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strategy economyradio digital specialists reach television press performance internet digital planning buying audience specialists reach affinitycreativity public relations radio strategy press television mobile internet digital planning buying audience reach affinity atl btl

mediafact

bookromania

2011

media fact bookROMANIA 2011

performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach

4 www.mediafactbook.roperformance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach

performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio

This document is a product of Initiative Media Romania.

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), TNS Research, AlfaCont, GfK Romania, Mercury Research, IMAS, International Advertising Association (IAA), International Advertising Bureau (IAB), PriceWaterhouseCoopers, International Telecommunication Union, Business Monitor International, ANCOM, alexa.com, The National Centre of Cinematography (NCC), The National Institute of Statistics (INSSE), National Prognosis Committee (CNP), EuroStat, TrendOne and The National Bank of Romania (BNR).

Acknowledgements to the following members of the team who significantly contributed to this book:

Octavian Popescu, Steve Dallas, Alexandra Olteanu, Iuliana Stere, Rodica Caraghina, Marcela Tuila, Ruxandra Stan, Ruxandra Stefan, Cristina Chinde, Razvan Simionescu, Ersilia Baragan, Maruan Trascu

Special contributor: Lucian Croitoru

© INITIATIVE MEDIA S.A, Bucharest, 2011All 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.

media fact book



5 www.mediafactbook.ro

performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio media fact book

Editor’s Foreword .................................................................. 6About Initiative ....................................................................... 7About Brand Connection ....................................................... 8Economic Landscape ............................................................ 9Media Market ....................................................................... 11Media Research .................................................................. 15Media Consumption Trends................................................. 18Television ............................................................................. 19Digital Media ........................................................................ 26Radio ................................................................................... 35Press ................................................................................... 41Outdoor & Indoor ................................................................. 48Cinema ................................................................................ 52Creative Media Usage ......................................................... 55Integrated Communication Services.................................... 58Media Dictionary .................................................................. 62



performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strat-egy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile dig-ital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public rela-tions performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television inter-net mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio

editor’s foreword

2010 proved to be another difficult year for the Romanian advertising industry & also the wider Romanian economy.

We estimate that the advertising spend in 2010 totaled €316m, meaning that we are back to a level last seen 5 years ago. Despite some hope that the 2nd half of the year would show some growth this did not happen and advertising spend dropped by 9% across the whole year.

On a more positive note, with the Romanian economy expected to grow in the second half of 2011, & with some positive indicators seen already since Q4 2010, there is hope for the beginning of an economic recovery, this is a view supported by our guest contributor, Mr. Lucian Croitoru, Senior Adviser to the Governor of the National Bank of Romania, who we have invited to give some expert opinion on the present economic outlook for Romania, you can read his views in Chapter 5, Economic Landscape. As the advertising industry is usually one of the first industries to grow after a recession, we should be positive that we may see a more positive trend in the second half of 2011.

The decline in the advertising market in 2010 affected all offline media, however the growth in online advertising (by more than 30%) meant that this was the year when online really cemented its place as a key medium for clients, and with that growth trend continuing in 2011 online will become the 2nd largest media in terms of advertising spend. This has taken a little bit longer than in many other countries, but no longer do we see clients just using their ‘loose change’ for online campaigns after they have planned all their other media activity.

At the same time the way internet advertising is used by clients is rapidly developing, it is no longer just about classic display advertising on websites. As the online market continues to develop and mature, the way people are using the internet is changing, this can be witnessed in the explosion of social media in Romania; Facebook now has over 3.2m Romanian users & the rate of growth shows no sign of slowing down. Also we are seeing huge growth in mobile internet usage, with traffic to some of the top mobile sites increasing by over 100% in the past 6 months.

A consequence of this is that publishers have realized their business models need to change, the print market will never return to the way it was, but of course it also will not die as some people have suggested. But more & more titles have realized the importance of their online editions and are beginning to sell both versions together, not with their online version sold through a separate sales house. Despite some desperate attempts to support their printed editions with books & DVDs, it is the digital edition that is growing and not just on a PC, but on mobile versions of their sites, whether read on a smartphone or a tablet PC. Traffic to mobile versions of leading daily print titles has increased significantly in the past six months, and whilst still small will continue to grow and is another demonstration of the continued digital development in Romania.

Despite the dynamic growth in online and digital advertising, Romania remains a media market dominated by Television. TV did not suffer as badly as some of the other traditional media in 2010, and increased its share of the overall revenue to 66%, but with so much choice in terms of the commercial stations available, combined with an increase in viewing and a further small fall in revenue expected this year, prices will remain under deflationary pressure for 2011.

Overall our expectation is that the advertising market will decrease by a small percentage again this year, but with some signs of economic growth appearing and with elections on the horizon next year, we do expect that the advertising market will begin to grow again in 2012.

media fact book

Octavian PopescuGroup Vicepresident & COO





2010 was another year of declining investment in the Romanian advertising market. Whilst in many other coun-tries in the world the advertising market returned to growth, here in Romania we saw a continued decline in the overall volumes spent across the year.For us at Initiative, in such difficult conditions we still managed to grow our business, the continued support of all of our clients including Orange, Johnson & Johnson, Ferrero, BMW, Bergenbier SA, Millenium Bank, Pernod Ricard, Supreme Group, Provident Financial, Kika, Burger King & Fujitsu Siemens, meant that we managed to increase our overall billings and we thank all of our clients for their continued support & activity in the past year. In the Romanian market of course, size counts when delivering the best value to clients, & we were very proud to have risen to second place in the RECMA billings report released in 2010.As digital media continues to become ever more important in the lives of Romanian consumers, so the services & solutions that we offer to clients continue to evolve. In 2010 we continued to focus on emerging digital media & ran our first campaigns across social media, augmented reality & QR codes. We also continued to commission adhoc research studies to understand the full impact of digital media on Romanians. With these developments our digital team continues to grow ensuring fully integrated communication plans across both traditional & digital media.Our services to clients remain the same as ever, but with an ever growing focus on the array of digital opportuni-ties that are available. We offer quantitative & qualitative research, communication strategy planning, implemen-tation and negotiation across campaigns, as well as innovative non-standard special projects (such as event & media sponsorship, product integration, etc.,.)As part of this service – we also offer to our clients; l Media Landscape – quarterly analysis of the media market;l Media Fact Book – starting 1997, Initiative Romania is the exclusive publisher of this media annual guide,

unique on the Romanian market. l Media training – Presentation of media basics (terminology, methods) and on-the-job training in Initiative’s

office.l Media PR – Initiative provides media coverage to PR events organised by clients, upon request and project

specifics.l Outdoor Mapping – providing clients a better campaign managementl Digital concept & design management – offering clients integrated digital solutions by managing the entire

process from ideation, concept and design to media planning and implementation of digital campaigns, either directly or in partnership with our digital specialist division, Hyperactive.

Our commitment to clients remains performance led communications, ensuring data, insights & creativity produce real business outcomes for our clients.

about initiative

media fact book




about brand connection

Brand Connection is a European media network part of Interpublic Group of CO’s (IPG), alongside its sister agency network, Initiative Worldwide.

In Romania, Brand Connection was established in 2005 and is part of the same communication group with Initia-tive, Lowe & Partners, Golin Harris, Medic One, Hyperactive.

Brand Connection provides the entire range of specific services from media strategy and planning to research and media buying.

Vision

Brand Connection is a new generation medium-size media agency, flexible, but with the buying power of a large agency, we provide special care for each of our clients. We target direct local clients and we are also the media arm for some creative agencies.

Efficient investments are guaranteed through a unique approach rooted in the needs of the client and accom-plished through creative thinking.

People

All Brand Connection specialists are experienced professionals, part of them working with the group from the very beginning, originally as members of the Initiative team. The two agencies are set up and work independently whilst sharing in common expertise, tools, media buying power and most of all, a vision of hard work, consistency and world class standards.

The client portfolio of Brand Connection includes: Intesa SanPaolo Bank, LaborMed Group, Pro Credit Bank, An-gelini Pharmaceuticals Romania, Teva Pharmaceuticals, La Redoute, Militari Shopping Center, Titan SA, Phillip Morris Romania, Porsche Inter Auto Romania, Lilly, The AD Store.

Find out more about Brand Connection at www.brandconnection.ro, call at +4021 301 01 38 or write to us at: [email protected].

media fact book




Over the past two years Romania has made large-scale adjustments. The external imbalance declined from 11.6% of GDP in 2008 to 4.1% of GDP in 2010 and prerequisites have been set for the economy to emerge out of recession. Adjustments have been made by both private and public sectors. The former has reduced its external deficit and increased labor productivity, and the latter pursued policies financially supported by the EU, the IMF and the World Bank to ensure fiscal consolidation and financial stability. The structural budget deficit went down from 8.2% of GDP in 2008 to 5.5% of GDP in 2010, and the capitalization of the banking sector is comfortable, with the average solvency ratio exceeding 14 percent.

Reflecting these necessary corrections, the economy contracted by a cumulated 8.3 percent in the period 2009-2010. The protracted recession exerted disinflationary pressures, but the VAT rate increase in July 2010 and the rise in food and fuel prices have pushed inflation to 8.3 percent in April 2011.

The progress in reducing external imbalances and preserving financial sector stability has increased foreign in-vestors’ confidence in financial markets and has paved the way for growth in various sectors to resume. Given that Romania’s economy is highly dependent on capital inflows, restoring foreign investors’ confidence is essential. Increased investor confidence fosters bank lending and foreign investment.

Signs of sustainable economic recovery are already manifest. Positive growth rates in 2010 Q4 and 2011 Q1 suggests that recession is over. Industrial production has increased steadily since 2009 Q4, with an advance of 10 percent YoY in March 2011. Although still negative, growth rates in the construction and retail sectors are ap-proaching positive values.

These developments are in line with changes in consumer confidence. Across the euro zone, the consumer con-fidence indicator (measured as a three-month moving average of respondents’ opinions) over the next 12 months has steadily increased from an approximately -30 pp low in April 2009 to -10 pp in January 2011. For the new EU members, excluding Romania, the lowest confidence was also reached in April 2009, (-42 pp), but it increased to -23 pp in January 2011. Stronger consumer confidence translated into higher aggregate demand in the euro zone and helped Romanian exports reach an all-time high in 2010.

In Romania, consumer confidence reached about -53 pp in January 2011, up from a -60 pp low in 2010 Q3. The main drivers have been the improvement in public finance and labor market conditions, prospects for growth in the EU, and the resumption of capital inflows.

Increased consumer confidence and higher foreign investor confidence will both support domestic consumption and investment. Regarding household consumption, even if the average wage stagnates in 2011, bank loan re-financing schemes will result in higher disposable income. However, this does not automatically lead to stronger purchasing power of households. With pressure from fuel and food prices, the general price index may well outpace the revenue index, thus reducing the consumer purchasing power. As for investment, demand for invest-ment loans is recovering slowly, suggesting that gross capital formation might have a larger contribution to the aggregate demand in the period ahead. Presumably, the growth in domestic demand will be driven by investment in 2011. However, since consumption accounts for almost 80 percent of GDP, it is expected to regain its place as the main engine of growth soon. Domestic demand will gradually resume growth, compensating for the modera-tion in export markets growth.


Lucian Croitoru Adviser to the Governor of the

National Bank of Romania

economic landscape

1-The consumer confidence indicator is the arithmetic mean of (percentage) balances of answers regarding the financial standing of households, the overall economic sentiment, expectations on employment and saving over the next 12 months. Balances are seasonally adjusted.

media fact book



performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio economic landscape

While generating new jobs, the resumption in economic growth also poses new challenges. One of them is to make sure that economic growth is not accompanied by a rapid increase in external debt. More EU funds help to deal with this challenge, but past experience has proven that a better absorption of such funds was difficult. Another challenge is to maintain the growth rate at its potential, after the closing of the deflationary output gap, so as to avoid inflationary pressures on the demand side.

The economic crisis has reduced both the level of Romania’s potential GDP and its potential growth rate. This means that even relatively small capital inflows make the economy more vulnerable to inflation. Moreover, higher than expected increases in fuel and food prices add to inflation and jeopardize the NBR’s inflation target. The joint action of larger capital inflows and inflationary pressures creates an interest rate dilemma similar to that that influenced monetary policy in 2006 and 2007.

The continuation of fiscal consolidation without jeopardizing Romania’s economic growth and its convergence to EU living standards is another challenge. In the short run, risks to fiscal sustainability are contained by the relatively low level of public debt and the adjustments implemented in 2009 and 2010. Moreover, the new ar-rangement with the IMF and the EU secures the needed financing sources in case of adverse developments in the international financial markets or in the euro area.

Concern remains in the long run. Risk of new fiscal slippages remains until deeper reforms of government employment and social entitlements are implemented. The latter increased from 9.6 percent of GDP in 2006 to 13.8 percent of GDP in 2010. Public pension spending represents almost 37 percent of total budget revenues, a percentage that ranks Romania second to Greece within the EU. Without adequate reforms, the ratio of persons aged 65 and over to active population might worsen Romania’s fiscal parameters.

Risks are also significant on the political side. While in-depth reforms in the areas mentioned above require strong political support, the risk of a fiscal slippage remains high throughout 2012-2014, when parliamentary and presi-dential elections are scheduled to take place (including elections for the European Parliament in 2013).

Higher-than-programmed fiscal deficits would keep foreign investors away from Romania. With lower capital inflows, economic growth and bank credit to the real estate sector would remain sluggish, which would result in relatively low budget revenues. Higher tax rates would not be a solution since they slow down economic growth, requiring further adjustments on the expenditure side. The adjustment would be increasingly difficult as public debt and interest rates would rise.

The year 2011 might be decisive in avoiding this scenario. Seamless implementation of the envisaged fiscal program and the achievement of the 2011 fiscal deficit target of 4.4 percent of GDP could entail a significant re-sumption of capital inflows. This might have a favorable impact on the course of economic adjustments by raising stronger support for further fiscal prudence, which would set the stage for resuming sustainable economic growth.

media fact book




OverviewAfter a full year of crisis, the contraction of the Romanian media market continued in 2010 but at a significantly lower rate compared to previous year (- 9% in 2010 vs.2009). All major media have been impacted – TV, radio, print and outdoor – with Internet being the only medium with a significant volume increase (more than 30% growth compared to 2009).

Graph 1: Total net Ad-spend by medium (Mil €) - Estimation

TOTAL (Mil €) TV Print Radio OOH Internet 2003 179 88 58 12 20 2 2004 216 113 62 14 25 2 2005 277 159 66 17 31 4 2006 369 229 71 23 40 6 2007 482 306 79 30 58 9 2008 540 337 82 35 70 16 2009 345 222 37 25 42 19 2010 316 209 26 21 33 26 2011est 306 198 24 20 30 34

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Print continued to be the most affected medium in 2010 (-30% vs. 2009), followed by OOH ( -20%), Radio (-16%) and with the smallest decrease on TV (-6%).

TV had the highest share of the total net media market (66%) & grew in share versus 2009 (64%), OOH followed with a share of 11%. The growth in online spend meant that online budgets matched Print’s share at 8% and overtook Radio (7%).

In 2010, the TV market continued its development by launching new channels: TLC, 10 TV and new channels have been added to the audiences monitoring systems: VH1, TVR3, Dolce Sport, Eurosport2.

Facing a severe drop in readership and advertising investment, the Print market struggled to defend revenues through aggressive marketing actions: creating new impactful formats, launching supplements for niche audience groups and developing integrated promotional campaigns on print, TV and online. Sachet insertions covered


media market

“All of us who professionally use the mass media are the shapers of so-ciety. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level.”

William Bernbach

media fact book




products from cosmetics to food, with more books and CD / DVD sold together with the newspaper or magazine. The main sports dailies Gazeta Sporturilor and Pro Sport released their first 3D editions to mark the occasion of the football World Cup in May and July 2010.

Some titles moved entirely online, while others were closed down.

Radio tried to adapt to the new market situation through launching new programs, PR activities and improving their online presence through dedicated websites and social network sites. Despite the crisis, in 2010 most of the leading stations were sold out in Prime Time, a new channel was launched (Rock FM) and ProFM & ArboRadio extended their existing networks, improving coverage.

In 2010, OOH was the second medium after print with a dramatic decrease in revenue, as happened in 2009. Due to the uncertanty in the legal environment and the difficult market conditions (price deflation & low ocupancy rate) the vendors did not invest in building new sites or in modernizing the existing ones. The major categories with significant OOH investments were retail chains and telecom companies.

The cinema market in Romania is growing with new multiplexes and new technologies (digital projection, 3D technology, 6D movies). Cinema City became the largest cinema network in 2010. The main categories using cinema advertising in 2010 were: Beverages, FMCG, Clothing & Footwear, Telecommunications, Electronics, Auto, Banking and Insurance.

In 2010, online advertising was the only media type reflecting a net growth in advertising revenue. The main driv-ers of growth were the social media platform extensions and performance marketing activities, mainly search. Social networking sites have recorded unprecedented growth rates, pulling significant investment from advertised brands (estimated 3% of online net advertising investment).

