BRAT: Euro 30m invested in Romanian print advertising in March

Cristina Blanaru Creativity, Marketing, Media, Studies

According to the latest results published by BRAT (Romanian ABC), print advertising attracted around Euro 30M in March 2011, 22% more than February.

Out of those money, 38% represent promotion for media products or cultural events and 11% are classified ads. The biggest part of the investments are attracted by paid publications – around 80% – while the free ones are only getting 20% of the print advertising budgets.

Mobile communication services invested the biggest budgets in print advertising, around 0% of the total investments. The following places were occupied by auto (7%), alcoholic drinks (5%), banking (5%), cosmetics (3%).

The clients with the biggest investments in advertising are, according to BRAT, Vodafone, Orange, Heineken Romania, Loreal, Beiersdorf AG.

According to BRAT, Gazeta Sporturilor is the only publication cashing in over Euro 1M rate card advertising budgets in March 2011. The top is completed by  Adevarul de seara Bucuresti, Ziarul Financiar, Adevarul and Romania Libera.

Among Romanian magazines, the ones that attracted the highest advertising budgets are Cosmopolitan, Elle, The One, Sapte Seri Bucuresti, Business Magazin and Ciao!.

Print advertising investments monitoring study  (MIPPS) is realized by BRAT starting January 2011. In March, there were monitored 202 print publications from 57 editors.

BRAT is an association that measures and verifies independently ad objectively the performance indicators of media products. As to this moment, BRAT has 210 members: written press or online publishers, advertising agencies, advertising clients and press distributors.