Media Fact Book 2011: Romanian media market might start growing again in 2012

Cristina Blanaru Creativity, Marketing, Media, Studies

Romanian media market might start grow again in 2012, according to Initiative Romania’s Media Fact Book 2011, that shows that total value of local media market decreased in 2010 under 2006’s level

The decrease of the media market started to temperate last year and, in 2011, we are expecting a much smaller reducton, of around 3%. Although more advertising space was sold, the prices continued to decrease in 2010.  All the communication channels were affected and had small income, the exception being digital that ranked itself on the same level with print last year

Steve Dallas

Managing Director Initiative


In 2010, the total net value of the Romanian local media market decreased 9%, to Euro 316M, under 2006’s level

Print continued to be the most affected (-30% vs. 2009), followed by outdoor (-20%), radio (-16%), while TV decreased by only 6%, according to Media Fact Book 2011.

Internet was the only medium that increased significantly in volume, with ove 30% compared to 2009.

According to Initiative estimates, total investments in advertising in 2011 will continue to shrink, but to a much smaller peace, by only 3%, while the growth is estimated to restart in 2o12

Media Fact Book is the only analysis work of the Romanian marketing and media market and is a guide published annually by Initiative Romania, starting 1997.

In Romania, Initiative is member of Lowe Group, group of companies that also includesLowe&Partners, Brand Connection, GolinHarris, HyperActive and Medic One.

On the local market, Initiative is active for 17 years and has in portfolio clients such as Orange România, Ferrero, Bergenbier S.A, Millennium Bank, Johnson&Johnson, Provident Financial, BMW, Supreme Group, KIKA.