Romanian print media advertising reaches EUR 97 mln. Most advertised brands: Orange, Vodafone, Rosia Montana
Advertising in printed media reached EUR 97 million in the first half of this year, based on ratecard prices, according to the Romanian Circulation Audit Bureau (BRAT). This includes standard advertising, barters and advertorials. The actual budgets spent on ads in Romanian print media could be much lower, as advertisers usually receive discounts on rate card prices.
The biggest spenders on advertising in printed media were Orange, with EUR 3 million, and Vodafone, with EUR 3.4 million (for the full list, go to next page). In fact, the communication sector brought printed media the largest chunk of advertising – some EUR 6.1 million, followed by cars, with EUR 5.4 million and banks, with EUR 5.2 million.
The most advertized brands in the Romanian printed media were Orange, with an expenditure of EUR 2.5 million, followed by Vodafone, with EUR 2.2 million and the Rosia Montana project, with EUR 1 million. (the full list of most advertised brands on next page)
BRAT monitored 212 printed publications, having launched the study on advertising in printed media in January this year.
Print media in Romania has been witnessing declining circulation numbers. The print media segment in Romania took a nosedive in sales volumes in the second quarter of this year compared to the same period of 2010. Most printed newspapers and magazine reduced the number of distributed copies, found an analysis run by Romania-Insider.com on the main print media brands. The average drop in distributed copies among the 17 publications analyzed was of 20 percent.
The biggest drop was recorded by Adevarul daily newspaper, down 69.7 percent in distributed copies compared to the second quarter of 2010. It was followed by daily Jurnalul National, edited by Intact, which saw the number of distributed copies per issue down by 52 percent compared to April – June 2010, according to data from the Romanian Circulation Bureau (BRAT).
| No. | Type of product | Value in EUR (ratecard) |
| 1 | Communication | 6.152.588 |
| 2 | Cars | 5.445.955 |
| 3 | Banks | 5.230.022 |
| 4 | Women cosmetics | 4.442.030 |
| 5 | Stores, supermarkets | 3.950.661 |
| 6 | Alcoholic drinks | 3.503.308 |
| 7 | Clothing, underwear | 2.143.719 |
| 8 | Non-governmental activities | 1.948.578 |
| 9 | State agencies, auction houses | 1.857.681 |
| 10 | Non-alcoholic drinks | 1.491.435 |
Got to next page for the top of advertisers and top of advertised brands in Romanian print media.
Biggest advertising clients for Romanian print media
| No. | Client | Value in EUR (ratecard) |
| 1 | ORANGE | 3.038.280 |
| 2 | VODAFONE | 2.489.275 |
| 3 | PROCTER & GAMBLE | 1.685.761 |
| 4 | HEINEKEN ROMANIA | 1.444.785 |
| 5 | BEIERSDORF AG | 1.397.351 |
| 6 | BCR | 1.371.220 |
| 7 | L’OREAL | 1.309.867 |
| 8 | ROSIA MONTANA GOLD CORPORATION | 1.047.186 |
| 9 | CARREFOUR | 1.035.364 |
| 10 | PORSCHE ROMANIA | 930.850 |
Most advertised brands in Romanian print media
| No. | Brand | Value in EUR (ratecard) |
| 1 | ORANGE | 2.558.653 |
| 2 | VODAFONE | 2.207.804 |
| 3 | PROIECT ROSIA MONTANA | 1.047.186 |
| 4 | CARREFOUR | 1.027.734 |
| 5 | MERCEDES BENZ | 847.726 |
| 6 | FORD | 706.310 |
| 7 | METRO CASH & CARRY | 562.985 |
| 8 | BCR - CREDITE | 525.427 |
| 9 | IKEA | 487.745 |
| 10 | BRD | 484.429 |
(source: BRAT)
editor@romania-insider.com
(photo source: Sxc.hu)
