Investments in print press advertising reached EUR 61.3 million (ratecard) during the first half of 2015, registering a five percent drop year on year, according to a study by the Romanian Transmedia Audit Bureau (BRAT).


The study analysed continuously publishing press between January 2013 and June 2015, indicating a slight decrease in the volumes invested in print press as compared to growth registered at the end of 2013 and throughout 2014.

The first half of 2014 brought advertising investments of EUR 64.4 million and the second half increased to EUR 73.8 million, only to drop in H1 2015.

A decrease has also been recorded in advertising space taken in print, from 12,000 pages in the first half of 2014 to about 10,500 pages in 2015.

The number of advertising clients and the brands they communicate also saw a descending trajectory (from 5,172 clients in H1 2014 to 4,534 in H1 2015 and campaign numbers went from 12,217 in H1 2014 to 10,133 in H1 2015).

Sectors that generated the most significant investment in advertising in print press in the first half of 2015 are the retail area, followed by pharmaceuticals. However, even though their ratecard sums reached EUR 12.1 million (retail) and EUR 8.6 million (pharmaceuticals), investments dropped year on year by 27 percent, respectively 1 percent.

Compared with the same period of 2014, investments in advertising in newspapers for entertainment and leisure activities had the most important evolution, increasing by 57 percent, mainly due to concerts and events happening during this period (Orange Color Run and the Andre Rieu concert).

Significant increases were recorded for the financial sector, in this case non-banking institutions registering the biggest boosts (Viva Credit and Cetelem), while the most prominent banking institutions were ING and Transilvania Bank.

About 44 percent of total print advertising investments were directed during H1 2015 towards daily newspapers. Of these, Libertatea attracted most contributions, about 40 percent, reaching a ratecard of EUR 10.6 million. Next in line was Ziarul Financiar, with EUR 5.3 million, while Click reached EUR 3.6 million.

Over 200 publications with national local and regional range, eight national radio stations, approximately 2,000 websites, and 12 leading companies of OOH are part of the study. Online advertising monitoring includes only display advertising and does not take into account advertising served by specialized sites such as Google, Facebook, Yahoo etc.

BRAT measures audience for print media and online environment, audits circulation (print) and monitors investments done in advertising (print, online, radio and outdoor).

Natalia Martian