MFB2017

This document is a product of INITIATIVE CONTENT
In putting together the Media Fact Book we have used

data and information supplied by: The Romanian
Association for Audience Measurement (ARMA),The
Romanian Audit Bureau of Circulation (BRAT),
The Romanian Association for Radio Audience
Editor’s Foreword 6
Measurement (ARA), Kantar Media, International
Advertising Association (IAA), Interactive Advertising Mediabrands 8
Bureau (IAB), PriceWaterhouseCoopers, Business
Monitor International, ANRCTI, The National
Institute of Statistics (INSSE), EuroStat, IMF
CEE Country Pulse 10
(International Monetary Fund), ANCOM, Profit.ro.
Acknowledgements to the following members of the
Romanian Economic Outlook 16
INITIATIVE team who significantly contributed to
this book: BigData 20
Alexandra Olteanu, Ruxandra Stefan, Andreea
Dinescu, Ruxandra Stan, Catalina Ghita, Alexandru Media Market 32
Miu, Cristina Chinde, Razvan Simionescu, Cosmin
Otel.
Television 40
Special contributors:
• Oana Osman - Founding Member and Deputy Editor Digital Media 52
in Chief at Profit.ro
Radio 66
© INITIATIVE MEDIA S.A, Bucharest, 2017 All
rights reserved Print 74
This publication is protected by copyright. No parts of
this book may be reproduced without the prior written
consent of the copyright owner.
OOH 80
Readers should understand that the data contained
in the Media Fact Book is as actual and accurate as the
Media Research 84
sources could provide at the moment the book was
written.
Your comments and suggestions are welcome as a
valuable input for the future editions of this book.
With so many choices in terms of commercial stations
available combined with a decrease in viewing on most of
the target groups caused by the new technologies erosion
but also a further increase in revenue for 2016 and 2017,
TV prices are on a continuous inflationary pressure.
In 2016, TV not only kept leadership, but drove the total
market growth with 13%, over the 10% registered by the
overall media market.
With a market share of 18% in 2016, Digital is relatively
underdeveloped (at least when we look to other countries),
but we expect that digital big reach potential, and
innovations in technology, to help digital keep, at least,
the European pace.
In terms of formats, video & mobile (powered by Social)
are able to bring best results in the very next future, fueled
EDITOR'S FOREWORD by the aggressive internet access from the smartphones

(especially at high speed).
Who’s growing faster than others? Facebook.
Social media is where we spend most of our free time,
2016 was a great and promising year for capita is expected to consolidate its up- with 7 Mio. (13 y +) being daily Facebook users (6.2 Mio.
media industry in general. trend, empowered by a further increase in accessing it daily from mobile devices).
10% rate of growth is amazing taking into household consumption. Radio has developed as well – daily consumption is 96
consideration the previous two years with Romania media spend/capita was in 2016 minutes, used mostly for promotions as a frequency
3%-6%. €16.6, below the global average of €70 and builder.
By keeping the same pace of growth in the far below most Western European markets Print – there is another year of decline in readership,
following years the market will reach its (€150+). circulation, coverage, consequently in budgets – eroded
2008 record peak in 2020. So, there is room for growing in advertising by all the other media vehicles, but also by the fact that
The growth was driven mostly by the boost volumes for Romania in the following is a lack of differentiation between the titles in the same
6%-8% in internal consumption fueled by: years, as long as the economy will also category.
minimum salary increase, lower VAT for flourish. OOH – despite the rather uncertain context related to
food and general goods, higher disposable 2016 was the 2nd year when the media the legal environment market, the advertising budgets
income in household, lower bank interest market had a consistent growth, look solid for several years, and there are some positives
rates. consolidating its up-trend: €366 Mio at the perspectives regarding an increase of the outdoor
After a long and bitter recession, the end of the year (+10% vs.2015). The peak investments.
Romanian economy has recovered of the growth was registered in Q4, when
significantly over 2014-2016. the price inflation dictated by the supply–
demand law was the most accentuated. We have all the reasons to believe that 2017 will bring at
In 2016, the Romanian economy registered least the same growth as 2016 for the whole market.
one of the highest GDP growths in the last 8 We believe 2017 will follow the trends
years: + 4.8% and is expected to be +3.7% established in the last quarter of 2016.
in 2017, well above European average. Despite the dynamic growth of digital, Let's keep our fingers crossed for the media market to
Romania remains a market dominated by continue the uptrend in the following years!
Accordingly, for 2017 the media spend/
Television.
www.mediafactbook.ro 7
ABOUT MEDIABRANDS
Mediabrands was created by Interpublic Group
(NYSE: IPG) in 2007 to manage all of its global
media related assets. Today Mediabrands manages
and invests $37 billion in global media, employs over
8,500 diverse and daring marketing communication
specialists and operates in over 130 countries.
IPG Mediabrands is a new world agency group
designed with dynamic marketing at its core. Our
speed, agility and data smarts ensure we continue to
create growth for many of the world’s biggest brands.
IPG Mediabrands’ network of agencies includes
Initiative, BPN, UM. Its roster of specialist service
agencies include Magna Global, Cadreon, Ansible,
Mediabrands Publishing, Identity, Ensemble and the
IPG Media Lab.
In Romania IPG Mediabrands consolidates over 25%
market share being the most powerful international
media group. With over 100 media specialists, IPG
Mediabrands Romania manages the media activities
of a wide array of ‘blue-chip’ clients in most categories:
telecom, finance, automotive, soft drinks, food,
retail, DIY, beer, alcoholic drinks, IT & technology,
cosmetics, etc.
8 www.mediafactbook.ro
www.mediafactbook.ro media book 9
Overview contributing to a consumption spree in the
The TV and Digital fight for dominance region, which is being reflected in retail sales
will continue across all media markets in the and confidence data. (Source: http://www.
region, as TV is holding strong and Digital focus-economics.com).
is the media channel with the most dynamic As the economy steadily gains traction,
expansion, as mobile, social video and political developments are in the spotlight.
messaging apps will continue their developing The European Union and the United
trend. As smartphone use is continuing its Kingdom entered into unchartered waters
strong growth, and the CEE developing on 29 March, after UK Prime Minister
economies hold a huge potential, mobile invoked Article 50 of the Lisbon Treaty and
advertising revenues are expected to boost, triggered the long-awaited Brexit process.
supported by the fact that the share of web Free movement of people between the island
traffic coming from mobile devices is growing and the continent and the trade deal will
rapidly. be the cornerstones of the long and tough
The Analysis negotiations, which will have a major impact
on the future economic relations between the
The CEE economy is expected to boost in CEE and The United Kingdom.
CEE COUNTRY PULSE

2017, after a healthy 2.9% expansion in 2016.
A solid domestic economy and improving The impact on the CEE media markets’ is still
activity in the Euro area should fuel faster visible in most of the CEE countries, different
growth of 3.1%. Tightening labour markets, patterns being observed in terms of media
loose monetary policy and fiscal measures are spend / capita evolution vs. 2008.
CEE COUNTRY PULSE
The CEE media market size map continues Generally, TV retains high shares of
Net Market Spend per Capita Evolution (%) vs. 2008
to be polarized in three clusters: the first spending between 50% and 70% in most
Bosnia &
Albania Herzegovina Bulgaria Croa�a Czech Republic FYR Macedonia Hungary Montenegro Poland Romania Serbia Slovakia Slovenia represented by the largest markets like countries with significant outliers being
50%
Poland and the Czech Republic gathering Albania and Bosnia & Herzegovina where
27%
30%
yearly over 1.6 billion EUR in net value, the TV share exceeds 70%, while at the
medium markets like Hungary, Romania and opposite side is Czech Republic with 34%
9%
6% 8%
0%
Slovakia of over 310 million EUR and the and Hungary with only 30%, where Digital
0%
third cluster consisting of the countries with is estimated to gather 36% of the total net
-5%
-14% -14%
less than 200 million EUR net investments. media market.
-19%
-32%
-23%
The increase of the Digital share in the Print retains over 15% of media market share
-50%
-37%
media mix is most visible in Slovakia, the in the Czech Republic, Serbia and Croatia.
Source: Local IPG agencies
Czech Republic, and in Hungary, where it Radio generally has a low share throughout
2009 2010 2011 2012 2013 2014 2015 2016
exceeds 30%, followed by Poland where it the region, with the exception of the Czech
exceeds 20% of the total media investments. Republic (10%), Poland and Croatia both
Albania and the Czech Republic remain the significant gaps, the Czech Republic (-37%), with 9%.
only countries where the media spend /capita and Romania (-32%) being the most affected
has a strong positive dynamics of +25 %-30%, the status showing that advertisers continue
correlated with a positive economic trend. to be prudent with their media investments,
given the current economic and political Media Mix - 2016 Shares
Bulgaria, Hungary, Montenegro and Slovakia 0% 100%
registered a marginal media investments context.
Albania 72% 9% 4% 1% 13%
increase, supported by a positive economic Despite the positive economic evolution in
Bosnia & Herzegovina 71% 8% 8% 5% 8% 2%
performance, while Slovenia managed to close Poland, the advertising market still reflects
the gap vs. 2008. Bosnia & Herzegovina, media a strong negative correlation, still being Bulgaria 63% 15% 7% 5% 10%
market evolution brings the country close to 19% below 2008. The impact on the Polish Croa�a 52% 12% 18% 9% 9% 1%
the level before the recession, with a decrease media market was generated by the global Czech Republic 34% 27% 21% 10% 8%
below 10%. companies’ decision to cut marketing budgets FYR Macedonia 61% 9% 10% 6% 14% 1%
The large majority of the countries still reflect in Poland, to save money loss caused by the
Hungary 30% 36% 17% 5% 9% 2%
significant drop in other European countries.
Montenegro 58% 12% 11% 3% 16% 0%
Net Market Size Evolution (mil. EUR) Poland 50% 25% 8% 9% 7% 1%

2,500 Romania 65% 18% 4% 6% 8%
Serbia 54% 12% 19% 5% 10%

2,000 1,839 Slovakia 45% 31% 11% 5% 8%
1,637
Slovenia 51% 14% 15% 5% 15%
1,500
Moldova 54% 16% 6% 3% 23%
1,000 TV Digital Print Radio OOH Other

687
500 366 313
209 196 158 150
33 33 34 10 21
0
Albania Bosnia & Bulgaria Croa�a Czech FYR Hungary Montenegro Poland Romania Serbia Slovakia Slovenia Moldova
Herzegovina Republic Macedonia
Source: Local IPG agencies 2008 2009 2010 2011 2012 2013 2014 2015 2016
CEE COUNTRY PULSE
In general, the TV shares in the media mix tend to correlate with the ATS (average time spent The need for connection continues to grow to over 44% of the total population of each
viewing), except of Albania. Romania, Bosnia & Herzegovina and Serbia have the highest level of in our region being supported by new and country. Also, Facebook users amount to
ATS on commercial targets, while Slovenia, Moldova and the Czech Republic the lowest. more affordable technologies, increasing more than 60% of the Internet users across all
the number of Facebook users. With the the countries in the region, except Moldova.
exception of Serbia (32%) and Moldova
(21%), the number of Facebook users amount
2016 General Facebook Statistics
1.4 1.6 3.4 1.9 4.7 1.1 5.3 0.4 19.4 8.8 2.3 2.4 0.9 0.8
2016 Average TV Viewing Time (hours / day)
6.6
6.3
89%
77%
93%
87%
84%
5.7
74%
5.6
76%
5.2
63%
5.0
66%
5.0
72%
67%
60%
62%
4.6
4.6
64%
4.5
4.4
4.4
4.3
56%
4.2
4.1
50%
4.0
4.0
53%
46%
54%
46%
3.7
45%
44%
44%
44%
3.5
43%
3.5
3.5
3.5
36%
3.3
3.3
3.1
32%
2.9
2.8
21%
2.4
Albania Bosnia & Bulgaria Croa�a Czech FYR Hungary Montenegro Poland Romania Serbia Slovakia Slovenia
Herzegovina Republic Macedonia
Albania Bosnia & Bulgaria Croa�a Czech Republic FYR Macedonia Hungary Montenegro Poland Romania Serbia Slovakia Slovenia Moldova
% of Popula�on % of Internet Users FB Users (mil.)
Herzegovina
18+, Urban 18-49, Urban Source: IPG local agencies
All the countries in the region have an urban is quite heterogeneous with countries like growth, ecommerce will continue to grow
Internet penetration of over 60%, with Slovenia, and Romania having over 80% at more rapidly, being driven by shifting
the exception of Moldova, Bulgaria, FYR urban level, and Moldova, Bulgaria, Bosnia & Perspectives for 2017
consumers’ lifestyle and supported by
Macedonia, the Czech Republic, Poland, Herzegovina and Albania with less than 60%. The positive economic forecast for the retailers. Last but not least, online video
Slovenia and Slovakia, which exceed 75%. CEE region is expected to generate will continue to go social, after social
In terms of daily usage, the consumption map increasing consumers’ income and sites have discovered the potential of
expenditures, and the local media hosting videos on their own platforms.
markets expect to see a growth Messaging apps like WhatsApp and
consolidation and significant size Snapchat will continue growing
2016 General Internet Statistics
increase in 2017. massively in photo and video sharing.
TV will continue to stay strong, as it still The trend towards communicating with
90%
87%
friends via messaging apps rather than

