ROMANIA 2012 - Media Factbook

Transcription

media
fact book
ROMANIA 2012
www.mediafactbook.ro
media fact book
This document is a product of
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), AlfaCont, GfK Romania, Kantar Media, Mercury Research, IMAS,
International Advertising Association (IAA), International Advertising
Bureau (IAB), PriceWaterhouseCoopers, International Telecommunication
Union, Business Monitor International, ANRCTI, alexa.com, The National
Centre of Cinematography (NCC), The National Institute of Statistics
(INSSE), National Prognosis Committee (CNP), EuroStat, PSFK and The
National Bank of Romania (BNR).
Acknowledgements to the following members of the team who significantly
contributed to this book:
Octavian Popescu, Alexandra Olteanu, Ruxandra Stefan, Ana Sipciu,
Ruxandra Stan, Marcela Tuila, Alexandru Miu, Cristina Chinde, Razvan
Simionescu, Ersilia Baragan, Maruan Trascu
Special contributor: Lucian Croitoru
© INITIATIVE MEDIA S.A, Bucharest, 2012 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
Contents
editor’s forEword
About INITIATIVE
ECONOMIC LANDSCAPE
Media Market
MEDIA RESEARCH
Television
Digital MEDIA
RADio
Press
Outdoor & Indoor
Cinema
Creative Media Usage
Integrated Communication Services
6
7
8
10
13
17
24
31
37
43
45
47
53
media fact book
5
editor’s
forEword
Alexandra Olteanu
Managing Director
In 2011 the decline of the advertising industry has slowed down, despite industry’s hope for stabilization. The
2% market decrease is a really good result when comparing to the evolutions of 2009 and 2010.
The economic environment that triggered cuts in consumption over the past few years is now displaying signs
of recovery. In the Chapter 5 of this edition our guest contributor Mr. Lucian Croitoru comments on this positive
evolution.
The media market has almost bottomed out. In its structure though, there is a fervent fight for market share
between media channels. TV still retains the dominant share, nevertheless slightly eroded over the past two
years. Digital continues its impressive growth. After overtaking Print, Radio and Outdoor a year ago Digital has
become the second most important & largest media channel after TV in 2011. And its double-digit increase
continues into 2012, although at a reduced rate.
2011 has seen an explosion in the use of Social Media.
Facebook increased by 73% to a critical mass of 4.16 million users. Social Media will continue to grow fueled
also by the rapid advancement of Mobile internet (+60% to 7.47 million active connections). This clearly
indicates a huge amount of interest from consumers to stay connected while on the go. Brands increasingly tap
into social media growing it visibly into a critical component of their digital strategy, aimed to build interactivity
and long term customer relationships.
2012 is expected to bring more Creativity and Integration to brand communication.
There is a competitive and cluttered market out there, where the consumer gradually takes control of the brand
whether advertisers like it or hate it, embrace it or fight it. It’s a tough new game for everyone.
Thus it becomes critical for brands to find clever and efficient ways to cut through and make an impact through
an integrated, seamless communication platform that combines not only online & offline channels but connects
with the consumer anywhere and anytime is relevant enough, in one go, whether is through “above the line or
below the line” activities as traditionally defined in the early days of advertising.
Another discerning trend is using more pull strategies as opposed to the usual push while brands aim to build
communities, to become facilitators of consumer conversations and ultimately engage them.
Investing in Performance gains ground over spending for just awareness.
New in this 16th edition of Media Fact Book is a comprehensive Digital chapter focusing on social media, and
an improved Creative Media Usage chapter in which we present the most creative examples of media usage
around the globe.
We invite you to enjoy this read!
And as always, we welcome your thoughts and suggestions about Media Fact Book or queries about advertising
in general at [email protected]
6
About
In 2011 Romania registered a slight market decline of 2% in spite of the positive global trend of advertising
spends (+3.6%).
For the last seven consecutive years Initiative significantly over-performed the market, even during recession the
company has succeeded to increase its market share.
According to the latest RECMA report (2010) the combined buying volumes of Initiative and of sister agency
Brand Connection are ranking in Top 2 largest buyers in Romania.
Initiative leads the evolution of the communication market thus our strategy, besides maintaining excellence in the
traditional range of media services, places a strong focus on Digital services and Integration of all communication
disciplines under one roof. We established SEM & social media capabilities in house and developed a complete
mobile marketing offering through our specialist agency MobileWorks.
The digital services we offer today include:
❱❱ Online & mobile communication planning (strategy, planning, buying, optimization)
❱❱ SEM (Bid strategy, adwords, buying, management, control, optimization)
❱❱ Social Media activation
❱❱ Trafficking and ad serving
❱❱ Regular reporting of the campaign performances
Moreover, our teams have the capability to work as an extension of our client’s marketing team. Besides strong
media skills, they have the ability to think and design integrated, multi-disciplinary campaigns, hence able to
offer clients with one, round communication strategy and unitary management of implementation leading to
successful and highly efficient results.
Initiative is committed to Performance that ultimately produces business results for its clients through meaningful
insights, creativity in approach and negotiation power & smarts.
We are proud to serve our clients and aim to lead the “marketing revolution” together with Austrian Airlines,
Altex, Bergenbier SA, BMW, Burger King, Continental, Fujitsu, Johnson & Johnson, Kika, Lidl, Millennium Bank,
Marionnaud, Orange, Pernod Ricard, Power Horse, Provident Financial.
media fact book
7
Lucian Croitoru
Adviser to the Governor of the National Bank
of Romania
Economic
Landscape
Romania’s economy looks set to fare well in 2012. Adjustments in output, wages, exchange rate, outlays and
employment helped reduce the imbalances between savings and investment across both public and private
sectors. The economy is now based on sounder fundamentals and is better positioned to absorb potential
external shocks. The challenge for 2012 is to speed up economic growth, given that private capital inflows will
remain relatively subdued.
Romania boasts several strengths: low public debt; FOREX reserves covering 7-8 months of imports; the
precautionary arrangement with the IMF and the EU guaranteeing EUR 5 billion; narrower current account
deficit (4.4 percent of GDP); well-capitalised banking sector; significant reserves available with the Treasury. All
these notwithstanding, the rebound in capital inflows will be slow-in-coming and will thereby delay the revival in
lending to the private sector.
While Romania’s net investment position (around -61 percent of GDP) may stir concerns, the explanation for this
delay lies primarily with the euro area crisis. Across the banking sector, this was manifest in investors’ reluctance
to provide medium- and long-term financing to banks. Insurance corporations, i.e. the main source of bank
funding, were no exception either.
The ECB stepped in and launched credit lines with a three-year maturity. But a large portion of these funds is
then deposited with the ECB at lower interest rates, indicating that banks take loans just to make sure they stay
liquid, rather than extend credit to the private sector. Moreover, the share of sovereign bond holdings in banks’
portfolio is on the rise, pointing to a crowding out of the private sector, thereby dampening economic growth.
The new regulations on raising the capital adequacy ratio (CAR) to 9 percent are aimed at restoring confidence
on bank funding markets. But they have a J-shaped effect on credit to the private sector, meaning that lending
will diminish before going up.
Euro area banks have already reduced the availability of credit to households and corporations and have
tightened lending standards. The repatriation of capital invested in their daughter companies in Central and
Eastern Europe is not a source of concern, since the CAR is calculated at group level and any such repatriation
could alter this indicator. Asset sales are no solution either for increasing the CAR, on account of currently
muted demand.
However, euro area credit institutions will ask for the repatriation of funds lent to their daughter companies, so
as to comply with the new capital requirement by July 2012. Repayments will be done gradually, depending on
the structure of contracts, which means that the process is manageable. Nonetheless, slowdowns/squeezes in
euro lending will occur, especially in the case of corporate investment and government bonds.
In this context, EU-wide consumer and investor confidence is further declining, which leaves less and less
available funds for Romania. At the same time, Romania is not expected to receive large capital inflows from
the rest of the world in 2012. Following the strenuous efforts to improve its economic fundamentals, Romania
seems to be indecisive about firmly making the next step, namely to offset private capital losses by European
structural funds and substantial privatisation receipts.
8
The increased absorption of these funds is the solution to push economic growth higher than the rate that may
derive from the competitiveness gains driven by the aforementioned adjustments. The absorption of structural
funds has proved disappointing so far. Rendering fund absorption more successful is a real challenge depending
not only on the newly established Ministry of European Affairs, but also on the reform of the incentive system.
The latter is the key to solving this problem.
Up to now, an appropriate step was made to this end, by cutting Romania’s co-financing from 15 percent
to 5 percent starting with 2012. An even more decisive step would prevent any public investment eligible for
structural funds from being financed from the government budget. Such a decision should be taken as soon
as possible.
Poland has shown that the same economic growth is at hand at a lower cost. However, the impact on the
number of votes on either side of the political spectrum under the same economic growth conditions would be
uncertain. For this reason, a decision is difficult to make.
In case the government so decides, public wage increases could have a relatively low impact on consumption,
as many individuals will make repayments on their bank loans. In contrast, such a measure will definitely
contribute to a wider budget deficit, so that the government will have to identify additional measures in order to
keep the deficit within the limits agreed with the IMF and the EU.
Although the output is way below potential, the current account deficit remains relatively high, possibly ascribable
to the joint effect of higher tax arrears and the reduction in X inefficiencies of companies.
Monetary policy will remain prudent in order to effectively anchor inflation expectations that could be fuelled
by the uncertainties surrounding political developments in an election year as well as by the relatively high
fluctuations in investor risk appetite.
The output gap is unlikely to be closed before 2016 and thus will exert disinflationary pressures. Nevertheless,
due largely to base effects, inflation will follow an upward path starting with June 2012 and may reach 3.8
percent in September; afterwards, it will go down again, owing to base effects, to stand slightly higher than 3
percent in December 2012.
It will take more than just good fundamentals mentioned earlier to ensure the smooth functioning of the
Romanian economy. It is further essential that economic policies remain consistent. During an election year, this
is difficult to achieve given the high populist temptations enhanced by political competition. Nevertheless, it is
not altogether impossible.
media fact book
9
Media
Market
Overview
The media market contraction marginally continued in 2011, with a decrease of 2% compared to the previous
year. All media were impacted, except for Online, which grew by 30% and is expected to follow the same ascending trend in 2012.
600
500
400
300
200
100
0
TOTAL (Mil €)
TV
Internet
Radio
Print
OOH
2003
179
88
2
12
58
20
2004
216
113
2
14
62
25
2005
277
159
4
17
66
31
2006
369
229
6
23
71
40
2007
482
306
9
30
79
58
2008
540
337
16
35
82
70
2009
345
222
19
25
37
42
2010
316
209
26
21
26
33
2011
309
200
34
20
24
31
2012 est
303
190
41
19
23
30
Graph 1: Total net Ad-spend by medium (Mil €) - Estimation
Print was the most affected medium, dropping 8% compared to 2010, followed by OOH (-7%), Radio (-5%)
and TV (-4%).
In 2011 the TV market was more stabile, with only few changes: TLC has been added to the audience monitoring
systems while Vox News, Telesport and Sport Klub were out. Top media groups hold 70% of total net market.
TV stations organized their sales policies to sell more inventories at a lower price.
In 2011, the dynamic growth of Internet advertising continued and is expected to keep the same trend in 2012.
Social networking sites continued to develop attracting more and more users.
10
media market
Compared to 2010, Display advertising grew by 15%, SEM (AdWords) by 70% and Performance media
(Facebook, Yahoo & Google) by 62%, bringing the overall increase of the Internet market to 30% in 2011
compared to 2010.
As media habits are changing, especially for urban young adults, digital has become the second most important
medium for many brands and their preference for online and social media channels is reflected in their media
strategies.
Being used mostly as a tactical support, Radio dropped marginaly in 2011, losing ad revenue in favor of online
and social platforms, which are more engaging and offer a higher flexibility for creative communication. In 2011
ARA implemeted the CATI measurement system for radio audiences, the change did not affect the position of
the leading radio stations, the smaller ones being more affected.
Print market continued its decreasing trend in 2011 but less dramatically than in previous years. Despite
the innovative projects created by publishers in the attempt to rejuvenate the print market, circulation and
readership decreased for almost all publications, several titles moved entirely online, while others were closed
or restructured: Prevention, Adevarul de Seara, Financiarul, Edipresse sales moved to Ringier.
In 2011, pending legal regulations for OOH advertising generated uncertainty on the market. Vendors focused
on keeping their market share as mainly big players continued to implement OOH campaigns. By the end of
2012, under BRAT Romania, the industry will put in place the OOH ad monitoring system.
