MFB2008

media fact book
ROMANIA
2008
media fact book
ROMANIA 2008
This book is a product of Initiative Romania.
In putting together the Media Fact Book we have
used audience data and information supplied by
The Romanian Association for Audience Measurement (ARMA),
The Romanian Bureau of Circulation Audit (BRAT),
The Romanian Association for Radio Audience Measurement
(ARA), TNS-AGB INTERNATIONAL, Alfacont, GfK Romania,
Mercury Research, IMAS, Initiative Moldova (Evghenii Crecesco)
ARBOmedia, netBridge, CableDirect,
Hollywood Multiplex, International Advertising
Association (IAA), The National Audio-Visio Council (CNA),
The National Institute of Statistics (INS) and
The National Bank of Romania (BNR).
Acknowledgements to the following members of the team
who significantly contributed to this book:
Octavian Popescu, Alexandra Olteanu, Nicoleta Florescu,
Maruan Trascu, Cristina Chinde, Laurentiu Pop,
Rodica Caraghina, Marcela Tuila.
INITIATIVE MEDIA S.A, Bucharest, 2008
All rights reserved
This publication is protected by copyright.
No parts of this book may be reproduced without the prior written
consent of the copyright owner.
Readers should understand that the data contained
in the Media Fact Book is as actual and accurate as
the sources could provide it.
Your comments and suggestions are welcomed as
a valuable input for the future issues of this book.
www.initiative.com
table of contents 1
editors foreword 3
about initiative 5
media market 6
media research 10
television 16
radio 22
press 30
outdoor & indoor 61
cinema 65
internet 68
new media 73
romania - economic
landscape 76
professional
associations 81
legislations
and taxes 87
the national
audio-visual council 99
moldavian
media market 100
media dictionary 108
It seems 2007 has brought a new media jargon in our business vocabulary where Television is regarded.
Its the program break and occurs whenever a trailer of advertising is paused by a program window.
Weve gotten this far in 2007.
Television seems to have abandoned its original aim to provide news, entertainment and education for
the mass audience in order to become a 24/7 advertising broadcasting service.
In 2007, except for Jan, Feb, Jul, and Aug, the ad loading at the top five commercial channels, in Prime
Time, reached nearly 14 minutes per hour of program in Prime Time.
The legal limitation for broadcasting advertising had been exceeded at times by as much as 148%,
translating into a 31 minute ad break.
Is it then a wonder that people dont watch TV as much as they used to? The most sought-after age
segment for advertisers 18-49 has spent ca. 9% less time watching TV than they did a year ago.
Can broadcasters afford to further alienate this goldmine?
One way to turn the trend around is to invest if the single, most popular sport amongst Romanian public:
football. Its been an amazing battle over the rights to broadcast various football competitions. Only few of
many in need to make football the driving force behind their trailing audiences succeeded to secure those
rights.
Less audience means less GRPs to sell, which in turn means more spots, for each advertiser has to
reach its objectives.
Price is just one lever in regulating these anomalies.
Did you notice that more audience migrates from the major, generalist channels towards the specialty
ones?
They seem to be able to respond to publics need to watch programs they prefer, which are paused by
advertising instead of the other way around.
Programming should be the other lever in keeping the audience tuned in and generalist channels should
find a way to achieve that.
It is no easy job as at end of 2007 some 38 channels were selling advertising. In the beginning of 2008
this number already jumped up to 42.
2007 started on a very optimist note when assessing the budgets in the market, despite the high inflation
and the reduced inventory from the major TV groups. It turned out the market could no longer sustain an
estimated 40% growth and so in the end the TV market grew by 35%. For 2008 we estimate a growth of
ca. 25% of the TV market.
The market growth will relent further in 2008 along with the increasing audience fragmentation and
clutter.
In contrast with the calming growth of traditional media, online keeps thrusting ahead as the inventory
is increasing in both quantity and diversity and the Internet penetration is rapidly expanding within 18-49
age groups.
In 2007 the most active spending category in online was Banking/Finance.
In 2008 we expect online to maintain a 50% growth rate as well as into the following 3 to 5 years.
The e-revolution is not here yet, but its not too far away either.
All in all, after a 32% growth in 2007, a media market growth of nearly 22% of is expected in 2008 to a
total of ca. 590 Mio , of which TV will take some 385 Mio , Print 90 Mio , Outdoor 70 Mio (including
Digital Outdoor and Indoor), Radio 38 Mio and Online ca. 15 Mio .
Obviously, the media market has passed the maximum growth moment and is slowly maturing, price
inflation is cooling down, ownership consolidation is occurring in almost every market segment, be it TV,
Outdoor, Print, Radio or Online, media audit companies are increasingly involved in the business,
competition for content is more acute than ever while margins are shrinking.
Efficiency, accountability, innovation, team stability and responsible service delivery will make the
difference in the market place.
Initiative is here doing just that.
Enjoy this edition and let us know what you think.
Initiative Team
3
www.initiative.com
editors foreword
Dear reader,
Initiative Romania is affiliated to Initiative Worldwide, part of Interpublic Group of Cos (IPG). Along with
other reputed agency networks such as Lowe & Partners Worldwide, Lowe PR and Brand Connection, all
part of IPG, Initiative Worldwide is a truly global network, offering capitalised brain synergy, innovative and
effective consumer approach in more than 51 countries on 5 continents.
Initiative Romania started operations 14 years ago as the first true media management specialist
company in the market. Currently the 3rd largest media agency in Romania, Initiative focuses on offering
its clients thorough brand and marketing thinking, innovation through deep understanding of the modern
consumer touch-points, negotiation power, commitment on delivery and measurable performance.
The client portfolio of Initiative Romania includes strong brands and successful companies: Orange,
Johnson&Johnson, BMW, Millennium Bank, GlaxoSmithKline, Pernod Ricard, MOL Romania, Sarantis,
Georgia Pacific, Carrefour (commercial galleries), Provident Financial, Power Horse, Kika, Reinert etc.
Initiative Romania provides the whole range of media services: quantitative research, media strategy,
conceptual planning, implementation planning, buying, special media projects (event and media
sponsorship, product integration, etc).
Initiative Romania offers enhanced quality standards through usage of top-of-the-range proprietary tools
aimed to better determine the optimum investment required to achieve the communication objective.
Initiative Romania offers added value:
Media Landscape quarterly analysis of the media market;
Media Fact Book starting 1997, Initiative Romania is the exclusive publisher of this media annual
guide, unique on the Romanian market. In 2007 Initiative, celebrated the 10th annual edition of the
Media Fact Book.
Wireless communication portal aimed to improve the efficiency and smoothness of information
management and client communication.
Media training Presentation of media basics (terminology, methods) and on-the-job training in
Initiatives office.
Media PR Initiative provides media coverage to PR events organised by clients, upon request and
project specifics.
Outdoor Mapping providing clients a better campaign management
Digital concept & design management offering clients integrated digital solutions by managing the
entire process from ideation, concept and design to media buying, planning and implementation of
digital campaigns..
2007 was a dynamic year of growth for Initiative, the business increasing by 36% over 2006.
We put forward to our clients a solid team of experienced media professionals with a deep understanding
of clients marketing communication needs and advanced knowledge of efficient and creative planning
and buying.
We are committed to create value for brands by engaging consumers at best prices.
Find out more about Initiative Romania at www.initiative.com, call at +4021 301 01 00 or write to us at
office@ro.initiative.com.
5
www.initiative.com
about initiative
Overview
The Romanian media market has grown in size and diversity in recent years. Despite that the largest budgets
were allocated primarily to television, all other media such as outdoor, internet, radio and press kept growing
and diversifying in keeping with the general development of the market over the past few years.
The media landscape is characterized by:
Media pricing inflation
Rapidly increasing advertisers base and the subsequent demand for inventory
Media fragmentation
Decreasing inventory on main TV channels
Lack of quality inventory in on-line, radio, OOH
Sold out during Q2 and Q4
In 2007, the Romanian media market grew in net value by 32%.
The fastest growth belongs to the Internet. Initiative estimates a 50-60% increase of the on-line spend
compared to 2006. According to the World Association of Newspapers (WAN), the on-line advertising revenues
increased by 32% in 2007 and by more than 200% in the 4 years period 2003-2007.
Ad-spend has increased also in the Print market; in 2007 we estimate 11% increase of the net ad spend,
compared to last year.
For the International market a similar increase of the ad spends is recorded, especially for free sheets and
on-line journals. WAN estimates that the worldwide revenue from on-line newspaper advertising will double
over the next five years to reach 12% of newspapers total revenue.
Graph 1: Total net Ad-spend by medium (Mil ) 2003-2008 - Initiative Estimation
www.initiative.com
media market
Advertising is the art of arresting the human intelligence
just long enough to get money from it.
Chuck Blore, a partner in the advertising firm Chuck Blore & Don Ruchman, Inc.,
quoted by Ben H. Bagdikian, The Media Monopoly, Sixth Edition, (Beacon Press, 2000)
In Romania, the most visited websites are those of newspapers, top ranking being Gazeta Sporturilor, Prosport
and Libertatea. It is worth mentioning that www.gsp.ro contributes with a important percent to newspapers total
revenue.
On the International market, the Press market outperforms Television, with 41% market share. Despite that,
in Romania, television remains the medium attracting the largest budget share (65%). Initiative estimates an
increase of the TV net ad spend by 36% versus 2006.
The main media groups increased their benefit from a lucrative TV market by launching new channels. The
biggest launch was that of Kanal D by Dogan Media. Intact launched Antena 2 and Realitatea group launched
the niche channel Romantica. Media Pro re-launched TV Sport as Sport.ro and acquired MTV license in 2008.
For print market, 2007 was marked by important acquisitions, sales and launches of titles. The most important
were the acquisition of Pro Sport newspaper by Publimedia and the transfer of two lifestyle titles - Playboy and
Maxim - from Media Pro Group to Attica Media.
In 2007, the total Radio net ad-spend increased by 31% vs. 2006, reaching 30 million . The increase is due
to increasing budgets allocated towards the biggest radio networks, there generating sold out situations almost
all across year and inducing cost inflation.
Worldwide radio ad-spend tends to decrease while in Romania we estimate a similar market share for Radio
as in 2006 (6 %+).
At international level, the Outdoor market attracts ever increasing budgets, its growth rate being surpassed
only by Internet. On the Romanian OOH market the increasing trend continued in 2007. The OOH market
growth rate is estimated at 28% versus 2006 and was stimulated by the general development of advertising
market.
Despite that 2007 was the starting year for banning of tobacco advertising, the demand exceeded the
inventory available in some periods of the year.
In 2007, Cinema accounted for 0.2% of the total net media spend (under 1 Mio according to Initiatives
estimation).
7
www.initiative.com
media market
Graph 3: Market share in 2007 (net ad-spend by medium)
Source: Initiative database
Graph 2: Market share in 2006 (net ad-spend by medium)
Source: Initiative database
www.initiative.com
media market
Top 10 Categories in 2007 vs. 2006 - all media (TV, Press, Radio) - Rate Card Budget
2006 2007
Category Exp. (000) Category Exp. (000)
Mobile Telecomunication Services 233,465 Cosmetics 480,161
Beer 229,126 Hair Care 434,801
Cosmetics 216,487 Banking & Insurance Services 423,019
Hair Care 206,192 Mobile Telecomunication Services 349,907
Cars & 4x4 Vehicles 173,651 Beer 297,126
Milk Products 172,267 Laundry Products 290,433
Medical & Optical Products & Services 163,145 Hygienics 286,450
Hygienics 159,166 Household Cleaners 275,810
Laundry Products 150,956 Medical & Optical Products & Services 268,671
Carbonate Soft Drinks 149,339 Milk Products 252,564
Source: TV TNS AGB INTERNATIONAL, Press and radio: AlfaCont
Top 10 Advertisers in 2007 vs. 2006 - all media (TV, Press, Radio) - Rate Card Budget
2006 2007
Advertisers Exp. (000) Advertisers Exp. (000)
Procter & Gamble 260,380 Procter & Gamble 526,909
European Drinks & Foods 194,977 LOreal 345,859
Unilever 146,353 Unilever 315,663
LOreal 138,409 European Drinks & Foods 188,160
Danone 124,600 Danone 177,601
Kraft Foods Romania 114,570 Coca-Cola Co. 163,681
Coca-Cola Co. 92,963 Colgate Palmolive 143,341
Quadrant Amroq Beverages 88,433 Kraft Foods Romania 134,301
Henkel 81,762 Henkel 128,939
Nestle Romania 79,558 Nestle Romania 120,204
Top 10 Brands in 2007 vs. 2006 - all media (TV, Press, Radio) - Rate Card Budget
2006 2007
Brands Exp. (000) Brands Exp. (000)
Danone 115,539 Danone 189,594
Orange 71,165 LOreal 180,115
Garnier 62,044 Garnier 162,421
Connex/Vodafone 60,330 Nivea 120,498
LOreal 56,561 Vodafone 102,784
Pepsi 53,112 Orange 92,124
Jacobs 51,405 BCR Erste 78,751
Cosmote 51,176 Jacobs 76,521
Nivea 40,599 Cosmote 68,392
Germanos 38,769 Colgate 64,793
Top Investors 2007 vs. 2006
In last two years the biggest categories were
primarily belonging to the FMCG sector; however,
some top-spending categories switched emerged
in 2007. Thus, Cosmetics category climbs two
places and leads the 2007 ranking. It is followed by
Hair Care and the Banking & Insurance Services.
Actually, 2007 was the year with important
investments in Insurance category.
Beer category went down to 5
th
position in top.
Carbonated Soft Drinks and Cars/4x4 vehicle
categories went out of the Top 10.
2007 was a good year for Laundry products and
Household Cleaning categories. Mobile tele-
communication services keep a similar market
share, around 5.6%, but falls on to 4
th
place.
Top 10 categories cumulate 54% of total
ad-spending.
As for advertisers, P&G maintains the leading position from 1999 through to 2007, with the biggest TV
budget. LOreal climbs on second place and Unilever maintains its 3
rd
position in top. Quadrant Amroq
Beverages goes out of top and Colgate Palmolive is a new entry, going directly to the 7
th
place.
9
www.initiative.com
media market
Perspectives 2008
According to Initiatives estimation, the total net ad spend will increase by 23-24%. The growth rate will
slow down in the forthcoming years, until Romanian media market will reach a growth rate of 5-8%, in line
with the developed markets of Western Europe (5-7 years).
TV remains the strongest media channel. In 2008, we estimate TV will attract 66% of all advertising
revenues, roughly 383-385 million net.
The press spend will maintain an ascending trend in 2008 mostly due to election campaigns (+10% net)
Despite the descending trend of its audience, radio ad spend is expected to grow in 2008
by ca. 26%.
In 2008, the increase rate of the net OOH ad revenues is estimated at 18%.
The Indoor market will continue its development at a higher rate than other media. We estimate a 40%
growth for this media by end of 2008, due to diversification and emergence of new locations inside malls
and hypermarkets.
The Online advertising continues to grow by 50-60% annually. The main investing categories will be:
Banking/Finance (the Financial services category became leader in 2007, surpassing Telecom),
Telecommunications, Automotive, IT&C; a significant budget growth will involve the FMCG category
(personal care, food and drink) followed by Online Retail, Tourism.
For 2008 we estimate the Cinema advertising revenue will remain constant. The main obstacles
responsible for slow development of cinema advertisement are:
Low number of cinema halls
Inconsistent development of cinema network 7 counties were cinema halls do not exist while most
are concentrated in Bucharest
Escalating price of cinema admission
High rate of piracy for new released movies
Competition of home-cinema viewing.
Even if currently the Romanian media market is geared towards traditional media we can notice a fast
growth of new media. The development of mobile advertising is hindered by the lack of technical
capabilities. We expect the two important GSM operators in Romania, Orange and Vodafone, to cater to
this market by implementing specialized mobile platforms.
Top 10 Brands in 2007, by medium - Rate Card Budget
Television Exp. (000) Press Exp. (000) Radio Exp. (000)
Procter & Gamble 529,508 Orange 8,983 Orange 4,173
LOreal 347,808 Vodafone 7,565 Group Renault 3,807
Unilever 317,547 LOreal 5,774 Vodafone 3,764
European Drink & Foods 191,876 BCR Erste 5,055 Romtelecom 2,585
Danone 171,070 Romtelecom 4,348 Tiriac Group Auto 2,554
Coca-Cola Company 164,122 Unilever 3,540 Romaqua Group Borsec 2,372
Colgate Palmolive 144,269 Procter & Gamble 3,145 Carrefour 2,192
Kraft Foods Romania 134,494 Beiersdorf Romania 2,897 Eurial Invest/Trust Motors 1,592
Henkel 129,651 Petrom 2,673 BCR Erste 1,501
Nestle Romania 121,125 Porsche Romania 2,656 Coca Cola Company 1,495
Source: TV TNS AGB INTERNATIONAL, Press and radio: AlfaCont (media barters were excluded)
Press continues to be dominated by the Mobile telecommunication category. Banking services
considerably increased their total spend. Banca Comerciala Romana was the most important advertiser
in its category due to the re-branding process under Erste Bank management.
Research is increasingly developing reflecting the
sophistication of the advertising and media tools
and processes. Started just a few years back, local
research tends to get aligned to European
standards. Reliable and complex audience
measurement, industry-standard studies have been
already established for television, press and radio.
October 2001: the launch of the national TV
people meter system.
October 2002: the launch of the National
Readership Survey (SNA) for press.
2003: IMAS and Mercury Research were
appointed to deliver radio audience data.
January 2004: the establishment of the new TV
panel based on 1,150 HHs (vs. 750 initially).
June 2004: the launch of the first wave of radio
audience data.
October 2005: the launch of the first wave of
SNA FOCUS (audience and consumption data).
October 2006: the deliver of the first results of
SNA FOCUS
November 2006: BRAT organized the first tender
for the technical solution of the future IAM.
September 2006 - January 2007, ARMA
organized the tender for the company which shall
provide SNMATV for ARMA members starting with
January 2008.
January 2007 - GFK was appointed as the official
supplier of TV audience data for period 2008-2011.
Other participants to the tender were
MediaResearch Czech Republic and TNS AGB
International.
September 2007 - IMAS and Mercury Research
were announced as the official suppliers for radio
audience data for period 2008-2011.
October 2007 - BRAT deliver for the first time the
results for the traffic measurement according to the
SATI system. BRAT provided to the members an
application, available online, for the usage of these
data.
November 2007 first event dedicated to Indoor
Romanian market Indoor 2007
Acknowledging the importance of media research
in building a competitive and professional
advertising market, Initiative is an active member of
all relevant associations supporting the
implementation of audience research tools.
Accordingly, Initiative uses all media research tools
available as industry standard.
Audience measurement
1. TV
1.1. TNS AGB International - National TV
Audience Measurement Service (SNMATV)
In 2003, TNS and AGB Group, two of the largest
TAM operators in the world created a joint venture.
TNS AGB Intl is the exclusive provider of TV
audience data on the Romanian market.
The data supplied by TNS AGB International
became the unique currency used by television
stations, media agencies and advertisers in their
media transactions, given the reliability,
independence and transparency of the
measurement system.
The universe is all individuals aged 4 and over,
living in private households having at least one TV
set, without distinction based on race, language,
nationality or socio-economic status.
The national panel includes 1,150 households
(around. 3,000 individuals) and representative as
such for the total population of 21.6 million.
The size and the composition of the universe are
annually established through Establishment
Surveys.
There are control procedures aimed to ensure the
panel is according to standards:
The panel activity has been developed with
the supervision of the Members Technical
Committee (representatives of agencies, TV
stations and advertisers).
Members are informed about the technical
parameters of the service (Panel Management
Report, Quality Report, Work Order etc.) on a
monthly basis.
Features of the service:
The households in the panel are equipped with a
TARIS 4900 or TVM2 people meter device. Where
a telephone landline is not available, the polling
operation is performed through GSM modems. In
September 2007, TNS AGB INTERNATIONAL
started to monitor digital TV and used latest type of
people meters, TVM5. Thus, the panel included 70
households with digital reception.
Minute by minute viewing data is delivered the
following day (by noon on workdays). The data for
weekend is delivered on Monday and the data for
public holidays is delivered the next workday.
www.initiative.com
media research
Research is to see what everybody else has seen and to think what
nobody else has thought
Albert Fzent-Gyorgyi (Hungarian Biochemist, 1937 Nobel Prize for Medicine, 1893-1986)
Pollux is the systems employed for the
management of the TV panel. The system includes
the following modules:
Panel management
Data validation
Weighting
Quality report
Software:
InfoSys TV is an integrated analysis system:
Day part Analysis
Program Analysis
Commercial Monitoring
Audience Profiles
Graphical Reporting
Planning & Optimization
TV Monitoring Service records and publishes
detailed information on TV programs and
commercials aired.
At the end of 2007 Audience and Monitoring data
are available for 38 TV stations: TVR 1, TVR 2, Pro
TV, Antena 1, Antena 3, Euforia, Acasa TV, Prima
TV, Kiss TV , UTV, Jetix, Discovery, MTV Romania,
B1TV, Realitatea TV, Minimax, National
Geographic, TVR Cultural, Sport.ro, Telesport,
National TV, Pro Cinema, AXN, OTV, N24, Senso,
Favorit TV, Hallmark, Sport Klub, Romantica,
Eurosport (from 1
st
February), MGM (from
5
th
September), Kanal D (from 18
th
February),
Antena 2 (from 9
th
April), Etno TV (from
15
th
January), Taraf (from 15
th
October), Sport One
(from 1
st
June) and Cartoon Network (from
1
st
November).
The Monitoring System is designed to record,
store and digitally processes the transmissions of
all TV stations. An archive of commercials is
available at http://www.tns-agb.ro, where clients
can view all the TV commercials monitored since
1999.
2. PRESS
2.1. BRAT (Romanian Audit Bureau of
Circulation) - National Readership Survey
Romania (SNA FOCUS)
In 2005, BRAT organized a new tender for the
press audience measurement. In May 2005 BRAT
announced the research companies appointed to
continue the work for SNA for the next two years.
The survey covers 227 titles (82 monthlies,
19 bimonthlies, 48 weeklies, 69 dailies and
11 supplements).
The SNA universe is based on a 27,500 sample,
14-64 y.o., urban areas inhabitants, living in private
households and being able to understand and
speak Romanian well (includes the Hungarian
minority). Only one eligible respondent per HH is
considered. The sample is wide enough to make
data valid at local level, as well. The data is
gathered by face-to-face interviews. The fieldwork
is carried on throughout the year and the number of
interviews is balanced by the day of the week.
The questionnaire covers the following
categories:
Primary media (local, regional and national
newspapers, supplements, magazines - 227
titles)
Secondary media (TV stations, radio stations,
cinema, internet, outdoor)
Topics of interest
General consumption
Yesterday time budget
Socio-demographics
The audience indices are calculated through the
Recent Reading Method, the best methodology
at the moment, internationally recognized and
used.
The Software is Sesame.
The main variables in the study are: age, sex,
social grade, area, and education level, shopping
and consumption behavior, HH composition,
children in HH, personal and HH income, HH
expenditures, marital status, holidays, travel,
ownership of mobile phone and home products,
cinema attendance, PC and internet usage,
smoking habits, pet ownership. Sesame is software
for media and consumer insights analysis and
planning. Its strong points are:
Easy-to-use tables
Quick data analysis
Title ranking based on specific indicators
Simultaneous analysis and optimization for up
to 10 media plans
The application includes 2 major modules that
can be accessed from the main menu:
Exploring Markets (target group definition and
evaluation)
Media Evaluation and Media Planning (media
ranking, accumulation, duplication)
The study is delivered on a quarterly basis.
Data is available upon subscription and is limited
to BRAT members. Audience data is available only
for BRAT member titles.
11
www.initiative.com
media research
3. RADIO
3.1. The Radio Audience Survey (SAR) is a
syndicated research program in co-operation with
the Radio Audience Association (ARA). In 2003,
IMAS and Mercury Research were appointed to
implement the new radio audience measurement.
The new service is available since June 2004.
The frequency of the study is two waves per year:
March - April and September - October (8 weeks
each), for a four-year period: 2004 - 2007. Starting
with 2008, SAR will delivery audience data in three
waves (first in June 2008, second in September
2008 and last in January 2009).
The universe covers the urban population, aged
11+. The sample size is 11,000 individuals per
wave totaling 20,000 interviews/year (universe
19,169,422 individuals).
Sample structure:
a) 11 regions (quite homogeneous areas
identified through a multifactor cluster
analysis)
b) 4 categories of towns and cities (over
200,000; 100,000-200,000; 50,000-100,000;
lower than 50,000) = 219 totally (106 in
urban and 114 in rural areas)
Data collection is performed at the respondents
residence, on a printed questionnaire. The
audience measurement uses the Day-After Recall
method. Respondents are assisted to recall as
accurately as possible the listening sequence from
previous day.
The questionnaire, developed by IMAS, includes
the following sections:
a. Mass media:
Primary mass media (the stations listed
by ARA). The main stations to be
measured are: Romanian public
stations (national, regional, local);
Romanian private stations; this section
also includes questions regarding
stations awareness, radio reception
equipment and radio usage habits.
b. Mobile/PC/Internet usage
(necessary for an accurate audience
segmenting)
c. Consumption and purchase behavior
(necessary for an accurate audience
profile)
Purchase intention regarding durable
goods in the next 12 months
Alcoholic beverages consumption
d. Socio-demographic
Respondents socio-demographic
characteristics
Household characteristics
The processing and analysis of audience data are
performed with a specialized application of IMAS,
MasoR.7. The audience segmentation considers all
the variables in the questionnaire on the basis of
which the user can build specific target groups.
4. OUTDOOR
Neither in 2007, the OOH industry could release
the audience study promised to clients since 2006.
Affichage, News and EpaMedia tried, using their
own classification for billboard values, to sustain
price increasing, but they couldnt offer studies
about the reach and efficiency for campaigns. In
absence of modern instruments for planning and
selection, OOH suppliers used photographs, maps,
location previews.
In some towns were approved restrictive
regulations regarding outdoor, but in Bucharest
these regulations are not very precise. Even the
international suppliers and local authorities met at
Mediafax talks about OOH conference and
discussed about necessity of new regulations
regarding this activity in Bucharest, 2007 didnt
brought positive changes.
Affichage, in partnership with JCDecaux,
EpaMedia and News Outdoor asked an auction for
urban furniture, but this havent been materialized
in 2007.
5. INTERNET
The BRAT members working in the field of
internet, 60 companies, founded in 2006 a new
department inside the bureau, aimed to produce an
internet audience study. The objectives set forth for
these new department are the objectivity of
measurement and standardization, finalized in a
Internet Measurement System. The IAM, named
SATI will provide to the market the results for the
traffic, audience and socio-demographic profiles of
the websites included in the survey.
www.initiative.com
media research
In 2006, BRAT organized the first tender for the
technical solution of the future IAM. BRAT received
7 valid offers. BRAT was assisted in the tender
process by an independent consultant, Mr. Manuel
Sala Technical Director of OJD Iterativa Spania.
BRAT chooses at the end of the evaluating process
the German company Spring as the supplier for the
next four years.
In 2007 the Internet Department of BRAT gather
almost 76 members, between them all the major
players in the online industry.
The method used for measuring the traffic,
audience and profiles of the websites is already
used for many years in other 4 European countries
and is widely accepted and recognized. It fulfils the
IFABC guidelines regarding the traffic
measurement.
In October 2007 BRAT deliver for the first time the
results for the traffic measurement according to the
SATI system. BRAT provided to the members an
application, available online, for the usage of these
data.
The results for the audience and profiles of the
websites will be available for the first time in June
2008. The audience and profile results of the
websites will be available to the member through a
specialized media planning software.
This will create for BRAT a new stage of
development, being the first step for the advertising
industry in Romania to gather all the strategic
information about media in one single source.
Consumption & Lifestyle Research
SNA FOCUS
In 2003 BRAT decided to develop a consumption
survey based on the already established SNA
research. SNA FOCUS field research was
launched in October 2005 and the first results were
delivered in October 2006, thus replacing the TGI
service (former consumer lifestyle survey). SNA
FOCUS is a syndicated research, controlled by the
advertising industry (BRAT).
The research objectives reached by SNA
FOCUS: obtain comprehensive information about
media penetration, products and services
purchase/usage patterns and the socio-cultural
behavior. Types of media analyzed: print, radio, TV,
internet, cinema and outdoor.
Information:
Penetration of print titles / media channels
Qualitative data referring to usage behavior,
product and services consumption, including
brands
Qualitative data referring to socio-cultural
behavior
The description of the target group permits the
usage of socio-demographics, consumption
behavior and psycho-graphic variables. The
information related to respondents lifestyle:
purchase behavior, information habits and sources,
their attitudes and values are available, linked to
the media usage.
SNA FOCUS has the same universe as SNA
survey, urban area living people, 14 64 years old.
At the end of the SNA face to face interview, the
interviewer has to ask the respondent if he/she
agree to fill in another questionnaire, the
consumption one (FOCUS). The FOCUS
questionnaire is self completed by the respondent;
the interviewer had only to help the respondent to
understand the way the questionnaire has to be
filled in and to collect the completed questionnaire.
The SNA-FOCUS survey from BRAT will build the
complex profile of the specific media consumer in
one consolidated media resource. The research
combines media penetration data, product and
services consumption and with socio-cultural
behavior.
SNA FOCUS will test the possibility of
implementing a CAPI method for the face to face
part of the interview. In autumn 2008, BRAT will
take a decision regarding this new method
Media Monitoring
The services available with most of the
specialized companies include:
Advertising activity reports covering all media
(see each company below)
Special analysis reports:
trends, rankings
brand, campaign analysis
category, sector analysis
producer, advertiser analysis
Data reports:
at any level of detail
for specific brands, products,
categories
for all selected media
for a specific day, month, year
13
www.initiative.com
media research
Campaign tracking:
monitoring and follow up on the
implementation of any advertising
campaign
Additional services:
Copy Service
Early Warning Service: interested parties
can be informed about competitive
advertisements just gone on air, as early as
possible.
The most important media monitoring companies are:
1. ALFA CONT - monitoring data for TV, press
and radio. They offer:
Detailed and summarized reports;
Info regarding advertisers, manufacturers,
brands, media names, reports regarding
market cluttering (total ad minutes, number of
breaks, number of spots) etc;
Copies of TV and Radio spots and programs
on VHS video tapes or on CD
Color, black and white copies of
advertisements on magazines and
newspapers (Xerox copies, scanned
and/or printed)
Early warning service (for new ads, different
news or programs)
Database starting March 1999
The monitoring covers a total number of over
227 media channels:
15 TV channels
9 radio stations
202 press titles (22 central newspapers, 68
local newspapers and 112 magazines)
2. MEDIA IMAGE monitoring data for press,
TV and radio.
Media Image Group is the only Romanian
monitoring agency that covers, beside the
central media, all the regional newspapers
and magazines in the 40 Romanian county
capitals.
The monitoring covers a total number of over
450 media channels (27 central dailies,
109 magazines, 301 regional newspapers,
9 TV channels and 7 radio stations).
The whole radio and TV broadcasts are
recorded digitally and clients have access to
the latest 14 days full program data.
Media Image offers back search monitoring
for a maximum period of four years in case of
central newspapers.
Beside English and French translations, all
Media Image Group reports allow access to
all original materials (scanned articles, digital
captures of TV and radio news, talk shows)
In parallel, customers have access to
complete daily-updated web archives of their
monitoring reports, submitted to powerful
search engines.
3. MEDIAFAX - monitoring data for press, radio
and TV stations:
Mediafax, the leading general and business
information provider in Romania, has been
providing professional press clipping services
for 9 years now, to more than 200 corporate
and institutional clients.
Mediafax Monitorizare, the specialized press
clipping department of the company, monitors
more than 240 central, local and foreign
publications, in both Romanian and English
languages, 12 national TV channels and 9
national radio stations. Mediafax Monitorizare
also offers access to an archive of all press
articles monitored since 2001, through an
electronic interactive database, available
online at www.monitorizarepresa.ro.
Theirs press monitoring products include:
Daily press monitoring reports - summaries
and clippings of press articles published in the
central press, TV and radio newscasts
Daily local press monitoring reports -
summaries and clippings of press articles put
out by over 140 local publications although
the country
Event coverage reports - summaries and
clippings of press articles published by the
central press covering a certain event
Media image assessment analyses -
periodical analyses, tailored to our customers
needs, assessing their media coverage both
quantitatively and qualitatively
On-demand recordings of TV and radio
newscasts, talk-shows and programs
Transcripts of prime-time talk-shows
www.initiative.com
media research
Media Research Perspectives 2008
Research remains an increasingly important tool
both for media owners, advertising agencies and
advertisers. It underlies the overall media budgets
and their respective allocation.
The target groups are analyzed in a more
complex manner, beyond the traditional demo-
graphic criteria. SNA FOCUS is the research tool
that analyzes the audiences from the psycho-
graphics points of views e.g. lifestyle, brand and
media consumption, attitudes towards life.
Research program SAR 2008-2011 (SAR 2008,
SAR 2009, SAR 2010, SAR 2011): the effectuation
of three audience polling each year, in 46 weeks of
study (an average of 15 interview continuing weeks
for each reporting wave 26.000 questionnaires per
year (10000 questionnaires + 8000 x 2 waves): an
average of 80 questionnaires per field activity day
(322 interview days). The study will include all cities
with more than 30.000 inhabitants (71 cities) and
urban areas with less than 30.000 inhabitants (66
towns aleatory selected) and rural areas (100
villages aleatory selected)
SATI BRAT 2008: In June, the results for the
audience and profiles of the websites will be
available for the first time.
Project 2008: IAB Romania intends to monitor
and to offer to the members data concerning
monthly consumption on on-line media (e.g.
general consumption on auto category etc).
15
www.initiative.com
media research
Overview
2007 brought yet again significant developments on Romanian media market. TV followed the trend with
the launch of new stations by all important media groups. Intact launched Antena 2, an entertainment
channel, Realitatea group launched a niche channel named Romantica targeting women and Media Pro
re-launched its sport channel under the name Sport.ro. The Turkish media giant, Dogan Media Group
entered the Romanian market by launching, in co-ownership with Ringier Romania, the generalist channel
Kanal D.
At the end of 2007 Audience and Monitoring data are available for 38 TV stations: TVR 1, TVR 2, Pro
TV, Antena 1, Antena 3, Euforia, Acasa TV, Prima TV, Kiss TV , UTV, Jetix, Discovery, MTV Romania,
B1TV, Realitatea TV, Minimax, National Geographic, TVR Cultural, Sport.ro, Telesport, National TV, Pro
Cinema, AXN, OTV, N24, Senso, Favorit TV, Hallmark, Sport Klub, Romantica, Eurosport (1
st
February),
MGM (from 5
th
September), Kanal D (from 18
th
February), Antena 2 (from 9
th
April), Etno TV (from
15
th
January), Taraf (from 15
th
October), Sport One (from 1
st
June) and Cartoon Network (from 1
st
November).
Television is the most important entertainment source for Romanians due to a large number and variety
of channels and a robust cable penetration. According to the Establishment Survey of 2007 developed by
IMAS and TNS CSOP, cable penetration was 71.2% at national level and 82.6% in urban area. This rate
is one of the biggest in Europe. Moreover, Direct to Home (DTH) penetration increased over the past few
years. According to IMAS and TNS CSOP, the penetration rate of DTH in 2007 is 11.2% at national level,
20, 6% in rural area and 5.1 % in urban area.
In 2007 TV grew stronger by attracting 65% of all net advertising revenue to a total of 310 million .
Despite the high CPP inflation starting back in 2004 television is still the most effective media channel
with an average net CPT of 1.9 - 2 (All urban).
In 2007, we estimates that Media Pro (Pro TV, Acasa TV, Pro Cinema and Sport.ro) attracted the largest
budget share, ca. 50% of total net TV ad-spend. Intact (Antena 1, Antena 2, Antena 3, Euforia, Telesport)
follows with a share of about 23%, then SBS (Prima TV and Kiss TV) with ca. 9% share. SRTV (TVR1, TVR
2, and TVR Cultural) attracted ca. 8% of total TV spends while Realitatea Media (Realitatea TV and
Romantica) gathered about 5% share. However, the cumulated market share of first five TV channels is
on a decreasing trending which begun two years ago: in 2005 the Top 5 stations cumulated ca 90% of total
TV investments, while in 2007 this share decreased to 78%. The trend is due to the continuing increase
of the niche stations both in terms of revenue share as well as in audience share. The share of GRP30
sold by niche stations increased from 20% in 2005 to 35% in 2007.
In 2007 the number of GRP30 sold increased by 5% compared to 2006 (GRP30), yet clutter and sold-
out kept occurring, for the demand grew stronger still.
The total inventory sold in 2007 by TV stations was 1.700.000 GRP30, of which 21% by ProTV, 16% by
Antena 1, 14% by Acasa TV, 7% by Prima TV and 7% by TVR1.
The primary cause for the increasing inventory is the increase of the number of monitored TV channels,
mainly niche channels. In 2005 the cumulated share of all monitored channels was 82.3%. In 2007 it
reached 86.3%. Besides, there is around 13% share of audience which is not monitored, belonging to
local television, satellite transmission, international channels, yet this share is decreasing every year.
www.initiative.com
television
I hate television. I hate it as much as peanuts.
But I can't stop eating peanuts.
Orson Welles (American motion-picture actor, director, producer and writer, 1915-1985)
Another cause is the unprecedented loading level achieved by TV stations over 9 months of 2007.
In 2005 the average TV loading for the 07:00 - 26:00 time interval at all stations was 57%; in 2007 the
loading reached 72%, with peaks in Prime Time and High Season months going as high as 140% (e.g.
November 2007).
Compared to 2006, the average no of TV advertisements a person (all urban, including guest) is exposed
to during the weekday, increased by 7%. According to TNS AGB, at the end of 2007, the average gross
number of weekly TV impacts was 7.110.492 (for adults), 3% more than in 2006.
Graph 1: Volume of advertising in no. of seconds/ month
Source: TNS AGB INTERNATIONAL
The average spot-length in 2007 was 24 sec., where short spots (5-20 sec.) weigh is 47%. Compared
to previous year, in 2007 short spots and solo spots were widely used. In 2007 the weigh of short spots
was 47%, from 45% in 2006. The number of solo spots increased from 6,117 in 2006 to 6,925 in 2007.
Graph 2: Spot-lengths share %
Years 2005 2006 2007
Buying target GRP30 (000) sold 1,500 1,600 1,700
Share of TV monitored (all urban, %) 82% 85% 86%
TV loading (%) 57% 66% 72%
17
www.initiative.com
television
www.initiative.com
television
The time spent viewing in 2007 decreased by 5% compared to 2006 to an average of 3.9 hrs/day.
Graph 3: Time spent viewing 2006-2007 - All urban incl. Guest - (avg. no. of minutes/day) - Monthly dynamic
TV Channels profile
Total Audience observes the seasonal trend, peaking in winter and decreasing over summer, yet there
are no important changes versus 2006. ProTV remains leader (Rtg 2.5 %, Shr 15.5% - all urban), followed
by Antena 1 (Rtg 1.9%, Shr 11.8% - all urban) and TVR 1 (Rtg 1.3%, Shr 8.2% - all urban), with ratings
lower than those of 2006. In 2007, all main channels lost audience in favor of niche stations. Prima TV
keeps a similar average audience level, hence maintaining its 5
th
rank (Rtg 0.8%, Shr 4.9% - all urban).
Graph 4: Monthly Dynamic Programs analysis (Rtg %) all urban (whole day) 2007
Graph 5: Share of audience evolution by station / by month all urban (whole day) 2007
19
www.initiative.com
television
S
o
u
r
c
e
:

T
N
S

A
G
B

I
N
T
E
R
N
A
T
I
O
N
A
L
G
r
a
p
h

6
:

T
V

C
h
a
n
n
e
l
s

p
r
o
f
i
l
e

2
0
0
7

(
s
o
c
i
a
l

s
t
a
t
u
s

v
s
.

a
g
e
)

-

a
l
l

u
r
b
a
n

(
R
t
g
,

w
h
o
l
e

d
a
y
)
www.initiative.com
television
Pro TV (87.5% national coverage) remains
leader in viewers preference for the 4th
consecutive year. According to TNS AGB, the top
audience scoring programs were Champions
League transmissions with 1,770,000 urban
viewers. Pro TV News at 19 with Andreea Esca
surpassed news programs of other stations,
registering 1,673,000 viewers. Another show
delivering high ratings was Dansez pentru tine,
continuing its success from starting year (2006)
with 812,000 viewers. As Teo was discontinued in
2006, Pro TV found a success recipe to revive the
17:45 19:00 time slot with a new entertainment
program Happy Hour hosted by Catalin Maruta.
Being launched in October, the show attracted a
sizeable audience (483,000 viewers). Also, some
shows dedicated to special events were top
audience scoring: Made in Romania, dedicated to
Romanian National Day Dec 1st brought in
646,000 viewers and Happy End 2007 which
attracted 762,000 viewers.
Pro TV delivered a good affinity on almost all
targets vs. buying target 18-49 y.o., urban thus
making the station a top advertisers preference.
Antena 1 (88.3% national coverage) is the
second commercial station by 2007 audiences.
Football transmissions brought the highest
audience: Champions League with 1,740,000
urban viewers, Romanias Super Cup with
1,349,000 viewers and Romanian Cup with
965.000 viewers.
The well-known entertainment shows continued
to deliver constant high ratings against urban
audience: Piata Divertis (977.000 viewers),
Genialii a show dedicated to Romanian
personalities (Maria Ciobanu, Alexandru Arsinel,
Gheorghe Hagi, Angela Similea, etc) - attracted
800,000 970,000 viewers per show, Din
dragoste hosted by Mircea Radu (877,000
viewers). The New Years show, Revansa
Starurilor with 1,290,000 viewers surpassed Pro
TVs show. Another top rating show was Vreau sa
fiu mare vedeta with 1,239,000 viewers.
In 2007, the buying target of Antena 1 was All,
urban.
TVR 1 (98 % national coverage) is the main
public channel and ranks 3rd in terms of urban
audience. TVR 1 was the audience leader for
sports transmissions in 2007 with 1,845,000
viewers for the qualification rounds to the European
Football Championship, 1,134,000 viewers for
UEFA Cup transmissions and 1,063,000 viewers
for Handball Women World Championship. 2007
brought important programming changes due to
discontinuity of success formats such as Surprize,
Surprize (last show in December) and Iarta-ma
(last show in January). Special events as Gala
Unicef and Eurovision national pre-selection
attracted top audiences: 877,000, respectively
798,000 viewers.
TVR1 programming target group is All, 25+ y.o.,
national and the buying target is 18+, all urban.
Graph 8: Antena 1 Audience profile - TgAfin.%
Source: TNS AGB INTERNATIONAL (reference target: all urban)
Graph 7: ProTV Audience profile - TgAfin.%
21
www.initiative.com
television
TVR 2 (92.5% national coverage) is the second
public channel, with a focus on educational and
cultural programs addressed to a younger target
(14-34 y.o, national). Its top programs are sport
transmissions (football, handball, ice skating,
tennis) with a lower audience than TVR 1, but with
a premium target.
Acasa (82.3% national coverage) broadcasts
exclusively through cable and ranks 4th in terms of
urban audience share. Its audience buster is the
Romanian soap opera Inima de tigan, launched
in October. The series attracted 548,000 urban
viewers, yet a number of times some episodes
surpassed the prime time programs of the main
televisions in terms of audience. The peak of
audience was on December 20th with 780,000
viewers. Still the South American soap operas
maintained a significant audience share. Another
important programs are Povestiri adevarate
(247,000 viewers) and Povestiri de noapte
(228,000 viewers).
The station programming and buying target group
are identical, W, 15-49 y.o., urban.
Antena 3 (72.3% national coverage) is also a
news channel, its most known shows are: Sinteza
zilei (153,000 viewers), Stirea zilei (104,000
viewers) and In gura presei (73,000 viewers).
The Buying target is 18+ y.o urban.
Graph 13 : Antena 3 Audience profile - TgAfin.%
Graph 11: Acasa TV Audience profile - TgAfin.%
Graph 10: TVR 2 Audience profile - TgAfin.%
Graph 9: TVR 1 Audience profile - TgAfin.%
www.initiative.com
television
Prima TV (84.8% national coverage) ranks 5th in
urban audience share. In 2007 it attains a
remarkable audience share with two main football
transmissions UEFA (1,099,000 viewers) and
Champions League (824,000 viewers). Its top
scoring shows are Tradati in dragoste (545,000
viewers), Cronica carcotasilor (431,000 viewers),
Schimb de mame (419,000 viewers), Mondenii
(206,000 viwers), but all these programs have lost
audience compared to 2006.
Its programming target group is All, 15-44 y.o.,
urban and the buying target is 18-49, all urban.
Kanal D (62.7% national coverage) was launched
on 18th of February 2007 by Dogan Media
International. It is an entertainment channel,
focusing on local productions as Nora pentru
mama (171,000 viewers), Fluier final (115,000
viewers), Vacanta Mare Reloaded (71,000
viewers). Its main achievement was the acquiring
of the broadcasting rights for the Romanian
Football League 1, which delivered top audiences
such as 1,290,000 viewers for Steaua Dinamo.
The stations target is 18-49 y.o Urban.
Realitatea TV (80.8% national coverage) is the
leader on the News specialty. Its audience is
attracted by its qualitative social, political and
economic programming. Its top audience programs
are: Tu ai decis (251,000 viewers), Putere la
puterea a patra (225,000 viewers), Tu faci
realitatea (172,000 viewers), Tanase si Dinescu
(168,000 viewers).
Realitateas programming target group is 25+
y.o., urban and its buying target is 18+ urban.
Graph 15: Realitatea TV Audience profile - TgAfin.%
Graph 14: Kanal D Audience profile - TgAfin.%
Graph 12: Prima TV Audience profile - TgAfin.%
23
www.initiative.com
television
TV Buying Perspectives 2008
Due to inflation announced for 2008 sales, the
year had gone off to a very slow start.
There are categories which are likely to reduce
their investment relative to previous year:
banking/finance, automotive and some of the
FMCG categories. The overall growth rate is
expected to decrease from significant double digit
percentage to a single digit percentage over the
next 3 to 5 years.
Our estimations for the 2008 TV market are:
ca. 24% increase of the net TV spends vs.
2007. We expect the net TV market to reach
ca. 385 million .
a decrease of 5% in the total inventory of
GRP30 sold, assuming that in Q4 the loading
level will be under that of 2007 while the
cumulated weight of the Top 5 channels will
diminish.
an overall CPP increase of 30% to 45%.
Overview
Over the past years, Romanian radio market
witnessed many launches; at the end of 2007 the
number of radio licenses issued by CNA stands at
671.
The most important radio owners on Romanian
market are SBS Broadcasting Media and Radio 21
with 127 radio licenses. The radio groups with the
leading market share, SBS Broadcasting Media
and Lagardere (main shareholder of Europa FM
and owner of 21% of Radio 21) have consolidated
their strong position by purchasing new stations.
Group Lagardere made one of the most important
acquisitions by taking over Radio Deea which
provides national coverage through its 23 licenses.
Another important development on the market is
the purchase of Mix FM and One FM by SBS
Broadcasting Media and the launch of Pro FM
Dance by Radio Pro Company. The number of
niche stations increased with the launch of News
FM (owner Intact Media) and Realitatea FM (owner
Realitatea Catavencu). Radio Guerrilla increased
the number of local stations to 26 at the end of
2007.
According to CNA, top 10 owners of radio
licenses in 2007 are the following:
1. SC. SBS BROADCASTING MEDIA SRL
with Kiss FM and Magic FM
76 licenses
2. SC. RADIO XXI SRL
with Radio 21
51 licenses
3. SC. ABC PLUS MEDIA SA
with National FM and Favorite FM
35 licenses
4. SC. COMPANIA DE RADIO PRO SRL
with Pro FM, InfoPro, Pro Clasic
31 licenses
5. SC. REALITATEA MEDIA SA
with Realitatea FM, Radio Guerrilla and
Radio Alpha
29 licenses
6. PATRIARHIA ROMANA
with Radio Trinitas
27 licenses
7. SC AUDIO DELTA SRL
with Micul Samaritean
27 licenses
8. SC GRUPUL MEDIA CAMINA (G. M. C.)
with Romantic FM
24 licenses
9. SC MINISAT TELECOM SRL
with Radio Minisat
19 licenses
10. SC RADIO TRANSILVANIA
with Radio Translivania
15 licenses
Source: www.cna.ro
In 2007, the total radio net ad-spend increased by
31% vs. 2006, reaching over 30 million . This is
due to rate card tariffs increase and also to bigger
budgets invested by advertisers.
According to Alfa Cont, the total gross ad-spend
increased by 33% compared to 2006, reaching 91
million . The market is dominated by SBS
Broadcasting Media and Europe Development
International, with a combined share of 78% of total
radio revenues.
Just as in 2006, Kiss FM remained the station
with the biggest share of ad spend (30%), followed
by Radio 21 (23%) and Europa FM (21%). The
growth of ad spend is partly generated by the
increase of audience at the leading stations, as
Kiss FM, Radio 21 and Europa FM, which were
often sold-out in Prime Time. Another reason for a
good evolution of sales was the special projects
organized by these stations, such as concerts,
contests launching events, etc.
The main radio station owned by Romanian
Society of Radio Broadcasting increased
adverstising sales by 113%. As of March 2007,
Clir Media is administrating the advertising sales
for RRA.
www.initiative.com
radio
You see, wire telegraph is a kind of very, very, long cat.
You pull his tail in New York and his head is meowing in Los Angeles.
Do you understand this?
And radio operates exactly the same way: you send signals here, they
receive them there. The only difference is that there is not a cat.
Albert Einstein (1879-1955)
Cars & 4x4 vehicles and Mobile Telecommunication services categories remained the leading
categories in 2007. The most important budgets were invested by GSM operators (Orange, Vodafone)
and Group Renault Romania.
Despite the fact that in 2007 Banking & Insurance category had the highest growth on overall media
market (with leading spend from BCR-Erste), on Radio it was surpassed by Mobile Telecommunications
category.
Last year, Beer category allocated a budget half that of 2006, and so the category exited the Top 10
most advertised categories on Radio. On the other hand, Carbonated soft drinks spend increased by
80% than 2006.
Radio 21, RRA and Kiss FM maintained the leading position with 65% market share. Radio 21s first
position is due to its Bucharest station which has around 146,400 listeners per day and growing. In January
2008, Radio 21 already had 42 stations. In September 2007, Radio 21 launched Nunta PeNeve, event
which generated an audience growth. Kiss FM is still in top, even though its market share in Bucharest is
significantly lower compared to 2006.
Radio Top 10 Categories
Jan - Dec 2006 Jan - Dec 2007
Category Exp. (000) Category Exp. (000)
Cars & 4x4 vehicles 7,603,428 Cars & 4x4 vehicles 11,313,166
Mobile telecommunications service 5,678,605 Mobile telecommunications service 8,856,265
Banking & Insurance Services 5,630,908 Banking & Insurance Services 7,419,045
Store, Comercial Centres, Supermarkets 5,093,462 Store, Comercial Centres, Supermarkets 7,279,487
Culture & Education 4,644,003 Culture & Education 4,968,074
Multimedia 2,930,911 Multimedia 3,851,703
Entertainment Services 2,287,912 Entertainment Services 2,860,894
Other Business Services 1,716,862 Other Business Services 2,553,862
Beer 1,525,398 Beer 2,412,786
Carbonated Soft Drinks 1,430,689 Carbonated Soft Drinks 1,943,010
Source; Alfacont MediaWatch - excluding media barters
25
www.initiative.com
radio
Graph 1: Radio ad-spend evolution 2006-2007
Source; Alfacont MediaWatch (000 ) - excluding media barters
The competition between generalist stations extended to niche stations. The number of niche stations in
Bucharest is increasing. Stations as Pro FM Dance, Pro FM Campus and Pro FMsCool (Media Pro), News
FM (Intact), Itsy Bitsy (On Air Studio), One FM (MGSI) and Smart (Brand Nemira) show an important drive
to tackle more specialized audiences. Pro FM Campus is a station dedicated to students and has
operational branches in Bucharest, Cluj and Tg Mures. On the same target, Student FM has a technical
coverage for entire Bucharest.
www.initiative.com
radio
For Urban area, Europa FM maintained its leading position with a similar market share as last year.
Kiss FM had a marginal increase of share from 15% in 2006 to 16% in 2007.
Graph 2: Radio station % Market Share - Bucharest
Graph 3: Radio station % Market Share Urban
27
www.initiative.com
radio
2
6
5
1
6
6
1
4
3
9
6
4
1
2
,
7
6
0
2
,
4
1
3
2
,
3
9
9
1
,
5
2
1
1
,
1
0
2
9
2
5
2
7
6
2
1
1
2
,
5
9
8
37
194
166
194
166
168
233
189
191
207
188
140
128
177
0
500
1,000
1,500
2,000
2,500
3,000
R
R
A
K
i
s
s

F
M
E
u
r
o
p
a

F
M
R
a
d
i
o

2
1
P
r
o

F
M
A
n
t
.

S
a
t
e
l
o
r
I
n
f
o
P
r
o
R
o
m
a
n
t
i
c

F
M
B
B
C
M
a
g
i
c

F
M
N
a
t
i
o
n
a
l

F
M
C
u
l
t
u
r
a
l
M
u
z
i
c
a
l
O
t
h
e
r
s
0
50
100
150
200
250
Daily Reach (000) ATS (min.)
Radio consumption
According to Masor data, the average time spent listening to radio in 2007 is 4.6 hrs / day in province
cities and 5 hrs / day in Bucharest.
Graph 4: Radio stations % Market Share - National
Graph 5: ATS (min) and Daily reach - National
www.initiative.com
radio
Kiss FM, Radio 21, Magic FM and National FM target a young audience, most of its listeners having
20-29 y.o. Last year they reached 2,091,000 listeners per day.
Europa FM, ProFM, Info Pro and Romantic attracted most of their listeners from 30-39 y.o group,
respectively an average of 1,076,000 listeners per day. RRA and Cultural are targeted on a mature
audience, aged over 60.
Graph 6: ATS (min) and daily reach (000) - National
Source: IMAS all 2007
Graph 7: Radio stations by group age - National
Source: IMAS all 2007 (the figures show the dominant age group
2
0
-
2
9

