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mediafactbook

ROMANIA 2017

www.mediafactbook.ro
This document is a product of INITIATIVE

In putting together the Media Fact Book we have


used data and information supplied by: The
Romanian Association for Audience Measurement

CONTENT
(ARMA),The Romanian Audit Bureau
Transmedia (BRAT), The Romanian Association
for Radio Audience Measurement (ARA), Kantar
Media, International Advertising Association
(IAA), Interactive Advertising Bureau (IAB),
PriceWaterhouseCoopers, Business Monitor
International, ANRCTI, The National Institute of Editor’s foreworD 6
Statistics (INSSE), EuroStat, IMF (International
Monetary Fund), ANCOM, Cert.ro, Issuu.com,
Eaca.eu, Economist.com, Focus-economics.com,
Mediabrands 10
Broadbandtvnews.com, Profit.ro.
Acknowledgements to the following members CEE Country Pulse 12
of the INITIATIVE team who significantly
contributed to this book: Romanian Economic Outlook 18
Alexandra Olteanu, Ruxandra Stefan, Ruxandra
Stan, Catalina Ghita, Alexandru Miu, Cristina Media Market 24
Chinde, Razvan Simionescu, Cosmin Otel, Catalin
Florea, Andreea Dinescu.
Special contributors:
Television 34
• Oana Osman - Founding Member and Deputy
Editor in Chief at Profit.ro
Digital Media 46
Radio 60
© INITIATIVE MEDIA S.A, Bucharest, 2018 All
rights reserved Print 68
This publication is protected by copyright. No parts
of this book may be reproduced without the prior
written consent of the copyright owner.
OOH 76
Readers should understand that the data contained
in the Media Fact Book is as actual and accurate as
Media Research 82
the sources could provide at the moment the book
was written.
Your comments and suggestions are welcome as a
valuable input for the future editions of this book.
EDITOR'S
After three years of continuous steady growth the Romanian
media market is ready to close the gap with 2008 levels in the next
two years to come.

FOREWORD
The advertising industry is usually at the forefront of the overall
economic evolutions and so, the positive impact of the recent
economic boom upon the Romanian advertising and media
industry was obvious starting 2015.
Romania registered in 2017 the largest economic growth in the
EU endorsed by the highest consumption growth, also being
fueled by the highest salary rises and one of the largest growths of
the employment rate.
Too good to be true!
But is true …. which is the cost of this wellbeing?

On a hand - the inflation comes back in full force (5% in 2017 and
a higher rate in 2018).
And on another hand the spending grown significantly as a result
of salary rises and with incomes below levels that could ensure
the sustainable coverage of the spending, the Romanian budget
deficit becomes the main source of concern for officials in 2018.
In the same period, direct foreign investment has dropped and

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2017 and 2018 (all available minutes in Prime Time for all 62 TV
the external debt has risen. channels were sold between March and December 2017).
Due to inventory being constantly exceeded by demand, media
Given such developments, the enthusiasm of economic growth pricing inflation was a natural consequence. The market is
at an equally fast pace in the future has tempered. regulated in terms of cost by the increasing demand and limited
supply, therefore 2017 was the year of aggressive cost inflation.

As the media spend per capita in Romania is far behind the global
average or the European average, there is room for temperate In 2017, TV not only kept leadership (66%), but drove the total
growth in advertising volumes for Romania in the following market growth with 14%.
years, as long as the economy will also maintain a healthy growth. Although Digital and Mobile are following the global ascending
trend, but at a slower pace, the consumption of linear TV
continues to be strong and steady in Romania. TV maintains the
The multinational and Romanian companies started broadest reach media vehicle and captures the highest share of
investing much more in new brands, in product innovation advertising driving revenue growth through cost inflation.
and in brand.

Digital kept the second place on the media stage – maintaining


There are new categories & segments emerging on the its 18% share in 2017. The first half of 2018 has been marked
market, mostly due to legislative changes (e.g. betting). by data security concerns: the Facebook – Cambridge Analytica
Also new clients are entering the market in already existing scandal and the coming into effect of GDPR. Unfortunately for
categories and accounting for >3% of the market. Organic the advertising industry, GDPR comes as a source of uncertainty,
increases are recorded in existing categories (pharma, in an already volatile environment.
confectionary, hygiene & cleaning & cosmetics, business,
banking, residential, etc).
But let’s see what happened by reading this edition of Media Fact
Book !
Nonetheless, the number of advertising clients had a stable
evolution. Big clients increased by almost 30%, thus resulting
into erosion of medium and small advertisers’ position.
This volume growth leads to a heavy, unprecedented sold-out
situation on the market starting with 2016 and continuing in

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Mediabrands was created by Interpublic Group (NYSE:
IPG) in 2007 to manage all of its global media related assets.
Today Mediabrands manages and invests $37 billion in global
media, employs over 8,500 diverse and daring marketing
communication specialists and operates in over 130 countries.
IPG Mediabrands is a new world agency group designed with
dynamic marketing at its core. Our speed, agility and data
smarts ensure we continue to create growth for many of the
world’s biggest brands. IPG Mediabrands’ network of agencies
includes Initiative, BPN, UM. Its roster of specialist service
agencies include Magna Global, Cadreon, Ansible, Mediabrands

ABOUT
Publishing, Identity, Ensemble and the IPG Media Lab.
In Romania IPG Mediabrands consolidates over 25% market
share being the most powerful international media group. With
over 100 media specialists, IPG Mediabrands Romania manages
the media activities of a wide array of ‘blue-chip’ clients in most
categories: telecom, finance, automotive, soft drinks, food, retail,

MEDIABRANDS
DIY, beer, alcoholic drinks, IT & technology, cosmetics, etc.

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suggest that the CEE economy reflects a strong momentum,
with many of the drivers of last year’s strong growth still in place.
Household consumption is on the rise, supported by increasing
salaries and lower unemployment rates. Regional GDP is forecast
to have grown a healthy 4.4% in the first quarter of 2018, with
significant growth potential by the end of the year - Romania is

CEE COUNTRY
projected to be the fastest-growing economy this year, with GDP
estimated at 4.5%. Poland & Slovenia are also expected to achieve
fast growth rates this year of above 4.0%. On the other end of the
spectrum, Croatia is projected to reflect the lowest growth, with
an expansion of 2.8%. (Source: http://www.focus-economics.
com).

PULSE
Clearly, almost ten years later from its debut, the recession’s
impact on CEE media markets is less visible in most of the
countries and two different patterns can be noticed in terms of
the media spend / capita evolution vs. 2008.

Net Market Spent Per Capita Evolution (%) vs. 2008


Overview
Bosnia &
Albania Herzegovina Bulgaria Croa�a Czech Republic FYR Macedonia Hungary Montenegro Poland Romania Serbia Slovakia Slovenia
50%
39%

TV viewing remains a strong habit in the CEE, therefore TV 31%

advertising is still the most cost efficient way to reach mass 15%
11%
16%

audiences rapidly. On the other hand, Internet is the fastest


8%

0%
growing medium by audience and media investments and its -4%

uptrend will continue in the following years, with digital media -12%
-18% -18%
-15%

channels reach performance getting closer to Television.


-24%

-34%

Video on demand services continue to change people TV


-50%

watching habits, while portable devices availability generate a 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

significant growth area for video content consumption. In this Source: Local IPG agencies
context, most advanced markets in the region, such as Czech
Republic, are more and more focused on monetizing multi- In several countries, such as Czech Republic (+39%), Albania
screening and integrating Big Data in marketing modelling (+31%), Slovakia (+16%), Bulgaria (+15%) and Montenegro
analysis. (+10%), the media spend /capita has a strong positive dynamics,
The Analysis correlated with a positive economic trend, while Slovenia
Despite some political uncertainty in the region in 2017, managed also to enter the positive trend last year.
the CEE economic growth continued to boost in 2018. The On the other side there are countries that still reflect significant
regional economy was marked by a tremendous growth over gaps, such as Croatia (-34%), Romania (-24%), Poland (-18%),
the past year on the back of strong demand from the EU, a major Hungary (-18%) and Serbia (-15%), being still impacted
trading partner - booming investments, tight labour markets, by the 2008 economic crisis, but at the same time showing a
accommodative and fiscal stimulus in the region. consistent year-on-year growth of their media budgets.
Available economic indicators for the first quarter of 2018

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The consumers’ media habits shift from off-line media towards a
Net Market Size Evolution (mil. EUR) more integrated multiscreen consumption has a continuous and
visible mark on the local markets media mix. The increase of the
2,500

2,000
Digital share in the media mix is most visible in Slovakia (35%),
1,752
1,845
Czech Republic (33%) and Poland (29%). Other countries are
1,500
now between 12-20%, except of Bosnia & Herzegovina and FYR
Macedonia which reflect surprisingly low media investment
1,000 shares for 2017.
547 Generally, TV retains high shares of spending between 50%
500
228 206
412
337 and 70% in most of the countries, except Czech Republic (34%),
Hungary (37%), Slovakia (45%) and Poland (48%). Print retains
176 162
34 34 35 10 23
0
Albania Bosnia & Bulgaria Croa�a Czech FYR Hungary Montenegro Poland Romania Serbia Slovakia Slovenia Moldova over 15% of media market share in Hungary, Croatia, Czech
Herzegovina Republic Macedonia
Republic and Serbia. Radio generally has a share below 10%
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
throughout the region, with the highest level in Czech Republic,
Source: Local IPG agencies Croatia and Poland.

The CEE media market size map is represented by three clusters: 2017 Media mix in Local Markets
the first includes Poland and the Czech Republic gathering yearly 0% 100%

over 3.5 billion Euro in net value, the second consists of middle Albania 71% 12% 1%3% 12%

size markets such as Hungary and Romania with over 400 million Bosnia & Herzegovina 70% 9% 7% 5% 8% 1%

Euro each, while the third and largest cluster gathers countries Bulgaria 62% 19% 5% 4% 9% 1%

with less than 400 million Euro net yearly investments. Croa�a 52% 15% 16% 8% 8% 1%

Czech Republic 34% 33% 16% 9% 7% 1%

FYR Macedonia 65% 9% 5% 6% 14% 1%

Hungary 37% 26% 21% 6% 8% 2%

Montenegro 58% 15% 9% 3% 15%

2017 Net Media Spend per Capita (EUR) Poland 48% 29% 7% 8% 6% 2%
180
165 Romania 66% 18% 3% 6% 7%
160
Serbia 54% 15% 16% 4% 11%
140
Slovakia 45% 35% 9% 4% 7%
120
Slovenia 50% 14% 13% 5% 15% 3%
100
Moldova 53% 16% 5% 5% 20%
77
80
62 TV Digital Print Radio OOH Other
56
60 50 49

40 32 Source: Local IPG agencies


25
17 21
12 16
20 10 7
0 In general, the TV shares in the media mix tend to correlate
with the ATS (average time spent viewing), except of Albania.
Source: Local IPG agencies
Romania, Bosnia & Herzegovina and Serbia have the highest ATS
level on commercial targets, while Moldova, the Czech Republic
In terms of Net media spend /capita, the region looks rather and Montenegro, the lowest. Another exception is Hungary,
heterogenous, with Czech Republic (165 €), Slovenia (77€), where the low TV share of 37% in total net media investment is
Slovakia (62 €) proving to be the most expensive, while Romania not correlated to the quite high ATS of 4.9 hours / day.
is closer to the lower end with 21€ media spend/capita in 2017.

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2017 Average TV Viewing Time (hours / day)

More people in our region access social media networks every

6.4
day and no doubt that Facebook is the most popular of all , with

6.0

5.5
the exception of Serbia (36%) and Moldova (26%), the Facebook

5.3
5.2
5.2

5.2

4.9
4.9
4.7

4.6
users’ amount to over 45% of the total population of each country.

4.4
4.3

4.2
3.9
3.9
3.8

3.8
Facebook is extremely popular among the Internet users across

3.6
3.5
3.4

3.4
3.2

3.1
3.1

2.9
CEE, more than 65% of them being the social network’s users in

2.7

2.7
each country except Moldova.
Albania Bosnia & Bulgaria Croa�a Czech Republic FYR Macedonia Hungary Montenegro Poland Romania Serbia Slovakia Slovenia Moldova
Herzegovina
18+, Urban 18-49, Urban
Source: Local IPG agencies 2017 General Facebook Statistics

The Internet penetration of urban population is of over 70% in 1.5 1.6 3.7 1.7 4.9 1.1 5.6 0.4 23.1 9.6 2.5 2.4 0.9 0.9
the large majority of the countries, with the exception of Albania

98%
and Bosnia & Herzegovina. At the opposite end, the countries

95%

86%
86%
with the highest internet reach in urban are Slovenia (90%), FRY

83%
80%

77%

76%
74%

73%
Macedonia (87%), Moldova (84%), Bulgaria (83%) and Czech

66%
65%

65%
61%

61%
59%
Republic (82%).