The Cinema market in Romania is defined especially by the number of multiplexes launched along with new
malls built in Bucharest and other big cities. New technologies like digital, 3D, 6D generated an audience
increase.
Internet
Internet
8.3%
11.0%
OOH
OOH
10.6%
10.0%
TV
Radio
66.2%
6.7%
Print
8.2%
Graph 2: Market share in 2010 (net ad-spend by medium)
Source: Initiative database
TV
Radio
64.7%
6.5%
Print
7.8%
Graph 3: Market share in 2011 (net ad-spend by medium)
Top Investors
“Mobile telecommunications” remained the most advertised category in 2011, despite the investment decrease
reflected by almost all players. “Cosmetics, Hygienics & Health Care” maintained the second position with an
increase of media spending of 10% while “Medical & optical products & services” retained its 3rd position and
achieved a significant increase (+20%) mostly due to Bayer, Zenith Pharmaceuticals and Catena activity.
media fact book
11
media market
“Cars & 4x4 vehicles” registered a fall from fifth to seven place in 2011 vs 2010 while the other categories
maintained mostly the same positions.
P&G, Orange, L’Oreal & Nestle, Cosmote, Vodafone, Unilever and Reckitt-Benckiser were the most important
advertisers in 2011.
Mobile
telecommunications
42 mil.€
Milk Products
8
mil.€
25 mil.€
Medical & optical
products & services
Household Cleaners
8
mil.€
10
mil.€
15
mil.€
Cars & 4x4 vehicles
15
mil.€
15
mil.€
15
mil.€
Banking & Insurance
Retailers
Beer
Other sugar, confectionares, honey
40 mil.€
Cosmetics,
Hygienics & Hair Care
Graph 4: Top 10 categories 2011 – all media (TV, Press, Radio) – estimated net budget
Perspectives for 2012
According to Initiative’s estimation, in 2012, the total net ad spend will continue to decrease by 2%.
All media will decrease, except Online which is expected to have an overall growth of 20%, with Display spending
increasing by 5% and Performance media (Facebook, Yahoo & Google) spending increasing by 45% in 2012.
TV (-5%), OOH (-3%), Print (-6%) and Radio (-5%) will continue the decreasing trend in 2012, but at significantly
lower rates than in 2011.
TV is expected to drop its share of the total net market to 63%, Print will drop marginally from 8% to 7.5%, while
OOH and Radio will keep their shares. Internet is expected to grow market share from 11% to 14%, but still
not reaching the global average of 20%.
12
MEDIA
RESEARCH
Overview
Following the trend started in 2010, 2011 proved to be yet another busy year in terms of changes related to
media measurement and monitoring.
The most important event of the year was by far the selection of a new provider for TV audience measurement.
The result of this process saw Kantar Media becoming the new provider as of January 2012.
Big changes happened in the media monitoring services as well. Under the BRAT umbrella, the Print advertising
monitoring extended to Radio and Internet, resulting in a transition from industry standard monitoring services
offered by a third-party commercial entity to the same services being offered by a non-profit professional
organization under the control of both media owners and media agencies.
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.
GfK Romania’s role as provider of audience data ended in December 2011, with Kantar
Media taking its place as TV Audience Measurement (TAM) Service provider since January
2012. As with any transition from one research panel and provider to another, fluctuations
and temporary incongruities in the resulting audience data appeared.
TAM system is a quantitative research, which measures the TV usage among Romanian population: the minute
by minute viewing, 24/7, using telecontrol peoplemeters.The universe contains all private households in Romania
with a working television and all individuals aged 4+ in those households. People who have spent last year more
than 3 consecutive months outside the country are classified as ‘migrants’, and are not included in the research
universe. The gross installed panel is 1320 households and reporting panel of households is 1200. Viewing by
guests in a panel member’s home is measured as a surrogate for the viewing by panel members who take place
in other homes. The exact age and gender of guest viewers are collected.
Kantar Media Audiences Romania introduced consolidated viewing since January 1st, 2012. Consolidated
viewing is defined as live viewing plus any time-shift viewing taking place within seven days of the original
transmission.
Currently there are 57 monitored and reported TV stations.
Monitoring data is available from a relatively wide range of providers, although only the TAM service provides
performance data for TV spots alongside with correction factors for spots with length different from 30”.
The software tool for exploiting both audience and monitoring data is InfoSysTV, which was upgraded to a new
version (InfoSysTV+) as of January 2012.
media fact book
13
media Research
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 is already
used for many years in four other European countries and is widely accepted. It fulfills the
IFABC guidelines regarding the traffic measurement.
SATI presently measures a number of 311 websites and 28 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 since October 2007.
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 possibility for traffic splitting on 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 mesurement is available from June 2008 when BRAT delivered for the first database for audience
measurement.
The standard delivery for the internet audience data is spanned on a period of 3 months, with weekly averages
being given. SATI measures the audience (number of visitors per week) of the websites, for the people, 14 –
74 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 impressions figures.
Monitoring data for on-line campaigns has been delivered by BRAT as of August 2011 through the MIPO
project. Currently the study tracks the campaigns of its members on a number of 2800 websites belonging to
both BRAT members and non-members.
Previous to this launch, the PriceWaterhouseCooper audit of the level of Internet advertising expenditures was
the only industry recognized provider of such kind of data.
Radio Measurement
Audience measurement is available through the Radio Audience Survey (SAR) which is a
syndicated research program in co-operation with the Radio Audience Association (ARA).
Currently IMAS Marketing & Polls and GfK Romania are responsible with the data collection
and reporting The service is available since June 2004.
14
media Research
“Day after recall” method (the remembrance is aided by recalling the activities conducted during the day before
the interview). The frequency of the study was of two waves per year during 2004 - 2007. Starting 2008, SAR
delivers audience data in three waves per year. The universe covers urban and rural population, living in private
households in urban and rural areas, aged 11+ years old, in accordance with official statistics.
The software for data analysis has been upgraded to MasoR8 (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 contained data collected by means of CATI (computer assisted
telephone interview), a change in the data collection method decided and implemented by ARA in 2010.
Monitoring data is delivered by BRAT, through the MIPR project The project started delivering data in July 2011
and is currently monitoring 8 main radio stations.
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 is being 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.
BRAT also offers audit services for electronically distributed publications.
Starting 2009, BRAT increased the level of security regarding the audit figures, verifying by its own personnel,
in the field, the print-run.
Starting 2009, the circulation statements are issued on a fix date, therefore each and every trimester, all the
audited print titles release their circulation data at the same time.
Presently BRAT audits an approximate number of 260 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 74 years old and the database is
delivered on quarterly basis, with the figures reported being the yearly averages. Presently, the study includes
an approximate number of 108 publications, all of them being BRAT members.
The software for exploiting the data is SESAME which offers possibilities of target definition, simple tables
listing, crosstab generation, cluster analysis, duplication analysis, media ranking and media planning.
The SNA-FOCUS has undergone a complete update during 2010 and the beginning 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 have been stopped
as of H1 2011, with the first data collected in the new configuration having been delivered at the beginning
of 2012. Further changes in methodology are expected to be implemented (change in sample size, partial
migration of data collection through CAWI etc.)
Monitoring data is also delivered by BRAT, through the MIPPS project The project started delivering data in
January 2011 and is currently monitoring more than 290 publications.
media fact book
15
media Research
OOH Measurement
Under the BRAT umbrella, a new study meant to monitor OOH campaigns has been
developing since the end of 2011 and continuing in 2012. The MIPOOH project is being
implemented with the contribution of 10 media owners (with a cumulated number of 20000
faces) and 11 media agencies, which are members of the BRAT department that has been
created in this purpose. The study is scheduled to deliver its first data at the end of H1 2012
and will be integrated in the same on-line platform used for the Print, Radio and Internet
monitoring.
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 variable
amounts, to media agencies.
Demographic profiles and data concerning the consumption of brands and services by cinema
goers are indirectly available from the SNA-Focus, but they are not location specific.
The financial pressure has a vicious-circle effect that is expected to continue in the next period. Some contributors
to syndicated studied withdrew from financially supporting them, which increases the financial pressure on the
remaining contributors, thus creating a snowball effect which impacts mostly on methodology and accuracy.
The impact of this trend is uneven, as while some syndicated studies which are considered vital are somehow
protected, the ones which are not considered a priority would be impacted most.
The 2011 Romanian Population Census preliminary data showed a decrease in the Romanian population of
11% (with the decrease being higher – 16% – in urban areas). When the new universe reference values will be
implemented within the audience studies, it will result both in a general corrective decrease in audiences as well
as new changes in structure that will mirror the demographic trends of the Romanian population in the last 10
years.
The weight of on-line methods of data collection for syndicated studies is continuously increasing and will
continue on this trend in the next years as well, as it is one of the important ways to decrease costs with
minimum methodological and accuracy damage.
16
Television
Overview
In 2011, TV market followed the general trend of the media market and lost 1% share compared with the
previous year (from 66% to 65%) in favour of online. Although it remained the main media channel chosen
by advertisers due to its capability of delivering the highest reach at a national level and the preffered media
channel for viewers due to variety of monitored TV stations exceeding the highest expectations in terms of type
of programs, TV market continued to decrease by 4% to 200 mil € versus 2010.
A major change in TV audience measurement appeared on 17 January 2011 when the Paritary Committee
(COMPAR) designated Kantar Media Audiences Romania as the sole provider of the National TV Audience
Measurement Service for 01.01.2012 – 31.12.2015. The new TV measurement system started effectively in
January 2012.
On the opposite side to advertiser’s decreasing budgets, TV market developed continuosly from 52 monitored
TV stations in 2009 to 55 in 2010 and 57 in April 2012. Acasa Gold, Boomerang, Disney Junior, GIGA TV, Hit
Music, TV H2.0, Romania TV are the newest TV stations registered for monitoring.
Reception type reflected a significant increase of digital cable with receiver due to continous replacing of
analogue cable. Direct-to-home (DTH) kept the same level as previous year.
RECEPTION TYPE
2007
2008
2009
2010
2011
Analogue cable
69.7
66.6
67.4
66.7
59.9
Digital cable with receiver
4.3
3.9
3.85
4.1
9.8
Direct To Home (DTH)
15
22.15
23.45
26.2
26.1
13.5
8.95
7.45
5.8
6.2
Terrestrial
Source: GfK Romania & Kantar Media Romania
In 2011 CME kept its leading position followed by Intact Group, both in terms of rating delivery and also in terms
of sold GRP30”. These were followed by ProSieben (Prima TV and Kiss TV), Kanal D and public stations (TVR1
and TVR2).
The audience level of the total TV market had a very interesting fluctuation during 2011, reflecting a drop by
16% in H2 vs H1, finally reaching an overall yearly difference of -5 %, affecting both the main stations and the
niche channels.
2011 was characterized by a lower level of deflation (-6% vs. -22% in 2010) reflecting a more stable market and
showing signs of recovery for the first time since 2009. Another good sign is the level of total GRP’s sold, increasing
by only 2% in 2011 vs. 2010, mainly due to a more stable clutter and a slight decrease of audience level.
The deflation resulted in a CPT decrease to an average of 1.1 € for All urban and 2.8 € for 18-49, urban.
CME (Pro TV, Acasa TV, Pro Cinema, Sport.ro, MTV) had the largest budget share, cca. 50% of the total net TV
ad-spend. Intact Group (Antena 1, Antena 2, Antena 3, Euforia, GSPTV) follows with a share of 25% and top
3 is completed by ProSieben (Prima TV & Kiss TV) with 7% share. Other channels with less than 7% share are
Kanal D, Realitatea TV and SRTV channels (TVR1, TVR 2).
2005
2006
2007
2008
2009
2010
2011
GRP30” (000) sold
1500
1600
1700
1600
1463
1745
1780
Sh% of TV monitored (% all 18-49 urban)
82%
84%
84%
84%
86%
88%
91%
Inventory sold % minutes
57%
66%
72%
68%
64%
71%
76%
media fact book
17
Television
The total GRP30” sold in 2011 by TV stations was 1.78 mil GRP30”, of which 37% by CME, 26% by Intact, 7%
by ProSieben (Prima TV+Kiss TV), 7% by Realitatea TV, 6% by Kanal D and 5% by SRTV (TVR1+TVR2).