84%
provides a cheap source of entertainment

83%
82%
82%
81%
79%
78%
78%
78%
broadcasting to one’s social networks

75%
74%
74%
for the population and still a cost efficient

73%
72%
72%
68%
68%
66%
66%
really picked up steam in the last year,

65%
64%
media communications channel for

64%
63%
62%
62%
advertisers in most of the CEE countries. and will continue the uptrend, especially
among young target audiences.
44%
At the same time, Digital will continue to

be the most dynamic advertising revenue
driver: Mobile internet usage will be on
Albania Bosnia & Bulgaria Croa�a Czech Republic FYR Macedonia Hungary Montenegro Poland Romania Serbia Slovakia Slovenia Moldova
Herzegovina
Urban Reach Urban Daily Usage
ROMANIAN ECONOMIC OUTLOOK Companies in this industry are beginning to put pressure on prices,
with a 3.9% increase in the annual inflation at the factory’s gate in
February, a jump of more than one point from the previous month.
No doubt that wage increases are putting pressure on companies costs,

although these cannot yet be seen in the consumption prices level that
Oana Osman have just turned on inflation at the beginning of the year. After two
years of double-digit growth, wages in Romania have reached a level
The economic growth will continue gap between urban and rural areas, where a of 2,300 lei (511 Euros), recovering part of the gaps from the former
large part of the population is employed in communist bloc states. The average salary was in January by 18%
to be driven by consumption. higher in real terms compared to the level registered a year ago and
agriculture.
Budgetary risks are magnified almost one third over the level of the past two years. It is by far the
Romania’s economy increased by 4.8% last fastest advance in the European Union and, remarkably, it came in a
year, the fastest rate after Ireland and Malta Construction and real estate transactions period of price stability.
and well above the 1.9% level registered by contributed by 0.1% each to the GDP last
the European Union. The gross domestic year, after an advance in volume below 2%.
product reached 169 billion Euros, which In construction we had the highest increase Romania’s comparative advantage in labor cost drops fast compared
brought us close to the Czech Republic’s. The of price indices (9%) among all sectors of the to the region. Adjusted to the purchasing power, wages in Poland are
GDP per capita increased by about 500 Euros economy. currently only 29% higher than in Romania, compared to 70% in 2013.
last year, to almost 8,600 euros, leading to an
adjusted production per capita of about 60% Employers feel, however, a pressure from the increasingly higher
2017 started well, with the highest work
of the EU level. labor costs, while productivity is not growing as fast. Businesses
increase of 5.1% in January compared to
December, a record in the European Union. complain about the lack of staff in some areas of the country and the
The record consumption contributed the The index is dragged down by engineering National Bank of Romania speaks about the labor market tension with
most to the economic growth, while the net works, belonging to the state, while the new every opportunity in the last half year. The unemployment rate fell to
export had a negative impact and investments construction works advance by 4.5% on 5.4% at the beginning of this year, lower even than during the previous
had zero contribution, amid the advance in annual basis. From far the highest frenzy boom.
imports. The data showed worse towards the was in the residential sector, where works
end of the year, when growth was generated exceeded by half the level registered at the
beginning of last year. The Government will send to the Parliament a law draft on the unitary
by stock variations, while consumption and pay in the public sector which, according to the first published data,
investments, which have not shined over the shows major wage increases, putting even more pressure on the private
last years, took a step back. sector, if the correlation in the last decades is maintained.
The industry increased marginally in volume
(+1.7%), less than in the previous years, and
All sectors contributed to the economic contributed to the economic growth by 0.4%,
whereas it has a share of about 23% of GDP. The strong wage increases and the VAT cut, particularly in the
growth last year, except for agriculture, previous years, brought the retail sales index to a record level after the
which did not add to the increase, despite The second part of the last year performed
better, but 2017 had a weak start overall, with crisis, and the first quarter of 2017 looks good, with a 1.8% monthly
the production advance. The IT continued increase in sales in February, the fastest in the last year. Consumption
to increase in volume with high rates, of a decrease in January compared to December.
could offer important resources for economic growth this year also, as
almost 15%, and had the largest contribution no acceleration of investments is expected.
to the GDP growth, after trade. As share
The manufacturing industry is likely to
in the economy, the IT industry is above
continue the upward trend started in the
agriculture, and the sector is expected to The balance of payments was damaged last year after the import
second half of last year and increased the
further increase, which will contribute to the growth led the current account deficit to 2.5% of the GDP compared
production by 1.3% compared to December.
ROMANIAN ECONOMIC OUTLOOK
to 1% of the GDP in 2015. However, foreign

direct investments amounting 4.1 billion Bankers escaped the legislative threats
Euros last year, up 18%, fully covered the too, which dominated a large part of the
account deficit, so the situation does not raise public agenda last year. The commissioning
concerns at the moment, staying far from the payment law and the CHF loan conversion
previous imbalance in the economic cycle. law have remained without impact, following
After a slight depreciation of the local the intervention of the Constitutional Court.
currency Leu from the beginning of the
year, especially during the political tensions
with street protests, the exchange rate has The state seems to pose the biggest threat
recovered lately and full-year forecasts show to the evolution of the economy this year,
a relative stability, as depreciations beyond while the budget is built on a 5.2% GDP
the level of 4.6 Lei / Euro are not expected by increase and a 3% deficit in full growth cycle.
the end of 2017. Banks see an increase of around 4% this year,
which means that either the Government
Banks have continued to increase will adjust the budget or the deficit target
profitability last year with a cumulation of will be exceeded, impacting the investors’
nearly one billion Euros, as they continued sentiment. The Ministry of Finance seems
to get rid of non-performing loans, whose to choose the first measure, following the
rate fell below 10% compared to a more weak receipts early this year. As the already
than double level in 2014. Several banks, adopted or announced salary increases mean
especially Greek-owned, are expected to exit fixed costs, most likely the budget revision
the market this year or the following, being will cut money from investments.
in discussions to sell. Lending increases,
but almost exclusively on the population,
especially mortgages, while firms rely more For this year there are promises that 90 km
on their own funding resources. The state- of highway in Transylvania will be put into
guarantees program “Prima Casa” (First use, after none was inaugurated last year. On
Home) plays a very important role here and the other hand, no new projects targeting the
banks have 2 billion Lei ceilings available most disadvantaged areas, such as the east of
this year. the country, are expected.
BIG DATA
Why big data?
First question regarding Big Data should be how can
it help, respectively improve our campaigns (to limit
only to advertising purpose), how can it generate better
understanding of our audiences (and also how can improve
our life – example high numbers of healthcare apps). And
this means to think about its value. Big data has value
only if can be processed and analysed (for insights) and if
we can enable it for real time use (best case) – all through
technology able to synthesize it in order to be manageable
(because even reports can be…millions..). This is practically
the challenge of data industry players: to put as much as
possible data in an actionable form (which will always need
advanced automatization to be exploited further optimally
due to almost infinite possible scenarios ).
How big and how fast?

We are in the middle of a Data Boom because we generate
more data than ever, but also because now we have the power
to capture it. In 2015 a detailed data report mentioned that
90% of the world’s data had been created in the previous
12 months, and it says that every two years we generate 10
times as much data.
Digital seems to be the main receiver which made possible
this amount of data, with internet as main soldier. The
3.2 bn. people (accessing internet) generate each minute
tones of data, leaving only at the limit of imagination and
technology (and legal) how to use it.
Data Ecosystem and main players: or even the generator of entire new (can
Accessibility and reach, together with consider here E-commerce). With such big
technology, made digital to become the potential of return, the industry exploded in
answer for new businesses, a solution technology players - see below map fuelled
to partially replace old ones (see Uber) with international main players.
What can we do in Romania? Google gathers information direct from

Biggest players (worldwide) and easier to use users through services such as Gmail,
ones, are available in Romania also. Search, YouTube and Maps, and indirectly
(on millions of websites around the world)
Google via services such as DoubleClick, Analytics,
When we think about data, we certainly AdSense.
should continue to thank Google for
releasing so much research and generating
this amazing disruption in data and
analytics.
Google services used to provide and ACTIVATE data: From the regular Tracking Cookies At the end of 2015, Facebook opened (for
(when users are logged into Facebook and US and UK) Topic Data to show marketers
DoubleClick Google maps simultaneously browsing the Web, Facebook what audiences are active on Facebook
Google Analytics Google Street View can track the sites they are visiting) or Facial about events, brands, subjects and activities.
Google tag manager AdSense Recognition (Tag suggestions which can be Marketers can use the information from
Google search AdWords made on user photos due to image processing topic data to make better decisions about
Google Gmail YouTube and facial recognition), to Analysing the how they market on Facebook and other
‘Likes’ and use it for advanced profiling (by channels, and build product roadmaps.
analysing ‘Likes’ that have been clicked by For example, with topic data, a fashion
a user on Facebook, can accurately predict retailer can see which clothing items its
sexual orientation, satisfaction with life, target audience is talking about, to decide
intelligence, emotional stability, religion, which products to produce. While this
alcohol use and drug use, relationship status, type of data has been available from third
race and political views among many others parties before, the sample size was often
2+ trillion searches per year – many of them being told to be successfully too small to be significant and determining
with 20% estimated for voice searches (Google estimations in 2016) used in US election by Donald Trump team). demographics was nearly impossible – this
is where practically Facebook plays big:
granular data, at scale.
Facebook ability to form and maintain relationships
Next to Google, Facebook is probably the only with people around the world. In the
company that has such amount of detailed graph below: European continent with
approximately 5 billion cross-country Topic Data sources and mechanism
data and the technology to activate it.
Facebook friendships.
Facebook raised to unprecedented levels the
Mechanism
Facebook Friendships in Europe - Facebook friendships across cities. Colours were selected
randomly by country for within-country ties, and white was chosen for between-country ties.
Source: facebook research
Local Data Suppliers Trade Desks
Avandor is the main local DMP, (built To get best results from data and planning/
and owned by Romanian company) buying/monitoring automatization, Cadreon
offering advanced data profiling platform (IPG Mediabrand’s Ad Tech unit) delivers
- from website personalization to 1st party best-in-class programmatic technology
management and “plenty of 3rd party” (as solutions. Starting with an open architecture
they strongly claim). (accessing different top partners capabilities,
Their positioning is not as a data seller, but such as TURN, Mediamath or Doubleclick
a technology vendor. Avandor doesn't claim as DSPs, or Blukai, TURN, Lotame as DMP
to charge for the value inside the data clients and Data), to cross-platform intelligence
receive, but simply a technology cost to keep (single platform to plan/buy/measure),
the servers running smoothly (more as a all powered by an international team of
SaaS platform that deals with technology). specialists.
BIG DATA
Most effective features any marketer should have when choosing the right platforms are:
Passing through main Cadreon products is the easiest way to discover