y
.
o
.
3
0
-
3
9

y
.
o
.
4
0
-
4
9

y
.
o
.
5
0
-
5
9

y
.
o
.
O
v
e
r

6
0

y
.
o
.
29
www.initiative.com
radio
Perspectives for 2008
The radio audience measurement system SAR
continues to offer clients and agencies valuable data.
Starting in 2008, SAR will deliver audience data in
three waves (first in June 2008, second in September
2008 and last in January 2009).
In 2008, most of Romanian radio networks continue
to develop by launching new stations or by
strengthening the existing ones. Beginning of 2008
was already marked by new launches. Radio 21 is
extending its network to reach 42 stations while in
March announced the launch of Vibe FM, a station
which will broadcast electronic dance music.
Also, Radio Pro Company is enlarging its network
to include 28 stations and 13 affiliates. Info Pro
estimates that at the end of April will have activated
a total of 39 stations, thus providing national
coverage. Pro FMsCool is trying to extend the
network in 40 high schools, all over the country.
The launch of new on-line stations contributes
significantly to radio market development. Pro FM
launches Pro FM Alternative and Pro FM Love in this
segment.
Q1 2008
According Alfa Cont, for the Q1 2008, radio
ad-spend reached 22 million , that is 37% more
than Q1 2007. Group Renault, Orange and
Carrefour are the biggest investors.
Cars & 4x4 vehicles, Stores, commercial
centres, supermarkets and Mobile tele-
communication services are the leading spending
categories.
Despite the descending trend of radio audience,
radio ad spend is expected to grow in 2008
(estimated net growth of 26%).
According to SNA Focus (Jan 07 Jan 08) Kiss FM occupied the first position in top of mind with 16.5%
of persons declaring they use to listen to radio more than one hour per day. The followers in the notoriety
top are Europa FM (14%), RRA (12.7%) and Radio 21 (9.5%). The topics of interest proved to be weather
news, national and local news and traditional & party music. 62% of persons use to listen to radio
programmes in the first part of day.
Graph 8: Top of mind radio stations
Source: SNA Focus (Jan 07 Jan 08)
Market overview 2007
One indisputable fact after 2000 is the explosion
of the Romanian press market. Today, we deal with
a really developed industry, that is maturing at a
very fast pace. This reality is sustained by the
variety of new titles and consolidation of existing
brands, covering a wide variety of publications from
the point of view of frequency, type, target etc.
Supporting those affirmations is that fact that the
most recent National Readership Survey (SNA)
delivery includes 161 publications (66 monthlies,
15 fortnightlies, 30 weeklies, 41 dailies and 11
supplements). In addition to this, the FOCUS
component of the National Readership Survey
measures the consumption of an almost exhaustive
number of products and services.
Dynamic would best describe the evolution of
the print market in 2007. The 23% increase in
ratecard advertising revenue in 2007 compared to
2006 (generated by increases in rate card value
and organic growth of the market), that brought the
total value of the total rate card ad revenue for the
print market to approximately 324 Million EUR (with
media barters excluded) and the slight change in
newspapers / magazines ad revenue ratio (51.1%
newspapers / 48.9% magazines in 2007 compared
to 49.6% newspapers / 50.4% magazines in 2006)
are just a glimpse of the big picture.
2007 was the year of media acquisitions and
sales, new publications launched and some old or
young publications cancelled, preoccupation for
increasing the added value delivered to consumer
by means of covermounts (most frequent ones
being CDs/DVDs, books, fashion items and
cosmetic products) and restyling, increase of
market presence of already established
publications by means of new spin-offs and
specials, increase in the number of point-of-
presence websites, publications content starting to
be delivered on mobile communication platforms,
readership fragmentation and so on.
One of the major media acquisitions of 2007 took
place when Publimedia International bought back
sports daily ProSport from Ringier. Changes in
graphics, style and editorial structure are expected
for 2008.
A new important international publisher, Attica
Media entered the Romanian market in 2007 by
acquiring the license of the two men glossies
Maxim and Playboy (formerly published by PBR
Publishing, owned by Publimedia International).
The magazines were also restyled and Attica Media
increased its presence on the market by launching
the women glossy InStyle in 2008. It is expected
that the next move from Attica will be the launch of
Grazzia magazine.
Another important move was the acquisition of
25% of the Dogans Media Romania shares (owner
of Kanal D) by the publishing house Ringier
Romania. This move continues the international
line of partnership between Dogan Media and
Ringier and could also be the start of the 4th media
cluster on the Romanian market (in addition to the
already established Publimedia-MediaPro, Intact
and Realitatea-Catavencu clusters).
In 2007 and continuing in Q1 2008, the most
attractive segments for new publication launches
were the up-market / exclusivist glossy magazines
(Harpers Bazaar, Eve, Esquire, Temporis) and
business/financial segments (Money Express,
Business Standard, Financial Director, Financiarul).
The preoccupation to increase the added value
of publications and make them more attractive for
both readers and advertisers brought a new trend
in the print market: the extensive use of
covermounts as marketing tools to increase sales.
This strategy was mostly used on the women
magazines segment (Glamour, Beau Monde, Joy,
Unica, Avantaje, Tabu etc.) and quality newspapers
segment (Jurnalul National, Cotidianul). However,
the effects of this trend on a long term perspective
could backfire when covermounts would turn from
nice-to-haves to must-haves, forcing the respective
publishers to always have covermounts.
In addition, tabloids and daily sports newspapers
(e.g.: Libertatea, ProSport) as well as mass-market
magazines for women (e.g.: Libertatea pentru
femei, Femeia de azi) offered promotional contests
with various prizes (instant winning of magazines,
money, houses) as a way to increase circulation,
brand awareness and allegiance to the magazine.
Newspapers (e.g.: Adevarul) and semi-glossy
and mass-market magazines for women (e.g.:
www.initiative.com
press
It's amazing that the amount of news that happens in the world every day
always just exactly fits the newspaper.
Jerry Seinfeld
Ioana, Libertatea pentru femei, Femeia de azi)
were also focused on launching spin-offs and
specials in order to increase their presence on the
market, increase the level of awareness for the
base publications and also in order to attract more
advertising revenue. Other already established
publications (VIVA, Cosmopolitan, FHM, Unica,
and so on) also used this strategy but at a lower
scale.
In addition to that, Realitatea-Catavencu
worked on building the first 360 degrees of
publishing platform in Romania, adding three
business/financial media products - newspaper
Business Standard, magazine Money Express and
website moneyline.ro - to the already existing
business/financial media products (Investitii si Profit
magazine and Money Channel TV station).
The presence of publications on the Internet and
new media increased in 2007, by either building or
restyling point-of-presence websites and also by
delivering content for mobile communication
platforms. In this respect it should be mentioned the
launch of the i-mode service from the mobile
telephony operator Cosmote which, among others,
delivers magazine content on the mobile phone.
Besides that, many publications offer WAP
compatible/optimized Internet content.
The following table shows a top of point-of-
presence websites with more that 100,000 unique
visitors per month, ranked in decreasing order of
the average monthly number of unique visitors in
2007.
The readership fragmentation trend continued in
2007, with most of the publications decreasing in
readership figures. As shown below, the most
affected by this trend were the fortnightly
publications.
As a result of that, corroborated with increase in
the ratecards, the CPT has increased, again with
fortnightlies having the most unfavorable evolution.
However, this situation only takes into
consideration titles monitored by the National
Readership Survey, with a large part of the market
being unmonitored.
Source: National Readership Survey
CPT Evolution (EURO)
Average for:
Jan 2006 -
Jan 2007
Jan 2007 -
Jan 2008
Evolution
Monthlies 19.51 26.68 +37%
Fortnightlies 8.66 39.07 +351%
Weeklies 23.67 28.76 +22%
Newspapers 46.52 37.00 -20%
Readership Evolution (000)
Average for:
Jan 2006 -
Jan 2007
Jan 2007 -
Jan 2008
Evolution
Monthlies 247.34 192.38 -22%
Fortnightlies 408.20 223.00 -45%
Weeklies 310.76 238.77 -23%
Newspapers 200.05 175.76 -12%
Supplements 471.78 394.67 -16%
31
www.initiative.com
press
Website Corresponding publication Unique Visitors Visits
Page
Impressions
www.gsp.ro Gazeta Sporturilor 518,781 6,210,446 16,217,113
www.prosport.ro ProSport 461,770 4,891,519 30,308,531
www.libertatea.ro Libertatea 459,415 3,079,145 24,088,092
www.evenimentulzilei.ro Evenimentul Zilei 437,773 2,915,416 19,430,715
www.adevarul.ro Adevarul 348,523 1,023,309 4,229,618
www.romanialibera.ro Romania Libera 308,635 872,913 3,659,043
www.jurnalul.ro Jurnalul National 293,362 889,273 3,522,778
www.gandul.info Gandul 266,420 897,530 5,181,604
www.click.ro Click 263,601 1,019,638 7,408,655
www.zf.ro Ziarul Financiar 263,282 654,121 2,819,769
www.cotidianul.ro Cotidianul 249,642 1,106,309 3,829,055
www.ziua.ro Ziua 203,167 681,476 3,374,982
www.chip.ro Chip 173,802 284,321 1,145,996
www.capital.ro Capital 123,213 244,010 776,603
www.ziaruldeiasi.ro Ziarul de Iasi 108,714 337,838 1,711,474
www.sapteseri.ro Sapte Seri 104,749 169,664 956,552
www.sfin.ro Saptamana Financiara 102,748 141,496 271,465
Source: www.sati.ro
The publishers
Romania has a large variety of publishers,
containing international publishers directly present
like Edipresse-AS, Ringier, Sanoma Hearst,
Burda, Motorpresse, Liberis, Attica, international
publishers present by means of publishing licenses
like Hearst, Emap, Rodale etc. and local
companies like Publimedia, Intact, Catavencu,
R Publicatii, Business Media Group, Inform Media,
Media Sud Management etc.
By using the share of ratecard ad revenue,
publishers on the Romanian market can be divided
in 4 groups:
publishers with 10%+ share of ad revenue:
Ringier Romania (magazines and newspapers,
specialized in mass-market publication, owner of
Libertatea - the best performing tabloid on the
Romanian market), Catavencu (magazines and
newspapapers, part of the Realitatea-Catavencu
media cluster, owner of 24-FUN, the best per-
forming free city guide), Publimedia International
(magazines and newspapers, very diverse
portfolio, part of the Publimedia-MediaPro media
cluster) and Editura Intact (magazines and
newspapers, part of Intact media cluster)
publishers with 2% to 10% share of ad
revenue: Edipresse-AS (diverse magazine
portfolio, specialized in women magazines),
Sanoma Hearst (idem), Kopa Publicatii (owner of
the second best performing free city guide,
Sapte Seri), Burda Romania (diverse portfolio,
specialized in semi-glossy magazines for women)
and R Publicatii (only one title in its portfolio -
quality newspaper Romania Libera)
publishers with 1% to 2% share of ad
revenue: Business Media Group (specialized in
business magazines), Adevarul (publisher of quality
newspaper Adevarul), Media Sud Management
(publisher of national newspaper Curierul National
and local newspaper Gazeta de Sud), Domus
Magazin (specialized in home and deco
magazines), Inform Media (specialized exclusively
in local publications and the only publisher of
exclusively local publications with a market share of
more that 1%) and Crucisatorul (publisher of
newspaper Gandul)
other small publisher with a share of ad
revenue lower than 1%, who together represent
28.6% of the market
Graph 1: Share of ratecard ad revenue of publishing groups
in 2007
Source: Alfacont
Developments in 2007 and Q1 2008
Publimedia
buys back the sports daily ProSport from Ringier,
while announcing graphics, format and editorial
structure changes for 2008
buys the franchise of the fortnightly city guide
Time Out in September 2007 and re-launches it as
a October 2007 as a weekly
re-launches business magazine Target in October
2007, improving its content and layout
re-launches newspaper Gandul with a new format
and content
closes at the beginning of 2008 Acasa Magazin
and Go4it!
increases its sales portfolio with gossip/paparazzi
magazine Ciao! and the Cancan tabloid
Adevarul Holding
launches Click de Duminica in February 2007
launches a TV guide common to both Adevarul
and Averea
transforms Averea into Click in March 2007,
keeping it a tabloid
re-launches Adevarul in April 2007 in a new
format, more compact, together with two
supplements: Adevarul Artistic si Literar and
Adevarul TV (the previously mentioned TV guide)
launches Foreign Policy, a global and economical
policies magazine, in December 2007
launches Expert Imobiliar, a real estate
supplement freely distributed with each Tuesday
issue of Adevarul
Catavencu
launches business magazine Money Express in
May 2007 and business newspaper Business
Standard in June 2007
www.initiative.com
press
re-launches the quality newspaper Cotidianul with
a new graphics, content and editorial structure;
starting April 2007 Cotidianul is accompanied by
Colectia Enciclopedica (quality books) and starting
July 2007 the newspaper is also accompanied by
Colectia Simfonica (CDs with classical music)
free city guide 24-FUN extents its network,
reaching a total of 11 local editions (in Brasov, Cluj,
Timis & Arad, Iasi, Mures, Dolj, Arges, Sibiu,
Harghita & Covasna, Nord-Vest) besides the
Bucharest edition
Intact
changes in September 2007 the format, layout
and content of Felicia magazine, a mass-market
magazine for women
launches financial/economy daily Financiarul
Edipresse-AS
launches parenting magazine Baby in January
2007 and psychology magazine Psychologies in
the autumn of 2007
cancels Familia Mea in the autumn of 2007 and
Sana at the end of 2007
Sanoma Hearst
launches in the autumn of 2007 the up-market
fashion and beauty magazine for women Harpers
Bazaar with a quarterly frequency and the up-
market glossy magazine for men Esquire with a
monthly frequency
in April 2008 launches Marie Claire, an up-market
glossy magazine.
Liberis Publications
launches Prevention, a pocket size health and
fitness glossy for women in November 2007
Attica Media
enters the market by buying PBR Publishing
(Playboy and Magazines) from Publimedia in
September 2007
launches the international up-market glossy
magazine for women InStyle in April 2008
Inform Media
transform the local newspaper Cuvantul Liber into
Hunedoara Expres in September 2007
launches daily newspaper Cluj Expres in October
2007, thus expanding its coverage from 6 to 7
counties
ARBOvision
edits Alege as for October 2007, a periodical
supplement with specialized thematic, freely
distributed through insertion in 40 local newspapers
and weeklies within the ARBO network, covering
36 counties
Business Media Group
closes Autocar magazine in December 2007
The Marketer
launches Business Woman in March 2007 with
an annual frequency then re-launches it in
February 2008 in the form of a glossy magazine for
(business) women with monthly frequency
Dramiral Media Group
transforms newspaper Curentul into a daily free
newspaper
Other launches include:
Green Report (January 2007, business magazine
for the environment industry),
Freestyle (January 2007, free lifestyle glossy
magazine, monthly frequency),
Temporis (March 2007, up-market glossy
magazine on watches and lifestyle, monthly
frequency, launche by Automedia),
Q-Magazine (general content semi-glossy
magazine, launched with a fortnightly frequency in
March 2007)
Motociclismo (launched in April 2007 by
Supercar),
MBike (cycling magazine, launched in May 2007
by Action Publishing with a frequency of 6 issues
per year),
GrandOr (launched in May 2007 by Double Click)
Financial Director (free monthly magazine
launched by Business Publishing Group, targeted
to CFOs, controlled distribution),
Avocati de Top (top of Romanian law houses,
published first time in June 2007 by Fin Media
Group),
Igloo Guide Bucharest (cultural guide, launched
by Igloo Media in October 2007),
Scooby-Doo (cartoon-comics book, launched in
October 2007 under Warner Bross license),
Medic4all (November 2007, free, distributed
within hospitals and clinics),
Sapte Seri Covasna (the bilingual Romanian-
Hungarian edition of Sapte Seri launched in
November 2007 by Kopa Publicatii)
Be Blue Air (6 issues per year magazine
distributed to airline passengers of Blue Air airlines,
launched December 2007),
Bestbanking (banking magazine, 6 issues per
year, edited by Bestbanking Median),
33
www.initiative.com
press
anTREN (free weekly magazine, launched in
March 2008, distributed in high-speed trains and
train ticket booths in Bucharest and Brasov, will
cover 10 cities by the end of 2008),
RING (April 2008, daily free sheet/tabloid,
launched by Confort Media, distributed in
Bucharest),
Alege TV (April 2008, common product of
European Media Invest and Media Sud Europa,
distributed within the regional publications Gazeta
de Sud, Monitorul de Alba, Monitorul de Cluj,
Monitorul de Medias, Monitorul de Sibiu, Obiectiv
Editie de Vaslui, Viata Libera Galati, Ziarul de Braila
and Ziarul de Iasi)
In addition to that ARBOmedia increased its
portfolio in 2008 with two new publications
Semnal de Dambovita si Valcea and Curierul de
Ramnic now covering 37 counties with 43
publications (Monitorulab.ro, Observator Aradean,
Top, Ziarul de Bacau, Crisana, Monitorul de
Botosani, Monitorul expres, Obiectiv Vocea brailei,
Ziarul de Braila, 24 Ore, Monitorulcj.ro, Observator
de Constanta, Semnal de Dambovita, Gazeta de
Sud, Viata Libera, Semnal de Ilfov si Giurgiu,
Impact in Gorj, Replica, Semnal de Ialomita si
Calarasi, Ziarul de Iasi, Informatia Zilei de
Maramures, Mehedinteanul, Vocea Mehedintiului,
Zi de zi, Ziarul de Mures, Monitorul de Neamt si
Roman, Gazeta de Olt, Republicanul, Monitorul,
Informatia Zilei, Salajeanul, Tribuna Sibiu,
Monitorulsb.ro, Monitorul de Medias, Ziarul de
Sibiu, Monitorul de Suceava, Gazeta de
Teleorman, Renasterea Banateana, Acum, Curierul
de Ramnic, Obiectiv Vaslui, Monirul de Vrancea, Uj
Magyar Szo)
Clir Media adds to its portfolio the quarterly boats
and sailing magazine Navigator (launched in
October 2007) and the up-market womens glossy
Eve (launched in December 2007, part of BBC
Worldwide group)
Alta Casa Media adds to its portfolio the Info-
Sanatate unconventional distribution network
(distribution of press and informative materials
within health centers). Also, in the autumn of 2007
adds the music magazine My Band and later, in
March 2008, the cooking and style magazine
La Cucina.
Advertising revenue
As expected, the top 10 market segments by
ratecard ad expenditures are strongly related to the
main events and market evolutions in 2007
Romania: the campaign for private pensions, the
increase in the number of car acquisitions (of which
a good part in leasing system), the constant
increase in mobile telephony usage and the
development of the most important chains of
supermarkets (Carrefour, Cora, Billa, Metro) etc.
Together, the top 10 market segments represent
36% of the total advertising revenue achieved by
the print industry.
In addition to that, the print industry has
exchanged barters with other media in a total value
of approximately 57 million EUR, of which 47%
consists of barters exchanged with other print
publications.
Source: Alfacont
Value of media barters (rate card, EURO)
Magazines Newspapers Total
Newspapers
& Magazines
12,536,807 14,507,391 27,044,198
TV stations 3,091,872 12,015,365 15,107,237
Radio stations 3,544,608 8,469,226 12,013,833
Cinema
Theatres
Museums
1,849,618 615,681 2,465,299
Advertising
agencies
149,225 178,467 327,692
PR agencies 99,367 4,736 104,102
Other media 16,046 8,672 24,718
www.initiative.com
press
TOP 10 market segments by rate card ad expenditures (EURO)
Magazines Newspapers Total
Banking & Insurance Products and Services 8,117,047 20,026,308 28,143,355
Automotive 8,211,351 10,765,181 18,976,532
Mobile Telecommunications Services 4,040,620 13,342,715 17,383,335
Stores, Commercial Centers, Supermarkets 7,889,720 6,862,388 14,752,107
Buildings & Real Estate 3,534,023 6,340,439 9,874,462
Restaurants, Coffee Shops, Fast Foods 6,187,581 1,133,813 7,321,393
Government / Municipalities 80,225 6,652,264 6,732,489
Night Entertainment 4,910,026 197,445 5,107,471
Political Parties 189,553 4,805,905 4,995,459
Face Care 4,472,788 56,610 4,529,398
When looking at publication level, the magazine
segment that attracts the biggest ratecard ad
revenues is the one of free city guides (24-FUN,
Sapte Seri), followed at great distance by business
magazines, glossy magazines for women (of which
the first two places are occupied by international
titles Cosmopolitan and Elle) and paid TV guides.
Below there are a series of rankings on ratecard
ad revenue for various magazine segments.
Al numbers are given in Euro.
Publication Pages Ad revenue
(rate card, Euro)
Free City Guides
24-FUN 5.437 19.411.361
Sapte Seri 3.986 10.571.455
Business Magazines
Capital 844 6.045.495
Saptamana Financiara 552 3.640.501
Business Magazin 708 2.810.901
Business Review 501 2.080.780
Biz 507 1.946.237
Women Glossies
Cosmopolitan 757 4.530.179
Elle 901 4.453.189
Tabu 711 3.194.444
The One 668 2.832.620
Beau Monde 426 1.419.118
Paid TV Guides
ProTV Magazin 896 4.335.604
TVMania 1.100 2.774.213
TVSatelit 290 733.997
Women Semiglossies & Fortnightlies
Avantaje 776 3.453.772
Unica 822 3.117.765
Ioana 621 1.890.550
Lumea Femeilor 568 1.347.072
Femeia 318 1.122.862
Home & Deco
Casa Lux 651 2.004.690
Elle Decoration 440 1.455.838
Casa mea 485 1.375.160
Automotive
BBC Top Gear 656 1.772.600
Auto Motor si Sport 467 1.503.588
ProMotor 332 1.132.360
Men Glossies
Playboy 291 1.766.081
FHM 259 1.407.832
Men's Health 258 1.064.340
Gossip & Celebrity
Star 571 1.638.020
Viva 343 1.489.873
Story 544 1.260.344
Women Mass Market
Libertatea pentru femei 456 1.518.904
Femeia de azi 342 869.800
Povestea mea 646 574.607
Parenting
Mami 464 1.326.524
Superbebe 343 864.404
Ioana-Visul Copiilor 211 563.600
Young Women Glossies
Glamour 330 1.188.036
Joy 371 1.161.404
Bolero 369 1.105.326
IT & C
Chip 403 1.067.847
Connect 268 977.680
PC Magazin 414 734.340
Popular Science
National Geographic 175 1.061.381
Reader's Digest 184 608.390
Descopera 110 488.106
Source: Alfacont
The same analysis made for newspapers /
dailies shows quality newspapers as the ones
attracting the highest level of ratecard ad revenue.
They are followed by financial newspapers, and
tabloids.
(rate card, Euro)
Quality Newspapers
Jurnalul National 1,068 10,882,135
Evenimentul Zilei 1,038 7,438,822
Romania Libera 959 5,436,410
Cotidianul 716 4,034,600
Adevarul 732 3,188,390
Financial Newspapers
Ziarul Financiar 1,456 9,615,934
Business Standard 265 2,152,311
Bursa 242 988,393
Tabloids
Libertatea 845 7,636,089
Ziarul 322 1,157,419
7 Plus 303 1,156,174
Click! 303 1,040,047
Source: Alfacont
Local publications also attract a fairly good
amount of advertising, but at a much lower scale.
(rate card, Euro)
Local Publications
Ziarul de Iasi / Iasi 1,394 3,006,964
Transilvania Expres / Brasov 941 2,417,602
Viata Libera / Galati 788 2,363,947
Monitorul de Vrancea / Vrancea 1,604 2,295,881
Gazeta de Sud / Dolj 605 2,214,675
Obiectiv Vocea Sucevei / Suceava 733 1,931,359
Ziarul de Vrancea / Vrancea 1,172 1,823,066
Evenimentul de Iasi / Iasi 1,123 1,804,991
Tribuna Sibiului / Sibiu 929 1,663,418
Jurnalul Bihorean / Bihor 1,062 1,647,814
Source: Alfacont
35
www.initiative.com
press
Readership figures
As previously said, the process of readership fragmentation continued in 2007.
Compared to the January 2006 - January 2007 period, the January 2007 - January 2008 period brought
decreases in readership figures for approximately 86% of the publications monitored by the National
Readership Survey.
The greatest decreases in readership figures are for fortnightly magazines (starting from - 19%) - with
the exception of Ciao! magazine - and the IT&C magazines (varying from -17% to -37%).
Top 15 of publications with the greatest decrease in readership figures
Readership for: Jan 2006 - Jan 2007 Jan 2007 - Jan 2008 Evolution
Publitim 109 50 -54%
Tribuna 85 47 -45%
Look! 112 63 -44%
Ioana - Visul Copiilor 155 88 -43%
Dilema Veche 58 34 -41%
Viva 213 127 -40%
Go4it! (cancelled) 34 21 -38%
LEVEL Games, Hardware & Lifestyle 126 79 -37%
Ziua 249 161 -35%
Ziarul 177 115 -35%
Connect 86 57 -34%
Util 104 70 -33%
Xtrem PC 157 107 -32%
Beau Monde 87 60 -31%
Aventuri La Pescuit 130 90 -31%
However, a minority of publications were able to increase their readership figures. Of them, the local
publications are the vast majority, which indicates an increasing interest for the local happening and local
perspective.
Top 10 of publications with the greatest increase in readership figures
Readership for: Jan 2006 - Jan 2007 Jan 2007 - Jan 2008 Evolution
Friss Ujsag 13 26 100%
Ieseanul 29 55 90%
Ziarul De Iasi 39 73 87%
Timis Expres 41 59 44%
Bihoreanul 46 66 43%
Cotidianul 129 179 39%
Ziarul De Bacau 24 33 38%
Gazeta de Olt 17 23 35%
Impact In Gorj 51 66 29%
Ciao! 289 371 28%
On the next page there are the data delivered by the latest National Readership Survey wave, covering
the January 2007 - January 2008 period.
www.initiative.com
press
37
www.initiative.com
press
Monthlies
Auto Expert Machine Maintenance 121 1.3 2829 23.41
Auto Motor si Sport Motor Presse 303 3.4 20.47 4000 13.2
Avantaje Edipresse A.S. 275 3.1 8.09 4486 16.34
Aventuri la Pescuit Editura Milano 90 1 8.41 2950 32.72
Beau Monde Sanoma Hearst Romania 60 0.7 3.03 3429 56.91
Bolero Ringier Romania 153 1.7 3.4 3571 23.31
Bucataria Pentru Toti Athanor 424 4.7 10.34 2850 6.72
Burda Burda Romania 96 1.1 8.28 2857 29.82
Caminul Domus Magazin 121 1.3 16.13 3000 24.87
Casa De Vacanta Casa Lux 104 1.2 10.51 2143 20.67
Casa Lux Casa Lux 301 3.3 17.01 3000 9.97
Casa Mea Domus Magazin 277 3.1 18.22 3000 10.83
Carticica Practica CasaLux 88 1 0.8 3000 34.2
Ce Se Intampla Doctore Publimedia International 366 4.1 14.08 4000 10.94
Chip Computer & Communications Vogel Burda Communications 157 1.7 8.05 2800 17.84
Computer Bild EdipresseA.S. 89 1 6.79 1829 20.55
Connect MTRpress 57 0.6 3990 70.21
Cosmopolitan Sanoma Hearst Romania 204 2.3 4.86 6286 30.84
Descopera Publimedia International 100 1.1 5.32 3686 36.88
Domus DomusMagazin 97 1.1 6.74 2900 29.94
Draga Mea CasaLux 177 2 19.89 1429 8.05
Elle EdipresseA.S. 127 1.4 5.77 4057 31.94
Elle Decoration EdipresseA.S. 46 0.5 3.68 2543 55.06
Eva - Magazinul Femeilor Maxim Publisher 89 1 18.16 3500 39.11
Familia Mea Edipresse A.S. 109 1.2 6.45
Farmacia Ta Galenus 267 3 3.26 3000 11.22
FEMEIA Sanoma Hearst Romania 459 5.1 13.91 4286 9.33
FHM Sanoma Hearst Romania 148 1.6 6.73 5143 34.78
Glamour Liberis Publications 80 0.9 2.11 4143 51.9
Go4It! Publimedia International 21 0.2 1.15
Gradina Mea De Vis Burda Romania 167 1.9 14.27 2000 11.97
Ioana Horoscop Burda Romania 353 3.9 26.54 2000 5.67
Ioana - LocuintaMea Burda Romania 148 1.6 15.1 2000 13.51
Ioana - SecreteleBucatariei Burda Romania 422 4.7 24.25 2800 6.63
Ioana - Visul Copiilor Burda Romania 88 1 9.17 2514 28.69
Joy Edipresse A.S. 122 1.4 3.21 3171 25.9
LEVEL Games, Hardware & Lifestyle Vogel Burda Communications 79 0.9 5 2000 25.38
Look! Edipresse A.S. 63 0.7 3.15 2029 32.44
Mami Sanoma Hearst Romania 151 1.7 8.03 3429 22.71
Maxim Attica Media RMN 61 0.7 7.26 4571 74.44
Medicina Naturista Macri Press 407 4.5 23.53 2314 5.69
Men's Health Burda Romania 75 0.8 5.68 4400 58.62
Misiunea Casa Leon Consulting 139 1.5 17.82 2500 18.04
National Geographic Sanoma Hearst Romania 287 3.2 15.43 5571 19.41
Oferte Speciale Oferte Speciale 49 0.5 1 670 13.72
PC Magazine Agora Media 148 1.6 19.73 2290 15.52
Perfect Pentru Casa Mea Burda Romania 67 0.7 10 2000 29.8
Photo Magazin MTR Press 31 0.3 3.4 3990 127.4
Planul Casei Mele Domus Magazin 84 0.9 10.63 2500 29.62
Playboy Attica Media RMN 265 2.9 15.06 5571 21.02
Popcorn Edipresse A.S. 245 2.7 6.45 1943 7.93
Practic In Bucatarie Casa Lux 1065 11.8 3.63 4000 3.76
Practic - Idei pentru casa, gradina si apartament Casa Lux 484 5.4 7.68 2514 5.2
ProMotor Publimedia International 280 3.1 14.43 3686 13.16
Quattroruote Psihologia Azi Magazin 21 0.2 3000 146.18
Reader's Digest Editura Reader`s Digest 232 2.6 2.32 4000 17.23
Rebus (Flacara) Publicatiile Flacara 705 7.8 18.08 714 1.01
Revista De Film HBO HBO 577 6.4 3.39 5000 8.67
Sana Edipresse A.S. 43 0.5 4.02
Slab Sau Gras Galenus 52 0.6 2.65 1500 28.79
Tabu Catavencu 167 1.9 9.54 4750 28.4
Publication Publisher Readership Net Readers Rate CPT
(000) Coverage /copy Card rate
% 1/1 page card
(EUR) (EUR)
Tango Zada Media 64 0.7 4.08 4857 75.56
Tonica Galenus 35 0.4 2.65 1500 42.71
Unica Ringier Romania 242 2.7 6.05 4571 18.92
Util Domus Magazin 70 0.8 4.24 1200 17.23
Viva Edipresse A.S. 127 1.4 6.35 3457 27.23
XtremPC Romas Comercial 106 1.2 2000 18.78
Fortnightlies
Acasa Magazin Publimedia International 458 5.1 9.54 3143 6.86
Autoshow Burda Romania 129 1.4 11.32 2514 19.45
Bravo Ringier Romania 348 3.9 5.9 2600 7.47
Bravo Girl Ringier Romania 241 2.7 4.82 2600 10.8
Cariere Editura Cariere 46 0.5 11.22 1971 43.23
Ciao! Revista Ciao 371 4.1 7.89 3286 8.86
Cool Girl Burda Romania 222 2.5 4.53 2514 11.3
Ioana Burda Romania 487 5.4 8.7 3143 6.45
Lumea Femeilor Ringier Romania 362 4 6.58 2857 7.88
Oblique TVMagazin Oblique Media 20 0.2 0.2 4571 227.46
Sapte Seri Timisoara Kopa Publicatii 17 0.2 0.89 1429 82.6
TV Satelit Ringier Romania 578 6.4 7.81 2857 4.94
Zile si Nopti Brasov Zile si Nopti 28 0.3 1.27 1000 35.23
Zile si Nopti Iasi Zile si Nopti 24 0.3 3.12 1000 41.26
Zile si Nopti Sibiu Zile si Nopti 14 0.2 1.39 1000 72.3
Weeklies
Academia Catavencu Catavencu 322 3.6 8.47 6450 20.01
Agenda Trustul de Presa Agenda 125 1.4 2.45 3127 24.97
Auto Supermarket Unionpress 73 0.8 6.7 220 3.03
Banateanul Publimedia International 33 0.4 5.24 1857 56.47
Banii Nostri Media ON 54 0.6 4.66 3999 73.53
Bihoreanul Publimedia International 66 0.7 16.92 1857 28.08
Business Magazin Publimedia International 60 0.7 4.72 4143 68.6
Camion Supermarket Unionpress 35 0.4 5.38 220 6.33
Capital Ringier Romania 270 3 6.75 5714 21.2
Clujeanul PublimediaInternational 51 0.6 7.97 2286 44.78
Dilema Veche Satiricon 34 0.4 4.15 1717 50.62
Evenimentul Zilei de Duminica Ringier Romania 469 5.2 12.34 3486 7.44
Fanatik Fanatik Media 143 1.6 5.96 7000 49.05
Femeia De Azi Sanoma Hearst Romania 222 2.5 3 2857 12.84
Gazeta Sporturilor De Duminica Convergent Media 611 6.8 17.46 7857 12.85
Ieseanul Publimedia International 55 0.6 12.79 2286 41.74
Libertatea De Duminica Ringier Romania 870 9.7 4.51 5071 5.83
Libertatea Pentru Femei Ringier Romania 544 6 4.09 6171 11.35
ProSport De Duminica Publimedia International 585 6.5 11.94 6600 11.29
ProTv Magazin Publimedia International 890 9.9 12.19 4857 5.46
Publitim Inform Media 50 0.6 2.08 679 13.6
Saptamana Financiara Saptamana Financiara 238 2.6 11.33 5400 22.66
Sapte Seri Kopa Publicatii 76 0.8 1.27 2486 32.82
Soc G Publicatii 37 0.4 3.06 3800 101.85
Taifasuri Taifasuri Media 240 2.7 6.67 4000 16.65
Star G Publicatii 164 1.8 4.1 4800 29.28
Story Sanoma Hearst Romania 157 1.7 5.81 2857 18.22
TVMania Ringier Romania 403 4.5 3.8 7200 17.87
Vip Grup Management 221 2.5 7.89 4000 18.09
Zau G Publicatii 65 0.7 3.25 2375 36.36
Newspapers
Adevarul Adevarul 405 4.5 16.2 4463 11.01
Adevarul De Arad Inform Media 52 0.6 2.17 1602 30.93
Agenda Zilei Trustul de Presa Agenda 26 0.3 5.91 904 34.93
Arad Expres Inform Media 30 0.3 2.24 432 14.5
Bihari Naplo Inform Media 40 0.4 2.9 945 23.54
Compact Bucuresti Ringier Romania 249 2.8 1.67 4096 16.48
www.initiative.com
press
% 1/1 page card
(EUR) (EUR)
39
www.initiative.com
press
Cotidianul Poligraf 179 2 14.67 5950 33.29
Crisana Anotimp Casa de Presa si Editura 34 0.4 4.1 1729 51.09
Curentul Dramiral Media Group 74 0.8 14.8 6400 87.01
Curierul National Media Sud Management 144 1.6 27.69 4011 27.89
Editie Speciala Editie Speciala Popular 45 0.5 2.87 4309 95.19
Evenimentul Zilei Ringier Romania 617 6.9 9.21 6271 10.16
Friss Ujsag Inform Media 26 0.3 2.57 1140 43.24
Gazeta De Olt Click News 23 0.3 10 1220 52.83
Gazeta De Sud Media Sud Management 157 1.7 5.41 5003 31.91
Gazeta Sporturilor Convergent Media 714 7.9 9.52 8714 12.2
Gandul Crucisatorul 196 2.2 6.53 4557 23.22
Hunedoreanul Publimedia International 35 0.4 7.78 1857 53.64
Impact In Gorj GNC Press Impact in Gorj 66 0.7 26.4 1131 17.23
Informatia Zilei Solpress 41 0.5 2.91 2689 66.26
Jurnalul Bihorean Inform Media 48 0.5 3.22 1824 37.75
Jurnalul National Editura Intact 810 9 10.13 7914 9.77
Libertatea Ringier Romania 1328 14.8 5.13 7620 5.74
Monitorul de Botosani Mediapress 61 0.7 9.1 2060 33.51
Monitorul de Sibiu Compania de Media 18 0.2 15
Monitorul de Suceava Interpress 35 0.4 4.22 1874 53.98
Monitorul Expres Monitorul Expres 24 0.3 11.43 1517 62.68
Obiectiv Vaslui EMI Press 54 0.6 16.88 1476 27.31
Obiectiv Vocea Brailei Double P Media 47 0.5 11.19 2236 47.23
ProSport Publimedia International 553 6.1 7.09 6600 11.93
Renasterea Banateana Timpress 35 0.4 2.52 1543 44.11
Romania Libera R Publicatii 235 2.6 4.2 6229 26.52
Timis Expres Inform Media 59 0.7 2.03 401 6.84
Timpul Inform Media 24 0.3 3.33 957 39.2
Transilvania Expres Tipotex 58 0.6 7.16 3417 58.49
Tribuna Sibiului Casa de Presa si Editura Tribuna 47 0.5 3.07 2484 53.31
Viata Libera Trustul de Presa Dunarea de Jos 49 0.5 5.16 3986 81.81
Ziarul Ziarul C.N. 115 1.3 4.79 3850 33.54
Ziarul de Bacau Mediabac 33 0.4 20.63 1080 33.16
Ziarul de Iasi Grupul de Presa Medianet 73 0.8 7.23 3514 47.95
Ziarul Financiar Publimedia International 204 2.3 11.53 5857 28.75
Ziua Ziua 161 1.8 8.17
Supplements
Adevarul TV Adevarul 188 2.1 6.96 2519 13.41
Evenimentul Zilei TV Ringier Romania 410 4.6 3.06 2800 6.84
Jurnalul de Bucatarie Editura Intact 386 4.3 4.44 3629 9.41
Jurnalul Casei Mele Editura Intact 265 2.9 4.14 3629 13.71
Jurnalul de Colectie Editura Intact 407 4.5 4.9 3629 8.93
Jurnalul de Sanatate Editura Intact 384 4.3 5.41 3629 9.45
Jurnalul TV Editura Intact 438 4.9 3.59 3629 8.28
Libertatea Weekend Ringier Romania 1031 11.5 2.53 5300 5.14
Obiectiv Vocea Brailei TV Double P Media 43 0.5 7.54
% 1/1 page card
(EUR) (EUR)
www.initiative.com
press
M
a
p

1
A
:

m
o
n
t
h
l
y

m
a
g
a
z
i
n
e
s
b
y

a
g
e
(
h
o
r
i
z
o
n
t
a
l
)

a
n
d

s
o
c
i
a
l

s
t
a
t
u
s
(
v
e
r
t
i
c
a
l
)
(
l
a
b
e
l
s

r
e
p
r
e
s
e
n
t

p
u
b
l
i
c
a
t
i
o
n

n
a
m
e

a
n
d

p
u
b
l
i
c
a
t
i
o
n

r
e
a
d
e
r
s
h
i
p

i
n

t
h
o
u
.

r
e
a
d
e
r
s
)
41
www.initiative.com
press
M
a
p

1
B
:

f
o
r
t
n
i
g
h
t
l
y

a
n
d

w
e
e
k
l
y

m
a
g
a
z
i
n
e
s
b
y

a
g
e
(
h
o
r
i
z
o
n
t
a
l
)

a
n
d

s
o
c
i
a
l

s
t
a
t
u
s
(
v
e
r
t
i
c
a
l
)
(
l
a
b
e
l
s

r
e
p
r
e
s
e
n
t

p
u
b
l
i
c
a
t
i
o
n

n
a
m
e

a
n
d

p
u
b
l
i
c
a
t
i
o
n

r
e
a
d
e
r
s
h
i
p

i
n

t
h
o
u
.

r
e
a
d
e
r
s
)
www.initiative.com
press
M
a
p

1
C
:

n
e
w
s
p
a
p
e
r
s

a
n
d

s
u
p
p
l
e
m
e
n
t
s
b
y

a
g
e
(
h
o
r
i
z
o
n
t
a
l
)

a
n
d

s
o
c
i
a
l

s
t
a
t
u
s
(
v
e
r
t
i
c
a
l
)
(
l
a
b
e
l
s

r
e
p
r
e
s
e
n
t

p
u
b
l
i
c
a
t
i
o
n

n
a
m
e

a
n
d

p
u
b
l
i
c
a
t
i
o
n

r
e
a
d
e
r
s
h
i
p

i
n

t
h
o
u
.

r
e
a
d
e
r
s
)
43
www.initiative.com
press
M
a
p

2
A
:

m
o
n
t
h
l
y

m
a
g
a
z
i
n
e
s
b
y

a
g
e
(
h
o
r
i
z
o
n
t
a
l
)

a
n
d

g
e
n
d
e
r
(
v
e
r
t
i
c
a
l
)
(
l
a
b
e
l
s

r
e
p
r
e
s
e
n
t

p
u
b
l
i
c
a
t
i
o
n

n
a
m
e

a
n
d

p
u
b
l
i
c
a
t
i
o
n

r
e
a
d
e
r
s
h
i
p

i
n

t
h
o
u
.

r
e
a
d
e
r
s
)
www.initiative.com
press
M
a
p

2
B
:

f
o
r
t
n
i
g
h
t
l
y

a
n
d

w
e
e
k
l
y

m
a
g
a
z
i
n
e
s
b
y

a
g
e
(
h
o
r
i
z
o
n
t
a
l
)

a
n
d

g
e
n
d
e
r
(
v
e
r
t
i
c
a
l
)
(
l
a
b
e
l
s

r
e
p
r
e
s
e
n
t

p
u
b
l
i
c
a
t
i
o
n

n
a
m
e

a
n
d

p
u
b
l
i
c
a
t
i
o
n

r
e
a
d
e
r
s
h
i
p

i
n

t
h
o
u
.

r
e
a
d
e
r
s
)
45
www.initiative.com
press
M
a
p

2
C
:

n
e
w
s
p
a
p
e
r
s

a
n
d

s
u
p
p
l
e
m
e
n
t
s
b
y

a
g
e
(
h
o
r
i
z
o
n
t
a
l
)

a
n
d

g
e
n
d
e
r
(
v
e
r
t
i
c
a
l
)
(
l
a
b
e
l
s

r
e
p
r
e
s
e
n
t

p
u
b
l
i
c
a
t
i
o
n

n
a
m
e

a
n
d

p
u
b
l
i
c
a
t
i
o
n

r
e
a
d
e
r
s
h
i
p

i
n

t
h
o
u
.

r
e
a
d
e
r
s
)
www.initiative.com
press
M
a
p

3
A
:

m
o
n
t
h
l
y

m
a
g
a
z
i
n
e
s
b
y

s
o
c
i
a
l

s
t
a
t
u
s
(
h
o
r
i
z
o
n
t
a
l
)

a
n
d

g
e
n
d
e
r
(
v
e
r
t
i
c
a
l
)
(
l
a
b
e
l
s

r
e
p
r
e
s
e
n
t

p
u
b
l
i
c
a
t
i
o
n

n
a
m
e

a
n
d

p
u
b
l
i
c
a
t
i
o
n

r
e
a
d
e
r
s
h
i
p

i
n

t
h
o
u
.

r
e
a
d
e
r
s
)
47
www.initiative.com
press
M
a
p

3
B
:

f
o
r
t
n
i
g
h
t
l
y

a
n
d

w
e
e
k
l
y

m
a
g
a
z
i
n
e
s
b
y

s
o
c
i
a
l

s
t
a
t
u
s
(
h
o
r
i
z
o
n
t
a
l
)

a
n
d

g
e
n
d
e
r
(
v
e
r
t
i
c
a
l
)
(
l
a
b
e
l
s

r
e
p
r
e
s
e
n
t

p
u
b
l
i
c
a
t
i
o
n

n
a
m
e

a
n
d

p
u
b
l
i
c
a
t
i
o
n

r
e
a
d
e
r
s
h
i
p

i
n

t
h
o
u
.

r
e
a
d
e
r
s
)
www.initiative.com
press
M
a
p

3
C
:

n
e
w
s
p
a
p
e
r
s

a
n
d

s
u
p
p
l
e
m
e
n
t
s
b
y

s
o
c
i
a
l

s
t
a
t
u
s
(
h
o
r
i
z
o
n
t
a
l
)

a
n
d

g
e
n
d
e
r
(
v
e
r
t
i
c
a
l
)
(
l
a
b
e
l
s

r
e
p
r
e
s
e
n
t

p
u
b
l
i
c
a
t
i
o
n

n
a
m
e

a
n
d

p
u
b
l
i
c
a
t
i
o
n

r
e
a
d
e
r
s
h
i
p

i
n

t
h
o
u
.

