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media fact bookROMANIA

2008

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media fact bookROMANIA 2008

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This book is a product of Initiative Romania.

In putting together the Media Fact Book we haveused audience data and information supplied byThe Romanian Association for Audience Measurement (ARMA),The Romanian Bureau of Circulation Audit (BRAT),The Romanian Association for Radio Audience Measurement(ARA), TNS-AGB INTERNATIONAL, Alfacont, GfK Romania,Mercury Research, IMAS, Initiative Moldova (Evghenii Crecesco) ARBOmedia, netBridge, CableDirect,

Hollywood Multiplex, International Advertising Association (IAA), The National Audio-Visio Council (CNA),The National Institute of Statistics (INS) andThe National Bank of Romania (BNR).

Acknowledgements to the following members of the teamwho significantly contributed to this book:

Octavian Popescu, Alexandra Olteanu, Nicoleta Florescu,Maruan Trascu, Cristina Chinde, Laurentiu Pop,Rodica Caraghina, Marcela Tuila.

INITIATIVE MEDIA S.A, Bucharest, 2008 All rights reserved

This publication is protected by copyright.No parts of this book may be reproduced without the prior writtenconsent of the copyright owner.

Readers should understand that the data containedin the Media Fact Book is as actual and accurate asthe sources could provide it.

Your comments and suggestions are welcomed asa valuable input for the future issues of this book.

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www.initiative.com table of contents 1

editor’s foreword 3

about initiative 5

media market 6

media research 10

television 16

radio 22

press 30

outdoor & indoor 61

cinema 65

internet 68

new media 73

romania - economiclandscape 76

professionalassociations 81

legislationsand taxes 87

the nationalaudio-visual council 99

moldavianmedia market 100

media dictionary 108

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It seems 2007 has brought a new media jargon in our business vocabulary where Television is regarded.It’s the “program break” and occurs whenever a trailer of advertising is paused by a program window.We’ve gotten this far in 2007.Television seems to have abandoned its original aim to provide news, entertainment and education for

the mass audience in order to become a 24/7 advertising broadcasting service.In 2007, except for Jan, Feb, Jul, and Aug, the ad loading at the top five commercial channels, in Prime

Time, reached nearly 14 minutes per hour of program in Prime Time.

The legal limitation for broadcasting advertising had been exceeded at times by as much as 148%,translating into a 31 minute ad break.

Is it then a wonder that people don’t watch TV as much as they used to? The most sought-after agesegment for advertisers 18-49 has spent ca. 9% less time watching TV than they did a year ago.

Can broadcasters afford to further alienate this ‘goldmine’?One way to turn the trend around is to invest if the single, most popular sport amongst Romanian public:

football. It’s been an amazing battle over the rights to broadcast various football competitions. Only few of many in need to make football the driving force behind their trailing audiences succeeded to secure thoserights.

Less audience means less GRPs to sell, which in turn means more spots, for each advertiser has toreach its objectives.

Price is just one lever in regulating these anomalies.Did you notice that more audience migrates from the major, generalist channels towards the specialty

ones?They seem to be able to respond to public’s need to watch programs they prefer, which are paused by

advertising instead of the other way around.

Programming should be the other lever in keeping the audience tuned in and generalist channels shouldfind a way to achieve that.

It is no easy job as at end of 2007 some 38 channels were selling advertising. In the beginning of 2008this number already jumped up to 42.

2007 started on a very optimist note when assessing the budgets in the market, despite the high inflation

and the reduced inventory from the major TV groups. It turned out the market could no longer sustain anestimated 40% growth and so in the end the TV market grew by 35%. For 2008 we estimate a growth of ca. 25% of the TV market.

The market growth will relent further in 2008 along with the increasing audience fragmentation andclutter.

In contrast with the calming growth of traditional media, online keeps thrusting ahead as the inventoryis increasing in both quantity and diversity and the Internet penetration is rapidly expanding within 18-49age groups.

In 2007 the most active spending category in online was Banking/Finance.In 2008 we expect online to maintain a 50% growth rate as well as into the following 3 to 5 years.The e-revolution is not here yet, but it’s not too far away either.

All in all, after a 32% growth in 2007, a media market growth of nearly 22% of is expected in 2008 to atotal of ca. 590 Mio €, of which TV will take some 385 Mio €, Print 90 Mio €, Outdoor 70 Mio € (includingDigital Outdoor and Indoor), Radio 38 Mio € and Online ca. 15 Mio €.

Obviously, the media market has passed the maximum growth moment and is slowly maturing, priceinflation is cooling down, ownership consolidation is occurring in almost every market segment, be it TV,Outdoor, Print, Radio or Online, media audit companies are increasingly involved in the business,competition for content is more acute than ever while margins are shrinking.

Efficiency, accountability, innovation, team stability and responsible service delivery will make thedifference in the market place.

Initiative is here doing just that.

Enjoy this edition and let us know what you think.

Initiative Team

3www.initiative.com editor’s foreword

Dear reader,

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Initiative Romania is affiliated to Initiative Worldwide, part of Interpublic Group of Co’s (IPG). Along with

other reputed agency networks such as Lowe & Partners Worldwide, Lowe PR and Brand Connection, all

part of IPG, Initiative Worldwide is a truly global network, offering capitalised brain synergy, innovative and

effective consumer approach in more than 51 countries on 5 continents.

Initiative Romania started operations 14 years ago as the first true media management specialist

company in the market. Currently the 3rd largest media agency in Romania, Initiative focuses on offering

its clients thorough brand and marketing thinking, innovation through deep understanding of the modern

consumer touch-points, negotiation power, commitment on delivery and measurable performance.

The client portfolio of Initiative Romania includes strong brands and successful companies: Orange,

Johnson&Johnson, BMW, Millennium Bank, GlaxoSmithKline, Pernod Ricard, MOL Romania, Sarantis,

Georgia Pacific, Carrefour (commercial galleries), Provident Financial, Power Horse, Kika, Reinert etc.

Initiative Romania provides the whole range of media services: quantitative research, media strategy,

conceptual planning, implementation planning, buying, special media projects (event and mediasponsorship, product integration, etc).

Initiative Romania offers enhanced quality standards through usage of top-of-the-range proprietary tools

aimed to better determine the optimum investment required to achieve the communication objective.

Initiative Romania offers added value:

• Media Landscape – quarterly analysis of the media market;

• Media Fact Book – starting 1997, Initiative Romania is the exclusive publisher of this media annual

guide, unique on the Romanian market. In 2007 Initiative, celebrated the 10th annual edition of the

Media Fact Book.• Wireless communication portal aimed to improve the ef ficiency and smoothness of information

management and client communication.

• Media training – Presentation of media basics (terminology, methods) and on-the-job training in

Initiative’s office.

• Media PR – Initiative provides media coverage to PR events organised by clients, upon request and

project specifics.

• Outdoor Mapping – providing clients a better campaign management

• Digital concept & design management – offering clients integrated digital solutions by managing the

entire process from ideation, concept and design to media buying, planning and implementation of

digital campaigns..

2007 was a dynamic year of growth for Initiative, the business increasing by 36% over 2006.

We put forward to our clients a solid team of experienced media professionals with a deep understanding

of client’s marketing communication needs and advanced knowledge of efficient and creative planning

and buying.

We are committed to create value for brands by engaging consumers at best prices.

Find out more about Initiative Romania at www.initiative.com, call at +4021 301 01 00 or write to us [email protected].

5www.initiative.com about initiative

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Overview

The Romanian media market has grown in size and diversity in recent years. Despite that the largest budgets

were allocated primarily to television, all other media such as outdoor, internet, radio and press kept growing

and diversifying in keeping with the general development of the market over the past few years.

The media landscape is characterized by:

• Media pricing inflation

• Rapidly increasing advertisers base and the subsequent demand for inventory

• Media fragmentation

• Decreasing inventory on main TV channels

• Lack of quality inventory in on-line, radio, OOH

• Sold out during Q2 and Q4

In 2007, the Romanian media market grew in net value by 32%.

The fastest growth belongs to the Internet. Initiative estimates a 50-60% increase of the on-line spend

compared to 2006. According to the World Association of Newspapers (WAN), the on-line advertising revenues

increased by 32% in 2007 and by more than 200% in the 4 years period 2003-2007.

Ad-spend has increased also in the Print market; in 2007 we estimate 11% increase of the net ad spend,

compared to last year.

For the International market a similar increase of the ad spends is recorded, especially for free sheets and

on-line journals. WAN estimates that the worldwide revenue from on-line newspaper advertising will doubleover the next five years to reach 12% of newspapers total revenue.

Graph 1: Total net Ad-spend by medium (Mil €) 2003-2008 - Initiative Estimation

www.initiative.commedia market

“Advertising is the art of arresting the human intelligence just long enough to get money from it.”

Chuck Blore, a partner in the advertising firm Chuck Blore & Don Ruchman, Inc.,quoted by Ben H. Bagdikian, “The Media Monopoly, Sixth Edition”, (Beacon Press, 2000)

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In Romania, the most visited websites are those of newspapers, top ranking being Gazeta Sporturilor, Prosportand Libertatea. It is worth mentioning that www.gsp.ro contributes with a important percent to newspaper’s totalrevenue.

On the International market, the Press market outperforms Television, with 41% market share. Despite that,in Romania, television remains the medium attracting the largest budget share (65%). Initiative estimates anincrease of the TV net ad spend by 36% versus 2006.

The main media groups increased their benefit from a lucrative TV market by launching new channels. Thebiggest launch was that of Kanal D by Dogan Media. Intact launched Antena 2 and Realitatea group launchedthe niche channel Romantica. Media Pro re-launched TV Sport as Sport.ro and acquired MTV license in 2008.

For print market, 2007 was marked by important acquisitions, sales and launches of titles. The most importantwere the acquisition of Pro Sport newspaper by Publimedia and the transfer of two lifestyle titles - Playboy andMaxim - from Media Pro Group to Attica Media.

In 2007, the total Radio net ad-spend increased by 31% vs. 2006, reaching 30 million €. The increase is dueto increasing budgets allocated towards the biggest radio networks, there generating sold out situations almost

all across year and inducing cost inflation.Worldwide radio ad-spend tends to decrease while in Romania we estimate a similar market share for Radioas in 2006 (6 %+).

At international level, the Outdoor market attracts ever increasing budgets, its growth rate being surpassedonly by Internet. On the Romanian OOH market the increasing trend continued in 2007. The OOH marketgrowth rate is estimated at 28% versus 2006 and was stimulated by the general development of advertisingmarket.

Despite that 2007 was the starting year for banning of tobacco advertising, the demand exceeded theinventory available in some periods of the year.

In 2007, Cinema accounted for 0.2% of the total net media spend (under 1 Mio € according to Initiative’sestimation).