main Trade Desks areas:
Impact ads – which kind of formats are allowed to

use (both desktop/mobile)
Audience Analytics – needed to develop market and media opportunities are exactly
custom tagging and data strategy to capture what drives digital always up (in terms of
the most important data needed to meet results and allocated budgets).
campaign goals, but also tell a broader data Developing audience archetypes and
story. Cadreon’s data gurus and insight establish frequency controls enhances
specialists aim is to help brands understand business intelligence across platforms, Private Market Place (PMP) capabilities from targeting perspective - e.g. reach
reach, frequency, and behavior across together with the possibility to access top- – even if programmatic is generally meant mothers on parenting websites, but also
multiple digital channels, resulting in level information to assess effectiveness to access different sources of inventory from quality content which will always
smarter, more efficient media advertising. of spend across media campaigns, while and the audience prevails context, the best increase brand KPIS).
Rich audience insights plays a major role – monitoring goals and KPIs in real-time is match is between the right user, in the
get to know the behaviors of your converting any planner (and marketer) fulfilled dream. right moment, in the proper context (both
audience and expand your reach with look-
alike modeling or identifying new, untapped
Brand Safety is possible only by partnering impressions are served against humans.
with the most advanced third-party media Custom brand-safety parameters –
verification companies to combat fraud through blocking any type of content in
and ensure that all ads are delivered against real-time because brand safety is relative
Display omnichannel management – audience. One of the main concerns of quality placements and run in appropriate - what may be unsafe for a children’s toy
Display is certainly the main channel 2017 (see Youtube questioning by major sites adjacent to appropriate content. brand may be desirable for an alcoholic
which receives higher value from a trade clients), respectively brand safety is almost
Available across all channels, Cadreon beverage brand.
desk, empowered by advanced contextual impossible to control/secure without proper
multilayered, rigorous brand safety Context safety - ensuring that ads are not
targeting, cross-platform synchronization, integrated tools – one of the major priorities
monitoring includes: delivered against content that is unsavory
and premium inventory sources, while of Cadreon.
optimizing in real-time against the Cadreon Universal Blacklist - blacklist for the brand.
monitor which scans all traffic to ensure Viewability - monitor viewability rates and
that partners adhere to safety standards vCPM (viewable CPM) to ensure that ads
across channels. are running in approved placements and
Fraud monitoring – by actively monitoring meet advertisers’ targeting requirements.
fraudulent activity to ensure that
The 3 words of data: Volume, Velocity and
Variety
Volume: More data cross the internet every
second than were stored in the entire internet just
20 years ago.
Velocity: For many applications, the speed of data
creation is even more important than the volume.
Real-time or nearly real-time information makes
it possible for a company to be much more agile
its competitors
Variety: Big data takes the form of messages,
updates, and images posted to social networks,
GPS signals from cell phones or pure marketing
as real time sales.
What brings everything together is the right
mix of technology and human skills to unlock its
potential to unprecedented results.
MEDIA MARKET Overview
2015 and 2016 were peak years for the media market
investment over the last years, the evolution being
meant to confirm the return to a stable growth.
In 2016 the total market consolidated its upward trend
by growing much more than the early predictions:
10% vs. 2015, up to 366 Mio Euro and it’s expected to
keep the same growing rate in 2017, reaching 403 Mio
Euro (+10% vs. 2016).
Total net Ad-spend by medium (Million €) - Estimation
Market Analysis ANCOM's latest statistical data. One of the
600
Television continued to consolidate the most impressive increase regards the number
500
403 increasing trend with the highest dynamics of 4G connections, which reached 3.7 vs. 1.4
400 366 since crisis, +13% vs. 2015. In terms of million in 2015.
300
264 advertising revenues, CME kept first position Frequent online activities had a stable
240 with 49%, followed by Antena Group with evolution, with video streaming showing
200 26%, Dogan Media with 10%, and Prima the fastest evolution. 2016 (same as 2014),
74
100 23 29 64 Broadcasting Group with 2.5%. as a political election year, showed an higher
14 13 20 28
The total 18-49 Urban GRP30” sold by the interest for “read news”, while email had a
0
TOTAL (Mil €) TV Print Radio OOH Internet TV channels in 2016 was of 2,102 Mio, of slow decrease. According to SNA FOCUS,
2008 540 337 82 35 70 16
which 34% were sold by CME, 26% by Antena 75.7% of urban population have at least one
2009 345 222 37 25 42 19
Group, 10% by Dogan Media and 3% by Prima social media account: 70.8% Facebook, 12.0%
2010 316 209 26 21 33 26
Broadcasting. Instagram, 7% Twitter, 5.5% LinkedIn, 3.1%
2011 309 200 24 20 31 34
2012 303 193 22 19 29 41
Pinterest. Google properties are estimated
2013
In terms of ratings performance, 2016 to keep a growing trend, with Search the best
305 193 19 19 28 46
2014 313 198 17 18 28 51
maintained the top 3 TV stations ranking as conversion touchpoint, GDN keeping the
2015 332 212 16 19 28 57 in 2015: PRO TV kept the first position (Rtg. high reach potential & YouTube one of the best
2016 366 240 14 20 28 64 4.3%, Shr. 20.9% / All 18-49 urban), followed by performing channels in terms of viewability.
2017 est. 403 264 13 23 29 74 Antena 1 (Rtg. 3.2%, Shr. 15.5%) and Kanal D
(Rtg. 1.6%, Shr. 7.8%) with better performance
Source: Initiative
than in the previous year. “Romanii au talent”
and “Vocea Romaniei”, both on PRO TV, OOH market had a flat evolution in 2016 vs.
In 2016, TV not only kept leadership, but 64 Mio Euro (+12% vs. 2015) and Radio, from remained, as usual, the talent shows with the
drove the total market growth with +13% vs. 19 Mio Euro to 20 Mio Euro (+5% vs. 2015). 2015, the net OOH advertising budgets being
highest audience. Antena 1’s “Chefi la cutite” of 28 Mio Euro. Starting January 2016 the
2015, from 212 Mio Euro to 240 Mio Euro, OOH kept a flat level at 28 Mio Euro, while new talent show performed extremely well
reflecting the biggest increase since 2009. Print was the only medium to drop, from 16 local advertising tax is applicable to the total
and followed closely. OOH advertising cost except production, and
Besides TV, other media channels were also on Mio Euro to 14 Mio Euro (-10% vs. 2015).
In 2016 niche channels like Eurosport1, from 21st of March the tax had to be paid by
increasing trend: Online, from 57 Mio Euro to DigiSport2, DolceSport, Comedy Central, the advertising beneficiary directly to the
AXN, Paramount, Disney Jr. Cartoon local authorities. IAA firm position managed
Market share in 2013-2017 (net ad-spend by medium) achieved higher audience share levels to create for advertisers the possibility to
compared to 2015. commission this tax payment to their agency
or to the OOH providers. Later, the law was
adjusted and the tax was to be paid by the
est 2017 65% 18% 7% 6% 3% Digital media maintained it’s positive advertiser’s first contractor.
TV dynamics with +12% vs 2015. Despite
that IAB Europe announced that online 2016 was an elections year and politicians
advertising grew by 13.1% in 2015, rising to were not allowed to use OOH panels during
2016 65% 18% 8% 6% 4% Internet their campaigns, therefore they found a way of
36.2 billion Euro, surpassing the European
television market, in Romania Television still skipping the law by advertising their political
holds very strong, while according to SNA messages several months prior to the elections
2015 OOH
64% 17% 8% 6% 5% FOCUS in the last year, the urban internet period.
penetration increased marginally to 70% Despite the poor start in the first quarter of
Radio among 14-74 y.o. population. 2016, OOH investments recovered starting
2014 63% 16% 9% 6% 6% with April. This evolution was generated
Mobile Internet penetration rate in Romania
Print (in mid-2016) was 95%, according to by high and constant investments coming
from main economic categories such as
2013 63% 15% 9% 6% 6%
Source: Initiative
Media Market
Top 10 categories 2016 – all media
Beer
Electronics &
Telecommunications, FMCG’s and Retailers or launching new creative and exciting domestic appliances
Medical & optical
which continued to allocate significant programs: Kiss FM, Europa FM, Guerrilla, products & services Chocolate products
& specialities
budgets to OOH advertising, permanently Pro FM, Digi FM, Radio Vacanta, Radio Gold.
expanding and improving the visibility of 15 5 mio
45
mio (€)
(€)
Cars &
their networks.
Print market continued to drop (-10% vs.
mio 12mio
4x4 vehicles
(€)
(€)
2015). Print did not manage to re-invent 8.5

mio (€)
Radio market increased marginally in itself in 2016, and the print editorial content
advertising revenues (5% vs. 2015). AG continued to shift to digital, as in previous 8 Carbonated
Radio Holding maintained its Radio market years generating a permanent drop of the print 28mio
(€)
mio (€) 5 mio
(€)
soft drinks
leadership in terms of gross advertising press readers. The only time of the year when Other sugar,
revenues share with 33%, followed by Europe the average circulation registered higher levels 6 mio confectionaries,
45mio
(€)
honey
Development International and Grupul was from July to September, which is generally
Media Camina, both with 23%. In terms of the
evolution, Europe Development International
speaking, the traditional holiday period.
The dailies readers dropped by 4% from one
(€) 40mio
(€)
18 Milk Products
mio (€)
grew by 2% due to new clients and budgets wave to another. Same trend was registered
attracted the portfolio, while Grupul Media by weekly publications. The aggressive
Camina increased marginally, by 1%. inserts approach proved to be unsuccessful Banking & Retailers
Mobile
RCS&RDS preserved the fourth position for monthlies, as their readership decreased telecommunications services Cosmetics, hygienic, insurance services
despite losing 1% vs. 2015. In 2016 the radio on average by 3%. The 2016 sports events kept
hair care & cleaners
daily reach was stable at urban level (74.7% the male audience interested in dailies, which
in 2016 vs 74.5% in 2015), proving a strong reflected a 5% increase vs. 2015. In terms of
Source: Initiative database
listeners loyalty. Bucharest, on the other hand gross (rate card) advertising revenues Ringier
registered a 2% higher daily performance consolidates its first position with a 3% growth
(78.2% in 2016 vs 76.2% in 2015). compared to 2015. Adevarul Holding comes
second with a 1% growth vs. 2015 due to the
package sales approach, while Mediafax In 2016 Zdrovit reflected an aggressive TV campaign, Penny’s strong rebranding,
Weekend performance showed a slight media presence and pushed the pharma Profi’s TV promotional offers and
increase both at urban and Bucharest and Burda are both on the third place. Next
position in top goes to Convergent Media category increase along Sandoz and Terapia. Carrefour expanding process (taking over
level (1.2% - 1.4%), especially due to the “Cosmetics, hygienic, hair care & cleaners” Billa supermarkets), boosted the category
smartphones audio streaming capability. which, despite the major sports event that took
place in the summer of 2016, registered a 1% category growth was driven by higher investment. Altex and Flanco were the
The Radio market proved to be very dynamic investments coming from Procter & Gamble, main investors in “Electronics & domestic
in 2016, some channels being marked by drop vs. 2015.
L’Oreal, Reckitt Benckiser, Sarantis and appliances”, both with much bigger budgets
several changes, expanding their networks Henkel, while Telekom’s and Vodafone’s vs. 2015. Major investment from banks like
lower budgets in diminished the “mobile ING Group, BCR, Banca Transilvania and
telecommunications” category spending. Piraeus Bank along with NBFI’s constant
Lidl kept the leadership among Retailers increase took over other categories in 2016,
in 2016 as in 2015, while Kaufland new going up in the market ranking.
Perspectives for 2017
Initiative’s prediction that in 2017 the total In Romania, Programmatic should increase Radio: the major Radio stations will
net media market will grow by 10% vs. 2016, significantly (maintaining an aggressive continue to be flexible, open to special
to the level of 403 Mio Euro. Media channels +80% budget vs 2016) by capitalizing on projects, creative contests and relocate
variations will be slightly different compared the previous years dynamic growth, Google broadcasts in special locations desired
to 2016: TV is expected to grow by 10%, Online to maintain a positive trend, while local by advertisers. Integrated campaigns
by 15%, Radio by 13% (the biggest increase premium display will fight for less 5% than including Radio and engaging listeners
until now), OOH will finally increase by 5%, 2016. A big leap is expected from Facebook, also in social media will be one of the
while Print will continue its downtrend but whose reach increased up to a total of 9,7 mil main components of their marketing
less aggressive (-5%). users (from which 6,9 mil daily), 8.8 mil being effort. The local Radio stations continue
mobile users (6.1 mil daily). to represent an important communication
TV market increase trend will carry on this vehicle for major advertisers which need
year, around 10% in terms of ad revenues, in Same as 2016, we’ll see an increased focus to implement local or regional campaigns
line with an estimated flat average commercial for KPI's like viewability, better (more as well as for smaller investors.
rating and no spending generated around detailed and accurate) campaign monitoring
cyclical events (Elections and Sports). TV (including advanced channels performance Print: integrated print – online
inflation remains strong in 2017, approximate attribution), with mobile “always on” for advertising packages, exclusive offers
15%, forecasting a different TV background reach and special projects/innovation (mainly and events partnerships will be in 2017
than we were used to in the recent years - lower advanced targeting and formats) in the run for the main instruments used by publishers
levels of loading and sold inventory. PRO TV audience attention. in their attempt to stop the print media
will continue to be the TV market engine, with ad revenues decline. Special projects,
already well known shows, Antena 1 will to unconventional formats, dedicated
stay competitive by improving the content OOH: 2017 started with no major pauses.
It announces to be a long and complicated supplements and spin-offs will be
quality for its talent shows and Kanal D will additional tools used to improve business
prepare powerful productions based on a negotiation since most of the Bucharest OOH
panels are placed in public space, and only results.
successful TV Dogan business pattern and the
local market experience. few of them meet the standards required by As publishers will continue to develop
law: an estimated +60% of the panels would online and video content and will continue
have to be demolished or restructured. Is yet to strengthen their social media presence,
Online to be discussed the approach and the timing of print will get a much smaller share in their
With Google likely to increase by 20% and implementing this law, as long as all suppliers advertising revenues, as business will
Facebook to grow with 50% in 2017, the two have on-going contracts up until the end of move forward.
digital channels are expected to maintain the year.
their dominance of the Romanian advertising Indoor is expected to maintain a steady
market. evolution, maintaining the current status.
Overview Minimax/A+ was renamed Minimax.
Since 2014, Televison is back on growing Channels such as Dolce Sport2, TNT, Nasul
trend, consolidating its leadership. If in 2015 TV started to be monitored, while MTV,
TV lead with over 60% of total net media Universal Channel and The Fishing &
investment, in 2016 the growth was even more Hunting channel exit the monitoring system.
significant, +13%, reaching the level of 240 At the beginig of 2017, new stations like
Mio EUR. Bollywood TV and Nick JR were included in
the monitoring.
The number of monitored channels remained

stable during the last years (59 in 2014, 60 in Digital Cable continued the increasing trend
2015 and 60 in 2017), with small changes: in 2016 reaching 24.7% of the households with
Comedy Central Extra was renamed Comedy TV set, while all other reception types dropped
Central, History Channel became History, slightly compared to 2015.
Reception type evolution

100% 4.4% 3.8% 3.9% 2.5% 1.9%
90% 22.6%
24.4% 23.3% 22.8%
24.9%
80% Terrestrial
70%
15.9% 17.3% 22.1% 24.7%
14.1% Direct To Home (DTH)
60%
50% Digital cable with receiver
40%
30% Analogue cable
56.6% 63.7% 64.1% 62.5% 61.6%
20%
10%
0% Reception type evolution
2012 2013 2014 2015 2016
In 2016 the total TV market inventory grew universe decreased for the commercial
by 5% in terms of sold 18-49 GRP’s vs. 2015 buying target, the CPM inflation being even
and the avg. CPP showed a 8% inflation vs. higher for 18-49 urban, around 16%, setting
2015. up the CPM at 2.44 EUR (vs 2.1 EUR in
2015). For urban and national audiences we
noticed a slight inflation that drove the CPM
The TV audience measurement panel at 0.9 EUR for urban and respective 0.5 EUR
changed in January 2016 and the population for national.
Year 2014 2015 2016

All 18-
All 18-49, urban target
sold GRP30"(000) 1,804 1,995 2,102
Inventory sold % minutes 74% 86% 92%