r
e
a
d
e
r
s
)
49
www.initiative.com
press
Circulation figures
While circulation figures and publication auditing is a common practice for central publications with
national distribution, the number of local publications that have audit certificates remains very low.
There is an approximate number of 365 local publications in Romania. Out of them, 87 publications are
audited by BRAT, 54 are registered at BRAT but dont have audit figures and 224 are neither registered
nor audited. As a result of that there are very few ways to verify the numbers given within their media kits
by publishers with no BRAT auditing.
Publishers of audited local titles are publishers of both central and local titles (e.g.: Publimedia, Media
Sud Management, Kopa Publicatii) or publishers of local titles exclusively (e.g.: Inform Media, Solpress,
Zile si Nopti)
In 2007 circulation figures for central publications were greatly influenced by marketing actions
(promotional contests, covermounts, promotional prices) offering long-term circulation increases (eg:
Femeia de azi promotional contests, Libertatea pentru femei promotional contests, Glamour -
covermounts) or circulation spikes for certain issues (FHM vibrating ring covermount, VIVA designers
t-shirt covermount).
Meantime, local publications rely mostly on the organic growth of the market. Also, the process of local
publications launching various themed supplements started in 2006 continues in 2007.
Publication Publisher Type Print run Returns Circulation Source
/issue /issue /issue
NATIONAL PUBLICATION
Monthlies
Auto Expert Machine Maintenance Paid 15,600 2,493 13,107 PS
Auto Motor si Sport MotorPresse Paid 23,092 7,325 15,601 PS
Avantaje Edipresse A.S. Paid 44,979 11,393 33,586 PS
Aventuri la pescuit Editura Milano Paid 17,267 4,877 12,389 PS
Baby Edipresse A.S. Paid 17,848 6,798 11,050 PS
BBC Top Gear Media Sport Group Paid 19,400 3,721 15,060 AC
Beau Monde Sanoma Hearst Romania Paid 30,833 8,751 22,049 PS
Benessere CENTROFARM Free 13,400 - 13,400 AC
BLU Sensiblu Free 120,000 - 120,000 PS
Bolero Ringier Romania Paid 59,222 12,906 46,298 PS
Bucataria pentru toti Athanor Paid 58,063 12,632 45,431 PS
burda Burda Romania Paid 16,368 5,023 11,066 PS
Caminul Domus Magazin Paid 15,082 6,248 8,724 PS
Campaign Business Media Group Paid n.a. n.a. n.a. n.a.
Carticica Draga mea pentru copii Casa Lux Paid 88,417 31,276 56,744 PS
Carticica Practica Casa Lux Paid 121,000 31,320 89,267 PS
Casa de vacanta Casa Lux Paid 15,958 5,604 10,104 PS
Casa Lux Casa Lux Paid 23,667 7,942 15,447 PS
Casa mea Domus Magazin Paid 20,264 3,535 16,596 PS
Casa si Biroul - Bucuresti LS Invest Free 25,000 230 24,770 AC
Casa si gradina Sanoma Hearst Romania Paid 23,100 9,462 13,613 PS
Ce se intampla doctore? Publimedia International Paid 35,196 11,812 23,384 PS
Chip Computer & Communications Vogel Burda Communications Paid 29,458 9,587 19,482 PS
Clever Travel Domus Magazin Paid 10,000 5,520 3,960 AC
Computer Bild Edipresse A.S. Paid 15,000 4,480 10,520 PS
Cosmopolitan Sanoma Hearst Romania Paid 55,000 14,230 40,689 PS
Cutezatorii Editura LVS Crepuscul Paid 25,953 714 25,239 AC
Descopera Publimedia International Paid 22,942 5,902 17,040 PS
Dilemateca Satiricon Paid 8,354 4,287 4,063 PS
Domus Domus Magazin Paid 20,091 5,077 14,722 PS
Domus Util Domus Magazin Paid 20,000 4,953 14,889 PS
Doxi CD Press Paid 48,150 7,605 38,918 PS
Draga Mea - Ghid practic in viata ta Casa Lux Paid 16,958 7,850 8,786 PS
eFinance Finmedia Free n.a. n.a. n.a. n.a.
ELLE Edipresse A.S. Paid 25,909 5,428 20,481 PS
ELLE Decoration Edipresse A.S. Paid 14,500 4,843 9,657 PS
EU.RO.COM Grup Management Paid n.a. n.a. n.a. n.a.
Eva - magazinul femeilor Maxim Publisher Paid 15,000 9,601 5,399 AC
Familia mea Edipresse A.S. Paid 23,400 6,685 16,715 AC
www.initiative.com
press
Farmacia Ta Galenus Paid 90,000 5,706 84,294 PS
Farmacist.ro Puls Media Network Paid 10,500 27 10,081 PS
Femeia Sanoma Hearst Romania Paid 40,545 17,032 23,348 PS
FHM Sanoma Hearst Romania Paid 33,750 12,388 21,292 PS
Financial Director Business Publishing Group Free 12,000 151 11,849 PS
Food & Bar Business Publishing Group Free 14,000 134 13,866 PS
Geo MotorPresse Paid 15,475 6,934 8,541 PS
Glamour Liberis Publications Romania Paid 53,033 12,268 40,765 PS
Go4It Publimedia International Paid 21,051 2,629 18,422 PS
Gradina mea de vis Burda Romania Paid 16,417 4,007 12,140 PS
Hotel, Restaurant, Bar Expert CMG Romania Free 15,000 183 14,817 PS
Hustler G Publicatii Paid n.a. n.a. n.a. n.a.
Ideal Decor MC Media Concept Paid 14,100 4,238 9,862 PS
Idei in dialog Catavencu Paid 11,817 5,352 6,465 PS
Igloo Igloo Media Paid n.a. n.a. n.a. n.a.
Ioana Horoscop Burda Romania Paid 19,000 4,892 13,894 PS
Ioana Locuinta mea Burda Romania Paid 14,042 3,894 9,900 PS
Ioana Secretele bucatariei Burda Romania Paid 23,417 3,916 19,274 PS
Ioana Visul Copiilor Burda Romania Paid 16,583 9,058 7,304 PS
J`adore Catavencu Free 25,990 61 25,929 AC
Joy Edipresse A.S. Paid 52,321 12,693 39,628 PS
LEVEL Games, Hardware & Lifestyle Vogel Burda Communications Paid 23,208 7,629 15,223 PS
Libertatea Integrame Ringier Romania Paid 33,167 12,288 20,879 PS
Look! Edipresse A.S. Paid 29,464 7,376 22,087 PS
Magazinul Progresiv CMG Romania Free 26,000 210 25,790 PS
Mami Sanoma Hearst Romania Paid 27,917 7,427 20,325 PS
Market Watch Fin Watch Free 10,000 - 10,000 AC
Maxim Attica Media RMN Paid 20,889 11,309 9,581 PS
Medic.ro Puls Media Network Free 15,000 37 14,121 PS
Medicina Naturista Macri Press Paid 23,050 5,654 17,396 PS
Men's Health Burda Romania Paid 22,917 9,415 13,236 PS
Misiunea Casa Leon Consulting Paid 15,250 6,795 8,361 PS
National Geographic Sanoma Hearst Romania Paid 27,667 7,584 20,083 PS
PC Magazine Romania Agora Media Paid 17,062 8,062 8,679 PS
Perfect pentru casa mea Burda Romania Paid 12,500 5,731 6,570 PS
Pharma Business Business Publishing Group Free 12,000 107 11,893 PS
Pharmakon Ruve Press Free 17,283 - 17,283 PS
Photo Magazin MTR Press Paid 14,917 5,807 7,819 PS
Piata Business Publishing Group Free 25,000 393 24,607 PS
Planul casei mele Domus Magazin Paid 10,618 2,479 7,989 PS
Playboy Attica Media RMN Paid 31,492 13,573 17,911 PS
Popcorn Edipresse A.S. Paid 48,142 6,414 41,727 PS
Practic - Idei pentru casa, Casa Lux Paid 88,833 26,328 62,098 PS
gradina si apartament
Practic in bucatarie Casa Lux Paid 350,757 82,441 261,906 PS
Prevention Liberis Publications Romania Paid n.a. n.a. n.a. n.a.
ProMotor Publimedia International Paid 17,233 8,571 8,662 PS
Psihologia Azi Psihologia Azi Magazin Paid 19,798 7,438 12,355 PS
Psychologies Edipresse A.S. Paid 23,333 13,274 9,214 AC
Quattroruote Burda Romania Paid 12,625 6,134 6,259 PS
Reader`s Digest Editura Reader`s Digest Paid 133,250 5,228 127,264 AC
Rebus (Flacara) Publicatiile Flacara Paid n.a. n.a. n.a. n.a.
RE:PUBLIK Re:Cool Media Paid n.a. n.a. n.a. n.a.
Revista de Film HBO HBO Romania Free 170,000 - 170,000 PS
Romania Business Cream Creamvertise Paid n.a. n.a. n.a. n.a.
Sana Edipresse A.S. Paid 14,300 4,130 10,170 PS
Slab sau Gras Galenus Paid 29,000 6,052 22,621 PS
Superbebe Bebe Media Paid 17,750 6,566 11,184 PS
Tabu Catavencu Paid 27,623 11,683 15,940 PS
Tango Zada Media Paid 22,000 7,547 14,453 AC
Target Publimedia International Paid 17,879 4,515 13,072 PS
Terra Magazin CD Press Paid 126,696 6,545 119,761 PS
The Marketer The Marketer Magazine Free 3,833 - 3,833 AC
The One Publione Media Paid 24,771 10,486 14,285 PS
51
www.initiative.com
press
Tonica Galenus Paid 20,000 4,762 15,238 AC
Unica Ringier Romania Paid 51,663 13,866 37,779 PS
Univers Moto MotorPresse Paid 9,960 4,979 4,981 PS
Viva Edipresse A.S. Paid 26,667 6,465 20,201 PS
XtremPC Romas Comercial Paid 19,545 6,714 12,832 PS
Fortnightlies
Acasa Magazin Publimedia International Paid 63,651 19,997 43,654 PS
Autoshow Burda Romania Paid 15,320 6,294 8,818 PS
Biz Business Media Group Paid n.a. n.a. n.a. n.a.
Bravo Ringier Romania Paid 85,838 20,748 65,049 PS
Bravo Girl Ringier Romania Paid 69,942 18,280 51,648 PS
Cariere Editura Cariere Paid 7,591 3,395 4,195 PS
Ciao! Revista Ciao Paid 69,804 19,219 50,321 PS
Cool Girl Burda Romania Paid 61,142 14,757 46,016 PS
eWeek Agora Media Free 7,000 - 6,990 PS
Ioana Burda Romania Paid 81,500 27,038 54,123 PS
Lumea Femeilor Ringier Romania Paid 65,523 17,898 47,598 PS
Oblique TV Magazin Oblique Media Free 100,000 - 100,000 AC
Q-magazine Babilon Press Paid n.a. n.a. n.a. n.a.
TV Satelit Ringier Romania Paid 92,087 21,415 70,621 PS
Weeklies
Academia Catavencu Catavencu Paid 57,182 18,065 39,117 PS
Adevarul de Duminica Adevarul Paid 43,307 23,719 19,546 PS
Adevarul Ghid TV Adevarul Paid 54,921 24,112 30,734 PS
Autosupermarket Unionpress Paid 17,513 7,516 10,378 PS
Odorheiu-Secuiesc
Averea Ghid TV Media Promo Valores Free 74,039 32,353 41,665 PS
Banii Nostri Media ON Paid 14,615 1,843 11,408 AC
Business Magazin Publimedia International Paid 19,864 3,616 16,248 PS
BBW Anamcara Media Group Free n.a. n.a. n.a. n.a.
BusinessWeek Business Media Group Paid n.a. n.a. n.a. n.a.
Capital Ringier Romania Paid 44,875 8,476 36,389 PS
Dilema Veche Satiricon Paid 13,203 5,036 8,150 PS
Evenimentul Zilei - Ghid TV Ringier Romania Free 152,759 37,318 115,375 PS
Evenimentul Zilei de Duminica Ringier Romania Paid 45,176 12,436 32,681 PS
Fanatik Fanatik Media Paid 31,800 16,280 15,520 AC
Felicia Media Casa Press Paid 43,150 12,209 30,939 PS
Femeia de azi Sanoma Hearst Romania Paid 163,426 42,890 120,516 PS
Gazeta Sporturilor de Duminica Convergent Media Paid 49,470 17,077 32,288 PS
Jurnalul Casei Mele Editura Intact Free 71,372 13,895 57,477 PS
Jurnalul de Bucatarie Editura Intact Free 93,530 22,597 70,933 PS
Jurnalul de Sanatate Editura Intact Free 76,349 15,088 61,261 PS
Jurnalul National - Editie de Colectie Editura Intact Free 164,125 29,663 134,462 PS
Jurnalul National - Ghid TV Editura Intact Free 147,080 39,433 107,647 PS
Jurnalul National de Duminica Editura Intact Free 44,130 5,259 38,870 PS
Kaufland Kaufland Romania SCS Free 1,137,812 - 1,088,296 AC
Libertatea - Editia de duminica Ringier Romania Paid 235,252 49,387 185,526 PS
Libertatea - Supliment Weekend Ringier Romania Free 517,068 99,279 417,490 PS
Libertatea pentru femei Ringier Romania Paid 177,496 46,185 130,889 PS
Povestea mea Edipresse A.S. Paid 47,430 7,715 39,715 PS
Pro Sport de Duminica Publimedia International Paid 63,600 19,702 43,804 PS
Pro TV Magazin Publimedia International Paid 126,197 37,735 88,453 PS
Saptamana Financiara Saptamana Financiara Paid 40,093 13,369 26,725 PS
Soc G Publicatii Paid 28,654 17,926 10,728 AC
Star G Publicatii Paid 54,192 21,004 33,189 AC
Story Sanoma Hearst Romania Paid 35,635 13,600 21,929 PS
Taifasuri Taifasuri Media Paid 55,962 22,969 32,868 AC
TVMania Ringier Romania Paid 138,170 35,487 102,627 PS
VIP Grup Management Paid 35,785 9,950 25,818 PS
Zau G Publicatii Paid 36,846 21,121 15,725 AC
www.initiative.com
press
Dailies / Newspapers
Adevarul Adevarul Paid 43,341 16,104 27,211 PS
Averea Media Promo Valores Paid 55,500 22,767 32,716 AC
CANCAN Cancan Media Paid 87,547 34,451 52,968 PS
Click Media Promo Valores Paid 98,323 32,803 65,476 PS
Cotidianul Poligraf Paid 30,551 9,985 20,536 PS
Curentul Dramiral Media Group Free 89,066 626 88,440 AC
Curierul National Media Sud management Paid n.a. n.a. n.a. n.a.
Dailyul Poligraf Paid 30,551 9,985 20,536 PS
Evenimentul Zilei Ringier Romania Paid 81,247 20,203 60,989 PS
Gandul Crucisatorul Paid 43,743 9,550 34,193 PS
Gardianul Best Media Press Paid 10,031 3,845 6,147 PS
Gazeta Sporturilor Convergent Media Paid 101,627 27,301 73,820 PS
Jurnalul National Editura Intact Paid 102,877 22,837 80,040 PS
Libertatea Ringier Romania Paid 325,856 58,979 266,612 PS
Pro Sport Publimedia International Paid 99,149 30,718 68,339 PS
Romania Libera R Publicatii Paid 68,225 12,081 56,144 PS
Uj Magyar Szo Editura Scripta Paid n.a. n.a. n.a. n.a.
Ziarul Ziarul C.N. Paid 28,313 10,061 18,253 PS
Ziarul Financiar Publimedia International Paid 23,951 2,904 21,047 PS
Ziua Ziua Paid 27,273 8,977 18,295 PS
Annual
100 cele mai bune companii Ringier Romania Paid 70,000 22,269 47,657 PS
pentru care sa lucrezi
100 femei de succes Ringier Romania Paid 68,000 21,504 46,456 AC
300 cei mai bogati romani Ringier Romania Paid 90,000 27,280 62,663 PS
Auto Special - Catalog Burda Romania Paid 15,000 5,987 8,798 PS
Business Woman The Marketer Magazine Paid n.a. n.a. n.a. n.a.
infoConstruct Infoconstruct Free n.a. n.a. n.a. n.a.
Biannual
Alergiile (Reteaua Info-Sanatate) Brand Development Free 20,000 - 20,000 AC
Glandele Endocrine Brand Development Free 40,000 - 40,000 AC
(Reteaua Info-Sanatate)
Libertatea pentru femei - Retete Ringier Romania Paid 90,000 16,052 73,812 PS
Libertatea Special Sanatate Ringier Romania Paid 70,000 22,331 47,670 PS
Lucru de mana Edipresse A.S. Paid 18,000 3,283 14,718 PS
Psihosomatica Brand Development Free 20,000 - 20,000 AC
Terapii Alternative Brand Development Free 40,000 - 40,000 AC
Unica Wedding Ringier Romania Paid 30,000 16,445 13,553 AC
Quarterly
Proiect Archeton Paid n.a. n.a. n.a. n.a.
VIVA Biografii Edipresse A.S. Paid 20,000 6,162 13,838 AC
6 issues / year
Alimentatia Corecta Brand Development Free 20,000 - 20,000 AC
InterCity Magazin Astrid Business Development Free 15,000 - 15,000 AC
Sanatatea Copilului Brand Development Free 20,000 - 20,000 AC
10 issues / year
Business Adviser Apulum 94 Free 10,000 10,000 AC
Business Point Apulum 94 Paid 20,000 20,000 AC
Euroinvest Euroest Invest Free 29,000 - 29,000 AC
3 issues / week
Anuntul Telefonic Anuntul Telefonic Paid n.a. n.a. n.a. n.a.
Source: BRAT / AC - Audit Certificate for H1 & H2 2007
PS - Audit Certificate for H1 2007 & Publisher Statement for H2 2007
53
www.initiative.com
press
LOCAL PUBLICATIONS
Publication Publisher Frequency Type Print run Returns Circulation Source
ALBA
Informatia de Alba Satex SRL Daily Free
Monitorul de Alba Compania de Media Daily Paid
Unirea Unirea Pres SRL Daily Paid 21,574 332 21,243 AC
ARAD
Adevarul de Arad Inform Media Daily Paid 23,577 416 23,159 PS
Arad Expres Inform Media Daily Free 11,746 11,746 PS
Casa si Biroul - Timisoara si Arad LS Invest Monthly Free
Nyugati Jelen Occident Media Daily Paid
Observator Aradean Observator Daily Paid
Publitim - Arad Edition Inform Media Weekly Paid 2,817 606 2,391 PS
ARGES
AG-24-FUN Bazar Media Fortnightly Free
Arges Expres Arges Expres Press Daily Paid
Argesul Liber Argesul Liber Daily Paid
& Arges Press
Casa si Biroul - Pitesti LS Invest Monthly Free
Curierul Zilei Brio Star Ind Daily Paid
Evenimentul Muscelean Auto Aro Group Biweekly Paid
Impact in Arges/ Ancheta MGM Arges Company Weekly Paid
Jurnal de Arges Jurnal C&G de Arges Weekly Paid
Observatorul Argesean Tipcom SRL Daily Paid
Realitatea Musceleana Muscel Media Trust Weekly Paid
Societatea Argesana Vasicos Media Daily Paid
Top Pitesti Arges News Daily Paid 9,783 1,791 7,988 PS
Ziarul de Arges 7 Zile Image Weekly Paid
Zile si Nopti Pitesti Zile si Nopti Fortnightly Free 8,740 69 8,671 PS
BACAU
Desteptarea Desteptarea Bacau Daily Paid 5,864 609 5,255 PS
Desteptarea Ghid TV Desteptarea Bacau Weekly Free 8,635 742 7,893 PS
Gazeta de Bacau Weekly Paid
Monitorul de Bacau Confluente SRL Daily Paid
Observator de Bacau Best Media Consulting Weekly Paid
Onesti Expres Desteptarea Bacau Weekly Paid
Ziarul de Bacau Mediabac Daily Paid 2,197 374 1,615 PS
Ziarul de Bacau Ghid TV Mediabac Weekly Paid
BIHOR
Auto Info Monthly Free
Bazar Bihorean Inform Media Weekly Paid
BH-24-FUN Bazar Media Fortnightly Free
Bihari Naplo Inform Media Daily Paid 14,844 489 14,107 PS
Bihoreanul Publimedia International Weekly Paid 5,202 1,453 3,747 PS
Casa si Biroul LS Invest Monthly Free
Crisana Anotimp Casa de Presa Daily Paid
si Editura
Gazeta de Oradea Token Media Weekly Paid
Informatia de Vest Informatia de Vest SRL Weekly Paid
Jurnalul Bihorean Inform Media Daily Paid 16,710 979 15,698 PS
Jurnalul de Dimineata Daily Paid
Piata Bihoreana Carnival Beauty Weekly Paid
Realitatea Bihoreana Realitatea Bihoreana Daily Paid
Zile si Nopti Oradea Zile si Nopti Fortnightly Free 7,165 58 3,992 PS
BISTRITA NASAUD
Atac de Bistrita Weekly Paid
Gazeta de Bistrita Gazeta de Bistrita SRL Weekly Paid
Mesagerul Mesagerul Daily Paid
Rasunetul Casa de Presa si Daily Paid
Editura Rasunetul SA
Servus Bistrita TMT Media International Weekly Paid
www.initiative.com
press
BOTOSANI
Actualitatea Botosaneana Actualitatea Botosaneana Daily Paid
Jurnal de Botosani si Dorohoi Jurnalul Online Weekly Paid
Jurnalul de Dimineata Jurnalul Online Weekly Paid
Monitorul de Botosani Mediapress Daily Paid 7,494 411 7,083 PS
Monitorul de Botosani - Ghid TV Mediapress Weekly Paid
BRAILA
Arcasu' ARCAS Trade Daily Paid
Braila Daily Paid
Monitorul de Braila Grup Pres SRL Roman Daily Paid
Obiectiv Vocea Brailei Double P Media Daily Paid 5,195 1,256 3,935 PS
Obiectiv Vocea Brailei-Ghid TV Double P Media Weekly Free 7,001 1,554 5,447 PS
Semnal de Galati si Braila Impact Consulting Weekly Free
Ziarul de Braila Trustul de Presa Daily Paid
Dunarea de Jos
BRASOV
Brassoi Lapok Editor BL 49 Weekly Paid
Buna Ziua Brasov City Press SRL Daily Paid
BV-24-FUN Bazar Media Fortnightly Free
Casa si Biroul - Bucuresti LS Invest Monthly Free 15,000 80 14,920 AC
Gazeta de Transilvania Gazeta de Transilvania Daily Paid
Informatia Brasovului Tipotex Weekly Paid
Monitorul de Fagaras Superpress Daily Paid
Monitorul Expres Monitorul Expres Daily Paid 2,877 340 2,536 PS
My City Brasov AdVision Company Monthly Paid
Pretul Zilei Pretul Zilei SRL Weekly Paid
Smart Info Smart Info SA Fortnightly Free
Transilvania Expres Tipotex Daily Paid 9,162 1,088 8,074 PS
Zile si Nopti Brasov Zile si Nopti Fortnightly Free 18,308 113 18,195 PS
BUCHAREST
24-FUN Bazar Media Weekly Free 60,000 21 59,979 AC
4cars Novus Media Fortnightly Free 10,000 18 9,982 PS
Bucharest Cream of the Crop Cremvertise Monthly Free 18,750 - 18,750 PS
Bucharest In Your Pocket IYP Romania Monthly Free
Bucharest Matin
Bucharest Nightlife Crystal Publishing Group Monthly Free
Bucharest Crystal Publishing Group Monthly Free
What Where When Magazine
Business Review Business Media Group Weekly Free 10,636 - 10,582 PS
Casa si Biroul - Bucuresti LS Invest Monthly Free 25,000 230 24,770 AC
Compact Bucuresti Ringier Romania Daily Free 158,138 - 158,138 PS
My City Bucharest AdVision Company Quarterly Free 50,000 - 49,615 AC
Oferte Speciale Oferte Speciale Monthly Free 54,596 - 54,108 PS
RED New Europe Media Monthly Free 19,167 - 19,167 PS
Sapte Seri Kopa Publicatii Weekly Free 60,000 69 59,931 PS
Stop to Shop Tycoon Media Press Monthly Free 15,000 - 15,000 AC
Welcome to Bucharest Crystal Publishing Group Annual Free
BUZAU
Amprenta Weekly Paid
Opinia Opinia SA Daily Paid
Sansa Buzoiana Tipogrup Press Daily Paid 5,019 971 3,598 AC
Strada Strada Trust Press Biweekly Paid
Viata Buzaului ATN Trust Press Daily Paid
CALARASI
Argument Argument SRL Weekly Paid
Curierul de Calarasi Curier XXL SRL Weekly Paid
Exclusiv Media Sud Est Weekly Paid
Jurnalul de Calarasi Media Star SRL Weekly Paid
Jurnalul de Calarasi - Gratuit Media Star SRL Weekly Free
Semnal de Ialomita si Calarasi Impact Consulting Weekly Free
55
www.initiative.com
press
CARAS SEVERIN
24 Ore Red Apple International Daily Paid
Sud Vestul Sud-Vest Resita Daily Paid
Timpul Inform Media Daily Paid 7,269 469 5,736 PS
CLUJ
Adevarul de Cluj Casa de Editura Napoca Daily Paid
Aranyos 21 Optima Press Monthly Paid
Auto Business Auto Business Media Monthly Free
Buna Ziua Ardeal Ziua de Ardeal Weekly Paid
Casa si Biroul - Cluj-Napoca LS Invest Monthly Free
CJ-24-FUN Bazar Media Fortnightly Free
Cluj Expres Inform Media Daily Free
Clujeanul Publimedia International Weekly Paid 8,073 2,028 6,045 PS
Foaia Transilvana Qmedia Weekly Paid
Gazeta de Cluj Limil SRL Weekly Paid
Informatia Cluj Mediamira Editura Daily Free
Kronika Casa de Editura Kronika Daily Paid
Monitorul de Cluj Compania de Media Daily Paid
Obiectiv - Turda Obiectiv Media Weekly Paid
Piata de la A la Z Celina SRL Weekly Paid 6,985 1,910 5,075 PS
Saptamana Clujeana RCC Media Weekly Paid
Sapte Seri Cluj Kopa Publicatii Fortnightly Free 20,000 41 19,959 PS
Select 21 Optima Press Quarterly Paid
Szabadsag Szabadsag SRL Daily Paid
Weekender Enterface Media SRL Weekly Free
Ziarul 21 Optima Press Weekly Paid
Ziarul Clujeanului Publimedia International Daily Paid
Zile si Nopti Cluj Zile si Nopti Fortnightly Free 19,865 183 19,682 PS
CONSTANTA
Atitudinea Replica Daily Paid
Buna Ziua Constanta Publicitate Fortnightly Free 15,364 - 15,364 AC
Constanta What Where When Crystal Publishing Group Quarterly Free
Cuget Liber Trustul de Presa Daily Paid 11,000
Cuget Liber
Fitzuica Weekly Free
Impact - Slobozia Dan Press Biweekly Paid
Jurnalul de Constanta Daily Paid
Liderul (Independentul) Combat Press SRL Daily Paid
My City Constanta AdVision Company
Observator de Constanta Sapro Daily Paid
Seara de Seara Seara de Seara Weekly Free
Telegraf Constanta Compress Daily Paid
COVASNA
Adevarul Covasnei Tracia SRL Daily Paid
Cuvantul Nou Cuvantul Nou SRL Daily Paid
Haromszek H-Press Daily Paid
Observatorul de Covasna Multicultural Center SRL Daily Paid
Szekely Hirmondo Profiton Weekly Paid
Yoo! Magazin Chronos Advertising Fortnightly Free
DAMBOVITA
Dambovita Dambovita Publicistica SRL Daily Paid
Impact - Dambovita Impact Weekly Paid
Jurnalul de Dambovita Artpress Impact SRL Daily Paid
Raid de Dambovita LVS Crepuscul Biweekly Paid 2,926 308 2,618 PS
Semnal de Dambovita si Valcea Weekly Paid
DOLJ
Casa si Biroul - Craiova LS Invest Monthly Free
Cuvantul Libertatii Cuvantul Libertatii Daily Paid
DJ-24-FUN Bazar Media Fortnightly Free
www.initiative.com
press
Editia speciala Editie Speciala Popular Daily Paid 15,418 1,050 14,367 AC
Gazeta de Sud Media Sud Management Daily Paid 29,047 1,325 27,723 PS
Gazeta de Sud Media Sud Management Weekly Free 3,127 736 2,391 PS
- Editie de Duminica
Gazeta de Sud - Ghid TV Media Sud Management Weekly Paid 36,753 2,447 34,155 PS
Indiscret in Oltenia Best Media Group Weekly Paid 5,735 1,363 4,373 PS
Sapte Seri Craiova Kopa Publicatii Fortnightly Free 20,000 42 19,959 PS
Top in Top Kennedy Media Fortnightly Free
Zile si Nopti Craiova Zile si Nopti Fortnightly Free 8,885 59 8,826 PS
GALATI
Cover Ginger Group Monthly Free
Impartial Daily Paid
Monitorul de Galati Publimedia International Daily Paid
Realitatea Pompidu SRL Weekly Free
Viata Libera Trustul de Presa Daily Paid 11,246 940 10,307 PS
Dunarea de Jos
Zile si Nopti Galati Zile si Nopti Fortnightly Free
GIURGIU
Giurgiu Expres ARLD Giurgiu Fortnightly Free
Giurgiuveanul Giurgiuveanul Daily Paid
Informatia de Giurgiu RomProd SRL Weekly Paid
Jurnal Giurgiuvean Paty SRL Daily Paid
Semnal de Ilfov si Giurgiu Impact Consulting Weekly Free
GORJ
7 Zile 24 de Ore Press Weekly Paid
Adevarul de Gorj Hevatex Com SRL Weekly Paid
Gorj Domino Zonal Media SRL Daily Paid
Gorjeanul Gorjeanul SRL Daily Paid
Impact in Gorj GNC Press Daily Paid
Informatia Gorjului M&M Computers SRL Weekly Paid
Scandal de Gorj Lexane Press Daily Paid
HARGHITA
A Nap Daily Paid
CamionSupermarket Unionpress Weekly Paid 13,165 5,673 7,492 PS
- Odorheiu-Secuiesc
Harghita Nepe C.J. Harghita Daily Paid
Informatia Harghitei Adevarul Harghitei SRL Daily Paid
Udvarhelyi Hirado Editura UH Daily Paid
Uj Kelet Kelet Info Kft Weekly Paid
Vsrhelyi Hrlap Editura UH Daily Paid
Vocea Casa De Editura Weekly Paid
- Julien Sorel
Yoo! Magazin Chronos Advertising Fortnightly Free
HUNEDOARA
Cuvantul Liber Inform Media Daily Paid 7,782 429 7,353 PS
EuroPiata Hunedoreana Business Media HD Weekly Paid
Gazeta de Hunedoara Elianrar Media Weekly Paid
Gazeta Vaii Jiului TVP Media Daily Paid
Hunedoara Expres Inform Media Daily Free
Hunedoreanul Publimedia International Daily Paid 6,605 1,239 5,366 PS
infoExpres TVP Media Weekly Paid
Matinal Redtip Daily Paid
Pretul Exact Total Media SRL Weekly Paid
Replica Micro Mega Computers Weekly Paid 2,624 505 1,995 PS
Servus Hunedoara TMT Media International Daily Paid
Zile si Nopti Deva Zile si Nopti Fortnightly Free
IALOMITA
Gazeta de Sud-Est Gazeta de Sud-Est SRL Biweekly Paid
Ialomita Ialpress SRL Biweekly Paid
57
www.initiative.com
press
Impact Dan Press Slobozia Biweekly Paid
Independent OGL Press Weekly Paid
Jurnalul de Ialomita Coris 2000 SRL Biweekly Paid
Mesagerul de Urziceni Mesagerul de Urziceni Weekly Paid
Puls Weekly Paid
Semnal de Ialomita si Calarasi Grupul de Presa Semnal Daily Paid
Stirea Biweekly Paid
Tribuna Ialomitei Coris 2000 SRL Biweekly Paid
IASI
AutoPlay AutoPlay Monthly Paid
Casa si Biroul - Iasi LS Invest Monthly Free
Cityscape Absolut Media SRL Monthly Free
Evenimentul de Iasi Phoenix Grup Daily Paid
Financiarul DS Press Weekly Paid
Flacara Iasiului Lider Press Daily Paid
Ieseanul Publimedia International Weekly Paid 6,386 1,712 4,673 PS
IS-24-FUN Bazar Media Fortnightly Free
Jurnalul de Est Jurnalul de Est SRL Daily Paid
Monitorul de Iasi Centrul de Cercetare Daily Paid
Transilvan
Opinia Studenteasca Opinia Studenteasca Weekly Free
Ziarul de Iasi Grupul de Presa Daily Paid 11,701 2,057 9,644 PS
Medianet
Ziarul de Iasi - Ghid Auto Grupul de Presa Weekly Free
Medianet
Ziarul de Iasi - Ghid IT Grupul de Presa Weekly Free
Medianet
Ziarul de Iasi - Ghid TV Grupul de Presa Weekly Free 14,291 2,449 11,842 PS
Medianet
Ziarul de Iasi - Ghidul Casei Grupul de Presa Weekly Free
Medianet
Zile si Nopti Iasi Zile si Nopti Fortnightly Free 9,000 60 8,940 PS
MARAMURES
Banyayideki Uj Szo Genius Weekly Paid
De toate pentru noi CPD ING VAL SRL Weekly Paid
Gazeta de Maramures Carp Media Weekly Paid 4,323 902 3,420 PS
Glasul Maramuresului Mega Press FM Daily Paid
Graiul Maramuresului Graiul maramuresului Daily Paid
Hora Locala a Maramuresului Roman's Weekly Paid
Informatia Zilei Maramures Solpress Daily Paid 5,352 336 5,017 PS
Jurnal de Vineri Weekly Paid
NV-24-FUN Bazar Media Fortnightly Free
Ora Locala Weekly Paid
Viata Maramuresului Viata SRL Weekly Paid
Zile si Nopti Baia Mare Zile si Nopti Fortnightly Free
MEHEDINTI
Datina Datina SRL Daily Paid
Informatia de Severin Daily Paid
Mehedinteanul Weekly Paid
Obiectiv Mehedintean Aspress Weekly Paid
Piata Severineana Piata Severineana SRL Biweekly Paid
Vocea Mehedintiului Daily Paid
MURES
24 Ore Muresene Edipres Tipo Daily Paid
CarBox CarBox SRL Monthly Free
Casa si Biroul - Targu-Mures LS Invest Monthly Free
Cuvantul Liber Cuvantul Liber Daily Paid
Flash Editura Sherpa Weekly Paid
Jurnal Sighisoarean JSR Sighisoara Weekly Paid
Jurnalul Sighisoara Reporter Editura Muresana Weekly Paid
MS-24-FUN Bazar Media Fortnightly Free
www.initiative.com
press
issue issue issue
Nepujsag Impress SRL Weekly Paid
Piata imobiliara muresana Nec Dcor SRL Weekly Paid
Vocea Casa De Editura
- Julien Sorel
Zi de Zi Elianrar GMI Daily Paid
Ziarul de Mures Aulita GMH Weekly Paid
Zile si Nopti Targu Mures Zile si Nopti Fortnightly Free 14,712 120 14,591 PS
NEAMT
7 Zile Grupul de Presa Weekly Paid
Tele 7 Neamt
Ceahlaul Sedpress Ceahlaul SRL Daily Paid
Gazeta de Neamt Incomod Media SRL Weekly Paid
Monitorul de Neamt Grupul de Presa Accent Daily Paid 3,393 280 3,112 PS
Monitorul de Roman Grupul de Presa Accent Daily Paid 1,437 161 1,276 PS
Realitatea Media Realitatea Media Daily Paid 2,742 275 2,467 AC
Ziarul de Roman Nord Est Group Daily Paid 1,217 96 1,121 PS
OLT
Gazeta de Olt Click News Daily Paid 2,332 201 2,131 PS
Gazeta de Sud - Editie de Olt Media Sud Management Daily Paid
Gazeta Oltului ROM - CAR - DO Daily Paid
PRAHOVA
Agora Campus Agora Monthly Free
Communication Consult
Casa si Biroul - Ploiesti LS Invest Monthly Free
Gazeta de Prahova Laz Advertising Daily Paid
Informatia Prahovei M&M Computers SRL Daily Paid
Monitorul de Prahova Bloom Press Daily Paid
Opinia Romaneasca
Ploiestii
Prahova
Raid de Prahova LVS Crepuscul Triweekly Paid 4,115 521 3,594 PS
Republicanul Bloom Press Daily Paid 2,082 394 1,687 PS
Telegraf de Prahova Dixitpress Daily Paid
Viata Prahovei Glasul Prahovei Weekly Paid
Weekender Enterface Media SRL Weekly Free
Zile si Nopti Ploiesti Zile si Nopti Fortnightly Free 6,923 62 6,862 PS
SALAJ
Gazeta de Salaj Weekly Paid
Graiul Salajului Graiul Salajului SRL Daily Paid
Magazin Salajean Magazin Salajean Daily Paid
Salajeanul Media Grup SRL Daily Paid
Szilagysag Naplo Fundatia Communitas Daily Paid
SATU MARE
Gazeta de Nord - Vest Nord Vest Trust Media Weekly Paid
Glasul Satmarului Sampress Sun Daily Paid
Informatia Zilei Solpress Daily Paid 14,292 274 14,018 PS
Informatia Zilei de Duminica Solpress Weekly
NV-24-FUN Bazar Media Fortnightly Free
Friss Ujsag Inform Media Daily Paid 10,757 522 10,235 PS
Zile si Nopti Satu Mare Zile si Nopti Fortnightly Free 4,640 32 4,608 PS
SIBIU
Casa si Biroul - Sibiu LS Invest Monthly Free
De toate pentru toti Ompres Biweekly Paid
Hermannstadter Zeitung Fundatia Zeitung Weekly Paid
Informatia Saptamanii Infcomed SRL Weekly Paid
Monitorul de Medias Compania de Media Weekly Paid
Monitorul de Sibiu Compania de Media Weekly Paid 1,754 510 1,234 AC
Rondul Biweekly
SB-24-FUN Bazar Media Fortnightly Free
Sibiu Business Cos Prest Monthly Free
59
www.initiative.com
press
issue issue issue
Sibiu Standard Ziarul de Sibiu Daily Paid
Tribuna Sibiului Casa de Presa Daily Paid 16,270 488 15,781 PS
si Editura Tribuna
Tribuna Sporturilor Casa de Presa Weekly Paid
si Editura Tribuna
Ziarul de Sibiu Ziarul de Sibiu Weekly Paid
Zile si Nopti Sibiu Zile si Nopti Fortnightly Free 13,298 70 13,228 PS
SUCEAVA
Crai Nou Crai Nou Daily Paid
Jupanu' Media Rom-Sor SRL Weekly Paid
Monitorul de Suceava Interpress Daily Paid 9,068 404 8,664 AC
Monitorul de Suceava - ghid TV Interpress Weekly
Obiectiv de Suceava XXL Media SRL Daily Paid
Oferta Imobiliara Oferta Suceava Weekly Paid
Pretul Pretul SRL Weekly Paid
TELEORMAN
Gazeta de Teleorman Tele Media Press SRL Daily Paid
Informatia Teleormanului Informatia Teleorman Daily Paid
Teleormanul Telepres Edit SRL Daily Paid
TIMIS
Actualitatea Lugoj Actualitatea Press Daily Paid
Agenda Trustul de Presa Weekly Paid 48,412 4,111 44,301 PS
Agenda Timisoara
Agenda Zilei Trustul de Presa Daily Paid 4,830 160 4,659 PS
Agenda Timisoara
Banat Business Camera de Comert 2,500
Timisoara
Banateanul Publimedia International Weekly Paid 8,605 2,231 6,367 PS
Casa si Biroul - Timisoara si Arad LS Invest Monthly Free
Focus Vest Pleiada Timisoara Weekly Paid
Fotbal Vest Fotbal Vest SRL Weekly Paid
Heti j Sz Reflex Weekly Paid
Jurnal Banatean Inform Media Daily Paid
Publitim Inform Media Weekly Paid 21,381 1,781 20,216 PS
Redesteptarea Redesteptarea Weekly Paid 7,400
Press Lugoj
Renasterea Banateana Timpress Daily Paid 14,106 734 13,372 PS
Sapte Seri Timisoara Kopa Publicatii Fortnightly Free 20,000 38 19,962 PS
Timis Expres Inform Media Daily Free 31,052 - 31,052 PS
TM-24-FUN Bazar Media Fortnightly Free
Uj Magyar Szo Editura Scripta Daily Paid
Vacances Clan Advertising Monthly Paid
Zile si Nopti Timisoara Zile si Nopti Weekly Free 10,647 155 10,492 PS
TULCEA
Acum Editare Preesa SRL Daily Paid
Delta Delta SA Daily Paid
Obiectiv Tulcea Mega Group Daily Paid
Tulcea Expres Sud-Est Express SRL Monthly Paid
VALCEA
Arena Valceana Rempres Biweekly Paid
City Citymedia Weekly Paid
Curierul de Ramnic Citymedia Daily Paid
Curierul de Valcea Curierul de Valcea SRL Daily Paid
Gazeta de Valcea Click News Daily Paid
Mica Publicitate Valceana Mica Publicitate Valceana Triweekly Paid
Monitorul de Valcea Horiapress Daily Paid
Profesionistii DTV Media Monthly Free
Radical Impact Press Weekly Paid
Vocea Valcii Promeo Media SRL Daily Paid
Ziarul de Valcea Pirmar SRL Biweekly Paid
www.initiative.com
press
Future perspectives
large media groups will continue their expansion by either buying already existent publications or
launching new ones
readership fragmentation will continue to increase CPTs
new launches of up-market and free publications
using cover mounts and promotional contests as marketing tools will put an increasing pressure on the
publications marketing expenditures, bringing an increase in the marketing budgets
the number of titles audited by BRAT and measures by the national Readership Survey will increase
the Internet presence of publications will increase and develop strengthening the titles grip on the ad
market and adding an increasingly important share of revenue.
VASLUI
Adevarul de Vaslui Press Grup Daily Paid
Meridianul Grupul de Presa Weekly Paid
Evintet Te - Ra
Monitorul de Vaslui Euro Iris Daily Paid
Obiectiv Vaslui EMI Press Daily Paid 4,051 373 3,678 PS
Obiectiv TV - Supliment EMI Press Weekly Paid 6,985 1,910 4,913 PS
VRANCEA
DADAlog Dada Media Monthly Free 9,667 367 9,300 AC
Monitorul de Vrancea Trinec Serv Daily Paid 5,418 1,218 4,084 AC
Monitorul de Vrancea-Ghid TV Trinec Serv Weekly Free 6,281 1,270 4,943 AC
Monitorul de Vrancea- Sport Trinec Serv
Ziarul de Vrancea Nord-Est Distribution Daily Paid 5,074 745 4,326 PS
Ziarul de Vrancea-Ghid TV Nord-East Distribution Weekly Free 5,512 882 4,626 PS
Source: BRAT and Initiative Media
AC - Audit Certificate for H1 & H2 2007
PS - Audit Certificate for H1 2007 & Publisher Statement for H2 2007
issue issue issue
61
www.initiative.com
outdoor & indoor
Overview
The world outdoor market attracted increasingly
larger budgets, leading the consolidation of its
market share.
A new trend in Outdoor is represented by the
development of the Digital OOH. Advanced
technologies govern the development of both the
internet and the outdoor advertising, which
contribute to the decrease of traditional advertising
channel such as TV, radio and press.
The trend of increasing volumes where the OOH
market is concerned continued in 2007. The rate of
market growth is estimated at 28% versus 2006
and was generated by the overall development of
advertising market.
The banning of tobacco advertisement did not
affect the Outdoor market at all as other categories
rushed in to take over the respective inventory, thus
expanding their existing networks. Beginning with
2006 some clients established permanent networks
to ensure continuous exposure in selected
locations as well as display of innovative solutions
provided by media agencies and OOH suppliers.
Due to lacking locations for classic billboards and
street furniture, OOH suppliers found new solutions
instead such as big locations (mesh and mega
boards) and temporary locations for special
projects (cubes, prisms, etc)
The price increase for the main OOH supports
was an important effect of the market development,
which was considered surprising by some
specialists in the first year after tobacco banning.
We estimate that the price increase was between
10 % and 25%, depending on the support type.
A secondary effect of increasing demand was the
rapid development of TV screens, their numbers
doubling every year.
The development of this OOH support was
carried by an increasing number of suppliers -
Phoenix Media, Vision Media Plus, Media
Advertising - especially in Bucharest.
Vision Media proposes a national network including
the largest 10 cities and so does their main
competitor, Phoenix Media.
On the other hand, adding to the offering, in
Bucharest and other cities there is a number of
small companies operating 1 to 3 screens.
The budget invested in advertising on the 40+ TV
screens in operation reached 3 million a year.
TV Screen
The market increase triggers the decision of
strategic international suppliers to invest on the
Romanian Outdoor market and achieve
consolidation and standardization of offering
through acquisitions of local companies. Thus, in
2007 the International leader in Outdoor, Clear
Channel, purchased Klass Advertising, the leader
of rooftop and mesh market, which ranks 4th at
present.
In 2007 Affichage Romania developed a plan for
achieving the 2
nd
position in the Outdoor market
mainly through the acquisition of regional suppliers,
such as AMCO of Brasov.
Hungarian operator Multireklam, owner of Effect
Media, continued its acquisition policy by taking
over Outdoor Media (supplier specializes in
Unipols) and Communications Media (regional
operator for Transylvania and Banat). Thus, in
2008 Affichage takeover the Multireklam
operations, consolidating the 2
nd
position in
Romania.
Opportunity is often difficult to recognize;
we usually expect it to beckon us with beepers and billboards.
William Arthur Ward quotes (American dedicated scholar, author, editor, pastor and teacher)
Due to the growth of mesh and special-project
segment, some specialist companies such as
United Media outperformed other operators such
as Imperial Media seeing their revenues increase
just as other small and medium companies did. And
so, in opposition to the consolidation process at the
top end of the market, a fragmentation is taking
place at the other end.
The rapid developments generated by recent
acquisitions and changes in ownership make it
quite difficult to estimate the size of each player.
Nevertheless, based on the public information and
Initiatives own information and estimates, in 2007
the ranking of the major operators by market
shares is as follows:
Epa 38 %
Affichage 13%
News Outdoor 13%
Klass 10%
Multireklam 8%
New Age 6%
Others 12%
Customers
The most dynamic category in OOH market was
banking & financial services due to launching and
re-branding for banks and insurance companies.
Automotive category follows right after. The
telecommunication category had a sizeable
investment, due to permanent campaigns on
extensive national networks. The Retail category is
leader in terms of revenue share on the Romanian
Outdoor market. Moreover, Retail is on an
increasing trend due to launching of new brands
(Real, Hornbach, Auchan, etc) and opening of new
hypermarkets and commercial centers.
The Real Estate category continued to invest ever
larger budgets due to demand on the part of many
developers aimed at big and spectacular locations
attracting substantial budgets for long periods of
time.
Measurement
Another year went by without the OOH industry
being able to join efforts together in establishing
and releasing a long-expected measurement study.
Some individual efforts were made by Affichage,
News Outdoor and EpaMedia trying an individual
classification for their own billboards but without
success. Without modern and calibrated tools for
planning and selection, OOH suppliers used only
photographs and maps.
Regulation and Developments
In some cities more restrictive stipulations
regarding outdoor were enforced, but in Bucharest
these criteria are still unclear and deregulated. The
International suppliers and the local authority met a
few times in order to reach an agreement towards
a clear, fair and effective Outdoor regulation but
nothing was really achieved. At a similar round
table with the local authority Affichage, in
partnership with JCDecaux, EpaMedia and News
Outdoor asked the Bucharest City Hall to organize
an auction for new, modern, urban furniture with a
similar result so far.
Transit advertising has also been stopped in view
of organizing a tender to select the future operator
of the transit advertising contract. The process is
long, yet no resolution to the matter comes into
sight for the current year (2008) depriving
advertisers of a valuable advertising channel and
the suppliers of a potentially important piece of
business.
The mind OOH formats
According SNA FOCUS data (Jan07-Jan08),
the main types of outdoor advertising observed by
14-64 individuals living in urban areas are Bus
Shelters, Transit advertising, TV screens and large
format posters. Last year, there were 8 millions
persons exposed to outdoor advertising over
3 hrs/day. 10% of these consider that are too many
advertisements on the street and 6,5 % enjoy
watching advertisement street posters.
www.initiative.com
outdoor & indoor
63
www.initiative.com
outdoor & indoor
C
o
m
p
a
n
y
B
i
l
l
b
o
a
r
d
s
1
9
6
2
1
5
5
0
6
-
-
3
9
1
1
0
5
5
1
4
3
-
-
-
2
8
2
0
2
8
0
0
6
1
3
7
1
7
%
C
i
t
y
l
i
g
h
t
s
1
8
4
8
1
5
0
-
-
-
1
5
1
8
3
4
-
-
-
-
-
2
2
9
8
3
1
0
3
9
%
B
a
c
k
l
i
t
s
1
5
3
8
1
1
3
4
2
1
6
-
8
0
6
9
7
1
0
8
6
2
2
0
6
5
1
0
-
6
9
1
9
5
2
8
3
5
5
9
3
1
6
%
P
i
l
l
a
r
s

