MFB2011

strategy
economy
radio
digital
specialists reach
television press
performance
internet
digital planning
buying audience
specialists
reach affinity
creativity public
relations radio
strategy press
television mobile
internet digital
planning buying
audience reach
affinity atl btl
media
fact
book
romania
2011
media fact book
ROMANIA 2011
performance specialists strategy economy radio television internet press digital planning buying audience reach affnity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile
digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl
creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy
economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital
planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affnity creativity public relations
performance specialists strategy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television
internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach
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affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance
specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet
mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affnity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public
relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio
This document is a product of Initiative Media Romania.
In putting together the Media Fact Book we have used audience data
and information supplied by The Romanian Association for Audience
Measurement (ARMA), The Romanian Audit Bureau of Circulation
(BRAT), The Romanian Association for Radio Audience Measurement
(ARA), TNS Research, AlfaCont, GfK Romania, Mercury Research,
IMAS, International Advertising Association (IAA), International
Advertising Bureau (IAB), PriceWaterhouseCoopers, International
Telecommunication Union, Business Monitor International, ANCOM,
alexa.com, The National Centre of Cinematography (NCC), The
National Institute of Statistics (INSSE), National Prognosis Committee
(CNP), EuroStat, TrendOne and The National Bank of Romania (BNR).
Acknowledgements to the following members of the team who
signifcantly contributed to this book:
Octavian Popescu, Steve Dallas, Alexandra Olteanu, Iuliana Stere,
Rodica Caraghina, Marcela Tuila, Ruxandra Stan, Ruxandra Stefan,
Cristina Chinde, Razvan Simionescu, Ersilia Baragan, Maruan Trascu
Special contributor: Lucian Croitoru
INITIATIVE MEDIA S.A, Bucharest, 2011
All rights reserved
This publication is protected by copyright. No parts of this book may
be reproduced without the prior written consent of the copyright owner.
Readers should understand that the data contained in the Media Fact
Book is as actual and accurate as the sources could provide.
Your comments and suggestions are welcome as a valuable input for
the future editions of this book.
media fact book
media fact book
Editors Foreword .................................................................. 6
About Initiative ....................................................................... 7
About Brand Connection ....................................................... 8
Economic Landscape ............................................................ 9
Media Market ....................................................................... 11
Media Research .................................................................. 15
Media Consumption Trends................................................. 18
Television ............................................................................. 19
Digital Media ........................................................................ 26
Radio ................................................................................... 35
Press ................................................................................... 41
Outdoor & Indoor ................................................................. 48
Cinema ................................................................................ 52
Creative Media Usage ......................................................... 55
Integrated Communication Services.................................... 58
Media Dictionary .................................................................. 62
creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strat-
egy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile dig-
ital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affnity creativity public rela-
tions performance specialists strategy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press
television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience
reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance
specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television inter-
net mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affnity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public
editors foreword
2010 proved to be another diffcult year for the Romanian advertising industry & also the wider Romanian economy.
We estimate that the advertising spend in 2010 totaled 316m, meaning that we are back to a level last seen
5 years ago. Despite some hope that the 2nd half of the year would show some growth this did not happen and
advertising spend dropped by 9% across the whole year.
On a more positive note, with the Romanian economy expected to grow in the second half of 2011, & with some
positive indicators seen already since Q4 2010, there is hope for the beginning of an economic recovery, this is
a view supported by our guest contributor, Mr. Lucian Croitoru, Senior Adviser to the Governor of the National
Bank of Romania, who we have invited to give some expert opinion on the present economic outlook for Romania,
you can read his views in Chapter 5, Economic Landscape. As the advertising industry is usually one of the frst
industries to grow after a recession, we should be positive that we may see a more positive trend in the second
half of 2011.
The decline in the advertising market in 2010 affected all offine media, however the growth in online advertising
(by more than 30%) meant that this was the year when online really cemented its place as a key medium for clients,
and with that growth trend continuing in 2011 online will become the 2nd largest media in terms of advertising
spend. This has taken a little bit longer than in many other countries, but no longer do we see clients just using
their loose change for online campaigns after they have planned all their other media activity.
At the same time the way internet advertising is used by clients is rapidly developing, it is no longer just about
classic display advertising on websites. As the online market continues to develop and mature, the way people
are using the internet is changing, this can be witnessed in the explosion of social media in Romania; Facebook
now has over 3.2m Romanian users & the rate of growth shows no sign of slowing down. Also we are seeing
huge growth in mobile internet usage, with traffc to some of the top mobile sites increasing by over 100% in the
past 6 months.
A consequence of this is that publishers have realized their business models need to change, the print market
will never return to the way it was, but of course it also will not die as some people have suggested. But more &
more titles have realized the importance of their online editions and are beginning to sell both versions together,
not with their online version sold through a separate sales house. Despite some desperate attempts to support
their printed editions with books & DVDs, it is the digital edition that is growing and not just on a PC, but on mobile
versions of their sites, whether read on a smartphone or a tablet PC. Traffc to mobile versions of leading daily
print titles has increased signifcantly in the past six months, and whilst still small will continue to grow and is
another demonstration of the continued digital development in Romania.
Despite the dynamic growth in online and digital advertising, Romania remains a media market dominated by
Television. TV did not suffer as badly as some of the other traditional media in 2010, and increased its share of
the overall revenue to 66%, but with so much choice in terms of the commercial stations available, combined with
an increase in viewing and a further small fall in revenue expected this year, prices will remain under defationary
pressure for 2011.
Overall our expectation is that the advertising market will decrease by a small percentage again this year, but
with some signs of economic growth appearing and with elections on the horizon next year, we do expect that the
advertising market will begin to grow again in 2012.
media fact book
Octavian Popescu
Group Vicepresident & COO
2010 was another year of declining investment in the Romanian advertising market. Whilst in many other coun-
tries in the world the advertising market returned to growth, here in Romania we saw a continued decline in the
overall volumes spent across the year.
For us at Initiative, in such diffcult conditions we still managed to grow our business, the continued support of
all of our clients including Orange, Johnson & Johnson, Ferrero, BMW, Bergenbier SA, Millenium Bank, Pernod
Ricard, Supreme Group, Provident Financial, Kika, Burger King & Fujitsu Siemens, meant that we managed to
increase our overall billings and we thank all of our clients for their continued support & activity in the past year.
In the Romanian market of course, size counts when delivering the best value to clients, & we were very proud to
have risen to second place in the RECMA billings report released in 2010.
As digital media continues to become ever more important in the lives of Romanian consumers, so the services &
solutions that we offer to clients continue to evolve. In 2010 we continued to focus on emerging digital media & ran
our frst campaigns across social media, augmented reality & QR codes. We also continued to commission adhoc
research studies to understand the full impact of digital media on Romanians. With these developments our digital
team continues to grow ensuring fully integrated communication plans across both traditional & digital media.
Our services to clients remain the same as ever, but with an ever growing focus on the array of digital opportuni-
ties that are available. We offer quantitative & qualitative research, communication strategy planning, implemen-
tation and negotiation across campaigns, as well as innovative non-standard special projects (such as event &
media sponsorship, product integration, etc.,.)
As part of this service we also offer to our clients;
l
Media Landscape quarterly analysis of the media market;
l
Media Fact Book starting 1997, Initiative Romania is the exclusive publisher of this media annual guide,
unique on the Romanian market.
l
Media training Presentation of media basics (terminology, methods) and on-the-job training in Initiatives
offce.
l
Media PR Initiative provides media coverage to PR events organised by clients, upon request and project
specifcs.
l
Outdoor Mapping providing clients a better campaign management
l
Digital concept & design management offering clients integrated digital solutions by managing the entire
process from ideation, concept and design to media planning and implementation of digital campaigns, either
directly or in partnership with our digital specialist division, Hyperactive.
Our commitment to clients remains performance led communications, ensuring data, insights & creativity produce
real business outcomes for our clients.
about initiative
media fact book
about brand connection
Brand Connection is a European media network part of Interpublic Group of COs (IPG), alongside its sister
agency network, Initiative Worldwide.
In Romania, Brand Connection was established in 2005 and is part of the same communication group with Initia-
tive, Lowe & Partners, Golin Harris, Medic One, Hyperactive.
Brand Connection provides the entire range of specifc services from media strategy and planning to research
and media buying.
Vision
Brand Connection is a new generation medium-size media agency, fexible, but with the buying power of a large
agency, we provide special care for each of our clients. We target direct local clients and we are also the media
arm for some creative agencies.
Effcient investments are guaranteed through a unique approach rooted in the needs of the client and accom-
plished through creative thinking.
People
All Brand Connection specialists are experienced professionals, part of them working with the group from the
very beginning, originally as members of the Initiative team. The two agencies are set up and work independently
whilst sharing in common expertise, tools, media buying power and most of all, a vision of hard work, consistency
and world class standards.
The client portfolio of Brand Connection includes: Intesa SanPaolo Bank, LaborMed Group, Pro Credit Bank, An-
gelini Pharmaceuticals Romania, Teva Pharmaceuticals, La Redoute, Militari Shopping Center, Titan SA, Phillip
Morris Romania, Porsche Inter Auto Romania, Lilly, The AD Store.
Find out more about Brand Connection at www.brandconnection.ro, call at +4021 301 01 38 or write to us at: of-
fcebc@brandconnection.com.
media fact book
Over the past two years Romania has made large-scale adjustments. The external imbalance declined from
11.6% of GDP in 2008 to 4.1% of GDP in 2010 and prerequisites have been set for the economy to emerge out of
recession. Adjustments have been made by both private and public sectors. The former has reduced its external
defcit and increased labor productivity, and the latter pursued policies fnancially supported by the EU, the IMF
and the World Bank to ensure fscal consolidation and fnancial stability. The structural budget defcit went down
from 8.2% of GDP in 2008 to 5.5% of GDP in 2010, and the capitalization of the banking sector is comfortable,
with the average solvency ratio exceeding 14 percent.
Refecting these necessary corrections, the economy contracted by a cumulated 8.3 percent in the period 2009-
2010. The protracted recession exerted disinfationary pressures, but the VAT rate increase in July 2010 and the
rise in food and fuel prices have pushed infation to 8.3 percent in April 2011.
The progress in reducing external imbalances and preserving fnancial sector stability has increased foreign in-
vestors confdence in fnancial markets and has paved the way for growth in various sectors to resume. Given that
Romanias economy is highly dependent on capital infows, restoring foreign investors confdence is essential.
Increased investor confdence fosters bank lending and foreign investment.
Signs of sustainable economic recovery are already manifest. Positive growth rates in 2010 Q4 and 2011 Q1
suggests that recession is over. Industrial production has increased steadily since 2009 Q4, with an advance of
10 percent YoY in March 2011. Although still negative, growth rates in the construction and retail sectors are ap-
proaching positive values.
These developments are in line with changes in consumer confdence. Across the euro zone, the consumer con-
fdence indicator (measured as a three-month moving average of respondents opinions) over the next 12 months
has steadily increased from an approximately -30 pp low in April 2009 to -10 pp in January 2011. For the new EU
members, excluding Romania, the lowest confdence was also reached in April 2009, (-42 pp), but it increased to
-23 pp in January 2011. Stronger consumer confdence translated into higher aggregate demand in the euro zone
and helped Romanian exports reach an all-time high in 2010.
In Romania, consumer confdence reached about -53 pp in January 2011, up from a -60 pp low in 2010 Q3. The
main drivers have been the improvement in public fnance and labor market conditions, prospects for growth in
the EU, and the resumption of capital infows.
Increased consumer confdence and higher foreign investor confdence will both support domestic consumption
and investment. Regarding household consumption, even if the average wage stagnates in 2011, bank loan re-
fnancing schemes will result in higher disposable income. However, this does not automatically lead to stronger
purchasing power of households. With pressure from fuel and food prices, the general price index may well
outpace the revenue index, thus reducing the consumer purchasing power. As for investment, demand for invest-
ment loans is recovering slowly, suggesting that gross capital formation might have a larger contribution to the
aggregate demand in the period ahead. Presumably, the growth in domestic demand will be driven by investment
in 2011. However, since consumption accounts for almost 80 percent of GDP, it is expected to regain its place as
the main engine of growth soon. Domestic demand will gradually resume growth, compensating for the modera-
tion in export markets growth.
Lucian Croitoru
Adviser to the Governor of the
National Bank of Romania
economic landscape
1-The consumer confdence indicator is the arithmetic mean of (percentage) balances of answers regarding the fnancial standing
of households, the overall economic sentiment, expectations on employment and saving over the next 12 months. Balances are
seasonally adjusted.
media fact book
relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio economic landscape
While generating new jobs, the resumption in economic growth also poses new challenges. One of them is to
make sure that economic growth is not accompanied by a rapid increase in external debt. More EU funds help
to deal with this challenge, but past experience has proven that a better absorption of such funds was diffcult.
Another challenge is to maintain the growth rate at its potential, after the closing of the defationary output gap, so
as to avoid infationary pressures on the demand side.
The economic crisis has reduced both the level of Romanias potential GDP and its potential growth rate. This
means that even relatively small capital infows make the economy more vulnerable to infation. Moreover, higher
than expected increases in fuel and food prices add to infation and jeopardize the NBRs infation target. The
joint action of larger capital infows and infationary pressures creates an interest rate dilemma similar to that that
infuenced monetary policy in 2006 and 2007.
The continuation of fscal consolidation without jeopardizing Romanias economic growth and its convergence
to EU living standards is another challenge. In the short run, risks to fscal sustainability are contained by the
relatively low level of public debt and the adjustments implemented in 2009 and 2010. Moreover, the new ar-
rangement with the IMF and the EU secures the needed fnancing sources in case of adverse developments in
the international fnancial markets or in the euro area.
Concern remains in the long run. Risk of new fscal slippages remains until deeper reforms of government
employment and social entitlements are implemented. The latter increased from 9.6 percent of GDP in 2006 to
13.8 percent of GDP in 2010. Public pension spending represents almost 37 percent of total budget revenues, a
percentage that ranks Romania second to Greece within the EU. Without adequate reforms, the ratio of persons
aged 65 and over to active population might worsen Romanias fscal parameters.
Risks are also signifcant on the political side. While in-depth reforms in the areas mentioned above require strong
political support, the risk of a fscal slippage remains high throughout 2012-2014, when parliamentary and presi-
dential elections are scheduled to take place (including elections for the European Parliament in 2013).
Higher-than-programmed fscal defcits would keep foreign investors away from Romania. With lower capital
infows, economic growth and bank credit to the real estate sector would remain sluggish, which would result in
relatively low budget revenues. Higher tax rates would not be a solution since they slow down economic growth,
requiring further adjustments on the expenditure side. The adjustment would be increasingly diffcult as public
debt and interest rates would rise.
The year 2011 might be decisive in avoiding this scenario. Seamless implementation of the envisaged fscal
program and the achievement of the 2011 fscal defcit target of 4.4 percent of GDP could entail a signifcant re-
sumption of capital infows. This might have a favorable impact on the course of economic adjustments by raising
stronger support for further fscal prudence, which would set the stage for resuming sustainable economic growth.
media fact book
Overview
After a full year of crisis, the contraction of the Romanian media market continued in 2010 but at a signifcantly
lower rate compared to previous year (- 9% in 2010 vs.2009). All major media have been impacted TV, radio,
print and outdoor with Internet being the only medium with a signifcant volume increase (more than 30% growth
compared to 2009).
Graph 1: Total net Ad-spend by medium (Mil ) - Estimation
TOTAL (Mil ) TV Print Radio OOH Internet
2003 179 88 58 12 20 2
2004 216 113 62 14 25 2
2005 277 159 66 17 31 4
2006 369 229 71 23 40 6
2007 482 306 79 30 58 9
2008 540 337 82 35 70 16
2009 345 222 37 25 42 19
2010 316 209 26 21 33 26
2011est 306 198 24 20 30 34
0
100
200
300
400
500
600
Print continued to be the most affected medium in 2010 (-30% vs. 2009), followed by OOH ( -20%), Radio (-16%)
and with the smallest decrease on TV (-6%).
TV had the highest share of the total net media market (66%) & grew in share versus 2009 (64%), OOH followed
with a share of 11%. The growth in online spend meant that online budgets matched Prints share at 8% and
overtook Radio (7%).
In 2010, the TV market continued its development by launching new channels: TLC, 10 TV and new channels
have been added to the audiences monitoring systems: VH1, TVR3, Dolce Sport, Eurosport2.
Facing a severe drop in readership and advertising investment, the Print market struggled to defend revenues
through aggressive marketing actions: creating new impactful formats, launching supplements for niche audience
groups and developing integrated promotional campaigns on print, TV and online. Sachet insertions covered
media market
All of us who professionally use the mass media are the shapers of so-
ciety. We can vulgarize that society. We can brutalize it. Or we can help
lift it onto a higher level.
William Bernbach
media fact book
products from cosmetics to food, with more books and CD / DVD sold together with the newspaper or magazine.
The main sports dailies Gazeta Sporturilor and Pro Sport released their frst 3D editions to mark the occasion of
the football World Cup in May and July 2010.
Some titles moved entirely online, while others were closed down.
Radio tried to adapt to the new market situation through launching new programs, PR activities and improving
their online presence through dedicated websites and social network sites. Despite the crisis, in 2010 most of the
leading stations were sold out in Prime Time, a new channel was launched (Rock FM) and ProFM & ArboRadio
extended their existing networks, improving coverage.
In 2010, OOH was the second medium after print with a dramatic decrease in revenue, as happened in 2009. Due
to the uncertanty in the legal environment and the diffcult market conditions (price defation & low ocupancy rate)
the vendors did not invest in building new sites or in modernizing the existing ones. The major categories with
signifcant OOH investments were retail chains and telecom companies.
The cinema market in Romania is growing with new multiplexes and new technologies (digital projection, 3D
technology, 6D movies). Cinema City became the largest cinema network in 2010. The main categories using
cinema advertising in 2010 were: Beverages, FMCG, Clothing & Footwear, Telecommunications, Electronics,
Auto, Banking and Insurance.
In 2010, online advertising was the only media type refecting a net growth in advertising revenue. The main driv-
ers of growth were the social media platform extensions and performance marketing activities, mainly search.
Social networking sites have recorded unprecedented growth rates, pulling signifcant investment from advertised
brands (estimated 3% of online net advertising investment).
