The advertising spending in Romania went up by 6% in 2015 compared to 2014, reaching EUR 332 million, boosted by higher internet and TV advertising budgets. The market is expected to see a similar growth this year, and reach EUR 351 million, its highest level since 2008, according to the Media Fact Book Romania 2016 report by Initiative Media.

The internet advertising spending continues to be the most dynamic market segment, with a 11.7% increase in 2015 (from EUR 51 million to EUR 57 million) and expected 12.3% growth this year (to EUR 64 million). Digital advertising will thus reach 18% of the total advertising spending in Romania, up from 3% in 2008, which was the market’s peak year.

Meanwhile, print has been the main loser, as its share in the total advertising spending has declined from 15% in 2008 to an estimated 4% this year. Print advertising spending is estimated at only EUR 14 million this year, down from EUR 16 million in 2015 and EUR 17 million in 2014.

TV stations continue to get the biggest slice of the advertising pie in Romania, some 64%. The TV ad spending went up by 7% last year, to EUR 212 million, and is expected to increase by 6.1% this year, to EUR 225 million.

Radio advertising is also expected to see a slight recovery and reach EUR 20 million this year (up from EUR 19 million in 2015 and EUR 18 million in 2014). Outdoor advertising remains constant at EUR 28 million.

Five sectors account for almost half of all advertising spending in Romania. These are mobile communications services (EUR 50 million spent in 2015), medical and optical products & services (EUR 39 mln), cosmetics & personal care (EUR 36 mln), retailers (EUR 22 mln), and beer (EUR 16 mln).

How much do Romanian companies spend on online advertising?

editor@romania-insider.com