57%
53%

53%
51%

48%
46%
45%

44%

44%
In terms of daily usage, the consumption map is split in three

36%

35%
groups: first group consists Slovenia and Romania with over

26%
80% daily usage among urban population, the second and largest Albania Bosnia & Bulgaria Croa�a Czech Republic FYR Macedonia Hungary Montenegro Poland Romania Serbia Slovakia Slovenia Moldova

group gathers countries with daily usage between70% and 80%, Herzegovina

while Hungary, Slovakia, Bosnia & Herzegovina, Bulgaria and Source: IPG local agencies % of Popula�on % of Internet Users FB Users (mil.)

Moldova reflect a daily internet usage of their urban population


below 70%. Perspectives for 2018
Consumer prices inflation is seen rising this year after averaging
2017 General Internet Statistics
2.0% in 2017. Higher commodities prices and the economic
boost will fuel slightly higher price pressures. Inflation is
expected to average 2.5% this year, unchanged from last month’s

92%

92%
91%

forecast. (Source: http://www.focus-economics.com).


87%
86%

86%
84%

84%

81%
81%
79%

79%
78%

76%

75%

These factors will also influence the local advertising markets,


74%
73%

73%
72%

72%
70%

69%
68%
67%
66%

65%

which are expected to reflect a steady growth by 2020, powered


60%

by Internet and TV.


The positive economic trend will continue to push up the
demand for TV air time, generating severe sold-out situations
on most TV channels and creating strong premises for TV cost
0%

Albania Bosnia & Bulgaria Croa�a Czech Republic FYR Macedonia Hungary Montenegro Poland Romania Serbia Slovakia Slovenia Moldova
Herzegovina
Urban Reach Urban Daily Usage
inflation in the next couple of years – Czech Republic, Romania
Source: Local IPG agencies and Bulgaria are more likely to face this situation in the next year.
More media houses are expected to merge, growing sales of
The increasing demand for video content as well as the need multimedia advertising kits – the purchase of individual media
to be connected 24/7 continues to grow continuously in our will continue to decline, while cross media will get a bigger role
region, being supported every day by new and more affordable year on year.
technologies.

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The consumption-heated pot of economic growth is boiling over

The largest economic growth in the EU! The highest consumption


growth! The highest salary rises! One of the largest growths of the
employment rate! These are only some of the record indicators
achieved last year that seem to tell an impressive success story
about the Romanian economy.
The exhilaration of the superlative-packed headlines that have

MACRO
flooded the business media at every single monthly or quarterly
statistical report has, nonetheless, started to deflate faster than even
the pessimistic analysts were expecting. The economy handbook is
retaliating, showing, once again, just as it has shown so many times
in the past, that payback time is always due following recipes for
artificially sustained growth. That an economic growth resulted

ANALYSIS
from discretionary salary rises, pressing on the consumption
accelerator and having no connection to what the country can
produce, cannot live on free of adverse effects.
The inflation is above the 5% threshold! We will most likely
have the biggest current account deficit in the EU this year! The
budget is on a deficit after only two months of 2018, while the
upper threshold of 3% might not be observed by the end of the
year! Interests are rising! The LEU currency is depreciating! The
Government is desperately looking for new sources of money and
has eyed private pension funds! Investments are, once again, cut!
The political crisis is firing up again! These are the new headlines
that record the forecasts of a year in which, although the economy
is going to continue growing, powered by the consumption engine,
we will begin to feel the effects of the imbalances that have thus
been created.
Even revised from 7% to 6.9%, Romania’s economic growth in
2017 remains one of the strongest in Europe and around the world.
Romania produced 858.33 billion lei last year. The GDP rose, in
real terms, by 6.9% compared to 2016, a level that was revised in
April by the National Statistics Institute (INS) from the previously

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estimated 7%. A growth that greatly exceeded previous estimates the upper limit of the range. Prices went up by 0.3% in March,
from analysts and the National Commission for Prognosis. The compared to February, maintaining the same monthly growth
latter projected, in October 2016, an economic growth of 5.2% for rate as in the previous month, while BNR had estimated a drop of
2017, which it improved to 5.6% after several months, and then almost 0.2% and a pickup in April, followed by a slower drop until
again to 6.1%. autumn.
The nearly 7% growth achieved in the end was a record for the
post-crisis era, considering that consumption, initially estimated Reality has not confirmed previous estimates either. BNR
to go up by 4.7%, achieved an almost double growth, on the estimated that inflation, in annual terms, would only go above
background of significant salary rises in the public sector – by 22%. 5% starting with April, when increases in beverage taxes are also
The industrial sector, too, outperformed the initial 5.3% growth scheduled, and would be kept within the 5-5.1% range until June,
estimates, with an actual growth of almost 8%, and an additional when it peaks. Due to the basic effects produced by rises of fuel
surprise came from agriculture, where last year’s growth was more taxes in the autumn of last year, annual inflation is expected to
than double compared to the 2016 end-of-year estimates of 1.9%. gradually drop towards 3.5% at the end of the year, compared to
Romania also registered the fourth largest growth in the European 3.3% in December of 2017. However, commercial bank analysts
Union in terms of employment rate. For persons aged 20 to 64 expect levels above BNR’s inflation target at the end of the year,
years, the employment rate rose by 2.5 percentage points from towards 3.7%.
2016, to 68.8%. Only Bulgaria, Slovenia and Portugal had larger
growths. At EU level, the employment rate rose by 1.1%, to 72.2%,
a new record level, and also rose in all member states, except for The usual measures taken by central banks in such situations, of a
Denmark, which reflects the continent’s economic recovery. monetary policy of increased interest rates, were decided by BNR
in a cautious and reserved manner. Although analysts anticipated
Less good numbers were achieved, however, in terms of a key rate growth, the central bank chose to maintain its level at
investments. Gross fixed capital formation had a growth three 2.25%, during the institution’s last meeting on monetary policy.
times smaller than the ambitious projection of 6.9% the National Governor Mugur Isărescu justified his cautiousness by showing
Commission for Prognosis initially foresaw for the investments that a higher interest could lead to the appreciation of the LEU and
evolution. The construction sector performed four times worse the further damaging of the balance of payments, considering that
than the Commission had expected, considering that construction interest rate differential would attract speculative capitals.
projects went down in the public sector, in particular.
The recipe for spectacular economic growth was, once again,
pressing on the consumption accelerator, while pushing the brakes Tax cuts have affected the estimates of BNR, that was advocating
on investments. A model that eventually attracts adverse effects. that the numbers would have looked much better without the VAT
cut. The central bank has gradually started to withdraw the liquidity
Inflation comes back in full force excess on the market, attracting deposits from banks, an initiative
The annual inflation rate reached 5% in March 2017, above the signaling the end of the current policy of deliberately maintaining
latest estimates by the National Bank (BNR), who has constantly interest rates at low levels, that was favorable to debtors. Last year’s
underestimated the evolution of inflation lately. BNR has hit growth of the ROBOR rates has already caused discontent among
pause on strengthening the monetary policy and has, for a while, Romanians that have loans, many of these for the Prima Casa
tolerated excess liquidity in the banking system, that, although low (”First House”) programme, taken on historically low interest
in March, is maintained at a historically high level of 17 billion lei. rates. The political power has called the central bank to account
After two years of price stability, inflation is thus back in full force. for the rise of installment rates, and more recently, for the rise of
If the trend continues, BNR faces the risk of missing the 2.5% +/- inflation. Up until now, BNR has protected debtors but monetary
1 percentage point target, considering that February estimates relaxation also helps the state, who can keep taking loans at a cheap
show an annual inflation rate of 3.5% at the end of the year, hitting rate, while a rise of interest rates could threaten the deficit target,

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set at a limit of 3% of the GDP. In fact, the state needs an inflationist
growth to regulate spendings that are established nominally, and Consequently, the covert tax increase will not be enough to
BNR has not taken radical measures against inflation for the maintain the budget deficit below 3% of the GDP in 2018-2019
growth of which it criticizes the Government’s fiscal policy, which because the increase of social contributions has been accompanied
impacts elements of inflation that are outside the control of the by a reduction of the income tax, from 16% to 10%.
central bank, such as administered prices and volatile prices.
Deficits are going off the charts As the Government has not implemented any of the compensating
With spendings grown significantly as a result of salary rises measures recommended by the European Commission in
and with incomes below levels that could ensure the sustainable December 2017, the risk that Romania is subject to a new
coverage of spendings, the budget deficit becomes the main source procedure of excessive deficit remains high, particularly in 2019.
of concern for officials in 2018. A paradox after two years of record The Government could try to keep the deficit under control by
economic growth in the region. cutting public investments for a fifth year in a row and increasing
taxes. Measures that would force even the most abrupt tempering
down of the private consumption, considering the slowing down
An evolution at least equally concerning is experienced by the of salary rises, the high inflation and the interest rate growth –
external balance that is paying the price for the same increase of factors that will affect the recently approved loans, as well.
consumption, fueled by salary rises, without support from what
the internal economy can produce. The explosion of imports has
aggravated the situation of the current account of the country in In addition, less optimistic perspectives await public investments
the first two months, with the deficit rising by 140%. In commodity and infrastructure works (amounting to two thirds of the
trading the deficit has deepened by almost 40%, to close to 1.6 construction production), European funds (whose co-
billion Euro, considering that commodity imports rose by 1.5 financing is limited by spendings on social assistance) and
billion Euro, to 11.5 billion Euro. A difference that could not productive investments (due to the unpredictable taxing system,
be compensated by surplus in other areas, that have lowered larger financing costs, the likely slowing down of the internal
compared to the same period of last year. consumption and the loss of external competitivity due to a rise of
salaries that is faster than that of productivity).

In the same period, direct foreign investment have dropped and


the external debt has risen.
Given such developments, the enthusiasm of economic growth at
an equally fast pace in the future has tempered. In order to avoid
the risk of budget deficits going above the 3% of GDP threshold,
the state will have to appeal to a restrictive fiscal policy, that could
lead to the slowing down of economic growth, to 4.4% in 2018
and 3.6% in 2019, as expected by analysts. By transferring social
contributions entirely to employees’ responsibility beginning with
this year, the Government has slowed down net salary rise, making
salary rises in the public sector implemented in January 2018 partly
void. January data show many companies have not increased gross
salaries enough to compensate for this contribution transfer from
employers to employees.

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Total net Ad-spend by medium (Million €) - Estimation
500
412
450
400
350 273
300
250
200
150
73
100
23 29
50 13

0
TOTAL (Mil €) TV Print Radio OOH Internet
2013 305 193 19 19 28 46
2014 313 198 17 18 28 51
2015 332 212 16 19 28 57
2016 366 240 14 20 28 64
2017 412 273 13 23 29 73
2018 est. 455 300 13 26 31 85

MEDIA
Source: Initiative

MARKET
Overview In 2017,the market growth was driven by a spectacular increase
of the TV investments, resulting in +14% vs. 2016, from 240
Mio Euro to 273 Mio Euro.
In 2017 the Romanian Media market consolidated its growing
trend, reaching 412 Mio Euro by the end of the year (+13% vs.
2016). Besides TV, other media channels like Online, Radio and OOH
also increased in 2017, while Print remained the only medium,
with a negative evolution.
For 2018, we currently estimate that the market will continue the
up-trend with a 10% growth vs. 2017, at an estimated net value of
455 Mio Euro. Digital increased from 64 Mio Euro to 73 Mio Euro (+14% vs.
2016), Radio reached 23 Mio Euro from 20 Mio Euro (+15%
vs. 2016), OOH went up to 29 Mio Euro from 28 Mio Euro,
while Print slowly decreased by 5% vs. 2016.

