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media fact book
ROMANIA 2011

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This document is a product of Initiative Media Romania.

In putting together the Media Fact Book we have used audience 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 Measurement
(ARA), TNS Research, AlfaCont, GfK Romania, Mercury Research,
IMAS, International Advertising Association (IAA), International
Advertising Bureau (IAB), PriceWaterhouseCoopers, International
Telecommunication Union, Business Monitor International, ANCOM,
alexa.com, The National Centre of Cinematography (NCC), The
National Institute of Statistics (INSSE), National Prognosis Committee
(CNP), EuroStat, TrendOne and The National Bank of Romania (BNR).

Acknowledgements to the following members of the team who
significantly contributed to this book:

Octavian Popescu, Steve Dallas, Alexandra Olteanu, Iuliana Stere,
Rodica Caraghina, Marcela Tuila, Ruxandra Stan, Ruxandra Stefan,
Cristina Chinde, Razvan Simionescu, Ersilia Baragan, Maruan Trascu

Special contributor: Lucian Croitoru

© INITIATIVE MEDIA S.A, Bucharest, 2011
All rights reserved

This publication is protected by copyright. No parts of this book may
be reproduced without the prior written consent of the copyright owner.

Readers should understand that the data contained in the Media Fact
Book is as actual and accurate as the sources could provide.

Your comments and suggestions are welcome as a valuable input for
the future editions of this book.

4 www.mediafactbook.ro
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Editor’s Foreword................................................................... 6
About Initiative........................................................................ 7
About Brand Connection........................................................ 8
Economic Landscape............................................................. 9
Media Market. ...................................................................... 11
.
Media Research................................................................... 15
Media Consumption Trends................................................. 18
Television. ............................................................................ 19
.
Digital Media. ....................................................................... 26
.
Radio.................................................................................... 35
Press.................................................................................... 41
Outdoor & Indoor.................................................................. 48
Cinema................................................................................. 52
Creative Media Usage.......................................................... 55
Integrated Communication Services.................................... 58
Media Dictionary. ................................................................. 62
.

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editor’s foreword

Octavian Popescu
Group Vicepresident & COO

2010 proved to be another difficult year for the Romanian advertising industry & also the wider Romanian economy.
We estimate that the advertising spend in 2010 totaled €316m, meaning that we are back to a level last seen
5 years ago. Despite some hope that the 2nd half of the year would show some growth this did not happen and
advertising spend dropped by 9% across the whole year.
On a more positive note, with the Romanian economy expected to grow in the second half of 2011, & with some
positive indicators seen already since Q4 2010, there is hope for the beginning of an economic recovery, this is
a view supported by our guest contributor, Mr. Lucian Croitoru, Senior Adviser to the Governor of the National
Bank of Romania, who we have invited to give some expert opinion on the present economic outlook for Romania,
you can read his views in Chapter 5, Economic Landscape. As the advertising industry is usually one of the first
industries to grow after a recession, we should be positive that we may see a more positive trend in the second
half of 2011.
The decline in the advertising market in 2010 affected all offline media, however the growth in online advertising
(by more than 30%) meant that this was the year when online really cemented its place as a key medium for clients,
and with that growth trend continuing in 2011 online will become the 2nd largest media in terms of advertising
spend. This has taken a little bit longer than in many other countries, but no longer do we see clients just using
their ‘loose change’ for online campaigns after they have planned all their other media activity.
At the same time the way internet advertising is used by clients is rapidly developing, it is no longer just about
classic display advertising on websites. As the online market continues to develop and mature, the way people
are using the internet is changing, this can be witnessed in the explosion of social media in Romania; Facebook
now has over 3.2m Romanian users & the rate of growth shows no sign of slowing down. Also we are seeing
huge growth in mobile internet usage, with traffic to some of the top mobile sites increasing by over 100% in the
past 6 months.
A consequence of this is that publishers have realized their business models need to change, the print market
will never return to the way it was, but of course it also will not die as some people have suggested. But more &
more titles have realized the importance of their online editions and are beginning to sell both versions together,
not with their online version sold through a separate sales house. Despite some desperate attempts to support
their printed editions with books & DVDs, it is the digital edition that is growing and not just on a PC, but on mobile
versions of their sites, whether read on a smartphone or a tablet PC. Traffic to mobile versions of leading daily
print titles has increased significantly in the past six months, and whilst still small will continue to grow and is
another demonstration of the continued digital development in Romania.
Despite the dynamic growth in online and digital advertising, Romania remains a media market dominated by
Television. TV did not suffer as badly as some of the other traditional media in 2010, and increased its share of
the overall revenue to 66%, but with so much choice in terms of the commercial stations available, combined with
an increase in viewing and a further small fall in revenue expected this year, prices will remain under deflationary
pressure for 2011.
Overall our expectation is that the advertising market will decrease by a small percentage again this year, but
with some signs of economic growth appearing and with elections on the horizon next year, we do expect that the
advertising market will begin to grow again in 2012.