Graph 2: Market shares in 2009 (net ad-spend by medium)

Graph 3: Market shares in 2010 (net ad-spend by medium)

TV 66.2%

Print 8.2%

Radio 6.7%

OOH 10.6%

Internet 8.3%

TV 64.3%

Print 10.7%

Radio 7.3%

OOH 12.2%

Internet 5.6%

Source: Initiative database Source: Initiative database

Top Investors “Medical & optical products & services” became the leading category, up from 2nd position in 2009 with one of the highest budget increases (+55%). “Mobile Telecommunication Services”, the leader last year, dropped to 2nd po-sition in 2010 despite an increase in budget (+11%). “Dairy products” and “Hygienics” are some of the categories which kept the same ranking, while “Cosmetics”, “Banking & Insurance Services” dropped to lower places, whilst others fell outside of the top 10 (“Beer”, “Cars & 4x4 vehicles”).

Categories with growing investment in 2010 are “Other sugar, confectionaries, honey” (+51%), “Household clean-ers (+26%), both new into the top 10 and “Laundry products” (+40%).

media fact bookmedia market





Source: TV - GfK Romania, Press and radio - AlfaCont

In 2010, P&G seemed to recover from the crisis, showing a growth in spend (+58%) and kept the leading position as the major advertiser on the market. Kraft (+5%) and Reckitt Benckiser (+19%) followed in 2nd and 3rd places, as in the previous year, whilst Danone (-5%) and Cosmote (-1%) slightly reduced their budget and dropped to lower positions.

Ferrero (a new entry in the top 10 for 2010), Orange, Vodafone and Unilever are some of the advertisers with increasing expenditures and higher positions in the ranking.

Evolution (%)Category Exp. ( ) Category Exp. ( )

Mobile telecommunications services 490,560,226 Medical & optical products & services 622,870,190 55%Medical & optical products 402,641,466 Mobile telecommunications services 545,767,434 11%Milk Products 329,733,226 Milk Products 381,009,052 16%Beer 324,501,393 Laundry products 346,726,750 40%Hygienics 301,719,757 Hygienics 340,879,275 13%Cosmetics 276,672,541 Hair care 321,244,923 20%Banking & insurance services 271,441,953 Other sugar, confectionares, honey 314,851,668 51%Hair care 267,933,280 Banking & insurance services 306,575,867 13%Laundry products 248,236,287 Cosmetics 294,222,426 6%Cars & 4x4 vehicles 246,256,415 Household cleaners 287,400,033 26%

Evolution (%)Advertisers Exp. ( ) Advertisers Exp. ( )

PROCTER & GAMBLE 417,848,524 PROCTER & GAMBLE 658,925,194 58%KRAFT FOODS 272,953,432 KRAFT FOODS 287,696,844 5%RECKITT BENCKISER 218,923,318 RECKITT BENCKISER 259,624,960 19%DANONE 194,329,475 ORANGE 241,910,441 46%HENKEL 190,925,511 HENKEL 216,493,862 13%COSMOTE 171,078,706 VODAFONE 203,366,305 24%ORANGE 165,984,459 UNILEVER 185,924,427 21%VODAFONE 163,930,033 DANONE 184,669,833 -5%COCA-COLA CO. 153,920,506 COSMOTE 169,134,536 -1%UNILEVER 153,259,399 FERRERO 167,148,569 57%

Evolution (%)Brands Exp. ( ) Brands Exp. ( )DANONE 194,320,535 ORANGE 242,505,222 46%COSMOTE 171,078,706 VODAFONE 195,479,312 22%ORANGE 165,986,360 DANONE 184,457,023 -5%VODAFONE 159,794,338 COSMOTE 169,651,199 -1%JACOBS 129,399,492 KINDER 117,827,575 50%ADEVARUL 85,662,247 JACOBS 110,834,898 -14%NIVEA 85,260,697 ADEVARUL 97,297,727 14%KINDER 78,546,369 ARIEL 70,860,483 16%COCA COLA 73,592,486 NUROFEN 67,729,539 68%VANISH 64,525,528 NIVEA 67,438,273 -21%

2009 2010

2009 2010

Top 10 Advertisers in 2010 vs. 2009 - all media (TV, Press, Radio) - Rate Card Budget2009 2010

Top 10 Brands in 2010 vs. 2009 - all media (TV, Press, Radio) - Rate Card Budget

Top 10 Categories in 2010 vs. 2009 - all media (TV, Press, Radio) - Rate Card Budget






2009 2010

2009 2010









2009 2010

2009 2010





Orange and Vodafone have been the most advertised brands on the market in 2010, while Danone dropped to 3rd position.

Some brands showing important growth were Nurofen (+68%) and Kinder (+50%), while others reduced their budgets in 2010: Jacobs (-14%) and Nivea (-21%)


media market media fact book



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economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio 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digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio media market

Conclusions and Forecasts 2011l According to Initiative’s estimation, the total net ad spend in 2011 will continue to decrease at a much lower

rate than in 2010, with an overall drop of 3% . l TV will reflect a low decrease (-6%), while Internet will be the only media channel with important increase

(+30%) in net volumes.l OOH (-10%), Print (-8%) and Radio (-5%) will continue to decrease, but at significantly lower rates than in

2010.l It is expected that TV will slightly decrease it’s share of the total net market to 65% and Internet will become

the second most important media in Romania, with 11%.l The online market dynamic trend will be also supported by the release on the market of the media monitoring

system, by BRAT (as of May 2011).l In Q1 2011 “Medical & optical products & services” kept 1st position in the top advertised categories, followed

by “Dairy products” and “Mobile telecommunications services”. P&G is the leading advertiser, followed by Kraft and Reckitt Benckiser and the most communicated brand was Orange.

l The cinema infrastructure development will continue especially in the multiplex segment and with the newly offered technologies. Still, cinema remains one of the less important media choices for advertisers.

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Overview2010 has been rich in the number of changes and implementation of media related syndicated research projects, a trend that continued in the first part of 2011 as well. Important methodological changes in the data collection procedures have been made for SNA-Focus (press audience and consumption of goods and services) as well as for SAR (radio audience). At the same time, new projects for advertising monitoring on press, radio and on-line have been developed and partially implemented under the BRAT umbrella. This last development presents adver-tisers with the possibility of integrating campaign data from multiple media (press, radio and on-line) into one data analysis application, leading the way to a higher level of standardization and time efficiency.

TV MeasurementAudience 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.The current TV Audience Measurement (TAM) Service provider, as designated by ARMA in 2007, is GfK Romania. Starting with January 1st 2008, GfK Romania delivers the official TV audience data in Romania.TAM system is a quantitative research, which measures the TV usage among the Romanian population: the minute by minute viewing, 24/7, using telecontrol peoplemeters, across all TV stations that can be received in the Romanian territory and for all the TV sets within the households included in the study panel. GfK TAM system offers also a wide potential for analyzing target audience viewing on more than 130 socio-demographic and lifestyle variables. At the beginning of the service, on January 1st 2008, 40 TV stations were registered as members of the National Study of Measuring TV Audiences, currently there are 55 monitored.Monitoring data is available from a relatively wide range of providers, although only GfK Romania provides performance data for TV spots alongside with correction factors for spots with lengths differring from 30”. Starting on 23rd of March 2009 GfK Romania created a web site where each client has a user account for accessing all the data needed and a video archive with all the TV commercials aired since 1st of January 2008.The software tool for exploiting data provided by GfK is InfoSysTV (provided by TNS Research) and it allows detailed and complex visualizations and analysis of both audience and monitoring data while at the same time offering a module for media planning.Other notable providers of monitoring data are AlfaCont (presently monitoring 16 TV stations) and Media Image. As decided in the tender organized by ARMA, Kantar Media will be the TAM services provider as of 2012.

Internet MeasurementBRAT 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 has already been used for many years in four other European countries and is widely accepted. It fulfills the IFABC guidelines regarding traffic measurement.SATI presently measures 305 websites and 27 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 ap-plication. Traffic data started being delivered by SATI from October 2007.

media research

“Research is formalized curiosity. It is poking and prying with a purpose.”Albert Einstein

media fact book



performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy 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press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio media research

The SATI website offers general traffic data (page impressions, number of visits and unique visitors) and has gen-eral 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 the possibility to split traffic across 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 measurement is available since June 2008 when BRAT delivered the first database for audience meas-urement.

The standard delivery for the internet audience data is spanned across a period of 6 months, with weekly aver-ages being given. SATI measures the audience (number of visitors per week) of the websites, for the people, 14 – 64 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 impression figures.

Monitoring data for on-line campaigns has been an important project developed in 2010 and starting from June 2011 BRAT will deliver the results of the first Romanian syndicated study meant to measure the level of gross advertising expenditure present on the Internet, on websites that are BRAT members – MIPO.

Previous to this launch, the IAB and PriceWaterhouseCooper audit of the level of Internet advertising expenditures was the only industry recognized provider of this kind of data.

Radio MeasurementAudience measurement is available through the Radio Audience Survey (SAR) is a syndicated research program in co-operation with the Radio Audience Association (ARA). In 2003, IMAS Marketing & Polls and Mercury Re-search were appointed to implement the new radio audience measurement. The service has been available since June 2004.

“Day after recall” method (the remembrance is aided by recalling the activities conducted during the day prior to the interview). The frequency of the study was two waves per year during 2004 - 2007. Starting from 2008, SAR delivers audience data in three waves per year. The universe covers the urban and rural population, living in private households, aged over 11 years old, in accordance with official statistics at July the 1st 2009.

The software for data analysis is MasoR7 (Media Audience Software Radio). The audience segmentation con-siders 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 will contain data collected by means of CATI (computer assisted telephone interview), a change in the data collection method decided and implemented by ARA in 2010.

In 2010, BRAT started the development of MIPR – a new monitoring data syndicated study for radio – supported by both media agencies and station owners. The project is currently under development and it is expected that the first data will be available in the second half of 2011.

Press MeasurementBRAT is presently the only provider of performance data concerning print-run audit and audience measurement for press.

Print-run and circulation audit are offered through third party auditing companies appointed through offer selec-tion. 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.

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BRAT also offers audit services for electronically distributed publications.

Starting 2009, BRAT increased the level of security regarding the audit figures, verifying with their own personnel in the field, the print-run.

Starting 2009, the circulation statements are issued on a fixed date, therefore every trimester, all the audited print titles release their circulation data at the same time.

Presently BRAT audits approximately 300 publications, both national and local.

Audience measurement is offered through the SNA-FOCUS study, which offers, besides readership measure-ment (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 64 years old and the database is delivered on a quarterly basis, with the figures reported being the yearly averages. Presently, the study includes approxi-mately 200 publications, all of them being BRAT members.

The software for exploiting the data is SESAME which offers the possibility of target definition, simple tables list-ing, crosstab generation, cluster analysis, duplication analysis, media ranking and media planning.

The SNA-FOCUS study has undergone a complete update during 2010 and quarter 1 of 2011. A new data collec-tion 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 stopped as of H1 2011, with the first data collected in the new configuration being scheduled to be delivered at the beginning of 2012.

Monitoring data for press was the first project of this kind developed in 2010 by BRAT with the general consensus of both publishers and media agencies. The project started delivering data in Q1 2011 and is currently monitoring more than 200 publications.

OOH MeasurementPresently there is no syndicated study to measure performance and traffic data for OOH supports. Although there have been several attempts to implement an OOH traffic study that would be generally recognized as both rele-vant and reliable, nothing has been actually implemented. Occasional studies are released by OOH vendors that are either incomplete in coverage and the type of studied formats, or disputable in terms of used methodology.

As the search for a technical solution and a more general consensus related to this type of study continues, OOH owners and sellers would most likely continue to do their own traffic estimations for their respective OOH supports.

Cinema MeasurementPresently 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 varying amounts to media agencies.

Conclusions and Forecasts 2011l The general trend when it comes to syndicated research is to both reduce costs and at the same time stand-

ardize and unify data sources. This translates into switching to projects conducted by non-profit professional associations where the control belongs to the beneficiary members and where profit pressures do not exist.

l Although the initial reaction to the recession was to reduce spending on syndicated research products, the current situation is one where the financial cost of such projects is actually lower than the disadvantage of not having data. It is expected that the process will reverse, with those who previously withdrew coming back and new ones signing up.

l The area where research is expected to develop into more complex and complete products is for Internet and Digital

media research media fact book




The peak of the economic recession in 2010 has brought with it changes in media consumption that many peo-ple predicted. With the amount of disposable income decreasing, paid for media (newspapers, magazine) have decreased in their level of consumption while media whose costs fall into the monthly budget category (TV, In-ternet) have become more important, although in some cases the audience structure became less appealing for advertisers. The Game Changer study conducted by Initiative in 2010 on active urban residents aged 21-45 years old revealed that the need for information coupled with decreased financial possibilities have clearly split the media into two categories: the essential ones (TV, Internet, mobile) and the non-essential ones (newspapers, magazines), first to be cut out of the budget if the necessity occurred. Radio remained in a grey area, mostly due to the payment method (fixed tax included in the energy bill) that makes it very hard to quantify the costs and generally impossible to not pay.TV has remained the media with the highest level of coverage in 2010 and the cheapest method of entertainment. However, in terms of reliability of information, TV falls below the Internet, as it is perceived as being generally bi-ased, politically influenced and also incapable of simultaneously offering multiple points of view of the same story. What is more important about TV though, is that its audience is continuing to grow older with each passing year…and this might be bad news for advertisers who wish to attract a younger audience. According to the data provided by GfK for the TV audience study, the proportion of viewers aged 55 years old and above in the urban TTV has increased by 7% in 2010 compared to 2009. This is to be viewed in the context where the older segment generally represent one third of the urban TTV.Also growing older is the Internet audience, but in this case it’s good news. According to SATI, the same age segment (55 years old and above) have increased their share of urban Internet consumption by 16% in March-August 2010 compared to the same period of 2009. Internet’s ability to attract older demographics completes a puzzle in which one of the greatest disadvantages of online was its lack of coverage across the full age spectrum. As Internet and mobile internet go hand-in-hand, it should also be noted that, also according to SATI, the number of monthly visits on mobisites in January 2011 is ten times bigger, on average, than the same figure in January 2010. Radio is also influenced by the increasing development and expansion of mobile internet. According to SAR, at a national level and comparing 2010 with 2009, the level of total daily reach has increase by 9% in the case of Inter-net listenership and by 8% in the case of mobile listenership. This happens in the context of the total daily reach decreasing by 2% at a national level and with Internet and mobile listenership having a share of approximately 15% of the total daily reach. Press has paid the highest toll during the recession, as with decreases in circulation came a consistent decrease in the level of readership. According to SNA-Focus, at the urban level, 2010 brought about a decline of 23% in the overall reach of fortnightly publications compared to 2009. Weeklies followed with a 21% decline and supplements decreased by 19%. The least affected were monthly publications, with an 11% decrease and newspapers with a decrease of 7%. Subsequently, the decreases on average issue readership per periodicity segment decreased in a directly proportional manner. Somewhat of a surprise was the fact that, also according to SNA-Focus, the percentage of people who spend at least 3 hours per day outside has decreased in 2010 by 8% during week-time and 4% during weekend. The fact that the general stress the consumer has during the recession greatly decreases their attention span, coupled with the above figures, prompts the need for OOH to develop ways in which to be more attention grabbing. There are little to no signs that this situation will change in 2011. TV audience will continue to grow old but, unlike Internet, will not be able to grow its appeal to the younger age groups while Internet and mobile will continue their expansion to new segments of the population, offering multiple communication possibilities to advertisers. Radio will remain an “announcement-media” whilst there are no signs that press will recover soon or at all in terms of audience size. Last but not least, OOH remains somewhat stable but, as previously said, the need to make it more creative and appealing is crucial.

media consumption trendsmedia fact book




Facts• In 2010 TV attracted around 66% of all net media sales with a total of 209 million €.

OverviewIn 2010 TV consolidated it’s position in a declining market (increasing share from 65% of net spend in 2009 to 66%) after the share decrease seen in 2008. The Economic crisis continued and television remained the favoured entertainment source, however advertisers decreased their TV budgets slightly.

CME kept it’s leading position followed by Intact Group, both in terms of rating delivery and also in terms of sold GRP30”. These were followed by Realitatea-Catavencu, the public station (TVR1) and Dogan Media.

The changes in TV market dynamics were a little slower than the previous year, with a total of 55 monitored TV stations (from 52 at the end of 2009). The newest TV stations registered to the service are: VH1, Eurosport 2, TCM, TVR3, Dolce Sport, 10TV, TLC. There were also stations which withdrew from the service like GSP2 and GSP3, Telesport, Sport Klub and Vox News.

Regarding the TV penetration by reception type, there is an increase in the penetration of DTH. After a big in-crease in 2008, we can see a constant growth from year to year and in 2010 more than 26% of households in Romania have Direct to Home reception. In addition, terrestrial reception is declining from 13.5% in 2007 to 6% in 2010. Analogue cable and digital cable are steady, without significant variations.

Reception Type Year 2007 Year 2008 Year 2009 Year 2010Analogue cable 69.7 66.6 67.4 66.75Direct To Home (DTH) 15 22.15 23.45 26.2Terrestrial 13.5 8.95 7.45 5.8Digital cable with receiver 4.3 3.9 3.85 4.1

Source: GfK Romania

In 2010, audiences have declined on average by 4%-5% for the overall market, with the niche channels significantly more affected than the major ones. 2010 was characterized by a new wave of deflation of around 22% in conjunction with a massive increase of sold GRPs in the market, 20% higher than 2009.

