MFB2016 PDF

editor’s foreword
For the 20th anniversary of the Media Fact Book, we decided to take on a new challenge and reshuffle the content needs. If in 2005 the investments in digital media represented 1%
perspective we used so far when looking at the media market. Therefore, in this edition, instead of focusing of the total net media market estimate, ten years later, in 2015 it reaches
only on the key facts of last year and most likely predictions for the current one, we will try to take a peek at the 17%. Having in mind that the digital native generations are growing older
future and see what it might hold in terms of media trends, what the next big things will be and how we can and internet is their first media of choice, we can easily predict that in 2025
better prepare as marketers for the next decades. Digital media will have up to 35%-40% of the advertising revenues in the
market.
To start with the essentials, the study we have conducted on Romanians confirms what we already know for
quite some time now, that digital is rapidly closing the gap to TV in consumers’ preferences. The same rational applies to mobile advertising investments, as we
But our aim is to go deeper and try to unveil the answers to a series of how’s: how is this actually going to estimate mobile to represent 25% of the digital advertising investment in
happen, how it will be different from one generation to another, how digital outlets are going to differentiate in 2015. Mobile is expected to have the most dynamic growth and reach
terms of preferences and activities they’re used for, how traditional channels will be impacted and changed over 60% of the digital investment in 10 years now.
and how does the multi-screening experience look like for the Romanian consumers.
Another example can be tied up to the foreseen evolution of traditional
Digital is going mobile and this trend is more visible as we look towards younger generations, with 76% of social platforms and the switch that the younger generation is beginning
urban 16-24 years old and 64% of urban 25-34 years old using for internet their mobile devices on a daily basis. to make towards new forms of social connection, such as messaging
apps, where they find a more private means of communication with their
It will still be a few years until these new generations will represent a significant share of the active population peers.
and will comprise the vast majority of the commercial media targets. What is important to note, is that they’re
still watching a lot of television, but digital video consumption is on a rise, revealing the shift from a strict Keeping an eye on the developed markets is also worth it when analyzing
programming grid to search and feed-based discovery, in the living room and across their devices. This trend the threats of this new landscape, to better manage them at local level.
will empower new kinds of content and advertising means, allowing brands to actually be able to have a The increasing usage of ad blocking systems happening on the other side
strong foothold on their own networks. of the ocean can easily be foreseen and ultimately avoided by focusing on
creating higher quality content as a premise for subscriptions
But let’s have a look at what’s happening globally: Global digital revenues will reach 38% market growth and seamlessly embedding native ads into this content.
share by the end of 2017, surpassing TV (37%) to become the number one media category.
Mobile advertising now accounts for 33% of total digital advertising and will reach 55% by 2018, following the For sure, subscriptions for digital content would feed media publishers
rapid shift in digital media usage and planning strategies. with more revenue and they would be able to bring more quality to their
digital products, of which, the consumers will benefit the most. But we
The global trends with regards to digital and mobile usage are becoming more and more visible in Romania, as are not talking only about subscriptions to written content but also for
well as the trends regarding frequency and means of usage. As our study shows, we are already a digital savvy subscriptions to video content – which will create in time competition to
market, but still there are gaps to be closed. Nevertheless, this environment presents a huge opportunity for traditional TV.
local marketers, as they can not only observe what is happening abroad, but also extract the most meaningful
insights and best practices, while speeding up the evolution and expertise at local level. One example can We invite you to discover all the above as well as other surprising pieces
be related to multi-screening habits, with social networks being accessed by 77% of urban of consumer information in this year’s new chapter ”Future Media Trends”.
16-54 years old while watching TV. This creates the premises for more integrated communication
solutions, an already visible development producing great results for the main talent shows on the market.
If we look at the past and present of the Romanian media market evolution in terms of the shares achieved
by each medium, we can see that advertising budgets have followed the consumers’ media preference and
6 www.mediafactbook.ro
www.mediafactbook.ro
www.mediafactbook.ro media book 7
Mediabrands
About Mediabrands
Fast, Brave, Decisive, Simple
Mediabrands was created by Interpublic Group (NYSE:
Initiative is a collection of over 2,800 amazing
IPG) in 2007 to manage all of its global media related
and talented people in 70+ countries.
assets. Today Mediabrands manages and invests $37
I believe that when people are having fun, they
billion in global media, employs over 8,500 diverse and
are at their highest creative potential. At
daring marketing communication specialists and operates
Initiative we are bringing fun and games back
in over 130 countries.
into the business equation.FBDS.
A proven entity in helping clients maximize business results
Jim Elms, Worldwide CEO, Initiative
through integrated, intelligence-driven marketing strate-
gies, IPG Mediabrands is committed to driving program-
matic buying, pay-for-performance and digital innovation
solutions through its network of media agencies Initiative,
BPN and UM. Its roster of specialist service agencies
include MAGNA GLOBAL, Ansible, Mediabrands Publish-
ing, IPG Media Lab, Ensemble, Identity and offer technolo-
gies and industry moving partnerships that are recognized
for delivering unprecedented bottom line results for clients
corroborated with creative accolades at the most presti-
gious Festivals in the World.
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.
Overview The impact on the Polish media market was generated by the global companies’ decision to cut marketing
The TV and Digital dominance is more and more visible in the media markets across the region. With the budgets in Poland to save money loss caused by the significant drop in other European countries. When the
continuously shifting audiences and consumption habits, media planning is a more integrated approach meant to media market started to slowly recover in 2010 - 2011, the economy was hit by the second wave of the EU crisis,
support brands engage their potential customers during a less linear path to purchase. as a significant share of Poland’s exports are to European countries.
The Analysis Net Market Size Evolution (mil. EUR)

2,500
A positive economic evolution marks the region - while in Central Europe growth is expected to remain robust, in
Southern Europe a recovery is finally taking hold and economies are rebalancing to more durable growth sources,
to undo the damage caused by recession. 2,000
1,782
At the same time, EU countries are currently facing multiple risks: the refugee crisis which is severely testing 1,500
1,520
Europe’s ability to coordinate its policies effectively, while UK’s intention to exit the EU reveals the political
complications in the European integration process.
1,000
The impact on the CEE media markets is still visible in most of the countries, different patterns being observed in
533
terms of media spend / capita evolution vs. 2008. 500
327 297
204 187 156 140
Net Market Spend per Capita Evolution (%) vs. 2008 32 33 35 9
0
Bosnia & Czech FYR Albania Bosnia & Bulgaria Croatia Czech FYR Hungary Montenegro Poland Romania Serbia Slovakia Slovenia
Albania Herzegovina Bulgaria Croatia Republic Macedonia Hungary Montenegro Poland Romania Serbia Slovakia Slovenia Herzegovina Republic Macedonia
50%
Source: Local IPG agencies 2009 2010 2011 2012 2013 2014 2015
24.7%
21.0%
The CEE media market size map remains unchanged, with large markets like Poland and the Czech Republic
3.1% 2.1% gathering yearly over 1.5 billion EUR in net value, medium markets like Hungary, Romania and Slovakia with
0%
revenues of over 295 million EUR and the rest of the countries with less than 250 million EUR net investments.
-5.0% -5.1% -6.7%
-11.8%
-20.0% -21.1%
-24.1%
Media Mix - 2015 Shares
0% 100%
-40.2% -39.4%
-50% Albania 73% 9% 4% 1% 12%
Source: Local IPG agencies 2009 2010 2011 2012 2013 2014 2015 Bosnia & Herzegovina 70% 6% 10% 5% 8% 1%
Bulgaria 63% 14% 8% 5% 10%
Albania and the Czech Republic remain the only countries where the media spend /capita has a strong positive Croatia 52% 9% 20% 9% 9% 1%
dynamics of +20-25%, correlated with a positive economic trend. Czech Republic 41% 24% 21% 8% 6%
FYR Macedonia 66% 8% 6% 6% 14%

Bulgaria and Slovakia registered a marginal media investments increase, boosted by a positive economic Hungary 45% 11% 28% 3% 11% 1%
performance, while Bosnia & Herzegovina, Montenegro and Slovenia media markets evolution brings them
Montenegro 57% 10% 13% 2% 17%
slightly below the levels before the crisis, with a decrease below 10%.
Poland 50% 25% 8% 9% 7% 1%
The large majority of the countries reflect decreasing rates up to 40%, showing that advertisers are still cautious Romania 64% 18% 5% 6% 9%
with their marketing investments in the region, acting with prudence in a volatile economic and political context. Serbia 54% 12% 20% 5% 10%
Slovakia 46% 29% 12% 5% 9%

Despite the positive economic evolution in Poland, the advertising market still reflects a strong negative correlation, Slovenia 52% 11% 16% 5% 16%
20% below 2008.
Source: Local IPG agencies TV Digital Print Radio OOH Other
10 www.mediafactbook.ro media book 11

The increase of the Digital share in the media mix is most visible in Slovakia, Poland and the Czech Republic, 2015 General Internet Statistics
where it exceeds 20% of the total market media budgets. A significant growth was registered also in Romania,
Hungary and Macedonia where the Digital media budgets increased by 2 percentage points vs. 2014.
88%
82%
82%
79%
79%
78%
Generally, TV retains high shares of spending between 50% and 60% in most countries with significant outliers
77%
76%
75%
75%
72%
72%
71%
70%
being Albania and Bosnia & Herzegovina where the TV share exceeds 70%, while at the opposite point are
66%
65%
64%
64%
63%
62%
Hungary and the Czech Republic with 45% or less.
61%
61%
57%
54%
47%
Print retains over 20% of media market share in Hungary, the Czech Republic, Croatia and Serbia.
44%
Radio generally has a low share throughout the region, with the exception of Poland and Croatia, where it reaches
9%. In most of the countries, Radio shares are stagnant.
Generally speaking, in the region, the share of TV in the media mix tends to correlate with the ATS (average time Albania Bosnia & Bulgaria Croatia Czech FYR Hungary Montenegro Poland Romania Serbia Slovakia Slovenia
Herzegovina Republic Macedonia
spent viewing), the only notable exception being Albania. Romania, Bosnia & Herzegovina and Serbia have the
highest level of ATS on commercial targets, while Slovenia and the Czech Republic the lowest. Source: Local IPG agencies Urban Reach Urban Daily Usage
2015 Average TV Viewing Time (hours / day) The need for connection and self-expression continues to grow, increasing the number of Facebook users across
the region. With the exception of Serbia (33%), throughout the region, the number of Facebook users amount to
6.8
over 40% of the total population of each country. Also, Facebook users amount to more than 60% of the Internet
6.5
6.0
users across all the countries in the region.

5.8
5.6
5.1
5.0
4.6
4.6
4.5
4.4
4.2
4.2
4.1
4.1
4.0
3.8
3.7
2015 General Facebook Statistics

3.5
3.5
3.3
3.3
3.2
2.9
2.5
2.3
1.4 1.6 3.3 1.8 4.5 1.0 4.4 0.3 19.4 8.4 2.4 2.3 0.9
Albania Bosnia & Bulgaria Croatia Czech FYR Hungary Montenegro Poland Romania Serbia Slovakia Slovenia
87%
83%
82%
82%
84%
77%
74%
69%
68%
66%
65%
Source: Local IPG agencies 18+, Urban 18-49, Urban
63%
61%
68%
53%
50%
48%
46%
44%
44%
43%
43%
43%
42%
42%
33%
All the countries in the region have an urban Internet penetration of over 60%, rather stable compared to 2014, with
the exception of Poland, Slovenia, the Czech Republic and Bulgaria which show a considerable growth.
In terms of daily usage, the usage map is quite heterogeneous with countries like Romania, Slovenia, Poland and Albania Bosnia & Bulgaria Croatia Czech FYR Hungary Montenegro Poland Romania Serbia Slovakia Slovenia
Serbia having over 65% at urban level, and Montenegro and Albania with less than 50%.
% of Population % of Internet Users FB Users (mil.)
Source: SNA Focus, BRAT Romania, All 16-54 urban population

CEE COUNTRY PULSE
Perspectives for 2016

The positive economic forecast for the CEE region is expected to generate increasing consumers’ income
and expenditures and the local media markets are predicting at least a marginal increase for 2016.
TV will continue to hold leadership, as it still provides a cheap source of entertainment for the population,
being at the same time a cost efficient medium for the advertisers.
Digital media is expected to remain the most dynamic advertising revenue driver, as Internet usage will
continue to grow in all CEE countries, driven by the more affordable gadgets and mobile services provided
by telecommunications companies.

