BRAT: Romanian print, radio, online and OOH advertising in 2012 – Euro 656M
Romanian print, radio, online and OOH advertising reached to a total rate card value of Euro 656M, according to a BRAT study.
Standard/barter advertising represented almost 71% of the total ad volume, while self-promo or cross-promo media products represented around 19%. Classified ads were 4% of the total in 2012, while media partnerships and pro-bono campaigns were around 6%.
The projects made with European funding received Euro 7.6M advertising on the 4 monitored channels last year.
Brat’s analysis was made only based on standard / barter advertising monitored on rate card values.
The main sectors that invested in advertising in 2012 were communications (Euro 50M), Stores / supermarkets (Euro 36.78M), cars (28.49M), websites (26.11M), Banks (23.72M). Top 10 is rounded by sectors such as appliances stores / distributors, alcoholic drinks, construction materials stores, women cosmetics, auto services and car washes – with less than Euro 20M invested in advertising. The “Others” category attracted ad investments worth Euro 196.3M. The top 10 ad investing sectors made 53% of total advertising investments in 2012
| Activity Sector | Total | Radio | Online | OOH | |
| Communications | 50.005.813 | 29% | 15% | 39% | 17% |
| Stores/supermarkets | 36.788.865 | 21% | 57% | 3% | 18% |
| Cars | 28.493.660 | 39% | 12% | 45% | 4% |
| Websites | 26.116.067 | 6% | 8% | 85% | 1% |
| Banks | 23.720.514 | 31% | 28% | 34% | 8% |
| Appliances stores & distributors | 15.581.218 | 7% | 21% | 70% | 2% |
| Alcoholic Drinks | 12.165.120 | 47% | 19% | 18% | 16% |
| Women Cosmetics | 10.163.475 | 90% | 1% | 8% | 1% |
| Auto Services & Car washes | 7.265.589 | 9% | 17% | 72% | 2% |
| Client | Consumed volume EUR | Volume consumed % |
| Orange Romania | 28.841.678 | 6,60% |
| Vodafone Romania | 16.175.302 | 3,70% |
| Domo Retail | 8.036.229 | 1,84% |
| Procter & Gamble | 7.386.994 | 1,69% |
| Carrefour | 7.232.133 | 1,65% |
| Porsche Romania | 5.388.968 | 1,23% |
| eMag | 5.109.935 | 1,17% |
| LIDL | 4.830.499 | 1,10% |
| ALTEX | 4.786.633 | 1,09% |
| DEDEMAN | 4.642.225 | 1,06% |
| Renault Romania | 4.572.652 | 1,05% |
| Heineken Romania | 4.445.434 | 1,02% |
| Internet Shop Aoro | 4.361.284 | 1,00% |
| IForex.RO | 4.223.150 | 0,97% |
| Tocmai.RO | 4.025.322 | 0,92% |
| VISA | 3.995.945 | 0,91% |
| Real Hypermarket Romania | 3.681.238 | 0,84% |
| Coca Cola Company | 3.486.928 | 0,80% |
| Genetic-Lab | 3.421.956 | 0,78% |
| BCR | 3.395.686 | 0,78% |
| Others | 305.285.456 | 69,81% |
| Outlet | Consumed Volume EUR | Consumed Volume % |
| Ziarul Financiar | 9.130.768 | 5,46% |
| Gazeta Sporturilor | 6.904.082 | 4,13% |
| Adevarul – National Edition | 6.030.052 | 3,60% |
| Click | 5.500.470 | 3,29% |
| Libertatea – National edition | 5.497.480 | 3,29% |
| Romania Libera | 4.946.135 | 2,96% |
| Pro Sport | 3.392.365 | 2,03% |
| Evenimentul Zilei – Editie Nationala | 3.308.174 | 1,98% |
| Jurnalul National | 3.294.203 | 1,97% |
| Elle | 3.172.201 | 1,90% |
| Others | 116.145.833 | 69,41% |
In what concerns radio advertising, it was split between 8 radio stations, namely Kiss GM (Euro 26.74M, 31.34%), Radio Zu (Euro 21.86M, 25.61%), Europa FM (Euro 11.53M, 13,52%), followed by Pro FM, Magic FM, Radio Romania Actualitati, Radio 21 and Rock FM
For the websites, most advertising was attracted by Libertatea.ro, followed by Cancan.ro, Antena3.ro, Ziare.com, Evz.ro, Realitatea.net but also Gsp.ro, adevarul.ro, sport.ro, Hotnews.ro and others.
For OOH, EpaMedia attracted the highest advertising budgets, followed by Affichage Romania and Gettica OOH. The top 10 is completed by Spectacular OOH & Printing, Universal Solution, New Age Adv Agency, Defi Romania, Waymedia, Media Advertising and Ultravision.
Monitoring advertising investments (MIP) study is made by BRAT starting 2011 and offers media and advertising sectors complete info on ad campaign ran within print publication, radio shows, websites and OOH locations.