The deflation resulted in a CPT decrease to an average of 1.2 € (All urban).

MPI (Pro TV, Acasa TV, Pro Cinema, Sport.ro, MTV) had the largest budget share, ca. 50% of total net TV ad-spend. Intact (Antena 1, Antena 2, Antena 3, Euforia, GSPTV) follows with a share of 24%, then SBS (Prima TV) with 6%, SRTV (TVR1, TVR 2, TVR Cultural) with 4% and Kanal D with 4%, Realitatea 4% of the total TV spend.

Years 2005 2006 2007 2008 2009 2010 Jan-Mar 2011

Buying target GRP30"(000) sold 1500 1600 1700 1600 1463 1745 400

Share of TV monitored (% all 18-49 urban) 88% 92% 93% 92% 94% 94% 94%

TV Loading (%) 57% 66% 72% 68% 64% 76% 67%


television

Television is an invention that permits you to be entertained in your living room by people you wouldn’t have in your home.

David Frost

media fact book



performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television

The total GRP30” sold in 2010 by TV stations was 1.745.000 GRP30”(20% more than 2009), of which 38% by MPI, 22% by Intact, 8% by Realitatea, 6.1% by Prima TV, 5.7% by Kanal D, 5.5% by SRTV.

Because of the weak results in 2009 in terms the sold airtime inventory, TV stations chose in 2010 to be flexible in terms of price deflation aiming to fully sell 100% of their inventory throughout the year

Graph 1: Sold GRP30” (“000) by month (buying target)

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94.8

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130.3

108.7

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020406080

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GRP30" buying target

The sold out rate jumped from 64% (average 2009) to over 76%, with long periods (starting February 15th – until the end of the year) of fully sold out airtime in Prime time and large segments of Off Prime time.

Graph 2: Average Inventory sold % Min – all day and prime time

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AVG all dayAVG PT

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The money allocated by advertisers decreased by 6% - indicating a lower demand from clients, the channels re-acted with discounted offers to reach the demand of significant deflation – so, for the first time the market reached a balance between supply and demand, the price deflation was mainly generated through the large amount of inventory available and unsold during the previous year.

As the market was still declining in 2010, and the pressure for TV channels to maximize their share of market was huge, besides deflation and special seasonal deals, the stations were ready to offer better deals for polarized shares of GRPs. So by the end of 2010 40% of GRP’s where spent on a channel mix with polarization towards either MPI or Intact – which lowered the prices even further.

In 2010 the advertisers continued to use shorter copylengths, and the 30”-35” spot-lengths decreased in share in favor of 5”-15” ones.

media fact book




Graph 3: Spot-length usage (Share % - insertions)

5" - 15" 30%

20" - 25" 34%

30" - 35" 31%

40" - 45" 3%

Other 2%

2010

5" - 15" 26%

20" - 25" 34%

30" - 35" 35%

40" - 45" 3%

Other 2%

2009

Source: GfK Romania

TV Channel Profile

In 2010 ProTV kept the leading position (Rtg 3.5%, Shr 20.6% all 18-49 urban) as in 2009 followed by Antena 1 (Rtg 2.1%, Shr 12.4%) and Acasa TV (Rtg 1%, Shr 6%). Prima TV (Rtg 0.9%, Shr 5.5%) shared 4th with two other stations with equal ratings: Kanal D (Rtg 0.9%, Shr 5.3%) and TVR1 (Rtg 0.9%, Shr 5.2%). Realitatea TV and National TV also had the same rating (0.7%). Disney entered into the top 10 TV stations with 0.4% Rtg% and 2.4% Shr.

Acasa TV, Pro Cinema, Antena 1, Prima TV, gspTV, OTV, National Geographic are some of the TV stations that registered lower ratings in 2010, whilst Pro TV, TVR1, Disney and Kiss TV followed an increasing audience trend.

Graph 4: Monthly Dynamic – Program Analysis (Rtg%, All 18-49 urban – top 10 channels 2010, 07:00-25:00)

0.4 0.6 0.8

1 1.2 1.4 1.6 1.8

2 2.2 2.4 2.6 2.8

3 3.2 3.4 3.6 3.8

Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11

Pro TV Prima TV Kanal D Realitatea TV National TV Disney Antena 3 TVR 1 Antena 1 Acasa

Source: GfK Romania

performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television media fact book




In 2010 the top 10 TV stations accumulated more than 65% of the total audience share of the 18-49 urban popula-tion.

Pro TV (95.6% national coverage) kept the leading position for the 7th consecutive year. In 2010, according to GfK Romania, the top program preferences were: Football matches “2012 Europe Championship qualifying” (17% Rtg all 18-49 urban) “Europa League” (10% Rtg all 18-49 urban) and “Cupa Romaniei” (9% Rtg all 18-49 urban). “Dansez pt. tine” (8% Rtg all 18-49 urban) remained most watched entertainment show, and “Pro TV News 19.00” (8% Rtg all 18-49 urban) was the most watched news program. Other high rated programs included sports broadcasts like “Handball – Champions League” (8% Rtg all 18-49 urban) and “Divertis – land of jokes” (7% Rtg all 18-49 urban), along with prime time movies.

Pro TV delivered a good affinity on its target audience group “18-49 y.o., urban” thus making the station the pri-mary choice for advertisers.

Antena 1 (95.7% national coverage) delivered high audiences with special broadcasts during the Christmas and New Year period: “Chef cu Nae si Vasile” (9% Rtg all 15-54 urban), Revelionul recordurilor (8% Rtg all 15-54 ur-ban) and “Craciun cu Nae si Vasile” (7% Rtg all 15-54 urban). Antena 1 also broadcast football matches from “Liga 1” (6% Rtg all 15-54 urban) which had good performances, although the main focus was on entertainment shows: “Plasa de stele” (6% Rtg all 15-54 urban), “In puii mei!” (6% Rtg all 15-54 urban), “Te pui cu blondele” (6% Rtg all 15-54 urban), “Canta daca poti” (5% Rtg all 15-54 urban), “Viata in mov” (4% Rtg all 15-54 urban), “Superbingo Metropolis” (4% Rtg all 15-54 urban).

In 2010 Antena 1 extended the entertainment category with reality shows like “Burlacul” (5% Rtg all 15-54 urban), “Confidential: Te iubesc, pupa-te-as!” (5% Rtg all 15-54 urban) and “Comanda la mine!” (4% Rtg all 15-54 urban).

0 25 50 75 100 125 150 175 200 225 250 0 25 50 75 100 125 150 175 200 225 250

MenWomen

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15-1819-2425-3435-4445-5455-6465-99

ABC

DE

< 100 000 loc>100 000 & <200 000 loc

Bucharest > 200 000

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< 100 000 loc>100 000 & <200 000 loc

Bucharest > 200 000

Graph 5: ProTV – Audience profile Graph 6: Antena 1 – Audience profile

Source: GfK Romania (target: all urban area)

Acasa TV (92% national coverage) ranks 3rd in terms of all 18-49 urban audience share.

“Dona Barbara” (5% Rtg w, 15-49 urban), “Iubire si onoare” (5% Rtg w, 15-49 urban), “In numele iubirii” (5% Rtg w, 15-49 urban), “Predestinati” (4% Rtg w, 15-49 urban) and “Aniela” (4% Rtg w, 15-49 urban) were the most viewed soap operas.

media fact book





Prima TV (93.7% national coverage) ranks 4th in terms of all 18-49 urban audience share, which is also their buying target audience. “Cronica Carcotasilor”, “Schimb de mame” and “Trasnitii” were the most viewed programs and reached 4% Rtg all 18-49 urban. Prima TV continued to broadcast reality shows like “Fermier. Caut nevasta!” (3% Rtg all 18-49 urban), “Miss fata de la tara” (3% Rtg all 18-49 urban), “Cearta-n bucate” (2% Rtg all 18-49 ur-ban) and “Cireasa de pe tort” (2% Rtg all 18-49 urban) but had good performances for other entertainment shows like “Mondenii” (2% Rtg all 18-49 urban) and prime time movies.

0 25 50 75 100 125 150 175 200 225 250 0 25 50 75 100 125 150 175 200 225 250

MenWomen

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15-1819-2425-3435-4445-5455-6465-99

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< 100 000 loc>100 000 & <200 000 loc

Bucharest > 200 000

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15-1819-2425-3435-4445-5455-6465-99

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< 100 000 loc>100 000 & <200 000 loc

Bucharest > 200 000


Graph 7: Acasa TV – Audience profile Graph 8: Prima TV – Audience profile

Kanal D (88.8% national coverage) focused on local productions: “Nora pentru mama’ (2.6% Rtg all 18-49 ur-ban), “Testul de rezistenta” (2.5% Rtg all 18-49 urban), “Fata lui tata” (2.4% Rtg all 18-49 urban), “Ochii din umbra” (2.4% Rtg all 18-49 urban), “Casatoreste-te cu mine!” (2.2% Rtg all 18-49 urban) and “Faci fata, faci bani” (2% Rtg all 18-49 urban). The Turkish soap operas and prime time movies had lower performances in 2010 than in 2009.

TVR 1 (99.1 % national coverage) is the main public channel and in 2010 ranks 6th in terms of all 18-49 urban audience share. Football transmissions dominated the most watched programs for TVR1: “2012 Europe Cham-pionship qualifying” (12.5% Rtg all 18+ urban), “2010 FIFA World Championship” (6.8% Rtg all 18+ urban) and “UEFA Champions League” (5.4% Rtg all 18+ urban).

Other high rated programs “Un artist printre ingeri – Ion Dolanescu” (6.9% Rtg all 18+ urban), “O data in viata” (5.7% Rtg all 18+ urban), “Hai sa ne-ntalnim Sambata seara” (5.4% Rtg all 18+ urban).

“Eurovision”, always broadcast on TVR1, reached 3.8 Rtg all 18+ urban.

Realitatea TV – (92.2% national coverage) is the main News channel and ranks 7th in the top TV stations by all 18-49 urban audience. “Realitatea de la ora 20:00” is the prime time program with the highest rating on all 25-55 ABC urban target. Other top audience programs are: “Ora de foc” (1.9% Rtg all 25-55 ABC urban), “Zece pentru Romania” (1.9% Rtg all 25-55 ABC urban), the elections program “Tu decizi” (1.8% Rtg all 25-55 ABC urban), talk-show “Tanase si Dinescu” (1.7% Rtg all 25-55 ABC urban) and “Realitatea de la ora 21:00” (1.7% Rtg all 25-55 ABC urban)

television media fact book




0 25 50 75 100 125 150 175 200 225 250 0 25 50 75 100 125 150 175 200 225 250

MenWomen

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15-1819-2425-3435-4445-5455-6465-99

ABC

DE

< 100 000 loc>100 000 & <200 000 loc

Bucharest > 200 000

MenWomen

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15-1819-2425-3435-4445-5455-6465-99

ABC

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< 100 000 loc>100 000 & <200 000 loc

Bucharest > 200 000


Graph 9: Kanal D – Audience profile Graph 10: TVR 1 – Audience profile

0 25 50 75 100 125 150 175 200 225 250 0 25 50 75 100 125 150 175 200 225 250

MenWomen

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15-1819-2425-3435-4445-5455-6465-99

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15-1819-2425-3435-4445-5455-6465-99

ABC

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< 100 000 loc>100 000 & <200 000 loc

Bucharest > 200 000


Graph 11: Realitatea TV – Audience profile Graph 12: Antena 3 – Audience profile

media fact book





National TV – (89.1% national coverage) ranks 8th, broadcasting Indian productions (soap operas and prime time movies) and local productions (reality shows). “In cautarea fericirii” (3% Rtg all urban) was the most watched program, followed by entertainment show “Sa v-amintiti Duminica” (2.4% Rtg all urban). Other Indian soap operas with good performances were “Triunghiul iubirii” (2% Rtg all urban) and “Culoarea fericirii” (2% Rtg all urban). Two of the most watched reality shows were “Iubire interzisa” (2.2% Rtg all urban) and “Copii contra parinti” (1.5% Rtg all urban).

Antena 3 (87.2% national coverage) occupied 9th place in the top ten TV stations in 2010 and ranks 2nd as the most watched speciality TV news channel after Realitatea TV. The top rating programs were political debates and talk-shows such as:

“Sinteza zilei” (3.3% Rtg all 18+ urban), “Subiectiv” (2.8% Rtg all 18+ urban), “Stirea zilei” (2.5% Rtg all 18+ ur-ban), “Punctul de intalnire” (2% Rtg all 18+ urban) and “In gura presei” (2% Rtg all 18+ urban). “Stiri 21” was the news program with the best performance (2% Rtg all 18+ urban).

Conclusions and Forecasts 2011l After another year of decline for the TV market in 2010 - stations have adapted, learning that demand is

the driving factor and the market volatility should lead to a faster response; that beyond annual deals short term deals are just as important and the battle to sell all of their inventory is now more difficult than in 2010.

l The first quarter of 2011 started with an increase in audience of 4% versus Q1 2010 and the TV sta-tions eagerness to grow advertising volumes higher than Q1 2010. Unfortunately the desire to generate budget growth collided with the demand of the market, down by 9% - leading to lower costs and at the same an time increase of inventory sold (min) from 61% to 65% across all day (particularly in off PT).

l Polarized budgets remain a buying/ selling strategy, in Q1 2011 we estimate over 45% of GRP’s were bought/sold in a channel mix polarized towards one of the major TV groups in the market. This practice creates com-petition between the major players by offering lower prices for receiving a larger share of budgets.

l MPI and Intact increased their cumulated share in terms of sold GRPs from 60% in 2010 to 65% in Q1 2011 at the expense of the other players.

l At the end of 2010, the circulated view that 2011 would see a recovery was shattered by the caution of clients in committing annual budgets and concluding annual deals, many clients reduced budgets and did not finalise negotiations until much later in the year.

l In an economic environment still in crisis, the advertising market managed to reduce the double digit falls from the previous 2 years - Initiative estimates for 2011 a 6% decrease for TV expenditure.

l Regarding the audiences we see a recovery based on large investments in programming (Got Talent or X fac-tor) – average 5% increase in ratings - which will generate a surplus availability of GRPs on the market - one more reason for the market to clamp price deflation.

l 2011 is still a deflationary year in terms of buying costs (with a smaller deflation than for the last two years) at an estimated 8% for the overall market - but of course the autumn will be defining from this perspective.

television media fact book




digital media

Facts l Online budgets account for ~30% of all advertising budgets in the UK, the highest share of advertis-

ing budgets for any market in Europe. Nordic markets range between 20 and 25%. European average – 18-19%. Search advertising is leading the online budgets in most advanced countries, but display registered the highest increase in 2010, mostly based on display and search models coming closer together into bidding platforms and display gaining on demographic-driven communication and tech-nological advancements.

l 2010 was the first year for the Romanian advertising market, when online budgets grew to the extent where they overtook those for radio and reached a similar level to those for print, with ~8% of all advertising expenditure. Advertisers continue to shift budgets from traditional media in favor of their digital media activity and to look for new technologies to improve performance.

Overview Reflecting back on 2010, it was a strong year for the digital market in Romania, continuing the increasing invest-ments and interest from all players.

The main drivers of growth were from social media and performance marketing activities, mainly search. Social group buying was an important addition to the internet landscape of last year and is driving rapid increase of investments from brands.

Eurostat, the statistical office of the European Union, reports Internet penetration in Romania to be at 42% of households in H1 2010, compared to 38% in 2009. The same report states that household broadband penetra-tion registered a similar level as 2009 - 23%. As a main conclusion, ISDN or modem connections registered the largest growth in domestic connections.

The same Eurostat report indicates a 36% internet penetration to population.

In the latest report on the status of the telecommunications market published by ANCOM (The National Associa-tion for Communications) in June 2010, Romania counts a total number of 6.25 million broadband connections nationally, a 23% increase from the previous year. The increase is largely driven by mobile connections (mobile internet and smartphones), which now stand at 3.32 million connections, representing a 36.6% increase from June 2009.

Highlights 2010 State of the web:l Akamai report for Q4 2010 ranks Romania as no.3 globally in average peak connection speeds (and 4th in

connection speed, generally, same as in 2009, with a slight decrease YoY). Top 2 countries - Hong Kong and South Korea. In contrast to the average measured connection speed, the average peak connection speed metric is more representative of Internet connection capacity.

l Romania`s connectivity speed can be translated in high percentage of broadband connections and easily-accessible web content.

“(…) it is more important than ever for advertisers and publishers to empower consumers with relevant information to engage them and to provide tools with which they can choose how they want to interact or transact with a brand’s campaign. Marketers must provide value and can no longer use mass marketing techniques to “push” or “trick” the consumer into a transaction”.

Peter Bordes, CEO & Chairman of Media Trust, U.S.A.

media fact book

Internet




l Constanta ranks as the fastest city in Europe & 10th in the world in terms of peak speed, with only Asian cities surpassing it.