/

D
i
r
e
c
t
i
o
n
a
l
s
/
F
l
a
g
s

/

B
a
n
n
e
r
s
7
1
0
0
3
0
0
0
-
-
-
3
3
0
3
1
4
1
0
2
5
3
-
-
2
2
5
9
5
2
0
0
1
1
4
1
9
3
2
%
B
u
s
-
S
h
e
l
e
r
s
2
9
2
9
3
1
9
-
-
-
7
4
3
0
0
8
-
-
-
-
-
8
8
3
7
1
8
1
0
%
M
e
s
h
e
s
2
7
2
3
3
1
4
-
3
0
4
7
3
4
3
4
-
5
2
0
1
6
5
2
9
-
1
1
5
1
3
%
R
o
o
f
t
o
p
s
4
4
1
-
1
0
-
2
8
-
1
-
1
1
5
1
8
-
-
1
8
1
1
%
S
p
e
c
i
a
l

f
o
r
m
a
t
s
(
c
u
b
e
s
,

p
r
i
s
m
a
)
9
9
2
5
2
-
1
1
3
8
8
0
1
7
2
2
-
4
4
2
4
1
2
4
1
0
1
%
U
n
i
p
o
l
s

&

b
i
g

s
i
g
n
s
8
7
4
3
2
8
8
-
3
0
4
8
2
0
0
-
6
0
4
-
8
-
-
1
0
9
2
3
%
S
u
b
w
a
y
8
4
8
-
-
-
-
-
-
-
-
-
-
-
-
-
8
4
8
2
%
S
c
r
o
l
l
e
r
s
4
4
0
-
-
-
-
1
4
0
-
-
-
-
-
-
-
-
5
8
0
2
%
O
t
h
e
r
s
1
1
1
7
2
7
7
-
-
4
9
2
2
7
5
1
2
2
1
6
1
1
0
3
8
7
9
-
1
7
9
7
5
%
T
o
t
a
l

n
o
.

o
f

f
a
c
e
s
1
8
.
1
6
5
6
.
5
6
6
2
7
1
8
8
1
8
0
1
.
9
2
0
3
.
8
2
3
6
9
0
2
2
7
6
3
2
7
4
5
5
9
5
6
4
6
1
.
4
8
1
3
6
.
0
2
9
1
0
0
%
E
p
a
A
f f i c
h
a
g
e
E
f f e
c
t M
e
d
i a
O
u
t d
o
o
r
M
e
d
i a
M
e
d
i a
A
d
v
e
r
t i s
i n
g
N
e
w
A
g
e
A
d
v
e
r
t i s
i n
g
N
e
w
s
O
u
t d
o
o
r
U
l t r
a
v
i s
i o
n
U
n
i t e
d
M
e
d
i a
W
i z
a
r
d
K
l a
s
s
A
d
v
e
r
t i s
i n
g
I m
p
e
r
i a
l M
e
d
i a
C
o
m
m
u
n
i c
a
t i o
n
s
M
e
d
i a
M
i s
t i c
T
o
t a
l n
o
. o
f f a
c
e
s
S
h
a
r
e
o
f f a
c
e
s
S
o
u
r
c
e
:

I
n
f
o
r
m
a
t
i
o
n

f
r
o
m

a
b
o
v
e

O
u
t
d
o
o
r

C
o
m
p
a
n
i
e
s
INDOOR
Indoor development was triggered by the
insufficient offer of classic outdoor and by the
continuous need to make OOH advertising better
targeted, stand out and more innovative. Thus,
indoor advertising market reached ca. 5 million in
2007.
The increasing trend of this segment is partly due
to the possibility for measuring the reach and the
efficiency of indoor adverts.
The main categories advertised were:
telecommunications, banking and financial
services, domestic appliances, automotive, food &
drinks, pharmaceutical products, FMCG and
beauty care.
Indoor suppliers own specific supports in over 50
cities in different locations as: hypermarkets,
supermarkets, night clubs, restaurants, high
schools, universities, cinema theatres, medical
clinics, pharmacies, beauty and fitness salons,
airports, train stations, residential and business
areas.
The main indoor suppliers on the Romanian
market are: Monopoly, Bull Media, Indoor Media,
Brand Management, Oops and Elevate.
Monopoly Media is the largest Indoor
advertisement company in Romania, with an
important market share of Indoor ad and market
share of digital signage. 2007 brought massive
investments for digital signage market, around
1.5 millions euro.
Indoor Media is on indoor market since 2004 and
extended its network locations with 35 Bucharest
high schools.
In 2007, Bull Media focused on the development
of the I-cafs. In view of 2008 Bull Media
announced development at national level.
Elevate Media was founded in 2005 and is
specialized in advertising inside elevators; its
market share reached 85% of the elevators market
and 4% of the indoor market.
Brand Management Media, share of indoor
market, completed its portfolio with major
commercial centers such as Plaza Romania,
Bucharest Mall, City Mall, Iulius Mall Iasi, Moldova
Mall Iasi, Iulius Mall Timisoara, Lotus Market
Oradea.
Perspective 2008
- The lack of outdoor inventory will continue in 2008
due to increasing demand and unsolved auctions
which are keeping out new investments.
- The local authorities, Culture Ministry and IAA are
to settle some of the outstanding issues of the
Outdoor market.
- RATB is expected to announce the winning
company of the Transit auction for Bucharest
sometime by the end of 2008 as the old contract
expired at the end of 2007.
- Affichage consolidate its second position on the
market by acquiring Multireklams Romanian
operations.
- The TV screen network will continue to develop
in terms of suppliers and number of sites.
The increase of the Indoor market will continue at
a higher rate than other types of media. We
estimate a 40% growth by end of 2008, due to
diversification and installation of new locations in
malls, hypermarkets.
www.initiative.com
outdoor & indoor
i n d o o r
formats
65
www.initiative.com
cinema
According to NCC (The National Centre of Cinematography) the decreasing trend recorded since 2001
continues through to 2007 in terms of active cinema units and number of tickets sold. The number of
cinema viewers in Romania is the lowest in Europe, while the average number of European viewers has
decreased by 2.2% compared to 2006.
In 2007, Cinema accounted for 0.2% of the total net media spend (ca 1 Mio according to Initiatives
estimation). For 2008 we estimate that the cinema advertising revenues will remain around the same
amount (0% increase)
The main obstacles against development of cinema advertising are:
Small number of quality cinema halls
Inconsistent development of the cinema network - 7 counties without a cinema hall, while most are
concentrated in Bucharest
Price of cinema admission
High rate of piracy for newly released movies
Expansion of home cinema usage
Sursa: cncinema.ro
American blockbusters attracted the highest number of admissions irrespective of the year under
analysis, followed by European productions, then Romanian ones.
Sursa: cncinema.ro
In 2006 Romanian productions atracted more viewers than in other years. However, as the American
productions remained leaders in terms of preference, the European movies are those to loose audience.
According to CNN, the number of admissions for Romanian productions increased by 70% compared to
2005, a total of 107,511 admissions being registered for 2006.
Film origin
2002 2003 2004 2005 2006
Abs. val % Abs. val % Abs. val % Abs. val % Abs. val %
National films 498.443 11 20.545 0,5 97.943 2,80 63.793 2,60 107.511 4,3
European
films
306.791 6,7 274.605 7,2 151.952 4,2 141.751 5,7 112.209 4,5
American
films
3.685.181 81,3 3.464.744 91,5 3.312.462 92,6 2.258.782 90,6 2.262.417 90,5
Others 43.501 1 28.351 0,8 14.389 0,4 27.593 1,1 16.770 0,7
Total 4.533.916 3.788.245 3.576.746 2.491.919 2.498.907
General
overview
according NCC
2003
2004 2005 2006 2007
Abs. val Chg % Abs. val Chg % Abs. val Chg % Abs. val Chg %
Number of
active cinemas
191 155 -19% 85 -45% 73 -14% 72 -1,40%
Admissions 4.527.054 4.002.349 -12% 2.829.563 -29% 2.776.516 -2% 2.913.033 -5%
Gross box
office (ron)
22.451.583 24.872.000 11% 24.423.454 -2% 28.279.665 16% 34.182.296 21%
Average
admissions
per habitant
0,21 0,19 -10% 0,13 -32% 0,13 0% 0,14 7,70%
Average ticket
price (ron)
4,95 6,21 25% 8,6 38% 10,19 18%5 11,73 15%
Talking about dreams is like talking about movies, since the cinema uses the
language of dreams; years can pass in a second and you can hop from one
place to another. Its a language made of image. And in the real cinema, every
object and every light means something, as in a dream.
Federico Fellini (Italian Film Director1920-1993)
Hollywood Multiplex Operations and Movieplex are the main players in terms of earnings, with 46%
market share.
Cinema advertising offers to clients a wide range of tools for brand promotion: quality on-screen
advertising as well as off-screen, consumer promotions, sampling, etc. Intensively used off-screen
advertising includes sponsorship and special events, product sampling on the premises, banners, posters,
backlit, thematic corners, and branded cinema tickets.
Hollywood Multiplex Operations, part of Media Pro Group, is the main market player with over a million
viewers in 2007. With three cinema theatres, Hollywood Multiplex Bucharest Mall, Cinema Pro si Hollywood
Multiplex Lotus Oradea, Hollywood Multiplex have a 40% share of total admissions.
Movieplex Cinema is the largest cinema theater in Romania with 11 cinema halls (2537 seatings). In
2007 Movieplex Cinema registered 230,000 viewers while the income from admissions represents 37%
of total gross box office.
The main product categories using cinema advertising are: beer, automotive, insurance and banking.
Consumer insight
Profile of movie goers (SNA Focus from BRAT based on Jan 07-Jan 07 release, 14-64 y.o, urban area)
Only 12% of the population 14-64, all urban went to the cinema in the last 12 months.
In terms of frequency, only 40% of cinema goers in last 12 months went to a movie at least once a month.
www.initiative.com
cinema
Major exhibition
companies
Admissions
Gross box office
(ron)
Hollywood
Multiplex
Operations
1.173.104 15.703.324
Movieplex Cinema 730.342 11.592.232
R.A.D.E.F.
RomaniaFilm
640.357 358.0661
City Cinema
Management
75.304 870.449
U.C.I.N Studio
Bucuresti
65.180 426.682
Chicago Tour 64.713 343.019
Cinema City
Romania
45.041 563.002
Quality Cinema
Bucuresti
35.636 347.793
Go Multiplex
Brasov
30.515 363.833
AM & PM Leasure
Serv. Prod.
18.926 76.817
Voodoo Film 17.514 206.640
Fugasin & Son
Service
6.109 59.549
DMB Music
Records
4.882 33.536
Blistex Tiglina
Galati
4.733 22.848
Rotalic Central
Campina
667 1.911
Sursa: cncinema.ro
67
www.initiative.com
cinema
Graph 1: Frequency of cinema visits
Source: SNA Focus (Jan07-Jan08)- target 14-64, all urban
Graph 2: Movies goers profile (Affinity index)
Source: SNA Focus (Jan07-Jan08
According SNA Focus, the profile of cinema goers is 14-34 y.o, medium and high education and income
over 150 per month.
Perspectives 2008
Movieplex Cinema announced for May 2008 the opening of four cinema halls with digital projection (D-
Cinema) and two cinema halls with 3D technology. The first screening in 3D technology will be Indiana
Jones and the Kingdom of Crystal Skull. Movieplexs spokesmen are optimistic that this new technology
will increase the number of cinema viewers because of the quality of viewing delivered at a price which is
only 2 RON more than the ticket price for a regular viewing.
Overview
In 2007, Romanian Communication Market continued the accelerated trend of development. Romanias
Internet and broadband market is experiencing strong growth. Broadband services are widely available
from the cable operators. Large LAN-based broadband services are also popular.
According to ANRCTI, the number of internet connections reached around 5.8 million, 76% more than
in 2006. Out of these, 3.2 millions are broadband connections, cable providers have an important share
of 77%, followed by xDLS with 17%.
Evolution of internet access connections has gathered momentum in last two years, the most important
growth being recorded in 2006, when the number of internet connections increased by 80% compared to
2005 while the internet broadband connections increased by 136%.
Source: www.anrcti.ro
According to ANRCTI, in a classification regarding the number of broadband internet connections in UE
countries, Romania ranks 10th. First positions are occupied by Germany, UK and France.
Graph 1: Broadband connections in European Union Countries - 2007
Source: www.anrcti.ro (excluding dial-up connections to fixedly point and connections to mobile points)
Units
2003 2004 2005 2006 2007
mill. mill. Evol. % mill. Evol. % mill. Evol. % mill. Evol. %
Connections
number
0.5 0.97 95% 1.83 88% 3.29 80% 5.79 76%
Broadband
connections
(dial-up ISDn,
mobil acces,
dedicated acces)
0.2 0.38 95% 0.75 96% 1.77 136% 3.19 80%
Narrowband
connections
(dial-up, mobil
acces, dedicated
acces)
0.3 0.59 95% 1.08 83% 1.53 41% 2.6 71%
www.initiative.com
internet
Advertising's future is on the net
Bill Gates
Facts
Online Advertising revenue in US surpassed radio Advertising and Cable Television in 2007
Radio: 10.24%; Cable television 9.33%; Internet: 10.45%
Online Advertising revenue in UK is expected to exceed that of Television in early 2009
In just three years online advertising spend has increased by 2 billion. In other words, online advertising
has grown from being the smallest market sector in 2003 to the third largest in 2007,
with a new high of 2,812.6 millions - This represents a market share of 15.3% (up from 11.4% in 2006).
IAB UK reveals a continued growth of online advertising as this medium is expected to overtake spending
on TV by the end of 2009. This is based on the fact that Internet was the biggest driver of overall advertising
growth in 2007 and on the fact that key drivers are also growing: online audience (32.5 mil people are
online), the pcs are getting cheaper every day, broadband penetration is 90% of population, TV services
are being launched on Internet (BBC.)
Internet penetration in Romania is 33% that is under than European average of 43%, according to World
Stats. The number of internet users in Europe represents 27% of total population. The increase in number
of European internet users from last four years is around 40%.
Also, the number of GSM Internet connections is on an increasing trend. Compared to 2006, when the
GSM traffic was 1.7 millions minutes, in 2007 the number of minutes spent on internet increased by 40%.
Summary 2007
Approximately 39,000 Romanian websites generated in excess of 1,7 billion visits in December 2007
(source: www.trafic.ro)
Computer sales evolution is gearing towards mobility: Romanian buyers started to prefer laptops to
desktop computers. In 2007 the laptop share market reached 26% of all PC sales. (source: www.zf.ro)
The number of residential internet users is increasing
Number of broadband connections cover 10 % of the population
Number of Internet office people is vigorously expanding
Mobile internet solutions cover well the business sector, but is still lagging behind Europes leading
markets
Broadband connections are going rural (ADLS by Romtelecom and EU project are developing the
internet penetration in the rural areas)
Internet penetration in 2007 increased by 40%, reaching a number of 5,800,000 connections
2007 continued the trend of developing and launching with new sites on market the major publishers
developed or re-branded their sites; new comers won significant market shares, so positions within the top
are changing
Joint industry committees initiatives emerged in a favorable environment the steady development of
the market, as well as a lot of effort undertaken by publishers and media sellers in terms of research and
monitoring IAB and BRAT online are two good examples
IAB released the technical recommendations for internet banners and e-mail marketing
BRAT released the traffic data for approx. 170 top rated sites and will launch the social demographic
data in this summer (June)
The market is more dynamic yet more fragmented. At the end of 2007 there were 12 internet space
sellers, but seven of them concentrate 90% of the market.
Online advertising budgets
Online advertising revenue reached an annual growth of 60% (2007 vs. 2006), hence a market share of
1.9-2% of all media budgets. The estimations for 2008 show an Internet budget of about 16 mil.
In 2007, 71% of Internet budget was used on banners, 1% on advertorials, 4% on e-mails marketing
campaigns and 24% on special projects (Source: ARBO Interactive). The conclusion is that the advertisers
are trying different products in order to establish the best way to reach their audience and make an impact.
This can only mean a professional approach of the online communication campaigns in the near future.
Technology 2006 2007 Evol. %
GSM traffic
(mil. minutes)
1.7 8.4 39%
GRPS/EDGE/3G
traffic (mil. MB)
24.6 165.1 571%
69
www.initiative.com
internet
Top spenders 2005-2008
The major advertisers on Internet are especially from Telecomm, Automotive, Banking and
IT/Electronics/Communication. FMCG advertisers grew their Internet spend, especially on personal care,
drinks and food sectors.
Top players in Internet sales
The market is becoming more and more fragmented compared to the years when 3 big players were the
Internet market. In 2007, there were 12 Internet space vendors and the number is still expected to grow.
1. BOOM (vendor for 180+ websites): inventory of 444 millions page views
2. ARBOmedia (media sales house for 140+ websites): inventory of 160 millions page views
3. Adevolution (online sales house for 120+ websites): inventory of 180 millions page views
4. Realitatea Catavencu (online sales house for 20 websites): inventory of 20 millions page views
5. MPInteractive (Digital division of Media Pro biggest TV media group - owns 37 websites): inventory
of 617 millions page views (www.conquiztador.ro has a share of impressions of 81% )
6. Internet Corp (online publisher with 17 websites): inventory of 60 millions. page views
7. SMInteractiv (online sales house for 20+ websites): inventory of 40 millions. page views
8. Rol Networks (online publisher with 47 websites): inventory of 42 millions page views
9. Media Caf (online broker for Yahoo!, gsmarena.com and mobile.de): inventory of 3200 mil. page
views
Graph 2: Net ad spends evolution 2001 - 2008 (000 )
Source: Initiative estimation
www.initiative.com
internet
Top spenders
2005 2006 2007 2008 est.
Telecommunications Telecommunications Financial services Financial services
Financial services Financial services Telecommunications Telecommunications
Auto Auto Auto Auto
IT&C IT&C IT&C IT&C
Electronics FMCG - beer, wine, liquor FMCG - Soft Drinks FMCG - Personal care
FMCG - beer, wine, liquor Electronics FMCG - beer, wine, liquor FMCG - beer, wine, liquor
FMCG - Personal care FMCG - Personal care Electronics FMCG - Soft Drinks
FMCG - Soft Drinks FMCG - Soft Drinks FMCG - Personal care Electronics
FMCG - Foods FMCG - Foods FMCG - Foods FMCG - Foods
FMCG - Drugs FMCG - Drugs FMCG - Drugs FMCG - Drugs
Source: Initiative estimation
71
www.initiative.com
internet
Site Company
Sept. 2007 Oct. 2007
Visits Impressions
Unique
clients
Visits Impressions
Unique
clients
1 www.softpedia.com SoftNews NET 4.017.881 16.350.993 1.604.701 4.269.801 17.430.035 1.768.266
2 www.clubafaceri.ro Medianet SRL 2.100.913 7.041.614 1.156.771 2.581.497 8.558.436 1.404.202
3 www.acasa.ro Vodanet 1.913.135 10.086.468 835.285 2.111.967 11.792.964 945.583
4 www.neogen.ro Neogen 5.684.281 107.839.649 1.101.607 6.668.865 115.535.857 1.267.630
5 www.rol.ro ROL 1.447.637 9.648.729 674.347 1.790.658 12.316.470 847.540
6 www.roportal.ro Roportal SRL 1.495.299 4.830.458 841.142 1.624.466 5.073.679 930.874
7 www.ele.ro Vodanet 806.388 4.721.317 418.931 874.164 4.814.425 474.820
8 www.clopotel.ro Active Soft 1.454.650 12.249.774 510.541 1.682.004 12.828.644 602.428
9 www.ejobs.ro Ejobs Grup 2.941.708 38.276.198 720.364 3.289.153 45.047.481 820.613
10 www.protv.ro PRO TV 1.640.263 6.589.954 664.303 1.744.503 7.150.879 695.595
11 www.gsp.ro Unlimited Sport Media 6.631.031 19.403.021 650.372 1.744.503 7.150.879 695.595
12 www.prosport.ro Ringier Romania 5.160.272 32.200.268 605.794 6.361.299 18.160.427 682.40
13 www.libertatea.ro Ringier Romania 2.754.017 22.758.048 518.525 5.149.666 34.364.151 633.712
14 www.evenimentulzilei.ro Ringier Romania 2.642.982 17.299.430 497.906 3.026.570 21.770.637 577.554
15 www.hotnews.ro Hotnews 2.723.562 10.609.135 669.333 3.096.065 11.506.947 772.620
16 www.computersgames.ro Computer Games Online 865.611 7.187.408 367.095 860.379 6.696.347 417.497
17 www.sport.ro PRO TV 2.878.055 14.048.027 535.108 2.790.104 13.335.017 560.836
18 www.e-scoala.ro Netbridge Investments 437.378 1.444.205 296.792 667.782 2.244.643 424.076
19 www.9am.ro Internet Corp 1.445.115 6.573.601 446.189 1.530.683 6.974.703 465.352
20 www.roon.ro Inform Media 1.039.567 16.965.173 317.461 1.188.518 20.464.261 364.299
Site Company Nov. 2007 Dec. 2007
1 www.softpedia.com SoftNews NET 4.720.078 18.271.486 1.928.405 4.759.162 18.114.419 2.022.793
2 www.clubafaceri.ro Medianet SRL 2.789.549 9.144.356 1.514.597 2.594.418 7.912.875 1.519.990
3 www.acasa.ro Vodanet 2.323.788 12.247.601 1.036.257 2.932.912 17.181.702 1.283.334
4 www.neogen.ro Neogen 6.411.045 104.724.321 1.269.876 5.718.888 100.187.375 1.206.237
5 www.rol.ro ROL 1.964.173 12.789.811 924.396 2.376.632 16.730.550 1.149.207
6 www.roportal.ro Roportal SRL 2.030.702 7.223.596 1.128.719 1.967.383 7.194.485 1.123.410
7 www.ele.ro Vodanet 1.058.705 5.484.699 565.357 1.557.232 10.639.331 818.753
8 www.clopotel.ro Active Soft 2.106.845 14.963.900 715.904 2.348.726 17.012.938 751.092
9 www.ejobs.ro Ejobs Grup 3.200.442 38.952.217 841.745 2.149.168 20.802.360 682.753
10 www.protv.ro PRO TV 1.862.561 6.891.657 730.977 1.535.356 5.820.951 668.168
11 www.gsp.ro Unlimited Sport Media 6.372.655 16.426.003 742.868 5.897.383 14.064.910 649.204
12 www.prosport.ro Ringier Romania 5.038.180 31.015.191 621.128 4.486.710 25.546.252 591.633
13 www.libertatea.ro Ringier Romania 3.314.780 25.661.801 656.411 2.743.302 20.600.734 575.951
14 www.evenimentulzilei.ro Ringier Romania 3.104.325 20.410.195 615.503 2.615.352 16.111.312 557.537
15 www.hotnews.ro Hotnews 3.009.403 9.830.577 784.443 2.150.326 7.237.634 546.166
16 www.computersgames.ro Computer Games Online 1.013.313 7.637.605 485.623 1.148.653 7.677.721 533.316
17 www.sport.ro PRO TV 2.789.460 12.895.245 543.183 2.662.265 11.809.863 499.085
18 www.e-scoala.ro Netbridge Investments 835.085 2.848.892 508.015 701.844 2.670.193 438.565
19 www.9am.ro Internet Corp 1.570.383 6.993.798 487.146 1.207.257 5.224.128 430.296
20 www.roon.ro Inform Media 1.318.855 23.655.619 414.054 1.242.755 19.409.519 429.989
Source: www.sati.ro
Consumer insight
The most visited sites in last four month are www.softpedia.com, www.clubafaceri.ro, www.acasa.ro,
www.clubneogen.ro and www.rol.ro. As it is showed in tables, the number of unique visitors for these sites
is increasing. Softpedia.com, the leader in the most visited sites classification, gathered with 26% more
visitors in December, comparing to September, when SATI was launched. The on-line editions of the most
important newspapers and magazines are founded in the most visited sites classification. The leader in this
category is Gazeta Sporturilor, with 649,204 unique visitors in December.
www.initiative.com
internet
According SNA Focus (Jan07-Jan08), 52% of
population in urban area declared that used
Internet connections in last 12 months (all urban,
14-64 y.o.)
Regarding the location for Internet usage, 63% of
person from urban area (14-16 y.o.) which declared
that used internet in last 12 months, used Internet
connection from home.
*Note: target persons who declared that used Internet connections
in last 12 months (14-64 y.o, all urban area).
Most of them use to communicate by e-mail, to
search games, movie and music and read
newspapers and magazines.
*Note: target persons who declared that used Internet connections
in last 12 months (14-64 y.o, all urban area).
Perspectives of 2008
The Online advertising market continues to grow
by 50-60%. Main investing categories will be:
Banking/Finance (due to the massive co-
mmunication, financial services category became
No 1 in 2007, surpassing Telecom), Teleco-
mmunications, Automotives, IT&C; a big budget
growth will involve the FMCG category (personal
care, food and drink, drugs) followed by Online
Retail, Tourism.
New ways of buying (Cost per Click, Cost per
Action) are sought by advertisers in order to drive
more performance and consumer interaction from
their campaigns. Permission marketing campaigns
are extremely popular through special projects,
newsletters, games etc. and we expect an increase
of the media budgets on this segment
Online ad spend monitoring is expected to be
designed by joint industry committees (BRAT, IAB
Romania etc)
BRAT will release the first package of social
demographic data in this spring
TV and Internet will be the stars of this year
advertising industry due to the main opportunities:
The European Football Championship, the
Olympics and the elections
Google and Yahoo! are expected to consolidate
their position on the Romanian internet market. In
the same time social network platforms (hi5.com)
or external sites (GSMArena.com, mobile.de) with
big inventory on Romanian IPs entered the
Romanian market and other similar sites are
expected to enter.
new small players are expected to enter the
online market (i.e. Mirabilis Media, Sanoma Hearst
already with a portfolio).
Internet usage
purpose
2006 2007
Urban area
4123 users
Urba area
4701 users
Download
Software / Games
63% 64%
Use E-mail 61% 61%
Buy Products / Services 52% 54%
Listen Radio 36% 38%
Join Group Chat / Forum 29% 32%
Search Games / Music /
Movies / Photo / Jokes
33% 31%
Read Newspaper /
Magazines
30% 30%
Search Info with
search engines
14% 17%
Bank Operations 6% 9%
Search for Publicity
Small Ads
4% 5%
Place for using
the Internet
2006 2007
Urban area
4123 users
Urba area
4701 users
Home 49% 63%
At Work 29% 28%
Friends, relatives 27% 26%
School / University 18% 17%
Internet Cafe 22% 14%
Other Places 6% 5%
73
www.initiative.com
new media
Overview
Advertising is increasingly driven by the need to
find new way to make an impact. Even at this
moment, Romania Media Market is a market of
traditional media, we can notice a fast growth of
new media: internet, cinema and mobile
advertising. More consumers are spending more
and more time online and on-mobile, and the
mobile phones offers a new opportunity to
personalize advertising.
In Romania, mobile advertising is a small venture
and is utilized by companies which already have
created data bases with phone number of their own
clients. These campaigns are mostly campaigns for
gaining loyal customers more than selling.
Advantages of this new type of advertising consist
in a much more effective business to customer
communication and the target group can be
reachable all the time and anywhere.
Most of companies which offer business to
business services use GSM networks for their
marketing campaigns. Most of the campaigns use
short messages addressed to users which already
agreed to receive promotional messages on their
mobile phone. These messages are related to
promotions, new products and services,
promotional contests for sales increasing.
Companies which used these messages were from
different domains: FMCG, banking, insurance and
press.
SMS advertising is the most useable advertising
technique as most of the mobile phones are SMS
compatible. This affirmation is not applicable to
MMS advertising because even the request is very
high, it does not exist yet the technical support.
For last years, it can be noticed a fast growth of
short messages (SMS) and multimedia messages
(MMS) traffic per year. In 2007, SMS traffic through
GSM networks was with 40% higher than 2003,
when the market recorded 200,000 SMS.
New media, like any chaotic system, are highly sensitive to initial conditions.
Today's heuristical answers of the moment become tomorrow's permanent
institutions of both law and expectation.
John Perry Barlow- American poet, essayist
Graph 1: SMS and MMS evolutions 2003-2007 (millions per year)
In a European context, we can not affirm that Romania is in top. In October 2007, the penetration rate
of mobile telephonic services was 99%, which placed Romania on 23rd place in UE countries.
Statistics reported by ANRCTI shows that the penetration rate of mobile telephony reached 106% at the
end of 2007 while the number of active users was 22.9 million. 67% of these used pre-pay SIM cards and
33% used monthly subscription services of which personal subscriptions (67%) and around one third (2.4
millions) were company contracts.
Presently, the development of mobile advertising is hindered by the lack of technical capabilities. We
expect the two important GSM operators in Romania, Orange and Vodafone, to cater to this market trend
by implementing specialized mobile platforms.
Mobile Internet
A very important mobile service for internet access is the Wireless Application Protocol (WAP). Statistic
data shows a rapid evolution of subscribers for such mobile services with WAP access. Thus, at the end
of 2007 Romania had a 34% increase in usage of WAP mobile services versus 2003.
Globally, new technologies as WiMax and WiFi hotspots are very popular. For example, in Taipei there
are 4000 WiFi hotspots for accessing public services, covering 90% of population and in London are
400.000 video cameras.
Graph 3: Wireless Application Protocol Service Evolution 2003-2007 (millions customers)
Graph 2: Mobile services penetration in European Union Countries in October 2007
www.initiative.com
new media
75
www.initiative.com
new media
Mobile TV
Advertising on Mobile TV does not exist in Romania as of yet. As digital television will continue its
development, the technical support for Mobile TV will be implemented. At this moment Orange and
Vodafone are able to offer television on mobile phone through their own portals, Orange World and
Vodafone Live!
Starting 2004, Orange was the first GSM operator to offer video streaming to its clients and the possibility
to watch, on their mobile phone, live television, and recorded TV shows, news, horoscope, music, shows.
The Orange World portal, launched in 2005, offers different types of services: chat services, sports,
information (news, horoscope, weather, TV guide) and premium services (games, ring tones, music and
video).
The interest of clients for mobile content is increasing. The main attractions are live TV, music, games,
sports and mobile content generated by users. Regarding TV stations, the Romanian clients can access
over 20 TV stations: Antena 3, Arena TV, BBC World, Cartoon Network, Eurosport, Fashion TV, Favorit TV,
Jetix, Minimax, Money Channel, MTV Music, Realitatea TV etc. Sports fans can find out the latest news,
result and charts from all national and international contests, and football fans can watch live on their
mobile phone the games from League 1. Also, the clients can download a diversity of games, ring tones,
songs and video clips with their preferred artists. Despite the large number of mobile tools, the reach is
still low thus unattractive to big advertisers.
Digital TV
In the last three years, DTH penetration rate had a rapid increase. The biggest increase was in 2006,
when subscriber numbers for DTH television reached 134% growth compared to 2005. DTH is not just an
alternative for the households which do not have access to TV cable. According to a GFK study
(Establishment Survey for TV audience measurement) realized in July 2007, only 21% of TV owners did
not choose cable reception simply because this type of reception was not physically possible. Most of
them chose DTH because of the price, which is much lower than that of cable TV service. It is notable the
decrease of the base of subscribers to cable services which influence positively the ascending trend for
DTH penetration.
According to ANRTCI, at the end of 2007, one third of total subscribers received TV stations by means
of DTH. Most of these (96.3%) were under contract with the top DTH providers and only 3.7% signed for
DTH services provided by cable operators. The most important DTH providers are Digi TV, Dolce, Focus
Sat, Max TV and Boom TV. According to GfK, 69% of DTH subscribers are with Digi TV and 17% with
Romtelecoms Dolce. An important part of DTH subscribers live in rural areas were 28% from TV owners
chose DTH.
Graph 4: Reception Type - 2007
www.initiative.com
romania - economic landscape
Geographical and administrative organization
Romania is the largest country in the Balkans and the 13th in Europe, with an area of 238.391 square
km (92.043 square miles). Romania is a Republic, according to the Constitution of 2003, the president
being elected by universal vote every five years for up to two mandates. The two-chamber Parliament, the
Senate and the Chamber of Deputies, are the peoples supreme representative bodies and the only
law-making authority. Both chambers hold equal and complementary responsibilities.
The official language is Romanian. Since July 1st, the 2005 national currency is Romanian RON
(1 RON = 10.000 ROL).
Bucharest Municipality is the political and administrative capital of Romania (1.940.486 inhabitants).
Other major urban centers are: Iasi, Constanta, Timisoara, Cluj-Napoca, Brasov, Craiova, Galati, Ploiesti
and Braila.
As for January 1
st.
2007, Romania is a member of the European Union.
Demographics
Population of Romania based on the INSSE (National Institute for Social and Economical Statistics)
figures is of 21,565,119 inhabitants in 2007, with 51.3% women and 48.7% men.
The average density is 90.5 inhabitants per sqkm.
55.1% of the population lives in urban areas while 44.9% live in the rural areas.
As shown below, the Romanian population is slowly decreasing (by approximately 0.25% per year in the
last 5 years) due to negative natural evolution and migration.
A creative economy is the fuel of magnificence
Ralph Waldo Emerson
Graph 1: Population structure by gender
Source: INSSE
77
www.initiative.com
Graph 2: Life expectancy (years)
Source: CIA World Factbook
Graph 3: Population structure by age groups
Source: INSSE
Romanian population is composed of Romanians (89.5%), Hungarians (6.6%), Gypsies (2.4%) as well
as Ukrainians, Germans, Serbs, Turks (1.5%).
The predominant religion is Orthodox (86.8%) followed by Romano-Catholics 4.7%, Reformats 3.2%
and other religions 5.3%.
The Romanian population is fairly young, with 30.5% of the population aged 25 to 44 years old and
60.5% being aged 0 to 44 years old.
Life expectancy has constantly increased over the last 5 years (with approximately 0.3 years for each
passing year), bringing the average life expectancy to 71.91 years in 2007.
www.initiative.com
Employment
The average unemployment rate in 2007 in Romania was 4.1%, slightly larger among the male population
(4.3%) and slightly lower among the female population (4.0%).
Compared to the unemployment rate of 2000 (an average of 10.5%), we can see that Romania has
made significant efforts in decreasing unemployment, bringing the respective rate to less than half that of
2000.
In a worldwide ranking by unemployment rate, Romania ranks 50th.
The forecasted unemployment rate for 2008 is 3.9%.
Economy
The Romanian GDP increase of 8% in 2007 is expected to be maintained also in 2008, with a worst
case scenario of the GDP increase of no less than 7.7%.
The valorization process of the national currency continued in 2007, bringing the average annual
exchange rate to approximately 3.34 RON for 1 EUR and 2.44 RON for 1 USD. The decrease in exchange
rate, meaning appreciation of the national currency, was 5.1% against EUR and 13.2% against USD.
Graph 5: Exchange rate evolution (RON for 1 USD / 1 EUR)
Source: Romanian National Bank
Graph 4: Unemployment rate
Source: INSSE
However, the beginning of 2008 brought a reversing trend for the EUR / RON parity, with the exchange
rate reaching approximately 3.68 RON for 1 EUR, with the USD / RON parity trend staying largely the
same (2.42 RON for 1 USD).
In addition to the valorization of the national currency, the inflation rate in Romania has registered a
continuous drop in the last seven years, reaching an estimated level of 6.7% in 2007 (approximately 6 times
lower compared to 40.7% in year 2000).
A level of inflation of 5.8% is forecasted for year 2008, considering the economical dynamics so far.
79
www.initiative.com
Graph 6: Inflation rate evolution (%)
Source: INSSE
Graph 7: GNI per capita evolution (EUR)
Source: The World Bank
In 2007 Romania maintained the upward trend of the GNI (Gross National Income) per capita, reaching
a level of 8.556 EUR, 6% more compared to 2006 but still a lesser increase compared to 11% in 2006 over
2005.
This increasing trend is generated by the combination of three possible factors: the GDP increase, the
increase in net primary income from abroad and the decrease in population size due to migrations.
www.initiative.com
The number of days required to start a business in Romania is of 14 in 2007, compared to 29 days that
were necessary for such an operation in 2003.
Graph 8: Days required starting a business
Source: The World Bank
Conclusions
Overall, Romania is a country in full process of macro economical development, while at the same time
working on the de facto integration within the EU.
It is expected that in 2008 Romania will continue the fight against corruption, work on increasing the
living standards and decrease the poverty rate, attract more foreign investments and increase the quality
level of products and services.
Also, as an important aspect of the EU integration, Romania would have to get working on optimizing its
fund absorption capabilities, in order to develop the infrastructure and encourage entrepreneurial and
business initiatives.
81
www.initiative.com
professional associations
Advertising professional associations promote the
interest of the industry either as a whole or that of
a certain domain. They support fair competition,
enforce good practice and ethics, implement and
manage research tools as an industry standard and
organize industry events and competitions such as
festivals, seminars, training necessary for a highly
professional industry.
Initiative Bucharest is an active member of all
major industry associations: IAA, ARA, BRAT and
ARMA.
International Advertising Association (IAA)
The International Advertising Association is a one-
of-a-kind strategic partnership which champions
the common interests of all the disciplines across
the full spectrum of marketing communications -
from advertisers to media companies to agencies
to direct marketing firms - as well as individual
practitioners.
The International Advertising Association has
grown from a tripartite organization (advertisers,
agencies and media) into a one-of-a-kind strategic
partnership which champions the common
interests of all enterprises involved in the branding
process. The IAA has become a brand champion
because all aspects of responsible commercial
communications which contribute to a brand
reputation need the freedom to flourish without
unwarranted restrictions.
Now, the IAA draws its members on a local,
regional or global scale from enterprises and
individuals that are committed to brand building,
and value commercial communications as vital to
the success of their business.
advertisers
advertising agencies
media companies
corporate communications
marketing research companies
package/label design studios
sales promotion
public relations
interactive marketers and agencies
direct marketers
The IAA is uniquely positioned to intercept
emerging cross-border trends before they become
obvious, and to provide marketing communications
professionals with an international, multi-industry
forum for the global exchange of knowledge, best
practices, professional development, intelligence,
experience and ideas.
The IAA works for the freedom of companies to
compete through responsible commercial speech,
and it fights for consumer choice made possible by
commercial speech which informs, inspires and
empowers individuals to raise their sights and
reach for the life they want.
IAA Romania was founded in 1993 to serve the
interests of the advertising industry in Romania. It
includes companies that advertise for their own
products/services, media and advertising agencies.
Its role is to promote in Romania the international
advertising standards and, in order to do this the
Association has achieved, in the thirteen years
since its creation, a series of significant actions. As
a trilateral forum, IAA provides an exchange of
opinions between members.
On behalf of its members, the IAA is dedicated to:
championing the freedom to advertise
responsibly without unwarranted restrictions
in the overall market, or by specific product
category;
fighting for consumers freedom to exercise
their right to choose in a free market society;
continuously developing and implementing
programs designed to raise standards
through leading edge professional develo-
pment for the marketing communications
community of the future.
providing an effective worldwide network for
the exchange of local market knowledge,
professional skill-set innovations and best
practices in brand building through a variety
of communication platforms, which include a
world-class Website.
becoming the preferred portal/source for best
practices in brand building communications;
delivering state-of-the-art professional
development for the marketing communi-
cations community of the future.
encouraging the freedom for advertisers and
consumers to engage in the exchange of
personal information, based on mutual
respect, which delivers added value to the
individual;
Membership Advantages
Global information on critical problems that
affect advertisers and advertising agencies, media
and other related specialized services.
An international network of the marketing
communications managers, who can connect with
each other for contacts, references.
Contacts with governments and/or other
associations of the industry, in order to promote the
advertisements and the free information fluxs
value, to encourage the practice and acceptance
of the advertising self-regulations.
Publications on critical problems.
Professional development.
Congresses, symposiums and conferences.
The IAA Global Advertising Congress is an
Associations biennial summit meeting that won the
reputation of the worlds greatest communication
and marketing managers meeting.
A Board elected in February 2007 currently runs
the IAA's Romanian Chapter:
Felix Tataru (Managing Director GMP) -
President
Alexandra Olaru (HR and Corporate
Communication Director Unilever SCE) -
VicePresident
Cristina Simion (Edipresse) - Secretary
Cezar Dumitru (Ursus Breweries) - Treasurer
Narcis Horhoianu (Associate Marketing
Director Procter & Gamble Romania)
Program Director
Dan Petre (D&D Research) Program
Director
Afrodita Blasius (Bridge Communication)
Program Director
Diana Flutur (Odyssey Communication)
Program Director
Eusediu Margasoiu Program Director
The Senate of IAA has a consulting role being
formed of all former and current IAA Presidents.
Presently, the IAA Senate membership includes:
Veronica Savanciuc - President
Mihai Ghyka - Member
Mihail Vartosu - Member
Bogdan Enoiu - Member
Felix Tataru - Member
Over the last years, the IAA Board undertook few
important initiatives to the benefit of the entire
industry:
EFFIE Awards in Romania. EFFIE is an
annual award presented to recognize the
years most effective advertising campaigns
campaigns that have delivered superior
results in meeting the objectives they were
designed to achieve. Both RAAA and IAA
jointly organized the fourth edition EFFIE, last
year.
IAA European Summit was organized at
Parliament Palace, Bucharest. The event put
together numerous international speakers,
well known and respected personalities in
marketing and communication world
community.
In April, IAA and Mediafax organized
Mediafax talk about OOH. Mediafax. Talks
about OOH is an event for all outdoor and
indoor players on the market, media
agencies, advertisement personalities,
advertisers, as well all interested in last trends
in this domain which want to debate the future
of OOH in Romania.
IAA was partner of the Communication
Olympics project, the first series of practical
competitions for those students who want a
public relations or advertising career.
The IAA representatives worked together with
the authorities to revise the Audio-visual Law.
The proposed amendments have been
presented to all IAA members, for their input.
The IAA representatives worked close
together different advertising norms, such as:
product with CNA on putting placement in
reality shows, the ban of medical
endorsements in TV commercials, rules for
advertising and teleshopping, advertising for
medicines and advertising for tobacco and
beverages.
IAA continues to collaborate with the Faculty
of Communication and Public Relations.
IAA found and develop IAA Young
Professional Relations within the Bucharest
University.
The IAA Board issues a regular newsletter for
the members.
Source: www.iaa.ro
The Romanian Audit Bureau of Circulation
(BRAT)
BRAT is a non-profit organization aiming to supply
the advertising industry with accurate information
on press circulation figures and press audience.
BRAT has members among the major actors in the
advertising industry e.g. print editors, advertising
and media agencies and their clients, selling
houses. Beside circulation data, BRAT is able to
provide additional data such as press audience
studies, outdoor and Internet studies etc. Currently
BRAT has 243 members: 177 press publishers, 26
advertising agencies, 5 sales house, 10 advertisers
and 26 web publishers.
www.initiative.com
83
www.initiative.com
The management of BRAT (since 2008) consists of:
Silviu Ispas (ArboMedia) - President
Arina Ureche General Manager BRAT
Horia Domnariu Print Audience Project
Manager
Constantin Popa Circulation Audit Project
Manager
Adrian Motirlichie - Internet Project Manager
Board of Directors - members:
Silviu Ispas (Arbomedia) President
Claudiu Serban (Ringier) DSA
Dragos Roua (Mirabilis) DI
Anca Fieraru (Zenith Media) DI
Bogdan Gheorghe (SoftNews Net) DI
Dragos Stanca (Catavencu) DSA
Cosmina Noaghea (Publimedia) DSA
Gruita Ienasoiu (Solpress) DAT
Mihai Seceleanu (Internet Corp) DI
Mirela Iordache (Burda Romania) DaT
Mihaela Rugina (Viata Libera/Trustul Dunarea
de Jos) DAT
Dan Firez (Media Investment) DSA
Catalin Tolontan (Convergent Media)
Mihai Trandafir (BV McCann Erickson)
Calin Rotarus (ARBOInteractive)
Ongoing projects
a. Circulation Audit
The Audit Certificates include detailed
information, on calendar months, regarding the
printed copies, the sold copies, the copies given
away for free, the copies sold through barter and
the copies returned for each audited publication.
Starting on the first semester of 1999, the
publications for which the Audit Certificates had
been issued submit a quarterly Circulation
Declaration upon own responsibility and under
BRAT's authority.
The Circulation Declaration includes the most
recent circulation figures, the editors being granted
the opportunity to update such declarations
monthly. Then the figures are certified by audit
during the next audit period. Through the
Declaration, the circulation figure may be made
public before the audit and used in negotiating the
advertising contracts.
The use of the Circulation Declaration offers a
significant competitive advantage to the
publications already having an Audit Certificate by
using, under the BRAT authority, the circulation
figures 8-9 months in advance.
Based on the Circulation Declaration, the
advertising agencies and the advertisers can build
advertising strategies and allocate budgets using
real circulation figures. The Circulation Declaration
is recognized internationally as an instrument
through which the publications current circulation
figure can be made public and exploited, being
guaranteed that such figures are monitored and will
be audited for confirmation shortly.
b. National Readership Survey (SNA)
It is carried out in compliance with the
international standards. The method used for
calculating the audience data is the Recent
Reading Method. The main indicator is A.I.R.
(Average Issue Readership), representing the
average number of persons who read / browse
through a copy of a certain publication. SNA
includes 229 titles in total: 82 monthlies, 19
bimonthlies, 48 weeklies, 69 dailies and 11
supplements.
The SNA questionnaire includes questions
regarding primary media (press), secondary media
(TV, radio, cinema, Internet, outdoor), general
media consumption, purchase behavior, buying
decisions, socio-demographic data etc.
c. SNA FOCUS
BRAT published for the first time the results of the
general consumption survey, named SNA FOCUS,
in October 2006. SNA FOCUS is a complex study
combining media consumption with products and
services consumption.
The products and services consumption
measurement is based on methods valid at
international level, which ensures information
credibility, standardization, comparability and
independence. Combining circulation data,
audience data and detailed readers profile, BRAT
provides a comprehensive description for any print
title making the planning job easier and more
accurate.
The survey includes more than 300 product
categories and delivers results for around 3.000
brands.
BRAT provides the data, based on specialized
software, only to subscribers, DSA members.
Future projects
Internet Audit Department
The Internet advertising market evolved rapidly
since a couple of years ago. Although the Internet
investment in Romania is marginal compared to
other media, the annual growth rate is stunning.
Given the ascending trend of Internet, an
independent measurement becomes necessary.
2007 was the first year when BRAT provided to
the market the results regarding the traffic of the
websites.
In 2008 BRAT will provide for the first time the
results regarding the audience of the websites and
the socio-demographic profile of their users.
Source: Arina Ureche BRAT
The Romanian Association for Audience
Measurement (ARMA)
ARMA's main goal is to provide its members with
impartial, accurate and objective audience data for
the Romanian broadcast media.
The Association is mandated by the industry to
monitor the audience measurement research
(National Service for TV Audience Measurement
SNMATV) in compliance with the international
standards and in full transparence towards market.
Current management is ensured by:
Lucia Romaniuc (MPI) President