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about initiative

2010 was another year of declining investment in the Romanian advertising market. Whilst in many other coun-
tries in the world the advertising market returned to growth, here in Romania we saw a continued decline in the
overall volumes spent across the year.
For us at Initiative, in such difficult conditions we still managed to grow our business, the continued support of
all of our clients including Orange, Johnson & Johnson, Ferrero, BMW, Bergenbier SA, Millenium Bank, Pernod
Ricard, Supreme Group, Provident Financial, Kika, Burger King & Fujitsu Siemens, meant that we managed to
increase our overall billings and we thank all of our clients for their continued support & activity in the past year.
In the Romanian market of course, size counts when delivering the best value to clients, & we were very proud to
have risen to second place in the RECMA billings report released in 2010.
As digital media continues to become ever more important in the lives of Romanian consumers, so the services &
solutions that we offer to clients continue to evolve. In 2010 we continued to focus on emerging digital media & ran
our first campaigns across social media, augmented reality & QR codes. We also continued to commission adhoc
research studies to understand the full impact of digital media on Romanians. With these developments our digital
team continues to grow ensuring fully integrated communication plans across both traditional & digital media.
Our services to clients remain the same as ever, but with an ever growing focus on the array of digital opportuni-
ties that are available. We offer quantitative & qualitative research, communication strategy planning, implemen-
tation and negotiation across campaigns, as well as innovative non-standard special projects (such as event &
media sponsorship, product integration, etc.,.)
As part of this service – we also offer to our clients;
l Media Landscape – quarterly analysis of the media market;
l Media Fact Book – starting 1997, Initiative Romania is the exclusive publisher of this media annual guide,
unique on the Romanian market.
l Media training – Presentation of media basics (terminology, methods) and on-the-job training in Initiative’s
office.
l Media PR – Initiative provides media coverage to PR events organised by clients, upon request and project
specifics.
l Outdoor Mapping – providing clients a better campaign management
l Digital concept & design management – offering clients integrated digital solutions by managing the entire
process from ideation, concept and design to media planning and implementation of digital campaigns, either
directly or in partnership with our digital specialist division, Hyperactive.
Our commitment to clients remains performance led communications, ensuring data, insights & creativity produce
real business outcomes for our clients.


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about brand connection

Brand Connection is a European media network part of Interpublic Group of CO’s (IPG), alongside its sister
agency network, Initiative Worldwide.
In Romania, Brand Connection was established in 2005 and is part of the same communication group with Initia-
tive, Lowe & Partners, Golin Harris, Medic One, Hyperactive.
Brand Connection provides the entire range of specific services from media strategy and planning to research
and media buying.

Vision
Brand Connection is a new generation medium-size media agency, flexible, but with the buying power of a large
agency, we provide special care for each of our clients. We target direct local clients and we are also the media
arm for some creative agencies.
Efficient investments are guaranteed through a unique approach rooted in the needs of the client and accom-
plished through creative thinking.

People
All Brand Connection specialists are experienced professionals, part of them working with the group from the
very beginning, originally as members of the Initiative team. The two agencies are set up and work independently
whilst sharing in common expertise, tools, media buying power and most of all, a vision of hard work, consistency
and world class standards.

