media fact book

Transcription

media fact book

media
strategy
economyfact
radio
digital book
specialists reach
television press
performance
internet romania
digital planning
buying audience
specialists 2011
reach affinity
creativity public
relations radio
strategy press
television mobile
media fact book
ROMANIA 2011
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media fact book
This document is a product of Initiative Media Romania.
In putting together the Media Fact Book we have used audience data
and information supplied by The Romanian Association for Audience
Measurement (ARMA), The Romanian Audit Bureau of Circulation
(BRAT), The Romanian Association for Radio Audience Measurement
(ARA), TNS Research, AlfaCont, GfK Romania, Mercury Research,
IMAS, International Advertising Association (IAA), International
Advertising Bureau (IAB), PriceWaterhouseCoopers, International
Telecommunication Union, Business Monitor International, ANCOM,
alexa.com, The National Centre of Cinematography (NCC), The
National Institute of Statistics (INSSE), National Prognosis Committee
(CNP), EuroStat, TrendOne and The National Bank of Romania (BNR).
Acknowledgements to the following members of the team who
significantly contributed to this book:
Octavian Popescu, Steve Dallas, Alexandra Olteanu, Iuliana Stere,
Rodica Caraghina, Marcela Tuila, Ruxandra Stan, Ruxandra Stefan,
Cristina Chinde, Razvan Simionescu, Ersilia Baragan, Maruan Trascu
Special contributor: Lucian Croitoru
© INITIATIVE MEDIA S.A, Bucharest, 2011
All rights reserved
This publication is protected by copyright. No parts of this book may
be reproduced without the prior written consent of the copyright owner.
Readers should understand that the data contained in the Media Fact
Book is as actual and accurate as the sources could provide.
Your comments and suggestions are welcome as a valuable input for
the future editions of this book.
4
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media fact book
Editor’s Foreword................................................................... 6
About Initiative........................................................................ 7
About Brand Connection........................................................ 8
Economic Landscape............................................................. 9
Media Market........................................................................ 11
Media Research................................................................... 15
Media Consumption Trends................................................. 18
Television.............................................................................. 19
Digital Media......................................................................... 26
Radio.................................................................................... 35
Press.................................................................................... 41
Outdoor & Indoor.................................................................. 48
Cinema................................................................................. 52
Creative Media Usage.......................................................... 55
Integrated Communication Services.................................... 58
Media Dictionary................................................................... 62
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editor’s foreword
media fact book
Octavian Popescu
Group Vicepresident & COO
2010 proved to be another difficult year for the Romanian advertising industry & also the wider Romanian economy.
We estimate that the advertising spend in 2010 totaled €316m, meaning that we are back to a level last seen
5 years ago. Despite some hope that the 2nd half of the year would show some growth this did not happen and
advertising spend dropped by 9% across the whole year.
On a more positive note, with the Romanian economy expected to grow in the second half of 2011, & with some
positive indicators seen already since Q4 2010, there is hope for the beginning of an economic recovery, this is
a view supported by our guest contributor, Mr. Lucian Croitoru, Senior Adviser to the Governor of the National
Bank of Romania, who we have invited to give some expert opinion on the present economic outlook for Romania,
you can read his views in Chapter 5, Economic Landscape. As the advertising industry is usually one of the first
industries to grow after a recession, we should be positive that we may see a more positive trend in the second
half of 2011.
The decline in the advertising market in 2010 affected all offline media, however the growth in online advertising
(by more than 30%) meant that this was the year when online really cemented its place as a key medium for clients,
and with that growth trend continuing in 2011 online will become the 2nd largest media in terms of advertising
spend. This has taken a little bit longer than in many other countries, but no longer do we see clients just using
their ‘loose change’ for online campaigns after they have planned all their other media activity.
At the same time the way internet advertising is used by clients is rapidly developing, it is no longer just about
classic display advertising on websites. As the online market continues to develop and mature, the way people
are using the internet is changing, this can be witnessed in the explosion of social media in Romania; Facebook
now has over 3.2m Romanian users & the rate of growth shows no sign of slowing down. Also we are seeing
huge growth in mobile internet usage, with traffic to some of the top mobile sites increasing by over 100% in the
past 6 months.
A consequence of this is that publishers have realized their business models need to change, the print market
will never return to the way it was, but of course it also will not die as some people have suggested. But more &
more titles have realized the importance of their online editions and are beginning to sell both versions together,
not with their online version sold through a separate sales house. Despite some desperate attempts to support
their printed editions with books & DVDs, it is the digital edition that is growing and not just on a PC, but on mobile
versions of their sites, whether read on a smartphone or a tablet PC. Traffic to mobile versions of leading daily
print titles has increased significantly in the past six months, and whilst still small will continue to grow and is
another demonstration of the continued digital development in Romania.
Despite the dynamic growth in online and digital advertising, Romania remains a media market dominated by
Television. TV did not suffer as badly as some of the other traditional media in 2010, and increased its share of
the overall revenue to 66%, but with so much choice in terms of the commercial stations available, combined with
an increase in viewing and a further small fall in revenue expected this year, prices will remain under deflationary
pressure for 2011.
Overall our expectation is that the advertising market will decrease by a small percentage again this year, but
with some signs of economic growth appearing and with elections on the horizon next year, we do expect that the
advertising market will begin to grow again in 2012.
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ialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativit
about initiative
media fact book
2010 was another year of declining investment in the Romanian advertising market. Whilst in many other countries in the world the advertising market returned to growth, here in Romania we saw a continued decline in the
overall volumes spent across the year.
For us at Initiative, in such difficult conditions we still managed to grow our business, the continued support of
all of our clients including Orange, Johnson & Johnson, Ferrero, BMW, Bergenbier SA, Millenium Bank, Pernod
Ricard, Supreme Group, Provident Financial, Kika, Burger King & Fujitsu Siemens, meant that we managed to
increase our overall billings and we thank all of our clients for their continued support & activity in the past year.
In the Romanian market of course, size counts when delivering the best value to clients, & we were very proud to
have risen to second place in the RECMA billings report released in 2010.
As digital media continues to become ever more important in the lives of Romanian consumers, so the services &
solutions that we offer to clients continue to evolve. In 2010 we continued to focus on emerging digital media & ran
our first campaigns across social media, augmented reality & QR codes. We also continued to commission adhoc
research studies to understand the full impact of digital media on Romanians. With these developments our digital
team continues to grow ensuring fully integrated communication plans across both traditional & digital media.
Our services to clients remain the same as ever, but with an ever growing focus on the array of digital opportunities that are available. We offer quantitative & qualitative research, communication strategy planning, implementation and negotiation across campaigns, as well as innovative non-standard special projects (such as event &
media sponsorship, product integration, etc.,.)
As part of this service – we also offer to our clients;
Media Landscape – quarterly analysis of the media market;
Media Fact Book – starting 1997, Initiative Romania is the exclusive publisher of this media annual guide,
unique on the Romanian market.
Media training – Presentation of media basics (terminology, methods) and on-the-job training in Initiative’s
office.
Media PR – Initiative provides media coverage to PR events organised by clients, upon request and project
specifics.
Outdoor Mapping – providing clients a better campaign management
Digital concept & design management – offering clients integrated digital solutions by managing the entire
process from ideation, concept and design to media planning and implementation of digital campaigns, either
directly or in partnership with our digital specialist division, Hyperactive.
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Our commitment to clients remains performance led communications, ensuring data, insights & creativity produce
real business outcomes for our clients.
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about brand connection
media fact book
Brand Connection is a European media network part of Interpublic Group of CO’s (IPG), alongside its sister
agency network, Initiative Worldwide.
In Romania, Brand Connection was established in 2005 and is part of the same communication group with Initiative, Lowe & Partners, Golin Harris, Medic One, Hyperactive.
Brand Connection provides the entire range of specific services from media strategy and planning to research
and media buying.
Vision
Brand Connection is a new generation medium-size media agency, flexible, but with the buying power of a large
agency, we provide special care for each of our clients. We target direct local clients and we are also the media
arm for some creative agencies.
Efficient investments are guaranteed through a unique approach rooted in the needs of the client and accomplished through creative thinking.
People
All Brand Connection specialists are experienced professionals, part of them working with the group from the
very beginning, originally as members of the Initiative team. The two agencies are set up and work independently
whilst sharing in common expertise, tools, media buying power and most of all, a vision of hard work, consistency
and world class standards.
The client portfolio of Brand Connection includes: Intesa SanPaolo Bank, LaborMed Group, Pro Credit Bank, Angelini Pharmaceuticals Romania, Teva Pharmaceuticals, La Redoute, Militari Shopping Center, Titan SA, Phillip
Morris Romania, Porsche Inter Auto Romania, Lilly, The AD Store.
Find out more about Brand Connection at www.brandconnection.ro, call at +4021 301 01 38 or write to us at: officebc@brandconnection.com.
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economic landscape
media fact book
Lucian Croitoru
Adviser to the Governor of the
National Bank of Romania
Over the past two years Romania has made large-scale adjustments. The external imbalance declined from
11.6% of GDP in 2008 to 4.1% of GDP in 2010 and prerequisites have been set for the economy to emerge out of
recession. Adjustments have been made by both private and public sectors. The former has reduced its external
deficit and increased labor productivity, and the latter pursued policies financially supported by the EU, the IMF
and the World Bank to ensure fiscal consolidation and financial stability. The structural budget deficit went down
from 8.2% of GDP in 2008 to 5.5% of GDP in 2010, and the capitalization of the banking sector is comfortable,
with the average solvency ratio exceeding 14 percent.
Reflecting these necessary corrections, the economy contracted by a cumulated 8.3 percent in the period 20092010. The protracted recession exerted disinflationary pressures, but the VAT rate increase in July 2010 and the
rise in food and fuel prices have pushed inflation to 8.3 percent in April 2011.
The progress in reducing external imbalances and preserving financial sector stability has increased foreign investors’ confidence in financial markets and has paved the way for growth in various sectors to resume. Given that
Romania’s economy is highly dependent on capital inflows, restoring foreign investors’ confidence is essential.
Increased investor confidence fosters bank lending and foreign investment.
Signs of sustainable economic recovery are already manifest. Positive growth rates in 2010 Q4 and 2011 Q1
suggests that recession is over. Industrial production has increased steadily since 2009 Q4, with an advance of
10 percent YoY in March 2011. Although still negative, growth rates in the construction and retail sectors are approaching positive values.
These developments are in line with changes in consumer confidence. Across the euro zone, the consumer confidence indicator (measured as a three-month moving average of respondents’ opinions) over the next 12 months
has steadily increased from an approximately -30 pp low in April 2009 to -10 pp in January 2011. For the new EU
members, excluding Romania, the lowest confidence was also reached in April 2009, (-42 pp), but it increased to
-23 pp in January 2011. Stronger consumer confidence translated into higher aggregate demand in the euro zone
and helped Romanian exports reach an all-time high in 2010.
In Romania, consumer confidence reached about -53 pp in January 2011, up from a -60 pp low in 2010 Q3. The
main drivers have been the improvement in public finance and labor market conditions, prospects for growth in
the EU, and the resumption of capital inflows.
Increased consumer confidence and higher foreign investor confidence will both support domestic consumption
and investment. Regarding household consumption, even if the average wage stagnates in 2011, bank loan refinancing schemes will result in higher disposable income. However, this does not automatically lead to stronger
purchasing power of households. With pressure from fuel and food prices, the general price index may well
outpace the revenue index, thus reducing the consumer purchasing power. As for investment, demand for investment loans is recovering slowly, suggesting that gross capital formation might have a larger contribution to the
aggregate demand in the period ahead. Presumably, the growth in domestic demand will be driven by investment
in 2011. However, since consumption accounts for almost 80 percent of GDP, it is expected to regain its place as
the main engine of growth soon. Domestic demand will gradually resume growth, compensating for the moderation in export markets growth.
1-The consumer confidence indicator is the arithmetic mean of (percentage) balances of answers regarding the financial standing
of households, the overall economic sentiment, expectations on employment and saving over the next 12 months. Balances are
seasonally adjusted.
9
economic landscape
media fact book
While generating new jobs, the resumption in economic growth also poses new challenges. One of them is to
make sure that economic growth is not accompanied by a rapid increase in external debt. More EU funds help
to deal with this challenge, but past experience has proven that a better absorption of such funds was difficult.
Another challenge is to maintain the growth rate at its potential, after the closing of the deflationary output gap, so
as to avoid inflationary pressures on the demand side.
The economic crisis has reduced both the level of Romania’s potential GDP and its potential growth rate. This
means that even relatively small capital inflows make the economy more vulnerable to inflation. Moreover, higher
than expected increases in fuel and food prices add to inflation and jeopardize the NBR’s inflation target. The
joint action of larger capital inflows and inflationary pressures creates an interest rate dilemma similar to that that
influenced monetary policy in 2006 and 2007.
The continuation of fiscal consolidation without jeopardizing Romania’s economic growth and its convergence
to EU living standards is another challenge. In the short run, risks to fiscal sustainability are contained by the
relatively low level of public debt and the adjustments implemented in 2009 and 2010. Moreover, the new arrangement with the IMF and the EU secures the needed financing sources in case of adverse developments in
the international financial markets or in the euro area.
Concern remains in the long run. Risk of new fiscal slippages remains until deeper reforms of government
employment and social entitlements are implemented. The latter increased from 9.6 percent of GDP in 2006 to
13.8 percent of GDP in 2010. Public pension spending represents almost 37 percent of total budget revenues, a
percentage that ranks Romania second to Greece within the EU. Without adequate reforms, the ratio of persons
aged 65 and over to active population might worsen Romania’s fiscal parameters.
Risks are also significant on the political side. While in-depth reforms in the areas mentioned above require strong
political support, the risk of a fiscal slippage remains high throughout 2012-2014, when parliamentary and presidential elections are scheduled to take place (including elections for the European Parliament in 2013).
Higher-than-programmed fiscal deficits would keep foreign investors away from Romania. With lower capital
inflows, economic growth and bank credit to the real estate sector would remain sluggish, which would result in
relatively low budget revenues. Higher tax rates would not be a solution since they slow down economic growth,
requiring further adjustments on the expenditure side. The adjustment would be increasingly difficult as public
debt and interest rates would rise.
The year 2011 might be decisive in avoiding this scenario. Seamless implementation of the envisaged fiscal
program and the achievement of the 2011 fiscal deficit target of 4.4 percent of GDP could entail a significant resumption of capital inflows. This might have a favorable impact on the course of economic adjustments by raising
stronger support for further fiscal prudence, which would set the stage for resuming sustainable economic growth.
10
media fact book
media market
“All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help
lift it onto a higher level.”
William Bernbach
Overview
After a full year of crisis, the contraction of the Romanian media market continued in 2010 but at a significantly
lower rate compared to previous year (- 9% in 2010 vs.2009). All major media have been impacted – TV, radio,
print and outdoor – with Internet being the only medium with a significant volume increase (more than 30% growth
compared to 2009).
Graph 1: Total net Ad-spend by medium (Mil €) - Estimation
600
500
400
300
200
100
0
2003
2004
2005
2006
2007
2008
2009
2010
2011est
TOTAL (Mil €)
179
216
277
369
482
540
345
316
306
TV
88
113
159
229
306
337
222
209
198
Print
58
62
66
71
79
82
37
26
24
Radio
12
14
17
23
30
35
25
21
20
OOH
20
25
31
40
58
70
42
33
30
Internet
2
2
4
6
9
16
19
26
34
Print continued to be the most affected medium in 2010 (-30% vs. 2009), followed by OOH ( -20%), Radio (-16%)
and with the smallest decrease on TV (-6%).
TV had the highest share of the total net media market (66%) & grew in share versus 2009 (64%), OOH followed
with a share of 11%. The growth in online spend meant that online budgets matched Print’s share at 8% and
overtook Radio (7%).
In 2010, the TV market continued its development by launching new channels: TLC, 10 TV and new channels
have been added to the audiences monitoring systems: VH1, TVR3, Dolce Sport, Eurosport2.
Facing a severe drop in readership and advertising investment, the Print market struggled to defend revenues
through aggressive marketing actions: creating new impactful formats, launching supplements for niche audience
groups and developing integrated promotional campaigns on print, TV and online. Sachet insertions covered
11
media fact book
media market
products from cosmetics to food, with more books and CD / DVD sold together with the newspaper or magazine.
The main sports dailies Gazeta Sporturilor and Pro Sport released their first 3D editions to mark the occasion of
the football World Cup in May and July 2010.
Some titles moved entirely online, while others were closed down.
Radio tried to adapt to the new market situation through launching new programs, PR activities and improving
their online presence through dedicated websites and social network sites. Despite the crisis, in 2010 most of the
leading stations were sold out in Prime Time, a new channel was launched (Rock FM) and ProFM & ArboRadio
extended their existing networks, improving coverage.
In 2010, OOH was the second medium after print with a dramatic decrease in revenue, as happened in 2009. Due
to the uncertanty in the legal environment and the difficult market conditions (price deflation & low ocupancy rate)
the vendors did not invest in building new sites or in modernizing the existing ones. The major categories with
significant OOH investments were retail chains and telecom companies.
The cinema market in Romania is growing with new multiplexes and new technologies (digital projection, 3D
technology, 6D movies). Cinema City became the largest cinema network in 2010. The main categories using
cinema advertising in 2010 were: Beverages, FMCG, Clothing & Footwear, Telecommunications, Electronics,
Auto, Banking and Insurance.
In 2010, online advertising was the only media type reflecting a net growth in advertising revenue. The main drivers of growth were the social media platform extensions and performance marketing activities, mainly search.
Social networking sites have recorded unprecedented growth rates, pulling significant investment from advertised
brands (estimated 3% of online net advertising investment).
Graph 2:
Market shares in 2009 (net ad-spend by medium)
OOH
12.2%
Internet
5.6%
OOH
10.6%
Source: Initiative database
Internet
8.3%
Radio
6.7%
Radio
7.3%
Print
10.7%
Graph 3:
Market shares in 2010 (net ad-spend by medium)
TV
64.3%
Print
8.2%
TV
66.2%
Source: Initiative database
Top Investors
“Medical & optical products & services” became the leading category, up from 2nd position in 2009 with one of the
highest budget increases (+55%). “Mobile Telecommunication Services”, the leader last year, dropped to 2nd position in 2010 despite an increase in budget (+11%). “Dairy products” and “Hygienics” are some of the categories
which kept the same ranking, while “Cosmetics”, “Banking & Insurance Services” dropped to lower places, whilst
others fell outside of the top 10 (“Beer”, “Cars & 4x4 vehicles”).
Categories with growing investment in 2010 are “Other sugar, confectionaries, honey” (+51%), “Household cleaners (+26%), both new into the top 10 and “Laundry products” (+40%).
