoor also replaced the citylight
1.1X1.6m with a new, bigger one 1.2X1.8m. Still, the
introduction of this new format of citylight on a
standardized market affects to some extent the
planning and production budget for citylight
campaigns.

The main OOH spending categories in 2006 are:

Telecommunications, Tobacco, Retail and
Banking/Financial Services, Automotive. Starting
Jan 2007 Tobacco advertising is banned but the
remaining inventory has been already booked by
other clients expanding their OOH investment.

The estimated net value of the Outdoor market

(media only) in 2006 was is 39 mil.€, a 30% increase
compared to 2005 (Initiative’s estimation). For 2007
we predict an increase of 15%.

According to statements gathered from major OOH

companies active in the Romanian market, the
Romanian Outdoor market structure is:
• EPA Media (with Euromedia and Betacons):
44% market share;
• News Outdoor: 13% market share;
• Affichage (including Churchill View and RBN):
10% market share
• Klass: 9% market share
• Effect Media (property of Multireklama): 8%
market share
• Imperial: 4% market share
• New Age: 4% market share
• Others: 8% market share

42 initiative
 outdoor

TYPE OF SPECIAL PROJECTS (examples)

initiative 43
outdoor
Place-based media / Indoor
The development of place-based media, mainly
indoor, really took off in the recent years.
Media owners developed such networks in schools,
university campuses, medical centers, fitness
centers, even in hospitals, in pubs and in business
centers thus offering a wide range of target touch-
point opportunities.
OOPS network uses A3 formats inside the
restrooms of restaurants, pubs and fast foods, being
the first to launch this concept.
Monopoly TV developed a network of plasma
screens (with different type of display) placed inside
malls, major hypermarket and supermarket centers,
pharmacies, clinics, airports, fast-foods (McDonalds,
KFC) and gas stations. Also the development of
retail banking offered the opportunity for plasma TV
networks installed in bank branches all across the
country. Monopoly TV develops the system both in
terms of content and interactivity with the consumer
at the point of purchase introducing also the ‘digital
poster’ in interaction with the mobile phone.
Also interesting for fine targeting needs is the offer
concerning advertising inside elevators at business
centers and selected residential buildings.
OOH production suppliers
Over the past year, the Outdoor production
registered a constant growth, major international
companies entering the Romanian market.
Subsequently the market could access more
efficient, and sophisticated production facilities
delivering innovation and improved quality. This
serves well the increasing market demand for quality
sites (e.g. meshes, cubes, backlit and special
projects).
Last two years brought a significant increase in terms
of number of digital print machines (40 of them in
Bucharest and in the big cities). Main production
suppliers already had a wide range of print machines
with different resolutions, formats and materials (e.g.
flat bed).
Main production suppliers:
A&M INT’L - Outdoor digital prints and Indoor digital
prints
AVANTGARDE PRINTING - Outdoor digital prints
BIG PRINT - Outdoor digital prints
44
Impression Graphics ROMANIA
Formerly operating as Hecht Romania, the company
is now part of Impression Group, no 1 in Europe;
Services include Outdoor digital prints; Outdoor
Offset (up to 6 colours) / Screen-printing (up to 4
colours); Indoor digital prints
ELLERHOLD - Offset: up to 6 colours; Screen-printing
The main suppliers for illuminated signs (e.g. bus
shelters, rooftops) and urban furniture are: Eltrix,
Klass Prodexport, Plasty-Prod, Arcomat and
Aerocompozite.
Developments in 2006
- A notable rapid development of building-
mounted ‘TV screens”. The number of suppliers
had tripled over 2005. The main suppliers in this
field covering Bucharest and the biggest cities
are: Phoenix, Efect, Media Advertising, Vision
Media.
- The mobile affichage become more visible due
to Mobil Affiche company whose vehicles get
busier with orders from various advertisers also
thanks to the possibility to use the vehicles for
unconventional displays.
- A syndicated outdoor study did not emerge in
2006. Yet the main suppliers offer their own
studies:
- EPA Media ordered the first research study for all
subway stations in Bucharest. The objective of
the study is the measurement of efficiency for
advertising campaigns using this media channel.
- Phoenix Media, specialized on TV screens
conducted a study in order to asses the city
areas with the biggest audience for this media
support.
- Affichage conducted an evaluation study for their
billboards as well.
Perspectives 2007
- The following advertising categories are
expected to intensify their OOH communication:
Banking and Financial Services;
Telecommunications; Retail; Automotive
- Street furniture is expected to develop focusing
on Bucharest in the beginning;
- The TV screen network will continue to increase
faster compared to all other outdoor media types;
- The authorities’ pressure to align to EU
standards will also increase the regulation of the
OOH market, (dimensions, placement in keeping
with the urban planning requirements,
authorization, etc).
initiative
 cinema

CINEMA
Overview
According to NCC (The National Cinema Centre) the decreasing trend recorded since 2001 continues in 2006
in terms of number of active cinema halls and number of tickets sold. Yet, the average price of ticket is thriving
(by almost 20%) in 2006 compared to 2005.
General 2001 2002 2003 2004 2005 2006
overview
according
NCC abs. val. abs. val. chg% abs. val. chg% abs. val. chg% abs. val. chg% abs. val. chg%
No of
active 259 230 -11% 191 -17% 155 -19% 85 -45% 73 -14%
cinemas
Admission 5.726.248 5.316.388 -7% 4.527.054 -15% 4.002.349 -12% 2.829.563 -29% 2.777.000 -2%
Gross Box
Office 15.415.730 20.122.043 31% 22.451.583 12% 24.872.000 11% 24.423.454 -2% 28.280.000 16%
(RON)
Average
admission 0.26 0.24 -8% 0.21 -13% 0.19 -10% 0.13 -32% 0.13 0%
per
inhabitant
Average
ticket price 2.69 3.78 41% 4.95 31% 6.21 25% 8.60 38% 10.20 19%
(RON)
As expected, American blockbuster productions Media Pro Cinema (with Hollywood Multiplex
attracted the highest number of admissions Bucharest Mall, Hollywood Multiplex Lotus Oradea,
irrespective the year analysed, followed in order by and Cinema Pro) is the main market player, with
European productions, then Romanian ones. 47% estimated market share in 2006.

Graph 1: admissions evolution Hollywood Multiplex Bucharest Mall (10 screens)

remained the main market player, with 40% of the
total gross box office. Also, according to Trafic.ro
(http://stat.trafic.ro/stat/hmultiplexro) the number of
unique visitors of HM site increased permanently
(going for as much as over 100.000 visitors in the last
30 days). The most visited day of the week (on
average) is Saturday.

Hollywood Multiplex’s sales policy has several

features:
• Audience Delivery Package (ADP) –
commercials are featured on all screens, at all
movies, with the option of excluding children’s
movie. Advertisers buy a guaranteed number of
Source: NCC – Yearbook Cinema 2001-2005 admissions which are monitored by the tickets
sold.
In 2006, Cinema accounted for some 0.21% of the • Film Package (FP) – commercials are featured
total net media spend (770.000 Euro according to at specific movies selected to match the brand
Initiative’s estimation). For 2007 we estimate a 30% positioning.
increase (around 1.000.000 Euro – net figures).
RADEF used in present just 39 screens from all
Main players on the market (estimated figures): 317 (the others are rented or closed). There is an
intention for 2007 to sell the entire network to a
Market Share% Admissions BO RON
HMO 32% 40%
single buyer. This state owned organization faces
Movieplex 24% 32%
multiple challenges in a decreasing yet
Cinema PRO 3% 3% competitive market and there’s a visible trend of
Lotus 5% 4% decreasing the number of effective running
Others 36% 21% screens.

initiative 45
cinema
Catalina Advertising is the main sales house for
this network. Catalina Advertising offers 10 first class
locations in seven cities and 18 second class
locations.
Cable Direct with Movieplex Bucharest (11
screens), the Glendale Network (Cotroceni-
Bucharest, Tomis Mall-Constanta) plus some others
in big cities such as Braila, Pitesti, Satu Mare, Zalau,
Iasi. In the fall of 2006, Cable Direct also lost an
important screen, Glendale Constanta.
Movieplex compete on the cinema market with
Multiplex. Concerning number of unique visitors
www.plazaromania.ro is on 3rd place after
www.hmultiplex.ro and www.cinemapro.ro
(with 13.000 visitors in the last 30 days). The day
with the most visitors is Wednesday. As regards the
sales policy, Cable Direct is in position to offer more
competitive advertising packages.
Where the sales policy is concerned, Cable Direct
offers great flexibility to its clients, combining
packages where commercials are placed at all
movies for a guaranteed number of admissions, but
also unique price per spot package.
For the first time, Cable Direct offered its cinema
clients the opportunity to create an association with a
movie of their choice across different media including
TV, radio and Internet.
All cinema advertising sellers offer their clients
combined packages including the opportunity to
advertise and promote off-screen.
• Hollywood Multiplex – sponsored premieres,
special events (private broadcasting, product
launches, press conferences etc), product sampling
at the entrance in halls, mini-stands placed in the
hallway, posters placed in the Multiplex Hall or in
Shopping Centre Halls, branded program leaflets
and cinema tickets, inflatable, stickers, banners,
spots on LCD, premium card partnership, interactive
contests on the net (at www.hmultiplex.ro) etc.
• Catalina Advertising – places banners,
posters, rents the available space for promotions
or other interactive programs
• Glendale Network – offers nation-wide
campaigns, based on movie associations, both
on and off screen
The seasonality of cinema goers directly influences
the seasonality of cinema advertising. The peak
periods are April - June and November - December.
46
Profile of movie goers (SNA FOCUS Jan 06-Jan
07 /Target 14-64 y.o, urban area by BRAT)
• Only 13% of the population 14-64, all urban
went to the cinema in the last 12 months.
Concerning frequency of visits to cinema 75%
of the movie goers went to the cinema once
per trimester or often.
Graph 2: Frequency of cinema visits
• Cinema goers – main characteristics: youth (71%
between 14-29 y.o); lonely (66% persons without
partner); high education and income (35%
university degree and 31% has over 150€ per
family member) see graph 2 page 47
• They are interested in traveling, new technology
and fashion see table page 47
• According SNA FOCUS (BRAT) most of cinema
goers (65%) usually go to a traditional cinema
due to low incidence of modernized cinema
theatres countrywide and also because of a
lower ticket price. Still, going to a multiplex
cinema increased at 27% in 2006 (the answers
DK/NA were not taken into account). Most
multiplex goers are young: 80% are 14-34 y.o.
Over 55% of them are women and 44% have
high social status (AB).
Cinema advertising split by industry
Advertising categories do not change much as
compared to previous years. The biggest spenders
are : Auto, Beverages, Alcohol (beer), Cigarettes.
There’s plenty of room for new challengers who
rediscovered the benefit of this captive audience:
FMCG, healthcare, real estate, banking etc.
initiative
 cinema

Graph 3: Movies goers - profile (Affinity index)

Main Topics of interest Cinema visitors in the last 12 months

Univers (000) Affinity Index % Vert.

Tourism (Travels/Holidays) 895 128 75.3

Internet 827 204 69.5

Fashion/Beauty 808 121 68

Computer/Software/IT 807 181 67.9

Culture/Music/Theatre/Cinema 786 146 66.1

Sport Events 704 115 59.2

Science And Technique 678 130 57

Tests/Games/Crosswords 549 125 46.2

Auto Motor 544 132 45.7

Economic/Finance/Bank/Stock 499 127 42

Exchange

initiative 47
internet

INTERNET
Overview Key Internet clients in 2006
In 2006 the Romanian Internet market showed The major advertisers on Internet are especially from
strength and significant potential: Telecomm, Automotive, Banking and IT/Electronics/
- More than 30.000 Romanian websites Communication categories, with brands whose
generating more than 900.000.000 page views target is a frequent Internet user. FMCG advertisers
per month (source: www.trafic.ro) also increased their Internet spend, a trend that is
- Computer sales evolution is encouraging: over expected to continue.
900.000 PC per year reported by EITO
(European Information Technology Observatory), CARS /
BANKING/
60% more than in 2005. TELECOM FINANCE AUTO IT TRAVEL
RELATED
- Access to Internet is consolidating rapidly
through consolidation and sophistication of
Raiffeisen
provider companies along with continuous Romtelecom Bank Daewoo Nokia KLM
expansion of triple-play offers (TV, Internet and
Voice) for residential subscribers. Zapp Allianz Renault Microsoft Air France
- The number of Internet connections is steadily
growing, 135% versus 2005 Orange BRD Citroen Panasonic British
- Out of 3.3 million Internet connections reported Airways
at the end of 2006, aprox. 55% (1.8 million) are
broadband. Vodafone ABN Amro Romcar Canon
- Increased security over Internet and rapid spread
Finansbank /
of ‘plastic money’ has helped e-commerce to Cosmote Credit Porsche HP
develop. Today there are more than 400 online Europe
stores, totalizing yearly sales of 42 mil. USD
(according to Dot Commerce, Romcard). EuroGSM Banc Post Autoitalia Ultrapro

Online advertising budgets ING Group Chevrolet Phillips

Online advertising has grown its share in total ad
spend from about 2.400.000 € in 2005 to over BCR/Erste Midocar Sony
5.400.000 € in 2006. The predictions for 2007 are
about 8.5 mil. €
Internet is preferred mainly due to its select audience OTP Suzuki Samsung
(relatively younger, more affluent and trendier, with a
natural inclination toward experiencing and trial). Banca Honda IBM
Romaneasca
Graph 1: Net adspend evolution – 2001-2007
Unicredit Mol

Rompetrol

Source: Arbomedia

Amid FMCG advertising on Internet, Beer and Soft

Drinks are the highest spending categories followed
by Confectionery and Beauty products.
FMCG DRINKS FMCG BEAUTY FMCG FOOD

Interbrew P&G Perfetti

Brau Union Avon Finetti

2001: 100.000 € 2005: 2.400.000 € Coca Cola Unilever Dr. Oetker

2002: 200.000 € 2006: 5.400.000 € Pepsi ColgatePalmolive PizzaHut / KFC
2003: 600.000 € 2007: 8.500.000 €
2004: 1.000.000 € Source: IM estimation Source: Arbomedia

48 initiative
 internet

Top players in Internet sales
As compared to 2005, the market split is significant,
more and more publishers invested big bucks in
valuable content, attracting bigger and bigger
audiences. 8 vendors share the market as compared
to 4 in 2005, and the number is expected to double
in 2007.
1. Netbridge Investments – trafic.ro (monitors
the traffic on Romanian sites, vendor for 100+
websites): inventory of 300 mil. pageviews
2. ARBOmedia (media sales house for 150+
websites): inventory of 240 mil. pageviews
3. Adevolution (online sales house for 100+
websites): inventory of 170 mil. pageviews
4. MPInteractive (Digital division of Media Pro –
biggest TV media group - owns 20+ websites):
inventory of 100 mil. pageviews
5. SMInteractiv (online sales house for 20+
websites): inventory of 41 mil. pageviews
6. Media Café (online broker for Yahoo!, MSN
inventories): inventory of 3500 mil. pageviews
7. Rol Networks (online publisher with 30+
websites): inventory of 44 mil. pageviews
8. Internet Corp (online publisher with 5
websites): inventory of 45 mil. pageviews
Top 20 most visited sites according to trafic.ro (more
than half are news websites):
• Download sites: softpedia.com, soft32.com
• News: evz.ro, libertatea.ro, hotnews.ro,
gandul.info, 9am.ro, antena3.ro, cotidianul.ro,
jurnalul.ro, protv.ro, realitatea.net
• Portals: kappa.ro, rol.ro, acasa.ro, neogen.ro,
itbox.ro, roportal.ro
• Entertainment: eastrolog.ro, jucaushii.ro
• Dating: sentimente.ro
• Lifestyle: eva.ro,
• Business/Trading: ghidafaceri.ro, clubafaceri.ro,
okazii.ro,
• Sports: gsp.ro, prosport.ro,
• Auto/Moto: autovit.ro
• E-learning: clopotel.ro
• Jobs: ejobs.ro
Consumer insight
Internet penetration
36% of population in urban area uses Internet, where
24% of them at least once a week according to the
Internet Monitor survey of GfK Romania 2006 (all, 15+).
Graph 1: Internet usage frequency

Online formats & most visited sites

• Banners remain a widely used format: rectangle,

leader-board, full banners.
Although intrusive ad formats are a significant
draw-back for Internet consumption with negative
consequences for brand perception and future Source: GfK Romania Internet Monitor 2006
traffic, still some advertisers use them in the form
of: over-layers, automatic rollovers, sticky ads, The Internet penetration rate in Romania is 23%. By
interstitials, video. contrast, the highest penetration rate in Europe is
• Other formats used are: around 75% in Sweden and Norway.
- E-newsletters Concerning the location for Internet usage, “home
- Advertorials access” increases vs “access from public places”.
- Site and section sponsoring
- Site branding Place for using the
National Urban Area
- Online contests/games Internet Base: 2.727 internet Base: 2.208 internet
- Online sampling campaign, promotions with users users
temporary dedicated sites etc Home 52% 58%
Blogging is not yet critical for Internet campaigns in Public places 25% 23%
Romania due to low coverage/use and also due to Office 25% 25%
difficulties in designing and maintaining such Friends, relatives 15% 15%
campaigns. Some blogs of famous journalists have
School 10% 9%
begun to include online advertising, and there are
paid professional bloggers who attract small budgets University 5% 5%
for non-conventional online campaigns. Mobile phone 3% 2%
There are also contextual advertising formats Other places 3% 3%
available based on CPC model, still having a small
share (less than 1%) of the total online adspend. Source: GfK Romania Internet Monitor 2006

initiative 49
internet

The Internet users in urban areas spend online some 2007 Perspectives
13.8 hours a week. The number is 12.4 hours a
week at national level. These numbers show a 46% - Main investing categories largely the same as in
increase vs. 2005. 2006: Telecommunications, Automotive, Banking
and IT/Electronics/Communication. FMCG,
Regarding internet usage purpose: news readers tourism and online shops expected to grow.
migrate to the Internet (12 of the top 20 sites are - Interactivity with the consumer is expected to
news sites). improve through special projects based on
promotion, newsletters, etc. Transaction-based
campaigns will begin to play an important role in
National Urban Area using Internet not only as a branding tool but also
as a sales outlet.
Internet usage - Contextual advertising is rapidly expanding
purpose - The number of internet publishers and vendors is
Base: 2.727 internet Base: 2.208 internet
users users expected to continue to grow in 2007
- Market and online ad spend monitoring tools to
be designed by joint industry comitees (BRAT –
Romanian IFABC, IAB Romania etc)
E-mail 61% 64% - Google entrance on Romanian Internet market
will affect positively online advertising share of
budgets, while competition between vendors will
Info about events 49% 50%
be affected by this big entrance in a - still -
emerging market.
Reading news 47% 49%

Chat 46% 47%

Info about jobs 26% 27%

Reading sport news 20% 20%

Interacting with 18% 19%

authorities

Check timetables 13% 14%

Reading forecast 13% 14%

Buying things 9% 9%

Stock exchange info 8% 9%

Banking services 4% 4%

Others 17% 16%

Source: GfK Romania Internet Monitor 2006

50 initiative
 new media

NEW MEDIA
With an increasing number of Internet and mobile
phones users, Romania is on it’s way in the new
digital world. The rapid ascension of “the digital
consumer” reflected by the Internet penetration
(23%), the 82% penetration of mobile telephony
(82%) together with an obvious change in lifestyle
have caused a decline trend for traditional TV
audience.
New technologies emerge and although net reach is
still small, the trend is sharply on the up. Hence the
interest of advertisers which drives the market and
the media spend. Among digital media channels
SMS/MMS, Bluetooth, Digital TV, mobile content and
mobile TV are already here and can be used for
advertising.
valuable information for mobile users. Depending on
the technology used, these platforms either allow
downloading packages directly form Internet while
others allow permanent connection where users
simply browse the necessary information by
accessing various WebPages.
Mobile TV is a big challenge for mobile operators,
three out of four big mobile operators already have
the service running. Only one of the operators,
Orange, has more than 18 TV channels available on
mobile devices, while Vodafone has only 7 TV
stations. The late entrant, Cosmote, is rapidly
expanding this service using the top notch I-mode
technology (trademark of NTT DoCoMo, Inc) in order
to catch up with the leaders of the digital ‘race’.