GRP30”
200
164.5
180
167.9
169.5
161.2
140
161.9
148.9
163.6
139.2
147.6
137.2
147.9
120
177.2
157.3
165.7
160
131.7
183.8
177.3
168.8
131.5
130.3
100
95.5
108.7
107.0
100.5
80
60
40
20
c11
-1
1
De
ov
N
ct
-1
1
O
p11
Se
1
g11
l-1
Au
Ju
n11
-1
1
Ju
ay
r11
M
Ap
ar
-1
1
b11
M
Fe
n11
Ja
c10
-1
0
De
ov
N
ct
-1
0
p10
O
g10
Se
0
l-1
Au
Ju
n10
-1
0
Ju
ay
M
Ap
r10
ar
-1
0
b10
M
Ja
Fe
n10
0
Graph 1: 2010 – 2011 Sold GRP30” (“000) by month
Source: GfK & Initiative Media Estimation
The sold out rate increased at 76% versus 2010 with loading exceeding legal limits in Prime Time during
October and November.
AVG PT
AVG all day
140%
120%
100%
80%
60%
40%
20%
ay
-1
0
Ju
n10
Ju
l-1
0
Au
g10
Se
p10
O
ct
-1
0
N
ov
-1
0
De
c10
Ja
n11
Fe
b11
M
ar
-1
1
Ap
r11
M
ay
-1
1
Ju
n11
Ju
l-1
1
Au
g11
Se
p11
O
ct
-1
1
N
ov
-1
1
De
c11
M
10
r-
0
Ap
-1
-1
0
ar
M
Fe
b
Ja
n-
10
0%
Graph 2: 2010 – 2011 Average Inventory sold % Min – all day and prime time vs. legal limit
Source: GfK & Initiative Media Estimation
In the first quarter of the year, TV stations were more flexible in terms of prices and tried to sell their GRP’s
inventory with very attractive offers which generated an average decrease of prices of 10% versus Q1 2010.
As the rating continued to lose points resulting in a decrease of inventory, in the last quarter of year TV stations
started to increase the prices, reflected in seasonality indexes, premium programs and positioning taxes (as
seen in Graph 1). In this context, Pro TV reported an inflation of 5% for the last quarter of 2011.
CME + INTACT increased their sold GRP’s share from 61% in 2010 to 63% in 2011.
18
Television
In conclusion, 2011 registered a flow of price deflation of 6% for all year but it started with a drop of 10% in the
first quarter and finished with a marginal inflation in last quarter.
The picture of spot-length usage in 2011 is similar to 2010. Advertisers used mostly 20” and 30” TVCs and at
a smaller scale, the 10” & 15” ones.
Channels Profile
In 2011 ProTV kept the leading position (Rtg 3.3%, Shr 18.7% all 18-49 urban) as in 2010 followed by Antena 1
(Rtg 2.2%, Shr 12.2%) and Kanal D (Rtg 1.3%, Shr 5.6%). Strong battle for the 4th place in top between Prima
TV and Acasa TV with equal ratings (0.9%) and close values of share (5.5% and 5.4%). Another two stations
followed, also with equal ratings (0.7%) but different share: TVR1 and Realitatea TV (4.2% and 4%). The story
repeats for Antena 3 and National TV, this time with equal ratings (0.6%) and share (3.2%) for both of them. Pro
TV, Acasa TV, TVR1, National TV were some of the top TV stations with decreasing audience trends in 2011
versus previous year, while Kanal D and Antena 1 gained audience during 2011.
2011 was the year that made history for the TV market, as main stations invested in imported show formats
so the Romanian viewers had the opportunity to see international broadcasts like “Romanians Got Talent” on
Pro TV &“ X Factor” on Antena 1, both Fremantle Media formats and “The Voice of Romania ”on Pro TV, a
Talpa format .
One of the editions of “Romanians Got Talent ” reached an historical peak of audience of 23% and share of
54%( All, 18-49,urban). Those type of programs added value for TV stations, one of the example being “ X
Factor” which changed the station’s profile, managing to attract more women, more young people ( between
19-34 y.o.) and more viewers with A social grade.
Pro TV
TVR 1
Antena 1
Realitatea TV
Kanal D
Acasa
National TV
Prima TV
Antena 3
Disney
1
-1
De
c
1
-1
N
ov
1
-1
O
ct
1
-1
Se
p
1
-1
Au
g
-1
1
Ju
l
1
-1
Ju
n
11
M
ay
-
1
-1
Ap
r
11
M
ar
-
1
-1
Fe
b
Ja
n
-1
1
4.6
4.4
4.2
4
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
0.2
0
Graph 3: Monthly Dynamic – Program Analysis (Rtg%, All 18-49 urban – top channels, 07:00-25:00)
Source: GfK Romania
media fact book
19
Television
In 2011 the top 10 TV stations accumulated 64% of the total audience share of the 18-49 urban population.
In decreasing order of their rating on the urban, 18-49 y.o. target, the profile of the main TV stations is as
follows:
Pro TV (96% national coverage) kept the leading position in 2011. According to GfK Romania, the top program
preferences were: “Romanians Got Talent”, most successful local production (21% Rtg all 18-49 urban) and
football transmissions like “Euro 2012 – preliminary” (13.2% Rtg all 18-49 urban), “Romania Supercup” (11.5%
Rtg all 18-49 urban) and “Europa League” (13.2% Rtg all 18-49 urban). Another important sport event presented
by Pro TV was the box game “Champion for Romania, with Lucian Bute” (15% Rtg all 18-49 urban). Romanian
viewers also preferred “The Voice of Romania” (9% Rtg all 18-49 urban), prime time movies, Pro TV News
19.00” (7.2% Rtg all 18-49 urban), “Dansez pt. tine” (7.1% Rtg all 18-49 urban) and “Divertis – Serviciul Roman
de Comedie” (7.1% Rtg all 18-49 urban).
Antena 1 (96% national coverage) delivered high audiences with special broadcasts during the Christmas and
New Year period: “Revelion de poveste” (14% Rtg all 15-54 urban), “Craciun cu Nae si Vasile” (9% Rtg all 15-54
urban), “Revelion de Revelion” (6.3% Rtg all 15-54 urban).
Antena 1 continued to broadcast the well known entertainment shows “Te pui cu blondele” (6.5% Rtg all 15-54
urban), “Plasa de stele” (6.6% Rtg all 15-54 urban) and launched “X-Factor” with good performances (7.3%
Rtg all 15-54 urban).
0
0
25 50 75 100 125 150 175 200 225 250
Men
Men
Women
Women
4-11
4-11
12-17
12-17
18-24
18-24
25-34
25-34
35-44
35-44
45-54
45-54
55-64
55-64
65+
65+
AB
AB
C
25 50 75 100 125 150 175 200 225 250
C
DE
DE
30 k
30 k
30k - 100k
30k - 100k
100k - 200k
100k - 200k
200k +
200k +
Bucuresti
Bucuresti
Graph 4: ProTV – Audience profile
TgAfin.%
Graph 5: Antena 1 – Audience profile
TgAfin.%
Source: Kantar Media Romania (target: all urban area)
Kanal D (93% national coverage) reached 3rd place in top audiences all 18-49 urban by broadcasting, among
others, Turkish soap operas with higher audiences than previous year and local productions like “Ochii din
umbra” (2.9% Rtg all 18-49 urban), “Nora pentru mama” (2.8% Rtg all 18-49 urban), “D-Paparazzi” (2.6% Rtg
all 18-49 urban) and “Vrei sa fii milionar?” (2.4% Rtg all 18-49 urban).
Acasa TV (93% national coverage) ranks 4th in terms of all 18-49 urban audience share. “Povestiri de noapte”
was in top preferences of viewers, with Rtg 4.6% w, 15-49 urban.
20
Television
“Triumful dragostei” (4.6% Rtg w, 15-49 urban), “Iubire si onoare” (4% Rtg w, 15-49 urban), “O mare de pasiune”
(3.9% Rtg w, 15-49 urban) and “Fructul oprit” (3.7% Rtg w, 15-49 urban) were the most viewed soap operas.
A new TV station Acasa Gold was launched in April 2012 broadcasting the most successful soap operas.
Prima TV (94% national coverage) ranks 5th in terms of all 18-49 urban audience share with local productions
and reality shows like “Cronica Carcotasilor” (4% Rtg all 18-49 urban), “Schimb de mame” (4% Rtg all 18-49
urban), “Trasnitii” (3.9% Rtg all 18-49 urban), “Miss fata de la tara” (3.5% Rtg all 18-49 urban), “Mi-s baiatul de
la tara” (3.1% Rtg all 18-49 urban) and “Academia lui Horia” (2.7% Rtg all 18-49 urban).
0
0
25 50 75 100 125 150 175 200 225 250
Men
Men
Women
Women
4-11
4-11
12-17
12-17
18-24
18-24
25-34
25-34
35-44
35-44
45-54
45-54
55-64
55-64
65+
65+
AB
AB
C
C
DE
DE
30 k
30 k
30k - 100k
30k - 100k
100k - 200k
100k - 200k
200k +
200k +
Bucuresti
Bucuresti
Graph 6: Acasa TV – Audience profile
TgAff.%
25 50 75 100 125 150 175 200 225 250
Graph 7: Prima TV – Audience profile
TgAff.%
source: Kantar Media Romania (target: all urban area)
TVR 1 (100 % national coverage) is the main public channel and in 2011 ranks 6th in terms of all 18-49
urban audience share. Football transmissions dominated the most watched programs for TVR1: “Euro 2012
- preliminary” (17.4% Rtg all 18+ urban), “UEFA Champions League” (5.3% Rtg all 18+ urban) and “Europa
League” (4.7% Rtg all 18+ urban).
Local production “O data in viata” (5% Rtg all 18+ urban), delivered the highest audience in entertainment
shows category. Viewers preferred also some special programs like: “Gala teatrului si filmului Romanesc (5%
Rtg all 18+ urban), “Gala cantecului Romanesc” (5% Rtg all 18+ urban), “Intrecerea vedetelor” (4.9% Rtg all 18+
urban) and “Romania mea” (4.7% Rtg all 18+ urban).
Realitatea TV (93% national coverage) is the main News channel and ranks 7th in the top TV stations by all 1849 urban audience. Top audience programs are “Ora de foc” (2.8% Rtg all 18+ urban), “Bursa pariurilor” (2.4%
Rtg all 18+ urban), “Ultima ora” (2.3% Rtg all 18+ urban) and “Saptamana de vereme” (2.3% Rtg all 18+ urban).
News programs best rated are “Realitatea de la ora 21:00” (2.1% Rtg all 18+ urban) and “Prime Time News”
(2% Rtg all 18+ urban).
National TV (92% national coverage) ranks 8th in top 10 TV stations, broadcasting Indian productions (soap
operas and prime time movies) and local productions (reality shows).
media fact book
21
Television
0
0
25 50 75 100 125 150 175 200 225 250
Men
Men
Women
Women
4-11
4-11
12-17
12-17
18-24
18-24
25-34
25-34
35-44
35-44
45-54
45-54
55-64
55-64
65+
65+
AB
AB
C
C
DE
DE
30 k
30 k
30k - 100k
30k - 100k
100k - 200k
100k - 200k
200k +
200k +
Bucuresti
Bucuresti
Graph 8: Kanal D – Audience profile
TgAfin.%
0
Graph 9: TVR 1 – Audience profile
TgAfin.%
0
25 50 75 100 125 150 175 200 225 250
Men
Men
Women
Women
4-11
4-11
12-17
12-17
18-24
18-24
25-34
25-34
35-44
35-44
45-54
45-54
55-64
55-64
65+
65+
AB
AB
C
C
DE
DE
30 k
30 k
30k - 100k
30k - 100k
100k - 200k
100k - 200k
200k +
200k +
Bucuresti
Bucuresti
Graph 10: Realitatea TV – Audience profile
TgAfin.%
Source: Kantar Media Romania (target: all urban area)
22
25 50 75 100 125 150 175 200 225 250
25 50 75 100 125 150 175 200 225 250
Graph 11: Antena 3 – Audience profile
TgAfin.%
Television
Antena 3 (92% national coverage) ranks 9th place in the top ten TV stations and 2nd in top speciality TV news
channel after Realitatea TV, although in 2011 their average ratings were close (0.7% and 0.6% for all 18-49
urban). Most watched are special programs like “Concert Tudor Gheorghe” (4.1% Rtg all 18+ urban), “Regele
Mihai, 90 de ani” (4% Rtg all 18+ urban), “Existam pentru ca rezistam” (3.5% Rtg all 18+ urban), “Nunta regala”
(2% Rtg all 18+ urban).