Users statistics:l As predicted in MFB 2010, more than 55% of the Romanian internet users are over 30 y.o. This demographic

profile is typical for emerging markets and can be also seen in other parts of the world like Asia and Latin America. The maturing trend is expected to continue.

l From the same data base we can conclude that over the past 2 years, Romanian internet users became more educated, used online more frequently and their e-commerce and online banking activities are on the rise. Still far from European average, these indicators represent important growth potential that will make online activities for companies more business-results oriented.

l According to SNA Focus data for Jan 2011, 66.4% of urban population aged 14 to 64 (usually the target of any communication activities) used internet in the past 12 months.

Tabel 1: Users profile, SATI 2008 - 2010

Indicator VariablesMar 2008 - Aug 2008

Mar 2009 - Aug 2009

Mar 2010 - Aug 2010

2009/2008 2010/209

Percent of audited audience YOY evolution

Age group14-29 y.o. 49.5 46.6 44.3 -6% -5%30-49 y.o. 39.7 42.0 43.3 6% 3%50+ y.o. 10.9 11.5 12.2 6% 6%

Level of educationLess than 7 grades 0.7 0.5 0.4 -29% -20%Vocational School 7 8 9 14% 13%University 31.3 32.4 34.2 4% 6%

Frequency of usage internetSeveral times per week 7.8 9.3 10.4 19% 12%Several times per month 0.8 1.1 1.4 38% 27%

Buy online products/servicesSometimes 12.5 13.9 16.9 11% 22%Seldom 17.7 18.8 22.7 6% 21%

Online bankingFrequently 6.1 8 8.7 31% 9%Sometimes 6.9 8.3 10 20% 20%Seldom 10 10.4 12.5 4% 20%

Digital consumptionSocial networking sites have recorded unprecedented growth rates. For example Facebook.com grew in terms of world-wide reach from 10% in early August 2008 to 36% in August 2010 and passed 500 mil. users, while Twitter.com reaches today 11% of the total world-wide internet users compared to practically nothing in late 2008 (Source: Digital Fact Book).

Graph 1: Global traffic for twitter.com and facebook.com

02009

Daily Reach (percent)

2010 2011

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12twitter.com

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2010 2011

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facebook.comSource: Alexa.com

performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio digital media media fact book




l Romania follows the same trend, with ~170% increase YOY (May 2011 over May 2010) and ~42% penetration to the online population.

l Facebook users are 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.); 65% Facebook users are 18-34 y.o., compared to ~48% overall internet users (19 – 34 y.o.)

l 18 – 34 y.o. is also the fastest growing segment on Facebook in terms of absolute numbers.

Graph 2: Romanian traffic for facebook.com, Jan `09 – May `10

50,000 700,000

1,200,000

1,900,000

3,267,000

-500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

Jan 2009 Jan 2010 May 2010 Nov 2010 May 2011Source: socialbakers.com

Advertising marketl 2010 registered important movements on the ad networks (publishers & sellers) side, confirming a still im-

mature marketl H1 2010 marked one premiere in the Romanian online market - 10 of the biggest sales houses signed a self

regulatory agreement on performance media practices. The new rules come to restrict important develop-ments, since almost none of the players put any solutions in place to offer performance tools for advertisers

l Vendors became more fragmented: new ad networks - Ringier, Inform Media, Digital4, RRM, Media Point, Q2M and others.

l Another direction that added to the market`s fragmentation is that few important internet properties split ad-vertising space in to more than one sales representative

l At the end of 2010, Intact Interactive split its business in 3 different directions/companies, adding to the mar-ket fragmentation. This shows an incoherent digital selling policy with one of the main media players on the Romanian market.

l Ad networks are increasingly focused on offering innovative advertising solutions and use technology enabled targeting capabilities. This trend will drive the online market to a smaller share in traditional display-based activities.

l All of the above set the groundwork for big network domination in 2011 through consolidated reach offers.

Online advertising budgetsl Initiative estimates a ~35% YOY increase of all online ad budgets (traditional, search, social etc.), up to a level

of ~26 mil. EUR. With all other media budgets decreasing with ~10% or more YoY, digital is the rising star. l IAB-PWC H1 2010 official report states an impressive growth rate – 65% compared to H1 2009, but there

are important factors to be taken into consideration when trying to interpret it. First would be an extremely low level of H1 2009, based on advertisers early reactions to the crisis. Second would be the variable pool of companies included in the report from one year to another.

l IAB-PWC report for entire 2010 places ad expenditures at ~30% over 2009, so H2 balanced downward the yearly growth, due to less seasonal peaks throughout the year than in 2009.

digital media media fact book





l Approx. 70% of all budgets are estimated to be placed on awareness campaigns – traditional or innovative formats. SEM continues to grow up to ~23% of ad spend, social media and others ~ 7% (Initiative estimation).

l Out of the display budgets, 45-50% went to embedded formats, interruptive formats and content sponsorship - 8-12% each, with affiliate advertising and paid for listings continuing to grow rapidly.

As a conclusion for 2010, online advertising continued to be mostly used for brand/awareness activities, but performance-led campaigns are increasing fast. Initiative estimates increasing budgets being allocated from other activities than commercial communication (ex.: sales, PR).

Graph 3: Net Ad Spend Evolution* 2001-2010 (EUR)

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010100,000 200,000 600,000 1,000,000

2,400,000 5,400,000

9,000,000

16,000,000

19,400,000

26,250,000

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

Source: Initiative estimation*estimations include search, social and Yahoo net estimations. **2009 figures were amended compared to MediaFactBook 2010 edition, in order to reflect realistic increases from 2009 to 2010.

Top Categories 2010l Top 3 advertiser categories haven`t changed since 2009, with Telecom and Finance being very close. l FMCG Foods returns to the top 5 categories and retail registers important growth, both based mainly on social

media and performance media l Retail is taking off with the help of e-commerce and growth in search & affiliate marketing.

Table 1: Top Categories in Online advertising 2006 2007 2008 2009 2010Telecom Finance Finance Telecom Telecom Finance Telecom Telecom Finance FinanceAutomotive Automotive Automotive Automotive AutomotiveFMCG - Beer, wine, liquers IT&C FMCG – Foods Entertainment & Media Entertainment & Media

FMCG - Personal Care FMCG - Personal Care FMCG - Personal Care FMCG - Personal Care FMCG - FoodsElectronics FMCG - Soft Drinks Property FMCG - Soft Drinks FMCG - Personal Care

IT&C FMCG - Beer, wine, liquers Businss & Industrial Government, politics FMCG - Soft Drinks

FMCG - Soft Drinks Electronics Entertainment & Media Travel RetailFMCG – Foods FMCG - Foods FMCG - Soft Drinks Retail Business & IndustrialFMCG – Drugs FMCG - Drugs FMCG – Drugs Business & Industrial Travel

Source: Initiative estimation





Conclusions and Forecasts 2011l WARC predicted a 13% average global increase in Internet ad revenues for 2011, far outpacing growth

rates in traditional media (i.e. 5.2% in TV) l Initiative estimates that for the first time ever on the Romanian market, online ad spend will surpass all other

media budgets beside TV, up to 11% of all advertising budgets in 2011. l Once again, it looks like online will be the only media to register growth, for the third year in a row.l Compared to ~20% average for the European market, Romanian online market has scope to grow.l In terms of volume, ~34 mil. EUR will be spent in online, which represents ~30% growth YoY, in a market with

an overall decrease (-3%). l First three months of 2011 showed increases over the levels of 2010, by approximately 25%. This pace is

expected to accelerate throughout the year.l Moves toward vendors` consolidation can already be seen – Intact merged a consistent part of their properties

with Q2M (former Realitatea-Catavencu), in their efforts for a better monetization of web properties. l Social media is expected to register the most significant growth this year.l We estimate Telecom to remain the leader of advertiser categories, followed by Finance, Automotive and

FMCG.l An international trend that is expected to be seen in Romania as well, is coupon websites, a market dominated

by Groupon. ComScore`s report for 2010 rated European markets to be the fastest growing with almost 10% of all internet users.

l With Google and Yahoo localizing their businesses, we expect their share in overall online budgets to in-crease.

l Web publishers register impressive growth in mobile visits to their properties, therefore we expect important investments and developments in to that direction.

l Keywords and media trends for 2011: social media advertising, video advertising, e-commerce, social commerce.





Factsl Although the penetration rate for mobile phones has decreased in 2010, Romanians still use the mo-

bile phone more then they use the mouse.l Romanians talked for over 26.5 billion minutes, sent over 3.91 billion text messages and over 4.5

million multimedia messages, and also connected to the internet via their mobile phones about 4.03 million times.

l The global smartphones market registered growth at a brisk pace, accounting for 22% of the global mobile handset sales in 2010.

l In 2010, 1 out of 10 mobile phones sold by Mobile Operators in Romania, was a Smartphone.

OverviewAs the “year of mobile” phrase is played out we could say that 2010 was the year of the “rise of smartphones”. They have become a viable alternative to feature phones, PDAs and laptops, offering phone features such as voice and SMS coupled with mobile internet applications, multimedia functionality, high speed data processing capabilities, and inbuilt GPS capabilities. Also Smartphone penetration has increased to the point where brand marketers can deliver rich experiences through pocket-sized devices.

2010 has been a milestone of mobile marketing in Romanian landscape, the year when it finally left behind the association with just SMS marketing.

Market AnalysisState of mobile market

The most important factors influencing the evolution of mobile marketing are the penetration of mobile phones, in particular smartphones and also Operators’ mobile data plans.

In recent statistics on the telecommunications market in Romania, the National Administration and Regulatory Authority for Communications registered a decrease of 3% to 115% of the mobile phone penetration rate relative to the number of “active” SIM cards per 100 inhabitants.

Graph 1

0.741

0.9481.138 1.182 1.150

0%

20%

40%

60%

80%

100%

120%

140%

0

5

10

15

20

25

30

2006 2007 2008 2009 2010

Millions

Number of "active" SIM cards per 100 inhabitants Mobile phones penetration rates


“People are very protective of their cell phones, how it’s used, where it’s used and how much it costs. It has become a very personal issue for a whole lot of people in this country.”

Steve Largent

Mobile




On the other hand, the 3.5 million phones sold in 2010 meant sales of around 174 million Euros, down 31.5% from 2009, according to research company GfK Romania. Last year, the average price of a phone was around 50 Euros. The lower handset prices offered by operators together with lower units sales (from 4.35 million handsets in 2009, to about 3.5 million in 2010), caused a decrease of over 30% of the mobile market in 2010.

This is no reason to stress or to draw the quick conclusion the market is going down. The Romanian mobile mar-ket is evolving together with the growth of Smartphone penetration and the emergence of other mobile devices. In 2010, 1 out of 10 mobile phones sold by Mobile Operators in Romania, was a Smartphone. This led to a penetra-tion rate for Smartphones of nearly 11% out of total mobile phones.

Tablets emerged aggressively in 2010 with the launch of Apple’s iPad and with sales of more than 10 million tablet devices worldwide brought a change in the definition of the word “mobile”. Apple’s competitors have been quick to both announce and launch products. In Ro-mania, emag – one of the biggest online retail-ers has reported at the end of 2010 that tablets sales have reached about 13% from total com-puter and laptop sales.

Graph 3: Mobile consumption

15.94

22.79

26.54

2.523.93 3.91

6.036.30

4.50

1.53

2.53

4.03

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

0

5

10

15

20

25

30

2008 2009 2010

Milli

ons

Billio

ns

Voice SMS MMS Mobile internet connections

The decrease in the total number of users (SIM cards) is reflected in a decrease of mobile phone usage in general, be it voice, SMS, MMS or mobile internet.

Voice traffic has continued to grow, by only 11.7% over 2009 to 26.5 billion minutes in 2010.

Romanian users have sent in 2010 over 3.91 billion SMS. This has kept SMS the most widely used mobile technology after Voice.

Although it has drastically decreased, MMS is still important, proof being over 4.5 mil Multimedia Messages sent in 2010.

On the other hand, Mobile Internet Connections have experienced the largest growth in 2010, although the increase was not as spectacular as in past years, reaching about 4.03 mil connections.

0.07

0.11

0

1.000.000

2.000.000

3.000.000

4.000.000

5.000.000

2009 2010

Graph 2: Mobile phones sales

Smartphones

Total Mobile Phones





0.28 0.48 0.861.48 2.23

0.20 0.31

0.67

1.05

1.80

3.50

3.00

2.50

2.00

1.50

1.00

0.50

0.002006 2007 2008 2009 2010

Millions

Graph 4: Mobile Broadband Connections

Postpaid Prepaid

4.00

Mobile internet access has seen considerable increase over the last years. We now access the internet through mobile devices about 7 times more than we did in 2006.

Although mobile internet connections from postpaid SIM cards remain dominant in the Romanian market, access from prepaid SIM’s is rising.

User statistics:l Mobile Internet users tend to be younger in Romania, falling between the ages of 16 to 24 and living in urban

areas. l With 2% growth, up to 1.47 million connections in 2010, prepaid based mobile connections describe how

lower income users have started to access information on-the-go.

Mobile advertising market

In the Romanian market SMS Push is known as a mobile advertising technique, being in fact the most used one, with 80% of mobile advertising being performed through SMS in 2010. The remaining 20 % is advertising through MMS, mobile search or banners in mobile websites.

In 2010 the number of SMS promotional campaigns has increased by 60% reaching 100 campaigns last year, from 60 in 2009.

At the end of 2010, over 3 million mobile optimized websites were registered worldwide, an increase of 2000% compared to 2008 when 150,000 mobisites were recorded. The number of Romanian mobile optimized websites doubled in 2010, but still remained small when compared to the rapid increase of mobile internet connections.

Unique visits and page views on Romanian mobisites also increased last year by over 200%. The main Romanian websites that chose to go mobile in 2010 came from areas like news, entertainment, banking and other business services.

In terms of Mobile applications 2010 was marked by the advent of two mobile technologies: Augmented Reality and geo-location in mobile social apps.

Conclusions and Forecasts 2011l In 2011 Romanian Smartphones market share will increase by up to 30%, as they become more affordable.l Companies’ interest for one-on-one communication with customers through SMS will surely increase, result-

ing in a growth of the market by at least 100%, especially in terms of renting opt-in databases, as the costs of launching a SMS Push campaign are minimal.





l Last year about 50 companies drew Romanian customers in SMS promotional campaigns nurturing their desire to play and win thus creating awareness and an increase in sales. In 2011 the market will see at least a doubling of the number of companies that take such actions and a direct increase in the number of promo-tional campaigns by SMS.

l The adoption and growth of mobile internet access will be influenced by the Mobile Operators. By creating available packages that include mobile internet services, operators will help create an enabling environment for Mobile Marketing tools (mobile websites, banners and search). Taking this into consideration, we are ex-pecting to see a growth in mobile internet traffic by at least 200%.

l Mobile technologies that allow consumers to interact with their physical environment will be the hit of Mobile Marketing in 2011. Technologies, such as QR codes and mobile augmented reality (AR) apps, will offer a springboard for brands willing to experiment with the latest technologies.





OverviewAccording to CNA, the number of radio licenses are at a similar level to 2009. The top 10 owners of radio licenses in 2010 (up to Feb 15th of 2011) are:SC SBS BROADCASTING MEDIA SRL with Kiss Fm and Magic Fm – 86 licenses SC DINAMIC AUDIO - SERV SRL with Radio Vocea Sperantei – 44 licenses PATRIARHIA ROMANA with Radio Trinitas – 36 licenses SC REALITATEA MEDIA SA with Radio Realitatea Fm , Radio Guerrilla, Radio Alpha – 36 licenses SC GRUPUL MEDIA CAMINA (G.M.C.) SRL with Radio Romantic Fm and Radio ZU – 34 licensesSC PRO TV SA with Radio Pro Fm and Info Pro – 34 licenses SOCIETATEA ROMANA DE RADIODIFUZIUNE with Radio Romania (International, Regional), Antena Satelor, Radio 3 Net – 21 licensesSC ON AIR STUDIO SRL with Radio Itsy Bitsy – 15 licenses SC RADIO TRANSILVANIA LBM SRL with Radio Transilvania – 14 licenses SC MINISAT TELECOM SRL with Radio Minisat – 11 licenses

In 2010 – Q1 2011, the Romanian radio market was split into the following formats:

l Contemporary Hit Music Radio: Radio ZU, Kiss FM, Radio 21, Pro FM,

l Adult Contemporary Radio : Europa FM, Radio Romania Actualitati , Antena Satelor, RR Regional , Music Fm (new entry)

l Soft Adult Contemporary Radio: Magic Fm, Romantic Fm, Gold Fm, Smart Fm

l Dance Radio: Vibe Fm, Dance Fm ( former Pro Fm Dance)

l Hot Adult Contemporary: Guerilla FM, City FM (rock music- oriented)

l Classic Rock: Rock FM (new entry)

l News& Talk: Realitatea FM

l Sports: Sport Total FM

Despite the difficult economic environment, the key word for radio market in 2010 is “consolidation”. The radio stations tried to compensate the crisis through PR activities and by launching new formats and dynamic programs. Also they continued to improve their online presence through dedicated websites and social network integration.

The radio sales houses continued to be flexible regarding special offers and discounts in 2010 and in Q1 2011. They built interesting, creative and cost efficient packages to stimulate advertising demand - this trend continues into 2011, too. In the last quarter of 2010, the leading stations were sold out in Prime Time, a fact that is due to the result of these strategies.

