The Romanian HoReCa industry invested over EUR 29.4mln in media promotion in H1 2014

The HoReCa industry (hotels, restaurants, catering) invested over EUR 29.4 million into media promotion in the first half of the year. The fast food segment was the most visible, according to a survey carried out by mediaTRUST, and quoted by Agerpres newswire.

Since the start of the year until end-June, 26,447 ads ran in the media for fast-food chains, restaurants, pizza places, pastry shops and cafes.

According to the mediaTRUST survey, out of the total number of 26,447 ads, 21,374 were aired on TV, 4,603 aired on the radio and 470 appeared in print.

Fast food chains ran 18,955 ads, being followed by pizza places with 3,571 ads, restaurants with 2,922 ads, cafes with 860 ads and pastry shops with 139 ads.

The total value paid by companies for promoting their products was EUR 29.4 million.

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The most numerous ads were for McDonald’s- there were 13,263 ads for this fast-food chain at an estimated ratecard of EUR 16,233,870.

KFC, which ran 4,963 ads and a ratecard of EUR 7,669,711, was a distant second.

Subway was on the third place, with 650 ads and an estimated ratecard of EUR 555,730.

In the pizza place segment, Pizza Hut ran 2,767 ads at an estimated ratecard of EUR 3,626,383, Presto Pizza came second with 632 ads and an estimated ratecard of EUR 180,376 and SpeedPizza came the third with 113 ads and a ratecard of EUR 69,445.

Hard Rock Café comes at the top of the most visible restaurants, with 783 ads and an estimated ratecard of EUR 203,969.

The second place is held by Beraria Siegfried with 413 recorded ads and an estimated ratecard of EUR 111,076 while Trattoria Don Vito comes third, with 404 ads and a ratecard of 100,836.

In the coffee shops/tea shop category, Adevarul Tea Shop landed on the first place with 60 ads and a ratecard of EUR 164,199. The Institute Café comes second in this category with three ads and a ratecard of EUR 5,175, while Cafe Louis comes third with three ads and a ratecard of EUR 14,400.

The report took into account results from the monitoring of 26,477 ads broadcast during January-June 2014, which aired on 20 TV stations, 12 radio channels and 200 central publications. The report does not include hotels and guest houses.

Otilia Haraga