Media Fact Book 2016: The Romanian media market set to reach EUR 351 mln | What are the trends

The Romanian media market grew by 6 percent last year compared to 2014, marking the highest increase since the end of the economic crisis and this trend should continue this year as well, according to the Media Fact Book report made by the agency Initiative, part of the group IPG MediaBrands.

„2015 and 2016 bring a confirmation of the stabilization of the media market in Romania. Of course, we cannot talk anymore about booms such as the ones prior to the crisis, but the most important thing is that we are assisting at a constant and healthy rise that can bring more benefits on the medium and long term for this market and for the entire marketing and communication industry,” said Alexandra Olteanu, managing director at Initiative.

The TV campaigns were the main growth engine for the media market, registering a 7 percent gain in volumes, thus reaching the EUR 212 million compared to 2014.. Other channels that grew were the online, which gained 12 percent and to EUR 57 million and the radio, which grew by 5 percent to EUR 19 million. The OOH remained stable at EUR 28 million.

The only channel that saw a decrease of advertising revenues last year was the print, which lost 10 percent to EUR 10 million.

In this context, Initiative estimates that the media market will reach EUR 351 million this year, following a 6 percent growth. The evolution on each channel is similar to the one in 2015 – the TV market will grow with 6 percent, the online with 12, the radio with 5 percent, while the OOH will remain the same and the print will continue to post another 10 percent drop.

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This year, the report has a new chapter about trends in the media market

„With the occasion of the 20^th anniversary edition we assumed a new challenge that implies a change of perspective. Therefore, starting this year, we are no longer focusing on the evolution of the numbers in the media market and on the estimations for the current year, but we look forward in the future in order to identify the major trends and analyze the next best things and find out how can we prepare better, as marketing and communication specialists, for the next decades,” added Alexandra Olteanu.

The points raised in this chapter include the effects that the approaching of the digital next to the TV in the consumers’ preferences are, the amplitude that the mobile took, the influence of the multi-screening or the forever bigger importance of the content’s quality has over the rise of the media budgets.

The entire study can be seen and downloaded from the following address: www.mediafactbook.ro.

Romanita Oprea