The client portfolio of Brand Connection includes: Intesa SanPaolo Bank, LaborMed Group, Pro Credit Bank, An-
gelini Pharmaceuticals Romania, Teva Pharmaceuticals, La Redoute, Militari Shopping Center, Titan SA, Phillip
Morris Romania, Porsche Inter Auto Romania, Lilly, The AD Store.

Find out more about Brand Connection at www.brandconnection.ro, call at +4021 301 01 38 or write to us at: of-
ficebc@brandconnection.com.


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economic landscape

Lucian Croitoru
Adviser to the Governor of the
National Bank of Romania

Over the past two years Romania has made large-scale adjustments. The external imbalance declined from
11.6% of GDP in 2008 to 4.1% of GDP in 2010 and prerequisites have been set for the economy to emerge out of
recession. Adjustments have been made by both private and public sectors. The former has reduced its external
deficit and increased labor productivity, and the latter pursued policies financially supported by the EU, the IMF
and the World Bank to ensure fiscal consolidation and financial stability. The structural budget deficit went down
from 8.2% of GDP in 2008 to 5.5% of GDP in 2010, and the capitalization of the banking sector is comfortable,
with the average solvency ratio exceeding 14 percent.
Reflecting these necessary corrections, the economy contracted by a cumulated 8.3 percent in the period 2009-
2010. The protracted recession exerted disinflationary pressures, but the VAT rate increase in July 2010 and the
rise in food and fuel prices have pushed inflation to 8.3 percent in April 2011.
The progress in reducing external imbalances and preserving financial sector stability has increased foreign in-
vestors’ confidence in financial markets and has paved the way for growth in various sectors to resume. Given that
Romania’s economy is highly dependent on capital inflows, restoring foreign investors’ confidence is essential.
Increased investor confidence fosters bank lending and foreign investment.
Signs of sustainable economic recovery are already manifest. Positive growth rates in 2010 Q4 and 2011 Q1
suggests that recession is over. Industrial production has increased steadily since 2009 Q4, with an advance of
10 percent YoY in March 2011. Although still negative, growth rates in the construction and retail sectors are ap-
proaching positive values.
These developments are in line with changes in consumer confidence. Across the euro zone, the consumer con-
fidence indicator (measured as a three-month moving average of respondents’ opinions) over the next 12 months
has steadily increased from an approximately -30 pp low in April 2009 to -10 pp in January 2011. For the new EU
members, excluding Romania, the lowest confidence was also reached in April 2009, (-42 pp), but it increased to
-23 pp in January 2011. Stronger consumer confidence translated into higher aggregate demand in the euro zone
and helped Romanian exports reach an all-time high in 2010.
In Romania, consumer confidence reached about -53 pp in January 2011, up from a -60 pp low in 2010 Q3. The
main drivers have been the improvement in public finance and labor market conditions, prospects for growth in
the EU, and the resumption of capital inflows.
Increased consumer confidence and higher foreign investor confidence will both support domestic consumption
and investment. Regarding household consumption, even if the average wage stagnates in 2011, bank loan re-
financing schemes will result in higher disposable income. However, this does not automatically lead to stronger
purchasing power of households. With pressure from fuel and food prices, the general price index may well
outpace the revenue index, thus reducing the consumer purchasing power. As for investment, demand for invest-
ment loans is recovering slowly, suggesting that gross capital formation might have a larger contribution to the
aggregate demand in the period ahead. Presumably, the growth in domestic demand will be driven by investment
in 2011. However, since consumption accounts for almost 80 percent of GDP, it is expected to regain its place as
the main engine of growth soon. Domestic demand will gradually resume growth, compensating for the modera-
tion in export markets growth.