Source: Kantar Media Romania, Initiative estimate
Average Inventory sold% Min (07:00-26:00)
The average commercial rating decrease of 4% stations tried to cope with Prime Time sold and Prime Time vs. legal limit ( Split by quarters)
(18-49 urban, 07:00-26:00) and the boost of out situation that finally pushed the whole
TV spending led faster to high sell out rates, market to an unprecedented loading level for Avg. all day (07:00- 26:00) inventory sold % min
Avg. PT inventory sold % min
leaving the channels without any available all day of over 90%.
inventory. Throughout the entire year the
97% 93%
Q4 Q4
104% 99%
2015 – 2016 sold GRP30” (‘000) by month (all 18-49, urban target)
95% 86%
Sold GRP30" all 18-49, urban
Q3 Q3
250
102% 96%
216 217
211
200 205
196
200
181 94% 86%
174 178
169 168 172 176 Q2 Q2
163 161 165 165 165 101% 95%
150 152 149
150 138
117
110
78% 64%
100 Q1 Q1
91% 79%
50
0% 20% 40% 60% 80% 100% 120% 0% 20% 40% 60% 80% 100% 120%
0
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
2015 2016
Source: Kantar Media & Initiative Media Estimation
Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016
Clutter situation started earlier than ever last extra investment especially from newcomers
year, even from the first quarter, reaching like betting advertisers, a new category In order to solve the sold out situation
new records in September, October and encouraged by legislation changes. If we in autumn, CME and Antena Group
November, when the entire market was sold exclude the influence of extra spending released special autumn sales policies,
out all day. Station no. 3, Kanal D, scored the generated by UEFA Euro 2016, we estimate both claiming additional surcharges
highest advertising demand from the last 10 that the TV market gained 12% and reached for some of their programs. This action
years being fully loaded starting February. 238 Mio EUR. and the seasonal boost of audiences
UEFA Euro 2016 broadcasted on PRO TV resulted in a lower ad space booking,
accelerated the market increase, gathering especially on Antena 1 and PRO TV,
which nevertheless, continued to be
sold out in Prime Time.
2015 – 2016 Average Inventory sold % Min (07:00-26:00)
and Prime Time vs. legal limit The total 18-49 Urban GRP30” sold
140%
by the TV channels in 2016 was 2,102
120% Mio, of which 34% were sold by CME,
100%
26% by Antena Group, 10% by Dogan
Media and 3% by Prima Broadcasting.
80% In terms of advertising revenues,
60%
CME kept leading position with 49%,
AVG all day
followed by Antena Group with 26%,
40% Dogan Media with 10%, and Prima
20%
AVG PT Broadcasting Group with 2.5%.
0%
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016
2016 Sold all 18-49, urban GRP30” vs. Advertising revenues share, main TV Groups sport transmissions of “UEFA Champions blondele”, “Next Star”, “Poftiti pe la noi”,
League”. New formats successfully “Insula iubirii”, but also invested in new
broadcasted on PRO TV: “The Survivor”, productions, launching “Un show pacatos”,
“Bake Off ”, and “Atletico Textila”. “Uniplay” , “I Umor” and “Chefi la cutite”, a
Inner: 13% Antena 1 continued to capitalize on its successful cooking format.
Share of Sold 18-49 U GRP30"
Outter:
Share of ads revenue
already successful formats: “X Factor”,
2.5% “Te cunosc de undeva”, “Te pui cu
CME
Others
26%
10% 34%
Prima Broadcasting Group 2016 49%

3% 2015 – March 2017 Monthly Dynamics – Time Bands Analysis
(Rtg%, All 18-49 urban – top channels, 07:00-26:00)
Dogan Media 10%
7
26%
Intact Group
6
26%
23% Uefa Euro Pro TV
2016
5 Antena 1
Source: Initiative Media Estimation
Kanal D
4
Romania TV
Despite the audience increase in the last quarter of 2016, the demand exceeded the offer, setting
the market at the highest sell out rate in recent years and marking the aggressive inflationary 3 Antena 3
trend for 2017.
Acasa
2
Prima TV
1 TVR 1
Digi 24
0
Nov-15
Nov-16
Feb-15
Sep-15
Feb-16
Sep-16
Feb-17
May-15
May-16
Oct-15
Oct-16
Aug-15
Aug-16
Jun-15
Jun-16
Apr-15
Jul-15
Apr-16
Jul-16
Channels Performance and Profile A cluster of TV channels with comparable
Mar-15
Mar-16
Mar-17
Dec-15
Dec-16
Jan-15
Jan-16
Jan-17
performance consists of Disney Jr. & Digi 24
(Rtg. 0.4%, Shr. 1.9%), AXN & Disney (Rtg.
2016 maintained the top 3 TV stations 0.3%, Shr. 1.4%). Source: Kantar Media
ranking as in 2015: PRO TV kept the leading
position (Rtg. 4.3%, Shr. 20.9% / All 18-49
urban), followed by Antena 1 (Rtg. 3.2%, In 2016, main channels continued their Talent shows and cooking programs are the replaced by “Bake Off ”, “Hell’s Kitchen” on
Shr. 15.5%) and Kanal D (Rtg. 1.6%, Shr. programming strategy based on productions most popular among Romanians since 2012: Antena 1 was out, Antena 1’s “Chefi la cutite”
7.8%) with better performance compared to with high preference among large audience “Romanii au talent” remained the most performed better than “Bake Off ”, while “Te
previous year. groups and capable to deliver high return on appreciated talent show, followed by “Vocea cunosc de undeva”, “X-Factor” and “Next
Romania TV was placed 4th with Rtg. 0.6%, investment. Romaniei”, both on PRO TV and reflecting, as Star” reflected higher ratings than previous
Shr. 2.7%, performing better than Prima TV PRO TV continued to rely on their successful usual, the highest audience. editions.
(Rtg. 0.5%, Shr. 2.6%), Antena 3 (Rtg. 0.5%, reality shows and TV series: “Romanii au In 2016, PRO TV’s show “Masterchef ” was
Shr. 2.3%) and Acasa TV (Rtg. 0.4%, Shr. talent”, “Vocea Romaniei”, “Visuri la cheie”,
2.0%). “Las Fierbinti”, “Ferma Vedetelor” and
2013-2016 Talent Shows Performance ( Rtg%, All 18-49 urban)
25.0
21.3 21.5
20.0 18.1 2016 vs. 2015

17.4
(Urban Affinity Index)
15.0 13.213.1 12.8
10.8 10.7 10.8 Kanal D Profile (Affinity Index) Prima TV Profile (Affinity Index)
9.7 10.0
10.0 8.7 9.2
7.7 7.7 7.4 7.6 7.6 7.0 Men Men
6.8 6.8 6.9 6.9 250 250
6.2 Bucharest Women Bucharest Women
5.4 5.4
5.0 Urban 200k+ 200 Social grade AB Urban 200k+ 200 Social grade AB
150 150
Urban 100k - 200k Social grade C Urban 100k - 200k Social grade C
0.0 100
100
2013 2014 2015 2016
Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE
Romanii au talent (Pro TV) X-Factor (Ant 1) Vocea Romaniei (Pro TV) Masterchef (Pro TV) Te cunosc de undeva (Ant 1)
0 0
Next Star (Ant 1) I Umor (Ant 1) Po�i� pe la noi (Ant 1) Cheﬁ la cu�te (Ant 1) Urban 30k Age 4 - 11 Urban 30k Age 4 - 11
Source: Kantar Media

Age 65+ Age 12 - 17 Age 65+ Age 12 - 17
Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24

Romanian TV market is dominated by the The audience profile analysis shows that PRO
Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34
generalist TV channels, which have a large TV and Prima TV have a younger audience Age 35 - 44 Age 35 - 44
addressability and enforced their leading profile, balanced between genders, while
position year by year, leaving a smaller share Antena 1, Kanal D and National TV show a
for niche channels. Despite this fact, new significant skew towards female audiences. TVR1 Profile (Affinity Index) National TV Profile (Affinity Index)
niche channels are launched periodically, Besides Kanal D, TVR1 and National TV Men Men
250 250
and they manage to gain loyal audiences. reflected a high preference among 65+ target. Bucharest Women Bucharest Women
In 2016 niche channels like Eurosport1, In 2016, PRO TV reflect a more mature Urban 200k+ 200 Social grade AB Urban 200k+ 200 Social grade AB
DigiSport2, DolceSport, Comedy Central, audience structure and lost young adults aged Urban 100k - 200k
150
Social grade C Urban 100k - 200k
150
Social grade C
AXN, Paramount, Disney Jr. Cartoon 35-44, while Kanal D, Prima, National and 100 100
achieved higher audience share levels TVR1 lost audience in big cities. Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE
compared to 2015. 0 0
Urban 30k Age 4 - 11 Urban 30k Age 4 - 11
2016 vs. 2015
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17
Antena 1 Profile (Affinity Index) Pro TV Profile (Affinity Index)
Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24
Men Men
Bucharest 250 Women Bucharest 250 Women Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34
Age 35 - 44 Age 35 - 44
Urban 200k+ 200 Social grade AB Urban 200k+ 200 Social grade AB
150 150
100 100 Source: Kantar Media 2015 2016 Source: Kantar Media
Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE

0 0
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17

Generally, News channels reflect a balanced In 2016 Antena 3 and Romania TV gained
viewership by gender, a more mature age older audience (65+) with DE social grades,
Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24 profile and AB social grades, except Digi 24 B1 TV became more visible in large cities and
Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34 which manages to build loyal viewers among Digi 24 reconfirmed, with higher affinity, that
Age 35 - 44 Age 35 - 44
younger male TV viewers with AB social is preferred by Men aged 25-54, mainly from
grades, living in large urban areas. Bucharest and large cities.
2015 2016
Source: Kantar Media Source: Kantar Media
The women thematic channels had a more Antena Stars was more stable, while Happy
dynamic changes in terms of audience profile: Channel and TLC became more visible
2016 vs. 2015
Diva gained older women audience (55+) but in large cities and Bucharest. TLC also
kept the AB social grades, Acasa TV managed consolidates audience among women with
to attract more young women (18-34 aged) but social grades ABC, while TV Paprika lost
B1 TV Profile (Affinity Index) Realitatea TV Profile (Affinity Index)
with lower social grades. younger audiences.
Men Men
Bucharest 300 Women Bucharest 300 Women 2016 vs. 2015
Urban 200k+ 250 Social grade AB Urban 200k+ 250 Social grade AB (Urban Affinity Index)
200 200
Urban 100k - 200k 150 Social grade C Urban 100k - 200k 150 Social grade C
100 100 Diva Profile (Affinity Index) Acasa TV Profile (Affinity Index)
Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE Men Men
0 Bucharest 250 Women Bucharest 250 Women
0
150 150
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17 100 100
Urban 30k-100k 50 Social grade DEUrban 30k-100k 50 Social grade DE

Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24 0 0
Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34 Urban 30k Age 4 - 11 Urban 30k Age 4 - 11
Age 35 - 44 Age 35 - 44
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17
Antena 3 Profile (Affinity Index) Romania TV Profile (Affinity Index) Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24
Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34
Men Men Age 35 - 44 Age 35 - 44
Bucharest 300 Women Bucharest 300 Women
Urban 200k+ 250 Social grade AB Urban 200k+ 250 Social grade AB Happy Channel Profile (Affinity Index) TLC Profile (Affinity Index)
200 200
Men Men
Urban 100k - 200k 150 Social grade C Urban 100k - 200k 150 Social grade C Bucharest 250 Women Bucharest 250 Women
100 100 Urban 200k+ 200 Social grade AB Urban 200k+ 200 Social grade AB
Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE 150 150
0 0 100 100
Urban 30k Age 4 - 11 Urban 30k Age 4 - 11 Urban 30k-100k 50 Social grade DEUrban 30k-100k 50 Social grade DE
0 0
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17 Urban 30k Age 4 - 11 Urban 30k Age 4 - 11
Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24 Age 65+ Age 12 - 17 Age 65+ Age 12 - 17
Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34
Age 35 - 44 Age 35 - 44 Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24
Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34
Age 35 - 44 Age 35 - 44
Digi 24 Profile (Affinity Index)

Antena Stars Profile (Affinity Index) TV Paprika Profile (Affinity Index)
Men
Bucharest 300 Women Men Men
Urban 200k+ 250 Social grade AB
200
Urban 100k - 200k 150 Social grade C 150 150
100 100 100
Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DEUrban 30k-100k 50 Social grade DE
0 0 0
Urban 30k Age 4 - 11 Urban 30k Age 4 - 11 Urban 30k Age 4 - 11
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17

Age 65+ Age 12 - 17
Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24
Age 55 - 64 Age 18 - 24 Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34
Age 45 - 54 Age 25 - 34
2015 2016 Age 35 - 44 Age 35 - 44
Source: Kantar Media Age 35 - 44
Source: Kantar Media 2015 2016
TV Market Landscape
2015-May 2017
The movies and TV series thematic channels mature Men (45-54 aged), increased social
also reflected profiles changes compared to last grades (from DE to C).
year, except Film Café which seemed almost Paramount Channel became more present in
350,000 1.00
stable. Bucharest, preferred by Men 45+, with lower 300,000

0.90
0.80
AXN gained older women audience from social grades. 250,000 0.70
medium cities and lost visibility in Bucharest
0.60
while Pro Cinema became more viewed for 200,000
0.50
150,000
0.40
2016 vs. 2015 0.30
100,000
0.20
50,000
0.10
AXN Profile (Affinity Index) Pro Cinema Profile (Affinity Index) - -
Men Men
Loading (seconds) GRP30 18-49 U Spend Trend('00) Rtg% Commercial 18-49 U
Urban 100k - 200k

