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editors foreword

For the 20th anniversary of the Media Fact Book, we decided to take on a new challenge and reshuffle the
perspective we used so far when looking at the media market. Therefore, in this edition, instead of focusing
only on the key facts of last year and most likely predictions for the current one, we will try to take a peek at the
future and see what it might hold in terms of media trends, what the next big things will be and how we can
better prepare as marketers for the next decades.
To start with the essentials, the study we have conducted on Romanians confirms what we already know for
quite some time now, that digital is rapidly closing the gap to TV in consumers preferences.
But our aim is to go deeper and try to unveil the answers to a series of hows: how is this actually going to
happen, how it will be different from one generation to another, how digital outlets are going to differentiate in
terms of preferences and activities theyre used for, how traditional channels will be impacted and changed
and how does the multi-screening experience look like for the Romanian consumers.
Digital is going mobile and this trend is more visible as we look towards younger generations, with 76% of
urban 16-24 years old and 64% of urban 25-34 years old using for internet their mobile devices on a daily basis.
It will still be a few years until these new generations will represent a significant share of the active population
and will comprise the vast majority of the commercial media targets. What is important to note, is that theyre
still watching a lot of television, but digital video consumption is on a rise, revealing the shift from a strict
programming grid to search and feed-based discovery, in the living room and across their devices. This trend
will empower new kinds of content and advertising means, allowing brands to actually be able to have a
strong foothold on their own networks.
But lets have a look at whats happening globally: Global digital revenues will reach 38% market
share by the end of 2017, surpassing TV (37%) to become the number one media category.
Mobile advertising now accounts for 33% of total digital advertising and will reach 55% by 2018, following the
rapid shift in digital media usage and planning strategies.
The global trends with regards to digital and mobile usage are becoming more and more visible in Romania, as
well as the trends regarding frequency and means of usage. As our study shows, we are already a digital savvy
market, but still there are gaps to be closed. Nevertheless, this environment presents a huge opportunity for
local marketers, as they can not only observe what is happening abroad, but also extract the most meaningful
insights and best practices, while speeding up the evolution and expertise at local level. One example can
be related to multi-screening habits, with social networks being accessed by 77% of urban
16-54 years old while watching TV. This creates the premises for more integrated communication
solutions, an already visible development producing great results for the main talent shows on the market.

content needs. If in 2005 the investments in digital media represented 1%


of the total net media market estimate, ten years later, in 2015 it reaches
17%. Having in mind that the digital native generations are growing older
and internet is their first media of choice, we can easily predict that in 2025
Digital media will have up to 35%-40% of the advertising revenues in the
market.
The same rational applies to mobile advertising investments, as we
estimate mobile to represent 25% of the digital advertising investment in
2015. Mobile is expected to have the most dynamic growth and reach
over 60% of the digital investment in 10 years now.
Another example can be tied up to the foreseen evolution of traditional
social platforms and the switch that the younger generation is beginning
to make towards new forms of social connection, such as messaging
apps, where they find a more private means of communication with their
peers.
Keeping an eye on the developed markets is also worth it when analyzing
the threats of this new landscape, to better manage them at local level.
The increasing usage of ad blocking systems happening on the other side
of the ocean can easily be foreseen and ultimately avoided by focusing on
creating higher quality content as a premise for subscriptions
growth and seamlessly embedding native ads into this content.
For sure, subscriptions for digital content would feed media publishers
with more revenue and they would be able to bring more quality to their
digital products, of which, the consumers will benefit the most. But we
are not talking only about subscriptions to written content but also for
subscriptions to video content which will create in time competition to
traditional TV.
We invite you to discover all the above as well as other surprising pieces
of consumer information in this years new chapter Future Media Trends.

If we look at the past and present of the Romanian media market evolution in terms of the shares achieved
by each medium, we can see that advertising budgets have followed the consumers media preference and

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media

book

Mediabrands
About Mediabrands
Mediabrands was created by Interpublic Group (NYSE:
IPG) in 2007 to manage all of its global media related
assets. Today Mediabrands manages and invests $37
billion in global media, employs over 8,500 diverse and
daring marketing communication specialists and operates
in over 130 countries.
A proven entity in helping clients maximize business results
through integrated, intelligence-driven marketing strategies, IPG Mediabrands is committed to driving programmatic buying, pay-for-performance and digital innovation
solutions through its network of media agencies Initiative,
BPN and UM. Its roster of specialist service agencies
include MAGNA GLOBAL, Ansible, Mediabrands Publishing, IPG Media Lab, Ensemble, Identity and offer technologies and industry moving partnerships that are recognized
for delivering unprecedented bottom line results for clients
corroborated with creative accolades at the most prestigious Festivals in the World.
In Romania IPG Mediabrands consolidates over 25%
market share being the most powerful international media
group. With over 100 media specialists, IPG Mediabrands
Romania manages the media activities of a wide array of
blue-chip clients in most categories: telecom, finance,
automotive, soft drinks, food, retail, DIY, beer, alcoholic
drinks, IT & technology, cosmetics, etc.

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Fast, Brave, Decisive, Simple


Initiative is a collection of over 2,800 amazing
and talented people in 70+ countries.
I believe that when people are having fun, they
are at their highest creative potential. At
Initiative we are bringing fun and games back
into the business equation.FBDS.
Jim Elms, Worldwide CEO, Initiative

media

book

Overview
The TV and Digital dominance is more and more visible in the media markets across the region. With the
continuously shifting audiences and consumption habits, media planning is a more integrated approach meant to
support brands engage their potential customers during a less linear path to purchase.
The Analysis
A positive economic evolution marks the region - while in Central Europe growth is expected to remain robust, in
Southern Europe a recovery is finally taking hold and economies are rebalancing to more durable growth sources,
to undo the damage caused by recession.
At the same time, EU countries are currently facing multiple risks: the refugee crisis which is severely testing
Europes ability to coordinate its policies effectively, while UKs intention to exit the EU reveals the political
complications in the European integration process.

The impact on the Polish media market was generated by the global companies decision to cut marketing
budgets in Poland to save money loss caused by the significant drop in other European countries. When the
media market started to slowly recover in 2010 - 2011, the economy was hit by the second wave of the EU crisis,
as a significant share of Polands exports are to European countries.

Net Market Size Evolution (mil. EUR)


2,500

2,000

1,782
1,520

1,500

1,000

The impact on the CEE media markets is still visible in most of the countries, different patterns being observed in
terms of media spend / capita evolution vs. 2008.

204

Net Market Spend per Capita Evolution (%) vs. 2008


Albania

Bosnia &
Herzegovina

Bulgaria

Croatia

50%

Czech
Republic

FYR
Macedonia

Hungary

Montenegro

Poland

Romania

533
500

327
156

35

33

32

Slovakia

Slovenia

Albania

Bosnia &
Herzegovina

Bulgaria

Croatia

Czech
Republic

FYR
Macedonia

Hungary

Montenegro

Source: Local IPG agencies


24.7%

21.0%
3.1%

0%
-5.1%
-21.1%

Source: Local IPG agencies

-24.1%

2009

2010

2011

Albania

2012

2013

2014

2015

Albania and the Czech Republic remain the only countries where the media spend /capita has a strong positive
dynamics of +20-25%, correlated with a positive economic trend.
Bulgaria and Slovakia registered a marginal media investments increase, boosted by a positive economic
performance, while Bosnia & Herzegovina, Montenegro and Slovenia media markets evolution brings them
slightly below the levels before the crisis, with a decrease below 10%.
The large majority of the countries reflect decreasing rates up to 40%, showing that advertisers are still cautious
with their marketing investments in the region, acting with prudence in a volatile economic and political context.
Despite the positive economic evolution in Poland, the advertising market still reflects a strong negative correlation,
20% below 2008.

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2011

Slovakia

2012

Slovenia

2013

2014

2015

52%

Slovenia

Source: Local IPG agencies

8%

57%

10%

50%

6%

6%

13%

54%

9%

11%

TV

Digital

5%

Print

5%
12%

16%

Radio

media

7%

6%

20%

29%

1%

17%

8%

12%

46%

11%

2%

18%

1%

6%
14%

3%

25%
64%

52%

9%
8%

28%

1%

10%

9%
21%

11%

8%

5%

20%

66%
45%

Serbia
Slovakia

9%

12%

5%

8%

24%

Romania

4% 1%
10%

14%

41%

Montenegro
Poland

6%

63%

FYR Macedonia
Hungary

9%

70%

Croatia
Czech Republic

100%

73%

Bosnia & Herzegovina


Bulgaria

10

2010

Serbia

Media Mix - 2015 Shares

0%

-39.4%

-40.2%

-50%

2009

Romania

-6.7%

-11.8%
-20.0%

Poland

The CEE media market size map remains unchanged, with large markets like Poland and the Czech Republic
gathering yearly over 1.5 billion EUR in net value, medium markets like Hungary, Romania and Slovakia with
revenues of over 295 million EUR and the rest of the countries with less than 250 million EUR net investments.

2.1%

-5.0%

140

Serbia

297

187

10%

5%

5%

1%

9%

9%
16%

OOH

Other

book

11

The increase of the Digital share in the media mix is most visible in Slovakia, Poland and the Czech Republic,
where it exceeds 20% of the total market media budgets. A significant growth was registered also in Romania,
Hungary and Macedonia where the Digital media budgets increased by 2 percentage points vs. 2014.

88%
70%

65%

64%

Romania

Serbia

Slovakia

47%

71%

72%

75%

79%

79%
66%

77%
62%

Czech
Republic

54%

61%

72%

76%

82%

78%
61%

75%

82%
63%

Croatia

44%

Print retains over 20% of media market share in Hungary, the Czech Republic, Croatia and Serbia.

57%

64%

Generally, TV retains high shares of spending between 50% and 60% in most countries with significant outliers
being Albania and Bosnia & Herzegovina where the TV share exceeds 70%, while at the opposite point are
Hungary and the Czech Republic with 45% or less.

2015 General Internet Statistics

Radio generally has a low share throughout the region, with the exception of Poland and Croatia, where it reaches
9%. In most of the countries, Radio shares are stagnant.
Generally speaking, in the region, the share of TV in the media mix tends to correlate with the ATS (average time
spent viewing), the only notable exception being Albania. Romania, Bosnia & Herzegovina and Serbia have the
highest level of ATS on commercial targets, while Slovenia and the Czech Republic the lowest.

Montenegro

Poland

Slovenia

Urban Daily Usage

2.3

3.3

2.9

Czech
Republic

FYR
Macedonia

Hungary

Poland

% of Population

Romania

Serbia

% of Internet Users

68%

65%

77%
33%

42%

Montenegro

43%

Bosnia &
Herzegovina

0.9

43%

Albania

2.3

68%

All the countries in the region have an urban Internet penetration of over 60%, rather stable compared to 2014, with
the exception of Poland, Slovenia, the Czech Republic and Bulgaria which show a considerable growth.
In terms of daily usage, the usage map is quite heterogeneous with countries like Romania, Slovenia, Poland and
Serbia having over 65% at urban level, and Montenegro and Albania with less than 50%.

2.4

87%

8.4

84%

82%

69%

53%

Croatia

19.4

0.3

82%

4.4

44%

Bulgaria

48%

18-49, Urban

1.0

66%

18+, Urban

Slovenia

43%

Slovakia

4.5

63%

Serbia

46%

Romania

74%

Poland

50%

Source: Local IPG agencies

Hungary Montenegro

1.8

44%

FYR
Macedonia

3.3

61%

Czech
Republic

1.6

42%

Croatia

Hungary

2015 General Facebook Statistics

83%

Bulgaria

FYR
Macedonia

Urban Reach

4.0

4.1

4.4
3.5

4.5

4.1

5.0
3.7

3.8

3.5

5.6

6.8

Bosnia &
Herzegovina

Bulgaria

Source: Local IPG agencies

1.4

Albania

Bosnia &
Herzegovina

The need for connection and self-expression continues to grow, increasing the number of Facebook users across
the region. With the exception of Serbia (33%), throughout the region, the number of Facebook users amount to
over 40% of the total population of each country. Also, Facebook users amount to more than 60% of the Internet
users across all the countries in the region.

2.5

3.3

3.2

4.2

4.2

4.6

4.6

5.1

5.8

6.0

6.5

2015 Average TV Viewing Time (hours / day)

Albania

Slovakia

Slovenia

FB Users (mil.)

Source: SNA Focus, BRAT Romania, All 16-54 urban population

12

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book

13

CEE COUNTRY PULSE


Perspectives for 2016
The positive economic forecast for the CEE region is expected to generate increasing consumers income
and expenditures and the local media markets are predicting at least a marginal increase for 2016.
TV will continue to hold leadership, as it still provides a cheap source of entertainment for the population,
being at the same time a cost efficient medium for the advertisers.
Digital media is expected to remain the most dynamic advertising revenue driver, as Internet usage will
continue to grow in all CEE countries, driven by the more affordable gadgets and mobile services provided
by telecommunications companies.

14

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media

book

15

Without consumption,
there is nothing!
Cristian Hostiuc,

Editorial Director Ziarul Financiar

The Romanian economy will grow by more than 4% in 2016, faster compared with 2015, evolution supported
by the accelerated growth of the household consumption, due to the wage increases, the VAT decrease for food
products (from 24% to 9%) and for general goods (from 24% to 20%), but also to the lower interest rates, which
made available new funds for various acquisitions.
The household consumption will grow by 6-8% this year, a significant higher rhythm compared with many
countries in the European Union.
The increase of the minimum wage from RON 700 to RON 1,250 in the past four years meant a relief for
households and for the economy, and is one of the positive things which happened in the past years. The average
monthly wage neared RON 2,000, compared with RON 1,600 in 2012.
For almost three years, Romania has been one of the fastest three growing economies in the European Union,
which is fighting to avoid a prolonged stagflation.