At the beginning of 2011, following the result of the latest audience measurement data, the leading stations Kiss Fm and Radio ZU increased their rate cards. For Radio ZU, this increase of prices has been done for the first time since they launched.


radio

“The whole country was tied together by radio. We all experienced the same heroes and comedians and singers. They were giants.”

Woody Allen



performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy 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press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio radio

In 2010 and the beginning of 2011, there have been some changes on the radio market:l From September 2010, Pro Fm expanded its national coverage through embedding the Info Pro network.

This increase can be seen in both the number of broadcasters (28 to 66), coverage at the human level (from 31.54% to 74.8%) as well as the national coverage (from 58.9% to 96.7%). Info Pro is not a radio station anymore, but it is still a brand dedicated exclusively to the news radio segment.

l Rock Fm was launched in October 2010. The format is Classic Rock, and it broadcasts on the former One Fm radio frequency. Since then, One Fm can only be listened to online at www.onefm.ro.

l Starting November 1st, Radio 21 turned into a new radio station - Simply Positive Radio. It is a fresh radio station with a new identity, new attitude, new team, new music and jingles.

l On the 1st February 2011, Radio Pro 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, targeting 30-50 y.o.

l Starting from February 21st 2011, Radio PRO 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 to online at www.dancefm.ro.

l ArboRadio has improved the local radio network: 42 local and independent stations across 23 counties (from 38 stations across 21 counties). The major partnerships remain with Minisat Network (18 stations) and Impact (9 stations).

As usual, the most active radio stations are the leading ones. They tried to grow audiences through intense mar-keting activity : l Kiss Fm “Kiss Cash”, “Summer Kiss”, “Winter Kiss”, ”Kiss 4love”, Guns N’ Roses, Aerosmith, AC/DC, Soni-

sphere, Peninsula, Tuborg Green Fest, Faithless - Kiss Fm partnerships;l Magic Fm “Santa’s Radio”, “Magic Summer“, Eric Clapton, Bob Dylan, Pink Martini, Cesaria Evora, Chris Rea,

Gary Moore - Magic Fm partnerships;l Radio ZU “My Name is ZU”, “Marea lipeala”, “R U ready to be 2010 ZUper hero? Win 10.000 euro with ZU!”l Radio 21 “Born Winner”, “Daily Fuel Tank“, “Street dance High School Cup”, “POSITIVE LOVE HITS by Radio

21”l Vibe FM “Liberty Parade”, “Amsterdam Dance Event“, ”Happy Vibentine Day”, “Party 100.000 Fans on Face-

book” in March 2011; l Pro FM “Legalize Joy”, “18th Anniversary“, Dance Fm Partnership with the Mission and so on.

Looking at the advertising revenue gained by the sales houses, MGSI consolidated its position as the market leader, gaining a 10% rate card increase in volumes. Other significant increases were also registered by Clir Media (59%). In terms of decreases, we find Pro TV SA with a 34% decrease and Regie Radio Music with a 10% decrease vs. last year. Overall, the total ratecard ad spend increased by only 7%.

MGSI35%

Regie Radio Music 28%

Clir Media25%

PRO TV S.A.7%

Expresiv Consulting5%

Graph 1: Advertising revenue by the sales houses

media fact book




Graph 2: Radio ad-spend evolution 2009-2010

32%

14%19%

14%

8%4% 3% 3% 2% 1%

32%

21%19%

9%5% 4% 4% 3% 2% 1%

0

5,000

10,000

15,000

20,000

25,000

2009 Ad Spends (€ thou.) 2010 Ad Spends (€ thou.) SOS 2009 (%) SOS 2010 (%)

Kiss FM Radio ZU Europa FM Radio 21 ProFM Guerrilla Romania Actualitati Magic FM Info Pro Gold FM

€

Source: AlfaCont (‘000 €)

From the category point of view, there are some that due to poor economic conditions, either cut their budgets or moved them to other media. Some of those categories are: “Mobile telecommunications” (-21%), “cars & 4x4 automotives” (-53%), “Domestic appliances, electrical & electronics” (-14%). However, radio remains an important support media. Other categories increased their budgets: “Stores, commercial centers, supermarkets” (+21%) – periodical offers & campaigns, “Banking & insurance services” (+61%) – trying to regain lost business and more so lost awareness, “Beer” (+42%) – sales opportunity due to various football championships, etc.

Market AnalysisThe system of measurement changed in 2008, when the joint industry committee ARA (The Association for Radio Audience) decided to conduct the audience survey in three waves (June, October and February next year, the latter containing the nationwide audience, rural and urban). The difficult times made some radio stations exit the audience measurement system, more because the radio audience is on a declining trend (smaller than the last years decrease but still present) with a daily reach decline of 2.6% nationwide and 4.2% in Bucharest.

Looking at the Bucharest market share, the undisputed leader is “Radio Romania Actualitati”, and there is a clear gap between the first 3 radio stations and the rest of the pack, the battle for 2nd place is between “ZU” and “Kiss FM”, and 4th place between “Radio 21”, “Europa FM”, “Magic FM”, “Pro FM” and “Romantic FM”. The biggest loss was registered by “Radio 21,” from being the market leader in 2008 they continued to lose share in favor of “ZU” since its launch date.

Graph 3: Radio station % Market Share - Bucharest area

Actualita ZU Kiss FM Radio 21 Europa FM Magic FM ProFM Roman c FM Ant. Satelor Vibe FMRealitateaFM Guerrilla Na onal FM Gold FM One FM Regional Cultural City FM ProFM Dance Others

19.1

13.7

11.5

6.4

6.3

6.2

5.0

4.9

3.7

3.4

2.3

1.7

1.7

1.7

1.5

1.0

0.7

0.5

0.3

8.4

2010

2009

2008

0% 50% 100%

%

17.8

13.7

10.2

10.8

7.8

4.6

6.0

5.7

4.6

3.6

2.3

1.9

1.3

1.0

0.4

0.6

0.6

0.4

6.7

19.8

10.1

22.3

7.3

3.5

6.6

7.4

4.0

2.5

2.5

0.3

1.3

1.2

1.1

0.8

0.2

9.1

Source: SAR / ARA, 2008 to 2010, target 11+

performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio radio media fact book




Graph 4: Radio stations % Market Share - National area

Actualita Kiss FM Regional Europa FM ZU Ant. Satelor Radio 21 ProFM Magic FM InfoPro Na onal FM One FM Cultural Others

Jan-Apr 2010

Jan-Apr 2009

Jan-Apr 2008

0% 50% 100%

%15.1

14.1

11.3

11.1

9.4

7.9

4.2

4.0

2.3

2.1

1.3

0.5

0.3

16.4

17.2

10.9

14.6

12.4

6.3

7.8

6.8

5.2

1.1

2.4

0.2

0.5

14.6

15.9

11.1

14.2

13.0

7.0

10.9

5.6

1.1

2.6

0.8

0.5

17.3


Starting with 2008 SAR provides only urban audience data for the full year, so we can only make an assumption of the rural and urban areas based only on January-April data.

The most recent nationwide audience data shows that Radio Romania Actualitati, Radio Regional and Antena Satelor lost market share in favour of Kiss FM and Radio ZU. Some of the smaller national radio stations are gain-ing share, the cumulated “Others” share rising by 1.8% vs. Jan-Apr 2009.

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, 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.

0%

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25%

05:0

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:14

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:44

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:44

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:44

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:29

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:29

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0-04

:29

TOTALAt homeIn a carAt workOther place

Graph 5: Place of listening - Monday to Friday

Source: SAR / ARA, 2010, target 11+

The place and mode of reception analysis shows that the main place for radio listenership remains at home, although since 2007 both at home & work listenership has registered a continuous decrease. The only place that increased listenership was for listening in the car. Another trend to be considered is preference for listening over the internet (0.5% increase vs. 2009).

media fact book






In 2010, Radio ZU is leading in the Bucharest area (with 239,000 listeners / day, in terms of daily reach) while Kiss FM is the leading radio station in urban areas (with 1,452,000 listeners per day).

Stat

ions

Actu

alita

ti

Ant.

Sate

lor

City

FM

Cultu

ral

Euro

pa F

M

Gol

d FM

Gue

rrill

a

Kiss

FM

Mag

ic F

M

Nat

iona

l FM

One

FM

ProF

M

ProF

M D

ance

Rad

io 2

1

Rea

litat

eaFM

Reg

iona

l

Rom

antic

FM

Vibe

FM

ZU Oth

ers

UR-BAN 1,118 190 59 1,026 1,452 283 107 92 514 492 614 1,068 1,479

BUC. 209 40 11 11 96 24 29 200 92 28 29 81 7 118 39 13 67 68 239 115

Source: SAR / ARA, 2010

55.8%49.3%

6.1%2.8% 0.9%

37.3%

13.8% 12.5%6.0%

TOTAL Mode-Dedicated radio apparatus

Mode-Internet

Mode - Mobile phone / media

player

Otherreception

mode

Place At home

Place In a car

Place At work Other place

Graph 6: Urban 11+ Daily Reach (%) - 2010 Radio Reception - Monday to Friday

0%5%10%15%20%25%30%35%40%45%50%

201020092008200720062005

Graph 7: Place of listening - Daily Reach (%) Evolution - Urban 11+ Monday to Friday

At home

In a car

At work

Other place

radio media fact book




Conclusions and Forecasts 2011l The connection between radio websites and social network platforms will become stronger, for example Vibe

Fm’s Facebook page has already reached over 120.000 fans, Radio ZU’s Facebook page has reached over 250.000 fans.

l All the stations will continue to develop their online presence to offer interesting and efficient integrated radio& online packages. Online support will bring more and more added value to radio, maximizing the interactivity and connectivity.

l The listening preference over the internet will increase this year, too. l Radio stations will continue making efforts to extend their local coverage and to improve the quality of their

programs in order to gain new listeners and to retain the “older” ones.l Prime Time will remain the most important battle field for audiences.l Most of the successful marketing campaigns in 2010 will continue in 2011.l Radio sales houses will continue to build creative and efficient cost packages to stimulate advertising expen-

ditures.l Radio will remain a relatively inexpensive media, used as a complementary, secondary media for many ad-

vertisers.

media fact book





OverviewFollowing the trend of 2009, the print market continued to suffer from lower advertising spend and lower reader-ship, forcing publishers to implement more anti-crisis solutions: closing titles, changing frequency of publications, massive image changes, promotional offers when buying certain titles and so on, all in an effort to survive.

The year 2010 started with the closure of newspaper titles Ziua and Gardianul after a failed attempt to survive as being online only. Jurnalul National closed it’s Saturday edition, and the supplements Jurnalul Casei Mele and Jurnalul de Bucatarie.

Big international clients decreased their budgets forcing publishers to make wage reductions, editorial cuts, decrease rate-cards (Publimedia, Liberis, etc.) and increasing the level of discounts and special offers.

Publishers continued to generate alternative income sources, through subscriptions, books, DVDs, cosmetic products and fashion items – these measures were taken for maintaining circulation and readership.

Major changes to the print market in 2010 include: Evenimentul Zilei and Capital sold by Ringier; a series of management and editorial changes from Adevarul, the biggest merger for print, online, press agency of Media Pro Group in Mediafax and the withdrawal from the shareholders of the german group WAZ in Romania Libera.

Comparing the last 3 SNA surveys provided by BRAT, it clearly shows the decreasing readership trend, the most affected being weekly editions – one of the main factors for moving weekly content into the leading title and closing the edition.

15

20

25

30

35

40

45

50

55

Iul09-Iul10 Oct09-Oct10 Ian09-Ian10

Graph 1: Reach (%) evolution

MonthliesFortnightliesWeekliesNewspapersSupplements

Source: National Readership Survey, BRAT

One solution for the decline in print readership was to develop and invest in online versions of the title. We can notice significant increases in the traffic figures for the top 10 websites related to print publications in 2010 – over 50% more visits for Prosport, Cancan and Gandul, 40% more visits for Libertatea and Click, and so on, meaning that the online media can be seen as an efficient complementary media for the print editions.

pressmedia fact book

“I fear three newspapers more than a hundred thousand bayonets.” Napoleon



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economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press

Table 1: Top 10 point-of-presence websites

Website Corresponding Publication Genre

2009 Monthly Averages 2010 Monthly Averages EvolutionPIs Visits PIs Visits PIs Visits

www.libertatea.ro Libertatea Tabloid 37,413,280 6,291,310 46,521,638 9,042,189 24% 44%

www.gsp.ro Gazeta sporturilor Sports 30,763,643 10,141,557 42,790,095 8,742,775 39% -14%

www.prosport.ro ProSport Sports 25,836,931 7,064,893 39,801,480 11,831,333 54% 67%www.cancan.ro CanCan Tabloid 30,939,060 5,819,531 33,728,977 8,849,300 9% 52%www.click.ro Click Tabloid 17,176,249 3,080,087 24,691,772 4,410,475 44% 43%www.gandul.info Gandul Generalist 6,727,112 2,421,971 14,366,665 4,166,054 114% 72%

www.evz.ro Evenimentul zilei Generalist 18,387,979 4,320,764 13,104,737 3,863,678 -29% -11%

www.adevarul.ro Adevarul Generalist 7,494,429 2,324,594 10,327,264 3,539,134 38% 52%

www.jurnalul.ro Jurnalul National Generalist 6,772,208 1,838,786 9,213,733 2,353,502 36% 28%

www.zf.ro Ziarul Financiar Business 5,707,143 1,995,662 6,126,673 2,151,297 7% 8%

Source: SATI

Another important development for monitoring of advertising spend for the print media market was the introduction of BRAT / MIP as an alternative to Alfacont / Mediawatch from January 2011. A similar tool for radio spending is forecast to be available from July 2011. This represents another step towards a unified and cost-effective integra-tion of data delivery for advertising spend.

Print Market Analysis 2010Compared to the significant, 35% decrease in reported advertising revenues in 2009, 2010 only showed a 4% decrease across the year at €319m (barters included). It would appear that print media has reduced it’s declining trend in terms of budget, but the reality is that due to the anti-crisis measures taken in 2010 - higher discounts, decreased Rate Cards, package offerings, increased barter share and so on - the net figures are expected to continue decreasing.

Another noticeable effect is the percentage of advertising spend moving from newspapers to magazines. In 2009, it was 53%/47% in favor of newspapers and in 2010 it reached 50%/50%.

Mediafax/Publimedia13.9%

Intact Group 10.3%

Sanoma Hearst Romania 10.2%

Adevarul Holding 5.8%Ringier 7.4%

Medien Holding 5.5%

Edipresse AS 4.2%B2B Media 2.2%Mediamov 2.1%

Burda 1.9%Zile si Nopti 1.8%

Attica Media 1.8%Trinec Serv 1.4%

Media Sud Management 1.4%Delta(Tulcea) 1.4%

Nord-Est Distribution 1.4%Double P Media 1.2%

Kopa Publications 1.1%

CMG Romania 1.0%Alta Casa Media 1.0%

Others23.1%

Graph 2:2010 Share of ratecard revenue by Media Group (excluding barters)

Source: Alfacont MediaWatch. *Ringier includes Evenimentul Zilei and Capital

media fact book





Taking a quick look at the top shares in 2010, although Sanoma Hearst maintained its share of market compared to last year, it lost 2nd place in favor of Intact Group (with an 8% increase in RC spend). However, important in-creases were seen for Adevarul Holding and Medien Holding (over 80% increase in RC spent budgets) and Zile si Nopti (over 150% increase in RC spent budgets). Another interesting development is that unlike 2009, when a large percentage of spend (50%) was split between the top 5 publishers, with the gap between 5th and 6th place being around €10m, in 2010 we find a more balanced spread across all publishers, with the gap now shrinking to approximatelly €3m.

Adevarul Holding: In comparison to 2009, where we saw a spectacular level of investment and large marketing campaigns, 2010 was less expansive and a more cautious year.In April 2010 there was a change in management, with a subsequent change in the development strategy of the holding. Launched celebrity magazine OK, bought Tango magazine (June 2010).Closed weekend editions of ADS and Adevarul TV by the end of 2010, closed Blik Ukraine in February 2011.Re-launched Stiinta si Tehnica (April 2011, monthly Forbes-Life (in May 2011) and made Adevarul the first Romanian newspaper available on iPad.In 2010 Adevarul Holding held within its portfolio the most read tabloid (Click) and quality daily publications (Adevarul and Adevarul de Seara) with the higest circulation and the largest number of local editions (39 editions in 48 cities).

Media Point: Starting from October 2010 a new sales house is selling all products published by Adevarul Holding (except for Forbes Life) plus Academia Catavencu.

Mediafax: In august 2010 took place the merger of all print, online and press agency of Media Pro Group.Mediafax was the first press group who faced the crisis with a clear strategy. In 2009 they closed local and central publications, changed the frequency and came with a special offer based on the volume share of net budget. Also, the rate-card of their publications has been decreased by up to 25%, from the beginning of 2010.Gandul became exclusively digital (online, iPad, mobile), having its last printed edition in April, 2011.

