BRAT: Local print ad market reaches EUR 30 mln at rate card value in March

The local print ad market totaled EUR 30 million at rate card value this March, according to estimates by the Romanian Print Circulation Bureau BRAT. The sum is 22 percent higher than in February of this year.

Of this amount, 38 percent was spent on promoting media products or cultural events, while 11 percent went on classified ads.

Most of the advertising went to paid-for publications (80 percent of the total), according to the same source. General interest and sports newspapers attracted the largest slice of ad spending (20 percent of the total), followed by women’s magazines and tabloids.

Gazeta Sporturilor is the only publication with over EUR 1 million in ad spending at rate card value in March of 2011. Other top newspapers in terms of advertising attracted were Adevarul de Seara Bucuresti, Ziarul Financiar, Adevarul and Romania Libera. The magazines securing the biggest advertising spending were Cosmopolitan, Elle, The One, Sapte Seri Bucuresti, Business Magazin and Ciao!.

Mobile communication services were the largest ad spenders, with 9 percent of the total sum invested in print advertising.

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They are followed by the car segment with 7 percent, alcoholic beverages with 5 percent, banking services on 5 percent, and facial care products at 3 percent. Vodafone, Orange, Heineken Romania, L’Oreal and Beiersdorf were among the highest ad spenders for the local print media.

BRAT’s survey of investments in print advertising (MIPPS) was started in January 2011. In March, 202 print publications were surveyed.