The constructions, an economic sector strongly hit by the crises, have recovered, at least in the segments of
Without consumption, residential and office buildings. All real estate developers depend on the state guarantee scheme “Prima casa”
there is nothing! when developing new apartment buildings. There are only a few projects of flats over EUR 100,000. “Prima casa”
scheme guarantees up to EUR 60,000.
Cristian Hostiuc,
Editorial Director Ziarul Financiar The banks, strongly hit by the crisis, started to clean their balance sheets and to recover their profitability, but
mainly due to lower provisions, not to the operations’ improvement.
The lower taxes, the wage increases and the decrease of the interest rates for loans denominated in lei lead to
an accelerated growth of the imports and to a larger trade deficit. However, this isn’t a problem for Romania
anymore, if we take into consideration the surplus on the services side.
The Romanian economy will grow by more than 4% in 2016, faster compared with 2015, evolution supported
by the accelerated growth of the household consumption, due to the wage increases, the VAT decrease for food Due to the decrease in the inflation rate and to over-liquidity on the money market, RON interest rates significantly
products (from 24% to 9%) and for general goods (from 24% to 20%), but also to the lower interest rates, which decreased to below 1% per year, an unbelievable level back in 2012, when the interest rates were 6-8%.
made available new funds for various acquisitions. The customers returned to the banks, following the “drought” in the crisis period, and the consumer credit currently
The household consumption will grow by 6-8% this year, a significant higher rhythm compared with many grows with more than 20% per year, a very high rate. The National Bank of Romania hasn’t implemented restrictions
countries in the European Union. to temperate the growth of the retail credit so far, considering that the commercial bank still have room for maneuver.
The increase of the minimum wage from RON 700 to RON 1,250 in the past four years meant a relief for Although the financing cost is at a historical minimum, both in RON and EUR, many companies don’t assume
households and for the economy, and is one of the positive things which happened in the past years. The average new investments, other than the ones really necessary.
monthly wage neared RON 2,000, compared with RON 1,600 in 2012. The Romanian entrepreneurs with a solid financial situation think ten times before assuming any new investments, because
For almost three years, Romania has been one of the fastest three growing economies in the European Union, they try to avoid the irrational exuberance experienced before the crisis, and which impacted them during the crisis.
which is fighting to avoid a prolonged stagflation. The multinational corporations preserve their position in Romania and are not willing to accelerate.
Romania’s GDP managed to reach again the 2008 level, of RON 150 billion, after five years of crises, marked by In several sectors, especially in retail, market consolidation take place, the weak players come out of the market,
tax increases and wage decreases. while the strong ones become stronger.
However, regarding the overall payroll, Romania still has to recover EUR 2 billion in order to reach the pre-crisis The exchange rate is very stable, around RON 4.45-4.48/EUR, and no analyst anticipates higher fluctuation
level: in 2008, the overall payroll was EUR 54 billion, only to decrease to EUR 48 billion in 2010. The overall payroll which could raise question marks.
grew to EUR 52 billion in 2014.
Foreign investments began to register a more sustained recover after the crisis period, the amount forecasted for
Although the economic sentiment among the consumers improved, the economic growth is not evenly distributed. 2016 reaching EUR 3 billion, with EUR 1 billion more compared with the previous years.
There are areas and counties with an accelerated growth, while more than half of the country confronts with the
lack of investments, especially on behalf of the state, and with the migration of the workforce in other countries, or, The only fears related to the macroeconomic indicators regard the state budget deficit and the public investments.
in the best case scenario, in the big cities in Romania. Romania assumed a budgetary deficit amounting to 3% of GDP in 2016, a level difficult to reach given the wage
increases pressures, characteristic to an electoral year.
If Bucharest, Cluj or Timisoara registers an annual economic growth of over 10%, there are counties in Moldova or
Oltenia which don’t mark any economic growth from one year to another. The price for fitting into this deficit level is lower public investments, which are postponed or even canceled. In
turn, this affects the Romanian private capital, which lived off these public investments.
Macroeconomic indicators are in a good shape, starting with the inflation rate, which would be negative in the first half
of the year, and ending with the current account deficit, which is covered by the exports of services, IT and transports. The Romanian entrepreneurs who got over the crises period currently try to consolidate their operations, and
many already sold their businesses or are considering this option because they feel that they don’t have enough
The Romanian industry is dependent on exports, especially by external demand from Germany, France and Italy. power to go through another economic cycle.
The investments in automotive industry continue, given that Romania is a good market for the large global auto
producers. Despite the shows on the political scene, the Romanian economy managed to partially detach from the
government decisions, a trend which will continue. If the consumption growth slows down over the next years,
IT industry is boiling, the demand largely exceeding the capacity of the market to deliver projects. Therefore, there everyone hopes that the public and private investments would support the economy.
is a strong competition to attract programmers, which led to substantial wage increases.
We will see if this is the case.

Overview Market Analysis
Currently, the online media channels consumption is growing rapidly around the In Romania, TV continues to be the most used medium at a significant 10% gap ahead Digital.
world, in UK, for example consumers allocate 45% of their total daily time spent The daily media consumption routine shows TV and Internet as the most used media channels,
with media to Digital vs. 33.6% to TV, and the trend is the same in most West with Internet outperforming the other traditional media, due to its easiness to access any kind
European countries (source: eMarketer 2015). of information and facilitate instant connection to friends or business community.
Our country seems to follow the same trend, with Digital overtaking the traditional
media, but TV consumption holds strong. For sure, the landscape will change
significantly in the future, because if we look ahead 10 – 15 years from now,
digitally natives, will become the main income earners in our society and all the
generations to come will have profoundly different media habits than their elders.
As off-line activities tend to become more and more online routines, the digital
content quality and capability to generate consumers experience is the key to
successful publishers’ business in the not so far future.
As messaging is at the heart of the social experience of urban 16 – 34 years old,
Messaging Apps seem to be the next big thing in digital media, giving them a
private, permanent real time connection to their community.
2015 Daily media consumption

100%
90%
80%
74.6%
70%
64.3%
60%
50%
40% 35.1%
30%
20%
11.6%
10% 6.1%
1.6%
0%
TV Internet Radio Newspapers Magazines Cinema
Nevertheless, average figures do not tell the whole story, a breakdown by age groups proves that media habits 2011-2015 Digital access
are generational, significant shifts being noticed from one age group to another.
90%
77.9% 78.9%
80%
72.1%
2015 Media type consumption by age groups 70%
60%
Go online on any device 50.2%
96% 92% (daily) 50%
79% 81%
62% Go online on 40%
33.0%
64% 39% 48%
mobile/smartphone (daily)
76% 20% 30% 26.4%
Listen to the radio >1h/day 19.6%
67% 64% 64% 20%
64%
57% 9.5%
13% 14% 14% 13% Read newspapers (daily) 10% 6.3%
9% 25% 29% 31% 27%
21%
0%
Read magazines (monthly) 2011 2013 2015
90% 95% 98% 99% 96%
Watch TV >1h/day Source: SNA Focus, BRAT Romania, All 16-54 urban population PC Tablet Smartphone
aged 16-24 aged 25-34 aged 35-44 aged 45-54 all 16-54
The smartphone is already embedded in our lives, still, its frequent usage is significantly more pregnant in the
daily routine of urban 16-24 and 25-34 years old. It keeps them in reach 24 hours per day, check it first thing in the
morning and before going to bed and when they are on the move.
Urban Romanians continue to reflect significant traditional media usage, with TV scoring high among
all age groups and the 90% TV consumption among youngsters 16-24 confirms the heavy TV viewing
specifics for our country. Still, media usage shifts are obvious from one generation to another, with very
high Internet and smartphone usage among youngsters, very high TV consumption for 45+ and still Smartphone usage habits: answer “Agree”
considerable TV daily usage for 35-44 years old.
The 25-44 adults represent 29% of the total population and are the main income earners in our society. aged 16 -24 aged 25 -34
Their significantly different media habits represent a continuous challenge for brands, which need to be It happens to check my It happens to check my
flexible and adapt to their consumers’ media consumption shift. smartphone before I go to bed 92.0% smartphone before I go to bed 89.1%
Currently, 18 – 45 age group is the most targeted in media communications, while TV channels, for It happens to check my It happens to check my
example sell for decades their audience inventory on urban 18-49 years old broad target group. They all smartphone while I am driving 38.9% smartphone while I am driving 56.6%
seem to miss the fact that the population aged 45-47, which represent significant numbers will be soon
My smartphone never My smartphone never
outside their commercial effort area. leaves my side 89.6% leaves my side 89.4%
Despite the current high TV usage habits, Digital media consumption level has increased significantly
First thing in the morning First thing in the morning
during the last years. Although the access from the PC or laptop remains the most preferred, mobile I check my smartphone 89.7% I check my smartphone 90.9%
devices as smartphones and tablets are growing rapidly, with internet access on smartphone having
the most dynamic evolution (50.2% in 2015 vs. 26.4% in 2011). 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%

aged 35 -44 aged 45 -54 If we look at the past and present of the media market evolution in terms of the shares achieved by each medium,
we can see that advertising budgets have followed the consumers’ media preference and content needs. If in
It happens to check my It happens to check my 2005 the investments in digital media represented 1% of the total net media market estimate, ten years later, in
79.1% 72.2%
smartphone before I go to bed smartphone before I go to bed 2015 it reaches 17%. Having in mind that the digital native generations are growing older and internet is their first
It happens to check my
media of choice, we can easily predict that in 2025 Digital media will receive up to 35%-40% of the advertising
It happens to check my
smartphone while I am driving 39.9% smartphone while I am driving 33.7% revenues in the market.
My smartphone never My smartphone never
leaves my side 81.7% leaves my side 71.7%
First thing in the morning First thing in the morning 67.6%

78.9%
I check my smartphone I check my smartphone
Increasing trend of online investment
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
100 1% 2% 2% 3% 6% 8%
11% 11% 11% 14%
Source: Initiative & Mercury Research, all 16-54 urban population 90 12% 13%
15% 16% 17% 18%
12%
11%
6% 6% 10%
The smartphone supports during the day a wide range of activities, from wake-up alarm, to organizing the 80 6%
6% 10% 9% 9%
7% 7% 8% 8%
agenda, reading news, checking the weather forecast, sending e-mails or connecting with other people on 6%
6% 6%
social networks. The differentiation in generational habits is very visible here also, with younger generations using 70 24%
19% 16% 15% 11% 8% 8%
6% 6% 6%
7% 6% 6% 5% 4%
the smartphone mostly for Facebook, while elders find a more practical use to their devices, such as e-mail
60
correspondence.
50
Smartphone usage habits: answer “Often” to
“In the morning, what do you check on your smartphone? 40
64% 66% 65% 64% 64% 64%
aged 16-24 aged 25-34 30 57%
62% 63% 62% 63% 63%
Activities agenda 18.9% Activities agenda 26.0% 20

News websites 11.9% News websites 21.9%
10
Weather 33.7% Weather 46.5%
E-mail 37.2% E-mail 57.7%

0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 est
Alarm 51.9% Alarm 62.2%
Internet OOH Radio Print TV
Source: Initiative estimates
Facebook 51.9% Facebook 55.9%
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
aged 35-44 aged 45-54

Activities agenda 24.4% Activities agenda 21.2% The increasing online budgets from one year to another reflects the understanding of the market needs for internet
News websites 19.8% News websites 21.7%
consumption and the alignment with the PC, tablets and mobiles sales.
Weather 29.5% Weather 33.1%
E-mail 46.3% E-mail 45.3% The natural shift from fixed devices towards mobile internet connections is confirmed by Ancom figures, which
Alarm 42.2% Alarm 35.0%
reflect a significant growth in terms of mobile connections during the last three years, while the fix broadband
remained almost at the same level.
Facebook 44.1% Facebook 32.5%
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Source: Initiative & Mercury Research, all 16-54 urban population

Internet connection type (Million)
14
Generally speaking, HBO GO, Voyo, Netflix, Orange GO and Antena Play are the first preferences of
13 those who intend to subscribe to a video platform during the next 6 months.
12
11
10
9 TV viewing will continue to shift from traditional viewing towards becoming an online activity. Although
8 81% urban 16-54 years old consumers continue to watch TV at home, through a cable or satellite
7
6
connection, over 20% of them are currently watching TV at home, on a TV set connected online or TV
5 through their mobile devices (smartphone or tablet) using either mobile internet or a Wi-Fi connection.
4
3
2
1
0 TV watching habits
2010 2011 2012 2013 2014 90%
Source: Ancom Broadband fixed Mobile 81%
80%
An important factor that supported this evolution was the high connectivity speed available in Romania for internet 70%
consumers (Akamai Q3 2015 report places Romania in Top 10 worldwide). 60%
For sure, subscriptions for digital content would feed media publishers with more revenue and they would be able 50%
to bring more quality to their digital products, of which, the consumers will benefit the most.
In this respect, although Romania is still behind other European countries, with 70% of urban16-54 years old not 40% 33%
having any video platform subscription. Nevertheless, the sustained investments coming from TV stations and 30%
mobile telecommunication operators are already reflected in increasing adoption rates. 21% 22%
20% 18% 16%
Among the preferred video platforms are HBO GO, Orange GO and Voyo, still, some of these subscriptions are 9%
most likely part of integrated service packages from the mobile telecommunications providers. 10%
1%
Short term, video streaming subscriptions trend is expected to have a relatively stable evolution and the good 0%
news is that almost 20% of urban 45-54 years old intend to subscribe to a video platform in the next 6 months, home, TV cable or home, TV home, PC / laptop smartphone or smartphone or PC / laptop with other don't watch TV
satelite connected online connected online tablet with mobile tablet with wi-fi mobile internet
which means that not only younger generations tend to switch their TV viewing activities, online. with fix internet with fix internet internet connection
(cable, wi-fi) (cable, wi-fi)

