Advertising spending in Romania was down 2 percent in 2011 on the previous year, to some EUR 309 million, according to the recent Media Fact Book, published by Initiative. A further 2 percent drop in ad spending is also expected for 2012.

TV advertising covered the bulk of the market last year, some EUR 200 million, followed by digital ad spending, at some EUR 34 million, the only ad channel that has been increasing year on year, while the others have been on a downward spiral. The report forecasts digital ad spending will have 14 percent of the market in 2012.

Investments in online ads were 30 percent higher in 2011, compared to 2010, and should reach EUR 41 million this year. On the online advertising niche, display advertising will decrease in weight, while performance media – such as Google, Facebook, Yahoo and Cost Per Click – will increase in weight. The TV segment will slightly decrease- down 5 percent, and so will the radio segment, while print ads will most likely be down 6 percent and outdoor, down 3 percent. Online advertising will be the only media segment where figures will go up in 2012, the report authors predict.

The print market continued its nosedive in 2011, but less dramatically than in previous years, according to the report authors. Circulation and readership went down, despite the publishers' efforts to rejuvenate the market. Several publications moved entirely online.

The outdoor advertising market (OOH) had a weight of 10 percent in ad spending last year, while print had 7.8 percent and radio, 6.5 percent. Internet was at 11 percent, and the rest went to TV.

The most important advertisers in 2011 in Romania were Procter & Gamble, Orange, L'Oreal, Nestle, Cosmote, Vodafone, Unilever and Reckitt – Benckiser.

The highest spending industry was the telecom segment, at EUR 42 million, next came cosmetics, hygiene and hair care, at EUR 40 million, followed by medical and optical products and services, at EUR 25 million, while banking, retail, beer and sugar & confectioneries were at EUR 15 million advertising spending each. Cars and 4x4 vehicle advertising was at EUR 10 million, while milk products and household cleaners, at EUR 8 million in advertising spending.

Read the full media market report here (in English).

editor@romania-insider.com