Political debates and talk-shows are also among favorites: “Sinteza zilei” (3.6% Rtg all 18+ urban), “Subiectiv”
(2.9% Rtg all 18+ urban), “Stirea zilei” (2.5% Rtg all 18+ urban), “In gura presei” (2.4% Rtg all 18+ urban).
Up until now, 2012 - as opposed to 2011 - shows 10%, increase in rating figures, lower level of loading and the
trend of March- May shows a decrease of inventory sold by 4% - 5%.
The ascending trend of audience is followed by main stations PRO TV, Antena 1 and Kanal D but also by niche
channels like Diva Universal, Discovery Channel, AXN etc.
Antena 3 registers a significant increase due to political and economic environment changes and natural
disasters transmisions which kept the viewers’ attention.
CME and INTACT increased their cumulated share in terms of sold GRPs from 65% in Q1 2011 to 67% in Q1
2012.
Mobile Telecommunications, Medical and optical products, Cosmetics, Retailers remain the main players for
the TV market in Q1 2012.
TV stations continue their battle for market share, still investing in international formats like “Romanians Got
Talent”, “Dansez pentru tine”, ”X Factor”, “The Voice of Romania” but also the new ones like “Masterchef” on
Pro TV, “Te cunosc de undeva” and “Demascarea” on Antena 1. The 2012 edition of ”Romanians Got Talent”
remains the leader of entertainment shows with an audience peak of 27,9 %Rtg and 56,5% Shr (18-49, urban).
TV market is expected to decrease in 2012 by 5%, losing share in favor of online.
We estimate an overall flat/marginal cost deflation of 2%- 3% for 2012.
media fact book
23
Digital Media
internet
Facts
The IAB Internet Advertising Revenue Report for the full-year 2011 reveals that in the US revenues soared to
a landmark high of $31 billion. That milestone represents a 22 percent increase over 2010’s full-year number,
which itself had been a record-breaker at $26 billion. With a triple digit-growth in mobile and significant increases
of search and digital video, „digital advertising’s stellar performance attests to the high value marketers put on
the medium,” said Sherrill Mane, Senior VP IAB.
For the Romanian advertising market, 2011 also meant growth in online. As media consumption habits are changing
especially for the young, urban target, digital has become the second most important medium for many advertisers.
However, although the shift of media budgets towards online is growing, advertisers are somewhat traditional in
formats used – classical, embedded formats continue to have the greatest share in ads.
Overview
Akamai report for Q3 2011 ranks Romania still in the Top 10 highest connection speeds. Broadband adoption
is 95%.
According to Eurostat the Internet penetration in Romania is 47% of households. There’s a huge gap in usage
habits – 37% use it daily, a sophisticated, highly demanding and impatient audience. On the other hand, 54%
of Romanians never used the Internet, a percentage more than double the EU average (24%).
Romania hits the European average in regard to social network participation (53% EU average, while in Romania
almost half of Internet users have a Facebook account).
User Statistics
As seen in MFB 2011, the demographic that continues to grow is 30+, due to both the young users maturing
organically and the increasing adoption by the older demographic segments. As an interesting fact, the latest
delivery of SNA-Focus reveals that 10% of the urban residents aged 60-74 y.o. are using the Internet on daily
basis.
Internet usage is becoming more diversified, shifting strongly towards social and increasing in usage of online
services (online banking, e-shopping)
24
Digital Media
internet
INDICATOR
VARIABLES
AGE GROUP
Percent of audited audience
MAR AUG 2008
MAR
- AUG
2009
MAR
- AUG
2010
MAR
- AUG
2011
2009
/2008
2010
/2009
2011
/2010
14-29 y.o.
49.5
46.6
44.3
43.1
-6%
-5%
-3%
30-49 y.o.
39.7
42
43.3
44.4
5.79%
3%
3%
50+ y.o.
10.9
11.5
12.2
12.6
6%
6%
3%
0.7
0.5
0.4
0.5
-29%
-20%
25%
Primary school
Level of
education
Vocational school
Frequency of
usage Internet
Buy online
products
/services
Online banking
YOY evolution
7
8
9
9
14%
13%
0%
University
31.3
32.4
34.2
35.2
4%
6%
3%
Daily or almost daily
90.6
88
87.4
90.2
-3%
-1%
3%
Several times per
week
7.8
9.3
10.4
7.7
19%
12%
-26%
Several times per
month
0.8
1.1
1.4
1.1
38%
27%
-21%
Frequently
6.8
7
7.3
8.5
3%
4%
16%
Sometimes
12.5
13.9
16.9
8.5
11%
22%
-50%
Seldom
17.7
18.8
22.7
20.7
6%
21%
-9%
Frequently
6.1
8
8.7
9.2
31%
9%
6%
Sometimes
6.9
8.3
10
10.7
20%
20%
7%
Seldom
10
10.4
12.5
12
4%
20%
-4%
Tabel 1: Users profile, SATI 2008 – 2011
Facebook has reached 800 million global users in January 2012. In December, Google+ had an estimated
number of 60 million global accounts. At the same time, Google announced more than 90 million global users
acquired in just a few months.
850,000
Users ['000]
840,000
830,000
820,000
810,000
800,000
790,000
780,000
770,000
01.12.
03.01.
06.02.
07.03.
10.04.
11.05.
Graph 1: Global traffic for facebook.com
Romania follows the same trend, with 73% increase from Jan to Dec 2011 and ~50 % penetration in the online
population (more than 4.6 million accounts in April 2012). Google+ is far from these numbers, with only about
43,000 Romanian users.
media fact book
25
Digital Media
2,405,920
3,000,000
2,500,000
3,847,600
3,847,600
3,594,540
3,513,160
3,424,100
3,322,500
3,247,280
3,500,000
2,666,460
4,000,000
2,000,000
Ja
n-
11
Fe
b11
M
ar
-1
1
Ap
r11
M
ay
-1
1
Ju
n11
Ju
l-1
1
Au
g11
Se
p11
O
ct
-1
1
N
ov
-1
1
De
c11
Facebook users are still a bit 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.) and 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
absolute numbers.
3,130,680
4,500,000
3,728,280
5,000,000
4,161,340
internet
Graph 2: Evolution of Romanian accounts, Jan `11 – Dec ‘11
Advertising Market
The online advertising market is becoming more sophisticated and oriented towards results beyond clickthrough rate. Campaign objectives have shifted from visibility and click-through rate to performance, with
campaign results being tracked both on-site and at banner level.
Social media continues to grow: Facebook user base has grown to reach half the number of Romanian internet
users; at the same time Facebook activity (shares & likes) has increased by 66%, suggesting an increase in
time spent on Facebook.
Social changes the media consumption, with users choosing to consume content that is selected & recommended
by online connections instead of actively searching for it .
After some shifts in 2010, the 2011 market shows more stability; the movements among publishers & media
houses are insignificant, with a few exceptions of large tabloid / newspapers sites that changed the vendor.
Display is increasingly cluttered, but ad networks further strive to develop innovative solutions, more engaging
formats and sophisticated targeting options.
The demand for complex tracking and reporting has grown, with 3rd party adservers becoming the norm.
Among formats, the embedded (standard) ones remain the most common type, followed by interruptive formats
and content sponsorships, according to the IAB PWC report (H2 2011).
However, affiliates and paid listings have grown in share, showing an increased attention to efficient spending.
Online Advertising Budgets
The IAB-PWC latest official report (H2-2011) shows a 9% increase compared to the same period last year (H2
2010).
Initiative estimates a growth of display advertising of 15% (2011 vs 2010). However, we estimate the overall
online advertising growth at 30% strongly sustained by a significant increase of SEM (70% in 2011 vs 2010).
From the display budgets, more than half (52%) went to embedded (standard) formats. The interruptive formats
accounted for 15%, while content sponsorships covered 11%.
Affiliates and paid listings make up the significant amount of 10%.
26
Digital Media
internet
In terms of budget splits, Initiative estimates for 2011 a 30% share of SEM out of total online advertising market,
a strong increase value-wise from the year before. This is in line with global and European trends: according to
IAB UK, the paid search share accounts for about 58% of online advertising revenues in UK, while display is
only 23%.
45,000
41,000
40,000
Budget ['000] EUR
35,000
34,000
30,000
26,000
25,000
20,000
16,000
18,000
15,000
9,000
10,000
5,000
100
200
600
1,000 2,400
2001
2002
2003
2004
2005
5,400
2006
2007
2008
2009
2010
2011
2012
Graph 3: Net Ad Spend Evolution*
*estimations include search, social and Yahoo net estimations. Source: Initiative estimation
Initiative estimates a 20% increase in online advertising budgets (display & performance) up to a level of 41 mil EUR.
Following the trend of 2011, performance shows growth in both net value and share, while the share of display
advertising is decreasing (although the net value increases). We expect a steeper shift of budgets towards
performance campaigns, narrowing the volume gap between performance and display.
Search targeting options may start to become more socially-enabled, with Google (search market leader across
Europe) increasingly interested in social products.
With mobile internet and smartphone penetration increasing, mobile search will grow, leading the advertisers to
become more interested in localized mobile search campaigns.
Tablet market is a growing niche, leading to more opportunities for advertising through mobile apps or even
developing dedicated interactive content.
Display will still be holding the larger share of budgets, but the need for visibility and performance will push
advertisers to focus on more engaging, high impact formats and to constantly optimize placements for efficient
buying.
Social media will continue to grow at a steady rate both in number of users and in engagement. This is linked
with the development of mobile internet, which means that reaching the mobile consumer will mean making less
use of SMS push and targeting the always-online, on the go consumer.
Online & mobile services (e-commerce, online banking) are expected to grow, partly as a result of the development
of new products and constant education of the public by providers of such services.
Following an increasing cross-media consumption trend, advertisers may start negotiating properties, not media
space – strategically plan brand presence across all channels (classic & digital).
Video advertising is expected to grow as online video replaces TV watching for an increasing share of consumers,
especially the young ones.
media fact book
27
Digital Media
Mobile
Overview
In 2011 the Romanian Mobile Market continued its journey to maturity. Romanians seem increasingly interested
in owning a phone that has all the functions that better suit their busy lives instead of fiddling with two or three
devices.
Voice calls and SMS are still growing but, in terms of usage, mobile internet was 2011’s king as consumers
started to get used to reading news in the morning or searching for locations to spend leisure time on their
mobile phones. Total mobile subscribers decreased by 3.2% in 2011, voice traffic increased by 7.8% and SMS
traffic increased by 31.9% all according to ANRCTI
Mobile Internet usage increased by 60% in 2011 (ANRCTI, 7.47 million active conections) figures, active mobile
internet connections), with Nokia, Android and Apple being the main players (statcounter.com).
SMS remains the main mobile communication channel in 2012. However, brands’ interest in mobile advertising,
mobile websites and mobile applications is growing.
Marketers from categories such as Telecom, Finance and Insurance, Publishing, Automotive, Retail and FMCG
make use of mobile marketing solutions in their marketing mix.
Mobile Phone Penetration & Usage
Over 70% of the world population now owns a mobile phone. Telecom operators serve approximately 5.9 billion
mobile subscribers worldwide and, in some countries like the US, 9 out of 10 people own a mobile phone.
In Romania, ANRCTI reports for the first half of 2011 show a 3.2% decrease in total mobile subscribers,
continuing the downward trend started in 2010. Even so, the reported mobile phone penetration rate in Romania
is of 110.20% with 23.6 mil active SIM cards.
30
113.8%
25
118.2%
140
113.5% 110.20%
120
94.8%
100
20
74.1%
80
15
60
24.5
25.4
24.4
23.6
2006
2007
2008
2009
2010
Jun-15
0
28
%
20.4
40
16.0
Millions
10
5
Number of "active"
SIM cards per 100
inhabitants
20
0
Mobile phones
penetration rates
Digital Media
25
6,30
6,03
22,79
28,60
Millions
30
Billions
Mobile
25,47 5,70
4,60
20
15,94
7
6
5
4
15
3
10
5
2
2,52
4,01
3,93
5,20
1
0
0
2008
2009
2010
Voice
2011
SMS
MMS
Mobile Internet Usage & Key
Players
Mobile Internet usage had an explosive growth of 60%,
reaching 7.47 million active connections at mid 2011
according to ANRCTI.
In 2011 the key brands in terms of mobile devices used to
access the internet are pretty much the same: due to its
leadership in emerging markets like India, Nokia remains the
world leader with a little under 40% market share. Second place
is held by Apple (29%) due to its market share in developed
markets like the US and UK. In Romania, Nokia is still upfront
with a 32% share, followed by Android-operated brands with
29%. Apple is in 3rd place with 24% market share.
