Discount supermarket chain Lidl is by far the most active retailer in Romania in terms of advertising. Billa, Carrefour, and Metro come next, according to an analysis by media monitoring company mediaTRUST Romania.

Lidl had almost 52,000 commercials broadcasted on TV, aired on the radio, or displayed in newspapers, magazines, and online. The rate-card cost for these commercials would be close to EUR 100 million. However, this value is purely theoretical as all media offer significant discounts to their rate-card prices.

Supermarket chain Billa had 23,000 commercials, hypermarket chain Carrefour had 22,000, and Metro Cash&Carry had over 21,000.

Next came supermarket chain Penny Market (18,800), cash & carry network Selgros (16,600), supermarket chain Mega Image (14,300), and supermarket chain Profi (13,300).

Discount hypermarket chain Kaufland, the biggest retailer in Romania by sales, had only 2,400 commercials in the local media last year, according to the study.

Hypermarket chain Auchan is not mentioned in this report.

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editor@romania-insider.com