Do you intend to subscribe to a video platform
in the next 6 months?
aged 16-54 13% 58% 29% Multi-screening is already a wide scale media habit in urban Romania, with people being used to often
aged 45-54 20% 58% 22%
consume several media at the same time. Watching TV and connecting online are complementary, with
more than 75% overlapping.
aged 35-44 12% 54% 34%
aged 25-34 12% 60% 29%
aged 16-24 6% 65% 29%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: Initiative & Mercury Research, all 16-54 urban population Yes No I have subscription
Other activities while watching TV (daily), As free content is the most consumed, only a major improvement in quality has the potential to boost subscriptions
answer “often” in the years to come.
90%
80% With a better content, the ad-blocking trend will diminish, as people will choose to view ads from publishers and
80% 77% 75% 78% platforms they like or subscribed at.
70% Compared to other European countries, in Romania ad-blocking is low, reaching currently less than 14% of the
online users, and with 18% of them intending to install such a system in the near future.
60%
50%
40% Do you have an ad-blocking software
30% installed on your computer?
20% 18%
10%
0% No
86% Yes
Access FB / other Read magazines, Talk on mobile Search info on the Check e-mail 14%
social network newspapers (print) phone internet (news,
weather etc)
If we try to look into the future, we definitely see more off-line activities and media habits becoming digital routines,
but the consumers’ experience is different in digital compared to traditional media. The quality of the content is the
ingredient which will definitely make the difference and publishers which will focus on consumers experience and
choice will definitely win, long term.
Having a look at what content consumers choose to have today, might give them a hint of what they need to do Source: IAB Romania, Ad-blocking study 2015
to improve. Especially because watching / downloading digital content is what urban 16 – 34 years old do for
entertainment and movies / shows, games, music and apps are the topics that interests them the most.
The interests category are affected differently by ad-blocking: “sport”, “TV guides” and “News” are the most
In the last 3 months which of the following affected, being also the most targeted by the advertisers. According to the IAB Romania ad-blocking study,
14% the main reason for ad-blocking is that some of the advertising formats are perceived as being very aggressive.
online activities did you do? Nevertheless, advertising on categories like arts and culture, education, health and personal care are considered
21%
29%
13%
useful and therefore, less annoying.
37% 16%
20%
12% In line with the media habits, generations tend to use their mobile devices differently: if older generations’ activities
15%
47% 27% 12% 21% are limited mostly to e-mail check, info search and checking on Facebook, the digitally native generations tend to
28% 16%
13% 10%
23% read almost everything online, listen their favorite music online, order food and shop online.
41% 26%
29% 25% 11%
20% 28% At the same time, for younger generations, messaging is at the heart of their social experience, as they need a real
45% 39%
52%
77% time and private way to chat with their friends. As parents are now among their “friends” on Facebook, Messaging
47%
30% 30% Apps seem to be the next big thing in digital media, with an average daily usage of more than 65% among urban
aged 16-24 aged 25-34 aged 35-44 aged 45-54 aged 16-54 online users aged 16-34.
Downloaded books Read books Downloaded apps for PC/laptop Downloaded movies /series/shows Downloaded games
Downloaded apps for mobile Downloaded music Played games Watched movies /series/shows None

Daily online activities on smartphone / tablet
Check e-mail Will ads in paid apps be viable in the future? Our optimism is moderate, because 50% of the current
aged 16-54 85% 81% 74% 46% 41% 45% 27% 58% 51% Check Facebook apps users declared they are bothered by these and younger groups’ rejection of in-apps ads is higher.
Search info (weather, news etc)
Listen music
aged 45-54 83% 69% 74% 34% 23% 38% 29% 46% 37%
Watch movies / clips I am bothered by the commercials which appear
Watch TV shows in the paid apps on my mobile
aged 35-44 80% 73% 66% 38% 38% 46% 20% 49% 41% Play games Answer “agree”
Read e-books
70%
aged 25-34 94% 93% 78% 53% 54% 45% 33% 65% 64%
Acces maps / navigation 59% 55%
Talk using apps (FB, skype, What's app etc) 60% 52% 50%
Chat using apps (Yahoo, Viber etc) 50%
aged 16-24 84% 92% 80% 64% 50% 55% 23% 80% 70% Order online (taxi, food etc)
40%
37%
Shop online
Online payments 30%
20%
10%
Most used messaging apps are so far WhatsApp, Facebook Messenger and Skype, with higher usage among
0%
youngsters for Facebook Messenger and Viber.
aged 16-24 aged 25-34 aged 35-44 aged 45-54 aged 16-54

What mobile apps do you use?
WhatsApp
aged 16-54 48% 28% 25% 23% 21% 14% 11% This means that the potential exists, but the commercials have to be native, blended blend in the content and less
Facebook Messenger aggressive than they are today.
aged 45-54 78% 11% 9% 5% Skype
Viber In a 10-15 years time span, media consumption in our country will be fundamentally different from what we see
aged 35-44 52% 20% 24% 13% 16% 11% today, as digitally born generations will grow older, becoming the main income earners in the society. They will then
BBM
be prime prospects of the media channels’ businesses and these will have to adapt their offering to match the new
aged 25-34 30% 38% 28% 27% 26% 17% 15% 16% Nimbuzz content consumption preferences and choices.
Others
aged 16-24 30% 45% 40% 47% 36% 28% 21% 21% Don't use mobile apps But we do not have to worry, what we call today traditional media will not disappear, it will turn gradually to easily
accessible content available online.

Overview Market Analysis
The end of 2015 was the confirmation that the media market is on a stable growth trend. Over the last years the For Television 2015 was the 2nd year of growth. In terms of total inventory TV market recovered reflecting +7%
total market oscillated between 309 Mio euro in 2011 and 305 Mio euro net in 2013, had a boost to 313 Mio euro GRP’s sell out vs. 2014 and an average loading of 86% all day vs. 74% in 2014.
in 2014 and reached in 2015 it’s “after crisis” peak of ad revenues at 332 Mio euro (6% growth vs. 2014). The total CME remained leader with 48.3% share of advertising revenues, followed by INTACT with 26.4%, Dogan Media
market is expected to consolidate its upward trend in 2016, by keeping the same growth rate of 6% vs. 2015. 10% and Prima Broadcasting Group 3.4%.
Total net Ad-spend by medium (Million €) - Estimation In terms of ratings performance, 2015 registered same top 3 as in 2014: Pro TV leader, followed by Antena 1
600 and Kanal D and talent shows continued to dominate TV programming, „Romanian got talent” and „Vocea of
500 Romania”, broadcasted by Pro TV, being the most watched.
400
332
300 Digital media maintained an increased trend, with +12% vs 2014. The trend was given by increasing revenues
212 from Google and Facebook properties and a slight downtrend for standard display.
200
Romanian internet penetration maintained a growing trend in 2015, reaching up to 65% of total population, with
100 57
16 19 28 an increase of 4% vs previous year, while ages split remained stable, according to INSSE 2015.
0 Most frequent online activities remain steady or have a slow decreasing trend - like search for info (80% vs 84% in
TOTAL (Mil €) TV Print Radio OOH Internet
2008 540 337 82 35 70 16 2014), email (73% vs 76% in 2014), while “watch video” had a significant grow with 7.7% vs 2014 (from 66% to
2009 345 222 37 25 42 19 71%).
2010 316 209 26 21 33 26
2011 309 200 24 20 31 34 From “social consumption” perspective we bold the still lower mobile connectivity (87% of Romanians monthly
2012 303 193 22 19 29 41 active users connect on mobile to Facebook vs 91% globally), while the frequency is significant higher with 76% of
2013 305 193 19 19 28 46 monthly active users returning daily to Facebook vs 66% globally).
2014 313 198 17 18 28 51
2015 332 212 16 19 28 57
2016 est 351 225 14 20 28 64
OOH market had a flat evolution vs. 2014, the net OOH advertising budgets being of 28 Mio euro. In 2015, prices
Source: Initiative seemed to be more stable, despite the continuous clients’ pressure for higher discounts. On the other hand,
major categories like Telecommunications, FMCG’s, Retailers and Automotive continued to allocate significant
In 2015, TV was the engine that drove the total market growth, increasing by 7% vs. 2014, from 198 Mio euro to budgets to OOH advertising, permanently expanding and improving the visibility of their networks.
212 Mio euro. Besides TV, other media channels were also on growth: Online, from 51 Mio euro to 57 Mio euro
(+12% vs. 2014) and Radio, from 18 Mio euro to 19 Mio euro (+5% vs. 2014). OOH kept a flat level at 28 Mio euro, In 2015 the advertising industry, under BRAT, took a very important step in the development of the Frequency
while Print was the only channel to drop, from 17 Mio euro to 16 Mio euro (-10% vs. 2014). Study on Outdoor advertising, complementary to the already existing OOH Monitoring System. All the necessary
resources have been put together behind this project; most procedures and the budget have been approved.
Market share in 2013-2016 (net ad-spend by medium)
Radio market increased marginally in advertising revenues (5% vs. 2014). The market structure continues to
est 2016 64% 18% 8% 6% 4% TV cover several content typologies, covering the preferences of a wide range of audience profiles.
Internet In 2015, the daily radio audience improved at urban level, during both weekdays (+0.8%) and weekend (+0.6%),
2015 64% 17% 8% 6% 5% while in Bucharest, daily reach grew by 1.6% in weekdays and dropped with almost the same level in weekends.
OOH The Radio channels audience performance reconfirmed in 2015 Radio ZU as the leader in Bucharest with 15%
average rating and Kiss FM as leader at urban level, with 13%.
2014 63% 16% 9% 6% 6% Radio
Print
2013 63% 15% 9% 6% 6%
AG Radio Holding (former MGSI) maintained 1st rank despite the 1% decrease in ad revenues share, followed at
a significant distance by Media Camina Group with a stable 22% share.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Initiative

Print market continued to drop, being influenced by the continuing decline of the press distribution networks and Telekom continued in 2015 its aggressive media communication after the rebranding in September 2014
financial difficulties of Zirkon Media, one of the biggest press distributors. In terms of gross (rate card) advertising remaining biggest media investor in the “Mobile telecommunications” category, as well as in the total media
revenues, Ringier was ranked 1st, followed by Adevarul Holding and Mediafax. 2015 reflected slightly different market. “Cosmetics, hygienic, hair care & cleaners” category growth was driven by higher investments coming
readership trends among the print types, with a 5-6% drop for dailies and less than 4% drop for weeklies. from Unilever, Procter & Gamble, L’Oreal, Reckitt Benckiser and Henkel.
Lidl kept the leadership among Retailers, while Altex was the main investors in “Electronics & domestic
Top Investors appliances”. Significant media investments coming from Tiriac Group Auto, Dacia Renault Group and Porsche
Romania pushed “Cars & 4x4 vehicles” up in top 10, by the end of last year.
2015 main categories are similar to 2014, with “Mobile telecommunications”, “Medical products & services” and
“Cosmetics, hygienic, hair care & cleaners” reflecting the highest estimated net media investments. “Retailers”,
“Banking & insurance services” and “Electronics & domestic appliances” went up in the ranking, while “Beer” Perspectives For 2016
dropped as 2015 was not marked by major sports events. Initiative’s prediction for 2016 is that the total net media market will grow by 6% vs. 2015, to 351 Mio euro. Media
“Confectionaries” and “Dairy products” kept stable, “Chocolate” exited the top 10, while “Cars” entered the top channels will keep the same variations as in 2015: TV is expected to grow by 6%, Online by 12%, Radio by 5%,
10, with higher investment than last year. while OOH will keep flat and Print will continue its downtrend (-10%)
Top 10 categories 2015 – all media TV market is estimated to reach 225 Mio euro and will reflect a 5% - 10% cost inflation.
(TV, print, radio, online, OOH) – estimated net budget
Despite the audience performance changes generated by the new TV measurement, top 3 channels will stay
unchanged Pro TV, on 1st place, followed by Antena1 and Kanal D.
Beer
Medical & optical Electronics &

Online: In 2016 the Digital market will continue to show a very high interest for direct response channels (with
products & services domestic appliances Google and Facebook main drivers), more video formats through all devices , an increased focus on content
projects, special formats and audience buying solutions from premium websites.
16mil(€) Cars &
4x4 vehicles Programmatic (estimated to grow by 70%) and Facebook (by 45%) should have the highest increase, while
10 mil
39 mil Google will maintain a stable growth of 20%.