Graph 2:
Market shares in 2009 (net ad-spend by medium)
Graph 3:
Market shares in 2010 (net ad-spend by medium)
TV
66.2%
Print
8.2%
Radio
6.7%
OOH
10.6%
Internet
8.3%
TV
64.3%
Print
10.7%
Radio
7.3%
OOH
12.2%
Internet
5.6%
Source: Initiative database Source: Initiative database
Top Investors
Medical & optical products & services became the leading category, up from 2nd position in 2009 with one of the
highest budget increases (+55%). Mobile Telecommunication Services, the leader last year, dropped to 2nd po-
sition in 2010 despite an increase in budget (+11%). Dairy products and Hygienics are some of the categories
which kept the same ranking, while Cosmetics, Banking & Insurance Services dropped to lower places, whilst
others fell outside of the top 10 (Beer, Cars & 4x4 vehicles).
Categories with growing investment in 2010 are Other sugar, confectionaries, honey (+51%), Household clean-
ers (+26%), both new into the top 10 and Laundry products (+40%).
media fact book
media market
Source: TV - GfK Romania, Press and radio - AlfaCont
In 2010, P&G seemed to recover from the crisis, showing a growth in spend (+58%) and kept the leading position
as the major advertiser on the market. Kraft (+5%) and Reckitt Benckiser (+19%) followed in 2nd and 3rd places,
as in the previous year, whilst Danone (-5%) and Cosmote (-1%) slightly reduced their budget and dropped to
lower positions.
Ferrero (a new entry in the top 10 for 2010), Orange, Vodafone and Unilever are some of the advertisers with
increasing expenditures and higher positions in the ranking.
Evolution (%)
Category Exp. ( ) Category Exp. ( )
Mobile telecommunications services 490,560,226 Medical & optical products & services 622,870,190 55%
Medical & optical products 402,641,466 Mobile telecommunications services 545,767,434 11%
Milk Products 329,733,226 Milk Products 381,009,052 16%
Beer 324,501,393 Laundry products 346,726,750 40%
Hygienics 301,719,757 Hygienics 340,879,275 13%
Cosmetics 276,672,541 Hair care 321,244,923 20%
Banking & insurance services 271,441,953 Other sugar, confectionares, honey 314,851,668 51%
Hair care 267,933,280 Banking & insurance services 306,575,867 13%
Laundry products 248,236,287 Cosmetics 294,222,426 6%
Cars & 4x4 vehicles 246,256,415 Household cleaners 287,400,033 26%
Evolution (%)
Advertisers Exp. ( ) Advertisers Exp. ( )
PROCTER & GAMBLE 417,848,524 PROCTER & GAMBLE 658,925,194 58%
KRAFT FOODS 272,953,432 KRAFT FOODS 287,696,844 5%
RECKITT BENCKISER 218,923,318 RECKITT BENCKISER 259,624,960 19%
DANONE 194,329,475 ORANGE 241,910,441 46%
HENKEL 190,925,511 HENKEL 216,493,862 13%
COSMOTE 171,078,706 VODAFONE 203,366,305 24%
ORANGE 165,984,459 UNILEVER 185,924,427 21%
VODAFONE 163,930,033 DANONE 184,669,833 -5%
COCA-COLA CO. 153,920,506 COSMOTE 169,134,536 -1%
UNILEVER 153,259,399 FERRERO 167,148,569 57%
Evolution (%)
Brands Exp. ( ) Brands Exp. ( )
DANONE 194,320,535 ORANGE 242,505,222 46%
ORANGE 165,986,360 DANONE 184,457,023 -5%
VODAFONE 159,794,338 COSMOTE 169,651,199 -1%
JACOBS 129,399,492 KINDER 117,827,575 50%
ADEVARUL 85,662,247 JACOBS 110,834,898 -14%
NIVEA 85,260,697 ADEVARUL 97,297,727 14%
KINDER 78,546,369 ARIEL 70,860,483 16%
COCA COLA 73,592,486 NUROFEN 67,729,539 68%
VANISH 64,525,528 NIVEA 67,438,273 -21%
2009 2010

2009 2010
Top 10 Advertisers in 2010 vs. 2009 - all media (TV, Press, Radio) - Rate Card Budget
2009 2010
Top 10 Brands in 2010 vs. 2009 - all media (TV, Press, Radio) - Rate Card Budget
Top 10 Categories in 2010 vs. 2009 - all media (TV, Press, Radio) - Rate Card Budget
Evolution (%)
Evolution (%)
DANONE 194,329,475 ORANGE 241,910,441 46%
HENKEL 190,925,511 HENKEL 216,493,862 13%
ORANGE 165,984,459 UNILEVER 185,924,427 21%
VODAFONE 163,930,033 DANONE 184,669,833 -5%
Evolution (%)
DANONE 194,320,535 ORANGE 242,505,222 46%
ORANGE 165,986,360 DANONE 184,457,023 -5%
JACOBS 129,399,492 KINDER 117,827,575 50%
ADEVARUL 85,662,247 JACOBS 110,834,898 -14%
NIVEA 85,260,697 ADEVARUL 97,297,727 14%
KINDER 78,546,369 ARIEL 70,860,483 16%
VANISH 64,525,528 NIVEA 67,438,273 -21%
2009 2010

2009 2010
2009 2010
Evolution (%)
Evolution (%)
DANONE 194,329,475 ORANGE 241,910,441 46%
HENKEL 190,925,511 HENKEL 216,493,862 13%
ORANGE 165,984,459 UNILEVER 185,924,427 21%
VODAFONE 163,930,033 DANONE 184,669,833 -5%
Evolution (%)
DANONE 194,320,535 ORANGE 242,505,222 46%
ORANGE 165,986,360 DANONE 184,457,023 -5%
JACOBS 129,399,492 KINDER 117,827,575 50%
ADEVARUL 85,662,247 JACOBS 110,834,898 -14%
NIVEA 85,260,697 ADEVARUL 97,297,727 14%
KINDER 78,546,369 ARIEL 70,860,483 16%
VANISH 64,525,528 NIVEA 67,438,273 -21%
2009 2010

2009 2010
2009 2010
Orange and Vodafone have been the most advertised brands on the market in 2010, while Danone dropped to
3rd position.
Some brands showing important growth were Nurofen (+68%) and Kinder (+50%), while others reduced their
budgets in 2010: Jacobs (-14%) and Nivea (-21%)
media market
media fact book
relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio media market
Conclusions and Forecasts 2011
l
According to Initiatives estimation, the total net ad spend in 2011 will continue to decrease at a much lower
rate than in 2010, with an overall drop of 3% .
l
TV will refect a low decrease (-6%), while Internet will be the only media channel with important increase
(+30%) in net volumes.
l
OOH (-10%), Print (-8%) and Radio (-5%) will continue to decrease, but at signifcantly lower rates than in
2010.
l
It is expected that TV will slightly decrease its share of the total net market to 65% and Internet will become
the second most important media in Romania, with 11%.
l
The online market dynamic trend will be also supported by the release on the market of the media monitoring
system, by BRAT (as of May 2011).
l
In Q1 2011 Medical & optical products & services kept 1st position in the top advertised categories, followed
by Dairy products and Mobile telecommunications services. P&G is the leading advertiser, followed by
Kraft and Reckitt Benckiser and the most communicated brand was Orange.
l
The cinema infrastructure development will continue especially in the multiplex segment and with the newly
offered technologies. Still, cinema remains one of the less important media choices for advertisers.
media fact book
Overview
2010 has been rich in the number of changes and implementation of media related syndicated research projects,
a trend that continued in the frst part of 2011 as well. Important methodological changes in the data collection
procedures have been made for SNA-Focus (press audience and consumption of goods and services) as well as
for SAR (radio audience). At the same time, new projects for advertising monitoring on press, radio and on-line
have been developed and partially implemented under the BRAT umbrella. This last development presents adver-
tisers with the possibility of integrating campaign data from multiple media (press, radio and on-line) into one data
analysis application, leading the way to a higher level of standardization and time effciency.
TV Measurement
Audience measurement for TV is available since August 2001 while access to detailed audience data is available
through membership to ARMA (Romanian Association for Audience Measurement), an organization that also
represents the benefciaries interest in relationship with the data provider.
The current TV Audience Measurement (TAM) Service provider, as designated by ARMA in 2007, is GfK Romania.
Starting with January 1st 2008, GfK Romania delivers the offcial TV audience data in Romania.
TAM system is a quantitative research, which measures the TV usage among the Romanian population: the
minute by minute viewing, 24/7, using telecontrol peoplemeters, across all TV stations that can be received
in the Romanian territory and for all the TV sets within the households included in the study panel. GfK TAM
system offers also a wide potential for analyzing target audience viewing on more than 130 socio-demographic
and lifestyle variables. At the beginning of the service, on January 1st 2008, 40 TV stations were registered as
members of the National Study of Measuring TV Audiences, currently there are 55 monitored.
Monitoring data is available from a relatively wide range of providers, although only GfK Romania provides
performance data for TV spots alongside with correction factors for spots with lengths differring from 30. Starting
on 23rd of March 2009 GfK Romania created a web site where each client has a user account for accessing all
the data needed and a video archive with all the TV commercials aired since 1st of January 2008.
The software tool for exploiting data provided by GfK is InfoSysTV (provided by TNS Research) and it allows
detailed and complex visualizations and analysis of both audience and monitoring data while at the same time
offering a module for media planning.
Other notable providers of monitoring data are AlfaCont (presently monitoring 16 TV stations) and Media Image.
As decided in the tender organized by ARMA, Kantar Media will be the TAM services provider as of 2012.
Internet Measurement
BRAT is presently the only provider of performance data concerning Internet traffc and audience structure. The
study is called SATI and presently is the only generally recognized study by the media industry, although other
services of traffc measurement exist.
The method used for traffc measurement, audience and profles of the websites has already been used for many
years in four other European countries and is widely accepted. It fulflls the IFABC guidelines regarding traffc
measurement.
SATI presently measures 305 websites and 27 mobisites together with streaming measurement for 5 websites.
Traffc measurement is delivered through two main access points: the SATI website and the Scores on-line ap-
plication. Traffc data started being delivered by SATI from October 2007.
media research
Research is formalized curiosity. It is poking and prying with a purpose.
Albert Einstein
media fact book
relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio media research
The SATI website offers general traffc data (page impressions, number of visits and unique visitors) and has gen-
eral access. The data is given in daily, weekly and monthly fgures for the last 12 months of data traffc measuring,
with downloadable traffc certifcates being available.
The Scores application offers data for the same websites as the SATI website, but the data analysis is more in
depth, offering the possibility to split traffc across various sections, comparison between websites, daily and
hourly resolution for data analysis, top entry / exit pages, geographical location and technical data (browser type,
screen resolution and operating system). The application allows for real time viewing of traffc data.
Audience measurement is available since June 2008 when BRAT delivered the frst database for audience meas-
urement.
The standard delivery for the internet audience data is spanned across a period of 6 months, with weekly aver-
ages being given. SATI measures the audience (number of visitors per week) of the websites, for the people, 14
64 years old, living in urban areas, who are internet users. The method for data collection is CAWI (computer
assisted web interview).
Basic demographics along with general Internet usage and some consumption variables are available.
The software for the Internet audience data is SESAME, the same as in the case of SNA FOCUS, and besides
the simple table listing, crosstab generation and media ranking facilities it also contains a basic media planning
module based on weekly page impression fgures.
Monitoring data for on-line campaigns has been an important project developed in 2010 and starting from June
2011 BRAT will deliver the results of the frst Romanian syndicated study meant to measure the level of gross
advertising expenditure present on the Internet, on websites that are BRAT members MIPO.
Previous to this launch, the IAB and PriceWaterhouseCooper audit of the level of Internet advertising expenditures
was the only industry recognized provider of this kind of data.
Radio Measurement
Audience measurement is available through the Radio Audience Survey (SAR) is a syndicated research program
in co-operation with the Radio Audience Association (ARA). In 2003, IMAS Marketing & Polls and Mercury Re-
search were appointed to implement the new radio audience measurement. The service has been available since
June 2004.
Day after recall method (the remembrance is aided by recalling the activities conducted during the day prior to
the interview). The frequency of the study was two waves per year during 2004 - 2007. Starting from 2008, SAR
delivers audience data in three waves per year. The universe covers the urban and rural population, living in
private households, aged over 11 years old, in accordance with offcial statistics at July the 1st 2009.
The software for data analysis is MasoR7 (Media Audience Software Radio). The audience segmentation con-
siders all the variables in the questionnaire on the basis of which the user can build specifc target groups. The
software also has a planning module that can be used for gross planning of radio campaigns.
The frst delivery of radio audience data in 2011 will contain data collected by means of CATI (computer assisted
telephone interview), a change in the data collection method decided and implemented by ARA in 2010.
In 2010, BRAT started the development of MIPR a new monitoring data syndicated study for radio supported
by both media agencies and station owners. The project is currently under development and it is expected that
the frst data will be available in the second half of 2011.
Press Measurement
BRAT is presently the only provider of performance data concerning print-run audit and audience measurement
for press.
Print-run and circulation audit are offered through third party auditing companies appointed through offer selec-
tion. Audit data is public and comprises total print-run, distributed print-run, circulation (through kiosk sales, paid
subscription, free copies, block sales etc.) and returns.
For the free press, the audit data comprises different categories of circulation: beside the print-run, the distributed
copies are detailed by the way they are distributed: list of subscribers, public places, events, etc.
media fact book
BRAT also offers audit services for electronically distributed publications.
Starting 2009, BRAT increased the level of security regarding the audit fgures, verifying with their own personnel
in the feld, the print-run.
Starting 2009, the circulation statements are issued on a fxed date, therefore every trimester, all the audited print
titles release their circulation data at the same time.
Presently BRAT audits approximately 300 publications, both national and local.
Audience measurement is offered through the SNA-FOCUS study, which offers, besides readership measure-
ment (main dimension measured is AIR average issue readership) a wide range of demographic variables and
data regarding the consumption of goods and services.
The studys universe consists of individuals, urban residents age 14 to 64 years old and the database is delivered
on a quarterly basis, with the fgures reported being the yearly averages. Presently, the study includes approxi-
mately 200 publications, all of them being BRAT members.
The software for exploiting the data is SESAME which offers the possibility of target defnition, simple tables list-
ing, crosstab generation, cluster analysis, duplication analysis, media ranking and media planning.
The SNA-FOCUS study has undergone a complete update during 2010 and quarter 1 of 2011. A new data collec-
tion tool (CAPI computer assisted personal interview) will be used for the readership component of the study.
Also, the FOCUS questionnaire was completely updated and the universe was extended to individuals aged 14 to
74 years old. As a result of these changes, deliveries for SNA-FOCUS databases stopped as of H1 2011, with the
frst data collected in the new confguration being scheduled to be delivered at the beginning of 2012.
Monitoring data for press was the frst project of this kind developed in 2010 by BRAT with the general consensus
of both publishers and media agencies. The project started delivering data in Q1 2011 and is currently monitoring
more than 200 publications.
OOH Measurement
Presently there is no syndicated study to measure performance and traffc data for OOH supports. Although there
have been several attempts to implement an OOH traffc study that would be generally recognized as both rele-
vant and reliable, nothing has been actually implemented. Occasional studies are released by OOH vendors that
are either incomplete in coverage and the type of studied formats, or disputable in terms of used methodology.
As the search for a technical solution and a more general consensus related to this type of study continues, OOH
owners and sellers would most likely continue to do their own traffc estimations for their respective OOH supports.
Cinema Measurement
Presently there is no syndicated study to measure traffc data or the demographic structure of cinema goers,
although main cinema chains do conduct ad-hoc client research projects in order to measure those indicators.
Reports from those studies are available in varying amounts to media agencies.
l
The general trend when it comes to syndicated research is to both reduce costs and at the same time stand-
ardize and unify data sources. This translates into switching to projects conducted by non-proft professional
associations where the control belongs to the benefciary members and where proft pressures do not exist.
l
Although the initial reaction to the recession was to reduce spending on syndicated research products, the
current situation is one where the fnancial cost of such projects is actually lower than the disadvantage of not
having data. It is expected that the process will reverse, with those who previously withdrew coming back and
new ones signing up.
l
The area where research is expected to develop into more complex and complete products is for Internet and
Digital
media research
media fact book
The peak of the economic recession in 2010 has brought with it changes in media consumption that many peo-
ple predicted. With the amount of disposable income decreasing, paid for media (newspapers, magazine) have
decreased in their level of consumption while media whose costs fall into the monthly budget category (TV, In-
ternet) have become more important, although in some cases the audience structure became less appealing for
advertisers.
The Game Changer study conducted by Initiative in 2010 on active urban residents aged 21-45 years old revealed
that the need for information coupled with decreased fnancial possibilities have clearly split the media into two
categories: the essential ones (TV, Internet, mobile) and the non-essential ones (newspapers, magazines), frst
to be cut out of the budget if the necessity occurred. Radio remained in a grey area, mostly due to the payment
method (fxed tax included in the energy bill) that makes it very hard to quantify the costs and generally impossible
to not pay.
TV has remained the media with the highest level of coverage in 2010 and the cheapest method of entertainment.
However, in terms of reliability of information, TV falls below the Internet, as it is perceived as being generally bi-
ased, politically infuenced and also incapable of simultaneously offering multiple points of view of the same story.
What is more important about TV though, is that its audience is continuing to grow older with each passing year
and this might be bad news for advertisers who wish to attract a younger audience. According to the data provided
by GfK for the TV audience study, the proportion of viewers aged 55 years old and above in the urban TTV has
increased by 7% in 2010 compared to 2009. This is to be viewed in the context where the older segment generally
represent one third of the urban TTV.
Also growing older is the Internet audience, but in this case its good news. According to SATI, the same age
segment (55 years old and above) have increased their share of urban Internet consumption by 16% in March-
August 2010 compared to the same period of 2009. Internets ability to attract older demographics completes a
puzzle in which one of the greatest disadvantages of online was its lack of coverage across the full age spectrum.
As Internet and mobile internet go hand-in-hand, it should also be noted that, also according to SATI, the number
of monthly visits on mobisites in January 2011 is ten times bigger, on average, than the same fgure in January
2010.
Radio is also infuenced by the increasing development and expansion of mobile internet. According to SAR, at a
national level and comparing 2010 with 2009, the level of total daily reach has increase by 9% in the case of Inter-
net listenership and by 8% in the case of mobile listenership. This happens in the context of the total daily reach
decreasing by 2% at a national level and with Internet and mobile listenership having a share of approximately
15% of the total daily reach.
Press has paid the highest toll during the recession, as with decreases in circulation came a consistent decrease
in the level of readership. According to SNA-Focus, at the urban level, 2010 brought about a decline of 23% in the
overall reach of fortnightly publications compared to 2009. Weeklies followed with a 21% decline and supplements
decreased by 19%. The least affected were monthly publications, with an 11% decrease and newspapers with a
decrease of 7%. Subsequently, the decreases on average issue readership per periodicity segment decreased in
a directly proportional manner.