The constructions, an economic sector strongly hit by the crises, have recovered, at least in the segments of
residential and office buildings. All real estate developers depend on the state guarantee scheme Prima casa
when developing new apartment buildings. There are only a few projects of flats over EUR 100,000. Prima casa
scheme guarantees up to EUR 60,000.
The banks, strongly hit by the crisis, started to clean their balance sheets and to recover their profitability, but
mainly due to lower provisions, not to the operations improvement.
The lower taxes, the wage increases and the decrease of the interest rates for loans denominated in lei lead to
an accelerated growth of the imports and to a larger trade deficit. However, this isnt a problem for Romania
anymore, if we take into consideration the surplus on the services side.
Due to the decrease in the inflation rate and to over-liquidity on the money market, RON interest rates significantly
decreased to below 1% per year, an unbelievable level back in 2012, when the interest rates were 6-8%.
The customers returned to the banks, following the drought in the crisis period, and the consumer credit currently
grows with more than 20% per year, a very high rate. The National Bank of Romania hasnt implemented restrictions
to temperate the growth of the retail credit so far, considering that the commercial bank still have room for maneuver.
Although the financing cost is at a historical minimum, both in RON and EUR, many companies dont assume
new investments, other than the ones really necessary.
The Romanian entrepreneurs with a solid financial situation think ten times before assuming any new investments, because
they try to avoid the irrational exuberance experienced before the crisis, and which impacted them during the crisis.
The multinational corporations preserve their position in Romania and are not willing to accelerate.

Romanias GDP managed to reach again the 2008 level, of RON 150 billion, after five years of crises, marked by
tax increases and wage decreases.

In several sectors, especially in retail, market consolidation take place, the weak players come out of the market,
while the strong ones become stronger.

However, regarding the overall payroll, Romania still has to recover EUR 2 billion in order to reach the pre-crisis
level: in 2008, the overall payroll was EUR 54 billion, only to decrease to EUR 48 billion in 2010. The overall payroll
grew to EUR 52 billion in 2014.

The exchange rate is very stable, around RON 4.45-4.48/EUR, and no analyst anticipates higher fluctuation
which could raise question marks.

Although the economic sentiment among the consumers improved, the economic growth is not evenly distributed.
There are areas and counties with an accelerated growth, while more than half of the country confronts with the
lack of investments, especially on behalf of the state, and with the migration of the workforce in other countries, or,
in the best case scenario, in the big cities in Romania.
If Bucharest, Cluj or Timisoara registers an annual economic growth of over 10%, there are counties in Moldova or
Oltenia which dont mark any economic growth from one year to another.
Macroeconomic indicators are in a good shape, starting with the inflation rate, which would be negative in the first half
of the year, and ending with the current account deficit, which is covered by the exports of services, IT and transports.
The Romanian industry is dependent on exports, especially by external demand from Germany, France and Italy.
The investments in automotive industry continue, given that Romania is a good market for the large global auto
producers.
IT industry is boiling, the demand largely exceeding the capacity of the market to deliver projects. Therefore, there
is a strong competition to attract programmers, which led to substantial wage increases.

16

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Foreign investments began to register a more sustained recover after the crisis period, the amount forecasted for
2016 reaching EUR 3 billion, with EUR 1 billion more compared with the previous years.
The only fears related to the macroeconomic indicators regard the state budget deficit and the public investments.
Romania assumed a budgetary deficit amounting to 3% of GDP in 2016, a level difficult to reach given the wage
increases pressures, characteristic to an electoral year.
The price for fitting into this deficit level is lower public investments, which are postponed or even canceled. In
turn, this affects the Romanian private capital, which lived off these public investments.
The Romanian entrepreneurs who got over the crises period currently try to consolidate their operations, and
many already sold their businesses or are considering this option because they feel that they dont have enough
power to go through another economic cycle.
Despite the shows on the political scene, the Romanian economy managed to partially detach from the
government decisions, a trend which will continue. If the consumption growth slows down over the next years,
everyone hopes that the public and private investments would support the economy.
We will see if this is the case.

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Overview

Market Analysis

Currently, the online media channels consumption is growing rapidly around the
world, in UK, for example consumers allocate 45% of their total daily time spent
with media to Digital vs. 33.6% to TV, and the trend is the same in most West
European countries (source: eMarketer 2015).

In Romania, TV continues to be the most used medium at a significant 10% gap ahead Digital.
The daily media consumption routine shows TV and Internet as the most used media channels,
with Internet outperforming the other traditional media, due to its easiness to access any kind
of information and facilitate instant connection to friends or business community.

Our country seems to follow the same trend, with Digital overtaking the traditional
media, but TV consumption holds strong. For sure, the landscape will change
significantly in the future, because if we look ahead 10 15 years from now,
digitally natives, will become the main income earners in our society and all the
generations to come will have profoundly different media habits than their elders.
As off-line activities tend to become more and more online routines, the digital
content quality and capability to generate consumers experience is the key to
successful publishers business in the not so far future.
As messaging is at the heart of the social experience of urban 16 34 years old,
Messaging Apps seem to be the next big thing in digital media, giving them a
private, permanent real time connection to their community.

2015 Daily media consumption


100%
90%
80%

74.6%

70%

64.3%

60%
50%
40%

35.1%

30%
20%

11.6%
6.1%

10%

1.6%

0%
TV

Internet

Radio

Newspapers

Magazines

Cinema

Source: SNA Focus, BRAT Romania, All 16-54 urban population

18

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19

Nevertheless, average figures do not tell the whole story, a breakdown by age groups proves that media habits
are generational, significant shifts being noticed from one age group to another.

2015 Media type consumption by age groups


96%

92%

81%

79%
62%

64%

39%

20%

48%

64%

67%

64%

64%

9%
21%

13%
25%

14%
29%

14%
31%

13%
27%

90%

95%

98%

99%

96%

76%
57%

aged 16-24

aged 25-34

aged 35-44

aged 45-54

Go online on any device


(daily)
Go online on
mobile/smartphone (daily)
Listen to the radio >1h/day

2011-2015 Digital access


90%
78.9%

77.9%

80%

72.1%

70%
60%
50.2%

50%
40%

33.0%
26.4%

30%

19.6%

20%

Read newspapers (daily)

9.5%

6.3%

10%

Read magazines (monthly)

0%

Watch TV >1h/day

Source: SNA Focus, BRAT Romania, All 16-54 urban population

2011

2013

2015
Tablet

PC

Smartphone

all 16-54

Source: SNA Focus, BRAT Romania, All 16-54 urban population

The smartphone is already embedded in our lives, still, its frequent usage is significantly more pregnant in the
daily routine of urban 16-24 and 25-34 years old. It keeps them in reach 24 hours per day, check it first thing in the
morning and before going to bed and when they are on the move.
Urban Romanians continue to reflect significant traditional media usage, with TV scoring high among
all age groups and the 90% TV consumption among youngsters 16-24 confirms the heavy TV viewing
specifics for our country. Still, media usage shifts are obvious from one generation to another, with very
high Internet and smartphone usage among youngsters, very high TV consumption for 45+ and still
considerable TV daily usage for 35-44 years old.
The 25-44 adults represent 29% of the total population and are the main income earners in our society.
Their significantly different media habits represent a continuous challenge for brands, which need to be
flexible and adapt to their consumers media consumption shift.
Currently, 18 45 age group is the most targeted in media communications, while TV channels, for
example sell for decades their audience inventory on urban 18-49 years old broad target group. They all
seem to miss the fact that the population aged 45-47, which represent significant numbers will be soon
outside their commercial effort area.
Despite the current high TV usage habits, Digital media consumption level has increased significantly
during the last years. Although the access from the PC or laptop remains the most preferred, mobile
devices as smartphones and tablets are growing rapidly, with internet access on smartphone having
the most dynamic evolution (50.2% in 2015 vs. 26.4% in 2011).

20

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Smartphone usage habits: answer Agree


aged 16 -24
It happens to check my
smartphone before I go to bed

aged 25 -34
It happens to check my
smartphone before I go to bed

92.0%

It happens to check my
smartphone while I am driving

89.1%

It happens to check my
smartphone while I am driving

38.9%

56.6%

My smartphone never
leaves my side

89.6%

My smartphone never
leaves my side

89.4%

First thing in the morning


I check my smartphone

89.7%

First thing in the morning


I check my smartphone

90.9%

0%

20%

40%

60%

80%

100%

0%

media

20%

40%

60%

80%

book

100%

21

It happens to check my
smartphone before I go to bed

It happens to check my
smartphone before I go to bed

79.1%

It happens to check my
smartphone while I am driving
My smartphone never
leaves my side

81.7%

My smartphone never
leaves my side

First thing in the morning


I check my smartphone

78.9%

First thing in the morning


I check my smartphone

20%

72.2%

It happens to check my
smartphone while I am driving

39.9%

0%

If we look at the past and present of the media market evolution in terms of the shares achieved by each medium,
we can see that advertising budgets have followed the consumers media preference and content needs. If in
2005 the investments in digital media represented 1% of the total net media market estimate, ten years later, in
2015 it reaches 17%. Having in mind that the digital native generations are growing older and internet is their first
media of choice, we can easily predict that in 2025 Digital media will receive up to 35%-40% of the advertising
revenues in the market.

aged 45 -54

aged 35 -44

40%

60%

80%

33.7%

71.7%

67.6%
0%

100%

20%

40%

60%

80%

100%

Source: Initiative & Mercury Research, all 16-54 urban population

90

The smartphone supports during the day a wide range of activities, from wake-up alarm, to organizing the
agenda, reading news, checking the weather forecast, sending e-mails or connecting with other people on
social networks. The differentiation in generational habits is very visible here also, with younger generations using
the smartphone mostly for Facebook, while elders find a more practical use to their devices, such as e-mail
correspondence.

aged 16-24
News websites

Activities agenda

18.9%

Weather
E-mail
Alarm

51.9%

Alarm

Facebook

51.9%

Facebook

0%

20%

40%

60%

80%

100%

62.2%

19.8%

Weather
E-mail

0%

21.2%

News websites

21.7%

Alarm

42.2%

Alarm

Facebook

44.1%

Facebook

0%

20%

40%

20%

Activities agenda

60%

80%

100%

6%

6%

6%

19%

16%

24%

6%

6%
12%
7%

8%
11%
7%

11%
10%
6%

14%

15%

16%

17%

18%

10%

9%

9%

8%

6%

8%

6%

6%

6%
4%

64%

15%

11%

8%

8%

7%

6%

6%

6%
5%

57%

63%

64%

62%

63%

62%

64%

66%

65%

64%

63%

2005

2006

2007

2008

2009

2010

2011

2012

2013

Internet

2014

OOH

2015

Radio

2016 est

Print

TV

40%

60%

80%

100%

The increasing online budgets from one year to another reflects the understanding of the market needs for internet
consumption and the alignment with the PC, tablets and mobiles sales.

33.1%

E-mail

46.3%

13%

55.9%

Weather

29.5%

12%

Source: Initiative estimates

aged 45-54

24.4%

News websites

57.7%

aged 35-44
Activities agenda

11%

10

46.5%

E-mail

37.2%

3%

11%

20

21.9%

Weather

33.7%

2%

60

30

26.0%

News websites

70

2%

40

aged 25-34

11.9%

80

1%

50

Smartphone usage habits: answer Often to


In the morning, what do you check on your smartphone?
Activities agenda

Increasing trend of online investment


100

The natural shift from fixed devices towards mobile internet connections is confirmed by Ancom figures, which
reflect a significant growth in terms of mobile connections during the last three years, while the fix broadband
remained almost at the same level.

45.3%
35.0%
32.5%
0%

20%

40%

60%

80%

100%

Source: Initiative & Mercury Research, all 16-54 urban population

22

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media

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Internet connection type (Million)

Generally speaking, HBO GO, Voyo, Netflix, Orange GO and Antena Play are the first preferences of
those who intend to subscribe to a video platform during the next 6 months.

14
13
12
11
10

TV viewing will continue to shift from traditional viewing towards becoming an online activity. Although
81% urban 16-54 years old consumers continue to watch TV at home, through a cable or satellite
connection, over 20% of them are currently watching TV at home, on a TV set connected online or TV
through their mobile devices (smartphone or tablet) using either mobile internet or a Wi-Fi connection.

9
8
7
6
5
4
3
2
1
0

2010

2011

2012

2013

Source: Ancom

TV watching habits

2014

90%

Broadband fixed

Mobile

80%

An important factor that supported this evolution was the high connectivity speed available in Romania for internet
consumers (Akamai Q3 2015 report places Romania in Top 10 worldwide).

70%
60%

For sure, subscriptions for digital content would feed media publishers with more revenue and they would be able
to bring more quality to their digital products, of which, the consumers will benefit the most.

50%

In this respect, although Romania is still behind other European countries, with 70% of urban16-54 years old not
having any video platform subscription. Nevertheless, the sustained investments coming from TV stations and
mobile telecommunication operators are already reflected in increasing adoption rates.

30%

Among the preferred video platforms are HBO GO, Orange GO and Voyo, still, some of these subscriptions are
most likely part of integrated service packages from the mobile telecommunications providers.
Short term, video streaming subscriptions trend is expected to have a relatively stable evolution and the good
news is that almost 20% of urban 45-54 years old intend to subscribe to a video platform in the next 6 months,
which means that not only younger generations tend to switch their TV viewing activities, online.