Ringier Romania: In January 2010, Evenimentul Zilei changed the format from broadsheet to compact and cancelled its TV guide (although, the content remained present in newspaper pages).In March 2010, EVZ and Capital, together with their websites were taken by Publishing of Evenimentul and Capital, but advertising sales were kept by Ringier. Closed DIVA in March 2010, and Bolero in January 2011.The weekly “Din toata inima” launched in September 2010 was closed at the end of March 2011.In February 2011 took the licenses Joy and Autobild from Edipresse.Changed the format of the magazines Libertatea pentru femei and Lumea femeilor and re-launched Lumea femei-lor in March 2011; re-launched Unica in May 2011.

Intact Group – Jurnalul National closed Saturday Edition and “Jurnalul Casei” in January 2010

B2B Media: Launched Cancan de Weekend – weekly (May 2010); Cancan has changed its format (smaller) in September 2010

Medien Holding: Rebranded the Romania Libera newspaper, a major change of content and design (including its online presence in March 2010).In 2010 and beginning of 2011 launched many supplements – 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

press media fact book




BURDA Romania: Cool Girl and Autoshow were bought by Pressworks, towards the end of 2009. The first edi-tions after the acquisition were in January 2011. Pressworks had also within its portfolio the paparazzo/gossip magazines Şoc and Zău.

Men’s Health was bought by Attica Media. The first edition after acquisition was released in March 2010.

Sanoma Hearst: Changed the frequency of Story to fortnightly, took the license of Auto Motor si Sport (in Febru-ary 2010), launched in 2010 brand extensions Bazaar Collections (biannual, since Feb 2010) and Miresici (bian-nual, from April 2010); Sensa (quarterly, from June 2010), first edition of THE BIG BLACK BOOK ESQUIRE (Oct. 2010), Story Book (bi-annual, May 2011).

ARBO Media: Launched in November 2010 a national network of local televisions with 21 local stations extending its network of local media (36 publications and 42 radio stations).

Midas Media: A new media sales house has been formed by part of the management team from Arbo Media, having in their portfolio Sapte Seri and 24 local publications, formerly sold by Arbo Media.

Other launches/closes in 2010 and Q1 2011:l Kamikaze – launched in March 2010 made by part of Academia Catavencu team.l Superbebe has been bought by Superbebe SRL, who also launched a monthly publication Bucate pentru

copii in February 2010.l Newspaper Puterea and Scientific American Mind-Psihologia, Romanian edition of Scientific American Mind

launched in Q1 2010; Tataia, Romanian culture magazine – launched in Mai 2010 l Timpul – weekly made by former Romania Libera journalists was launched in September 2010l Pharmakon reappeared in printed format together with the launch of an online communication platform – No-

vember 2010l BBC Good Homes – closed in February 2011l Beerocracy – launched first beer magazine in April 2011l ViCE – monthly free magazine, with presence in 30 countries will be launched in Romania from May 2011

The top 10 market segments with the largest gross rate card expenditures in the print in 2010 account for 61% of the total print expenditures (media barters excluded). Looking at the evolution versus 2009, the only categories to increase, though only by a small amount, were “Stores, commercial centers, supermarkets” (18% increase due to the nature of the advertising used – periodical offers, etc.) and “Cosmetics” with a 14% increase, more likely a constant evolution if we were to look at net figures due to the anti-crisis solutions adopted by all competitors. “Cars & 4x4 vehicles”, “Government / Municipalities / Foundations / Associations” and “Mobile telecommunica-tions services” kept their descending trend registering 20%, 37% and respectively 33% drop in RC expenditures.

Table 2: Top 10 categories by rate-card expenditures Category Magazines Newspapers TotalStores, comercial centres, supermarkets 7,349,901 8,557,698 15,907,599Banking & insurance services 3,538,900 10,775,585 14,314,484Medical & optical products & services 7,427,522 6,180,729 13,608,252Cosmetics 12,326,367 217,140 12,543,507Other categories 3,442,612 8,521,097 11,963,708Other business services 1,405,716 8,556,711 9,962,426Cars & 4x4 vehicles 4,781,426 4,316,023 9,097,449Building & constructions products & materials 3,875,888 4,484,026 8,359,914Government / Municipalities / Foundations / Asociations 48,038 7,633,063 7,681,101Mobile telecommunications services 2,361,815 5,056,612 7,418,427

Source: Alfacont MediaWatch

media fact book




Regarding the media barters, due to the fact that all print media budgets are on a decreasing trend, the fight to survive imposed an increase in the barters offered – total media barters reached 43% vs. 41% in 09.

Table 3: Barter rate-card expendituresCategory Magazines Newspapers TotalNewspapers & Magazines 11,429,812 22,141,060 33,570,872Culture & education 16,748,996 10,596,019 27,345,015TV stations 4,134,921 13,851,320 17,986,241Radio stations 4,168,126 7,448,717 11,616,843Restaurants, coffee shops, fast foods 8,873,515 2,138,278 11,011,793Entertainment services 9,864,221 328,754 10,192,974Hotels 2,608,018 1,891,201 4,499,219Campaigns 1,030,472 3,059,882 4,090,354Other business services 2,317,078 1,598,538 3,915,616Beauty salons 2,265,481 477,926 2,743,407Other advertising and promotional services 1,562,292 1,038,301 2,600,593Transportation & travel services 840,173 1,537,182 2,377,355Multimedia 1,743,748 415,116 2,158,864Internet services 1,161,178 995,743 2,156,921Government / Municipalities / Foundations / Asociations 334,810 606,146 940,956Security Services 180,327 337,032 517,360Photo 80,470 111,938 192,408


The top 20 publications with the highest level of rate card advertising revenue in 2010 (media barters excluded) are mostly newspaper titles (quality, sports, tabloids and local), financial publications, women magazines and free city guides. Together, they hold 37% of the entire gross print rate card advertising revenue.

Table 4: Top 20 publications expenditures evolutionTitle 2009 2010 EvolutionGazeta Sporturilor 8,521,706 8,640,228 1%Ziarul Financiar 6,375,184 7,377,809 16%Romania Libera 2,191,494 4,729,413 116%ProSport 4,149,468 4,649,605 12%24 FUN (B-24-FUN) 4,827,600 3,835,400 -21%Cosmopolitan 3,735,562 3,676,991 -2%Jurnalul National 4,424,306 3,170,005 -28%Libertatea 4,348,959 3,146,022 -28%Adevarul 2,126,706 2,864,014 35%Click! (Averea) 2,043,538 2,724,325 33%Evenimentul Zilei 2,346,546 2,501,251 7%Delta(Tulcea) 1,286,403 2,477,646 93%Monitorul de Vrancea 2,534,560 2,469,020 -3%Ziarul de Vrancea 2,993,440 2,457,095 -18%The One 2,166,557 2,354,880 9%Elle 2,145,162 2,319,826 8%Ce se intampla doctore? 1,773,940 2,236,473 26%CanCan 2,685,380 2,224,614 -17%ProTv Magazin 2,814,675 2,219,975 -21%Sapte Seri 2,482,238 2,090,359 -16%


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economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press media fact book




Titles readership is on a descending trend versus 2009, as can be seen with titles like “Libertatea” (-25%), “Click de Duminica” (-22%), “Libertatea – editia de duminica” (-24%). The biggest increase in terms of readership is Adevarul de Seara at almost 98%, another publication to have managed an increase in readership is “Click Ghid TV” (+12%) - these figures gain in importance if we look at the general print market situation).

Highly targeted titles have a hard time keeping their readership: “ProMotor” (11% decrease), “Libertatea pt femei” (26% decrease), “Femeia” (24% decrease).

URBAN 14-64 - Top Press

Publication Publisher Readership (''000)

Net Cover-age (%)

Audited Circula-tion ('000)

Readers / Copy ('000)

Rate Card (EUR)

CPT (EUR)

Click Adevarul Digital Media 1,159 13.1 214 5.4 5,761 5.0Adevarul De Seara Adevarul Holding 1,040 11.7 427 2.4 4,684 4.5Libertatea Ringier Romania 1,007 11.4 203 5.0 7,049 7.0Click Ghid Tv Adevarul Digital Media 950 10.7 344 2.8 4,215 4.4Practic In Bucatarie Burda Romania 941 10.6 254 3.7 4,000 4.3Cancan Cancan Media 899 10.1 91 9.8 4,950 5.5Gazeta Sporturilor Convergent Media 688 7.8 68 10.2 8,700 12.7Rebus (Flacara) Publicatiile Flacara 695 7.8 36 19.3 2,500 3.6Click De Duminica Adevarul Digital Media 655 7.4 135 4.8 2,720 4.2Libertatea - Editia De Duminica Ringier Romania 638 7.2 119 5.4 4,590 7.2

URBAN MEN 14-64 - Top Magazines Publication Publisher Readership

(''000) Net Cover-age (%)

Audited Circu-lation (''000)

Readers / Copy (''000)

Rate Card (EUR)

CPT (EUR)

Selectivity Affinity Index

Selectiv-ity Profile

Gazeta Sportur-ilor De Duminica Convergent Media 525 12.2 25 24.1 8,700 16.6 180 87Libertatea - Edi-tia De Duminica Ringier Romania 357 8.3 119 5.4 4,590 12.9 116 56

Rebus (Flacara) Publicatiile Flacara 326 7.6 36 19.3 2,500 7.7 97 47

Click De Dumi-nica

Adevarul Digital Media 311 7.3 135 4.8 2,720 8.7 98 48

Pro Tv Magazin Mediafax Group 283 6.6 81 7.2 4,500 15.9 101 49Promotor Mediafax Group 262 6.1 6.2 46.6 3,200 12.2 188 91Revista De Film Hbo HBO Romania 252 5.9 170 2.6 4,900 19.4 117 57Auto Motor Si Sport

Sanoma Hearst Romania 243 5.7 13.9 19.6 3,700 15.3 185 89

Adevarul De Duminica


Practic In Bucatarie Burda Romania 175 4.1 254 3.7 4,000 22.8 39 19

URBAN WOMEN 14-64 - Top Magazines Publication Publisher Readership

(''000) Net Cover-age (%)

Audited Circu-lation (''000)

Readers / Copy (''000)

Rate Card (EUR)

CPT (EUR)

Selectivity Affinity Index

Selectiv-ity Profile

Practic In Bucatarie Burda Romania 766 16.7 254 3.7 4,000 5.2 158 81Click Pentru Femei


Libertatea Pentru Femei Ringier Romania 425 9.3 117 4.1 3,162 7.4 172 89

Click Pofta Buna Adevarul Digital Media 416 9.1 88 6.2 2,108 5.1 148 76

Click Sanatate Adevarul Holding 400 8.8 65 8.8 2,108 5.3 135 70Rebus (Flacara) Publicatiile

Flacara 368 8.1 36 19.3 2,500 6.8 103 53Ioana Secretele Bucatariei Burda Romania 344 7.5 20 20.3 2,800 8.2 160 83Click De Dumi-nica


Femeia Sanoma Hearst Romania 333 7.3 15.6 23.2 5,200 15.6 178 92

Ce Se Intampla Doctore Mediafax Group 319 7 28 15.2 4,500 14.1 146 75

Source: National Readership Survey, January 2010 – January 2011 / BRAT

media fact book





Conclusions and Forecasts 2011l In 2011, the situation for printed media remain a test of durability, efficiency and feasibilityl The effects of the economic crises will continue to cause problems – cost cutting with editorial content,

number of pages, changing of frequency of publications, wage reductions, closure of publications but all of these will be easier based on the experience of 2009-2010.

l Publishers will survive with measures like decreasing Rate Cards (Femeia de Azi, local titles of Midas’s port-folio, etc.), creative packages, decreasing the circulation in order to avoid returns.

l The difficult economic environment and the decrease of reader’s income has determined a lower circulation. The Publishers will try to maintain the circulation of publications with cover-mounts (DVDs, books, cosmetics, etc.) which might influence the reader’s choice of buying.

l The BRAT and SNA monitored publications will be appreciated by Clients within the overall budget mix. Sup-pliers will continue to be flexible regarding special offers and discounts in 2011. The Client’s pressure for efficiency will be on price, creativity and flexibility.

l Big media groups make interesting special offers based on share of Net budgets, this approach will increase share of the big players;

l The internet presence of publications will increase and become more attractive and interactive, adding more value to publications.

l Clients have a lot of advertising opportunities and services – augmented reality, 3D newspapers, QR Codes, special offers, special dedicated supplements, creative packages (even to totally branding a whole issue by an advertiser), partnership, successful cross-over packages including print and online.

press media fact book




OverviewIt is generally accepted that Romania has been one of the most dynamic OOH markets in Central Europe and most forecasts at the beginning of 2010 foresaw a quick market recovery, despite the well known problems such as an environment of perpetual change, increasing media fragmentation, high media inflation, and a relative lack of stability in budgets stemming from greater pressure to generate discounts from suppliers.

So the YoY decline of the outdoor and indoor market slowed down in 2010 to 20%, compared to 40% in 2009, as the total spent of around 33.5 million euro decreased to the volume last seen in 2005. As the industry still does not yet provide audited figures regarding the volume or market shares, we have to rely on information provided in part by the OOH media owners, financial statements and press releases.

Because there were no major auctions for street furniture or transit contracts and the general business environ-ment was not favorable for further mergers and acquisitions, we estimate that the order in market share for the top 4 operators did not change in 2010:EpaMedia (Euromedia Group and Betacons) - 27%Affichage Romania - 23%News Outdoor Romania - 11%Clear Channel - 10%Others - 29%

Regarding the group “Others”, we should mention the continuous increase of their market share since 2006-2007 when the OOH market was at its highest and the main operators were acquiring smaller suppliers, consolidating their business. This is based not only on development of local operators (and we include here also those doing business only in some sectors of Bucharest), but also due to development and diversification of some companies which are making revenues close to the last two from top 4. Here we include companies which are consolidating their national coverage as Universal Solution, New Age, Way Media, Fairway Media, Ultravision or companies opening new lines of business, as Spectacular OOH, which is operating a substantial Subway network in Bucha-rest.

After a few attempts in 2010, finally a new regulation for OOH was adopted by the City Council of Bucharest in January 2011, but the decision was not signed by the General Secretary of the City Hall. This Decision is sus-pended by the Court until the trials between some operators and the City Council are finally concluded. Besides some restrictions in formats and areas for exposure of OOH, this regulation is mandating also the City Hall to organize tenders for street furniture.

The Ministry of Development and Tourism passed through the Government in December 2010 a law aiming to regulate OOH on a nationwide scale. This law was establishing a more strict General Regulation which should be the foundation for all local regulations or could be applied as adopted by the Parliament. At this moment the law was rejected by the Senate, but is still being debated in the commisions of the lower chamber of Parliament.

This uncertain legislative environment, added to the poor market conditions in terms of decreased budgets, price deflation and low occupancy rates, affected in a profound way the OOH industry. The main operators largely reduced any investments in new sites or in refurbishing existing ones. Moreover, any new technological develop-ments and investment in digital OOH and street furniture were litterally stoped, as there are obvious contradictions between the Regulation adopted (but suspended) for Bucharest and the Law for the General Regulation which is debated by Parliament.

The total number of sites increased in 2010 due to new networks development on public domain in some Sec-tors of Bucharest. Also this tendency was supported by an increase in private property locations for backlits and

outdoor & indoor

media fact book

“The biggest mistake in designing for outdoor is to mistake outdoor for print advertising.”

Robert Fleege




billboards, while the number of large locations diminished substantially, being under pressure from budget cuts and potential legislative restrictions.

As we predicted in the last edition of MFB, in 2010 the first outdoor study financed in a sindicated way by OOH operators was launched (Epamedia, News Outdoor, Clear Channel, Universal Solution, New Age, Ultravision, Way Media and Affichage) which was also supported by important OOH print operators. This study, conducted by D&D Research in spring 2010 and released in September at „Digital Print & Sign”, was suggestively called POC (abreviation from Romanian „Outdoor Advertising is Convincing”). POC had as its objectives the quantitative and demographic evaluation of the efectivness of outdoor advertising, being structured (including at the methodology level) on two modules: final consumers and media specialists. We could point out as positive conclusions:

At the final consumers’ level, 84% of survey participants have a positive attitude towards outdoor advertising, with it being considered useful as a source for information. Also outdoor works for 44% of them as a trigger to remem-ber other advertising for the product, seen for example on TV. 85% of respondents stated that they have noticed the panels with POC advertising and 64% of participants recognized the brand “POC” on the boards, while 71% of those enjoyed the layout.

The outdoor specialists use as mean criteria when planning an outdoor campaign impact and coverage, while 84% of them pointed out the importance of POC layout in catching the attention of the final consumers.

This study is supported also by the conclusions of the most recent GfK Omnibus survey (released in February 2010) regarding the travel habits of Romanians, showing that OOH advertising on billboards is often or very often noticed by a quarter of Romanians, especially those with medium and higher education. The study points out also that almost 50 % of the Romanians are exposed to outdoor during their daily travels, of which half prefer to walk and half travel by car and/or public transportation.

Although this study on OOH as a media channel proved once more that this mass communication tool has a global efficiency across all types of demographic segments and all types of consumer behaviors, the industry is still postponing a comprehensive and professional study across all networks aiming to provide media planners with a tool for evaluating audience and efficiency of OOH campaigns similar with the audience evaluation avail-able on other media.

The top investors in OOH were clients from telecoms, retail, banking and financial services, food&drink and FMCG, while other categories such as domestic appliances and personal care & beauty products are not yet investing again significantly on outdoor.