Somewhat of a surprise was the fact that, also according to SNA-Focus, the percentage of people who spend at
least 3 hours per day outside has decreased in 2010 by 8% during week-time and 4% during weekend. The fact
that the general stress the consumer has during the recession greatly decreases their attention span, coupled with
the above fgures, prompts the need for OOH to develop ways in which to be more attention grabbing.
There are little to no signs that this situation will change in 2011. TV audience will continue to grow old but, unlike
Internet, will not be able to grow its appeal to the younger age groups while Internet and mobile will continue their
expansion to new segments of the population, offering multiple communication possibilities to advertisers. Radio
will remain an announcement-media whilst there are no signs that press will recover soon or at all in terms of
audience size. Last but not least, OOH remains somewhat stable but, as previously said, the need to make it more
creative and appealing is crucial.
media consumption trends
media fact book
Facts
In 2010 TV attracted around 66% of all net media sales with a total of 209 million .
Overview
In 2010 TV consolidated its position in a declining market (increasing share from 65% of net spend in 2009 to
66%) after the share decrease seen in 2008. The Economic crisis continued and television remained the favoured
entertainment source, however advertisers decreased their TV budgets slightly.
CME kept its leading position followed by Intact Group in terms of rating delivery. These were followed by TVR,
SBS, Dogan and Realitatea.
The changes in TV market dynamics were a little slower than the previous year, with a total of 55 monitored TV
stations (from 52 at the end of 2009). The newest TV stations registered to the service are: VH1, Eurosport 2,
TCM, TVR3, Dolce Sport, 10TV, TLC. There were also stations which withdrew from the service like GSP2 and
GSP3, Telesport, Sport Klub and Vox News.
Regarding the TV penetration by reception type, there is an increase in the penetration of DTH. After a big in-
crease in 2008, we can see a constant growth from year to year and in 2010 more than 26% of households in
Romania have Direct to Home reception. In addition, terrestrial reception is declining from 13.5% in 2007 to 6%
in 2010. Analogue cable and digital cable are steady, without signifcant variations.
Reception Type Year 2007 Year 2008 Year 2009 Year 2010
Analogue cable 69.7 66.6 67.4 66.75
Direct To Home (DTH) 15 22.15 23.45 26.2
Terrestrial 13.5 8.95 7.45 5.8
Digital cable with receiver 4.3 3.9 3.85 4.1
Source: GfK Romania
In 2010, audiences have declined on average by 4%-5% for the overall market, with the niche channels
signifcantly more affected than the major ones. 2010 was characterized by a new wave of defation of around
22% in conjunction with a massive increase of sold GRPs in the market, 20% higher than 2009.
The defation resulted in a CPT decrease to an average of 1.2 (All urban).
MPI (Pro TV, Acasa TV, Pro Cinema, Sport.ro, MTV) had the largest budget share, ca. 50% of total net TV ad-
spend. Intact (Antena 1, Antena 2, Antena 3, Euforia, GSPTV) follows with a share of 24%, then SBS (Prima TV)
with 6%, SRTV (TVR1, TVR 2, TVR Cultural) with 4% and Kanal D with 4%, Realitatea 4% of the total TV spend.
Years 2005 2006 2007 2008 2009 2010 Jan-Mar 2011
Buying target GRP30"(000) sold 1500 1600 1700 1600 1463 1745 400
Share of TV monitored (% all 18-49 urban) 88% 92% 93% 92% 94% 94% 94%
TV Loading (%) 57% 66% 72% 68% 64% 76% 67%
television
Television is an invention that permits you to be entertained in
your living room by people you wouldnt have in your home.
David Frost
media fact book
relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio television
The total GRP30 sold in 2010 by TV stations was 1.745.000 GRP30(20% more than 2009), of which 38% by
MPI, 22% by Intact, 8% by Realitatea, 6.1% by Prima TV, 5.7% by Kanal D, 5.5% by SRTV.
Because of the weak results in 2009 in terms the sold airtime inventory, TV stations chose in 2010 to be fexible
in terms of price defation aiming to fully sell 100% of their inventory throughout the year
Graph 1: Sold GRP30 (000) by month (buying target)
69
105.6
122.6
120.7
124.7
114.2
106.4
94.8
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GRP30" buying target
The sold out rate jumped from 64% (average 2009) to over 76%, with long periods (starting February 15th until
the end of the year) of fully sold out airtime in Prime time and large segments of Off Prime time.
Graph 2: Average Inventory sold % Min all day and prime time
0%
20%
40%
60%
80%
100%
120%
140%
AVG all day AVG PT
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The money allocated by advertisers decreased by 6% - indicating a lower demand from clients, the channels re-
acted with discounted offers to reach the demand of signifcant defation so, for the frst time the market reached
a balance between supply and demand, the price defation was mainly generated through the large amount of
inventory available and unsold during the previous year.
As the market was still declining in 2010, and the pressure for TV channels to maximize their share of market
was huge, besides defation and special seasonal deals, the stations were ready to offer better deals for polarized
shares of GRPs. So by the end of 2010 40% of GRPs where spent on a channel mix with polarization towards
either MPI or Intact which lowered the prices even further.
In 2010 the advertisers continued to use shorter copylengths, and the 30-35 spot-lengths decreased in share in
favor of 5-15 ones.
media fact book
Graph 3: Spot-length usage (Share % - insertions)
5" - 15"
30%
20" - 25"
34%
30" - 35"
31%
40" - 45"
3%
Other
2%
2010
5" - 15"
26%
20" - 25"
34%
30" - 35"
35%
40" - 45"
3%
Other
2%
2009
Source: GfK Romania
TV Channel Profle
In 2010 ProTV kept the leading position (Rtg 3.5%, Shr 20.6% all 18-49 urban) as in 2009 followed by Antena
1 (Rtg 2.1%, Shr 12.4%) and Acasa TV (Rtg 1%, Shr 6%). Prima TV (Rtg 0.9%, Shr 5.5%) shared 4th with two
other stations with equal ratings: Kanal D (Rtg 0.9%, Shr 5.3%) and TVR1 (Rtg 0.9%, Shr 5.2%). Realitatea TV
and National TV also had the same rating (0.7%). Disney entered into the top 10 TV stations with 0.4% Rtg% and
2.4% Shr.
Acasa TV, Pro Cinema, Antena 1, Prima TV, gspTV, OTV, National Geographic are some of the TV stations that
registered lower ratings in 2010, whilst Pro TV, TVR1, Disney and Kiss TV followed an increasing audience trend.
Graph 4: Monthly Dynamic Program Analysis (Rtg%, All 18-49 urban top 10 channels 2010, 07:00-
25:00)
0.4
0.6
0.8
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Jan-10 Feb-10 Mar-10 Apr-10
May-10
Jun-10
Jul-10
Aug-10 Sep-10
Oct-10
Nov-10 Dec-10
Jan-11 Feb-11 Mar-11
Pro TV Prima TV Kanal D Realitatea TV National TV Disney Antena 3 TVR 1 Antena 1 Acasa
Source: GfK Romania
media fact book
In 2010 the top 10 TV stations accumulated more than 65% of the total audience share of the 18-49 urban popula-
tion.
Pro TV (95.6% national coverage) kept the leading position for the 7th consecutive year. In 2010, according to
GfK Romania, the top program preferences were: Football matches 2012 Europe Championship qualifying
(17% Rtg all 18-49 urban) Europa League (10% Rtg all 18-49 urban) and Cupa Romaniei (9% Rtg all 18-49
urban). Dansez pt. tine (8% Rtg all 18-49 urban) remained most watched entertainment show, and Pro TV News
19.00 (8% Rtg all 18-49 urban) was the most watched news program. Other high rated programs included sports
broadcasts like Handball Champions League (8% Rtg all 18-49 urban) and Divertis land of jokes (7% Rtg
all 18-49 urban), along with prime time movies.
Pro TV delivered a good affnity on its target audience group 18-49 y.o., urban thus making the station the pri-
mary choice for advertisers.
Antena 1 (95.7% national coverage) delivered high audiences with special broadcasts during the Christmas and
New Year period: Chef cu Nae si Vasile (9% Rtg all 15-54 urban), Revelionul recordurilor (8% Rtg all 15-54 ur-
ban) and Craciun cu Nae si Vasile (7% Rtg all 15-54 urban). Antena 1 also broadcast football matches from Liga
1 (6% Rtg all 15-54 urban) which had good performances, although the main focus was on entertainment shows:
Plasa de stele (6% Rtg all 15-54 urban), In puii mei! (6% Rtg all 15-54 urban), Te pui cu blondele (6% Rtg all
15-54 urban), Canta daca poti (5% Rtg all 15-54 urban), Viata in mov (4% Rtg all 15-54 urban), Superbingo
Metropolis (4% Rtg all 15-54 urban).
In 2010 Antena 1 extended the entertainment category with reality shows like Burlacul (5% Rtg all 15-54 urban),
Confdential: Te iubesc, pupa-te-as! (5% Rtg all 15-54 urban) and Comanda la mine! (4% Rtg all 15-54 urban).
0 25 50 75 100 125 150 175 200 225 250 0 25 50 75 100 125 150 175 200 225 250
Men
Women
4-6
7-14
15-18
19-24
25-34
35-44
45-54
55-64
65-99
AB
C
DE
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
Men
Women
4-6
7-14
15-18
19-24
25-34
35-44
45-54
55-64
65-99
AB
C
DE
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
Graph 5: ProTV Audience profile
Graph 6: Antena 1 Audience profile
Source: GfK Romania (target: all urban area)
Acasa TV (92% national coverage) ranks 3rd in terms of all 18-49 urban audience share.
Dona Barbara (5% Rtg w, 15-49 urban), Iubire si onoare (5% Rtg w, 15-49 urban), In numele iubirii (5% Rtg
w, 15-49 urban), Predestinati (4% Rtg w, 15-49 urban) and Aniela (4% Rtg w, 15-49 urban) were the most
viewed soap operas.
media fact book
Prima TV (93.7% national coverage) ranks 4th in terms of all 18-49 urban audience share, which is also their
buying target audience. Cronica Carcotasilor, Schimb de mame and Trasnitii were the most viewed programs
and reached 4% Rtg all 18-49 urban. Prima TV continued to broadcast reality shows like Fermier. Caut nevasta!
(3% Rtg all 18-49 urban), Miss fata de la tara (3% Rtg all 18-49 urban), Cearta-n bucate (2% Rtg all 18-49 ur-
ban) and Cireasa de pe tort (2% Rtg all 18-49 urban) but had good performances for other entertainment shows
like Mondenii (2% Rtg all 18-49 urban) and prime time movies.
0 25 50 75 100 125 150 175 200 225 250 0 25 50 75 100 125 150 175 200 225 250
Men
Women
4-6
7-14
15-18
19-24
25-34
35-44
45-54
55-64
65-99
AB
C
DE
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
Men
Women
4-6
7-14
15-18
19-24
25-34
35-44
45-54
55-64
65-99
AB
C
DE
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
Graph 7: Acasa TV Audience profile
Graph 8: Prima TV Audience profile
Kanal D (88.8% national coverage) focused on local productions: Nora pentru mama (2.6% Rtg all 18-49 ur-
ban), Testul de rezistenta (2.5% Rtg all 18-49 urban), Fata lui tata (2.4% Rtg all 18-49 urban), Ochii din umbra
(2.4% Rtg all 18-49 urban), Casatoreste-te cu mine! (2.2% Rtg all 18-49 urban) and Faci fata, faci bani (2% Rtg
all 18-49 urban). The Turkish soap operas and prime time movies had lower performances in 2010 than in 2009.
TVR 1 (99.1 % national coverage) is the main public channel and in 2010 ranks 6th in terms of all 18-49 urban
audience share. Football transmissions dominated the most watched programs for TVR1: 2012 Europe Cham-
pionship qualifying (12.5% Rtg all 18+ urban), 2010 FIFA World Championship (6.8% Rtg all 18+ urban) and
UEFA Champions League (5.4% Rtg all 18+ urban).
Other high rated programs Un artist printre ingeri Ion Dolanescu (6.9% Rtg all 18+ urban), O data in viata
(5.7% Rtg all 18+ urban), Hai sa ne-ntalnim Sambata seara (5.4% Rtg all 18+ urban).
Eurovision, always broadcast on TVR1, reached 3.8 Rtg all 18+ urban.
Realitatea TV (92.2% national coverage) is the main News channel and ranks 7th in the top TV stations by all
18-49 urban audience. Realitatea de la ora 20:00 is the prime time program with the highest rating on all 25-55
ABC urban target. Other top audience programs are: Ora de foc (1.9% Rtg all 25-55 ABC urban), Zece pentru
Romania (1.9% Rtg all 25-55 ABC urban), the elections program Tu decizi (1.8% Rtg all 25-55 ABC urban),
talk-show Tanase si Dinescu (1.7% Rtg all 25-55 ABC urban) and Realitatea de la ora 21:00 (1.7% Rtg all 25-
55 ABC urban)
television
media fact book
0 25 50 75 100 125 150 175 200 225 250 0 25 50 75 100 125 150 175 200 225 250
Men
Women
4-6
7-14
15-18
19-24
25-34
35-44
45-54
55-64
65-99
AB
C
DE
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
Men
Women
4-6
7-14
15-18
19-24
25-34
35-44
45-54
55-64
65-99
AB
C
DE
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
Graph 9: Kanal D Audience profile
Graph 10: TVR 1 Audience profile
0 25 50 75 100 125 150 175 200 225 250 0 25 50 75 100 125 150 175 200 225 250
Men
Women
4-6
7-14
15-18
19-24
25-34
35-44
45-54
55-64
65-99
AB
C
DE
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
Men
Women
4-6
7-14
15-18
19-24
25-34
35-44
45-54
55-64
65-99
AB
C
DE
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
Graph 11: Realitatea TV Audience profile
Graph 12: Antena 3 Audience profile
media fact book
National TV (89.1% national coverage) ranks 8th, broadcasting Indian productions (soap operas and prime
time movies) and local productions (reality shows). In cautarea fericirii (3% Rtg all urban) was the most watched
program, followed by entertainment show Sa v-amintiti Duminica (2.4% Rtg all urban). Other Indian soap operas
with good performances were Triunghiul iubirii (2% Rtg all urban) and Culoarea fericirii (2% Rtg all urban). Two
of the most watched reality shows were Iubire interzisa (2.2% Rtg all urban) and Copii contra parinti (1.5% Rtg
all urban).
Antena 3 (87.2% national coverage) occupied 9th place in the top ten TV stations in 2010 and ranks 2nd as the
most watched speciality TV news channel after Realitatea TV. The top rating programs were political debates and
talk-shows such as:
Sinteza zilei (3.3% Rtg all 18+ urban), Subiectiv (2.8% Rtg all 18+ urban), Stirea zilei (2.5% Rtg all 18+ ur-
ban), Punctul de intalnire (2% Rtg all 18+ urban) and In gura presei (2% Rtg all 18+ urban). Stiri 21 was the
news program with the best performance (2% Rtg all 18+ urban).
l
After another year of decline for the TV market in 2010 - stations have adapted, learning that demand is
the driving factor and the market volatility should lead to a faster response; that beyond annual deals short
term deals are just as important and the battle to sell all of their inventory is now more diffcult than in 2010.
l
The frst quarter of 2011 started with an increase in audience of 4% versus Q1 2010 and the TV sta-
tions eagerness to grow advertising volumes higher than Q1 2010. Unfortunately the desire to generate
budget growth collided with the demand of the market, down by 9% - leading to lower costs and at the
same an time increase of inventory sold (min) from 61% to 65% across all day (particularly in off PT).
l
Polarized budgets remain a buying/ selling strategy, in Q1 2011 we estimate over 45% of GRPs were bought/
sold in a channel mix polarized towards one of the major TV groups in the market. This practice creates com-
petition between the major players by offering lower prices for receiving a larger share of budgets.
l
MPI and Intact increased their cumulated share in terms of sold GRPs from 60% in 2010 to 65% in Q1 2011
at the expense of the other players.
l
At the end of 2010, the circulated view that 2011 would see a recovery was shattered by the caution of clients
in committing annual budgets and concluding annual deals, many clients reduced budgets and did not fnalise
negotiations until much later in the year.
l
In an economic environment still in crisis, the advertising market managed to reduce the double digit falls from
the previous 2 years - Initiative estimates for 2011 a 6% decrease for TV expenditure.
l
Regarding the audiences we see a recovery based on large investments in programming (Got Talent or X fac-
tor) average 5% increase in ratings - which will generate a surplus availability of GRPs on the market - one
more reason for the market to clamp price defation.
l
2011 is still a defationary year in terms of buying costs (with a smaller defation than for the last two years)
at an estimated 8% for the overall market - but of course the autumn will be defning from this perspective.
television
media fact book
digital media
Facts
l
Online budgets account for ~30% of all advertising budgets in the UK, the highest share of advertis-
ing budgets for any market in Europe. Nordic markets range between 20 and 25%. European average
18-19%. Search advertising is leading the online budgets in most advanced countries, but display
registered the highest increase in 2010, mostly based on display and search models coming closer
together into bidding platforms and display gaining on demographic-driven communication and tech-
nological advancements.
l
2010 was the frst year for the Romanian advertising market, when online budgets grew to the extent
where they overtook those for radio and reached a similar level to those for print, with ~8% of all
advertising expenditure. Advertisers continue to shift budgets from traditional media in favor of their
digital media activity and to look for new technologies to improve performance.
Overview
Refecting back on 2010, it was a strong year for the digital market in Romania, continuing the increasing invest-
ments and interest from all players.
The main drivers of growth were from social media and performance marketing activities, mainly search. Social
group buying was an important addition to the internet landscape of last year and is driving rapid increase of
investments from brands.
Eurostat, the statistical offce of the European Union, reports Internet penetration in Romania to be at 42% of
households in H1 2010, compared to 38% in 2009. The same report states that household broadband penetra-
tion registered a similar level as 2009 - 23%. As a main conclusion, ISDN or modem connections registered the
largest growth in domestic connections.
The same Eurostat report indicates a 36% internet penetration to population.
In the latest report on the status of the telecommunications market published by ANCOM (The National Associa-
tion for Communications) in June 2010, Romania counts a total number of 6.25 million broadband connections
nationally, a 23% increase from the previous year. The increase is largely driven by mobile connections (mobile
internet and smartphones), which now stand at 3.32 million connections, representing a 36.6% increase from
June 2009.