SMS/MMS is a widely spread activity for Romanian

mobile users. Advertisers use this opportunity so
SMS advertising is on the rise, however no
measurement data is available yet. While privacy
protection is arguable, SMS advertising is used as a
tactical component especially for “teen” and “youth”
brands.

Bluetooth technology enables advertisers to reach

customers in various traffic areas, such as malls,
university campuses and other places. Although this
high end technology is rapidly expanding, not all
users are aware of its usage and benefits.

Some pioneering campaigns using Bluetooth

technology proved that the opening rate is good
(more than 10%) and according to predictions, the
penetration of Bluetooth enabled mobile phones
shall grow in the following years. Two operators
(MVCom and ProxyCast) share this incipient market
with mobile units that cover certain high traffic areas
such as malls, big stores, university campuses or
even retail chains (Altex).

Digital TV is rapidly expanding in Romania: four

operators (IPTV, Boom TV, Dolce, UPC) and
targeting new houses areas (Romtelecom’s Dolce
service has the biggest communication budget and
the largest coverage), dealing with some 100.000+
customers. The growth rate is expected to skyrocket
over the next few years, while analog TV audiences
will decrease. TV-on-Demand has a very low rate of
growth.

Mobile content is rapidly gaining momentum: several

big websites already developed mobile platforms
allowing mobile devices to connect and provide

initiative 51
economic landscape

ROMANIA – ECONOMIC LANDSCAPE

Romania – Geographical and administrative Graph 1: Population by age – evolution
organisation

Romania is the largest country in the Balkans and the

13th in Europe, with an area of 238.391 square km
(92.043 square miles).

Romania is a Republic, according to the Constitution

of 2003, the president being elected by universal
vote every five years for up to two mandates. The
two-chamber Parliament, the Senate and the
Chamber of Deputies, are the people’s supreme Source: The National Institute of Statistics
representative body and the only law-making
Labour Force 2002 2005
authority. Both chambers hold equal and
complementary responsibilities. The official Inactive population 53.8% 54.4%
language is Romanian. Since 1st July 2005 - Active population 46.2% 45.6%
National currency is Romanian RON Employed 42.4% 42.3%
(1 RON = 10.000 ROL). Unemployed 3.8% 3.3%

Bucharest Municipality is the political and Source: The National Institute of Statistics
administrative capital of Romania (1.940.486
inhabitants). Other major urban centres are: Iasi, Employment
Constanta, Timisoara, Cluj-Napoca, Brasov, According to the data supplied by the National
Craiova, Galati, Ploiesti and Braila. Institute for Statistics, the unemployment rate tends
to decrease.
Population
Based on the INS data the population was Graph 2: 2006 Unemployment rate evolution / month
21.565.119 inhabitants (90.4 inhabitants/square km
and 2.9 persons/household) of which 54.9% in urban
areas and 45.1% in rural areas. The decrease of
around 6% compared with previous Census (1992)
is a result of the population negative natural evolution
and of the migration abroad.

Life expectancy: 2005

Total population 71.35 years Source: The National Institute of Statistics

Male 67.86 years Salary

Net nominal average wage per economy in 2006
was 862 RON (about 245€). Compared to 2005, the
Female 75.06 years
net salary was by 16.8% higher.
Source: The National Institute of Statistics Graph 3: 2006 Medium net salary evolution / month
Romanian population is composed of Romanians
(89.5%), Hungarians (6.6%), Gypsies (2.4%) as well
as Ukrainians, Germans, Serbs, Turks (1.5%).
By religion, the population is predominantly Orthodox
(86.8%); Romano-Catholics is 4.7%, Reformats -
3.2% and other religions - 5.3%.

The population is primarily young, the dominant age

group being 0-44 y.o. (61.2%). Source: The National Institute of Statistics

52 initiative

ROMANIA – Macro-economical indicators
Exchange rate
Graph 4: Average exchange rate evolution
Source: BNR
Foreign investments
Foreign investment reached over 9082 mil Euro in
the 2006 (+74% increased). In 2007 FDI is estimate
to decrease with around 25% compared to 2006 (in
absence of major privatizations). The most attractive
economical sectors remain like in 2006: Auto,
IT/telecommunications and Buildings (green-field).
Graph 5: Foreign investments evolution
Source: The Romanian Agency for Foreign Investments and
The National Bank of Romania
Inflation
Inflation reached 5% in 2006 and was estimated
4.3% in 2007.
National Commission of Prognosis estimates the
next variations in comparison with the last year: 0.2%
- January; 0.5% - February; 0.8% - March; 1.21% -
April; 1.41%-May; 1.61% - June; 2.27% - July; 2.27%
- August; 2.48% - September; 2.99% - October;
3.81% - November; 4.3% - December.
initiative
economic landscape
Graph 6: Average inflation curve
Source: The National Institute of Statistics
Consumption market
In 2006 was registered an increase of HH spends for
consumption with 110% according “Consumer
Tracking Study of GfK Romania – FMCG ROL)
In the Drink and Food classes - Juices, Instant
Coffee, Fruit Yogurt and Chocolate Tablets/Bars are
the products which registered the highest increase in
terms of volume in comparison with 2005. In the Non-
food class – significant increasing are registered by
liquid Toilet Soap, Hair Shampoo, All Purpose
Cleaners and Detergents.
Investment in advertising vs. in-home
consumption for FMCG
Apart from building and distinguishing amongst
brands, in an emerging market as Romania where
the power of purchase is on an ascending trend, the
advertising spend contributes beyond doubt to an
overall growth for each category advertised.
53
economic landscape

January – December 2006: Advertising investments vs. in-home volume of consumption for Fast
Moving Consumer Goods

Graph 7: Advertising expenditure vs consumption per category

Source: Advertising expenditures – Alfacont; Volume of consumption - GFK Romania

Observation: in analysis were not included brand group and mixed communications (eg. the same spot/layout
for ground and instant coffee)

The consumption rose significantly for most products, mainly for some drinks and hygienics while few some
other food products lessened. As competition is fiercer each year, advertising spend grew skyrocket for certain
products such as edible oil, mineral water, toothpaste, detergents and shampoo.

54 initiative

PROFESSIONAL ASSOCIATIONS
Advertising professional associations promote the
interest of the industry either as a whole or that of a
certain domain. They support fair competition,
enforce good practice and ethics, implement and
manage research tools as an industry standard and
organise industry events and competitions such as
festivals, seminars, training necessary for a highly
professional industry.
Initiative Bucharest is an active member of all
major industry associations: IAA, ARMA, BRAT,
ARA and IAB.
International Advertising Association (IAA)
The International Advertising Association is a one-of-
a-kind strategic partnership which champions the
common interests of all the disciplines across the full
spectrum of marketing communications - from
advertisers to media companies to agencies to direct
marketing firms - as well as individual practitioners.
The International Advertising Association has grown
from a tripartite organization (advertisers, agencies
and media) into a one-of-a-kind strategic partnership
which champions the common interests of all
enterprises involved in the branding process. The
IAA has become a brand champion because all
aspects of responsible commercial communications
which contribute to a brand’ reputation need the
freedom to flourish without unwarranted restrictions.
Now, the IAA draws its members on a local, regional
or global scale from enterprises and individuals that
are committed to brand building, and value
commercial communications as vital to the success
of their business.
• advertisers
• advertising agencies
• media companies
• corporate communications
• marketing research companies
• package/label design studios
• sales promotion
• public relations
• interactive marketers and agencies
• direct marketers
The IAA is uniquely positioned to intercept emerging
cross-border trends before they become obvious,
and to provide marketing communications
professionals with an international, multi-industry
forum for the global exchange of knowledge, best
practices, professional development, intelligence,
experience and ideas.
initiative
professional association
The IAA works for the freedom of companies to
compete through responsible commercial speech,
and it fights for consumer choice made possible by
commercial speech which informs, inspires and
empowers individuals to raise their sights and reach
for the life they want.
IAA Romania was founded in 1993 to serve the
interests of the advertising industry in Romania. It
includes companies that advertise for their own
products/services, media and advertising agencies.
Its role is to promote in Romania the international
advertising standards and, in order to do this the
Association has achieved, in the thirteen years since
its creation, a series of significant actions. As a
trilateral forum, IAA provides an exchange of
opinions between members.
On behalf of its members, the IAA is dedicated to:
• championing the freedom to advertise
responsibly without unwarranted restrictions in
the overall market, or by specific product
category;
• fighting for consumers’ freedom to exercise their
right to choose in a free market society;
• continuously developing and implementing
programs designed to raise standards through
leading edge professional development for the
marketing communications community of the
future.
• providing an effective worldwide network for the
exchange of local market knowledge,
professional skill-set innovations and best
practices in brand building through a variety of
communication platforms, which include a world-
class Website.
• becoming the preferred portal/source for best
practices in brand building communications;
• delivering state-of-the-art professional
development for the marketing communications
community of the future.
• encouraging the freedom for advertisers and
consumers to engage in the exchange of
personal information, based on mutual respect,
which delivers added value to the individual;
Membership Advantages:
• global information on critical problems that affect
advertisers and advertising agencies, media and
other related specialized services.
• an international network of the marketing
communications managers, who can connect
with each other for contacts, references.
55
professional association
• contacts with governments and/or other
associations of the industry, in order to promote
the advertisement’s and the free information
flux’s value, to encourage the practice and
acceptance of the advertising self-regulations.
• publications on critical problems.
• professional development.
• congresses, symposiums and conferences. The
IAA Global Advertising Congress is an
Association’s biennial summit meeting that won
the reputation of the world’s greatest
communication and marketing managers’
meeting.
A Board elected in 2007 currently runs the IAA's
Romanian Chapter:
President: Felix T`taru (Managing Director, GMP);
Vice-President: Alexandra Olaru (Communications
Director, Unilever SCE);
Secretary: Cristina Simion (Managing Director,
Edipresse);
Treasurer: Cezar Dumitru (Senior Brand Manager,
Ursus Breweries);
Programme Directors:
Narcis Horhoianu (Associate Marketing Director,
Procter & Gamble Romania); Dan Petre (Managing
Partner, D& D Research);
Afrodita Blasius (Managing Partner, Bridge
Communication);
Diana Flutur (Managing Director, Odyssey
Communication);
Claudia Iacobu]` (PR Manager, QAB).
Over the last years, the IAA Board undertook few
important initiatives to the benefit of the entire
industry:
• EFFIE Awards in Romania. – EFFIE is an annual
award presented to recognize the year’s most
effective advertising campaigns – campaigns
that have delivered superior results in meeting
the objectives they were designed to achieve.
Both RAAA and IAA jointly organized the EFFIE
Awards first edition, in 2004, followed by the
second and third editions in 2005 and 2006.
• The IAA representatives worked together with
the authorities to revise the Audio-visual Law.
The proposed amendments have been
presented to all IAA members, for their input.
• The IAA representatives worked close together
different advertising norms, such as: product with
CNA on putting placement in reality shows, the
ban of medical endorsements in TV
commercials, rules for advertising and
teleshopping, advertising for medicines and
56
advertising for tobacco and beverages;
• IAA organized the “Positioning - Differentiate or
Die” Seminar with the well-reputed Jack Trout as
the main guest;
• IAA started a partnership with the Faculty of
Communication and Public Relations within the
Bucharest University;
• The IAA Board issues a regular newsletter for the
members.
• IAA School
- As the Romanian advertising industry
development is far beyond the marketing
educational system capacity of providing
professionals in this domain, the IAA
Romania developed the “IAA School” project
in order to build up educational programs for
preparing individuals for the marketing
communications industry of the 21st century.
- The IAA School has a set of values and
standards, agreed by the entire Romanian
advertising industry and will benefit of the
implication of the specialists and the
practitioners in advertising, for a real training
of the specialists.
- The educational programs in marketing
communications meet the IAA’s professional
standards and will prepare students for
global marketing communications.
IAA Romania Office
IAA Romania has its own office space, allocated by
the Bucharest City Hall. The office has almost 500
sqm usable space and is located in a representative
location, in a historical building, situated in the
downtown.
The administrative center has offices for the entire
IAA team and for the board members official
meetings, a library and archive for the IAA members.
The IAA School courses will be hosted in this
location.
“How advertising works” book
IAA Romania will publish the “How Advertising
Works” book for the Romanian market.
The original book “Wie werbung Wirkt” was originally
published in Vienna in 2001 and it will be adapted for
the Romanian market.
The book will be distributed free to the opinion
leaders in communication, authorities and in
communication schools but it will also be available in
the bookshops.
Source: Irina Iliescu, IAA
initiative

