Study: Most Romanians tie TV commercials to TV program quality

A total of 60% of television viewers in Romania believe that a TV brand that viewers trust is a good indicator of the quality of programs they are about to watch, according to the latest Discovery Networks pan-regional study on the impact and the future of TV advertising. Consumers admit that TV commercials broadcasted by channels they trust have a greater impact, reports local Mediafax. The survey also revealed that, despite the growing trend of viewing content on multiple screens at the same time, most of Romanians viewers (40%) continue to spend between 3 and 5 hours a day in front of the TV. “In a world dominated by multiple screens, television remains the central element of the media mix. Technological developments had a major impact on how viewers consume the media and, in this context, choosing a specific TV brand has become essential in managing the expectations related to the quality of content,” said Dorota Zurkowska-Bytner, VP Advertising Sales Development Discovery Networks CEEMEA. Most of Romanian viewers, namely 80%, consider that the absence of commercials would lead to lower quality of TV programs. The Future of TV Advertising study was conducted on a sample of 3,000 people from ten countries in Central and Eastern Europe, Middle East and Africa, namely Romania, Bulgaria, the Czech Republic, Hungary, Poland, Russia, South Africa, Turkey, Ukraine and Arab United Emirates. The expert who participated in the panel for Romania was Julien Ducarroz, Chief Commercial Officer Orange. The entire study can be found here. Irina Popescu, irina.popescu@romania-insider.com