Nicu Laita (Team Advertising) ARMA
Technical Committee President
Costin Juncu Managing Director ARMA.
Board of Directors members:
Cristina Florescu (P&G)
Anca Molnar (Unilever)
Giulia Burlui (Coca-Cola)
Mihai Trandafir (BV McCann)
Oana Petroff (MindShare)
Mihail Vartosu (Grey)
Mihaela Dumitru (Prima TV)
Bogdan Cernusca (SRTV)
Rares Anita (Antena 1, Antena 2, Antena 3,
Euforia TV)
Starting 2004 ARMA is the only owner of the
copyright upon the TV audience databases, as
resulting from the contract with TNS-AGB
International SRL on October 20th, 2003. The
contract was signed after a public tender monitored
by a Parity Commission (5 CNA members, 5
representatives of advertising agencies and 5
representatives of TV stations) as stated in the Law
no. 504/2002.
In 2007 year, the Association has appointed an
independent auditor, respectively the Centre
DEtude Des Supports De Publicite (CESP) from
France, in order to conduct an audit regarding
SNMATV. The audit took place between 14th of
November 2007 and 18th of February 2008. The
audit concerned the construction of the panel, data
production and reporting.
The Association members - 2007:
34 media and advertising agencies:
Initiative Media, MediaCom Romania, Tempo,
MindShare, Mediaedge:cia, Media Direction,
Media Link, Media Planning Group, Team
Advertising, International Media Shop, Media
Today, Optimum Media Direction, Zenith
Media, Imager, ARBOmedia, McCann, Carat
Romania, FCB Bucharest, Optimedia,
Starcom Media, Odyssey Communication,
Velvet Media, Media-Tique, DBV Media
House, Cable Direct, Splendid Media, CO.
GE. P., Media Investment Communications,
Media Strategy Bucharest, Starlink, Media
Consulta International, United Media
Services, C.L.I.R. Media, Brand Connection.
4 major TV stations: Pro TV, Prima TV,
TVR 1 and Antena 1.
31 smaller TV stations: Acasa TV, TVR 2,
TVR Cultural, Realitatea TV, Sport.ro,
Discovery Channel, Jetix, Kiss TV, MTV,
Minimax, National Geographic Channel,
Antena 2, B1 TV, National TV, Favorit TV,
N24, OTV, Senso TV, Pro Cinema, Euforia
TV, AXN, U TV, Antena 3, Cartoon Network,
MGM, Etno TV, Taraf TV, Sport Klub, Sport 1
TV, Kanal D, Hallmark Channel
10 advertisers: Procter&Gamble, Henkel,
Unilever, Nestle, Vodafone, Elite, Danone,
Coca-Cola, Colgate-Palmolive, Ursus
Breweries.
In March 2005, ARMA General Assembly decided
to modify the Statute in order to permit to the
foreign legal entities to become members of the
Association.
In December 2005, ARMA General Assembly
decided to modify the Statute in order to create a
new category of members, respective associate
members legal entities. In this category of
members are included all the legal entities which
are not advertising or media agencies, TV stations
or advertisers and which are interested in getting
the SNMATV data.
Source: Costin Juncu, ARMA
The Romanian Association for Radio
Audience Measurement (ARA)
ARA was founded in March 2004.
Board of Directors from April 2008:
President: Marius Dobre (Pro FM, info Pro
and pro FM Dance).
www.initiative.com
85
www.initiative.com
Members: Nora Marcovici (Kiss FM, Magic
FM and One FM),Alexandru Macavei (Radio
21), Rodica Minculesc (Romantic FM) and
Anca Rosca (BV MccErickson).
Technical Committee:
Marius Strambeanu Executive Manager
(Europa FM and radio 21)
Lacramioara Loghin (Kiss FM, Magic FM and
One FM) - active member
Alexandru Larionescu (Pro FM, Info Pro and
Pro Fm Dance) active member
Rares Anita (News FM) active member
Anca Fieraru (Zenith Media) active member
Marius Gheorghe (Mediainvestment) active
member
ARA members:
Radio stations: SRR, Europa FM, Radio 21,
Pro FM, Kiss FM, Magic FM, Radio Total,
Radio Guerrilla, Delta RFI, Radio Romantic,
Info Pro, National FM, City FM, Radio Itsy-
Bitsy, Smart FM, Sport Total, BBC.
Agencies: Initiative Media, McCann Erickson,
Media Investment Communication, Starcom
Media, Media Com, MindShare, Zenith
Media, Imager, Optimedia, Tempo, Team
Advertising, C.L.I.R, Mediaedgecia.
ARAs main duty is to manage the results of the
Radio Audience Survey (SAR) run by IMAS and
Mercury Research as assigned through a public
tender organized by CNA in 2003.
SAR is established for four years (2004 - 2007).
It provides audience measurement for radio
stations at national level, based on a sample of
22,000 individuals / year. There are two surveys per
year spring and autumn with 11,000 interviews
each.
Source: www.ara.ro
The Romanian Advertising Agency
Association (RAAA)
RAAA (affiliated to EACA - European Association
of Communication Agencies) was founded in June
2000, setting out to sustain the interests of the
advertising agencies, where the relation with the
Parliament and the advertisers community is
concerned. Organizing advertising festivals and
contests (Ad'Or, Effie Awards), seminars, training
sessions and workshops for the employees in the
industry are just a few of its initiatives.
The association aims to build a communication
platform for the member agencies that are selected
on the basis of financial and service-providing
performance.
RAAA's main objectives are to formulate rules
and regulations governing the activity of agencies
and to help members improve their performance
through:
Exchanging ideas and projects that can lead to
improved results for member agencies.
Promoting the values of advertising effectiveness.
Playing an important role as guarantor for the
interests of the advertising business in planned or
contemplated legislation within the area of interest
to the advertising business.
Seeking ways of harmonizing procedures,
systems, contract and other international issues to
ease business between EU members and with
other countries.
Supporting the principal of self-regulation
wherever possible.
Developing international educational opportunities.
Setting up task forces to investigate these and
other specific projects and concepts of mutual
benefit to agencies, in particular in emerging free
economies.
Maintaining an open forum to discuss further
ideas and projects that may be of benefit.
In present - over 35 of advertising and marketing
communications agencies operating in Romania
are currently in membership of the RAAA (141
Romania part of Ogilvy Group, ADDV Euro
RSCG, Agency One Marketing, BAAS Mediaplus,
Babel Communications, Brands & Bears, BV
McCann Erickson, Cap, Cohn & Jansen, DDB
Bucharest, FCB Bucharest, FOSS Advertising,
Gavrila & Asociatii, GAVScholz&Friends Bucuresti,
Genius Advertising, GMP Advertising, Graffiti
BBDO, Grey Worldwide Romania, Headvertising,
Leo Burnett&Target, Lowe & Partners, Mercury
Promotions, N.E.X.T. Advertising, Notorious
Advertising, Ogilvy & Mather Advertising, Ogilvy
One, Profil Communication Marketing, Prospero
Proximity Bucharest, Publicis, Saatchi & Saatchi
Romania, Scala JWT, Spotlight, TBWA/Merlin,
Tempo Advertising, Violet Advertising, Young &
Rubicam / Team Advertising). These agencies
handle more than 80% of all advertising placed by
Romanian agencies.
In November 11, 2005 RAAA voted to expand the
Board of Directors from 4 to 7 members (the
decision was taken due to the growth of the
association and in order to insure better
representation). The next step - RAAA elects a new
Board of Directors: Adrian Dura of ADDV Euro
RSCG President, Radu Florescu of Saatchi &
Saatchi - Vice-President, Tereza Munteanu of
Young&Rubicam/Team Advertising - Secretary and
Victor Dobre of Scala JWThompson - Treasurer.
Board Members are Serban Alexandrescu of
Headvertising, Mihail Vartosu of Grey Worldwide
Romania and Ioana Iordache of Leo
Burnett&Target.
Source: http://www.raaa.ro
Romanian Advertising Council (RAC)
Romanian Advertising Council is a professional,
non-governmental, non-profit and independent
organization founded in 1999. It aims to develop
the advertising sector in Romania, to create and
develop, within the legal framework, ethical self-
regulatory governance in advertising in the spirit of
fair competition, to ensure consumers protection
and general public interest against negative effects
of advertising.
Members of RAC:
Advertisers: PROCTER&GAMBLE, ALTEX,
BEIERSDORF, BRAU UNION, COCA-
COLA, COLGATE-PALMOLIVE, COTY
COSMETICS, DANONE PDPA, ELITE,
GILLETTE, GLAXOSMITHKLINE, HENKEL,
KRAFT FOODS, MASTER FOODS,
NESTLE, OZONE LABORATORIES,
QUADRANT - AMROQ BEVERAGES,
TELEMOBIL, UNILEVER, WALMARK.
Media and advertising agencies:
INTERNATIONAL ADVERTISING
ASSOCIATION, ROMANIAN ADVERTISING
AGENCIES ASSOCIATION, BV MCCANN
ERICKSON, GREY WORLDWIDE
ROMANIA, LOWE & PARTNERS, SCALA
THOPSON COMMUNICATIONS, TBWA
BUCHAREST, TEAM ADVERTISING.
Publishing house: RINGIER ROMANIA.
Current Board: Mihaela Ungar of Colgate
Palmolive President, Adrian Dura of RAAA
Vice-President, Radu Budes of IAA Member,
Ecaterina Safarica of Procter&Gamble Member,
Alexandra Olaru of Unilever Treasurer, Alexandru
Harsany of NNKDP legal Consultant, Camelia
Constantinescu of RAC Secretary, Flavius
Cimpian of Heineken Romania Member,
Laurentiu Gheorghiu of Pro TV Member.
www.initiative.com
Concerns on the fair competition and information
leverage at governmental levels brought several
focus points for RAC activities:
Representation in relation to the state
authorities
Effective lobby
To offer fast and effective legislative
information in the advertising field
To create a business environment similar to
the European one, at least in where
advertising is concerned
Following the obvious trend: self-regulation in
the domain.
Source: http://www.rac.ro
87
www.initiative.com
legislation and taxes
Advertising taxes
The Health Tax was first stipulated by Law no.
467/2002 that modified and completed
Government Ordinance no. 22/1992, regarding the
financial support for health protection. The legal
provisions regarding the taxes borne by the
companies commissioning advertising campaigns
for tobacco products, cigarettes and alcoholic
beverages stipulated by Government Ordinance
no. 22/1992 were in force up to 1th January 2007,
when they were abrogated by Law 95/2006
regarding the reform in the health field, published in
the Official Journal no.
According to article 363 letter c of Law 95/2006,
the legal persons that obtain revenues from
advertising activities for tobacco products and
alcoholic beverages shall contribute with a quote of
12% from the value of the revenues, after the
deduction of the VAT. This contribution represents
an income to the Public Health Ministers budget.
The Cinema Tax is settled by Government
Ordinance no. 39/2005 regarding the
cinematography, published in the Official Journal
no. 889/09.12.2002 and modified by Law 328/2006.
According to article 13 of Government Ordinance
no. 39/2005, the cinema tax is a contribution of 4%
applied to the value of the advertising minutes
bought from public and private TV stations and that
is added to this price.
The cinema tax is due either by the advertising
agent, the intermediary company that buys the
advertising minutes or the economical operator that
acquires the advertising minutes. The advertising
agent, the intermediary company or the economical
operator are obligated to provide the National
Centre of Cinematography with a list of all the
agreements concluded, including their price and
the name of the selling agents.
The Local Advertising Tax is settled by the
Fiscal Code, valid starting 1st of January 2004, with
several modifications and completions.
Chapter 6 - The tax for using advertising and
publicity vehicles and material
Art. 270
The tax for advertising and publicity services
(1) Any person, who benefits from advertising and
publicity services in Romania, based on an
agreement or other settlement concluded with
another person, due the tax set by the present
article, excepting those advertising and publicity
services run through written and audio-visual
mass-media.
(11) The publicity run through written and audio-
visual mass-media, in the meaning of the present
article, corresponds to the activity of the advertising
agents, according to the CAEN classification, which
means the publicity run though newspapers,
publications, radio, television and internet.
(2) The tax set by the present article, named below
the tax for advertising and publicity services shall
be paid to the local budget of the administrative-
territorial unit where these services are performed.
(3) The tax for advertising and publicity services is
calculated by applying its % to the value of
advertising and publicity services.
(4) Its % is set by the local council, between 1%
and 3%.
(5)The value of advertising and publicity services
includes any payment, current or future, for
advertising and publicity services, except for the
VAT.
(6) The tax for advertising and publicity services is
paid at the local budget, until the 10th of the next
month following the validation of the contract for
advertising and publicity services.
Art. 271
The tax for posting with advertising and publicity
goal
(1) Any person, who uses a billboard, a poster or a
posting structure with advertising and publicity goal,
in a public place, owes the payment of the annual
tax set by the current article, towards the local
budget of the local public administration authority
where the billboard, the poster or the posting
structure is placed.
(2) The value of the tax for posting with advertising
and publicity goal is calculated annually, by
multiplying the number of square meters or the
fraction of the square meter of the advertising and
publicity posting area by the amount set by the
local council, thus:
a) for a poster at the place where the person runs
an economic activity, the amount is between 0 and
23 RON;
b) for any other billboard, poster or posting
structure for advertising and publicity, the amount is
between 0 and 17 RON.
(3) The tax for posting with advertising and publicity
goal is calculated based on the number of months
or the fraction of month in a calendar year when the
posting is performed.
goal is paid annually, in advance or on a quarterly
basis, in four equal instalments, until the 15th of
March, June, September and November.
(5) Local councils can impose to those individuals
who owe the tax for posting with advertising and
publicity goal to give an annual declaration at the
speciality department of the local public
administration authority.
Art. 272
Exemptions
(1) The tax for advertising and publicity services
and the tax for posting with advertising and publicity
goal are not applicable for public institutions, except
for those cases when they promote economic
activities.
(2) The tax set by the current article, named below
the tax for posting with advertising and publicity
goal, is not applicable for a person who rents the
billboard, the poster or the posting structure to
another person; in this case, the tax is paid by the
latter.
goal is not applicable for those posters, billboards
or any other advertising means placed inside
buildings.
goal is not applicable for the billboards of power
installation identification, warning or traffic
announcements and any other public utility and
educational announcements.
(5) The tax for advertising and publicity means
usage is not applicable for the posting on transport
means that are not meant for advertising and
publicity through their construction.
Romanian legal framework on advertising
Law no. 148/2000 on advertising
The provisions of Law 148/2000 apply to the
content of advertising materials and advertising
messages, including those broadcasted as part of
television programmes. Laws purpose is to protect
the consumers from the negative consequences of
misleading and comparative advertising.
According to article 6 of Law 148/2000,
advertising is prohibited if:
a. it is misleading;
b. it is subliminal;
c. it prejudices the respect for human dignity
and public morality;
d. it includes discrimination based on race, sex,
language, social origin, ethnicity or
nationality;
e. it is offensive to religious or political beliefs;
f. it prejudices honour, dignity and an indivi-
duals private life;
g. it uses superstitions, credulity or fear of
persons;
h. it prejudices peoples security or encourages
violence;
i. it encourages prejudicial behaviour to the
environment;
j. it stimulates the trade of goods or services
produced or distributed that violate legal
provisions.
Law defines misleading advertising as any
advertising that, in any way, including its
presentation, misleads or may mislead a person
whom it targets or who comes into contact with the
advertising and may affect his economic behaviour,
harming his interest as a consumer, or that may
harm a competitors interests. According to article
23 letter b of Law 148/2000, the breach of this
interdiction is considered contravention and it is
sanctioned with a fine from RON 1,500 - RON
4,000
Law defines subliminal advertising as any
advertising that uses too soft stimulus in order to
be consciously perceived, but that can influence
the economical behaviour of a person. According
to article 23 letter b of Law 148/2000, the breach of
this interdiction is considered contravention and it is
sanctioned with a fine from RON 1,500 - RON
4,000
Law defines comparative advertising as any
advertising that explicitly or implicitly identifies a
competitor or its goods or services offered.
Comparative advertising is prohibited only if at
least one of the following conditions is
accomplished:
a. the comparison is misleading, in the sense
that it may mislead the person whom it
targets or influence his economic behaviour;
b. it compares goods or services with different
destinations or purposes;
c. it does not compare, in an objective way, one
or more essential, relevant, provable or
representative features including price - of
goods and services;
www.initiative.com
89
www.initiative.com
d. it generates confusion in the market
between the advertiser and a competitor or
between trademarks, commercial names or
other distinctive signs, goods or services of
the advertiser and those belonging to a
competitor;
e. it discredits or denigrates trademarks,
commercial names, other distinctive signs,
goods, services or other activities or
situations of a competitor;
f. it compares products with different
indications, in the case of products with a
geographical indication;
g. it unfairly takes advantage of a trademarks
reputation, of its commercial name or other
distinctive signs of a competitor or the
geographical indication of a competitors
product;
h. it presents goods or services as imitations or
copies of certain goods or services bearing a
protected trademark or commercial name;
i. it violates any other provisions of the
Competition Law no. 21/1996.
According to article 23 letter b of Law 148/2000,
the breach of this interdiction is considered
contravention and it is sanctioned with a fine from
RON 1,500 - RON 4,000
According to article 16 of Law, advertising
regarding products and services for minor is
prohibited in case:
a. it contains elements that may cause
physical, moral, physical or intellectual
damage to minors;
b. it indirectly encourages minors to purchase
products or services by exploiting their lack
of experience or credulity;
c. it affects the special relationships between
minors and parents or teachers;
d. it, unjustifiably, show minors in dangerous
situations.
According to article 23, letter a of Law 148/2000,
the breach of this interdiction is considered
RON 500 - RON 1,500.
According to Law 148/2000, advertising for drugs
or psychotropic substances is interdicted and the
breach of this interdiction is considered
RON 1,500 - RON 4,000.
Law 148/2000 also prohibits advertising for any
type of arms, ammunition, explosives and
pyrotechnical methods and advertising for medical
products wherefore a prescription is necessary.
The breach of this interdiction is considered
RON 500 - RON 1,500.
According to art. 10 of Law no. 148/2000, as
further amended and completed, the explicit
advertising for tobacco products is prohibited if
broadcast in radio and television shows and on
travel tickets for public transportation.
Art. 101 of Law 148/2000 prohibits explicit
advertising for alcoholic products on the first and
last page or cover of printed materials from the
written press and on travel tickets for public
transportation.
In addition, any form of advertising of tobacco and
alcoholic products in public education institutes and
in health institutes or at a distance less than 200
meters from the entrance thereof, measured on the
public road is prohibited. Advertising of tobacco and
alcoholic products is interdicted in publications
mainly addressed to minors and in theatres before
and during shows targeted to minors.
Advertising of tobacco and alcoholic products is
also prohibited if:
a. it is addressed to minors;
b. it shows minors consuming such products;
c. it suggests that alcoholic and tobacco
products have therapeutical properties or a
stimulant, sedative effect or means to solve
personal problems;
d. it provides a negative image on abstinence;
e. it evidences the alcohol content of the
alcoholic products in the purpose of
stimulating the consume or it makes a
connection between alcohol and driving a
vehicle;
f. does not contain warning inscription, in
Romanian language, for the tobacco
products.
Law no. 504/2002 on audio-visual
The general legal framework on advertising is
provided by Law no. 504/2002 on audiovisual,
which suffered several completions and
modifications in order to reach a form that is
compatible with European regulations.
According to article 1 letter h of Law 504/2002,
advertising represents any form of message
broadcasted on basis of a contract with a natural
or legal person, public or private, in return for
payment or other benefits, in connection with a
trade, business, craft or profession, in order to
promote the supply of goods or services, including
immovable and intangible property or broadcasted
for self-promotional purposes.
Advertising must observe the following general
terms:
a. does not prejudice the physical, psychical or
moral development of minor children;
b. does not prejudice human dignity;
c. does not include any discrimination form on
basis of race, religion, sex, nationality and
sexual orientation;
d. it is not offensive at the address of religious
or political beliefs of on-lookers and
listeners;
e. does not encourage a conduct that can
damage public health or safety;
f. does not encourage a conduct that can
damage the environment;
g. does not encourage a indecent or immoral
conduct;
h. does not promote directly or indirectly occult
practices.
Advertising may not cause any moral, physical or
intellectual damage to minors and must observe
the following special terms:
a. it must not directly instigate minors to
purchase a product or service by exploiting
their lack of experience or credulity;
b. it must not directly encourage minors to
persuade their parents or other persons to
purchase goods or services that represent
the object of the advertising;
c. it must not exploit the special trust that
minors have into parents, teachers or other
persons;
d. it must not unjustifiably show minors in
dangerous situations.
As regards advertising, Law 504/2002 prohibits
the following:
a. advertising that harm the legal interest of the
consumers;
b. any form of advertising for cigarettes or other
tobacco products;
c. advertising for medical products and medical
treatments wherefore a prescription is
necessary.
Advertising for alcoholic beverages must observe
the following terms:
a. not to be addressed to minor children or
show minors consuming alcoholic
beverages;
b. not to establish a link between the alcohol
consume and the improving of physical and
psychical qualities or the capacity of driving
vehicles;
c. not to create the impression that through the
consume of alcohol, social or sexual
performances can be obtained;
d. not to suggest the idea that alcohol has
therapeutic qualities or that it is a stimulant,
sedative or a means to solve personal
problems;
e. not to encourage the exaggerated consume
of alcohol or set in a negative light the refrain
from the consume or moderate consume of
alcohol beverage;
f. not to indicate that a high degree in alcohol
represents a quality of beverages.
National Audiovisual Councils Decision no.
187/2006 concerning the regulation of the
content of audiovisual programme services
Up to 2006, the advertising activities were
regulated by the following NAC decisions:
1. Decision no. 254/2004 concerning
advertising, sponsorship and teleshopping,
published in the Official Journal, Part I, no.
668/26.07.2004;
2. Decision no. 519/2005 concerning the
assurance of a correct information and
pluralism, published in the Official Journal,
Part I, no. 888/04.10.2005.
In 2006, both of those NAC Decisions have been
abrogated by Decision no. 130/2006 regarding the
Regulation Code of the Audiovisual Content,
published in the Official Journal no.
250/20.03.2006.
On the 14th of April 2006, Decision no. 130/2006
was abrogated by Decision no. 187/2006 regarding
the Regulation Code of the Audiovisual Content,
published in the Official Journal no.
338/14.04.2006.
At present, the advertising activities are regulated
by the above mentioned Regulation Code of the
Audiovisual Content, which has been modified by
the NAC Decision no. 194/2007, published in the
Official Journal, Part I, no. 152/02.03.2007.
www.initiative.com
91
www.initiative.com
Hereinafter, we shall present the articles from the
Regulation Code concerning the sponsorship,
advertising and teleshopping activities:
Title VII Sponsorship, advertising, teleshopping
Chapter 1 - Sponsorship
Art. 102.
(1) Sponsorship means the participation of a
natural or legal person, not engaged in radio or
television broadcasting activities or in the
production of audio-visual works, in the direct or
indirect financing of a programme with a view to
promoting their name, trade mark, image, activities
or products.
(2) The content and scheduling of a sponsorship
programme must not be influenced by the sponsor
so as to affect the editorial independence of the
radio-broadcaster.
(3) Sponsored programmes shall not urge to
selling, buying or renting the sponsors or a third
partys products or services, especially through
promotional or commercial references, to these
products or services, made during these sponsored
programmes.
(4) Sponsorship shall be clearly separated by
advertising; sponsorship notices shall not contain
advertising messages.
(5) When a reference to the sponsor of the
programme is contained in a promotional notice,
the reference shall be short and minor.
(6)The sponsorship notice shall not contain any
connection with the advertising for the sponsors
services and products.
Art. 103.
(1) News or political debates programmes can not
be sponsored; the whole programme service can
not be sponsored.
(2) Audiovisual programmes can not be sponsored
by natural or legal persons whose main activity is
the manufacturing or trading of products or the
providing of services whose advertising is
forbidden.
(3) The sponsoring of programmes by natural or
legal persons whose activities include the
manufacturing or trading of medical products or
medical treatments may be performed only by
promoting the name or image of the respective
person.
Art. 104.
Between 6.00 23.00 hours it is prohibited to
broadcast programmes sponsored by companies
whose names or trademarks are identical to the
name or trademark of an alcoholic beverage.
Art. 105.
(1) In case of programmes destined to children,
there shall not be perceived any connection
between the name, trademark or image of the
sponsor and the name of the programme.
(2) The programmes destined to children may not
be sponsored by natural or legal persons whose
activities include the manufacturing or trading of
medical products, medical treatments or food
supplements.
(3) The programmes destined to children may not
be sponsored by natural or legal persons who
organize games and contests prohibited for
children.
Art. 106.
(1) Each time a programme is sponsored, this
shall be clearly identifiable by the public, within the
credit titles at the beginning and/or the end of the
programme.
(2) Within sponsored programmes with a duration
of more than 30 minutes, excepting sports
transmissions, the name, trademark and logo of the
sponsor or the name or image of a representative
product shall be broadcast for maximum 60
seconds of the whole programme duration, without
making any commercial reference or connection to
the advertising for the sponsors products or
services; in the case of programmes with a duration
of less than 30 minutes, the maximum broadcasting
time is 30 seconds.
Chapter 2 - Advertising and teleshopping
Section 1
General provisions
Art. 107.
Advertising and teleshopping shall serve the
interest of the public, by observing the rules of fair
information and competition.
Art. 108.
Any form of promotion of products or services,
which suggest or incite the public to renounce
similar products or services, motivating that the
latest become useless or inadequate, is prohibited.
Art. 109.
(1) Advertising that suggests the public to renounce
fruits, vegetables or natural foods is prohibited.
(2) Advertising and teleshopping for consumer
goods invoking medical approvals or
recommendations is prohibited; hygiene products
are excepted.
(3) Advertising and teleshopping for hygiene
products, featuring doctors and medical practices,
are prohibited.
Note: Article 109 par. 3 shall come into force on
September 15, 2007
Art. 110.
Comparative advertising is possible only by
observing the provisions of Advertising Law no.
148/2000, with the subsequent alterations and
completions.
Art. 111.
The duration of advertising and teleshopping does
not constitute a reason for justifying the
circumventing of the obligations to inform correctly
the public on the promoted goods or services.
Art. 112.
(1) It is prohibited to broadcast programmes, other
than teleshopping, which present goods or services
that are clearly identified, or that may be identified
by the public by their trade mark, producer or
specific marketing; these restrictions do not refer to
the names of companies that produce goods or
provide services.
(2) Programmes on cultural products and services
or those dedicated to education are exempted from
the provisions of paragraph (1).
(3) Programmes on automobiles and IT products
are exempted from the provisions of paragraph (1)
on condition of presenting several products of the
same type, within the same programme, for
information purpose.
Art. 113.
(1) It is prohibited to present the qualities, others
than trademark and price, of products or services
offered as prizes in quiz shows.
(2) Cultural products and services are exempted
from the provisions of paragraph (1).
Art. 114.
(1) The information presented by advertising spots
or by teleshopping programmes shall not mislead
the public, directly or by omission, in the following
respects:
a) the characteristics of the product, especially
the nature, identity, features, composition,
quantity, durability, origin or source, as well
as the methods of manufacturing or
production;
b) presentation of effects or qualities the
product does not effectively have;
c) the price or tariff ; these shall be presented in
full, including the value added tax (VAT) and
all supplementary taxes related to final
purchase;
(d) the conditions of product distribution or
service supply.
(e) the suggestion that the product holds
special characteristics, while in reality all
similar products hold such characteristics.
(2) Any information or warning broadcast as
videotext shall be presented static and legible and
shall have sufficient duration, to be clearly
understood by the viewers.
Art. 115.
Advertising or teleshopping related to a special
offer shall indicate, clearly and non-equivocally, the
date when the offer ceases or, if case be, the fact
that the special offer is limited to the available
services or stock of goods. If the special offer is not
yet started, the starting date of the period during
which the special price or other specific conditions
are applied shall be indicated clearly and non-
equivocally.
Art.116.
(1) The broadcast of advertising and teleshopping
featuring news presenters is prohibited.
(2) The broadcast of announcements of public
interest and charitable appeals promoting products
and services is prohibited.
Art. 117.
(1) The advertising package shall be clearly
separated from the rest of the audiovisual
programme, in sound and image, by neutral
advertising screens.
(2) Within an advertising package only one
promotional package may be broadcast.
(3) In the case of advertising spots using
characters, backgrounds or situations from
broadcast programmes, besides the separation
conditions foreseen in paragraph (1), the mention
Advertising shall be inserted during the whole
duration of the spot.
Art. 118.
During football games, the broadcasters may
broadcast advertising mini-spots while observing
the following conditions:
a) the mini-spots duration shall not surpass 10
seconds;
b) maximum two mini-spots per each half of the
game;
www.initiative.com
93
www.initiative.com
c) these shall be inserted in the natural breaks
in the game;
d) during its whole duration, the advertising
shall be accompanied by a visible warning
sign consisting of a capital letter P in a
transparent circle, placed in the right lower
part of the screen.
Art. 119.
During sports competitions, the broadcasters may
transmit advertising logos while observing the
following conditions:
a) the logo shall be inserted only during
announcements on the replacement of a
player or on the score;
b) the insertion duration shall not surpass 10
seconds, and the total broadcast duration
shall not surpass 2 minutes of the whole
transmission;
c) the logo shall be placed above or under the
area where the information specified in letter
a) is broadcast and shall not exceed the
dimensions of this area.
Art. 120.
Within television programme services, isolated
advertising spots shall be broadcast only when the
pauses available for inserting spots between the
fragments of a program, such as the breaks
between the rounds of a box or tennis match, are
very short.
Art. 121.
(1) By way of exception, within television
programme services, two isolated advertising spots
can be broadcast between 20.00 06.00 hrs in
other situations than those under art. 120.
(2) In case of advertising for alcoholic beverages,
the isolated advertising spot shall be broadcast
only between 23.00 6.00 hours.
Art. 122.
The isolated advertising spot shall observe the
a) the spot duration shall not surpass 30
seconds;
b) during the whole duration of its broadcast it
shall be accompanied by a visible warning
sign consisting of a capital letter P in a
transparent circle, placed in the lower right
part of the screen.
Art. 123.
Abrogated
Art. 124.
In case of live transmissions, the advertising shall
not affect the integrity of the respective
programmes.
Art. 125.
Products and services placement is allowed in
audiovisual programmes only during films and
series, by observing the following conditions:
a) it should naturally fit into the audiovisual
production;
b) overdue visibility shall not be given to the
product or the service, such as the
mentioning of the trade mark of a product or
its presentation in close-up or from an angle
that allows full view of the trade mark.
Section 2
Advertisement for alcohol
Art. 126.
(1) Any form of advertisement for distilled alcoholic
drinks is prohibited within television programme
services between 6.00 22.00 hours.
(2) Any form of advertisement for distilled alcoholic
drinks is prohibited in radio broadcasting
programme services between the following hours:
a) 6.00 8.00 and 10.00 22.00, from Monday
to Friday;
b) 6.00 22.00, on Saturday and Sunday.
Art. 127.
For the purpose of the present Code, the distilled
alcoholic drinks are those defined by the Order no.
268/441/117 of April 10, 2003, of the Ministry of
Agriculture, Nourishment and Forests, the Ministry
of Health and Family and the President of the
National Authority for Consumers Protection
published in the Official Journal of Romania, Part I,
no. 573 of August 11, 2003, with the subsequent
alterations.
Art. 128.
The broadcast of advertisement for alcoholic drinks
that promote violent, aggressive or antisocial
behaviour or attitudes is prohibited.
Art. 129.
The broadcast of advertising spots for alcoholic
drinks featuring minors is prohibited.
Art. 130.
It is prohibited to broadcast promotional announce-
ments or competitions that include references to
the name or trademark of a distilled alcoholic
beverage; within competitions it is prohibited to
offer prizes sponsored by companies producing
such beverages.
Art. 131.
The broadcast of sports transmissions sponsored
by alcoholic beverages producers may be
broadcast only between 23.00 6.00.
Art. 132.
Sports events taking place on the territory of
Romania which do not respect the provisions of the
Law no. 148/2000, with its subsequent alterations
and completions, concerning tobacco products and
alcoholic beverages shall not be broadcast by
broadcasters licensed in Romania.
Art. 133.
In advertising spots for alcoholic beverages the use
of characters, scenery or situations from the
broadcast programmes is forbidden.
Art. 134.
The advertising packages that promote products of
distilled alcohol shall end with the audio and visual
warning Excessive consumption of alcohol
seriously damages health.
Section 3
Advertising for foods
Art. 135.
Advertising for food shall observe the following
requirements:
a) it shall not encourage excessive consum-
ption of food;
b) precise affirmations regarding nutrition (for
instance, the effects of vitamin C) or health
(for instance it promotes healthy digestion)
shall rely on solid scientific facts and shall
not create deceptive ideas regarding
nutrition or healthy benefits of the food.
Art. 136.
In case the advertising for juices and soft drinks is
illustrated with fruits and/or vegetables, the quantity
of fruits and/or vegetables shall be precised in
percentages
Art. 137.
(1) In case only fruits or vegetables flavours are
used for the food manufacturing, it is prohibited to
use images, drawings or any other form of
representing fruits and/or plant parts.
(2) In case fruits or vegetables flavours are used
exclusively, this fact shall be mentioned in the
advertising spots, verbally and in writing, with the
syntagm with taste of or, by case, with flavour
of
Art. 138.
(1) Foods and food supplements shall not be
ascribed characteristics of prevention, treatment or
healing of diseases and no such characteristics
shall be referred to.
(2) Foods shall not be ascribed characteristics that
they do not hold.
(3) Advertising for foods intended to children shall
not present celebrities, personalities, medical
practitioners, popular characters, such as those of
cartoons, fairy-tales, stories and similar contexts;
advertising for natural foods is excepted.
(4) Advertising for foods shall not use nonfoods
intended for children, such as toys, stickers, and
similar ones.
(5) Between 06.00 22.00 hours, during each
given hour, one of the advertising packages shall
end with the following warning: For your health,
avoid excessive consumption of salt, sugar and fat.
Note: Article 138 par. 4 shall come into force on
September 15, 2007 and article 138 par. 3 shall
come into force on 1 January 2008.
Section 4
Advertising for medicinal products
Art. 139.
Any form of promotion, within the broadcasting
services, intended to stimulate the distribution,
consumption or sale of medicinal products and
medical treatments shall be considered audiovisual
advertising for medicinal products and medical
treatments.
Art. 140.
(1) Advertising and teleshopping are permitted only
in the case of medicinal products and medical
treatments available without medical prescription.
(2) The ads shall warn the public about the possibly
harmful content of the products that are available
without medical prescription.
Art. 141.
Advertising and teleshopping of medicinal products
containing psychotropic or narcotic substances,
within the meaning of the international conventions,
are prohibited.
www.initiative.com
95
www.initiative.com
Art. 142.
Advertising of medicinal products shall encourage
the rational use of the medicinal products, by
presenting them objectively, without exaggerating
their therapeutically properties.
Art. 143.
(1) The promotion of medicinal products within the
audiovisual broadcasting programmes shall include
the following:
a) the name of the product;
b) the common name, in case the product
contains a unique active ingredient;
c) the therapeutic indication (the affections for
which the medicinal product is used);
d) the warning: This product may be
purchased without medical prescription.
Read the prospect carefully.
(2) By derogation from the provisions of letter d) of
the previous par., the advertising for medicinal
products broadcast as reminder, shall include the
warning: It is recommended to read the prospect
carefully.
(3) To the sense of the present decision, reminder
means an advertising spot that cumulatively means
the following requirements:
a) it is a part, continuation and/or completion of
the same advertising campaign for a certain
medicinal product, produced within the
same programme service;
b) it reminds to the audience elements of the
message presented in the main spot of the
advertising campaign;
c) it has a duration no longer than 10 seconds.
(4) The warnings mentioned in paragraph (1), letter
d) and paragraph (2) shall be broadcast by
observing the following requirements:
a) in case of the main advertising spot the text
shall be presented at the end, audio and
visual, lasting at least 6 seconds;
b) in case of the reminder, the text shall be
presented during the broadcasting of the
spot so as to ensure a clear perception of
the message.
Art. 144.
for medicinal products, vitamins, food supplements,
nutrients, dietary supplements and medical
treatments presented or recommended by
personalities of the public, cultural, scientific or
sports life or by other persons who, through their
celebrity, may encourage the use of such medicinal
products or treatments is prohibited.
featuring medical practitioners or pharmacists who
recommend or express medical assent to foods
intended for children, medicinal products, medical
treatments, vitamins, food supplements, nutrients
or dietary supplements is prohibited.
for medicinal products, vitamins, food supplements,
treatments is prohibited if the presentations contain
recommendations or agreements issued by
medical associations.
Art. 145.
(1) Advertising messages for medicinal products or
medical treatments shall not be directed to persons
under the age of 16.
(2) The broadcast of advertising for medicinal
products, vitamins, food supplements, nutrients,
dietary supplements and medical treatments within
the programmes dedicated to children or in the
advertising windows preceding or following such
programmes is prohibited.
(3) Sponsorship of audiovisual programmes
dedicated to children by producers and distributors
of medicinal products, vitamins, food supplements,
treatments is prohibited.
(4) Advertising and teleshopping for products and
treatments curing sexual dysfunction or sexual
problems or for breast boost shall be broadcast
only between 22.00 6.00 hours, and shall be
accompanied by warning stating that these
products are not intended for children.
Art. 146.
is prohibited in case of:
a) products for the treatment of alcoholism;
b) clinical treatments for hair loss;
c) hypnosis, hypnosis therapy, psychology,
psychoanalysis or psychiatry;
d) medicinal products whose cost is
compensated.
(2) Within advertising or teleshopping it is
prohibited to mention therapeutic indications
referring to diseases such as:
a) tuberculosis;
b) sexually transmitted diseases;
c) other serous infectious diseases;
d) cancer and other tumours;
e) chronic insomnia;
f) diabetes and other metabolic illnesses.
Art. 147.
Advertising for medicinal products shall not contain
any statement which:
a) shall give the impression that a medical
consultation or surgical operation is
unnecessary, in particular by offering a
diagnosis or by suggesting treatment by
mail;
b) shall suggest that the effects of the medicine
are guaranteed, are unaccompanied by side
effects or are better than, or equivalent to,
those of another treatment or medicinal
product;
c) shall suggest that taking the medicine can
enhance the health of the subject;
d) shall suggest that the health of the subject
could be affected by not taking the medicine;
this prohibition shall not apply to the
vaccination campaigns supported by the
pharmaceutical industry and approved by
the Ministry of Health;
e) shall suggest that the medicinal product is
food, a cosmetic product or another
consumer good;
f) shall suggest that the safety or efficacy of the
medicinal product is due to the fact that it is
natural;
g) could, by the description or detailed
representation of a case history or
symptoms, lead to erroneous self-diagnosis;
h) shall suggest, in improper or misleading
terms, recovery;
i) shall use, in improper, alarming or misleading
terms, images, pictorial representations or
photos showing changes in the human body
caused by disease or injury, or by the action
of a medicinal product on the human body or
parts of it;
j) shall underline that the respective medicinal
product is authorized by the National Agency
of Medicine.
Art. 148.
of natural products and treatments that are not
accompanied by written and audio warning is
prohibited, as the case may be:
a) product not certified by medical practice;
b) method not certified by medical practice.
(2) In case the natural products and treatments are
medically verified, the Romanian Medical
Practitioners College shall certify.
(3) The warning foreseen in paragraph (1) shall be
placed at the end of the advertising message.
Art. 149.
Advertising and teleshopping for homeopathic
medicinal products and treatments are permitted
only for those products and treatments certified by
the Ministry of Health or by the Romanian Medical
Practitioners College.
Art. 150.
The broadcast of programmes or teleshopping
presenting cases of cure of serious illnesses by
using conventional or unconventional treatments,
in case the medical diagnosis and its attesting
documents are not certified by the Romanian
Medical Practitioners College or if no
representative of this body is present in the
programme or teleshopping, to medically certify the
results, is prohibited.
Art. 151.
suggesting that it is necessary for everyone to
supplement their diet with vitamins and minerals or
those supplements can better physical or mental
functions that are normally good is prohibited.
(2) The promotion of food supplements, dietary
supplements, vitamins and nutrients within the
audiovisual radio and television programmes shall
include, compulsorily, the following warning: This
is a food supplement. Read the prospect carefully.
(3) The minimum duration of the warning
mentioned at par. (2) shall be of 3 seconds, and
shall be broadcast at the end of the advertising
spot; on television channels the warning shall be
presented in sound and image.
(4) In the case of the reminder, the text foreseen in
par. (2) shall be presented during the broadcasting
of the advertising spot, to ensure a clear perception
of the message.
Art. 152.
Audiovisual programmes, advertising and
teleshopping dedicated to weight loss and control
products and treatments without therapeutic
indications shall observe the following
requirements:
a) there is trustworthy scientific evidence for
any statement on the benefice effects of the
products or treatments;
b) where specific amounts of weight are
claimed to have been lost by individuals the
period over which the loss was achieved
must be stated;
www.initiative.com