13%

aged 45-54

20%

aged 35-44

12%

aged 25-34

12%

aged 16-24

40%

50%

Source: Initiative & Mercury Research, all 16-54 urban population

24

www.mediafactbook.ro
www.mediafactbook.ro

22%

16%
9%

10%
0%

1%
home, TV cable or
home, TV
home, PC / laptop smartphone or
smartphone or
satelite
connected online connected online tablet with mobile tablet with wi-
with x internet with x internet
internet
connection
(cable, wi-)
(cable, wi-)

PC / laptop with
mobile internet

other

don't watch TV

29%

65%
30%

18%

29%

60%

20%

21%

34%

54%

10%

20%

33%

Multi-screening is already a wide scale media habit in urban Romania, with people being used to often
consume several media at the same time. Watching TV and connecting online are complementary, with
more than 75% overlapping.

22%

58%

6%
0%

29%

58%

40%

Source: Initiative & Mercury Research, all 16-54 urban population

Do you intend to subscribe to a video platform


in the next 6 months?
aged 16-54

81%

60%

70%

Yes

No

80%

90%

I have subscription

100%

media

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25

As free content is the most consumed, only a major improvement in quality has the potential to boost subscriptions
in the years to come.

Other activities while watching TV (daily),


answer often

90%

80%

77%

80%

78%

75%

With a better content, the ad-blocking trend will diminish, as people will choose to view ads from publishers and
platforms they like or subscribed at.
Compared to other European countries, in Romania ad-blocking is low, reaching currently less than 14% of the
online users, and with 18% of them intending to install such a system in the near future.

70%
60%
50%

Do you have an ad-blocking software


installed on your computer?

40%
30%

18%

20%
10%
0%
Access FB / other
social network

Read magazines,
newspapers (print)

Talk on mobile
phone

Search info on the


internet (news,
weather etc)

Check e-mail

No
86%

Yes
14%

Source: Initiative & Mercury Research, all 16-54 urban population

If we try to look into the future, we definitely see more off-line activities and media habits becoming digital routines,
but the consumers experience is different in digital compared to traditional media. The quality of the content is the
ingredient which will definitely make the difference and publishers which will focus on consumers experience and
choice will definitely win, long term.
Having a look at what content consumers choose to have today, might give them a hint of what they need to do
to improve. Especially because watching / downloading digital content is what urban 16 34 years old do for
entertainment and movies / shows, games, music and apps are the topics that interests them the most.
14%
21%

In the last 3 months which of the following


online activities did you do?

29%

13%
16%
20%
27%

37%
47%

12%
16%
13%
25%
20%

28%

41%

29%

45%

39%

30%

30%

aged 16-24

aged 25-34

52%
aged 35-44

Downloaded books

Read books

Downloaded apps for PC/laptop

Downloaded apps for mobile

Downloaded music

Played games

10%
11%
77%
aged 45-54

The interests category are affected differently by ad-blocking: sport, TV guides and News are the most
affected, being also the most targeted by the advertisers. According to the IAB Romania ad-blocking study,
the main reason for ad-blocking is that some of the advertising formats are perceived as being very aggressive.
Nevertheless, advertising on categories like arts and culture, education, health and personal care are considered
useful and therefore, less annoying.
In line with the media habits, generations tend to use their mobile devices differently: if older generations activities
are limited mostly to e-mail check, info search and checking on Facebook, the digitally native generations tend to
read almost everything online, listen their favorite music online, order food and shop online.

12%
15%
21%
23%
26%

At the same time, for younger generations, messaging is at the heart of their social experience, as they need a real
time and private way to chat with their friends. As parents are now among their friends on Facebook, Messaging
Apps seem to be the next big thing in digital media, with an average daily usage of more than 65% among urban
online users aged 16-34.

28%
47%
aged 16-54

Downloaded movies /series/shows


Watched movies /series/shows

Source: IAB Romania, Ad-blocking study 2015

Downloaded games
None

Source: Initiative & Mercury Research, all 16-54 urban population

26

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27

Daily online activities on smartphone / tablet

aged 16-54

85%

aged 45-54

83%

69%

74%

34% 23%

aged 35-44

80%

73%

66%

38% 38%

aged 25-34
aged 16-24

94%

84%

81%

78%

93%

41%

20% 49%

46%

64%

80%

92%

29% 46% 37%

38%

53%

Check e-mail
Check Facebook
Search info (weather, news etc)
Listen music
Watch movies / clips
Watch TV shows
Play games
Read e-books
Acces maps / navigation
Talk using apps (FB, skype, What's app etc)
Chat using apps (Yahoo, Viber etc)
Order online (taxi, food etc)
Shop online
Online payments

51%

58%

27%

45%

41%

46%

74%

64%

70%

80%

23%

55%

50%

65%

33%

45%

54%

Source: Initiative & Mercury Research, all 16-54 urban population

Will ads in paid apps be viable in the future? Our optimism is moderate, because 50% of the current
apps users declared they are bothered by these and younger groups rejection of in-apps ads is higher.

I am bothered by the commercials which appear


in the paid apps on my mobile
Answer agree
70%
60%

59%

55%

52%

50%

50%
37%

40%
30%
20%

Most used messaging apps are so far WhatsApp, Facebook Messenger and Skype, with higher usage among
youngsters for Facebook Messenger and Viber.

10%
0%
aged 16-24

aged 25-34

aged 35-44

aged 45-54

aged 16-54

Source: Initiative & Mercury Research, all 16-54 urban population

What mobile apps do you use?


aged 16-54

48%

28%

25%

23%

WhatsApp

21% 14% 11%

Facebook Messenger
aged 45-54
aged 35-44

78%

Skype

11% 9% 5%

Viber
52%

aged 25-34

30%

aged 16-24

30%

20%
38%

24% 13% 16% 11%


28%

27%

This means that the potential exists, but the commercials have to be native, blended blend in the content and less
aggressive than they are today.

26%

BBM
Nimbuzz

17% 15% 16%

In a 10-15 years time span, media consumption in our country will be fundamentally different from what we see
today, as digitally born generations will grow older, becoming the main income earners in the society. They will then
be prime prospects of the media channels businesses and these will have to adapt their offering to match the new
content consumption preferences and choices.

Others
45%

40%

47%

36%

28%

21%

21%

Don't use mobile apps

But we do not have to worry, what we call today traditional media will not disappear, it will turn gradually to easily
accessible content available online.

Source: Initiative & Mercury Research, all 16-54 urban population

28

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media

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Overview

Market Analysis

The end of 2015 was the confirmation that the media market is on a stable growth trend. Over the last years the
total market oscillated between 309 Mio euro in 2011 and 305 Mio euro net in 2013, had a boost to 313 Mio euro
in 2014 and reached in 2015 its after crisis peak of ad revenues at 332 Mio euro (6% growth vs. 2014). The total
market is expected to consolidate its upward trend in 2016, by keeping the same growth rate of 6% vs. 2015.

For Television 2015 was the 2nd year of growth. In terms of total inventory TV market recovered reflecting +7%
GRPs sell out vs. 2014 and an average loading of 86% all day vs. 74% in 2014.

Total net Ad-spend by medium (Million ) - Estimation

In terms of ratings performance, 2015 registered same top 3 as in 2014: Pro TV leader, followed by Antena 1
and Kanal D and talent shows continued to dominate TV programming, Romanian got talent and Vocea of
Romania, broadcasted by Pro TV, being the most watched.

600
500
400

332

300

Digital media maintained an increased trend, with +12% vs 2014. The trend was given by increasing revenues
from Google and Facebook properties and a slight downtrend for standard display.

212

200
100
TV
337
222
209
200
193
193
198
212
225

TOTAL (Mil )
540
345
316
309
303
305
313
332
351

2008
2009
2010
2011
2012
2013
2014
2015
2016 est

Print
82
37
26
24
22
19
17
16
14

57

28

19

16

CME remained leader with 48.3% share of advertising revenues, followed by INTACT with 26.4%, Dogan Media
10% and Prima Broadcasting Group 3.4%.

Radio
35
25
21
20
19
19
18
19
20

OOH
70
42
33
31
29
28
28
28
28

Internet
16
19
26
34
41
46
51
57
64

Source: Initiative

In 2015, TV was the engine that drove the total market growth, increasing by 7% vs. 2014, from 198 Mio euro to
212 Mio euro. Besides TV, other media channels were also on growth: Online, from 51 Mio euro to 57 Mio euro
(+12% vs. 2014) and Radio, from 18 Mio euro to 19 Mio euro (+5% vs. 2014). OOH kept a flat level at 28 Mio euro,
while Print was the only channel to drop, from 17 Mio euro to 16 Mio euro (-10% vs. 2014).

Romanian internet penetration maintained a growing trend in 2015, reaching up to 65% of total population, with
an increase of 4% vs previous year, while ages split remained stable, according to INSSE 2015.
Most frequent online activities remain steady or have a slow decreasing trend - like search for info (80% vs 84% in
2014), email (73% vs 76% in 2014), while watch video had a significant grow with 7.7% vs 2014 (from 66% to
71%).
From social consumption perspective we bold the still lower mobile connectivity (87% of Romanians monthly
active users connect on mobile to Facebook vs 91% globally), while the frequency is significant higher with 76% of
monthly active users returning daily to Facebook vs 66% globally).
OOH market had a flat evolution vs. 2014, the net OOH advertising budgets being of 28 Mio euro. In 2015, prices
seemed to be more stable, despite the continuous clients pressure for higher discounts. On the other hand,
major categories like Telecommunications, FMCGs, Retailers and Automotive continued to allocate significant
budgets to OOH advertising, permanently expanding and improving the visibility of their networks.
In 2015 the advertising industry, under BRAT, took a very important step in the development of the Frequency
Study on Outdoor advertising, complementary to the already existing OOH Monitoring System. All the necessary
resources have been put together behind this project; most procedures and the budget have been approved.

Market share in 2013-2016 (net ad-spend by medium)


est 2016

64%

2015

64%

2014

63%

16%

2013

63%

15%

18%

8%

6%

4%

TV
Internet

8%

6%

5%

OOH
9%

6%

6%

Radio
Print

0%

30

17%

10%

20%

30%

40%

50%

www.mediafactbook.ro

60%

70%

9%

80%

6%

90%

6%

100%

Radio market increased marginally in advertising revenues (5% vs. 2014). The market structure continues to
cover several content typologies, covering the preferences of a wide range of audience profiles.
In 2015, the daily radio audience improved at urban level, during both weekdays (+0.8%) and weekend (+0.6%),
while in Bucharest, daily reach grew by 1.6% in weekdays and dropped with almost the same level in weekends.
The Radio channels audience performance reconfirmed in 2015 Radio ZU as the leader in Bucharest with 15%
average rating and Kiss FM as leader at urban level, with 13%.
AG Radio Holding (former MGSI) maintained 1st rank despite the 1% decrease in ad revenues share, followed at
a significant distance by Media Camina Group with a stable 22% share.

Source: Initiative

media

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31

Print market continued to drop, being influenced by the continuing decline of the press distribution networks and
financial difficulties of Zirkon Media, one of the biggest press distributors. In terms of gross (rate card) advertising
revenues, Ringier was ranked 1st, followed by Adevarul Holding and Mediafax. 2015 reflected slightly different
readership trends among the print types, with a 5-6% drop for dailies and less than 4% drop for weeklies.

Telekom continued in 2015 its aggressive media communication after the rebranding in September 2014
remaining biggest media investor in the Mobile telecommunications category, as well as in the total media
market. Cosmetics, hygienic, hair care & cleaners category growth was driven by higher investments coming
from Unilever, Procter & Gamble, LOreal, Reckitt Benckiser and Henkel.

Top Investors

Lidl kept the leadership among Retailers, while Altex was the main investors in Electronics & domestic
appliances. Significant media investments coming from Tiriac Group Auto, Dacia Renault Group and Porsche
Romania pushed Cars & 4x4 vehicles up in top 10, by the end of last year.

2015 main categories are similar to 2014, with Mobile telecommunications, Medical products & services and
Cosmetics, hygienic, hair care & cleaners reflecting the highest estimated net media investments. Retailers,
Banking & insurance services and Electronics & domestic appliances went up in the ranking, while Beer
dropped as 2015 was not marked by major sports events.
Confectionaries and Dairy products kept stable, Chocolate exited the top 10, while Cars entered the top
10, with higher investment than last year.

Top 10 categories 2015 all media


(TV, print, radio, online, OOH) estimated net budget

Despite the audience performance changes generated by the new TV measurement, top 3 channels will stay
unchanged Pro TV, on 1st place, followed by Antena1 and Kanal D.

Electronics &
domestic appliances

16mil()

39

10

mil
()

50

mil
()

8 mil()

Mobile
telecommunications
services

Cosmetics, hygienic,
hair care & cleaners

8 mil()
6 mil()

36mil()

Cars &
4x4 vehicles

mil
()

22mil()
15mil()
Banking &
insurance services

Initiatives prediction for 2016 is that the total net media market will grow by 6% vs. 2015, to 351 Mio euro. Media
channels will keep the same variations as in 2015: TV is expected to grow by 6%, Online by 12%, Radio by 5%,
while OOH will keep flat and Print will continue its downtrend (-10%)
TV market is estimated to reach 225 Mio euro and will reflect a 5% - 10% cost inflation.