(€)
(€) 8 mil(€)
OOH: since January 2016 the local advertising tax is applicable to the total OOH advertising cost except
22mil(€) 8 mil(€) production and from 21st of March the tax must be paid by the exposure beneficiary directly to the local authorities
of each locality. BRAT and IAA industry organizations, on behalf of the OOH market will continue their efforts to
50
Other sugar, bring all the necessary clarifications with regards of the new Law implementation guidelines.
mil 6 mil(€) confectionaries,
(€) honey
36mil(€) 15mil(€) Milk Products
Radio stations will continue to fight for market share by being open to special projects, tailor-made contests,
shows relocations in unconventional locations and sponsorships and providing the advertisers with the desired
commercial flexibility.
Banking & Retailers Print: integrated media packages, events partnerships and more appealing exclusive media offers seem to
Mobile
Cosmetics, hygienic, insurance services be the right solutions for the publishers to gain advertising budgets and revenue. Special projects, tailor-made
telecommunications
hair care & cleaners supplements and unconventional formats will be the main tactics for 2016.
services
Source: Initiative database

Overview 2015 is the first year after the recession when the TV market recovery continued, being consolidated with a total
inventory sell out increase of 7% in GRP30” vs. 2014 and the net TV market budget reaching 212 Mio.
2015 confirmend Television as the most important media channel in the market, leading with over 64% of total
net media investments. Last year was the second of growth in terms of advertising revenues, after the marginal In terms of cost, the TV market closed in 2015 with a slight inflation, with a CPM (cost per thousand) for urban
increase in 2014, and the ascending trend is expected to continue. population All 18-49 of 2.095 euro (vs. 2.082 euro in 2014). For urban population All 4+ the CPM settled at 0.86
euro, while for national population reached 0.47 euro.
The high number of monitored channels remained stable during the last years (59 in 2015), but the changes
started in 2014 continued with re-brandings (TCM to TNT, Eurosport to Eurosport 1, Euforia TV to Happy If we exclude the influence of the incremental spending generated by cyclical events from 2014 (e.g. Olympics,
Channel), new sports channels being monitored (Digisport 1 and Digisport 2) and channels like Look TV, Look FIFA World Cup etc), the advertising investement growth was in 2015 even higher, of approx. 8%.
Plus, CBS Reality and Fishing & Hunting Channel decided to drop out from the monitoring system. Also, in 2015
Universal Channel decided to exit the Romanian market.
Digital Cable increased significantly in 2015 reaching 22.1% of the households with TV set, while all other Years 2014 2015
reception types decreased slightly compared to 2014.
Buying target
2,008 2,156
GRP30’ (000)
Reception type evolution
Inventory
sold % 74% 86%
minutes
100% 4,4% 3,8% 3,9% 2,5%
6,2%
90% Source: Kantar Media Romania, Initiative estimate
80% 26,1% 24,9% 24,4% 23,3% 22,8%
During the first trimester of 2015 the sold GRP30” increased by 11% vs. 2014, but the trend slowed down
70% throughout - the ratings declined, increasing the market loading to sold out levels.
9,8% 14,1% 15,9% 17,3% 22,1%
60%
2014 – 2015 Sold GRP30” (‘000) by month (buying target)
50%
250
40%
200 209 203 210 211 216
199
30% 59,9% 56.6% 63.7% 64.1% 62,5% 187 188 192 178 185
167 168 161 172 165 166 174
150 151 150 150
20% 133
121
100 108
10%
0% 50
2011 2012 2013 2014 2015
0
Terrestrial Direct to Home (DTH) Digital cable with receiver Analogue cable Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15
Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Source: Kantar Media Romania

Although the second semester was sold out in Prime Time (approx. 99.6% loading), and exceeded 90% during The total buying GRP30” sold by the TV channels in 2015 was 2,156 Mio GRP30” of which 35% were sold
All day, overall, 2015 average loading settled at 86% during All day and 94% in Prime Time. by CME, 26% by Intact group, 10% by Dogan Media, 4% by Prima Broadcasting Group and 3% by SRTV
(TVR1+TVR2). In terms of advertising revenues share, CME kept leadership with 48.3%, followed by Intact Group
2014 – 2015 Average Inventory sold % Min (07:00-26:00) with 26.4%, Dogan Media 10% and Prima Broadcasting Group 3.4%.
and Prime Time vs. legal limit
140% 2015 Sold GRP30” vs. Advertising revenues share,
main TV Groups
120%
100% Others
CME
80%
Prima
60% Bradcasting
Group 12%
40%
AVG PT
20%
AVG All day 3%
0%
Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 25%
Dogan
Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Media
10%
2014 – 2015 Average Inventory sold % Min (07:00-26:00)

4% 2015 35% 48%
10%
and Prime Time vs. legal limit (Split by quarters)
26%
Avg. PT inventory Avg. all day

sold % min (07:00 - 26:00) inventory sold % min Intact 26%
Group
96% 84%
Q4 Q4
100% 96%
91% 76%
Q3 Q3
99% 90%
92% 79%
Q2
98% Q2 Source: Initiative Media Estimation
90%
Q1
71%
Q1
55% Channels Performance and Profile
80% 65%
0% 20% 40% 60% 80% 100% 120% 0% 20% 40% 60% 80% 100% 120%
2015 maintained the top 3 TV stations ranking as in 2014: Pro TV kept the leading position (Rtg. 4.3%, Shr. 19.3%
/ All 18-49 urban), followed by Antena 1 (Rtg. 3.2%, Shr. 14.5%) both channels reflecting a slight performance
2014 2015 drop, and Kanal D (Rtg. 1.6%, Shr. 7.2%) with better performance compared to previous year.
Antena 3 was placed 4th with Rtg. 0.8%, Shr. 3.8%, performing better than Prima TV and Acasa TV, both with
Source: Kantar Media Romania (Rtg. 0.7%, Shr. 3.2%).

A cluster of TV channels with comparable performance was determined by National TV (Rtg. 0.5%, Shr. 2.4%), Talent shows and cooking programs are the most popular among Romanians since 2012: “Romanii au talent”
Romania TV (Rtg. 0.5%, Shr. 2.3%), Antena Stars (Rtg. 0.5%, Shr. 2.2%), Digi24 (Rtg. 0.4%, Shr. 1.9%) and TVR remained the most appreciated talent show, followed by “Vocea Romaniei”, both on Pro TV and reflecting, as
1 (Rtg. 0.4%, Shr. 1.98). usual, the highest audience.
In 2015, main channels continued their programming strategy based on productions with high preference among In 2015, Antena 1’s show “Te cunosc de undeva” performed better than “X-Factor” and “Ham talent”, while
large audience groups and capable to deliver high return on investment. other productions were closed due to lower performance from one season to another (“Top chef”, “Romania
ProTV’s continued to rely on their successful reality shows and TV series: “Romanii au talent”, “Vocea Romaniei”, danseaza”).
“Visuri la cheie”, “Masterchef”, “Las Fierbinti”, “Sunt celebru, scoate-ma de aici!” and “Ferma Vedetelor”, while
from the autumn of 2015, the “UEFA Champions League” was back on Pro TV.
Antena 1 continued to capitalize on its already successful formats: “X Factor”, “Te cunosc de undeva”, “Te pui cu
blondele”, “Next Star”, “Poftiti pe la noi” but also invested in new productions, launching “Insula iubirii”, “Serifi de 2013 – 2015 Talent Shows Performance
Romania”, “Ham Talent”. (Rtg%, All 18-49 urban)
Kanal D continued to bet on the successful recipe of Turkish series aired in Prime Time: “Furtuna pe Bosfor”,
“Tradarea”, “Dila”, “Un destin la rascruce”, “Yaman”. 25
21.3 21.5
Despite the drop in audience in 2015, Antena 3 managed to keep a place in top 10 most watched TV stations, but 20 18.1
started to face a more competitive position from other two News channels, Romania TV and Digi 24, both on an
increasing trend vs. 2014. 15 13.2 13.1
10.8 10.7 10
9.7
10 8.7 8.7
6.8 7.7 7.7 6.8 6.5 6.9 6.9 6.9 7.4 6.9
In 2015, top 10 TV stations gathered 60% of all 18-49 urban population audience, the same as in 2014 although 4.9 5.3 5.4 5.5 5.4
5 3.2
some players reflected slightly lower performance vs. 2014 (Pro TV, Antena 1, Antena 3, Prima TV, National TV)
and others performed better ( Kanal D, Digi24, Romania TV and Antena Stars). 0
Overall, the average audience in commercial break dropped by 7 p.p. in 2015 vs. 2014, as the high sell out rate 2013 2014 2015
increased the ad breaks length. Romanii au talent (Pro TV) Romania Danseaza (Antena 1)
Source: Kantar Media Romania X-Factor (Antena 1) Next Star (Antena 1)
2014 – 2015 Monthly Dynamic – Time Bands Analysis Vocea Romaniei (Pro TV)
Masterchef (Pro TV)
Junior Chef (Antena 1)
Hell's Kitchen (Antena 1)
(Rtg%, All 18-49 urban – top channels, 07:00-26:00) Top Chef (Antena 1) Ham talent (Antena 1)
Te cunosc de undeva (Antena 1)
5
Romanian TV market has a large offer, so viewers can easily navigate between stations, choose programs they
Pro TV want to view and browse among a wide range of interesting topics. Nevertheless, the market is dominated
4 Antena 1 by the generalist TV channels, which have a large addressability, leaving a smaller share for niche channels.
Despite this fact, new niche channels are launched periodically, and they manage to gain loyal audience
Kanal D
groups.
3 Antena 3
Acasa The audience profile analysis reveals that PRO TV and Prima TV have a younger audience base, balanced
2
Prima TV between genders, while Antena 1, Kanal D and National TV show a significant skew towards female
TVR 1 audiences. Besides Kanal D, TVR1 and National TV reflected a high preference among 65+ years old viewers.
1
Digi 24 In terms of coverage, Pro TV reflects the most homogenous preference across all urban levels, while Antena 1,
0
Kanal D and Prima TV are viewed mostly in medium size urban.
Nov-14
Nov-15
Feb-14
May-14
Sep-14
Feb-15
May-15
Sep-15
Aug-14
Oct-14
Aug-15
Oct-15
Jun-14
Jul-14
Jun-15
Apr-14
Jul-15
Mar-14
Apr-15
Mar-15
Dec-14
Dec-15
Jan-14
Jan-15

Pro TV Profile (Affinity Index) Antena 1 Profile (Affinity Index)
Generally, News channels reflect a balanced viewership by gender, a more mature age profile and AB social
Bucharest 250
Men
Women Bucharest 250
Men
Women grades, except Digi 24 which manages to build loyal viewers among younger male TV viewers with ABC social
Urban 200k+ 200 Social grade AB Urban 200k+ 200 Social grade AB grades, living in large urban areas.
150 150
Urban 100k - 200k Social grade C Urban 100k - 200k Social grade C
100 100
Urban 30k-100k 50 Social grade DE Urban 30k-100k 50 Social grade DE

Antena 3 Profile (Affinity Index)
0 0
B1 TV Profile (Affinity Index)
Urban 30k Age 4 - 11 Urban 30k Age 4 - 11 Men
Men
300 Bucharest 300 Women
Bucharest Women
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17 250 Urban 200k+ 250 Social grade AB
Urban 200k+ Social grade AB
200 200
Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24 Urban 100k - 200k Social grade C Urban 100k - 200k 150 Social grade C
150
Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34 100
100
Age 35 - 44 Age 35 - 44 Urban 30k-100k Social grade DE
Urban 30k-100k 50 Social grade DE 50
0 0
Urban 30k Age 4 - 11 Urban 30k Age 4 - 11

Source: Kantar Media Romania Source: Kantar Media Romania
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17
Age 55 - 64 Age 18 - 24 Age 55 - 64 Age 18 - 24
Prima TV Profile (Affinity Index) Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34

Kanal D Profile (Affinity Index) Men Source: Age 35 - 44 Age 35 - 44
Source:
Bucharest 250 Women
Bucharest 250
Men
Women
Kantar Media Romania Kantar Media Romania
Urban 200k+ 200 Social grade AB
Urban 100k - 200k
150
Social grade C Romania TV Profile (Affinity Index)
Urban 100k - 200k
150
Social grade C 100 Realitatea TV Profile (Affinity Index)
100 Men
Urban 30k-100k 50 Social grade DE Men Bucharest 300 Women
Urban 30k-100k 50 Social grade DE Bucharest 300 Women
0 Urban 200k+ 250 Social grade AB
Urban 30k Age 4 - 11 200
Urban 30k Age 4 - 11 200 Urban 100k - 200k Social grade C
150
Urban 100k - 200k 150 Social grade C
Age 65+ Age 12 - 17 100
Age 65+ Age 12 - 17 100 Urban 30k-100k Social grade DE
50
Age 55 - 64 Age 18 - 24 Urban 30k-100k 50 Social grade DE
0
Age 55 - 64 Age 18 - 24 Age 45 - 54 Age 25 - 34 0
Urban 30k Age 4 - 11
Age 45 - 54 Age 25 - 34 Age 35 - 44
Age 35 - 44
Age 65+ Age 12 - 17
Age 65+ Age 12 - 17
Source: Kantar Media Romania Source: Kantar Media Romania 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
Source: Source:
National TV Profile (Affinity Index) Kantar Media Romania Kantar Media Romania
TVR1 Profile (Affinity Index) Men
Men Bucharest 250 Women
Bucharest 250 Women Men
Urban 200k+ 200 Social grade AB Bucharest 300 Women
150 Urban 100k - 200k Social grade C
Urban 100k - 200k Social grade C 200
100
100 Urban 100k - 200k 150 Social grade C
Urban 30k-100k 50 Social grade DE
Urban 30k-100k 50 Social grade DE 100
0 Urban 30k-100k Social grade DE
0 50
0
Urban 30k Age 4 - 11 Digi 24 Profile
Age 65+ Age 12 - 17
Age 65+ Age 12 - 17 (Affinity Index)
Age 55 - 64 Age 18 - 24 Age 65+ Age 12 - 17
Age 55 - 64 Age 18 - 24
Age 45 - 54 Age 25 - 34
Age 45 - 54 Age 25 - 34 Age 35 - 44
Age 55 - 64 Age 18 - 24
Age 35 - 44 Age 45 - 54 Age 25 - 34
Age 35 - 44
Source: Kantar Media Romania Source: Kantar Media Romania Source: Kantar Media Romania