The Romanian Audit Bureau of Circulation
(BRAT)
BRAT is a non-profit organization aiming to supply
the advertising industry with accurate information on
press circulation figures and press audience. BRAT
has members among the major actors in the
advertising industry e.g. print editors, advertising and
media agencies and their clients, selling houses.
Beside circulation data, BRAT is able to provide
additional data such as press audience studies,
outdoor and Internet studies etc. Currently BRAT has
211 members: 157 press publishers, 26 advertising
agencies, 5 sales house, 10 advertisers and 13 web
publishers.
The management of BRAT (since 16 March 2007)
consists of:
• Silviu Ispas (ArboMedia) – President
• Arina Ureche – General Manager BRAT
• Daniel Secarea – Print Audience Project Manager
• Daniel Firez – Circulation Audit Project Manager
• Adrian Motirlichie – Internet Project Manager
Board of Directors – members:
• Media agencies: Anca Fieraru (Initiative Media),
Laura Dobre (Mindshare), Dan Balotescu (Media
Investment)
• Magazines: Mirela Iordache (Burda), Szilard
Meszaros (Edipresse), Claudiu {erban (Ringier
Romania)
• Central newspapers: C`t`lin Tolontan
(Convergent Media), Monica Popescu (Ziua),
Cosmina Noaghea (Publimedia International)
• Local newspapers: Grui]` Ien`[oiu (Solpress),
Mihaela Rugina (Viata Libera)
• Free copy: Alex Sandulescu (Bazar Media),
• DSA: Marius Gheorghe (Media Investment).
• Internet Department: Daniel Dragomir (UPS)
Ongoing projects
a. Circulation Audit
The Audit Certificates include detailed information,
on calendar months, regarding the printed copies,
the sold copies, the copies given away for free, the
copies sold through barter and the copies returned
for each audited publication.
Starting on the first semester of 1999, the
publications for which the Audit Certificates had been
issued submit a quarterly Circulation Declaration
upon own responsibility and under BRAT's authority.
The Circulation Declaration includes the most recent
circulation figures, the editors being granted the
opportunity to update such declarations monthly.
Then the figures are certified by audit during the next
initiative
professional association
audit period. Through the Declaration, the circulation
figure may be made public before the audit and used
in negotiating the advertising contracts.
The use of the Circulation Declaration offers a
significant competitive advantage to the publications
already having an Audit Certificate by using, under
the BRAT authority, the circulation figures 8-9
months in advance.
Based on the Circulation Declaration, the advertising
agencies and the advertisers can build advertising
strategies and allocate budgets using real circulation
figures. The Circulation Declaration is recognized
internationally as an instrument through which the
publications' current circulation figure can be made
public and exploited, being guaranteed that such
figures are monitored and will be audited for
confirmation shortly.
b. National Readership Survey (SNA)
It is carried out in compliance with the international
standards. The method used for calculating the
audience data is the Recent Reading Method. The
main indicator is A.I.R. (Average Issue Readership),
representing the average number of persons who
read / browse through a copy of a certain publication.
SNA includes 229 titles in total: 82 monthlies, 19
bimonthlies, 48 weeklies, 69 dailies and 11
supplements.
The SNA questionnaire includes questions regarding
primary media (press), secondary media (TV, radio,
cinema, Internet, outdoor), general media
consumption, purchase behavior, buying decisions,
socio-demographic data etc.
c. SNA FOCUS
BRAT published for the first time the results of the
general consumption survey, named SNA FOCUS,
in October 2006. SNA FOCUS is a complex study
combining media consumption with products and
services consumption.
The products and services consumption
measurement is based on methods valid at
international level, which ensures information
credibility, standardization, comparability and
independence. Combining circulation data, audience
data and detailed reader’s profile, BRAT provides a
comprehensive description for any print title making
the planning job easier and more accurate.
The survey includes more than 300 product
categories and deliver results for aprox. 3.000
brands.
BRAT provides the data, based on specialized
software, only to subscribers, DSA members.
57
professional association
Future projects
Internet Audit Department
The Internet advertising market evolved rapidly since
a couple of years ago. Although the Internet
investment in Romania is marginal compared to
other media, the annual growth rate is stunning.
Given the ascending trend of Internet, an
independent measurement becomes necessary.
2007 will be the first year when BRAT will provide to
the market the results regarding the traffic and the
audience of the websites. This will create for BRAT a
new stage of development, being the first step for the
advertising industry in Romania to gather all the
strategic information about media in one single
source.
Source: Arina Ureche, BRAT
The Romanian Association for Audience
Measurement (ARMA)
ARMA's main goal is to provide its members with
impartial, accurate and objective audience data for
the Romanian broadcast media.
The Association is mandated by the industry to
monitor the audience measurement research
(National Service for TV Audience Measurement –
SNMATV) in compliance with the international
standards and in full transparence towards market.
Current management is ensured by:
Lucia Romaniuc (Pro TV SA) – President
Board of Directors – members: Cristina Florescu
(P&G), Anca Molnar (Unilever), Giulia Burlui (Coca-
Cola), Mihai Trandafir (Bv McCann), Oana Petroff
(MindShare), Mihaela Dumitru (Prima TV), Bogdan
Cernusca (SRTV) and Rares Anita (Antena 1,
Antena 3, Euforia TV), Lucia Romaniuc (Pro TV SA).
Also attend Board of Directors meetings: Mr. Mihail
Vartosu (Strategic Advisor Grey Group Balkans), Mr.
Nicu Laita (Team Advertising) – ARMA Technical
Committee President and Costin Juncu –
Managing Director ARMA.
Starting 2004 ARMA is the only owner of the
copyright upon the TV audience databases, as
resulting from the contract with TNS-AGB
International SRL on October 20th, 2003. The
contract was signed after a public tender monitored
by a Parity Commission (5 CNA members, 5
representatives of advertising agencies and 5
representatives of TV stations) as stated in the Law
no. 504/2002.
In 2005 year, the Association has appointed an
independent auditor, respectively the Centre D’Etude
58
Des Supports De Publicite (CESP) from France, in
order to conduct an audit regarding SNMATV. The
audit took place between 5th of October 2005 and 20th
of December 2005. The audit concerned the
construction of the panel, data production and reporting.
The Association members – 2006:
• 32 media&advertising agencies and sales
house: Initiative Media, Grey/MediaCom
Romania, Tempo, MindShare, Media Insight,
Media Direction, Media Link, Media Planning
Group, Team Advertising, International Media
Shop, International Sport Management,
Optimum Media Direction, Zenith Media, Imager,
ARBOmedia, McCann, Carat Romania, FCB
Bucharest, Optimedia, Starcom Media, Odyssey
Communication, Velvet Media, Media-Tique, DBV
Media House, Cable Direct, Splendid Media,
CO. GE. P., Media Investment Communications,
Media Audits, Brand Connection, C.L.I.R. Media,
United Media Services.
• 4 major TV stations: Pro TV, Prima TV, TVR
1 and Antena 1.
• 30 smaller TV stations: Acasa TV, TVR 2,
TVR Cultural, Realitatea TV, TV Sport,
Discovery Channel, Jetix, TV Klumea, MTV,
Minimax, National Geographic Channel, TV
Romania de Miine, B1 TV, National TV, Favorit
TV, N24, OTV, Senso TV, Pro Cinema, Euforia
TV, AXN, U TV, Antena 3, Telesport, Eurosport,
Kanal D, Etno TV, Romantica, Sport Klub,
Hallmark Channel.
• 10 advertisers: Procter&Gamble, Henkel,
Unilever, Nestle, Vodafone, Elite, Danone, Coca-
Cola, Colgate-Palmolive, Ursus Breweries.
In March 2005, ARMA General Assembly decided to
modify the Statute in order to permit to the foreign
legal entities to become members of the Association.
In December 2005, ARMA General Assembly
decided to modify the Statute in order to create a
new category of members, respective “associate
members – legal entities”. In this category of
members are included all the legal entities which are
not advertising or media agencies, TV stations or
advertisers and which are interested in getting the
SNMATV data.
From September 2006 to January 2007,
representatives of the Association were members of
COMPAR (Paritary Committee) in charge with the
selection of the National TV Audience Measurement
Service (SNMATV) provider starting with January 1st
2008 till December 31st 2011.
initiative

The winner of the tender process is the company
GfK Romania which shall provide SNMATV for
ARMA members starting with January 2008. The
contract with GfK Romania was signed on February
15th 2007. Details about the tender process, the
contractual provisions and about the new SNMATV
you will find on www.arma.org.ro
Source: Costin Juncu, ARMA
The Romanian Association for Radio
Audience Measurement (ARA)
ARA was founded in March 2004.
The management of ARA (since 17 March 2006)
consists of:
• Nora Marcovici (Kiss FM) - President
• Lacramioara Loghin (Kiss FM) – Executive
Director
Board of Directors – members:
• Radio stations: Marius Strambeanu (Europa
FM), Carmen Petcu (SRR), Nora Marcovici (Kiss
FM), Marius Dobre (Pro FM)
• Media agency: Cristi Parvan (Zenith)
ARA members:
• 15 Radio stations: SRR, Europa FM, Radio 21,
Pro FM, Kiss FM, Magic FM, Radio Total, Radio
Guerrilla, Delta RFI, Radio Romantic, Info Pro,
National FM, City FM, Radio Deea, Radio Itsy-
Bitsy
• 12 Media&Advertising agencies and sales
house: Initiative Media, McCann, MediaCom,
Starcom Media, MindShare, Media Insight,
Zenith Media, Optimedia, Media Investment,
Tempo, Team Advertising, Clir Media.
ARA’s main duty is to manage the results of the
Radio Audience Survey (SAR) run by IMAS and
Mercury Research as assigned through a public
tender organized by CNA in 2003.
SAR is established for four years (2004 - 2007). It
provides audience measurement for radio stations at
national level, based on a sample of 22.000
individuals / year. There are two surveys per year –
spring and autumn – with 11.000 interviews each.
Future projects
A new public tender will take place at the beginning
of this summer to establish the new research
companies which will provide the Radio Audience
Survey for 2008-2011 period.
initiative
professional association
ARA’s major goal is to use a different methodology in
order to obtain: an accurate map of radio positioning,
a continuous measurement of radio market; trends etc.
Source: Lacramioara Loghin, ARA
The Internet Advertising Group Bureau (IAB)
IAB Romania is a professional society, non-
governmental organization, apolitical, autonomous,
established at the end of 2006, who aims to protect
and promote professional interests and investments
in the online advertising market in Romania, to
elaborate industry standards and to create a self -
settlement background.
IAB is a “must” for the internet advertising market’s
self-settlement, as shown by the experience and
examples of other countries. In other markets, IAB
standards have led to a thriving level of trust shown
by digital market advertisers, and a growth of
investments in online advertising as compared to
other countries – where implementation of IAB
standards has been delayed.
IAB Romania is currently working on affiliating to IAB
(www.iab.net).
IAB Romania – main objectives:
• promotion of interactive advertising industry;
• implementation of international standards on the
national market (dimensions of banners – size in
pixels etc), recommendations size of files, actions
taking place within the banner, recommendations
about pop-up, pop-under and overlayers,
standards for counting actions of a campaign etc.
• development and promotion of instructive
programs for the advertising clients and for those
who wish to develop publishing projects or online
services, for a better understanding and follow of
the basic guidelines of online advertising
• to conduct and sustain studies about efficiency
and power given by online advertising. Offers
data and analysis – beginning with the universe
of internet users and ending with the investment
value (rate-card) in this industry, online campaign
measurement and evaluation methods,
indicators of click-rates or conversion rates (lead,
action), actions for detecting click fraud (human
or non-human actions, on purpose or not)
• to create and actively promote deontological
code of online advertising market in Romania.
• IAB Romania is currently working on affiliating to
IAB Europe, and is set to have a direct and
extended collaboration with all local or
international similar associations which have
common objectives regarding online advertising:
IAA, BRAT, RAC, ARMA etc.
59
professional association
Managing Board of IAB Romania:
Subsequently to the General Agreement on the 23-
rd of November 2006, the following Board of
Directors has been chosen:
President: Ovidiu Florea - managing director,
Media Investment
Board of Directors – members:
Advertising clients and media agencies:
Ana-Maria Bogdan - e-Business Director, Altex
Oana Petroff - Managing Director, MindShare Media
(WPP)
Cristi Parvan - Research Director, Zenith Media
Web Editors and media sales houses:
Mihai Seceleanu - Managing Director, Internet Corp
Orlando Nicoara - Managing Director, MediaPro
Interactiv
Val Voicu - Managing Partner, AdEvolution 2.0
List of members: Active Soft, Adactive Media,
AdEvolution, Altex Impex, ARBOmedia, Artmedia
Insight, Avantaj Net, Barracuda Networks,
Convergent Media, Ejobs Group, Ethos, Gemius
Research, HotNews, Imedia Plus Group, Inform
Media, InfoTurism Media, Initiative Media, Internet
Corp, Ismart V.R. Consulting, Kinecto International,
Kondiment Service, LegalNET, Magnetique
Marketing, Matrix Communications, Maximize
Communications, Media Insight, Media Investment,
MediaPro Interactiv, Media Direction, Metropolis
Network, Mindshare Media, Netbridge Investments,
Next Advertising, New Media Agency,
NineSpices.com, OgilvyOne, Online Sport, Publidif
Intex (ROM NET), Realmedia Network, Ringier
Romania,
Rol Online Network, Senior Software Development,
Splendid Media Interactive, SQUAD Media, Starlink
Media, Touch Communication & Media, Triumf
Doras Prodcom, Vodanet Media, Websens,
Webstyler, White Image, Zenith Media.
Source : http://www.iab-romania.ro
The Romanian Advertising Agency Association
(RAAA)
RAAA (affiliated to EACA - European Association of
Communication Agencies) was founded in June
2000, setting out to sustain the interests of the
advertising agencies, where the relation with the
Parliament and the advertisers' community is
concerned. Organizing advertising festivals and
contests (Ad'Or, Effie Awards), seminars, training
60
sessions and workshops for the employees in the
industry are just a few of its initiatives. The
association aims to build a communication platform
for the member agencies that are selected on the
basis of financial and service-providing performance.
RAAA's main objectives are to formulate rules
and regulations governing the activity of agencies
and to help members improve their performance
through:
• Exchanging ideas and projects that can lead to
improved results for member agencies.
• Promoting the values of advertising
effectiveness.
• Playing an important role as guarantor for the
interests of the advertising business in planned
or contemplated legislation within the area of
interest to the advertising business.
• Seeking ways of harmonizing procedures,
systems, contract and other international issues
to ease business between EU members and with
other countries.
• Supporting the principal of self-regulation
wherever possible.
• Developing international educational
opportunities.
• Setting up task forces to investigate these and
other specific projects and concepts of mutual
benefit to agencies, in particular in emerging free
economies.
Maintaining an open forum to discuss further ideas
and projects that may be of benefit.
In present - over 35 of advertising and marketing
communications agencies operating in Romania
are currently in membership of the RAAA (141
Romania, ADDV Euro RSCG, Agency One
Marketing Communication, BAAS Mediaplus,
Babel Communications, Brands & Bears, BV
McCann Erickson, CAP,
Cohn&Jansen – Ashley, DDB Bucharest,
Foote Cone&Belding, FOSS Advertising, GAV
Scholz&Friends, Gavrila&Asociatii, Genius Advertising,
GMP Advertising, Graffiti BBDO, Grey Worldwide
Romania, Headvertising, Leo Burnett&Target,
Lowe&Partners, Mercury Promotions, Notorious
Advertising, Ogilvy & Mather, OgilvyOne Romania,
Profil Communication Marketing, Prospero, Proximity
Bucharest, Publicis
Saatchi&Saatchi, Scala JWT, Spotlight, TBWA
/MERLIN, Tempo Advertising, Violet Advertising,
Young&Rubicam/Team Advertising). These agencies
handle more than 80% of all advertising placed
by Romanian agencies.
In November 11, 2005 RAAA voted to expand the
initiative
 professional association

Board of Directors from 4 to 7 members (the decision the advertising field;

was taken due to the growth of the association and in - create a business environment similar to the
order to insure better representation). The next step European one, at least in where advertising is
- RAAA elects a new Board of Directors: Adrian Dura concerned;
of ADDV Euro RSCG – President, Radu Florescu of - following the obvious trend: self-regulation in the
Saatchi & Saatchi - Vice-President, Tereza domain.
Munteanu of Young&Rubicam/Team Advertising - Source: http://www.rac.ro
Secretary and Victor Dobre of Scala JWThompson -
Treasurer. Board Members are Serban
Alexandrescu of Headvertising, Mihail Vartosu of
Grey Group Balkans and Ioana Iordache of Leo
Burnett&Target.
Source: http://www.raaa.ro

Romanian Advertising Council

(RAC - Members of Alliance)

Romanian Advertising Council is a professional, non-

governmental, non-profit and independent
organization founded in 1999. It aims to develop the
advertising sector in Romania, to create and develop,
within the legal framework, ethical self-regulatory
governance in advertising in the spirit of fair
competition, to ensure consumers’ protection and
general public interest against negative effects of
advertising.

Members of RAC:
• Advertisers: ABN Amro, Altex, Asociatia Berarii
Romani, Beiersdorf, Coca-Cola Company,
Colgate-Palmolive, Cosmote, Coty Cosmetics,
Danone PDPA, Elite, Glaxosmithkline, Heineken,
Henkel, Kraft Foods, Master Foods, Nestle,
Ozone Laboratoires, Quadrant - Amroq Berages,
Procter&Gamble, Telemobil, Terapia, Unilever,
Ursus, Vodafone, Walmark.

• Media: Antena 1, BV McCann Erickson, Dogan

Media, Grey/MediaCom, IAA, Lowe&Partners,
NetBridge, Pro TV, RAAA, Ringier, Scala
Thompson Communication, TBWA Bucharest,
Team Advertising.

Current Board: Mihaela Ungar of Colgate Palmolive

– President, Adrian Dura of RAAA – Vice-President,
Radu Budes of IAA– Member, Volodymyr
Semenikhin of Kraft Foods – Member, Roxana
Corha of Nestle – Member, Ecaterina Safarica of
Procter&Gamble – Member, Alexandra Olaru of
Unilever - Treasurer.
Concerns on the fair competition and information
leverage at governmental levels brought several
focus points for RAC activities:
- representation in relation to the state authorities;
- effective lobby;
- offer fast and effective legislative information in

initiative 61
legislation and taxes
LEGISLATION AND TAXES
1. ADVERTISING TAXES
• The Health Tax was first stipulated by Law no.
467/2002 that modified and completed Government
Ordinance no. 22/1992, regarding the financial support
for health protection. The legal provisions regarding
the taxes borne by the companies commissioning
advertising campaigns for tobacco products, cigarettes
and alcoholic beverages stipulated by Government
Ordinance no. 22/1992 were in force up to 1th January
2007, when they were abrogated by Law 95/2006
regarding the reform in the health field, published in the
Official Journal.
According to article 363 letter c of Law 95/2006, the
legal persons that obtain revenues from advertising
activities for tobacco products and alcoholic beverages
shall contribute with a quote of 12% from the value of
the revenues, after the deduction of the VAT. This
contribution represents an income to the Public Health
Minister’s budget.
• The Cinema Tax is settled by Government
Ordinance no. 39/2005 regarding the cinematography,
published in the Official Journal no. 889/09.12.2002
and modified by Law 328/2006.
According to article 13 of Government Ordinance no.
39/2005, the cinema tax is a contribution of 4% applied
to the value of the advertising minutes bought from
public and private TV stations and that is added to this
price.
The cinema tax is due either by the advertising agent,
the intermediary company that buys the advertising
minutes or the economical operator that acquires the
advertising minutes. The advertising agent, the
intermediary company or the economical operator are
obligated to provide the National Centre of
Cinematography with a list of all the agreements
concluded, including their price and the name of the
selling agents.
• The Local Advertising Tax is settled by the Fiscal
Code, valid starting 1st of January 2004, with several
modifications and completions.
Chapter 6 - The tax for using advertising and
publicity vehicles and material
Art. 270 - The tax for advertising and publicity
services
(1) Any person, who benefits from advertising and
publicity services in Romania, based on an agreement
or other settlement concluded with another person,
62
due the tax set by the present article, excepting those
advertising and publicity services run through written
and audio-visual mass-media.
(11) The publicity run through written and audio-visual
mass-media, in the meaning of the present article,
corresponds to the activity of the advertising agents,
according to the CAEN classification, which means the
publicity run though newspapers, publications, radio,
television and internet.
(2) The tax set by the present article, named below the
tax for advertising and publicity services shall be paid
to the local budget of the administrative-territorial unit
where these services are performed.
(3) The tax for advertising and publicity services is
calculated by applying its % to the value of advertising
and publicity services.
4) Its % is set by the local council, between 1% and
3%.
(5)The value of advertising and publicity services
includes any payment, current or future, for advertising
and publicity services, except for the VAT.
(6) The tax for advertising and publicity services is paid
at the local budget, until the 10th of the next month
following the validation of the contract for advertising
and publicity services.
Art. 271 - The tax for posting with advertising and
publicity goal
(1) Any person, who uses a billboard, a poster or a
posting structure with advertising and publicity goal, in
a public place, owes the payment of the annual tax set
by the current article, towards the local budget of the
local public administration authority where the
billboard, the poster or the posting structure is placed.
(2) The value of the tax for posting with advertising and
publicity goal is calculated annually, by multiplying the
number of square meters or the fraction of the square
meter of the advertising and publicity posting area by
the amount set by the local council, thus:
a) for a poster at the place where the person runs an
economic activity, the amount is between 0 and 23
RON;
b) for any other billboard, poster or posting structure
for advertising and publicity, the amount is between 0
and 17 RON.
(3) The tax for posting with advertising and publicity
goal is calculated based on the number of months or
the fraction of month in a calendar year when the
posting is performed.
(4) The tax for posting with advertising and publicity
goal is paid annually, in advance or on a quarterly
basis, in four equal instalments, until the 15th of March,
June, September and November.
(5) Local councils can impose to those individuals who
initiative

