The Romanian media market went up by 13% in 2017, reaching EUR 412 million, according to the Media Fact Book 2018 by Initiative Media.

This year, the local media market is expected to increase by 10%, to EUR 455 million.

The TV segment was the main growth driver in 2017, recording a 14% increase in advertising sales, to EUR 273 million. Online, radio and outdoor advertising spending also increased last year while print continued its decline.

Digital increased by 14%, reaching EUR 73 million, while radio advertising went up 15% to EUR 23 million.

On the TV segment, CME group took 47% of the advertising revenues, namely some EUR 128 million, followed by Antena Group (25%) and Dogan Media – Kanal D (10%).

Overall, the top advertising buyers were medical and optical products and services providers, which spent some EUR 52 million last year, followed by mobile carriers (EUR 43 million), cosmetics and personal care product brands (EUR 42 million), retailers (EUR 30 million) and banks and insurers (EUR 18 million).

editor@romania-insider.com