Survey: Nearly EUR 284mln invested in advertising in H1

Newsroom 22/07/2014 | 16:25

Investments in advertising in the first six months of the year amounted to nearly EUR 284 million (ratecard value), as shown by the Monitoring of Investments in Advertising, according to a press release of the Romanian Circulation Auditing Bureau (BRAT).

The survey analyzed advertising campaigns rolled out through more than 200 national, local and regional publications, eight national radio stations, approximately 3,000 websites, as well as 13 of the most important OOH companies.

Ten sectors of activity have accumulated approximately 65 percent of the total investments in advertising.

The top of the brands that have invested the most in advertising has changed, with Zdrovit and Lidl having taken the place of telecom operators Orange and Vodafone.

Standard/barter advertising went up by 13 percent while classifieds declined in H1 2014, compared to the same period in 2013.

Out of the EUR 284 million invested in advertising campaigns in print, radio, online and OOH, standard/barter advertising represented 78 percent while self-promotion/cross- promotion of media products such as print, websites, radio or TV stations represented approximately 15 percent.

Classifieds made up 2 percent of the total while other types of advertising such as media partnerships and probono campaigns summed up approximately 5 percent.

As far as volumes invested in advertising go, print attracted 36 percent, radio attracted 36 percent, online attracted 19 percent and OOH attracted 9 percent.

Total advertising volumes saw a 3 percent overall growth in H1 2014, compared to the same period in 2013.

Otilia Haraga



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