During the first half of 2015 investments in radio advertising reached EUR 86 million (ratecard), according to the latest data from the Romanian Transmedia Audit Bureau (BRAT).


This represents an increase of 13 percent year on year, continuing the upward trend in radio investments felt starting with 2013.

Major investments were made by Zdrovit, which allocated some EUR 22 million for advertising budget during Q1 in 2015, and also by online retailers, such as eMAG.

Compared to the second half of 2014, H1 of 2015 registered a drop of some EUR 13.7 million.

The number of clients investing in radio advertising stayed relatively constant year on year, while campaign number registered a significant increase, from 1,968 campaigns in H1 2014 to 2,250 in H1 2015.

Activity sectors that generated the most important investments in radio advertising in the first half of 2015 are the pharmaceuticals market and retail. For the first category Zdrovit detached itself by continued radio advertising investments at a similar level to the first half of 2014 (up 9.7 percent year on year). In the retail segment, eMAG showed an increase not only in volumes but also raised their level of investments by over 180 percent year on year.

Compared with the first half of 2014, the segment online stores doubled in terms of volumes invested (up 96 percent), followed by the home equipment sector (up 86 percent), non-commercial, social, political education (up 63.7 percent) and personal hygiene products (up 50.1 percent). On the opposite spectrum, the financial sector decreased in volumes invested in radio advertising by 6.8 percent.

In terms of radios that managed to attract most advertising investments, Kiss FM ranks first, with EUR 18.7 million, followed by Radio ZU with EUR 17.4 million and Europa FM with EUR 14.3 million.

BRAT is the organization that measures media audiences in Romania for print and online media, audits circulation (print) and monitors investments in advertising (print, online, radio and outdoor). Measurements and monitoring by BRAT are independent.

Natalia Martian