Beer
Medical & optical
products & services

Perspectives For 2016

Other sugar,
confectionaries,
honey
Milk Products

Retailers

Online: In 2016 the Digital market will continue to show a very high interest for direct response channels (with
Google and Facebook main drivers), more video formats through all devices , an increased focus on content
projects, special formats and audience buying solutions from premium websites.
Programmatic (estimated to grow by 70%) and Facebook (by 45%) should have the highest increase, while
Google will maintain a stable growth of 20%.
OOH: since January 2016 the local advertising tax is applicable to the total OOH advertising cost except
production and from 21st of March the tax must be paid by the exposure beneficiary directly to the local authorities
of each locality. BRAT and IAA industry organizations, on behalf of the OOH market will continue their efforts to
bring all the necessary clarifications with regards of the new Law implementation guidelines.
Radio stations will continue to fight for market share by being open to special projects, tailor-made contests,
shows relocations in unconventional locations and sponsorships and providing the advertisers with the desired
commercial flexibility.
Print: integrated media packages, events partnerships and more appealing exclusive media offers seem to
be the right solutions for the publishers to gain advertising budgets and revenue. Special projects, tailor-made
supplements and unconventional formats will be the main tactics for 2016.

Source: Initiative database

32

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Overview
2015 confirmend Television as the most important media channel in the market, leading with over 64% of total
net media investments. Last year was the second of growth in terms of advertising revenues, after the marginal
increase in 2014, and the ascending trend is expected to continue.
The high number of monitored channels remained stable during the last years (59 in 2015), but the changes
started in 2014 continued with re-brandings (TCM to TNT, Eurosport to Eurosport 1, Euforia TV to Happy
Channel), new sports channels being monitored (Digisport 1 and Digisport 2) and channels like Look TV, Look
Plus, CBS Reality and Fishing & Hunting Channel decided to drop out from the monitoring system. Also, in 2015
Universal Channel decided to exit the Romanian market.

2015 is the first year after the recession when the TV market recovery continued, being consolidated with a total
inventory sell out increase of 7% in GRP30 vs. 2014 and the net TV market budget reaching 212 Mio.
In terms of cost, the TV market closed in 2015 with a slight inflation, with a CPM (cost per thousand) for urban
population All 18-49 of 2.095 euro (vs. 2.082 euro in 2014). For urban population All 4+ the CPM settled at 0.86
euro, while for national population reached 0.47 euro.
If we exclude the influence of the incremental spending generated by cyclical events from 2014 (e.g. Olympics,
FIFA World Cup etc), the advertising investement growth was in 2015 even higher, of approx. 8%.

Digital Cable increased significantly in 2015 reaching 22.1% of the households with TV set, while all other
reception types decreased slightly compared to 2014.

Reception type evolution

100%

6,2%

4,4%

3,8%

3,9%

26,1%

24,9%

24,4%

23,3%

22,8%

9,8%

14,1%

15,9%

17,3%

22,1%

2,008

2,156

Inventory
sold %
minutes

74%

86%

During the first trimester of 2015 the sold GRP30 increased by 11% vs. 2014, but the trend slowed down
throughout - the ratings declined, increasing the market loading to sold out levels.

250

40%
59,9%

56.6%

63.7%

64.1%

62,5%

200
150

20%

151

167

199

187
168 161

210 211 216

209 203

172
150

165

133

188 192 178 185

166

174
150

121

100 108

10%
0%

Buying target
GRP30 (000)

2014 2015 Sold GRP30 (000) by month (buying target)

50%
30%

2015

Source: Kantar Media Romania, Initiative estimate

70%
60%

2014

2,5%

90%
80%

Years

50

2011
Terrestrial

2012
Direct to Home (DTH)

Source: Kantar Media Romania

2013

2014

Digital cable with receiver

2015
Analogue cable

0
Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15

Q1 2014

Q2 2014

Q3 2014

Q4 2014

Q1 2015

Q2 2015

Q3 2015

Q4 2015

Source: Kantar Media Romania

34

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Although the second semester was sold out in Prime Time (approx. 99.6% loading), and exceeded 90% during
All day, overall, 2015 average loading settled at 86% during All day and 94% in Prime Time.

2014 2015 Average Inventory sold % Min (07:00-26:00)


and Prime Time vs. legal limit

The total buying GRP30 sold by the TV channels in 2015 was 2,156 Mio GRP30 of which 35% were sold
by CME, 26% by Intact group, 10% by Dogan Media, 4% by Prima Broadcasting Group and 3% by SRTV
(TVR1+TVR2). In terms of advertising revenues share, CME kept leadership with 48.3%, followed by Intact Group
with 26.4%, Dogan Media 10% and Prima Broadcasting Group 3.4%.

2015 Sold GRP30 vs. Advertising revenues share,


main TV Groups

140%
120%

Others

100%
80%

CME

Prima
Bradcasting
Group

60%

12%

40%

AVG PT
20%
0%

3%

AVG All day


Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15

Q1 2014

Q2 2014

Q3 2014

Q4 2014

Q1 2015

Q2 2015

Q3 2015

Q4 2015

Dogan
Media

Source: Kantar Media Romania

25%
10%

2015

4%

2014 2015 Average Inventory sold % Min (07:00-26:00)


and Prime Time vs. legal limit (Split by quarters)

35%

48%

10%

26%

Avg. PT inventory
sold % min
96%
100%

Q4
91%

Q3

Q2
71%

Q1
0%

20%

40%

60%

99%

Q3

92%
98%

Q2

120%
2014

Source: Kantar Media Romania

36

76%

79%

55%

Q1

100%

www.mediafactbook.ro

Intact
Group

84%

Q4

80%

80%

Avg. all day


(07:00 - 26:00) inventory sold % min

0%
2015

20%

40%

60%

26%

96%

90%

Source: Initiative Media Estimation

90%

Channels Performance and Profile

65%
80%

100%

120%

2015 maintained the top 3 TV stations ranking as in 2014: Pro TV kept the leading position (Rtg. 4.3%, Shr. 19.3%
/ All 18-49 urban), followed by Antena 1 (Rtg. 3.2%, Shr. 14.5%) both channels reflecting a slight performance
drop, and Kanal D (Rtg. 1.6%, Shr. 7.2%) with better performance compared to previous year.
Antena 3 was placed 4th with Rtg. 0.8%, Shr. 3.8%, performing better than Prima TV and Acasa TV, both with
(Rtg. 0.7%, Shr. 3.2%).

media

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37

A cluster of TV channels with comparable performance was determined by National TV (Rtg. 0.5%, Shr. 2.4%),
Romania TV (Rtg. 0.5%, Shr. 2.3%), Antena Stars (Rtg. 0.5%, Shr. 2.2%), Digi24 (Rtg. 0.4%, Shr. 1.9%) and TVR
1 (Rtg. 0.4%, Shr. 1.98).

Talent shows and cooking programs are the most popular among Romanians since 2012: Romanii au talent
remained the most appreciated talent show, followed by Vocea Romaniei, both on Pro TV and reflecting, as
usual, the highest audience.

In 2015, main channels continued their programming strategy based on productions with high preference among
large audience groups and capable to deliver high return on investment.
ProTVs continued to rely on their successful reality shows and TV series: Romanii au talent, Vocea Romaniei,
Visuri la cheie, Masterchef, Las Fierbinti, Sunt celebru, scoate-ma de aici! and Ferma Vedetelor, while
from the autumn of 2015, the UEFA Champions League was back on Pro TV.
Antena 1 continued to capitalize on its already successful formats: X Factor, Te cunosc de undeva, Te pui cu
blondele, Next Star, Poftiti pe la noi but also invested in new productions, launching Insula iubirii, Serifi de
Romania, Ham Talent.
Kanal D continued to bet on the successful recipe of Turkish series aired in Prime Time: Furtuna pe Bosfor,
Tradarea, Dila, Un destin la rascruce, Yaman.
Despite the drop in audience in 2015, Antena 3 managed to keep a place in top 10 most watched TV stations, but
started to face a more competitive position from other two News channels, Romania TV and Digi 24, both on an
increasing trend vs. 2014.

In 2015, Antena 1s show Te cunosc de undeva performed better than X-Factor and Ham talent, while
other productions were closed due to lower performance from one season to another (Top chef, Romania
danseaza).

In 2015, top 10 TV stations gathered 60% of all 18-49 urban population audience, the same as in 2014 although
some players reflected slightly lower performance vs. 2014 (Pro TV, Antena 1, Antena 3, Prima TV, National TV)
and others performed better ( Kanal D, Digi24, Romania TV and Antena Stars).
Overall, the average audience in commercial break dropped by 7 p.p. in 2015 vs. 2014, as the high sell out rate
increased the ad breaks length.

2014 2015 Monthly Dynamic Time Bands Analysis


(Rtg%, All 18-49 urban top channels, 07:00-26:00)

2013 2015 Talent Shows Performance


(Rtg%, All 18-49 urban)
25

21.5

21.3

20

18.1
13.2 13.1

15
10
5

8.7
4.9

6.8

8.7

10.8
7.7

7.7

10.7 10

9.7
5.3

6.8 6.5

5.4 5.5

6.9 6.9

6.9

7.4

5.4

6.9
3.2

0
2013

Source: Kantar Media Romania

2014

2015
Romanii au talent (Pro TV)
X-Factor (Antena 1)
Vocea Romaniei (Pro TV)
Masterchef (Pro TV)
Top Chef (Antena 1)
Te cunosc de undeva (Antena 1)

Romania Danseaza (Antena 1)


Next Star (Antena 1)
Junior Chef (Antena 1)
Hell's Kitchen (Antena 1)
Ham talent (Antena 1)

Pro TV
Antena 1
Kanal D
Antena 3
Acasa
Prima TV
TVR 1
Digi 24

The audience profile analysis reveals that PRO TV and Prima TV have a younger audience base, balanced
between genders, while Antena 1, Kanal D and National TV show a significant skew towards female
audiences. Besides Kanal D, TVR1 and National TV reflected a high preference among 65+ years old viewers.
In terms of coverage, Pro TV reflects the most homogenous preference across all urban levels, while Antena 1,
Kanal D and Prima TV are viewed mostly in medium size urban.

Dec-15

Nov-15

Oct-15

Sep-15

Aug-15

Jul-15

Jun-15

May-15

Apr-15

Feb-15

Mar-15

Jan-15

Dec-14

Nov-14

Oct-14

Sep-14

Aug-14

Jul-14

Jun-14

Apr-14

May-14

Mar-14

Jan-14

Feb-14

Romanian TV market has a large offer, so viewers can easily navigate between stations, choose programs they
want to view and browse among a wide range of interesting topics. Nevertheless, the market is dominated
by the generalist TV channels, which have a large addressability, leaving a smaller share for niche channels.
Despite this fact, new niche channels are launched periodically, and they manage to gain loyal audience
groups.

Source: Kantar Media Romania

38

www.mediafactbook.ro

media

book

39

Antena 1 Profile (Affinity Index)

Pro TV Profile (Affinity Index)


Bucharest
Urban 200k+

250

Men
Women
Social grade AB

200
150

Urban 100k - 200k

Bucharest

Social grade C

Urban 200k+

50

Social grade DE

Men
Women
Social grade AB

200
150

Urban 100k - 200k

Social grade C

50

Urban 30k-100k

Social grade DE

0
Urban 30k

Age 4 - 11

Generally, News channels reflect a balanced viewership by gender, a more mature age profile and AB social
grades, except Digi 24 which manages to build loyal viewers among younger male TV viewers with ABC social
grades, living in large urban areas.

100

100
Urban 30k-100k

250

Urban 30k

Age 4 - 11

Bucharest
Age 65+

Age 12 - 17

Age 55 - 64

Age 18 - 24

Age 45 - 54

Age 65+

Age 12 - 17

Age 55 - 64

Age 18 - 24

Age 45 - 54

Age 25 - 34

Urban 200k+

300

Men

Bucharest

Women

250

Social grade AB

Urban 100k - 200k

Source: Kantar Media Romania

Urban 30k-100k

Social grade DE

50

Urban 30k

Bucharest
Urban 200k+

250

Bucharest

Men
Women

Urban 200k+

Social grade AB

200

Urban 100k - 200k

Social grade DE

Social grade C

50

Urban 30k-100k

50

Urban 30k-100k

Social grade AB

200

100

Social grade C

100

Women

150

Urban 100k - 200k

150

250

Men

Urban 30k

Urban 30k

Age 4 - 11

Age 4 - 11
Age 65+

Age 65+

Age 12 - 17

Urban 200k+

Age 55 - 64
Age 18 - 24

Age 45 - 54

Age 18 - 24

Age 45 - 54

Urban 100k - 200k

Urban 200k+

250

Men

200

Bucharest

Women
Social grade AB

150

Urban 100k - 200k

Social grade C

100
50

Urban 30k-100k

Social grade DE

0
Urban 30k

Age 4 - 11

Age 65+

Age 12 - 17

Age 55 - 64

Age 18 - 24

Age 45 - 54

Source:
Kantar Media Romania

National TV Profile (Affinity Index)

Age 25 - 34
Age 35 - 44

Urban 200k+

250

Urban 30k

Age 4 - 11

Age 65+

Age 12 - 17

Age 55 - 64

Age 18 - 24

Age 18 - 24

Age 45 - 54

Age 25 - 34

Age 25 - 34
Age 35 - 44

Age 35 - 44

Source:
Kantar Media Romania

Women
Social grade AB
Social grade C

100

Bucharest
Urban 200k+

Urban 30k-100k

Age 12 - 17

Age 55 - 64

Age 18 - 24

Age 45 - 54

Age 25 - 34
Age 35 - 44

Women
Social grade AB
Social grade C

100
Social grade DE

50

Age 4 - 11

Age 65+

Men

250
150

Social grade DE

Urban 30k

300
200

Urban 100k - 200k

50

Urban 30k-100k

Social grade DE

50

Men

200
150

Urban 100k - 200k

Social grade C

Age 12 - 17

Age 55 - 64

Social grade AB

150

Urban 30k-100k

Social grade DE

Age 65+

Women

100

Age 4 - 11

Age 45 - 54

Bucharest

Social grade C

50

Men

200
Urban 100k - 200k

100
Urban 30k-100k

300
250

Urban 200k+

Social grade AB

Urban 30k

Source: Kantar Media Romania

TVR1 Profile (Affinity Index)