1-The consumer confidence indicator is the arithmetic mean of (percentage) balances of answers regarding the financial standing
of households, the overall economic sentiment, expectations on employment and saving over the next 12 months. Balances are
seasonally adjusted.



media fact book

economic landscape

While generating new jobs, the resumption in economic growth also poses new challenges. One of them is to
make sure that economic growth is not accompanied by a rapid increase in external debt. More EU funds help
to deal with this challenge, but past experience has proven that a better absorption of such funds was difficult.
Another challenge is to maintain the growth rate at its potential, after the closing of the deflationary output gap, so
as to avoid inflationary pressures on the demand side.
The economic crisis has reduced both the level of Romania’s potential GDP and its potential growth rate. This
means that even relatively small capital inflows make the economy more vulnerable to inflation. Moreover, higher
than expected increases in fuel and food prices add to inflation and jeopardize the NBR’s inflation target. The
joint action of larger capital inflows and inflationary pressures creates an interest rate dilemma similar to that that
influenced monetary policy in 2006 and 2007.
The continuation of fiscal consolidation without jeopardizing Romania’s economic growth and its convergence
to EU living standards is another challenge. In the short run, risks to fiscal sustainability are contained by the
relatively low level of public debt and the adjustments implemented in 2009 and 2010. Moreover, the new ar-
rangement with the IMF and the EU secures the needed financing sources in case of adverse developments in
the international financial markets or in the euro area.
Concern remains in the long run. Risk of new fiscal slippages remains until deeper reforms of government
employment and social entitlements are implemented. The latter increased from 9.6 percent of GDP in 2006 to
13.8 percent of GDP in 2010. Public pension spending represents almost 37 percent of total budget revenues, a
percentage that ranks Romania second to Greece within the EU. Without adequate reforms, the ratio of persons
aged 65 and over to active population might worsen Romania’s fiscal parameters.
Risks are also significant on the political side. While in-depth reforms in the areas mentioned above require strong
political support, the risk of a fiscal slippage remains high throughout 2012-2014, when parliamentary and presi-
dential elections are scheduled to take place (including elections for the European Parliament in 2013).
Higher-than-programmed fiscal deficits would keep foreign investors away from Romania. With lower capital
inflows, economic growth and bank credit to the real estate sector would remain sluggish, which would result in
relatively low budget revenues. Higher tax rates would not be a solution since they slow down economic growth,
requiring further adjustments on the expenditure side. The adjustment would be increasingly difficult as public
debt and interest rates would rise.
The year 2011 might be decisive in avoiding this scenario. Seamless implementation of the envisaged fiscal
program and the achievement of the 2011 fiscal deficit target of 4.4 percent of GDP could entail a significant re-
sumption of capital inflows. This might have a favorable impact on the course of economic adjustments by raising
stronger support for further fiscal prudence, which would set the stage for resuming sustainable economic growth.



media fact book

media market

“All of us who professionally use the mass media are the shapers of so-
ciety. We can vulgarize that society. We can brutalize it. Or we can help
lift it onto a higher level.”
William Bernbach

Overview
After a full year of crisis, the contraction of the Romanian media market continued in 2010 but at a significantly
lower rate compared to previous year (- 9% in 2010 vs.2009). All major media have been impacted – TV, radio,
print and outdoor – with Internet being the only medium with a significant volume increase (more than 30% growth
compared to 2009).

Graph 1: Total net Ad-spend by medium (Mil €) - Estimation

600

500

400

300

200

100

0
TOTAL (Mil €) TV Print Radio OOH Internet
2003 179 88 58 12 20 2
2004 216 113 62 14 25 2
2005 277 159 66 17 31 4
2006 369 229 71 23 40 6
2007 482 306 79 30 58 9
2008 540 337 82 35 70 16
2009 345 222 37 25 42 19
2010 316 209 26 21 33 26
2011est 306 198 24 20 30 34

Print continued to be the most affected medium in 2010 (-30% vs. 2009), followed by OOH ( -20%), Radio (-16%)
and with the smallest decrease on TV (-6%).
TV had the highest share of the total net media market (66%) & grew in share versus 2009 (64%), OOH followed
with a share of 11%. The growth in online spend meant that online budgets matched Print’s share at 8% and
overtook Radio (7%).
In 2010, the TV market continued its development by launching new channels: TLC, 10 TV and new channels
have been added to the audiences monitoring systems: VH1, TVR3, Dolce Sport, Eurosport2.
Facing a severe drop in readership and advertising investment, the Print market struggled to defend revenues
through aggressive marketing actions: creating new impactful formats, launching supplements for niche audience
groups and developing integrated promotional campaigns on print, TV and online. Sachet insertions covered