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and new ones like “Uite cine danseaza”, “Vocea Romaniei
Junior“, and “Gospodar caut nevasta”. It also continued to
invest in local quality fiction productions such as the well-
Market share in 2013-2017 (net ad-spend by medium) known “Las Fierbinti”, “Atletico Textila” and the more recent
local series “Ai nostri”.
est 2018 66% 19% 7% 6%3%
Antena 1 stayed competitive by improving the content quality
TV
for its talent shows, “Te cunosc de undeva”, “Te pui cu blondele”,
2017 66% 18% 7% 6% 3% “ Za Za Sing”, “Iumor”, “ Fantastic Show”, “Insula Iubirii”, “Next
Internet Star”, “X Factor” and the most successful cooking show on the
2016 65% 18% 8% 6% 4% market, “Chefi la cutite” which has repeatedly won the Prime
OOH Time battle for audience share.
2015 64% 17% 8% 6% 5%
Radio
Digital media channels maintained their positive dynamics
2014 63% 16% 9% 6% 6% with +14% vs 2016. The major change from Google from
Print
the advertising industry perspective was the new Adwords
2013
experience, an update which came with many useful
63% 15% 9% 6% 6%
improvements such as better view of reports from overview
Source: Initiative (instant graph with most important info and insights regarding
account, campaigns and ad groups), promotion extensions,
easier and more accurate conversion tracking, Trueview for
Market Analysis
action campaigns (to increase leads generated on Youtube by
prominent call2action and headline overlays to video ads).
For Television 2017 was another year of growth. In terms of sold The clear leader in Romania, Facebook, maintained the highest
inventory, the TV market was stable vs. 2016, driving a two digits increase up to 9.8 mil users vs 8.4 at the end of 2016. Facebook
advertising investments increase for the second consecutive year: made changes to the ads interface, main one being the end of
273 Mio Euro revenue vs. 240 Mio Euro in 2016, and 14% CPP Power Editor while integrating all features in the Ads manager.
average inflation. Transparency and brand safety were also important themes of
2017, probably also as steps forward for 2018 GDPR preparing.
The total 18-49 Urban GRP30” sold by the TV channels in 2017
was of 2,170 Mio, of which 33% were sold by CME, 24% by Antena For OOH, as expected, after a prolonged period of deflation
Group, 10% by Dogan Media and 3% by Prima Broadcasting. In or at best flat evolution, 2017 was the first year to register a 5%
terms of advertising revenues, CME kept the leading position with increase of the OOH market, with an estimated net investment
47%, followed by Antena Group with 25%, Dogan Media with of 29 Mio Euro. This trend was driven by significant and
10%, and Prima Broadcasting Group with 2%. constant investments coming from categories like Retailers,
2017 reflected the same top 3 TV stations ranking as in 2016: Banks (which are making a comeback), FMCG and
Pro TV consolidated its leadership with better performance Telecommunications which continued to allocate significant
compared to the previous year, followed by Antena 1 and Kanal budgets to OOH advertising, permanently expanding and
D, both achieving lower average ratings. improving the visibility of their networks.
Pro TV continued to be the TV market engine, with established The 2017 estimated market shares for the main vendors are:
shows like “Romanii au talent”, “Visuri la cheie”, “ Masterchef” , Euromedia and Affichage Romania (45%), Getica (10%), with a
“Ferma Vedetelor”, “Vocea Romaniei”, “Jocuri de celebritate” significant fragmentation (45%) in smaller providers.
The OOH Law was approved, but the market is still waiting for the
Source: facebook research Implementation Norms, necessary to make it applicable.

26 www.mediafactbook.ro
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& domestic appliances” and “Sweets” went up in the ranking, while
“Beer”, “Cars & 4x4 vehicles” and “Milk products” dropped.
2017 proved to be very good for Radio, as the market managed to “Banking & insurance services” kept stable, “Restaurants, coffee
sustain the previous year growing trend up to 23 Mio Euro. Radio shops, fast foods” entered in top categories.
audience proves to be quite stable from one year to another, as
people tend to show a strong loyalty to their Radio consumption
routine.
In 2017 the radio daily reach was stable at urban level, while in
Bucharest, the audience reflected a shift from weekdays (3 pp
lower daily reach) towards weekend (4.5 pp higher performance)
especially due to the smartphones audio streaming enhanced
capabilities.
Despite the 6% drop in gross advertising revenues vs. 2016, AG
Radio Holding remained the Radio market leader with a revenue
share of 27%, followed by Europe Development International with
25% (grew by 2% vs 2016). Media Camina comes 3rd with a stable
gross revenue share of 23%.
Top categories 2017 – all media (TV, print, radio, online, OOH) – estimated net budget
Print market continued to erode slowly. In 2017, the estimated
Print advertising market revenue was of 13.4 Mio Euro (-5% vs. Beer
2016). The major difficulties which occurred during the recession Electronics &
(distributions networks problems, DNA investigations etc.) Medical & optical domestic appliances
continued to impact the print press industry. products & services

Following modern consumers’ media consumption trends, Print 14


mio (€) Cars &
editorial content continued to shift to digital platforms, as the print 4x4 vehicles
press readers continue to diminish every day.
52 mio 13mio
(€)
8
Attractive & various inserts lost their appeal during the last couples (€) mio (€)

of years, being less and less capable to stop the decrease of print
publications sold circulation. 30mio
(€) 9
mio (€)
5 mio
(€)
Carbonated
soft drinks
The only time of the year when circulation registered higher levels
is the traditional summer holiday (July to September), while Sweets
former peak seasons for sales and ad revenues (April – May and 6 mio
(€)

November – December) register significantly lower levels. 43mio


(€) 5 mio
Restaurants,

42 mio (€) coffee shops,


(€) fast foods

Top Investors
18
mio (€) Milk Products

2017 main categories are similar to 2016, with “Pharma” on first Mobile Banking & Retailers
position, closely followed by “Mobile telecommunications” and telecommunications services Cosmetics, hygienic, insurance services
“Cosmetics, hygienic, hair care & cleaners”, all three reflecting the hair care & cleaners
highest estimated net media investments. “Retailers”, “Electronics
Source: Initiative database

28 www.mediafactbook.ro
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In 2017 Zdrovit continued the aggressive media presence
becoming #1 investor and generating the Pharma category Mio Euro), Online by 16% (from 73 Mio Euro to 85 Mio Euro),
increase along other advertisers such as Sandoz, Biofarm and Radio by 10% (from 23 Mio Euro to 26 Mio Euro) and OOH is
Omega Pharma. Despite Telekom’s and Vodafone’s lower budgets estimated to increase by 5% (from 29 Mio Euro to 31 Mio Euro).
in 2017 the “Mobile Telecommunications” category remains stable Print is the only medium which is expected to decrease by 5%.
on the second place. TV: although Digital and Mobile are following the global
“Cosmetics, hygienic, hair care & cleaners” category growth ascending trend, but at a slower pace, the consumption of linear
was driven by higher budgets from Zdrovit, Beiersdorf, L’Oreal, TV continues to be strong and steady in Romania. TV maintains
Johnson & Johnson, Sarantis and Ficosota. the broadest reach and captures the highest share of advertising,
driving revenue growth through cost inflation.
Lidl managed to defend its leadership among Retailers, fighting
with Carrefour but also with the raising budgets of Penny Market We estimate that the inflationary trend will keep up the same fast
and Kaufland. track - 15% CPP market inflation, showing a strong increase of
10% in the advertising spend.
Altex and Flanco were the main investors in “Electronics &
domestic appliances”, both with bigger budgets in 2017. In terms of programming acquisition, the big surprise of 2018
is disclosed by Exatlon on Kanal D, which achieved very good
The Banking sector was marked by significant investment coming audiences and placing the channel on a strong ascending trend.
from players like ING Group, BCR, BRD, Banca Transilvania Also, this year, National Television broadcasts FIFA World Cup
and Piraeus Bank, but at the same time registered a major drop from Russia.
of NBFI’s which put their investments on hold, to prepare their
business approach under the new law regulations in force from
March 2018. Online:
Group Dacia Renault, the biggest spender in “Cars & 4x4 vehicles” The hot topic of 2018 will be around Data protection, respectively
diminished investment generating the total category drop in 2017, GDPR, which will impact all companies in their relationships
and so did Heineken and Molson Coors in the Beer category. with their customers, but also internal processes and professional
New entry in top categories of “Restaurants, coffee shops, standards.
fast foods” was driven by bigger budgets from players such as The first half of 2018 has been marked by two events related to
McDonald’s and Pizza Hut + KFC. personal data security: the Facebook – Cambridge Analytica
scandal and the coming into effect of GDPR. They both underscore
a need that businesses better manage personal data and that they
Perspectives for 2018 grow up from a data hunter’s mind set to that of a more discerning
Initiative’s forecast for 2018 is that the media market will continue data curator.
its up-trend, and is expected to grow by 10% vs. 2017, reaching 455 For the advertising industry, GDPR comes as a source of
Mio Euro by the end of 2018. uncertainty, in an already volatile environment.
Television is expected to grow by 10% (from 273 Mio Euro to 300

30 www.mediafactbook.ro
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Naturally, immediate concerns are related to the changes required
to keep performing our activities, with as little disruption as
possible. But on the long term, the new rules should become a
driver for more responsible behaviours, for both businesses and
individuals.

OOH: in 2018, Bucharest City Hall promised to come with a


reform, especially in downtown. It is not yet clear if this will
represent the expected Implementation Norms of the new OOH
Law, or just a slight change of the existing status. The market is
looking forward to see their decisions.

2018 start was no exception regarding the expected low occupancy


rate during the first quarter, while April reflected a significantly
higher percentage of all rental units, with few premium locations
remaining available for rent.

Radio: the main Radio networks will continue to be flexible and


open to special projects and creative contests. Radio driven
campaigns which will continue to engage listeners in social media
will continue to be the main pillar of their long term strategy. PR
and marketing activities, events and concerts partnerships will
further represent the main triggers for advertising investments.

Print: integrated print – online advertising packages, exclusive


offers and events partnerships will continue to be used by
publishers in their attempt to stop the print media ad revenues
decline. Special projects, dedicated supplements and spin-offs will
be additional tools used to improve business results.

32 www.mediafactbook.ro
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In 2017 the TV market reflected an inflation trend in all its

TELEVISION
commercial aspects.

Last year the commercial universe for the buying target registered
another contraction (4% lower than the previous year, when it
decreased by 7%). Thus, the market CPM inflation was 18% and
set up the CPM at 2.79 Euro for 18-49 urban, from 2.37 Euro in
2016. For Urban and National targets, the CPM resulted in 1 Euro
Overview and 0.53 Euro versus 0.89 Euro and 0.46 Euro in 2016.