7www.initiative.com media market

Graph 3: Market share in 2007 (net ad-spend by medium)

Source: Initiative database

Graph 2: Market share in 2006 (net ad-spend by medium)

Source: Initiative database

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www.initiative.commedia market

Top 10 Categories in 2007 vs. 2006 - all media (TV, Press, Radio) - Rate Card Budget

2006 2007Category Exp. (000’€) Category Exp. (000’€)

Mobile Telecomunication Services 233,465 Cosmetics 480,161

Beer 229,126 Hair Care 434,801

Cosmetics 216,487 Banking & Insurance Services 423,019

Hair Care 206,192 Mobile Telecomunication Services 349,907

Cars & 4x4 Vehicles 173,651 Beer 297,126Milk Products 172,267 Laundry Products 290,433

Medical & Optical Products & Services 163,145 Hygienics 286,450

Hygienics 159,166 Household Cleaners 275,810

Laundry Products 150,956 Medical & Optical Products & Services 268,671

Carbonate Soft Drinks 149,339 Milk Products 252,564

Source: TV – TNS AGB INTERNATIONAL, Press and radio: AlfaCont

Top 10 Advertisers in 2007 vs. 2006 - all media (TV, Press, Radio) - Rate Card Budget

2006 2007Advertisers Exp. (000’€) Advertisers Exp. (000’€)

Procter & Gamble 260,380 Procter & Gamble 526,909

European Drinks & Foods 194,977 L’Oreal 345,859

Unilever 146,353 Unilever 315,663

L’Oreal 138,409 European Drinks & Foods 188,160

Danone 124,600 Danone 177,601

Kraft Foods Romania 114,570 Coca-Cola Co. 163,681

Coca-Cola Co. 92,963 Colgate Palmolive 143,341

Quadrant Amroq Beverages 88,433 Kraft Foods Romania 134,301

Henkel 81,762 Henkel 128,939

Nestle Romania 79,558 Nestle Romania 120,204


Top 10 Brands in 2007 vs. 2006 - all media (TV, Press, Radio) - Rate Card Budget

2006 2007Brands Exp. (000’€) Brands Exp. (000’€)

Danone 115,539 Danone 189,594

Orange 71,165 L’Oreal 180,115

Garnier 62,044 Garnier 162,421

Connex/Vodafone 60,330 Nivea 120,498

L’Oreal 56,561 Vodafone 102,784

Pepsi 53,112 Orange 92,124

Jacobs 51,405 BCR Erste 78,751

Cosmote 51,176 Jacobs 76,521

Nivea 40,599 Cosmote 68,392

Germanos 38,769 Colgate 64,793


Top Investors 2007 vs. 2006

In last two years the biggest categories wereprimarily belonging to the FMCG sector; however,some top-spending categories switched emergedin 2007. Thus, Cosmetics category climbs two

places and leads the 2007 ranking. It is followed byHair Care and the Banking & Insurance Services. Actually, 2007 was the year with importantinvestments in Insurance category.

Beer category went down to 5th position in top.Carbonated Soft Drinks and Cars/4x4 vehiclecategories went out of the Top 10.

2007 was a good year for Laundry products andHousehold Cleaning categories. Mobile tele-

communication services keep a similar marketshare, around 5.6%, but falls on to 4th place.

Top 10 categories cumulate 54% of totalad-spending.

As for advertisers, P&G maintains the leading position from 1999 through to 2007, with the biggest TVbudget. L’Oreal climbs on second place and Unilever maintains its 3 rd position in top. Quadrant AmroqBeverages goes out of top and Colgate Palmolive is a new entry, going directly to the 7 th place.

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9www.initiative.com media market

Perspectives 2008

• According to Initiative’s estimation, the total net ad spend will increase by 23-24%. The growth rate willslow down in the forthcoming years, until Romanian media market will reach a growth rate of 5-8%, in linewith the developed markets of Western Europe (5-7 years).

• TV remains the strongest media channel. In 2008, we estimate TV will attract 66% of all advertisingrevenues, roughly 383-385 million € net.

• The press spend will maintain an ascending trend in 2008 mostly due to election campaigns (+10% net)

• Despite the descending trend of its audience, radio ad spend is expected to grow in 2008by ca. 26%.

• In 2008, the increase rate of the net OOH ad revenues is estimated at 18%.

• The Indoor market will continue its development at a higher rate than other media. We estimate a 40%growth for this media by end of 2008, due to diversification and emergence of new locations inside mallsand hypermarkets.

• The Online advertising continues to grow by 50-60% annually. The main investing categories will be:Banking/Finance (the Financial services category became leader in 2007, surpassing Telecom),Telecommunications, Automotive, IT&C; a significant budget growth will involve the FMCG category(personal care, food and drink) followed by Online Retail, Tourism.

• For 2008 we estimate the Cinema advertising revenue will remain constant. The main obstaclesresponsible for slow development of cinema advertisement are:

• Low number of cinema halls• Inconsistent development of cinema network – 7 counties were cinema halls do not exist while most

are concentrated in Bucharest• Escalating price of cinema admission• High rate of piracy for new released movies• Competition of home-cinema viewing.

Even if currently the Romanian media market is geared towards traditional media we can notice a fastgrowth of new media. The development of mobile advertising is hindered by the lack of technical

capabilities. We expect the two important GSM operators in Romania, Orange and Vodafone, to cater tothis market by implementing specialized mobile platforms.

Top 10 Brands in 2007, by medium - Rate Card Budget

Television Exp. (000’€) Press Exp. (000’€) Radio Exp. (000’€)

Procter & Gamble 529,508 Orange 8,983 Orange 4,173L’Oreal 347,808 Vodafone 7,565 Group Renault 3,807

Unilever 317,547 L’Oreal 5,774 Vodafone 3,764

European Drink & Foods 191,876 BCR Erste 5,055 Romtelecom 2,585

Danone 171,070 Romtelecom 4,348 Tiriac Group Auto 2,554

Coca-Cola Company 164,122 Unilever 3,540 Romaqua Group Borsec 2,372

Colgate Palmolive 144,269 Procter & Gamble 3,145 Carrefour 2,192

Kraft Foods Romania 134,494 Beiersdorf Romania 2,897 Eurial Invest/Trust Motors 1,592

Henkel 129,651 Petrom 2,673 BCR Erste 1,501

Nestle Romania 121,125 Porsche Romania 2,656 Coca Cola Company 1,495

Source: TV – TNS AGB INTERNATIONAL, Press and radio: AlfaCont (media barters were excluded)

Press continues to be dominated by the Mobile telecommunication category. Banking servicesconsiderably increased their total spend. Banca Comerciala Romana was the most important advertiser in its category due to the re-branding process under Erste Bank management.

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Research is increasingly developing reflecting the

sophistication of the advertising and media toolsand processes. Started just a few years back, localresearch tends to get aligned to Europeanstandards. Reliable and complex audiencemeasurement, industry-standard studies have beenalready established for television, press and radio.

• October 2001: the launch of the national TVpeople meter system.

• October 2002: the launch of the NationalReadership Survey (SNA) for press.

• 2003: IMAS and Mercury Research wereappointed to deliver radio audience data.

• January 2004: the establishment of the new TVpanel based on 1,150 HH’s (vs. 750 initially).

• June 2004: the launch of the first wave of radioaudience data.

• October 2005: the launch of the first wave of SNA FOCUS (audience and consumption data).

• October 2006: the deliver of the first results of SNA FOCUS

• November 2006: BRAT organized the first tender for the technical solution of the future IAM.

• September 2006 - January 2007, ARMAorganized the tender for the company which shallprovide SNMATV for ARMA members starting withJanuary 2008.

• January 2007 - GFK was appointed as the officialsupplier of TV audience data for period 2008-2011.Other participants to the tender wereMediaResearch Czech Republic and TNS AGBInternational.

• September 2007 - IMAS and Mercury Researchwere announced as the of ficial suppliers for radioaudience data for period 2008-2011.

• October 2007 - BRAT deliver for the first time the

results for the traffic measurement according to theSATI system. BRAT provided to the members anapplication, available online, for the usage of thesedata.

• November 2007 – first event dedicated to Indoor Romanian market – Indoor 2007

Acknowledging the importance of media researchin building a competitive and professionaladvertising market, Initiative is an active member of all relevant associations supporting theimplementation of audience research tools.

Accordingly, Initiative uses all media research toolsavailable as industry standard.

Audience measurement

1. TV

1.1. TNS AGB International - National TV

Audience Measurement Service (SNMATV)

In 2003, TNS and AGB Group, two of the largestTAM operators in the world created a joint venture.TNS AGB Int’l is the exclusive provider of TVaudience data on the Romanian market.

The data supplied by TNS AGB Internationalbecame the unique ‘currency’ used by televisionstations, media agencies and advertisers in their

media transactions, given the reliability,independence and transparency of themeasurement system.

The universe is all individuals aged 4 and over,living in private households having at least one TVset, without distinction based on race, language,nationality or socio-economic status.

The national panel includes 1,150 households(around. 3,000 individuals) and representative assuch for the total population of 21.6 million.

The size and the composition of the universe areannually established through EstablishmentSurveys.

There are control procedures aimed to ensure thepanel is according to standards:

• The panel activity has been developed withthe supervision of the Members’ TechnicalCommittee (representatives of agencies, TVstations and advertisers).

• Members are informed about the technicalparameters of the service (Panel ManagementReport, Quality Report, Work Order etc.) on amonthly basis.

Features of the service:

The households in the panel are equipped with aTARIS 4900 or TVM2 people meter device. Wherea telephone landline is not available, the pollingoperation is performed through GSM modems. InSeptember 2007, TNS AGB INTERNATIONALstarted to monitor digital TV and used latest type of people meters, TVM5. Thus, the panel included 70households with digital reception.

Minute by minute viewing data is delivered thefollowing day (by noon on workdays). The data for

weekend is delivered on Monday and the data for public holidays is delivered the next workday.

www.initiative.commedia research

“Research is to see what everybody else has seen and to think what nobody else has thought”

Albert Fzent-Gyorgyi (Hungarian Biochemist, 1937 Nobel Prize for Medicine, 1893-1986)

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Pollux is the systems employed for themanagement of the TV panel. The system includesthe following modules:

• Panel management• Data validation• Weighting• Quality report

Software:

InfoSys TV is an integrated analysis system:• Day part Analysis• Program Analysis• Commercial Monitoring• Audience Profiles• Graphical Reporting• Planning & Optimization

TV Monitoring Service records and publishesdetailed information on TV programs andcommercials aired.

At the end of 2007 Audience and Monitoring dataare available for 38 TV stations: TVR 1, TVR 2, ProTV, Antena 1, Antena 3, Euforia, Acasa TV, PrimaTV, Kiss TV , UTV, Jetix, Discovery, MTV Romania,B1TV, Realitatea TV, Minimax, NationalGeographic, TVR Cultural, Sport.ro, Telesport,National TV, Pro Cinema, AXN, OTV, N24, Senso,Favorit TV, Hallmark, Sport Klub, Romantica,

Eurosport (from 1st

February), MGM (from5th September), Kanal D (from 18th February), Antena 2 (from 9th April), Etno TV (from15th January), Taraf (from 15th October), Sport One(from 1st June) and Cartoon Network (from1st November).

The Monitoring System is designed to record,store and digitally processes the transmissions of all TV stations. An archive of commercials isavailable at http://www.tns-agb.ro, where clientscan view all the TV commercials monitored since

1999.

2. PRESS

2.1. BRAT (Romanian Audit Bureau of

Circulation) - National Readership Survey

Romania (SNA FOCUS)

In 2005, BRAT organized a new tender for thepress audience measurement. In May 2005 BRATannounced the research companies appointed tocontinue the work for SNA for the next two years.The survey covers 227 titles (82 monthlies,

19 bimonthlies, 48 weeklies, 69 dailies and11 supplements).

The SNA universe is based on a 27,500 sample,14-64 y.o., urban areas inhabitants, living in privatehouseholds and being able to understand andspeak Romanian well (includes the Hungarianminority). Only one eligible respondent per HH is

considered. The sample is wide enough to makedata valid at local level, as well. The data isgathered by face-to-face interviews. The fieldworkis carried on throughout the year and the number of interviews is balanced by the day of the week.

The questionnaire covers the followingcategories:

• Primary media (local, regional and nationalnewspapers, supplements, magazines - 227titles)

• Secondary media (TV stations, radio stations,cinema, internet, outdoor)

• Topics of interest• General consumption• Yesterday time budget• Socio-demographics

The audience indices are calculated through the“Recent Reading Method”, the best methodologyat the moment, internationally recognized andused.