media fact book

media market

products from cosmetics to food, with more books and CD / DVD sold together with the newspaper or magazine.
The main sports dailies Gazeta Sporturilor and Pro Sport released their first 3D editions to mark the occasion of
the football World Cup in May and July 2010.
Some titles moved entirely online, while others were closed down.
Radio tried to adapt to the new market situation through launching new programs, PR activities and improving
their online presence through dedicated websites and social network sites. Despite the crisis, in 2010 most of the
leading stations were sold out in Prime Time, a new channel was launched (Rock FM) and ProFM & ArboRadio
extended their existing networks, improving coverage.
In 2010, OOH was the second medium after print with a dramatic decrease in revenue, as happened in 2009. Due
to the uncertanty in the legal environment and the difficult market conditions (price deflation & low ocupancy rate)
the vendors did not invest in building new sites or in modernizing the existing ones. The major categories with
significant OOH investments were retail chains and telecom companies.
The cinema market in Romania is growing with new multiplexes and new technologies (digital projection, 3D
technology, 6D movies). Cinema City became the largest cinema network in 2010. The main categories using
cinema advertising in 2010 were: Beverages, FMCG, Clothing & Footwear, Telecommunications, Electronics,
Auto, Banking and Insurance.
In 2010, online advertising was the only media type reflecting a net growth in advertising revenue. The main driv-
ers of growth were the social media platform extensions and performance marketing activities, mainly search.
Social networking sites have recorded unprecedented growth rates, pulling significant investment from advertised
brands (estimated 3% of online net advertising investment).

Graph 2: Graph 3:
Market shares in 2009 (net ad-spend by medium) Market shares in 2010 (net ad-spend by medium)

OOH Internet OOH Internet
12.2% 5.6% 10.6% 8.3%

Radio Radio
7.3% 6.7%

Print
8.2%
Print TV TV
10.7% 64.3% 66.2%

Source: Initiative database Source: Initiative database

Top Investors
“Medical & optical products & services” became the leading category, up from 2nd position in 2009 with one of the
highest budget increases (+55%). “Mobile Telecommunication Services”, the leader last year, dropped to 2nd po-
sition in 2010 despite an increase in budget (+11%). “Dairy products” and “Hygienics” are some of the categories
which kept the same ranking, while “Cosmetics”, “Banking & Insurance Services” dropped to lower places, whilst
others fell outside of the top 10 (“Beer”, “Cars & 4x4 vehicles”).
Categories with growing investment in 2010 are “Other sugar, confectionaries, honey” (+51%), “Household clean-
ers (+26%), both new into the top 10 and “Laundry products” (+40%).