150
150
Social grade C
Starting March 2017, the market is redefined by Antena 1”, with a fresh concept and a different
100 100 the inflationary sales policies launched by all TV approach of the news: “Vezi ce traiesti”.
Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE stations. They intend to provide a better visibility Starting 2017, Sport.ro channel will continue to
0 0 for advertisers’ campaigns and to protect the GRP target male audience by broadcasting popular
Urban 30k Age 4 - 11 Urban 30k Age 4 - 11 inventory by adjusting the conditions in their American series and cool international formats
sales tools - as it is the case of the seasonal index, like Prison Break, The Simpsons, Married with
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17 premiums, special and high quality surcharges, Children etc, besides UEFA Champions League
Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24
spot lenght index correction instead of linear and UEFA Europe League.
Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34
pricing (for CME channels), only two day parts
Age 35 - 44 Age 35 - 44 delimitation Prime Time and Off Prime Time After four years absence, Discovery channels
(for CME and Antena Group). re-enter in the RDS-RCS distribution grid, and
starting April they are representing in sales ISG
Film Cafe Profile (Affinity Index) Paramount Profile (Affinity Index) PRO TV will continue to be the TV market Media with Bollywood TV channels: BO TV, BO
Men Men engine, with established shows like “Romanii HD, BO Clasic, BO Film.
Bucharest 250 Women Bucharest 250 Women au talent”, “Visuri la cheie”, “ Masterchef ” ,
“Ferma Vedetelor”, “Vocea Romaniei”, “Jocuri 2017 is a dynamic year for National Television,
Urban 100k - 200k
150
150
Social grade C de celebritate”, and new ones like “Uite cine too, starting in February with TV tax withdrawal
100 100 danseaza”, “Vocea Romaniei Junior“, “Fort and the entire debt paid by Government, and
Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE Boyard”, and “Gospodar caut nevasta”. It also continuing in April with the launch of a new
0 0 continues to raise its investments in producing and more flexible programming grid for all the
Urban 30k Age 4 - 11 Urban 30k Age 4 - 11 local quality fictions like the well-known “Las channels in the portfolio.
Fierbinti”, “Atletico Textila” and the most recent The multichannel offer from the Romanian TV
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17
local series “Ai nostri”. market, integrating stronger than ever special
Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24 Antena 1 will stay competitive by improving the projects and digital, will ensure a dynamic and
Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34 content quality for its talent shows, “Te cunosc sustenable market increase in the years to come.
Age 35 - 44 Age 35 - 44
2015 2016 de undeva”, “Te pui cu blondele”, “ Za Za Sing”, The TV market increase trend will continue
Source: Kantar Media “Vacanta pentru patru” “Iumor”, “ Fantastic this year, around 10% in terms of ad revenues, in
Show”, “Insula Iubirii”, “Next Star”, “X line with an estimated flat average commercial
Factor” , and the most successful cooking show rating and no spending generated around cyclical
broadcasted by Antena Group, “Chefi la cutite” events (Elections and Sports).
Perspectives for 2017 loading. Main generalist channels have which has won the Prime Time battle for two
The beginning of year revealed a slightly already shown higher audiences: ProTV TV inflation remains strong in 2017, around
seasons, already.
increase of the average commercial rating +21% Rtg. and Prima TV +16% Rtg. in Q1 15%, forecasting a different TV background than
2017 vs. Q1 2016. In 2016 all Antena Group started the broadcast we were used to in the recent years - decreased
and higher levels of sold inventory and in HD resolution. They relaunched “Observator levels of loading and inventory sold
IAB Europe News of the Year (May *Note: Consider display advertising
2016): "Online advertising surpasses TV including all digital channels like
in Europe " regular websites or platforms (such
IAB Europe announced that online as GDN, Facebook or Programmatic
advertising grew by 13.1% in 2015, display), excluding SEM or classifieds.
rising to 36.2 billion euros, surpassing While SEM remains top performer
the European television market. The touchpoint for most brands / campaigns
announcement was made at the tenth digital mix, advertisers understand the
edition of the Interact conference, extended potential to increase reach
according to the IAB Europe official (now upgraded with advanced targeting
website. via programmatic), benefiting in the
same time of higher visibility due
All European markets that participated to formats (standard/video/rich etc,
in the study have seen increases in desktop or mobile).
online advertising. Of these, three
markets increased by 30%, nine more Daniel Knapp, author of the study: "In
markets had a 20% increase, and eight the last ten years, online advertising
of them were up 10%. Mobile and video in Europe has transformed itself from
advertising remain strong. a negligible promotion environment
into an indispensable channel in the
The IAB Europe AdEx Benchmark media plan to reach consumers."
study divides the online advertising
market into next segments: Display, Mobile and display areas continue to
Search and Classifieds and Directories. be the main focus of online advertising
growth in Europe. This has resulted in
Display advertising has outperformed almost 50% of online advertising being
the other categories with a growth rate generated on mobile devices.
of 17.4%. In 2015, the value of display
advertising amounted to 13.9 billion
euros, while the Search Market grew by
12.6%
Top European markets with the highest increases
Irland Bulgary Poland

29.0% 22.3% 21.8%
Top ten largest markets in Europe by value
Germany France
€5.8 billion €4.2 billion
The sensation of 2016 had a name: A study by eMarketer estimated that in 2016
UK
Pokemon GO Americans will stay on Facebook for about
€11.8 billion In July 2016, Americans were playing more 22 minutes a day, an average twice as low as
time on Pokemon GO than they spent on that obtained by Pokemon GO in just seven
Facebook. days (usatoday.com).
After only a week of existence on the What started as a storm from all perspectives
market, Pokemon GO competed with major – including advertisers trying to capitalize on
social networks such as Facebook, Twitter, the new sensation, showed a fast decrease (in
WatsApp and Instagram. terms of revenue, by mid-September, daily
revenues had fallen from $US16 million
According to SimilarWeb, Americans spent per day to $US2 million (excluding the 30
Russia about 43 minutes a day playing Pokemon per cent app store fee) and daily downloads
€1.5 billion
Italy
Holland GO, while the second most popular app was had declined from a peak of 27 million to
€2.1 billion
€1.6 billion Whatsapp with 30 minutes. For comparison, 700,000).
Instagram was used for 25 minutes and
Snapchat for almost 23 minutes.
Sweden
€1.3 billion
Denmark
€0.8 billion
Spain 2016 may be the start of new standards ad appears on the site in a fixed position for
€1.2 billion regarding ads quality exposure. ten seconds, even when the reader scrolls up
In 2016, The Telegraph promises visible ads or scrolls down to look at an article (sticky
for ten seconds, raising the bar very high vs formats). Additionally, the ten-second
regular standards (and expected Advertisers ad will be the only form of advertising
expected to pay premium for guaranteed visible on the site at the time, so each brand
viewability). The press group changed the enjoys exclusivity. (*note: in 2017 they
online advertising technology so that an implemented back also the old standards).
Switzerland
€0.8 billion
Search Trends: if from international sell items), together with Reactions (bring
perspective we saw Pokemon Go, Iphone 7 or five additional emojis, alongside the very
Donald Trump dominating people interest, notorious “like”).
in Romania most popular queries regarded 2016 also saw an increase in video production,
“Euro 2016”, “rezultate Bac” or “Evaluare video publishing and amplification on
nationala”, even if 2016 was also for Romania Facebook, which helped pages get the
an election year. biggest organic reach. In the second quarter
In the IOT territory, Google launched Home, of year 2016, mobile advertising made up
a smart speaker which enables users to speak 84% of total sales (up from 72% in the same
voice commands to interact with services period a year earlier).
through the Home's intelligent personal If there is something near or same important
assistant called Google Assistant. as video in Facebook attention, its name
is search and 2016 had good news. In 2nd
Facebook semester, Facebook revealed that they see 2
billion searches per day, up to 33% vs 2015
Mark Zuckerberg : “Over the next few (still under Google, but these are totally
years video is going to be the most engaging impressive numbers).
content online, and by continuing to
innovate here we have a chance to build the Instagram had also a great year in 2016. With
best place to watch and share video.” launches such as Stories (which enables
users post photos and videos that vanish
Starting 2013 (when introduced after 24 hours – similar to Snapchat stories),
automatically playing videos), Facebook they reached 500 million monthly users.
significantly increased focus on video. 2016 Launching of Business Tools (includes new
was full of new features for the social giant, business profiles, analytics and the ability
with Facebook Live (allowing regular to create ads from posts directly within
International players updates disappearance of right side ads from the
people to broadcast real-time to their the Instagram app) can be a big step in
Google desktop, as a Google way to create a more
audience via mobile devices), Facebook 360 increasing different businesses presence in
unified experience across devices.
Some of the most important changes to videos, Instant Articles (not a video feature order to drive traffic and revenue from their
AdWords in 2016 were expanded text One of the most suscessful products (of but create an immersive experience with Instagram profile.
ads, Google merchant (shopping feed) Search) in 2016 regards Shopping Ads (not embedded moving images, videos, audio,
applications set up with BigCommerce, yet available in Romania), which had an maps and more in the articles), Profile Videos
PrestaShop, and Magento, True View impressive increase of 164% in spend and (lets users upload a seven sec looping video Snapchat released Memories (enabling users
video CTAs, Brand Lift / Mobile location 171% in clicks. in place of a profile image), Cinemagraphs to share photos and videos captured outside
extensions and store visits measurement An interesting update of GDN was Display (still image, with only partial movement), of Snapchat to their stories) and Spectacles
for display (enhance cross online/offline Keyword Targeting Settings which gives even started a dedicated News feed just for (their 1st physical product - sunglasses that
touchpoints attribution modelling is a hot advertisers the possibility to extend keyword consuming video content. enables users to record from their perspective
topic), or cross device remarketing lists. targeting potential reach (can target people Two of the most important launches of and to relive the moment later in Snapchat).
But the most important update is interested in specific keywords, even when 2016 were Marketplace (to make more
they’re viewing other content). convenient for users to discover, buy, and
Digital Media
Age group internet penetration
1 1
90%
89%
68%
Twitter had a difficult year, slow growth and and through Periscope, we may see Twitter 0.7 64% 0.7
66%
the potential sale collapsing. Launching of focusing more on trending videos and live 63% 52%
Moments (enable users to stitch together streams during 2017 (by the way, Happy 10 50% 40%
multiple tweets into slideshow-like stories) Years Twitter!) 0.4 0.4
35%
17%
15%
0.1 0.1
16-24 25-34 35-44 45-54 55-64 65-74
2015 2016
Frequent online activities had a stable 2014), as a political election year, showed
Romania
evolution, with video maintaining the most an increased interest for “read news”, while
aggressive increasing trend. 2016 (same as email had a slow decrease.
Frequent online activities
100% 2012 2013 2014 2015 2016

Internet penetration in Romania
80% 90%
68% 70%
70% 80%
61%
58%
60% 70%
52%
50% 46%
43% 60%
36% 38%
40%
31% 50%
30% 26%
40%
20%
10% 30%
Search for info Email Social networks Read news Watch video Online games Audio stream Join chat/forum
0%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Reception type evolution
Connections by type (million)

14.8
According to National Institute of Statistics, Northwest, West, South-Vest Oltenia, Center 13.2
almost 70% of people aged 16 to 74 in and Southeast. 12
Romania, equivalent to 10.6 million users, Internet penetration in urban areas 14-74 9.6
used the internet in 2016, up 1.2 percentage y.o. (conform SNA), increased from 68% to 7.1
points over the previous year. 70%. While all age groups increased with
From demographic perspective, internet 1-2 % (even 65-74 y.o.), the 55-64 segment 3.5 3.4 3.8 4 4.1 4.3
2.9 3.1
connection was more common among had biggest increase (from 35% to 40% 2.5
households in the Bucharest-Ilfov region penetration), showing the highest potential
(more than 4 out of 5 households had home of digital media for extended reach on any 2010 2011 2012 2013 2014 2015 2016
internet access), followed largely by the target..
Broadband ﬁxed Mobile
Digital Media
2016 maintained a significant increase of goes to 64.7%), while local display decreased
Mobile Internet penetration rate in For the first time in Romania, the number advertising budgets shift to digital channels, to 20 mil eur (-5%). Programmatic had a
Romania (in mid-2016) was 95% , according of SMS messages decreased as a result of with a total increase estimated to 12% vs high leap with an increase of 70%, reaching
to ANCOM's latest statistical data on the the growing use of the mobile internet, 2015. Google and Facebook were on lead + 1.6 mil euro.
Romanian electronic communications which allows access to various messaging with 62% of market (if we consider also
market. Broadband mobile internet recorded applications. Thus, in the first semester of Yahoo, total share of international players
14.8 million connections, representing a this year, over 9.5 billion SMS messages were
penetration of 75% per 100 inhabitants (up sent, almost 6% less compared to the same
10% compared to June 2015). One of the most period of 2015
impressive increase regards the number of Local display devices split - main players (Visits, '000)
4G connections, which reached 3.7 million
(compared to 1.4 million in 2015 ).
E-commerce in Romania which have seen significant