The women thematic channels reflect slightly different profiles, with Diva and TLC preferred more by 25-34
years old female viewers, while Acasa TV and Happy Channel are more among the preferences of 45+ years old Antena Stars Profile (Affinity Index) TV Paprika Profile (Affinity Index)
women. There is also a clear differentiation in terms of content quality, with Diva and Happy Channel being more Men
200
Men
Bucharest Women
premium and appealing mostly to AB social grades, while all the others capitalize more on CDE social grades. TV Urban 200k+
Bucharest 200 Women
Social grade AB
150
Paprika, the specialized cooking channel, although with exclusive content, manages to build a wide preference 150
Urban 100k - 200k Social grade C
100
among women 35+ years old with ABC social grades, resident in Bucharest and large urban, reconfirming the Urban 100k - 200k 100 Social grade C
high interest for cooking shows among Romanian TV viewers. 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
Age 55 - 64 Age 18 - 24
Age 55 - 64 Age 18 - 24
Age 45 - 54 Age 25 - 34
Diva Profile (Affinity Index) Acasa TV Profile (Affinity Index) Age 45 - 54
Age 35 - 44
Age 25 - 34
Age 35 - 44
Men
Men
Bucharest 200 Women
Bucharest 200 Women
Urban 200k+ Social grade AB 150
150 Source: Kantar Media Romania Source: Kantar Media Romania
50
Urban 30k-100k Social grade DE
0
0
Age 65+ Age 12 - 17

Age 65+ Age 12 - 17 The movies and TV series thematic channels AXN and Pro Cinema reflect slightly different footprints, with AXN
Age 55 - 64 Age 18 - 24
Age 55 - 64 Age 18 - 24 appealing to both men and women 30 + years old in Bucharest and large urban, while Pro Cinema capitalizes
Age 45 - 54 Age 25 - 34
Age 45 - 54
Age 35 - 44
Age 25 - 34
more on a 35+ years old male audience.
Age 35 - 44
TLC Profile (Affinity Index) Pro Cinema Profile (Affinity Index) AXN Profile (Affinity Index)
Happy Channel Profile (Affinity Index) Men
Men Men
Men 200 Bucharest 200 Women
Bucharest 200 Women Bucharest Women
Bucharest 200 Women
Urban 200k+ Social grade AB Urban 200k+ Social grade AB
Urban 200k+ Social grade AB 150 150
Urban 200k+ Social grade AB 150
150
Urban 100k - 200k Social grade C Urban 100k - 200k 100 Social grade C
Urban 100k - 200k 100 Social grade C 100
50 50
50 Urban 30k-100k Social grade DE Urban 30k-100k Social grade DE
Urban 30k-100k Social grade DE 0
0 0
0 Urban 30k Age 4 - 11
Age 65+ Age 12 - 17 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 55 - 64 Age 18 - 24 Age 45 - 54 Age 25 - 34
Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34
Age 45 - 54 Age 25 - 34 Age 35 - 44 Age 35 - 44
Age 35 - 44
Age 35 - 44
Source: Kantar Media Romania Source: Kantar Media Romania Source: Kantar Media Romania Source: Kantar Media Romania

Paramount Profile (Affinity Index) Film Cafe Profile (Affinity Index)
Men Men
Bucharest 200 Women Bucharest 200 Women
Urban 200k+ Social grade AB Urban 200k+ Social grade AB
150 150
Urban 100k - 200k 100 Social grade C Urban 100k - 200k 100 Social grade C
50 50
Urban 30k-100k Social grade DE Urban 30k-100k Social grade DE
0 0
Age 65+ Age 12 - 17 Age 65+ Age 12 - 17
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
Perspectives For 2016
In the first quarter of 2016 the TV market was marked by cost Thematic sports channels owned by cable companies, such as Dolce Sport,
inflation, which was driven by an air time demand increase on the Digi sport are expected to monetize their sports rights for events like “2016
ground of lower ratings achieved by the TV market. This led to a European Football Championship” and “Liga 1”. Digi 24 will continue to be
significantly higher loading during all day (78% vs. 65%) as well as open for advertising sales, and will produce additional inventory.
during Prime Time (90% vs. 80%) and implicitly the sold GRP30”
inventory grew by 5% vs. same period of 2015. Nevertheless, these cable channels have a limited technical coverage (e.g.
Dolce Sport 22% national), therefore the additional TV inventory generated by
In terms of programming, the main channels are expected to these events will not be very high.
focus heavily during Prime Time, in their attempt to maximize the
audience performance of their top shows and monetize better Pro TV also bought rights for “2016 European Football Championship” with
their investments in the productions. free to air option.
Pro TV will focus this year on “Romanii au Talent” with the
surprising return of Florin Calinescu as a jury member, “Ferma The beginning of 2016 was marked by a significant lower Total TV viewing
Vedetelor”, from mud and dust to Mediterranean sea, “Las (-6% in Q1 2016 vs Q1 2015). Excluding the elections and the sports events
Fierbinti” TV series, a new format called “Bake Off Romania”, due this summer, we estimate that the Total TV rating will drop on average by
“Atletico Textila”. In autumn, it will continue with new seasons 5% by the end of 2016.
from “Vocea Romaniei”, “Visuri la cheie” and is expected to
launch the already highly rated “The Survivor”. In the context of 5%-6% higher advertising budgets available on the market
this year, the market is estimated to close this year in a 5%-10% cost inflation.
Antena 1 counteracts with proven successful formats like “X An important factor in the final yearly picture is the TV channels autumn
Factor”, “Te cunosc de undeva”, “Serifi de Romania”, “Te pui cu performance.
blondele”, “Next Star”, “Insula iubirii”, “In puii mei”, as well as with
new products like “I comedy” and “Game of Chefs”, a successful
cooking format.

digital media
Global perspective has an important role in understanding trends and potential evolution of the Romanian Most frequent online activities remain unchanged or on a slow decreasing trend – e.g search for info (80%
market, whose delay vs high developed countries minimizes each year. vs 84% in 2014), email (73% vs 76% in 2014). The only activity on an ascending trend was in 2015 “watch
video” with a significant grow of 7.7% vs 2014 (from 66% to 71%).
Worldwide digital media advertising sales grew by 17% to $160 billion in 2015. They are expected to grow by
double-digits again in 2016 (+13.5%) driven by mobile advertising (+42%), video formats (+35%) and social
formats (+31%), while banner formats sales will stagnate (-2%) due to ad blocking and the competition
of other formats. Global digital revenues are estimated to reach 38% market share by the end of
2017, surpassing TV (37%) to become the number one media category. Mobile advertising now Frequent online activities
accounts for 33% of total digital advertising and will reach 55% by 2018, following the rapid shift
100%
in digital media usage and planning strategies.
50%
Mobile, but also video exploded in social media. In 2015 Facebook has doubled the number of daily view 0%
sites, reaching 8 billion views, surpassing Youtube, Twitter launched Periscope native, Snapchat recorded Search for Email Social Read Instant Watch Online Audio Join
approximately 6 billion daily video views. info networks News messaging video games stream chat/forum
Source: SNA 2012-2015 2012 2013 2014 2015

Globally, the largest digital format remains Search, which despite maintaining a lower profile than trendy
formats social and video, represents nearly half (48%) of digital budgets. Ad sales grew by +15% in 2015,
with low single-digit desktop growth compared to +55% mobile growth. Desktop search ad revenues are From social consumption perspective we outline the slightly lower mobile connectivity (87% of Romanians
actually already declining in many developed markets. monthly active users connect on mobile to Facebook vs. 91% globally), while in Romania the frequency is
significantly higher (76% of monthly active users returning daily to Facebook vs 66% globally).
Romanian Landscape – Audience overview
Romanian internet penetration maintained a positive trend in 2015, reaching up to 65% of total population,
with an increase of 4% vs previous year, while age segmentation remained stable, according to INSSE
2015. The age split shows the same high affinity on younger segments, with 89% penetration for 16-24
y.o. and 66% for 25-34 y.o., while expectations for the next years are to have a general increase with most
significant percent for +35 y.o. (from 63% to 70%).
Internet Penetration in romania

100%
26 % 31 % 36 % 38 % 43 % 46 % 52 % 58 % 61 % 65 %
50%
0%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Source: INSSE 2015

Adblocking
In terms of installed ad blockers, Romania (with 13.9% of total users) is far below Europe’s average (35% of users),
Facebook in Romania based on IAB Romania ad blocking study.
However, this topic should help reset industry’s minimal standards, starting from what formats publishers will
Every day Every month accept, agencies will create and plan and clients will approve, to objectives setup (for ex. positive sentiment before
a higher CTR objective). At the question “What are the main reasons for which you installed an AdBlocker?”,
annoying and disturbing advertising returns the highest rate, with 85% of respondents.
>6.3M >5.3M >8.3M >7.2M

people daily people daily people monthly people monthly
on mobile on mobile
Advertising received is annoying/disturbing 1 85,4%

76% of monthly active users return daily 87% of monthly active users connect on mobile
To optimize pages loading 2 43,8%
Source: Facebook internal data 2015
For a better browsing experience 3 42,6%
To limit interne band consumption 4 14,6%
Speaking about domains of interest, in 2015 women visited Blogs (0.9 mil women users), Forums and Discussions For child protection 5 9,6%
groups or Dating websites (0.5 mil women users), while men preferred the last two (1 mil men used forums or
dating websites in 2015). Other reason 6 7,7%
Don’t know 7 1,9%
0% 25% 50% 75% 100%

Source: Iab Romania Adblocking study 2016
0.9m 1m
1.9m
internet usesrs
Blogs (20.5 %)
Romanians continue to integrate digital more in the shopping experience, with double digits increase
0.5m 1m 4.7m each year, showing they start to overpass security concerns or the traditional habit of buying offline.
1.5m
internet usesrs
Forums and discussion groups (16.2 %) 4.5m According to GPEC estimations, total value of online retail has an estimated 2015 growth of up to 1.5 billion euro
vs 1.1 billion estimated for 2014, generated by 6.7 mil active online buyers. This is an area were mobile has plenty
0.5m 1m
of space to grow with only 1.4 mil Romanians ever buying online through mobile devices. 90% of Romanians still
1.5m
internet usesrs prefer to pay with cash when receiving the product, even if security levels improved significantly (with over 1,300
Dating (16.2 %) population of internet usesrs online stores having implemented 3D Secure security standard).
46%
(9.2m)
Source: Gemius Audience Romania 2015

Landscape – Main players’ overview
Main local pubishers share of inventory
Google 160,000,000 20,000,000
Search queries registered in 2015 a growth of 10%, but desktop queries declined with 5%, while mobile 120,000,000
16,000,000
bounced to plus 60% vs 2014. In conclusion, mobile is moving very fast in search too. 12,000,000
From advertisers perspective, Google increased targeting options by different features like customer 80,000,000
match (upload emails data and advertise further targeted to those users), open Gmail ads to all advertisers, 8,000,000
or open (and pushing) 360 video. 40,000,000
4,000,000
Facebook 0 0
ProTV Ringier Mediafax Antena TV Adevarul Ringier Dogan ROL Imedia Plus Internet
Group lifestyle Media Corp
Social networks’ power, fueled by the same omnipresent mobile, increased to unexpected levels, with feminin
Facebook as the main driver. In Romania, Facebook grew significantly, even if at the end of 2014 it looked
like it wouldn’t have too much extra space (from 7 million users at the beginning of 2014 to 8.2 million at the Source: SATI dec 2015 Impressions Visits Unique users
end of 2015).
Facebook became the 1st or 2nd referral for almost all classic online display content, which translates, Market Spend
beyond publishers’ content strategy, into “no matter where the user is from, somehow he passed Facebook
before”. This means that Facebook is more and more important also from the publishers’ perspective,
beyond the advertisers’ one. Digital budgets
Euro 35,000,000
33,048,000 Euro
Facebook focused in 2015 in platform improvements for both users and advertisers, by launching special
features like Multi product ads (renamed same year to Carousel ads – which also became available on Euro 30,000,000 27,540,000 Euro
Instagram, opening to all advertisers globally), relevance score metric (helpful to test ads before starting a
22,160,000 Euro
campaign or optimize already running campaigns), “Call Now” button for local awareness ads and other. Euro 25,000,000 22,050,000 Euro 22,160,250 Euro 21,052,238 Euro
22,050,000 Euro
19,125,000 Euro
Romanian publishers Euro20,000,000 22,950,000 Euro
15,300,000 Euro
The major moves in digital inventory / portfolios / big publishers were generated by Mediafax, starting from Euro 15,000,000
the beginning of 2015 with Orlando Nicoara leaving the company, to the end of the year when its online
portfolio sales moved to Think Digital. Euro 10,000,000 6,881,836 Euro
4,745,094 Euro
3,512,625 Euro
1,632,000 Euro
All big media houses / publishers worked to improve their portfolio, by developing new projects or takeover Euro 5,000,000
2,250,000 Euro
2,812,000 Euro
960,000 Euro
sales – Ringier with kmkz.ro, stilmasculin and libertateapentrufemei, Internet Corp with timesnewroman.
ro, port.ro, forum.softpedia.com, misiuneacasa.ro, titirez.ro (and also custom projects on video such as Euro
2012 2013 2014 2015 2016 est
Wall-street 360).
Display local Gaw FB Yahoo Programatic
ProTV maintained in 2015 a leader position in terms of traffic, followed by Think Digital in the media sales Source: Initiative estimates
houses ranking, and by Mediafax in the editors/publishers category

