The media market in 2022, Romania

The overall Romanian media spending was 600 million euro, meaning a 11% increase vs. 2021. The mix is still dominated by TV, with 68% share and Digital, with 20%. The rest of 12% is split between the other media types. Among them, Radio and OOH managed to recover and reached the same levels as before pandemic. 

TV remains the largest content provider for any screen. There are more than 80 TV stations measured and monitored in the Romanian market. 

Main generalist channels continued to invest into productions, whether they are international formats or not. Once they were produced and broadcast, they constituted a generous source of additional content for non-TV channels, which could be easily monetized and brought supplementary budgets from advertisers.

Starting 2022, Romanian market leader PRO TV redefined base CPP reference moving from 30” to 20”. Other stations expected to align in the near future (Kanal D already did, in January 2023).

Digital investments are continuously growing, with approx. 20% YoY, international platforms are dominating the market. Mobile represents >80% of internet access.

Video on demand platforms (both international and local) are increasing in terms of subscribers; they are advertising-free at this moment, but changes are expected soon, following global trends.

Radio stations have quickly adapted to the new digital context and have integrated their programs into social platforms, extending towards digital radio. OOH was reconsidered as a useful communication channel, especially for retailers, gambling houses and telecommunications.

TikTok continues the high-speed growth, overpassing all the others (Instagram, Google and Facebook).Influencer marketing continued to grow, favored by the digitalization context and the increasing number of Romanian social media users. Micro-influencers have become brands favorites, due to high engagement of their communities, followed by macro-influencers.

No significant changes on the Romanian media market in 2022 in terms of categories advertised. Most advertised categories are pharma, retail, sweets and gambling (which is restricted on TV – only after 11:00 PM).

Published: September 25, 2023

COSTIN GRIGORAS
MEDIA DIRECTOR | MEDIA INVESTMENT (THEGROUP)
costin.grigoras@wecan.net
Costin is an engineer specialized in electric drives but has never practiced the profession. He got his first job at Grey Worldwide as a Junior Media Planner a long time ago (1999). Since then, Costin has had the chance to develop media campaigns for a lot of clients from almost all existing categories in the Romanian market. When he joined thegroup in 2012, he realized that it was essential to combine audience figures with the understanding of the consumers, to identify their needs and wishes to better customize communication and reach them at the most possible relevant touchpoints.

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The media market in 2022, Romania

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