Romanian media market is estimated to reach Euro 295M in 2013, according to the most recent edition of Media Fact Book, yearly report compiled by Initiative Romania. Taking in consideration the estimation, this means the media market drops back to its 2005 level.
All media channels were affected by crisis, except the internet, that attracted increased budgets. The online increase consisted mainly in Facebook advertising and SEM.
In 2012, TV market was more stable, without noticeable changes. The highest quota on the market when it comes of revenues is split by Media Pro and Intact that, together, had 77% of the TV market.
The study included this year, as a novelty, a comparison with the markets in CEE, as Alexandra Olteanu, Managing Director Initiative, stated.
Online, advertising budgets are invested mainly in Google AdWords (37%) and SEM (54%). Online segment attracted ad investments of Euro 41M in 2012 and is estimated to go up to Euro 46M in 2013. According to the study, there are 9.5M internet users in Romania and 90% of them access the internet on daily basis.
Online, 54% (Euro 22M) of invested budgets are from display advertising, 37% - Google AdWords and the rest is divided between Facebook and Yahoo.
According to Media Fact Book, Google AdWords share will increase to 40% of total market, while display will reach to 50%; in the same time, Facebook will have 6R% of total online advertising
budgets and Yahoo! – 4%.
Total net Ad-spend by medium (Mil. euros)
Translation provided by AdHuggerAutor: Carmen Maria Andronache carmenpaginademedia.ro