owe the tax for posting with advertising and publicity
goal to give an annual declaration at the speciality
department of the local public administration authority.
Art. 272 – Exemptions
(1) The tax for advertising and publicity services and
the tax for posting with advertising and publicity goal
are not applicable for public institutions, except for
those cases when they promote economic activities.
(2) The tax set by the current article, named below the
tax for posting with advertising and publicity goal, is not
applicable for a person who rents the billboard, the
poster or the posting structure to another person; in this
case, the tax is paid by the latter.
(3) The tax for posting with advertising and publicity
goal is not applicable for those posters, billboards or
any other advertising means placed inside buildings.
(4) The tax for posting with advertising and publicity
goal is not applicable for the billboards of power
installation identification, warning or traffic
announcements and any other public utility and
educational announcements.
(5) The tax for advertising and publicity means usage
is not applicable for the posting on transport means
that are not meant for advertising and publicity through
their construction.
2. Romanian legal framework on advertising
2.1. Law no. 148/2000 on advertising
The provisions of Law 148/2000 apply to the content of
advertising materials and advertising messages,
including those broadcasted as part of television
programmes. Law’s purpose is to protect the
consumers from the negative consequences of
misleading and comparative advertising.
According to article 5 of Law 148/2000, advertising is
prohibited if:
a. it is misleading;
b. it is subliminal;
c. it prejudices the respect for human dignity and
public morality;
d. it includes discrimination based on race, sex,
language, social origin, ethnicity or nationality;
e. it is offensive to religious or political beliefs;
f. it prejudices honour, dignity and an individual’s
private life;
g. it uses superstitions, credulity or fear of persons;
h. it prejudices people’s security or encourages
violence;
i. it encourages prejudicial behaviour to the
environment;
j. it stimulates the trade of goods or services
produced or distributed that violate legal provisions.
Law defines misleading advertising as any
advertising that, in any way, including its presentation,
misleads or may mislead a person whom it targets or
initiative
legislation and taxes
who comes into contact with the advertising and may
affect his economic behaviour, harming his interest as
a consumer, or that may harm a competitor’s interests.
According to article 23 letter b of Law 148/2000, the
breach of this interdiction is considered contravention
and it is sanctioned with a fine from RON 1.500 - RON
4.000
Law defines subliminal advertising as any
advertising that uses too soft stimulus in order to be
consciously perceived, but that can influence the
economical behaviour of a person. According to article
23 letter b of Law 148/2000, the breach of this
interdiction is considered contravention and it is
sanctioned with a fine from RON 1.500 - RON 4.000
Law defines comparative advertising as any
advertising that explicitly or implicitly identifies a
competitor or its goods or services offered.
Comparative advertising is prohibited only if at least
one of the following conditions is accomplished:
a. the comparison is misleading, in the sense that it
may mislead the person whom it targets or influence
his economic behaviour;
b. it compares goods or services with different
destinations or purposes;
c. it does not compare, in an objective way, one or
more essential, relevant, provable or representative
features – including price - of goods and services;
d. it generates confusion in the market between the
advertiser and a competitor or between trademarks,
commercial names or other distinctive signs, goods or
services of the advertiser and those belonging to a
competitor;
e. it discredits or denigrates trademarks, commercial
names, other distinctive signs, goods, services or other
activities or situations of a competitor;
f. it compares products with different indications, in
the case of products with a geographical indication;
g. it unfairly takes advantage of a trademark’s
reputation, of its commercial name or other distinctive
signs of a competitor or the geographical indication of
a competitor’s product;
h. it presents goods or services as imitations or
copies of certain goods or services bearing a protected
trademark or commercial name;
i. it violates any other provisions of the Competition
Law no. 21/1996.
According to article 23 letter b of Law 148/2000, the
breach of this interdiction is considered contravention
and it is sanctioned with a fine from RON 1.500 - RON
4.000
According to article 16 of Law, advertising regarding
products and services for minor is prohibited in case:
a. it contains elements that may cause physical,
moral, physical or intellectual damage to minors;
b. it indirectly encourages minors to purchase
products or services by exploiting their lack of
63
legislation and taxes
experience or credulity;
c. it affects the special relationships between minors
and parents or teachers;
d. it, unjustifiably, show minors in dangerous
situations.
According to article 23, letter a of Law 148/2000, the
breach of this interdiction is considered contravention
and it is sanctioned with a fine from RON 500 - RON
1.500.
According to Law 148/2000, advertising for drugs or
psychotropic substances is interdicted and the breach
of this interdiction is considered contravention and it is
sanctioned with a fine from RON 1.500 - RON 4.000.
Law 148/2000 also prohibits advertising for any type of
arms, ammunition, explosives and pyrotechnical
methods and advertising for medical products
wherefore a prescription is necessary. The breach of
this interdiction is considered contravention and it is
sanctioned with a fine from RON 500 - RON 1.500.
According to art. 10 of Law no. 148/2000, as further
amended and completed, the explicit advertising for
tobacco products is prohibited if broadcast in radio and
television shows and on travel tickets for public
transportation.
Art. 101 of Law 148/2000 prohibits explicit advertising
for alcoholic products on thte first and last page or
cover of printed materials from the written press and
on travel tickets for public transportation.
In addition, any form of advertising of tobacco and
alcoholic products in public education institutes and in
health institutes or at a distance less than 200 meters
from the entrance thereof, measured on the public
road is prohibited. Advertising of tobacco and alcoholic
products is interdicted in publications mainly
addressed to minors and in theatres before and during
shows targeted to minors.
Advertising of tobacco and alcoholic products is also
prohibited if:
a. it is addressed to minors;
b. it shows minors consuming such products;
c. it suggests that alcoholic and tobacco products
have therapeutical properties or a stimulant, sedative
effect or means to solve personal problems;
d. it provides a negative image on abstinence;
e. it evidences the alcohol content of the alcoholic
products in the purpose of stimulating the consume or
it makes a connection between alcohol and driving a
vehicle;
f. does not contain warning inscription, in Romanian
language, for the tobacco products.
2.2. Law no. 504/2002 on audio-visual
The general legal framework on advertising is
64
provided by Law no. 504/2002 on audiovisual, which
suffered several completions and modifications in
order to reach a form that is compatible with European
regulations.
According to article 1 letter h of Law 504/2002,
advertising represents any form of message
broadcasted on basis of a contract with a natural or
legal person, public or private, in return for payment or
other benefits, in connection with a trade, business,
craft or profession, in order to promote the supply of
goods or services, including immovable and intangible
property or broadcasted for self-promotional purposes.
Advertising must observe the following general terms:
a. does not prejudice the physical, psychical or moral
development of minor children;
b. does not prejudice human dignity;
c. does not include any discrimination form on basis
of race, religion, sex, nationality and sexual orientation;
d. it is not offensive at the address of religious or
political beliefs of on-lookers and listeners;
e. does not encourage a conduct that can damage
public health or safety;
f. does not encourage a conduct that can damage
the environment;
g. does not encourage a indecent or immoral
conduct;
h. does not promote directly or indirectly occult
practices.
Advertising may not cause any moral, physical or
intellectual damage to minors and must observe the
following special terms:
a. it must not directly instigate minors to purchase a
product or service by exploiting their lack of experience
or credulity;
b. it must not directly encourage minors to persuade
their parents or other persons to purchase goods or
services that represent the object of the advertising;
c. it must not exploit the special trust that minors have
into parents, teachers or other persons;
d. it must not unjustifiably show minors in dangerous
situations.
As regards advertising, Law 504/2002 prohibits the
following:
a. advertising that harm the legal interest of the
consumers;
b. any form of advertising for cigarettes or other
tobacco products;
c. advertising for medical products and medical
treatments wherefore a prescription is necessary.
Advertising for alcoholic beverages must observe the
following terms:
initiative

a. not to be addressed to minor children or show
minors consuming alcoholic beverages;
b. not to establish a link between the alcohol
consume and the improving of physical and psychical
qualities or the capacity of driving vehicles;
c. not to create the impression that through the
consume of alcohol, social or sexual performances can
be obtained;
d. not to suggest the idea that alcohol has therapeutic
qualities or that it is a stimulant, sedative or a means to
solve personal problems;
e. not to encourage the exaggerated consume of
alcohol or set in a negative light the refrain from the
consume or moderate consume of alcohol beverage;
f. not to indicate that a high degree in alcohol
represents a quality of beverages.
2.3. National Audiovisual Council’s Decision no.
187/2006 concerning the regulation of the content
of audiovisual programme services
Up to 2006, the advertising activities were regulated by
the following NAC decisions:
1. Decision no. 254/2004 concerning advertising,
sponsorship and teleshopping, published in the Official
Journal, Part I, no. 668/26.07.2004;
2. Decision no. 519/2005 concerning the assurance of
a correct information and pluralism, published in the
Official Journal, Part I, no. 888/04.10.2005.
In 2006, both of those NAC Decisions have been
abrogated by Decision no. 130/2006 regarding the
Regulation Code of the Audiovisual Content, published
in the Official Journal no. 250/20.03.2006.
On the 14th of April 2006, Decision no. 130/2006 was
abrogated by Decision no. 187/2006 regarding the
Regulation Code of the Audiovisual Content, published
in the Official Journal no. 338/14.04.2006.
At present, the advertising activities are regulated by
the above mentioned Regulation Code of the
Audiovisual Content, which has been modified by the
NAC Decision no. 194/2007, published in the Official
Journal, Part I, no. 152/02.03.2007.
Hereinafter, we shall present the articles from the
Regulation Code concerning the sponsorship,
advertising and teleshopping activities:
Title VII Sponsorship, advertising, teleshopping
Chapter 1 - Sponsorship
Art. 102.
(1) Sponsorship means the participation of a natural or
legal person, not engaged in radio or television
broadcasting activities or in the production of audio-
initiative
legislation and taxes
visual works, in the direct or indirect financing of a
programme with a view to promoting their name, trade
mark, image, activities or products.
(2) The content and scheduling of a sponsorship
programme must not be influenced by the sponsor so
as to affect the editorial independence of the radio-
broadcaster.
(3) Sponsored programmes shall not urge to selling,
buying or renting the sponsor’s or a third party’s
products or services, especially through promotional or
commercial references, to these products or services,
made during these sponsored programmes.
(4) Sponsorship shall be clearly separated by
advertising; sponsorship notices shall not contain
advertising messages.
(5) When a reference to the sponsor of the programme
is contained in a promotional notice, the reference shall
be short and minor.
(6)The sponsorship notice shall not contain any
connection with the advertising for the sponsor’s
services and products.
Art. 103.
(1) News or political debates programmes can not be
sponsored; the whole programme service can not be
sponsored.
(2) Audiovisual programmes can not be sponsored by
natural or legal persons whose main activity is the
manufacturing or trading of products or the providing of
services whose advertising is forbidden.
(3) The sponsoring of programmes by natural or legal
persons whose activities include the manufacturing or
trading of medical products or medical treatments may
be performed only by promoting the name or image of
the respective person.
Art. 104.
Between 6.00 – 22.00 hours it is prohibited to
broadcast programmes sponsored by companies
whose names or trademarks are identical to the name
or trademark of an alcoholic beverage.
Art. 105.
(1) In case of programmes destined to children, there
shall not be perceived any connection between the
name, trademark or image of the sponsor and the
name of the programme.
(2) The programmes destined to children may not be
sponsored by natural or legal persons whose activities
include the manufacturing or trading of medical
products, medical treatments or food supplements.
(3) The programmes destined to children may not be
sponsored by natural or legal persons who organize
games and contests prohibited for children.
Art. 106.
(1) Each time a programme is sponsored, this shall be
65
legislation and taxes
clearly identifiable by the public, within the credit titles
at the beginning and/or the end of the programme.
(2) Within sponsored programmes with a duration of
more than 30 minutes, excepting sports transmissions,
the name, trademark and logo of the sponsor or the
name or image of a representative product shall be
broadcast for maximum 60 seconds of the whole
programme duration, without making any commercial
reference or connection to the advertising for the
sponsor’s products or services; in the case of
programmes with a duration of less than 30 minutes,
the maximum broadcasting time is 30 seconds.
Chapter 2 - Advertising and teleshopping
Section 1
General provisions
Art. 107.
Advertising and teleshopping shall serve the interest of
the public, by observing the rules of fair information
and competition.
Art. 108.
Any form of promotion of products or services, which
suggest or incite the public to renounce similar
products or services, motivating that the latest become
useless or inadequate, is prohibited.
Art. 109.
(1) Advertising that suggests the public to renounce
fruits, vegetables or natural foods is prohibited.
(2) Advertising and teleshopping for consumer goods
invoking medical approvals or recommendations is
prohibited; hygiene products are excepted.
(3) Advertising and teleshopping for hygiene products,
featuring doctors and medical practices, are
prohibited.
Note: Article 109 par. 3 shall come into force on
September 15, 2007
Art. 110.
Comparative advertising is possible only by observing
the provisions of Advertising Law no. 148/2000, with
the subsequent alterations and completions.
Art. 111.
The duration of advertising and teleshopping does not
constitute a reason for justifying the circumventing of
the obligations to inform correctly the public on the
promoted goods or services.
Art. 112.
(1) It is prohibited to broadcast programmes, other
than teleshopping, which present goods or services
that are clearly identified, or that may be identified by
66
the public by their trade mark, producer or specific
marketing; these restrictions do not refer to the names
of companies that produce goods or provide services.
(2) Programmes on cultural products and services or
those dedicated to education are exempted from the
provisions of paragraph (1).
(3) Programmes on automobiles and IT products are
exempted from the provisions of paragraph (1) on
condition of presenting several products of the same
type, within the same programme, for information
purpose.
Art. 113.
(1) It is prohibited to present the qualities, others than
trademark and price, of products or services offered as
prizes in quiz shows.
(2) Cultural products and services are exempted from
the provisions of paragraph (1).
Art. 114.
(1) The information presented by advertising spots or
by teleshopping programmes shall not mislead the
public, directly or by omission, in the following
respects:
a) the characteristics of the product, especially the
nature, identity, features, composition, quantity,
durability, origin or source, as well as the methods of
manufacturing or production;
b) presentation of effects or qualities the product
does not effectively have;
c) the price or tariff ; these shall be presented in full,
including the value added tax (VAT) and all
supplementary taxes related to final purchase;
(d) the conditions of product distribution or service
supply.
(e) the suggestion that the product holds special
characteristics, while in reality all similar products hold
such characteristics.
(2) Any information or warning broadcast as videotext
shall be presented static and legible and shall have
sufficient duration, to be clearly understood by the
viewers.
Art. 115.
Advertising or teleshopping related to a special offer
shall indicate, clearly and non-equivocally, the date
when the offer ceases or, if case be, the fact that the
special offer is limited to the available services or stock
of goods. If the special offer is not yet started, the
starting date of the period during which the special
price or other specific conditions are applied shall be
indicated clearly and non-equivocally.
Art.116.
(1) The broadcast of advertising and teleshopping
featuring news presenters is prohibited.
initiative

