“We expect the local media market to top the EUR500 million mark by the end of 2020, for the first time since 2008. Spending follows the evolution of media consumption in its long-term transition to a digital-centric and on-demand landscape and the growth rate is slowing as the country’s economy in slowing,” said Alexandra Olteanu, managing director of Initiative.
In 2019, investments in TV advertising grew 5% on the year, to EUR315 million.
The biggest growth was on the digital market, of 17%, to EUR99.1 million.
The OOH market grew 5%, to an estimated EUR32.2 million, while the radio market grew an estimated 10%, to EUR28.3 million.
For 2020, Initiative estimates the TV advertising market will grow 2.5%, to EUR323 million, digital is seen growing 16%, to EUR114.5 million, radio is seen growing 8%, to EUR30.6 million, and OOH is seen growing 5%, to EUR33.8 million.