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).
TV kept leadership and drove the total market growth with +13% vs. 2015, from 212 K Euro to 240 Mio Euro, reflecting the biggest increase since 2009. Besides TV, other media channels were also on increasing trend: Online, from 57 Mio Euro to 64 Mio Euro (+12% vs. 2015) and Radio, from 19 Mio Euro to 20 Mio Euro (+5% vs. 2015). OOH kept a flat level at 28 Mio Euro, while Print was the only medium to drop, from 16 Mio Euro to 14 Mio Euro (-10% vs. 2015).
Since 2014, Televison is back on growing trend, consolidating its leadership. If in 2015 TV lead with over 60% of total net media investment, in 2016 the growth was even more significant, +13%, reaching the level of 240 Mio EUR.
The number of monitored channels remained stable during the last years (59 in 2014, 60 in 2015 and 60 in 2017), digital cable continued the increasing trend in 2016 reaching 24.7% of the households with TV set, while all other reception types dropped slightly compared to 2015.
The average commercial rating decrease of 4% (18-49, urban, 07:00-26:00) and the boost of TV spending led faster to high sell out rates, leaving the channels without any available inventory.
Thus, throughout the entire year the stations tried to cope with Prime Time sold out situation that finally pushed the whole market to an unprecedented loading level for all day of over 90%.
In terms of advertising revenues, CME kept leading position with 49%, followed by Antena Group with 26%, Dogan Media with 10%, and Prima Broadcasting Group with 2.5%.
In 2016 the total TV market inventory grew by 5% in terms of sold 18-49 GRP’s and the avg. CPP showed 8% inflation vs. 2015.
Nobody can stop the unstoppable: advanced targeting mixed with high inventory generated by lots of time spent online by a growing number of people, all powered by mobile: the unique “always on” media channel.
This year, what the digital enthusiasts have predicted long time ago happened: 2016 was the 1st year when online advertising surpassed TV in Europe.
For the last 15 years, all big players have spectacularly been moving to different niches – e.g. Google has been stepping further with enhanced services for E-commerce and Facebook has capitalized on the video direction while also keeping an eye on e-commerce with Marketplace launching.
Romania still lags behind and will take a while before digital will over(in)come TV. Nevertheless, the shift towards digital is significant and 2016 marked a premiere for the local market: 1st year when SMS messages decreased due to the growing use of mobile internet.
Local and international market overview, including major players’ moves, an estimation of video spent by Romanian advertisers, the Adblocking local status, are just few of the 2016 hot topics covered by this MFB edition.
More info at: http://www.mediafactbook.ro/