European Drinks, Procter&Gamble and Reckitt Benckiser are the advertisers with the biggest visibility in the media, in March, according to mediaTRUST, one of the leading providers of monitoring services.
In the classification of the most active advertisers, in terms of commercials aired by media channels, European Drinks ranks first, with 9,148 ads and rate card advertising investments of Euro 30.2M. Procter & Gamble comes on the 2nd place (8,471 aired commercials), followed by Reckitt Benckiser (8,253 commercials and rate card investments of Euro 13.1M).
mediaTrust’s report also includes the distribution of ads by media sources, with press less and less used for promoting ads and an increased focus on TV and radio. During march, 225.382 ads were broadcast on television, 41.933 on radio and 5.777 published in print.
Romtelecom, Penny Market and Nivea hold first places in the top of the most visible brands in advertising. Romtelecom leads with 4,193 commercials and an allocated rate card budget of EUR 9.1M, followed by Penny Market (3,963 commercials and Euro 7 M, while Nivea is last on podium (3,916 commercials, Euro 6M). Among the most extensively promoted brands are also Nurofen (3,879), Orange (3,673), voyo.ro (3,150) and Adria (3,073).
When it comes of ads distribution channels, TV is leading the pack, with radio and print following.
The sectors which invested the most in advertising in terms of aired commercials are Food sector (56,884 commercials, most visible European Drinks, Kraft Foods and Nestle), followed by Pharma (46,493, Reckitt Benckiser, Biofarm and Health Advisors) and Trade (31,944; Rewe, Lidl and Dante International – eMag)
In terms of aired commercial, Pro TV is leading, with Romanian Television Society and Antena TV following.
mediaTrust’s report was elaborated based on the monitoring of 273,092 commercials aired during the time interval March 1, 2013 – March 31, 2013, on 20 TV stations, 12 radio stations, and 200 local publications. With the help of admonit application, mediaTRUST presents the visibility of promoted brands in the commercials of retail chains from Romania. With a data base available since June 2012, the admonit on-line service allows generating reports to illustrate advertising costs, duration and number of displays for any time interval and data selected by the user (media channels, advertisers, brands, sectors or other classification elements).
mediaTRUST Romania was established in 1999 and provides monitoring services to Romanian and foreign companies. Since 2004, the company has been a member of FIBEP, the main international organization of monitoring agencies, and since October 2010 it has been 100% owned by IMM – Institute of Media Monitoring Poland. The company’s clients come from various sectors of the market, from finance to telecommunications, IT, pharmaceutical, energy, natural gas, oil, education, sports, culture, entertainment, politics.
More info included in the report are available in the following graphics: