The electoral campaigns for the recent local elections gave the outdoor advertising market a huge boost in the past two months, according to the Audit Circulation Bureau (BRAT).

The report shows that between April 16 and June 17, 2012, the election campaigns accounted for much of the outdoor advertising - around 18 percent and not far behind the supermarkets, which had nearly 20 percent of the total.

This is the latest survey from BRAT, and follows studies of advertising in newspapers, on radio and online.  The survey includes data on products and services provided, their brand, message type, type and format of advertising and locations. BRAT has developed an online app to monitor all four types of media.

Geographically, between 16 April and 17 June 19, the majority of outdoor advertising was in Bucharest and Ilfov county - 41 percent of the national total, while counties such as Iasi, Timis and Constanta accounted for much less - 5 percent of the total.

Among the top clients for the period of the study were the elections - 17.65 percent, Carrefour - 8.24 percent ,Vodafone - 5.71 percent, Orange - 5.16 percent, Dedeman - 4.7 percent and Mega Image - 2.69 percent.

Some of the advertising companies involved had a bigger number of outdoor advertising slots; Euromedia Group - 8,976, News Outdoor Romania - 3,841, Affichage Romania - 3,405, New Age Adv. Agency - 1,181 and Universal Solution – 930.

The top product categories with the most outdoor media employed in the mentioned period were supermarkets - 19.53 percent, political parties - 17.96 percent, communications - 12.95 percent, building materials - 10.76 percent and alcoholic beverages - 6.57 percent.

Outdoor advertising company representatives believe that the amount spent on outdoor advertising last year rose to "about EUR 40-45 million," well above the EUR 31 million estimated in the latest Media agency Initiative Media Fact Book report.

The report monitored advertising in out-of-home locations in Bucharest and the country and the new companies active in the field, such as Affichage Romania, Clear Channel Romania, Euromedia Group, Media Advertising, Advertising Agency New Age, News Outdoor Romania, Ultravision, Universal Solution and Way Media.

Ioana Toader, ioana.toader@romania-insider.com

(photo source: Euromedia group)