97
www.initiative.com
c) the amount of weight loss and the period
over which it took place should be
compatible with generally accepted good
medical and dietary practice and not refer to
unrepresentative properties of the product or
medical service being offered;
d) for low-calorie foods and drinks, if presented
as part of slimming regimes, it must be
stated that the product leads to weight loss
only as part of a calorie/energy control diet;
e) specially formulated products intended for
use in calorie restriction diets, products,
which, according to the producers
instructions, totally or partially replace the
daily diet, shall be promoted under the name
total diet replacement for weight loss or
partial diet replacement for weight loss;
f) for low-calorie foods and drinks, no reference
shall be made to the rate or amount of weight
loss as a result of the use of those products,
or regarding the reduction in the sensation of
hunger or the increase in the sensation of
satiety.
Art. 153.
(1) The promotion or presentation of products and
treatments for slimming or weight control must
include the written and audio warning, with duration
of at least 5 seconds, consult your doctor before
starting the diet; diet must be presented or
promoted only as a short-term measure.
(2) Testimonials or specific case histories justifying
the diet are forbidden.
Art. 154.
Advertising and teleshopping for any kind of
product or treatment for weight loss or control shall
observe the following requirements:
a) they shall not be directed to people under 18
and shall warn the public on this aspect by
means of a written and/or audio insertion;
b) they shall not be broadcast within the
programmes directed to children or the
advertising breaks preceding or following
such programmes;
c) they shall not be directly addressed to obese
persons, shall not include case histories,
where persons that were obese before using
the advertised products or services speak
about or present;
d) they shall not suggest or state that being
underweight is adequate or desirable.
Section 5
Political Advertising and Advertising regarding
the practicing of certain professions
Art. 155.
(1) For the purpose of the present cod, the
advertising spots that promote a party, a politician
or a political message are considered political
advertising.
(2) Political advertising is prohibited, except during
elections campaigns.
Art. 156.
(1) Advertising for public notaries offices or for any
form of practice of the legal profession is prohibited.
(2) Advertising for executors and judicial experts is
prohibited.
Art. 157.
(1) Active members of the Bar are not allowed to
produce or to moderate programmes dealing with
legal cases still under investigation or in Court.
(2) The participation and the interventions of
lawyers in audiovisual programmes dealing with
legal cases still under investigation or in Court
(cases in which these lawyers are hired) shall
observe the professional norms of barristers.
Art. 158.
(1) Any form of advertising for private or public
providers of public medical services is prohibited.
(2) The participation and the interventions of
doctors in programmes on medical themes shall
observe the deontological principles of the Medical
Deontology Code adopted by the Medical
Practitioners College in Romania.
(3)Drugs that may be identified by mark or
commercial name, medical treatments, and public
and private medical consulting rooms providing
public services shall not be recommended during
audiovisual programmes on medical themes.
Section 6
Teleshopping programmes
Art. 159.
(1) The teleshopping programme consists of
broadcasting to the public direct selling offers
regarding the supply of certain goods in return for
payment, goods that are available only by means of
a remote contract.
(2) Within the meaning of the present Code, by
remote contract is meant a contract concluded
between a trader and a consumer intended for the
provision of products or services, within a trade
system organised by the trader, that uses
exclusively, before and upon conclusion of the
abovementioned contract, one or more distance
communication techniques.
(3) The offers broadcast shall abide by the
provisions of the Government Ordinance no.
130/2000, concerning the legal status of remote
contracts, adopted and modified by Law no.
51/2003 and of the Government Ordinance no.
85/2004 on consumer protection for the conclusion
and development of remote contracts on financial
services, approved with its modifications by Law
no. 399/2004.
Art. 160.
(1) Teleshopping programmes shall be readily
identifiable as such and clearly separated from
other audiovisual programmes by means of neutral
optical and acoustic windows.
(2) The teleshopping programme shall not contain
and will not be interrupted by advertising spots.
Art. 161.
The provisions of art. 160 shall not apply to
programme services exclusively dedicated to
teleshopping.
Details of these regulations can be consulted on
www.cna.ro.
www.initiative.com
99
www.initiative.com
the national audio-visual council (NAC)
Foundation
The National Audiovisual Council was founded in
1992 (under the stipulations of the Audiovisual Law
no. 48/1992, abrogated in 2002 by Law 504/2002
and completed by Law 402/2003) in order to provide
a legal framework for setting and maintaining a
competitive and free audiovisual market in the
Romania.
Role and mission
The National Audio-Visual Council (NAC) is a
public, autonomous authority, under the control of the
Parliament. Its role, established by law, is to protect
the public interest in the field of audio-visual
communication, under the conditions provided by
Audiovisual Law no. 504/2002, published in the
Official Journal no. 534 of July 22, 2002.
The National Audio-Visual Council (NAC) is the
only regulatory authority in the field of audio-visual
program services in the terms of and by observing
the provisions of Audiovisual Law.
The National Audio-Visual Council (NAC) has
duties where the broadcast licensing, the content and
the advertising are concerned:
the observance of a pluralist expression of
ideas and opinions in the program services
transmitted by radio broadcasters under the
Romanian jurisdiction;
ensures pluralism of information sources of the
public;
the favoring of free competition in the
broadcasting field;
a fair balance between the national and
local/regional or thematic broadcasting
services;
ensures protection of human dignity and of
minor children;
ensures protection of the Romanian culture and
language, as well as of the culture and
languages of ethnic minorities;
ensures transparency of mass communication
means from the audio-visual sector;
ensures transparency of its own activities.
The Council has the following competences:
to establish the conditions, procedure and
criteria for the granting of audio-visual licenses;
to establish the procedure for the granting of
the retransmission authorisation;
to issue audio-visual licenses and
retransmission authorisations for the operating
of radio and TV programme services and to
issue the audio-visual authorisation decisions;
to issue regulatory normative decisions, in
order to accomplish its attributions;
to draw up instructions and issue
recommendations for the development of the
activities in the field of audio-visual
communication.
The Council is authorised to request and receive
from radio-broadcasters and distributors of audio-
visual programme services any necessary data,
information and documents in order to accomplish its
attributions, having the obligation to keep the
confidentiality of the data that are not of public nature.
The Council issues decisions, instructions and
recommendations in the presence of at least 8
members and with the vote of at least 6 members, in
order to fulfil its functions and attributions.
The Councils decisions with a regulatory character,
including their motivation, shall be published in the
Official Journal of Romania, Part I. The other
decisions, including their motivation, as well as the
instructions and the recommendations issued by the
Council shall be made public.
The documents with a regulatory character, issued
by the Council, can be contested in the administrative
contentious court by any person estimating
himself/herself prejudiced by them.
Decisions with individual character are
communicated to the interested parties and come
into force on the date of their communication, if not
otherwise foreseen.
The Members of the Council
The Council is made up of 11 members. The NAC
members are assigned by the Parliament, on request
of the Senate (3 members), the Chamber of Deputies
(3 members), the President of Romania
(2 members), the Government (3 members).
The current members of the National Audiovisual
Council are:
Rasvan Popescu - president of NAC, appointed
by the Chambers of Deputies in 2007, member
of NAC since 2000;
Ioan Carmazan appointed in 2007 after
Valeriu Nicolaus resignation;
Constantin Dutu - appointed by the Chambers
of Deputies for the 20062012 period;
Dan Grigore - appointed by the Government for
the 2006 - 2012 period;
Ioan Onisei - appointed by the Chambers of
Deputies for the 2006 - 2012 period;
Szasz Attila appointed for 2008 2012
period;
Radu Teodorel - appointed by the Government
for the 2003 - 2008 period;
Gelu Marian Trandafir appointed by the
Presidency for the 2006 - 2012 period;
Cristina Trepcea - appointed by the
Government for the 2002-2008 period;
Emanuel Valeriu - appointed by the Presidency
for the 2001-2008 period;
Grigore Zanc - appointed by Senate for the
2004-2010 period.
INITIATIVE MOLDOVA Short presentation
INITIATIVE Moldova was established in June
2002, is an affiliate of INITIATIVE Worldwide
(Interpublic Group). It is the leading media
management agency in the Republic of Moldova.
Being a full service media agency INITIATIVE is
specialized not only in planning and buying (as core
services) but also in additional services such as
product placement, outdoor advertising,
sponsorship, direct mailing, online advertising, PR-
coverage, post-buy and competitive analysis.
INITIATIVE is the agency with a pro-active
attitude, a wider scope and a deeper understanding
of media in order to deliver the most qualitative and
cost-effective solutions to clients.
INITIATIVE Moldova has in its client portfolio both
major local and global clients, such as Orange
(France Telecom), Dirol Cadbury, Danone, Indesit,
Subaru, Continental, Air Moldova, Alina Electronic,
Tina Systems, Lapmol, Dio Plus, Bucuria,
Vininvest, Peugeot.
MOLDAVIAN MEDIA LANDSCAPE
The Moldavian media market continued to grow
fast in 2007. Advertising budgets had continued to
increase in all major media, especially on TV and in
outdoor.
Many regional TV and radio stations obtained
licenses in order to widen their broadcasting in new
regions of the country.
From January 2007 the sales house Video
International began to sell its channels by GRP
price-list, alongside minutes price-list.
Several new major advertisers entered the
market.
The total net ATL advertising volume on
Moldavian market in 2007 was estimated at 26 mil
USD (+67% vs. 2006).
Ad-spend by medium
Top Categories, Advertisers
Mobile Telecommunication increased their
advertising activity and bypassed shops in
Category chart in 2007. Detergents had grown
significantly over the last year. Banks and Financial
Operations products increased their activity as well.
The list of TV top advertisers remained almost the
same over the last several years.
Procter&Gamble maintains the leadership in
Advertiser top, followed by Orange (France
Telecom), Moldcell and Efes Vitanta Moldova
Brewery.
Media Research
Even if media research is an important and
integral part of media market, unfortunately reliable
and complex audience measurement in Moldova
had been established only for television. The radio,
press and outdoor measurement is either
incomplete or under elaboration.
Consumption and lifestyle research
TNS Moldova (part of the TNS Ukraine)
measures a comprehensive range of consumer
characteristics (target persons between 1265 y.o.
and residence in 10 major cities), such as:
Demographics
Lifestyle
Media usage
Product and brand usage
The data is being collected during face-to-face
interviews twice a year (springs and autumns
waves). The software package - Galileo - gives the
opportunity to build different kind of data tables,
containing useful consumer information. For
example:
Readership of newspapers and magazines
TV viewing behavior
Radio usage behavior
Cinema attendance
Attitude to different types of advertising
New radio audience measurement Super Nova
(part of TNS Moldova) appeared in December
2007. It gives opportunity to analyze the audience
of the radio stations:
Demographics
Day of listening
Time of listening
Place of listening
Audience loyalty
Audience moving from station to station
Graph 1: Ad-spent split by medium in 2007
Source: AGB Moldova & Initiative
www.initiative.com
moldavian media market
101
www.initiative.com
TELEVISION
Moldova is a television driven market. TV still
gives the highest feedback on the advertisers
investment. Being a low-cost and accessible
entertainment for the majority of the population, TV
delivers the highest reach at national level. The
increase of net TV ad-spend in 2007 vs. 2006 was
78%.
The first TV sales house Video International
Moldova appeared at the end of 2005 stopped its
activity in November 2007. At the same time has
appeared the new big sales house Casa Media.
Now it is representing several major stations as
follows: ORT, STS, NIT, 2Plus and Muz TV. It is
expected that in 2008 some other channels will join
the sales house.
The Moldavian TV market includes:
National stations:
1. ORT-Moldova
2. Moldova 1
3. 2Plus
Regional stations:
1. STS
2. NIT
3. Pro TV
4. Muz TV
5. NTV
Cable stations:
1. Ren TV
2. N 4
3. TNT
4. TVC 21
5. Euro TV
Local advertising spots may be aired only on TV
stations that have the broadcast license for
Moldova.
ORT-Moldova, Moldova 1 and 2Plus have the
best penetration being available in most Moldavian
households. The regional stations are on air in all
major cities of the country and in some rural areas.
At the same time the cable stations are only
broadcasted in the capital and big cities, but only
via cable.
Audience share
TV viewing share differs a lot comparing to the
stations penetration.
ORT-Moldova retains the leading position in terms
of audience.
Commercial share of the major TV stations
ORT- Moldova once again holds the leading
position in terms of commercial share, while NIT
and STS decreased.
Average ratings of the major TV stations
The best rating delivery station on Moldavian
market was ORT-Moldova, followed by NIT and
STS.
Graph 4: Major TV stations average whole day ratings (Av Rtg %)
Source: AGB Moldova
Graph 3: Major TV stations commercial share (%)
Source: AGB Moldova
Graph 2: Audience Share
Source: AGB Moldova
Advertising clutter evolution - no. of seconds
The number of advertisers respectively the
number of minutes sold increased (50,5%) in 2007
compared to 2006. This was the reason of frequent
clutters, especially in the fourth quarter of the year.
Even new more expensive rate cards didnt stop
advertisers from October-December clutter.
Mobile TV
Only one mobile operator Orange offers 6 TV
channels with news, sports, films and video-clips
which can be downloaded directly to a mobile
phone via "TV on a mobile phone" service.
National Stations
ORT - Moldova
(The First Channel in Moldova) (Rus)
The absolute leader in audience share and in
ratings.
Broadcasting: air and cable
Penetration: 95% and Share: 36.53%
Content: 100% re-transmission of the Pervyi
kanal (Russia) the biggest state-owned station
in Russia. Movies, entertainment shows, soap
operas, TV games, comedy shows, sports and
others are the highlight of this stations schedule.
In addition to that, the Moldavian broadcasting
company inserts local programs (in Romanian and
Russian).
Advertising policy: the local advertising breaks
completely replace the Russian ones. The station
has local inserts.
ORT - Moldova target is mass-viewers, predo-
minantly middle-aged 45-59 y.o.
Moldova 1
(Public Moldavian Television Moldova) (Ro/Rus)
Station has the widest penetration in Moldova.
Content: Local news in Romanian and Russian,
social programs, movies, serials, local cultural,
sport and entertainment shows. The most popular
programs are News broadcasts (19:00 and 21:00)
and evening movies.
Moldova 1 is mostly preferred by the advanced
age rural population 45+ y.o.
2PLUS (Ro)
Penetration: 87-92% and Share: 2.46%
Content: Digest channel, re-transmission of
Antena International and TVR International (both
Romania). It is the second republican tv network.
completely replace the Romanian ones.
The station target is 60+ y.o., with middle income.
Regional stations
NIT (Rus/Ro)
Content: Digest channel, re-transmission of TVC
International (Russia); local news in Romanian and
Russian, movies.
Advertising policy: the local advertising breaks did
not completely replace the Russian ones.
The station target is dominating by the young and
middle-aged people.
STS (The First Entertainment Channel) (Rus)
Type of broadcasting: air and cable
Content: 100% re-transmission of the STS (the
first Russian TV station with exclusively enter-
tainment profile). Movies, entertainment shows,
soap operas, sitcoms, TV games, comedy shows
are the highlight of this station schedule. In the
afternoon and in the evening entertainment shows
and movies are shown with subtitles in Moldavian
language. In addition to that, the Moldavian
broadcasting company inserts local programs.
completely replace the Russian ones.
The station target young and middle-aged
people 14 - 44 y.o.
Pro TV Pro TV (Moldova) (Ro/Rus)
Content: 80% re-transmission of the Pro TV
(Romania); 20% - local news (in Romanian and
Russian), entertainment and political shows.
Graph 5: Advertising clutter evolution per month
(no. of seconds)
Source: AGB Moldova
www.initiative.com
103
www.initiative.com
The station target is dominating by people 15-59
y.o. with middle income.
TV7_NTV (Rus)
Content: re-transmission of the TV7_NTV (Russia);
entertainment and political shows, TV games, talk-
shows, analytics, cognitive programs; local
programs: Today in Moldova, Cotidian, Observator
and others.
completely replace the Russian ones.
Station profile for Moldova middle-aged and
older people 45-59 y.o. with middle income.
Muz TV (Moldova) (Rus/Ro)
Penetration: 40% and Share: 1,08%
Content: based on re-transmission Muz TV
(Russia). Local programs (in Romanian and
Russian).
Target groups profile: young people 15-29 y.o.
Cable stations (SUN TV)
TVC 21 (Local) (Rus)
Broadcasting: cable
Penetration: 40% and Share: n/a
Content: 100% local movies, analytical pro-
grams and news (in Russian).
Advertising policy: only local advertising breaks.
Target group profile: young and middle-aged
people 18-40 y.o.
TNT (Rus)
Broadcasting: cable
Penetration: 35% and Share: n/a
Content: 100% re-transmission of the TNT_Bravo
(Russia).
Target group profile: young people 15-29 y.o.
Ren TV (Rus)
Broadcasting: cable
Content: 100% re-transmission of the Ren TV
(Russia).
Target group profile: young, middle-aged and
older people 15-59 y.o.
N 4 (Local) (Rus)
Broadcasting: cable
Content: Movies, entertainment shows, soap
operas in Russian.
Advertising policy: only local advertising breaks.
Target group profile: young and middle-aged
people 15-44 y.o.
Euro TV (Ro)
Broadcasting: cable
Content: 65% re-transmission of the TVR
International (Romania); 35% - local programs
(work days from 16:00 till 23:30, weekends from
12:00 till 24:00, in the rest of the time is
re-transmitted TVRi)
Station profile for Moldova: older people, 60+ y.o.
Sun TV
Is the biggest and widely spread cable network in
Moldova.
Beside the most popular Russian and Romanian
TV stations, some well-known international stations
such as CNN, Discovery, HBO, Animal Planet,
Eurosport, Euronews, etc are included into the
cable packages.
Cable network is an alternative and cost-effective
way to reach urban audience.
Share: n/a
* Source AGB Moldova
TV buying system
Major TV channels sold advertising time both by
minutes and GRPs rate-cards. Video International
Moldova a part of the biggest Russian sales
house, Video International Russia developed its
activity from the end of 2005 till the end of 2007. In
November 2007 the new sales house Casa
Media has appeared on the Moldovan TV market.
It is selling the advertising capacities of five TV
stations in Moldova: ORT-Moldova, STS, NIT,
2Plus and Muz TV. The sales of other TV stations
are made through internal sales departments.
TV pricing policy
Some TV stations still had different advertising
sales policies for local brands versus foreign
brands. Cost of media is almost double for
international advertisers. The average amount of
advertising should not exceed 15% of daily
broadcasting time of each private TV and Radio
station and 20% of the hour. Advertising of the
tobacco brands is prohibited on TV, while spirits
may be advertised between 22:00-06:00.
Sponsorship of both news and political programs is
prohibited. There is no restriction on the language
of TVCs. About 60% of all local TV spots are in
Russian.
TV Buying Perspectives 2008
The overall TV ad-spend would keep an
ascending trend in 2008. In order to reduce the
clutter and to avoid the sold out situations, sales
house and TV stations have implemented the
the rate card prices are the subject to
increase
seasonal coefficients for high cluttered
periods (October, November, December)
have increased
discounts for non cluttered periods (January,
July, August) have been introduced
for floating or low-priority placement the
advertiser is offering additional discounts
TV research
Since December 2003 AGB Moldova (part of the
AGB Ukraine) has launched people meter
audience measurement service in Chisinau (150
households).
During 2006 - 2007 the panel 4+ y.o. consisted of
300 households.
People meters distribution:
Chiinu 92 units;
Center: 32 units in the urban area and
39 units in the rural area;
North: 49 units in the urban area and
South: 27 units in the urban area and
Characteristics of the service:
each household is equipped with a TVM1 or
TVM2 people meter device.
minute-by-minute viewing data is delivered
electronically the night after the data is
collected.
13 TV stations are included in the survey (TV
viewing, programs and advertising analysis):
ORT-Moldova, Moldova 1, 2Plus, NIT, STS,
Pro TV, TV7_NTV, Muz TV, TVC 21, TNT,
Ren TV , N4 and Euro TV.
The software package (Arianna) offers:
TV viewing analysis, spot monitoring,
campaign forecasting and evaluation,
advertising expenditures, post-buy and
competitive analysis.
P&P Studio also is providing TV monitoring data
but has no opportunity to measure the audience.
www.initiative.com
Radio Format Source of Penetration Cvr. %
broadcasting all urban
Hit FM Musical Russian + local inserts Nationwide 47,3
Russkoe Radio - Poli Disc Musical Russian + local inserts Nationwide 42,4
Europa Plus Musical Russian + local inserts Multi-regional 20,1
Serebreanyi Dojd Musical Russian + local inserts Multi-regional 18
Retro FM Musical Russian + local inserts Regional 17,7
Radio Noroc Musical Local Multi-regional 16,8
Kiss FM Musical Romanian+ local inserts Regional 16,3
Avto Radio Musical Russian + local inserts Regional 15,9
Radio Moldova Public Local Nationwide 15,7
Radio Shanson Musical Russian + local inserts Regional 13,7
Nashe Radio Musical Russian + local inserts Regional 12,1
Megapolis FM Musical Russian + local inserts Regional 9,6
Radio Sanatatea Musical Local Multi-regional 8,8
Antena C Musical Local Multi-regional 8,4
Radio 7/Radio Ecou Musical Russian + local inserts Regional 8,2
Love Radio Musical Russian + local inserts Regional 6,9
Fresh FM Musical Russian + local inserts Multi-regional 6,3
Radio 21 Musical Romanian+ local inserts Regional 6
Radio Plai Musical Russian + local inserts Regional 5,6
Pro FM Musical Romanian+ local inserts Regional 5
Maestro FM Musical Local Regional 3,3
Radio BBC Musical Romanian+ local inserts Regional 2,7
Radio Nova Musical Local Regional 2,5
Vocea Basarabiei Musical Romanian+ local inserts Multi-regional 1,3
Univers FM Musical Local Regional 1,2
Source: TNS Moldova, MMI 2007/1 & MMI 2007/2
Table 1: Radio coverage, all urban (%)
105
www.initiative.com
RADIO
There are more then 25 radio stations available in
Moldova. Most of them are re-broadcasting either
Russian or Romanian-based radio stations.
The biggest commercial radio stations obtained
new licenses last year. This fact let them cover new
areas both urban and rural. The enlargement of the
coverage attracted the new audience and as a
result bigger advertising budgets.
Most of the radio stations (except the state-owned
Radio Moldova) broadcast in FM frequency range
and have a private ownership. Russian-speaking
stations are traditionally more popular than the
local or the Romanian-speaking ones.
Several new radio stations are expected to
appear on the market both local and foreign. Some
of the actually researched stations are expected to
be dropped from the research in favor of other,
more popular.
According to TNS Moldova data (12+ y.o., urban)
the average time spent to listen radio is from 30
min/day to 2 hours/day.
The total radio ad-spend has increased by 200%
in 2007 vs. 2006. This abnormally big figure is
caused by TV sales-houses battles in the end of
the year. As the result, part of TV budgets moved to
the radio.
Radio research
TNS Moldova (part of the TNS Ukraine) provides
radio audience measurement twice a year (springs
and autumns waves) based on face-to-face
interviews, covering major Moldavian cities. The
software packages are Galileo and Super Nova.
PRESS
Printed press is a part of the media mix for the
communication campaigns in Moldova. The
increase of total press ad-spend in 2007 vs. 2006
was 30%. The press market continued to develop.
There are daily newspapers, weekly newspapers
and monthly magazines available for the
advertising exposure.
Totally more than 50 issues are published in
Moldova (available for local advertising):
Monthly editions - 39%
Weekly editions - 47%
Daily editions -14%
Table 2: Magazines (Monthly local editions)
Source: TNS Moldova, *MMI'2007/1, **MMI'2007/2
Table 3: Periodicals (Weekly editions)
Title Circulation Cvr. %
*
Cvr. %
**
all urban all urban
Komsomoliskaya pravda 65 000 43,5 39,2
(Tolstushka)
Antenna 60 000 37,6 37,2
Makler (Chisinau) - Friday 35 000 33 32,1
Argumenti i Facti 21 000 28,3 24,9
Makler (Chisinau) - Tuesday 15 000 20,6 16,1
Shans 22 500 19,3 14,7
Makler (Balti) 36 000 12,7 10,4
Makler (Chisinau) - Thursday15 000 10,4 9,2
Logos-Press 11 000 10,4 7,2
Monitorul Oficial 9 000 10,3 6,1
SUN TV 10 000 9,5 5,7
Trud 12 000 9,2 8,9
Spros i Predlojenie (Balti) 10 000 9 7,4
Kishinevskie novosti 8 500 8,8 7,5
Saptamina 12 000 8,6 7,8
TV Programe 32 000 7,8 5,1
/TV Programmy
Jurnal de Chisinau 21 000 7,6 6,1
Literatura si Arta 16 000 6,5 2,5
Moldavskie vedomosti 6 000 4,5 2,7
Office 8 000 4,3 1,8
Capitala / Stolitsa 4 500 3,9 2,3
Novoe vremea 6 000 3,8 2,7
SMS Market 5 000 2,8 4,4
Sport Plus 7 000 2,4 2,7
Analytique 5 000 0,8 0,4
Fermierul 70 000 n/a 1,2
*
Cvr. %
**
all urban all urban
Aquarelle 4 000 10,4 9,8
VIP magazine 4 000 6 6,7
Banki i Finasy / Profit 11 000 5,5 4,2
Mobila&Design Interior 2 000 n/a 2,5
Auto Market 3 000 2,8 2,2
Business Class 3 000 2,7 2,5
Siesta Chisinau 6 000 2,2 2,2
Auto Expert 4 500 2,1 2,2
Shopping 10 000 n/a 1,7
Mabilinie razvlechenia 5 000 n/a 1,6
Zile si nopti 10 000 n/a 1,6
Ostap 3 000 1,7 0,7
Neorama 3 000 1,6 1,2
Promo Plus 10 000 1,2 1,2
Viata Ta 3 000 1 1,5
Punkt 3 000 0,7 0,8
Obiectiv AV 1 500 0,5 0,4
Moldoveanca 5 000 n/a 0,6
Public 3 000 n/a 0,6
Siesta Escape 10 000 n/a 0,6
Level 2 500 n/a 0,5
Open Skies 10 000 n/a 0,2
Table 4: Newspapers (Daily editions)
The Russian newspapers with the local inserts
(containing local ads) have traditionally higher
circulation than the Moldavian ones. Advertising of
both tobacco products and alcohol beverages in
newspapers is allowed.
The well-known magazines Cosmopolitan, Burda,
Mens Health, GQ, Elle etc. are presented on the
Moldavian market in the formats published either
in Russia and Romania or Ukraine. New local
glossy magazines were issued, but their CPT
remain very high.
Press research
Audience measurement is done by TNS Moldova
(part of TNS Ukraine) twice a year. The panel
covers urban population aged 12-65 y.o. The
sample counts 1,187 individuals. The software
package is again Galileo.
OUTDOOR
Following the trend of overall ad-spend increase
and new legislation restrictions, the outdoor
budgets had grown during the year.
Billboard locations are multiplying and backlit and
dynamic models are replacing the traditional simple
painted billboards. Advertising on public
transportation vehicles is also common. TV screens
(with different types of display) placed inside
supermarket centers, entertaining centers and
universities are the new entries on the market.
Most of the OOH advertising supports are located
in Chisinau (70 - 75% out of total number of
supports).
The main OOH sizes are:
Billboards (6 3 m)
Bigboards (10 4 m, 8 3 m, 12 5 m)
Citylights (1.2 1.8 m)
Public Clocks (4-sided, 1 1.9 m / side)
Brandmauers
Prismavisions
Neon Panels
Roof Signs
Fences
Bridges
Outdoor Carriers Split by Formats:
Billboards 50%
Citylights 26%
Brandmauers 9%
Prismavisions 4%
Bigboards 3%
Others 8%
Besides Chisinau, OOH supports cover major
Moldavian cities, main transport routes and resorts
of the country.
Main investing categories in 2007: Mobile
communication services, Chains of shops, Cars,
Banks and Financial operations.
Audience measurement and independent
monitoring for OOH are not available at the
moment.
In 2007 the Association of Advertising agencies
which coordinates actions of advertising agencies
with local administration has been created.
Increase of taxes to the outdoor advertising has
led to a high rate of inflation in this media.
CINEMA
In 2007 cinema had one of the smallest total ad-
spend at Moldavian media market, but it should not
be ignored. Patria cinema network was the biggest
advertiser in this sector in 2007, but as it was
expected, the other cinemas had joint their forces
and made a competitive network on behalf of
Flacara Gaudeamus.
Few major cinema halls from around the country
were refurnished and brought to modern standards.
Patria cinema advertising department offers its
clients combined packages including the
opportunity to advertise on and off-screen:
premieres sponsorship
special events
product sampling at the entrance in halls
banners and posters
branded program leaflets and cinema tickets
*
Cvr. %
**
all urban all urban
Komsomoliskaya pravda 9 000 19,8 17,5
Vremea 8 500 13,2 8,4
Flux 3 000 11,7 10
Timpul 4 000 11,6 9,5
Nezavisimaya Moldova 6 500 11 9,9
Sport kurier 4 800 9,8 7,8
Moldova Suverana 4 200 7,3 3,6
www.initiative.com
107
www.initiative.com
The biggest cinema in Moldova is Patria
Center/Chisinau. Patria cinema network audience
is around 70.000-100.000 people monthly.
Cinema Consumption
50% - Patria/Center Chisinau
20% - Patria/Riscani Chisinau
20% - Patria Balti
5% - Patria Cahul
5% - Patria Ungheni
Profile of movie goers
37,3% of urban population 12-65 y.o. had
visited cinema during 2007.
51,5% of movie goers are either medium or
heavy cinema users.
Movie goers are especially aged between 16 and
39 y.o., have a high or middle income level and
high education studies (according with TNS
Moldova, MMI 2007/1 & MMI 2007/2).
INTERNET
The Moldavian internet market is still under the
development, but it has a big potential:
The number of internet sites, as well as
advertising capabilities, is growing from year
to year.
The number of households equipped with
personal computers and internet connection
is in continuous up-growth.
The main advertisers in Moldavian internet
belong to the following categories: Computers
/IT, mobile telecommunication services,
cars/auto related and shops.
The general number of connections to the
WorldNet, including the mobile Internet on the
basis of GPRS technology , has increased in 2007
more than twice and for the first time has reached
one million 6,7 thousand. The number of Internet
users has grown by 85,3 % in 2007 vs 2006 and
exceeded 729,4 thousand.
PC penetration and usage:
there is at least one PC in approximately
every third household.
about 13,2% of households which have no
PC are going to buy it in the nearest future.
the average use of PC in urban areas tends to
69,7%.
the majority of PC users (76,5%) had access
to the computers at home and/or work.
42,4% of PC users did not use internet in their
activity in 2007. The other 57,6% used the
World Wide Web with the different frequency
and from different places.
2008 perspectives of the Moldavian Market
It is obvious that in 2008 the Moldavian media
market will continue to grow fast. The experts
believe that the new advertisers, agencies and
media will launch their activity on Moldavian
market. The average media inflation is predicted at
the level of 50 - 60%. Both local and foreign
advertisers are estimated to increase their
advertising budgets.
As for Initiative Moldova, the agency is going to
keep its leading position, to increase its solid
professional team, strengthen the relations with the
actual clients, gain new ones and ensure maximum
return for clients media investments.
Traditional media - advertising terms
Advertorial
It is a subtle form of communication, used in print,
by which the strengths of the advertisers brands
are communicated in an editorial format. The
feature is clearly marked as an advertisement. It
should be in line with the editorial style of the
publication.
Affinity Index
Is an efficiency indicator in media planning. It
shows how a specific program / medium performs
on a specific target group compared with a
reference target group. E.g., for TV, the specific
target group of a brand (expressed as TRP) versus
a broader, reference target group e.g. All Urban,
that is the buying TA (expressed as GRP). The
affinity index = TRP/GRP and it should be higher
than 100% in order to optimise the TV buying.
Agency Commission
A percentage of the net cost of advertising paid
by advertisers to advertising agencies that manage
their advertising budgets.
Audience
The number of homes/individuals in a specific
target group viewing, listening to or reading a
particular media vehicle.
Audit of Circulation
The detailed circulation analysis of a publication,
run by a specialised audit company. This
information becomes public and is a useful working
tool for the publications themselves, media
agencies and advertisers.
Average Frequency
The average number of times a target is exposed
to the advertising message.
Barter
A station/publication exchanges its adtime/adspace
with other merchandise. Instead of selling the
program to a station, its supplier gives the program
to the station in exchange for commercial time
during that program or during other programs of the
station.
Billboard
American term for either the advertising on poster
boarding or the sponsors mark around a television
programme (usually static company logo).
Bleed
For print running an ad to the edge of a page,
leaving no margin.
Circulation
Number of copies of a given issue of a publication
that is distributed, either paid or for free.
Client Volume Discount (CVD)
A further discount for those advertisers that
achieve specific levels of expenditure with a media
owner / sales house.
Clutter
There are 3 main types of advertising clutter:
(1) The overall market clutter - the total number of
ads seen or heard by a person;
(2) The competitive clutter - the total number of
ads seen or heard by a person for competing
brands;
(3) The media vehicle clutter - the length of each
TV break or the number of ads contained within a
publication.
Commercial Break
Is a break in a TV or radio transmission during
which ads are broadcast.
Competitive Analysis
A periodical (monthly, quarterly, yearly) monitoring
of the competitive advertising activity: ad-spend,
campaign period and weight, channel mix, strategy
& tactics etc.
Cost per Thousand (CPT)
The cost of achieving a thousand contacts with
readers / viewers / listeners.
Cost per Rating Point (CPP)
The cost of a media vehicle (or media schedule)
for reaching one rating point (1%) of the specific
audience.
Commercial
Any announcement that is broadcast with
advertising purpose, an advertising spot.
Coverage
The proportion (expressed as %) of a target
audience that has any opportunity to see / hear the
specific ad.
Daily Monitoring
Daily follow-up of an ongoing TV campaign, to
keep it within the planned parameters: spot
www.initiative.com
media dictionary
109
www.initiative.com
media dictionary
broadcasting, update of audience performance
(GRPs, TRPs) vs. planned, budget status
supplementary spots are added if the budget
under-performed or budgets are cut if the budget
over-performed.
Day-Part Segments
Time bands that have associated levels of
audience delivery. For the Romanian market the
standard day-parts are:
Day Time: 07:00 16:00
Access Prime Time: 16:00 19:00
Prime Time: 19:00 23:00/24:00
Late Fringe: 23:00/24:00 25:00
The day parts may vary from station to station
and/or in weekdays and weekend.
Diary
A log kept by members of a consumer panel to
record their viewing, listening, reading, purchase,
consumption and other lifestyle habits etc. Used
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 deliver the optimum awareness / sales
performance for a given creative / campaign.
Effective Reach
The percentage of the target that is exposed to
the ad a sufficient number of times to produce a
positive change in awareness, attitude or
purchasing behaviour.
Efficiency
The relationship between circulation/audience
and cost, most commonly expressed as Cost Per
Thousand (CPT).
Equivalent
In TV and radio, the advertising expenditure, CPT
delivery for each commercial length is often
expressed as an index on 30 or 30 equivalent.
For Romanian TV, the standard cost indices are:
Flight
Period of advertising activity.
Flowchart
A yearly calendar of campaigns of a client. It
shows the active periods by medium, by brand /
product, and the campaign phasing. It is the
graphic representation of the annul strategy.
Gross Rating Point (GRP)
The sum of ratings achieved by a specific media
vehicle or schedule. 1 GRP = 1% of the target
audience having at least one opportunity to see the
commercial. GRP is a general media currency.
GRPs = Net reach OTS.
Gross Expenditures
Refers to rate card budget, with no discounts,
taxes or agency commission applied to it.
Guaranteed CPP
Is the dominant TV sales policy on the Romanian
market. The cost for placing a spot results from the
amount of rating points recorded by that spot.
The net/net cost of a spot = Cost / Point (All urban)
Number of rating points recorded. Based on the
budget committed by a client to a TV station, on the
share it represents of the total etc, the agency
negotiates a Guaranteed CPP with the media
owner, for that client.
Guaranteed GRP
The station commits to deliver a specific amount
of audience GRPs for a certain campaign.
Horizontal Road Blocking
Placing a TV or radio commercial at the same
hour on different channels. It builds the reach of a
campaign.
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 TA
to the advertisement.
Media Fragmentation
Increase in the availability of media choice. The
process can be seen through the increase in the
10 15 20 25 30 35 40 45 50 55 60
50% 70% 80% 90% 100% 120% 150% 170% 180% 190% 200%
number of print media titles, and more recently
through the rise in the number of television
channels (such as satellite broadcasting, cable).
The media support becomes more targeted on a
narrower niche.
Media Vehicle
Any advertising carrying medium such as
television, a magazine or an outdoor site.
Media Plan
A detailed media schedule containing the list of
spot / print layout placements for a period of time
(TV station / title, date, day, program, time, ad
break / page number), estimated GRPs and costs.
The media plan reflects the implementation of the
media strategy.
Net/Net Expenditure
1. Rate card minus all the discounts and benefits;
2. Net/net Cost/GRP Rating of the program.
Net Expenditure
Net/net plus the agency fee and the health and
cinema taxes, but excluding VAT.
Net Reach
Is the percentage of the target audience that was
reached by the message at least once during a
period of time (e.g. a 4-week campaign).
Net reach is 1+ coverage.
Net reach = GRPs / OTS.
Optimisation
A method of schedule planning / building using a
computer program to produce an optimum
schedule according to criteria set by the planner /
market.
OTS/OTH
The opportunity to see/hear an advertisement by
the target audience during a period of time (e.g. a
4-week campaign).
OTS = GRP / Net reach.
Panel
Sample of people who are used for regular (keep
diaries, PM etc.) or periodic (repeated interviews)
research. The advantage of panels is that they
allow the tracking over time of viewing, listening or
product consumption.
Peoplemeters
Advanced monitoring tools that record the status
of the TV sets within a panel household, by
member of family, on a continuous basis.
Phasing
Strategy of alternating the weekly weight of a
campaign in order to obtain greater media
efficiency.
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 specific media
e.g. for print, positioning might mean the placement
of the ad to face editorial, on the right page, on the
back cover or inside cover etc. For TV, this might
mean the choice of the break or the choice of the
position inside break first / last etc.
Rate Card
A mediums price list. Rate cards are issued
periodically and show the prices charged for
various timeslots, programs, press modules.
Rating Point
The percentage of audience recorded by a
particular program / issue of a publication.
1 rating point = 1% of a target group reached by
that program.
Readers per Copy
The average number of persons that read a copy
of a publication calculated by dividing average
readership of an issue by circulation.
Outdoor Site
An outdoor location where one or more poster
panels are placed.
Share of Audience
The percentage of a viewing audience watching
one channel out of all the TV viewing, at a given
period of time.
Share of Expenditures (SoE),
Share of Spend (SoS)
The brands or group of brands advertising
weight expressed as a percentage of expenditures
of a defined total market or market segment, in a
given time period.
www.initiative.com
media dictionary
111
www.initiative.com
media dictionary
Share of Voice (SoV)
The brands or group of brands advertising
weight expressed as a percentage of GRPs,
number of pages, of poster sites etc. of a defined
total market or market segment, in a given time
period.
SNA FOCUS
It is a consumption survey based on the already
established SNA research. The research
objectives: obtaining comprehensive information
about media penetration, products and services
purchase patterns and the socio-cultural behaviour.
It is a syndicated research, controlled by the
advertising industry (BRAT).
Solo Spot
An advertisement placed in the middle of a TV
program, without being announced as advertising.
It records the rating of the program and has
maximum impact. Its cost is higher than regular
advertising. By CNA decision, a TV station may
broadcast maximum two solo spots per day.
Strategic Media Planning
Providing a media solution to marketing plans,
establishing communication goals, media choice,
seasonality and targeting.
Target (universe/audience)
The people or the market a campaign aims to
reach.
Target Rating Point (TRP)
Is the percentage of audience recorded by a
program / issue of a publication against a particular
target group.
1 rating point = 1% of a target group reached by
that program.
Universe
A group of people whose total number represents
the ultimate potential reach of a piece of activity
(advertising, research etc) e.g. All housewives.
Vertical Road Blocking
Placing a TV or radio commercial on various
timeslots on the same channel, on the same day. It
builds the frequency of a campaign.
Weight
The size of the advertising burst or campaign
measured by the GRP delivery.
Online - advertising terms
Ad Server
A computer, normally operated by a third party,
that delivers and tracks advertisements
independent of the web site where the ad is being
displayed. Use of an ad server helps establish trust
between an advertiser and publisher since the
statistics are maintained by a objective third party.
Banner Burnout
A term used to describe an event when a banner
has been shown to the same visitor(s) to the point
where the click through rate has dropped
dramatically. Rotating banners helps to reduce
banner burnout.
Broadband - or high-speed Internet access allows
users to access the Internet and Internet-related
services at significantly higher speeds than those
available through dial-up Internet access
services. The Federal Communications
Commission (FCC) generally defines broadband
service as data transmission speeds exceeding
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
redirected to an advertisers web page.
Click Through Rate
The percentage of impressions that resulted in a
click through. Calculated by dividing the number of
clicks by the number of impressions. For example
if a banner was click on 13 times after being
displayed 1000 times, the banner would have a
click rate of ( 13 1000 = .013 ) 1.3%. This is also
commonly know as a banners click rate.
CPM
Cost per thousand (CPM) is one of the online
payment models by which advertisers pays for
every 1000 impressions of their advertisement.
Prices typically range from $1 to over $50 per
thousand impressions. This is an ideal method of
payment for advertisers who want to guarantee
only the number of people who sees their banner.
The "M" in CPM is from the Roman numeral for
1000. The Roman numeral M was derived from the
Latin word "mille" meaning "thousand".
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 accomplished through the use
of cookies.
House Ads
A type of banner advertisement that a web site
publisher runs in an ad space when no paying
advertisement is available to fill the space. Typically
filled with an advertisement promoting one of the
web sites services, products or features.
Impressions
The number of times a banner ad was requested
and presumably seen by users. It is often hard to
obtain an accurate impression count as they can
be undercounted due to issues relating to cache or
overcounted due to requests that were not
completed.
Inventor
The number of ad spaces available for sale on a
web site during a certain time frame. Determined
buy taking into consideration the number of
advertisements on a page, the number of pages
with advertisements and the number of page views
during a specific time frame.
Island Position
A advertisement that is completely surrounded by
editorial material with no adjoining advertisements
to compete for the audiences attention.
Landing Page
The page on a web site where one is taken after
clicking on a advertisement. While this can be any
page, it is often a page designed to expand on the
service or product mentioned in the initial
advertisment.
WAP
Wireless Application Protocol - is a specification
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, including e-mail, the World Wide
Web, newsgroups, and instant messaging.
www.initiative.com
media dictionary
www.initiative.com
notes
www.initiative.com
notes
17 Ceasornicului Street,Bucharest -1, Romania T +4021 301 01 00 F +4021 301 01 99
www.initiative.com

MFB2008

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

MFB2008

Uploaded by

Copyright:

Available Formats

media fact book

You might also like