Bucharest

Women

Age 35 - 44

Source: Kantar Media Romania

250

Source:
Kantar Media Romania

Romania TV Profile (Affinity Index)

Men

150

Age 25 - 34
Age 35 - 44

Age 25 - 34

300

Age 25 - 34
Age 35 - 44

200

Age 12 - 17

Age 55 - 64

Age 45 - 54

Age 25 - 34

Social grade DE

Bucharest

Age 18 - 24

Age 35 - 44

Realitatea TV Profile (Affinity Index)

Age 12 - 17

Age 55 - 64

Age 18 - 24

Age 45 - 54

Age 4 - 11

Age 65+

Age 12 - 17

Source:
Kantar Media Romania

Social grade DE

50

Urban 30k

Age 4 - 11

Age 55 - 64

Prima TV Profile (Affinity Index)

Social grade C

Age 65+

Kanal D Profile (Affinity Index)

Social grade AB

150

Source: Kantar Media Romania

Women

100

100
Urban 30k-100k

Men

200
Urban 100k - 200k

Social grade C

150

300
250

Urban 200k+

200

Age 25 - 34
Age 35 - 44

Age 35 - 44

Antena 3 Profile (Affinity Index)

B1 TV Profile (Affinity Index)

0
Urban 30k

Age 4 - 11

Age 65+

Age 12 - 17

Age 55 - 64

Digi 24 Profile
(Affinity Index)

Age 18 - 24

Age 45 - 54

Age 25 - 34
Age 35 - 44

Source: Kantar Media Romania

40

www.mediafactbook.ro

Source: Kantar Media Romania

Source: Kantar Media Romania

media

book

41

The women thematic channels reflect slightly different profiles, with Diva and TLC preferred more by 25-34
years old female viewers, while Acasa TV and Happy Channel are more among the preferences of 45+ years old
women. There is also a clear differentiation in terms of content quality, with Diva and Happy Channel being more
premium and appealing mostly to AB social grades, while all the others capitalize more on CDE social grades. TV
Paprika, the specialized cooking channel, although with exclusive content, manages to build a wide preference
among women 35+ years old with ABC social grades, resident in Bucharest and large urban, reconfirming the
high interest for cooking shows among Romanian TV viewers.

Antena Stars Profile (Affinity Index)


Bucharest
Urban 200k+
Urban 100k - 200k

200

Bucharest

Women
Social grade AB

150

Social grade C

100
50

Urban 30k-100k

TV Paprika Profile (Affinity Index)

Men

Social grade DE

Urban 200k+
Urban 100k - 200k

Age 4 - 11

Age 65+

Age 12 - 17

Age 55 - 64

Bucharest
Urban 200k+
Urban 100k - 200k

200

Men

Bucharest

Women
Social grade AB

150

Social grade C

100
50

Urban 30k-100k

Social grade DE

Urban 200k+
Urban 100k - 200k

Urban 30k

Age 4 - 11

Age 65+

Age 12 - 17

Age 55 - 64

Age 18 - 24

Age 45 - 54

Urban 30k-100k

Age 4 - 11

Age 65+

Age 12 - 17

Age 55 - 64

Age 18 - 24

Age 45 - 54

Age 25 - 34

Age 25 - 34
Age 35 - 44

Source: Kantar Media Romania

Source: Kantar Media Romania

Social grade DE
Age 4 - 11
Age 12 - 17

Age 55 - 64

200

Social grade AB
Social grade C
Social grade DE
Age 4 - 11

Age 65+

Age 12 - 17
Age 18 - 24

Age 45 - 54

Urban 100k - 200k

Men

150

Bucharest

Women
Social grade AB
Social grade C

100
50

Urban 30k-100k

Social grade DE

Urban 200k+
Urban 100k - 200k

Age 25 - 34
Age 35 - 44

Source: Kantar Media Romania

www.mediafactbook.ro

Age 4 - 11

Age 65+

Age 12 - 17
Age 18 - 24

Age 45 - 54

150

Social grade AB
Social grade C

50

Urban 30k-100k

Bucharest

Women

Social grade DE

Urban 200k+
Urban 100k - 200k

Age 25 - 34
Age 35 - 44

Source: Kantar Media Romania

Age 4 - 11

Age 65+

Age 12 - 17
Age 18 - 24

Age 45 - 54

Men

150

Women
Social grade AB
Social grade C

50

Urban 30k-100k

Social grade DE

Urban 30k

Age 55 - 64

200

100

Urban 30k

Age 55 - 64

200

Men

100

Urban 30k

Age 55 - 64

Urban 200k+

200

AXN Profile (Affinity Index)

Pro Cinema Profile (Affinity Index)

TLC Profile (Affinity Index)


Bucharest

50

The movies and TV series thematic channels AXN and Pro Cinema reflect slightly different footprints, with AXN
appealing to both men and women 30 + years old in Bucharest and large urban, while Pro Cinema capitalizes
more on a 35+ years old male audience.

Source: Kantar Media Romania

Women

100

Age 25 - 34
Age 35 - 44

Men

150

Age 18 - 24

Age 45 - 54

Age 25 - 34

42

Urban 30k

Age 35 - 44

Social grade C

Age 65+

Happy Channel Profile (Affinity Index)

Urban 30k-100k

Age 18 - 24

Age 45 - 54

Social grade AB

150

Urban 30k

Source: Kantar Media Romania

Urban 100k - 200k

Social grade DE

Women

50

Age 35 - 44

Urban 200k+

Social grade C

50

Men

100

Urban 30k-100k

Social grade AB

Bucharest

200

Women

150

Urban 30k

Diva Profile (Affinity Index)

Men

100

Acasa TV Profile (Affinity Index)

200

Age 25 - 34
Age 35 - 44

Source: Kantar Media Romania

Urban 30k

Age 4 - 11

Age 65+

Age 12 - 17

Age 55 - 64

Age 18 - 24

Age 45 - 54

Age 25 - 34
Age 35 - 44

Source: Kantar Media Romania

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Paramount Profile (Affinity Index)


Bucharest
Urban 200k+
Urban 100k - 200k

200
150

Bucharest

Women

Urban 200k+

Social grade AB
Social grade C

100
50

Urban 30k-100k

Film Cafe Profile (Affinity Index)

Men

Social grade DE

Urban 100k - 200k

Women
Social grade AB
Social grade C

50

Urban 30k-100k

Social grade DE

Urban 30k

Age 4 - 11

Age 65+

Age 12 - 17

Urban 30k

Age 4 - 11

Age 65+

Age 18 - 24

Age 45 - 54

Men

150
100

Age 55 - 64

200

Age 12 - 17

Age 55 - 64

Age 25 - 34

Age 18 - 24

Age 45 - 54

Age 35 - 44

Age 25 - 34
Age 35 - 44

Source: Kantar Media Romania

Source: Kantar Media Romania

Perspectives For 2016


In the first quarter of 2016 the TV market was marked by cost
inflation, which was driven by an air time demand increase on the
ground of lower ratings achieved by the TV market. This led to a
significantly higher loading during all day (78% vs. 65%) as well as
during Prime Time (90% vs. 80%) and implicitly the sold GRP30
inventory grew by 5% vs. same period of 2015.
In terms of programming, the main channels are expected to
focus heavily during Prime Time, in their attempt to maximize the
audience performance of their top shows and monetize better
their investments in the productions.
Pro TV will focus this year on Romanii au Talent with the
surprising return of Florin Calinescu as a jury member, Ferma
Vedetelor, from mud and dust to Mediterranean sea, Las
Fierbinti TV series, a new format called Bake Off Romania,
Atletico Textila. In autumn, it will continue with new seasons
from Vocea Romaniei, Visuri la cheie and is expected to
launch the already highly rated The Survivor.
Antena 1 counteracts with proven successful formats like X
Factor, Te cunosc de undeva, Serifi de Romania, Te pui cu
blondele, Next Star, Insula iubirii, In puii mei, as well as with
new products like I comedy and Game of Chefs, a successful
cooking format.

44

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Thematic sports channels owned by cable companies, such as Dolce Sport,


Digi sport are expected to monetize their sports rights for events like 2016
European Football Championship and Liga 1. Digi 24 will continue to be
open for advertising sales, and will produce additional inventory.
Nevertheless, these cable channels have a limited technical coverage (e.g.
Dolce Sport 22% national), therefore the additional TV inventory generated by
these events will not be very high.
Pro TV also bought rights for 2016 European Football Championship with
free to air option.
The beginning of 2016 was marked by a significant lower Total TV viewing
(-6% in Q1 2016 vs Q1 2015). Excluding the elections and the sports events
due this summer, we estimate that the Total TV rating will drop on average by
5% by the end of 2016.
In the context of 5%-6% higher advertising budgets available on the market
this year, the market is estimated to close this year in a 5%-10% cost inflation.
An important factor in the final yearly picture is the TV channels autumn
performance.

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digital media
Global perspective has an important role in understanding trends and potential evolution of the Romanian
market, whose delay vs high developed countries minimizes each year.
Worldwide digital media advertising sales grew by 17% to $160 billion in 2015. They are expected to grow by
double-digits again in 2016 (+13.5%) driven by mobile advertising (+42%), video formats (+35%) and social
formats (+31%), while banner formats sales will stagnate (-2%) due to ad blocking and the competition
of other formats. Global digital revenues are estimated to reach 38% market share by the end of
2017, surpassing TV (37%) to become the number one media category. Mobile advertising now
accounts for 33% of total digital advertising and will reach 55% by 2018, following the rapid shift
in digital media usage and planning strategies.

Most frequent online activities remain unchanged or on a slow decreasing trend e.g search for info (80%
vs 84% in 2014), email (73% vs 76% in 2014). The only activity on an ascending trend was in 2015 watch
video with a significant grow of 7.7% vs 2014 (from 66% to 71%).

Frequent online activities


100%
50%

Mobile, but also video exploded in social media. In 2015 Facebook has doubled the number of daily view
sites, reaching 8 billion views, surpassing Youtube, Twitter launched Periscope native, Snapchat recorded
approximately 6 billion daily video views.
Globally, the largest digital format remains Search, which despite maintaining a lower profile than trendy
formats social and video, represents nearly half (48%) of digital budgets. Ad sales grew by +15% in 2015,
with low single-digit desktop growth compared to +55% mobile growth. Desktop search ad revenues are
actually already declining in many developed markets.
Romanian Landscape Audience overview
Romanian internet penetration maintained a positive trend in 2015, reaching up to 65% of total population,
with an increase of 4% vs previous year, while age segmentation remained stable, according to INSSE
2015. The age split shows the same high affinity on younger segments, with 89% penetration for 16-24
y.o. and 66% for 25-34 y.o., while expectations for the next years are to have a general increase with most
significant percent for +35 y.o. (from 63% to 70%).

0%

Search for
info

Email

Source: SNA 2012-2015

Social
networks

Read
News

Instant
messaging

Watch
video

Online
games
2012

Audio
stream
2012

Join
chat/forum
2012

2012

From social consumption perspective we outline the slightly lower mobile connectivity (87% of Romanians
monthly active users connect on mobile to Facebook vs. 91% globally), while in Romania the frequency is
significantly higher (76% of monthly active users returning daily to Facebook vs 66% globally).

Internet Penetration in romania


100%

26 %

31 %

36 %

38 %

43 %

46 %

52 %

58 %

61 %

65 %

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

50%
0%

Source: INSSE 2015

46

www.mediafactbook.ro

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47

Adblocking
In terms of installed ad blockers, Romania (with 13.9% of total users) is far below Europes average (35% of users),
based on IAB Romania ad blocking study.
However, this topic should help reset industrys minimal standards, starting from what formats publishers will
accept, agencies will create and plan and clients will approve, to objectives setup (for ex. positive sentiment before
a higher CTR objective). At the question What are the main reasons for which you installed an AdBlocker?,
annoying and disturbing advertising returns the highest rate, with 85% of respondents.

Facebook in Romania

Every day

>6.3M

Every month

>5.3M
people daily
on mobile

people daily

76% of monthly active users return daily

>8.3M

people monthly

>7.2M

people monthly
on mobile

87% of monthly active users connect on mobile

Advertising received is annoying/disturbing

To optimize pages loading

For a better browsing experience

To limit interne band consumption

For child protection

Other reason

Dont know

Source: Facebook internal data 2015

Speaking about domains of interest, in 2015 women visited Blogs (0.9 mil women users), Forums and Discussions
groups or Dating websites (0.5 mil women users), while men preferred the last two (1 mil men used forums or
dating websites in 2015).

85,4%
43,8%
42,6%
14,6%
9,6%
7,7%
1,9%
0%

0.9m 1m
Blogs

75%

100%

Source: Iab Romania Adblocking study 2016

1.9m
internet usesrs
4.7m

1.5m

internet usesrs
Forums and discussion groups (16.2 %)
0.5m 1m

1.5m
internet usesrs
(16.2 %)

Source: Gemius Audience Romania 2015

48

50%

(20.5 %)

0.5m 1m

Dating

25%

www.mediafactbook.ro

4.5m

population of internet usesrs

46%
(9.2m)

Romanians continue to integrate digital more in the shopping experience, with double digits increase
each year, showing they start to overpass security concerns or the traditional habit of buying offline.
According to GPEC estimations, total value of online retail has an estimated 2015 growth of up to 1.5 billion euro
vs 1.1 billion estimated for 2014, generated by 6.7 mil active online buyers. This is an area were mobile has plenty
of space to grow with only 1.4 mil Romanians ever buying online through mobile devices. 90% of Romanians still
prefer to pay with cash when receiving the product, even if security levels improved significantly (with over 1,300
online stores having implemented 3D Secure security standard).