According to GPEC (whose reports are increases in traffic generated by mobile
based on the major e-commerce players devices up to 50% of site visits are made from
from Romania), the value of online shopping mobile at the expense of the desktop, and
was around 1.8 billion euros in 2016, there was an increased of 44.9% in online
representing an increase of 30% vs 2015. card payments.
To correlate the positive trend of mobile Number of active e-commerce properties
with e-commerce, a considerable increase remains stable, estimated at 5,000 (from a
has been seen in the major online stores total of 20,000 which have active “add to
cart” option).
According to SATI, Olx.ro (main classifieds Greece, Bulgary and Hungary, enlarging its
Main digital channels budget spend ('000 eur) portal in Romania) remained overall leader portfolio with more than regular inventory,
(single player in top with a 50%-50% devices but also very advanced targeting capabilities
€ 45,000
split of traffic), while Stirileprotv.ro (2nd Ringier took over sales of Ziare.com
Local Display GAW FB Yahoo Programa�c place overall) takes lead on mobile traffic,
€ 40,000
€ 39,658
and Business24.ro, aquired Imobiliare.
followed by Sport.ro and Libertatea.ro – ro (biggest real estate portal, now with
€ 35,000
each of them generating more than 14 Mio. interesting competition from Storia.ro via
€ 33,048
monthly mobile visits (December 2016) Naspers and Homezz via Intact) and at the
€ 30,000 which contribute up to 76% from total traffic. end of 2016 implemented BlueKai for all
€ 27,540
EAD (Sales House) developed its portfolio their inventory.
€ 25,000
€ 22,050 € 22,050
€ 22,950
€ 22,160 € 22,160 with RCS&RDS websites: Digi24.ro, InternetCorp developed cooking websites
€ 21,052
€ 20,000 € 19,125
€ 20,000 DigiSport.ro, ProFM.ro (starting July 2016) niche with Bucataras.ro, Gustos.ro,
and Eva.ro (one of the main premium women Reteteculinare.ro and Culinar.ro, but also
€ 15,300
€ 15,000 lifestyle website in Romania). started to represent Waze. Another move
€ 10,323 ThinkDigital become exclusive which shows company direction is the
€ 10,000
€ 6,882 representative of TripAdvisor in Romania, launching of the Content Marketing division
€ 4,746
€ 5,000 € 3,516
€ 2,813 € 2,938
€ 2,250
€ 1,653 € 1,818 € 2,000 € 2,000 € 1,800
€ 1,632
€ 960 € 1,440
€- € 400 € 640
€-
Y2012 Y2013 Y2014 Y2015 Y2016 Y2017
Digital Media
Chart represents split of video advertising, areas leads on video advertising, followed
(offering content development for brands). with Facebook and Google covering 86% of by “leisure time”, both increasing video
market, followed by PRO TV & Mediafax exposure to generate high reach and impact
Ad Formats (local publishers) and Yahoo. directly from ads (eventually decreasing
In Romania, in the first semester of 2016, 92% of campaigns used Regular Banner ad, and From industries perspective, FMCG focus on direct traffic / clicks).
only 23% used Rich Media formats.
Campaigns formats
100.00% 92.26%
90.00% Number of online video ads (mio)
80.00%
70.00% 120 114
60.00% 95
100 94 93
50.00%
40.00% 80
30.00% 23.22%
60
20.00%
10.00% 40
0.00%
Regular banners Rich media 20
Source: Gemius AdOcean 0

Personal care & Food Leisure �me Pharmaceu�cals
Hygiene
Video advertising in Romania, ran mainly ads) mainly by personal care, food, leisure
through Facebook and Youtube, followed by and pharma brands.
PRO TV, Mediafax and Yahoo, fueled (with
Adblocking Most worrying trend is that the average
Adblocking was a hot topic for Romanian adblock users , increased by more than 100%,
market. IAB Romania and Agora Project had from 13.9 % to 29.26% in one year.
Q4 -Online video impressions (Mio.) run a complex study which showed that the 2016 was the first time when adblocks on
exact percentage of adblock program users mobile were also measured, the percentages
on the main local sites was 13.9% of the total here being much lower: 1.36% on the phone
32 30 visitors. and 2.11% on the tablet.
35 Websites with the highest percentage of This leads to the average of 11.86%, a
adblock users are from Sport categories percentage that still places Romania below
(21.8% of visitors have adblocker installed), the figures in the developed markets (for
Facebook
319 Youtube Programs and Guides (19.9%), General example, in the USA the desktop percentage
News (18.2%) and Economic & Financial is close to the one recorded in Romania,
Protv (16.4%). At the opposite end, the Hobbies 28.5% in the desktop version, but already
Mediafax & Family & Children categories record the reached 11% on mobile devices).
284 Yahoo
lowest percentage of visitors with installed
adblocker (7.2%)
Source: Gemius AdOcean
Digital Media
Adblocking Users
11.86%
88.14%
Yes No
Perspectives 2017
Globally, with Google likely to reach72
bn. and Facebook 33 bn. in 2017, the
Adblocking Users - Devices split
two giants Facebook and Google are
expected to maintain their dominance
of the international advertising market.
In Romania, Programmatic should
increase significantly (maintaining an
aggressive +80% budget vs 2016) by
taking forward the effervescency from
previous years, Google to maintain
a positive trend, while local display
running for less 5% than 2016.
A big leap is expected from Facebook,
whose reach increased up to a total of
9,7 mil users (from which 6.9 Mio.
daily), 8.8 Mio. being mobile users (6.1
mil daily).
International reactions to Adblocking publications such as L'Express, Le Monde Same as 2016, we’ll see an increased
No ads means no budget, so publishers or Le Parisien resumed to display messages focus for qualitative KPIS like
reactions to adblocking didn’t wait too long. blaming the internet and inviting them to viewability, better (more detailed
subscribe to Premium versions, for a fee. and accurate) campaign monitoring
In March 2016, top online publications in (including advanced channels
France, including Le Monde, Le Figaro and The big Giants entered also in Adblocking
issue, with Google planning to roll out an ad performance attribution), with mobile
Le Parisien, launched a campaign against “always on” for reach, and special
Internet users who block advertising through blocking feature for the mobile and desktop
versions of its Chrome browser. projects/innovation (mainly advanced
applications such as AdBlock (in France 25% targeting and formats) in the brands
of users use adblocking software). Le Figaro competition for audience attention.
even has forbidden access to its content
for those who used adblocks, while other
RADIO
The Radio market was very dynamic in 2016, being marked
OVERVIEW by several changes, such as:
AG Radio Holding (Kiss FM, Magic FM, Rock
2016 proved to be a good year for Radio, as the market managed to maintain the growing trend FM) – launched in November a music site named
registered in the previous year +5%, the total spent being of 20 Mio Euro. Radio stations carried “unsitedemuzica“. Rock FM extended its network in
on in their efforts to consolidate and monetize the audience through attractive marketing Brasov and Vaslui.
campaigns, organizing concerts and events, as well. Radio Europa FM – launched a weekend cooking program
with chef Adrian Hadean care “Medium Rare” aired every
Sunday at 12:00.
“Tribuna zero” a sport broadcast presented by Ovidiu
Ioanitoaia returned to Europa FM in 2016.
Radio 21 – in September, Bogdan, Surubel si Ionut Bodonea
returned as hosts of the morning show, and in December the
rebranding to Virgin Radio, effective from January 2017 was
announced.
Radio Guerilla – in May the station resumed the broadcast
in Bucharest, while from October, 7 other cities were added
to its network.
Pro FM – after Andrei Gheorghe left the station in August,
the morning program was presented by Greeg together with
Marian Onuc.
Digi FM – enlarged its editorial team with Catalin Striblea
(morning program), Lucian Mandruta and also with two
DJs, Doru Oprisan and Ramon Cotizo.
Radio Vacanta – an emblematic seaside radio station
decided in July, after 50 years of “on air” presence, to
broadcast exclusively online.
Radio Gold FM – several changes marked the morning
show team as Mihai Dobrovolski left the station in January,
while since March the program is presented by Gianina
Corondan and Radu Buzaianu together with Mihai
Cioceanu.
Smart FM – since January it became a radio station with
a predominant cultural profile, the broadcasts being
supported by various personalities such as actor Marius
Manole (Marius FM morning program), chef Patricia
Paglieri, Vlad Craioveanu and Manuel Dinculescu
RADIO
Advertising revenues share by sales house
1%
7%
12%
As engaging the listeners, especially the young • “SuperGirl” – organized by Pro FM in SOCIETATEA ROMANA
ones, is becoming such a challenging goal, the March 2016 for the fifth consecutive year, with DE RADIODIFUZIUNE
33% GUERILLA RADIO
Radio sale strategies have also been adapted by the participation of famous Romanian artists, Radio Romania Actualitati radio Guerilla
integrating, stronger than ever, media packages it proved to be the biggest concert held indoor,
RCS AND RDS A.G. RADIO HOLDING
with social media. inside AFI Palace Cotroceni mall.
Pro FM, Digi FM Kiss FM, Magic FM, Rock FM
• “ProFM On Top”- the only concert ever held
Some of the most attractive marketing on the roof of the House of Parliament, with EUROPE DEVELOPMENT
INTERNATIONAL GRUPUL MEDIA CAMINA
campaigns implemented last year were: thousands of people attending the event. 23%
Radio ZU
Europa FM, Radio 21
• Summer Concerts – a series of summer • Digi FM – implemented several promotional

concerts organized by Kiss FM in Ovidiu campaigns with prizes, such as “Bun la Casa
23%
Square, in Constanta. Omului”, “Bun la Drum cu Digi FM” and
“Bun la Drum de Vara cu Digi FM”.
• New Kids On the Rock –Rock FM campaign
which concluded in selecting five children
aged 7 to 14 to form a new rock band called MARKET ANALYSIS Source: Media Monitor BRAT
“Wings of Hope”. Despite the 4% decrease vs. 2015, AG Radio
• Europa FM „Live pe Plaja” - marathon Holding maintained its leadership in terms
concert supported by Romanian artist on of gross advertising revenues share with
AUDIENCE ANALYSIS The weekend performance, registered a
the beach between Venus and Saturn seaside 33%, followed by Europe Development
In 2016 the radio daily reach was stable at slight increase both at urban and Bucharest
resorts which managed to gather over 200,000 International and Media Camina Group, both
urban level (74.7% in 2016 vs 74.5% in 2015), level (1.2% - 1.4%), especially due to the
spectators. with 23%. In terms of year on year evolution,
proving a strong listeners loyalty. Bucharest, smartphones audio streaming capability.
• „Dublu sau Nimic” – Europa FM Europe Development International grew by
2%, while Grupul Media Camina marginally on the other hand registered a 2% higher daily
continued the contest in the morning program
increased by 1%. RCS AND RDS preserved the performance (78.2% in 2016 vs 76.2% in 2015).
„Deșteptarea”, when listeners could win
significant money prizes if giving correct fourth position although it lost 1% vs. 2015, and
answers to general knowledge questions. despite a rate card costs increase in force since
July 2016. The public radio, Societatea Romana
• “Forza ZU” – sixth edition held in Bucharest de Radiodifuziune remained on the 5th place
in May 2016 in Piata Constitutiei, gathering with 7% market share, with 1% contraction vs. Daily Reach (%) Evolution
over 50 Romanian artists. 2015, though they registered the rate card and 80 78.2
• Radio ZU presented in October 2016 „cel increased rate card since July 2016. Guerilla 76.2
mai mare radio din România” – an American Radio entered the top with 1% market share. 75
74.5 74.7
truck transformed in a huge Radio apparatus The only radio media trust which did not
on wheels, having a stage for concerts, photo increase rate cards in 2016 was AG Radio 70
booth, DJs and a Radio studio. The truck drove Holding, and still managed to preserve its 66.1
67.5
66.8
65.6 2015
over 10,000 km across the country. market share. 65
2016
60
55
Monday-Friday Saturday-Sunday Monday-Friday Saturday-Sunday
Urban Bucharest
Source: ARA-MasoR
RADIO
Mapping the urban Radio audience in terms Europa FM and Pro FM reflect a more
of age and gender, we can easily notice on the masculine audience profile, while Kiss FM,
In 2016, the Radio listening places during during weekdays, while the weekends reflect extremes Radio stations with significant skew Radio 21, and Radio ZU are preferred more by
weekdays were at home and in the car listening positive trends for listening radio on the towards mature women audiences, such as women.
slightly decreased by 2% vs.2015. Urban smartphone (8.2% in 2016 vs 7.4% in 2015). Magic FM and Radio stations with a high
Romanians tend to listen more Radio at work preference among young men, such as Rock
FM.
Place of listening - Daily Reach (%) Evolution

Urban 11+ Monday to Friday
50%
->74
45% At home In a car
40% Other place At work

Romania
35% Actualitati
30%
25% National Fm
20%
15% Europa Fm
10% Digi Fm Kiss Fm
AGE
5%
Pro Fm Romantic
0%
2012 2013 2014 2015 2016
Source: ARA-MasoR Radio 21
Magic
Fm
Zu
Rock
In general, most of the urban population spend in spotlight. Medium to heavy consumption Fm
less than one hour listening to the Radio, the is growing starting 24 years old and remains
14<-
youngest age group (14-17 years old) being stable after the age of 35 years old. Men<- GENDER ->Women
Source: SNA FOCUS CAPI IUN15-NOV16, All 14-74 urban population
Listening preferences as age progresses

The audience performance analysis confirms In 2016 Kiss FM consolidated its leadership
100 Radio ZU as the leading radio station in with a 0.5% average rating growth, while
Bucharest, with a slight increase (15.7% vs.15% Radio Romania Actualitati dropped on third
80 in 2015), followed by the public station Radio place due to a 0.3% audience loss. Radio ZU
light Romania Actualitati (increasing by 0.7% vs. went up on second place with a slightly higher
(<1h/zi
2015) and Kiss FM (growing by 0.3%). performance (plus 0.6%). Europa FM was
60
or not
at all)
Despite the 0.9% drop vs. 2015, Magic FM kept stable on the fourth place despite the 0.6%
the fourth place, while Europa FM was ranked average rating drop, followed by Pro FM with
40 medium fifth, as in the previous year, with a stable rating a significantly lower performance compared
(1-3h/zi)
of 7.8%. With a very dynamic evolution, Rock to 2015. Digi FM audience performance grew
significantly in 2016, reaching an average
20 FM reached sixth place with 1.4% rating,
rating of 3.3%.
heavy followed by Pro FM with a 9.9% decrease in
(>3h/day rating vs. 2015.
0
14-17 18-24 25-34 35-44 45-54 54-74
Source: SNA FOCUS CAPI IUN15-NOV16, All 14-74 urban population
RADIO
Top 10 Stations Urban vs. Bucharest
15.7
13.8 13.8
12.8
12.2
10.1
9.7
Avg Rtg%
7.8 8.1
6.6 6.6 6.7

