In 2010, the local media market dropped in value by 9%, to EUR316 million, below its level in 2006. The print segment was the most affected, as its advertising revenue dropped by 30%, compared to 2009, followed by the outdoor (-20%) and radio (-16%) segments. The television segment’s ad revenue shrunk only 6%.
On the other hand, the online segment’s ad revenue increased by 30%, compared to 2009.
Last year, television revenue dropped to EUR209 million, but its share of the total media investments increased to 66%.
The print and the online segment had similar revenues – EUR26 million. Some papers moved online, while others shut down. To improve revenue, publishers used aggressive marketing tactics, such as launching the first 3D print editions.
Radio also tried to adapt to the new market, by launching new programs, PR activities and strengthening its online presence. In 2010, radio attracted advertising investments worth EUR21 million, down 16% compared to 2009.
Retail and telecom companies were the main investors in outdoor advertising in 2010, as the segment’s ad revenue was only EUR33.5 million, down 21% from the previous year.
According to Initiative’s estimates, combined advertising investments will continue to drop in 2011, but only by around 3%, and the market should return to growth by 2012.
The Media Fact Book is an analysis of Romania’s media and advertising market, published yearly since 1997 by Initiative.
Initiative is a member of the Interpublic Group of Companies and affiliated with Initiative Worldwide. In Romania, Initiative is a member of the same group as Lowe&Partners, Brand Connection, GolinHarris, HyperActive and Medic One. Initiative’s presence on the local market spans 17 years and its clients include Orange Romania, Ferrero, Bergenbier, Millennium Bank, Johnson&Johnson, Provident Financial, BMW, Supreme Group, KIKA.