Internet usage is growing mainly due to the increasing number
of smartphones. Sales on this segment increased by 18%
according to the main retailers in the market, which translates
into some 600.000 smartphone units sold in 2011.
media fact book
29
Digital Media
Mobile
Romanian Mobile Marketing
Due to its high reach and instant ROI generation capability, SMS kept its leadership as the most popular mobile
marketing tool, both in Romania and worldwide. Many brands have realized the power of building their own
database and using it to stay in touch with customers via SMS, actively working to increase their databases’
size and value. At the same time, companies that rent databases for mobile marketing purposes such as the
mobile operators report a 38% growth in mobile campaigns using SMS, MMS and mobile banners.
Regarding mobile websites, SATI reports a 23% increase compared to the same period in 2010 and an
impressive 234% growth in terms of mobile internet users. Although the number of websites optimized for
mobile use continued to grow, mobile banners and paid search still haven’t caught a lot of attention from
Romanian brands.
The Mobile Applications Market also had a good year in 2011. We saw numerous new releases, and more
complex applications. With smartphone reaching a penetration rate of 15% according to the mobile telecom
providers, brands started to acknowledge the power of mobile applications and capitalized on the opportunity
to engage consumers on an even more personal level.
With 900.000 smartphone sales predicted for 2012 by retailers and mobile telecom providers, we estimate to
reach a penetration rate of nearly 20% by year’s end.
Due to increased smartphone penetration and brand’s understanding of mobile marketing benefits, 2012 will
bring a substantial diversification in mobile marketing solutions.
SMS Marketing campaigns will be complemented by mobile websites, mobile advertising, QR codes and mobile
applications.
More and more companies will build mobile optimized websites, inevitably leading to an increase in mobile
advertising expenditures for the second part of 2012. Still, mobile banners and mobile search will account for
only a small percentage of the total mobile marketing budgets
We will see more integrated campaign where mobile marketing solutions are fully integrated in the brands’
communication mix.
30
RADio
Overview
Radio was affected by the economic crisis and providers are trying to survive by cost cuttings. This year was
the one of radio networks consolidation, new local stations were launched, and new formats came out. The
providers are trying to maintain the ad budgets trough attractive and efficient offers. Radio stations are trying to
increase the audience by strong PR and marketing campaigns and continued to improve their online presence
through dedicated websites and social networks sites.
In 2011 – Q1 2012, the Romanian radio market is based on the following formats:
❱❱ Contemporary Hit Music Radio: Kiss FM, Radio ZU, Pro FM, Radio 21,
❱❱ Adult
Contemporary Radio: Europa FM, Radio Romania Actualitati, Antena Satelor, Radio Romania
Regional, Music FM, Click FM (the former City FM)
❱❱ Soft Adult Contemporary Radio: Magic FM, Romantic FM, Gold FM, Smart FM
❱❱ Dance Radio: Vibe FM, Dance FM
❱❱ Hot Adult Contemporary: Guerilla FM
❱❱ Classic Rock: Rock FM
❱❱ Sports: Sport Total FM
In 2011 and at the beginning of 2012 the major changes in the radio market were:
❱❱ O
n February 2011, RadioPro has 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, 30-50 y.o. target.
❱❱ Starting with February 2011, RadioPro 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 online on www.dancefm.ro.
❱❱ Pro FM – launched local stations Oradea and Craiova and increased the number of network radios to 31
❱❱ Magic FM – acquisition of 2 new stations: Piatra Neamt and Roman
❱❱ Radio ZU – new stations Iasi, Arad and Galati (they were former affiliated stations)
❱❱ In November 2011, Adevarul Holding launched Click FM (the former City FM), an Adult Contemporary Hit
Radio, broadcasting in Bucharest, Sibiu and Roman.
❱❱ Radio 21 started 2012 with an new early-morning format: Matinalii 21
❱❱ Goldbach Media România has improved the local radio network: 49 local and independent stations across
26 counties.
As usual, the most active radios tried to maintain their audiences through intense marketing activity like:
❱❱ K
iss FM - Summer Kiss and Winter Kiss, Christmas Kiss, KissFM Superstars, first application which
integrates static content like user’s photo into video, using 3D technology. Their Facebook page has
about 670,000 fans, ranking first place among stations in Romania and 9th place among the world’s radio
stations.
❱❱ Magic FM - Magic Summer and “Santa’s Radio” in December,
❱❱ Rock FM - “RockFM da un chopper unui mare rocker”
❱❱ Radio ZU: “Capra contra Soacra”, contest prize “Primul apartament ZU”; “Autobuzdul Lui Morar” (Morning
show was transmitted from the bus for three weeks), “Forza Zu – outdoor Karaoke concert ); “ZU Kids
On The Block. For Radio Zu, 2012 began with 500.000 fans on Facebook and an new contest - HIT de
Facebook which permit you to listen your favorite song even if is not on radio station’s playlist.
media fact book
31
RADIO
❱❱ E
uropa FM: „Turneul matinalilor in tara”, „Live in garaj”, „Europa FM and JTI Grants” „Secret Sound”. Their
Facebook page reached 67.000 fans, 300% up compared to spring of 2011.
❱❱ Radio 21 – Liberty Parade 2011, traditional event for lovers of house music; Facebook page of Radio 21
increased 2.5 times compared with April 2011, reaching +176.000 fans.
❱❱ Vibe FM - remains the leading station on dance music niche, with a program and marketing activities
focused on organising events in Bucharest clubs. Their Facebook page now accounts for 186,000 fans,
keeping their 3rd position in the top of radio stations pages, even though it is a niche station.
❱❱ Pro FM – “CRBL e ProFM”, “1st of May seaside mission”, “Mountain of Beer”, “CRBL Back 2 S-kool”,
“Mission at the seaside”, “Duck’s Competition on Dambovita, “CRBL pe MTV”.
Looking at the advertising revenue gained
by the sales houses, MGSI consolidated
its position as the market leader, followed
by CLIR Media and Regie Radio Music in
close proximity to one another. Due to the
change in supplier of ad spending figures
from AlfaCont / Mediawatch to BRAT /
MediaMONITOR, a comparison between
2011 and previous years is not possible.
From the category point of view, first three
positions, covering almost 50% of the
spent RC budget, are “Retailers” (29%),
“Mobile telecommunication services” (10%)
and “Banking and financial products and
services” (9%).
Expresiv Consulting
PRO TV SA
(CME)
3%
8%
Regie Radio
Music
MGSI
41%
22%
CLIR Media
27%
Graph 1 - Advertisment Revenues by Sales Houses
Source: BRAT / MiP, Alfacont / Mediawatch
25
32.9%
20
23.9%
18.5%
2011 Ad Spends (million €)
SOS 2011 (%)
10
6.3%
Attracted Ad Spending by Radio Station RC
Source: BRAT / MediaMONITOR
32
1.4% 0.1% 0.1%
21
R
Ac om
tu a
al ni
ita a
ti
G
ue
rri
lla
Ro
ck
FM
G
ol
d
FM
o
di
FM
Ra
AG
IC
FM
M
Pr
o
FM
pa
ZU
Eu
ro
di
o
Ra
Ki
ss
FM
0
FM
3.6% 2.9%
2.6%
e
7.7%
5
Vi
b
15
EC
Audience Analysis
TD
C
UG
O
AY
-A
M
JA
N
-M
AY
RADIO
Beginning with 2011, the joint industry committee ARA (The
Association for Radio Audience) decided to switch the interview
method from face-to-face domiciliary interview to telephonic
interview (CATI) and conducted a change in sample structure
following the Establishment Survey required by the change in
methodology.
Looking at the Bucharest market share, the leader is “Radio
Romania Actualitati” followed closely by Radio ZU. There is a clear
gap between first 3 radio stations and the rest of the pack, the
battle for 4th place fought between “Magic FM”, “Pro FM”, “Europa
FM” and “Romantic FM”.
Market Share - Urban area
JAN - MAY
2011
MAY - AUG
2011
OCT - DEC
2011
Kiss FM
15.3%
16.7%
14.6%
Actualitati
15.8%
12.1%
14%
Europa FM
9.5%
9.9%
9.3%
10.0%
8.5%
8.6%
ProFM
7.1%
7.5%
8.4%
Magic FM
3.3%
4.8%
5.4%
Radio 21
2.6%
3.2%
3.5%
Ant. Satelor
4.5%
2.2%
2.6%
National FM
1.6%
1.3%
2.3%
Iasi
3.5%
1.6%
1.7%
Rock FM
0.9%
1.3%
1%
Craiova
2.7%
1.7%
1.2%
Cultural
0.7%
1%
1.0%
Timisoara
0.9%
1.0%
1%
Cluj
1.0%
0.6%
0.7%
Resita
0.6%
0.5%
0.7%
Constanta
0.4%
0.4%
0.6%
Tg. Mures
1.0%
0.5%
0.5%
Bucuresti FM
0.9%
0.3%
0.3%
17.7%
25.2%
22.7%
ZU
Others
Source: SAR / ARA, 2011, target 11+
media fact book
33
RADIO
OCT - DEC
2011
Actualitati
14.7%
13.7%
14.7%
ZU
11.5%
10.5%
12.7%
Kiss FM
11.4%
10.5%
9.6%
Magic FM
8.3%
8.9%
7.9%
ProFM
4.3%
5.7%
5.9%
Europa FM
7.0%
7.3%
5.8%
Romantic FM
5.6%
6.0%
5.0%
National FM
2.3%
1.7%
3.8%
Radio 21
2.8%
3.6%
3.4%
Ant. Satelor
1.9%
2.9%
2.8%
Guerrilla
4.2%
2.4%
2.7%
Rock FM
3.0%
2.9%
2.5%
Vibe FM
3.1%
3.1%
2.1%
Realitatea
1.7%
1.5%
2.0%
Gold FM
1.8%
1.2%
1.7%
Cultural
1.1%
0.5%
1.4%
Music FM
0.5%
0.7%
0.7%
Dance FM
0.0%
0.4%
0.7%
Bucuresti FM
1.7%
0.5%
0.7%
13.1%
16.0%
13.8%
TD
EC
MAY - AUG
2011
C
UG
JAN - MAY
2011
O
AY
-A
M
JA
N
-M
AY
Market Share - Bucharest area
Others
Starting with 2008 SAR provides urban audience data full year round and
national data for the first quarter of the year.
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, and 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.
34
TA
L
e
3.8%
pl
ac
6.8%
In a car
er
10.6%
At home
th
TOTAL
O
od
ra e di D
o e
ap di
pa ca
ra ted
tu
s
M
od
e
-I
nt
er
ne
ph
t
on M
e o
/m d
e
ed ia Mo
pl bi
ay le
O
er
th
er
re
ce
p
m tio
od n
Pl
e
ac
e
-A
th
om
e
Pl
ac
e
-I
n
a
ca
r
Pl
ac
e
-A
tw
or
k
M
TO
05:00-05:14
05:30-05:44
06:00-06:14
06:30-06:44
07:00-07:14
07:30-07:44
08:00-08:14
08:30-08:44
09:00-09:14
09:30-09:44
10:00-10:14
10:30-10:44
11:00-11:14
11:30-11:44
12:00-12:14
12:30-12:44
13:00-13:14
13:30-13:44
14:00-14:14
14:30-14:44
15:00-15:14
15:30-15:44
16:00-16:14
16:30-16:44
17:00-17:14
17:30-17:44
18:00-18:14
18:30-18:44
19:00-19:14
19:30-19:44
20:00-20:14
20:30-20:44
21:00-21:14
21:30-21:44
22:00-22:14
22:30-22:44
23:00-23:14
23:30-23:44
00:00-00:14
00:30-00:44
01:00-01:29
02:00-02:29
03:00-03:29
04:00-04:29
RADIO
30%
At work
Other place
25%
20%
15%
10%
5%
0%
Place of listening - Monday to Friday
70.1%
59.5%
44.1%
22.1% 22.1%
21.1%
Urban 11+ Daily Reach (%) - 2010 Radio Reception - Monday to Friday
Source: SAR / ARA, 2006 to 2011, target 11+
media fact book
35
RADIO
In 2011, Radio ZU is leading in the Bucharest area (with 250,000 listeners / day, in terms of daily reach) while
Kiss FM is the leading radio station in urban areas (with 1,877,000 listeners per day).