Television continued its increasing trend, reaching the level of 273 Regarding the sold inventory, the TV market was stable vs. 2016,
Mio Euro at the end of 2017 (+14% vs. 2016). driving a two digits advertising investments increase for the
second consecutive year, and setting a new record since 2009 - 273
Mio Euro advertising revenues vs. 240 Mio Euro in 2016, and 14%
The number of monitored channels slightly grew during the last CPP average inflation.
years: 59 in 2014, 60 in 2015 – 2017, up to 62 in April 2018. The
most relevant change was the rebranding of the CME Group TV
stations: Acasa TV and Acasa Gold were renamed Pro2 and Pro
Gold, Sport.ro became Pro X, while Pro TV and Pro Cinema kept Year 2015 2016 2017
their well known identity. Another rebranding was Dolce Sport
which became Telekom Sport. All 18-49, urban target sold GRP30" (000) 1,995 2,166 2,170

TV stations such as Da Vinci Learning, E! Entertainment, Look Inventory sold % minutes 86% 92% 93%
TV and Look Plus started to be monitored and no channel exit the
monitoring system. Source: Kantar Media Romania, Initiative estimate

Analogue cable, Digital Cable and Direct to Home transmissions


kept the same level in 2017 vs. 2016, while terestrial reception type
dropped slightly.
Graph 2: 2016 – 2017 sold GRP30” (‘000) by month (all 18-49, urban target)
Reception type evolution 250
Sold GRP30" all 18-49, urban
222 223
100% 4% 4% 4% 3% 2% 1% 218
210 211
201 198
200 188 187
90% 23% 23% 176 178 181 180
24% 23% 23% 174
165 164 159
173
161 167 169
25% 153 154
80% Terrestrial 150
124
70%
16% 17% 22% 25% 25%
14% Direct To Home (DTH)
100
60%
50% 50
Digital cable with
40% receiver 0
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17 Dec-17
30% 57% 64% 64% 63% 62% 62% Analogue cable Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017
20%
Source: Kantar Media & Initiative Media Estimation
10%
0%
2012 2013 2014 2015 2016 2017

34 www.mediafactbook.ro
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2017 Sold all 18-49, urban GRP30” vs. Advertising revenues share, main TV Groups

The average commercial rating decrease of 2% (18-49,urban, Inner: 16%


07:00-26:00) and the boost of TV spending in Q1 ( +14% sold Share of Sold 18-49 U GRP30"
Outter:
inventory) led faster the market to high sell-out rates. Nevertheless, Share of ads revenue

along the year, the market loading slowed down showing that 2%
CME

the clutter was partially solved and the inflation policies paid off, Others
30% 33%
finally. Overall, market ended in an average loading level of 93% for
All Day, 98% for Prime Time, and 90% for Off Prime Time. Prima Broadcasting Group
10%
2017 47%

3%
Dogan Media
10%
24%
Antena Group
2016 – 2017 Average Inventory sold % Min (07:00-26:00)
25% 23%
and Prime Time vs. legal limit
140%

Source: Initiative Media Estimation


120%

100%

80%

60%

AVG all day


40%

AVG PT
20%

0%
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17 Dec-17

Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017


Channels Performance and Profile
Source: Kantar Media & Initiative Media Estimation

2017 maintained the top 3 TV stations ranking as in 2016: Pro TV


kept the leading position (Rtg. 4.6%, Shr. 23.4% / All 18-49 urban),
with better performance compared to previous year, followed by
Antena 1 (Rtg. 2.9%, Shr. 14.9%) and Kanal D (Rtg. 1.5%, Shr. 7.8%),
both last channels reflected lower ratings.
The total 18-49 Urban GRP30” sold by the TV channels in 2017 Romania TV was placed 4th with Rtg. 0.7%, Shr. 3.5%,
was 2,170 Mio, of which 33% were sold by CME, 24% by Antena performing better than Antena 3 (Rtg. 0.6%, Shr. 3.0%) Prima
Group, 10% by Dogan Media and 3% by Prima Broadcasting. In TV (Rtg. 0.6%, Shr. 2.8%), and National TV (Rtg. 0.3%, Shr.
terms of advertising revenues, CME kept leading position with 1.8%).
47%, followed by Antena Group with 25%, Dogan Media with
10%, and Prima Broadcasting Group with 2%. Other top 10 TV channels, with comparable performance are:
Disney Jr. (Rtg. 0.4%, Shr. 2.0%), Digi 24 (Rtg. 0.4%, Shr. 1.9%)
and Antena Stars (Rtg. 0.4%, Shr. 1.8%).

36 www.mediafactbook.ro
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Media Market

In 2017, main channels continued their programming strategy Talent shows and cooking programs are the most popular among
based on local productions with high preference among large Romanians since 2012: “Romanii au talent” remained the most
audience groups and capable to deliver high return on investment. appreciated talent show, followed by “Vocea Romaniei”, both on
Pro TV and reflecting the highest audience.

Pro TV continued to be the TV market engine, with established


shows like “Romanii au talent”, “Visuri la cheie”, “ Masterchef” ,
“Ferma Vedetelor”, “Vocea Romaniei”, “Jocuri de celebritate” and 2013 - 2017 Talent shows performance (Rtg% all 18-49, urban)
new ones like “Uite cine danseaza”, “Vocea Romaniei Junior“, and 25.0

“Gospodar caut nevasta”. It also continued to raise its investments 21.3 21.5

in local quality fiction productions such as the well-known “Las 20.0 18.1
17.4
16.1
Fierbinti”, “Atletico Textila” and the more recent local series “Ai 15.0 13.2 12.8
nostri”. 8.7
10.8 10.7
9.2
10.8
8.8 9.2
10.7
10.0
7.7 7.7 7.4 7.6 7.6 7.0
6.8 6.8 6.9 6.9 6.4
6.2 6.1
5.4 5.4 5.3 5.3
5.0
Antena 1 stayed competitive by improving the content quality for
its talent shows, “Te cunosc de undeva”, “Te pui cu blondele”, “ Za 0.0
2013 2014 2015 2016 2017
Za Sing”, “Iumor”, “ Fantastic Show”, “Insula Iubirii”, “Next Star”, Romanii au talent (Pro TV) X-Factor (Ant 1) Vocea Romaniei (Pro TV) Te cunosc de undeva (Ant 1)

“X Factor” and the most successful cooking show on the market, Next Star (Ant 1) I Umor (Ant 1) Po�i� pe la noi (Ant 1) Chefi la cu�te (Ant 1)

“Chefi la cutite” which has repeatedly won the Prime Time battle Source: Kantar Media

for audience share.

Romanian TV market is dominated by generalist TV channels,


which have a large addressability and enforced their leading
2016 - 2017 - Mar 2018 Monthly Dynamics – Time Bands Analysis position year by year, leaving a smaller share for niche channels.
(Rtg%, All 18-49 urban – top channels, 07:00-26:00)
Despite this fact, new niche channels are launched periodically,
7 and they manage to gain loyal audiences. In 2017 niche channels
like Discovery, AMC, TLC, Film Café, Comedy Central, AXN,
6
Pro TV Paramount, Disney Jr., achieved higher audience (Rtg % all 18-49
5 Antena 1
U) compared to 2016.
Kanal D
4
Romania TV As TV channels tend to change their programming approach,
3 Antena 3 in time, the audience profiles tend to shift, as a result of this
Pro 2
continuous effort: last year audience profile analysis shows that
2
PRO TV and Prima TV have a younger audience profile, balanced
Prima TV
1
between genders, while Antena 1, Kanal D and National TV show
TVR 1
a significant skew towards female audiences. Besides, Kanal D,
0
Digi 24 TVR1 and National TV reflected a high preference among 65+
years old viewers.
Nov-16

Nov-17
Feb-16

Sep-16

Feb-17

Sep-17

Feb-18
May-16

May-17
Oct-16

Oct-17
Aug-16

Aug-17
Jun-16

Jun-17
Jul-16

Jul-17
Apr-16

Apr-17
Mar-16

Mar-17

Mar-18
Dec-16

Dec-17
Jan-16

Jan-17

Jan-18

Source: Kantar Media

38 www.mediafactbook.ro
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Generally, News channels reflect a balanced viewership by gender,
2017 vs. 2016 a more mature age profile and AB social grades, except Digi 24
(Urban Affinity Index) which manages to build loyal viewers among younger male TV
Antena 1 Profile (Affinity Index)
viewers with AB social grades from urban areas.
Pro TV Profile (Affinity Index)
Men Men
Bucharest 250 Women Bucharest 250 Women
Urban 200k+ 200 Social grade AB Urban 200k+ 200 Social grade AB 2017 vs. 2016
150 150 (Urban Affinity Index)
Urban 100k - 200k Social grade C Urban 100k - 200k Social grade C
100 100
B1 TV Profile (Affinity Index) Realitatea TV Profile (Affinity Index)
Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE
Men Men
0 0 300 Bucharest 300 Women
Bucharest Women
Urban 30k Age 4 - 11 Urban 30k Age 4 - 11 Urban 200k+ 250 Social grade AB Urban 200k+ 250 Social grade AB
200 200
Urban 100k - 200k 150 Social grade C Urban 100k - 200k 150 Social grade C
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17
100 100
Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24 Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE

Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34 0 0


Age 35 - 44 Age 35 - 44 Urban 30k Age 4 - 11 Urban 30k Age 4 - 11

Kanal D Profile (Affinity Index) Prima TV Profile (Affinity Index) Age 65+ Age 12 - 17 Age 65+ Age 12 - 17

Men Men
Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24
Bucharest 250 Women Bucharest 250 Women
Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34
Urban 200k+ 200 Social grade AB Urban 200k+ 200 Social grade AB Age 35 - 44 Age 35 - 44
150 150
Urban 100k - 200k Social grade C Urban 100k - 200k Social grade C Antena 3 Profile (Affinity Index) Romania TV Profile (Affinity Index)
100 100
Men Men
Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE Bucharest 300 Women Bucharest 300 Women
0 0 Urban 200k+ 250 Social grade AB Urban 200k+ 250 Social grade AB
200 200
Urban 30k Age 4 - 11 Urban 30k Age 4 - 11
Urban 100k - 200k 150 Social grade C Urban 100k - 200k 150 Social grade C

100 100
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17
Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE

Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24 0 0


Urban 30k Age 4 - 11 Urban 30k Age 4 - 11
Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34
Age 35 - 44 Age 35 - 44
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17

TVR1 Profile (Affinity Index) National TV Profile (Affinity Index) Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24
Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34
Men Men
Age 35 - 44 Age 35 - 44
Bucharest 250 Women Bucharest 250 Women
Digi 24 Profile (Affinity Index)
Urban 200k+ 200 Social grade AB Urban 200k+ 200 Social grade AB
Men
150 150 Bucharest 300 Women
Urban 100k - 200k Social grade C Urban 100k - 200k Social grade C
100 100 Urban 200k+ 250 Social grade AB
200
Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE
Urban 100k - 200k 150 Social grade C
0 0
100
Urban 30k Age 4 - 11 Urban 30k Age 4 - 11 Urban 30k-100k 50 Social grade DE
0
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17 Urban 30k Age 4 - 11

Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24


Age 65+ Age 12 - 17
Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34
Age 35 - 44 Age 35 - 44 Age 55 - 64 Age 18 - 24
Age 45 - 54 Age 25 - 34
Age 35 - 44
Source: Kantar Media 2016 2017 Source: Kantar Media 2016 2017
Source: Kantar Media

40 www.mediafactbook.ro
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The women thematic channels had a quite dynamic change in The movies and TV series thematic channels also seemed stable,
terms of audience profile: Diva gained older women audience without significant changes.
(55+) from cities >100k, Pro 2 managed to attract more young
women (18-34 aged) but with lower social grades. Antena Stars was
more stable, while Happy Channel and TLC became more visible
in large cities and Bucharest. TLC also consolidates audience
among women with social grades ABC, while TV Paprika lost
impact on younger audiences.

2017 vs. 2016 2017 vs. 2016


(Urban Affinity Index) (Urban Affinity Index)
Diva Profile (Affinity Index) Pro 2 Profile (Affinity Index)
Pro Cinema Profile (Affinity Index)
Men Men
Bucharest 250 Women Bucharest 250 Women AXN Profile (Affinity Index)
Urban 200k+ 200 Social grade AB Urban 200k+ 200 Social grade AB Men
Men
150 Bucharest 250 Women Bucharest 250 Women
150
Urban 100k - 200k Social grade C Urban 100k - 200k Social grade C
100 100 Urban 200k+ 200 Social grade AB Urban 200k+ 200 Social grade AB

Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE 150 150
Urban 100k - 200k Social grade C Urban 100k - 200k Social grade C
0 0 100 100
Urban 30k Age 4 - 11 Urban 30k Age 4 - 11
Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE

0 0
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17
Urban 30k Age 4 - 11 Urban 30k Age 4 - 11
Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24
Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34 Age 65+ Age 12 - 17
Age 65+ Age 12 - 17
Age 35 - 44 Age 35 - 44

Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24

Happy Channel Profile (Affinity Index) Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34


Men
TLC Profile (Affinity Index) Age 35 - 44 Age 35 - 44
Bucharest 250 Women Men
Bucharest 250 Women
Urban 200k+ 200 Social grade AB

150
Urban 200k+ 200 Social grade AB Film Cafe Profile (Affinity Index) Paramount Profile (Affinity Index)
Urban 100k - 200k Social grade C 150
100 Urban 100k - 200k Social grade C Men Men
100 Bucharest 250 Women Bucharest 200 Women
Urban 30k-100k 50 Social grade DE
Urban 30k-100k 50 Social grade DE Urban 200k+ 200 Social grade AB Urban 200k+ Social grade AB
0 150
0 150
Urban 30k Age 4 - 11 Urban 100k - 200k Social grade C Urban 100k - 200k Social grade C
Urban 30k Age 4 - 11 100
100
Age 65+ Age 12 - 17 50
Age 65+ Age 12 - 17 Urban 30k-100k 50 Social grade DE Urban 30k-100k Social grade DE