Highlights 2010
State of the web:
l
Akamai report for Q4 2010 ranks Romania as no.3 globally in average peak connection speeds (and 4th in
connection speed, generally, same as in 2009, with a slight decrease YoY). Top 2 countries - Hong Kong and
South Korea. In contrast to the average measured connection speed, the average peak connection speed
metric is more representative of Internet connection capacity.
l
Romania`s connectivity speed can be translated in high percentage of broadband connections and easily-
accessible web content.
() it is more important than ever for advertisers and publishers to
empower consumers with relevant information to engage them and to
provide tools with which they can choose how they want to interact or
transact with a brands campaign. Marketers must provide value and
can no longer use mass marketing techniques to push or trick the
consumer into a transaction.
Peter Bordes, CEO & Chairman of Media Trust, U.S.A.
media fact book
Internet
l
Constanta ranks as the fastest city in Europe & 10th in the world in terms of peak speed, with only Asian cities
surpassing it.
Users statistics:
l
As predicted in MFB 2010, more than 55% of the Romanian internet users are over 30 y.o. This demographic
profle is typical for emerging markets and can be also seen in other parts of the world like Asia and Latin
America. The maturing trend is expected to continue.
l
From the same data base we can conclude that over the past 2 years, Romanian internet users became more
educated, used online more frequently and their e-commerce and online banking activities are on the rise.
Still far from European average, these indicators represent important growth potential that will make online
activities for companies more business-results oriented.
l
According to SNA Focus data for Jan 2011, 66.4% of urban population aged 14 to 64 (usually the target of any
communication activities) used internet in the past 12 months.
Tabel 1: Users profle, SATI 2008 - 2010
Indicator Variables
Mar 2008 -
Aug 2008
Mar 2009 -
Aug 2009
Mar 2010 -
Aug 2010
2009/2008 2010/209
Percent of audited audience YOY evolution
Age group
14-29 y.o. 49.5 46.6 44.3 -6% -5%
30-49 y.o. 39.7 42.0 43.3 6% 3%
50+ y.o. 10.9 11.5 12.2 6% 6%
Level of education
Less than 7 grades 0.7 0.5 0.4 -29% -20%
Vocational School 7 8 9 14% 13%
University 31.3 32.4 34.2 4% 6%
Frequency of usage internet
Several times per week 7.8 9.3 10.4 19% 12%
Several times per month 0.8 1.1 1.4 38% 27%
Buy online products/services
Sometimes 12.5 13.9 16.9 11% 22%
Seldom 17.7 18.8 22.7 6% 21%
Online banking
Frequently 6.1 8 8.7 31% 9%
Sometimes 6.9 8.3 10 20% 20%
Seldom 10 10.4 12.5 4% 20%
Digital consumption
Social networking sites have recorded unprecedented growth rates. For example Facebook.com grew in terms
of world-wide reach from 10% in early August 2008 to 36% in August 2010 and passed 500 mil. users, while
Twitter.com reaches today 11% of the total world-wide internet users compared to practically nothing in late 2008
(Source: Digital Fact Book).
Graph 1: Global traffc for twitter.com and facebook.com
0
2009
Daily Reach (percent)
2010 2011
2
4
6
8
10
12
twitter.com
0
2009
Daily Reach (percent)
2010 2011
10
20
30
40
50
facebook.com
Source: Alexa.com
relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio digital media
media fact book
l
Romania follows the same trend, with ~170% increase YOY (May 2011 over May 2010) and ~42% penetration
to the online population.
l
Facebook users are younger compared to the online universe: 16% Facebook users are 13-17 y.o., compared
to 9.9% overall internet users (14-18 y.o.); 65% Facebook users are 18-34 y.o., compared to ~48% overall
internet users (19 34 y.o.)
l
18 34 y.o. is also the fastest growing segment on Facebook in terms of absolute numbers.
Graph 2: Romanian traffc for facebook.com, Jan `09 May `10
50,000
700,000
1,200,000
1,900,000
3,267,000
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
Jan 2009 Jan 2010 May 2010 Nov 2010 May 2011
Source: socialbakers.com
Advertising market
l
2010 registered important movements on the ad networks (publishers & sellers) side, confrming a still im-
mature market
l
H1 2010 marked one premiere in the Romanian online market - 10 of the biggest sales houses signed a self
regulatory agreement on performance media practices. The new rules come to restrict important develop-
ments, since almost none of the players put any solutions in place to offer performance tools for advertisers
l
Vendors became more fragmented: new ad networks - Ringier, Inform Media, Digital4, RRM, Media Point,
Q2M and others.
l
Another direction that added to the market`s fragmentation is that few important internet properties split ad-
vertising space in to more than one sales representative
l
At the end of 2010, Intact Interactive split its business in 3 different directions/companies, adding to the mar-
ket fragmentation. This shows an incoherent digital selling policy with one of the main media players on the
Romanian market.
l
Ad networks are increasingly focused on offering innovative advertising solutions and use technology enabled
targeting capabilities. This trend will drive the online market to a smaller share in traditional display-based
activities.
l
All of the above set the groundwork for big network domination in 2011 through consolidated reach offers.
Online advertising budgets
l
Initiative estimates a ~35% YOY increase of all online ad budgets (traditional, search, social etc.), up to a level
of ~26 mil. EUR. With all other media budgets decreasing with ~10% or more YoY, digital is the rising star.
l
IAB-PWC H1 2010 offcial report states an impressive growth rate 65% compared to H1 2009, but there
are important factors to be taken into consideration when trying to interpret it. First would be an extremely
low level of H1 2009, based on advertisers early reactions to the crisis. Second would be the variable pool of
companies included in the report from one year to another.
l
IAB-PWC report for entire 2010 places ad expenditures at ~30% over 2009, so H2 balanced downward the
yearly growth, due to less seasonal peaks throughout the year than in 2009.
digital media
media fact book
l
Approx. 70% of all budgets are estimated to be placed on awareness campaigns traditional or innovative
formats. SEM continues to grow up to ~23% of ad spend, social media and others ~ 7% (Initiative estimation).
l
Out of the display budgets, 45-50% went to embedded formats, interruptive formats and content sponsorship
- 8-12% each, with affliate advertising and paid for listings continuing to grow rapidly.
As a conclusion for 2010, online advertising continued to be mostly used for brand/awareness activities, but
performance-led campaigns are increasing fast. Initiative estimates increasing budgets being allocated from other
activities than commercial communication (ex.: sales, PR).
Graph 3: Net Ad Spend Evolution* 2001-2010 (EUR)
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
100,000
200,000 600,000
1,000,000
2,400,000
5,400,000
9,000,000
16,000,000
19,400,000
26,250,000
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
Source: Initiative estimation
*estimations include search, social and Yahoo net estimations.
**2009 fgures were amended compared to MediaFactBook 2010 edition, in order to refect realistic increases from 2009 to 2010.
Top Categories 2010
l
Top 3 advertiser categories haven`t changed since 2009, with Telecom and Finance being very close.
l
FMCG Foods returns to the top 5 categories and retail registers important growth, both based mainly on social
media and performance media
l
Retail is taking off with the help of e-commerce and growth in search & affliate marketing.
Table 1: Top Categories in Online advertising
2006 2007 2008 2009 2010
Telecom Finance Finance Telecom Telecom
Finance Telecom Telecom Finance Finance
Automotive Automotive Automotive Automotive Automotive
FMCG - Beer, wine,
liquers
IT&C FMCG Foods Entertainment & Media Entertainment & Media
FMCG - Personal Care FMCG - Personal Care FMCG - Personal Care FMCG - Personal Care FMCG - Foods
Electronics FMCG - Soft Drinks Property FMCG - Soft Drinks FMCG - Personal Care
IT&C
FMCG - Beer, wine,
liquers
Businss & Industrial Government, politics FMCG - Soft Drinks
FMCG - Soft Drinks Electronics Entertainment & Media Travel Retail
FMCG Foods FMCG - Foods FMCG - Soft Drinks Retail Business & Industrial
FMCG Drugs FMCG - Drugs FMCG Drugs Business & Industrial Travel
Source: Initiative estimation
digital media
media fact book
l
WARC predicted a 13% average global increase in Internet ad revenues for 2011, far outpacing growth
rates in traditional media (i.e. 5.2% in TV)
l
Initiative estimates that for the frst time ever on the Romanian market, online ad spend will surpass all other
media budgets beside TV, up to 11% of all advertising budgets in 2011.
l
Once again, it looks like online will be the only media to register growth, for the third year in a row.
l
Compared to ~20% average for the European market, Romanian online market has scope to grow.
l
In terms of volume, ~34 mil. EUR will be spent in online, which represents ~30% growth YoY, in a market with
an overall decrease (-3%).
l
First three months of 2011 showed increases over the levels of 2010, by approximately 25%. This pace is
expected to accelerate throughout the year.
l
Moves toward vendors` consolidation can already be seen Intact merged a consistent part of their properties
with Q2M (former Realitatea-Catavencu), in their efforts for a better monetization of web properties.
l
Social media is expected to register the most signifcant growth this year.
l
We estimate Telecom to remain the leader of advertiser categories, followed by Finance, Automotive and
FMCG.
l
An international trend that is expected to be seen in Romania as well, is coupon websites, a market dominated
by Groupon. ComScore`s report for 2010 rated European markets to be the fastest growing with almost 10%
of all internet users.
l
With Google and Yahoo localizing their businesses, we expect their share in overall online budgets to in-
crease.
l
Web publishers register impressive growth in mobile visits to their properties, therefore we expect important
investments and developments in to that direction.
l
Keywords and media trends for 2011: social media advertising, video advertising, e-commerce, social
commerce.
digital media
media fact book
Facts
l
Although the penetration rate for mobile phones has decreased in 2010, Romanians still use the mo-
bile phone more then they use the mouse.
l
Romanians talked for over 26.5 billion minutes, sent over 3.91 billion text messages and over 4.5
million multimedia messages, and also connected to the internet via their mobile phones about 4.03
million times.
l
The global smartphones market registered growth at a brisk pace, accounting for 22% of the global
mobile handset sales in 2010.
l
In 2010, 1 out of 10 mobile phones sold by Mobile Operators in Romania, was a Smartphone.
Overview
As the year of mobile phrase is played out we could say that 2010 was the year of the rise of smartphones.
They have become a viable alternative to feature phones, PDAs and laptops, offering phone features such as
voice and SMS coupled with mobile internet applications, multimedia functionality, high speed data processing
capabilities, and inbuilt GPS capabilities. Also Smartphone penetration has increased to the point where brand
marketers can deliver rich experiences through pocket-sized devices.
2010 has been a milestone of mobile marketing in Romanian landscape, the year when it fnally left behind the
association with just SMS marketing.
Market Analysis
State of mobile market
The most important factors infuencing the evolution of mobile marketing are the penetration of mobile phones, in
particular smartphones and also Operators mobile data plans.
In recent statistics on the telecommunications market in Romania, the National Administration and Regulatory
Authority for Communications registered a decrease of 3% to 115% of the mobile phone penetration rate relative
to the number of active SIM cards per 100 inhabitants.
Graph 1
0.741
0.948
1.138
1.182
1.150
0%
20%
40%
60%
80%
100%
120%
140%
0
5
10
15
20
25
30
2006 2007 2008 2009 2010
Millions
Number of "active" SIM cards per 100 inhabitants Mobile phones penetration rates
media fact book
People are very protective of their cell phones, how its used, where
its used and how much it costs. It has become a very personal issue
for a whole lot of people in this country.
Steve Largent
Mobile
On the other hand, the 3.5 million phones sold in 2010 meant sales of around 174 million Euros, down 31.5%
from 2009, according to research company GfK Romania. Last year, the average price of a phone was around 50
Euros. The lower handset prices offered by operators together with lower units sales (from 4.35 million handsets
in 2009, to about 3.5 million in 2010), caused a decrease of over 30% of the mobile market in 2010.
This is no reason to stress or to draw the quick conclusion the market is going down. The Romanian mobile mar-
ket is evolving together with the growth of Smartphone penetration and the emergence of other mobile devices. In
2010, 1 out of 10 mobile phones sold by Mobile Operators in Romania, was a Smartphone. This led to a penetra-
tion rate for Smartphones of nearly 11% out of total mobile phones.
Tablets emerged aggressively in 2010 with
the launch of Apples iPad and with sales of
more than 10 million tablet devices worldwide
brought a change in the defnition of the word
mobile. Apples competitors have been quick
to both announce and launch products. In Ro-
mania, emag one of the biggest online retail-
ers has reported at the end of 2010 that tablets
sales have reached about 13% from total com-
puter and laptop sales.
Graph 3: Mobile consumption
15.94
22.79
26.54
2.52
3.93 3.91
6.03
6.30
4.50
1.53
2.53
4.03
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
0
5
10
15
20
25
30
2008 2009 2010
M
i
l
l
i
o
n
s
B
i
l
l
i
o
n
s
Voice SMS MMS Mobile internet connections
The decrease in the total number of users (SIM cards) is refected in a decrease of mobile phone usage in general,
be it voice, SMS, MMS or mobile internet.
Voice traffc has continued to grow, by only 11.7% over 2009 to 26.5 billion minutes in 2010.
Romanian users have sent in 2010 over 3.91 billion SMS. This has kept SMS the most widely used mobile
technology after Voice.
Although it has drastically decreased, MMS is still important, proof being over 4.5 mil Multimedia Messages sent
in 2010.
On the other hand, Mobile Internet Connections have experienced the largest growth in 2010, although the
increase was not as spectacular as in past years, reaching about 4.03 mil connections.
0.07
0.11
0
1.000.000
2.000.000
3.000.000
4.000.000
5.000.000
2009
2010
Graph 2: Mobile phones sales
Smartphones
Total
Mobile Phones
digital media
media fact book
0.28
0.48
0.86
1.48
2.23
0.20 0.31
0.67
1.05
1.80
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
2006 2007 2008 2009 2010
M
i
l
l
i
o
n
s
Graph 4: Mobile Broadband Connections
Postpaid Prepaid
4.00
Mobile internet access has seen considerable increase over the last years. We now access the internet through
mobile devices about 7 times more than we did in 2006.
Although mobile internet connections from postpaid SIM cards remain dominant in the Romanian market, access
from prepaid SIMs is rising.
User statistics:
l
Mobile Internet users tend to be younger in Romania, falling between the ages of 16 to 24 and living in urban
areas.
l
With 2% growth, up to 1.47 million connections in 2010, prepaid based mobile connections describe how
lower income users have started to access information on-the-go.
Mobile advertising market
In the Romanian market SMS Push is known as a mobile advertising technique, being in fact the most used one,
with 80% of mobile advertising being performed through SMS in 2010. The remaining 20 % is advertising through
MMS, mobile search or banners in mobile websites.
In 2010 the number of SMS promotional campaigns has increased by 60% reaching 100 campaigns last year,
from 60 in 2009.
At the end of 2010, over 3 million mobile optimized websites were registered worldwide, an increase of 2000%
compared to 2008 when 150,000 mobisites were recorded. The number of Romanian mobile optimized websites
doubled in 2010, but still remained small when compared to the rapid increase of mobile internet connections.
Unique visits and page views on Romanian mobisites also increased last year by over 200%. The main Romanian
websites that chose to go mobile in 2010 came from areas like news, entertainment, banking and other business
services.
In terms of Mobile applications 2010 was marked by the advent of two mobile technologies: Augmented Reality
and geo-location in mobile social apps.
l
In 2011 Romanian Smartphones market share will increase by up to 30%, as they become more affordable.
l
Companies interest for one-on-one communication with customers through SMS will surely increase, result-
ing in a growth of the market by at least 100%, especially in terms of renting opt-in databases, as the costs of
launching a SMS Push campaign are minimal.
media fact book
l
Last year about 50 companies drew Romanian customers in SMS promotional campaigns nurturing their
desire to play and win thus creating awareness and an increase in sales. In 2011 the market will see at least
a doubling of the number of companies that take such actions and a direct increase in the number of promo-
tional campaigns by SMS.
l
The adoption and growth of mobile internet access will be infuenced by the Mobile Operators. By creating
available packages that include mobile internet services, operators will help create an enabling environment
for Mobile Marketing tools (mobile websites, banners and search). Taking this into consideration, we are ex-
pecting to see a growth in mobile internet traffc by at least 200%.
l
Mobile technologies that allow consumers to interact with their physical environment will be the hit of Mobile
Marketing in 2011. Technologies, such as QR codes and mobile augmented reality (AR) apps, will offer a
springboard for brands willing to experiment with the latest technologies.
digital media
media fact book
Overview
According to CNA, the number of radio licenses are at a similar level to 2009. The top 10 owners of radio licenses
in 2010 (up to Feb 15th of 2011) are:
SC SBS BROADCASTING MEDIA SRL with Kiss Fm and Magic Fm 86 licenses
SC DINAMIC AUDIO - SERV SRL with Radio Vocea Sperantei 44 licenses
PATRIARHIA ROMANA with Radio Trinitas 36 licenses
SC REALITATEA MEDIA SA with Radio Realitatea Fm , Radio Guerrilla, Radio Alpha 36 licenses
SC GRUPUL MEDIA CAMINA (G.M.C.) SRL with Radio Romantic Fm and Radio ZU 34 licenses
SC PRO TV SA with Radio Pro Fm and Info Pro 34 licenses
SOCIETATEA ROMANA DE RADIODIFUZIUNE with Radio Romania (International, Regional), Antena Satelor,
Radio 3 Net 21 licenses
SC ON AIR STUDIO SRL with Radio Itsy Bitsy 15 licenses
SC RADIO TRANSILVANIA LBM SRL with Radio Transilvania 14 licenses
SC MINISAT TELECOM SRL with Radio Minisat 11 licenses
In 2010 Q1 2011, the Romanian radio market was split into the following formats:
l
Contemporary Hit Music Radio: Radio ZU, Kiss FM, Radio 21, Pro FM,
l
Adult Contemporary Radio : Europa FM, Radio Romania Actualitati , Antena Satelor, RR Regional , Music Fm
(new entry)
l
Soft Adult Contemporary Radio: Magic Fm, Romantic Fm, Gold Fm, Smart Fm
l
Dance Radio: Vibe Fm, Dance Fm ( former Pro Fm Dance)
l
Hot Adult Contemporary: Guerilla FM, City FM (rock music- oriented)
l
Classic Rock: Rock FM (new entry)
l
News& Talk: Realitatea FM
l
Sports: Sport Total FM
Despite the diffcult economic environment, the key word for radio market in 2010 is consolidation. The radio
stations tried to compensate the crisis through PR activities and by launching new formats and dynamic programs.
Also they continued to improve their online presence through dedicated websites and social network integration.
The radio sales houses continued to be fexible regarding special offers and discounts in 2010 and in Q1 2011.
They built interesting, creative and cost effcient packages to stimulate advertising demand - this trend continues
into 2011, too. In the last quarter of 2010, the leading stations were sold out in Prime Time, a fact that is due to
the result of these strategies.