URBAN
BUCHAREST
1,333
222
221
41
Bucuresti FM
61
17
Radio Cluj
89
Radio Constanta
50
Actualitati
Ant. Satelor
Radio Craiova
195
Cultural
131
23
1,146
125
Europa FM
Gold FM
31
Guerrilla
68
186
Radio Iasi
Kiss FM
Magic FM
1,877
230
536
160
15
Music FM
National FM
202
49
ProFM
925
116
Radio 21
473
96
41
Realitatea
73
Radio Resita
148
Rock FM
115
Romantic FM
Radio Tg. Mures
85
Radio Timisoara
107
77
Vibe FM
64
ZU
1,192
250
Others
1,594
120
Daily reach%
Source: SAR / ARA, 2011
The radio suppliers continue to be flexible regarding special cross-channel package offers meant to make ad
spending more efficient and maximize the level of interactivity and connectivity.
The decreasing budget of clients determines an optimized mix usually consisting of the first and second station.
Radio stations on 3rd and 4th place and the niche stations will likely continue to be the most affected in terms
of net budgets.
The connection between radio websites and social network platforms will become stronger.
Radio stations continue to extend and develop marketing campaigns in order to maintain the old audiences
and attract new listeners.
36
Press
Overview
During the last 3 years, the Print industry has suffered the hardest brunt of all the media market segments. In
2011, the situation of printed media remained a test of durability, efficiency and feasibility.
Big international clients had decreased their advertising budgets and determined the suppliers to cut costs and
come with attractive offers based on budget share, be more creative and flexible, produce versions of titles for
tablet or mobile, sell integrated projects mixing print with online in order to offer more added value for the client
and extend the covering of target groups.
Major changes to the print market in 2011 include the acquisition of Edipresse by Ringier, Mediafax acquiring
the licenses for Playboy and InStyle magazines, Sanoma-Hearst took Men’s Health, closing of Adevarul de
Seara free sheet (first turned into the weekly paid title ADS) and closing of financial publications Financiarul,
Saptamana Financiara and Fin.ro held by Intact Group.
Publishers continue to maintain circulation figures with cover-mounts (DVDs, books, cosmetics, etc.) which
influence the reader’s choice of buying.
The solution to the recession, namely to invest in online versions of the titles seems to work. We can notice
significant increases in the traffic figures for the top 10 websites related to print publications in 2011, meaning
that the online media can be seen as an efficient complementary media for the print editions.
2010 MONTHLY
AVERAGES
WEBSITE
CORRESPONDING
PUBLICATION
GENRE
www.libertatea.ro Libertatea
PAGE
IMPRESIONS
VISITS
2011 MONTHLY
AVERAGES
PAGE
IMPRESIONS
VISITS
EVOLUTION
PAGE
IMP.
VISITS
Tabloid
46,521,638
9,042,189
44,661,516
10,192,066
-4%
13%
www.gsp.ro
Gazeta Sporturilor Sports
42,790,095
8,742,775
38,154,220
12,390,207
-11%
42%
www.prosport.ro
ProSport
Sports
39,801,480
11,831,333
43,697,547
11,168,375
10%
-6%
www.cancan.ro
CanCan
Tabloid
33,728,977
8,849,300
40,898,422
10,420,640
21%
18%
www.click.ro
Click
Tabloid
24,691,772
4,410,475
32,090,480
6,551,197
30%
49%
www.gandul.info
Gandul
Generalist
14,366,665
4,166,054
15,540,612
5,731,243
8%
38%
www.evz.ro
Evenimentul zilei
Generalist
13,104,737
3,863,678
14,757,774
4,786,088
13%
24%
www.adevarul.ro
Adevarul
Generalist
10,327,264
3,539,134
21,197,258
6,445,002
105%
82%
www.jurnalul.ro
Jurnalul National
Generalist
9,213,733
2,353,502
7,289,751
2,548,401
-21%
8%
www.zf.ro
Ziarul Financiar
Business
6,126,673
2,151,297
6,929,634
2,341,561
13%
9%
Source: BRAT/MIPPS
Another important development for monitoring advertising spends for the print media market was the introduction
of BRAT/MIPPS as an alternative to Alfacont/Mediawatch from January 2011. This represents another step
towards a unified and cost-effective integration of data delivery for advertising spend, however the change
implies that no comparison can be made between 2011 and previous years.
media fact book
37
Press
Adevarul Holding
❱❱ Re-launched Stiinta si Tehnica (April 2011) and monthly Forbes-Life (May 2011).
❱❱ Starting with June 2011, Adevarul de Seara (free national newspaper with the largest circulation)
became ASD – a paid weekly with 39 local editions.
❱❱ Adevarul de Weekend, a magazine for entire family with weekly appearance on Saturday, was launched
in July 2011.
❱❱ In August was launched Catavencii, a satire and humor magazine written by former Academia
Catavencu team.
❱❱ In October ADS was closed and Adevarul de Weekend became the substitute for the Friday edition of
Adevarul.
Mediafax
❱❱ Gandul became exclusively digital (online, iPad, mobile), having its last printed edition in April, 2011.
❱❱ Playboy and InStyle licenses were taken from Attica in October 2011.
❱❱ Glamour and GQ were taken in May 2012 from Liberis.
Ringier Romania
❱❱ In January 2011 took the licenses Joy and Autobild magazines from Edipresse and changed the format of
the magazines Libertatea pentru femei.
❱❱ Weekly magazine Din toata inima, launched in September 2010, was closed at the end of March 2011.
❱❱ Re-launched Lumea Femeilor in March 2011 and closed it in February 2012.
❱❱ Re-launched Unica magazine in May 2011.
❱❱ Bought Edipresse publishing house in August 2011, a move which went effective in January 2012.
❱❱ Closed Popcorn magazine in December 2011
❱❱ Look! Magazine closed in March 2012
Editura Evenimentul Zilei and Capital
❱❱ Evenimentul Zilei and Capital have internalized print sales, online sales are being represented by Ringier.
❱❱ Since February 2012, Capital published content from THE ECONOMIST exclusively for Romania in online
and print media. Capital held for six years, the exclusive rights to one of the most popular supplements of
THE ECONOMIST, The World In.
Medien Holding
❱❱ In 2011 and the first quarter of 2012 launched a significant number of supplements and special projects:
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.
❱❱ Bought Academia Catavencu from Catavencu in June 2011.
Intact Group
❱❱
❱❱
❱❱
❱❱
❱❱
❱❱
❱❱
Closed BBC Good Homes in February 2011.
Launched BBC Focus in June 2011.
Financiarul – last printed edition on August 26th 2011, kept only as online edition as of September 2011.
Launched monthly business magazine Fin.ro then closed it in November 2011
Launched The Industry in September 2011.
Closed Saptamana Financiara and Felicia in November 2011
Launched Income weekly business magazine in April 2012
Finantistii – weekly business magazine, written by former Saptamana Financiara team, was launched in
December 2011
Sanoma Hearst
❱❱ Acquired the licence for Men’s Health from Attica Media in November 2011.
❱❱ Launched SuperPescar and National Geographic Kids magazines.
38
Press
Burda
❱❱ Closed Ioana Visul Copiilor in April 2012.
❱❱ Launched the quarterly Ioana Visul Copiilor Vine Barza (formerly a yearly supplement of Ioana Visul Copiilor)
in May 2012.
❱❱ Practic Sanatate (formerly a quarterly mass-market health magazine) switched to monthly frequency starting
with April 2012
Zile si Nopti Media Shop
❱❱ Relaunched Cinematique (monthly movies magazine) in May 2011, in a new pocket-size format.
❱❱ Relaunched Sunete (free concerts and cultural events magazine) in pocket-size format in November 2011,
with a new distribution network.
AUTOFAN
❱❱ C
losed the automotive review magazine CAR in August 2011 and launched another automotive magazine
– AUTOpro – in September 2011.
Goldbach Media
❱❱ T
akeover of Arbomedia.net by Goldbach Group ended in 2011. Since February 2012, the new name of the
company is Goldbach Media România (print-radio-TV division), respectively Goldbach Audience Romania
SRL (online division).
❱❱ Launched in March 2012 the Media in Magyar Language project and will manage exclusively the advertising
sales for 19 media channels with content in Hungarian (7 publications, 7 radio stations, 5 TV stations).
❱❱ At the end of the first quarter of 2012, held 34 TV stations, 49 radio stations and 48 print titles in it
portfolio.
Midas Media
❱❱ Held 30 local publications (most of them leading publications) and 24-FUN in its portfolio.
he free city-guide/going-out magazine Sapte Seri was bought by East Media Hungary in November 2011 and
T
as of February 2012 internalized sales advertising.
Other launches / closures in 2011 and Q1 2012
❱❱
❱❱
❱❱
❱❱
❱❱
❱❱
❱❱
❱❱
❱❱
Beerocracy – first beer magazine launched in April 2011
ViCE – monthly free magazine with presence in 30 countries, was launched in Romania in May 2011
LifeStyle - premium and luxury magazine, launched in June 2011
Collector’s – art and luxury bilingual premium magazine with monthly frequency was launched in September 2011
BeWhere!, urban culture magazine focused on Bucharest events, launched in October 2011
Pensionarul - monthly publication, launched in December 2011
Eurojobz - first weekly exclusively publishing job openings in Romania or abroad, launched in February 2012
Revista de povestiri – launched in March 2012, with a monthly frequency
Etiquette Magazine – lifestyle and business bilingual magazine, launched in April 2012
Market Analysis
The total rate-card volume of advertising revenue (barters excluded) for the Print industry reached 161 million
EUR, out of which Newspapers owned a share of 53%. Barters reached 56 million EUR (RC), with Newspapers
having a share of 49%.
There is a high level of polarization within the Print publishers in terms of advertising revenue, with the top 5
player accounting together a share of 54% of the print advertising market (rate-card, barters excluded).
media fact book
39
Press
15%
17%
14%
15%
10%
9%
9%
6%
3%
3%
14%
3%
2%
2%
2%
3%
3%
3%
1%
1%
10%
6%
9%
1%
1%
1%
9%
1%
1%
17%
Mediafax/Publimedia
Adevarul Holding
Intact Group
Ringier
Sanoma Hearst Romania
Medien Holding
Edipresse AS
B2B Media
Zile si Nopti
Confort Media
Burda
Sapte Nopti
Media Sud Management
Attica Media
Mediamov
Inform Media
Delta(Tulcea)
Double P Media
CMG Romania
Others
2011 Share of rate card revenue by Media Group (excluding barters)
Source: SATI
*Ringier includes Evenimentul Zilei and Capital
The top 10 market segments with the largest gross rate card expenditures in the print in 2011 account for 62%
of the total print expenditures (media barters excluded).
CATEGORY
MG
NP
GRAND TOTAL
Medical & optical products & services
6,891,902
7,436,519
14,328,421
Banking & insurance services
3,041,286
9,309,570
12,350,856
Stores, comercial centres, supermarkets
3,326,076
8,537,208
11,863,284
10,566,076
267,300
10,833,376
Mobile telecommunications services
3,068,018
7,402,178
10,470,196
Cars & 4x4 vehicles
3,699,858
5,385,671
9,085,529
Other business services
1,300,164
6,276,929
7,577,092
Clothing & accessories
5,226,098
837,974
6,064,072
43,479
5,013,975
5,057,454
4,138,308
8,188,131
12,326,438
Cosmetics
Government / Municipalities / Foundations / Asociations
Other categories
Source: BRAT/MIPPS
Regarding the media barters, 2011 levels account for 26% from the total ad generated volumes.
The top 20 publications with the highest level of rate card advertising revenue in 2011 (media barters excluded)
are mostly newspaper titles (quality, tabloids and local), financial publications, women magazines and free city
guides. Together, they hold 47% of the entire gross print rate card advertising revenue.
40
Press
8,608,230
7,425,609
7,159,435
5,953,633
5,639,316
5,174,740
4,799,445
3,811,299
3,037,133
2,970,989
2,929,178
2,495,316
2,288,508
2,048,745
2,038,800
1,961,098
1,944,451
1,911,410
1,548,041
Ziarul Financiar
Gazeta Sporturilor
Adevarul
Romania Libera
Click
Libertatea
ProSport
Jurnalul National
Ring
Cosmopolitan
Evenimentul Zilei
CanCan
Adevarul de Seara
24-FUN
The One
Elle
Business Magazin
ProTv Magazin
Zile si nopti Bucuresti
Top publications by ratecard revenue 2011 (excluding barters)
Source: MIB/BRAT
Beginning with the May 2011-January 2012 Readership Survey delivery, BRAT conducted a change in the
way interviews are conducted and processed. The new CAPI method (Computer Assisted Personal Interview)
implies the interviews are no longer conducted with a printed questionnaire but with the help of the computer,
thus further control of the answers and error rate was implemented. The Survey universe was also broaden from
14-64 to 14-74 years old.