Age 55 - 64 Age 18 - 24 0 0
Age 55 - 64 Age 18 - 24
Age 45 - 54 Age 25 - 34 Urban 30k Age 4 - 11 Urban 30k Age 4 - 11
Age 35 - 44 Age 45 - 54 Age 25 - 34
Age 35 - 44
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17

Antena Stars Profile (Affinity Index) TV Paprika Profile (Affinity Index)


Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24
Men Men
Bucharest 250 Women Bucharest 250 Women Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34
Urban 200k+ 200 Social grade AB Urban 200k+ 200 Social grade AB Age 35 - 44 Age 35 - 44

150 150
Urban 100k - 200k Social grade C Urban 100k - 200k Social grade C
100 100

Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE Source: Kantar Media
0 0
Urban 30k Age 4 - 11 Urban 30k Age 4 - 11 2016 2017

Age 65+ Age 12 - 17 Age 65+ Age 12 - 17

Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24


Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34
Age 35 - 44 Age 35 - 44

Source: Kantar Media 2016 2017

42 www.mediafactbook.ro
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Perspectives for 2018 Usage of VOD or streaming services, 2017
Although Digital and Mobile are following the global ascending % of internet users who also watch TV
trend, but at a slower pace, the consumption of linear TV continues 80%
to be strong and steady in Romania. TV maintains the broadest 70%
reach and captures the highest share of advertising, driving revenue
growth through cost inflation. 60%

50%
We estimate that the inflationary trend will keep up the same fast
track, around 15% CPP average inflation, showing an increase of 40%

10% in the advertising spend. 30%

In terms of programming acquisition, the big surprise of 2018 is 20%

disclosed by Exatlon on Kanal D, which achieved very good figures 10%


and placing the channel on a strong ascending trend. The first 0%
couple cooking show will be launched on Kanal D, too - “Cine-i

Norway

Italy
Switzerland

Hungary
Serbia
France

Greece
Austria
Estonia
Ireland

Belgium

Slovakia
Latvia

Bulgaria
Slovenia

Russia
Denmark

Czech Republic

Ukraine
Lithuania

Romania
Netherlands
United Kingdom

Sweden

Spain

Poland
Portugal

Germany

Finland
Croa�a
Chefu?”
Also, this year, National Television broadcasts FIFA World Cup
from Russia.
If we look at the facts, over the last years, linear TV reveals almost For the time being, linear TV is still the norm, while online
the same key features. There is a high segmentation, with over 60 content is massively consumed on devices such as smartphones
monitored channels and 80 unmonitored (Others Referenced). or laptops. But this may rapidly change, as people update to
Nonetheless, year after year, the market is increasingly fueled by new technology and VOD providers push their services in
the same TV pillars, by leveraging popular content to increase their integrated packages. The gradual disconnection from the
audience share. traditional linear programming attribute of what we refer to as
Ad prices are controlled by demand fluctuations where often “TV” is a fundamental shift. And it’s rather a matter of “when”,
inventory gets sold out at periods of high retail sales, private than “if ”.
consumption and favorable macro-economic conditions.
Last but not least, as long as viewers are gaining access to a massive Currently, the streaming of video content is driven by TV
amount of nonlinear online content, the traditional broadcasters broadcasters (ProTV Plus, Antena Play, KanalD Live), commercial
carry on the expansion of their online content, through live platforms (Netflix, HBO GO) and free sharing platforms (Youtube,
streaming, commercial and free platforms, too. Facebook). There is a thin line between commercial platforms and
Meanwhile, consumer preferences and mobility are draggingTV TV streaming provided by broadcasters, therefore some of them
into the future, along with technological breakthroughs. Multiple are hybrid ones - they deliver popular media brands broadcasted
screen viewing is now a mainstream habit: 59% of Romanian by TV stations, but also exclusive video on demand (e.g. Eurosport
internet users go online on other devices, while watching TV Player, Voyo, Digi Online).
(Google Connected Consumer Survey).
An important driver in the evolution of viewing habits is the With this paradigm in mind, we have to re-acknowledge the central
penetration of video-on-demand services (VOD), which enables role of TV in media planning, but also consider the separation
flexible consumption of TV programs. In this respect, Romania of TV programming from TV devices, which will significantly
ranks lowest in Europe, far behind other countries in our region, impact our industry in the near future.
although Romanians feature among the highest daily consumers
of online videos (on any connected device).

44 www.mediafactbook.ro
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Digital
Media
INTERNATIONAL OUTLOOK

Market overview

2017 was the year digital ad spending finally exceeded TV,


respectively Digital ad spending reached $209 billion worldwide
(41% of the market), while TV brought in $178 billion (35% of
the market), according to Magna IPG Mediabrands. Google
and Facebook maintained the biggest share with 61% of online
investments and accounting for 25% from all media advertising.

46 www.mediafactbook.ro
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Google

time opportunity to do a 2nd step, such as to discover more or even


to buy).
Other area in focus was analytics, offering now the possibility for
offline conversions tracking (linking Facebook interface with
CRMs or uploading data).
Transparency and brand safety were also important themes of
2017, probably also as steps forward for 2018 GDPR preparing.
In terms of brand safety, Facebook made available the possibility to
exclude 5 inappropriate categories: debatable social issues, mature,
tragedy & conflict, dating and gambling.
Also Facebook has doubled its people who identify and remove
content violations and fake accounts and announced they are
making efforts to fight fake news and click baits.

ROMANIA
Internet Penetration (INS)

Probably the major change from Google from the advertising


industry perspective was the new Adwords experience, an update
which came with many useful improvements such as better view
of reports from overview (instant graph with most important
info and insights regarding account, campaigns and ad groups),
promotion extensions, easier and more accurate conversion
tracking, Trueview for action campaigns (to increase leads
generated on Youtube by prominent call2action and headline
overlays to video ads).
Source: Eurostat
Facebook To enable a YOY comparison, we kept the same age bracket of 16-
As usual, Facebook made changes to the ads interface, main one 74 years, showing a growth of 3% vs 2016 (from 70% in 2016 to
being the end of Power Editor while integrating all features in the 73% in 2017).
Ads manager. All age groups have increased, with 16-24 y.o. as the most active,
From the formats perspective, Facebook launched “Collection followed by 25-34 y.o. and 35-44 y.o. We should also consider what
Ads”, which combine video, slideshow or image on mobile devices is happening to the younger segment. For example, looking at
(specially designed for e-commerce purposes - the idea is to offer Tralala channel from Youtube and seeing 90+ million video views
nice/useful info through video for example, and offer in the same in December 2017, we might have a clue on how much time is
spent online even by the 1-3 years segment.

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Mobile – Connections

Source: Ancom

Mobile penetration increased in 2017 to 85% (from 75% in 2016),


at 16.6 mil broadband connections (7.6 mil of them 4G vs. 3.7 mil
in 2016). Helped by increasingly better data offers from telecom
Online Activities (SNA) players, the average monthly data consumption increased from
0.63 GB in 2016 up to 1.2 GB in 2017(monthly average traffic per
Looking at the online activities, in 2017 we noticed a stable trend connection).
of search for info and online games, even if one of the top trend in
Google Search 2017 was Clash Royale (the game sensation of the
year), a decreasing trend of email, and an increasing one of social Social Media Networks
network usage and video watching. The clear leader in Romania, Facebook, maintained the highest
increase up to 9.8 mil users vs 8.4 at the end of 2016. It is followed
by Linkedin (which grew from 1.74 mil users in 2016 to 1.82 mil
users in 2017, important numbers considering it has a prominent
business perspective, Skype, TPU (local), Instagram and Twitter.

Source: Zelist Monitor, 2017

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Romanian Advertising Market
2017 revealed an increase of the online advertising budgets share Portfolio Changes
of 14% vs 2016, from 64 Mio Euro to 73 Mio Euro. Google and Romanian Publishers/Media sales houses main updates:
Facebook kept the leading position with 66% share of digital The most important move of 2017 was made by Digi which
market, while local display had a stable evolution and reached 20.6 internalized the sales of their properties (Digi24.ro, DigiSport.ro
Mio Euro. Programmatic (excluding Adwords tools) maintained and Profm.ro), after ending the contract with EAD.
the same fast track versus previous year and increased by 80%.
Other significant changes/updates: Burda entered EAD portofolio,
Automarket moved from IBU PRO to Internet Corp, Cancan
internalized sales, Mediafax launched Comedy mall (mainly
entertainment VIPS & vloggers who build custom content for the
platform).
International players represented locally by sales houses: Httpool
started to represent Spotify for RO, while Yahoo (important
platform for Romanian users represented by Charge ads) was
taken over by Oath (worldwide).

Local Display
Categories

Also, according to the traffic perspective, the websites ranking


follows the spending pattern. While the highest traffic
international platforms international are (in this order according
to Alexa.com): Google.com, Youtube.com, Facebook.com, Baidu.
com, Wikipedia.org, Yahoo.com, Google.co.in (Indian), Reddit.
com, Romanians follow the same trend: Google.ro, Youtube.com,
Google.com, Facebook.com, Yahoo.com, Olx.ro, Wikipedia.org,
Emag.ro, Filelist.ro (ranking takes into account a combination of
average daily visitors and page views).

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Source: Sati, visits December 2017 Source: Sati, visits December 2017
Main Local Media Sales Houses The top of main websites is, and will probably remain so for many years,
dominated by main local classifieds site, Olx.ro, followed by Stirileprotv.ro,
basically the leader of regular publishers, which managed to capitalize best
the mobile potential (highest traffic from mobile among all players), and
continued by Adevarul.ro, Digi24.ro, Sport.ro and Libertatea.ro.

Adformats
According to Gemius Ad monitor report for H2 2017, 91.36% of campaigns
had standard ads, while 30.81% of them used rich media formats. In terms
of share of impressions, regular ads had 90.94%, while rich media only
9.06% - still low, considering that rich media formats have a superior average
viewability of 57.3% vs 48.7% of standard, and almost triple CTR – 0.96% vs
0.34%.

Source: Sati, visits December 2017

Local ranking: main websites categories at the end of 2017 were


news, sport, women lifestyle, while the top of media sales houses
which represent them was ThinkDigital, Ringier, Protv, eAD,
Antena, Arbomedia, InternetCorp, Convergent, Realitatea and
Dogan.

Main Local Websites

Source: Gemius Romania Admonitor 2017 - report based on advertising


campaigns broadcast and monitored by gemiusDirectEffect and AdOcean

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Even if mobile delivered significant higher CTR (0.98% vs 0.39% E-commerce: from “Get info channel” to “Buy Platform”
on desktop), share of impressions of mobile ads (tracked by In 2007 SATI delivered first traffic results. After 10 years, at the end
Gemius) was still under desktop (43.92% vs 52.54%). Also, rich of 2017, SATI has issued a report on various themes and stages of
media formats were less used on mobile devices (27.94% vs 48.09% development including some interesting data starting with 2007.
on desktop), even if we already have years of promoting video + One of the most impactful is related to the internet usage 10 years
mobile as a great mix of online media. ago and its development from an information source to a means of
buying different products/services – see graph bellow

Source: Sati

According to GPEC, in 2017 Romanians bought online products


worth of 2.8 billion representing an increase of 40% vs 2016 (when
estimations had been around 1.8-2 billion). Total spend is even
bigger, considering these 2.8 billion include only physical products
(e-tail) and exclude services, utilities payments, air tickets, hotels,
tickets to events or downloadable content (all of them becoming
more and more an online acquisition). With 7.67 mil euro/day
Source: Gemius Romania Admonitor 2017 - report based on (average of Romanian online spend), e-commerce share from total
advertising campaigns broadcast and monitored by gemiusDirectEffect retail grew from 4% in 2016 to 5.6% in 2017. As in previous years,
and AdOcean Black Friday represented an important event with an estimation
of over 200 mil euro (vs 2016 with 130 mil or 2015 with 100 mil).
70% of the traffic of the 7,000 online shops was generated through
mobile devices (+20% vs 2016), and for some of players who have
dedicated mobile apps, conversion rates also surpassed desktop.
Same positive trend regards card payments, which grew from 8%
in 2016 to 12-14% in 2017 and there is still plenty of place to grow.

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Perspectives 2018:
The hot topic of 2018 will be around Data protection, respectively
GDPR, which will impact all companies in their relationships
with their customers, but also internal processes and professional
standards. Companies must become aware of the data they hold
and get to a clear “data hygiene”.