Digital media maintained the increasing trend in 2015, with a total net of 57 million euro (+12% vs 2014). From Digital – Programmatic glossary
channels shares perspective, there is an increased weight of Google (from 45% in 2014 to 48% in 2015)
and Facebook (from 7% in 2014 to 8% in 2015) and a slightly decreasing trend of the classical display (from Automated Guaranteed: Transaction in which inventory is guaranteed and pricing is fixed, with negotiation
43% in 2014 to 39% in 2015 - mainly local premium publishers considered and revenue generated by local happening directly between buyer and seller. Transaction processes are automated but otherwise match a
advertisers). traditional I/O transaction.
CPC model, together with advanced targeting capabilities, continues to give advertisers more confidence in Automation: Using technology to facilitate media transactions in a way that mirrors traditional transactions in
the return of investment of their online budgets, but special formats / projects potential of premium publishers structure.
and mainly the programmatic buzz (also CPM based) ask for bigger shares.
CRM: Customer relationship management – a system for managing a company’s interactions with current
The big 2 international players represent in most cases the 1st (usually Facebook) and last steps (usually and future customers.
Google) of the purchase funnel, while all the other channels try to keep or define complementary roles.
In this context, programmatic will play a major role in the immediate future by giving local publishers solutions Deal ID: Unique identifier that associates a transaction with prearranged agreement details, typically used to
to better monetize their inventory, by improving targeting and generating better results, while decreasing the increase information in a transaction or change auction outcome from strict price criteria.
required inventory. Identification: Using login details to associate devices with an individual user for the purpose of identifying a
user across all devices through which they access content.
Mobile advertising has significant unused potential
An important perspective is based on devices split. According to Gemius research, in 2015 an average of Display-Related: Digital media advertising formats, including banners, video and social, i.e. all digital
21% of ads were served on mobile (generating 28.62% of total clicks), 3.41% on tablet, desktop led with advertising formats except Search. “Display-Related” is the addressable universe for programmatic
75.66%, while in December 2015 mobile generated 41% of impressions and 53% of visits from total traffic development.
(according to Sati, premium publishers only).
DMP: Data Management Platform, a user data store that is used for the centralization, management and
The increase of mobile traffic will generate more mobile inventory and inevitably the increase of the percentage deployment of a brand’s audience data.
dedicated to mobile from the digital spend. This increase will come by including mobile in all campaign DSP: Demand-Side Platform, tech solution to allow buyers to access inventory across multiple exchanges
setups, meaning impressions will be served where will find available inventory, able to generate additional and from multiple media owners.
reach, higher CTR etc…and that’s certainly the mobile territory. Before the end of 2017, we expect mobile
to generate a minimum of 35% from the total revenue of any digital publisher (for some of them, this already Dynamic Insertion: The ability to show a specific user a specific ad, typically because of the characteristics of that user.
happens).
Exchange: Technology platform that facilitates the buying and selling of ad inventory using various methods of
Tablet Tablet purchase other than traditional I/O.
First Look: An agreement in which a buyer has priority access to inventory in an auction environment.
Phone Phone Hash Linking: Associating an identifying tag with a specific user through a cryptographic function that does
not allow reversing that tag back into the identifying characteristics for that user. Current best tracking option
for protecting Personally Identifiable Information.
Invitation-Only Auction: Auction environment comparable to open exchange, except only a select collection
Impression Clicks of buyers that have been white-listed by the media owner(s) are allowed to participate
Share Share
Open Auction: Transaction environment in which any brand can bid for offered inventory with few if any
controls and little to no transparency.
PC PC PMP: Private Marketplace, where either one or a small handful of media owners offer inventory via
Source: Gemius Admonitor Report 2015

RADIO
programmatic methods but with either limited invites for specific brands or pre-arranged pricing.
Private Transaction: Transaction between one buyer and one seller where each is known to the other.
Probabilistic Identification: Using an algorithm that combines non-personally identifiable information to
associate devices with an individual user for the purpose of identifying a user across all devices through which
they access content.
Programmatic Buying: The buying and selling of ad inventory in an automated fashion. In the context of this
report, it encompasses both RTB and non-RTB methods.
Programmatic Direct: A generic term for non-RTB programmatic transactions that is being replaced by more
specific terms as non-RTB technology matures.
RTB: Real-Time Bidding, where an impression is offered through an auction where bid price is the most
important (but not only) characteristic used to select a winning buyer.
SSP: A tech platform used by web publishers to find the most appropriate available audience and optimize
pricing of a publisher’s inventory.
Statistical Identification: The process of identifying devices across sessions based on a series of non- Overview
personally identifiable data points and algorithms to narrow these characteristics to a single or small handful
of users. For Radio, 2015 was a year of marginal increase in advertising revenues, with 5% vs. 2014 from 18 million
euro to 19 million euro. The positive evolution was driven by Radio networks’ continuous effort to consolidate
UDID: Universal Device ID, used to identify specific devices across sessions and apps. position on the market through engaging marketing campaigns, events, concerts and integrated media
Unreserved Fixed-Rate: A transaction in which price has been agreed upon in advance but no guarantees on exposure packages.
exact inventory or impression delivery have been made.
The Radio market structure consists of several content typologies, covering the preferences of a wide range
Viewability: Whether or not an impression was on screen for long enough to count as being viewable. Viewable of audience profiles. The highest market share is achieved by Contemporary Hit Radio (61% on all urban 11+),
impressions are gradually becoming the currency for an increasing number of campaigns. For a standard represented by Kiss FM, Radio ZU, Pro FM and Radio 21, followed by Adult Contemporary (25% on all urban
banner, the general requirement is that 50% (minimum) of the pixels be on screen for at least one second. 11+), represented by Europa FM, Radio Romania Actualitati.
Perspectives 2016 The most important changes in the Radio market in 2015 were:
In 2016 market will continue to focus on direct response channels (with Google and Facebook as main • Vibe FM was relaunched in March with a soft gold music station profile and a core target audience of 35-45
drivers), more video formats through all devices (desktop but mobile too), an increased focus on content years old, and Vlad Craioveanu, the morning show host left the radio station. March was also the month when
projects, special formats and audience buying solutions from premium websites. Programmatic (estimated Andreea Esca started her new Saturday program at Europa FM.
to grow by 70% in 2016) and Facebook (by 45%) should have the highst increase YOY, Google will maintain
a stable growth of 20% (with Search remaining the most powerful tool for last click conversions), while local • In April, Radio Tananana was launched by former members of Radio Guerrilla, with Vlad Craioveanu and
publishers can expect a lower share but almost same revenues as 2015. Ciprian Muntele as morning show hosts - unfortunately, the station is still struggling with the financial difficulties.
In the same month, Gold FM was relaunched with Mihai Dobrovolschi leading the morning program.
A special attention (higher than in previous years) will be around qualitative benchmarks/standards, from
both brand safety perspective (clean content/environment where ads appear) and impressions serving (e.g. • In May, RCS & RDS entered the radio business, by acquiring Pro FM, Info Pro, Music FM and Dance FM. Info
Viewability) , which should be a natural (partial) shift as digital has these days additional image/brand building Pro was transformed in Digi FM, a premium news radio station later, in November.
objectives to fulfill, beyond its traditional roles to inform or convert.
• From June, Smart FM was no longer part of Regie Radio Music portfolio and in October it was purchased by
Marius Tuca, who launched a new morning show in November.
• From September, Radio 21 hired a new morning show hosts “Bogdan and Surubel” in their pursuit for SOCIETATEA ROMANA
younger listeners. DE RADIODIFUZIUNE
• November was the month when Radio Guerilla regained eight radio licenses from CNA, and Mihai
Dobrovolschi returned to the station.
A.G. RADIO HOLDING
• Mihai Gainusa, Marius Vintila and Bogdan Stratula started a new projected, Radio H FM which was 8%
relaunched in December as Radio Seven, having Mihai Gainusa as morning show host.
37%
RCS AND RDS
Most of the marketing campaigns and events which proved to be successful in 2014 were renewed last year 13%
as a way to engage with their listeners, and the most remarkable were:
Advertisement
Kiss FM: “Summer Kiss” and “Winter Kiss” campaigns with seasonal transmission from the seaside and ski slopes. Revenues Share
21% by Sales House
Magic FM: “Santa’s Radio” with the most popular Christmas songs being on air in December.
Radio ZU: “Forza ZU” organized in May at Sibiu as a huge karaoke show and a 12 hours live event.
EUROPE DEVELOPMENT
Europa FM: “Live on the Beach”, a memorable show where 60,000 fans came to meet the most popular INTERNATIONAL
22%
Romanian pop – rock bands and “Anniversary Cups Lottery “contest, with over 25,000 Europa FM cups
being distributed across the country, each cup code carrying a potential 100 Euro cash prize for the winner if
extracted in the live radio transmission. GRUPUL MEDIA CAMINA
Radio 21: “Liberty Parade”, the already traditional summer event held on the largest existing scene, gathered
60,000 participants. A.G. RADIO HOLDING = Kiss FM, Magic RCS AND RDS = Pro FM
FM, Rock FM
Pro FM: “Pro FM Super Girl” concert with the most popular Romania bands held on the 8th March at AFI SOCIETATEA ROMANA DE
GRUPUL MEDIA CAMINA = Radio ZU
Palace Cotroceni and “Pro FM on top”, live concert by Inna on Casa Poporului building top. RADIODIFUZIUNE = Radio Romania
Actualitati
EUROPE DEVELOPMENT INTERNATIONAL
Vibe FM: ”Christmas Vibe FM” program was meant to create a fairy-tale for its listeners during November = Europa FM, Radio 21
and December.
Source: Media Monitor BRAT, RC figures, barters excluded
Market Analysis
AG Radio Holding (former MGSI) maintained 1st rank despite the 1% decrease in ad revenues share, followed
at a significant distance by Media Camina Group with a stable 22% share. Europa Development International
(former Regie Radio Music) stayed on 3rd place with 21%, a 5 pp increase versus previous year. RCS & RDS
(portfolio owned by Pro TV in 2014) was ranked 4th with 13%, while Societatea Romana de Radiodifuziune The economic categories with the highest advertising in Radio remained the same as in 2014, with a very
ranks last maintaining the 8% share of 2014. dynamic evolution from Medical & optical products, Retailers, Mobile telecommunications services and
Domestic appliances.

Audience Analysis The audience performance evolution reconfirms in 2015 Radio ZU as the leader in Bucharest with 15%
average rating, followed by the public station Radio Romania Actualitati (13.1% vs. 12.3% in 2014) and Kiss
In 2015, the daily radio audience improved at urban level, during both weekdays and weekend, while in FM despite its drop from to 9.4% from 11.4% in 2014. Magic FM comes 4th with 9% and almost closing the
Bucharest the daily reach grew by 2.1% in weekdays and dropped with almost the same level in weekends. gap to Kiss FM. Europa FM and Pro FM changed the places compared to 2014, both having slightly higher
ratings than the previous year.
Daily Reach (%) Evolution
Kiss FM remained dominant at urban level with an average rating of 13.3% (vs. 14.5% in 2014), while Radio
80 Romania Actualitati holds strong on the 2nd place with 12.5% and Radio ZU (12.2%) follows closely, with a
76.2 positive performance trend. Europa FM and Pro FM are ranked 4th and 5th at a very small difference.
73.9 74.5 74.6
75 Top 10 Stations
Urban vs. Bucharest
70 15
67.1 13.3 13.1
65.7 66.1 65.6 12.5 12.2
65 10.7
9.4 9.6
Avg Rtg%
9
60 7.8
7.5
5.9 11+ urban
4.7 5.3
4 11+ Bucharest
55
Monday-Friday Saturday-Sunday Monday-Friday Saturday-Sunday 2.3 2.4 2.3 2.8
1.7
Urban Bucharest
Source: ARA-MasoR
Kiss FM Actualitati ZU Europa ProFM Magic Radio 21 Ant. Rock National
Source: ARA-MasoR 2014 2015 FM FM Satelor FM FM
Local Radio
For Romanians the preferred place for radio listening during weekdays remains “at home” (44.9% from 45.7%
in 2014) and “in the car” (38.8% vs. 37%), while the audio streaming is still at a very low level of 0.5% of urban Local Radio stations continue to be an important tactical tool for localized commercial messages, being also
11+ population. Weekend habits, though, have a positive trend for smartphone media player usage (7.4% vs. affordable for advertisers with smaller budgets. In 2015, they continued their more flexible approach towards
6.5% last year). advertising, with special projects, contents, live interventions, and broadcast branding.
Place of listening - Daily Reach (%) Arbomedia remained the main local Radio sales house, having 78 local partners in 37 counties.
Evolution for Urban 11+ Monday to Friday
Perspectives For 2016
50% At home
45% In a car In 2016, Radio market is expected to have a flat evolution or to increase marginally compared to 2015. At the
40% At work end of 2016, the Radio media market is estimated at 20 million euro (+5% vs. 2015.)
35%
Other place
30%
Radio stations will continue to fight for market share by being open to special projects, tailor-made contests,
25%
shows relocations in unconventional locations and sponsorships and providing the advertisers with the
20%
desired commercial flexibility.
15%
10%
5%
It is also expected that Radio stations will continue to diversify the integrated media exposure packages, with
0% Source: ARA-MasoR increasing focus on social networks.
2011 2012 2013 2014 2015

Overview Coverage (%) evolution
In 2015, the Print market its decline to 16 million euro (-10% vs. 2014), being influenced by the continuing decline of 40
the press distribution networks and financial difficulties of Zirkon Media, one of the biggest print distributors.
New insolvency situations like Intact Publishing and Publimedia along with National Anticorruption 35
Directorate investigations on the owners of big media holding owners of Mediafax, Romania Libera, Telegraf
Constanta, CanCan and of the “Tutun si Ziare” distribution chain have generated a wave of disbelief in the 30
market. 25
The content duplication trend between the paper and online versions of the same titles continued in 2015, 20
leading towards a significant decline of the print readers. As a consequence, during the last couple of 15
years, several titles decided to close their paper publications, moving their content exclusively online (e.g.
Gandul, ProSport, ProMotor, CanCan etc.) 10
5
Main publishers continued their aggressive inserts strategy, which still works very well, bringing it to a higher
level of diversification - in the same day, one publication might have several variants of different inserts. 0
Wave Aug11- Wave Sep11- Wave Jan12- Wave Jun12- Wave Aug12- Wave Nov12- Wave Feb13- Wave Sep13- Wave Jan14- Wave May14- Wave Aug14-
Feb13 Jun13 Dec13 May14 Aug14 Nov14 Feb15 May15 Aug15 Nov15 Feb16
The most important events that marked the Print market in 2015 were as follows:
- January: “Stiinta si Tehnica” magazine left Adevarul Holding, becoming independent. Source: SNA-CAPI Monthlies Weeklies Dailies
- February: Marius Tuca quit the management board of “Jurnalul National”.