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Landscape Main players overview


Google
Search queries registered in 2015 a growth of 10%, but desktop queries declined with 5%, while mobile
bounced to plus 60% vs 2014. In conclusion, mobile is moving very fast in search too.
From advertisers perspective, Google increased targeting options by different features like customer
match (upload emails data and advertise further targeted to those users), open Gmail ads to all advertisers,
or open (and pushing) 360 video.
Facebook

Main local pubishers share of inventory


160,000,000

20,000,000
16,000,000

120,000,000

12,000,000
80,000,000
8,000,000
40,000,000

4,000,000

0
ProTV

Social networks power, fueled by the same omnipresent mobile, increased to unexpected levels, with
Facebook as the main driver. In Romania, Facebook grew significantly, even if at the end of 2014 it looked
like it wouldnt have too much extra space (from 7 million users at the beginning of 2014 to 8.2 million at the
end of 2015).
Facebook became the 1st or 2nd referral for almost all classic online display content, which translates,
beyond publishers content strategy, into no matter where the user is from, somehow he passed Facebook
before. This means that Facebook is more and more important also from the publishers perspective,
beyond the advertisers one.

Ringier

Mediafax

Antena TV
Group

Adevarul

Ringier
lifestyle
feminin

Dogan
Media

Source: SATI dec 2015

ROL

Imedia Plus

Impressions

Visits

Romanian publishers

Unique users

Market Spend

Digital budgets
Euro 35,000,000

Facebook focused in 2015 in platform improvements for both users and advertisers, by launching special
features like Multi product ads (renamed same year to Carousel ads which also became available on
Instagram, opening to all advertisers globally), relevance score metric (helpful to test ads before starting a
campaign or optimize already running campaigns), Call Now button for local awareness ads and other.

Internet
Corp

33,048,000 Euro

Euro 30,000,000

27,540,000 Euro

Euro 25,000,000

22,050,000 Euro

22,160,000 Euro

22,050,000 Euro

22,160,250 Euro

19,125,000 Euro

Euro20,000,000

21,052,238 Euro

22,950,000 Euro

15,300,000 Euro

The major moves in digital inventory / portfolios / big publishers were generated by Mediafax, starting from
the beginning of 2015 with Orlando Nicoara leaving the company, to the end of the year when its online
portfolio sales moved to Think Digital.
All big media houses / publishers worked to improve their portfolio, by developing new projects or takeover
sales Ringier with kmkz.ro, stilmasculin and libertateapentrufemei, Internet Corp with timesnewroman.
ro, port.ro, forum.softpedia.com, misiuneacasa.ro, titirez.ro (and also custom projects on video such as
Wall-street 360).
ProTV maintained in 2015 a leader position in terms of traffic, followed by Think Digital in the media sales
houses ranking, and by Mediafax in the editors/publishers category

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Euro 15,000,000

6,881,836 Euro

Euro 10,000,000

3,512,625 Euro
Euro 5,000,000

2,250,000 Euro

4,745,094 Euro
1,632,000 Euro

2,812,000 Euro

960,000 Euro

Euro
2012

2013

Display local

2014

Gaw

FB

2015

Yahoo

2016 est

Programatic

Source: Initiative estimates

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Digital media maintained the increasing trend in 2015, with a total net of 57 million euro (+12% vs 2014). From
channels shares perspective, there is an increased weight of Google (from 45% in 2014 to 48% in 2015)
and Facebook (from 7% in 2014 to 8% in 2015) and a slightly decreasing trend of the classical display (from
43% in 2014 to 39% in 2015 - mainly local premium publishers considered and revenue generated by local
advertisers).

Digital Programmatic glossary

CPC model, together with advanced targeting capabilities, continues to give advertisers more confidence in
the return of investment of their online budgets, but special formats / projects potential of premium publishers
and mainly the programmatic buzz (also CPM based) ask for bigger shares.

Automation: Using technology to facilitate media transactions in a way that mirrors traditional transactions in
structure.

The big 2 international players represent in most cases the 1st (usually Facebook) and last steps (usually
Google) of the purchase funnel, while all the other channels try to keep or define complementary roles.
In this context, programmatic will play a major role in the immediate future by giving local publishers solutions
to better monetize their inventory, by improving targeting and generating better results, while decreasing the
required inventory.
Mobile advertising has significant unused potential
An important perspective is based on devices split. According to Gemius research, in 2015 an average of
21% of ads were served on mobile (generating 28.62% of total clicks), 3.41% on tablet, desktop led with
75.66%, while in December 2015 mobile generated 41% of impressions and 53% of visits from total traffic
(according to Sati, premium publishers only).
The increase of mobile traffic will generate more mobile inventory and inevitably the increase of the percentage
dedicated to mobile from the digital spend. This increase will come by including mobile in all campaign
setups, meaning impressions will be served where will find available inventory, able to generate additional
reach, higher CTR etcand thats certainly the mobile territory. Before the end of 2017, we expect mobile
to generate a minimum of 35% from the total revenue of any digital publisher (for some of them, this already
happens).

Tablet

Tablet

Phone

Share

PC

Deal ID: Unique identifier that associates a transaction with prearranged agreement details, typically used to
increase information in a transaction or change auction outcome from strict price criteria.
Identification: Using login details to associate devices with an individual user for the purpose of identifying a
user across all devices through which they access content.
Display-Related: Digital media advertising formats, including banners, video and social, i.e. all digital
advertising formats except Search. Display-Related is the addressable universe for programmatic
development.
DMP: Data Management Platform, a user data store that is used for the centralization, management and
deployment of a brands audience data.
DSP: Demand-Side Platform, tech solution to allow buyers to access inventory across multiple exchanges
and from multiple media owners.
Dynamic Insertion: The ability to show a specific user a specific ad, typically because of the characteristics of that user.
Exchange: Technology platform that facilitates the buying and selling of ad inventory using various methods of
purchase other than traditional I/O.

Invitation-Only Auction: Auction environment comparable to open exchange, except only a select collection
of buyers that have been white-listed by the media owner(s) are allowed to participate
Open Auction: Transaction environment in which any brand can bid for offered inventory with few if any
controls and little to no transparency.

Clicks

Share

CRM: Customer relationship management a system for managing a companys interactions with current
and future customers.

First Look: An agreement in which a buyer has priority access to inventory in an auction environment.
Hash Linking: Associating an identifying tag with a specific user through a cryptographic function that does
not allow reversing that tag back into the identifying characteristics for that user. Current best tracking option
for protecting Personally Identifiable Information.

Phone

Impression

Automated Guaranteed: Transaction in which inventory is guaranteed and pricing is fixed, with negotiation
happening directly between buyer and seller. Transaction processes are automated but otherwise match a
traditional I/O transaction.

PC

PMP: Private Marketplace, where either one or a small handful of media owners offer inventory via

Source: Gemius Admonitor Report 2015

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RADIO
programmatic methods but with either limited invites for specific brands or pre-arranged pricing.
Private Transaction: Transaction between one buyer and one seller where each is known to the other.
Probabilistic Identification: Using an algorithm that combines non-personally identifiable information to
associate devices with an individual user for the purpose of identifying a user across all devices through which
they access content.
Programmatic Buying: The buying and selling of ad inventory in an automated fashion. In the context of this
report, it encompasses both RTB and non-RTB methods.
Programmatic Direct: A generic term for non-RTB programmatic transactions that is being replaced by more
specific terms as non-RTB technology matures.
RTB: Real-Time Bidding, where an impression is offered through an auction where bid price is the most
important (but not only) characteristic used to select a winning buyer.
SSP: A tech platform used by web publishers to find the most appropriate available audience and optimize
pricing of a publishers inventory.
Statistical Identification: The process of identifying devices across sessions based on a series of nonpersonally identifiable data points and algorithms to narrow these characteristics to a single or small handful
of users.
UDID: Universal Device ID, used to identify specific devices across sessions and apps.
Unreserved Fixed-Rate: A transaction in which price has been agreed upon in advance but no guarantees on
exact inventory or impression delivery have been made.

Overview
For Radio, 2015 was a year of marginal increase in advertising revenues, with 5% vs. 2014 from 18 million
euro to 19 million euro. The positive evolution was driven by Radio networks continuous effort to consolidate
position on the market through engaging marketing campaigns, events, concerts and integrated media
exposure packages.

Viewability: Whether or not an impression was on screen for long enough to count as being viewable. Viewable
impressions are gradually becoming the currency for an increasing number of campaigns. For a standard
banner, the general requirement is that 50% (minimum) of the pixels be on screen for at least one second.

The Radio market structure consists of several content typologies, covering the preferences of a wide range
of audience profiles. The highest market share is achieved by Contemporary Hit Radio (61% on all urban 11+),
represented by Kiss FM, Radio ZU, Pro FM and Radio 21, followed by Adult Contemporary (25% on all urban
11+), represented by Europa FM, Radio Romania Actualitati.

Perspectives 2016

The most important changes in the Radio market in 2015 were:

In 2016 market will continue to focus on direct response channels (with Google and Facebook as main
drivers), more video formats through all devices (desktop but mobile too), an increased focus on content
projects, special formats and audience buying solutions from premium websites. Programmatic (estimated
to grow by 70% in 2016) and Facebook (by 45%) should have the highst increase YOY, Google will maintain
a stable growth of 20% (with Search remaining the most powerful tool for last click conversions), while local
publishers can expect a lower share but almost same revenues as 2015.

Vibe FM was relaunched in March with a soft gold music station profile and a core target audience of 35-45
years old, and Vlad Craioveanu, the morning show host left the radio station. March was also the month when
Andreea Esca started her new Saturday program at Europa FM.

A special attention (higher than in previous years) will be around qualitative benchmarks/standards, from
both brand safety perspective (clean content/environment where ads appear) and impressions serving (e.g.
Viewability) , which should be a natural (partial) shift as digital has these days additional image/brand building
objectives to fulfill, beyond its traditional roles to inform or convert.

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www.mediafactbook.ro

In April, Radio Tananana was launched by former members of Radio Guerrilla, with Vlad Craioveanu and
Ciprian Muntele as morning show hosts - unfortunately, the station is still struggling with the financial difficulties.
In the same month, Gold FM was relaunched with Mihai Dobrovolschi leading the morning program.
In May, RCS & RDS entered the radio business, by acquiring Pro FM, Info Pro, Music FM and Dance FM. Info
Pro was transformed in Digi FM, a premium news radio station later, in November.
From June, Smart FM was no longer part of Regie Radio Music portfolio and in October it was purchased by
Marius Tuca, who launched a new morning show in November.

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From September, Radio 21 hired a new morning show hosts Bogdan and Surubel in their pursuit for
younger listeners.

SOCIETATEA ROMANA
DE RADIODIFUZIUNE

November was the month when Radio Guerilla regained eight radio licenses from CNA, and Mihai
Dobrovolschi returned to the station.

A.G. RADIO HOLDING

Mihai Gainusa, Marius Vintila and Bogdan Stratula started a new projected, Radio H FM which was
relaunched in December as Radio Seven, having Mihai Gainusa as morning show host.
Most of the marketing campaigns and events which proved to be successful in 2014 were renewed last year
as a way to engage with their listeners, and the most remarkable were:

8%
RCS AND RDS

37%
13%

Kiss FM: Summer Kiss and Winter Kiss campaigns with seasonal transmission from the seaside and ski slopes.

21%

Magic FM: Santas Radio with the most popular Christmas songs being on air in December.

Advertisement
Revenues Share
by Sales House

Radio ZU: Forza ZU organized in May at Sibiu as a huge karaoke show and a 12 hours live event.
Europa FM: Live on the Beach, a memorable show where 60,000 fans came to meet the most popular
Romanian pop rock bands and Anniversary Cups Lottery contest, with over 25,000 Europa FM cups
being distributed across the country, each cup code carrying a potential 100 Euro cash prize for the winner if
extracted in the live radio transmission.
Radio 21: Liberty Parade, the already traditional summer event held on the largest existing scene, gathered
60,000 participants.
Pro FM: Pro FM Super Girl concert with the most popular Romania bands held on the 8th March at AFI
Palace Cotroceni and Pro FM on top, live concert by Inna on Casa Poporului building top.

Vibe FM: Christmas Vibe FM program was meant to create a fairy-tale for its listeners during November
and December.

EUROPE DEVELOPMENT
INTERNATIONAL

22%
GRUPUL MEDIA CAMINA

A.G. RADIO HOLDING = Kiss FM, Magic


FM, Rock FM

RCS AND RDS = Pro FM

GRUPUL MEDIA CAMINA = Radio ZU

SOCIETATEA ROMANA DE
RADIODIFUZIUNE = Radio Romania
Actualitati

EUROPE DEVELOPMENT INTERNATIONAL


= Europa FM, Radio 21

Source: Media Monitor BRAT, RC figures, barters excluded

Market Analysis
AG Radio Holding (former MGSI) maintained 1st rank despite the 1% decrease in ad revenues share, followed
at a significant distance by Media Camina Group with a stable 22% share. Europa Development International
(former Regie Radio Music) stayed on 3rd place with 21%, a 5 pp increase versus previous year. RCS & RDS
(portfolio owned by Pro TV in 2014) was ranked 4th with 13%, while Societatea Romana de Radiodifuziune
ranks last maintaining the 8% share of 2014.

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The economic categories with the highest advertising in Radio remained the same as in 2014, with a very
dynamic evolution from Medical & optical products, Retailers, Mobile telecommunications services and
Domestic appliances.