media fact book

media market

Top 10 Categories in 2010 vs. 2009 - all media (TV, Press, Radio) - Rate Card Budget
2009 2010 Evolution (%)
Category Exp. ( ) Category Exp. ( )
Mobile telecommunications services 490,560,226 Medical & optical products & services 622,870,190 55%
Medical & optical products 402,641,466 Mobile telecommunications services 545,767,434 11%
Milk Products 329,733,226 Milk Products 381,009,052 16%
Beer 324,501,393 Laundry products 346,726,750 40%
Hygienics 301,719,757 Hygienics 340,879,275 13%
Cosmetics 276,672,541 Hair care 321,244,923 20%
Banking & insurance services 271,441,953 Other sugar, confectionares, honey 314,851,668 51%
Hair care Top 10 Categories in 2010 vs. 2009 - all media (TV, Press, Radio) - Rate Card 306,575,867
267,933,280 Banking & insurance services Budget 13%
Laundry products 2009 248,236,287 Cosmetics 2010 294,222,426 6%
Evolution (%)
Cars & 4x4 vehicles
Category 246,256,415 Household cleaners Category
Exp. ( ) 287,400,033
Exp. ( ) 26%
Mobile telecommunications services 490,560,226 Medical & optical products & services 622,870,190 55%
Source: TV - GfKproducts
Medical & optical Romania, Press and radio - AlfaCont Mobile telecommunications services
402,641,466 545,767,434 11%
Top 10 Advertisers in 2010 vs. 2009 - all media (TV, Press, Radio) - Rate Card 381,009,052
Milk Products 329,733,226 Milk Products Budget 16%
In 2010, P&G seemed to recover from324,501,393 showing a growth in spend (+58%) and kept the leading40%
Beer Top 102009 the crisis, Laundry products
Categories in 2010 vs. 2009 - all media (TV, Press, Radio) - Rate Card 346,726,750
2010 Budget position
Evolution (%)
as the major advertiser2009 the market.301,719,757 Hygienics
Hygienics Advertisers on Kraft( (+5%) and Reckitt Benckiser (+19%) followed in 2nd and 3rd places,
Exp. ) Advertisers2010 340,879,275
Exp. ( ) 13%
Evolution (%)
as in the previous year, whilst Danone (-5%) and Cosmote (-1%) slightly reduced their 658,925,194 dropped to
PROCTER & GAMBLE
Cosmetics Category 417,848,524 PROCTER & GAMBLE
276,672,541 Hair care
Exp. ( ) Category budget) and 58%
321,244,923
Exp. ( 20%
KRAFT FOODS 490,560,226 Medical FOODS products & services
272,953,432 KRAFT & optical
lower positions. services
Banking & insurance
Mobile telecommunications services 271,441,953 Other sugar, confectionares, honey 287,696,844
314,851,668
622,870,190 5%
51%
55%
Medical & BENCKISER
RECKITT optical products
Hair care 267,933,280 Banking & insurance services
218,923,318 RECKITT BENCKISER
402,641,466 Mobile telecommunications services 259,624,960
306,575,867
545,767,434 19%
13%
11%
Ferrero products entry in the top 10 for 2010), Orange, Vodafone and Unilever are some381,009,052
DANONE new
Laundry (a
Milk Products 194,329,475 ORANGE
248,236,287 Cosmetics
329,733,226 Milk Products of the advertisers with
241,910,441
294,222,426 46%
6%
16%
HENKEL 190,925,511 HENKEL cleaners
increasingvehicles
Beer & 4x4 expenditures and higher positions in the ranking.
Cars 246,256,415 Household
324,501,393 Laundry products 216,493,862
287,400,033
346,726,750 13%
26%
40%
COSMOTE
Hygienics 171,078,706 VODAFONE
301,719,757 Hygienics 203,366,305
340,879,275 24%
13%
ORANGE
Cosmetics 165,984,459 UNILEVER
276,672,541 Hair care 185,924,427
321,244,923 21%
20%
VODAFONE
Banking & insurance services 163,930,033 DANONE
Top 10 Advertisers in 2010 vs. 2009 - allsugar, confectionares, honey - Rate Card 314,851,668
271,441,953 Other media (TV, Press, Radio) Budget
184,669,833 -5%
51%
COCA-COLA CO.
Hair care 2009 153,920,506 COSMOTE