(2) The broadcast of announcements of public interest
and charitable appeals promoting products and
services is prohibited.
Art. 117.
(1) The advertising package shall be clearly separated
from the rest of the audiovisual programme, in sound
and image, by neutral advertising screens.
(2) Within an advertising package only one
promotional package may be broadcast.
(3) In the case of advertising spots using characters,
backgrounds or situations from broadcast
programmes, besides the separation conditions
foreseen in paragraph (1), the mention “Advertising”
shall be inserted during the whole duration of the spot.
Art. 118.
During football games, the broadcasters may
broadcast advertising mini-spots while observing the
following conditions:
a) the mini-spots duration shall not surpass 10
seconds;
b) maximum two mini-spots per each half of the
game;
c) these shall be inserted in the natural breaks in the
game;
d) during its whole duration, the advertising shall be
accompanied by a visible warning sign consisting of a
capital letter “P” in a transparent circle, placed in the
right lower part of the screen.
Art. 119.
During sports competitions, the broadcasters may
transmit advertising logos while observing the
following conditions:
a) the logo shall be inserted only during
announcements on the replacement of a player or on
the score;
b) the insertion duration shall not surpass 10
seconds, and the total broadcast duration shall not
surpass 2 minutes of the whole transmission;
c) the logo shall be placed above or under the area
where the information specified in letter a) is broadcast
and shall not exceed the dimensions of this area.
Art. 120.
Within television programme services, isolated
advertising spots shall be broadcast only when the
pauses available for inserting spots between the
fragments of a program, such as the breaks between
the rounds of a box or tennis match, are very short.
Art. 121.
(1) By way of exception, within television programme
services, two isolated advertising spots can be
broadcast between 20.00 – 06.00 hrs in other
initiative
legislation and taxes
situations than those under art. 120.
(2) In case of advertising for alcoholic beverages, the
isolated advertising spot shall be broadcast only
between 23.00 – 6.00 hours.
Art. 122.
The isolated advertising spot shall observe the
following conditions:
a) the spot duration shall not surpass 30 seconds;
b) during the whole duration of its broadcast it shall be
accompanied by a visible warning sign consisting of a
capital letter “P” in a transparent circle, placed in the
lower right part of the screen.
Art. 123.
Abrogated
Art. 124.
In case of live transmissions, the advertising shall not
affect the integrity of the respective programmes.
Art. 125.
Products and services placement is allowed in
audiovisual programmes only during films and series,
by observing the following conditions:
a) it should naturally fit into the audiovisual
production;
b) overdue visibility shall not be given to the product
or the service, such as the mentioning of the trade
mark of a product or its presentation in close-up or
from an angle that allows full view of the trade mark.
Section 2
Advertisement for alcohol
Art. 126.
(1) Any form of advertisement for distilled alcoholic
drinks is prohibited within television programme
services between 6.00 – 22.00 hours.
(2) Any form of advertisement for distilled alcoholic
drinks is prohibited in radio broadcasting programme
services between the following hours:
a) 6.00 – 8.00 and 10.00 – 22.00, from Monday to
Friday;
b) 6.00 – 22.00, on Saturday and Sunday.
Art. 127.
For the purpose of the present Code, the distilled
alcoholic drinks are those defined by the Order no.
268/441/117 of April 10, 2003, of the Ministry of
Agriculture, Nourishment and Forests, the Ministry of
Health and Family and the President of the National
Authority for Consumers Protection published in the
Official Journal of Romania, Part I, no. 573 of August
11, 2003, with the subsequent alterations.
67
legislation and taxes
Art. 128.
The broadcast of advertisement for alcoholic drinks
that promote violent, aggressive or antisocial
behaviour or attitudes is prohibited.
Art. 129.
The broadcast of advertising spots for alcoholic drinks
featuring minors is prohibited.
Art. 130.
It is prohibited to broadcast promotional
announcements or competitions that include
references to the name or trademark of a distilled
alcoholic beverage; within competitions it is prohibited
to offer prizes sponsored by companies producing
such beverages.
Art. 131.
The broadcast of sports transmissions sponsored by
alcoholic beverages producers may be broadcast only
between 23.00 – 6.00.
Art. 132.
Sports events taking place on the territory of Romania
which do not respect the provisions of the Law no.
148/2000, with its subsequent alterations and
completions, concerning tobacco products and
alcoholic beverages shall not be broadcast by
broadcasters licensed in Romania.
Art. 133.
In advertising spots for alcoholic beverages the use of
characters, scenery or situations from the broadcast
programmes is forbidden.
Art. 134.
The advertising packages that promote products of
distilled alcohol shall end with the audio and visual
warning “Excessive consumption of alcohol seriously
damages health”.
Section 3
Advertising for foods
Art. 135.
Advertising for food shall observe the following
requirements:
a) it shall not encourage excessive consumption
of food;
b) precise affirmations regarding nutrition (for
instance, the effects of vitamin C) or health (for
instance “it promotes healthy digestion”) shall rely on
solid scientific facts and shall not create deceptive
ideas regarding nutrition or healthy benefits of the food.
68
Art. 136.
In case the advertising for juices and soft drinks is
illustrated with fruits and/or vegetables, the quantity of
fruits and/or vegetables shall be precised in
percentages
Art. 137.
(1) In case only fruits or vegetables flavours are used for
the food manufacturing, it is prohibited to use images,
drawings or any other form of representing fruits and/or
plant parts.
(2) In case fruits or vegetables flavours are used
exclusively, this fact shall be mentioned in the
advertising spots, verbally and in writing, with the
syntagm „with taste of…” or, by case, „with flavour of…”
Art. 138.
(1) Foods and food supplements shall not be ascribed
characteristics of prevention, treatment or healing of
diseases and no such characteristics shall be referred to.
(2) Foods shall not be ascribed characteristics that
they do not hold.
(3) Advertising for foods intended to children shall not
present celebrities, personalities, medical practitioners,
popular characters, such as those of cartoons, fairy-
tales, stories and similar contexts; advertising for
natural foods is excepted.
(4) Advertising for foods shall not use nonfoods
intended for children, such as toys, stickers, and
similar ones.
(5) Between 06.00 – 22.00 hours, during each given
hour, one of the advertising packages shall end with
the following warning: “For your health, avoid
excessive consumption of salt, sugar and fat.
Note: Article 138 par. 4 shall come into force on
September 15, 2007 and article 138 par. 3 shall come
into force on 1 January 2008.
Section 4
Advertising for medicinal products
Art. 139.
Any form of promotion, within the broadcasting
services, intended to stimulate the distribution,
consumption or sale of medicinal products and
medical treatments shall be considered audiovisual
advertising for medicinal products and medical
treatments.
Art. 140.
(1) Advertising and teleshopping are permitted only in
the case of medicinal products and medical treatments
available without medical prescription.
(2) The ads shall warn the public about the possibly
harmful content of the products that are available
without medical prescription.
initiative

Art. 141.
Advertising and teleshopping of medicinal products
containing psychotropic or narcotic substances, within
the meaning of the international conventions, are
prohibited.
Art. 142.
Advertising of medicinal products shall encourage the
rational use of the medicinal products, by presenting
them objectively, without exaggerating their
therapeutically properties.
Art. 143.
(1) The promotion of medicinal products within the
audiovisual broadcasting programmes shall include
the following:
a) the name of the product;
b) the common name, in case the product contains a
unique active ingredient;
c) the therapeutic indication (the affections for which
the medicinal product is used);
d) the warning: “This product may be purchased
without medical prescription. Read the prospect
carefully.”
(2) By derogation from the provisions of letter d) of the
previous par., the advertising for medicinal products
broadcast as reminder, shall include the warning: “It is
recommended to read the prospect carefully.”
(3) To the sense of the present decision, reminder
means an advertising spot that cumulatively means
the following requirements:
a) it is a part, continuation and/or completion of the
same advertising campaign for a certain medicinal
product, produced within the same programme
service;
b) it reminds to the audience elements of the
message presented in the main spot of the advertising
campaign;
c) it has a duration no longer than 10 seconds.
(4) The warnings mentioned in paragraph (1), letter d)
and paragraph (2) shall be broadcast by observing the
following requirements:
a) in case of the main advertising spot the text shall
be presented at the end, audio and visual, lasting at
least 6 seconds;
b) in case of the reminder, the text shall be presented
during the broadcasting of the spot so as to ensure a
clear perception of the message.
Art. 144.
(1) The broadcast of advertising and teleshopping for
medicinal products, vitamins, food supplements,
nutrients, dietary supplements and medical treatments
presented or recommended by personalities of the
public, cultural, scientific or sports life or by other
persons who, through their celebrity, may encourage
initiative
legislation and taxes
the use of such medicinal products or treatments is
prohibited.
(2) The broadcast of advertising and teleshopping
featuring medical practitioners or pharmacists who
recommend or express medical assent to foods
intended for children, medicinal products, medical
treatments, vitamins, food supplements, nutrients or
dietary supplements is prohibited.
(3) The broadcast of advertising and teleshopping for
medicinal products, vitamins, food supplements,
nutrients, dietary supplements and medical treatments
is prohibited if the presentations contain
recommendations or agreements issued by medical
associations.
Art. 145.
(1) Advertising messages for medicinal products or
medical treatments shall not be directed to persons
under the age of 16.
(2) The broadcast of advertising for medicinal
products, vitamins, food supplements, nutrients,
dietary supplements and medical treatments within the
programmes dedicated to children or in the advertising
windows preceding or following such programmes is
prohibited.
(3) Sponsorship of audiovisual programmes dedicated
to children by producers and distributors of medicinal
products, vitamins, food supplements, nutrients,
dietary supplements and medical treatments is
prohibited.
(4) Advertising and teleshopping for products and
treatments curing sexual dysfunction or sexual
problems or for breast boost shall be broadcast only
between 22.00 – 6.00 hours, and shall be
accompanied by warning stating that these products
are not intended for children.
Art. 146.
(1) The broadcast of advertising and teleshopping is
prohibited in case of:
a) products for the treatment of alcoholism;
b) clinical treatments for hair loss;
c) hypnosis, hypnosis therapy, psychology,
psychoanalysis or psychiatry;
d) medicinal products whose cost is compensated.
(2) Within advertising or teleshopping it is prohibited to
mention therapeutic indications referring to diseases
such as:
a) tuberculosis;
b) sexually transmitted diseases;
c) other serous infectious diseases;
d) cancer and other tumours;
e) chronic insomnia;
f) diabetes and other metabolic illnesses.
69
legislation and taxes
Art. 147.
Advertising for medicinal products shall not contain any
statement which:
a) shall give the impression that a medical
consultation or surgical operation is unnecessary, in
particular by offering a diagnosis or by suggesting
treatment by mail;
b) shall suggest that the effects of the medicine are
guaranteed, are unaccompanied by side effects or are
better than, or equivalent to, those of another treatment
or medicinal product;
c) shall suggest that taking the medicine can
enhance the health of the subject;
d) shall suggest that the health of the subject could be
affected by not taking the medicine; this prohibition
shall not apply to the vaccination campaigns supported
by the pharmaceutical industry and approved by the
Ministry of Health;
e) shall suggest that the medicinal product is food, a
cosmetic product or another consumer good;
f) shall suggest that the safety or efficacy of the
medicinal product is due to the fact that it is natural;
g) could, by the description or detailed representation
of a case history or symptoms, lead to erroneous self-
diagnosis;
h) shall suggest, in improper or misleading terms,
recovery;
i) shall use, in improper, alarming or misleading
terms, images, pictorial representations or photos
showing changes in the human body caused by
disease or injury, or by the action of a medicinal
product on the human body or parts of it;
j) shall underline that the respective medicinal
product is authorized by the National Agency of
Medicine.
Art. 148.
(1) The broadcast of advertising and teleshopping of
natural products and treatments that are not
accompanied by written and audio warning is
prohibited, as the case may be:
a) “product not certified by medical practice”;
b) “method not certified by medical practice”.
(2) In case the natural products and treatments are
medically verified, the Romanian Medical Practitioners’
College shall certify.
(3) The warning foreseen in paragraph (1) shall be
placed at the end of the advertising message.
Art. 149.
Advertising and teleshopping for homeopathic
medicinal products and treatments are permitted only
for those products and treatments certified by the
Ministry of Health or by the Romanian Medical
Practitioners’ College.
70
Art. 150.
The broadcast of programmes or teleshopping
presenting cases of cure of serious illnesses by using
conventional or unconventional treatments, in case the
medical diagnosis and its attesting documents are not
certified by the Romanian Medical Practitioners’
College or if no representative of this body is present in
the programme or teleshopping, to medically certify the
results, is prohibited.
Art. 150.
(1) The broadcast of advertising and teleshopping
suggesting that it is necessary for everyone to
supplement their diet with vitamins and minerals or
those supplements can better physical or mental
functions that are normally good is prohibited.
(2) The promotion of food supplements, dietary
supplements, vitamins and nutrients within the
audiovisual radio and television programmes shall
include, compulsorily, the following warning: “This is a
food supplement. Read the prospect carefully.”
(3) The minimum duration of the warning mentioned at
par. (2) shall be of 3 seconds, and shall be broadcast
at the end of the advertising spot; on television
channels the warning shall be presented in sound and
image.
(4) In the case of the reminder, the text foreseen in par.
(2) shall be presented during the broadcasting of the
advertising spot, to ensure a clear perception of the
message.
Art. 152.
Audiovisual programmes, advertising and
teleshopping dedicated to weight loss and control
products and treatments without therapeutic
indications shall observe the following requirements:
a) there is trustworthy scientific evidence for any
statement on the benefice effects of the products or
treatments;
b) where specific amounts of weight are claimed to
have been lost by individuals the period over which the
loss was achieved must be stated;
c) the amount of weight loss and the period over
which it took place should be compatible with generally
accepted good medical and dietary practice and not
refer to unrepresentative properties of the product or
medical service being offered;
d) for low-calorie foods and drinks, if presented as
part of slimming regimes, it must be stated that the
product leads to weight loss only as part of a
calorie/energy control diet;
e) specially formulated products intended for use in
calorie restriction diets, products, which, according to
the producer’s instructions, totally or partially replace
the daily diet, shall be promoted under the name “total
diet replacement for weight loss” or “partial diet
replacement for weight loss”;
initiative

f) for low-calorie foods and drinks, no reference shall
be made to the rate or amount of weight loss as a result
of the use of those products, or regarding the reduction
in the sensation of hunger or the increase in the
sensation of satiety.
Art. 153.
(1) The promotion or presentation of products and
treatments for slimming or weight control must include
the written and audio warning, with duration of at least
5 seconds, “consult your doctor before starting the
diet”; diet must be presented or promoted only as a
short-term measure.
(2) Testimonials or specific case histories justifying the
diet are forbidden.
Art. 154.
Advertising and teleshopping for any kind of product or
treatment for weight loss or control shall observe the
following requirements:
a) they shall not be directed to people under 18 and
shall warn the public on this aspect by means of a
written and/or audio insertion;
b) they shall not be broadcast within the programmes
directed to children or the advertising breaks preceding
or following such programmes;
c) they shall not be directly addressed to obese
persons, shall not include case histories, where
persons that were obese before using the advertised
products or services speak about or present;
d) they shall not suggest or state that being
underweight is adequate or desirable.
Section 5
Political Advertising and Advertising regarding the
practicing of certain professions
Art. 155.
(1) For the purpose of the present cod, the advertising
spots that promote a party, a politician or a political
message are considered political advertising.
(2) Political advertising is prohibited, except during
elections campaigns.
Art. 156.
(1) Advertising for public notaries offices or for any form
of practice of the legal profession is prohibited.
(2) Advertising for executors and judicial experts is
prohibited.
Art. 157.
(1) Active members of the Bar are not allowed to
produce or to moderate programmes dealing with legal
cases still under investigation or in Court.
(2) The participation and the interventions of lawyers in
audiovisual programmes dealing with legal cases still
under investigation or in Court (cases in which these
initiative
legislation and taxes
lawyers are hired) shall observe the professional
norms of barristers.
Art. 158.
(1) Any form of advertising for private or public
providers of public medical services is prohibited.
(2) The participation and the interventions of doctors in
programmes on medical themes shall observe the
deontological principles of the Medical Deontology
Code adopted by the Medical Practitioners’ College in
Romania.
(3) Drugs that may be identified by mark or commercial
name, medical treatments, and public and private
medical consulting rooms providing public services
shall not be recommended during audiovisual
programmes on medical themes.
Section 6
Teleshopping programmes
Art. 159.
(1) The teleshopping programme consists of
broadcasting to the public direct selling offers regarding
the supply of certain goods in return for payment,
goods that are available only by means of a remote
contract.
(2) Within the meaning of the present Code, by remote
contract is meant a contract concluded between a
trader and a consumer intended for the provision of
products or services, within a trade system organised
by the trader, that uses exclusively, before and upon
conclusion of the abovementioned contract, one or
more distance communication techniques.
(3) The offers broadcast shall abide by the provisions
of the Government Ordinance no. 130/2000,
concerning the legal status of remote contracts,
adopted and modified by Law no. 51/2003 and of the
Government Ordinance no. 85/2004 on consumer
protection for the conclusion and development of
remote contracts on financial services, approved with
its modifications by Law no. 399/2004.
Art. 160.
(1) Teleshopping programmes shall be readily
identifiable as such and clearly separated from other
audiovisual programmes by means of neutral optical
and acoustic windows.
(2) The teleshopping programme shall not contain and
will not be interrupted by advertising spots.
Art. 161.
The provisions of art. 160 shall not apply to programme
services exclusively dedicated to teleshopping.
Details of these regulations can be consulted on www.cna.ro.
71
cna
THE NATIONAL AUDIO-VISUAL COUNCIL (NAC)
Foundation
The National Audiovisual Council was founded in
1992 (under the stipulations of the Audiovisual Law
no. 48/1992, abrogated in 2002 by Law 504/2002
and completed by Law 402/2003) in order to provide
a legal framework for setting and maintaining a
competitive and free audiovisual market in the
Romania.
Role and mission
The National Audio-Visual Council (NAC) is a public,
autonomous authority, under the control of the
Parliament. Its role, established by law, is to protect
the public interest in the field of audio-visual
communication, under the conditions provided by
Audiovisual Law no. 504/2002, published in the
Official Journal no. 534 of July 22, 2002.
The National Audio-Visual Council (NAC) is the only
regulatory authority in the field of audio-visual
program services in the terms of and by observing
the provisions of Audiovisual Law.
The National Audio-Visual Council (NAC) has duties
where the broadcast licensing, the content and the
advertising are concerned:
• the observance of a pluralist expression of ideas
and opinions in the program services transmitted
by radio broadcasters under the Romanian
jurisdiction;
• ensures pluralism of information sources of the
public;
• favors of free competition in the broadcasting
field;
• a fair balance between the national and
local/regional or thematic broadcasting services;
• ensures protection of human dignity and of minor
children;
• ensures protection of the Romanian culture and
language, as well as of the culture and languages
of ethnic minorities;
• ensures transparency of mass communication
means from the audio-visual sector;
• ensures transparency of its own activities.
Competences
The Council has the following competences:
• to establish the conditions, procedure and criteria
for the granting of audio-visual licenses;
• to establish the procedure for the granting of the
retransmission authorisation;
• to issue audio-visual licenses and retransmission
authorisations for the operating of radio and TV
programme services and to issue the audio-
72
visual authorisation decisions;
• to issue regulatory normative decisions, in order
to accomplish its attributions;
• to draw up instructions and issue
recommendations for the development of the
activities in the field of audio-visual
communication.
The Council is authorised to request and receive
from radio-broadcasters and distributors of audio-
visual programme services any necessary data,
information and documents in order to accomplish its
attributions, having the obligation to keep the
confidentiality of the data that are not of public nature.
The Council issues decisions, instructions and
recommendations in the presence of at least 8
members and with the vote of at least 6 members, in
order to fulfil its functions and attributions.
The Council’s decisions with a regulatory
character, including their motivation, shall be
published in the Official Journal of Romania, Part I.
The other decisions, including their motivation, as
well as the instructions and the recommendations
issued by the Council shall be made public.
The documents with a regulatory character, issued
by the Council, can be contested in the
administrative contentious court by any person
estimating himself/herself prejudiced by them.
Decisions with individual character are communicated
to the interested parties and come into force on the
date of their communication, if not otherwise foreseen.
The Members of the Council
The Council is made up of 11 members. The NAC
members are assigned by the Parliament, on request
of the Senate (3 members), the Chamber of Deputies
(3 members), the President of Romania (2
members), the Government (3 members).
The current members of the National Audiovisual
Council are:
• Ralu Filip - appointed by the Chambers of
Deputies for the 2001-2008 period, appointed
President of NAC for the 2002-2008 period;
• Attila Gasparik - appointed by the Senate for the
2006-2012 period, elected vice-president by the
other members of NAC;
• Constantin Dutu - appointed by the Chambers of
Deputies for the 2006 – 2012 period;
initiative
 cna

• Dan Grigore - appointed by the Government for the 2006 - 2012 period;
• Ioan Onisei - appointed by the Chambers of Deputies for the 2006 - 2012 period;
• Rasvan Popescu - appointed by Senate for the 2006 - 2012 period;
• Radu Teodorel - appointed by the Government for the 2003 - 2008 period;
• Gelu Marian Trandafir – appointed by the Presidency for the 2006 - 2012 period;
• Cristina Trepcea - appointed by the Government for the 2002-2008 period;
• Emanuel Valeriu - appointed by the Presidency for the 2001-2008 period;
• Grigore Zanc - appointed by Senate for the 2004-2010 period.