12
media fact book
media market
Top 10 Categories in 2010 vs. 2009 - all media (TV, Press, Radio) - Rate Card Budget
2009
Category
Mobile telecommunications services
Medical & optical products
Milk Products
2010
Category
490,560,226 Medical & optical products & services
402,641,466 Mobile telecommunications services
Exp. ( )
329,733,226 Milk Products
324,501,393 Laundry products
Beer
Hygienics
Cosmetics
Banking & insurance services
Exp. ( )
55%
381,009,052
16%
545,767,434
346,726,750
301,719,757 Hygienics
276,672,541 Hair care
Evolution (%)
622,870,190
340,879,275
321,244,923
271,441,953 Other sugar, confectionares, honey
314,851,668
Hair care
& insurance
services Radio) - Rate Card 306,575,867
267,933,280
Top 10 Categories in 2010
vs. 2009Banking
- all media
(TV, Press,
Budget
Laundry products
248,236,287 Cosmetics
294,222,426
2009
2010
Cars & 4x4 vehicles
Household cleaners Category
246,256,415
287,400,033
Category
Exp. ( )
Exp. ( )
490,560,226 Medical & optical products & services
622,870,190
Source:
- GfKproducts
Romania, Press and radio402,641,466
- AlfaCont Mobile telecommunications services
Medical TV
& optical
545,767,434
11%
40%
13%
20%
51%
13%
6%
Evolution (%)
26%
55%
11%
329,733,226
Milk
Products
16%
Top 10 Advertisers in 2010
vs. 2009
- all
media (TV, Press, Radio) - Rate Card 381,009,052
Budget
InBeer
2010, P&G seemed
recover from
the vs.
crisis,
a growth
in spend
the leading40%
position
Laundry
products
324,501,393
346,726,750
2009
2010 (+58%)
Top 10to
Categories
in 2010
2009showing
- all media
(TV, Press,
Radio)
- Rate and
Cardkept
Budget
Milk Products
Evolution (%)
Hygienics
Advertisers2009
Exp. ( (+5%)
)
Advertisers2010
Exp.
( ) and 3rd13%
asHygienics
the major advertiser
on the market.301,719,757
Kraft
and Reckitt Benckiser
(+19%) followed340,879,275
in
2nd
places,
Evolution (%)
& GAMBLE
PROCTER
Cosmetics
HairCosmote
care & GAMBLE
417,848,524
58%
276,672,541
321,244,923
20%
Category
Exp.
( ) and
Category
Exp. ( ) and dropped
asPROCTER
in the previous
year, whilst Danone
(-5%)
(-1%)
slightly reduced their 658,925,194
budget
to
KRAFT
FOODS
KRAFT
FOODS
Bankingtelecommunications
& insurance services
Other sugar,
confectionares,
honey
272,953,432
287,696,844
5%
Mobile
services
& optical
products & services
271,441,953 Medical
314,851,668
51%
490,560,226
622,870,190
55%
lower
positions.
RECKITT
Hair care& BENCKISER
Medical
optical products
Bankingtelecommunications
&BENCKISER
insurance services
218,923,318
RECKITT
services
267,933,280 Mobile
402,641,466
259,624,960
306,575,867
545,767,434
19%
13%
11%
VODAFONE
171,078,706 Hygienics
203,366,305
301,719,757
340,879,275
UNILEVER
165,984,459 Hair
185,924,427
care
276,672,541
321,244,923
VODAFONE
DANONE
163,930,033
184,669,833
Banking
& insuranceTop
services
Other
confectionares,
271,441,953
10 Advertisers in 2010
vs. 2009
- allsugar,
media
(TV, Press,honey
Radio) - Rate Card 314,851,668
Budget
COCA-COLA
CO.
COSMOTE
153,920,506 Banking
169,134,536
Hair
care
& insurance services 2010
267,933,280
306,575,867
2009
UNILEVER
FERRERO
153,259,399
167,148,569
Laundry productsAdvertisers
Cosmetics
Exp. ( )
Advertisers
Exp. ( )
248,236,287
294,222,426
PROCTER
GAMBLE
& GAMBLE
Cars & 4x4 &
vehicles
Household cleaners
417,848,524
658,925,194
246,256,415 PROCTER
287,400,033
KRAFT FOODS
272,953,432 KRAFT FOODS
287,696,844
RECKITT BENCKISERTop 10 Brands in 2010
218,923,318
BENCKISER
259,624,960
vs. 2009 -RECKITT
all media
(TV, Press, Radio) - Rate Card Budget
24%
13%
21%
20%
DANONE
ORANGE
Laundry
products
Cosmetics
194,329,475
241,910,441
46%
Milk
Products
248,236,287
294,222,426
6% with
Milk
Products
16%
Ferrero
(a new entry in the top 10 for329,733,226
2010), Orange,
Vodafone and Unilever are some381,009,052
of the advertisers
HENKEL
HENKEL
Cars & 4x4 vehicles
Household
cleaners
190,925,511
216,493,862
13%
Beer
Laundry
products
246,256,415
287,400,033
26%
324,501,393
346,726,750
40%
increasing
expenditures and higher positions
in the
ranking.
COSMOTE
Hygienics
ORANGE
Cosmetics
DANONE
ORANGE
194,329,475
2010
Top 102009
Advertisers in 2010
vs. 2009
- all media (TV, Press, Radio)
- Rate Card 241,910,441
Budget
HENKEL
Brands 2010
Exp. ( )
Brands 2009
Exp. ( )
190,925,511
216,493,862
ORANGE
VODAFONE
194,320,535
242,505,222
171,078,706
203,366,305
Advertisers
Exp. ( )
Advertisers
Exp. ( )
COSMOTE
VODAFONE
ORANGE & GAMBLE
UNILEVER & GAMBLE
171,078,706
195,479,312
PROCTER
165,984,459 PROCTER
185,924,427
417,848,524
658,925,194
ORANGE
VODAFONE
165,986,360
DANONE
184,457,023
KRAFT
FOODS
FOODS
163,930,033 KRAFT
184,669,833
272,953,432
287,696,844
VODAFONE
COSMOTE
COCA-COLA
CO.
159,794,338
169,651,199
RECKITT
BENCKISER
153,920,506 RECKITT
169,134,536
218,923,318
BENCKISER
259,624,960
JACOBS
UNILEVER
FERRERO
129,399,492
117,827,575
DANONE
ORANGE
153,259,399 KINDER
167,148,569
194,329,475
241,910,441
ADEVARUL
85,662,247 JACOBS
110,834,898
HENKEL
HENKEL
190,925,511
216,493,862
Source:
TV - GfK Romania, Press and radio85,260,697
- AlfaCont VODAFONE
NIVEA
97,297,727
COSMOTE
171,078,706 ADEVARUL
203,366,305
KINDER
78,546,369
70,860,483
ORANGE
UNILEVER
165,984,459
185,924,427
Top 10 Brands in 2010
vs. 2009 -ARIEL
all media (TV, Press, Radio) - Rate Card Budget
HENKEL
DANONE
COSMOTE
-5%
51%
-1%
13%
Evolution (%)
57%
6%
58%
26%
5%
19%
46%
Evolution (%)
13%
Evolution (%)
46%
24%
22%
21%
58%
-5%
5%
-1%
19%
50%
57%
46%
-14%
13%
14%
24%
16%
21%
Orange
and Vodafone have been the most
advertised
brands on the market in 2010, while
Danone dropped
to
COCA
COLA
73,592,486 NUROFEN
67,729,539
68%
VODAFONE
DANONE
163,930,033
184,669,833
-5%
2009
2010
Evolution (%)
3rd
position.
VANISH
NIVEA
64,525,528
67,438,273
-21%
COCA-COLA CO. Brands
COSMOTE
Brands
Exp. ( )
Exp. ( )
153,920,506
169,134,536
-1%
165,986,360 DANONE
184,457,023
-5%
117,827,575
50%
Evolution (%)
-14%
DANONE
ORANGE
UNILEVER
FERRERO(+68%) and Kinder (+50%), while
194,320,535
242,505,222
46%
153,259,399
167,148,569
57% their
Some
brands showing important growth
were Nurofen
others reduced
COSMOTE
VODAFONE
171,078,706
195,479,312
22%
budgets
in 2010: Jacobs (-14%) and Nivea
(-21%)
ORANGE
VODAFONE
JACOBS
ADEVARUL
NIVEA
DANONE
KINDER
COSMOTE
COCA COLA
ORANGE
VANISH
VODAFONE
JACOBS
ADEVARUL
NIVEA
KINDER
COCA COLA
VANISH
159,794,338
169,651,199
Top 10 Brands in 2010
vs. 2009 -COSMOTE
all media (TV, Press, Radio) - Rate Card Budget
2009
Brands
129,399,492 KINDER
JACOBS
85,662,247
Exp. ( )
ADEVARUL
85,260,697 ORANGE
194,320,535
ARIEL
78,546,369 VODAFONE
171,078,706
NUROFEN
73,592,486 DANONE
165,986,360
NIVEA
64,525,528 COSMOTE
159,794,338
129,399,492 KINDER
85,662,247
JACOBS
78,546,369
ARIEL
64,525,528
NIVEA
85,260,697
ADEVARUL
73,592,486
NUROFEN
2010
Brands
110,834,898
Exp. ( )
97,297,727
242,505,222
70,860,483
195,479,312
-1%
14%
46%
16%
22%
67,729,539
184,457,023
67,438,273
169,651,199
68%
-5%
-21%
-1%
110,834,898
-14%
70,860,483
16%
117,827,575
97,297,727
67,729,539
67,438,273
50%
14%
68%
-21%
Source: TV - GfK Romania, Press and radio - AlfaCont
13
media market
media fact book
Conclusions and Forecasts 2011
According to Initiative’s estimation, the total net ad spend in 2011 will continue to decrease at a much lower
rate than in 2010, with an overall drop of 3% .
TV will reflect a low decrease (-6%), while Internet will be the only media channel with important increase
(+30%) in net volumes.
OOH (-10%), Print (-8%) and Radio (-5%) will continue to decrease, but at significantly lower rates than in
2010.
It is expected that TV will slightly decrease it’s share of the total net market to 65% and Internet will become
the second most important media in Romania, with 11%.
The online market dynamic trend will be also supported by the release on the market of the media monitoring
system, by BRAT (as of May 2011).
In Q1 2011 “Medical & optical products & services” kept 1st position in the top advertised categories, followed
by “Dairy products” and “Mobile telecommunications services”. P&G is the leading advertiser, followed by
Kraft and Reckitt Benckiser and the most communicated brand was Orange.
The cinema infrastructure development will continue especially in the multiplex segment and with the newly
offered technologies. Still, cinema remains one of the less important media choices for advertisers.
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14
media research
media fact book
“Research is formalized curiosity. It is poking and prying with a purpose.”
Albert Einstein
Overview
2010 has been rich in the number of changes and implementation of media related syndicated research projects,
a trend that continued in the first part of 2011 as well. Important methodological changes in the data collection
procedures have been made for SNA-Focus (press audience and consumption of goods and services) as well as
for SAR (radio audience). At the same time, new projects for advertising monitoring on press, radio and on-line
have been developed and partially implemented under the BRAT umbrella. This last development presents advertisers with the possibility of integrating campaign data from multiple media (press, radio and on-line) into one data
analysis application, leading the way to a higher level of standardization and time efficiency.
TV Measurement
Audience measurement for TV is available since August 2001 while access to detailed audience data is available
through membership to ARMA (Romanian Association for Audience Measurement), an organization that also
represents the beneficiaries interest in relationship with the data provider.
The current TV Audience Measurement (TAM) Service provider, as designated by ARMA in 2007, is GfK Romania.
Starting with January 1st 2008, GfK Romania delivers the official TV audience data in Romania.
TAM system is a quantitative research, which measures the TV usage among the Romanian population: the
minute by minute viewing, 24/7, using telecontrol peoplemeters, across all TV stations that can be received
in the Romanian territory and for all the TV sets within the households included in the study panel. GfK TAM
system offers also a wide potential for analyzing target audience viewing on more than 130 socio-demographic
and lifestyle variables. At the beginning of the service, on January 1st 2008, 40 TV stations were registered as
members of the National Study of Measuring TV Audiences, currently there are 55 monitored.
Monitoring data is available from a relatively wide range of providers, although only GfK Romania provides
performance data for TV spots alongside with correction factors for spots with lengths differring from 30”. Starting
on 23rd of March 2009 GfK Romania created a web site where each client has a user account for accessing all
the data needed and a video archive with all the TV commercials aired since 1st of January 2008.
The software tool for exploiting data provided by GfK is InfoSysTV (provided by TNS Research) and it allows
detailed and complex visualizations and analysis of both audience and monitoring data while at the same time
offering a module for media planning.
Other notable providers of monitoring data are AlfaCont (presently monitoring 16 TV stations) and Media Image.
As decided in the tender organized by ARMA, Kantar Media will be the TAM services provider as of 2012.
Internet Measurement
BRAT is presently the only provider of performance data concerning Internet traffic and audience structure. The
study is called SATI and presently is the only generally recognized study by the media industry, although other
services of traffic measurement exist.
The method used for traffic measurement, audience and profiles of the websites has already been used for many
years in four other European countries and is widely accepted. It fulfills the IFABC guidelines regarding traffic
measurement.
SATI presently measures 305 websites and 27 mobisites together with streaming measurement for 5 websites.
Traffic measurement is delivered through two main access points: the SATI website and the Scores on-line application. Traffic data started being delivered by SATI from October 2007.
15
media research
media fact book
The SATI website offers general traffic data (page impressions, number of visits and unique visitors) and has general access. The data is given in daily, weekly and monthly figures for the last 12 months of data traffic measuring,
with downloadable traffic certificates being available.
The Scores application offers data for the same websites as the SATI website, but the data analysis is more in
depth, offering the possibility to split traffic across various sections, comparison between websites, daily and
hourly resolution for data analysis, top entry / exit pages, geographical location and technical data (browser type,
screen resolution and operating system). The application allows for real time viewing of traffic data.
Audience measurement is available since June 2008 when BRAT delivered the first database for audience measurement.
The standard delivery for the internet audience data is spanned across a period of 6 months, with weekly averages being given. SATI measures the audience (number of visitors per week) of the websites, for the people, 14
– 64 years old, living in urban areas, who are internet users. The method for data collection is CAWI (computer
assisted web interview).
Basic demographics along with general Internet usage and some consumption variables are available.
The software for the Internet audience data is SESAME, the same as in the case of SNA FOCUS, and besides
the simple table listing, crosstab generation and media ranking facilities it also contains a basic media planning
module based on weekly page impression figures.
Monitoring data for on-line campaigns has been an important project developed in 2010 and starting from June
2011 BRAT will deliver the results of the first Romanian syndicated study meant to measure the level of gross
advertising expenditure present on the Internet, on websites that are BRAT members – MIPO.
Previous to this launch, the IAB and PriceWaterhouseCooper audit of the level of Internet advertising expenditures
was the only industry recognized provider of this kind of data.
Radio Measurement
Audience measurement is available through the Radio Audience Survey (SAR) is a syndicated research program
in co-operation with the Radio Audience Association (ARA). In 2003, IMAS Marketing & Polls and Mercury Research were appointed to implement the new radio audience measurement. The service has been available since
June 2004.
“Day after recall” method (the remembrance is aided by recalling the activities conducted during the day prior to
the interview). The frequency of the study was two waves per year during 2004 - 2007. Starting from 2008, SAR
delivers audience data in three waves per year. The universe covers the urban and rural population, living in
private households, aged over 11 years old, in accordance with official statistics at July the 1st 2009.
The software for data analysis is MasoR7 (Media Audience Software Radio). The audience segmentation considers all the variables in the questionnaire on the basis of which the user can build specific target groups. The
software also has a planning module that can be used for gross planning of radio campaigns.
The first delivery of radio audience data in 2011 will contain data collected by means of CATI (computer assisted
telephone interview), a change in the data collection method decided and implemented by ARA in 2010.
In 2010, BRAT started the development of MIPR – a new monitoring data syndicated study for radio – supported
by both media agencies and station owners. The project is currently under development and it is expected that
the first data will be available in the second half of 2011.
Press Measurement
BRAT is presently the only provider of performance data concerning print-run audit and audience measurement
for press.
Print-run and circulation audit are offered through third party auditing companies appointed through offer selection. Audit data is public and comprises total print-run, distributed print-run, circulation (through kiosk sales, paid
subscription, free copies, block sales etc.) and returns.
For the free press, the audit data comprises different categories of circulation: beside the print-run, the distributed
copies are detailed by the way they are distributed: list of subscribers, public places, events, etc.
16
media research
media fact book
BRAT also offers audit services for electronically distributed publications.
Starting 2009, BRAT increased the level of security regarding the audit figures, verifying with their own personnel
in the field, the print-run.
Starting 2009, the circulation statements are issued on a fixed date, therefore every trimester, all the audited print
titles release their circulation data at the same time.
Presently BRAT audits approximately 300 publications, both national and local.
Audience measurement is offered through the SNA-FOCUS study, which offers, besides readership measurement (main dimension measured is AIR – average issue readership) a wide range of demographic variables and
data regarding the consumption of goods and services.
The study’s universe consists of individuals, urban residents age 14 to 64 years old and the database is delivered
on a quarterly basis, with the figures reported being the yearly averages. Presently, the study includes approximately 200 publications, all of them being BRAT members.
The software for exploiting the data is SESAME which offers the possibility of target definition, simple tables listing, crosstab generation, cluster analysis, duplication analysis, media ranking and media planning.
The SNA-FOCUS study has undergone a complete update during 2010 and quarter 1 of 2011. A new data collection tool (CAPI – computer assisted personal interview) will be used for the readership component of the study.
Also, the FOCUS questionnaire was completely updated and the universe was extended to individuals aged 14 to
74 years old. As a result of these changes, deliveries for SNA-FOCUS databases stopped as of H1 2011, with the
first data collected in the new configuration being scheduled to be delivered at the beginning of 2012.
Monitoring data for press was the first project of this kind developed in 2010 by BRAT with the general consensus
of both publishers and media agencies. The project started delivering data in Q1 2011 and is currently monitoring
more than 200 publications.
OOH Measurement
Presently there is no syndicated study to measure performance and traffic data for OOH supports. Although there
have been several attempts to implement an OOH traffic study that would be generally recognized as both relevant and reliable, nothing has been actually implemented. Occasional studies are released by OOH vendors that
are either incomplete in coverage and the type of studied formats, or disputable in terms of used methodology.
As the search for a technical solution and a more general consensus related to this type of study continues, OOH
owners and sellers would most likely continue to do their own traffic estimations for their respective OOH supports.
Cinema Measurement
Presently there is no syndicated study to measure traffic data or the demographic structure of cinema goers,
although main cinema chains do conduct ad-hoc client research projects in order to measure those indicators.
Reports from those studies are available in varying amounts to media agencies.
The general trend when it comes to syndicated research is to both reduce costs and at the same time standardize and unify data sources. This translates into switching to projects conducted by non-profit professional
associations where the control belongs to the beneficiary members and where profit pressures do not exist.
Although the initial reaction to the recession was to reduce spending on syndicated research products, the
current situation is one where the financial cost of such projects is actually lower than the disadvantage of not
having data. It is expected that the process will reverse, with those who previously withdrew coming back and
new ones signing up.
