EACA study: Romania remains a positive trend in the European advertising industry, confronted with less optimism

The expectations of the European advertising industry regarding the development of the market in the following period of time are moderate positive. The confidence of businessmen in the marketing and advertising sector has registered a small decrease in the first quarter of 2016, compared to the last three months of 2015.

These are the conclusions of the report about Romania given by the UAPR and the European Association of Communication Agencies (EACA).

The level of trust is compensated though, by the moderate positive expectations, on short term, regarding the demand for services and the evolution of the human resources. This moderate optimism seems still inappropriate, given the fact that the demand for services and the occupation of the force labor decreases and registers a new stagnation in both cases.

The European index says the average trust coefficient at the European level has fallen from +11 to +8 (from January to April).

The index includes, for the first time, coefficients of trust from the most advanced and biggest markets in Europe. The advertising industries in France (+6), Sweden (+19) and Italy (+24) register a constant growth, for the second consecutive trimester.

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On the other hand, in Germany (+22) and Poland (+3) the companies are less trustful compared to the two previous trimesters, but the coefficient of trust remains positive. When it comes to the British market, the coefficient is very volatile, fluctuating from -10, in October 2015, to +9, in January 2016, in order to crash back to -15, in April 2016. This evolution is cause, almost for sure, by the incertitude marked by the business sector on the referendum background regarding UK’s quality of a member of the European Union.

In this context, Romania is one few markets with a high level of trust towards the advertising industry.

Going back to the European report, the demand for services remains constant (+8), as well as the estimated values for this variable (+12). Still, the labor force in the advertising industry has a moderate tendency of decrease in the first trimester, lowering from +10 to +7.  At the same time, the previous estimates towards the force labor in the industry have risen from +5, in the first trimester of 2016, to +8, in the second trimester.

The full report can be downloaded here.

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