The Software is Sesame.The main variables in the study are: age, sex,

social grade, area, and education level, shoppingand consumption behavior, HH composition,children in HH, personal and HH income, HHexpenditures, marital status, holidays, travel,ownership of mobile phone and home products,cinema attendance, PC and internet usage,smoking habits, pet ownership. Sesame is softwarefor media and consumer insights analysis andplanning. Its strong points are:

• Easy-to-use tables• Quick data analysis• Title ranking based on specific indicators

• Simultaneous analysis and optimization for upto 10 media plans

The application includes 2 major modules thatcan be accessed from the main menu:

• Exploring Markets (target group definition andevaluation)

• Media Evaluation and Media Planning (mediaranking, accumulation, duplication)

The study is delivered on a quarterly basis.Data is available upon subscription and is limited

to BRAT members. Audience data is available onlyfor BRAT member titles.

11www.initiative.com media research

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3. RADIO

3.1. The Radio Audience Survey (SAR) is a

syndicated research program in co-operation with

the Radio Audience Association (ARA). In 2003,

IMAS and Mercury Research were appointed to

implement the new radio audience measurement.The new service is available since June 2004.

The frequency of the study is two waves per year:

March - April and September - October (8 weeks

each), for a four-year period: 2004 - 2007. Starting

with 2008, SAR will delivery audience data in three

waves (first in June 2008, second in September

2008 and last in January 2009).

The universe covers the urban population, aged

11+. The sample size is 11,000 individuals per

wave totaling 20,000 interviews/year (universe

19,169,422 individuals).

Sample structure:

a) 11 regions (quite homogeneous areas

identified through a multifactor cluster

analysis)

b) 4 categories of towns and cities (over

200,000; 100,000-200,000; 50,000-100,000;lower than 50,000) = 219 totally (106 in

urban and 114 in rural areas)

Data collection is performed at the respondent’s

residence, on a printed questionnaire. The

audience measurement uses the ‘Day-After Recall’

method. Respondents are assisted to recall as

accurately as possible the listening sequence from

previous day.

The questionnaire, developed by IMAS, includes

the following sections:

a. Mass media:

• Primary mass media (the stations listed

by ARA). The main stations to be

measured are: Romanian public

stations (national, regional, local);

Romanian private stations; this section

also includes questions regarding

stations’ awareness, radio receptionequipment and radio usage habits.

b. Mobile/PC/Internet usage

(necessary for an accurate audiencesegmenting)

c. Consumption and purchase behavior

(necessary for an accurate audienceprofile)

• Purchase intention regarding durablegoods in the next 12 months

• Alcoholic beverages consumptiond. Socio-demographic

• Respondent’s socio-demographiccharacteristics

• Household characteristics

The processing and analysis of audience data areperformed with a specialized application of IMAS,MasoR.7. The audience segmentation considers all

the variables in the questionnaire on the basis of which the user can build specific target groups.

4. OUTDOOR

Neither in 2007, the OOH industry could releasethe audience study promised to clients since 2006. Affichage, News and EpaMedia tried, using their own classification for billboard values, to sustainprice increasing, but they couldn’t offer studiesabout the reach and efficiency for campaigns. Inabsence of modern instruments for planning andselection, OOH suppliers used photographs, maps,

location previews.In some towns were approved restrictive

regulations regarding outdoor, but in Bucharestthese regulations are not very precise. Even theinternational suppliers and local authorities met at“Mediafax talks about OOH” conference anddiscussed about necessity of new regulationsregarding this activity in Bucharest, 2007 didn’tbrought positive changes. Affichage, in partnership with JCDecaux,

EpaMedia and News Outdoor asked an auction for

urban furniture, but this haven’t been materializedin 2007.

5. INTERNET

The BRAT members working in the field of internet, 60 companies, founded in 2006 a newdepartment inside the bureau, aimed to produce aninternet audience study. The objectives set forth for these new department are the objectivity of measurement and standardization, finalized in aInternet Measurement System. The IAM, namedSATI will provide to the market the results for the

traffic, audience and socio-demographic profiles of the websites included in the survey.


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In 2006, BRAT organized the first tender for thetechnical solution of the future IAM. BRAT received7 valid offers. BRAT was assisted in the tender process by an independent consultant, Mr. ManuelSala – Technical Director of OJD Iterativa Spania.BRAT chooses at the end of the evaluating processthe German company Spring as the supplier for thenext four years.

In 2007 the Internet Department of BRAT gather almost 76 members, between them all the major players in the online industry.

The method used for measuring the traffic,audience and profiles of the websites is alreadyused for many years in other 4 European countriesand is widely accepted and recognized. It fulfils theIFABC guidelines regarding the traffic

measurement.

In October 2007 BRAT deliver for the first time theresults for the traffic measurement according to theSATI system. BRAT provided to the members anapplication, available online, for the usage of thesedata.

The results for the audience and profiles of thewebsites will be available for the first time in June2008. The audience and profile results of thewebsites will be available to the member through a

specialized media planning software.

This will create for BRAT a new stage of development, being the first step for the advertisingindustry in Romania to gather all the strategicinformation about media in one single source.

Consumption & Lifestyle Research

SNA FOCUS

In 2003 BRAT decided to develop a consumption

survey based on the already established SNAresearch. SNA FOCUS field research waslaunched in October 2005 and the first results weredelivered in October 2006, thus replacing the TGI®service (former consumer lifestyle survey). SNAFOCUS is a syndicated research, controlled by theadvertising industry (BRAT).

The research objectives reached by SNAFOCUS: obtain comprehensive information aboutmedia penetration, products and servicespurchase/usage patterns and the socio-cultural

behavior. Types of media analyzed: print, radio, TV,internet, cinema and outdoor.

Information:

• Penetration of print titles / media channels• Qualitative data referring to usage behavior,

product and services consumption, includingbrands

• Qualitative data referring to socio-culturalbehavior

The description of the target group permits theusage of socio-demographics, consumptionbehavior and psycho-graphic variables. Theinformation related to respondents’ lifestyle:purchase behavior, information habits and sources,their attitudes and values are available, linked tothe media usage.

SNA FOCUS has the same universe as SNA

survey, urban area living people, 14 – 64 years old. At the end of the SNA face to face interview, theinterviewer has to ask the respondent if he/sheagree to fill in another questionnaire, theconsumption one (FOCUS). The FOCUSquestionnaire is self completed by the respondent;the interviewer had only to help the respondent tounderstand the way the questionnaire has to befilled in and to collect the completed questionnaire.

The SNA-FOCUS survey from BRAT will build thecomplex profile of the specific media consumer in

one consolidated media resource. The researchcombines media penetration data, product andservices consumption and with socio-culturalbehavior.

SNA FOCUS will test the possibility of implementing a CAPI method for the face to facepart of the interview. In autumn 2008, BRAT willtake a decision regarding this new method

Media Monitoring

The services available with most of the

specialized companies include:• Advertising activity reports covering all media(see each company below)

• Special analysis reports:• trends, rankings• brand, campaign analysis• category, sector analysis• producer, advertiser analysis

• Data reports:• at any level of detail• for specific brands, products,

categories

• for all selected media• for a specific day, month, year

13www.initiative.com media research

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• Campaign tracking:• monitoring and follow up on the

implementation of any advertisingcampaign

Additional services:

• Copy Service• Early Warning Service: interested parties

can be informed about competitiveadvertisements just gone on air , as early aspossible.

The most important media monitoring companies are:

1. ALFA CONT - monitoring data for TV, pressand radio. They offer:• Detailed and summarized reports;

• Info regarding advertisers, manufacturers,brands, media names, reports regardingmarket cluttering (total ad minutes, number of breaks, number of spots) etc;

• Copies of TV and Radio spots and programson VHS video tapes or on CD

• Color, black and white copies of advertisements on magazines andnewspapers (Xerox copies, scannedand/or printed)

• Early warning service (for new ads, differentnews or programs)

Database starting March 1999The monitoring covers a total number of over

227 media channels:• 15 TV channels• 9 radio stations• 202 press titles (22 central newspapers, 68

local newspapers and 112 magazines)

2. MEDIA IMAGE – monitoring data for press,

TV and radio.• Media Image Group is the only Romanianmonitoring agency that covers, beside thecentral media, all the regional newspapersand magazines in the 40 Romanian countycapitals.

• The monitoring covers a total number of over 450 media channels (27 central dailies,109 magazines, 301 regional newspapers,9 TV channels and 7 radio stations).

• The whole radio and TV broadcasts are

recorded digitally and clients have access tothe latest 14 days full program data.

Media Image offers back search monitoringfor a maximum period of four years in case of central newspapers.

• Beside English and French translations, allMedia Image Group reports allow access to

all original materials (scanned articles, digitalcaptures of TV and radio news, talk shows)In parallel, customers have access tocomplete daily-updated web archives of their monitoring reports, submitted to powerfulsearch engines.

3. MEDIAFAX - monitoring data for press, radioand TV stations:

• Mediafax, the leading general and business

information provider in Romania, has beenproviding professional press clipping servicesfor 9 years now, to more than 200 corporateand institutional clients.

• Mediafax Monitorizare, the specialized pressclipping department of the company, monitorsmore than 240 central, local and foreignpublications, in both Romanian and Englishlanguages, 12 national TV channels and 9national radio stations. Mediafax Monitorizarealso offers access to an archive of all pressarticles monitored since 2001, through anelectronic interactive database, availableonline at www.monitorizarepresa.ro.

Theirs press monitoring products include:• Daily press monitoring reports - summaries

and clippings of press articles published in thecentral press, TV and radio newscasts

• Daily local press monitoring reports -summaries and clippings of press articles put

out by over 140 local publications althoughthe country

• Event coverage reports - summaries andclippings of press articles published by thecentral press covering a certain event

• Media image assessment analyses -periodical analyses, tailored to our customers’needs, assessing their media coverage bothquantitatively and qualitatively

• On-demand recordings of TV and radio

newscasts, talk-shows and programs• Transcripts of prime-time talk-shows


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Overview

2007 brought yet again significant developments on Romanian media market. TV followed the trend withthe launch of new stations by all important media groups. Intact launched Antena 2, an entertainmentchannel, Realitatea group launched a niche channel named Romantica targeting women and Media Prore-launched its sport channel under the name Sport.ro. The Turkish media giant, Dogan Media Groupentered the Romanian market by launching, in co-ownership with Ringier Romania, the generalist channelKanal D.

At the end of 2007 Audience and Monitoring data are available for 38 TV stations: TVR 1, TVR 2, ProTV, Antena 1, Antena 3, Euforia, Acasa TV, Prima TV, Kiss TV , UTV, Jetix, Discovery, MTV Romania,B1TV, Realitatea TV, Minimax, National Geographic, TVR Cultural, Sport.ro, Telesport, National TV, ProCinema, AXN, OTV, N24, Senso, Favorit TV, Hallmark, Sport Klub, Romantica, Eurosport (1 st February),MGM (from 5th September), Kanal D (from 18th February), Antena 2 (from 9th April), Etno TV (from15th January), Taraf (from 15th October), Sport One (from 1st June) and Cartoon Network (from 1st

November).

Television is the most important entertainment source for Romanians due to a large number and varietyof channels and a robust cable penetration. According to the Establishment Survey of 2007 developed byIMAS and TNS CSOP, cable penetration was 71.2% at national level and 82.6% in urban area. This rateis one of the biggest in Europe. Moreover, Direct to Home (DTH) penetration increased over the past fewyears. According to IMAS and TNS CSOP, the penetration rate of DTH in 2007 is 11.2% at national level,20, 6% in rural area and 5.1 % in urban area.

In 2007 TV grew stronger by attracting 65% of all net advertising revenue to a total of 310 million €.Despite the high CPP inflation starting back in 2004 television is still the most effective media channel

with an average net CPT of 1.9 € - 2 € (All urban).