At the beginning of 2011, following the result of the latest audience measurement data, the leading stations Kiss
Fm and Radio ZU increased their rate cards. For Radio ZU, this increase of prices has been done for the frst time
since they launched.
media fact book
radio
The whole country was tied together by radio. We all experienced the
same heroes and comedians and singers. They were giants.
Woody Allen
relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio radio
In 2010 and the beginning of 2011, there have been some changes on the radio market:
l
From September 2010, Pro Fm expanded its national coverage through embedding the Info Pro network.
This increase can be seen in both the number of broadcasters (28 to 66), coverage at the human level (from
31.54% to 74.8%) as well as the national coverage (from 58.9% to 96.7%). Info Pro is not a radio station
anymore, but it is still a brand dedicated exclusively to the news radio segment.
l
Rock Fm was launched in October 2010. The format is Classic Rock, and it broadcasts on the former One Fm
radio frequency. Since then, One Fm can only be listened to online at www.onefm.ro.
l
Starting November 1st, Radio 21 turned into a new radio station - Simply Positive Radio. It is a fresh radio
station with a new identity, new attitude, new team, new music and jingles.
l
On the 1st February 2011, Radio Pro launched a new station in Bucharest, Music Fm. It broadcasts on the
former frequency of Radio Campus Bucharest, 103,8 FM, and it labels itself as an Adult Contemporary Radio,
targeting 30-50 y.o.
l
Starting from February 21st 2011, Radio PRO also rebranded Pro Fm Dance into Dance Fm Radio which
covers Bucharest on the frequency 98,5 FM, with electronic dance music for clubbers 15-25 y.o. It can also
be listened to online at www.dancefm.ro.
l
ArboRadio has improved the local radio network: 42 local and independent stations across 23 counties (from
38 stations across 21 counties). The major partnerships remain with Minisat Network (18 stations) and Impact
(9 stations).
As usual, the most active radio stations are the leading ones. They tried to grow audiences through intense mar-
keting activity :
l
Kiss Fm Kiss Cash, Summer Kiss, Winter Kiss, Kiss 4love, Guns N Roses, Aerosmith, AC/DC, Soni-
sphere, Peninsula, Tuborg Green Fest, Faithless - Kiss Fm partnerships;
l
Magic Fm Santas Radio, Magic Summer, Eric Clapton, Bob Dylan, Pink Martini, Cesaria Evora, Chris Rea,
Gary Moore - Magic Fm partnerships;
l
Radio ZU My Name is ZU, Marea lipeala, R U ready to be 2010 ZUper hero? Win 10.000 euro with ZU!
l
Radio 21 Born Winner, Daily Fuel Tank, Street dance High School Cup, POSITIVE LOVE HITS by Radio
21
l
Vibe FM Liberty Parade, Amsterdam Dance Event, Happy Vibentine Day, Party 100.000 Fans on Face-
book in March 2011;
l
Pro FM Legalize Joy, 18th Anniversary, Dance Fm Partnership with the Mission and so on.
Looking at the advertising revenue gained by the sales
houses, MGSI consolidated its position as the market
leader, gaining a 10% rate card increase in volumes.
Other signifcant increases were also registered by Clir
Media (59%). In terms of decreases, we fnd Pro TV
SA with a 34% decrease and Regie Radio Music with a
10% decrease vs. last year. Overall, the total ratecard
ad spend increased by only 7%.
MGSI
35%
Regie Radio Music
28%
Clir Media
25%
PRO TV S.A.
7%
Expresiv Consulting
5%
Graph 1: Advertising revenue by the sales
houses
media fact book
Graph 2: Radio ad-spend evolution 2009-2010
32%
14%
19%
14%
8%
4%
3%
3%
2%
1%
32%
21%
19%
9%
5%
4% 4%
3%
2%
1%
0
5,000
10,000
15,000
20,000
25,000
2009 Ad Spends ( thou.) 2010 Ad Spends ( thou.) SOS 2009 (%) SOS 2010 (%)
Kiss FM Radio ZU Europa FM Radio 21 ProFM Guerrilla
Romania
Actualitati
Magic FM Info Pro Gold FM
Source: AlfaCont (000 )

From the category point of view, there are some that due to poor economic conditions, either cut their budgets
or moved them to other media. Some of those categories are: Mobile telecommunications (-21%), cars & 4x4
automotives (-53%), Domestic appliances, electrical & electronics (-14%). However, radio remains an important
support media. Other categories increased their budgets: Stores, commercial centers, supermarkets (+21%)
periodical offers & campaigns, Banking & insurance services (+61%) trying to regain lost business and more
so lost awareness, Beer (+42%) sales opportunity due to various football championships, etc.
Market Analysis
The system of measurement changed in 2008, when the joint industry committee ARA (The Association for Radio
Audience) decided to conduct the audience survey in three waves (June, October and February next year, the
latter containing the nationwide audience, rural and urban). The diffcult times made some radio stations exit the
audience measurement system, more because the radio audience is on a declining trend (smaller than the last
years decrease but still present) with a daily reach decline of 2.6% nationwide and 4.2% in Bucharest.
Looking at the Bucharest market share, the undisputed leader is Radio Romania Actualitati, and there is a clear
gap between the frst 3 radio stations and the rest of the pack, the battle for 2nd place is between ZU and Kiss
FM, and 4th place between Radio 21, Europa FM, Magic FM, Pro FM and Romantic FM. The biggest loss
was registered by Radio 21, from being the market leader in 2008 they continued to lose share in favor of ZU
since its launch date.
Graph 3: Radio station % Market Share - Bucharest area
Actualita ZU Kiss FM Radio 21 Europa FM Magic FM ProFM Roman c FM Ant. Satelor Vibe FM
RealitateaFM Guerrilla Na onal FM Gold FM One FM Regional Cultural City FM ProFM Dance Others
1
9
.
1
1
3
.
7
1
1
.
5
6
.
4
6
.
3
6
.
2
5
.
0
4
.
9
3
.
7
3
.
4
2
.
3
1
.
7
1
.
7
1
.
7
1
.
5
1
.
0
0
.
7
0
.
5
0
.
3
8
.
4
2010
2009
2008
0% 50% 100%
%
1
7
.
8
1
3
.
7
1
0
.
2
1
0
.
8
7
.
8
4
.
6
6
.
0
5
.
7
4
.
6
3
.
6
2
.
3
1
.
9
1
.
3
1
.
0
0
.
4
0
.
6
0
.
6
0
.
4
6
.
7
1
9
.
8
1
0
.
1
2
2
.
3
7
.
3
3
.
5
6
.
6
7
.
4
4
.
0
2
.
5
2
.
5
0
.
3
1
.
3
1
.
2
1
.
1
0
.
8
0
.
2
9
.
1
Source: SAR / ARA, 2008 to 2010, target 11+
media fact book
Graph 4: Radio stations % Market Share - National area
Actualita Kiss FM Regional Europa FM ZU Ant. Satelor Radio 21 ProFM Magic FM InfoPro Na onal FM One FM Cultural Others
Jan-Apr 2010
Jan-Apr 2009
Jan-Apr 2008
0% 50% 100%
%
1
5
.
1
1
4
.
1
1
1
.
3
1
1
.
1
9
.
4
7
.
9
4
.
2
4
.
0
2
.
3
2
.
1
1
.
3
0
.
5
0
.
3
1
6
.
4
1
7
.
2
1
0
.
9
1
4
.
6
1
2
.
4
6
.
3
7
.
8
6
.
8
5
.
2
1
.
1
2
.
4
0
.
2
0
.
5
1
4
.
6
1
5
.
9
1
1
.
1
1
4
.
2
1
3
.
0
7
.
0
1
0
.
9
5
.
6
1
.
1
2
.
6
0
.
8
0
.
5
1
7
.
3
Starting with 2008 SAR provides only urban audience data for the full year, so we can only make an assumption
of the rural and urban areas based only on January-April data.
The most recent nationwide audience data shows that Radio Romania Actualitati, Radio Regional and Antena
Satelor lost market share in favour of Kiss FM and Radio ZU. Some of the smaller national radio stations are gain-
ing share, the cumulated Others share rising by 1.8% vs. Jan-Apr 2009.
The Monday to Friday audience curve shows two time intervals of intense listenership: 08.00-10.00 AM and
17.00-19.00 PM. During a regular working day, the urban listeners prefer to listen to the radio mostly at home up
until 10.00 AM, after which they listen mostly at work until 4.00 PM, then the listenership switches back to their
home. Radio listening in the car reaches an audience peak at around 07.45 AM, when many listeners are on their
way to work.
0%
5%
10%
15%
20%
25%
0
5
:
0
0
-
0
5
:
1
4
0
5
:
3
0
-
0
5
:
4
4
0
6
:
0
0
-
0
6
:
1
4
0
6
:
3
0
-
0
6
:
4
4
0
7
:
0
0
-
0
7
:
1
4
0
7
:
3
0
-
0
7
:
4
4
0
8
:
0
0
-
0
8
:
1
4
0
8
:
3
0
-
0
8
:
4
4
0
9
:
0
0
-
0
9
:
1
4
0
9
:
3
0
-
0
9
:
4
4
1
0
:
0
0
-
1
0
:
1
4
1
0
:
3
0
-
1
0
:
4
4
1
1
:
0
0
-
1
1
:
1
4
1
1
:
3
0
-
1
1
:
4
4
1
2
:
0
0
-
1
2
:
1
4
1
2
:
3
0
-
1
2
:
4
4
1
3
:
0
0
-
1
3
:
1
4
1
3
:
3
0
-
1
3
:
4
4
1
4
:
0
0
-
1
4
:
1
4
1
4
:
3
0
-
1
4
:
4
4
1
5
:
0
0
-
1
5
:
1
4
1
5
:
3
0
-
1
5
:
4
4
1
6
:
0
0
-
1
6
:
1
4
1
6
:
3
0
-
1
6
:
4
4
1
7
:
0
0
-
1
7
:
1
4
1
7
:
3
0
-
1
7
:
4
4
1
8
:
0
0
-
1
8
:
1
4
1
8
:
3
0
-
1
8
:
4
4
1
9
:
0
0
-
1
9
:
1
4
1
9
:
3
0
-
1
9
:
4
4
2
0
:
0
0
-
2
0
:
1
4
2
0
:
3
0
-
2
0
:
4
4
2
1
:
0
0
-
2
1
:
1
4
2
1
:
3
0
-
2
1
:
4
4
2
2
:
0
0
-
2
2
:
1
4
2
2
:
3
0
-
2
2
:
4
4
2
3
:
0
0
-
2
3
:
1
4
2
3
:
3
0
-
2
3
:
4
4
0
0
:
0
0
-
0
0
:
1
4
0
0
:
3
0
-
0
0
:
4
4
0
1
:
0
0
-
0
1
:
2
9
0
2
:
0
0
-
0
2
:
2
9
0
3
:
0
0
-
0
3
:
2
9
0
4
:
0
0
-
0
4
:
2
9
TOTAL
At home
In a car
At work
Other place
Graph 5: Place of listening - Monday to Friday
Source: SAR / ARA, 2010, target 11+
The place and mode of reception analysis shows that the main place for radio listenership remains at home,
although since 2007 both at home & work listenership has registered a continuous decrease. The only place that
increased listenership was for listening in the car. Another trend to be considered is preference for listening over
the internet (0.5% increase vs. 2009).
media fact book
In 2010, Radio ZU is leading in the Bucharest area (with 239,000 listeners / day, in terms of daily reach) while Kiss
FM is the leading radio station in urban areas (with 1,452,000 listeners per day).
S
t
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M
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e
a
l
i
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a
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e
g
i
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a
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s
UR-
BAN
1,118 190 59 1,026 1,452 283 107 92 514 492 614 1,068 1,479
BUC. 209 40 11 11 96 24 29 200 92 28 29 81 7 118 39 13 67 68 239 115
Source: SAR / ARA, 2010
55.8%
49.3%
6.1%
2.8%
0.9%
37.3%
13.8%
12.5%
6.0%
TOTAL Mode-Dedicated
radio apparatus
Mode-
Internet
Mode - Mobile
phone / media
player
Other
reception
mode
Place
At home
Place
In a car
Place
At work
Other place
Graph 6: Urban 11+ Daily Reach (%) - 2010 Radio Reception - Monday to Friday
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2010 2009 2008 2007 2006 2005
Graph 7: Place of listening - Daily Reach (%) Evolution - Urban 11+ Monday to Friday
At home
In a car
At work
Other place
radio
media fact book
l
The connection between radio websites and social network platforms will become stronger, for example Vibe
Fms Facebook page has already reached over 120.000 fans, Radio ZUs Facebook page has reached over
250.000 fans.
l
All the stations will continue to develop their online presence to offer interesting and effcient integrated radio&
online packages. Online support will bring more and more added value to radio, maximizing the interactivity
and connectivity.
l
The listening preference over the internet will increase this year, too.
l
Radio stations will continue making efforts to extend their local coverage and to improve the quality of their
programs in order to gain new listeners and to retain the older ones.
l
Prime Time will remain the most important battle feld for audiences.
l
Most of the successful marketing campaigns in 2010 will continue in 2011.
l
Radio sales houses will continue to build creative and effcient cost packages to stimulate advertising expen-
ditures.
l
Radio will remain a relatively inexpensive media, used as a complementary, secondary media for many ad-
vertisers.
media fact book
Overview
Following the trend of 2009, the print market continued to suffer from lower advertising spend and lower reader-
ship, forcing publishers to implement more anti-crisis solutions: closing titles, changing frequency of publications,
massive image changes, promotional offers when buying certain titles and so on, all in an effort to survive.
The year 2010 started with the closure of newspaper titles Ziua and Gardianul after a failed attempt to survive
as being online only. Jurnalul National closed its Saturday edition, and the supplements Jurnalul Casei Mele and
Jurnalul de Bucatarie.
Big international clients decreased their budgets forcing publishers to make wage reductions, editorial cuts,
decrease rate-cards (Publimedia, Liberis, etc.) and increasing the level of discounts and special offers.
Publishers continued to generate alternative income sources, through subscriptions, books, DVDs, cosmetic
products and fashion items these measures were taken for maintaining circulation and readership.
Major changes to the print market in 2010 include: Evenimentul Zilei and Capital sold by Ringier; a series of
management and editorial changes from Adevarul, the biggest merger for print, online, press agency of Media
Pro Group in Mediafax and the withdrawal from the shareholders of the german group WAZ in Romania Libera.
Comparing the last 3 SNA surveys provided by BRAT, it clearly shows the decreasing readership trend, the most
affected being weekly editions one of the main factors for moving weekly content into the leading title and
closing the edition.
15
20
25
30
35
40
45
50
55
Iul09-Iul10 Oct09-Oct10 Ian09-Ian10
Graph 1: Reach (%) evolution
Monthlies
Fortnightlies
Weeklies
Newspapers
Supplements
Source: National Readership Survey, BRAT
One solution for the decline in print readership was to develop and invest in online versions of the title. We can
notice signifcant increases in the traffc fgures for the top 10 websites related to print publications in 2010 over
50% more visits for Prosport, Cancan and Gandul, 40% more visits for Libertatea and Click, and so on, meaning
that the online media can be seen as an effcient complementary media for the print editions.
press
media fact book
I fear three newspapers more than a hundred thousand bayonets.
Napoleon
relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press
Table 1: Top 10 point-of-presence websites
Website
Corresponding
Publication
Genre
2009 Monthly Averages 2010 Monthly Averages Evolution
PIs Visits PIs Visits PIs Visits
www.libertatea.ro Libertatea Tabloid 37,413,280 6,291,310 46,521,638 9,042,189 24% 44%
www.gsp.ro
Gazeta
sporturilor
Sports 30,763,643 10,141,557 42,790,095 8,742,775 39% -14%
www.prosport.ro ProSport Sports 25,836,931 7,064,893 39,801,480 11,831,333 54% 67%
www.cancan.ro CanCan Tabloid 30,939,060 5,819,531 33,728,977 8,849,300 9% 52%
www.click.ro Click Tabloid 17,176,249 3,080,087 24,691,772 4,410,475 44% 43%
www.gandul.info Gandul Generalist 6,727,112 2,421,971 14,366,665 4,166,054 114% 72%
www.evz.ro
Evenimentul
zilei
Generalist 18,387,979 4,320,764 13,104,737 3,863,678 -29% -11%
www.adevarul.ro Adevarul Generalist 7,494,429 2,324,594 10,327,264 3,539,134 38% 52%
www.jurnalul.ro
Jurnalul
National
Generalist 6,772,208 1,838,786 9,213,733 2,353,502 36% 28%
www.zf.ro
Ziarul
Financiar
Business 5,707,143 1,995,662 6,126,673 2,151,297 7% 8%
Source: SATI
Another important development for monitoring of advertising spend for the print media market was the introduction
of BRAT / MIP as an alternative to Alfacont / Mediawatch from January 2011. A similar tool for radio spending is
forecast to be available from July 2011. This represents another step towards a unifed and cost-effective integra-
tion of data delivery for advertising spend.
Print Market Analysis 2010
Compared to the signifcant, 35% decrease in reported advertising revenues in 2009, 2010 only showed a 4%
decrease across the year at 319m (barters included). It would appear that print media has reduced its declining
trend in terms of budget, but the reality is that due to the anti-crisis measures taken in 2010 - higher discounts,
decreased Rate Cards, package offerings, increased barter share and so on - the net fgures are expected to
continue decreasing.
Another noticeable effect is the percentage of advertising spend moving from newspapers to magazines. In 2009,
it was 53%/47% in favor of newspapers and in 2010 it reached 50%/50%.
Mediafax/Publimedia
13.9%
Intact Group 10.3%
Sanoma Hearst Romania 10.2%
Adevarul Holding 5.8%
Ringier 7.4%
Medien Holding 5.5%
Edipresse AS 4.2%
B2B Media 2.2%
Mediamov 2.1%
Burda 1.9%
Zile si Nopti 1.8%
Attica Media 1.8%
Trinec Serv 1.4%
Media Sud Management 1.4%
Delta(Tulcea) 1.4%
Nord-Est Distribution 1.4%
Double P Media 1.2%
Kopa Publications 1.1%
CMG Romania 1.0%
Alta Casa Media 1.0%
Others
23.1%
Graph 2:
2010 Share of ratecard revenue by
Media Group (excluding barters)
Source: Alfacont MediaWatch. *Ringier includes Evenimentul Zilei and Capital
media fact book
Taking a quick look at the top shares in 2010, although Sanoma Hearst maintained its share of market compared
to last year, it lost 2nd place in favor of Intact Group (with an 8% increase in RC spend). However, important in-
creases were seen for Adevarul Holding and Medien Holding (over 80% increase in RC spent budgets) and Zile
si Nopti (over 150% increase in RC spent budgets). Another interesting development is that unlike 2009, when a
large percentage of spend (50%) was split between the top 5 publishers, with the gap between 5th and 6th place
being around 10m, in 2010 we fnd a more balanced spread across all publishers, with the gap now shrinking
to approximatelly 3m.