The area where research is expected to develop into more complex and complete products is for Internet and
Digital
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17
media consumption trends
media fact book
The peak of the economic recession in 2010 has brought with it changes in media consumption that many people predicted. With the amount of disposable income decreasing, paid for media (newspapers, magazine) have
decreased in their level of consumption while media whose costs fall into the monthly budget category (TV, Internet) have become more important, although in some cases the audience structure became less appealing for
advertisers.
The Game Changer study conducted by Initiative in 2010 on active urban residents aged 21-45 years old revealed
that the need for information coupled with decreased financial possibilities have clearly split the media into two
categories: the essential ones (TV, Internet, mobile) and the non-essential ones (newspapers, magazines), first
to be cut out of the budget if the necessity occurred. Radio remained in a grey area, mostly due to the payment
method (fixed tax included in the energy bill) that makes it very hard to quantify the costs and generally impossible
to not pay.
TV has remained the media with the highest level of coverage in 2010 and the cheapest method of entertainment.
However, in terms of reliability of information, TV falls below the Internet, as it is perceived as being generally biased, politically influenced and also incapable of simultaneously offering multiple points of view of the same story.
What is more important about TV though, is that its audience is continuing to grow older with each passing year…
and this might be bad news for advertisers who wish to attract a younger audience. According to the data provided
by GfK for the TV audience study, the proportion of viewers aged 55 years old and above in the urban TTV has
increased by 7% in 2010 compared to 2009. This is to be viewed in the context where the older segment generally
represent one third of the urban TTV.
Also growing older is the Internet audience, but in this case it’s good news. According to SATI, the same age
segment (55 years old and above) have increased their share of urban Internet consumption by 16% in MarchAugust 2010 compared to the same period of 2009. Internet’s ability to attract older demographics completes a
puzzle in which one of the greatest disadvantages of online was its lack of coverage across the full age spectrum.
As Internet and mobile internet go hand-in-hand, it should also be noted that, also according to SATI, the number
of monthly visits on mobisites in January 2011 is ten times bigger, on average, than the same figure in January
2010.
Radio is also influenced by the increasing development and expansion of mobile internet. According to SAR, at a
national level and comparing 2010 with 2009, the level of total daily reach has increase by 9% in the case of Internet listenership and by 8% in the case of mobile listenership. This happens in the context of the total daily reach
decreasing by 2% at a national level and with Internet and mobile listenership having a share of approximately
15% of the total daily reach.
Press has paid the highest toll during the recession, as with decreases in circulation came a consistent decrease
in the level of readership. According to SNA-Focus, at the urban level, 2010 brought about a decline of 23% in the
overall reach of fortnightly publications compared to 2009. Weeklies followed with a 21% decline and supplements
decreased by 19%. The least affected were monthly publications, with an 11% decrease and newspapers with a
decrease of 7%. Subsequently, the decreases on average issue readership per periodicity segment decreased in
a directly proportional manner.
Somewhat of a surprise was the fact that, also according to SNA-Focus, the percentage of people who spend at
least 3 hours per day outside has decreased in 2010 by 8% during week-time and 4% during weekend. The fact
that the general stress the consumer has during the recession greatly decreases their attention span, coupled with
the above figures, prompts the need for OOH to develop ways in which to be more attention grabbing.
There are little to no signs that this situation will change in 2011. TV audience will continue to grow old but, unlike
Internet, will not be able to grow its appeal to the younger age groups while Internet and mobile will continue their
expansion to new segments of the population, offering multiple communication possibilities to advertisers. Radio
will remain an “announcement-media” whilst there are no signs that press will recover soon or at all in terms of
audience size. Last but not least, OOH remains somewhat stable but, as previously said, the need to make it more
creative and appealing is crucial.
18
media fact book
television
Television is an invention that permits you to be entertained in
your living room by people you wouldn’t have in your home.
David Frost
Facts
•
In 2010 TV attracted around 66% of all net media sales with a total of 209 million €.
Overview
In 2010 TV consolidated it’s position in a declining market (increasing share from 65% of net spend in 2009 to
66%) after the share decrease seen in 2008. The Economic crisis continued and television remained the favoured
entertainment source, however advertisers decreased their TV budgets slightly.
CME kept it’s leading position followed by Intact Group in terms of rating delivery. These were followed by TVR,
SBS, Dogan and Realitatea.
The changes in TV market dynamics were a little slower than the previous year, with a total of 55 monitored TV
stations (from 52 at the end of 2009). The newest TV stations registered to the service are: VH1, Eurosport 2,
TCM, TVR3, Dolce Sport, 10TV, TLC. There were also stations which withdrew from the service like GSP2 and
GSP3, Telesport, Sport Klub and Vox News.
Regarding the TV penetration by reception type, there is an increase in the penetration of DTH. After a big increase in 2008, we can see a constant growth from year to year and in 2010 more than 26% of households in
Romania have Direct to Home reception. In addition, terrestrial reception is declining from 13.5% in 2007 to 6%
in 2010. Analogue cable and digital cable are steady, without significant variations.
Reception Type
Year 2007
Year 2008
Year 2009
Year 2010
Analogue cable
69.7
66.6
67.4
66.75
15
22.15
23.45
26.2
Terrestrial
Direct To Home (DTH)
13.5
8.95
7.45
5.8
Digital cable with receiver
4.3
3.9
3.85
4.1
Source: GfK Romania
In 2010, audiences have declined on average by 4%-5% for the overall market, with the niche channels
significantly more affected than the major ones. 2010 was characterized by a new wave of deflation of around
22% in conjunction with a massive increase of sold GRPs in the market, 20% higher than 2009.
The deflation resulted in a CPT decrease to an average of 1.2 € (All urban).
MPI (Pro TV, Acasa TV, Pro Cinema, Sport.ro, MTV) had the largest budget share, ca. 50% of total net TV adspend. Intact (Antena 1, Antena 2, Antena 3, Euforia, GSPTV) follows with a share of 24%, then SBS (Prima TV)
with 6%, SRTV (TVR1, TVR 2, TVR Cultural) with 4% and Kanal D with 4%, Realitatea 4% of the total TV spend.
Years
2005
2006
2007
2008
2009
2010
Buying target GRP30"(000) sold
1500
1600
1700
1600
1463
1745
400
Share of TV monitored (% all 18-49 urban)
88%
92%
93%
92%
94%
94%
94%
TV Loading (%)
57%
66%
72%
68%
64%
76%
67%
19
Jan-Mar 2011
media fact book
television
The total GRP30” sold in 2010 by TV stations was 1.745.000 GRP30”(20% more than 2009), of which 38% by
MPI, 22% by Intact, 8% by Realitatea, 6.1% by Prima TV, 5.7% by Kanal D, 5.5% by SRTV.
Because of the weak results in 2009 in terms the sold airtime inventory, TV stations chose in 2010 to be flexible
in terms of price deflation aiming to fully sell 100% of their inventory throughout the year
Graph 1: Sold GRP30” (“000) by month (buying target)
200
180
160
140
124.7
122.6
105.6
120
100
120.7
106.4
60
137.2
141.7
108.7
95.5
94.8
174.0
168.8
167.9
131.7
123.8
114.2
69
80
169.5
164.5 161.2
147.9
161.9
130.3
161.6 159.5 159.6
90.9
40
1
11
0
-1
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ar
M
Fe
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Ja
0
ec
D
-1
ov
N
-1
0
10
-1
O
ct
10
p-
g-
Se
Au
10
l-1
0
n-
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Ju
0
0
-1
ay
M
0
r-1
Ap
10
-1
b-
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M
9
10
-0
n-
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Ja
9
9
-0
N
ov
09
-0
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O
09
p-
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l-0
9
Au
Ju
Ju
n-
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09
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-0
ay
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9
r-0
Ap
09
-0
ar
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b-
Ja
Fe
n-
09
0
11
GRP30" buying target
20
The sold out rate jumped from 64% (average 2009) to over 76%, with long periods (starting February 15th – until
the end of the year) of fully sold out airtime in Prime time and large segments of Off Prime time.
Graph 2: Average Inventory sold % Min – all day and prime time
140%
120%
100%
80%
60%
40%
1
-1
ar
M
1
-1
-1
1
AVG all day
Ja
n
-1
ec
D
N
ov
-1
0
0
-1
ct
O
10
pSe
10
gAu
0
j-1
Ju
10
nJu
M
ay
-1
0
0
r-1
Ap
0
-1
ar
M
0
-1
Fe
b
10
nJa
0
AVG PT
0%
Fe
b
20%
The money allocated by advertisers decreased by 6% - indicating a lower demand from clients, the channels reacted with discounted offers to reach the demand of significant deflation – so, for the first time the market reached
a balance between supply and demand, the price deflation was mainly generated through the large amount of
inventory available and unsold during the previous year.
As the market was still declining in 2010, and the pressure for TV channels to maximize their share of market
was huge, besides deflation and special seasonal deals, the stations were ready to offer better deals for polarized
shares of GRPs. So by the end of 2010 40% of GRP’s where spent on a channel mix with polarization towards
either MPI or Intact – which lowered the prices even further.
In 2010 the advertisers continued to use shorter copylengths, and the 30”-35” spot-lengths decreased in share in
favor of 5”-15” ones.
20
media fact book
television
Graph 3: Spot-length usage (Share % - insertions)
40" - 45"
3%
5" - 15"
26%
Other
2%
40" - 45"
3%
30" - 35"
35%
5" - 15"
30%
Other
2%
30" - 35"
31%
2009
2010
20" - 25"
34%
20" - 25"
34%
Source: GfK Romania
TV Channel Profile
In 2010 ProTV kept the leading position (Rtg 3.5%, Shr 20.6% all 18-49 urban) as in 2009 followed by Antena
1 (Rtg 2.1%, Shr 12.4%) and Acasa TV (Rtg 1%, Shr 6%). Prima TV (Rtg 0.9%, Shr 5.5%) shared 4th with two
other stations with equal ratings: Kanal D (Rtg 0.9%, Shr 5.3%) and TVR1 (Rtg 0.9%, Shr 5.2%). Realitatea TV
and National TV also had the same rating (0.7%). Disney entered into the top 10 TV stations with 0.4% Rtg% and
2.4% Shr.
Acasa TV, Pro Cinema, Antena 1, Prima TV, gspTV, OTV, National Geographic are some of the TV stations that
registered lower ratings in 2010, whilst Pro TV, TVR1, Disney and Kiss TV followed an increasing audience trend.
Graph 4: Monthly Dynamic – Program Analysis (Rtg%, All 18-49 urban – top 10 channels 2010, 07:0025:00)
3.8
3.6
3.4
3.2
3
2.8
2.6
2.4
2.2
2
1.8
1.6
1.4
1.2
1
0.8
0.6
0.4
Pro TV
Jan-10
Feb-10
Mar-10
Antena 1
Acasa
Apr-10
May-10
Prima TV
Jun-10
Jul-10
Kanal D
Aug-10
TVR 1
Sep-10
Oct-10
Realitatea TV
Nov-10
Dec-10
National TV
Jan-11
Feb-11
Antena 3
Mar-11
Disney
Source: GfK Romania
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media fact book
television
In 2010 the top 10 TV stations accumulated more than 65% of the total audience share of the 18-49 urban population.
Pro TV (95.6% national coverage) kept the leading position for the 7th consecutive year. In 2010, according to
GfK Romania, the top program preferences were: Football matches “2012 Europe Championship qualifying”
(17% Rtg all 18-49 urban) “Europa League” (10% Rtg all 18-49 urban) and “Cupa Romaniei” (9% Rtg all 18-49
urban). “Dansez pt. tine” (8% Rtg all 18-49 urban) remained most watched entertainment show, and “Pro TV News
19.00” (8% Rtg all 18-49 urban) was the most watched news program. Other high rated programs included sports
broadcasts like “Handball – Champions League” (8% Rtg all 18-49 urban) and “Divertis – land of jokes” (7% Rtg
all 18-49 urban), along with prime time movies.
Pro TV delivered a good affinity on its target audience group “18-49 y.o., urban” thus making the station the primary choice for advertisers.
Antena 1 (95.7% national coverage) delivered high audiences with special broadcasts during the Christmas and
New Year period: “Chef cu Nae si Vasile” (9% Rtg all 15-54 urban), Revelionul recordurilor (8% Rtg all 15-54 urban) and “Craciun cu Nae si Vasile” (7% Rtg all 15-54 urban). Antena 1 also broadcast football matches from “Liga
1” (6% Rtg all 15-54 urban) which had good performances, although the main focus was on entertainment shows:
“Plasa de stele” (6% Rtg all 15-54 urban), “In puii mei!” (6% Rtg all 15-54 urban), “Te pui cu blondele” (6% Rtg all
15-54 urban), “Canta daca poti” (5% Rtg all 15-54 urban), “Viata in mov” (4% Rtg all 15-54 urban), “Superbingo
Metropolis” (4% Rtg all 15-54 urban).
In 2010 Antena 1 extended the entertainment category with reality shows like “Burlacul” (5% Rtg all 15-54 urban),
“Confidential: Te iubesc, pupa-te-as!” (5% Rtg all 15-54 urban) and “Comanda la mine!” (4% Rtg all 15-54 urban).
Graph 5: ProTV – Audience profile
0
25
50
75
Graph 6: Antena 1 – Audience profile
100 125 150 175 200 225 250
0
Men
Women
Men
Women
4-6
7-14
15-18
19-24
25-34
35-44
45-54
55-64
65-99
4-6
7-14
15-18
19-24
25-34
35-44
45-54
55-64
65-99
AB
C
DE
AB
C
DE
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
25
50
75
100 125 150 175 200 225 250
Source: GfK Romania (target: all urban area)
Acasa TV (92% national coverage) ranks 3rd in terms of all 18-49 urban audience share.
“Dona Barbara” (5% Rtg w, 15-49 urban), “Iubire si onoare” (5% Rtg w, 15-49 urban), “In numele iubirii” (5% Rtg
w, 15-49 urban), “Predestinati” (4% Rtg w, 15-49 urban) and “Aniela” (4% Rtg w, 15-49 urban) were the most
viewed soap operas.
22
media fact book
television
Prima TV (93.7% national coverage) ranks 4th in terms of all 18-49 urban audience share, which is also their
buying target audience. “Cronica Carcotasilor”, “Schimb de mame” and “Trasnitii” were the most viewed programs
and reached 4% Rtg all 18-49 urban. Prima TV continued to broadcast reality shows like “Fermier. Caut nevasta!”
(3% Rtg all 18-49 urban), “Miss fata de la tara” (3% Rtg all 18-49 urban), “Cearta-n bucate” (2% Rtg all 18-49 urban) and “Cireasa de pe tort” (2% Rtg all 18-49 urban) but had good performances for other entertainment shows
like “Mondenii” (2% Rtg all 18-49 urban) and prime time movies.
Graph 7: Acasa TV – Audience profile
0
25
50
75
Graph 8: Prima TV – Audience profile
100 125 150 175 200 225 250
0
Men
Women
Men
Women
4-6
7-14
15-18
19-24
25-34
35-44
45-54
55-64
65-99
4-6
7-14
15-18
19-24
25-34
35-44
45-54
55-64
65-99
AB
C
DE
AB
C
DE
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
25
50
75
100 125 150 175 200 225 250
Kanal D (88.8% national coverage) focused on local productions: “Nora pentru mama’ (2.6% Rtg all 18-49 urban), “Testul de rezistenta” (2.5% Rtg all 18-49 urban), “Fata lui tata” (2.4% Rtg all 18-49 urban), “Ochii din umbra”
(2.4% Rtg all 18-49 urban), “Casatoreste-te cu mine!” (2.2% Rtg all 18-49 urban) and “Faci fata, faci bani” (2% Rtg
all 18-49 urban). The Turkish soap operas and prime time movies had lower performances in 2010 than in 2009.
TVR 1 (99.1 % national coverage) is the main public channel and in 2010 ranks 6th in terms of all 18-49 urban
audience share. Football transmissions dominated the most watched programs for TVR1: “2012 Europe Championship qualifying” (12.5% Rtg all 18+ urban), “2010 FIFA World Championship” (6.8% Rtg all 18+ urban) and
“UEFA Champions League” (5.4% Rtg all 18+ urban).
Other high rated programs “Un artist printre ingeri – Ion Dolanescu” (6.9% Rtg all 18+ urban), “O data in viata”
(5.7% Rtg all 18+ urban), “Hai sa ne-ntalnim Sambata seara” (5.4% Rtg all 18+ urban).
“Eurovision”, always broadcast on TVR1, reached 3.8 Rtg all 18+ urban.
Realitatea TV – (92.2% national coverage) is the main News channel and ranks 7th in the top TV stations by all
18-49 urban audience. “Realitatea de la ora 20:00” is the prime time program with the highest rating on all 25-55
ABC urban target. Other top audience programs are: “Ora de foc” (1.9% Rtg all 25-55 ABC urban), “Zece pentru
Romania” (1.9% Rtg all 25-55 ABC urban), the elections program “Tu decizi” (1.8% Rtg all 25-55 ABC urban),
talk-show “Tanase si Dinescu” (1.7% Rtg all 25-55 ABC urban) and “Realitatea de la ora 21:00” (1.7% Rtg all 2555 ABC urban)
23
media fact book
television
Graph 9: Kanal D – Audience profile
0
25
50
75
Graph 10: TVR 1 – Audience profile
100 125 150 175 200 225 250
0
Men
Women
Men
Women
4-6
7-14
4-6
7-14
15-18
19-24
25-34
35-44
45-54
55-64
65-99
15-18
19-24
25-34
35-44
45-54
55-64
65-99
AB
C
DE
AB
C
DE
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
25
50
75
100 125 150 175 200 225 250
Graph 11: Realitatea TV – Audience profile
0
25
50
75
Graph 12: Antena 3 – Audience profile
100 125 150 175 200 225 250
0
Men
Women
Men
Women
4-6
7-14
15-18
19-24
25-34
35-44
45-54
55-64
65-99
4-6
7-14
15-18
19-24
25-34
35-44
45-54
55-64
65-99
AB
C
DE
AB
C
DE
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
< 100 000 loc
>100 000 & <200 000 loc
Bucharest
> 200 000
25
50
75
100 125 150 175 200 225 250
24
television
media fact book
National TV – (89.1% national coverage) ranks 8th, broadcasting Indian productions (soap operas and prime
time movies) and local productions (reality shows). “In cautarea fericirii” (3% Rtg all urban) was the most watched
program, followed by entertainment show “Sa v-amintiti Duminica” (2.4% Rtg all urban). Other Indian soap operas
with good performances were “Triunghiul iubirii” (2% Rtg all urban) and “Culoarea fericirii” (2% Rtg all urban). Two
of the most watched reality shows were “Iubire interzisa” (2.2% Rtg all urban) and “Copii contra parinti” (1.5% Rtg
all urban).
Antena 3 (87.2% national coverage) occupied 9th place in the top ten TV stations in 2010 and ranks 2nd as the
most watched speciality TV news channel after Realitatea TV. The top rating programs were political debates and
talk-shows such as:
“Sinteza zilei” (3.3% Rtg all 18+ urban), “Subiectiv” (2.8% Rtg all 18+ urban), “Stirea zilei” (2.5% Rtg all 18+ urban), “Punctul de intalnire” (2% Rtg all 18+ urban) and “In gura presei” (2% Rtg all 18+ urban). “Stiri 21” was the
news program with the best performance (2% Rtg all 18+ urban).
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After another year of decline for the TV market in 2010 - stations have adapted, learning that demand is
the driving factor and the market volatility should lead to a faster response; that beyond annual deals short
term deals are just as important and the battle to sell all of their inventory is now more difficult than in 2010.
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The first quarter of 2011 started with an increase in audience of 4% versus Q1 2010 and the TV stations eagerness to grow advertising volumes higher than Q1 2010. Unfortunately the desire to generate
budget growth collided with the demand of the market, down by 9% - leading to lower costs and at the
same an time increase of inventory sold (min) from 61% to 65% across all day (particularly in off PT).
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Polarized budgets remain a buying/ selling strategy, in Q1 2011 we estimate over 45% of GRP’s were bought/
sold in a channel mix polarized towards one of the major TV groups in the market. This practice creates competition between the major players by offering lower prices for receiving a larger share of budgets.
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MPI and Intact increased their cumulated share in terms of sold GRPs from 60% in 2010 to 65% in Q1 2011
at the expense of the other players.
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At the end of 2010, the circulated view that 2011 would see a recovery was shattered by the caution of clients
in committing annual budgets and concluding annual deals, many clients reduced budgets and did not finalise
negotiations until much later in the year.
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In an economic environment still in crisis, the advertising market managed to reduce the double digit falls from
the previous 2 years - Initiative estimates for 2011 a 6% decrease for TV expenditure.
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Regarding the audiences we see a recovery based on large investments in programming (Got Talent or X factor) – average 5% increase in ratings - which will generate a surplus availability of GRPs on the market - one
more reason for the market to clamp price deflation.
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2011 is still a deflationary year in terms of buying costs (with a smaller deflation than for the last two years)
at an estimated 8% for the overall market - but of course the autumn will be defining from this perspective.
25
digital media
media fact book
“(…) it is more important than ever for advertisers and publishers to
empower consumers with relevant information to engage them and to
provide tools with which they can choose how they want to interact or
transact with a brand’s campaign. Marketers must provide value and
can no longer use mass marketing techniques to “push” or “trick” the
consumer into a transaction”.
Internet
Peter Bordes, CEO & Chairman of Media Trust, U.S.A.
Facts
Online budgets account for ~30% of all advertising budgets in the UK, the highest share of advertising budgets for any market in Europe. Nordic markets range between 20 and 25%. European average
– 18-19%. Search advertising is leading the online budgets in most advanced countries, but display
registered the highest increase in 2010, mostly based on display and search models coming closer
together into bidding platforms and display gaining on demographic-driven communication and technological advancements.
2010 was the first year for the Romanian advertising market, when online budgets grew to the extent
where they overtook those for radio and reached a similar level to those for print, with ~8% of all
advertising expenditure. Advertisers continue to shift budgets from traditional media in favor of their
digital media activity and to look for new technologies to improve performance.
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Overview
Reflecting back on 2010, it was a strong year for the digital market in Romania, continuing the increasing investments and interest from all players.
The main drivers of growth were from social media and performance marketing activities, mainly search. Social
group buying was an important addition to the internet landscape of last year and is driving rapid increase of
investments from brands.
Eurostat, the statistical office of the European Union, reports Internet penetration in Romania to be at 42% of
households in H1 2010, compared to 38% in 2009. The same report states that household broadband penetration registered a similar level as 2009 - 23%. As a main conclusion, ISDN or modem connections registered the
largest growth in domestic connections.
The same Eurostat report indicates a 36% internet penetration to population.
In the latest report on the status of the telecommunications market published by ANCOM (The National Association for Communications) in June 2010, Romania counts a total number of 6.25 million broadband connections
nationally, a 23% increase from the previous year. The increase is largely driven by mobile connections (mobile
internet and smartphones), which now stand at 3.32 million connections, representing a 36.6% increase from
June 2009.
Highlights 2010
State of the web:
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Akamai report for Q4 2010 ranks Romania as no.3 globally in average peak connection speeds (and 4th in
connection speed, generally, same as in 2009, with a slight decrease YoY). Top 2 countries - Hong Kong and
South Korea. In contrast to the average measured connection speed, the average peak connection speed
metric is more representative of Internet connection capacity.
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Romania`s connectivity speed can be translated in high percentage of broadband connections and easilyaccessible web content.
26
media fact book
digital media
Constanta ranks as the fastest city in Europe & 10th in the world in terms of peak speed, with only Asian cities
surpassing it.
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Users statistics:
As predicted in MFB 2010, more than 55% of the Romanian internet users are over 30 y.o. This demographic
profile is typical for emerging markets and can be also seen in other parts of the world like Asia and Latin
America. The maturing trend is expected to continue.
From the same data base we can conclude that over the past 2 years, Romanian internet users became more
educated, used online more frequently and their e-commerce and online banking activities are on the rise.
Still far from European average, these indicators represent important growth potential that will make online
activities for companies more business-results oriented.
According to SNA Focus data for Jan 2011, 66.4% of urban population aged 14 to 64 (usually the target of any
communication activities) used internet in the past 12 months.
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Tabel 1: Users profile, SATI 2008 - 2010
Indicator
Mar 2008 Aug 2008
Mar 2009 Aug 2009
Mar 2010 Aug 2010
2009/2008
Percent of audited audience
YOY evolution
14-29 y.o.
49.5
46.6
44.3
-6%
-5%
50+ y.o.
10.9
11.5
12.2
6%
6%
Variables
Age group
30-49 y.o.
Level of education
Frequency of usage internet
Buy online products/services
Online banking
39.7
42.0
43.3
Less than 7 grades
0.7
0.5
0.4
University
31.3
32.4
34.2
Vocational School
7
8
7.8
9.3
10.4
Sometimes
12.5
13.9
16.9
Frequently
6.1
8
8.7
Seldom
10
10.4
12.5
Seldom
0.8
1.1
17.7
Sometimes
18.8
6.9
8.3
-29%
9
Several times per week
Several times per month
6%
14%
4%
19%
1.4
38%
11%
22.7
6%
31%
10
20%
4%
2010/209
3%
-20%
13%
6%
12%
27%
22%
21%
9%
20%
20%
Digital consumption
Social networking sites have recorded unprecedented growth rates. For example Facebook.com grew in terms
of world-wide reach from 10% in early August 2008 to 36% in August 2010 and passed 500 mil. users, while
Twitter.com reaches today 11% of the total world-wide internet users compared to practically nothing in late 2008
(Source: Digital Fact Book).
Graph 1: Global traffic for twitter.com and facebook.com
50
Daily Reach (percent)
12
40
10
30
8
0
4
facebook.com
2009
Source: Alexa.com
27
twitter.com
6
20
10
Daily Reach (percent)
2010
2011
2
0
2009
2010
2011
media fact book
digital media
Romania follows the same trend, with ~170% increase YOY (May 2011 over May 2010) and ~42% penetration
to the online population.
Facebook users are younger compared to the online universe: 16% Facebook users are 13-17 y.o., compared
to 9.9% overall internet users (14-18 y.o.); 65% Facebook users are 18-34 y.o., compared to ~48% overall
internet users (19 – 34 y.o.)
18 – 34 y.o. is also the fastest growing segment on Facebook in terms of absolute numbers.
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Graph 2: Romanian traffic for facebook.com, Jan `09 – May `10
3,500,000
3,267,000
3,000,000
2,500,000
2,000,000
1,900,000
1,500,000
1,200,000
1,000,000
500,000
-
700,000
50,000
Jan 2009
Source: socialbakers.com
Jan 2010
May 2010
Nov 2010
May 2011
Advertising market
2010 registered important movements on the ad networks (publishers & sellers) side, confirming a still immature market
H1 2010 marked one premiere in the Romanian online market - 10 of the biggest sales houses signed a self
regulatory agreement on performance media practices. The new rules come to restrict important developments, since almost none of the players put any solutions in place to offer performance tools for advertisers
Vendors became more fragmented: new ad networks - Ringier, Inform Media, Digital4, RRM, Media Point,
Q2M and others.
Another direction that added to the market`s fragmentation is that few important internet properties split advertising space in to more than one sales representative
At the end of 2010, Intact Interactive split its business in 3 different directions/companies, adding to the market fragmentation. This shows an incoherent digital selling policy with one of the main media players on the
Romanian market.
Ad networks are increasingly focused on offering innovative advertising solutions and use technology enabled
targeting capabilities. This trend will drive the online market to a smaller share in traditional display-based
activities.
All of the above set the groundwork for big network domination in 2011 through consolidated reach offers.
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Online advertising budgets
Initiative estimates a ~35% YOY increase of all online ad budgets (traditional, search, social etc.), up to a level
of ~26 mil. EUR. With all other media budgets decreasing with ~10% or more YoY, digital is the rising star.
IAB-PWC H1 2010 official report states an impressive growth rate – 65% compared to H1 2009, but there
are important factors to be taken into consideration when trying to interpret it. First would be an extremely
low level of H1 2009, based on advertisers early reactions to the crisis. Second would be the variable pool of
companies included in the report from one year to another.
IAB-PWC report for entire 2010 places ad expenditures at ~30% over 2009, so H2 balanced downward the
yearly growth, due to less seasonal peaks throughout the year than in 2009.
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media fact book
digital media
Approx. 70% of all budgets are estimated to be placed on awareness campaigns – traditional or innovative
formats. SEM continues to grow up to ~23% of ad spend, social media and others ~ 7% (Initiative estimation).
Out of the display budgets, 45-50% went to embedded formats, interruptive formats and content sponsorship
- 8-12% each, with affiliate advertising and paid for listings continuing to grow rapidly.
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As a conclusion for 2010, online advertising continued to be mostly used for brand/awareness activities, but
performance-led campaigns are increasing fast. Initiative estimates increasing budgets being allocated from other
activities than commercial communication (ex.: sales, PR).
Graph 3: Net Ad Spend Evolution* 2001-2010 (EUR)
30,000,000
26,250,000
25,000,000
19,400,000
20,000,000
16,000,000
15,000,000
9,000,000
10,000,000
5,400,000
5,000,000
0
100,000 200,000 600,000
2,400,000
1,000,000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Source: Initiative estimation
*estimations include search, social and Yahoo net estimations.
**2009 figures were amended compared to MediaFactBook 2010 edition, in order to reflect realistic increases from 2009 to 2010.
Top Categories 2010
Top 3 advertiser categories haven`t changed since 2009, with Telecom and Finance being very close.
FMCG Foods returns to the top 5 categories and retail registers important growth, both based mainly on social
media and performance media
Retail is taking off with the help of e-commerce and growth in search & affiliate marketing.
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Table 1: Top Categories in Online advertising
2006
2007
2008
2009
2010
Finance
Telecom
Telecom
Finance
Finance
Telecom
Automotive
FMCG - Beer, wine,
liquers
Finance
Automotive
Finance
Automotive
Telecom
Telecom
Automotive
Automotive
IT&C
FMCG – Foods
Entertainment & Media
FMCG - Personal Care
FMCG - Foods
IT&C
FMCG - Beer, wine,
liquers
Businss & Industrial
Government, politics
FMCG - Soft Drinks
Travel
Retail
FMCG – Drugs
Business & Industrial
Travel
Electronics
FMCG - Soft Drinks
FMCG – Foods
FMCG - Soft Drinks
Electronics
FMCG - Foods
FMCG – Drugs
FMCG - Drugs
Source: Initiative estimation
29
Property
FMCG - Soft Drinks
FMCG - Soft Drinks
Retail
Business & Industrial
digital media
media fact book
WARC predicted a 13% average global increase in Internet ad revenues for 2011, far outpacing growth
rates in traditional media (i.e. 5.2% in TV)
Initiative estimates that for the first time ever on the Romanian market, online ad spend will surpass all other
media budgets beside TV, up to 11% of all advertising budgets in 2011.
Once again, it looks like online will be the only media to register growth, for the third year in a row.
Compared to ~20% average for the European market, Romanian online market has scope to grow.
In terms of volume, ~34 mil. EUR will be spent in online, which represents ~30% growth YoY, in a market with
an overall decrease (-3%).
First three months of 2011 showed increases over the levels of 2010, by approximately 25%. This pace is
expected to accelerate throughout the year.
Moves toward vendors` consolidation can already be seen – Intact merged a consistent part of their properties
with Q2M (former Realitatea-Catavencu), in their efforts for a better monetization of web properties.
Social media is expected to register the most significant growth this year.
We estimate Telecom to remain the leader of advertiser categories, followed by Finance, Automotive and
FMCG.
An international trend that is expected to be seen in Romania as well, is coupon websites, a market dominated
by Groupon. ComScore`s report for 2010 rated European markets to be the fastest growing with almost 10%
of all internet users.
With Google and Yahoo localizing their businesses, we expect their share in overall online budgets to increase.
Web publishers register impressive growth in mobile visits to their properties, therefore we expect important
investments and developments in to that direction.
Keywords and media trends for 2011: social media advertising, video advertising, e-commerce, social
commerce.
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media fact book
digital media
“People are very protective of their cell phones, how it’s used, where
it’s used and how much it costs. It has become a very personal issue
for a whole lot of people in this country.”
Steve Largent
Mobile
Facts
Although the penetration rate for mobile phones has decreased in 2010, Romanians still use the mobile phone more then they use the mouse.
Romanians talked for over 26.5 billion minutes, sent over 3.91 billion text messages and over 4.5
million multimedia messages, and also connected to the internet via their mobile phones about 4.03
million times.
The global smartphones market registered growth at a brisk pace, accounting for 22% of the global
mobile handset sales in 2010.
In 2010, 1 out of 10 mobile phones sold by Mobile Operators in Romania, was a Smartphone.
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Overview
As the “year of mobile” phrase is played out we could say that 2010 was the year of the “rise of smartphones”.
They have become a viable alternative to feature phones, PDAs and laptops, offering phone features such as
voice and SMS coupled with mobile internet applications, multimedia functionality, high speed data processing
capabilities, and inbuilt GPS capabilities. Also Smartphone penetration has increased to the point where brand
marketers can deliver rich experiences through pocket-sized devices.
2010 has been a milestone of mobile marketing in Romanian landscape, the year when it finally left behind the
association with just SMS marketing.
Market Analysis
State of mobile market
The most important factors influencing the evolution of mobile marketing are the penetration of mobile phones, in
particular smartphones and also Operators’ mobile data plans.
In recent statistics on the telecommunications market in Romania, the National Administration and Regulatory
Authority for Communications registered a decrease of 3% to 115% of the mobile phone penetration rate relative
to the number of “active” SIM cards per 100 inhabitants.
Graph 1
30
Millions
25
20
15
1.138
1.182
1.150
0.948
80%
60%
40%
5
31
120%
100%
0.741
10
0
140%
20%
2006
2007
2008
Number of "active" SIM cards per 100 inhabitants
2009
2010
Mobile phones penetration rates
0%
media fact book
digital media
On the other hand, the 3.5 million phones sold in 2010 meant sales of around 174 million Euros, down 31.5%
from 2009, according to research company GfK Romania. Last year, the average price of a phone was around 50
Euros. The lower handset prices offered by operators together with lower units sales (from 4.35 million handsets
in 2009, to about 3.5 million in 2010), caused a decrease of over 30% of the mobile market in 2010.
This is no reason to stress or to draw the quick conclusion the market is going down. The Romanian mobile market is evolving together with the growth of Smartphone penetration and the emergence of other mobile devices. In
2010, 1 out of 10 mobile phones sold by Mobile Operators in Romania, was a Smartphone. This led to a penetration rate for Smartphones of nearly 11% out of total mobile phones.
Graph 2: Mobile phones sales
5.000.000
4.000.000
0.07
0.11
3.000.000
2.000.000
1.000.000
0
2009
Tablets emerged aggressively in 2010 with
the launch of Apple’s iPad and with sales of
more than 10 million tablet devices worldwide
brought a change in the definition of the word
Smartphones “mobile”. Apple’s competitors have been quick
to both announce and launch products. In Romania, emag – one of the biggest online retailers has reported at the end of 2010 that tablets
Total
sales have reached about 13% from total comMobile Phones
puter and laptop sales.
2010
25
6.30
6.03
26.54
22.79
20
15
4.50
4.03
15.94
7.00
6.00
5.00
4.00
3.00
10
2.53
2.00
1.53
5
0
Millions
30
Billions
Graph 3: Mobile consumption
2.52
2008
Voice
3.91
3.93
SMS
2009
MMS
2010
1.00
0.00
Mobile internet connections
The decrease in the total number of users (SIM cards) is reflected in a decrease of mobile phone usage in general,
be it voice, SMS, MMS or mobile internet.
Voice traffic has continued to grow, by only 11.7% over 2009 to 26.5 billion minutes in 2010.
Romanian users have sent in 2010 over 3.91 billion SMS. This has kept SMS the most widely used mobile
technology after Voice.
Although it has drastically decreased, MMS is still important, proof being over 4.5 mil Multimedia Messages sent
in 2010.
On the other hand, Mobile Internet Connections have experienced the largest growth in 2010, although the
increase was not as spectacular as in past years, reaching about 4.03 mil connections.
32
media fact book
digital media
4.00
3.50
3.00
Millions
Graph 4: Mobile Broadband Connections
Postpaid
Prepaid
1.80
2.50
1.05
2.00
1.50
1.00
0.50
0.00
0.67
0.20
0.28
2006
0.31
0.48
2007
0.86
2008
1.48
2009
2.23
2010
Mobile internet access has seen considerable increase over the last years. We now access the internet through
mobile devices about 7 times more than we did in 2006.
Although mobile internet connections from postpaid SIM cards remain dominant in the Romanian market, access
from prepaid SIM’s is rising.
User statistics:
Mobile Internet users tend to be younger in Romania, falling between the ages of 16 to 24 and living in urban
areas.
With 2% growth, up to 1.47 million connections in 2010, prepaid based mobile connections describe how
lower income users have started to access information on-the-go.
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Mobile advertising market
In the Romanian market SMS Push is known as a mobile advertising technique, being in fact the most used one,
with 80% of mobile advertising being performed through SMS in 2010. The remaining 20 % is advertising through
MMS, mobile search or banners in mobile websites.
In 2010 the number of SMS promotional campaigns has increased by 60% reaching 100 campaigns last year,
from 60 in 2009.
At the end of 2010, over 3 million mobile optimized websites were registered worldwide, an increase of 2000%
compared to 2008 when 150,000 mobisites were recorded. The number of Romanian mobile optimized websites
doubled in 2010, but still remained small when compared to the rapid increase of mobile internet connections.
Unique visits and page views on Romanian mobisites also increased last year by over 200%. The main Romanian
websites that chose to go mobile in 2010 came from areas like news, entertainment, banking and other business
services.
In terms of Mobile applications 2010 was marked by the advent of two mobile technologies: Augmented Reality
and geo-location in mobile social apps.
In 2011 Romanian Smartphones market share will increase by up to 30%, as they become more affordable.
Companies’ interest for one-on-one communication with customers through SMS will surely increase, resulting in a growth of the market by at least 100%, especially in terms of renting opt-in databases, as the costs of
launching a SMS Push campaign are minimal.
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digital media
media fact book
Last year about 50 companies drew Romanian customers in SMS promotional campaigns nurturing their
desire to play and win thus creating awareness and an increase in sales. In 2011 the market will see at least
a doubling of the number of companies that take such actions and a direct increase in the number of promotional campaigns by SMS.
The adoption and growth of mobile internet access will be influenced by the Mobile Operators. By creating
available packages that include mobile internet services, operators will help create an enabling environment
for Mobile Marketing tools (mobile websites, banners and search). Taking this into consideration, we are expecting to see a growth in mobile internet traffic by at least 200%.
Mobile technologies that allow consumers to interact with their physical environment will be the hit of Mobile
Marketing in 2011. Technologies, such as QR codes and mobile augmented reality (AR) apps, will offer a
springboard for brands willing to experiment with the latest technologies.
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34
media fact book
radio
“The whole country was tied together by radio. We all experienced the
same heroes and comedians and singers. They were giants.”
Woody Allen
Overview
According to CNA, the number of radio licenses are at a similar level to 2009. The top 10 owners of radio licenses
in 2010 (up to Feb 15th of 2011) are:
SC SBS BROADCASTING MEDIA SRL with Kiss Fm and Magic Fm – 86 licenses
SC DINAMIC AUDIO - SERV SRL with Radio Vocea Sperantei – 44 licenses
PATRIARHIA ROMANA with Radio Trinitas – 36 licenses
SC REALITATEA MEDIA SA with Radio Realitatea Fm , Radio Guerrilla, Radio Alpha – 36 licenses
SC GRUPUL MEDIA CAMINA (G.M.C.) SRL with Radio Romantic Fm and Radio ZU – 34 licenses
SC PRO TV SA with Radio Pro Fm and Info Pro – 34 licenses
SOCIETATEA ROMANA DE RADIODIFUZIUNE with Radio Romania (International, Regional), Antena Satelor,
Radio 3 Net – 21 licenses
SC ON AIR STUDIO SRL with Radio Itsy Bitsy – 15 licenses
SC RADIO TRANSILVANIA LBM SRL with Radio Transilvania – 14 licenses
SC MINISAT TELECOM SRL with Radio Minisat – 11 licenses
In 2010 – Q1 2011, the Romanian radio market was split into the following formats:
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Contemporary Hit Music Radio: Radio ZU, Kiss FM, Radio 21, Pro FM,
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Adult Contemporary Radio : Europa FM, Radio Romania Actualitati , Antena Satelor, RR Regional , Music Fm
(new entry)
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Soft Adult Contemporary Radio: Magic Fm, Romantic Fm, Gold Fm, Smart Fm
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Dance Radio: Vibe Fm, Dance Fm ( former Pro Fm Dance)
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Hot Adult Contemporary: Guerilla FM, City FM (rock music- oriented)
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Classic Rock: Rock FM (new entry)
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News& Talk: Realitatea FM
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Sports: Sport Total FM
Despite the difficult economic environment, the key word for radio market in 2010 is “consolidation”. The radio
stations tried to compensate the crisis through PR activities and by launching new formats and dynamic programs.
Also they continued to improve their online presence through dedicated websites and social network integration.
The radio sales houses continued to be flexible regarding special offers and discounts in 2010 and in Q1 2011.
They built interesting, creative and cost efficient packages to stimulate advertising demand - this trend continues
into 2011, too. In the last quarter of 2010, the leading stations were sold out in Prime Time, a fact that is due to
the result of these strategies.
At the beginning of 2011, following the result of the latest audience measurement data, the leading stations Kiss
Fm and Radio ZU increased their rate cards. For Radio ZU, this increase of prices has been done for the first time
since they launched.
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media fact book
radio
In 2010 and the beginning of 2011, there have been some changes on the radio market:
From September 2010, Pro Fm expanded its national coverage through embedding the Info Pro network.
This increase can be seen in both the number of broadcasters (28 to 66), coverage at the human level (from
31.54% to 74.8%) as well as the national coverage (from 58.9% to 96.7%). Info Pro is not a radio station
anymore, but it is still a brand dedicated exclusively to the news radio segment.
Rock Fm was launched in October 2010. The format is Classic Rock, and it broadcasts on the former One Fm
radio frequency. Since then, One Fm can only be listened to online at www.onefm.ro.
Starting November 1st, Radio 21 turned into a new radio station - Simply Positive Radio. It is a fresh radio
station with a new identity, new attitude, new team, new music and jingles.
On the 1st February 2011, Radio Pro launched a new station in Bucharest, Music Fm. It broadcasts on the
former frequency of Radio Campus Bucharest, 103,8 FM, and it labels itself as an Adult Contemporary Radio,
targeting 30-50 y.o.
Starting from February 21st 2011, Radio PRO also rebranded Pro Fm Dance into Dance Fm Radio which
covers Bucharest on the frequency 98,5 FM, with electronic dance music for clubbers 15-25 y.o. It can also
be listened to online at www.dancefm.ro.
ArboRadio has improved the local radio network: 42 local and independent stations across 23 counties (from
38 stations across 21 counties). The major partnerships remain with Minisat Network (18 stations) and Impact
(9 stations).
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As usual, the most active radio stations are the leading ones. They tried to grow audiences through intense marketing activity :
Kiss Fm “Kiss Cash”, “Summer Kiss”, “Winter Kiss”, ”Kiss 4love”, Guns N’ Roses, Aerosmith, AC/DC, Sonisphere, Peninsula, Tuborg Green Fest, Faithless - Kiss Fm partnerships;
Magic Fm “Santa’s Radio”, “Magic Summer“, Eric Clapton, Bob Dylan, Pink Martini, Cesaria Evora, Chris Rea,
Gary Moore - Magic Fm partnerships;
Radio ZU “My Name is ZU”, “Marea lipeala”, “R U ready to be 2010 ZUper hero? Win 10.000 euro with ZU!”
Radio 21 “Born Winner”, “Daily Fuel Tank“, “Street dance High School Cup”, “POSITIVE LOVE HITS by Radio
21”
Vibe FM “Liberty Parade”, “Amsterdam Dance Event“, ”Happy Vibentine Day”, “Party 100.000 Fans on Facebook” in March 2011;
Pro FM “Legalize Joy”, “18th Anniversary“, Dance Fm Partnership with the Mission and so on.
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Graph 1: Advertising revenue by the sales
houses
Expresiv Consulting
5%
PRO TV S.A.
7%
MGSI
35%
Clir Media
25%
Looking at the advertising revenue gained by the sales
houses, MGSI consolidated its position as the market
leader, gaining a 10% rate card increase in volumes.
Other significant increases were also registered by Clir
Media (59%). In terms of decreases, we find Pro TV
SA with a 34% decrease and Regie Radio Music with a
10% decrease vs. last year. Overall, the total ratecard
ad spend increased by only 7%.
Regie Radio Music
28%
36
media fact book
radio
Graph 2: Radio ad-spend evolution 2009-2010
25,000
€
32% 32%
20,000
21%
15,000
14%
10,000
19% 19%
14%
9%
5,000
0
Kiss FM
8%
Radio ZU Europa FM Radio 21
2009 Ad Spends (€ thou.)
5%
4% 4%
ProFM
4%
3% 3%
2% 2%
1% 1%
Romania
Actualitati
Magic FM
Info Pro
Gold FM
3%
Guerrilla
SOS 2009 (%)
2010 Ad Spends (€ thou.)
Source: AlfaCont (‘000 €)
SOS 2010 (%)
From the category point of view, there are some that due to poor economic conditions, either cut their budgets
or moved them to other media. Some of those categories are: “Mobile telecommunications” (-21%), “cars & 4x4
automotives” (-53%), “Domestic appliances, electrical & electronics” (-14%). However, radio remains an important
support media. Other categories increased their budgets: “Stores, commercial centers, supermarkets” (+21%) –
periodical offers & campaigns, “Banking & insurance services” (+61%) – trying to regain lost business and more
so lost awareness, “Beer” (+42%) – sales opportunity due to various football championships, etc.
Market Analysis
The system of measurement changed in 2008, when the joint industry committee ARA (The Association for Radio
Audience) decided to conduct the audience survey in three waves (June, October and February next year, the
latter containing the nationwide audience, rural and urban). The difficult times made some radio stations exit the
audience measurement system, more because the radio audience is on a declining trend (smaller than the last
years decrease but still present) with a daily reach decline of 2.6% nationwide and 4.2% in Bucharest.
Looking at the Bucharest market share, the undisputed leader is “Radio Romania Actualitati”, and there is a clear
gap between the first 3 radio stations and the rest of the pack, the battle for 2nd place is between “ZU” and “Kiss
FM”, and 4th place between “Radio 21”, “Europa FM”, “Magic FM”, “Pro FM” and “Romantic FM”. The biggest loss
was registered by “Radio 21,” from being the market leader in 2008 they continued to lose share in favor of “ZU”
since its launch date.
Graph 3: Radio station % Market Share - Bucharest area
%
8.4
1.7
1.7
1.7
1.5
1.0
0.7
0.5
0.3
2.3
3.4
3.7
4.9
5.0
6.2
6.3
6.4
11.5
13.7
19.1
2010
6.7
1.9
1.3
1.0
0.4
0.6
0.6
0.4
3.6
2.5
2.5
2.3
4.6
4.0
5.7
6.0
4.6
7.8
10.8
10.2
13.7
17.8
2009
0%
Actualita
ZU
Kiss FM
Radio 21
RealitateaFM Guerrilla Na onal FM
Gold FM
Source: SAR / ARA, 2008 to 2010, target 11+
37
50%
Europa FM
One FM
9.1
0.3
1.3
1.2
1.1
0.8
0.2
7.4
6.6
3.5
7.3
22.3
10.1
19.8
2008
100%
Magic FM
Regional
ProFM
Cultural
Roman c FM
City FM
Ant. Satelor
ProFM Dance
Vibe FM
Others
media fact book
radio
Graph 4: Radio stations % Market Share - National area
Jan-Apr 2010
16.4
1.3
0.5
0.3
2.3
2.1
4.0
4.2
7.9
9.4
11.1
11.3
14.1
15.1
%
14.6
0.2
0.5
1.1
2.4
5.2
6.8
7.8
6.3
12.4
14.6
10.9
17.2
Jan-Apr 2009
0%
17.3
0.8
0.5
1.1
2.6
5.6
10.9
7.0
13.0
14.2
11.1
15.9
Jan-Apr 2008
50%
Actualita
Kiss FM
Regional
Europa FM
ZU
Ant. Satelor
Radio 21
100%
ProFM
Magic FM
InfoPro
Na onal FM
One FM
Cultural
Others
Starting with 2008 SAR provides only urban audience data for the full year, so we can only make an assumption
of the rural and urban areas based only on January-April data.
The most recent nationwide audience data shows that Radio Romania Actualitati, Radio Regional and Antena
Satelor lost market share in favour of Kiss FM and Radio ZU. Some of the smaller national radio stations are gaining share, the cumulated “Others” share rising by 1.8% vs. Jan-Apr 2009.
The Monday to Friday audience curve shows two time intervals of intense listenership: 08.00-10.00 AM and
17.00-19.00 PM. During a regular working day, the urban listeners prefer to listen to the radio mostly at home up
until 10.00 AM, after which they listen mostly at work until 4.00 PM, then the listenership switches back to their
home. Radio listening in the car reaches an audience peak at around 07.45 AM, when many listeners are on their
way to work.
Graph 5: Place of listening - Monday to Friday
25%
20%
TOTAL
At home
15%
In a car
At work
Other place
10%
03:00-03:29
04:00-04:29
02:00-02:29
01:00-01:29
00:00-00:14
00:30-00:44
23:30-23:44
23:00-23:14
22:30-22:44
22:00-22:14
21:30-21:44
21:00-21:14
20:00-20:14
20:30-20:44
19:00-19:14
19:30-19:44
18:00-18:14
18:30-18:44
17:30-17:44
16:30-16:44
17:00-17:14
15:30-15:44
16:00-16:14
15:00-15:14
14:00-14:14
14:30-14:44
13:00-13:14
13:30-13:44
12:30-12:44
11:30-11:44
12:00-12:14
10:30-10:44
11:00-11:14
09:30-09:44
10:00-10:14
09:00-09:14
08:00-08:14
08:30-08:44
07:00-07:14
07:30-07:44
06:00-06:14
06:30-06:44
05:00-05:14
0%
05:30-05:44
5%
Source: SAR / ARA, 2010, target 11+
The place and mode of reception analysis shows that the main place for radio listenership remains at home,
although since 2007 both at home & work listenership has registered a continuous decrease. The only place that
increased listenership was for listening in the car. Another trend to be considered is preference for listening over
the internet (0.5% increase vs. 2009).
38
media fact book
radio
Graph 6: Urban 11+ Daily Reach (%) - 2010 Radio Reception - Monday to Friday
55.8%
49.3%
37.3%
13.8%
6.1%
Mode-Dedicated
radio apparatus
TOTAL
ModeInternet
2.8%
12.5%
6.0%
0.9%
Mode - Mobile
phone / media
player
Place
At home
Other
reception
mode
Place
In a car
Place
At work
Other place
Graph 7: Place of listening - Daily Reach (%) Evolution - Urban 11+ Monday to Friday
50%
45%
40%
At home
35%
In a car
30%
At work
25%
Other place
20%
15%
10%
5%
2005
2006
2007
2008
2009
0%
2010
In 2010, Radio ZU is leading in the Bucharest area (with 239,000 listeners / day, in terms of daily reach) while Kiss
11
96
24
29
81
7
118
39
13
Others
29
614
ZU
28
Vibe FM
92
Romantic FM
200
492
Regional
514
RealitateaFM
92
Radio 21
107
ProFM Dance
283
ProFM
1,452
One FM
National FM
11
Magic FM
40
Kiss FM
209
1,026
Guerrilla
BUC.
59
Gold FM
190
Europa FM
1,118
Cultural
Actualitati
URBAN
City FM
Stations
Ant. Satelor
FM is the leading radio station in urban areas (with 1,452,000 listeners per day).
1,068 1,479
67
68
239
115
Source: SAR / ARA, 2010
39
radio
media fact book
The connection between radio websites and social network platforms will become stronger, for example Vibe
Fm’s Facebook page has already reached over 120.000 fans, Radio ZU’s Facebook page has reached over
250.000 fans.
All the stations will continue to develop their online presence to offer interesting and efficient integrated radio&
online packages. Online support will bring more and more added value to radio, maximizing the interactivity
and connectivity.
The listening preference over the internet will increase this year, too.
Radio stations will continue making efforts to extend their local coverage and to improve the quality of their
programs in order to gain new listeners and to retain the “older” ones.
Prime Time will remain the most important battle field for audiences.
Most of the successful marketing campaigns in 2010 will continue in 2011.
Radio sales houses will continue to build creative and efficient cost packages to stimulate advertising expenditures.
Radio will remain a relatively inexpensive media, used as a complementary, secondary media for many advertisers.
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media fact book
press
“I fear three newspapers more than a hundred thousand bayonets.”
Napoleon
Overview
Following the trend of 2009, the print market continued to suffer from lower advertising spend and lower readership, forcing publishers to implement more anti-crisis solutions: closing titles, changing frequency of publications,
massive image changes, promotional offers when buying certain titles and so on, all in an effort to survive.
The year 2010 started with the closure of newspaper titles Ziua and Gardianul after a failed attempt to survive
as being online only. Jurnalul National closed it’s Saturday edition, and the supplements Jurnalul Casei Mele and
Jurnalul de Bucatarie.
Big international clients decreased their budgets forcing publishers to make wage reductions, editorial cuts,
decrease rate-cards (Publimedia, Liberis, etc.) and increasing the level of discounts and special offers.
Publishers continued to generate alternative income sources, through subscriptions, books, DVDs, cosmetic
products and fashion items – these measures were taken for maintaining circulation and readership.
Major changes to the print market in 2010 include: Evenimentul Zilei and Capital sold by Ringier; a series of
management and editorial changes from Adevarul, the biggest merger for print, online, press agency of Media
Pro Group in Mediafax and the withdrawal from the shareholders of the german group WAZ in Romania Libera.
Comparing the last 3 SNA surveys provided by BRAT, it clearly shows the decreasing readership trend, the most
affected being weekly editions – one of the main factors for moving weekly content into the leading title and
closing the edition.
Graph 1: Reach (%) evolution
55
50
45
Monthlies
40
Fortnightlies
35
Weeklies
30
Newspapers
25
Supplements
20
15
Iul09-Iul10
Source: National Readership Survey, BRAT
Oct09-Oct10
Ian09-Ian10
One solution for the decline in print readership was to develop and invest in online versions of the title. We can
notice significant increases in the traffic figures for the top 10 websites related to print publications in 2010 – over
50% more visits for Prosport, Cancan and Gandul, 40% more visits for Libertatea and Click, and so on, meaning
that the online media can be seen as an efficient complementary media for the print editions.
41
media fact book
press
Table 1: Top 10 point-of-presence websites
Website
Corresponding
Publication
www.libertatea.ro
Libertatea
www.gsp.ro
www.prosport.ro
www.cancan.ro
www.click.ro
www.gandul.info
www.evz.ro
www.adevarul.ro
www.jurnalul.ro
Gazeta
sporturilor
ProSport
CanCan
Click
Gandul
Evenimentul
zilei
Adevarul
Jurnalul
National
Ziarul
Financiar
www.zf.ro
2009 Monthly Averages
2010 Monthly Averages
Tabloid
37,413,280
6,291,310
46,521,638
9,042,189
Sports
30,763,643
10,141,557
42,790,095
8,742,775
39%
39,801,480
11,831,333
54%
Genre
Sports
Tabloid
PIs
25,836,931
30,939,060
Visits
7,064,893
5,819,531
33,728,977
24,691,772
Visits
8,849,300
4,410,475
Evolution
PIs
24%
9%
44%
Visits
44%
-14%
67%
52%
Tabloid
17,176,249
6,727,112
2,421,971
14,366,665
4,166,054
114%
72%
Generalist
18,387,979
4,320,764
13,104,737
3,863,678
-29%
-11%
Generalist
7,494,429
2,324,594
10,327,264
3,539,134
38%
52%
Generalist
6,772,208
1,838,786
9,213,733
2,353,502
36%
28%
Business
5,707,143
1,995,662
6,126,673
2,151,297
7%
8%
Generalist
3,080,087
PIs
43%
Source: SATI
Another important development for monitoring of advertising spend for the print media market was the introduction
of BRAT / MIP as an alternative to Alfacont / Mediawatch from January 2011. A similar tool for radio spending is
forecast to be available from July 2011. This represents another step towards a unified and cost-effective integration of data delivery for advertising spend.
Print Market Analysis 2010
Compared to the significant, 35% decrease in reported advertising revenues in 2009, 2010 only showed a 4%
decrease across the year at €319m (barters included). It would appear that print media has reduced it’s declining
trend in terms of budget, but the reality is that due to the anti-crisis measures taken in 2010 - higher discounts,
decreased Rate Cards, package offerings, increased barter share and so on - the net figures are expected to
continue decreasing.
Another noticeable effect is the percentage of advertising spend moving from newspapers to magazines. In 2009,
it was 53%/47% in favor of newspapers and in 2010 it reached 50%/50%.
CMG Romania 1.0%
Alta Casa Media 1.0%
Kopa Publications 1.1%
Nord-Est Distribution 1.4%
Double P Media 1.2%
Delta(Tulcea) 1.4%
Media Sud Management 1.4%
Trinec Serv 1.4%
Attica Media 1.8%
Graph 2:
2010 Share of ratecard revenue by
Media Group (excluding barters)
Others
23.1%
Mediafax/Publimedia
13.9%
Zile si Nopti 1.8%
Burda 1.9%
Mediamov 2.1%
Intact Group 10.3%
B2B Media 2.2%
Edipresse AS 4.2%
Medien Holding 5.5%
Adevarul Holding 5.8%
Sanoma Hearst Romania 10.2%
Ringier 7.4%
Source: Alfacont MediaWatch. *Ringier includes Evenimentul Zilei and Capital
42
press
media fact book
Taking a quick look at the top shares in 2010, although Sanoma Hearst maintained its share of market compared
to last year, it lost 2nd place in favor of Intact Group (with an 8% increase in RC spend). However, important increases were seen for Adevarul Holding and Medien Holding (over 80% increase in RC spent budgets) and Zile
si Nopti (over 150% increase in RC spent budgets). Another interesting development is that unlike 2009, when a
large percentage of spend (50%) was split between the top 5 publishers, with the gap between 5th and 6th place
being around €10m, in 2010 we find a more balanced spread across all publishers, with the gap now shrinking
to approximatelly €3m.
Adevarul Holding: In comparison to 2009, where we saw a spectacular level of investment and large marketing
campaigns, 2010 was less expansive and a more cautious year.
In April 2010 there was a change in management, with a subsequent change in the development strategy of the
holding.
Launched celebrity magazine OK, bought Tango magazine (June 2010).
Closed weekend editions of ADS and Adevarul TV by the end of 2010, closed Blik Ukraine in February 2011.
Re-launched Stiinta si Tehnica (April 2011, monthly Forbes-Life (in May 2011) and made Adevarul the first
Romanian newspaper available on iPad.
In 2010 Adevarul Holding held within its portfolio the most read tabloid (Click) and quality daily publications
(Adevarul and Adevarul de Seara) with the higest circulation and the largest number of local editions (39 editions
in 48 cities).
Media Point: Starting from October 2010 a new sales house is selling all products published by Adevarul Holding
(except for Forbes Life) plus Academia Catavencu.
Mediafax: In august 2010 took place the merger of all print, online and press agency of Media Pro Group.
Mediafax was the first press group who faced the crisis with a clear strategy. In 2009 they closed local and central
publications, changed the frequency and came with a special offer based on the volume share of net budget. Also,
the rate-card of their publications has been decreased by up to 25%, from the beginning of 2010.
Gandul became exclusively digital (online, iPad, mobile), having its last printed edition in April, 2011.
Ringier Romania: In January 2010, Evenimentul Zilei changed the format from broadsheet to compact and
cancelled its TV guide (although, the content remained present in newspaper pages).
In March 2010, EVZ and Capital, together with their websites were taken by Publishing of Evenimentul and
Capital, but advertising sales were kept by Ringier.
Closed DIVA in March 2010, and Bolero in January 2011.
The weekly “Din toata inima” launched in September 2010 was closed at the end of March 2011.
In February 2011 took the licenses Joy and Autobild from Edipresse.
Changed the format of the magazines Libertatea pentru femei and Lumea femeilor and re-launched Lumea femeilor in March 2011; re-launched Unica in May 2011.
Intact Group – Jurnalul National closed Saturday Edition and “Jurnalul Casei” in January 2010
B2B Media: Launched Cancan de Weekend – weekly (May 2010); Cancan has changed its format (smaller) in
September 2010
Medien Holding: Rebranded the Romania Libera newspaper, a major change of content and design (including
its online presence in March 2010).
In 2010 and beginning of 2011 launched many supplements – Femeia Eterna Poveste, Spa&Fitness, Vacante de
ski, Centrul Istoric, Sanatate, Supliment de Paste, etc.
Launched AIDA – HR magazine, at the end of April 2011
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media fact book
BURDA Romania: Cool Girl and Autoshow were bought by Pressworks, towards the end of 2009. The first editions after the acquisition were in January 2011. Pressworks had also within its portfolio the paparazzo/gossip
magazines Şoc and Zău.
Men’s Health was bought by Attica Media. The first edition after acquisition was released in March 2010.
Sanoma Hearst: Changed the frequency of Story to fortnightly, took the license of Auto Motor si Sport (in February 2010), launched in 2010 brand extensions Bazaar Collections (biannual, since Feb 2010) and Miresici (biannual, from April 2010); Sensa (quarterly, from June 2010), first edition of THE BIG BLACK BOOK ESQUIRE (Oct.
2010), Story Book (bi-annual, May 2011).
ARBO Media: Launched in November 2010 a national network of local televisions with 21 local stations extending
its network of local media (36 publications and 42 radio stations).
Midas Media: A new media sales house has been formed by part of the management team from Arbo Media,
having in their portfolio Sapte Seri and 24 local publications, formerly sold by Arbo Media.
Other launches/closes in 2010 and Q1 2011:
Kamikaze – launched in March 2010 made by part of Academia Catavencu team.
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Superbebe has been bought by Superbebe SRL, who also launched a monthly publication Bucate pentru
copii in February 2010.
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Newspaper Puterea and Scientific American Mind-Psihologia, Romanian edition of Scientific American Mind
launched in Q1 2010; Tataia, Romanian culture magazine – launched in Mai 2010
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Timpul – weekly made by former Romania Libera journalists was launched in September 2010
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Pharmakon reappeared in printed format together with the launch of an online communication platform – November 2010
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BBC Good Homes – closed in February 2011
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Beerocracy – launched first beer magazine in April 2011
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ViCE – monthly free magazine, with presence in 30 countries will be launched in Romania from May 2011
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The top 10 market segments with the largest gross rate card expenditures in the print in 2010 account for 61% of
the total print expenditures (media barters excluded). Looking at the evolution versus 2009, the only categories
to increase, though only by a small amount, were “Stores, commercial centers, supermarkets” (18% increase due
to the nature of the advertising used – periodical offers, etc.) and “Cosmetics” with a 14% increase, more likely
a constant evolution if we were to look at net figures due to the anti-crisis solutions adopted by all competitors.
“Cars & 4x4 vehicles”, “Government / Municipalities / Foundations / Associations” and “Mobile telecommunications services” kept their descending trend registering 20%, 37% and respectively 33% drop in RC expenditures.
Table 2: Top 10 categories by rate-card expenditures
Category
Stores, comercial centres, supermarkets
Banking & insurance services
Medical & optical products & services
Cosmetics
Other categories
Other business services
Cars & 4x4 vehicles
Building & constructions products & materials
Government / Municipalities / Foundations / Asociations
Magazines
7,349,901
3,538,900
7,427,522
12,326,367
3,442,612
1,405,716
4,781,426
3,875,888
48,038
2,361,815
Newspapers
Total
8,557,698
15,907,599
6,180,729
13,608,252
10,775,585
217,140
8,521,097
8,556,711
4,316,023
14,314,484
12,543,507
11,963,708
9,962,426
9,097,449
4,484,026
8,359,914
5,056,612
7,418,427
7,633,063
7,681,101
Source: Alfacont MediaWatch
44
press
media fact book
Regarding the media barters, due to the fact that all print media budgets are on a decreasing trend, the fight to
survive imposed an increase in the barters offered – total media barters reached 43% vs. 41% in 09.
Table 3: Barter rate-card expenditures
Category
Magazines
Newspapers & Magazines
11,429,812
TV stations
4,134,921
Culture & education
Radio stations
Restaurants, coffee shops, fast foods
Entertainment services
Hotels
Campaigns
Other business services
Beauty salons
Other advertising and promotional services
Transportation & travel services
Multimedia
Internet services
Government / Municipalities / Foundations / Asociations
Security Services
Photo
16,748,996
4,168,126
8,873,515
9,864,221
2,608,018
1,030,472
2,317,078
2,265,481
1,562,292
840,173
1,743,748
1,161,178
334,810
180,327
80,470
Newspapers
Total
22,141,060
33,570,872
13,851,320
17,986,241
10,596,019
7,448,717
2,138,278
328,754
1,891,201
27,345,015
11,616,843
11,011,793
10,192,974
4,499,219
3,059,882
4,090,354
477,926
2,743,407
1,598,538
1,038,301
1,537,182
415,116
995,743
606,146
337,032
111,938
3,915,616
2,600,593
2,377,355
2,158,864
2,156,921
940,956
517,360
192,408
The top 20 publications with the highest level of rate card advertising revenue in 2010 (media barters excluded)
are mostly newspaper titles (quality, sports, tabloids and local), financial publications, women magazines and free
city guides. Together, they hold 37% of the entire gross print rate card advertising revenue.
Table 4: Top 20 publications expenditures evolution
Title
2009
Gazeta Sporturilor
8,521,706
Romania Libera
2,191,494
Ziarul Financiar
ProSport
24 FUN (B-24-FUN)
Cosmopolitan
Jurnalul National
Libertatea
Adevarul
Click! (Averea)
Evenimentul Zilei
Delta(Tulcea)
Monitorul de Vrancea
Ziarul de Vrancea
The One
Elle
Ce se intampla doctore?
CanCan
ProTv Magazin
Sapte Seri
6,375,184
4,149,468
4,827,600
3,735,562
4,424,306
4,348,959
2,126,706
2,043,538
2,346,546
1,286,403
2,534,560
2,993,440
2,166,557
2,145,162
1,773,940
2,685,380
2,814,675
2,482,238
2010
Evolution
8,640,228
1%
4,729,413
116%
7,377,809
4,649,605
3,835,400
3,676,991
3,170,005
16%
12%
-21%
-2%
-28%
3,146,022
-28%
2,724,325
33%
2,864,014
2,501,251
2,477,646
2,469,020
2,457,095
2,354,880
2,319,826
2,236,473
2,224,614
2,219,975
2,090,359
35%
7%
93%
-3%
-18%
9%
8%
26%
-17%
-21%
-16%
45
media fact book
press
Titles readership is on a descending trend versus 2009, as can be seen with titles like “Libertatea” (-25%), “Click
de Duminica” (-22%), “Libertatea – editia de duminica” (-24%). The biggest increase in terms of readership is
Adevarul de Seara at almost 98%, another publication to have managed an increase in readership is “Click Ghid
TV” (+12%) - these figures gain in importance if we look at the general print market situation).
Highly targeted titles have a hard time keeping their readership: “ProMotor” (11% decrease), “Libertatea pt femei”
(26% decrease), “Femeia” (24% decrease).
URBAN 14-64 - Top Press
Readership
(''000)
Net Coverage (%)
Audited Circulation ('000)
Readers / Copy
('000)
Rate Card
(EUR)
CPT
(EUR)
Adevarul Digital Media
1,159
13.1
214
5.4
5,761
5.0
Adevarul Holding
1,040
11.7
427
2.4
4,684
4.5
Libertatea
Ringier Romania
1,007
11.4
203
5.0
7,049
7.0
Click Ghid Tv
950
10.7
344
2.8
4,215
4.4
Practic In Bucatarie
Burda Romania
941
10.6
254
3.7
4,000
4.3
Cancan
Cancan Media
899
10.1
91
9.8
4,950
5.5
Gazeta Sporturilor
Convergent Media
688
7.8
68
10.2
8,700
12.7
3.6
Publication
Publisher
Click
Adevarul De Seara
Rebus (Flacara)
Publicatiile Flacara
695
7.8
36
19.3
2,500
Click De Duminica
655
7.4
135
4.8
2,720
4.2
Libertatea - Editia De
Duminica
Ringier Romania
638
7.2
119
5.4
4,590
7.2
URBAN MEN 14-64 - Top Magazines
Publication
Publisher
Gazeta Sportur- Convergent Media
ilor De Duminica
Libertatea - Edi- Ringier Romania
tia De Duminica
Publicatiile
Rebus (Flacara) Flacara
Click De Dumi- Adevarul Digital
nica
Media
Pro Tv Magazin Mediafax Group
Promotor
Mediafax Group
Revista De Film HBO Romania
Hbo
Auto Motor Si
Sanoma Hearst
Sport
Romania
Adevarul De
Adevarul Digital
Duminica
Media
Practic In
Burda Romania
Bucatarie
Readership Net Cover(''000)
age (%)
Audited Circu- Readers /
Rate Card CPT
lation (''000)
Copy (''000) (EUR)
(EUR)
Selectivity
SelectivAffinity Index ity Profile
525
12.2
25
24.1
8,700
16.6
180
87
357
8.3
119
5.4
4,590
12.9
116
56
326
7.6
36
19.3
2,500
7.7
97
47
311
7.3
135
4.8
2,720
8.7
98
48
283
262
6.6
6.1
81
6.2
7.2
46.6
4,500
3,200
15.9
12.2
101
188
49
91
252
5.9
170
2.6
4,900
19.4
117
57
243
5.7
13.9
19.6
3,700
15.3
185
89
197
4.6
47
7.0
3,279
16.7
122
59
175
4.1
254
3.7
4,000
22.8
39
19
URBAN WOMEN 14-64 - Top Magazines
Readership Net Cover(''000)
age (%)
Audited Circu- Readers /
Rate Card CPT
lation (''000)
Copy (''000) (EUR)
(EUR)
Selectivity
SelectivAffinity Index ity Profile
Publication
Publisher
Practic In
Bucatarie
Click Pentru
Femei
Libertatea
Pentru Femei
Burda Romania
766
16.7
254
3.7
4,000
5.2
158
81
Adevarul Digital
Media
481
10.5
154
3.6
2,576
5.4
169
87
Ringier Romania
425
9.3
117
4.1
3,162
7.4
172
89
Adevarul Digital
Click Pofta Buna Media
Click Sanatate
Adevarul Holding
Publicatiile
Rebus (Flacara) Flacara
Ioana Secretele Burda Romania
Bucatariei
Click De Dumi- Adevarul Digital
nica
Media
Sanoma Hearst
Femeia
Romania
Ce Se Intampla Mediafax Group
Doctore
416
9.1
88
6.2
2,108
5.1
148
76
400
8.8
65
8.8
2,108
5.3
135
70
368
8.1
36
19.3
2,500
6.8
103
53
344
7.5
20
20.3
2,800
8.2
160
83
343
7.5
135
4.8
2,720
7.9
102
53
333
7.3
15.6
23.2
5,200
15.6
178
92
319
7
28
15.2
4,500
14.1
146
75
Source: National Readership Survey, January 2010 – January 2011 / BRAT
46
press
media fact book
In 2011, the situation for printed media remain a test of durability, efficiency and feasibility
The effects of the economic crises will continue to cause problems – cost cutting with editorial content,
number of pages, changing of frequency of publications, wage reductions, closure of publications but all of
these will be easier based on the experience of 2009-2010.
Publishers will survive with measures like decreasing Rate Cards (Femeia de Azi, local titles of Midas’s portfolio, etc.), creative packages, decreasing the circulation in order to avoid returns.
The difficult economic environment and the decrease of reader’s income has determined a lower circulation.
The Publishers will try to maintain the circulation of publications with cover-mounts (DVDs, books, cosmetics,
etc.) which might influence the reader’s choice of buying.
The BRAT and SNA monitored publications will be appreciated by Clients within the overall budget mix. Suppliers will continue to be flexible regarding special offers and discounts in 2011. The Client’s pressure for
efficiency will be on price, creativity and flexibility.
Big media groups make interesting special offers based on share of Net budgets, this approach will increase
share of the big players;
The internet presence of publications will increase and become more attractive and interactive, adding more
value to publications.
Clients have a lot of advertising opportunities and services – augmented reality, 3D newspapers, QR Codes,
special offers, special dedicated supplements, creative packages (even to totally branding a whole issue by
an advertiser), partnership, successful cross-over packages including print and online.
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47
outdoor & indoor
media fact book
“The biggest mistake in designing for outdoor is to mistake outdoor for
print advertising.”
Robert Fleege
Overview
It is generally accepted that Romania has been one of the most dynamic OOH markets in Central Europe and
most forecasts at the beginning of 2010 foresaw a quick market recovery, despite the well known problems such
as an environment of perpetual change, increasing media fragmentation, high media inflation, and a relative lack
of stability in budgets stemming from greater pressure to generate discounts from suppliers.
So the YoY decline of the outdoor and indoor market slowed down in 2010 to 20%, compared to 40% in 2009, as
the total spent of around 33.5 million euro decreased to the volume last seen in 2005. As the industry still does
not yet provide audited figures regarding the volume or market shares, we have to rely on information provided in
part by the OOH media owners, financial statements and press releases.
Because there were no major auctions for street furniture or transit contracts and the general business environment was not favorable for further mergers and acquisitions, we estimate that the order in market share for the
top 4 operators did not change in 2010:
EpaMedia (Euromedia Group and Betacons) - 27%
Affichage Romania
- 23%
News Outdoor Romania
- 11%
Clear Channel
- 10%
Others - 29%
Regarding the group “Others”, we should mention the continuous increase of their market share since 2006-2007
when the OOH market was at its highest and the main operators were acquiring smaller suppliers, consolidating
their business. This is based not only on development of local operators (and we include here also those doing
business only in some sectors of Bucharest), but also due to development and diversification of some companies
which are making revenues close to the last two from top 4. Here we include companies which are consolidating
their national coverage as Universal Solution, New Age, Way Media, Fairway Media, Ultravision or companies
opening new lines of business, as Spectacular OOH, which is operating a substantial Subway network in Bucharest.
After a few attempts in 2010, finally a new regulation for OOH was adopted by the City Council of Bucharest in
January 2011, but the decision was not signed by the General Secretary of the City Hall. This Decision is suspended by the Court until the trials between some operators and the City Council are finally concluded. Besides
some restrictions in formats and areas for exposure of OOH, this regulation is mandating also the City Hall to
organize tenders for street furniture.
The Ministry of Development and Tourism passed through the Government in December 2010 a law aiming to
regulate OOH on a nationwide scale. This law was establishing a more strict General Regulation which should
be the foundation for all local regulations or could be applied as adopted by the Parliament. At this moment the
law was rejected by the Senate, but is still being debated in the commisions of the lower chamber of Parliament.
This uncertain legislative environment, added to the poor market conditions in terms of decreased budgets, price
deflation and low occupancy rates, affected in a profound way the OOH industry. The main operators largely
reduced any investments in new sites or in refurbishing existing ones. Moreover, any new technological developments and investment in digital OOH and street furniture were litterally stoped, as there are obvious contradictions
between the Regulation adopted (but suspended) for Bucharest and the Law for the General Regulation which is
debated by Parliament.
The total number of sites increased in 2010 due to new networks development on public domain in some Sectors of Bucharest. Also this tendency was supported by an increase in private property locations for backlits and
48
outdoor & indoor
media fact book
billboards, while the number of large locations diminished substantially, being under pressure from budget cuts
and potential legislative restrictions.
As we predicted in the last edition of MFB, in 2010 the first outdoor study financed in a sindicated way by OOH
operators was launched (Epamedia, News Outdoor, Clear Channel, Universal Solution, New Age, Ultravision,
Way Media and Affichage) which was also supported by important OOH print operators. This study, conducted by
D&D Research in spring 2010 and released in September at „Digital Print & Sign”, was suggestively called POC
(abreviation from Romanian „Outdoor Advertising is Convincing”). POC had as its objectives the quantitative and
demographic evaluation of the efectivness of outdoor advertising, being structured (including at the methodology
level) on two modules: final consumers and media specialists. We could point out as positive conclusions:
At the final consumers’ level, 84% of survey participants have a positive attitude towards outdoor advertising, with
it being considered useful as a source for information. Also outdoor works for 44% of them as a trigger to remember other advertising for the product, seen for example on TV. 85% of respondents stated that they have noticed
the panels with POC advertising and 64% of participants recognized the brand “POC” on the boards, while 71%
of those enjoyed the layout.
The outdoor specialists use as mean criteria when planning an outdoor campaign impact and coverage, while
84% of them pointed out the importance of POC layout in catching the attention of the final consumers.
This study is supported also by the conclusions of the most recent GfK Omnibus survey (released in February
2010) regarding the travel habits of Romanians, showing that OOH advertising on billboards is often or very often
noticed by a quarter of Romanians, especially those with medium and higher education. The study points out also
that almost 50 % of the Romanians are exposed to outdoor during their daily travels, of which half prefer to walk
and half travel by car and/or public transportation.
Although this study on OOH as a media channel proved once more that this mass communication tool has a
global efficiency across all types of demographic segments and all types of consumer behaviors, the industry is
still postponing a comprehensive and professional study across all networks aiming to provide media planners
with a tool for evaluating audience and efficiency of OOH campaigns similar with the audience evaluation available on other media.
The top investors in OOH were clients from telecoms, retail, banking and financial services, food&drink and
FMCG, while other categories such as domestic appliances and personal care & beauty products are not yet
investing again significantly on outdoor.
The good news is the return of the automotive and real estates segments as clients, boosted by the activity from
banks for reviving the credit for long term investments. Of course this was seen also in the growth of the banking
sector in the top advertiser ranking.
Comparing with the previous year, more clients, even with small budgets, were interested in doing special OOH
projects, starting again the competition for innovative OOH production.
49
outdoor & indoor
media fact book
The digital print market was characterized by a tough competition on pricings, in difficult market conditions, with
low budgets and shorter deadlines. More than 40 printing houses are trying to survive with low margins, but unfortunately the main impact is the increase of use of low quality substate, inks and even poor finishing of the final
product. For the first time in many years a very large order for digital printed OOH posters (including mesh) were
placed abroad (at the request of a multinational client) and produced with echological materials.
50
outdoor & indoor
media fact book
Digital Outdoor
The main players, Phoenix Media and Vision Media Plus, consolidated their business, while more and more TVscreens were suspended. It was difficult for those operating one or two TV screens to be efficient, so they had
also the option to focus on local business or affiliate to one of the major operators. On the other hand, the quality
of the location became more important, allowing companies operating only a few of the top located screens to
gain more clients.
Digital outdoor is continuing the innovative trend in services and sales, making efforts to provide clients reliable
monitoring of the campaigns, studies regarding audience and most of all flexibility in planning and running campaigns. Phoenix was the first to introduce a concept of selling advertising space based on four time categories
(prime, basic, inter and night time). Clients could, up until now use the classic advantage of digital outdoor in
choosing the targeted area, but now they can also place a spot at the desired time.
Indoor Market
There are some changes regarding the top advertisers in indoor advertising. We should point out the growth made
by the banking and financial services sector, whilst telecoms reduced the budgets invested in this media. Some
categories such as FCMG, automotive and entertainment maintained their spending, while new clients as airlines
and fashion entered this media.
The decline of the indoor market was not as prominent as in the case of outdoor, due to better occupancy rates on
the main indoor networks. Besides the stability of the networks, the opening of new Malls, predominantly in Bucharest, and the development of more special projects helped the indoor market in 2010. This higher occupancy
rate resulted mainly from the continued trend of price reduction, but also due to new small clients exploring this
media with affordable budgets.
Digital Indoor
Digital indoor refers to plasma screens distributed across networks in crowded venues.The biggest player in this
market with over 1650 plasma screens is Monopoly Media, its plasma networks (Zoom network) are placed in
extremely crowded indoor areas like: subway stations, mall food- courts, hypermarkets, airports, pubs, medical
centers, universities. The advantages of this communication channel: access to a relaxed public, out from the
rhythm and detached from the daily problems, brand/ promotion communication so close to the purchasing decision moment brings major benefits for advertisers in terms of sales.
The new regulations on OOH if made law in 2011, could affect some networks in the second half of the year,
but their impact on market volume might be not so important as the occupancy rates are low and other locations on private properties or special projects, or flags or even transit could absorb the budgets. Most of the
TV screen locations are also vulnerable in light of the legislation on OOH.
On the other hand, indoor could gain more from these regulations, but only from some smaller budgets or
targeting specific socio-demographic groups.
In the long term, if the City Halls across the country are going to organize tenders to meet the new regulations,
and if the overall advertising market is going to start again its dynamic growth (accepted as a characteristic
for Romanian ad market), OOH could easily absorb the extra budgets, in a more predictable and professional
environment. Of course, such extensive turmoil in this market would favor those big operators who have the
resources not only to compete in auctions, but also to readjust their networks, to invest in new hardware and
new technologies - especially as the street furniture and even the TV screens are looking more and more
deteriorated, affecting the quality of the campaigns.
But the main players are still optimistic, relying on the increase of the consumption and a status quo with
no major investments, acquisitions, merging or auctions. Again they hope the second half will help save the
results, ensuring even an increase of the market by 5%, or in the worst case a decrease of around 10%.
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51
media fact book
cinema
“Cinema should make you forget you are sitting in a theater.”
Roman Polanski
Overview
Cinema is a very interactive advertising channel, both onscreen and off screen. Many creative and interesting
campaigns can be developed off-screen, through different advertising campaigns like: branding of the entrance
doors of the cinema rooms, cinema rooms, pillars, employees’ T-shirts, popcorn bags, stairs, main entrance,
menu list, sampling at the ticket boxes and at the entrance to the cinema e.g.
The on-screen advertising allows to buy packages by estimated or guaranteed audience, by demographic criteria
or by movie title.
Cinema offers digital and 3D technology, high definition video projection on big screens, Dolby surround and quality advertising commercials.
In 2010 cinema continued to increase in terms of admissions with a 23.3% increase, despite the number of cinemas declining versus the previous year.
Development of the cinema network is in direct relation to the opening of multiplexes in major cities.
General Data
Number of active cinemas
Seats
2006
2007
2008
2009
2010
CHG 2010/2009
73
72
75
74
68
-8.11%
44,643
43,057
46 782
49,871
50,733
1.73%
Admissions
2,776,516
2 928,050
3,797,586
5,279,932
6,508,747
23.27%
Gross box office (RON)
28,279,665
34,381,413
53,114,230
86,940,607
111,640,783
28.41%
Average admissions per
inhabitant
0.13
0.14
0.18
0.24
0.30
25.00%
Average ticket price – national
currency
10.19
11.74
13.99
16.47
17.15
4.13%
Source: National Centre of Cinematography
Market Analysis
Cinema City continued to grow and launched 3 new multiplex cinemas in Bucharest (Mall Berceni Sun Plaza),
Arad and Baia Mare during 2010 and one in Braila in Q1 2011.
The main players on the cinema market, covering 92% market share of audience in terms of admissions are:
•
New Age Media – the exclusive Sales Media of Cinema City and Samsung Imax – representing 47.5% market
share.
•
Sugar Media – the exclusive Sales Media of Movieplex, City Cinema Management, Light Cinema, Odeon
Cineplex – 26.47%
•
Hollywood Multiplex Operations (Multiplex, Cinema Pro, Lotus Oradea) – 18.03%
52
media fact book
cinema
Major Exhibition companies
Number of active
cinemas
Screens
Admissions
Gross box
office
CINEMA CITY ROMANIA
9
88
3,091,463
56,630,656
HOLLYWOOD MULTIPLEX OPERATIONS
3
16
1,173,690
22,318,235
MOVIEPLEX CINEMA
1
11
775,803
15,229,991
CITY CINEMA MANAGEMENT
3
11
380,636
4.495.551
ODEON CINEPLEX
1
8
305,525
4,677,205
R.A.D.E.F. ROMANIAFILM
33
34
291,231
1,934,103
LIGHT CINEMA BUCURESTI
1
7
260,922
4,679,734
CHICAGO TOUR
4
4
94,882
574,942
U.C.I.N. STUDIO BUCURESTI
1
1
51,281
443,249
NOUL CINEMATOGRAF AL REGIZORULUI ROMAN
1
1
27,489
266,727
TEATRUL MUNICIPAL ARIEL
1
1
19,884
148,280
BLISTEX TIGLINA GALATI
1
1
11,558
60,595
ELVIRA POPESCU
1
1
8,271
56,111
DIRECTIA MUNICIPALA PENTRU CULTURA MEDIAS
1
1
7,221
48,155
ROYAL SRL VASLUI
1
2
2,968
24,140
QUALITY CINEMA BUCURESTI
1
1
1,717
16,739
ALTI EXPLOATANT
5
6
4,206
36,370
TOTAL
68
194
6,508,747
111,640,783
Major exhibition companies
Cinema City Cotroceni Bucharest was the leading multiplex in terms of admissions in 2010 with 21 screens and
1,037,638 admissions.
The most popular movies were from the USA with 89% of admissions, then European movies 8.1% and 2.7%
Romanian movies and 0.2% for other countries.
Avatar was the leading film in terms of admissions for 2010.
TOP-5 - Admissions / Year 2010
ORIGINAL TITLE / COUNTRY PREMIERE / DISTRIBUTION
ADMISSIONS
1) AVATAR
AVATAR/ US/ 2009/ ODEON CINEPLEX
610.075
2) ÎNCEPUTUL
INCEPTION/ US/ 2010/ INTERCOMFILM ROMANIA
233.444
3) ALICE IN TARA MINUNILOR
ALICE IN WONDERLAND/ US/ 2010/ FORUM FILM ROMANIA
214.671
4) PRINTUL PERSIEI
PRINCE OF PERSIA/ US/ 2010/ FORUM FILM ROMANIA
166.630
5) SHREK PENTRU TOTDEAUNA
SHREK FOREVER AFTER/ US/ 2010/ RO_IMAGE 2000
159.118
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cinema
media fact book
The main categories using cinema advertising in 2010 were: Beverages, FMCG, Clothing & Footwear, Telecommunications, Electronics, Auto, Banking and Insurance.
According SNA Focus (BRAT, based on January 2010-January 2011 release 14-64 years, urban areas) the profile
of cinema viewers is young (64.4% between 14-29 years), 51.9% male, 62.6% are not married, with 84.1% having
medium and high education and 46% of Esomar AB social status.
Other significant findings from SNA Focus:
•
17.3% of the population went to cinema in the last month and quarter (21.9% of the population went to cinema
in the last 12 months, an increase of 7.9% versus 2009)
•
In terms of frequency, only 48% of admissions went to a movie at least once a month
•
75% of admissions usually go to multiplex even though the ticket is more expensive than for traditional cinemas (increased by 10 percent than in 2009).
Cinema City is the largest cinemas network with 10 cinemas in 9 cities. This year Cinema City will open new
cinemas in Targu Mures, Constanta and Oradea.
The audience for cinemas in Romania is growing with new multiplex and new technologies (digital projection,
3D technology, 6D movies)
Cost per thousand of admissions will fall due to the crisis and competition
Clients have a lot of opportunities for advertising in cinemas with many differing formats available both onscreen and off- screen
l
l
l
l
54
creative media usage
media fact book
“Creativity is inventing, experimenting, growing, taking risks, breaking
rules, making mistakes, and having fun.”
Mary Lou Cook
One of the very well known realities of nowadays marketing and media communication is that consumers are
constantly subjected to an increasing clutter of communication and messages. Asking what does the consumer
really understand and remembers of those and how well those traditional campaigns work toward increasing sales
and client database produces answers that are not very pleasant or satisfying.
As a response to that and supported by the increasing progress of technology, the last years saw a new phenomenon rising: the experiential marketing. Integrating elements of emotions, logic, and general thought, experiential
marketing is meant to approach the potential client or customer at experience level, producing interaction with
the brand, stimulating senses and, most importantly, uniquely differentiating the brand
among its competitors.
Of course, experiential marketing requires
media usage - going to the point where
everything and anything can become media – and a lot of creativity, which generates
memorable projects.
The Ice Book, for example, is a project by
the English media artists Davy and Kristin
McGuire which combines pop-up books
with black and white projections. The white
objects in the book, such as buildings or
trees, are lit up by animations which are designed specifically for this book. This effect
creates a stage made of paper in which the characters of the story, played by the two artists, act as though they’re
in a film. The light movement also give 3D effects, which intensify this immersive experience. While The Ice Book
has in its original form a predominantly artistic component, once branded the project becomes a tool for creating
strong and memorable brand experience.
Shopping is also another important dimension where experiential marketing can produce a high level of impact.
Gomus, a music branding company based in Brazil, is developing a creative solution for clothing stores as part of
a project known as “Echo”. The clothing in the stores features RFID (radio-frequency identification) tags that play
music in the changing room to match the mood of the selected clothes.
55
media fact book
Another examples is the adiVerse from Adidas, present in the manufacturer’s stores. This displays all the information on the brand’s current shoe
collection on a large sized wall projection, including pictures, product descriptions, 360° views, availability requests, plus even details on technology and marketing campaigns. Even ratings on shoes from other customers are displayed. The platform also integrates payment mechanisms, as
customers can pay for the shoes they choose on a tablet, using their credit
card or mobile payment.
Content customization is one of the most important dimensions of experiential marketing. One such examples comes from the Victoria and Albert
Museum in London where visitors were presented with some highly personal posters, which featured the
comments they had made about
the artworks on display. Secret
agents were stationed by designated pieces and instructed to
listen in on what visitors said. The
agents then texted the comments
to a central hub where they were
printed as large A1 posters.
Another example of customization comes from the Zite free iPad
app from Canada, which collects
videos, articles and music from
Twitter accounts, Google Reader
and other social networks, then
categorizes them and creates a
personalized magazine. The intention is to counteract the overflow of information with individually compiled content. The app is
capable of continuous learning. It records user behavior and analyses
how much time people spend reading which kind of content and what
they usually just ignore. This makes it possible to improve the selection
of articles.
One experiential marketing project meant to increase retention comes
from the Shortland Street TV drama in New Zealand and it was created
in order to maintain fan interest in the off-season period of the show. By
using a Facebook app called Summer Fling, users can enjoy a fling with
one of the characters from the show. The app simulates a real-life relationship: users are given the e-mail address of their chosen character,
plus photos, videos, greetings and romantic messages that they can post
on their walls. Before the series starts up again, the virtual relationship is
ended so that the character can be restored to normality.
Consumer involvment is also possible, as shown by two examples coming from the musician Mike Skinner and the cartoon movie Rango.
In the case of Mike Skinner, an interactive
music video was released, giving viewers the
chance to influence the plot and the outcome of
the film. The video can be seen in a collection
of short excerpts on YouTube, and viewers are
given three choices at the end of each scene
to determine how the protagonist should continue. What’s more, each new scene is backed
up by a different piece of music from the album.
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media fact book
In the case of the Rango project, passers-by are incorporated into the big screen on a
storefront display. They see a mirror image of the street behind them plus the shadow
of a hawk flying above their heads chasing the chameleon Rango. Using real-time presence detection and image manipulation technology, the onlookers are blended into the
image and converted into a cartoon figure. Users can then opt to receive a photograph
of themselves via SMS and have that image sent to Facebook or Twitter where it can be
viewed by their friends.
Experiential marketing and the creative media usage generally have an unquantifiable ROI but at the end of the
day, this is not their purpose. The purpose of such project is to differentiate the brand from the clutter and increase
equity and make the brand memorable.
It is a scientifically known fact that information linked to experience has a higher level of integration, which in the
end is the main purpose of experiential marketing and creative media usage: integration of brand into the life of
the consumer.
57
integrated
communication services
media fact book
The communication business changed a lot in the last few years and we are facing nowadays a different approach
in terms of advertising, “hitting” the target, make use of all media channels, inventing new ones or engaging the
consumer
Even so, the power of a network and of a solid communication group helped us in navigating on smoother waters
all through these turbulent times and we’ve managed to ensure a strong 360 communication mix by involving all
the capabilities of the group, be it media, creative, digital or PR
In terms of media, our sisters companies (Initiative Media and Brand Connection) proved to be reliable partners
in identifying best ingredients of a smart investment of our clients’ budgets, resulting in integrated campaigns with
very good results, which brought us immense satisfaction or awards and kept our clients in the leading platoon of
a multitude of categories.
Even if it’s about a FMCG brand or a more specific one (e.g. healthcare) the process implies a well-thought plan
that has as main objective the optimization of client’s budget in a very creative way. This was made possible by
working closely together with our media colleagues, by bringing at the same table creative, strategy, digital or PR
ideas that managed to drive business and create contagious ideas that spread among consumers and engaged
them in a very memorable way.
The inspirational and innovative approach combined with the strategic and analytical thinking put us on top of local and international industry being capable of offering and develop strong and powerful solutions for our clients.
Oana Cociasu
Managing Director LOWE & Partners
About LOWE & Partners Bucharest
Lowe’s uniqueness comes from our ability to connect together, to form bespoken multicultural idea management
teams drawing on diverse talent from around the world. We have the solidity and safety of a multinational company, yet combined with great flexibility and understanding of the local market and consumer behavior. We are
proud with many of our campaigns that were developed in Romania and later exported and replicated in other
European countries.
Lowe and Partners is a modern agency network with a difference. Our clients call it reach without compromise. A
network of distinctive diverse agencies with intimacy and scale, rich in local culture, founded and grounded in our
ability to shape and share engaging ideas.
We’re at our best building big creative ideas that put the brand into the heart of popular culture. We like engaging
the many not the few and we love to work in difficult categories.