In 2007, we estimates that Media Pro (Pro TV, Acasa TV, Pro Cinema and Sport.ro) attracted the largestbudget share, ca. 50% of total net TV ad-spend. Intact (Antena 1, Antena 2, Antena 3, Euforia, Telesport)follows with a share of about 23%, then SBS (Prima TV and Kiss TV) with ca. 9% share. SRTV (TVR1, TVR2, and TVR Cultural) attracted ca. 8% of total TV spends while Realitatea Media (Realitatea TV andRomantica) gathered about 5% share. However, the cumulated market share of first five TV channels ison a decreasing trending which begun two years ago: in 2005 the Top 5 stations cumulated ca 90% of totalTV investments, while in 2007 this share decreased to 78%. The trend is due to the continuing increase

of the niche stations both in terms of revenue share as well as in audience share. The share of GRP30”sold by niche stations increased from 20% in 2005 to 35% in 2007.

In 2007 the number of GRP30” sold increased by 5% compared to 2006 (GRP30”), yet clutter and sold-out kept occurring, for the demand grew stronger still.

The total inventory sold in 2007 by TV stations was 1.700.000 GRP30”, of which 21% by ProTV, 16% by Antena 1, 14% by Acasa TV, 7% by Prima TV and 7% by TVR1.

The primary cause for the increasing inventory is the increase of the number of monitored TV channels,mainly niche channels. In 2005 the cumulated share of all monitored channels was 82.3%. In 2007 it

reached 86.3%. Besides, there is around 13% share of audience which is not monitored, belonging tolocal television, satellite transmission, international channels, yet this share is decreasing every year.

www.initiative.comtelevision

“I hate television. I hate it as much as peanuts.But I can't stop eating peanuts.”

Orson Welles (American motion-picture actor, director, producer and writer, 1915-1985)

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Another cause is the unprecedented loading level achieved by TV stations over 9 months of 2007.

In 2005 the average TV loading for the 07:00 - 26:00 time interval at all stations was 57%; in 2007 theloading reached 72%, with peaks in Prime Time and High Season months going as high as 140% (e.g.November 2007).

Compared to 2006, the average no of TV advertisements a person (all urban, including guest) is exposedto during the weekday, increased by 7%. According to TNS AGB, at the end of 2007, the average grossnumber of weekly TV impacts was 7.110.492 (for adults), 3% more than in 2006.

Graph 1: Volume of advertising in no. of seconds/ month

Source: TNS AGB INTERNATIONAL

The average spot-length in 2007 was 24 sec., where short spots (5-20 sec.) weigh is 47%. Comparedto previous year, in 2007 short spots and solo spots were widely used. In 2007 the weigh of short spotswas 47%, from 45% in 2006. The number of solo spots increased from 6,117 in 2006 to 6,925 in 2007.

Graph 2: Spot-lengths – share %


Years 2005 2006 2007

Buying target GRP30” (000) sold 1,500 1,600 1,700

Share of TV monitored (all urban, %) 82% 85% 86%

TV loading (%) 57% 66% 72%

17www.initiative.com television

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The time spent viewing in 2007 decreased by 5% compared to 2006 to an average of 3.9 hrs/day.Graph 3: Time spent viewing 2006-2007 - All urban incl. Guest - (avg. no. of minutes/day) - Monthly dynamic


TV Channel’s profile

Total Audience observes the seasonal trend, peaking in winter and decreasing over summer, yet thereare no important changes versus 2006. ProTV remains leader (Rtg 2.5 %, Shr 15.5% - all urban), followedby Antena 1 (Rtg 1.9%, Shr 11.8% - all urban) and TVR 1 (Rtg 1.3%, Shr 8.2% - all urban), with ratingslower than those of 2006. In 2007, all main channels lost audience in favor of niche stations. Prima TVkeeps a similar average audience level, hence maintaining its 5 th rank (Rtg 0.8%, Shr 4.9% - all urban).Graph 4: Monthly Dynamic – Program’s analysis (Rtg %) – all urban (whole day) 2007


Graph 5: Share of audience evolution by station / by month – all urban (whole day) 2007


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S o u r c e : T N S A G B I N T E R N A T I O N A L

G r a p h

6 : T V C h a n n e l ’ s p r o f i l e 2 0 0 7 ( s o c i a l s t a

t u s v s . a g e ) - a l l u r b a n ( R t g , w h o l e d a y )

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Pro TV (87.5% national coverage) remainsleader in viewers’ preference for the 4thconsecutive year. According to TNS AGB, the topaudience scoring programs were ChampionsLeague transmissions with 1,770,000 urban

viewers. “Pro TV News at 19” with Andreea Escasurpassed news programs of other stations,registering 1,673,000 viewers. Another showdelivering high ratings was “Dansez pentru tine”,continuing its success from starting year (2006)with 812,000 viewers. As “Teo” was discontinued in2006, Pro TV found a success recipe to revive the17:45 – 19:00 time slot with a new entertainmentprogram “Happy Hour” hosted by Catalin Maruta.Being launched in October, the show attracted asizeable audience (483,000 viewers). Also, someshows dedicated to special events were top

audience scoring: “Made in Romania”, dedicated toRomanian National Day Dec 1st brought in646,000 viewers and “Happy End 2007” whichattracted 762,000 viewers.

Pro TV delivered a good affinity on almost alltargets vs. buying target ‘18-49 y.o., urban’ thusmaking the station a top advertisers’ preference.

Antena 1 (88.3% national coverage) is thesecond commercial station by 2007 audiences.Football transmissions brought the highestaudience: Champions League with 1,740,000urban viewers, Romania’s Super Cup with

1,349,000 viewers and Romanian Cup with965.000 viewers.

The well-known entertainment shows continuedto deliver constant high ratings against urbanaudience: “Piata Divertis” (977.000 viewers),“Genialii” – a show dedicated to Romanianpersonalities (Maria Ciobanu, Alexandru Arsinel,Gheorghe Hagi, Angela Similea, etc) - attracted800,000 – 970,000 viewers per show, “Dindragoste” hosted by Mircea Radu (877,000viewers). The New Year’s show, “RevansaStarurilor” with 1,290,000 viewers surpassed ProTV’s show. Another top rating show was “Vreau safiu mare vedeta” with 1,239,000 viewers.

In 2007, the buying target of Antena 1 was “All,urban”.

TVR 1 (98 % national coverage) is the mainpublic channel and ranks 3rd in terms of urbanaudience. TVR 1 was the audience leader for

sports transmissions in 2007 with 1,845,000viewers for the qualification rounds to the EuropeanFootball Championship, 1,134,000 viewers for UEFA Cup transmissions and 1,063,000 viewersfor Handball Women World Championship. 2007brought important programming changes due todiscontinuity of success formats such as “Surprize,Surprize” (last show in December) and “Iarta-ma”(last show in January). Special events as “GalaUnicef” and Eurovision national pre-selectionattracted top audiences: 877,000, respectively798,000 viewers.

TVR1 programming target group is “All, 25+ y.o.,national” and the buying target is “18+, all urban.

Graph 8: Antena 1 – Audience profile - TgAfin.%

Source: TNS AGB INTERNATIONAL (reference target: all urban)

Graph 7: ProTV – Audience profile - TgAfin.%


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TVR 2 (92.5% national coverage) is the secondpublic channel, with a focus on educational andcultural programs addressed to a younger target(14-34 y.o, national). Its top programs are sporttransmissions (football, handball, ice skating,tennis) with a lower audience than TVR 1, but witha premium target.

Acasa (82.3% national coverage) broadcastsexclusively through cable and ranks 4th in terms of

urban audience share. Its audience buster is theRomanian soap opera “Inima de tigan”, launched

in October. The series attracted 548,000 urbanviewers, yet a number of times some episodessurpassed the prime time programs of the maintelevisions in terms of audience. The peak of audience was on December 20th with 780,000viewers. Still the South American soap operasmaintained a significant audience share. Another important programs are “Povestiri adevarate”(247,000 viewers) and “Povestiri de noapte”(228,000 viewers).

The station programming and buying target groupare identical, “W, 15-49 y.o., urban”.

Antena 3 (72.3% national coverage) is also anews channel, its most known shows are: “Sintezazilei” (153,000 viewers), “Stirea zilei” (104,000viewers) and “In gura presei” (73,000 viewers).

The Buying target is “18+ y.o urban”.

Graph 13 : Antena 3 – Audience profile - TgAfin.%


Graph 11: Acasa TV – Audience profile - TgAfin.%

Source: TNS AGB INTERNATIONAL (reference target: all urban)Graph 10: TVR 2 –Audience profile - TgAfin.%


Graph 9: TVR 1 – Audience profile - TgAfin.%


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Prima TV (84.8% national coverage) ranks 5th inurban audience share. In 2007 it attains aremarkable audience share with two main footballtransmissions UEFA (1,099,000 viewers) andChampions League (824,000 viewers). Its topscoring shows are “Tradati in dragoste” (545,000viewers), “Cronica carcotasilor” (431,000 viewers),“Schimb de mame” (419,000 viewers), “Mondenii”(206,000 viwers), but all these programs have lostaudience compared to 2006.

It’s programming target group is “All, 15-44 y.o.,urban” and the buying target is “18-49, all urban”.

Kanal D (62.7% national coverage) was launchedon 18th of February 2007 by Dogan MediaInternational. It is an entertainment channel,focusing on local productions as “Nora pentrumama” (171,000 viewers), “Fluier final” (115,000viewers), “Vacanta Mare Reloaded” (71,000viewers). Its main achievement was the acquiringof the broadcasting rights for the RomanianFootball League 1, which delivered top audiencessuch as 1,290,000 viewers for Steaua – Dinamo.

The station’s target is “18-49 y.o Urban”.

Realitatea TV (80.8% national coverage) is theleader on the News specialty. Its audience isattracted by its qualitative social, political andeconomic programming. Its top audience programsare: “Tu ai decis” (251,000 viewers), “Putere laputerea a patra” (225,000 viewers), “Tu facirealitatea” (172,000 viewers), “Tanase si Dinescu”(168,000 viewers).

Realitatea’s programming target group is “25+y.o., urban” and its buying target is “18+ urban”.Graph 15: Realitatea TV – Audience profile - TgAfin.%


Graph 14: Kanal D – Audience profile - TgAfin.%


Graph 12: Prima TV – Audience profile - TgAfin.%


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TV Buying Perspectives 2008

Due to inflation announced for 2008 sales, theyear had gone off to a very slow start.

There are categories which are likely to reducetheir investment relative to previous year:

banking/finance, automotive and some of theFMCG categories. The overall growth rate isexpected to decrease from significant double digitpercentage to a single digit percentage over thenext 3 to 5 years.

Our estimations for the 2008 TV market are:• ca. 24% increase of the net TV spends vs.

2007. We expect the net TV market to reachca. 385 million €.

• a decrease of 5% in the total inventory of GRP30” sold, assuming that in Q4 the loadinglevel will be under that of 2007 while the

cumulated weight of the Top 5 channels willdiminish.

• an overall CPP increase of 30% to 45%.

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Overview

Over the past years, Romanian radio marketwitnessed many launches; at the end of 2007 thenumber of radio licenses issued by CNA stands at671.

The most important radio owners on Romanianmarket are SBS Broadcasting Media and Radio 21with 127 radio licenses. The radio groups with theleading market share, SBS Broadcasting Media

and Lagardere (main shareholder of Europa FMand owner of 21% of Radio 21) have consolidatedtheir strong position by purchasing new stations.Group Lagardere made one of the most importantacquisitions by taking over Radio Deea whichprovides national coverage through its 23 licenses. Another important development on the market isthe purchase of Mix FM and One FM by SBSBroadcasting Media and the launch of Pro FMDance by Radio Pro Company. The number of niche stations increased with the launch of NewsFM (owner Intact Media) and Realitatea FM (owner Realitatea Catavencu). Radio Guerrilla increasedthe number of local stations to 26 at the end of 2007.