5.5
4.5
4
3.3
2.5 2.4
1.9 2
Kiss FM ZU Actualita� Europa FM ProFM Magic FM Radio 21 Digi FM Rock FM Antena Satelor
11+ urban 11+ Bucharest
Source: ARA-MasoR
LOCAL RADIO PERSPECTIVES FOR 2017
Local Radio stations continue to represent an The most important Radio stations will
important communication vehicle for major continue to be flexible, open to special projects,
advertisers which need to implement local creative contests and relocate broadcasts in
or regional campaigns as well as for smaller special locations requested by advertisers.
investors. In 2016, developed a strategy of Integrated campaigns including Radio and
attracting advertising budgets through special engaging listeners in social media will be the
projects, contests and live actions in the same main pillar in their long term strategy.
time with developing their resources by PR and marketing campaigns, events and
opening new radio frequencies, extending their concerts partnerships will continue to
networks, launching new broadcasts. represent the main triggers for attracting
Arbomedia remains the most important local advertising investments and market share.
Radio sales-house through its partnership with The end of 2017 is expected to reveal a higher
86 local stations that cover 37 of the Romanian increase than previous years (+13% vs 2016).
counties.
OVERVIEW
The 2016 estimated Print market revenue
is 14 Mio. Euro. The previous years events
(distributions networks bankruptcy, National
Anti-corruption Directorate investigations),
have continued to impact the print press
market, which continued its decline in 2016.
Print did not manage to re-invent itself, and
the print editorial content continued to shift
to digital, as in previous years generating a
permanent drop of the print press readers.
The publishers attempt to attract readers with
a wide variety of inserts (books, DVD’s, beauty
and household products) is not as appealing
to the consumers as it used to be several years
ago and this has been reflected in a significant
drop of the sold circulation figures. The only
time of the year when the average circulation
registered higher levels was from July to
September, which is generally speaking, the
traditional holiday period.
The readers and advertisers decreasing
interest had a strong impact in the significant
circulation drop during April – May and
November – December which used to be peak
periods in terms of sales and ad revenues.
To preserve the advertising revenues,
publishers have permanently adapted their
sales strategies with package offers for all the
titles in their portfolio, integrated print –
online packages with higher focus on digital,
video content on their sites, tailor-made
supplements and exclusive deals.
MARKET ANALYSIS
The readership declined was steeper from one
measurement to another in 2016 compared to
previous years. The dailies readers dropped by
4% from one wave to another, except Jun15 –
Nov16, when audience remained constant due
to the major summer sport events (European
Football Championship and Olympic
Games). Same trend was registered by weekly
publications. The aggressive inserts approach
proved to be unsuccessful for monthlies, as
their readership decreased, on average, by 3%.
Looking at the daily newspapers readers profile from a demographic perspective,
we learn that Libertatea has a balanced men – women audience profile, while Click
Coverage (%) evolution is preferred by women. In terms of age, Libertatea readers are mostly under 44 y.o.
while more than one third of Click readers are 44+ y.o. Quality newspapers Jurnalul
40
National and Evenimentul Zilei are read mostly by men, while Adevarul is read
35 more by women, while their age profile is approximately the same. Surprisingly,
Ziarul Financiar is read more by women rather than by men and it hads the youngest
30
readers profile from all dailies. At the opposite side, Romania Libera has the more
25 mature audience from all newspapers.
20
15
->74
10
Romania Libera
5
0
Wave Aug11- Wave Sep11- Wave Jan12- Wave Jun12- Wave Aug12- Wave Nov12- Wave Feb13- Wave Sep13- Wave Jan14- Wave May14- Wave Aug14- Wave Nov14- Wave Feb15- Wave Jun15- Wave Aug15-
Feb13 Jun13 Dec13 May14 Aug14 Nov14 Feb15 May15 Aug15 Nov15 Feb16 May16 Sep16 Nov16 Feb17
Monthlies Weeklies Dailies
Source: SNA-CAPI
Libertatea
AGE
Click
Evenimentul Zilei
Nevertheless, the readers’ preferences remained on topics like family, healthcare, cooking and
stable – women were enjoying glossy magazines parenting.
with specialized editorial content (beauty, The 2016 sports events kept the male audience
fashion, lifestyle and career), followed by weekly interested in dailies, which reflected a 5% increase Jurnalul National Adevarul
publications which focus their content mostly vs. 2015.
14<-
Ziarul Financiar
Men<- GENDER ->Women
Source: SNA CAPI AUG15-FEB17, All 14-74 urban population Weighted sample
Glossy magazines for women is the largest

print category on the market, given the high
interest urban women have in beauty, fashion
Gender Preferances in Print Titles and lifestyle editorial content. Cosmopolitan,
140 Glamour, Psychologies are young (20-35 y.o)
and have medium-high social grades (ABC),
120 while Elle readers are more mature (35-45
y.o) and more upscale (AB social grades),
100 being highly interested in the most recent
international fashion and design trends.
80
Men Avantaje and Unica complete each other on the
60
ABC social grades cluster, but with different
Women
demographics - Unica covers a younger public
40
(25-35 y.o) while Avantaje has more mature
readers (44+ y.o).
20 Femeia, Ioana and Viva magazines cover all
together the BCD social grades and while Viva
0 and Ioana reflect a strong 35-45 y.o. profile,
Monthlies Weeklies Dailies Femeia readers are more likely 45-55 y.o.
Source: SNA CAPI AUG15-FEB17, All 14-74 urban population Weighted sample
PRINT
Share of RC Revenues by Media Group (excl.barters)
->74
1% PATETIC MEDIA 1% GRUPUL
Femeia DE PRESA MEDIANET
1% PEOPLE MAGAZINE 1%UNIONPRESS

Avantaje Viva
Ioana
AGE
2% ETA MEDIA PUBLISHERS 1%DELTA
Elle MEDIA PUBLISHERS
Unica
2% CITY GUIDE MEDIA 1%TRANSILVANIA
Psychologies GRUP BUSINESS
Glamour
Cosmopolitan 3% EDITURA
1%RUSSMEDIA PRESS
EVENIMENTUL SI CAPITAL
14<-
3% BP PUBLISHING MEDIA
1%RING MEDIA GROUP
A<- ESOMAR ->E3
4% INTACT PUBLISHING
Source: SNA CAPI AUG15-FEB17, All 14-74 urban population Weighted sample 6% OTHERS
6% CONVERGENT MEDIA
27% RINGIER ROMANIA
11% MEDIAFAX GROUP

In terms of gross (rate card) advertising revenues 18% ADEVARUL
HOLDING
Ringier consolidates its first position with 3%
increase compared to 2015, driven by a wide 11% BURDA ROMANIA Source: MediaMONITOR BRAT
portfolio of titles that includes glossy magazines
which are market leaders in their segments. The
group’s sales policy based on package exclusivity
also improved the 2016 ad revenues result.
Adevarul Holding comes second with a 1% growth
vs. 2015 due to the package sales approach, while REGIONAL PRESS PERSPECTIVES FOR 2017
Mediafax and Burda are both on the third place. The regional press followed in 2016 the Integrated print – online advertising packages,
If Mediafax was stable, registering the same 11% decreasing trend of the national press, with exclusive offers and events partnerships will
share as in 2015, Burda achieved a 1% growth due several titles being closed and other going online be in 2017 the main instruments used by
to its spin-offs and special supplements. (Ring, Aradul, Ziarul de Bacau, Informatia de publishers in their attempt to stop the print
Next position in top goes to Convergent Media Severin, Republicanul). media ad revenues decline. Special projects,
which, despite the major sports event that took Despite the general negative trend, there are unconventional formats, dedicated supplements
place in the summer of 2016, decreased by 1% vs. some local titles which maintained strong, and spin-offs will be additional tools used to
2015. having circulation comparable or higher versus improve business results.
titles with national distribution: Agenda, Bihari As publishers will continue to develop online
Naplo, Crisana, Gazeta de Sud, Jurnal Aradean, and video content and to strengthen their social
Jurnalul Bihorean, Sibiu 100%, Realitatea media presence, print press will get a much
Media, Transilvania Business. smaller share in their advertising revenues, as
As usual, the advertising space for the most business will move forward.
important local publications was managed by In 2017, the print market is expected to continue
two main sales-houses Arbomedia and Midas its decline by 5% vs. 2016.
Media.
unpredictably, used them months before the Monitoring System. Building further on
start of the campaigns. the successes achieved in 2015, in 2016, the
OUT OF HOME
There were no regulations approved in order advertising industry, under BRAT, negotiated
for the OOH Electoral Law to be implemented. a joint research methodology between SAO
It would have been difficult to have them, as and SNA Focus, completed the final form of
the law was returned in Parliament for further the questioning formulary, and signed the
adjustments. Beside some critic but rather contracts with all the industry players involved
emotional blog articles, there was no significant in this project. As a reminder, the Frequency
adjustment in this respect. Study on Outdoor advertising is going to be
complementary to the already existing OOH
As for the previous year, in 2016 there was no Monitoring System. The study providers are
significant price fluctuation. Although there is GfK, IPSOS and Metro Media Transilvania.
still a substantial pressure for higher discounts,
the suppliers are holding their grounds as the
market, while started poorly in the first 4 months Outdoor
of the year, recovered starting with April, and There were no significant street furniture
was on a constant increase track. This was made auctions in 2016 and the Transit media contracts
Overview law readjusted and the tax was to be paid by the possible by major and constant investments of in Bucharest are still being signed directly with
OOH market registered a flat growth in 2016, first contractor of the main client. the main categories like Telecommunications, RATB, the public transportation company.
with an estimated total spent of 28 Mio Euro. After a period of instability and confusion, FMCG’s, and Retailers which continued to
allocate significant budgets to OOH advertising, The only dynamic in markets` structure
2016 had a rather stormy start, with not that followed by a continuing lobby on behalf of IAA
permanently expanding and improving the was that Euromedia took over the media and
significant, but clearly complicated paper work and BRAT, in order to bring all the necessary
visibility of their networks. This development management responsibilities from Affichage,
and confusing tax regulations. explanations with regards of the new tax
turned an initial 2016 downtrend estimate for functioning as a broker for its entire portfolio.
Starting January 2016 the local advertising tax guidelines, The Ministry of Finance issued a
the OOH market into a flat evolution vs. 2015, The handover seized them 45% of the share
is applicable to the total OOH advertising cost clarification and settled the framework. Clients
the net OOH spend being of 28 million euro. market.
except production, and from 21st of March the applauded the clarification, so did some of the
suppliers. In 2015 the advertising industry, under BRAT, The 2016 estimated market shares for the main
tax had to be paid by the exposure beneficiary
took a very important step in the development vendors are: Euromedia & Affichage Romania
directly (clients) to the local authorities of each Altogether, despite the rocky start, 2016 proved
of the Frequency Study on Outdoor advertising, (45%), Getica (10%), and with a significant
and every locality. IAA took a firm position to be a constant and dynamic year for the OOH
complementary to the already existing OOH fragmentation (45%) in smaller providers.
and managed to create the possibility for the market.
advertisers to commission the payment of this Politicians, as expected, couldn`t use any more
tax to their agency or OOH provider. Then, the the OOH panels during their campaign, so they,
OUT OF HOME
Share of Market - Vendors
Others
Indoor
29%
The main player in the indoor and instore Perspectives for 2017
categories is Brand Management. There were Unlike any other past years, 2017 started with
Euromedia no changes in the investors ranking in indoor
& Affichage no major pauses, raising right from the start the
campaigns – the highest investments continued expectations and the occupancy rate, bringing
Way 4% 45% to come from the Banking category followed to table a new dynamic in the market. With few
closely by FCMG, Automotive, Entertainment, premium location left, and continuous demand,
Universal Airlines and Fashion industry. the first three months of this year are definitely
6% Indoor ads in office buildings represent the only different from past situations.
New Age segment that managed to increase revenues We have the first reaction of the Bucharest City
6% Getica mainly through innovative special projects. The hall with regards to the implementation of the
10% segment`s main shares are claimed by Elevate OOH Law. They have already issued a first draft
and Invent Media. The largest budgets were for the implementation rules, and invited the
allocated by Banking, FCMG, Automotive, main suppliers to have open discussions, should
Airlines and Pharma. any adjustments were to be made. As a reminder:
As mentioned before, the independent players In terms of format types, the networks Info Sanatate remains the only niche player the law institute standards for type and size of
kept on building-up their Bucharest and development was mostly concentrated on which has the Digital Signage TV Analytics, formats, their frequency and positioning. It also
national networks. The most dynamic ones backlight, the most used format in the local the first Frequency study for indoor advertising. establishes off-limits zones and imposes public
were: New Age , Universal Solutions, Imperial outdoor industry, with an estimated 45% of the The study was conducted by GBD Research and auctions for any panel placed in the public space.
Media, Way Media. Spectacular Group of location, followed by billboards with 19% and is endorsed by organizations such as ARMA & It announces to be a long and complicated
Companies, is still blocked in a law process city lights / buss-shelters with 14%. The rest of ARIA. negotiation since most of the Bucharest OOH
against Metrorex. Right now the entire network 22% consists mostly of roll-overs, mesh, prisms, panels are placed in public space, and only few
is suspended and this will be a status quo for the unipoles, flags and special projects. of them meet the standards required by law.
Digital Outdoor
whole period of the lawsuit. Should the law be strictly implemented an
In 2016 Media Advertising and Vision Media estimated +60% of the panels would have to be
Plus continued to operate in the segment, with demolished or restructured. Is yet to be discussed
their existing supports networks. the approach and the timing of implementing
After conducting in 2015 together with D&D this law, as long as all suppliers have on-going
city light / bus Research a study that gave the possibility for contracts up until the end of the year. Having
billboard shelter in mind the inventory decrease forecasted for
19% 14% its clients to access traffic data from the entire
TV screens network in Bucharest, in 2016 2018 due to the OOH Law, we expect to see an
Phoenix Media took things a step further and inflationary impact on the market prices.
roll - over successfully upgraded their digital platform in Indoor is expected to maintain a steady
Share Other
mesh order to conduct for the first time in Romania, evolution, maintaining the current status.
of Market format
prism
unipole real time biddings on OOH supports.
22% flag Despite the rather uncertain context related to
-Formats special project Digital Indoor refers to plasma screens the OOH market, the 2017 advertising budgets
distributed across networks in crowded places. look solid and it is expected that at the end of the
Blitz TV maintained its contract with Metrorex year the net market will reflect a 4.2% increase,
backlight for the subway LCD network.
45% with an estimated total of 29 million euro.
Overview
In Romania the media associations established

standards for all audience measurements and
monitoring services, therefore the research market
is syndicated and only a few research companied are
acknowledged as data providers.
ARMA (Romanian Association for Audience