- March: “Viva” lifestyle magazine was released with an innovative cover which contained a video
message from Inna to the magazine’s readers. Analyzing the readers’ preference for specific editorial content we see a trend consistent with the previous
- April: General interest newspaper “Jurnalul National” was relaunched with a new graphics and format. years. Women continued to show a high interest in monthly glossy magazines and a slightly higher preference
- July: Oana Osman left the editor chief position of Capital after 12 years in this position. vs. previous years for weeklies, where they actively seek for practical information about personal care, cooking,
- August: Andreea Esca left the management board of “The One” women magazine. children care, health and nutrition, home maintenance and decorations. Men maintain their high interest in general
- September: Media Venture Capital brought to Romania the monthly fitness magazine “Shape”and news and sports, representing the highest percentage of daily newspapers readers.
Burda launched “Slowly Veggie!”a magazine for vegetarians and vegans.
- October: Convergent Media renounced the licenses for the BBC magazines “Top Gear”, “Good
Food” and “Science World”. Gender Preferances in Print Titles
The continuous decline of the advertising investments determined the publishers to adapt their offers in 140
order to defend their revenues. They offered more appealing exclusive exposure packages, released more 120
supplements dedicated to specific events or to high interest topics and became more innovative in creating
integrated packages across the media properties in their portfolio. 100
Market Analysis 80
60
2015 reflected slightly different readership trends among the print types, with a 5-6% drop for dailies and
less than 4% drop for weeklies. The monthlies performance reflects a boost in terms of number of readers 40
(wave May14 – Nov15) generated mostly by a very aggressive inserts strategy, which unfortunately had a
short term impact, as one year later (wave Aug14 – Feb16) returned to the negative evolution, dropping by 20
3% compared to the previous measurement wave. 0

Monthlies Weeklies Dailies
Source: SNA-CAPI Aug14-Feb16 Affinity versus All Urban 14-74 Men Women

In terms of gross (rate card) advertising revenues, Ringier was ranked 1st, same as in 2014, with a 3% increase The top 10 advertising categories with significant investments in print (Rate Card) accounted in 2015 almost 50%
driven by its diverse titles portfolio, most of them being top titles in the respective categories (glossy women of the total gross print spend, excluding media barters.
beauty and fashion, lifestyle and celebrities, cooking, automotive), its attractive inserts strategy and also due to
exclusive packages sales policy.
Categories Magazines Newspapers
Despite the 2% revenue decrease vs 2014, Adevarul Holding has the 2nd position, while Burda lost the 3rd Retailers 24.63% 75.37%
place albeit maintaining the 10% market share and a more diversified titles portfolio. Mediafax went up on the 3rd Medical & optical products & services 39.73% 60.27%
place with an increase from 9% market share to 11%. 5th and 6th positions are Convergent Media and Editura Cosmetics, Hygienic & Hair Care 97.93% 2.07%
Evenimentul zilei si Capital with stable market share vs. 2014 (7% and respective 6%).
Mobile telecommunications services 32.80% 67.20%
Cars & 4x4 vehicles 41.31% 58.69%
Banking & insurance services 32.78% 67.22%
Clothing & accessories 93.72% 6.28%
GRUPUL DE PRESA MEDIANET, 1%
OTHERS, 8% Domestic appliances, electricals & electronics 47.15% 52.85%
UNIONPRESS, 1% Building & constructions materials 58.09% 41.91%
CITY GUIDE MEDIA, 1% Furniture 80.25% 19.75%
PEOPLE MAGAZINE, 2%
RINGIER ROMANIA, 24%
RING MEDIA GROUP, 2%
Source: BRAT MediaMONITOR
MEDIA SUD MANAGEMENT, 2% Top 9 print investors is the same as in 2014, with Retailers being dominant in dailies with their promotional offers
INTACT PUBLISHING, 2%
and Cosmetics, Hygienic & Hair Care and Clothing & accessories using magazines as a strategic media channel
for their media campaigns.
BP PUBLISHING MEDIA, 3% Furniture is the new entry in top 10 print investing categories, the significant leap being generated by “Prima casa”
program communication in media as well as by a growing consumers’ interest in home decoration.
ETA MEDIA PUBLISHERS, 4% Share of RC revenues Beer category was not a major investor in print in 2015, but the beer brands involvement in the major sports
by Media Group competitions of 2016 (European Football Championship and Olympic Games) might be a game changer for this
(excl. barters) year.
EDITURA EVENIMENTUL
SI CAPITAL, 5%
Regional Press
In 2015 the local print titles continued the downtrend, with some titles being closed or switching to online versions,
ADEVARUL HOLDING, 17% to cut costs.
CONVERGENT MEDIA, 7% Albeit the general negative trend, some local titles managed to keep their readers loyalty and implicitly their
circulation level: Ring, Ziarul de Iasi, Viata Libera Galati, Jurnalul Aradean.
As in 2014, the most important local titles continued to be polarized in two important media groups: Arbomedia
BURDA ROMANIA, 10% MEDIAFAX GROUP, 11% and Midas Media.
Online Titles
Most of the online titles have been on uptrend in 2015, the most dynamic evolution being reflected by “Spy”,
Source: BRAT MediaMONITOR “Adevarul”, “Unica” and “One”, which recorded an increase of over 50% in Hits vs. 2014. “Libertatea”, which has

taken 2nd place in 2014, following “CanCan”, now takes 1st place, with a high increase also in Visits (+77%). Overview
General increasing trend confirms the business potential online versions have in publishers’ portfolio. Though 2015 seemed to be a predictable year for the local OOH advertising market, as all the players were
number of hits is far from being a measure of readers’ loyalty, such increases confirm the right path to an increased expecting the new industry law to become effective as of 15th of October. The main national vendors and
readership. Defi Romania, the only foreign investor, continued to strive for market share, but less aggressively than in
the previous year - it looked like all the suppliers were getting ready to prepare their networks to comply
with the new regulations. It is obvious now that nothing happened on the 15th of October, as the law’s
Corresponding Genre 2015 Monthly Avg 2014 Monthly Avg Evolution implementation methodology was not clear and the advertising industry did not know what actions to take
Site in line with the new regulations.
Pub Hits Visits Hits Visits Hits Visits
www.libertatea.ro Libertatea Tabloids 54,591,351 23,995,896 41,242,629 13,545,330 32% 77%
For the first time in years, the prices seemed to stabilize despite the continuous clients’ pressure for higher
www.gsp.ro Gazeta Sporturilor Sport 42,959,392 13,463,428 36,322,742 11,193,064 18% 20%
discounts. On the other hand, major categories like Telecommunications, FMCG, Retailers and Automotive
www.cancan.ro CanCan Tabloids 40,631,008 18,861,033 41,706,387 15,336,811 -3% 23% continued to allocate significant budgets to OOH advertising, permanently expanding and improving the
www.prosport.ro Pro Sport Sport 37,260,927 15,219,890 28,022,462 11,595,666 33% 31% visibility of their networks. This evolution turned an initial 2015 downtrend estimate for the OOH market into
www.adevarul.ro Adevarul News 33,820,506 16,599,322 20,638,764 9,046,984 64% 83%
a flat evolution vs. 2014, the net OOH spend being of 28 million euro.
www.gandul.info Gandul News 31,884,731 15,246,745 30,884,227 13,806,620 3% 10% In 2015 the advertising industry, under BRAT, took a very important step in the development of the
www.spynews.ro Spy Tabloids 28,119,572 15,852,822 14,150,403 6,518,433 99% 143% Frequency Study on Outdoor advertising, complementary to the already existing OOH Monitoring System.
www.evz.ro Evenimentul Zilei News 25,030,488 7,890,107 23,478,131 6,781,502 7% 16% All the necessary resources have been put together behind this project, most procedures and the budget
have been approved. The study providers GfK, IPSOS and Meto Media Transilvania will start the fieldwork
www.unica.ro Unica Women Lifestyle 16,878,952 9,835,458 10,962,016 6,031,744 54% 63%
the latest in March 2017.
www.playboy.ro Playboy Men Lifestyle 15,313,362 1,510,345 32,220,197 3,475,074 -52% -57%
www.click.ro Click Tabloids 11,708,557 4,449,638 15,005,281 4,462,781 -22% 0% Outdoor
www.eva.ro Eva Women Lifestyle 9,854,612 3,419,801 9,675,119 3,158,406 2% 8%
There were no significant street furniture auctions in 2015 and the Transit media contracts in Bucharest are
www.zf.ro Ziarul Financiar Economics 9,315,673 5,118,098 7,343,557 3,616,028 27% 42%
still being signed directly with RATB, the public transportation company.
www.jurnalul.ro Jurnalul News 6,423,105 3,220,373 7,763,719 3,389,782 -17% -5%
www.one.ro One Women Lifestyle 5,819,493 1,614,932 3,879,208 1,278,151 50% 26% As in the previous year, in 2015 the OOH market structure reflects the local investors’ dominance, led
by Euromedia, Affichage and Getica. Defi Romania is the only foreign investor operating presently in our
Source: SATI BRAT country.
For a quick review: starting with the 1st August 2013, APG SGA SA, the main owner of Affichage sold its
Perspectives For 2016 shares to its CEO, Rene Rosenberg who further sold 60% of the company to several Romanian investors.
Later, Rosenberg sold out to Affichage, currently the ownership is entirely local.
Integrated media packages, events partnerships and more appealing exclusive media offers seem to be the right
solutions for the publishers to gain advertising budgets and revenue. Epa Media was sold by JoJ Media House to the Romanian Investors Group. They sold the Bulgarian branch
to a local player, in Hungary to JC Decaux and the Romanian subsidiary followed in 2013.
Albeit these are rather solution to defend market share and secure annual budgets in a shrinking market, rather
than gaining more readers and market share. Special projects, tailor-made supplements and unconventional The 2015 estimated market shares for the main vendors are: EpaMedia (28%), Affichage Romania (17%)
formats will be the main trends for 2016. and Getica (10%), with a significant fragmentation (45%) in smaller providers.
The Print industry will continue to decline, with more and more readers moving their media habits online, as
the telecommunications company will continue to make modern technology more and more accessible for the
population.
At the end of 2016, the Print media market is estimated at 14 million euro (-10% vs. 2015).