According to CNA, top 10 owners of radiolicenses in 2007 are the following:

1. SC. SBS BROADCASTING MEDIA SRLwith Kiss FM and Magic FM76 licenses

2. SC. RADIO XXI SRLwith Radio 21

51 licenses3. SC. ABC PLUS MEDIA SAwith National FM and Favorite FM35 licenses

4. SC. COMPANIA DE RADIO PRO SRLwith Pro FM, InfoPro, Pro Clasic31 licenses

5. SC. REALITATEA MEDIA SAwith Realitatea FM, Radio Guerrilla andRadio Alpha29 licenses

6. PATRIARHIA ROMANA

with Radio Trinitas27 licenses

7. SC AUDIO DELTA SRL

with Micul Samaritean

27 licenses

8. SC GRUPUL MEDIA CAMINA (G. M. C.)

with Romantic FM

24 licenses

9. SC MINISAT TELECOM SRL

with Radio Minisat

19 licenses10. SC RADIO TRANSILVANIA

with Radio Translivania

15 licensesSource: www.cna.ro

In 2007, the total radio net ad-spend increased by

31% vs. 2006, reaching over 30 million €. This is

due to rate card tariffs increase and also to bigger

budgets invested by advertisers.

According to Alfa Cont, the total gross ad-spendincreased by 33% compared to 2006, reaching 91

million €. The market is dominated by SBS

Broadcasting Media and Europe Development

International, with a combined share of 78% of total

radio revenues.

Just as in 2006, Kiss FM remained the station

with the biggest share of ad spend (30%), followed

by Radio 21 (23%) and Europa FM (21%). The

growth of ad spend is partly generated by the

increase of audience at the leading stations, as

Kiss FM, Radio 21 and Europa FM, which were

often sold-out in Prime Time. Another reason for a

good evolution of sales was the special projects

organized by these stations, such as concerts,

contests launching events, etc.

The main radio station owned by Romanian

Society of Radio Broadcasting increased

adverstising sales by 113%. As of March 2007,

Clir Media is administrating the advertising salesfor RRA.

www.initiative.comradio

“You see, wire telegraph is a kind of very, very, long cat.You pull his tail in New York and his head is meowing in Los Angeles.Do you understand this? And radio operates exactly the same way: you send signals here, they

receive them there. The only difference is that there is not a cat.” Albert Einstein (1879-1955)

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“Cars & 4x4 vehicles” and “Mobile Telecommunication services” categories remained the leading

categories in 2007. The most important budgets were invested by GSM operators (Orange, Vodafone)

and Group Renault Romania.

Despite the fact that in 2007 Banking & Insurance category had the highest growth on overall media

market (with leading spend from BCR-Erste), on Radio it was surpassed by Mobile Telecommunicationscategory.

Last year, “Beer” category allocated a budget half that of 2006, and so the category exited the “Top 10

most advertised categories on Radio”. On the other hand, “Carbonated soft drinks” spend increased by

80% than 2006.

Radio 21, RRA and Kiss FM maintained the leading position with 65% market share. Radio 21’s first

position is due to its Bucharest station which has around 146,400 listeners per day and growing. In January

2008, Radio 21 already had 42 stations. In September 2007, Radio 21 launched “Nunta PeNeve”, event

which generated an audience growth. Kiss FM is still in top, even though its market share in Bucharest issignificantly lower compared to 2006.

Radio Top 10 Categories

Jan - Dec 2006 Jan - Dec 2007Category Exp. (000’€) Category Exp. (000’€)

Cars & 4x4 vehicles 7,603,428 Cars & 4x4 vehicles 11,313,166

Mobile telecommunications service 5,678,605 Mobile telecommunications service 8,856,265

Banking & Insurance Services 5,630,908 Banking & Insurance Services 7,419,045

Store, Comercial Centres, Supermarkets 5,093,462 Store, Comercial Centres, Supermarkets 7,279,487Culture & Education 4,644,003 Culture & Education 4,968,074

Multimedia 2,930,911 Multimedia 3,851,703

Entertainment Services 2,287,912 Entertainment Services 2,860,894

Other Business Services 1,716,862 Other Business Services 2,553,862

Beer 1,525,398 Beer 2,412,786

Carbonated Soft Drinks 1,430,689 Carbonated Soft Drinks 1,943,010

Source; Alfacont – MediaWatch - excluding media barters

25www.initiative.com radio

Graph 1: Radio ad-spend evolution 2006-2007

Source; Alfacont – MediaWatch (‘000 €) - excluding media barters

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The competition between generalist stations extended to niche stations. The number of niche stations inBucharest is increasing. Stations as Pro FM Dance, Pro FM Campus and Pro FM’sCool (Media Pro), NewsFM (Intact), Itsy Bitsy (On Air Studio), One FM (MGSI) and Smart (Brand Nemira) show an important driveto tackle more specialized audiences. Pro FM Campus is a station dedicated to students and hasoperational branches in Bucharest, Cluj and Tg Mures. On the same target, Student FM has a technical

coverage for entire Bucharest.


For Urban area, Europa FM maintained its leading position with a similar market share as last year.Kiss FM had a marginal increase of share from 15% in 2006 to 16% in 2007.

Graph 2: Radio station % Market Share - Bucharest

Graph 3: Radio station % Market Share – Urban

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2 6 5

1 6 6

1 4 3

9 6

4 1

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2 , 4 1 3

2 , 3 9 9

1 ,

5 2 1

1 , 1 0 2

9 2 5

2 7 6

2 1 1

2 , 5 9 8

37

194166

194

166

168

233

189 191

207

188

140

128

177

0

500

1,000

1,500

2,000

2,500

3,000

R R A

K i s s F M

E u r o p a F M

R a d i o 2 1

P r o F M

A n t . S a t e l o r

I n f o P r o

R o m a n t i c F M

B B C

M a g i c F M

N a t i o n a l F M

C u l t u r a l

M u z i c a l

O t h e r s

0

50

100

150

200

250

Daily Reach (000) ATS (min.)

Radio consumption

According to Masor data, the average time spent listening to radio in 2007 is 4.6 hrs / day in provincecities and 5 hrs / day in Bucharest.

Graph 4: Radio stations % Market Share - National

Graph 5: ATS (min) and Daily reach - National

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Kiss FM, Radio 21, Magic FM and National FM target a young audience, most of its listeners having20-29 y.o. Last year they reached 2,091,000 listeners per day.

Europa FM, ProFM, Info Pro and Romantic attracted most of their listeners from 30-39 y.o group,respectively an average of 1,076,000 listeners per day. RRA and Cultural are targeted on a matureaudience, aged over 60.

Graph 6: ATS (min) and daily reach (000) - National

Source: IMAS all 2007

Graph 7: Radio stations by group age - National

Source: IMAS all 2007 (the figures show the dominant age group

2 0

- 2 9 y . o .

3 0

- 3 9 y . o .

4 0

- 4 9 y . o .

5 0

- 5 9 y . o .

O v e r 6 0 y . o .

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Perspectives for 2008

The radio audience measurement system SARcontinues to offer clients and agencies valuable data.Starting in 2008, SAR will deliver audience data inthree waves (first in June 2008, second in September 2008 and last in January 2009).

In 2008, most of Romanian radio networks continueto develop by launching new stations or bystrengthening the existing ones. Beginning of 2008was already marked by new launches. Radio 21 isextending its network to reach 42 stations while inMarch announced the launch of Vibe FM, a stationwhich will broadcast electronic dance music.

Also, Radio Pro Company is enlarging its networkto include 28 stations and 13 affiliates. Info Proestimates that at the end of April will have activateda total of 39 stations, thus providing nationalcoverage. Pro FM’sCool is trying to extend thenetwork in 40 high schools, all over the country.

The launch of new on-line stations contributessignificantly to radio market development. Pro FM

launches Pro FM Alternative and Pro FM Love in thissegment.

Q1 2008

According Alfa Cont, for the Q1 2008, radioad-spend reached 22 million €, that is 37% morethan Q1 2007. Group Renault, Orange andCarrefour are the biggest investors.

“Cars & 4x4 vehicles”, “Stores, commercialcentres, supermarkets” and “Mobile tele-communication services” are the leading spendingcategories.

Despite the descending trend of radio audience,radio ad spend is expected to grow in 2008

(estimated net growth of 26%).

According to SNA Focus (Jan 07 – Jan 08) Kiss FM occupied the first position in top of mind with 16.5%of persons declaring they use to listen to radio more than one hour per day. The followers in the notorietytop are Europa FM (14%), RRA (12.7%) and Radio 21 (9.5%). The topics of interest proved to be weather news, national and local news and traditional & party music. 62% of persons use to listen to radioprogrammes in the first part of day.

Graph 8: Top of mind radio stations

Source: SNA Focus (Jan 07 – Jan 08)

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Market overview 2007

One indisputable fact after 2000 is the explosionof the Romanian press market. Today, we deal witha really developed industry, that is maturing at avery fast pace. This reality is sustained by thevariety of new titles and consolidation of existingbrands, covering a wide variety of publications fromthe point of view of frequency, type, target etc.

Supporting those affirmations is that fact that themost recent National Readership Survey (SNA)delivery includes 161 publications (66 monthlies,15 fortnightlies, 30 weeklies, 41 dailies and 11

supplements). In addition to this, the FOCUScomponent of the National Readership Surveymeasures the consumption of an almost exhaustivenumber of products and services.

“Dynamic” would best describe the evolution of the print market in 2007. The 23% increase inratecard advertising revenue in 2007 compared to2006 (generated by increases in rate card valueand organic growth of the market), that brought thetotal value of the total rate card ad revenue for theprint market to approximately 324 Million EUR (withmedia barters excluded) and the slight change innewspapers / magazines ad revenue ratio (51.1%newspapers / 48.9% magazines in 2007 comparedto 49.6% newspapers / 50.4% magazines in 2006)are just a glimpse of the big picture.

2007 was the year of media acquisitions andsales, new publications launched and some old or young publications cancelled, preoccupation for increasing the added value delivered to consumer by means of covermounts (most frequent ones

being CDs/DVDs, books, fashion items andcosmetic products) and restyling, increase of market presence of already establishedpublications by means of new spin-offs andspecials, increase in the number of point-of-presence websites, publications’ content starting tobe delivered on mobile communication platforms,readership fragmentation and so on.

One of the major media acquisitions of 2007 tookplace when Publimedia International bought backsports daily ProSport from Ringier. Changes in

graphics, style and editorial structure are expectedfor 2008.

A new important international publisher, Attica

Media entered the Romanian market in 2007 byacquiring the license of the two men glossiesMaxim and Playboy (formerly published by PBRPublishing, owned by Publimedia International).The magazines were also restyled and Attica Mediaincreased its presence on the market by launchingthe women glossy InStyle in 2008. It is expectedthat the next move from Attica will be the launch of Grazzia magazine. Another important move was the acquisition of

25% of the Dogan’s Media Romania shares (owner of Kanal D) by the publishing house Ringier Romania. This move continues the internationalline of partnership between Dogan Media andRingier and could also be the start of the 4th mediacluster on the Romanian market (in addition to thealready established Publimedia-MediaPro, Intactand Realitatea-Catavencu clusters).

In 2007 and continuing in Q1 2008, the mostattractive segments for new publication launcheswere the up-market / exclusivist glossy magazines(Harper’s Bazaar, Eve, Esquire, Temporis) and

business/financial segments (Money Express,Business Standard, Financial Director, Financiarul).

The preoccupation to increase the added valueof publications and make them more attractive for both readers and advertisers brought a new trendin the print market: the extensive use of covermounts as marketing tools to increase sales.This strategy was mostly used on the womenmagazines segment (Glamour, Beau Monde, Joy,Unica, Avantaje, Tabu etc.) and quality newspaperssegment (Jurnalul National, Cotidianul). However,

the effects of this trend on a long term perspectivecould backfire when covermounts would turn fromnice-to-haves to must-haves, forcing the respectivepublishers to always have covermounts.

