Media market drops 37% in Romania, online media least affected

The Romanian media market dropped by 37 percent in value last year, reaching a level below the one in 2006 and affecting all the market segments, according to the recently-released Media Fact Book which focused on ad spending in Romania last year. The print market saw a 55 percent decline, followed by outdoor, with a 40 percent drop. TV advertising declined by 34 percent and radio by 28 percent. Internet – based media was the least affected, with only 19 percent in drop, according to Initiative's Media's report. The local media market is expected to reach EUR 308 million this year, from EUR 339 million last year. The market peak was in 2008, when it reached EUR 540 million. This year, TV advertising will lead, with EUR 209 million, still downwards compared to last year. The print market will only reach EUR 27 million, down on EUR 37 million last year. Radio will make a EUR 23 million market, while outdoor advertising, EUR 35 million. Internet and cinema advertising will together reach EUR 14 million, being the only market segment to display growth. Actually, the growth of online is the biggest and most important trend, both in terms of usage, content dimension and complexity, writes the report.