The Media Fact Book was born in 1997 out of our media market knowledge and our passion for this industry. It has been published annually ever since. Along the way we have continuously developed and improved upon it, making it relevant and in sync with all the major transformations the media industry went through.

We pride ourselves on being the only media agency in Romania to publish this information along with our views, analysis, and predictions on the current media market. This says a lot about who we are, what we do and how we do it. We do it with passion, dedication, and professionalism, not to mention countless hours of data mining and analysis, for a comprehensive and insightful reading experience in each edition of our Media Fact Book.

Each year the result is a publication eagerly awaited for the high standards in information and analysis, a staple of the Romanian media industry for the last 26 years.

Last year, our Media Fact Book was a source of inspiration for many marketing professionals, both locally and internationally.

This year, our attention is split between two major themes, the cost-of-living crisis in the difficult global economic context, and the rise of Artificial Intelligence as the hottest topic to debate. Both have impact in the media market and both influence decisions brands are forced to make today for successful results tomorrow.

In a dynamic industry where Digital is becoming more important each year and where people live in constant connectivity, we are seeing a consolidation of media consumption trends and signs of a stable evolution of the media market. Precaution, research and constant optimization are the key words for the rest of this year and probably the next one.

LAST YEAR

Growing faster than the global average, the local media industry exceeded expectations and reached a value of 657 million euros in 2022.

Our Media Fact Book arrived on the desks of more than 3,500 professionals across numerous industries and geographies. This makes the Media Fact Book not only a locally targeted product, but also a reference reading for international professionals.

THIS YEAR

With digital media as primary growth driver and representing a third of all media market, we estimate a value of 683 million euros for the local media market at the end of 2023.

EVERY YEAR WE DEVOTE MORE SPECIALISTS, WITH MORE EXPERIENCE, AND SPEND MORE HOURS WRITING AND ANALYZING OUR FACT BOOK. WE DO THIS IN ORDER TO CONTINUOUSLY UPDATE AND CONSOLIDATE MEDIA FACT BOOK, AS THE MOST COMPREHENSIVE ANALYSIS OF THE ROMANIAN MEDIA INDUSTRY.

TEAM

Sever Savanciuc

CEO

sever.savanciuc@mullenlowe.ro

Alexandra Olteanu

Managing Director

alexandra.olteanu@initiativemedia.ro

Ruxandra Stefan

Communication Design Director

ruxandra.stefan@initiativemedia.ro

Cosmin Otel

Head of Digital

cosmin.otel@initiativemedia.ro

Ruxandra Stan

Head of Media Partnerships

ruxandra.stan@initiativemedia.ro

Ana Andrei

Strategic Communication Integrator

ana.andrei@initiativemedia.ro

CONTACT

Metropolis Bravo 89-97,
Grigore Alexandrescu
010624, Bucharest, Romania

Press Enquires:

Marina Constanda

mconstanda@golin.ro

New Business Enquires:

Alexandra Olteanu

alexandra.olteanu@initiativemedia.ro

Recruitment Enquires:

Oana Olteanu

oana.olteanu@mullenlowe.ro

Select the Media Fact Book edition(s) you wish to access:

MEDIA INSIGHTS 2023

The growth trend remains moderately optimistic, with advertisers spending wisely and watchful for any economic disruption. Digital remains the main source of growth, but with a slower pace, while OOH & Radio are continuing their post pandemic recovery and consolidation. TV feels the most significant impact of audience erosion.

DISCOVER

MEDIA MARKET

ON POSITIVE TREND IN 2022, DESPITE WAR
AND ENERGY CRISIS

The media market response to the positive economy evolution in 2022 was moderately optimistic, as advertisers could not foresee the impact of the war on our economy, and cautiously managed their media budgets. At the end of 2022, the media market reached an estimated total net of €657 Million (+9% vs. 2021), a less dynamic evolution compared to 2022 (+26% vs. 2020).

Digital market increased by 25% in 2022 and is expected to continue its growth (up to 37% of the total net ad-spend).

Despite the more abruptly TV performance erosion trend, TV channels continued to be launched on the market.

TOTAL NET AD-SPEND EVOLUTION (MILLION EUR)

0 100 200 300 400 500 600 700 800 454 2018 480 2019 476 2020 601 2021 657 2022 683 2023 est

MARKET MEDIA MIX
(ESTIMATED NET)

TV Digital OOH Radio Print 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2018 2019 2020 2021 2022 2023 est 51% 53% 58% 64% 64% 66% 37% 35% 31% 25% 21% 19% 6% 6% 5% 5% 7% 7% 5% 5% 5% 5% 6% 6%

2022 MEDIA MIX

THE MARKET CONTINUED THE SHIFT FROM TV DOMINANCE TOWARDS AN INCREASING DIGITAL SHARE OF NET INVESTMENTS

Digital continued to achieve a significant growth (+25% vs. 2021), although with a diminished pace compared to 2021 (+56% vs. 2020), driven especially by organic factors such as e-commerce & media consumption shifts.

TV channels had to bear the brunt of a more abrupt TV audience erosion than in the previous year (-10% vs. 2021) vs (-8% in 2021 vs 2020) as population resumed a normal life, rejoicing their newfound mobility freedom.

Both OOH (+23%) and Radio (+10%) continued their 2021 process of consolidating their ad revenue recovery after being severely affected by lockdown and the various mobility restrictions in force in 2020 and 2021.

TOP 10 SECTORS

RETAIL CONSOLIDATED LEADERSHIP AHEAD
HEALTHCARE FOR TWO CONSECUTIVE YEARS

The top 10 sectors were dominated by Retail (24% of total estimated net media market for all media), and Healthcare (18%), both with increasing budgets, followed by Food & Beverages (12%) and E-commerce (10%), which kept their rank despite lower budget allocation compared to 2021.

Notable positive dynamics was registered by the Financial Services (6%) which pushed up three places due to NBFI and Insurance companies spending, as well as HoReCa (2%) and Leisure Activities (2%) two sectors which boosted their media activity after the pandemic, to harness the recovery potential.

2022 TOP 10 SECTORS (ALL MEDIA)
BY ESTIMATED NET INVESTMENTS

15 16 28 30 37 41 68 78 120 160 € - € 20 € 40 € 60 € 80 € 100 € 120 € 140 € 160 € 180 Retail Healthcare Food & Beverages E-commerce Financial Services Cosmetics & Personal care Telecommunications Bets & Gambling Horeca Leisure Activities 2% 2% 4% 4% 6% 6% 10% 12% 18% 24%

TV MARKET
TOP INSIGHTS

In 2022 top three channels ranking was stable: Pro TV audience share (22% vs. 21.6% in 2021) increasing in share despite the marginal decrease in ratings, while Antena 1 (15.2% vs.16.2% in 2021) and Kanal D (8.1% vs. 10.5% in 2021) dropped both in share as well as in ratings.

Top three Generalist channels are followed by News stations, Romania TV with audience share (4.4%), Antena 3 CNN (3.9%) and Digi 24 (3.2%). Next in line are Digi Sport 1 (2.3%), public television TVR 1 (2%) with a low share, and women thematic channels Happy Channel and Antena Stars, both having 1.7% audience share.

2012-2022 TOP 3 TV CHANNELS YOY PERFORMANCE
DYNAMICS (RTG %, ALL 18-54 URBAN, ALL DAY)

2013 vs 2012 -25% -15% -5% 5% 15% 25% 2014 vs 2013 2015 vs 2014 2016 vs 2015 2017 vs 2016 2018 vs 2017 2019 vs 2018 2020 vs 2019 2021 vs 2020 10 1 0 0 4 4 8 7 6 2 21 14 3 3 10 7 6 -10 -9 -16 -31 -8 -7 -3 -6 -7 -5 -4 -4 -9 -4 -6 -11 -9 -4 -6 -8 10 -7 -11 -35% 2022 vs 2021 % Total TV rating % Pro TV % Antena 1 % Kanal D

DIGITAL MARKET
TOP INSIGHTS

In 2022 Romanian digital advertising market grew by 25% to reach a market value of 233M euro.

Still, this is a slowdown from +56% in 2021, suggesting that the long-term transition to a digital-centric marketing landscape has lost velocity following the pandemic acceleration.

In 2023 Digital media market is expected to grow with approximately 9% (up to 255M euro), with Search, Meta and TikTok as main platforms, while eComm, Retail, Financial and Bets & Gambling should remain top industries spenders.