Because of these changes no comparison can be made with previous waves.
PUBLICATION
PUBLISHER
READER SHIP
NET
COVERAGE
URBAN 14-64 Top Press Publication
(‘000)
(%)
Practic In Bucatarie Burda Romania
CIRCULATION READERS
/ COPY
(‘000)
RATE
CARD
CPT
(EUR)
(EUR)
1066
11
232
4.6
4,000
3.8
Click Ghid Tv
Adevarul Digital Media
824
8.5
360
2.3
4,900
5.9
Click
770
7.9
225
3.4
6,900
9.0
Click Pofta Buna
599
6.2
117
5.1
3,000
5.0
Libertatea
Ringier Romania
592
6.1
171
3.5
7,000
11.8
Click Sanatate
584
6
64
9.1
3,000
5.1
Pro Tv Magazin
Mediafax Group
557
5.7
62
8.9
4,500
8.1
Gazeta Sporturilor
De Duminica
Convergent Media
545
5.6
28
19.2
8,700
16.0
Click De Duminica
496
5.1
140
3.5
5,175
10.4
Libertatea
Editia De Duminica
Ringier Romania
488
5
98
5
4,000
8.2
Source: National Readership Survey (SNA), May 2011 – January 2012
media fact book
41
Press
PUBLICATION
PUBLISHER
URBAN Men 14-64 Top Magazines
READERSHIP
NET CIRCU-LATION READERS
COVERAGE
/ COPY
RATE
CARD
CPT
(‘000)
(%)
(‘000)
(EUR)
(EUR)
Gazeta Sporturilor
De Duminica
Convergent Media
481
10.4
28.0
19.2
8,700
18.1
Click Ghid Tv
424
9.1
360.0
2.3
4,900
11.6
Promotor
Mediafax Group
283
6.1
6.0
53.6
3,200
11.3
Libertatea - Editia
De Duminica
Ringier Romania
277
6
98.0
5
4,000
14.5
Pro Tv Magazin
Mediafax Group
269
5.8
62.0
8.9
4,500
16.7
Click De Duminica
269
5.8
140.0
3.5
5,175
19.3
Libertatea
Supliment Weekend
Ringier Romania
230
4.9
258.0
1.6
4,900
21.3
229
4.9
14.3
18.1
3,900
17.0
Auto Motor Si Sport Sanoma Hearst
Romania
Practic In Bucatarie
Burda Romania
212
4.6
232.0
4.6
4,000
18.9
National
Geographic
Sanoma Hearst
Romania
196
4.2
19.1
18.9
5,900
30.1
URBAN Women 14-64 Top Magazines
Practic In Bucatarie
Burda Romania
854
16.9
232
4.6
4,000
4.7
Click Pofta Buna
449
8.9
117
5.1
3,000
6.7
Click Sanatate
422
8.3
64
9.1
3,000
7.1
Click Ghid Tv
400
7.9
360
2.3
4,900
12.2
Click Pentru Femei
386
7.6
124
3.7
3,500
9.1
Practic Carticica
Practica
Burda Romania
361
7.1
54
8
3,000
8.3
Libertatea Pentru
Femei
Ringier Romania
318
6.3
81
4.7
3,100
9.8
Bucataria De Azi
Sanoma Hearst
Romania
314
6.2
35
11.4
2,400
7.7
Femeia
Sanoma Hearst
Romania
315
6.2
19
19.4
5,200
16.5
Ce Se Intampla
Doctore
Mediafax Group
294
5.8
18.4
20.9
4,500
15.3
Source: National Readership Survey (SNA), May 2011 – January 2012
The market polarization will continue, with big publishers consolidating their portfolio and increasing their market
shares.
Suppliers will continue to be very flexible regarding special offers and discounts in 2011.
The internet presence of publications will increase and become more attractive and interactive, adding more
value to publications and preventing publishing brands from disappearing. In this respect, the process of
cancelling print editions and migrating to digital platforms will continue.
The publishers will have a flexible editorial policy oriented towards special projects and synergies: media
packages (print-online, print-online-mobile), partnerships, augmented reality, 3D newspapers, QR codes,
dedicated supplements, creative packages, publication branding etc.
42
Outdoor
& Indoor
Overview
As we were forecasting last year, Romania remained one of the most dynamic OOH Markets in Central Europe
and made it through the crisis recovering despite the inevitable environment of perpetual change, increasing
media fragmentation and a relative lack of stability in budgets stemming from greater pressure to generate
discounts from suppliers.
The OOH market registered a 7% decline in 2011, with a total spent of 31 million euro. As the industry still does
not yet provide audited figures regarding the volume or market shares, we are estimating the market size on
information provided in part by the OOH media owners, financial statements and press releases.
2012 is also the BRAT affiliation year for the OOH industry. Launching on 7th of June the first ever OOH
Investment Monitoring, the Project intent to guarantee suppliers and brands transparency for the OOH media.
There are 10 Media Owners: Affichage Romania SRL, Clear Channel, Euromedia Group SA, Media Advertising
SRL, New Age Advertising Agency SRL, News Outdoor Romania SRL, Spectacular OOH & Printing, Ultravision
SRL, Universal Solution SRL, Way Media SRL, and the most important 11 Media Agencies.
Outdoor
There were no major auctions for street furniture but after an over four years break, transit contracts are free to
be signed virtually by anyone. Unexpectedly, RATB didn`t choose to have an auction but to grant access to any
operator who would be interested in selling transit.
Considering the above changes, we estimate the following rank in market share for the top 5 operators:
33 %
26 %
16 %
12%
EpaMedia
(Euromedia Group and Betacons)
Affichage Romania
Clear Channel
News Outdoor Romania
Others
13 %
The “Others” group maintained a steady track, consolidating the last year growing tendency. Here we include
companies which are strengthening their national coverage as : Universal Solutions, New Age, Way Media.
media fact book
43
Outdoor & Indoor
Spectacular Group of Companies, besides winning a significant contract with Metrorex, undertook the
selling management for the indoor advertising supplier Monopoly Media. Taking into consideration all market
transformations, we estimate a total number of 25000 outdoor faces available in Romania.
Although the Ministry of development and Tourism`s Outdoor regulations passed through the Government in
December 2010 and through the Parliament in December 2012 still didn`t make it through The Constitutional
Court. The CC banned it as being unconstitutional and sent it back to Parliament for further debates. MDTR
replied that the 1st of January as starting date for applying the law was the only reason for banning and that
once that issue covered there will be no further other disagreements. On the other hand the outdoor suppliers
argue that besides the retroactive issue, the law violates private property and private enterprising laws. The
entire Outdoor market is looking forward for closure.
Indoor
The main players are Brand Management and Sugar Media covering the indoor and in-store markets. There
were no changes regarding the top advertisers for indoor advertising. The largest budgets were still sustained
by the Banking and Financial sectors closely tracked by FCMG, Automotive, Entertainment, Airlines and Fashion
industries.
Being an electoral year, there were positive expectations for the Indoor market but despite the massive OOH
political frequency there were no budget migrations. Indoor in office buildings seems to be the only segment
that succeeded in increasing budgets mainly by using innovative special projects. Elevate is leading with 70%
share of market followed by Business to Business and Invent Media. The largest budgets were sustained by the
Banking and Financial sectors closely tracked by FCMG, Automotive, Airlines and Pharma.
Digital OOH
For Digital Outdoor there were virtually no changes. With nearly 100 locations and possibility of subcontracting
from the entire Romanian OOH digital market Phoenix Media and Vision Media Plus remained the main players,
preserving their top positions on the Romanian TV-screens market. Both players invested in sustaining the high
quality of their networks with barely noticing new acquisitions.
There were no mergers or any other significant newcomers into the industry. Phoenix Media remained the only
supplier to sell the advertising space based on the four categories of time implemented last year : prime, basic,
inter and night time.
Digital Indoor refers to plasma screens distributed across networks in crowded venues. Spectacular View
became the main player on this market by undertaking the selling management of the biggest operator –
Monopoly Media with its over 1200 plasma screens placed in extremely crowded indoor areas like: subway
stations, mall food-courts, hypermarkets, airports, pubs, medical centers, universities.
As the new regulations didn`t make it through all the legislative forums, nothing changed and didn`t affect any of
the outdoor operators. Although there was a rather usual slow start in the first two months, the market seems
to kick in opening with March.
Unlikely for the last two years, Indoor seems to have blocked its upward course and to lose ground to the
outdoor segment.
Being an election year it`s not likely we should expect any significant legislative changes in the market. However,
we estimate a 15% increase in the level of occupancy for the entire OOH market due to the election process.
The general estimations for 2012 are still in a decreasing trend but the rate of decrease is softening to -3%
relying on the increase of the consumption and the heavily political campaign environment.
44
Cinema
Overview
In a year of crisis, in which the purchasing power dropped and the average cinema ticket price was of 17.24
RON, the audience in cinemas increased by 11.16% in comparison with 2010.
The expansion of cinemas network has been determined by mall openings in big cities, and new technologies
like digital, 3D, 6D conducted to audience rise.
GENERAL DATA
2007
2008
2009
2010
2011
2011 VS. 2010
72
75
74
68
75
10.29%
43,057
46,782
49,871
50,733
56,728
11.82%
Number of active
cinemas
Seats
Admissions
2,928,050
3,797,586
5,279,932
6,508,747
7,235,382
11.16%
34,381,413
53,114,230
86,940,607
111,640,783
126,706,985
13.50%
Average admissions
per inhabitant
0.14
0.18
0.24
0.30
0.38
26.67%
Average ticket price
– national curency
11.74
13.99
16.47
17.15
17.24
0.52%
Gross box office
(RON)
General Overview between 2007 - 2011
Source: National Centre of Cinematography
Main players, accounting together a market share of over 76% of are Cinema City, Hollywood Multiplex
Operations and Movieplex Cinema. Their total number of 16 cinemas (141 screens), have attracted over 5.5
million admissions.
New Age Media – the exclusive sales media of Cinema City and Samsung Imax, represents 51.49% in terms
of admissions. In 2011 New Age Media increased its portfolio of cinemas with 3 Cinema City multiplexes: Braila,
Arad Galleria and Targu Mures. In May 2012 they will open Cinema City Constanta.
Hollywood Multiplex - the exclusive sales media of Hollywood Multiplex, CinemaPRO and Hollywood Multiplex
Lotus Oradea represents 14.52% in terms of admissions.
MAJOR EXHIBITION COMPANIES
Cinema City Romania
NUMBER OF ACTIVE
CINEMAS
SCREENS
ADMISSIONS GROSS BOX OFFICE
(RON)
12
114
3,725,376
65,887,971
Hollywood Multiplex
3
16
1,050,763
20,282,424
OPERATIONS
Movieplex Cinema
1
11
739,653
14,235,599
City Cinema Management
4
13
399,811
5,815,676
34
34
351,718
2,962,767
Odeon Cineplex
1
8
300,355
4,380,186
Light Cinema Bucuresti
1
7
249,682
4,142,822
Baneasa Developments
1
13
173,358
4,563,605
R.A.D.E.F. RomaniaFilm
Other
18
25
244,666
2,435,935
TOTAL
75
241
7,235,382
124,706,985
Major exhibition companies year 2011
media fact book
45
Cinema
The most popular films were American productions with 92.8% of admission. European and Romanian films are
generally decreasing in terms of admissions.
The main categories using cinema advertising in 2011 were FMCG, Electronics, Auto, Telecommunications,
Cosmetics, Clothing and Footwear. Cinema offers quality advertising commercials: high definition video
projected on big screens, digital and 3D movies, Dolby surround quality on screen advertising as well as offscreen. Clients have a lot of opportunities of making integrated 360º campaigns on and off screen, consumer
promotions, sampling, special events, thematic corners, branded cinema rooms, etc.
Audience Profile
According to the latest SNA Focus delivery (May 2011 – January 2012) the profile of cinema viewers is composed
of young people (63.2% aged 14-29 y.o.), mostly male (58.7% male), not married (60.9%) with 81.4% having
medium and high education and 50.4% having A and B social status.
10% of the urban population aged 14-74 y.o. went to cinema at least once in the last month. Of them 76.37%
usually go to multiplex even though the ticket is more expensive than for traditional cinemas.
Cinema continues its upward trend over the past five years, increasing its number of admissions and new
cinemas openings.
The number of integrated campaigns using both on-screen and off-screen possibilities has steadily increased
in the last year and will continue to increase in both number and level of complexity.