The good news is the return of the automotive and real estates segments as clients, boosted by the activity from banks for reviving the credit for long term investments. Of course this was seen also in the growth of the banking sector in the top advertiser ranking.

Comparing with the previous year, more clients, even with small budgets, were interested in doing special OOH projects, starting again the competition for innovative OOH production.

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public relations performance specialists strategy economy radio outdoor & indoor media fact book



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public relations performance specialists strategy economy radio outdoor & indoor

The digital print market was characterized by a tough competition on pricings, in difficult market conditions, with low budgets and shorter deadlines. More than 40 printing houses are trying to survive with low margins, but un-fortunately the main impact is the increase of use of low quality substate, inks and even poor finishing of the final product. For the first time in many years a very large order for digital printed OOH posters (including mesh) were placed abroad (at the request of a multinational client) and produced with echological materials.

media fact book




Digital OOHThe main players, Phoenix Media and Vision Media Plus, consolidated their business, while more and more TV-screens were suspended. It was difficult for those operating one or two TV screens to be efficient, so they had also the option to focus on local business or affiliate to one of the major operators. On the other hand, the quality of the location became more important, allowing companies operating only a few of the top located screens to gain more clients.

DOOH is continuing the innovative trend in services and sales, making efforts to provide clients reliable monitor-ing of the campaigns, studies regarding audience and most of all flexibility in planning and running campaigns. Phoenix was the first to introduce a concept of selling advertising space based on four time categories (prime, basic, inter and night time). Clients could, up until now use the classic advantage of OOH in choosing the targeted area, but now they can also place a spot at the desired time.

Indoor MarketThere are some changes regarding the top advertisers in indoor advertising. We should point out the growth made by the banking and financial services sector, whilst telecoms reduced the budgets invested in this media. Some categories such as FCMG, automotive and entertainment maintained their spending, while new clients as airlines and fashion entered this media.

The decline of the indoor market was not as prominent as in the case of outdoor, due to better occupancy rates on the main indoor networks. Besides the stability of the networks, the opening of new Malls, predominantly in Bu-charest, and the development of more special projects helped the indoor market in 2010. This higher occupancy rate resulted mainly from the continued trend of price reduction, but also due to new small clients exploring this media with affordable budgets.

Conclusions and Forecasts 2011l The new regulations on OOH if made law in 2011, could affect some networks in the second half of the year,

but their impact on market volume might be not so important as the occupancy rates are low and other loca-tions on private properties or special projects, or flags or even transit could absorb the budgets. Most of the TV screen locations are also vulnerable in light of the legislation on OOH.

l On the other hand, indoor could gain more from these regulations, but only from some smaller budgets or targeting specific socio-demographic groups.

l In the long term, if the City Halls across the country are going to organize tenders to meet the new regulations, and if the overall advertising market is going to start again its dynamic growth (accepted as a characteristic for Romanian ad market), OOH could easily absorb the extra budgets, in a more predictable and professional environment. Of course, such extensive turmoil in this market would favor those big operators who have the resources not only to compete in auctions, but also to readjust their networks, to invest in new hardware and new technologies - especially as the street furniture and even the TV screens are looking more and more deteriorated, affecting the quality of the campaigns.

l But the main players are still optimistic, relying on the increase of the consumption and a status quo with no major investments, acquisitions, merging or auctions. Again they hope the second half will help save the results, ensuring even an increase of the market by 5%, or in the worst case a decrease of around 10 %.

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public relations performance specialists strategy economy radio outdoor & indoor media fact book




OverviewCinema is a very interactive advertising channel, both on- screen and off screen. Many creative and interesting campaigns can be developed off-screen, through different advertising campaigns like: branding of the entrance doors of the cinema rooms, cinema rooms, pillars, employees’ T-shirts, popcorn bags, stairs, main entrance, menu list, sampling at the ticket boxes and at the entrance to the cinema e.g.

The on-screen advertising allows to buy packages by estimated or guaranteed audience, by demographic criteria or by movie title.

Cinema offers digital and 3D technology, high definition video projection on big screens, Dolby surround and qual-ity advertising commercials.

In 2010 cinema continued to increase in terms of admissions with a 23.3% increase, despite the number of cin-emas declining versus the previous year.

Development of the cinema network is in direct relation to the opening of multiplexes in major cities.

General Data 2006 2007 2008 2009 2010 CHG 2010/2009

Number of active cinemas 73 72 75 74 68 -8.11%

Seats 44,643 43,057 46 782 49,871 50,733 1.73%

Admissions 2,776,516 2 928,050 3,797,586 5,279,932 6,508,747 23.27%

Gross box office (RON) 28,279,665 34,381,413 53,114,230 86,940,607 111,640,783 28.41%

Average admissions per inhabitant 0.13 0.14 0.18 0.24 0.30 25.00%

Average ticket price – national currency 10.19 11.74 13.99 16.47 17.15 4.13%

Source: National Centre of Cinematography

Market AnalysisCinema City continued to grow and launched 3 new multiplex cinemas in Bucharest (Mall Berceni Sun Plaza), Arad and Baia Mare during 2010 and one in Braila in Q1 2011.

The main players on the cinema market, covering 92% market share of audience in terms of admissions are:

• New Age Media – the exclusive Sales Media of Cinema City and Samsung Imax – representing 47.5% market share.

• Sugar Media – the exclusive Sales Media of Movieplex, City Cinema Management, Light Cinema, Odeon Cineplex – 26.47%

• Hollywood Multiplex Operations (Multiplex, Cinema Pro, Lotus Oradea) – 18.03%

“Cinema should make you forget you are sitting in a theater.” Roman Polanski

cinema

media fact book




Major Exhibition companies

Major exhibition companies Number of active cinemas Screens Admissions Gross box

office

CINEMA CITY ROMANIA 9 88 3,091,463 56,630,656

HOLLYWOOD MULTIPLEX OPERATIONS 3 16 1,173,690 22,318,235

MOVIEPLEX CINEMA 1 11 775,803 15,229,991

CITY CINEMA MANAGEMENT 3 11 380,636 4.495.551

ODEON CINEPLEX 1 8 305,525 4,677,205

R.A.D.E.F. ROMANIAFILM 33 34 291,231 1,934,103

LIGHT CINEMA BUCURESTI 1 7 260,922 4,679,734

CHICAGO TOUR 4 4 94,882 574,942

U.C.I.N. STUDIO BUCURESTI 1 1 51,281 443,249

NOUL CINEMATOGRAF AL REGIZORULUI ROMAN 1 1 27,489 266,727

TEATRUL MUNICIPAL ARIEL 1 1 19,884 148,280

BLISTEX TIGLINA GALATI 1 1 11,558 60,595

ELVIRA POPESCU 1 1 8,271 56,111

DIRECTIA MUNICIPALA PENTRU CULTURA ME-DIAS 1 1 7,221 48,155

ROYAL SRL VASLUI 1 2 2,968 24,140

QUALITY CINEMA BUCURESTI 1 1 1,717 16,739

ALTI EXPLOATANT 5 6 4,206 36,370

TOTAL 68 194 6,508,747 111,640,783


Cinema City Cotroceni Bucharest was the leading multiplex in terms of admissions in 2010 with 21 screens and 1,037,638 admissions.

The most popular movies were from the USA with 89% of admissions, then European movies 8.1% and 2.7% Romanian movies and 0.2% for other countries.

Avatar was the leading film in terms of admissions for 2010.

TOP-5 - Admissions / Year 2010

ORIGINAL TITLE / COUNTRY PREMIERE / DISTRIBUTION ADMISSIONS

1) AVATAR AVATAR/ US/ 2009/ ODEON CINEPLEX 610.075

2) ÎNCEPUTUL INCEPTION/ US/ 2010/ INTERCOMFILM ROMANIA 233.444

3) ALICE IN TARA MINUNILOR ALICE IN WONDERLAND/ US/ 2010/ FORUM FILM ROMANIA 214.671

4) PRINTUL PERSIEI PRINCE OF PERSIA/ US/ 2010/ FORUM FILM ROMANIA 166.630

5) SHREK PENTRU TOTDEAUNA SHREK FOREVER AFTER/ US/ 2010/ RO_IMAGE 2000 159.118


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public relations performance specialists strategy economy radio cinema media fact book



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reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio cinema

The main categories using cinema advertising in 2010 were: Beverages, FMCG, Clothing & Footwear, Telecom-munications, Electronics, Auto, Banking and Insurance.

According SNA Focus (BRAT, based on January 2010-January 2011 release 14-64 years, urban areas) the profile of cinema viewers is young (64.4% between 14-29 years), 51.9% male, 62.6% are not married, with 84.1% having medium and high education and 46% of Esomar AB social status.

Other significant findings from SNA Focus:• 17.3% of the population went to cinema in the last month and quarter (21.9% of the population went to cinema

in the last 12 months, an increase of 7.9% versus 2009)

• In terms of frequency, only 48% of admissions went to a movie at least once a month

• 75% of admissions usually go to multiplex even though the ticket is more expensive than for traditional cin-emas (increased by 10 percent than in 2009).

Conclusions and Forecasts 2011l Cinema City is the largest cinemas network with 10 cinemas in 9 cities. This year Cinema City will open new

cinemas in Targu Mures, Constanta and Oradea.l The audience for cinemas in Romania is growing with new multiplex and new technologies (digital projection,

3D technology, 6D movies)l Cost per thousand of admissions will fall due to the crisis and competitionl Clients have a lot of opportunities for advertising in cinemas with many differing formats available both on-

screen and off- screen

media fact book




One of the very well known realities of nowadays marketing and media communication is that consumers are constantly subjected to an increasing clutter of communication and messages. Asking what does the consumer really understand and remembers of those and how well those traditional campaigns work toward increasing sales and client database produces answers that are not very pleasant or satisfying.

As a response to that and supported by the increasing progress of technology, the last years saw a new phenom-enon rising: the experiential marketing. Integrating elements of emotions, logic, and general thought, experiential marketing is meant to approach the potential client or customer at experience level, producing interaction with the brand, stimulating senses and, most im-portantly, uniquely differentiating the brand among its competitors.

Of course, experiential marketing requires media usage - going to the point where everything and anything can become me-dia – and a lot of creativity, which generates memorable projects.

The Ice Book, for example, is a project by the English media artists Davy and Kristin McGuire which combines pop-up books with black and white projections. The white objects in the book, such as buildings or trees, are lit up by animations which are de-signed specifically for this book. This effect creates a stage made of paper in which the characters of the story, played by the two artists, act as though they’re in a film. The light movement also give 3D effects, which intensify this immersive experience. While The Ice Book has in its original form a predominantly artistic component, once branded the project becomes a tool for creating strong and memorable brand experience.

Shopping is also another important dimension where experiential marketing can produce a high level of impact. Gomus, a music branding company based in Brazil, is developing a creative solution for clothing stores as part of a project known as “Echo”. The clothing in the stores features RFID (radio-frequency identification) tags that play music in the changing room to match the mood of the selected clothes.


creative media usage

“Creativity is inventing, experimenting, growing, taking risks, breaking rules, making mistakes, and having fun.”

Mary Lou Cook



media fact book


performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy 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press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning 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reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio creative media usage

Another examples is the adiVerse from Adidas, present in the manufac-turer’s stores. This displays all the information on the brand’s current shoe collection on a large sized wall projection, including pictures, product de-scriptions, 360° views, availability requests, plus even details on technol-ogy and marketing campaigns. Even ratings on shoes from other custom-ers are displayed. The platform also integrates payment mechanisms, as customers can pay for the shoes they choose on a tablet, using their credit card or mobile payment.

Content customization is one of the most important dimensions of expe-riential marketing. One such examples comes from the Victoria and Albert Museum in London where visitors were presented with some highly per-

sonal posters, which featured the comments they had made about the artworks on display. Secret agents were stationed by desig-nated pieces and instructed to listen in on what visitors said. The agents then texted the comments to a central hub where they were printed as large A1 posters.

Another example of customiza-tion comes from the Zite free iPad app from Canada, which collects videos, articles and music from Twitter accounts, Google Reader and other social networks, then categorizes them and creates a personalized magazine. The in-tention is to counteract the over-flow of information with individu-ally compiled content. The app is capable of continuous learning. It records user behavior and analyses how much time people spend reading which kind of content and what they usually just ignore. This makes it possible to improve the selection of articles.

One experiential marketing project meant to increase retention comes from the Shortland Street TV drama in New Zealand and it was created in order to maintain fan interest in the off-season period of the show. By using a Facebook app called Summer Fling, users can enjoy a fling with one of the characters from the show. The app simulates a real-life rela-tionship: users are given the e-mail address of their chosen character, plus photos, videos, greetings and romantic messages that they can post on their walls. Before the series starts up again, the virtual relationship is ended so that the character can be restored to normality.

Consumer involvment is also possible, as shown by two examples com-ing from the musician Mike Skinner and the cartoon movie Rango.

In the case of Mike Skinner, an interactive music video was released, giving viewers the chance to influence the plot and the outcome of the film. The video can be seen in a collection of short excerpts on YouTube, and viewers are given three choices at the end of each scene to determine how the protagonist should con-tinue. What’s more, each new scene is backed up by a different piece of music from the album.




media fact book


In the case of the Rango project, passers-by are incorporated into the big screen on a storefront display. They see a mirror image of the street behind them plus the shadow of a hawk flying above their heads chasing the chameleon Rango. Using real-time pres-ence detection and image manipulation technology, the onlookers are blended into the image and converted into a cartoon figure. Users can then opt to receive a photograph of themselves via SMS and have that image sent to Facebook or Twitter where it can be viewed by their friends.

Experiential marketing and the creative media usage generally have an unquantifiable ROI but at the end of the day, this is not their purpose. The purpose of such project is to differentiate the brand from the clutter and increase equity and make the brand memorable.

It is a scientifically known fact that information linked to experience has a higher level of integration, which in the end is the main purpose of experiential marketing and creative media usage: integration of brand into the life of the consumer.

creative media usage




integrated communication services

The communication business changed a lot in the last few years and we are facing nowadays a different approach in terms of advertising, “hitting” the target, make use of all media channels, inventing new ones or engaging the consumer

Even so, the power of a network and of a solid communication group helped us in navigating on smoother waters all through these turbulent times and we’ve managed to ensure a strong 360 communication mix by involving all the capabilities of the group, be it media, creative, digital or PR

In terms of media, our sisters companies (Initiative Media and Brand Connection) proved to be reliable partners in identifying best ingredients of a smart investment of our clients’ budgets, resulting in integrated campaigns with very good results, which brought us immense satisfaction or awards and kept our clients in the leading platoon of a multitude of categories.

Even if it’s about a FMCG brand or a more specific one (e.g. healthcare) the process implies a well-thought plan that has as main objective the optimization of client’s budget in a very creative way. This was made possible by working closely together with our media colleagues, by bringing at the same table creative, strategy, digital or PR ideas that managed to drive business and create contagious ideas that spread among consumers and engaged them in a very memorable way.

The inspirational and innovative approach combined with the strategic and analytical thinking put us on top of lo-cal and international industry being capable of offering and develop strong and powerful solutions for our clients.

Oana Cociasu Managing Director LOWE & Partners

About LOWE & Partners BucharestLowe’s uniqueness comes from our ability to connect together, to form bespoken multicultural idea management teams drawing on diverse talent from around the world. We have the solidity and safety of a multinational com-pany, yet combined with great flexibility and understanding of the local market and consumer behavior. We are proud with many of our campaigns that were developed in Romania and later exported and replicated in other European countries.

Lowe and Partners is a modern agency network with a difference. Our clients call it reach without compromise. A network of distinctive diverse agencies with intimacy and scale, rich in local culture, founded and grounded in our ability to shape and share engaging ideas.

We’re at our best building big creative ideas that put the brand into the heart of popular culture. We like engaging the many not the few and we love to work in difficult categories.

The local client portfolio of LOWE & Partners includes strong brands and successful companies amongst which: Ferrero, Johnson & Johnson, Unilever, Bayer, BMW, Abbott, LaborMed Group and more.

Lowe is one of the leading integrated communication solution powerhouse in the local market.




media market

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press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile 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buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio media fact bookintegrated

communication services

Today’s digital communication is about focusing on consumers, not on brands. Starting and maintaining a proac-tive conversation with consumers is critical. Addressing the consumers at the point where they are in the brand’s lifecycle and getting them engaged when they are most open to contact and conversation will create the perfect opportunity to convert them into passionate brand influencers.

We do not think digital is just about building websites, or running Google adWords campaigns or creating & plac-ing many, bigger banners or, as it seems fashionable lately, about creating up a brand Facebook account.

At HyperActive we believe digital is about telling stories, creating brand experiences that start from the online medium and naturally expand into any type of communication, be it offline media, PR, in-field activities, a.s.o, by building strong emotional bonds between people and brands.

In today’s ever-changing business environment and consumer habits, we believe the only way to cut through the clutter of ad messages and avoid the consumer’s oblivion towards aggressive unilateral advertising, is to reach their hearts and minds, to initiate and maintain a continuous, relevant conversation with them. At Hyperactive we believe that designing a website to be beautiful and modern is necessary but definitely not enough.

If the website’s functionality and user experience are poor, the quality and the coolness of the design alone will fail to deliver return on client’s investment.

