Pro TV and Intact groups are dominating the advertising market in Romania, with over three quarters from all TV advertising attracted, last year, by the 2 groups’ TV stations. Paginademedia.ro’s estimations show that Pro TVs broadcasted commercial worth Euro 100-105M, while Antena’s TVs got Euro 50-55M, from a total market of around Euro 200M.
According to the analysis, Pro TV attracted advertising worth Euro 80-85M in 2012, the biggest amount on the market. On the other hand, CME stations – company Pro TV is part of – attracted a total of Euro 100-105M, namely half of the money on the market. Acasa TV had advertising worth Euro 10-15M, Sport.ro – Euro 2M worth advertising and MTV – Euro 1M ads.
Intact Group attracted a quarter of the total advertising market money in 2012, which means Euro 50-55 M: Antena 1- Euro 35-40 M, Antena 3 – Euro 10 M, Antena 2 – Euro 1,5 and Euforia – Euro 1.3-1.5M.
Besides the 2 groups, the other TVs on the market splitted a total of Euro 50-60M, with Kanal D cashing in Euro 11,5 – 12M and Prima TV – around Euro 7,5.
The top 10 TVs in terms of attracted advertising budgets is completed by TVR1, Realitatea TV, Naţional and Diva Universal.
How much of that is rebate?
Romanian Government outlawed rebate recently, with an Emergecy ordinance. Still, according to Paginademedia.ro’s estimates, previous to that, rebate was varying from one TV to another, from 10% for big channels to 13-15% for small stations. In this situation, the volume of rebate on the market is of around Euro 20-25M
Detailed table with estimates on TV’s attracted advertising budgets in 2012 is available here.