Share of Market- Vendors Indoor
The main players in the indoor and in-store categories are Brand Management and Sugar Media. There were
Others Getica no changes in the investors ranking in indoor campaigns – the highest investments continued to come from the
45% 10% Banking category followed closely by FCMG, Automotive, Entertainment, Airlines and Fashion industry.
Indoor ads in office buildings represent the only segment that managed to increase revenues mainly through
EPA Media innovative special projects. Elevate is leading with 70% market share followed by Invent Media. The largest
28% budgets were allocated by Banking, FCMG, Automotive, Airlines and Pharma.
Info Sanatate initiated the development of the Digital Signage TV Analytics, the first Frequency study for indoor
Affichage Romania advertising. The study was conducted by GBD Research and is endorsed by organizations such as ARMA &
17% ARIA.
Digital Outdoor
In 2015, Phoenix Media, Media Advertising and Vision Media Plus continued to operate in the segment, with their
existing supports networks.
Phoenix Media continued to invest significantly in their offering by conducting together with D&D Research a study
meant to give their clients access to traffic data from the entire TV screens network in Bucharest. They have used
the latest technology to measure street traffic and a specialized software that takes into consideration the position
of each person that is counted. To complete the measurement, they have conducted face to face interviews for
As mentioned before, the independent players kept on building-up their Bucharest and national networks. The 11 weeks starting 15th of September 2015 and each location was monitored at last 10 times during the research
most dynamic ones were: Universal Solutions, Imperial Media, New Age, Way Media. Spectacular Group of period; approximately 86% of the interviewed persons were pedestrians. The study’s outcome consists in socio-
Companies opened a law process against Metrorex. Right now the entire network is suspended and this will be a demographic data for all the locations in their Bucharest network and the possibility to optimize targeting and go
status quo for the whole period of the lawsuit. for programmatic buying for clients’ campaigns.
Digital Indoor refers to plasma screens distributed across networks in crowded places. Blitz TV maintained its
In terms of format types, the networks development was mostly concentrated on backlight, the most used format contract with Metrorex for the subway LCD network.
in the local outdoor industry, with an estimated 45% of the locations, followed by billboards with 19% and city
lights / buss-shelters with 14%. The rest of 22% consists mostly of roll-overs, mesh, prisms, unipoles, flags and Perspectives For 2016
special projects. 2016 start was no exception regarding the expected low occupancy rate during the first quarter, while April
reflected a significantly higher occupancy rate, with few premium locations remaining available for rent.
BRAT and IAA industry organizations, on behalf of the OOH market will continue their efforts to bring all the
necessary clarifications with regards of the new law implementation guidelines, through a dialogue with the
Government institutions in charge with the situation. Hopefully this outcome will be fruitful and will remove the
city light / bus
billboard shelter current OOH market deadlock.
19% 14% Starting January 2016 the local advertising tax is applicable to the total OOH advertising cost except production
and from 21st of March the tax must be paid by the exposure beneficiary directly to the local authorities of each
roll - over
and every locality. Again IAA took a firm position and managed to create the possibility for the advertisers to
Share mesh
Other format prism
commission the payment of this tax to their agency or OOH provider.
of Market 22% unipole
flag Indoor is expected to maintain a steady evolution, the current status.
-Formats special project
Despite the rather uncertain context related to the OOH market, the 2016 advertising budgets look solid and it is
expected that at the end of the year the net market will reflect a constant 28 million euro.
backlight
45%

Overview - a new attribute, “agency”, was introduced in the autumn of 2014 and “unclaimed” campaigns started to be
restricted since December 16th, 2014.
Although monitoring data is available from a relatively wide range of providers, media associations established - the most recent development is related to the “advertiser” information - it allows the allocation of multiple
standards for all audiences and measurement services so in the end only some major research companies are advertisers for a single brand, depending on the analyzed period.
acknowledged and the entire market works with them.
At the beginning of 2015, ARMA decided to continue the collaboration with Kantar Media Audiences for 2016-2019. Non – TV measurement
In 2015 BRAT took important steps towards implementing OOH audience survey, establishing and refining the BRAT is a non for profit, independent, tripartite organization for the media and advertising industry, whose
general guidelines, approving the methodology and the overall budget of the study, discussing and approving members are media owners (publishers), media agencies and advertisers. BRAT is the JIC (Joint Industry
access to results and cost sharing among beneficiaries, and completing the tender for the mobility study. Committee) conducting in Romania the print and the online media measurement and the circulation audit. BRAT
In July 2015 BRAT first published the readership of the publications for the entire Romanian population aged is member of different international organizations of the media and advertising industry: IFABC (www.ifabc.org),
between 14 and 74 years - national. Data will continue to be delivered once per year, while the regular reporting EMRO (www.emro.org), I-JIC (www.i-jic.org).
will be based on urban coverage.
1.Internet
In 2015 Radio Audience Association (ARA) organized a public auction to decide the research companies for BRAT is the only provider of performance data concerning Internet traffic and audience structure through the SATI
the new contract, effective from 2016. Till the end of 2015, IMAS Marketing & Polls and GfK Romania were survey. The hybrid method used for traffic measurement, audience and profiles of the websites is compliant with
responsible for the data collection and reporting. the IFABC guidelines regarding traffic measurement.
SATI currently measures more than 210 websites, including the websites using streaming measurement. SATI
published for the first time in Romania, in 2014, the traffic results according to the access device (PCs, tablets,
mobile phones).
TV Measurement Traffic measurement results are delivered through two main access points: the Scores on-line application and the
BRAT website. Scores reports the complete data: traffic splitting on various sections, comparison between websites,
Audience measurement for TV is available on daily basis since August 2001, while access to detailed daily and hourly resolution for data analysis, top entry / exit pages, geographical location and technical data, real time
audience data is available only through membership to ARMA (Romanian Association for Audience Measurement), viewing of traffic data. On the BRAT website, the data published has 3 general metrics (views, sessions and unique
the organization that also represents the beneficiaries interest in relationship with the data provided. clients) and also offers the possibility to analyze the traffic based on 2 main splits: Romania vs Global and Dekstop /
Kantar Media Audiences is the provider of audience data for the TV Audience Measurement (TAM) survey as of Laptop versus Mobile/Tablet. Traffic data started being delivered by SATI since October 2007.
January 2012 and will continue the contract for 2016-2019 period.
TAM system is a quantitative research, which measures the TV usage among Romanian population – minute by Audience measurement is available since June 2008. The standard delivery for the internet audience data is
minute viewing, 24/7 – using tele-control people-meters. The universe contains all private households in Romania spanned on a period of 3 months, with weekly averages being published. SATI measures the audience (number
with a working television, and all individuals aged 4+ in those households. People who have spent last year more of visitors per week) of the websites, for the people 14-74 years old, living in Romania. Basic demographics along
than 3 consecutive months outside the country are classified as ‘migrants’, and are not included in the research with general Internet usage and some general consumption information are available. Since 2015, the survey
universe. The gross installed panel is 1,320 households, the reporting panel of households being 1,200. Viewing extended its universe, delivering audience data for rural areas for the first time.
by guests in a panel member’s home is measured as a surrogate for the viewing by panel members who take The software for the Internet audience data is SESAME, the same as in the case of SNA-Focus. Besides the
place in other homes. The exact age and gender of guest viewers are collected. Consolidated viewing is also simple table listing, crosstab generation and media ranking facilities, it also contains a media planning module
available as a metric, and is defined as live viewing plus any time-shift viewing taking place within seven days of the and optimization engine. Since March 2016, for the first time in Romania, both the audience data and the basic
original transmission. demographics of the websites measured are made publicly available on BRAT website.
At the end of 2015 there were 59 monitored and reported TV stations.
AdMonitoring data for online campaigns is delivered by BRAT since August 2011, through the MIP Online project.
Monitoring data is available from a relatively wide range of providers, although only the TAM service provides Currently, the survey tracks the campaigns of its members on a number of more than 2,000 Romanian websites
performance data for TV spots alongside with correction factors for spots with length different from 30”. belonging to both BRAT members and non-members. Starting with march 2013, BRAT implemented a spider
InfoSys+ is the analysis software for TV audience and monitoring data. technology in the MIP Online project being able to deliver information for all the online advertising campaigns, no
New software developments to support users in meeting more efficiently the daily needs are: matter the campaign belongs to a BRAT member or not.

statistics. Data collection is currently done through CATI (computer assisted web interview) and in home face-to-
face int erviews, using CAPI method (Computer Assisted Personal Interview) in rural areas.
2. Radio The audience data is reported for 20 radio stations (nationwide), and separately for 21 stations in Bucharest area.
AdMonitoring data is delivered by BRAT, through the MIP Radio project, since July 2011 and is currently
monitoring 9 main national radio stations networks. The software for data analysis in 2015 was MasoR8 but starting 2016 will be Masor9. The audience segmentation
considers all the variables in the questionnaire on the basis of which the user can build specific target groups. The
software also has a planning module that can be used for gross planning of radio campaigns.
3. Print
BRAT is the only provider of performance data concerning circulation audit and audience measurement for press.
Cinema Measurement
BRAT provides all the circulation figures for all print and electronic publication through the audit of circulations
which is done on a yearly basis, by an audit company selected by BRAT via a tender. For the last 6 years Presently there is no syndicated study to measure traffic data or the demographic structure of cinema goers,
the circulation audit was done by PricewaterhouseCoopers. Quarterly, at fixed dates (6th of March / June / although main cinema chains do conduct ad-hoc client research projects in order to measure those indicators.
September / December) BRAT publishes circulation statements. Reports from those studies are available, in variable amounts, to media agencies.
Starting 2009, the circulation audit includes the verification in the field of the print run. Presently BRAT audits an
approximate number of 120 publications, both national and local. Demographic profiles and data concerning the consumption of brands and services by cinema goers are
indirectly available from the SNA-Focus. Starting 2012 the results are available for the main Cinema chains, for the
Readership measurement is offered through the SNA FOCUS survey, which – besides readership measurement big cities, and for type of cinema in the rest of the cases.
– offers a wide range of demographic information and data regarding the consumption of goods and services.
The survey includes over 75 publications. The main metric offered by SNA FOCUS is the AIR (Average Issue Perspectives For 2016
Readership), which measure the number of people reading an average issue of a given title, using the well-known
and accepted ‘recent reading method’. The most important event will come from BRAT: OOH monitoring data will be improved in 2016 by integrating a
The working software is SESAME, which offers possibilities of target definition, crosstab generation, cluster new map tool within the reporting platform. The users will be able to visually analyze the field coverage of a specific
analysis, duplication analysis, media ranking and media planning. OOH advertising campaign, advertiser, market sector, etc. The tool is expected to be available in November 2016.
AdMonitoring data is also delivered by BRAT, through the MIP Presa Scrisa project. The project started delivering Starting with 2016 BRAT publishes global audience results media brands across various channels such as: print
data in January 2011, and is currently monitoring more than 200 publications. media, website, Facebook page, mobile app / tablet, allowing for the possibility of de-duplicated audience analysis.
It is the first study conducted in Romania that shows the full audience of a media brand, regardless of the channel
4. OOH through which it is accessed / used and the duplication between two or more such channels. The first results were
AdMonitoring data is available as of May 2012, delivered by MIP OOH project. The results are integrated in the published at the beginning of 2016 and included 14 media brands. More brands already joined the survey.
same on-line platform used for the Print, Radio and Internet AdMonitoring.
Starting with 2016 BRAT will provide monitoring data for online advertisement spilt by device type: desktop,
Radio Audience Measurement mobile, tablet, enabling the analysis of each advertising campaign for each particular device. The first data delivery
is planned for May 2016.
Is available through the Radio Audience Measurement Survey (SAR), Radio Audience Association (ARA). The
service is available since June 2004. In 2016 ARA intend to launch MasoR9, improved, competitive, providing new options and positioning itself as a
whole new experience for the users, being significantly different by the older versions.
The radio audience measurement for SAR is based on the “Day after recall” method (the remembrance is aided by
recalling the activities conducted during the day before the interview), used by most of the international measuring ARMA and Kantar Media will change the panel starting with 2016. The number of monitored and reported
systems. households will remain the same, statistically will keep the same structure but will be others comparing with last
Starting 2008, SAR delivers audience data in three waves per year. The universe covers urban and rural reported panel.
population, living in private households in urban and rural areas, aged 11+ years old, in accordance with official

Metropolis Bravo,
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editor’s foreword

The Analysis Net Market Size Evolution (mil. EUR)

Bulgaria 63% 14% 8% 5% 10%

FYR Macedonia 66% 8% 6% 6% 14%

Slovakia 46% 29% 12% 5% 9%

10 www.mediafactbook.ro media book 11

users across all the countries in the region.

2015 General Facebook Statistics

Source: SNA Focus, BRAT Romania, All 16-54 urban population

12 www.mediafactbook.ro media book 13

Perspectives for 2016

14 www.mediafactbook.ro media book 15

16 www.mediafactbook.ro media book 17

2015 Daily media consumption

Source: SNA Focus, BRAT Romania, All 16-54 urban population

20 www.mediafactbook.ro media book 21

First thing in the morning First thing in the morning 67.6%

Activities agenda 18.9% Activities agenda 26.0% 20

E-mail 37.2% E-mail 57.7%

aged 35-44 aged 45-54

Source: Initiative & Mercury Research, all 16-54 urban population

22 www.mediafactbook.ro media book 23

Source: Initiative & Mercury Research, all 16-54 urban population

aged 25-34 12% 60% 29%

aged 16-24 6% 65% 29%

Source: Initiative & Mercury Research, all 16-54 urban population

Source: Initiative & Mercury Research, all 16-54 urban population

26 www.mediafactbook.ro media book 27

Source: Initiative & Mercury Research, all 16-54 urban population

28 www.mediafactbook.ro media book 29

30 www.mediafactbook.ro media book 31

Medical & optical Electronics &

39 mil Google will maintain a stable growth of 20%.

Source: Initiative database

32 www.mediafactbook.ro media book 33

34 www.mediafactbook.ro media book 35

2014 – 2015 Average Inventory sold % Min (07:00-26:00)

Avg. PT inventory Avg. all day

36 www.mediafactbook.ro media book 37

Source: Kantar Media Romania

38 www.mediafactbook.ro media book 39

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

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

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

Prima TV Profile (Affinity Index) Age 45 - 54 Age 25 - 34 Age 45 - 54 Age 25 - 34

40 www.mediafactbook.ro media book 41

Age 65+ Age 12 - 17

Age 65+ Age 12 - 17

Source: Kantar Media Romania Source: Kantar Media Romania

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

42 www.mediafactbook.ro media book 43

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

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

Source: Kantar Media Romania Source: Kantar Media Romania

Perspectives For 2016

44 www.mediafactbook.ro media book 45

Source: SNA 2012-2015 2012 2013 2014 2015

Internet Penetration in romania

46 www.mediafactbook.ro media book 47

>6.3M >5.3M >8.3M >7.2M

Advertising received is annoying/disturbing 1 85,4%

To limit interne band consumption 4 14,6%

Don’t know 7 1,9%