Romanian Marketing Industry
From：Taiwan Trade Center, Bucharest
As a result of the turmoil caused by the pandemic in 2020, the Romanian media market decreased by 2.7%, to the value of 467 million euros, according to the data of the Media Fact Book report, made by the Initiative agency. At the beginning of this year, a return of 4% was estimated, up to the value of 485 million euros, supported especially by the media investments in digital and TV.
The surprise came in July 2021, when it was noticed that the advertising market jumped by half a billion euros. The increase was 50 million euros compared to the previous year.
Next, I will detail the shares that various advertising channels occupy, according to Mediafact Book 2021. The report is made annually by the Initiative agency.
Total. Mediafact Book estimates investment in advertising this year at 514 million euros. This year, the total market growth is 50 million euros compared to 2020, given that 2020 was below 2019.
The television. Television stations are estimated to accumulate around 330 million euros, almost 10% more than in 2020 (when they recorded losses of 6 million euros). Television is still the market leader in this field.
In 2020, TV consumption has increased in the area of users aged between 18 and 54, in urban areas. The Media Fact Book report shows an increase in female viewers, with a medium and high level of education. Due to the pandemic and the work from home trend, there is an increase in consumption in the off prime time interval (during the day).
Digital. Digital advertising is estimated at 125 million euros this year, up from 20 million last year.
The main beneficiaries are Google, Facebook and Programmatic. The trends for 2021 are to continue the development of formats as accessible as possible to mobile device users and solutions will appear for the creation of a new marketing, "cookieless".
Radio. The radio market remains at the threshold of up to 30 million euros (26 million), returning to the level of 2018.
The report expects that radio stations will compensate for losses through online streaming, accessible on multiple devices.
Outdoor. The pandemic has wiped out the progress made in this sector in the last 5 years. The market value is estimated at 27 million for 2021, compared to 24 million last year.
Prints. The print media barely appears in budgets. Last year it was severely affected with a difficult distribution to do. Many titles have suspended their appearance on paper.
In printed advertising, the impact was huge: from 12 million euros in 2019, the market halved last year, and in 2021 it is estimated that it will remain at the same threshold of 6 million euros.