In addition, tabloids and daily sports newspapers(e.g.: Libertatea, ProSport) as well as mass-marketmagazines for women (e.g.: Libertatea pentrufemei, Femeia de azi) offered promotional contestswith various prizes (instant winning of magazines,money, houses) as a way to increase circulation,brand awareness and allegiance to the magazine.

Newspapers (e.g.: Adevarul) and semi-glossyand mass-market magazines for women (e.g.:

www.initiative.compress

“It's amazing that the amount of news that happens in the world every day always just exactly fits the newspaper.”

Jerry Seinfeld

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The publishers

Romania has a large variety of publishers,containing international publishers directly presentlike Edipresse-AS, Ringier, Sanoma Hearst,Burda, Motorpresse, Liberis, Attica, internationalpublishers present by means of publishing licenseslike Hearst, Emap, Rodale etc. and localcompanies like Publimedia, Intact, Catavencu,R Publicatii, Business Media Group, Inform Media,Media Sud Management etc.

By using the share of ratecard ad revenue,publishers on the Romanian market can be dividedin 4 groups:

• publishers with 10%+ share of ad revenue:Ringier Romania (magazines and newspapers,specialized in mass-market publication, owner of Libertatea - the best performing tabloid on theRomanian market), Catavencu (magazines andnewspapapers, part of the Realitatea-Catavencumedia cluster, owner of 24-FUN, the best per-forming free city guide), Publimedia International(magazines and newspapers, very diverseportfolio, part of the Publimedia-MediaPro mediacluster) and Editura Intact (magazines andnewspapers, part of Intact media cluster)

• publishers with 2% to 10% share of adrevenue: Edipresse-AS (diverse magazineportfolio, specialized in women magazines),Sanoma Hearst (idem), Kopa Publicatii (owner of the second best performing free city guide,Sapte Seri), Burda Romania (diverse portfolio,specialized in semi-glossy magazines for women)and R Publicatii (only one title in its portfolio -quality newspaper Romania Libera)

• publishers with 1% to 2% share of adrevenue: Business Media Group (specialized in

business magazines), Adevarul (publisher of qualitynewspaper Adevarul), Media Sud Management(publisher of national newspaper Curierul Nationaland local newspaper Gazeta de Sud), DomusMagazin (specialized in home and decomagazines), Inform Media (specialized exclusivelyin local publications and the only publisher of exclusively local publications with a market share of more that 1%) and Crucisatorul (publisher of newspaper Gandul)

• other small publisher with a share of ad

revenue lower than 1%, who together represent28.6% of the market

Graph 1: Share of ratecard ad revenue of publishing groupsin 2007

Source: Alfacont

Developments in 2007 and Q1 2008

Publimedia

• buys back the sports daily ProSport from Ringier,while announcing graphics, format and editorialstructure changes for 2008• buys the franchise of the fortnightly city guideTime Out in September 2007 and re-launches it asa October 2007 as a weekly• re-launches business magazine Target in October 2007, improving its content and layout• re-launches newspaper Gandul with a new formatand content• closes at the beginning of 2008 Acasa Magazinand Go4it!• increases its sales portfolio with gossip/paparazzimagazine Ciao! and the Cancan tabloid

Adevarul Holding

• launches Click de Duminica in February 2007• launches a TV guide common to both Adevaruland Averea• transforms Averea into Click in March 2007,keeping it a tabloid

• re-launches Adevarul in April 2007 in a newformat, more compact, together with twosupplements: Adevarul Artistic si Literar and Adevarul TV (the previously mentioned TV guide)• launches Foreign Policy, a global and economicalpolicies magazine, in December 2007• launches Expert Imobiliar, a real estatesupplement freely distributed with each Tuesdayissue of Adevarul

Catavencu

• launches business magazine Money Express in

May 2007 and business newspaper BusinessStandard in June 2007


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• re-launches the quality newspaper Cotidianul witha new graphics, content and editorial structure;starting April 2007 Cotidianul is accompanied byColectia Enciclopedica (quality books) and startingJuly 2007 the newspaper is also accompanied byColectia Simfonica (CD’s with classical music)• free city guide 24-FUN extents its network,reaching a total of 11 local editions (in Brasov, Cluj,Timis & Arad, Iasi, Mures, Dolj, Arges, Sibiu,Harghita & Covasna, Nord-Vest) besides theBucharest edition

Intact

• changes in September 2007 the format, layoutand content of Felicia magazine, a mass-marketmagazine for women• launches financial/economy daily Financiarul

Edipresse-AS

• launches parenting magazine Baby in January2007 and psychology magazine Psychologies inthe autumn of 2007• cancels Familia Mea in the autumn of 2007 andSana at the end of 2007

Sanoma Hearst

• launches in the autumn of 2007 the up-marketfashion and beauty magazine for women Harper’sBazaar with a quarterly frequency and the up-

market glossy magazine for men Esquire with amonthly frequency• in April 2008 launches Marie Claire, an up-marketglossy magazine.

Liberis Publications

• launches Prevention, a pocket size health andfitness glossy for women in November 2007

Attica Media

• enters the market by buying PBR Publishing(Playboy and Magazines) from Publimedia in

September 2007• launches the international up-market glossymagazine for women InStyle in April 2008

Inform Media

• transform the local newspaper Cuvantul Liber intoHunedoara Expres in September 2007• launches daily newspaper Cluj Expres in October 2007, thus expanding its coverage from 6 to 7counties

ARBOvision

• edits Alege as for October 2007, a periodicalsupplement with specialized thematic, freely

distributed through insertion in 40 local newspapersand weeklies within the ARBO network, covering36 counties

Business Media Group

• closes Autocar magazine in December 2007

The Marketer

• launches Business Woman in March 2007 withan annual frequency then re-launches it inFebruary 2008 in the form of a glossy magazine for (business) women with monthly frequency

Dramiral Media Group

• transforms newspaper Curentul into a daily freenewspaper

Other launches include:• Green Report (January 2007, business magazinefor the environment industry),• Freestyle (January 2007, free lifestyle glossymagazine, monthly frequency),• Temporis (March 2007, up-market glossymagazine on watches and lifestyle, monthlyfrequency, launche by Automedia),• Q-Magazine (general content semi-glossymagazine, launched with a fortnightly frequency inMarch 2007)• Motociclismo (launched in April 2007 by

Supercar),• MBike (cycling magazine, launched in May 2007by Action Publishing with a frequency of 6 issuesper year),• Grand’Or (launched in May 2007 by Double Click)• Financial Director (free monthly magazinelaunched by Business Publishing Group, targetedto CFOs, controlled distribution),• Avocati de Top (top of Romanian law houses,published first time in June 2007 by Fin MediaGroup),

• Igloo Guide Bucharest (cultural guide, launchedby Igloo Media in October 2007),• Scooby-Doo (cartoon-comics book, launched inOctober 2007 under Warner Bross license),• Medic4all (November 2007, free, distributedwithin hospitals and clinics),• Sapte Seri Covasna (the bilingual Romanian-Hungarian edition of Sapte Seri launched inNovember 2007 by Kopa Publicatii)• Be Blue Air (6 issues per year magazinedistributed to airline passengers of Blue Air airlines,launched December 2007),

• Bestbanking (banking magazine, 6 issues per year, edited by Bestbanking Median),

33www.initiative.com press

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• anTREN (free weekly magazine, launched inMarch 2008, distributed in high-speed trains andtrain ticket booths in Bucharest and Brasov, willcover 10 cities by the end of 2008),• RING (April 2008, daily free sheet/tabloid,

launched by Confort Media, distributed inBucharest),• Alege TV (April 2008, common product of European Media Invest and Media Sud Europa,distributed within the regional publications Gazetade Sud, Monitorul de Alba, Monitorul de Cluj,Monitorul de Medias, Monitorul de Sibiu, Obiectiv –Editie de Vaslui, Viata Libera Galati, Ziarul de Brailaand Ziarul de Iasi)

In addition to that ARBOmedia increased itsportfolio in 2008 with two new publications –

Semnal de Dambovita si Valcea and Curierul deRamnic – now covering 37 counties with 43publications (Monitorulab.ro, Observator Aradean,Top, Ziarul de Bacau, Crisana, Monitorul deBotosani, Monitorul expres, Obiectiv Vocea brailei,Ziarul de Braila, 24 Ore, Monitorulcj.ro, Observator de Constanta, Semnal de Dambovita, Gazeta deSud, Viata Libera, Semnal de Ilfov si Giurgiu,Impact in Gorj, Replica, Semnal de Ialomita siCalarasi, Ziarul de Iasi, Informatia Zilei deMaramures, Mehedinteanul, Vocea Mehedintiului,Zi de zi, Ziarul de Mures, Monitorul de Neamt siRoman, Gazeta de Olt, Republicanul, Monitorul,Informatia Zilei, Salajeanul, Tribuna Sibiu,Monitorulsb.ro, Monitorul de Medias, Ziarul deSibiu, Monitorul de Suceava, Gazeta deTeleorman, Renasterea Banateana, Acum, Curierulde Ramnic, Obiectiv Vaslui, Monirul de Vrancea, UjMagyar Szo)Clir Media adds to its portfolio the quarterly boatsand sailing magazine Navigator (launched inOctober 2007) and the up-market women’s glossyEve (launched in December 2007, part of BBC

Worldwide group)

Alta Casa Media adds to its portfolio the Info-Sanatate unconventional distribution network(distribution of press and informative materialswithin health centers). Also, in the autumn of 2007adds the music magazine My Band and later, inMarch 2008, the cooking and style magazineLa Cucina.

Advertising revenue

As expected, the top 10 market segments byratecard ad expenditures are strongly related to themain events and market evolutions in 2007Romania: the campaign for private pensions, theincrease in the number of car acquisitions (of whicha good part in leasing system), the constantincrease in mobile telephony usage and thedevelopment of the most important chains of supermarkets (Carrefour , Cora, Billa, Metro) etc.

Together, the top 10 market segments represent36% of the total advertising revenue achieved bythe print industry.

In addition to that, the print industry hasexchanged barters with other media in a total valueof approximately 57 million EUR, of which 47%consists of barters exchanged with other printpublications.

Source: Alfacont

Value of media barters (rate card, EURO)

Magazines Newspapers Total

Newspapers& Magazines 12,536,807 14,507,391 27,044,198

TV stations 3,091,872 12,015,365 15,107,237

Radio stations 3,544,608 8,469,226 12,013,833

CinemaTheatresMuseums

1,849,618 615,681 2,465,299

Advertisingagencies 149,225 178,467 327,692

PR agencies 99,367 4,736 104,102

Other media 16,046 8,672 24,718


Source: National Readership Survey

TOP 10 market segments by rate card ad expenditures (EURO)

Magazines Newspapers Total

Banking & Insurance Products and Services 8,117,047 20,026,308 28,143,355

Automotive 8,211,351 10,765,181 18,976,532

Mobile Telecommunications Services 4,040,620 13,342,715 17,383,335

Stores, Commercial Centers, Supermarkets 7,889,720 6,862,388 14,752,107

Buildings & Real Estate 3,534,023 6,340,439 9,874,462

Restaurants, Coffee Shops, Fast Foods 6,187,581 1,133,813 7,321,393

Government / Municipalities 80,225 6,652,264 6,732,489

Night Entertainment 4,910,026 197,445 5,107,471

Political Parties 189,553 4,805,905 4,995,459

Face Care 4,472,788 56,610 4,529,398

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When looking at publication level, the magazinesegment that attracts the biggest ratecard adrevenues is the one of free city guides (24-FUN,Sapte Seri), followed at great distance by businessmagazines, glossy magazines for women (of whichthe first two places are occupied by international

titles Cosmopolitan and Elle) and paid TV guides.Below there are a series of rankings on ratecard

ad revenue for various magazine segments. Al numbers are given in Euro.