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Audience Analysis
In 2015, the daily radio audience improved at urban level, during both weekdays and weekend, while in
Bucharest the daily reach grew by 2.1% in weekdays and dropped with almost the same level in weekends.

Daily Reach (%) Evolution

Kiss FM remained dominant at urban level with an average rating of 13.3% (vs. 14.5% in 2014), while Radio
Romania Actualitati holds strong on the 2nd place with 12.5% and Radio ZU (12.2%) follows closely, with a
positive performance trend. Europa FM and Pro FM are ranked 4th and 5th at a very small difference.

80
75

74.6

73.9 74.5

The audience performance evolution reconfirms in 2015 Radio ZU as the leader in Bucharest with 15%
average rating, followed by the public station Radio Romania Actualitati (13.1% vs. 12.3% in 2014) and Kiss
FM despite its drop from to 9.4% from 11.4% in 2014. Magic FM comes 4th with 9% and almost closing the
gap to Kiss FM. Europa FM and Pro FM changed the places compared to 2014, both having slightly higher
ratings than the previous year.

76.2

Top 10 Stations
Urban vs. Bucharest

70

67.1

65.7 66.1

13.3

65.6
Avg Rtg%

65
60
55

9.4

15
10.7
7.8

9.6
7.5

9
5.9
4

Monday-Friday

Saturday-Sunday

Monday-Friday

Urban

Bucharest

2014

2015

Place of listening - Daily Reach (%)


Evolution for Urban 11+ Monday to Friday
In a car
At work
Other place

Source: ARA-MasoR
2012

www.mediafactbook.ro

2013

2014

1.7

Kiss FM Actualitati ZU

Europa
FM

ProFM

Magic Radio 21 Ant. Rock National


FM
Satelor FM
FM

Local Radio
Local Radio stations continue to be an important tactical tool for localized commercial messages, being also
affordable for advertisers with smaller budgets. In 2015, they continued their more flexible approach towards
advertising, with special projects, contents, live interventions, and broadcast branding.
Arbomedia remained the main local Radio sales house, having 78 local partners in 37 counties.
Perspectives For 2016

At home

2011

11+ Bucharest
2.8
Source: ARA-MasoR

For Romanians the preferred place for radio listening during weekdays remains at home (44.9% from 45.7%
in 2014) and in the car (38.8% vs. 37%), while the audio streaming is still at a very low level of 0.5% of urban
11+ population. Weekend habits, though, have a positive trend for smartphone media player usage (7.4% vs.
6.5% last year).

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

11+ urban

5.3

4.7
2.3 2.4 2.3

Saturday-Sunday

Source: ARA-MasoR

58

13.1
12.5
12.2

In 2016, Radio market is expected to have a flat evolution or to increase marginally compared to 2015. At the
end of 2016, the Radio media market is estimated at 20 million euro (+5% vs. 2015.)
Radio stations will continue to fight for market share by being open to special projects, tailor-made contests,
shows relocations in unconventional locations and sponsorships and providing the advertisers with the
desired commercial flexibility.
It is also expected that Radio stations will continue to diversify the integrated media exposure packages, with
increasing focus on social networks.

2015

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Overview

Coverage (%) evolution

In 2015, the Print market its decline to 16 million euro (-10% vs. 2014), being influenced by the continuing decline of
the press distribution networks and financial difficulties of Zirkon Media, one of the biggest print distributors.
New insolvency situations like Intact Publishing and Publimedia along with National Anticorruption
Directorate investigations on the owners of big media holding owners of Mediafax, Romania Libera, Telegraf
Constanta, CanCan and of the Tutun si Ziare distribution chain have generated a wave of disbelief in the
market.

40
35
30
25

The content duplication trend between the paper and online versions of the same titles continued in 2015,
leading towards a significant decline of the print readers. As a consequence, during the last couple of
years, several titles decided to close their paper publications, moving their content exclusively online (e.g.
Gandul, ProSport, ProMotor, CanCan etc.)

20

Main publishers continued their aggressive inserts strategy, which still works very well, bringing it to a higher
level of diversification - in the same day, one publication might have several variants of different inserts.

The most important events that marked the Print market in 2015 were as follows:

- January: Stiinta si Tehnica magazine left Adevarul Holding, becoming independent.

- February: Marius Tuca quit the management board of Jurnalul National.

- March: Viva lifestyle magazine was released with an innovative cover which contained a video
message from Inna to the magazines readers.

- April: General interest newspaper Jurnalul National was relaunched with a new graphics and format.

- July: Oana Osman left the editor chief position of Capital after 12 years in this position.

- August: Andreea Esca left the management board of The One women magazine.

- September: Media Venture Capital brought to Romania the monthly fitness magazine Shapeand
Burda launched Slowly Veggie!a magazine for vegetarians and vegans.

- October: Convergent Media renounced the licenses for the BBC magazines Top Gear, Good
Food and Science World.
The continuous decline of the advertising investments determined the publishers to adapt their offers in
order to defend their revenues. They offered more appealing exclusive exposure packages, released more
supplements dedicated to specific events or to high interest topics and became more innovative in creating
integrated packages across the media properties in their portfolio.

15
10

Wave Aug11Feb13

Wave Sep11Jun13

Wave Jan12Dec13

Wave Jun12May14

Wave Aug12Aug14

Wave Nov12Nov14

Wave Feb13Feb15

Wave Sep13May15

Source: SNA-CAPI

Wave Aug14Feb16

Weeklies

Dailies

Analyzing the readers preference for specific editorial content we see a trend consistent with the previous
years. Women continued to show a high interest in monthly glossy magazines and a slightly higher preference
vs. previous years for weeklies, where they actively seek for practical information about personal care, cooking,
children care, health and nutrition, home maintenance and decorations. Men maintain their high interest in general
news and sports, representing the highest percentage of daily newspapers readers.

Gender Preferances in Print Titles


140
120
100
80

2015 reflected slightly different readership trends among the print types, with a 5-6% drop for dailies and
less than 4% drop for weeklies. The monthlies performance reflects a boost in terms of number of readers
(wave May14 Nov15) generated mostly by a very aggressive inserts strategy, which unfortunately had a
short term impact, as one year later (wave Aug14 Feb16) returned to the negative evolution, dropping by
3% compared to the previous measurement wave.

60
40
20
0

Monthlies

Weeklies

Source: SNA-CAPI Aug14-Feb16 Affinity versus All Urban 14-74

www.mediafactbook.ro

Wave May14Nov15

Monthlies

Market Analysis

60

Wave Jan14Aug15

Dailies

Men

Women

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In terms of gross (rate card) advertising revenues, Ringier was ranked 1st, same as in 2014, with a 3% increase
driven by its diverse titles portfolio, most of them being top titles in the respective categories (glossy women
beauty and fashion, lifestyle and celebrities, cooking, automotive), its attractive inserts strategy and also due to
exclusive packages sales policy.
Despite the 2% revenue decrease vs 2014, Adevarul Holding has the 2nd position, while Burda lost the 3rd
place albeit maintaining the 10% market share and a more diversified titles portfolio. Mediafax went up on the 3rd
place with an increase from 9% market share to 11%. 5th and 6th positions are Convergent Media and Editura
Evenimentul zilei si Capital with stable market share vs. 2014 (7% and respective 6%).

GRUPUL DE PRESA MEDIANET, 1%

OTHERS, 8%

UNIONPRESS, 1%
CITY GUIDE MEDIA, 1%
PEOPLE MAGAZINE, 2%

RINGIER ROMANIA, 24%

RING MEDIA GROUP, 2%


MEDIA SUD MANAGEMENT, 2%

BP PUBLISHING MEDIA, 3%

Share of RC revenues
by Media Group
(excl. barters)

EDITURA EVENIMENTUL
SI CAPITAL, 5%

ADEVARUL HOLDING, 17%


CONVERGENT MEDIA, 7%

MEDIAFAX GROUP, 11%

BURDA ROMANIA, 10%

Categories
Retailers
Medical & optical products & services
Cosmetics, Hygienic & Hair Care
Mobile telecommunications services
Cars & 4x4 vehicles
Banking & insurance services
Clothing & accessories
Domestic appliances, electricals & electronics
Building & constructions materials
Furniture

Magazines
24.63%
39.73%
97.93%
32.80%
41.31%
32.78%
93.72%
47.15%
58.09%
80.25%

Newspapers
75.37%
60.27%
2.07%
67.20%
58.69%
67.22%
6.28%
52.85%
41.91%
19.75%

Source: BRAT MediaMONITOR

Top 9 print investors is the same as in 2014, with Retailers being dominant in dailies with their promotional offers
and Cosmetics, Hygienic & Hair Care and Clothing & accessories using magazines as a strategic media channel
for their media campaigns.
Furniture is the new entry in top 10 print investing categories, the significant leap being generated by Prima casa
program communication in media as well as by a growing consumers interest in home decoration.
Beer category was not a major investor in print in 2015, but the beer brands involvement in the major sports
competitions of 2016 (European Football Championship and Olympic Games) might be a game changer for this
year.

Regional Press

INTACT PUBLISHING, 2%

ETA MEDIA PUBLISHERS, 4%

The top 10 advertising categories with significant investments in print (Rate Card) accounted in 2015 almost 50%
of the total gross print spend, excluding media barters.

In 2015 the local print titles continued the downtrend, with some titles being closed or switching to online versions,
to cut costs.
Albeit the general negative trend, some local titles managed to keep their readers loyalty and implicitly their
circulation level: Ring, Ziarul de Iasi, Viata Libera Galati, Jurnalul Aradean.
As in 2014, the most important local titles continued to be polarized in two important media groups: Arbomedia
and Midas Media.
Online Titles

Source: BRAT MediaMONITOR

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Most of the online titles have been on uptrend in 2015, the most dynamic evolution being reflected by Spy,
Adevarul, Unica and One, which recorded an increase of over 50% in Hits vs. 2014. Libertatea, which has

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taken 2nd place in 2014, following CanCan, now takes 1st place, with a high increase also in Visits (+77%).

Overview

General increasing trend confirms the business potential online versions have in publishers portfolio. Though
number of hits is far from being a measure of readers loyalty, such increases confirm the right path to an increased
readership.

2015 seemed to be a predictable year for the local OOH advertising market, as all the players were
expecting the new industry law to become effective as of 15th of October. The main national vendors and
Defi Romania, the only foreign investor, continued to strive for market share, but less aggressively than in
the previous year - it looked like all the suppliers were getting ready to prepare their networks to comply
with the new regulations. It is obvious now that nothing happened on the 15th of October, as the laws
implementation methodology was not clear and the advertising industry did not know what actions to take
in line with the new regulations.

Site

Corresponding
Pub

Genre

2015 Monthly Avg


Hits
Visits

2014 Monthly Avg


Hits
Visits

Evolution
Hits
Visits

www.libertatea.ro

Libertatea

Tabloids

54,591,351

23,995,896

41,242,629

13,545,330

32%

77%

www.gsp.ro

Gazeta Sporturilor

Sport

42,959,392

13,463,428

36,322,742

11,193,064

18%

20%

www.cancan.ro

CanCan

Tabloids

40,631,008

18,861,033

41,706,387

15,336,811

-3%

23%

www.prosport.ro

Pro Sport

Sport

37,260,927

15,219,890

28,022,462

11,595,666

33%

31%

www.adevarul.ro

Adevarul

News

33,820,506

16,599,322

20,638,764

9,046,984

64%

83%

www.gandul.info

Gandul

News

31,884,731

15,246,745

30,884,227

13,806,620

3%

10%

www.spynews.ro

Spy

Tabloids

28,119,572

15,852,822

14,150,403

6,518,433

99%

143%

www.evz.ro

Evenimentul Zilei

News

25,030,488

7,890,107

23,478,131

6,781,502

7%

16%

www.unica.ro

Unica

Women Lifestyle

16,878,952

9,835,458

10,962,016

6,031,744

54%

63%

www.playboy.ro

Playboy

Men Lifestyle

15,313,362

1,510,345

32,220,197

3,475,074

-52%

-57%

www.click.ro

Click

Tabloids

11,708,557

4,449,638

15,005,281

4,462,781

-22%

0%

www.eva.ro

Eva

Women Lifestyle

9,854,612

3,419,801

9,675,119

3,158,406

2%

8%

www.zf.ro

Ziarul Financiar

Economics

9,315,673

5,118,098

7,343,557

3,616,028

27%

42%

www.jurnalul.ro

Jurnalul

News

6,423,105

3,220,373

7,763,719

3,389,782

-17%

-5%

www.one.ro

One

Women Lifestyle

5,819,493

1,614,932

3,879,208

1,278,151

50%

26%

Source: SATI BRAT

Perspectives For 2016


Integrated media packages, events partnerships and more appealing exclusive media offers seem to be the right
solutions for the publishers to gain advertising budgets and revenue.
Albeit these are rather solution to defend market share and secure annual budgets in a shrinking market, rather
than gaining more readers and market share. Special projects, tailor-made supplements and unconventional
formats will be the main trends for 2016.

