Romania’s media market value to exceed EUR 400 mln this year, says Initiative

Newsroom 08/06/2017 | 12:50

The agency Initiative estimates for 2017 a growth of 10 percent of the media market in Romania, according to the latest edition of the Media Fact Book report. The value of the market will grow to EUR 403 million margin, from EUR 366 million in 2016.

If this growth trend will be maintained in the next years, is could reach in 2020 the record value from 2008.

„This positive evolution depends, though, of factors that have to do with the country’s economy, being helped last year by the rise of the intern consumption due to the rise of the medium salary, but also the drop in the TVA. Amid all these, the media consumption on each person, situated in 2016 at a value of EUR 17 is a lot under the level of almost EUR 70 registered at a global level and unmatchable to the one of over EUR 150 reached by the countries in Western Europe,” said Alexandra Olteanu, managing director, Initiative.

Although the digital segment has been rising constantly in the last years, Romania remains still a market strongly dominated by the TV.

Taking in account the versatility of the offer in the commercial TV stations, combined with a decline in audiences on the main categories of viewed public, but also with a sustained growth in the advertising revenues in 2016 and 2017, the TV prices are under a strong inflating pressure. Still, this channel was the main media engine last year, with a rise of 13 percent, the biggest one after 2009, reaching a value of EUR 240 million.

Digital, with a share of 18 percent, didn’t reach its potential in Romania yet, compared with the other countries, but is expected to get close in the future years of the level registered in Europe. In 2016, the digital segment rose by 12 percent to EUR 64 million. When it comes to the growing perspectives, the video advertising associated with this type of content and the mobile will bring the best results in the near future, fuelled by traffic on smartphones.

Facebook is growing the fastest, being the platform on which we spend most of our time – it has 6.9 million users daily (out of which 6.1 million access it daily on the mobile devices).

The radio is another media channel that grew in 2016, adding 5 percent year-on-year to EUR 20 million. The daily average consumption of radio is of 96 minutes, this channel being used for promotions and tactical campaigns.

The OOH remains at a stable level with EUR 28 million. Despite the legal instabilities, the advertising budgets in OOH are solid for the next years, existing even some perspectives of growth in the outdoor investments.

The print registered another decline when it comes to the number of readers, budgets and circulation, caused by the ever-growing preference for the other channels, but also by the lack of differentiation in the titles from the same category. Therefore, despite a drop of 10 percent, the print market reached the value of EUR 14 million.

The manner of allocating the budgets in between media channels will be easily different in 2017: TV is expected to grow again with another 10 percent, online with 15 percent, radio with 13 percent (its biggest growth so far), OOH with 5 percent, while the print will continue to drop by 5 percent.

The full Media Fact Book report can be downloaded at the following link www.mediafactbook.ro.

Romanita Oprea

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