DIGITAL ADVERTISING
MARKET VALUE IN 2022

233M

EVOLUTION IN
CONNECTIVITY

INTERNET PENETRATION IN ROMANIA

10% 0% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2009 37% 2010 40% 2011 44% 2012 50% 2013 55% 2014 59% 2015 62% 2016 66% 2017 70% 2018 77% 2019 80% 2020 85% 2021 2022 88% 89%

As more people jumped into the digital world during the pandemic and internet reached a record number of Romanians in the last years, 2022 marked the smallest increase in internet penetration in the last decade. We are getting close to a maximum with 89% of Romanians aged 16 to 74 having access and using the internet in the last 12 months.

When we have a deep dive in data to find out who are the main drivers for internet usage in Romania, we discover surprising and positive answers. The biggest YoY growth comes from the 55-74y.o. age group, maintaining the positive trend with 6% increase in 2022, after a remarkable 8% increase in 2021.

OUT OF HOME MARKET
TOP INSIGHTS

2022 REACHED PRE-PANDEMIC HIGH
LEVELS AND IS PRONE TO FURTHER GROWTH.

The estimated net OOH market reached in 2022 an impressive 37M euro (+23% vs. 2021).

Without any doubt, Retail remains the strategic business partner for the OOH industry, with DIY Retailers being the dominant category.

As the economy continued to grow and stabilize, advertisers began to increase their interest in OOH, especially Food & Beverages (+13% vs. 2021), Bets & Gambling (+17% vs. 2021) & Healthcare (+45%).

Leisure ActivitiesE-commerceHorecaFinancial ServicesSocial campaigns RetailTelecommunicationsFood & BeveragesBets & GamblingHealthcare 37% 5% 3% 3% 12% 10% 10% 9% 6% 5%

2022 OOH: TOP 10 SECTORS
INVESTMENT SHARE (NET)

The most dynamic evolution was registered by Leisure Activities (+281% vs. 2021) driven by concerts and festivals and Media (+74% vs. 2021) supported by the launch of major streaming networks such as Prime Video and Disney+.

Most notable lower dynamics (+27% vs. 2021) was operated by E-commerce which slowed the pace, going back to 2020 budgets level. The 2023 OOH net market is expected to increase by 8% at an estimated total of 40M EUR.

RADIO MARKET
TOP INSIGHTS

RADIO AUDIENCE PERFORMANCE HAD A STABLE
EVOLUTION IN TERMS OF LEADERSHIP

Radio ZU consolidated #1 position in Bucharest increasing by 1.1pp at 13.8% daily reach, while the public station Radio Romania Actualitati managed to keep second place with 13.3% daily reach despite the 0.6pp performance decrease, while Kiss FM ranks third with a 9% daily reach and (-0.5pp) vs. 2021.

At urban level, Kiss FM preserved its dominance with 13.8% daily reach, followed by Radio ZU with an almost stable performance of 12.6% daily reach.

As the geo-political context is still sensitive, we estimate that in 2023 the net Radio market will increase moderately at around 32.9M euro.

TOP 10 RADIO STATIONS PERFORMANCE
(URBAN VS. BUCHAREST)

2 0 4 6 8 10 12 14 16 Radio ZU 14% 9% 13% 14% Europa FM 12% 8% Actualități 11% 11% Magic FM 8% 7% Digi FM 4% 6% Virgin Radio 4% 4% Pro FM 4% 4% Rock FM 8% 4% Ant. Satelor 2% 1% Kiss FM Urban 11+ y.o. Bucharest 11+ y.o.

PRINT MARKET
TOP INSIGHTS

RADIO AUDIENCE PERFORMANCE HAD A STABLE
EVOLUTION IN TERMS OF LEADERSHIP

Monthlies Weeklies Dailies 14-24 25-34 35-44 45-54 55-64 65-74 10% 11% 13% 27% 28% 33% 19% 25% 18% 20% 14% 18% 13% 9% 11% 11% 14% 8%

AGE PREFERENCES IN PRINT TYPES (%)

The Ukrainian war that broke out in February 2022 landed hard on the Print advertising market, as the massive paper price increase hardened the pressure on publishers. As a result, in 2022 the Print market dropped by 10% at an estimated 5.6M euro net value.

The audience profile analysis shows different structure by publication type, as the covered topics and editorial approach varies widely across print types. .

As an effect of the paper crisis and high production costs, print titles will become a second priority. We are expecting to see more and more print brands consolidating their digital presence by developing online editorial content to offer integrated media exposure to their advertising clients.

Print market is expected to have a face a negative trend of 10% in 2023, reaching an estimated 5M euro net value.

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