For the first time in years, the prices seemed to stabilize despite the continuous clients pressure for higher
discounts. On the other hand, major categories like Telecommunications, FMCG, Retailers and Automotive
continued to allocate significant budgets to OOH advertising, permanently expanding and improving the
visibility of their networks. This evolution turned an initial 2015 downtrend estimate for the OOH market into
a flat evolution vs. 2014, the net OOH spend being of 28 million euro.
In 2015 the advertising industry, under BRAT, took a very important step in the development of the
Frequency Study on Outdoor advertising, complementary to the already existing OOH Monitoring System.
All the necessary resources have been put together behind this project, most procedures and the budget
have been approved. The study providers GfK, IPSOS and Meto Media Transilvania will start the fieldwork
the latest in March 2017.
Outdoor
There were no significant street furniture auctions in 2015 and the Transit media contracts in Bucharest are
still being signed directly with RATB, the public transportation company.
As in the previous year, in 2015 the OOH market structure reflects the local investors dominance, led
by Euromedia, Affichage and Getica. Defi Romania is the only foreign investor operating presently in our
country.
For a quick review: starting with the 1st August 2013, APG SGA SA, the main owner of Affichage sold its
shares to its CEO, Rene Rosenberg who further sold 60% of the company to several Romanian investors.
Later, Rosenberg sold out to Affichage, currently the ownership is entirely local.
Epa Media was sold by JoJ Media House to the Romanian Investors Group. They sold the Bulgarian branch
to a local player, in Hungary to JC Decaux and the Romanian subsidiary followed in 2013.
The 2015 estimated market shares for the main vendors are: EpaMedia (28%), Affichage Romania (17%)
and Getica (10%), with a significant fragmentation (45%) in smaller providers.

The Print industry will continue to decline, with more and more readers moving their media habits online, as
the telecommunications company will continue to make modern technology more and more accessible for the
population.
At the end of 2016, the Print media market is estimated at 14 million euro (-10% vs. 2015).

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Share of Market- Vendors


Others
45%

Getica
10%
EPA Media
28%

Affichage Romania
17%

As mentioned before, the independent players kept on building-up their Bucharest and national networks. The
most dynamic ones were: Universal Solutions, Imperial Media, New Age, Way Media. Spectacular Group of
Companies opened a law process against Metrorex. Right now the entire network is suspended and this will be a
status quo for the whole period of the lawsuit.
In terms of format types, the networks development was mostly concentrated on backlight, the most used format
in the local outdoor industry, with an estimated 45% of the locations, followed by billboards with 19% and city
lights / buss-shelters with 14%. The rest of 22% consists mostly of roll-overs, mesh, prisms, unipoles, flags and
special projects.

billboard
19%

city light / bus


shelter
14%

Share
of Market
-Formats

roll - over
mesh
Other format prism
22%
unipole
flag
special project

Indoor
The main players in the indoor and in-store categories are Brand Management and Sugar Media. There were
no changes in the investors ranking in indoor campaigns the highest investments continued to come from the
Banking category followed closely by FCMG, Automotive, Entertainment, Airlines and Fashion industry.
Indoor ads in office buildings represent the only segment that managed to increase revenues mainly through
innovative special projects. Elevate is leading with 70% market share followed by Invent Media. The largest
budgets were allocated by Banking, FCMG, Automotive, Airlines and Pharma.
Info Sanatate initiated the development of the Digital Signage TV Analytics, the first Frequency study for indoor
advertising. The study was conducted by GBD Research and is endorsed by organizations such as ARMA &
ARIA.
Digital Outdoor
In 2015, Phoenix Media, Media Advertising and Vision Media Plus continued to operate in the segment, with their
existing supports networks.
Phoenix Media continued to invest significantly in their offering by conducting together with D&D Research a study
meant to give their clients access to traffic data from the entire TV screens network in Bucharest. They have used
the latest technology to measure street traffic and a specialized software that takes into consideration the position
of each person that is counted. To complete the measurement, they have conducted face to face interviews for
11 weeks starting 15th of September 2015 and each location was monitored at last 10 times during the research
period; approximately 86% of the interviewed persons were pedestrians. The studys outcome consists in sociodemographic data for all the locations in their Bucharest network and the possibility to optimize targeting and go
for programmatic buying for clients campaigns.
Digital Indoor refers to plasma screens distributed across networks in crowded places. Blitz TV maintained its
contract with Metrorex for the subway LCD network.
Perspectives For 2016
2016 start was no exception regarding the expected low occupancy rate during the first quarter, while April
reflected a significantly higher occupancy rate, with few premium locations remaining available for rent.
BRAT and IAA industry organizations, on behalf of the OOH market will continue their efforts to bring all the
necessary clarifications with regards of the new law implementation guidelines, through a dialogue with the
Government institutions in charge with the situation. Hopefully this outcome will be fruitful and will remove the
current OOH market deadlock.
Starting January 2016 the local advertising tax is applicable to the total OOH advertising cost except production
and from 21st of March the tax must be paid by the exposure beneficiary directly to the local authorities of each
and every locality. Again IAA took a firm position and managed to create the possibility for the advertisers to
commission the payment of this tax to their agency or OOH provider.
Indoor is expected to maintain a steady evolution, the current status.
Despite the rather uncertain context related to the OOH market, the 2016 advertising budgets look solid and it is
expected that at the end of the year the net market will reflect a constant 28 million euro.

backlight
45%

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Overview
Although monitoring data is available from a relatively wide range of providers, media associations established
standards for all audiences and measurement services so in the end only some major research companies are
acknowledged and the entire market works with them.

- a new attribute, agency, was introduced in the autumn of 2014 and unclaimed campaigns started to be
restricted since December 16th, 2014.
- the most recent development is related to the advertiser information - it allows the allocation of multiple
advertisers for a single brand, depending on the analyzed period.

At the beginning of 2015, ARMA decided to continue the collaboration with Kantar Media Audiences for 2016-2019.

Non TV measurement

In 2015 BRAT took important steps towards implementing OOH audience survey, establishing and refining the
general guidelines, approving the methodology and the overall budget of the study, discussing and approving
access to results and cost sharing among beneficiaries, and completing the tender for the mobility study.
In July 2015 BRAT first published the readership of the publications for the entire Romanian population aged
between 14 and 74 years - national. Data will continue to be delivered once per year, while the regular reporting
will be based on urban coverage.

BRAT is a non for profit, independent, tripartite organization for the media and advertising industry, whose
members are media owners (publishers), media agencies and advertisers. BRAT is the JIC (Joint Industry
Committee) conducting in Romania the print and the online media measurement and the circulation audit. BRAT
is member of different international organizations of the media and advertising industry: IFABC (www.ifabc.org),
EMRO (www.emro.org), I-JIC (www.i-jic.org).

In 2015 Radio Audience Association (ARA) organized a public auction to decide the research companies for
the new contract, effective from 2016. Till the end of 2015, IMAS Marketing & Polls and GfK Romania were
responsible for the data collection and reporting.

TV Measurement
Audience measurement for TV is available on daily basis since August 2001, while access to detailed
audience data is available only through membership to ARMA (Romanian Association for Audience Measurement),
the organization that also represents the beneficiaries interest in relationship with the data provided.
Kantar Media Audiences is the provider of audience data for the TV Audience Measurement (TAM) survey as of
January 2012 and will continue the contract for 2016-2019 period.
TAM system is a quantitative research, which measures the TV usage among Romanian population minute by
minute viewing, 24/7 using tele-control people-meters. The universe contains all private households in Romania
with a working television, and all individuals aged 4+ in those households. People who have spent last year more
than 3 consecutive months outside the country are classified as migrants, and are not included in the research
universe. The gross installed panel is 1,320 households, the reporting panel of households being 1,200. Viewing
by guests in a panel members home is measured as a surrogate for the viewing by panel members who take
place in other homes. The exact age and gender of guest viewers are collected. Consolidated viewing is also
available as a metric, and is defined as live viewing plus any time-shift viewing taking place within seven days of the
original transmission.
At the end of 2015 there were 59 monitored and reported TV stations.
Monitoring data is available from a relatively wide range of providers, although only the TAM service provides
performance data for TV spots alongside with correction factors for spots with length different from 30.
InfoSys+ is the analysis software for TV audience and monitoring data.
New software developments to support users in meeting more efficiently the daily needs are:

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1.Internet
BRAT is the only provider of performance data concerning Internet traffic and audience structure through the SATI
survey. The hybrid method used for traffic measurement, audience and profiles of the websites is compliant with
the IFABC guidelines regarding traffic measurement.
SATI currently measures more than 210 websites, including the websites using streaming measurement. SATI
published for the first time in Romania, in 2014, the traffic results according to the access device (PCs, tablets,
mobile phones).
Traffic measurement results are delivered through two main access points: the Scores on-line application and the
BRAT website. Scores reports the complete data: traffic splitting on various sections, comparison between websites,
daily and hourly resolution for data analysis, top entry / exit pages, geographical location and technical data, real time
viewing of traffic data. On the BRAT website, the data published has 3 general metrics (views, sessions and unique
clients) and also offers the possibility to analyze the traffic based on 2 main splits: Romania vs Global and Dekstop /
Laptop versus Mobile/Tablet. Traffic data started being delivered by SATI since October 2007.
Audience measurement is available since June 2008. The standard delivery for the internet audience data is
spanned on a period of 3 months, with weekly averages being published. SATI measures the audience (number
of visitors per week) of the websites, for the people 14-74 years old, living in Romania. Basic demographics along
with general Internet usage and some general consumption information are available. Since 2015, the survey
extended its universe, delivering audience data for rural areas for the first time.
The software for the Internet audience data is SESAME, the same as in the case of SNA-Focus. Besides the
simple table listing, crosstab generation and media ranking facilities, it also contains a media planning module
and optimization engine. Since March 2016, for the first time in Romania, both the audience data and the basic
demographics of the websites measured are made publicly available on BRAT website.
AdMonitoring data for online campaigns is delivered by BRAT since August 2011, through the MIP Online project.
Currently, the survey tracks the campaigns of its members on a number of more than 2,000 Romanian websites
belonging to both BRAT members and non-members. Starting with march 2013, BRAT implemented a spider
technology in the MIP Online project being able to deliver information for all the online advertising campaigns, no
matter the campaign belongs to a BRAT member or not.

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2. Radio
AdMonitoring data is delivered by BRAT, through the MIP Radio project, since July 2011 and is currently
monitoring 9 main national radio stations networks.
3. Print
BRAT is the only provider of performance data concerning circulation audit and audience measurement for press.
BRAT provides all the circulation figures for all print and electronic publication through the audit of circulations
which is done on a yearly basis, by an audit company selected by BRAT via a tender. For the last 6 years
the circulation audit was done by PricewaterhouseCoopers. Quarterly, at fixed dates (6th of March / June /
September / December) BRAT publishes circulation statements.
Starting 2009, the circulation audit includes the verification in the field of the print run. Presently BRAT audits an
approximate number of 120 publications, both national and local.
Readership measurement is offered through the SNA FOCUS survey, which besides readership measurement
offers a wide range of demographic information and data regarding the consumption of goods and services.

statistics. Data collection is currently done through CATI (computer assisted web interview) and in home face-toface int erviews, using CAPI method (Computer Assisted Personal Interview) in rural areas.
The audience data is reported for 20 radio stations (nationwide), and separately for 21 stations in Bucharest area.
The software for data analysis in 2015 was MasoR8 but starting 2016 will be Masor9. The audience segmentation
considers all the variables in the questionnaire on the basis of which the user can build specific target groups. The
software also has a planning module that can be used for gross planning of radio campaigns.
Cinema Measurement
Presently there is no syndicated study to measure traffic data or the demographic structure of cinema goers,
although main cinema chains do conduct ad-hoc client research projects in order to measure those indicators.
Reports from those studies are available, in variable amounts, to media agencies.
Demographic profiles and data concerning the consumption of brands and services by cinema goers are
indirectly available from the SNA-Focus. Starting 2012 the results are available for the main Cinema chains, for the
big cities, and for type of cinema in the rest of the cases.

The survey includes over 75 publications. The main metric offered by SNA FOCUS is the AIR (Average Issue
Readership), which measure the number of people reading an average issue of a given title, using the well-known
and accepted recent reading method.
The working software is SESAME, which offers possibilities of target definition, crosstab generation, cluster
analysis, duplication analysis, media ranking and media planning.

Perspectives For 2016

AdMonitoring data is also delivered by BRAT, through the MIP Presa Scrisa project. The project started delivering
data in January 2011, and is currently monitoring more than 200 publications.

Starting with 2016 BRAT publishes global audience results media brands across various channels such as: print
media, website, Facebook page, mobile app / tablet, allowing for the possibility of de-duplicated audience analysis.
It is the first study conducted in Romania that shows the full audience of a media brand, regardless of the channel
through which it is accessed / used and the duplication between two or more such channels. The first results were
published at the beginning of 2016 and included 14 media brands. More brands already joined the survey.

4. OOH
AdMonitoring data is available as of May 2012, delivered by MIP OOH project. The results are integrated in the
same on-line platform used for the Print, Radio and Internet AdMonitoring.
Radio Audience Measurement
Is available through the Radio Audience Measurement Survey (SAR), Radio Audience Association (ARA). The
service is available since June 2004.
The radio audience measurement for SAR is based on the Day after recall method (the remembrance is aided by
recalling the activities conducted during the day before the interview), used by most of the international measuring
systems.
Starting 2008, SAR delivers audience data in three waves per year. The universe covers urban and rural
population, living in private households in urban and rural areas, aged 11+ years old, in accordance with official

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The most important event will come from BRAT: OOH monitoring data will be improved in 2016 by integrating a
new map tool within the reporting platform. The users will be able to visually analyze the field coverage of a specific
OOH advertising campaign, advertiser, market sector, etc. The tool is expected to be available in November 2016.

Starting with 2016 BRAT will provide monitoring data for online advertisement spilt by device type: desktop,
mobile, tablet, enabling the analysis of each advertising campaign for each particular device. The first data delivery
is planned for May 2016.
In 2016 ARA intend to launch MasoR9, improved, competitive, providing new options and positioning itself as a
whole new experience for the users, being significantly different by the older versions.
ARMA and Kantar Media will change the panel starting with 2016. The number of monitored and reported
households will remain the same, statistically will keep the same structure but will be others comparing with last
reported panel.

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