Sadly, the President of the National Audiovisual Council, Ralu Filip, passed away suddenly in May 2007. Attila
Gasparik became the Interim President of NAC.

The list of broadcasting licenses issued by NAC for the main TV and Radio stations:

TV LICENCES
TV STATION LICENCES / CITY LICENCE OWNER SHAREHOLDERS

Alba Iulia, Alexandria, Arad, Bacau, Baia Mare,

Bistrita, Brasov, Bucharest, Buzau, Cluj- - CME Romania BV (Olanda) – 90.1057%;
Napoca, Campina, Constanta, Deva, Focsani, - Adrian Sârbu – 4.7857 %;
Galati, Gheorgheni, Iasi, Miercurea Ciuc, - Rootland Trading Ltd (Cipru) – 4.9485%;
PRO TV SC PRO TV SA
Novaci, Oradea, Piatra Neamt, Pitesti, Ploiesti, - Grigoruta Roxana Dorina – 0.08%;
Satu Mare, Sibiu, Sighisoara,Sinaia, Slatina, - Petrovici Liana – 0.08%.
Targoviste, Targu Mures, Timisoara, Turda,
Zalau.

- CME Romania BV (Olanda) – 90.1057%;

- Adrian Sârbu – 9.8135%;
ACASA TV Bucharest SC PRO TV SA - Rootland Trading Ltd (Cipru) – 4.9485%;
- Grigoruta Roxana Dorina – 0.0811%;
- Petrovici Liana – 0.0811%.
- CME Romania BV (Olanda) – 90.1057%;
- Adrian Sârbu – 4.7857 %;
BUSINESS CLUB Bucharest SC PRO TV SA - Rootland Trading Ltd (Cipru) – 4.9485%;
- Grigoruta Roxana Dorina – 0.08%;
- Petrovici Liana – 0.08%.

- CME Romania BV (Olanda) – 90.1057%;

- Adrian Sârbu – 4.7857 %;
PRO TV INTERNATIONAL Bucharest SC PRO TV SA - Rootland Trading Ltd (Cipru) – 4.9485%;
- Grigoruta Roxana Dorina - 0.08%;
- Petrovici Liana – 0.08%.

- CME Romania BV (Olanda) – 90.1057%;

- Adrian Sârbu – 4.7857 %;
PRO CINEMA Bucharest SC PRO TV SA - Rootland Trading Ltd (Cipru) – 4.9485%;
- Grigoruta Roxana Dorina – 0.08%;
- Petrovici Liana – 0.08%.

- CME Romania BV (Olanda) – 90.1057%;

- Adrian Sârbu – 4.7857 %;
INFO SPORT Bucharest SC PRO TV SA - Rootland Trading Ltd (Cipru) – 4.9485%;
- Grigoruta Roxana Dorina – 0.08%;
- Petrovici Liana – 0.08%.

- Dogan Media International GMBH (Germania)

– 96%;
- Milliyet Verlags-Und Handels GMBH
KANAL D Bucharest S.C. DOGAN MEDIA INTERNATIONAL S.A. (Germania) – 1%;
- Enteralle Handels GMBH (Germania) – 1%;
- Yasar Begumhan Dogan Faralyali – 1%;
- Mehmet Ali Yalcindag – 1%.

- Sandi Oana Monica – 35%;

- Negoescu Gabriela Aurora – 30%;
TELESPORT Bucharest S.C. TELESPORT INTERMEDIA SRL - Nicolau Hora]iu – 20%;
- Chimoiu Claudiu Marin – 15%.

initiative 73
cna

TV STATION LICENCES / CITY LICENCE OWNER SHAREHOLDERS

Alba Iulia, Alexandria, Arad, Bacau, Baia Mare,

- Voiculescu Camelia Rodica – 40.491%;
Botosani, Braila, Brasov, Buzau, Bucharest,
- Voiculescu Corina Mirela – 35.491%;
Calarasi, Cluj-Napoca, Constanta, Craiova,
- Lazar Mihai – 10%;
Deva, Galati, Giurgiu, Hunedoara, Iasi,
- Anca Raluca Gheorghe – 5%;
ANTENA Medgidia,Medias, Miercurea Ciuc, Oradea, S.C. TV ANTENA 1 S.A.
- Funda]ia Umanist` Dan Voiculescu – 4.532%;
Pitesti, Ploiesti, Ramnicu Valcea, Sfantu
- Grivco SA – 4.476%;
Gheorghe, Sibiu, Sinaia, Slobozia, Suceava,
- Tipografia Intact SA – 0.004%;
Targoviste, Targu Jiu, Targu Mures, Topolog,
- Sangold (Omi) Distributie SA – 0.004%.
Tulcea, Vaslui.

- Voiculescu Corina Mirela – 48%;

- Oancea Sorin – 25%;
ANTENA 3
- Voiculescu Camelia Rodica – 21%;
News&Current Affairs Bucharest SC ANTENA 3 SA
- Funda]ia Umanist` Dan Voiculescu – 5%;
- Compania pentru Cercet`ri Aplicative [i
Investi]ii SA – 1%.
- Crescent Comercial & Maritime (Cyprus)Ltd. –
34%;
- Voiculescu Corina Mirela – 28%;
- Voiculescu Camelia Rodica – 22%;
EUFORIA LIFESTYLE TV Bucharest SC ANTENA 4
- Grupul Industrial Voiculescu si Compania
(Grivco) SA – 15% ;
- Compania pentru Cercet`ri Aplicative [i
Investi]ii SA – 1%.

TVR 1 Bucharest Societatea Romana de Televiziune

TVR 2 Bucharest Societatea Romana de Televiziune

TVR INTERNATIONAL Bucharest Societatea Romana de Televiziune

TV ROMANIA CULTURAL Bucharest Societatea Romana de Televiziune

TVR Bucharest Societatea Romana de Televiziune

STUDIOURI TERITORIALE Cluj-Napoca, Craiova, Iasi, Targu Mures Societatea Romana de Televiziune

Alba Iulia, Braila, Bucharest, Campina, - European Radio Investments Limited

Comanesti, Constanta, Iasi, Miercurea Ciuc, (Anglia) – 99.6838%;
PRIMA TV SBS BROADCASTING MEDIA SRL
Nasaud, Oltenita, Orastie, Petrosani, Piatra - Romanian Broadcasting Corporation Limited
Neamt, Slatina, Targu Mures, Zalau, (Anglia) – 0.3162%.

- European Radio Investments Limited

(Anglia) – 99.6838%;
KISS TV Bucharest SBS BROADCASTING MEDIA SRL
- Romanian Broadcasting Corporation Limited
(Anglia) – 0.3162%

- Bluelink Comunicazione (Cyprus) Limited

Aiud, Bucharest, Brasov/Postavaru, Campia
Turzii, Cernavoda, Cluj-Napoca, Campulung,
REALITATEA TV Constanta, Corabia, Craiova, Delta, Deva,
Faget, Medias, Predeal, Ramnicu Valcea,
Suceava, Timisoara, Vaslui.
THE MONEY CHANNEL Bucharest
– 54.998645%;
- Federatia Petrom a Sindicatelor Libere
Independente a Asociatilor si Ligilor Apolitice
din Ramura Industriei Petroliere – Romania -
SC REALITATEA MEDIA SA FSLI PETROM – 25.001346%
- Petrom Service SA – 10%;
- Global Video Media SA – 10%;
- Luca Liviu – 0.000003%;
- Toroipan Gheorghe Cristian – 0.000003%;
- Luha Eugen Gheorghe – 0.000003%.
- Bluelink Comunicazione (Cyprus) Limited
– 54.998645%;
- Federatia Petrom a Sindicatelor Libere
Independente a Asociatilor si Ligilor Apolitice
din Ramura Industriei Petroliere – Romania -
SC REALITATEA MEDIA SA FSLI PETROM – 25.001346%
- Petrom Service SA – 10%;
- Global Video Media SA – 10%;
- Luca Liviu – 0.000003%;
- Toroipan Gheorghe Cristian – 0.000003%;
- Luha Eugen Gheorghe – 0.000003%.

- Zonemedia Broadcasting Limited – 51%;

ROMANTICA Bucharest S.C. ROMANTICA TELEVISION S.R.L. - Realitatea Media SA – 36%;
- Global Video Media SA – 13%.

Alba Iulia, Baia Mare, Beius, Brasov,

Bucharest, Constanta, Iasi, Hunedoara, Piatra - Micula Ioan (Suedia) – 50%;
NATIONAL TV S.C. ABC PLUS MEDIA S.A.
Neamt, Ploiesti, Resita, Targoviste, Targu - Micula Viorel (Suedia) – 50%.
Mures

74 initiative
 cna

TV STATION LICENCES / CITY LICENCE OWNER SHAREHOLDERS

- Micula Ioan (Suedia) – 50%;

N24 Bucharest SC CLAS MEDIA SRL
- Micula Viorel (Suedia) – 50%.

- Micula Ioan (Suedia) – 50%;

FAVORIT TV Bucharest SC CLAS MEDIA SRL
- Micula Viorel (Suedia) – 50%.

B1TV Bucharest SC NEWS TELEVISION (ROMANIA) SRL - News TV Romania BV (Olanda) – 100%.

OTV Bucharest SC OCRAM TELEVIZIUNE SRL - Diaconescu Cristian Dan – 100%;

- Progloff Eugen – 20%;

- Dinescu Mircea – 20%;
- Prigoana Vasile Silviu – 15%;
Calafat, Campulung Moldovenesc, Mizil, Turnu
ETNO TV S.C. ETNO FOLCLOR MEDIA SRL - Gardus Rares Alexandru – 15%;
Magurele.
- Opris Paul 15%;
- Bejinariu Camelia Dorina – 10%;
- Medaru Mircea Marian – 5%.

- Chandler International SRL (asociat unic

Anghel Ilinca) – 70%;
- East Broadcasting Media SRL (asociat unic
East Broadcasting Company Network LLC, al
MTV Bucharest S.C. MUSIC TELEVISION SYSTEM SRL c`rei asociat unic este Nagy Csaba Attila)
– 20%;
- Haarmann Grup SRL (asociat unic Grigore
Iorgu) – 10%.

- Urdareanu Sorana Lavinia – 97%

U TELEVIZIUNE INTERACTIVA Bucharest SC NEW TREND MEDIA SRL
- Dumitrescu Victor Andrei – 3%

- Petre Mihai Bacanu – 38.59%

- Friceag Bogdan – 35.33%
- Cristodorescu Gilda – 13.04
TV FLUX Bucharest SC AFLUX PUBLIPROD SA
- Search Chemicals SRL – 6.52%
- Pelin Lucretia – 3.26%
- Pelin Vasile – 3.26

- Elran (D.D.) Investments Ltd. (Israel) – 34%;

- Milomor Trade & Communication Ltd (Israel)
– 34%;
- RP Explorer Master Fund (Ins. Cayman)
– 20%;
- Reuven Behar (Israel) – 4%;
BOOM Bucharest SC DTH TELEVISION GRUP SA
- Druic` Constantin – 1.5%;
- Velicescu Adrian – 1.5%;
- Rosenfarb Eyal Yosef (Israel) –1.5%;
- Noam Jonathan (Israel) –1.5%;
- Jacoby Daniel (Israel) – 1.33%;
- Maor Meir (Israel) – 0.67%.

- Prigoana Vasile Silviu – 20%;

- Gardus Rares Alexandru– 20%;
- Prigoana Honorius Adrian – 20%;
METEO TV Bucharest SC REAL TOP MEDIA TV SRL - Mihalache Dumitru – 10%;
- Progloff Eugen – 10%;
- Minea Gheorghe – 10%;
- Pricop Cristina Laura – 10%.

- Prigoana Vasile Silviu – 20%;

- Gardus Rares Alexandru – 20%;
- Prigoana Honorius Adrian – 20%;
TARAF TV Bucharest SC REAL TOP MEDIA TV SRL - Mihalache Dumitru – 10%;
- Progloff Eugen – 10%;
- Minea Gheorghe – 10%;
- Pricop Cristina Laura – 10%.

SENSO TV Bucharest SC SENSO TV SRL - Anca Vlad – 100%

initiative 75
cna

RADIO LICENCES

RADIO STATION LICENCES / CITY LICENCE OWNER MAIN SHAREHOLDERS

Adjud, Arad, Bacau, Baia Mare, Bistrita,

Borsec, Botosani, Braila, Brasov, Buzau,
Bucharest, Calarasi, Campulung, Caransebes,
- European Radio Investments Limited
Cluj-Napoca, Constanta, Craiova, Dobrogea
(Anglia) – 99.6838%;
KISS FM Sud, Focsani, Gheorgheni, Giurgiu, Iasi, SBS BROADCASTING MEDIA SRL
- Romanian Broadcasting Corporation Limited
Neptun, Oradea, Petrosani, Pitesti, Ploiesti,
(Anglia) – 0.3162%.
Ramnicu Valcea, Resita, Satu Mare, Sibiu,
Slatina, Suceava, Targoviste, Targu Mures,
Tulcea, Zalau

KISS FM Braila SC Tehnic SRL - Prelipcean Gheorghe – 100%

- Lagardere Active Radio International SA

(Fran]a) – 84%;
- Ovidiu Zegheru – 6%;
- Petru Berteanu – 3%;
Alba Iulia, Alexandria, Arad, Bucharest, Buzau,
S.C. EUROPE DEVELOPPMENT - {tefan Bogdan Teodorescu – 3%;
EUROPA FM Draganesti, Giurgiu, Satu Mare, Slobozia,
INTERNATIONAL ROMANIA SA - RFM Entreprises SAS (Fran]a) – 2%;
Vaslui
- Lagardere Active Management SNC
(Fran]a) - 1%;
- Lagardere Active Broadcast SA
(Monaco) – 1%.

- Corsum Invest A.S. (Cehia) – 80%;

Alba Iulia, Bistrita, Bucharest, Deva, Onesti,
RADIO 21 SC RADIO XXI SRL - Lagardere Active Radio International SA
Petrosani, Pitesti, Sebes, Sinaia, Turda
(Fran]a) – 20%

Arad, Baia Mare, Beius, Bistrita, Blaj, Brasov,

Brad, Bucharest, Campia Turzii, Comanesti,
Constanta, Craiova, Delta, Deva, Faget,
- Micula Ioan (Suedia) – 50%;
NATIONAL FM Giurgiu, Lugoj, Marghita, Oradea, Petrosani, S.C. ABC PLUS MEDIA S.A.
- Micula Viorel (Suedia) – 50%.
Pitesti, Ploiesti, Resita, Sibiu, Slatina,
Targoviste, Targu Jiu, Targu Mures, Timisoara,
Turnu Magurele, Varatec, Zalau
Alba Iulia, Arad, Bacau, Brasov, Bucharest,
Buzau, Campina, Cluj-Napoca, Constanta,
PRO FM Costinesti, Deva, Hunedoara, Mangalia, SC COMPANIA DE RADIO PRO SRL Media Pro Management SA – 100%;
Medgidia, Ploiesti, Predeal, Satu Mare, Slatina,
Targu Mures, Timisoara

INFO PRO Arad, Bucharest SC COMPANIA DE RADIO PRO SRL Media Pro Management SA – 100%;

PRO CLASIC Bucharest SC COMPANIA DE RADIO PRO SRL Media Pro Management SA – 100%;

- Poligraf SRL – 65%

RADIO GUERRILLA Bucharest SC POLIFONIC SRL - Regent House Printing&Publishing
(RHP&P) – 35%

- Voiculescu Camelia Rodica – 40%;

- Voiculescu Corina Emilia – 39%;
- Grupul Industrial Voiculescu [i Compania
ROMANTIC FM Bucharest GRUPUL MEDIA CAMINA (G.M.C.) SA (Grivco) SA – 10%;
- Sangold (Omi) Distributie SA – 10%;
- Funda]ia Umanist` Dan Voiculescu (membru
fondator [i pre[edinte – Dan Voiculescu) – 1%.

RADIO TURDA Turda SC Pansatelit Comunicatii SRL - Todea Marius Alin – 100%

- Radio France International (Fran]a –

Pre[edinte Cluzel Jean-Paul Philippe)
– 9.9655% ;
RFI BUCHAREST Bucharest SC Radio Delta RFI FM SRL
- Asociatia Cultural - Stiintifica “Delta”
(Pre[edinte Dan Alexandru Stoichescu)
– 0.0345%
Bacau, Bistrita, Blaj, Bucharest, Cluj-Napoca, - Cinel SRL – 58% (Cancescu Aristotel Adrian
Constanta, Covasna, Gheorgheni, Mangalia, – 60% si Cancescu Aurelian Alexandru – 40%);
MIX FM SC Radio SRL
Oradea, Sfantu Gheorghe, Sighisoara, Targu - Bran Vasile - 29%;
Mures - Rus Alexandru - 13%.

MIX FM Bucharest, Campina, Miercurea Ciuc, Sinaia SC Radio Tampa SRL - Rusu Nicolae – 100%

MIX FM Alba Iulia, Arad, Sibiu, Slobozia SC Canaris SRL - Rusu Bogdan Aurelian – 100%

RADIO STAR Fagaras, Predeal SC Radio Tampa SRL - Rusu Nicolae – 100%

76 initiative
 cna

RADIO STATION LICENCES / CITY LICENCE OWNER MAIN SHAREHOLDERS

- Cinel SRL – 58% (Cancescu Aristotel Adrian

– 60% si Cancescu Aurelian Alexandru – 40%);
RADIO BRASOV Brasov, Fagaras SC Radio SRL
- Bran Vasile - 29%;
- Rus Alexandru - 13%.