The local client portfolio of LOWE & Partners includes strong brands and successful companies amongst which:
Ferrero, Johnson & Johnson, Unilever, Bayer, BMW, Abbott, LaborMed Group and more.
Lowe is one of the leading integrated communication solution powerhouse in the local market.
58
media
market
integrated
media fact book
Today’s digital communication is about focusing on consumers, not on brands. Starting and maintaining a proactive conversation with consumers is critical. Addressing the consumers at the point where they are in the brand’s
lifecycle and getting them engaged when they are most open to contact and conversation will create the perfect
opportunity to convert them into passionate brand influencers.
We do not think digital is just about building websites, or running Google adWords campaigns or creating & placing many, bigger banners or, as it seems fashionable lately, about creating up a brand Facebook account.
At HyperActive we believe digital is about telling stories, creating brand experiences that start from the online
medium and naturally expand into any type of communication, be it offline media, PR, in-field activities, a.s.o, by
building strong emotional bonds between people and brands.
In today’s ever-changing business environment and consumer habits, we believe the only way to cut through the
clutter of ad messages and avoid the consumer’s oblivion towards aggressive unilateral advertising, is to reach
their hearts and minds, to initiate and maintain a continuous, relevant conversation with them. At Hyperactive we
believe that designing a website to be beautiful and modern is necessary but definitely not enough.
If the website’s functionality and user experience are poor, the quality and the coolness of the design alone will
fail to deliver return on client’s investment.
At Hyperactive, the main focus is and will always be our client’s customers.
Alex Visa
Managing Partner Hyperactive
About Hyperactive
In early 2008 HyperActive was founded. We were a hand-full of internet enthusiasts, but we meant business. In
December 2009, we have joined forces with IPG’s Initiative Media and Lowe & Partners.
Today Hyperactive has a team of 29 professionals, in 5 departments (strategy, creative, media, development and
client services) servicing over 25 International and local clients.
The client portfolio of HyperActive includes strong brands and successful companies amongst which: Orange
Romania, Forever Living Products Romania, BMW, Millennium Bank, Romanian-Canadian MBA, Depozitul de
Papetarie, Siepcofar SA / Farmaciile Dona, Maguay, Johnson & Johnson.
Hyperactive excels in ROI-intensive performance projects and social engagement campaigns just as it does in
brand building and awareness platforms.
59
integrated
media fact book
We now live in a world where there are no secrets anymore. In national TV, in business dailies, on blogs and
forums, in Hollywood, on Wall Street or anywhere else. All public-facing organizations will come to realize they
must honestly define who they are and then candidly tell their story. They have to be authentic. We all have to.
Anyone living in the information society is exposed to hundreds of overwhelming marketing messages every
day. The noise from branding bombardments ascends to new heights as consumers seek news or entertainment
across hundreds of TV channels, radio stations, magazines, newspapers. The sales pitches on television, radio
and print advertisements is doubled with online banners, social media engagement platforms, postings, 24/7
buzz.
The very moment consumers turn to search engines and click go, they see never-ending lists of links accompanied by advertisements paid by companies that want to be matched with key words and found by their targeted
consumers. Email messages and mobile marketing notes from companies invade inboxes and fill-up memory
spaces.
To manage message overload, consumers strain and drain information, ignore messages that are out of context
and seek products and services from trusted and loved brands. They do their own research and ask their friends
and peers about personal opinions. And they rely heavily on experience sharing.
In the current social and economic context, when word of mouth plays such a significant role in the mix of information sources that consumers rely on and trust as they make everyday decisions, the synergy between Public
Relations and Media as integrated disciplines becomes more obvious and understandable than it has ever been.
While word of mouth, direct experience and online media have unquestionably got the lead among the most
trusted information sources, PR and Media are stemming more than ever as a distinctive, cohesive force. Media
as the strategic brain understands in-depth consumer behaviour and can finger-spot what the consumer thinks,
likes, dislikes, loves, hates, wishes etc. PR is, today more than ever, about storytelling. Faced with a plethora of
information flowing from both traditional and online media channels, PR specialists are as buried into marketing
messages as the next person. Yet, as experts and interpreters, PR people are proficient in organizing information,
noticing what is important, speaking in the language of the consumers, tapping into the public sentiment, telling
the right story, in the right moment, in the right universe. With efficiency and measurability success milestones in
both Media and PR, in this synergy process of harmonizing best content with best channels, they have become
increasingly interdependent.
The secret with communication nowadays is to harmonize left-hand with right-hand, content with channel and to
coordinate in an orchestrated manner story-telling with story-sharing, whether it’s about offline media pitching or
online activism, engagement events or digital engagement venues, basically the entire bursting communication
mix.
And as the universe is shrinking and brands are becoming universal, communication instruments that we activate
each moment must revolve around the sun of globalization, a trend which we are increasingly sensing in Romania
too. The next step being glocalization.
Hortensia Nastase
Managing Partner GolinHarris Bucharest
60
integrated
media fact book
About GolinHarris Bucharest
GolinHarris Bucharest was born this year as a result of Lowe PR becoming an affiliate of one of the most valuable international Public Relations networks, GolinHarris Worldwide. We are the first CEE office of the American
company, who owns a total 35 offices in America, Asia Pacific, Europe and Middle East.
Having leveraged its footprint on the Romanian PR industry ever since 1994, our agency has been awarded the
prestigious title PR Agency of the Year 2010.
GolinHarris Bucharest specializes in creating communication campaigns that generate word of mouth, strong
visibility and high efficiency for our clients, in all market segments and industries. We cover the entire spectrum
of communication practices: Corporate Communication, Marketing & Brand Communication, Digital PR, Financial
Communication, Internal Communication, CSR, Healthcare Communication, Public Affairs, Media Relations, Media Training, Research, Crisis Management.
Awarded and finalist in international specialized festivals such as European Excellence Award and Sabre Awards,
GolinHarris Bucharest cherishes its portfolio of high value clients such as Electrolux, RBS - Royal Bank of Scotland, Franklin Templeton Investments, Unilever, Johnson&Johnson, Schneider Electric, Ferrero, Orange, Century
21, Hasbro, Architected Business Solutions, Frey Wille, Crucea Rosie Romana.
61
media dictionary
media fact book
Traditional Media
Advertorial
It is a subtle form of communication, used in print, by
which the strengths of the advertisers’ brands are communicated in an editorial format. The feature is clearly
marked as an advertisement. It should be in line with
the editorial style of the publication.
Affinity Index
Is a media planning efficiency indicator. It shows how a
specific program / medium performs against a specific
target group compared with a reference target group.
E.g., for TV, the specific target group of a brand (expressed as TRP) versus a broader, reference target
group e.g. ‘All Urban’, that is the buying TA (expressed
as GRP). The affinity index = TRP/GRP*100 and it
should be higher than 100 in order to optimise the TV
buying.
Agency Commission
The fee claimed by an agency for the advertising services delivered to advertisers. It can be calculated as a
A percentage of the net cost of the advertising budget
or as a fixed yearly amount.
Audience
The number of homes / individuals in a specific target
group viewing, listening to or reading a particular media vehicle.
Audit of Circulation
Detailed circulation analysis run by a specialised audit company, for one publication. This information becomes public and is a useful working tool for the publications themselves, media agencies and advertisers.
Average Frequency
The average number of times the members of a target
audience are exposed to the advertising message during a given period of time.
Barter
A station / publication is offering its adtime / adspace in
exchange to other merchandise. Instead of selling the
program to a station, its supplier gives the program to
the station in exchange for commercial time during that
program or during other programs of the station.
Billboard
American term for either the advertising on poster
boarding or the sponsor’s mark around a television
programme (usually static company logo).
62
Bleed
For print – placing an ad to the edge of a page, leaving
no margin.
Circulation
Number of copies of a given issue of a publication that
is distributed, either paid or for free.
Client Volume Discount (CVD)
A further discount for those advertisers that achieve
specific expenditure levels with a media owner / sales
house.
Clutter
There are 3 main types of advertising clutter:
• The overall market clutter – the total number of ads
seen or heard by a person;
• The competitive clutter – the total number of ads
seen or heard by a person for competing brands;
• The media vehicle clutter – the length of each TV
break or the number of ads contained within a publication.
Commercial Break
Is a break in a TV or radio transmission during which
ads are broadcast.
Competitive Analysis
A periodical (monthly, quarterly, yearly) monitoring of
the competitive advertising activity: ad-spend, campaign period and weight, channel mix, strategy & tactics etc.
Cost per Thousand (CPT)
The cost of achieving a thousand contacts with readers
/ viewers / listeners.
Cost per Rating Point (CPP)
The cost of a media vehicle (or media schedule) to
reach one rating point (1%) of the specific audience.
Commercial
Any announcement that is broadcast with advertising
purpose, an advertising spot.
Coverage
The proportion (expressed as %) of a target audience
that has any opportunity to see / hear the specific ad.
Daily Monitoring
Daily follow-up of an ongoing TV campaign, to keep
it within the planned parameters: spot broadcasting,
update of audience performance (GRPs, TRPs) vs.
planned, budget status – supplementary spots are
media fact book
media dictionary
added if the budget under-performed or budgets are
cut if the budget over-performed.
Day-Part Segments
Time bands associated with levels of audience delivery. For the Romanian market the standard day-parts
are:
• Day Time: 07:00 – 16:00
• Access Prime Time: 16:00 – 19:00
• Prime Time: 19:00 – 23:00/24:00
• Late Fringe: 23:00/24:00 – 25:00
The day parts may vary from station to station and/or in
weekdays and weekend.
Diary
A log kept by members of a consumer panel to record
their viewing, listening, reading, purchase, consumption and other lifestyle habits etc. Used currently for
radio, press, consumption study.
Double Page Spread
Two full pages of immediately adjacent advertising.
Effective Frequency
The level of coverage and frequency calculated to deliver the optimum awareness / sales performance for a
given creative / campaign.
Effective Reach
The percentage of the target that is exposed to the ad a
sufficient number of times to produce a positive change
in awareness, attitude or purchasing behaviour.
Efficiency
The relationship between circulation / audience and
cost, most commonly expressed as Cost Per Thousand (CPT).
Equivalent
In TV and radio, the advertising expenditure, CPT delivery for each commercial length is often expressed as
an index on 30” or ‘30” equivalent’. For Romanian TV,
the standard cost indices are:
10”
15”
20”
25”
30”
35”
40”
45”
50”
55”
60”
50%
70%
80%
90%
100%
120%
150%
170%
180%
190%
200%
Flight
Period of advertising activity.
Flowchart
A yearly calendar of client media campaigns. It shows
the active periods by medium, by brand / product, and
the campaign phasing. It is the graphic representation
of the annul strategy.
Gross Rating Point (GRP)
The sum of ratings achieved by a specific media vehicle or schedule. 1 GRP = 1% of the target audience
having at least one opportunity to see the commercial.
GRP is a general media currency.
GRPs = Net reach x OTS.
Gross Expenditures
Refers to rate card budget, with no discounts, taxes or
agency commission applied to it.
63
Guaranteed CPP
Is the dominant TV sales policy on the Romanian market. The cost for placing a spot results from the amount
of rating points recorded by that spot.
The net/net cost of a spot = Cost / Point (All urban) x
Number of rating points recorded. Based on the budget committed by a client to a TV station, on the share
it represents of the total etc, the agency negotiates a
Guaranteed CPP with the media owner, for that client.
Guaranteed GRP
The station commits to deliver a specific amount of audience – GRPs – for a certain campaign.
Horizontal Road Blocking
Placing a TV or radio commercial at the same hour on
different channels. It builds the reach of a campaign.
Implementation Planning
Producing a detailed media plan that is to be bought
within any given market, following the media strategy.
Impression(s)
The actual exposure of an individual from the target
audience to the advertisement.
Media Fragmentation
Increase in the availability of media choice. The process can be seen through the increase in the number
of print media titles, and more recently through the rise
in the number of television channels (such as satellite broadcasting, cable). The media support becomes
more targeted on a narrower niche.
Media Vehicle
Any advertising – carrying medium such as television,
a magazine or an outdoor site.
Media Plan
A detailed media schedule containing the list of spot
/ print layout placements for a period of time (TV station / title, date, day, program, time, ad break / page
number), estimated GRPs and costs. The media plan
reflects the implementation of the media strategy.
Net/Net Expenditure
Rate card minus all the discounts and benefits;
Net/net Cost/GRP x Rating of the program.
Net Expenditure
Net/net plus the agency fee and the health and cinema
taxes, but excluding VAT.
Net Reach
Is the percentage of the target audience that was
reached by the message at least once during a period
of time (e.g. a 4-week campaign).
Net reach is target audience coverage at 1+.
Net reach = GRPs / OTS.
Optimisation
A method of schedule planning / building using a computer program to produce an optimum schedule according to criteria set by the planner / market.
media dictionary
OTS / OTH
The opportunity to see / hear an advertisement by the
target audience during a period of time (e.g. a 4-week
campaign).
OTS = GRP / Net reach.
Panel
Sample of people who are used for regular (keep
diaries, PM etc.) or periodic (repeated interviews) research. The advantage of panels is that they allow the
tracking over time of viewing, listening or product consumption.
People-meters
Advanced monitoring tools that record the status of the
TV sets within a panel household, by member of family,
on a continuous basis.
Phasing
Strategy of alternating the weekly weight of a campaign in order to obtain greater media efficiency.
Post-Buy Analysis
The evaluation of a schedule’s achievements after its
running, compared to the planned level. The analysis
covers TRP and GRP performance, OTS, coverage
and frequency, airing time, the actual position in break,
analysis of the used TV channels and programs, trends
etc.
Premium Positioning
Preferential placement of ads in specific media e.g. for
print, positioning might mean the placement of the ad
to face editorial, on the right page, on the back cover
or inside cover etc. For TV, this might mean the choice
of the break or the choice of the position inside break
– first / last etc.
Rate Card
A medium’s price list. Rate cards are issued periodically and show the prices charged for various timeslots,
programs, press modules.
Rating Point
The percentage of audience recorded by a particular
program / issue of a publication.
1 rating point = 1% of a target group reached by that
program.
Readers per Copy
The average number of persons that read a copy of a
publication calculated by dividing average readership
of an issue by circulation.
Outdoor Site
An outdoor location where one or more poster panels
are placed.
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media fact book
Share of Audience
The percentage of a viewing audience watching one
channel out of all the TV viewing, at a given period of
time.
Share of Expenditures (SoE), Share of Spend (SoS)
The brand’s or group of brands’ advertising weight expressed as a percentage of expenditures of a defined
total market or market segment, in a given time period.
Share of Voice (SoV)
The brand’s or group of brands’ advertising weight expressed as a percentage of GRPs, number of pages,
of poster sites etc. of a defined total market or market
segment, in a given time period.
SNA FOCUS
It is a consumption survey based on the already established SNA research. The research objectives: obtaining comprehensive information about media penetration, products and services purchase patterns and the
socio-cultural behaviour. It is a syndicated research,
controlled by the advertising industry (BRAT).
Solo Spot
An advertisement placed in the middle of a TV program, without being announced as advertising. It records the rating of the program and has maximum
impact. Its cost is higher than regular advertising. By
CNA decision, a TV station may broadcast maximum
two solo spots per day.
Strategic Media Planning
Providing a media solution to marketing plans, establishing communication goals, media choice, seasonality and targeting.
Target (universe / audience)
The people or the market a campaign aims to reach.
Target Rating Point (TRP)
Is the percentage of audience recorded by a program /
issue of a publication against a particular target group.
1 rating point = 1% of a target group reached by that
program.
Universe
A group of people whose total number represents the
ultimate potential reach of a piece of activity (advertising, research etc) e.g. ‘All housewives’.
Vertical Road Blocking
Placing a TV or radio commercial on various timeslots
on the same channel, on the same day. It builds the
frequency of a campaign.
Weight
The size of the advertising burst or campaign measured by the GRP delivery.
media dictionary
media fact book
Digital Media
Ad Server
A computer, normally operated by a third party, that
delivers and tracks advertisements independent of the
web site where the ad is being displayed. Use of an
ad server helps establish trust between an advertiser
and publisher since the statistics are maintained by a
objective third party.
xDLS - eXtensible Distance Learning System.
Banner Burnout
A term used to describe an event when a banner has
been shown to the same visitor(s) to the point where
the click through rate has dropped dramatically. Rotating banners helps to reduce banner burnout.
House Ads
A type of banner advertisement that a web site publisher runs in an ad space when no paying advertisement is available to fill the space. Typically filled with an
advertisement promoting one of the web sites services,
products or features.
Broadband - or high-speed Internet access allows users to access the Internet and Internet-related services
at significantly higher speeds than those available
through “dial-up” Internet access services. The Federal
Communications Commission (FCC) generally defines
broadband service as data transmission speeds exceeding 200 kilobits per second (Kbps), or 200,000 bits
per second, in at least one direction: downstream (from
the Internet to computer) or upstream (from computer
to the Internet).
Clicks
The number of click through that have occurred as a
result of a user clicking on a banner and being redirected to an advertiser’s web page.
Click Through Rate
The percentage of impressions that resulted in a click
through. It is calculated by dividing the number of clicks
by the number of impressions. For example if a banner was click on 13 times after being displayed 1000
times, the banner would have a click rate of (13 ÷ 1000
= .013 ) 1.3%. This is also commonly known as a banners click rate.
CPM
Cost per thousand (CPM) is one of the online payment
models by which advertisers pays for every 1000 impressions of their advertisement. Prices typically range
from $1 to over $50 per thousand impressions. This is
an ideal method of payment for advertisers who want
to guarantee only the number of people who sees their
banner. The “M” in CPM is from the Roman numeral
for 1000. The Roman numeral M was derived from the
Latin word “mille” meaning “thousand”.
65
Frequency
A term used to describe the number of times the same
advertisement is shown to the same visitor during a
particular session or time frame. This can be accomplished through the use of cookies.
Impressions
The number of times a banner ad was requested and
presumably seen by users. It is often hard to obtain an
accurate impression count as they can be undercounted due to issues relating to cache or over counted due
to requests that were not completed.
Inventory - The number of ad spaces available for sale
on a web site during a certain time frame. Determined
b uy taking into consideration the number of advertisements on a page, the number of pages with advertisements and the number of page views during a specific
time frame.
Island Position
An advertisement that is completely surrounded by
editorial material with no adjoining advertisements to
compete for the audiences attention.
Landing Page
The page on a web site where one is taken after clicking on an advertisement. While this can be any page,
it is often a page designed to expand on the service or
product mentioned in the initial advertisement.
WAP
Wireless Application Protocol- is a specification for a
set of communication protocols to standardize the way
that wireless devices, such as cellular telephones and
radio transceivers, can be used for Internet access, including e-mail, the World Wide Web, newsgroups, and
instant messaging.
notes
66
media fact book
Initiative Romania
17 Ceasornicului Street, Bucharest, Romania
T +4021 301 01 00 F +4021 301 01 99
www.initiative.com

media fact book

Transcription

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