Romanian media agency Initiative launched an update of its yearly report Media Fact Book 2021, predicting the Romanian media market will reach to €540M by the end of the year, despite the uncertainty caused by pandemic, issues in distribution chains or inflation.
According to the agency, 2021 showed a slow comeback in population’s levels of consumption, which fuel a better come back then estimated in the start of the year when it comes of marketing spend and in terms of media market.
The updated report shows that, in Romania, all key verticals of the media market, like retail or pharma, posted high growth in 2021, compared to 2020, therefore media market is estimated to reach to the end of the year with a 17% growth, to €540M
The report shows that revenues from traditional advertising (TV, radio, OOH, print and cinema) went up by 15% compared to 2020, which means a supplemental investment of cca €50M. In the same time, the revenues from digital went up 25%, by cca €30M, to a yearly total of €130M. Most visible growth in digital came from video and social media.
In traditional advertising, TV remains on the leader place, with 16% growth, from €302M to €350M.
TV audiences continued to drop in 2021, while request of TV ads from advertisers raised, which generated unmatched price inflations, especially in the last part of the year and it is estimated this trend will continue in 2022
Media Fact Book is an Initiative Romania product and is the only report analyzing the Romanian media and advertising market. The report is published yearly by the media agency starting 1997 and can be downloaded digitally from www.mediafactbook.ro.