Publication Pages Ad revenue

(rate card, Euro)

Free City Guides

24-FUN 5.437 19.411.361Sapte Seri 3.986 10.571.455

Business Magazines

Capital 844 6.045.495

Saptamana Financiara 552 3.640.501Business Magazin 708 2.810.901Business Review 501 2.080.780Biz 507 1.946.237

Women Glossies

Cosmopolitan 757 4.530.179Elle 901 4.453.189Tabu 711 3.194.444The One 668 2.832.620Beau Monde 426 1.419.118

Paid TV Guides

ProTV Magazin 896 4.335.604TVMania 1.100 2.774.213

TVSatelit 290 733.997

Women Semiglossies & Fortnightlies

Avantaje 776 3.453.772Unica 822 3.117.765Ioana 621 1.890.550Lumea Femeilor 568 1.347.072Femeia 318 1.122.862

Home & Deco

Casa Lux 651 2.004.690Elle Decoration 440 1.455.838Casa mea 485 1.375.160

Automotive

BBC Top Gear 656 1.772.600 Auto Motor si Sport 467 1.503.588ProMotor 332 1.132.360

Men Glossies

Playboy 291 1.766.081FHM 259 1.407.832Men's Health 258 1.064.340

Gossip & Celebrity

Star 571 1.638.020Viva 343 1.489.873Story 544 1.260.344

Women Mass Market

Libertatea pentru femei 456 1.518.904Femeia de azi 342 869.800Povestea mea 646 574.607

Parenting

Mami 464 1.326.524Superbebe 343 864.404Ioana-Visul Copiilor 211 563.600

Young Women Glossies

Glamour 330 1.188.036

Joy 371 1.161.404Bolero 369 1.105.326

IT & C

Chip 403 1.067.847Connect 268 977.680PC Magazin 414 734.340

Popular Science

National Geographic 175 1.061.381Reader's Digest 184 608.390Descopera 110 488.106Source: Alfacont

The same analysis made for newspapers /

dailies shows quality newspapers as the onesattracting the highest level of ratecard ad revenue.They are followed by financial newspapers, andtabloids.

Publication Pages Ad revenue

(rate card, Euro)

Quality Newspapers

Jurnalul National 1,068 10,882,135Evenimentul Zilei 1,038 7,438,822Romania Libera 959 5,436,410Cotidianul 716 4,034,600

Adevarul 732 3,188,390

Financial Newspapers

Ziarul Financiar 1,456 9,615,934Business Standard 265 2,152,311Bursa 242 988,393

Tabloids

Libertatea 845 7,636,089Ziarul 322 1,157,4197 Plus 303 1,156,174Click! 303 1,040,047Source: Alfacont

Local publications also attract a fairly good

amount of advertising, but at a much lower scale.Publication Pages Ad revenue

(rate card, Euro)

Local Publications

Ziarul de Iasi / Iasi 1,394 3,006,964Transilvania Expres / Brasov 941 2,417,602Viata Libera / Galati 788 2,363,947Monitorul de Vrancea / Vrancea 1,604 2,295,881Gazeta de Sud / Dolj 605 2,214,675Obiectiv Vocea Sucevei / Suceava 733 1,931,359Ziarul de Vrancea / Vrancea 1,172 1,823,066Evenimentul de Iasi / Iasi 1,123 1,804,991Tribuna Sibiului / Sibiu 929 1,663,418Jurnalul Bihorean / Bihor 1,062 1,647,814Source: Alfacont


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Readership figures

As previously said, the process of readership fragmentation continued in 2007.Compared to the January 2006 - January 2007 period, the January 2007 - January 2008 period brought

decreases in readership figures for approximately 86% of the publications monitored by the NationalReadership Survey.

The greatest decreases in readership figures are for fortnightly magazines (starting from - 19%) - withthe exception of Ciao! magazine - and the IT&C magazines (varying from -17% to -37%).

Top 15 of publications with the greatest decrease in readership figures

Readership for: Jan 2006 - Jan 2007 Jan 2007 - Jan 2008 Evolution

Publitim 109 50 -54%Tribuna 85 47 -45%Look! 112 63 -44%Ioana - Visul Copiilor 155 88 -43%Dilema Veche 58 34 -41%Viva 213 127 -40%Go4it! (cancelled) 34 21 -38%LEVEL Games, Hardware & Lifestyle 126 79 -37%Ziua 249 161 -35%

Ziarul 177 115 -35%Connect 86 57 -34%Util 104 70 -33%Xtrem PC 157 107 -32%Beau Monde 87 60 -31%

Aventuri La Pescuit 130 90 -31%Source: National Readership Survey

However, a minority of publications were able to increase their readership figures. Of them, the localpublications are the vast majority, which indicates an increasing interest for the local happening and localperspective.

Top 10 of publications with the greatest increase in readership figures

Readership for: Jan 2006 - Jan 2007 Jan 2007 - Jan 2008 EvolutionFriss Ujsag 13 26 100%Ieseanul 29 55 90%Ziarul De Iasi 39 73 87%Timis Expres 41 59 44%Bihoreanul 46 66 43%Cotidianul 129 179 39%Ziarul De Bacau 24 33 38%Gazeta de Olt 17 23 35%Impact In Gorj 51 66 29%Ciao! 289 371 28%Source: National Readership Survey

On the next page there are the data delivered by the latest National Readership Survey wave, covering

the January 2007 - January 2008 period.


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Monthlies

Auto Expert Machine Maintenance 121 1.3 2829 23.41 Auto Motor si Sport Motor Presse 303 3.4 20.47 4000 13.2 Avantaje Edipresse A.S. 275 3.1 8.09 4486 16.34 Aventuri la Pescuit Editura Milano 90 1 8.41 2950 32.72Beau Monde Sanoma Hearst Romania 60 0.7 3.03 3429 56.91Bolero Ringier Romania 153 1.7 3.4 3571 23.31Bucataria Pentru Toti Athanor 424 4.7 10.34 2850 6.72Burda Burda Romania 96 1.1 8.28 2857 29.82Caminul Domus Magazin 121 1.3 16.13 3000 24.87

Casa De Vacanta Casa Lux 104 1.2 10.51 2143 20.67Casa Lux Casa Lux 301 3.3 17.01 3000 9.97Casa Mea Domus Magazin 277 3.1 18.22 3000 10.83Carticica Practica CasaLux 88 1 0.8 3000 34.2Ce Se Intampla Doctore Publimedia International 366 4.1 14.08 4000 10.94Chip Computer & Communications Vogel Burda Communications 157 1.7 8.05 2800 17.84Computer Bild EdipresseA.S. 89 1 6.79 1829 20.55

Connect MTRpress 57 0.6 3990 70.21Cosmopolitan Sanoma Hearst Romania 204 2.3 4.86 6286 30.84Descopera Publimedia International 100 1.1 5.32 3686 36.88Domus DomusMagazin 97 1.1 6.74 2900 29.94Draga Mea CasaLux 177 2 19.89 1429 8.05Elle EdipresseA.S. 127 1.4 5.77 4057 31.94Elle Decoration EdipresseA.S. 46 0.5 3.68 2543 55.06Eva - Magazinul Femeilor Maxim Publisher 89 1 18.16 3500 39.11Familia Mea Edipresse A.S. 109 1.2 6.45Farmacia Ta Galenus 267 3 3.26 3000 11.22FEMEIA Sanoma Hearst Romania 459 5.1 13.91 4286 9.33FHM Sanoma Hearst Romania 148 1.6 6.73 5143 34.78Glamour Liberis Publications 80 0.9 2.11 4143 51.9Go4It! Publimedia International 21 0.2 1.15

Gradina Mea De Vis Burda Romania 167 1.9 14.27 2000 11.97Ioana Horoscop Burda Romania 353 3.9 26.54 2000 5.67Ioana - LocuintaMea Burda Romania 148 1.6 15.1 2000 13.51Ioana - SecreteleBucatariei Burda Romania 422 4.7 24.25 2800 6.63Ioana - Visul Copiilor Burda Romania 88 1 9.17 2514 28.69Joy Edipresse A.S. 122 1.4 3.21 3171 25.9LEVEL Games, Hardware & Lifestyle Vogel Burda Communications 79 0.9 5 2000 25.38Look! Edipresse A.S. 63 0.7 3.15 2029 32.44Mami Sanoma Hearst Romania 151 1.7 8.03 3429 22.71Maxim Attica Media RMN 61 0.7 7.26 4571 74.44Medicina Naturista Macri Press 407 4.5 23.53 2314 5.69Men's Health Burda Romania 75 0.8 5.68 4400 58.62Misiunea Casa Leon Consulting 139 1.5 17.82 2500 18.04National Geographic Sanoma Hearst Romania 287 3.2 15.43 5571 19.41Oferte Speciale Oferte Speciale 49 0.5 1 670 13.72PC Magazine Agora Media 148 1.6 19.73 2290 15.52Perfect Pentru Casa Mea Burda Romania 67 0.7 10 2000 29.8

Photo Magazin MTR Press 31 0.3 3.4 3990 127.4Planul Casei Mele Domus Magazin 84 0.9 10.63 2500 29.62Playboy Attica Media RMN 265 2.9 15.06 5571 21.02Popcorn Edipresse A.S. 245 2.7 6.45 1943 7.93Practic In Bucatarie Casa Lux 1065 11.8 3.63 4000 3.76Practic - Idei pentru casa, gradina si apartament Casa Lux 484 5.4 7.68 2514 5.2ProMotor Publimedia International 280 3.1 14.43 3686 13.16Quattroruote Psihologia Azi Magazin 21 0.2 3000 146.18Reader's Digest Editura Reader`s Digest 232 2.6 2.32 4000 17.23Rebus (Flacara) Publicatiile Flacara 705 7.8 18.08 714 1.01Revista De Film HBO HBO 577 6.4 3.39 5000 8.67Sana Edipresse A.S. 43 0.5 4.02

Slab Sau Gras Galenus 52 0.6 2.65 1500 28.79Tabu Catavencu 167 1.9 9.54 4750 28.4

Publication Publisher Readership Net Readers Rate CPT(“000) Coverage /copy Card rate

% 1/1 page card(EUR) (EUR)

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Tango Zada Media 64 0.7 4.08 4857 75.56Tonica Galenus 35 0.4 2.65 1500 42.71Unica Ringier Romania 242 2.7 6.05 4571 18.92Util Domus Magazin 70 0.8 4.24 1200 17.23Viva Edipresse A.S. 127 1.4 6.35 3457 27.23XtremPC Romas Comercial 106 1.2 2000 18.78

Fortnightlies

Acasa Magazin Publimedia International 458 5.1 9.54 3143 6.86 Autoshow Burda Romania 129 1.4 11.32 2514 19.45Bravo Ringier Romania 348 3.9 5.9 2600 7.47Bravo Girl Ringier Romania 241 2.7 4.82 2600 10.8Cariere Editura Cariere 46 0.5 11.22 1971 43.23Ciao! Revista Ciao 371 4.1 7.89 3286 8.86Cool Girl Burda Romania 222 2.5 4.53 2514 11.3Ioana Burda Romania 487 5.4 8.7 3143 6.45Lumea Femeilor Ringier Romania 362 4 6.58 2857 7.88

Oblique TVMagazin Oblique Media 20 0.2 0.2 4571 227.46Sapte Seri Timisoara Kopa Publicatii 17 0.2 0.89 1429 82.6TV Satelit Ringier Romania 578 6.4 7.81 2857 4.94Zile si Nopti Brasov Zile si Nopti 28 0.3 1.27 1000 35.23Zile si Nopti Iasi Zile si Nopti 24 0.3 3.12 1000 41.26Zile si Nopti Sibiu Zile si Nopti 14 0.2 1.39 1000 72.3

Weeklies

Academia Catavencu Catavencu 322 3.6 8.47 6450 20.01

Agenda Trustul de Presa Agenda 125 1.4 2.45 3127 24.97 Auto Supermarket Unionpress 73 0.8 6.7 220 3.03Banateanul Publimedia International 33 0.4 5.24 1857 56.47Banii Nostri Media ON 54 0.6 4.66 3999 73.53Bihoreanul Publimedia International 66 0.7 16.92 1857 28.08Business Magazin Publimedia International 60 0.7 4.72 4143 68.6