Adopting a culture of data protection


The first half of 2018 has been marked by two events related to
personal data security: the Facebook – Cambridge Analytica
scandal and the coming into effect of GDPR. They both underscore
a need that businesses better manage personal data and that they
grow up from a data hunter’s mind set to that of a more discerning
data curator.
This conversation is not limited to collection for business purposes.
In 2017, a third of Romanian IP addresses (2.89 million) were
affected by cybersecurity alerts. Over 80% of the alerts were related
to vulnerable systems – not updated, unsecure or ineffectively
configured. Such systems had not been compromised yet, but
could become easy targets for cyber criminals (source: CERT-RO).
This stands as yet another symptom of an underdeveloped culture
of data protection.
For the advertising industry, GDPR comes as a source of
uncertainty, in an already volatile environment. Naturally,
immediate concerns are related to the changes required to keep
performing our activities, with as little disruption as possible. But
on the long term, the new rules should become a driver for more
responsible behaviours, for both businesses and individuals.
GDPR pushes companies to become more aware of the data
they own. Advertising platforms and software developers are
embedding data protection into their products. Everybody living
in this environment – advertising professionals and consumers
alike – will be exposed to a new mind set, where personal data
comes with purpose and accountability. Beyond the unavoidable
red tape, this may be the crystalizing moment for a new social skill,
essential for a digital world – common sense about personal data.

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RADIO
The Radio market was very dynamic in 2017, with several
important events unfolding during the year:

Radio ZU launched the first morning broadcast from a train on


the move, on the way to "Forza ZU” concert, which was held in
Constanta – the event gathered on the “Modern” beach more than
85 thousand people. On a more serious note, in the week prior to
2017 Christmas, together with Bucharest City Hall, station’s DJ
were on air 24/7 supporting the social campaign “Orasul Faptelor
Bune”, meant to make big or small wishes come true. Radio ZU
also extended its network in Calarasi, Suceava and Vaslui.

Europa FM had a visual identity change last year, adopting a fresh


new image and bringing together “the voice of million Romanians”
on only one frequency. At the same time, it provides the same high
quality content, fresh information and well-documented news.

Magic FM continued to be on air in December with “Santa’s radio”,


a collection of most popular Christmas songs from around the
world.
OVERVIEW
Rock FM’s morning program “Morning Glory” was relaunched
2017 proved to be very good for Radio, as the market managed with a new host, Razvan Exarhu, while Adrian Despot and Hefe
to sustain the previous year growing trend of 15% in total spent , present a new one hour program called “Playground” every
up to 23 Mio Euro. Wednesday evening.

The Radio stations continued their effort to consolidate and Pro FM launched in September a new morning show “Dimineata
monetize the audience through attractive marketing campaigns, Blana cu Ramona si Cotofana”.
concerts and events. As engaging the listeners, especially the young
ones, is extremely difficult, Radio stations sales strategies have Digi FM started 2017 with a new slogan “Ca Sa Stii”, changing also
continued on the path of radio content integration with social the station’s dynamics, with News broadcasts being aired every
media. thirty minutes.
Virgin Radio is a radio for the young generation, broadcasting
since 9th January on Radio 21 frequency.

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Share of Rate card Revenues by Media Group
Radio Guerrilla had the most dynamic evolution, adding eleven
new programs to their broadcast and also expanding their coverage
in Roman, Vatra Dornei, Suceava and Brasov. A.G. RADIO HOLDING 5%
Kiss FM, Magic FM, Rock FM 8% 1%
7%
Radio Itsy Bitsy, the only radio station dedicated exclusively to EUROPE DEVELOPMENT 27%
families with kids, was very active with special events for 1st June – INTERNATIONAL
Europa FM, Radio 21
12%

Children’s Day and “In Direct cu Mos Craciun” during winter and 12%
with a very powerful social campaign which resulted in making the GRUPUL MEDIA CAMINA
33%
CNA to request TV channels to broadcast starting March 2017 the
message "Pentru sanatatea emotionala a copilului dumneavoastra, Radio ZU

petreceti cat mai mult timp impreuna cu el." New cities covered are: RCS AND RDS
Iasi and Baia Mare. Pro FM, Digi FM

23%
SOCIETATEA ROMANA
Smart FM added several new frequencies to its network in 2017: DE RADIODIFUZIUNE 23%
Ploiesti, Targoviste, Campulung, Alba Iulia, Campina, Snagov, Radio Romania Actualitati
25%
23%
Putna. The most impactful events supported by the station
were “Smart Folk You Vama Veche” and „Gala Smart Folk You GUERILLA RADIO
radio Guerilla
Bucuresti”, both promoting good quality folk and rock music open
air concerts. Source: Media Monitor BRAT

MARKET ANALYSIS
Despite the 6% drop in gross advertising revenues vs. 2016, AG AUDIENCE ANALYSIS
Radio Holding remained the Radio market leader with a revenue
share of 27%, followed by Europe Development International
with 25% (grew by 2% vs 2016). Grupul Media Camina comes 3rd Radio audience proves to be quite stable from one year to another,
with a stable gross revenue share of 23%. RCS & RDS preserved as people tend to show a strong loyalty to their Radio consumption
the fourth position with 12% as in 2016. The public radio, routine.
Societatea Romana de Radiodifuziune remains on the 5th place In 2017 the radio daily reach was stable at urban level (74.4% vs
with 8% market share, having a marginal 1% increase compared 74.7% in 2016), while in Bucharest, the audience reflected a shift
to previous year. Radio Guerrilla ranked 6th, achieving the most from weekdays (3 pp lower daily reach) towards weekend (4.5 pp
significant growth from all - from 1% in 2016 to 5% in 2017. higher performance) especially due to the smartphones.

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Daily Reach (%) Evolu�on
80 78.2
In general, most of the urban population spend less than one
hour listening to the Radio, the youngest age group (14-17 years
75
74.7 74.4 75.3
old) being in the lightest users. Medium to heavy consumption is
71.3
growing starting 25 years old and remains stable after the age of 35.
70
This is why, Radio media campaigns still require a high number
67.5 67.8
66.8 of spots / day to build-up a significant target audience coverage
65
2016
throughout this medium.
2017

60
Listening preferences by age groups
55 100
Monday-Friday Saturday-Sunday Monday-Friday Saturday-Sunday
90
Urban Bucharest
Source: ARA-MasoR 80

70

light
In 2017 the Radio the most common place where people are 60 (<1h/zi
or not
listening Radio programs remains “at home”, although it shows a 50
at all)
slight decrease, while the hectic urban lifestyle managed to grow
the Radio listening “in the car” by almost 3 pp compared to 2016. 40
medium
30 (1-3h/zi)

20

10 heavy
(>3h/day

0
14-17 18-24 25-34 35-44 45-54 54-74
Place of listening- Daily Reach (%) Evolution-Urban 11+ Monday to Friday
50% Source: SNA FOCUS CAPI IUN15-NOV16, All 14-74 urban population
45%
40%
35%
Mapping the urban Radio audience in terms of age and gender, we
30% can see on the extremes the Radio stations with significant skew
25% towards mature women audiences, such as Romantic FM and
20% Radio stations with a high preference among young men, such as
15% Vibe FM.
10%
Rock FM, Digi FM, Radio Guerilla, Pro FM and Virgin Radio
5%
reflect a more masculine audience profile, while Kiss FM and
0%
2013 2014 2015 2016 2017
Magic FM are preferred more by women. Radio ZU seems to have
a more balanced men – women audience profile. In terms of age,
Source: ARA-MasoR
At home In a car
the listeners of Europa FM and Romania Actualitati are more
Other place At work
mature (44+ y.o.), and with a male skew.

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Top 10 Stations Urban vs. Bucharest
>74 Y.O.

14.6 15.1
12.7 12.1

Daily Reach %
11.4
Romania Actualita 10.6
9.8
8.3 7.9
6.5
5.8 5.2 5.1
4.2 3.9 4.2
2.9 2.5
Europa Fm 2.1 2.1
AGE

Kiss FM ZU Actualita� Europa FM ProFM Magic FM Digi FM Virgin Radio Rock FM Ant. Satelor
Na onal Fm Kiss Fm Roman c
Pro Fm Urban 11+ y.o. Bucharest 11+ y.o.
Source: ARA-MasoR
Digi Fm
Virgin Radio
Radio
Guerrilla Radio ZU Magic Fm LOCAL RADIO
Rock Fm
14 Y.O.<

The local Radio stations continue to represent an important


-

Radio Vibe
communication vehicle for advertisers which need to implement
Men<
- GENDER >Women
-
local or regional campaigns with tailor-made messages. In 2017 the
Source: SNA CAPI AUG15-FEB17, All 14-74 urban population Weighted sample local Radio developed a strategy of attracting advertising budgets
through special projects, contests and live actions at the same time
with developing their resources by opening new radio frequencies,
extending their networks, launching new broadcasts.
The audience performance analysis confirmed Radio ZU as
Arbomedia remains the most important local Radio sales-
the leading radio station in Bucharest, with a marginal decrease
house through its partnership with 96 local stations that cover 37
in daily reach (15.1% vs.15.7% in 2016), followed by the public
Romanian counties.
station Radio Romania Actualitati (1.7 pp drop vs. 2016) and Kiss
FM growing by almost 1 pp. The second tier of stations consists of
Europa FM ranked 4th with a rather stable evolution and Magic
FM on 5th place with a very slight decrease compared to 2016. Last
places are for Pro FM with a stable performance of 6.5% and Rock PERSPECTIVES FOR 2018
FM with a 1.6pp decrease vs. 2016. The main Radio networks will continue to be flexible and open
to special projects and creative contests. Radio driven campaigns
which will continue to engage listeners in social media will
At urban level, Kiss FM consolidated its leadership at 14.6% daily continue to be the main pillar of their long term strategy. PR and
reach, followed by Radio ZU with 12.7% and Radio Romania marketing activities, events and concerts partnerships will further
Actualitati with 11.4% daily reach, despite a marginal audience loss. represent the main triggers for advertising investments.
Europa FM (9.8%) was stable and kept 4th place, being followed at
a significant gap by Pro FM (5.8%) with a lower performance vs.
2016. Digi FM improved its performance by almost 1 pp, reaching The end of 2018 is expected to reveal a higher increase than
an average daily reach of 4.2%. previous years (+10% vs 2017).

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OVERVIEW

In 2017, the estimated Print advertising market revenue was of 13.4


million. Euro. The major difficulties which occurred during the
recession (distributions networks problems, DNA investigations
etc.) continued to impact the print industry, which continued the
downtrend in 2017.

Following modern consumers’ media consumption trends, Print


editorial content continued to shift to digital platforms, as the print
readers continue to diminish every day.
Attractive & various inserts lost their appeal during the last couples
of years, being less and less capable to stop the decrease of print
publications sold circulation.

PRINT
The only time of the year when circulation registered higher levels
is the traditional summer holiday (July to September), while
former peak seasons for sales and ad revenues (April – May and
November – December) register significantly lower levels.

To stop the decline of the advertising revenues, print publishers


have permanently adapted their offering with integrated package
offers for the print and digital properties in their portfolio. The
focus becomes higher on digital exposure and video content on
their sites, tailor-made supplements and exclusive deals.

MARKET ANALYSIS

The readership declined was steeper from one measurement wave


to another in 2017 compared to previous years. The dailies readers
dropped by almost 8% from one wave to another, while weekly
publications followed the same trend (-10%). The most significant
drop decline was for monthlies, as their readership decreased on
average by 17%.

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Coverage (%) evolution
Looking at the daily newspapers readers profile from a
demographic perspective, we learn that Libertatea has a balanced
40
men-women profile, while Click is preferred mostly by women.
35
Quality newspapers Evenimentul Zilei and Adevarul profiles are
30
very similar, with a predominant male 44-54 y.o. base of readers,
25
while Romania Libera reflects the most mature readers’ profile.
20

15
Read mostly by men, Ziarul Financiar reflects the youngest profile
10 (53% of readers are 25-44 y.o.)
5

0
Wave Aug11- Wave Sep11- Wave Jan12- Wave Jun12- Wave Aug12- Wave Nov12- Wave Feb13- Wave Sep13- Wave Jan14- Wave May14- Wave Aug14- Wave Nov14- Wave Feb15- Wave Jun15- Wave Aug15-
Feb13 Jun13 Dec13 May14 Aug14 Nov14 Feb15 May15 Aug15 Nov15 Feb16 May16 Sep16 Nov16 Feb17

Monthlies Weeklies Dailies

Source: SNA-CAPI

->74 Y.O.
On the other hand, Readers’ preferences are quite stable during Romania Libera
the years: women continue to prefer glossy magazines which offer
them quality specialized content (beauty, fashion, lifestyle and Click
career), followed by weekly publications which focus their content
mostly on topics like family, healthcare, cooking and parenting. Libertatea
Evenimentul Zilei
The 2017 male audience interested in monthlies dropped by 10%
vs. 2016, while their preference for general interest and sport daily Adevarul

AGE
newspapers content remains constant.