Adevarul Holding: In comparison to 2009, where we saw a spectacular level of investment and large marketing
campaigns, 2010 was less expansive and a more cautious year.
In April 2010 there was a change in management, with a subsequent change in the development strategy of the
holding.
Launched celebrity magazine OK, bought Tango magazine (June 2010).
Closed weekend editions of ADS and Adevarul TV by the end of 2010, closed Blik Ukraine in February 2011.
Re-launched Stiinta si Tehnica (April 2011, monthly Forbes-Life (in May 2011) and made Adevarul the frst
Romanian newspaper available on iPad.
In 2010 Adevarul Holding held within its portfolio the most read tabloid (Click) and quality daily publications
(Adevarul and Adevarul de Seara) with the higest circulation and the largest number of local editions (39 editions
in 48 cities).
Media Point: Starting from October 2010 a new sales house is selling all products published by Adevarul Holding
(except for Forbes Life) plus Academia Catavencu.
Mediafax: In august 2010 took place the merger of all print, online and press agency of Media Pro Group.
Mediafax was the frst press group who faced the crisis with a clear strategy. In 2009 they closed local and central
publications, changed the frequency and came with a special offer based on the volume share of net budget. Also,
the rate-card of their publications has been decreased by up to 25%, from the beginning of 2010.
Gandul became exclusively digital (online, iPad, mobile), having its last printed edition in April, 2011.
Ringier Romania: In January 2010, Evenimentul Zilei changed the format from broadsheet to compact and
cancelled its TV guide (although, the content remained present in newspaper pages).
In March 2010, EVZ and Capital, together with their websites were taken by Publishing of Evenimentul and
Capital, but advertising sales were kept by Ringier.
Closed DIVA in March 2010, and Bolero in January 2011.
The weekly Din toata inima launched in September 2010 was closed at the end of March 2011.
In February 2011 took the licenses Joy and Autobild from Edipresse.
Changed the format of the magazines Libertatea pentru femei and Lumea femeilor and re-launched Lumea femei-
lor in March 2011; re-launched Unica in May 2011.
Intact Group Jurnalul National closed Saturday Edition and Jurnalul Casei in January 2010
B2B Media: Launched Cancan de Weekend weekly (May 2010); Cancan has changed its format (smaller) in
September 2010
Medien Holding: Rebranded the Romania Libera newspaper, a major change of content and design (including
its online presence in March 2010).
In 2010 and beginning of 2011 launched many supplements Femeia Eterna Poveste, Spa&Fitness, Vacante de
ski, Centrul Istoric, Sanatate, Supliment de Paste, etc.
Launched AIDA HR magazine, at the end of April 2011
press
media fact book
BURDA Romania: Cool Girl and Autoshow were bought by Pressworks, towards the end of 2009. The frst edi-
tions after the acquisition were in January 2011. Pressworks had also within its portfolio the paparazzo/gossip
magazines oc and Zu.
Mens Health was bought by Attica Media. The frst edition after acquisition was released in March 2010.
Sanoma Hearst: Changed the frequency of Story to fortnightly, took the license of Auto Motor si Sport (in Febru-
ary 2010), launched in 2010 brand extensions Bazaar Collections (biannual, since Feb 2010) and Miresici (bian-
nual, from April 2010); Sensa (quarterly, from June 2010), frst edition of THE BIG BLACK BOOK ESQUIRE (Oct.
2010), Story Book (bi-annual, May 2011).
ARBO Media: Launched in November 2010 a national network of local televisions with 21 local stations extending
its network of local media (36 publications and 42 radio stations).
Midas Media: A new media sales house has been formed by part of the management team from Arbo Media,
having in their portfolio Sapte Seri and 24 local publications, formerly sold by Arbo Media.
Other launches/closes in 2010 and Q1 2011:
l
Kamikaze launched in March 2010 made by part of Academia Catavencu team.
l
Superbebe has been bought by Superbebe SRL, who also launched a monthly publication Bucate pentru
copii in February 2010.
l
Newspaper Puterea and Scientifc American Mind-Psihologia, Romanian edition of Scientifc American Mind
launched in Q1 2010; Tataia, Romanian culture magazine launched in Mai 2010
l
Timpul weekly made by former Romania Libera journalists was launched in September 2010
l
Pharmakon reappeared in printed format together with the launch of an online communication platform No-
vember 2010
l
BBC Good Homes closed in February 2011
l
Beerocracy launched frst beer magazine in April 2011
l
ViCE monthly free magazine, with presence in 30 countries will be launched in Romania from May 2011
The top 10 market segments with the largest gross rate card expenditures in the print in 2010 account for 61% of
the total print expenditures (media barters excluded). Looking at the evolution versus 2009, the only categories
to increase, though only by a small amount, were Stores, commercial centers, supermarkets (18% increase due
to the nature of the advertising used periodical offers, etc.) and Cosmetics with a 14% increase, more likely
a constant evolution if we were to look at net fgures due to the anti-crisis solutions adopted by all competitors.
Cars & 4x4 vehicles, Government / Municipalities / Foundations / Associations and Mobile telecommunica-
tions services kept their descending trend registering 20%, 37% and respectively 33% drop in RC expenditures.
Table 2: Top 10 categories by rate-card expenditures
Category Magazines Newspapers Total
Stores, comercial centres, supermarkets 7,349,901 8,557,698 15,907,599
Banking & insurance services 3,538,900 10,775,585 14,314,484
Medical & optical products & services 7,427,522 6,180,729 13,608,252
Cosmetics 12,326,367 217,140 12,543,507
Other categories 3,442,612 8,521,097 11,963,708
Other business services 1,405,716 8,556,711 9,962,426
Cars & 4x4 vehicles 4,781,426 4,316,023 9,097,449
Building & constructions products & materials 3,875,888 4,484,026 8,359,914
Government / Municipalities / Foundations / Asociations 48,038 7,633,063 7,681,101
Mobile telecommunications services 2,361,815 5,056,612 7,418,427
Source: Alfacont MediaWatch
media fact book
Regarding the media barters, due to the fact that all print media budgets are on a decreasing trend, the fght to
survive imposed an increase in the barters offered total media barters reached 43% vs. 41% in 09.
Table 3: Barter rate-card expenditures
Category Magazines Newspapers Total
Newspapers & Magazines 11,429,812 22,141,060 33,570,872
Culture & education 16,748,996 10,596,019 27,345,015
TV stations 4,134,921 13,851,320 17,986,241
Radio stations 4,168,126 7,448,717 11,616,843
Restaurants, coffee shops, fast foods 8,873,515 2,138,278 11,011,793
Entertainment services 9,864,221 328,754 10,192,974
Hotels 2,608,018 1,891,201 4,499,219
Campaigns 1,030,472 3,059,882 4,090,354
Other business services 2,317,078 1,598,538 3,915,616
Beauty salons 2,265,481 477,926 2,743,407
Other advertising and promotional services 1,562,292 1,038,301 2,600,593
Transportation & travel services 840,173 1,537,182 2,377,355
Multimedia 1,743,748 415,116 2,158,864
Internet services 1,161,178 995,743 2,156,921
Government / Municipalities / Foundations / Asociations 334,810 606,146 940,956
Security Services 180,327 337,032 517,360
Photo 80,470 111,938 192,408
The top 20 publications with the highest level of rate card advertising revenue in 2010 (media barters excluded)
are mostly newspaper titles (quality, sports, tabloids and local), fnancial publications, women magazines and free
city guides. Together, they hold 37% of the entire gross print rate card advertising revenue.
Table 4: Top 20 publications expenditures evolution
Title 2009 2010 Evolution
Gazeta Sporturilor 8,521,706 8,640,228 1%
Ziarul Financiar 6,375,184 7,377,809 16%
Romania Libera 2,191,494 4,729,413 116%
ProSport 4,149,468 4,649,605 12%
24 FUN (B-24-FUN) 4,827,600 3,835,400 -21%
Cosmopolitan 3,735,562 3,676,991 -2%
Jurnalul National 4,424,306 3,170,005 -28%
Libertatea 4,348,959 3,146,022 -28%
Adevarul 2,126,706 2,864,014 35%
Click! (Averea) 2,043,538 2,724,325 33%
Evenimentul Zilei 2,346,546 2,501,251 7%
Delta(Tulcea) 1,286,403 2,477,646 93%
Monitorul de Vrancea 2,534,560 2,469,020 -3%
Ziarul de Vrancea 2,993,440 2,457,095 -18%
The One 2,166,557 2,354,880 9%
Elle 2,145,162 2,319,826 8%
Ce se intampla doctore? 1,773,940 2,236,473 26%
CanCan 2,685,380 2,224,614 -17%
ProTv Magazin 2,814,675 2,219,975 -21%
Sapte Seri 2,482,238 2,090,359 -16%
media fact book
Titles readership is on a descending trend versus 2009, as can be seen with titles like Libertatea (-25%), Click
de Duminica (-22%), Libertatea editia de duminica (-24%). The biggest increase in terms of readership is
Adevarul de Seara at almost 98%, another publication to have managed an increase in readership is Click Ghid
TV (+12%) - these fgures gain in importance if we look at the general print market situation).
Highly targeted titles have a hard time keeping their readership: ProMotor (11% decrease), Libertatea pt femei
(26% decrease), Femeia (24% decrease).
URBAN 14-64 - Top Press
Publication Publisher
Readership
(''000)
Net Cover-
age (%)
Audited Circula-
tion ('000)
Readers / Copy
('000)
Rate Card
(EUR)
CPT
(EUR)
Click Adevarul Digital Media 1,159 13.1 214 5.4 5,761 5.0
Adevarul De Seara Adevarul Holding 1,040 11.7 427 2.4 4,684 4.5
Libertatea Ringier Romania 1,007 11.4 203 5.0 7,049 7.0
Click Ghid Tv Adevarul Digital Media 950 10.7 344 2.8 4,215 4.4
Practic In Bucatarie Burda Romania 941 10.6 254 3.7 4,000 4.3
Cancan Cancan Media 899 10.1 91 9.8 4,950 5.5
Gazeta Sporturilor Convergent Media 688 7.8 68 10.2 8,700 12.7
Rebus (Flacara) Publicatiile Flacara 695 7.8 36 19.3 2,500 3.6
Click De Duminica Adevarul Digital Media 655 7.4 135 4.8 2,720 4.2
Libertatea - Editia De
Duminica
Ringier Romania 638 7.2 119 5.4 4,590 7.2
URBAN MEN 14-64 - Top Magazines
Readership
(''000)
Net Cover-
age (%)
Audited Circu-
lation (''000)
Readers /
Copy (''000)
Rate Card
(EUR)
CPT
(EUR)
Selectivity
Affnity Index
Selectiv-
ity Profle
Gazeta Sportur-
ilor De Duminica
Convergent Media 525 12.2 25 24.1 8,700 16.6 180 87
Libertatea - Edi-
tia De Duminica
Ringier Romania 357 8.3 119 5.4 4,590 12.9 116 56
Rebus (Flacara)
Publicatiile
Flacara
326 7.6 36 19.3 2,500 7.7 97 47
Click De Dumi-
nica
Adevarul Digital
Media
311 7.3 135 4.8 2,720 8.7 98 48
Pro Tv Magazin Mediafax Group 283 6.6 81 7.2 4,500 15.9 101 49
Promotor Mediafax Group 262 6.1 6.2 46.6 3,200 12.2 188 91
Revista De Film
Hbo
HBO Romania 252 5.9 170 2.6 4,900 19.4 117 57
Auto Motor Si
Sport
Sanoma Hearst
Romania
243 5.7 13.9 19.6 3,700 15.3 185 89
Adevarul De
Duminica
Adevarul Digital
Media
197 4.6 47 7.0 3,279 16.7 122 59
Practic In
Bucatarie
Burda Romania 175 4.1 254 3.7 4,000 22.8 39 19
URBAN WOMEN 14-64 - Top Magazines
Readership
(''000)
Net Cover-
age (%)
Audited Circu-
lation (''000)
Readers /
Copy (''000)
Rate Card
(EUR)
CPT
(EUR)
Selectivity
Affnity Index
Selectiv-
ity Profle
Practic In
Bucatarie
Burda Romania 766 16.7 254 3.7 4,000 5.2 158 81
Click Pentru
Femei
Adevarul Digital
Media
481 10.5 154 3.6 2,576 5.4 169 87
Libertatea
Pentru Femei
Ringier Romania 425 9.3 117 4.1 3,162 7.4 172 89
Click Pofta Buna
Adevarul Digital
Media
416 9.1 88 6.2 2,108 5.1 148 76
Click Sanatate Adevarul Holding 400 8.8 65 8.8 2,108 5.3 135 70
Rebus (Flacara)
Publicatiile
Flacara
368 8.1 36 19.3 2,500 6.8 103 53
Ioana Secretele
Bucatariei
Burda Romania 344 7.5 20 20.3 2,800 8.2 160 83
Click De Dumi-
nica
Adevarul Digital
Media
343 7.5 135 4.8 2,720 7.9 102 53
Femeia
Sanoma Hearst
Romania
333 7.3 15.6 23.2 5,200 15.6 178 92
Ce Se Intampla
Doctore
Mediafax Group 319 7 28 15.2 4,500 14.1 146 75
Source: National Readership Survey, January 2010 January 2011 / BRAT
media fact book
l
In 2011, the situation for printed media remain a test of durability, effciency and feasibility
l
The effects of the economic crises will continue to cause problems cost cutting with editorial content,
number of pages, changing of frequency of publications, wage reductions, closure of publications but all of
these will be easier based on the experience of 2009-2010.
l
Publishers will survive with measures like decreasing Rate Cards (Femeia de Azi, local titles of Midass port-
folio, etc.), creative packages, decreasing the circulation in order to avoid returns.
l
The diffcult economic environment and the decrease of readers income has determined a lower circulation.
The Publishers will try to maintain the circulation of publications with cover-mounts (DVDs, books, cosmetics,
etc.) which might infuence the readers choice of buying.
l
The BRAT and SNA monitored publications will be appreciated by Clients within the overall budget mix. Sup-
pliers will continue to be fexible regarding special offers and discounts in 2011. The Clients pressure for
effciency will be on price, creativity and fexibility.
l
Big media groups make interesting special offers based on share of Net budgets, this approach will increase
share of the big players;
l
The internet presence of publications will increase and become more attractive and interactive, adding more
value to publications.
l
Clients have a lot of advertising opportunities and services augmented reality, 3D newspapers, QR Codes,
special offers, special dedicated supplements, creative packages (even to totally branding a whole issue by
an advertiser), partnership, successful cross-over packages including print and online.
press
media fact book
Overview
It is generally accepted that Romania has been one of the most dynamic OOH markets in Central Europe and
most forecasts at the beginning of 2010 foresaw a quick market recovery, despite the well known problems such
as an environment of perpetual change, increasing media fragmentation, high media infation, and a relative lack
of stability in budgets stemming from greater pressure to generate discounts from suppliers.
So the YoY decline of the outdoor and indoor market slowed down in 2010 to 20%, compared to 40% in 2009, as
the total spent of around 33.5 million euro decreased to the volume last seen in 2005. As the industry still does
not yet provide audited fgures regarding the volume or market shares, we have to rely on information provided in
part by the OOH media owners, fnancial statements and press releases.
Because there were no major auctions for street furniture or transit contracts and the general business environ-
ment was not favorable for further mergers and acquisitions, we estimate that the order in market share for the
top 4 operators did not change in 2010:
EpaMedia (Euromedia Group and Betacons) - 27%
Affchage Romania - 23%
News Outdoor Romania - 11%
Clear Channel - 10%
Others - 29%
Regarding the group Others, we should mention the continuous increase of their market share since 2006-2007
when the OOH market was at its highest and the main operators were acquiring smaller suppliers, consolidating
their business. This is based not only on development of local operators (and we include here also those doing
business only in some sectors of Bucharest), but also due to development and diversifcation of some companies
which are making revenues close to the last two from top 4. Here we include companies which are consolidating
their national coverage as Universal Solution, New Age, Way Media, Fairway Media, Ultravision or companies
opening new lines of business, as Spectacular OOH, which is operating a substantial Subway network in Bucha-
rest.
After a few attempts in 2010, fnally a new regulation for OOH was adopted by the City Council of Bucharest in
January 2011, but the decision was not signed by the General Secretary of the City Hall. This Decision is sus-
pended by the Court until the trials between some operators and the City Council are fnally concluded. Besides
some restrictions in formats and areas for exposure of OOH, this regulation is mandating also the City Hall to
organize tenders for street furniture.
The Ministry of Development and Tourism passed through the Government in December 2010 a law aiming to
regulate OOH on a nationwide scale. This law was establishing a more strict General Regulation which should
be the foundation for all local regulations or could be applied as adopted by the Parliament. At this moment the
law was rejected by the Senate, but is still being debated in the commisions of the lower chamber of Parliament.
This uncertain legislative environment, added to the poor market conditions in terms of decreased budgets, price
defation and low occupancy rates, affected in a profound way the OOH industry. The main operators largely
reduced any investments in new sites or in refurbishing existing ones. Moreover, any new technological develop-
ments and investment in digital OOH and street furniture were litterally stoped, as there are obvious contradictions
between the Regulation adopted (but suspended) for Bucharest and the Law for the General Regulation which is
debated by Parliament.
The total number of sites increased in 2010 due to new networks development on public domain in some Sec-
tors of Bucharest. Also this tendency was supported by an increase in private property locations for backlits and
outdoor & indoor
media fact book
The biggest mistake in designing for outdoor is to mistake outdoor for
print advertising.
Robert Fleege
billboards, while the number of large locations diminished substantially, being under pressure from budget cuts
and potential legislative restrictions.
As we predicted in the last edition of MFB, in 2010 the frst outdoor study fnanced in a sindicated way by OOH
operators was launched (Epamedia, News Outdoor, Clear Channel, Universal Solution, New Age, Ultravision,
Way Media and Affchage) which was also supported by important OOH print operators. This study, conducted by
D&D Research in spring 2010 and released in September at Digital Print & Sign, was suggestively called POC
(abreviation from Romanian Outdoor Advertising is Convincing). POC had as its objectives the quantitative and
demographic evaluation of the efectivness of outdoor advertising, being structured (including at the methodology
level) on two modules: fnal consumers and media specialists. We could point out as positive conclusions:
At the fnal consumers level, 84% of survey participants have a positive attitude towards outdoor advertising, with
it being considered useful as a source for information. Also outdoor works for 44% of them as a trigger to remem-
ber other advertising for the product, seen for example on TV. 85% of respondents stated that they have noticed
the panels with POC advertising and 64% of participants recognized the brand POC on the boards, while 71%
of those enjoyed the layout.