- Bluelink Comunicazione (Cyprus) Limited –

54.998645%;
- Federatia Petrom a Sindicatelor Libere
Independente a Asociatilor si Ligilor Apolitice
din Ramura Industriei Petroliere – Romania -
REALITATEA FM Bucharest SC REALITATEA MEDIA SA FSLI PETROM – 25.001346%
- Petrom Service SA – 10%;
- Global Video Media SA – 10%;
- Luca Liviu – 0.000003%;
- Toroipan Gheorghe Cristian – 0.000003%;
- Luha Eugen Gheorghe –0.000003%.

- Comac Limited – 51% (Cipru)

- FSLI – 39%
- Cornel Nistorescu – 7%
RADIO TOTAL Bucharest EXPRESIV SA
- Andrei Dan Anghel – 1%
- Calin Ionut Anghel – 1%
- Alina Tudora Mantea – 1%

- Micula Ioan (Suedia) – 50%;

FAVORIT FM Bucharest SC ABC PLUS MEDIA SRL
- Micula Viorel (Suedia) – 50%.

- Prigoana Vasile Silviu – 20%;

- Popescu Gabriel – 20%;
SPORT FM Bucharest SC SPORT FM RADIO SRL - Popescu Simona – 20%;
- Prigoana Honorius Adrian – 20%;
- IIva Sport Regent SRL – 20%.

- Tataru Nadia – 90%

ITSY - BITSY Bucharest ON AIR STUDIO SRL
- Tataru Constantin Felix – 10%

- Elran (D.D.) Investments Ltd. (Israel) – 34%;

- Milomor Trade & Communication Ltd (Israel)
– 34%;
- RP Explorer Master Fund (Ins. Cayman)
– 20%;
- Reuven Behar (Israel) – 4%;
BOOM FM Bucharest SC DTH TELEVISION GRUP SA
- Druic` Constantin – 1.5%;
- Velicescu Adrian – 1.5%;
- Rosenfarb Eyal Yosef (Israel) –1.5%;
- Noam Jonathan (Israel) –1.5%;
- Jacoby Daniel (Israel) – 1.33%;
- Maor Meir (Israel) – 0.67%.

- Progloff Eugen – 20%;

- Dinescu Mircea – 20%;
- Prigoan` Vasile Silviu – 15%;
ETNO FM Bucharest SC ETNO FOLCLOR MEDIA SRL - G`rdu[ Rare[ Alexandru – 15%;
- Opri[ Paul 15%;
- Bejinariu Camelia Dorina – 10%;
- Medaru Mircea Marian – 5%.

- European Radio Investments Limited (Anglia)

– 99.6838%;
MAGIC FM Bucharest SBS BROADCASTING MEDIA SRL
- Romanian Broadcasting Corporation Limited
(Anglia) – 0.3162%.

RADIO DEEA Bucharest SC RADIO DEEA SRL - Iancu Andreea – 100%

Source: http://www.cna.ro

initiative 77
moldavian media market
MOLDAVIAN MEDIA MARKET
INITIATIVE MOLDOVA – Short presentation
INITIATIVE Moldova, established in June 2002, is
an affiliate of INITIATIVE Worldwide (Interpublic
Group). It is the leading media management agency
in the Republic of Moldova. Being a full range media
agency INITIATIVE is specialized not only on
planning and buying (which are the core services).
But also on additional services such as product
placement, outdoor advertising, sponsorship, direct
mailing, online advertising, PR-coverage, post-buy
and competitive analysis.
Following INITIATIVE’s global philosophy ‘expect
more’, the agency has a pro-active attitude, a wider
scope and a deeper understanding of media in order
to deliver the most qualitative and cost-effective
solutions to its clients.
INITIATIVE Moldova has in it’s client portfolio both
major local and global clients, such as Voxtel GSM
(France Telecom / Orange), LG Electronics, Tempo
GSM, Dirol Cadbury, Canon, supermarket chain Alina
Electronic, Group SEB, Plaza, Bucuria, Mary Kay.
MOLDAVIAN MEDIA LANDSCAPE
The Moldavian media market continued to grow fast in
2006. Advertising budgets had continued to increase
in all major media, especially on TV and in outdoor.
Many regional TV and radio stations obtained
licenses in order to widen their broadcasting on new
regions of country.
Despite specialists’ predictions the switch from the
minutes’ rate-cards to GRPs’ ones didn’t occur.
Several new major advertisers entered the market.
The total net advertising volume on Moldavian
market in 2006 was estimated at 13.7 mil USD
(+61% vs. 2005).
Graph 1: Ad-spend by medium
Source: AGB Moldova & Initiative
78
Top Categories, Advertisers
Shops category increased their advertising activity
and bypassed Mobile Telecommunication in
“Category” chart in 2006. Banks and Financial
Operations had grown significantly over the last year.
FMCG products increased their activity as well.
The list of TV top advertisers remained almost the
same over the last several years.
Procter&Gamble maintains the leadership in
“Advertiser” top, followed by Moldcell, Efes Vitanta
Moldova Brewery and Voxtel.
Media Research
Even if media research is an important and integral
part of media market, unfortunately reliable and
complex audience measurement in Moldova had
been established only for television. The radio, press
and outdoor measurement is either incomplete or
under elaboration.
Consumption and lifestyle research
TNS Moldova (part of the TNS Ukraine) measures a
comprehensive range of consumer characteristics
(target persons between 12–65 y.o. and residence in
10 major cities), such as:
- Demographics
- Lifestyle
- Media usage
- Product and brand usage, etc.
The data is being collected during face-to-face
interviews twice a year (spring’s and autumn’s
waves). The software package – Galileo – gives the
opportunity to build different kind of data tables,
containing useful consumer information. For
example:
- Readership of newspapers and magazines
- TV viewing behaviour
- Radio usage behaviour
- Cinema attendance
- Attitude to different types of advertising, etc.
TELEVISION
Moldova is a television driven market. TV still gives
the highest feedback on the advertisers’ investment.
Being a low-cost and accessible entertainment for
the majority of the population, TV delivers the highest
reach at national level. The increase of net TV ad-
spend in 2006 vs. 2005 was 37.3%.
initiative
 moldavian media market

The first TV sales house – Video International Commercial share of the major TV stations
Moldova – appeared at the end of 2005 and
developed its activity through 2006. The new ORT- Moldova once again holds the leading position
professional approach and modern technology of in terms of commercial share, while NIT and STS
selling the channels’ advertising time had a good decreased.
influence on the market. Now the sales house is
representing several major stations as follows: ORT, Graph 3: Major TV stations commercial share (%)
STS (since March, 2006) and MTV (since October,
2006). It is expected that in 2007 some other
channels will join the sales house.

The Moldavian TV market includes:

National stations:
1. ORT-Moldova
2. Moldova 1
Regional stations:
1. STS
2. NIT
3. Pro TV
4. Muz TV Source: AGB Moldova
5. NTV
Cable stations:
1. TVC-21 Average ratings of the major TV stations
2. Ren TV
3. N 4 The best rating delivery station on Moldavian market
4. TNT was ORT-Moldova, followed by STS and NIT.
Local advertising spots may be aired only on TV Graph 4: Major TV stations average whole day
stations that have the broadcast license for Moldova. ratings (Av Rtg %)
Both ORT-Moldova and Moldova 1 have the best
penetration being available in most Moldavian
households. The regional stations are on air in all
major cities of the country. At the same time the cable
stations are broadcasted only in the capital.

Audience share

TV viewing share however differs a lot comparing to

the stations’ penetration.ORT-Moldova retains the
leading position in terms of audience.

Graph 2: Audience share

Source: AGB Moldova

Advertising clutter evolution – no. of seconds

The number of advertisers respectively the number

of minutes sold increased (17%) in 2006 compared
to 2005. This was the reason of frequent clutters,
especially in the first and fourth quarters of the year.
Even new more expensive rate cards didn’t spot
advertisers from October-December clutter.

Source: AGB Moldova

initiative 79
moldavian media market
Graph 5: Advertising clutter evolution per month (No.
of seconds)
Source: AGB Moldova
NATIONAL STATIONS
ORT- Moldova (The First Channel in Moldova) (Rus)
The absolute leader in audience share and in ratings.
Broadcasting: air and cable
Penetration: 92% and Share: 37.84%
Content: 100% re-transmission of the ‘Pervyi kanal’
(Russia) – the biggest state-owned station in Russia.
Movies, entertainment shows, soap operas, TV
games, comedy shows, sports and others are the
highlight of this station’s schedule. In addition to that,
the Moldavian broadcasting company inserts local
programs (in Romanian and Russian).
Advertising policy: the local advertising breaks
completely replace the Russian ones. The station
has local inserts.
ORT - Moldova target is mass-viewers,
predominantly middle-aged – 45-59.
Moldova - 1 (Public Moldavian Television –
Moldova) (Ro/Rus)
Station has the widest penetration in Moldova.
Broadcasting: air and cable
Penetration: 97% and Share: not available
Content: Local news in Romanian and Russian,
social programs, movies, serials, local cultural, sport
and entertainment shows. The most popular
programs are News broadcasts (19:00 and 21:00)
and evening movies.
Moldova -1 is mostly preferred by the advanced age
population – 65+y.o.
REGIONAL STATIONS
STS (The First Entertainment Channel) (Rus)
Type of broadcasting: air and cable
80
Penetration: 70% and Share: 5.26%
Content: 100% re-transmission of the STS (the first
Russian TV station with exclusively entertainment
profile). Movies, entertainment shows, soap operas,
sitcoms, TV games, comedy shows and others.
Advertising policy: the local advertising breaks
completely replace the Russian ones.
The station target is the mass-viewer.
NIT (Rus/Ro)
Broadcasting: air and cable
Penetration: 80% and Share: 4.24%
Content: Digest channel (Russian TV stations – NTV,
TVC, Darial TV and others); local news in Romanian
and Russian, movies.
Advertising policy: the local advertising breaks did
not completely replace the Russian ones.
The station target is dominating by the young and
middle-aged people.
Pro TV – Pro TV (Moldova) (Ro/Rus)
Broadcasting: air and cable
Penetration: 55% and Share: 0.82%
Content: re-transmission of the Pro TV (Romania);
local news (in Romanian and Russian),
entertainment and political shows.
Advertising policy: the local advertising breaks did
not completely replace the Romanian ones.
Stations profile for Moldova – young people – 25-34
y.o, with middle and high income
NTV (Rus)
Broadcasting: air and cable
Penetration: 8% and Share: 3.45%
Content: re-transmission of the NTV (Russia);
entertainment and political shows, TV games, talk-
shows, analytics, cognitive programs.
Advertising policy: the local advertising breaks
completely replace the Russian ones.
Stations profile for Moldova – middle aged people –
30-44y.o. with middle/high income.
Muz TV (Moldova) (Rus/Ro)
Broadcasting: air and cable
Penetration: 18% and Share: not available
initiative

Content: based on re-transmission Muz TV (Russia).
Local programs (in Romanian and Russian).
Advertising policy: the local advertising breaks did
not completely replace the Russian ones.
Target groups profile: young people – 15-35 y.o.
CABLE NETWORKS/ STATIONS
Sun TV – is the biggest and widely spread cable
network in Chisinau.
Beside the most popular Russian and Romanian TV
stations, some well-known international stations such
as CNN, Discovery, HBO, Animal Planet, Eurosport,
Euronews are included into the cable packages.
Cable network is an alternative and cost-effective
way to reach urban audience.
Share: not available
Content: 100% re-transmission of the Ren TV, TNT,
and local movie station – N4 (in Russian).
Advertising policy: in Prime Time the local advertising
breaks completely replace the foreign ones. On N4
are presented local advertising breaks only.
TVC 21 (Local) (Rus)
Broadcasting: cable
Penetration: 13% and Share: 0.44 %
Content: 100% local – movies, analytical programs
and news (in Russian)
Target group profile: young and middle-aged people
– 18-40 y.o.
Ren TV (SUN TV) (Rus), N 4 (SUN TV) (Rus),
TNT (SUN TV) (Rus)
* Source AGB Moldova
TV buying system
In 2006 the traditional way of selling advertising time
by minute was kept. At the end of 2005 Video
International Moldova – a part of the biggest Russian
sales house, Video International Russia – appeared
on the Moldavian media market. It is selling the
advertising capacities of three TV stations in
Moldova: ORT-Moldova, STS and MTV. The sales of
other TV stations are made through internal sales
departments.
TV pricing policy
Most of the TV stations have different advertising
sales policies for local brands versus foreign brands.
Cost of media is almost double for international
advertisers. The average amount of advertising
initiative
moldavian media market
should not exceed 20% of the hour. Advertising of
the tobacco brands is prohibited on TV, while spirits
may be advertised between 22:00-06:00.
Sponsorship of both news and political programs is
prohibited. There is no restriction on the language of
TVCs. About 60% of all local TV spots are in
Russian.
TV Buying Perspectives 2007
The overall TV ad-spend would keep an ascending
trend in 2007. In order to reduce the clutter and to
avoid the “sold out” situations, sales house and TV
stations have implemented the following conditions:
• the rate card prices are the subject to increase
• seasonal coefficients for high cluttered periods
(October, November, December) have increased
• discounts for non cluttered periods (January,
July, August) have been introduced
• for floating or low-priority placement the
advertiser is offering additional discounts
TV research
Since December 2003 AGB Moldova (part of the
AGB Ukraine) has launched peoplemeter audience
measurement service in Chisinau (150 households).
Starting from the 1st of September 2005 the new
panel covering the rural areas as well as urban had
been installed.
In the beginning of 2006 the panel 4+ y.o. consisted
of 300 households.
Peoplemeters distribution:
Chisinau – 92 units;
Center: 32 units – in the urban area and 39 units – in
the rural area;
North: 49 units – in the urban area and 32 units – in
the rural area;
South: 27 units – in the urban area and 29 units – in
the rural area.
Characteristics of the service:
• each household is equipped with a TVM1 or
TVM2 peoplemeter device
• minute-by-minute viewing data is delivered
electronically the night after the data is collected
• 7 TV stations are included in the survey (TV
viewing, programs and advertising analysis):
ORT-Moldova, NIT, STS, Pro TV, TVC 21, NTV
and N4)
• The software package (Arianna) offers: TV
viewing analysis, spot monitoring, campaign
evaluation, advertising expenditures, post-buy
and competitive analysis.
P&P Studio also is providing TV monitoring data but
81
moldavian media market

has no opportunity to measure the audience. Russian or Romanian-based radio stations.

RADIO
There are more then 20 radio stations available in
Moldova. Most of them are re-broadcasting either
The biggest commercial radio stations obtained new
licenses last year. This fact let them cover new areas
both urban and rural. The enlargement of the
coverage attracted the new audience and as a result
bigger advertising budgets.

Table 1: Radio Coverage

Radio Freq. Format Source of broadcasting Penetration Cvr.%, all urban

Antena C 102.3 FM Musical Local Multi-regional 10.95

Avto 88.6 FM Musical Russian + local inserts Multi-regional 20
Avto Radio 103.2 FM Musical Russian + local inserts Multi-regional 24.8
Balti 103.5 FM Musical Local Balti 9.1
Europe Plus Moldova 106.4 FM Musical Russian + local inserts Multi-regional 26.05
Hit FM 101.7 FM Musical Russian + local inserts Multi-regional 46.3
Kiss FM 100.9 FM Musical Romanian + local inserts Multi-regional 18.8
Love Radio 89.6FM Municipal Russian + local inserts Multi-regional 9.25
Na 7 Holmah 105.2 FM Musical Russian + local inserts Multi-regional 18
Nashe Radio 101.3 FM Musical Russian + local inserts Multi-regional 16.85
Pro FM 106.9 FM Musical Romanian + local inserts Multi-regional 8.35
Radio 21 - HIT RADIO 102.7FM Musical Romanian + local inserts Multi-regional 8.05
Radio Moldova 72.02 FM Public Local National 18.15
Radio Noroc 99.7 FM Musical Local Multi-regional 14.65
Radio Nova 105.9 FM Musical Local Multi-regional 5.95
Retro FM 89.1 FM Musical Russian + local inserts Multi-regional 22.9
Ruscoe Radio 103.7 FM Musical Russian + local inserts Multi-regional 53.8
Serebreny Dojdi 107.9 FM Musical Russian + local inserts Multi-regional 24,5
Univers FM 92.8 FM Musical Local Multi-regional 2.05
Vzrosloe Radio Shanson 87.6 FM Musical Russian + local inserts Multi-regional 25.6

Source: TNS Moldova, MMI 2006/1 & MMI 2006/2
Most of the radio stations (except the state-owned
Radio Moldova) broadcast in FM frequency range
and have a private ownership. Russian-speaking
stations are traditionally more popular than the local
or the Romanian-speaking ones.
Several new radio stations are expected to appear
on the market both local and foreign. Some of the
actually researched stations are expected to be
dropped from the research in favour of other, more
popular.
The total radio ad-spend is expected to be increased.
Radio research
TNS Moldova (part of the TNS Ukraine) provides
radio audience measurement twice a year (spring’s
and autumn’s waves) based on face-to-face
interviews, covering major Moldavian cities. The
software package is Galileo.
PRESS
Printed press is a part of the media mix for the
communication campaigns in Moldova. The press market
continued to develop in 2006. The new titles were
launched during the last year.
There are daily newspapers, weekly newspapers and
monthly magazines available for the advertising exposure.