Ziarul Financiar

14 Y.O.<-
Gender Preferances in Print Titles
Men<- GENDER ->Women
140
Source: SNA CAPI AUG15-FEB17, All 14-74 urban population Weighted sample
120

100

80
Men
60 Women
Women glossy magazines is the largest print category on the
40 market, given the high interest urban women show for beauty,
20
fashion and lifestyle content. Elle, Cosmopolitan, Psychologies
age profiles are younger (20-35y.o) and have medium-high social
0 grades (ABC), with high interest in fashion and design trends as
Monthlies Weeklies Dailies
well as personal development.
Source: SNA CAPI AUG15-FEB17, All 14-74 urban population Weighted sample

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Digital Media

Glamour, Unica & Avantaje complete each other on the ABC social
grades cluster, but with different demographics: Glamour covers
the youngest female public (20-35 y.o), Unica readers are mostly 1%
35-44 y.o, while Avantaje covers best the 44+ y.o. age segment.
1% RINGIER ROMANIA
Viva, Femeia and Ioana magazines cover all together the BCD 1% 1%
1% ADEVARUL HOLDING
social grades with the same age profile 44+ y.o. 1%
6%
BURDA ROMANIA
2%
20% MEDIAFAX GROUP

2% CONVERGENT MEDIA

2% BP PUBLISHING MEDIA

3% ANTENA 3
->74 Y.O.

MEDIA MEN COMMUNICATION


3%
Share of EDITURA EVENIMENTUL SI CAPITAL
3% Rate card ETA MEDIA PUBLISHERS
Avantaje
Femeia
4%
Revenues CITY GUIDE MEDIA
Viva by Media Group
PEOPLE MAGAZINE
20%
PATETIC MEDIA
Ioana 7%
GRUPUL DE PRESA MEDIANET
AGE

UNIONPRESS
TRANSILVANIA GRUP BUSINESS
Unica 11%
RUSSMEDIA PRESS
12%
Psychologies Glamour PROFITON
Elle
Cosmopolitan OTHERS
14 Y.O.<

Source: MediaMONITOR BRAT


-

AB<- ESOMAR ->DE


REGIONAL PRESS
Source: SNA CAPI AUG15-FEB17, All 14-74 urban population Weighted sample
Local publications continued in 2017 the downtrend of
national press, with several titles being closed or moving
In terms of rate card advertising revenues Ringier decreased 7% vs content online.
2016 and Adevarul Holding increased 2% vs 2016, both reflecting Despite the general negative trend, there are some local titles
the same market share (20%). which proved strong, having high circulation levels vs national
Ringer’s portfolio consists of glossy magazines which are leaders in titles: Sibiu 100%, Jurnal Aradean, Bihari Naplo, Tribuna,
their segments, still the general decline of monthlies explains de 7% Gazeta de Sud, Monitorul de Suceava, Jurnal Bihorean,
drop, while Adevarul Holding sales policy based on package deals Crisana, Agenda, Monitorul de Botosani, Bihoreanul.
improved the 2017 ad revenues result. Burda came third with a 1% As in 2016, in 2017 the advertising space for the most
growth due to several spin-offs and special supplements. On the important local publications have been managed by two main
4th place is Mediafax with a flat evolution (11% market share). The sales-houses Arbomedia and Midas Media.
last in top 5 comes Convergent Media which gained 1% market
PERSPECTIVES FOR 2018
share in 2017.

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Digital Media

Integrated print – online advertising packages, exclusive offers


and events partnerships will continue to be used by publishers
in their attempt to stop the print media ad revenues decline.
Special projects, dedicated supplements and spin-offs will be
additional tools used to improve business results.
As publishers will continue to develop online and video
content and will strengthen their social media presence,
print press will get a much smaller share in their advertising
revenues, as business and consumers media habits will move
forward.

In 2018, the print market is expected to further decrease by 5%


vs. 2017.

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decorated over glass walls of a building unless it is a construction or
a renovation site. Panels’ size is restricted only to 4x3 m and 1.2x1.8
m. The large ones must have a minimum of 100 m between them,
and the small ones will have to be placed at 50 m distance from one
another.
Last but not least, the OOH Law requires that panels could be
installed in public places only after a public auction was conducted,

OUT
which puts almost every existing OOH advertising structure
currently situated in Bucharest public areas outside the new
legislation.
As The City Hall proposed a set of Implementation Norms which
are impossible to be put in practice in the current market situation,
these were rejected by the major players in the OOH advertising

OF
market. A dedicated company for managing the outdoor public
space was founded by the City Hall, but it is not yet operational.
There have been several public reactions and inquiries about the
delay of implementing the new law, but without the approved
norms everything remained in the same status quo.

HOME
As already mentioned, despite the uncertain legislative framework,
the OOH market had a very dynamic year with sold-out situations
and a slight different approach in pricing -we are not yet in the
inflation zone, but we are definitely past the discount period.
This trend was driven by significant and constant investments
coming from categories like Retailers, Banks (which are making
a comeback), FMCG and Telecommunications which continued
to allocate significant budgets to OOH advertising, permanently
expanding and improving the visibility of their networks.

In Q1 2017 BRAT launched the Frequency Study on Outdoor


Overview advertising, which is going to be complementary to the already
As expected, after a prolonged period of deflation followed by a existing OOH Monitoring System - this is a turnover point which
stable one, 2017 was the first year to register a 5% increase of the is going to change the perspective and add market value for the
OOH market, with an estimated net investment of 29 Mio. Euro. Industry.
The OOH Law was approved, but we are still waiting for the
Implementation Norms, necessary to make it applicable. The Law
draws a new background for the industry, setting new rules, limits
and imposing strict standards. Among them, the off-limits zones
where outdoor advertising is possible only on specific supports Outdoor ads
or completely forbidden, as in the historic sites. Meshes cannot be

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For the first time in years, Metrorex held an auction for its train The OOH players continued to build-up their Bucharest and
fleet that is covering the entire subway network. The winners national networks, the most dynamic ones being Euromedia, New
are Euromedia and Business Commitment and the contracts Age and Way Media.
are in force from the 1st of February 2018. Spectacular Group of In terms of format types, the networks development was
Companies is during a law process against Metrorex, and its` entire concentrated mostly on backlight, the dominant format in the
network is suspended until the end of the trial. local outdoor industry, with an estimated 45% of the locations,
followed by billboards with 19% and city lights / buss-shelters with
In Bucharest, the Transit media contracts are still being signed 14%. The rest of 22% consists mostly of roll-overs, mesh, prisms,
directly with RATB, the public transportation company. unipoles, flags and special projects.
The 2017 estimated market shares for the main vendors are:
Euromedia & Affichage Romania (45%), Getica (10%), and with a
significant fragmentation (45%) in smaller providers.

city light / bus


billboard shelter
19% 14%

roll - over
Share Other
mesh
of Market format
22%
prism
unipole
flag
-Formats special project

backlight
45%
Others
29%

Euromedia
Share & Affichage
Way 4%
of Market 45%
-Vendors
Universal
Indoor ads
6% Brand Management is the main player in the indoor and in-
New Age store categories. There were no significant changes in the indoor
6% Getica campaigns investors ranking, the highest budgets continued to
10% come from Banking, followed closely by FCMG, Automotive,
Entertainment, Airlines and Fashion industries.
Indoor ads in office buildings represent the only segment that
managed to increase revenues, mainly through innovative special
projects. The segment`s main shares are claimed by Elevate and
Invent Media. The largest budgets were allocated by Banking,

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FCMG, Automotive, Airlines and Pharma. Indoor is expected to maintain a steady evolution, maintaining the
Info Sanatate remains the only niche player which has the Digital current status.
Signage TV Analytics, the first Frequency study for indoor Despite the rather uncertain context related to the implementation
advertising implemented in our country - the study was conducted of the new OOH Law, the 2018 outdoor budgets look solid and it is
by GBD Research and is endorsed by organizations such as ARMA expected that at the end of the year the net market will register a 5%
& ARIA. increase, with an estimated total of 31v Mio. Euro.

Digital Outdoor
Phoenix Media, the market leader, launched an integrated
service platform that allows its clients to manage in real time
their campaigns. They have also signed a partnership with Think
Digital, aiming to develop cross-media projects.
In 2017, Media Advertising and Vision Media Plus continued to
operate in the Digital outdoor segment, with their existing support
networks.
Digital Indoor refers to plasma screens distributed across networks
in crowded places. Blitz TV maintained its contract with Metrorex
for the subway LCD network.

Perspectives for 2018


2018 start was no exception regarding the expected low occupancy
rate during the first quarter, while April reflected a significantly
higher percentage of all rental units, with few premium locations
remaining available for rent.
In 2018, Bucharest City Hall promised to come a Reform, especially
in the Central Areas. It is not yet clear if this will represent the
expected Implementation Norms, or just a slight change of the
existing status. The market is expecting their decisions.
In the territory, cities as Cluj and Suceava have already started to
implement their local Regulatory Norms and to announce public
auctions. Others are expected to follow, which is most likely to
influence existing prices, as it already brought higher levels for the
local taxes. Most probably this will lead to fewer structures and
differentiated costs for the same type / size of panel from one city
to another.

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Overview

In Romania the media associations established standards for all


audience measurements and monitoring services, therefore the
research market is syndicated and only a few research companied
are validated as data providers.

I. TV DATA MEASUREMENT

ARMA (Romanian Association for Audience Measurement)

MEDIA
decided to continue the collaboration with Kantar Media for
2016-2019, after a tender that took place in 2014. The number of
monitored and reported households remained the same (1320),
but the structure became completely new comparing with the
previous panel. ARMA also continued to supervise the research
for technical specifications project expected to provide data

RESEARCH
regarding online watching, on any device, through the internet
(Virtual Meter, Return Path data) – the study is meant to merge
with SNMATV, to obtain in the future more accurate audience
data, especially for niche channels.

In 2016 ARMA and Kantar Media conducted a pilot project “Social


TV” (Twitter TV Ratings and Facebook), which delivered the
first results in the first quarter of 2017. Kantar Twitter TV Ratings
enable broadcasters to keep track of the conversations about their
programs and help them maximize audience engagement, while
agencies and advertisers get additional data that inform better
planning and buying decisions, to reach socially engaged viewers.

Audience measurement for TV is available on the market on


daily basis since August 2001, with restricted access to detailed
audience data only through ARMA membership, the organization
that represents the beneficiaries’ interest in relationship with the
research data provider.