267,933,280 Banking & insurance services 2010 169,134,536
306,575,867 -1%
13%
Evolution (%)
UNILEVER
Laundry productsAdvertisers 153,259,399 FERRERO
248,236,287 Cosmetics
Exp. ( ) Advertisers 167,148,569
294,222,426
Exp. ( ) 57%
6%
PROCTER & GAMBLE
Cars & 4x4 vehicles 417,848,524 PROCTER cleaners
246,256,415 Household & GAMBLE 658,925,194
287,400,033 58%
26%
KRAFT FOODS 272,953,432 KRAFT FOODS 287,696,844 5%
RECKITT BENCKISER Top 10 Brands in 2010 vs. 2009 -RECKITT BENCKISER
218,923,318 all media (TV, Press, Radio) - Rate Card Budget259,624,960 19%
DANONE Top 102009 194,329,475 ORANGE
Advertisers in 2010 vs. 2009 - all media (TV, Press, Radio) - Rate Card 241,910,441
2010 Budget 46%
Evolution (%)
HENKEL Brands 2009 190,925,511 HENKEL
Exp. ( ) Brands 2010 216,493,862
Exp. ( ) 13%
Evolution (%)
DANONE
COSMOTE Advertisers 194,320,535 ORANGE
171,078,706 VODAFONE
Exp. ( ) Advertisers 242,505,222
203,366,305
Exp. ( ) 46%
24%
COSMOTE
ORANGE
PROCTER & GAMBLE 171,078,706 VODAFONE
165,984,459 UNILEVER
417,848,524 PROCTER & GAMBLE 195,479,312
185,924,427
658,925,194 22%
21%
58%
ORANGE
VODAFONE
KRAFT FOODS 165,986,360 DANONE
272,953,432 KRAFT FOODS
163,930,033 184,457,023
184,669,833
287,696,844 -5%
5%
VODAFONE CO.
COCA-COLA
RECKITT BENCKISER 159,794,338 COSMOTE
153,920,506
218,923,318 RECKITT BENCKISER 169,651,199
169,134,536
259,624,960 -1%
19%
JACOBS
UNILEVER
DANONE 129,399,492 KINDER
153,259,399 FERRERO
194,329,475 ORANGE 117,827,575
167,148,569
241,910,441 50%
57%
46%
ADEVARUL
HENKEL 190,925,511 JACOBS
85,662,247 HENKEL 110,834,898
216,493,862 -14%
13%
Source: TV - GfK Romania, Press and radio - AlfaCont ADEVARUL
NIVEA
COSMOTE 85,260,697 97,297,727 14%
171,078,706 VODAFONE 203,366,305 24%
KINDER
ORANGE Top 10 Brands in 2010 vs. 2009 -ARIEL
165,984,459 UNILEVER (TV, Press, Radio) - Rate Card Budget
78,546,369 all media 70,860,483
185,924,427 16%
21%
Orange and Vodafone have been the most advertised brands on the market in 2010, while Danone dropped to
COCA COLA
VODAFONE 2009 163,930,033 NUROFEN
73,592,486 DANONE 2010 67,729,539
184,669,833 68%
-5%
3rd position. Brands
VANISH
COCA-COLA CO. 64,525,528 NIVEA
COSMOTE 67,438,273
Evolution (%)
-21%
Exp. ( ) Brands 153,920,506
Exp. ( ) 169,134,536 -1%
DANONE 194,320,535 ORANGE
Some brands showing important growth were Nurofen (+68%) and Kinder (+50%), while others reduced their
UNILEVER 153,259,399 FERRERO 242,505,222
167,148,569 46%
57%
COSMOTE 171,078,706 VODAFONE
budgets in 2010: Jacobs (-14%) and Nivea (-21%) 195,479,312 22%
ORANGE 165,986,360 DANONE 184,457,023 -5%
VODAFONE Top 10 Brands in 2010 vs. 2009 -COSMOTE (TV, Press, Radio) - Rate Card Budget
159,794,338 all media 169,651,199 -1%
JACOBS 2009 129,399,492 KINDER 2010 117,827,575 50%
Evolution (%)
ADEVARUL Brands 85,662,247 JACOBS
Exp. ( ) Brands 110,834,898
Exp. ( ) -14%
NIVEA
DANONE 85,260,697 ADEVARUL
194,320,535 ORANGE 97,297,727
242,505,222 14%
46%
KINDER
COSMOTE 78,546,369 ARIEL
171,078,706 VODAFONE 70,860,483
195,479,312 16%
22%
COCA COLA
ORANGE 73,592,486 NUROFEN
165,986,360 DANONE 67,729,539
184,457,023 68%
-5%
VANISH
VODAFONE 64,525,528 NIVEA
159,794,338 COSMOTE 67,438,273
169,651,199 -21%
-1%
JACOBS 129,399,492 KINDER 117,827,575 50%
ADEVARUL 85,662,247 JACOBS 110,834,898 -14%
NIVEA 85,260,697 ADEVARUL 97,297,727 14%
KINDER 78,546,369 ARIEL 70,860,483 16%
COCA COLA 73,592,486 NUROFEN 67,729,539 68%
VANISH 64,525,528 NIVEA 67,438,273 -21%

Source: TV - GfK Romania, Press and radio - AlfaCont


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