82 initiative
 moldavian media market

Table 2: Magazines (Monthly local editions) Table 4: Newspapers (Daily editions)

Cvr. % *, Cvr. % **, Title Circulation Cvr. % *, Cvr. % **,
Title Circulation all urban all urban
all urban all urban
Aquarelle 4 000 14.1 11 Makler -
Kishinevskyi 15 000 (Fr) 58 57.4
Auto Expert 3 500 4.1 3,7 vypusk
Auto Market 3 000 4.9 3.3
Flux 6 100 12.4 11.9
Bank/Finance / Komsomolskay
11 000 7.7 6.1 9 500 22.5 26.6
Profit a Pravda
CHEF 12 000 2.2 1.4 Moldova 5 000 8.5 7.8
Suverana
Monitorul
9 000 n/a n/a Nezavisimaya 6 517 14 17
Oficial Moldova
Obiectiv AV 1 000 0.7 1 Sport Curier 4 000 10.5 11.6
Ostap 3 000 1.8 1 Vremea 8 800 11 11
Promo Plus 10 000 1.3 1.3 Source: TNS Moldova, *MMI'2006/1, **MMI'2006/2
Siesta Chisinau 6 000 4.3 2.4
Viata Ta n/a 3.2 1.8 The Russian newspapers with the local inserts
VIP magazin 4 000 10.4 6 (containing local ads) have traditionally higher
circulation than the Moldavian ones. Advertising of
Source: TNS Moldova, *MMI'2006/1, **MMI'2006/2 both tobacco products and alcohol beverages in
newspapers is allowed.
Table 3: Periodicals (Weekly editions)
The well-known magazines Newsweek, Cosmopolitan,
Vogue, Men’s Health, GQ, Elle etc. are presented on
Title Circulation C vr. % *, Cvr. % **,
all urban all urban the Moldavian market in the formats published either in
Antenna 60 000 42.8 46 Russia, Romania or Ukraine. The local Moldavian
Argumenty I Fakty 21 000 38.8 34.6 magazines have turned to glossy quite recently.
Shans 15 500 23.5 23.5
Press research
Spros I Predlojenie 10 000 n/a n/a
Audience measurement is done by TNS Moldova
SUN TV 10 000 16.1 14.6 (part of TNS Ukraine) twice a year. The panel covers
Jurnal de Chisinau 21 000 9.6 8.3 urban population aged 12-65 y.o. The sample counts
Timpul 12 000 9.6 7.5 1.215 individuals. The software package is again
Logos-Press 11 000 14.4 10.7 Galileo.
Trud 12 000 16.4 12.9
OUTDOOR
Sms Market 5 000 n/a n/a
Following the trend of overall ad-spend increase and
Kishinevskie Novosti 8 500 14.1 13.4 new legislation restrictions, the outdoor budgets had
Kommunist n/a 7.7 6.3 grown during the year. In 2006 the big advertisers
Saptamina 18 000 12.2 10.7 had placed their visuals on less usual OOH
Literatura si Arta 16 000 8.4 6.4 (brandmauers, roof signs) more often than in 2005.
Teleradio 23 500 n/a n/a Most of the OOH advertising supports are located in
Capitala / Stolitsa 4 500 5.1 5.5
Chisinau (80 - 85% out of total number of supports).
The main OOH sizes are:
Moldavskie Vedomosti 6 000 6 5.6 • Billboards (6 x 3 m)
Moskovskyi Komsomolets n/a n/a n/a • Large Billboards (10 x 4 m, 8 x 3 m, 12 x 5 m)
Moldove
• Citylights (1.2 x 1.8 m)
Ofis 8 000 5.4 5.4 • Public Clocks (4-sided, 1 x 1.9 m / side)
Eco 5 500 n/a n/a • Brandmauers
Komsomolskaya Pravda - 65 000 59 49.4
• Neon Panels
Tolstushka • Roof Signs
Makler - Beltskyi vypusk 36 000 12 11 • Fence
TV Programe / TV Programmy 32 000 19.8 11 • Bridge

Source: TNS Moldova, *MMI'2006/1, **MMI'2006/2

initiative 83
moldavian media market

Besides Chisinau, OOH supports cover 8-9 major 2007 PERSPECTIVES ON THE MOLDAVIAN
Moldavian cities, main transport routes and resorts of MARKET
the country. Audience measurement and
independent monitoring for OOH are not available at It is obvious that in 2007 the Moldavian media market
the moment. will continue to grow fast. The experts believe that the
new advertisers, agencies and media stations will
CINEMA launch their activity on Moldavian market. The
average media inflation is predicted at the level of
In 2006 cinema had one of the smallest total ad- 40 - 60%. Both local and foreign advertisers are
spend at Moldavian media market, but it should not estimated to increase their advertising budgets.
be ignored. Patria cinema network was the biggest
advertiser in this sector till 2006, but as it was As for Initiative Moldova, the agency is going to keep
expected, the other cinemas had joint their forces its leading position, to increase its solid professional
and made a competitive network on behalf of Flacara team, strengthen the relations with the actual clients,
– Gaudeamus. gain new ones and ensure maximum return for
clients’ media money.
Profile of movie goers
Source: Evghenii Crecesco- Initiative Moldova
51.3% of the population 12-65 y.o. had visited
cinema during 2006.
63.15% of movie goers are either medium or heavy
cinema users.
Movie goers are especially aged between 16 and 39
y.o., have a high or middle income level and high
education studies (according with TNS Moldova,
MMI 2006/1 & MMI 2006/2).

INTERNET

The Moldavian internet market is still under the

development, but it has a big potential. The number
of internet sites, as well as advertising capabilities, is
growing from year to year. The number of
households equipped with personal computers and
internet connection is in continuous up-growth. The
main advertisers in Moldavian internet belong to the
following categories: IT companies, mobile
telecommunication services, cars/auto related and
shops.

PC penetration and usage:

- there is at least one PC in approximately every
fifth household
- about 15% of households which had no PC are
going to buy it in the nearest future.
- the average use of PC in urban areas tends to
51%.
- the majority of PC users (83.3 %) had access to
the computers at home and/or work
- only 21.3% of PC users did not use internet in
their activity in 2006. The other 78.7% used the
World Wide Web with the different frequency and
from different places

84 initiative

MEDIA DICTIONARY
Traditional media - advertising terms
Advertorial
It is a subtle form of communication, used in print, by
which the strengths of the advertisers’ brands are
communicated in an editorial format. The feature is
clearly marked as an advertisement. It should be in
line with the editorial style of the publication.
Affinity Index
Is an efficiency indicator in media planning. It shows
how a specific program / medium performs on a
specific target group compared with a reference
target group. E.g., for TV, the specific target group of
a brand (expressed as TRP) versus a broader,
reference target group e.g. ‘All Urban’, that is the
buying TA (expressed as GRP). The affinity index =
TRP/GRP and it should be higher than 100% in order
to optimise the TV buying.
Agency Commission
A percentage of the net cost of advertising paid by
advertisers to advertising agencies that manage their
advertising budgets.
Audience
The number of homes / individuals in a specific target
group viewing, listening to or reading a particular
media vehicle.
Audit of Circulation
The detailed circulation analysis of a publication, run
by a specialised audit company. This information
becomes public and is a useful working tool for the
publications themselves, media agencies and
advertisers.
Average Frequency
The average number of times a target is exposed to
the advertising message.
Barter
A station / publication exchanges its adtime /
adspace with other merchandise. Instead of selling
the program to a station, its supplier gives the
program to the station in exchange for commercial
time during that program or during other programs of
the station.
Billboard
American term for either the advertising on poster
boarding or the sponsor’s mark around a television
programme (usually static company logo).
Bleed
For print – running an ad to the edge of a page,
leaving no margin.
Circulation
Number of copies of a given issue of a publication
that is distributed, either paid or for free.
Client Volume Discount (CVD)
A further discount for those advertisers that achieve
initiative
media dictionary
specific levels of expenditure with a media owner /
sales house.
Clutter
There are 3 main types of advertising clutter:
(1) The overall market clutter – the total number of
ads seen or heard by a person;
(2) The competitive clutter – the total number of ads
seen or heard by a person for competing brands;
(3) The media vehicle clutter – the length of each TV
break or the number of ads contained within a
publication.
Commercial Break
Is a break in a TV or radio transmission during which
ads are broadcast.
Competitive Analysis
A periodical (monthly, quarterly, yearly) monitoring of
the competitive advertising activity: ad-spend,
campaign period and weight, channel mix, strategy &
tactics etc.
Cost per Thousand (CPT)
The cost of achieving a thousand contacts with
readers / viewers / listeners.
Cost per Rating Point (CPP)
The cost of a media vehicle (or media schedule) for
reaching one rating point (1%) of the specific
audience.
Commercial
Any announcement that is broadcast with advertising
purpose, an advertising spot.
Coverage
The proportion (expressed as %) of a target
audience that has any opportunity to see / hear the
specific ad.
Daily Monitoring
Daily follow-up of an ongoing TV campaign, to keep
it within the planned parameters: spot broadcasting,
update of audience performance (GRPs, TRPs) vs.
planned, budget status – supplementary spots are
added if the budget under-performed or budgets are
cut if the budget over-performed.
Day-Part Segments
Time bands that have associated levels of audience
delivery. For the Romanian market the standard day-
parts are:
- Day Time: 07:00 – 16:00
- Access Prime Time: 16:00 – 19:00
- Prime Time: 19:00 – 23:00/24:00
- Late Fringe: 23:00/24:00 – 25:00
The day parts may vary from station to station and/or
in weekdays and weekend.
Diary
A log kept by members of a consumer panel to
record their viewing, listening, reading, purchase,
consumption and other lifestyle habits etc. Used
85
media dictionary

currently for radio, press, consumption study. Implementation Planning

Double Page Spread
Two full pages of immediately adjacent advertising.
Effective Frequency
The level of coverage and frequency calculated to
deliver the optimum awareness / sales performance
for a given creative / campaign.
Effective Reach
The percentage of the target that is exposed to the
ad a sufficient number of times to produce a positive
change in awareness, attitude or purchasing
behaviour.
Efficiency
The relationship between circulation / audience and
cost, most commonly expressed as Cost Per
Thousand (CPT).
Equivalent
In TV and radio, the advertising expenditure, CPT
delivery for each commercial length is often
expressed as an index on 30” or ‘30” equivalent’. For
Romanian TV, the standard cost indices are:
10” 15” 20” 25” 30” 35” 40” 45” 50”
50% 70% 80% 90% 100% 120% 150% 170% 180%
Flight
Period of advertising activity.
Flowchart
A yearly calendar of campaigns of a client. It shows
the active periods by medium, by brand / product,
and the campaign phasing. It is the graphic
representation of the annul strategy.
Gross Rating Point (GRP)
The sum of ratings achieved by a specific media
vehicle or schedule. 1 GRP = 1% of the target
audience having at least one opportunity to see the
commercial. GRP is a general media currency.
GRPs = Net reach x OTS.
Gross Expenditures
Refers to rate card budget, with no discounts, taxes
or agency commission applied to it.
Guaranteed CPP
Is the dominant TV sales policy on the Romanian
market. The cost for placing a spot results from the
amount of rating points recorded by that spot.
The net/net cost of a spot = Cost / Point (All urban) x
Number of rating points recorded. Based on the
budget committed by a client to a TV station, on the
share it represents of the total etc, the agency
negotiates a Guaranteed CPP with the media owner,
for that client.
Guaranteed GRP
The station commits to deliver a specific amount of
audience – GRPs – for a certain campaign.
Horizontal Road Blocking
Placing a TV or radio commercial at the same hour
on different channels. It builds the reach of a
campaign.
Producing a detailed media plan that is to be bought
within any given market, following the media
strategy.
Impression(s)
The actual exposure of an individual from the TA to
the advertisement.
Media Fragmentation
Increase in the availability of media choice. The
process can be seen through the increase in the
number of print media titles, and more recently
through the rise in the number of television channels
(such as satellite broadcasting, cable). The media
support becomes more targeted on a narrower
niche.
Media Vehicle
Any advertising – carrying medium such as
television, a magazine or an outdoor site.
Media Plan
A detailed media schedule containing the list of spot
/ print layout placements for a period of time (TV
55” 60” station / title, date, day, program, time, ad break /
190% 200% page number), estimated GRPs and costs. The
media plan reflects the implementation of the media
strategy.
Net/Net Expenditure
1. Rate card minus all the discounts and benefits;
2. Net/net Cost/GRP x Rating of the program.
Net Expenditure
Net/net plus the agency fee and the health and
cinema taxes, but excluding VAT.
Net Reach
Is the percentage of the target audience that was
reached by the message at least once during a
period of time (e.g. a 4-week campaign).
Net reach is 1+ coverage.
Net reach = GRPs / OTS.
Optimisation
A method of schedule planning / building using a
computer program to produce an optimum schedule
according to criteria set by the planner / market.
OTS / OTH
The opportunity to see / hear an advertisement by
the target audience during a period of time (e.g. a 4-
week campaign).
OTS = GRP / Net reach.
Panel
Sample of people who are used for regular (keep
diaries, PM etc.) or periodic (repeated interviews)
research. The advantage of panels is that they allow
the tracking over time of viewing, listening or product
consumption.
Peoplemeters
Advanced monitoring tools that record the status of
the TV sets within a panel household, by member of
family, on a continuous basis.

86 initiative

Phasing
Strategy of alternating the weekly weight of a
campaign in order to obtain greater media efficiency.
Post-Buy Analysis
The evaluation of a schedule’s achievements after its
running, compared to the planned level. The analysis
covers TRP and GRP performance, OTS, coverage
and frequency, airing time, the actual position in
break, analysis of the used TV channels and
programs, trends etc.
Premium Positioning
Preferential placement of ads in specific media e.g.
for print, positioning might mean the placement of the
ad to face editorial, on the right page, on the back
cover or inside cover etc. For TV, this might mean the
choice of the break or the choice of the position
inside break – first / last etc.
Rate Card
A medium’s price list. Rate cards are issued
periodically and show the prices charged for various
timeslots, programs, press modules.
Rating Point
The percentage of audience recorded by a particular
program / issue of a publication.
1 rating point = 1% of a target group reached by that
program.
Readers per Copy
The average number of persons that read a copy of
a publication calculated by dividing average
readership of an issue by circulation.
Outdoor Site
An outdoor location where one or more poster panels
are placed.
Share of Audience
The percentage of a viewing audience watching one
channel out of all the TV viewing, at a given period of
time.
Share of Expenditures (SoE), Share of Spend (SoS)
The brand’s or group of brands’ advertising weight
expressed as a percentage of expenditures of a
defined total market or market segment, in a given
time period.
Share of Voice (SoV)
The brand’s or group of brands’ advertising weight
expressed as a percentage of GRPs, number of
pages, of poster sites etc. of a defined total market or
market segment, in a given time period.
SNA FOCUS
It is a consumption survey based on the already
established SNA research. The research objectives:
obtaining comprehensive information about media
penetration, products and services purchase
patterns and the socio-cultural behaviour. It is a
syndicated research, controlled by the advertising
industry (BRAT).
Solo Spot
An advertisement placed in the middle of a TV
initiative
media dictionary
program, without being announced as advertising. It
records the rating of the program and has maximum
impact. Its cost is higher than regular advertising. By
CNA decision, a TV station may broadcast maximum
two solo spots per day.
Strategic Media Planning
Providing a media solution to marketing plans,
establishing communication goals, media choice,
seasonality and targeting.
Target (universe / audience)
The people or the market a campaign aims to reach.
TGI (Target Group Index)
A deeper analysis of the audiences, considering,
beside demographics, the qualitative,
psychographics criteria such as lifestyle, media
consumption, brand consumption etc. The index
emphasises the analyzed target group’s behaviours
versus a reference, broader target group.
Target Rating Point (TRP)
Is the percentage of audience recorded by a program
/ issue of a publication against a particular target
group.
1 rating point = 1% of a target group reached by that
program.
Universe
A group of people whose total number represents the
ultimate potential reach of a piece of activity
(advertising, research etc) e.g. ‘All housewives’.
Vertical Road Blocking
Placing a TV or radio commercial on various
timeslots on the same channel, on the same day. It
builds the frequency of a campaign.
Weight
The size of the advertising burst or campaign
measured by the GRP delivery.
Online - advertising terms
Ad Server - A computer, normally operated by a
third party, that delivers and tracks advertisements
independent of the web site where the ad is being
displayed. Use of an ad server helps establish trust
between an advertiser and publisher since the
statistics are maintained by a objective third party.
Banner Burnout - A term used to describe an event
when a banner has been shown to the same
visitor(s) to the point where the click through rate has
dropped dramatically. Rotating banners helps to
reduce banner burnout.
Clicks - The number of click through that have
occurred as a result of a user clicking on a banner
and being redirected to an advertisers web page.
Click Through Rate - The percentage of
impressions that resulted in a click through.
Calculated by dividing the number of clicks by the
number of impressions. For example if a banner was
click on 13 times after being displayed 1000 times,
87
media dictionary
the banner would have a click rate of ( 13 ÷ 1000 =
.013 ) 1.3%. This is also commonly known as a
banners click rate.
CPM - Cost per thousand (CPM) is one of the online
payment models by which advertisers pays for every
1000 impressions of their advertisement. Prices
typically range from $1 to over $50 per thousand
impressions. This is an ideal method of payment for
advertisers who want to guarantee only the number
of people who sees their banner. The "M" in CPM is
from the Roman numeral for 1000. The Roman
numeral M was derived from the Latin word "mille"
meaning "thousand".
Frequency - A term used to describe the number of
times the same advertisement is shown to the same
visitor during a particular session or time frame. This
can be accomplished through the use of cookies.
House Ads - A type of banner advertisement that a
web site publisher runs in an ad space when no
paying advertisement is available to fill the space.
Typically filled with an advertisement promoting one
of the web sites services, products or features.
88
Impressions - The number of times a banner ad
was requested and presumably seen by users. It is
often hard to obtain an accurate impression count as
they can be undercounted due to issues relating to
cache or overcounted due to requests that were not
completed.
Inventory - The number of ad spaces available for
sale on a web site during a certain time frame.
Determined buy taking into consideration the number
of advertisements on a page, the number of pages
with advertisements and the number of page views
during a specific time frame.
Island Position - A advertisement that is
completely surrounded by editorial material with no
adjoining advertisements to compete for the
audiences attention.
Landing Page - The page on a web site where one
is taken after clicking on a advertisement. While this
can be any page, it is often a page designed to
expand on the service or product mentioned in the
initial advertisement.
initiative