The outdoor specialists use as mean criteria when planning an outdoor campaign impact and coverage, while
84% of them pointed out the importance of POC layout in catching the attention of the fnal consumers.
This study is supported also by the conclusions of the most recent GfK Omnibus survey (released in February
2010) regarding the travel habits of Romanians, showing that OOH advertising on billboards is often or very often
noticed by a quarter of Romanians, especially those with medium and higher education. The study points out also
that almost 50 % of the Romanians are exposed to outdoor during their daily travels, of which half prefer to walk
and half travel by car and/or public transportation.
Although this study on OOH as a media channel proved once more that this mass communication tool has a
global effciency across all types of demographic segments and all types of consumer behaviors, the industry is
still postponing a comprehensive and professional study across all networks aiming to provide media planners
with a tool for evaluating audience and effciency of OOH campaigns similar with the audience evaluation avail-
able on other media.
The top investors in OOH were clients from telecoms, retail, banking and fnancial services, food&drink and
FMCG, while other categories such as domestic appliances and personal care & beauty products are not yet
investing again signifcantly on outdoor.
The good news is the return of the automotive and real estates segments as clients, boosted by the activity from
banks for reviving the credit for long term investments. Of course this was seen also in the growth of the banking
sector in the top advertiser ranking.
Comparing with the previous year, more clients, even with small budgets, were interested in doing special OOH
projects, starting again the competition for innovative OOH production.
relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio outdoor & indoor
media fact book
The digital print market was characterized by a tough competition on pricings, in diffcult market conditions, with
low budgets and shorter deadlines. More than 40 printing houses are trying to survive with low margins, but un-
fortunately the main impact is the increase of use of low quality substate, inks and even poor fnishing of the fnal
product. For the frst time in many years a very large order for digital printed OOH posters (including mesh) were
placed abroad (at the request of a multinational client) and produced with echological materials.
media fact book
Digital Outdoor
The main players, Phoenix Media and Vision Media Plus, consolidated their business, while more and more TV-
screens were suspended. It was diffcult for those operating one or two TV screens to be effcient, so they had
also the option to focus on local business or affliate to one of the major operators. On the other hand, the quality
of the location became more important, allowing companies operating only a few of the top located screens to
gain more clients.
Digital outdoor is continuing the innovative trend in services and sales, making efforts to provide clients reliable
monitoring of the campaigns, studies regarding audience and most of all fexibility in planning and running cam-
paigns. Phoenix was the frst to introduce a concept of selling advertising space based on four time categories
(prime, basic, inter and night time). Clients could, up until now use the classic advantage of digital outdoor in
choosing the targeted area, but now they can also place a spot at the desired time.
Indoor Market
There are some changes regarding the top advertisers in indoor advertising. We should point out the growth made
by the banking and fnancial services sector, whilst telecoms reduced the budgets invested in this media. Some
categories such as FCMG, automotive and entertainment maintained their spending, while new clients as airlines
and fashion entered this media.
The decline of the indoor market was not as prominent as in the case of outdoor, due to better occupancy rates on
the main indoor networks. Besides the stability of the networks, the opening of new Malls, predominantly in Bu-
charest, and the development of more special projects helped the indoor market in 2010. This higher occupancy
rate resulted mainly from the continued trend of price reduction, but also due to new small clients exploring this
media with affordable budgets.
Digital Indoor
Digital indoor refers to plasma screens distributed across networks in crowded venues.The biggest player in this
market with over 1650 plasma screens is Monopoly Media, its plasma networks (Zoom network) are placed in
extremely crowded indoor areas like: subway stations, mall food- courts, hypermarkets, airports, pubs, medical
centers, universities. The advantages of this communication channel: access to a relaxed public, out from the
rhythm and detached from the daily problems, brand/ promotion communication so close to the purchasing deci-
sion moment brings major benefts for advertisers in terms of sales.
l
The new regulations on OOH if made law in 2011, could affect some networks in the second half of the year,
but their impact on market volume might be not so important as the occupancy rates are low and other loca-
tions on private properties or special projects, or fags or even transit could absorb the budgets. Most of the
TV screen locations are also vulnerable in light of the legislation on OOH.
l
On the other hand, indoor could gain more from these regulations, but only from some smaller budgets or
targeting specifc socio-demographic groups.
l
In the long term, if the City Halls across the country are going to organize tenders to meet the new regulations,
and if the overall advertising market is going to start again its dynamic growth (accepted as a characteristic
for Romanian ad market), OOH could easily absorb the extra budgets, in a more predictable and professional
environment. Of course, such extensive turmoil in this market would favor those big operators who have the
resources not only to compete in auctions, but also to readjust their networks, to invest in new hardware and
new technologies - especially as the street furniture and even the TV screens are looking more and more
deteriorated, affecting the quality of the campaigns.
l
But the main players are still optimistic, relying on the increase of the consumption and a status quo with
no major investments, acquisitions, merging or auctions. Again they hope the second half will help save the
results, ensuring even an increase of the market by 5%, or in the worst case a decrease of around 10%.
media fact book
Overview
Cinema is a very interactive advertising channel, both on- screen and off screen. Many creative and interesting
campaigns can be developed off-screen, through different advertising campaigns like: branding of the entrance
doors of the cinema rooms, cinema rooms, pillars, employees T-shirts, popcorn bags, stairs, main entrance,
menu list, sampling at the ticket boxes and at the entrance to the cinema e.g.
The on-screen advertising allows to buy packages by estimated or guaranteed audience, by demographic criteria
or by movie title.
Cinema offers digital and 3D technology, high defnition video projection on big screens, Dolby surround and qual-
ity advertising commercials.
In 2010 cinema continued to increase in terms of admissions with a 23.3% increase, despite the number of cin-
emas declining versus the previous year.
Development of the cinema network is in direct relation to the opening of multiplexes in major cities.
General Data 2006 2007 2008 2009 2010 CHG 2010/2009
Number of active cinemas 73 72 75 74 68 -8.11%
Seats 44,643 43,057 46 782 49,871 50,733 1.73%
Admissions 2,776,516 2 928,050 3,797,586 5,279,932 6,508,747 23.27%
Gross box offce (RON) 28,279,665 34,381,413 53,114,230 86,940,607 111,640,783 28.41%
Average admissions per
inhabitant
0.13 0.14 0.18 0.24 0.30 25.00%
Average ticket price national
currency
10.19 11.74 13.99 16.47 17.15 4.13%
Source: National Centre of Cinematography
Market Analysis
Cinema City continued to grow and launched 3 new multiplex cinemas in Bucharest (Mall Berceni Sun Plaza),
Arad and Baia Mare during 2010 and one in Braila in Q1 2011.
The main players on the cinema market, covering 92% market share of audience in terms of admissions are:
New Age Media the exclusive Sales Media of Cinema City and Samsung Imax representing 47.5% market
share.
Sugar Media the exclusive Sales Media of Movieplex, City Cinema Management, Light Cinema, Odeon
Cineplex 26.47%
Hollywood Multiplex Operations (Multiplex, Cinema Pro, Lotus Oradea) 18.03%
Cinema should make you forget you are sitting in a theater.
Roman Polanski
cinema
media fact book
Major Exhibition companies
Major exhibition companies
Number of active
cinemas
Screens Admissions
Gross box
offce
CINEMA CITY ROMANIA 9 88 3,091,463 56,630,656
HOLLYWOOD MULTIPLEX OPERATIONS 3 16 1,173,690 22,318,235
MOVIEPLEX CINEMA 1 11 775,803 15,229,991
CITY CINEMA MANAGEMENT 3 11 380,636 4.495.551
ODEON CINEPLEX 1 8 305,525 4,677,205
R.A.D.E.F. ROMANIAFILM 33 34 291,231 1,934,103
LIGHT CINEMA BUCURESTI 1 7 260,922 4,679,734
CHICAGO TOUR 4 4 94,882 574,942
U.C.I.N. STUDIO BUCURESTI 1 1 51,281 443,249
NOUL CINEMATOGRAF AL REGIZORULUI ROMAN 1 1 27,489 266,727
TEATRUL MUNICIPAL ARIEL 1 1 19,884 148,280
BLISTEX TIGLINA GALATI 1 1 11,558 60,595
ELVIRA POPESCU 1 1 8,271 56,111
DIRECTIA MUNICIPALA PENTRU CULTURA ME-
DIAS
1 1 7,221 48,155
ROYAL SRL VASLUI 1 2 2,968 24,140
QUALITY CINEMA BUCURESTI 1 1 1,717 16,739
ALTI EXPLOATANT 5 6 4,206 36,370
TOTAL 68 194 6,508,747 111,640,783
Cinema City Cotroceni Bucharest was the leading multiplex in terms of admissions in 2010 with 21 screens and
1,037,638 admissions.
The most popular movies were from the USA with 89% of admissions, then European movies 8.1% and 2.7%
Romanian movies and 0.2% for other countries.
Avatar was the leading flm in terms of admissions for 2010.
TOP-5 - Admissions / Year 2010
ORIGINAL TITLE / COUNTRY PREMIERE / DISTRIBUTION ADMISSIONS
1) AVATAR
AVATAR/ US/ 2009/ ODEON CINEPLEX
610.075
2) NCEPUTUL
INCEPTION/ US/ 2010/ INTERCOMFILM ROMANIA
233.444
3) ALICE IN TARA MINUNILOR
ALICE IN WONDERLAND/ US/ 2010/ FORUM FILM ROMANIA
214.671
4) PRINTUL PERSIEI
PRINCE OF PERSIA/ US/ 2010/ FORUM FILM ROMANIA
166.630
5) SHREK PENTRU TOTDEAUNA
SHREK FOREVER AFTER/ US/ 2010/ RO_IMAGE 2000
159.118
relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio cinema
media fact book
relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio cinema
The main categories using cinema advertising in 2010 were: Beverages, FMCG, Clothing & Footwear, Telecom-
munications, Electronics, Auto, Banking and Insurance.
According SNA Focus (BRAT, based on January 2010-January 2011 release 14-64 years, urban areas) the profle
of cinema viewers is young (64.4% between 14-29 years), 51.9% male, 62.6% are not married, with 84.1% having
medium and high education and 46% of Esomar AB social status.
Other signifcant fndings from SNA Focus:
17.3% of the population went to cinema in the last month and quarter (21.9% of the population went to cinema
in the last 12 months, an increase of 7.9% versus 2009)
In terms of frequency, only 48% of admissions went to a movie at least once a month
75% of admissions usually go to multiplex even though the ticket is more expensive than for traditional cin-
emas (increased by 10 percent than in 2009).
l
Cinema City is the largest cinemas network with 10 cinemas in 9 cities. This year Cinema City will open new
cinemas in Targu Mures, Constanta and Oradea.
l
The audience for cinemas in Romania is growing with new multiplex and new technologies (digital projection,
3D technology, 6D movies)
l
Cost per thousand of admissions will fall due to the crisis and competition
l
Clients have a lot of opportunities for advertising in cinemas with many differing formats available both on-
screen and off- screen
media fact book
One of the very well known realities of nowadays marketing and media communication is that consumers are
constantly subjected to an increasing clutter of communication and messages. Asking what does the consumer
really understand and remembers of those and how well those traditional campaigns work toward increasing sales
and client database produces answers that are not very pleasant or satisfying.
As a response to that and supported by the increasing progress of technology, the last years saw a new phenom-
enon rising: the experiential marketing. Integrating elements of emotions, logic, and general thought, experiential
marketing is meant to approach the potential client or customer at experience level, producing interaction with
the brand, stimulating senses and, most im-
portantly, uniquely differentiating the brand
among its competitors.
Of course, experiential marketing requires
media usage - going to the point where
everything and anything can become me-
dia and a lot of creativity, which generates
memorable projects.
The Ice Book, for example, is a project by
the English media artists Davy and Kristin
McGuire which combines pop-up books
with black and white projections. The white
objects in the book, such as buildings or
trees, are lit up by animations which are de-
signed specifcally for this book. This effect
creates a stage made of paper in which the characters of the story, played by the two artists, act as though theyre
in a flm. The light movement also give 3D effects, which intensify this immersive experience. While The Ice Book
has in its original form a predominantly artistic component, once branded the project becomes a tool for creating
strong and memorable brand experience.
Shopping is also another important dimension where experiential marketing can produce a high level of impact.
Gomus, a music branding company based in Brazil, is developing a creative solution for clothing stores as part of
a project known as Echo. The clothing in the stores features RFID (radio-frequency identifcation) tags that play
music in the changing room to match the mood of the selected clothes.
media fact book
creative media usage
Creativity is inventing, experimenting, growing, taking risks, breaking
rules, making mistakes, and having fun.
Mary Lou Cook
media fact book
relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio creative media usage
Another examples is the adiVerse from Adidas, present in the manufac-
turers stores. This displays all the information on the brands current shoe
collection on a large sized wall projection, including pictures, product de-
scriptions, 360 views, availability requests, plus even details on technol-
ogy and marketing campaigns. Even ratings on shoes from other custom-
ers are displayed. The platform also integrates payment mechanisms, as
customers can pay for the shoes they choose on a tablet, using their credit
card or mobile payment.
Content customization is one of the most important dimensions of expe-
riential marketing. One such examples comes from the Victoria and Albert
Museum in London where visitors were presented with some highly per-
sonal posters, which featured the
comments they had made about
the artworks on display. Secret
agents were stationed by desig-
nated pieces and instructed to
listen in on what visitors said. The
agents then texted the comments
to a central hub where they were
printed as large A1 posters.
Another example of customiza-
tion comes from the Zite free iPad
app from Canada, which collects
videos, articles and music from
Twitter accounts, Google Reader
and other social networks, then
categorizes them and creates a
personalized magazine. The in-
tention is to counteract the over-
fow of information with individu-
ally compiled content. The app is
capable of continuous learning. It records user behavior and analyses
how much time people spend reading which kind of content and what
they usually just ignore. This makes it possible to improve the selection
of articles.
One experiential marketing project meant to increase retention comes
from the Shortland Street TV drama in New Zealand and it was created
in order to maintain fan interest in the off-season period of the show. By
using a Facebook app called Summer Fling, users can enjoy a fing with
one of the characters from the show. The app simulates a real-life rela-
tionship: users are given the e-mail address of their chosen character,
plus photos, videos, greetings and romantic messages that they can post
on their walls. Before the series starts up again, the virtual relationship is
ended so that the character can be restored to normality.
Consumer involvment is also possible, as shown by two examples com-
ing from the musician Mike Skinner and the cartoon movie Rango.
In the case of Mike Skinner, an interactive
music video was released, giving viewers the
chance to infuence the plot and the outcome of
the flm. The video can be seen in a collection
of short excerpts on YouTube, and viewers are
given three choices at the end of each scene
to determine how the protagonist should con-
tinue. Whats more, each new scene is backed
up by a different piece of music from the album.
media fact book
In the case of the Rango project, passers-by are incorporated into the big screen on a
storefront display. They see a mirror image of the street behind them plus the shadow
of a hawk fying above their heads chasing the chameleon Rango. Using real-time pres-
ence detection and image manipulation technology, the onlookers are blended into the
image and converted into a cartoon fgure. Users can then opt to receive a photograph
of themselves via SMS and have that image sent to Facebook or Twitter where it can be
viewed by their friends.
Experiential marketing and the creative media usage generally have an unquantifable ROI but at the end of the
day, this is not their purpose. The purpose of such project is to differentiate the brand from the clutter and increase
equity and make the brand memorable.
It is a scientifcally known fact that information linked to experience has a higher level of integration, which in the
end is the main purpose of experiential marketing and creative media usage: integration of brand into the life of
the consumer.
creative media usage
media fact book
integrated
communication services
The communication business changed a lot in the last few years and we are facing nowadays a different approach
in terms of advertising, hitting the target, make use of all media channels, inventing new ones or engaging the
consumer
Even so, the power of a network and of a solid communication group helped us in navigating on smoother waters
all through these turbulent times and weve managed to ensure a strong 360 communication mix by involving all
the capabilities of the group, be it media, creative, digital or PR
In terms of media, our sisters companies (Initiative Media and Brand Connection) proved to be reliable partners
in identifying best ingredients of a smart investment of our clients budgets, resulting in integrated campaigns with
very good results, which brought us immense satisfaction or awards and kept our clients in the leading platoon of
a multitude of categories.
Even if its about a FMCG brand or a more specifc one (e.g. healthcare) the process implies a well-thought plan
that has as main objective the optimization of clients budget in a very creative way. This was made possible by
working closely together with our media colleagues, by bringing at the same table creative, strategy, digital or PR
ideas that managed to drive business and create contagious ideas that spread among consumers and engaged
them in a very memorable way.
The inspirational and innovative approach combined with the strategic and analytical thinking put us on top of lo-
cal and international industry being capable of offering and develop strong and powerful solutions for our clients.
Oana Cociasu
Managing Director LOWE & Partners
About LOWE & Partners Bucharest
Lowes uniqueness comes from our ability to connect together, to form bespoken multicultural idea management
teams drawing on diverse talent from around the world. We have the solidity and safety of a multinational com-
pany, yet combined with great fexibility and understanding of the local market and consumer behavior. We are
proud with many of our campaigns that were developed in Romania and later exported and replicated in other
European countries.
Lowe and Partners is a modern agency network with a difference. Our clients call it reach without compromise. A
network of distinctive diverse agencies with intimacy and scale, rich in local culture, founded and grounded in our
ability to shape and share engaging ideas.
Were at our best building big creative ideas that put the brand into the heart of popular culture. We like engaging
the many not the few and we love to work in diffcult categories.
The local client portfolio of LOWE & Partners includes strong brands and successful companies amongst which:
Ferrero, Johnson & Johnson, Unilever, Bayer, BMW, Abbott, LaborMed Group and more.
Lowe is one of the leading integrated communication solution powerhouse in the local market.
media market
media fact book
integrated
Todays digital communication is about focusing on consumers, not on brands. Starting and maintaining a proac-
tive conversation with consumers is critical. Addressing the consumers at the point where they are in the brands
lifecycle and getting them engaged when they are most open to contact and conversation will create the perfect
opportunity to convert them into passionate brand infuencers.
We do not think digital is just about building websites, or running Google adWords campaigns or creating & plac-
ing many, bigger banners or, as it seems fashionable lately, about creating up a brand Facebook account.
