MFB: Romanian TV to attract Euro 190M ad investments in 2012

Cristina Blanaru Creativity, Media

According to Media Fact Book, Initiative analysis made public on Wednesday,  TV keeps its supremacy as the main channel that attracts advertising budgets in 2012 also digital had a steep increased and become the 2nd among the channels that attract advertisers budgets

As MFB shows, compared to 2011, this year the rating figures for TV stations increased until June by 10%, although the inventory sold decreased by 4-5%.

In 2011, many TV stations broke the limit of advertising minutes and they reached from 12 allowed advertising minutes per hour to 20, many being fined for that by Romanian Audiovisual Council, as Alexandra Olteanu said during the press conference organized at the launch of the study.

Top audiences continue to be for ProTV and Antena 1, with Kanal D (replacing Acasa), Prima TV and Acasa (replacing TVR). Also, increased audiences went to Diva Universal, Discovery Channel, AXN and others.

On the other hand, CME and Intact increased their cumulated share in terms of sold GRPs from 65% in Q1 2011 to 67% in Q1 2012.

Main advertisers of the TV market in Q1 2012 were companies acting in sectors such as Mobile Telecommunications, Medical and optical products, Cosmetics and Retailers.

The TV stations are still engaged in a battle for market share, with the main weapon being international formats like “Romanians Got Talent”, “I dance for you”, “X Factor”, “The Voice of Romania”, but also newer ones like “Masterchef” on Pro TV, “Do I know you somewhere from” and “Unveiling” at Antena 1.

Last year, TV market followed the general trend of the media market and lost 1% share compared with the previous year (from 66% to 65%), a point that was gained by online. TV market, although television is still preferred by advertisers as media channel to rely their messages as it has the highest reach at a national level, continued to decrease to Euro 200M, -4% compared to 2010. By the end of the year, Initiative Romania estimates that TV market will continue to decrease with the same rhythm, to reach to Euro 190M.

In 2011, CME kept its leading position followed by Intact Group, both in terms of rating delivery and also in terms of sold GRP30seconds. These were followed by ProSieben (Prima TV and Kiss TV), Kanal D and public stations (TVR1 and TVR2).

The total GRP30” sold in 2011 by TV stations was 1.78 mil GRP30”, of which 37% by CME, 26% by Intact, 7% by ProSieben (Prima TV+Kiss TV), 7% by Realitatea TV, 6% by Kanal D and 5% by SRTV (TVR1+TVR2).

When it comes of broadcasted ads, 2011 was similar to 2010, with advertising employing mainly 20 and 30 seconds commercials and 10-15 seconds ones.

Initiative launched Wednesday, in a press conference organized at its headquarters, Media Fact Book (MFB), that reached its 16th edition and that includes detailed info on ad budgets spent in 2011 and predictions regarding the evolution of advertising investments for current year.