46
Creative
Media Usage
As two-way communication and the experiential approach are continuously imposing themselves as the new
paradigms of brand-consumer interaction, the social media that was once “trapped” behind the screen is
finding more and new ways of extending towards the physical reality.
The consumer interaction with the brands in a social environment is not something new and neither is the
brands presence in social media. What is new is that supported by the continuous development of technology,
those two come together and integrate in a richer, more complex brand experience.
In the last years, two phenomenons have become the epitome of media communication: the crowdsourced cocreation of content that gets an expression in the physical world and the increasing number of ways to connect
the everyday life experiences of the consumer with social media, far beyond the classical text updates or photo
and video sharing.
Probably the best example of crowdsource co-creation extending in the physical world is the Cut On Your Bias
(cutonyourbias.com) project. Cut On Your Bias invites consumers to vote on clothing preproduction decisions,
involving them in which designs are ultimately made.
After logging into the
site via Facebook,
consumers browse
the weekly designs
up for vote, casting
their preference in
color, size, silhouette,
material and more.
Combinations with
the most votes are
made in limited
editions for pre-order
the following week.
media fact book
47
CREATIVE MEDIA USAGE
Further exploring the crowdsourcing concept, McDonald’s Germany introduced its first crowdsourced burger
as part of the “Mein Burger” anniversary campaign. The campaign features an online burger configurator that
gives fans the chance to customize and name their own burgers.
More than that, a
campaign configurator
gives the fans the
possibility to advertise
their created burgers
both on-line and in
traditional media and
gather votes, with
the winning custom
burger becoming part
of the McDonald’s
Germany menu.
48
For the launch of LYNX Anarchy in Australia, LYNX created the world’s first invisible ad.
The concept made use of an abandoned terrace house where the
windows were replaced with special LED screens. For the usual passersby, the screens would appear like blank lit windows. However, for those
who were wearing the special polarized sunglasses that were given out
by LYNX, they were able to see the advertising video content. Targeting
was also spotless, as the sunglasses were given to people who walked
by, who were mainly its target market of young party-goers.
media fact book
49
QR codes usage has seen quite a consistent increase in the last years, and with it came new ways to use them
in a more complex, experience oriented way.
In order to increase traffic during its lunch hours, Korean retailer Emart
placed 3D QR code sculptures throughout the city of Seoul. The sculpture
produced the image of a QR code when the sunlight was in a very specific
position that created shadows which, together with the sculptures, formed
the respective QR codes. Consumers who succeeded were rewarded with
discounts at the store during those quiet shopping hours. Purchases could
then be made via smartphone for delivery direct to the consumer’s door.
Another good example of the creative usage of a QR code comes from the beer brand Guinness. In order to
get more people talking about the brand, they gave local bars some special pint glasses.
As the glasses were filled with Guinness (or another dark beer, for that matter),
a pre-printed QR code was being revealed to the consumer. When bar-goers
scanned the QR code with their smartphones, the app shared the news to
friends that they were enjoying a Guinness via twitter, foursquare, Facebook,
and Instagram updates. Scanning the QR code even sent out the bar-goers’
locations, aiming at also bringing the bar-goers’ friends to the location.
50
Outdoor equipment manufacturer EVOC wanted to create a memorable brand experience for a product that
doesn’t offer immediate benefits – a backpack – and with a relatively small budget.
They used an interactive billboard which appeared on the side of a bus
station that invited passers-by to experience the backpack’s shockabsorbing effect by asking them to punch, kick or slam themselves into
the ad. The billboard then displayed the amount of force asserted by the
user before posting a photo and the result on its website. Users can also
share the result on Facebook, helping to promote the ad even more.
Another type of consumer experience is represented by the virtual shops opened in Japan using the e-commerce
platform PanoPlaza.
These online stores
allow visitors to
browse through the
interactive web pages
to give them a realistic
in-store experience.
Users can navigate
around the virtual
shop with keyboard
or mouse commands,
and even walk over
to spots for a better
look at the products.
media fact book
51
Treasure hunting or goodies hunting is also becoming one of the creative ways in which memorable interactions
and participation between brands and consumers can be designed. Romanians proved to have a consistent
appetite for such projects, which create a long-lasting impression on consumers as well as significant WOM.In
this spirit, one of the most successful projects jointly implemented by Initiative and Hyperactive for their client,
mobile communications provider Orange Romania, was Orange Goodies Hunt.
In order to promote the Wi-Fi internet connection set up by Orange in Bucharest’s
Old City Center, a Goodies Hunt application was created, challenging people to
use their mobile devices to get clues and engage in a big treasure hunt game
that eventually led them to the Goodies. Users received clues to where each of
the QR codes was hidden. Finding each of these QR codes unlocked your next
clue. Users had to scan it with their mobile devices. The winner was to be the
first to find all of the QR codes in good time and the Old City Center became an
Orange Zone.
Besides being good examples of the level of creativity that can be achieved in media usage, the above cases
are representative for a new need that emerged in the last year: the need to calculate ROI for projects that do
not have clear or determinable KPIs, or at least not quantitative ones.
Project evaluations centered on the number of participants or the number of Facebook posts are reducing the
measurement to a rudimentary quantitative element that will most probably not be able to match or surpass the
ROI of traditional media.
However, with the communication paradigm changing, a new type of ROI will emerge in order for advertisers
to be fully capable to asses and understand the effects of their investments on their business. Qualitative ROI
that will measure changes in the quality and intensity of interaction between the consumer and the brand or the
emotional or cognitive echoes of such campaigns for example will soon complement the traditional, quantitative
dimensions of ROI such as increase in awareness or sales, finally forming a complete picture of the impact of
media.
52
Integrated
Communication
Services
LOWE Group is one of the leading marketing and communication powerhouses in Romania. Established în
1993, with the launch of LOWE & Partners, one of the first advertising agencies in Romania, LOWE means today
7 operating companies covering the entire spectrum of marketing services: LOWE & Partners (advertising),
Initiative (media), Brand Connection (media), GolinHarris (PR), Hyperactive (digital advertising), MobileWorks
(mobile marketing) and Medic One (healthcare communication). LOWE places a great importance on digital
communication. With Hyperactive as the digital heart of the group and MobileWorks as its mobile marketing core
LOWE is a hub of digital techies, having more than 60 digital experts dispersed throughout the companies.
With more than 19 years of experience in advertising & BTL, LOWE & Partners,
the first agency of the LOWE Group, has been constantly ranked, ever since its
inception, amongst top 10 advertising agencies in Romania.
LOWE Vibe is the activation arm of LOWE & Partners. Set up as independent
division within LOWE in 2011, Vibe unites 17 years of BTL experience with the
purpose to turn brilliant ideas into action.
Founded in 1994, Initiative was the first multinational full-service media agency
to enter the Romanian market. For the past 5 years, Initiative Romania has
successfully outperformed the market. As of 2011 Initiative implemented its global
proprietary tool – Performance Pathway – a working model which feeds innovation
and efficiency in the unique purpose of maximizing client ROI. As part of the
Performance Pathway there is also Matrix V6, a unique tool which optimizes the communication and media
mix based on communication and target-brand interaction objectives, while also providing post-campaign
performance analysis. Both tools are built for multi-country integration and powered by local data and know-how.
Part of the Interpublic Group, Brand Connection is a new generation media
agency, flexible, active since 2004, with buying power providing special care for
each of our clients. The company offers the entire range of specific services, from
media strategy and planning to research and media buying. Efficient investments
are guaranteed through a unique approach rooted in the needs of the client and
accomplished through creative thinking.
PR competences are subsumed under one name: GolinHarris. The multi-awarded
full-service PR agency, GolinHarris is the agency behind one of the most memorable
and creative campaigns in Romania. It was named the PR Agency of the Year
in Romania 2010 and, starting 2011 the company has been part of one of the
biggest global PR networks. GolinHarris is the only Romanian PR agency with a
g4 business model. g4 is built around four communities of experts: Strategists,
Creators, Connectors and Catalysts and is based on skills and performance.
Hyperactive is the full-service interactive agency in Romania, servicing both local
and international brands. The company is specialized in creating enticing digital
brand experiences which cascade over more traditional channels creating WOM.
media fact book
53
Integrated Communication
Services
MobileWorks offers 360° mobile marketing communication solutions, building
effective, high ROI campaigns that drive consumer engagement, such as: SMS
and QR code technologies, mobile apps and augmented reality, mobile advertising
and banners. MobileWorks connects brands with its consumers through one of
the nowadays most used devices - mobile phone and smartphone - providing
tailor made mobile communication solutions and measurable success to each
and every one of its customers.
Medic One is the specialized healthcare communication of LOWE Group. The
agency is a unique combination of medical background and advertising expertise,
ran by a doctor with over 12 years experience in advertising. With a team of
professionals specialised exclusively in medical projects, Medic One offers an
array of specific services from strategic insight and guidance, consulting services,
creation, strategy and implementation of integrated communication campaigns in
offline and online.
Each agency from LOWE Group is an expert on its discipline and works independently, but in the same time
has the capacity to activate at its client’s request, any specialisation of the group, becoming lead agency for
the integrated campaigns.
SAMPLES OF OUR WORK
Proof to this statement stands our integrated, multi-disciplinary projects that we have developed and continue
developing for our clients, out of which we have the pleasure of presenting two:
Following its New Vision image campaign launched in April 2011, we wanted to position Orange Romania
as the digital coach. The proposed solution was for Orange to become the main sponsor of X-Factor, the
international format show brought in Romania by broadcaster Antena 1.
As part of the project, we designed an integrated project consisting of both conventional & non-conventional
media exposure, generating multiple touch-points with the audience.
The conventional exposure consisted of TV, Print (PR & standard), Radio, Online, Social Media and OOH (digital &
standard). The non-conventional exposure was integrated into the show’s concept, creating a strong connection
between Orange and X-Factor. It consisted of verbal mentions during the show & TV feature stories (in news and
other shows), location & backstage branding, the X-Pod – a contestants booth for comments on the judges and
show, product placement & branding with the judges (tablets, Blackberry, branded chairs), house branding (small
sports equipment, color branding) as well as Orange stage screens animation during the show.
The official X-Factor blogger powered by Orange generated 120,000 pageviews from 104,794 unique
visitors on the www.orange.ro/xfactor webpage. The 36 articles generated 486 comments, 3208 Likes &
337 comments on Facebook. On Twitter, 927 tweets were published, attracting a number of 435 followers.
An application was also developed as an engagement tool, to encourage X-Factor fans to enter Orange contest
and win their moment of personal glory – a dedicated song written by one of the jury members.
The contest was communicated on TV and online during November and December 2011. This resulted in 12.1
million duplicated users who have seen the banners and generated 89,161 banner clicks.
54
Integrated Communication
Services
The challenge for Ferrero was to develop a bigger-than-life re-launch for the Kinder Surprise chocolate egg
addressing kids and parents alike. With big in mind we claimed the autumn for ourselves, naming the re-launch
the Surprise of the Fall. We started asking people about what they thought the surprise of the Fall would be,
directing them for opinions to our own website.
The teasing run for more than two weeks on TV, Print, Outdoor and Online. The teasing message was displayed
overnight in a big public place and on different other media: Kids, what is the Surprise of the Fall?
During the 2 weeks, over 7.000 opinions were expressed and 306.000 visits on the campaign site, www.
surprizatoamnei.ro After the teasing came the revealing. During the huge reveal event, which had become the
talk of the town, the representatives from Guinness World RecordsTM certified a RECORD, the biggest treasure
hunt for kids. Leaded by clues, everyone tried to answer the same question What’s this autumn’s surprise?.
Finally, the KinderSurprise egg was discovered by one of the participants who, in consequence, was awarded
the big prize.
But the activation did not stop here. It continued with an ATL component built around the idea of creativity: TV
spot, Press ads, a special project to sponsor Disney movies broadcasted by Prima TV and a series of special
Indoor and Outdoor projects, in 2D and 3D versions.
There were 7 000 opinions expressed and 306,000 visits in 2 weeks and the big surprise event was also a big
online excitement – live web streaming broadcast to 10,594 visitors.
Over 6000 children participated in the event, over 250 kids in the certified world record treasure hunt, more than
630 parents and grandparents, over 60 referees, over 2,500 people in the colourscape, over 17 journalists and
over 60 press articles.
media fact book
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T +4021 301 01 00 F +4021 301 01 99
www.initiative.com
www.initiativeblog.ro
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ROMANIA 2012 - Media Factbook

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