At HyperActive we believe digital is about telling stories, creating brand experiences that start from the online
medium and naturally expand into any type of communication, be it offine media, PR, in-feld activities, a.s.o, by
building strong emotional bonds between people and brands.
In todays ever-changing business environment and consumer habits, we believe the only way to cut through the
clutter of ad messages and avoid the consumers oblivion towards aggressive unilateral advertising, is to reach
their hearts and minds, to initiate and maintain a continuous, relevant conversation with them. At Hyperactive we
believe that designing a website to be beautiful and modern is necessary but defnitely not enough.
If the websites functionality and user experience are poor, the quality and the coolness of the design alone will
fail to deliver return on clients investment.
At Hyperactive, the main focus is and will always be our clients customers.
Alex Visa
Managing Partner Hyperactive
About Hyperactive
In early 2008 HyperActive was founded. We were a hand-full of internet enthusiasts, but we meant business. In
December 2009, we have joined forces with IPGs Initiative Media and Lowe & Partners.
Today Hyperactive has a team of 29 professionals, in 5 departments (strategy, creative, media, development and
client services) servicing over 25 International and local clients.
The client portfolio of HyperActive includes strong brands and successful companies amongst which: Orange
Romania, Forever Living Products Romania, BMW, Millennium Bank, Romanian-Canadian MBA, Depozitul de
Papetarie, Siepcofar SA / Farmaciile Dona, Maguay, Johnson & Johnson.
Hyperactive excels in ROI-intensive performance projects and social engagement campaigns just as it does in
brand building and awareness platforms.
media fact book
integrated
We now live in a world where there are no secrets anymore. In national TV, in business dailies, on blogs and
forums, in Hollywood, on Wall Street or anywhere else. All public-facing organizations will come to realize they
must honestly defne who they are and then candidly tell their story. They have to be authentic. We all have to.
Anyone living in the information society is exposed to hundreds of overwhelming marketing messages every
day. The noise from branding bombardments ascends to new heights as consumers seek news or entertainment
across hundreds of TV channels, radio stations, magazines, newspapers. The sales pitches on television, radio
and print advertisements is doubled with online banners, social media engagement platforms, postings, 24/7
buzz.
The very moment consumers turn to search engines and click go, they see never-ending lists of links accompa-
nied by advertisements paid by companies that want to be matched with key words and found by their targeted
consumers. Email messages and mobile marketing notes from companies invade inboxes and fll-up memory
spaces.
To manage message overload, consumers strain and drain information, ignore messages that are out of context
and seek products and services from trusted and loved brands. They do their own research and ask their friends
and peers about personal opinions. And they rely heavily on experience sharing.
In the current social and economic context, when word of mouth plays such a signifcant role in the mix of infor-
mation sources that consumers rely on and trust as they make everyday decisions, the synergy between Public
Relations and Media as integrated disciplines becomes more obvious and understandable than it has ever been.
While word of mouth, direct experience and online media have unquestionably got the lead among the most
trusted information sources, PR and Media are stemming more than ever as a distinctive, cohesive force. Media
as the strategic brain understands in-depth consumer behaviour and can fnger-spot what the consumer thinks,
likes, dislikes, loves, hates, wishes etc. PR is, today more than ever, about storytelling. Faced with a plethora of
information fowing from both traditional and online media channels, PR specialists are as buried into marketing
messages as the next person. Yet, as experts and interpreters, PR people are profcient in organizing information,
noticing what is important, speaking in the language of the consumers, tapping into the public sentiment, telling
the right story, in the right moment, in the right universe. With effciency and measurability success milestones in
both Media and PR, in this synergy process of harmonizing best content with best channels, they have become
increasingly interdependent.
The secret with communication nowadays is to harmonize left-hand with right-hand, content with channel and to
coordinate in an orchestrated manner story-telling with story-sharing, whether its about offine media pitching or
online activism, engagement events or digital engagement venues, basically the entire bursting communication
mix.
And as the universe is shrinking and brands are becoming universal, communication instruments that we activate
each moment must revolve around the sun of globalization, a trend which we are increasingly sensing in Romania
too. The next step being glocalization.
Hortensia Nastase
Managing Partner GolinHarris Bucharest
media fact book
integrated
About GolinHarris Bucharest
GolinHarris Bucharest was born this year as a result of Lowe PR becoming an affliate of one of the most valu-
able international Public Relations networks, GolinHarris Worldwide. We are the frst CEE offce of the American
company, who owns a total 35 offces in America, Asia Pacifc, Europe and Middle East.
Having leveraged its footprint on the Romanian PR industry ever since 1994, our agency has been awarded the
prestigious title PR Agency of the Year 2010.
GolinHarris Bucharest specializes in creating communication campaigns that generate word of mouth, strong
visibility and high effciency for our clients, in all market segments and industries. We cover the entire spectrum
of communication practices: Corporate Communication, Marketing & Brand Communication, Digital PR, Financial
Communication, Internal Communication, CSR, Healthcare Communication, Public Affairs, Media Relations, Me-
dia Training, Research, Crisis Management.
Awarded and fnalist in international specialized festivals such as European Excellence Award and Sabre Awards,
GolinHarris Bucharest cherishes its portfolio of high value clients such as Electrolux, RBS - Royal Bank of Scot-
land, Franklin Templeton Investments, Unilever, Johnson&Johnson, Schneider Electric, Ferrero, Orange, Century
21, Hasbro, Architected Business Solutions, Frey Wille, Crucea Rosie Romana.
media dictionary
Advertorial
It is a subtle form of communication, used in print, by
which the strengths of the advertisers brands are com-
municated in an editorial format. The feature is clearly
marked as an advertisement. It should be in line with
the editorial style of the publication.
Affnity Index
Is a media planning effciency indicator. It shows how a
specifc program / medium performs against a specifc
target group compared with a reference target group.
E.g., for TV, the specifc target group of a brand (ex-
pressed as TRP) versus a broader, reference target
group e.g. All Urban, that is the buying TA (expressed
as GRP). The affnity index = TRP/GRP*100 and it
should be higher than 100 in order to optimise the TV
buying.
Agency Commission
The fee claimed by an agency for the advertising ser-
vices delivered to advertisers. It can be calculated as a
A percentage of the net cost of the advertising budget
or as a fxed yearly amount.
Audience
The number of homes / individuals in a specifc target
group viewing, listening to or reading a particular me-
dia vehicle.
Audit of Circulation
Detailed circulation analysis run by a specialised au-
dit company, for one publication. This information be-
comes public and is a useful working tool for the pub-
lications themselves, media agencies and advertisers.
Average Frequency
The average number of times the members of a target
audience are exposed to the advertising message dur-
ing a given period of time.
Barter
A station / publication is offering its adtime / adspace in
exchange to other merchandise. Instead of selling the
program to a station, its supplier gives the program to
the station in exchange for commercial time during that
program or during other programs of the station.
Billboard
American term for either the advertising on poster
boarding or the sponsors mark around a television
programme (usually static company logo).
Bleed
For print placing an ad to the edge of a page, leaving
no margin.
Circulation
Number of copies of a given issue of a publication that
is distributed, either paid or for free.
Client Volume Discount (CVD)
A further discount for those advertisers that achieve
specifc expenditure levels with a media owner / sales
house.
Clutter
There are 3 main types of advertising clutter:
The overall market clutter the total number of ads
seen or heard by a person;
The competitive clutter the total number of ads
seen or heard by a person for competing brands;
The media vehicle clutter the length of each TV
break or the number of ads contained within a publi-
cation.
Commercial Break
Is a break in a TV or radio transmission during which
ads are broadcast.
Competitive Analysis
A periodical (monthly, quarterly, yearly) monitoring of
the competitive advertising activity: ad-spend, cam-
paign period and weight, channel mix, strategy & tac-
tics etc.
Cost per Thousand (CPT)
The cost of achieving a thousand contacts with readers
/ viewers / listeners.
Cost per Rating Point (CPP)
The cost of a media vehicle (or media schedule) to
reach one rating point (1%) of the specifc audience.
Commercial
Any announcement that is broadcast with advertising
purpose, an advertising spot.
Coverage
The proportion (expressed as %) of a target audience
that has any opportunity to see / hear the specifc ad.
Daily Monitoring
Daily follow-up of an ongoing TV campaign, to keep
it within the planned parameters: spot broadcasting,
update of audience performance (GRPs, TRPs) vs.
planned, budget status supplementary spots are
media fact book
Traditional Media
relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affnity atl btl creativity public relations performance specialists strategy economy radio media dictionary
added if the budget under-performed or budgets are
cut if the budget over-performed.
Day-Part Segments
Time bands associated with levels of audience deliv-
ery. For the Romanian market the standard day-parts
are:
Day Time: 07:00 16:00
Access Prime Time: 16:00 19:00
Prime Time: 19:00 23:00/24:00
Late Fringe: 23:00/24:00 25:00
The day parts may vary from station to station and/or in
weekdays and weekend.
Diary
A log kept by members of a consumer panel to record
their viewing, listening, reading, purchase, consump-
tion and other lifestyle habits etc. Used currently for
radio, press, consumption study.
Double Page Spread
Two full pages of immediately adjacent advertising.
Effective Frequency
The level of coverage and frequency calculated to de-
liver the optimum awareness / sales performance for a
given creative / campaign.
Effective Reach
The percentage of the target that is exposed to the ad a
suffcient number of times to produce a positive change
in awareness, attitude or purchasing behaviour.
Effciency
The relationship between circulation / audience and
cost, most commonly expressed as Cost Per Thou-
sand (CPT).
Equivalent
In TV and radio, the advertising expenditure, CPT de-
livery for each commercial length is often expressed as
an index on 30 or 30 equivalent. For Romanian TV,
the standard cost indices are:
10 15 20 25 30 35 40 45 50 55 60
50% 70% 80% 90% 100% 120% 150% 170% 180% 190% 200%
Flight
Period of advertising activity.
Flowchart
A yearly calendar of client media campaigns. It shows
the active periods by medium, by brand / product, and
the campaign phasing. It is the graphic representation
of the annul strategy.
Gross Rating Point (GRP)
The sum of ratings achieved by a specifc media ve-
hicle or schedule. 1 GRP = 1% of the target audience
having at least one opportunity to see the commercial.
GRP is a general media currency.
GRPs = Net reach x OTS.
Gross Expenditures
Refers to rate card budget, with no discounts, taxes or
agency commission applied to it.
Guaranteed CPP
Is the dominant TV sales policy on the Romanian mar-
ket. The cost for placing a spot results from the amount
of rating points recorded by that spot.
The net/net cost of a spot = Cost / Point (All urban) x
Number of rating points recorded. Based on the bud-
get committed by a client to a TV station, on the share
it represents of the total etc, the agency negotiates a
Guaranteed CPP with the media owner, for that client.
Guaranteed GRP
The station commits to deliver a specifc amount of au-
dience GRPs for a certain campaign.
Horizontal Road Blocking
Placing a TV or radio commercial at the same hour on
different channels. It builds the reach of a campaign.
Implementation Planning
Producing a detailed media plan that is to be bought
within any given market, following the media strategy.
Impression(s)
The actual exposure of an individual from the target
audience to the advertisement.
Media Fragmentation
Increase in the availability of media choice. The pro-
cess can be seen through the increase in the number
of print media titles, and more recently through the rise
in the number of television channels (such as satel-
lite broadcasting, cable). The media support becomes
more targeted on a narrower niche.
Media Vehicle
Any advertising carrying medium such as television,
a magazine or an outdoor site.
Media Plan
A detailed media schedule containing the list of spot
/ print layout placements for a period of time (TV sta-
tion / title, date, day, program, time, ad break / page
number), estimated GRPs and costs. The media plan
refects the implementation of the media strategy.
Net/Net Expenditure
Rate card minus all the discounts and benefts;
Net/net Cost/GRP x Rating of the program.
Net Expenditure
Net/net plus the agency fee and the health and cinema
taxes, but excluding VAT.
Net Reach
Is the percentage of the target audience that was
reached by the message at least once during a period
of time (e.g. a 4-week campaign).
Net reach is target audience coverage at 1+.
Net reach = GRPs / OTS.
Optimisation
A method of schedule planning / building using a com-
puter program to produce an optimum schedule ac-
cording to criteria set by the planner / market.
media fact book
media dictionary
media fact book
OTS / OTH
The opportunity to see / hear an advertisement by the
target audience during a period of time (e.g. a 4-week
campaign).
OTS = GRP / Net reach.
Panel
Sample of people who are used for regular (keep
diaries, PM etc.) or periodic (repeated interviews) re-
search. The advantage of panels is that they allow the
tracking over time of viewing, listening or product con-
sumption.
People-meters
Advanced monitoring tools that record the status of the
TV sets within a panel household, by member of family,
on a continuous basis.
Phasing
Strategy of alternating the weekly weight of a cam-
paign in order to obtain greater media effciency.
Post-Buy Analysis
The evaluation of a schedules achievements after its
running, compared to the planned level. The analysis
covers TRP and GRP performance, OTS, coverage
and frequency, airing time, the actual position in break,
analysis of the used TV channels and programs, trends
etc.
Premium Positioning
Preferential placement of ads in specifc media e.g. for
print, positioning might mean the placement of the ad
to face editorial, on the right page, on the back cover
or inside cover etc. For TV, this might mean the choice
of the break or the choice of the position inside break
frst / last etc.
Rate Card
A mediums price list. Rate cards are issued periodical-
ly and show the prices charged for various timeslots,
programs, press modules.
Rating Point
The percentage of audience recorded by a particular
program / issue of a publication.
1 rating point = 1% of a target group reached by that
program.
Readers per Copy
The average number of persons that read a copy of a
publication calculated by dividing average readership
of an issue by circulation.
Outdoor Site
An outdoor location where one or more poster panels
are placed.
Share of Audience
The percentage of a viewing audience watching one
channel out of all the TV viewing, at a given period of
time.
Share of Expenditures (SoE), Share of Spend (SoS)
The brands or group of brands advertising weight ex-
pressed as a percentage of expenditures of a defned
total market or market segment, in a given time period.
Share of Voice (SoV)
The brands or group of brands advertising weight ex-
pressed as a percentage of GRPs, number of pages,
of poster sites etc. of a defned total market or market
segment, in a given time period.
SNA FOCUS
It is a consumption survey based on the already estab-
lished SNA research. The research objectives: obtain-
ing comprehensive information about media penetra-
tion, products and services purchase patterns and the
socio-cultural behaviour. It is a syndicated research,
controlled by the advertising industry (BRAT).
Solo Spot
An advertisement placed in the middle of a TV pro-
gram, without being announced as advertising. It re-
cords the rating of the program and has maximum
impact. Its cost is higher than regular advertising. By
CNA decision, a TV station may broadcast maximum
two solo spots per day.
Strategic Media Planning
Providing a media solution to marketing plans, estab-
lishing communication goals, media choice, seasonal-
ity and targeting.
Target (universe / audience)
The people or the market a campaign aims to reach.
Target Rating Point (TRP)
Is the percentage of audience recorded by a program /
issue of a publication against a particular target group.
1 rating point = 1% of a target group reached by that
program.
Universe
A group of people whose total number represents the
ultimate potential reach of a piece of activity (advertis-
ing, research etc) e.g. All housewives.
Vertical Road Blocking
Placing a TV or radio commercial on various timeslots
on the same channel, on the same day. It builds the
frequency of a campaign.
Weight
The size of the advertising burst or campaign mea-
sured by the GRP delivery.
media dictionary
media fact book
Ad Server
A computer, normally operated by a third party, that
delivers and tracks advertisements independent of the
web site where the ad is being displayed. Use of an
ad server helps establish trust between an advertiser
and publisher since the statistics are maintained by a
objective third party.
Banner Burnout
A term used to describe an event when a banner has
been shown to the same visitor(s) to the point where
the click through rate has dropped dramatically. Rotat-
ing banners helps to reduce banner burnout.
Broadband - or high-speed Internet access allows us-
ers to access the Internet and Internet-related services
at signifcantly higher speeds than those available
through dial-up Internet access services. The Federal
Communications Commission (FCC) generally defnes
broadband service as data transmission speeds ex-
ceeding 200 kilobits per second (Kbps), or 200,000 bits
per second, in at least one direction: downstream (from
the Internet to computer) or upstream (from computer
to the Internet).
Clicks
The number of click through that have occurred as a
result of a user clicking on a banner and being redi-
rected to an advertisers web page.
Click Through Rate
The percentage of impressions that resulted in a click
through. It is calculated by dividing the number of clicks
by the number of impressions. For example if a ban-
ner was click on 13 times after being displayed 1000
times, the banner would have a click rate of (13 1000
= .013 ) 1.3%. This is also commonly known as a ban-
ners click rate.
CPM
Cost per thousand (CPM) is one of the online payment
models by which advertisers pays for every 1000 im-
pressions of their advertisement. Prices typically range
from $1 to over $50 per thousand impressions. This is
an ideal method of payment for advertisers who want
to guarantee only the number of people who sees their
banner. The M in CPM is from the Roman numeral
for 1000. The Roman numeral M was derived from the
Latin word mille meaning thousand.
xDLS - eXtensible Distance Learning System.
Frequency
A term used to describe the number of times the same
advertisement is shown to the same visitor during a
particular session or time frame. This can be accom-
plished through the use of cookies.
House Ads
A type of banner advertisement that a web site pub-
lisher runs in an ad space when no paying advertise-
ment is available to fll the space. Typically flled with an
advertisement promoting one of the web sites services,
products or features.
Impressions
The number of times a banner ad was requested and
presumably seen by users. It is often hard to obtain an
accurate impression count as they can be undercount-
ed due to issues relating to cache or over counted due
to requests that were not completed.
Inventory - The number of ad spaces available for sale
on a web site during a certain time frame. Determined
b uy taking into consideration the number of advertise-
ments on a page, the number of pages with advertise-
ments and the number of page views during a specifc
time frame.
Island Position
An advertisement that is completely surrounded by
editorial material with no adjoining advertisements to
compete for the audiences attention.
Landing Page
The page on a web site where one is taken after click-
ing on an advertisement. While this can be any page,
it is often a page designed to expand on the service or
product mentioned in the initial advertisement.
WAP
Wireless Application Protocol- is a specifcation for a
set of communication protocols to standardize the way
that wireless devices, such as cellular telephones and
radio transceivers, can be used for Internet access, in-
cluding e-mail, the World Wide Web, newsgroups, and
instant messaging.
Digital Media
notes
media fact book
Initiative Romania
17 Ceasornicului Street, Bucharest, Romania
T +4021 301 01 00 F +4021 301 01 99
www.initiative.com

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