The TV and Digital dominance is more and more visible in the media markets across the CEE region. With the continuously shifting audiences and consumption habits, media planning becomes every day a more integrated approach meant to support brands to engage their consumers during the less linear path to purchase.
TV will continue to hold leadership, as it still provides a cheap and convenient source of entertainment for the population, being at the same time a cost efficient medium for advertisers.
Digital media is expected to remain the most dynamic advertising revenue driver, as internet usage will continue to grow in all CEE countries, driven by the more affordable gadgets and mobile services provided by telecom companies.
Currently, online media consumption is growing rapidly around the world. Our country seems to follow the same trend, with Digital overtaking some traditional media channels, but TV consumption holds strong.
For sure, the local landscape will change significantly in 10-15 years from now, as the digitally native generations will gradually become the main income earners in our society and all the generations to come will have completely different media habits to what we see today.
As off-line activities tend to become more and more online routines, the digital content quality is the key to successful publishers’ and advertisers’ businesses in the future.
The end of 2015 confirmed media market’s return to stable growth, reaching the post-crisis peak with an estimated net of 332 Mio Euro and 6% growth vs. 2014.
Television was the engine which drove the total market growth, increasing by 7% vs. 2014, from 198 Mio Euro to 212 Mio Euro in 2015. Digital was the most dynamic medium with a 12% growth, reaching 57 Mio Euro in 2015, followed by Radio with +5% (19 Mio Euro). OOH had a flat evolution at 28 Mio Euro, while Print dropped by 10% at 16 Mio Euro.
For Television, 2015 was the 2nd year of growth (+7% vs.2014), reaching 212 Mio Euro, following the slight increase of 2.5% registered in 2014.
The market recovery was confirmed by a significant higher loading (all day) 86% all vs. 74% in 2014.
CME kept leadership with 48.3% share of advertising revenues, followed by INTACT with 26.4%, Dogan Media 10% and Prima Broadcasting Group 3.4%.
Digital was the most dynamic medium with a 12% growth, reaching 57 Mio Euro in 2015. The trend was given by increasing revenues on Google and Facebook properties and a slight downtrend for standard display.
Internet penetration continued to grow in 2015 reaching 65% of total population, with 4 p.p. higher vs. 2014.
The most frequent online activities were search for info (80% vs 84% in 2014), e-mail (73% vs 76% in 2014), while video streaming had a significant growth with 7.7% vs 2014 (71% vs 66% in 2014).
From the “social consumption” perspective we have a quite low mobile connectivity, with 87% of the monthly active users connecting to Facebook on mobile(vs. 91% globally). Still, Romania reflects a higher frequency, as 76% of the monthly active users return daily to Facebook (vs 66% globally).
Radio advertising market increased by 5% in 2015, reaching 19 Mio Euro.
In 2015, the daily radio audience improved at urban level, during both weekdays (+0.8%) and weekend (+0.6%), while in Bucharest, daily reach grew by 1.6% in weekdays and dropped with almost the same level during weekends.
The Radio channels audience performance reconfirmed Radio ZU as the leader in Bucharest with 15% average rating and Kiss FM as leader at urban level, with 13%.
Print press market continued its decline in 2015 (-10% vs. 2014), reaching an estimated net of 16 Mio Euro. The downtrend was driven mostly by the continuous decline of the press distribution networks and financial difficulties of Zirkon Media, one of the biggest press distributors.
In terms of gross (rate card) advertising revenues, Ringier was ranked 1st, followed by Adevarul Holding and Mediafax.
2015 reflected slightly different readership trends among the print types, with a 5-6% drop for dailies and less than 4% drop for weeklies.
Outdoor market had a flat evolution in 2015, with estimated net advertising budgets of 28 Mio euro. Prices seemed to be more stable, despite the continuous clients’ pressure for higher discounts.
Major categories like Telecommunications, FMCG’s, Retailers and Automotive continued to allocate significant budgets to OOH advertising, permanently expanding and improving the visibility of their networks.
In 2015 the advertising industry took a very important step in the development of the Frequency Study on Outdoor advertising, complementary to the already existing OOH Monitoring System.