Measurement) decided to continue the collaboration
with Kantar Media Audiences for 2016-2019, after
a tender that took place in the previous year. The
number of monitored and reported households
remained the same (1320) but the structure became
completely new compared to the previous panel.
ARMA also continued to supervise the research for
technical specifications project expected to provide
data regarding online watching on any device,
through the internet (Virtual Meter, Return Path
data) – the study is meant to merge with SNMATV,
to obtain in the future more accurate audience data,
especially for niche channels.
In 2016 ARMA and Kantar conducted a pilot project

“Social TV” (Twitter TV Ratings and Facebook),
which delivered the first results in the first quarter
of 2017. Kantar Twitter TV Ratings will enable
broadcasters to keep track of the conversations about
their programs and help them maximize audience
engagement, while agencies and advertisers will get
additional data that will inform better planning and
buying decisions, to reach socially engaged viewers.
In 2016, BRAT published for the first time brand

centric audience data for 14 media brands.The
measurement cover media brand performance across
multiple channels, such as print, website, Facebook,
mobile apps or tablet, implying a 360 degrees
measurement resulting in a holistic profile of each of
the brands, regardless the access channel.
In 2016 BRAT organized two major tenders - one for

the Internet study (SATI) providers selection and
providers for (SNA FOCUS) providers for the next 3
years (2017-2020).
The main changes in the new SATI tender: Kantar Media Audiences is the provider of audience data for the TV
• New provider for data, Cxense, will start delivering Audience Measurement (TAM) survey as of January 2012 and will
the data on 1st September. continue the contract for 2016-2019.
• A new Internet project (common DMP for TAM system is a quantitative research, which measures the TV usage
publishers) will be launched with the same supplier. The among Romanian population – minute by minute viewing, 24/7, using
DMP will be integrated with the Internet Measurement tele-control people-meters. The universe covers all private households
Service, so that the audience segmentation will also be in Romania with a working television, and all individuals aged 4+
available in the DMP. from those households. People who have spent last year more than 3
consecutive months outside the country are classified as ‘migrants’, and
The main changes in the new SNA FOCUS tender: are not included in the survey universe. The gross installed panel is 1,320
• The number of research companies increased from households, while the reporting panel is of 1,200 households. Viewing
3 to 4: GfK, Ipsos, MMT and CCSAS by guests in a panel member’s home is measured as a surrogate for the
viewing by panel members who take place in other homes, and the exact
• Part of the sample will be shared with the OOH age and gender of guest viewers are collected. Consolidated viewing is also
audience study: available as a metric, and is defined as live viewing plus any time-shift
viewing taking place within seven days of the original transmission.
Starting with 2016 BRAT provides monitoring data ARMA constantly faces the challenge of a fast growing TV market, from
for online advertisement spilt by device type: desktop, 30 monitored TV channels in 2007 to 60 channels in 2014. At the end of
mobile, tablet, enabling the analysis of each campaign 2016 and until March 2017, the number of monitored channels is still 60.
on each and any of the devices.
Monitoring data is available for a relatively wide range of channels,
In 2016 BRAT finished the preparation process for nevertheless only the ARMA members have access to detailed TV spots by
implementing the OOH audience survey, signed the spot performance data, along with correction factors for spots with length
contracts with the beneficiaries and redesigned the different from 30”.
methodology together with the research companies.
Part of the sample will be common with press readership
and consumption of good and services, study using a InfoSys+ is the analysis software for TV audience and monitoring data.
single CAPI questionnaire for collecting readership
and OOH data for about 6,000 interviews from a total
of 15,000 in the first year. In the 2th and 3th years all
sample of 6,000 interviews will be common with SNA Non – TV measurement
FOCUS. BRAT is a non for profit, independent, tripartite organization for the
media and advertising industry, whose members are media owners
(publishers), media agencies and advertisers. BRAT is the JIC (Joint
Industry Committee) conducting in Romania the print and online media
Starting 2016, after the public tender from 2015, Radio measurement and the publications circulation audit. BRAT is member
Audience Association (ARA) decided to declare IMAS of different international organizations of the media and advertising
Marketing & Polls and Mercury Research the winners industry: IFABC (www.ifabc.org), EMRO (www.emro.org), I-JIC (www.i-
of the technical and financial offers competition. jic.org).
Together they will conduct the research activity for
radio audience measurement until the end of 2019.
1. Internet
BRAT is the only provider of performance data for Internet traffic and
audience structure through the SATI survey. The hybrid method used for
TV Measurement traffic measurement, audience and profiles of the websites is compliant
Audience measurement for TV is available on the with the IFABC guidelines regarding traffic measurement.
market on daily basis since August 2001, with restricted SATI currently measures more than 230 websites, including the websites
access to detailed audience data only through ARMA using streaming measurement. SATI published for the first time in
membership, the organization that represents the
beneficiaries’ interest in relationship with the research
data provider.
MEDIA RESEARCH
Romania, in 2014, the traffic results according to online advertising campaigns, no matter if the 4. OOH Cinema Measurement
the access device (PCs, tablets, mobile phones). campaign belongs to a BRAT member or not. AdMonitoring data is available as of May 2012, Presently there is no syndicated study to measure
Traffic measurement results are delivered delivered by MIP OOH project. The results are traffic data or the demographic structure of
through two main access points: the Scores on- 2. Radio integrated in the same on-line platform used for cinema goers, although main cinema chains do
line application and the BRAT website. Scores Print, Radio and Internet AdMonitoring. conduct ad-hoc client research projects in order
reports the complete data: traffic splitting on AdMonitoring data is delivered by BRAT, to measure those indicators. Reports from those
through the MIP Radio project, since July 2011 The software for data analysis is Media Monitor.
various sections, comparison between websites, studies are available, in variable amounts, to
daily and hourly resolution for data analysis, and is currently monitoring 9 main national media agencies.
top entry / exit pages, geographical location and radio networks. Radio Audience Measurement Demographic profiles and data concerning the
technical data, real time viewing of traffic data. consumption of brands and services by cinema
On the BRAT website, the data published has Radio Audience Measurement Survey (SAR) is
3. Print a syndicated research program in co-operation goers are indirectly available from the SNA-
3 general metrics (views, sessions and unique Focus. Starting 2012 the results are available for
clients) and also offers the possibility to analyze BRAT is the only provider of performance with the industry JIC, Radio Audience
Association (ARA). The service is available the main Cinema chains, for the big cities, and
the traffic based on 2 main splits: Romania vs data regarding circulation audit and audience for type of cinema in the rest of the cases.
Global and Desktop / Laptop versus Mobile/ measurement for press. since June 2004.
Tablet. Traffic data started being delivered by The radio audience measurement for SAR is
BRAT provides circulation figures for all print
SATI in October 2007. based on the “Day after recall” method (the
and electronic publication through the audit
Audience measurement is available since June of circulations which is done on a yearly basis, remembrance is aided by recalling the activities
conducted during the day before the interview), Perspectives for 2017
2008. The standard delivery for the internet by an audit company selected by BRAT via
audience data is spanned on a period of 3 months, a tender. Starting 2009, the circulation audit used by most of the international measuring Starting February 1st, 2017, Kantar Twitter
with weekly averages being published. SATI includes the verification in the field of the print systems. TV Ratings (KTTR) is also available in
measures the audience (number of visitors per run. Presently BRAT audits an approximate Starting 2008, SAR delivers audience data Romania. For the moment, part of KTTR data is
week) of the websites, for the people 14-74 years number of 120 publications, both national and in three waves per year. The universe covers communicated to ARMA members as monthly
old, living in Romania. Basic demographics local. urban and rural population, living in private newsletters.
along with general Internet usage and some households in urban and rural areas, aged 11+ In 2017 ARA intend to continue improving
Readership measurement is offered through
general consumption information are available. years old, in accordance with official statistics. current MasoR9 software, based on feed-back
the SNA FOCUS survey, which, besides
In 2015, the survey extended its universe, Data collection is currently done through CATI received from users taking in consideration
readership measurement, offers a wide range of
delivering audience data for rural areas also. (computer assisted web interview) and in home their daily experiences working with it.
demographic information and data regarding
The software for the Internet audience data is the consumption of goods and services. face-to-face interviews, using CAPI method BRAT will launch in June 2017 in Romania, the
SESAME, the same as for SNA Focus. Besides (Computer Assisted Personal Interview) in rural OOH audience study covering ten cities.
The survey includes over 65 publications. The areas.
the simple table listing, crosstab generation
main metric offered by SNA FOCUS is the AIR The DMP for publishers will be operational
and media ranking facilities, it also contains The audience data is reported for 20 radio
(Average Issue Readership), which measure the beginning with September and will be providing
a media planning module and optimization stations (nationwide), and separately for 23
number of people reading an average issue of a data for improved analysis of online users.
engine. Since March 2016, for the first time in stations in Bucharest area.
given title, using the well-known and accepted OOH monitoring data will be improved in
Romania, both the audience data and the basic
‘recent reading method’. 2017 by integrating a new map tool within the
demographics of the websites measured are
publicly available on BRAT website. The working software is SESAME, which The software for data analysis (MasoR) was reporting platform. The users will be able to
offers possibilities of target definition, crosstab significantly improved vs. the older versions. visually analyze the field coverage of a specific
generation, cluster analysis, duplication Version 9 of MasoR software has better compute OOH advertising campaign, advertiser, market
AdMonitoring data for online campaigns is analysis, media ranking and media planning. modules, proposed new graphic experience. sector, etc. The tool is expected to be available in
delivered by BRAT since August 2011, through The audience segmentation considers all the September 2017.
the MIP Online project. Currently, the survey variables in the questionnaire on the basis of
tracks the campaigns of its members on more AdMonitoring data is also delivered by BRAT, which the user can build specific target groups.
than 2,000 Romanian websites, belonging through the MIP Presa Scrisa project. The
to both BRAT members and non-members. project started delivering data in January 2011,
Starting March 2013, BRAT implemented a and is currently monitoring more than 200
spider technology in the MIP Online project publications.
which is able to deliver information for all the
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This document is a product of INITIATIVE CONTENT

In putting together the Media Fact Book we have used

EDITOR'S FOREWORD by the aggressive internet access from the smartphones

CEE COUNTRY PULSE

Net Market Size Evolution (mil. EUR) Poland 50% 25% 8% 9% 7% 1%

Serbia 54% 12% 19% 5% 10%

1,000 TV Digital Print Radio OOH Other

friends via messaging apps rather than

provides a cheap source of entertainment

broadcasting to one’s social networks

for the population and still a cost efficient

really picked up steam in the last year,

media communications channel for

At the same time, Digital will continue to

No doubt that wage increases are putting pressure on companies costs,

to 1% of the GDP in 2015. However, foreign

How big and how fast?

What can we do in Romania? Google gathers information direct from

Passing through main Cadreon products is the easiest way to discover

Impact ads – which kind of formats are allowed to

Top 10 categories 2016 – all media

2015). Print did not manage to re-invent 8.5

The number of monitored channels remained

Reception type evolution

Year 2014 2015 2016

Inventory sold % minutes 74% 86% 92%

Source: Kantar Media & Initiative Media Estimation

Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016

Source: Kantar Media & Initiative Media Estimation

Prima Broadcasting Group 2016 49%

20.0 18.1 2016 vs. 2015

Source: Kantar Media

Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24

Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE

Age 65+ Age 12 - 17 Age 65+ Age 12 - 17

Urban 30k-100k 50 Social grade DEUrban 30k-100k 50 Social grade DE

Digi 24 Profile (Affinity Index)

Urban 30k Age 4 - 11 Urban 30k Age 4 - 11 Urban 30k Age 4 - 11

Age 65+ Age 12 - 17 Age 65+ Age 12 - 17

Source: Kantar Media 2015 2016

stable. Bucharest, preferred by Men 45+, with lower 300,000

AXN Profile (Affinity Index) Pro Cinema Profile (Affinity Index) - -

Urban 100k - 200k

Top European markets with the highest increases

Irland Bulgary Poland

Frequent online activities

100% 2012 2013 2014 2015 2016

Connections by type (million)

E-commerce in Romania which have seen significant

Source: Gemius AdOcean 0

• Summer Concerts – a series of summer • Digi FM – implemented several promotional

Place of listening - Daily Reach (%) Evolution

40% Other place At work

Source: SNA FOCUS CAPI IUN15-NOV16, All 14-74 urban population

Listening preferences as age progresses

Top 10 Stations Urban vs. Bucharest

6.6 6.6 6.7

LOCAL RADIO PERSPECTIVES FOR 2017

Monthlies Weeklies Dailies

Glossy magazines for women is the largest

Share of RC Revenues by Media Group (excl.barters)

1% PEOPLE MAGAZINE 1%UNIONPRESS

11% MEDIAFAX GROUP

Share of Market - Vendors