At Hyperactive, the main focus is and will always be our client’s customers.

Alex Visa Managing Partner Hyperactive

About HyperactiveIn early 2008 HyperActive was founded. We were a hand-full of internet enthusiasts, but we meant business. In December 2009, we have joined forces with IPG’s Initiative Media and Lowe & Partners.

Today Hyperactive has a team of 29 professionals, in 5 departments (strategy, creative, media, development and client services) servicing over 25 International and local clients.

The client portfolio of HyperActive includes strong brands and successful companies amongst which: Orange Romania, Forever Living Products Romania, BMW, Millennium Bank, Romanian-Canadian MBA, Depozitul de Papetarie, Siepcofar SA / Farmaciile Dona, Maguay, Johnson & Johnson.

Hyperactive excels in ROI-intensive performance projects and social engagement campaigns just as it does in brand building and awareness platforms.





We now live in a world where there are no secrets anymore. In national TV, in business dailies, on blogs and forums, in Hollywood, on Wall Street or anywhere else. All public-facing organizations will come to realize they must honestly define who they are and then candidly tell their story. They have to be authentic. We all have to.

Anyone living in the information society is exposed to hundreds of overwhelming marketing messages every day. The noise from branding bombardments ascends to new heights as consumers seek news or entertainment across hundreds of TV channels, radio stations, magazines, newspapers. The sales pitches on television, radio and print advertisements is doubled with online banners, social media engagement platforms, postings, 24/7 buzz.

The very moment consumers turn to search engines and click go, they see never-ending lists of links accompa-nied by advertisements paid by companies that want to be matched with key words and found by their targeted consumers. Email messages and mobile marketing notes from companies invade inboxes and fill-up memory spaces.

To manage message overload, consumers strain and drain information, ignore messages that are out of context and seek products and services from trusted and loved brands. They do their own research and ask their friends and peers about personal opinions. And they rely heavily on experience sharing.

In the current social and economic context, when word of mouth plays such a significant role in the mix of infor-mation sources that consumers rely on and trust as they make everyday decisions, the synergy between Public Relations and Media as integrated disciplines becomes more obvious and understandable than it has ever been.

While word of mouth, direct experience and online media have unquestionably got the lead among the most trusted information sources, PR and Media are stemming more than ever as a distinctive, cohesive force. Media as the strategic brain understands in-depth consumer behaviour and can finger-spot what the consumer thinks, likes, dislikes, loves, hates, wishes etc. PR is, today more than ever, about storytelling. Faced with a plethora of information flowing from both traditional and online media channels, PR specialists are as buried into marketing messages as the next person. Yet, as experts and interpreters, PR people are proficient in organizing information, noticing what is important, speaking in the language of the consumers, tapping into the public sentiment, telling the right story, in the right moment, in the right universe. With efficiency and measurability success milestones in both Media and PR, in this synergy process of harmonizing best content with best channels, they have become increasingly interdependent.

The secret with communication nowadays is to harmonize left-hand with right-hand, content with channel and to coordinate in an orchestrated manner story-telling with story-sharing, whether it’s about offline media pitching or online activism, engagement events or digital engagement venues, basically the entire bursting communication mix.

And as the universe is shrinking and brands are becoming universal, communication instruments that we activate each moment must revolve around the sun of globalization, a trend which we are increasingly sensing in Romania too. The next step being glocalization.

Hortensia Nastase Managing Partner GolinHarris Bucharest






About GolinHarris Bucharest GolinHarris Bucharest was born this year as a result of Lowe PR becoming an affiliate of one of the most valu-able international Public Relations networks, GolinHarris Worldwide. We are the first CEE office of the American company, who owns a total 35 offices in America, Asia Pacific, Europe and Middle East.

Having leveraged its footprint on the Romanian PR industry ever since 1994, our agency has been awarded the prestigious title PR Agency of the Year 2010.

GolinHarris Bucharest specializes in creating communication campaigns that generate word of mouth, strong visibility and high efficiency for our clients, in all market segments and industries. We cover the entire spectrum of communication practices: Corporate Communication, Marketing & Brand Communication, Digital PR, Financial Communication, Internal Communication, CSR, Healthcare Communication, Public Affairs, Media Relations, Me-dia Training, Research, Crisis Management.

Awarded and finalist in international specialized festivals such as European Excellence Award and Sabre Awards, GolinHarris Bucharest cherishes its portfolio of high value clients such as Electrolux, RBS - Royal Bank of Scot-land, Franklin Templeton Investments, Unilever, Johnson&Johnson, Schneider Electric, Ferrero, Orange, Century 21, Hasbro, Architected Business Solutions, Frey Wille, Crucea Rosie Romana.



media dictionary


Advertorial It is a subtle form of communication, used in print, by which the strengths of the advertisers’ brands are com-municated in an editorial format. The feature is clearly marked as an advertisement. It should be in line with the editorial style of the publication.

Affinity Index Is a media planning efficiency indicator. It shows how a specific program / medium performs against a specific target group compared with a reference target group. E.g., for TV, the specific target group of a brand (ex-pressed as TRP) versus a broader, reference target group e.g. ‘All Urban’, that is the buying TA (expressed as GRP). The affinity index = TRP/GRP*100 and it should be higher than 100 in order to optimise the TV buying.

Agency CommissionThe fee claimed by an agency for the advertising ser-vices delivered to advertisers. It can be calculated as a A percentage of the net cost of the advertising budget or as a fixed yearly amount.

AudienceThe number of homes / individuals in a specific target group viewing, listening to or reading a particular me-dia vehicle.

Audit of CirculationDetailed circulation analysis run by a specialised au-dit company, for one publication. This information be-comes public and is a useful working tool for the pub-lications themselves, media agencies and advertisers.

Average Frequency The average number of times the members of a target audience are exposed to the advertising message dur-ing a given period of time.

Barter A station / publication is offering its adtime / adspace in exchange to other merchandise. Instead of selling the program to a station, its supplier gives the program to the station in exchange for commercial time during that program or during other programs of the station.

BillboardAmerican term for either the advertising on poster boarding or the sponsor’s mark around a television programme (usually static company logo).

BleedFor print – placing an ad to the edge of a page, leaving no margin.

Circulation Number of copies of a given issue of a publication that is distributed, either paid or for free.

Client Volume Discount (CVD)A further discount for those advertisers that achieve specific expenditure levels with a media owner / sales house.

ClutterThere are 3 main types of advertising clutter:• The overall market clutter – the total number of ads

seen or heard by a person;• The competitive clutter – the total number of ads

seen or heard by a person for competing brands;• The media vehicle clutter – the length of each TV

break or the number of ads contained within a publi-cation.

Commercial BreakIs a break in a TV or radio transmission during which ads are broadcast.

Competitive Analysis A periodical (monthly, quarterly, yearly) monitoring of the competitive advertising activity: ad-spend, cam-paign period and weight, channel mix, strategy & tac-tics etc.

Cost per Thousand (CPT)The cost of achieving a thousand contacts with readers / viewers / listeners.

Cost per Rating Point (CPP) The cost of a media vehicle (or media schedule) to reach one rating point (1%) of the specific audience.CommercialAny announcement that is broadcast with advertising purpose, an advertising spot.

Coverage The proportion (expressed as %) of a target audience that has any opportunity to see / hear the specific ad.

Daily Monitoring Daily follow-up of an ongoing TV campaign, to keep it within the planned parameters: spot broadcasting, update of audience performance (GRPs, TRPs) vs. planned, budget status – supplementary spots are

media fact book

Traditional Media




performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy 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press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio television internet press digital planning buying audience reach affinity creativity public relations performance specialists strategy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio press television internet mobile digital planning buying audience reach affinity atl btl creativity public relations performance specialists strategy economy radio media dictionary

added if the budget under-performed or budgets are cut if the budget over-performed.

Day-Part SegmentsTime bands associated with levels of audience deliv-ery. For the Romanian market the standard day-parts are:• Day Time: 07:00 – 16:00• Access Prime Time: 16:00 – 19:00• Prime Time: 19:00 – 23:00/24:00• Late Fringe: 23:00/24:00 – 25:00The day parts may vary from station to station and/or in weekdays and weekend.

Diary A log kept by members of a consumer panel to record their viewing, listening, reading, purchase, consump-tion and other lifestyle habits etc. Used currently for radio, press, consumption study.

Double Page Spread Two full pages of immediately adjacent advertising.

Effective Frequency The level of coverage and frequency calculated to de-liver the optimum awareness / sales performance for a given creative / campaign.

Effective Reach The percentage of the target that is exposed to the ad a sufficient number of times to produce a positive change in awareness, attitude or purchasing behaviour.

Efficiency The relationship between circulation / audience and cost, most commonly expressed as Cost Per Thou-sand (CPT).

Equivalent In TV and radio, the advertising expenditure, CPT de-livery for each commercial length is often expressed as an index on 30” or ‘30” equivalent’. For Romanian TV, the standard cost indices are:

10” 15” 20” 25” 30” 35” 40” 45” 50” 55” 60”

50% 70% 80% 90% 100% 120% 150% 170% 180% 190% 200%

Flight Period of advertising activity.

FlowchartA yearly calendar of client media campaigns. It shows the active periods by medium, by brand / product, and the campaign phasing. It is the graphic representation of the annul strategy.

Gross Rating Point (GRP) The sum of ratings achieved by a specific media ve-hicle or schedule. 1 GRP = 1% of the target audience having at least one opportunity to see the commercial. GRP is a general media currency. GRPs = Net reach x OTS.

Gross ExpendituresRefers to rate card budget, with no discounts, taxes or agency commission applied to it.

Guaranteed CPP Is the dominant TV sales policy on the Romanian mar-ket. The cost for placing a spot results from the amount of rating points recorded by that spot. The net/net cost of a spot = Cost / Point (All urban) x Number of rating points recorded. Based on the bud-get committed by a client to a TV station, on the share it represents of the total etc, the agency negotiates a Guaranteed CPP with the media owner, for that client.

Guaranteed GRPThe station commits to deliver a specific amount of au-dience – GRPs – for a certain campaign.

Horizontal Road BlockingPlacing a TV or radio commercial at the same hour on different channels. It builds the reach of a campaign.

Implementation PlanningProducing a detailed media plan that is to be bought within any given market, following the media strategy.

Impression(s)The actual exposure of an individual from the target audience to the advertisement.

Media FragmentationIncrease in the availability of media choice. The pro-cess can be seen through the increase in the number of print media titles, and more recently through the rise in the number of television channels (such as satel-lite broadcasting, cable). The media support becomes more targeted on a narrower niche.

Media VehicleAny advertising – carrying medium such as television, a magazine or an outdoor site.

Media Plan A detailed media schedule containing the list of spot / print layout placements for a period of time (TV sta-tion / title, date, day, program, time, ad break / page number), estimated GRPs and costs. The media plan reflects the implementation of the media strategy.

Net/Net ExpenditureRate card minus all the discounts and benefits; Net/net Cost/GRP x Rating of the program.

Net ExpenditureNet/net plus the agency fee and the health and cinema taxes, but excluding VAT.

Net Reach Is the percentage of the target audience that was reached by the message at least once during a period of time (e.g. a 4-week campaign). Net reach is target audience coverage at 1+. Net reach = GRPs / OTS.

OptimisationA method of schedule planning / building using a com-puter program to produce an optimum schedule ac-cording to criteria set by the planner / market.

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OTS / OTH The opportunity to see / hear an advertisement by the target audience during a period of time (e.g. a 4-week campaign). OTS = GRP / Net reach.

PanelSample of people who are used for regular (keep diaries, PM etc.) or periodic (repeated interviews) re-search. The advantage of panels is that they allow the tracking over time of viewing, listening or product con-sumption.

People-metersAdvanced monitoring tools that record the status of the TV sets within a panel household, by member of family, on a continuous basis.

Phasing Strategy of alternating the weekly weight of a cam-paign in order to obtain greater media efficiency.

Post-Buy AnalysisThe evaluation of a schedule’s achievements after its running, compared to the planned level. The analysis covers TRP and GRP performance, OTS, coverage and frequency, airing time, the actual position in break, analysis of the used TV channels and programs, trends etc.

Premium PositioningPreferential placement of ads in specific media e.g. for print, positioning might mean the placement of the ad to face editorial, on the right page, on the back cover or inside cover etc. For TV, this might mean the choice of the break or the choice of the position inside break – first / last etc.

Rate Card A medium’s price list. Rate cards are issued periodical-ly and show the prices charged for various timeslots, programs, press modules.

Rating Point The percentage of audience recorded by a particular program / issue of a publication. 1 rating point = 1% of a target group reached by that program.

Readers per Copy The average number of persons that read a copy of a publication calculated by dividing average readership of an issue by circulation.

Outdoor Site An outdoor location where one or more poster panels are placed.

Share of AudienceThe percentage of a viewing audience watching one channel out of all the TV viewing, at a given period of time.

Share of Expenditures (SoE), Share of Spend (SoS)The brand’s or group of brands’ advertising weight ex-pressed as a percentage of expenditures of a defined total market or market segment, in a given time period.

Share of Voice (SoV)The brand’s or group of brands’ advertising weight ex-pressed as a percentage of GRPs, number of pages, of poster sites etc. of a defined total market or market segment, in a given time period.

SNA FOCUSIt is a consumption survey based on the already estab-lished SNA research. The research objectives: obtain-ing comprehensive information about media penetra-tion, products and services purchase patterns and the socio-cultural behaviour. It is a syndicated research, controlled by the advertising industry (BRAT).

Solo SpotAn advertisement placed in the middle of a TV pro-gram, without being announced as advertising. It re-cords the rating of the program and has maximum impact. Its cost is higher than regular advertising. By CNA decision, a TV station may broadcast maximum two solo spots per day.

Strategic Media PlanningProviding a media solution to marketing plans, estab-lishing communication goals, media choice, seasonal-ity and targeting.

Target (universe / audience)The people or the market a campaign aims to reach.Target Rating Point (TRP) Is the percentage of audience recorded by a program / issue of a publication against a particular target group. 1 rating point = 1% of a target group reached by that program.

UniverseA group of people whose total number represents the ultimate potential reach of a piece of activity (advertis-ing, research etc) e.g. ‘All housewives’.

Vertical Road BlockingPlacing a TV or radio commercial on various timeslots on the same channel, on the same day. It builds the frequency of a campaign.

WeightThe size of the advertising burst or campaign mea-sured by the GRP delivery.






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Ad Server A computer, normally operated by a third party, that delivers and tracks advertisements independent of the web site where the ad is being displayed. Use of an ad server helps establish trust between an advertiser and publisher since the statistics are maintained by a objective third party.

Banner BurnoutA term used to describe an event when a banner has been shown to the same visitor(s) to the point where the click through rate has dropped dramatically. Rotat-ing banners helps to reduce banner burnout.

Broadband - or high-speed Internet access allows us-ers to access the Internet and Internet-related services at significantly higher speeds than those available through “dial-up” Internet access services. The Federal Communications Commission (FCC) generally defines broadband service as data transmission speeds ex-ceeding 200 kilobits per second (Kbps), or 200,000 bits per second, in at least one direction: downstream (from the Internet to computer) or upstream (from computer to the Internet).

ClicksThe number of click through that have occurred as a result of a user clicking on a banner and being redi-rected to an advertiser’s web page.

Click Through RateThe percentage of impressions that resulted in a click through. It is calculated by dividing the number of clicks by the number of impressions. For example if a ban-ner was click on 13 times after being displayed 1000 times, the banner would have a click rate of (13 ÷ 1000 = .013 ) 1.3%. This is also commonly known as a ban-ners click rate.

CPMCost per thousand (CPM) is one of the online payment models by which advertisers pays for every 1000 im-pressions of their advertisement. Prices typically range from $1 to over $50 per thousand impressions. This is an ideal method of payment for advertisers who want to guarantee only the number of people who sees their banner. The “M” in CPM is from the Roman numeral for 1000. The Roman numeral M was derived from the Latin word “mille” meaning “thousand”.

xDLS - eXtensible Distance Learning System.

FrequencyA term used to describe the number of times the same advertisement is shown to the same visitor during a particular session or time frame. This can be accom-plished through the use of cookies.

House AdsA type of banner advertisement that a web site pub-lisher runs in an ad space when no paying advertise-ment is available to fill the space. Typically filled with an advertisement promoting one of the web sites services, products or features.

ImpressionsThe number of times a banner ad was requested and presumably seen by users. It is often hard to obtain an accurate impression count as they can be undercount-ed due to issues relating to cache or over counted due to requests that were not completed.Inventory - The number of ad spaces available for sale on a web site during a certain time frame. Determined b uy taking into consideration the number of advertise-ments on a page, the number of pages with advertise-ments and the number of page views during a specific time frame.

Island PositionAn advertisement that is completely surrounded by editorial material with no adjoining advertisements to compete for the audiences attention.

Landing PageThe page on a web site where one is taken after click-ing on an advertisement. While this can be any page, it is often a page designed to expand on the service or product mentioned in the initial advertisement.

WAPWireless Application Protocol- is a specification for a set of communication protocols to standardize the way that wireless devices, such as cellular telephones and radio transceivers, can be used for Internet access, in-cluding e-mail, the World Wide Web, newsgroups, and instant messaging.

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