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RADIO

Kantar Media is the audience data provider for the TV Audience


Measurement (TAM) survey as of January 2012 and continues the
contract for 2016-2019. II. NON-TV DATA MEASUREMENT
TAM system is a quantitative research, which measures the TV
usage among Romanian population – minute by minute viewing BRAT is a non-profit, independent organization for the media
reported, 24/7, using tele-control people-meters. The universe and advertising industry, whose members are media owners
covers all private households in Romania with a working television (publishers), media agencies and advertisers. BRAT is conducting
set and all individuals aged 4+ from the respective households. in Romania the online, out of home and print media measurement.
People who have spent last year more than 3 consecutive months
outside the country are classified as ‘migrants’, and are not included Internationally, BRAT is member of relevant worldwide media and
in the survey universe. advertising organizations such as: IFABC (www.ifabc.org), EMRO
(www.emro.org), I-JIC (www.i-jic.org).
The National representative panel captures different viewing habits
of all Romanians, regardless of their geographical or demographic
data. The gross number of installed panel is of 1,320 households, ONLINE
while the daily reporting panel is of minimum 1,200 households.
Guest viewing in a panel member home is measured, the exact age BRAT is the only provider of industry recognized information
and gender of the guest viewers being collected. Consolidated TV regarding traffic and audience data of the online properties,
viewing is also available as a metric, and is defined as live viewing through the SATI survey. The hybrid method used for traffic
plus any time-shift viewing taking place within seven days from measurement, audience and profiles of the websites visitors is
the original transmission. compliant with IFABC guidelines regarding traffic measurement
ARMA is constantly facing the challenge of a rapid TV market and follows the most advanced online measurement methods.
growth - from 30 monitored channels in 2007 to 60 channels in SATI currently measures more than 200 websites, including video
2014. At the end of 2017 and up to March 2018, 62 TV channels are / audio streaming and mobile apps measurement. Starting 2017,
monitored. SATI publishes real time results, both for traffic results and for
users’ profile (gender, age, income, social grade etc.).
Monitoring data is available for a relatively wide range of TV
channels, nevertheless only ARMA members have access to Online Traffic data is delivered by SATI from October 2007.
detailed spots by spot analytics, along with correction factors Measurement results are delivered through 3 main “access gates”:
applicable to spots with length different from 30 seconds. Cxense Insight online application (each publisher can access own
results), SATI web application (all SATI members share data for all
In March 2018, Instar Analytics, an updated version of InfoSys+ measured websites) and BRAT website:
was launched in the Romanian market, replacing the old analysis The Cxense Insight app offers real time detailed reports: all types
software for TV audience and monitoring data. This software is of traffic metrics on URL or site level, source of traffic information,
widely used by both broadcasters and agencies in over 35 countries content analysis for all the websites pages, video / audio streaming
which use Kantar Media as the TV data provider. results and daily-updated socio-demographic user profiles.

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RADIO

SATI
by Banking,
web app FCMG,
(www.sati.ro)
Automotive,offersAirlines
3 main typesand Pharma.
of reports: SATI DMP offers by its own application the usual functionalities,
Infotraffic
- Sanatate
results
remains
on URL the only
and site
nichelevel,
playersplitwhich
by device
has thetype
Digital
and such as:
Signage TV(every
geolocation Analytics,
3 hoursthe update)
first Frequency study for indoor - Creation and evaluation of audience segments (demographic
advertising implemented
- traffic results for topin20our country
articles for- the study
each was conducted
website which is profiles, buying intent, visitor interests based segments etc.);
by GBD Research and is endorsed
measured in SATI (every 3 hours update) by organizations such as ARMA
& ARIA. - Audience segments analysis: volume, users behavior, both on
- detailed traffic results for every website based on geolocation site or URL level and easy comparison of two or more segments;
(daily update), - Usage of audience segments for advertising campaigns
Digital
BRAT Outdoor
website (www.brat.ro) generates 3 main traffic metrics targeting.
Phoenix
for Media, (views,
each website the market leader,
sessions and launched an integrated
unique clients) split on The data management allows for both a general usage of the shared
service platform
geolocation that allows
and device type. its clients to manage in real time information at the user level (sociodemographic profile and
their campaigns. They have also signed a partnership with Think content consumption behavior) and a private information usage
Digital, aiming to develop cross-media projects of from one publisher / entity and available in the DMP only for its
Audience and profile data is delivered by SATI from June 2008.
In 2017, Media
Audience Advertising
and profiles and Vision
measurement Media
consists of: Plus continued to own users. The private / general information can be used then by
operate in the Digital outdoor segment, with their existing support the entity which owns the right for the private data, for better use in
- The number of visitors per month per website delivered by
networks. targeting ads campaigns or capturing insights for their own users.
SATI for people 14 -74 years old, living in Romania.
Digital Indoor refers to plasma screens distributed across networks
- The users
in crowded profiles
places. Blitzwere
TV estimated
maintainedsince 2017 for
its contract all Metrorex
with the users
of AdMonitoring (MIPO)
forthe
thewebsites
subway LCD (following
network.some basic criteria) on a daily basis and
delivered in the Cxense Insights application (members only access) Advertising spending figures for online campaigns are delivered
- Since March 2016, both the audience data and the basic by BRAT since August 2011, through the MIP Online project.
Perspectives
demographics forfor
2018
each website measured are publicly available on Currently, the survey tracks its members’ campaigns on more than
2018 start
BRAT was no
website, exception
and in moreregarding
details onthe SATIexpected low occupancy
web application (only 2,500 Romanian websites, belonging both to BRAT members and
ratemembers).
for during the first quarter, while April reflected a significantly non-members.
higher occupancy rate, with few premium locations remaining
available for rent. The results are published on a daily basis with the information
SATI DMP (Data Management Platform)
In 2018, Bucharest City Hall promised to come a Reform, especially regarding all the online campaigns launched the day before and
Starting October
in the Central 2017,Itsome
Areas. is notpublishers
yet clear and media
if this will agencies
representhavethe once per week (every Tuesday) with a complete overview of the
decided
expectedtoImplementation
build their own DMP Norms,as anoraddition to thechange
just a slight data provided
of the previous week, including details such as volumes, rate card prices,
by SATI,status.
existing by sharing the infoiscollected
The market expecting intheir
SATIdecisions.
for all their users. client /category names, etc.)
Being
In the aterritory,
syndicated citiesproject,
as ClujthisandisSuceava
the biggest haveDMP
already available
startedon to
the market,their
implement withlocal
firstRegulatory
party resultsNorms collected
and todirectly
announce from the
public
participating
auctions. Others websites The users
are expected profiles
to follow, are estimated
which is most likelyusingto
advanced methods
influence existing andastechniques
prices, using higher
it already brought the online
levels survey
for the PRINT
results of SATI
local taxes. Most(approx.
probably10.000 questionnaires
this will lead to fewerbystructures
month) and and
the users behavior,
differentiated costs including
for the same thetype
content
/ sizeconsumption
of panel fromonone all city
the
participating
to another. websites (over 100 websites). The current volumes BRAT provides to the market comprehensive data for the print
on a monthly basis exceed 1.3 billion page views in the SATI DMP, industry: readership and readers profiles, circulation audit and
more websites being currently in the integration phase.

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advertising expenditures, the results provided by BRAT being the about all the campaigns launched in the current day, and once per
only ones recognized by the advertising industry. week (every Thursday) with a complete previous week overview,
including details such as: volumes, rate card prices, client / category
Circulation Audit names, etc.).
BRAT provides circulation figures for all print and electronic
publication through the audit of circulations, done on a yearly
basis by an external audit company. Since 2009, circulation audit OUT - OF - HOME
includes physical verification of the print run, for all the titles.
The audit result is public on the BRAT website, including audit
result, publishers’ quarterly declaration and fieldwork control. The most recent Romanian market accomplishment is the start in
2017 of the BRAT SAO project, aiming to put in place an audience
BRAT audits more than 110 publications, with national and local measurement system for the Romanian outdoor advertising
distribution. industry.

Readership and readers profiles (SNA) Audience and “passing by persons” profiles (SAO)
- Readership measurement is offered through SNA FOCUS SAO survey generates audience measurement along with
survey, which, besides readership data, offers a wide range of demographic information and data regarding the mobility (travel)
demographic information and consumption of goods and services habits of the measured population.
data.
The study includes 3 main parts: travel survey, panel inventory
- The survey includes over 60 publications. The main metric and VAC calculus, evaluating the number of people passing by the
offered by SNA FOCUS is the AIR (Average Issue Readership), visible area of a panel (generates the media planning database).
which measure the number of people reading an average issue of The yearly sample size of 15,000 interviews is representative for
a given title, using the well-known and accepted ‘recent reading the biggest 11 cities from Romania, 14-74 years old, representing
method’. approximately 3.5 million persons. The data analysis software
- The annual sample size of 16,400 interviews is representative is QUANTUM (target definition, panels’ visualization and
for national universe of persons 14-74 years old, about 15.5 million configuration on the map and media planning).
individuals.
SESAME is the data analysis software, which enables target AdMonitoring (MIP OOH) delivers advertising expenditure
definition, crosstab generation, cluster analysis, duplication details for OOH campaigns since May 2012, through BRAT’s MIP
analysis, media ranking and media planning optimization. OOH project. Currently, the database includes more than 15.000
panels, belonging to 13 Outdoor companies. Results are published
AdMonitoring (MIPPS) delivers data regarding print campaigns once per week (every Monday) with a complete overview of the
advertising expenditure since January 2011, through the MIP previous week, including details such as: volumes, rate card prices,
Presa Scrisa project. Currently, the monitoring includes more than client / category names, etc.)
190 Romanian publications.
Results are published on a daily basis, containing information

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RADIO BRAT Perspectives for 2018:

AdMonitoring (MIP Radio) offers advertising expenditure results PRINT: Report digital replicas of the publication in the same audit
for radio campaigns is since July 2011, through BRAT’s MIP Radio certificate as the printed distribution. First results will be publishes
project. Currently, the reporting includes main 11 national radio at 2018 end (for April 2017- March 2018).
networks.
STRATEGY AND MULTIMEDIA: Extend measurement of
Results are released on daily bases with details regarding the product and services in rural area, by extending FOCUS universe
campaigns launched in the previous day, and once per week from 8.7 million to 15.6 million people. First results expected in
(every Tuesday) with a complete overview of the previous week, 2020.
including details such as volumes, rate card prices, client /category
names, etc.) Out of Home audience study (SAO): First audience results
expected to be published at the end of 2018 or in first part of 2019.
INTERNET MIPO (AdMonitoring): Start measuring and
BRAT puts together the results of the four monitoring projects reporting the reach and profile of online advertising campaigns.
(print, online, radio and OOH) integrating data in the same online First results are expected at the end of 2018.
application, sharing same definitions, rules and classification of
goods, services, clients and brands (Media Monitor).

STRATEGY AND CROSS-MEDIA ANALYSIS

FOCUS is BRAT survey that measures general media


consumption, consumption of goods and services, as well as Radio Audience Measurement Survey (SAR)
lifestyle and behavioural characteristics of the urban population.
It covers about 350 product categories and 3,500 brands usage,
media consumption, attitudes, leisure activities and demographics. Starting 2016, after the public tender from 2015, Radio Audience
Association (ARA) decided to declare IMAS Marketing & Polls
The yearly sample of 7,000 interviews is representative for urban and Mercury Research the winners of the technical and financial
universe of 14-74 years old, approximately 8.7 million individuals. offers competition. Together they will conduct the research activity
SESAME is the software for data analysis (target definition, for radio audience measurement until the end of 2019.
crosstab generation and cluster analysis). Radio Audience Measurement Survey (SAR) is a syndicated
research program in co-operation with the industry JIC, Radio
Audience Association (ARA). The service is available since June
2004.
The radio audience measurement for SAR is based on the “Day

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after recall” method (the remembrance is aided by recalling the
activities conducted during the day before the interview), used by
most of the international measuring systems.

Presently there is no syndicated study to measure traffic data or the


Starting 2008, SAR delivers audience data in three waves per
demographic structure of cinema goers, although main cinema
year. The universe covers urban and rural population, living in
chains do conduct ad-hoc client research projects in order to
private households in urban and rural areas, aged 11+ years old, in
measure those indicators. Reports from those studies are available,
accordance with official statistics.
in variable amounts, to media agencies.
Data collection is currently done through CATI (computer assisted
Demographic profiles and data concerning the consumption of
web interview) and in home face-to-face interviews, using CAPI
brands and services by cinema goers are indirectly available from
method (Computer Assisted Personal Interview) in rural areas.
the SNA-Focus. Starting 2012 the results are available for the main
The audience data is reported for 20 radio stations (national wide), Cinema chains, for the big cities, and for type of cinema in the rest
and separately for 22 stations in Bucharest area. of the cases.

The data analysis software (MasoR) was significantly improved


in 2016 (better compute modules, new graphic experience and
developed a media planning section which can be used for radio
campaigns planning). The audience segmentation considers all the
variables in the questionnaire on the basis of which the user can
build specific target groups.

Perspectives for 2018:


In 2018 the number of interviews conducted in the rural area using
CATI methodology and the number of interviews conducted
using mobile phones’ numbers will increase as follows:
65% of the total rural interviews are made using CATI technology,
up to 15 percent from the previous year;
75% of the total number of interviews are made using mobile
telephony (Bucharest, urban and rural), up to 5% from the
previous year.

CINEMA

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Metropolis Bravo 89-97,
Grigore Alexandrescu Str, 010627,
Bucharest 1, Romania
www.mediafactbook.ro
www.linked.in/Initiative.ro

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