Camion Supermarket Unionpress 35 0.4 5.38 220 6.33Capital Ringier Romania 270 3 6.75 5714 21.2Clujeanul PublimediaInternational 51 0.6 7.97 2286 44.78Dilema Veche Satiricon 34 0.4 4.15 1717 50.62Evenimentul Zilei de Duminica Ringier Romania 469 5.2 12.34 3486 7.44Fanatik Fanatik Media 143 1.6 5.96 7000 49.05Femeia De Azi Sanoma Hearst Romania 222 2.5 3 2857 12.84Gazeta Sporturilor De Duminica Convergent Media 611 6.8 17.46 7857 12.85Ieseanul Publimedia International 55 0.6 12.79 2286 41.74Libertatea De Duminica Ringier Romania 870 9.7 4.51 5071 5.83Libertatea Pentru Femei Ringier Romania 544 6 4.09 6171 11.35ProSport De Duminica Publimedia International 585 6.5 11.94 6600 11.29ProTv Magazin Publimedia International 890 9.9 12.19 4857 5.46Publitim Inform Media 50 0.6 2.08 679 13.6

Saptamana Financiara Saptamana Financiara 238 2.6 11.33 5400 22.66Sapte Seri Kopa Publicatii 76 0.8 1.27 2486 32.82Soc G Publicatii 37 0.4 3.06 3800 101.85Taifasuri Taifasuri Media 240 2.7 6.67 4000 16.65Star G Publicatii 164 1.8 4.1 4800 29.28Story Sanoma Hearst Romania 157 1.7 5.81 2857 18.22TVMania Ringier Romania 403 4.5 3.8 7200 17.87Vip Grup Management 221 2.5 7.89 4000 18.09Zau G Publicatii 65 0.7 3.25 2375 36.36

Newspapers

Adevarul Adevarul 405 4.5 16.2 4463 11.01 Adevarul De Arad Inform Media 52 0.6 2.17 1602 30.93 Agenda Zilei Trustul de Presa Agenda 26 0.3 5.91 904 34.93 Arad Expres Inform Media 30 0.3 2.24 432 14.5

Bihari Naplo Inform Media 40 0.4 2.9 945 23.54Compact Bucuresti Ringier Romania 249 2.8 1.67 4096 16.48




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Cotidianul Poligraf 179 2 14.67 5950 33.29Crisana Anotimp Casa de Presa si Editura 34 0.4 4.1 1729 51.09Curentul Dramiral Media Group 74 0.8 14.8 6400 87.01Curierul National Media Sud Management 144 1.6 27.69 4011 27.89Editie Speciala Editie Speciala Popular 45 0.5 2.87 4309 95.19Evenimentul Zilei Ringier Romania 617 6.9 9.21 6271 10.16Friss Ujsag Inform Media 26 0.3 2.57 1140 43.24Gazeta De Olt Click News 23 0.3 10 1220 52.83Gazeta De Sud Media Sud Management 157 1.7 5.41 5003 31.91Gazeta Sporturilor Convergent Media 714 7.9 9.52 8714 12.2Gandul Crucisatorul 196 2.2 6.53 4557 23.22Hunedoreanul Publimedia International 35 0.4 7.78 1857 53.64Impact In Gorj GNC Press Impact in Gorj 66 0.7 26.4 1131 17.23Informatia Zilei Solpress 41 0.5 2.91 2689 66.26Jurnalul Bihorean Inform Media 48 0.5 3.22 1824 37.75Jurnalul National Editura Intact 810 9 10.13 7914 9.77Libertatea Ringier Romania 1328 14.8 5.13 7620 5.74

Monitorul de Botosani Mediapress 61 0.7 9.1 2060 33.51Monitorul de Sibiu Compania de Media 18 0.2 15Monitorul de Suceava Interpress 35 0.4 4.22 1874 53.98Monitorul Expres Monitorul Expres 24 0.3 11.43 1517 62.68Obiectiv Vaslui EMI Press 54 0.6 16.88 1476 27.31Obiectiv Vocea Brailei Double P Media 47 0.5 11.19 2236 47.23ProSport Publimedia International 553 6.1 7.09 6600 11.93Renasterea Banateana Timpress 35 0.4 2.52 1543 44.11Romania Libera R Publicatii 235 2.6 4.2 6229 26.52Timis Expres Inform Media 59 0.7 2.03 401 6.84Timpul Inform Media 24 0.3 3.33 957 39.2Transilvania Expres Tipotex 58 0.6 7.16 3417 58.49Tribuna Sibiului Casa de Presa si Editura Tribuna 47 0.5 3.07 2484 53.31Viata Libera Trustul de Presa Dunarea de Jos 49 0.5 5.16 3986 81.81Ziarul Ziarul C.N. 115 1.3 4.79 3850 33.54Ziarul de Bacau Mediabac 33 0.4 20.63 1080 33.16Ziarul de Iasi Grupul de Presa Medianet 73 0.8 7.23 3514 47.95Ziarul Financiar Publimedia International 204 2.3 11.53 5857 28.75

Ziua Ziua 161 1.8 8.17

Supplements

Adevarul TV Adevarul 188 2.1 6.96 2519 13.41Evenimentul Zilei TV Ringier Romania 410 4.6 3.06 2800 6.84Jurnalul de Bucatarie Editura Intact 386 4.3 4.44 3629 9.41Jurnalul Casei Mele Editura Intact 265 2.9 4.14 3629 13.71Jurnalul de Colectie Editura Intact 407 4.5 4.9 3629 8.93Jurnalul de Sanatate Editura Intact 384 4.3 5.41 3629 9.45Jurnalul TV Editura Intact 438 4.9 3.59 3629 8.28Libertatea Weekend Ringier Romania 1031 11.5 2.53 5300 5.14

Obiectiv Vocea Brailei TV Double P Media 43 0.5 7.54



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M a p 1 A : m o n t h l y m a g a z i n e s b y a g e ( h o r i z o n t a l ) a n d s o c i a l s t a t u s ( v e r t

i c a l )

( l a b e l s r e p r e s e n t p u b l i c a t i o n n a m

e a n d p u b l i c a t i o n r e a d e r s h i p i n t h o u . r e

a d e r s )

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M a p 1 B : f o r t n i g h t l y a n d w e e k l y m a g a z i n e s b y a g e ( h o r i z o n t a l ) a n d s o c i a l s t a t u s ( v e r t i c a l )



a d e r s )

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M a p 1 C : n e w s p a p e r s a n d s u p p l e m e n t s b y a g e ( h o r i z o n t a l ) a n d s o c i a l s t a t u s

( v e r t i c a l )



a d e r s )

8/10/2019 MFB2008



M a p 2 A : m o n t h l y m a g a z i n e s

b y a g e ( h o r i z o n t a l ) a n d g e n d e r ( v e r t i c a

l )



a d e r s )

8/10/2019 MFB2008



M a p 2 B : f o r t n i g h t l y a n d w e e k l y m a g a z i n e s b y a g e ( h o r i z o n t a l ) a n d g e n d e r ( v e r t i c a l )



a d e r s )

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M a p 2 C : n e w s p a p e r s a n d s u p p l e m e n t s b y a g e ( h o r i z o n t a l ) a n d g e n d e r ( v e r t i c a l )



a d e r s )

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M a p 3 A : m o n t h l y m a g a z i n e s b y s o c i a l s t a t u s ( h o r i z o n t a l ) a n d g e n d e r ( v e

r t i c a l )



a d e r s )

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M a p 3 B : f o r t n i g h t l y a n d w e e k l y m a g a z i n

e s b y s o c i a l s t a t u s ( h o r i z o n t a l ) a n d g e n

d e r ( v e r t i c a l )



a d e r s )

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M a p 3 C : n e w s p a p e r s a n d s u p p l e m e n t

s b y s o c i a l s t a t u s ( h o r i z o n t a l ) a n d g e n d e r ( v e r t i c a l )



a d e r s )

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Circulation figures

While circulation figures and publication auditing is a common practice for central publications withnational distribution, the number of local publications that have audit certificates remains very low.

There is an approximate number of 365 local publications in Romania. Out of them, 87 publications areaudited by BRAT, 54 are registered at BRAT but don’t have audit figures and 224 are neither registered

nor audited. As a result of that there are very few ways to verify the numbers given within their media kitsby publishers with no BRAT auditing.

Publishers of audited local titles are publishers of both central and local titles (e.g.: Publimedia, MediaSud Management, Kopa Publicatii) or publishers of local titles exclusively (e.g.: Inform Media, Solpress,Zile si Nopti)

In 2007 circulation figures for central publications were greatly influenced by marketing actions(promotional contests, covermounts, promotional prices) offering long-term circulation increases (eg:Femeia de azi – promotional contests, Libertatea pentru femei – promotional contests, Glamour -covermounts) or circulation spikes for certain issues (FHM – vibrating ring covermount, VIVA – designer’st-shirt covermount).

Meantime, local publications rely mostly on the organic growth of the market. Also, the process of local

publications launching various themed supplements started in 2006 continues in 2007.

Publication Publisher Type Print run Returns Circulation Source /issue /issue /issue

NATIONAL PUBLICATION

Monthlies

Auto Expert Machine Maintenance Paid 15,600 2,493 13,107 PS Auto Motor si Sport MotorPresse Paid 23,092 7,325 15,601 PS Avantaje Edipresse A.S. Paid 44,979 11,393 33,586 PS Aventuri la pescuit Editura Milano Paid 17,267 4,877 12,389 PSBaby Edipresse A.S. Paid 17,848 6,798 11,050 PSBBC Top Gear Media Sport Group Paid 19,400 3,721 15,060 ACBeau Monde Sanoma Hearst Romania Paid 30,833 8,751 22,049 PSBenessere CENTROFARM Free 13,400 - 13,400 AC

BLU Sensiblu Free 120,000 - 120,000 PSBolero Ringier Romania Paid 59,222 12,906 46,298 PSBucataria pentru toti Athanor Paid 58,063 12,632 45,431 PSburda Burda Romania Paid 16,368 5,023 11,066 PSCaminul Domus Magazin Paid 15,082 6,248 8,724 PSCampaign Business Media Group Paid n.a. n.a. n.a. n.a.Carticica Draga mea pentru copii Casa Lux Paid 88,417 31,276 56,744 PSCarticica Practica Casa Lux Paid 121,000 31,320 89,267 PSCasa de vacanta Casa Lux Paid 15,958 5,604 10,104 PSCasa Lux Casa Lux Paid 23,667 7,942 15,447 PSCasa mea Domus Magazin Paid 20,264 3,535 16,596 PSCasa si Biroul - Bucuresti LS Invest Free 25,000 230 24,770 ACCasa si gradina Sanoma Hearst Romania Paid 23,100 9,462 13,613 PSCe se intampla doctore? Publimedia International Paid 35,196 11,812 23,384 PS

Chip Computer & Communications Vogel Burda Communications Paid 29,458 9,587 19,482 PSClever Travel Domus Magazin Paid 10,000 5,520 3,960 ACComputer Bild Edipresse A.S. Paid 15,000 4,480 10,520 PSCosmopolitan Sanoma Hearst Romania Paid 55,000 14,230 40,689 PSCutezatorii Editura LVS Crepuscul Paid 25,953 714 25,239 ACDescopera Publimedia International Paid 22,942 5,902 17,040 PSDilemateca Satiricon Paid 8,354 4,287 4,063 PSDomus Domus Magazin Paid 20,091 5,077 14,722 PSDomus Util Domus Magazin Paid 20,000 4,953 14,889 PSDoxi CD Press Paid 48,150 7,605 38,918 PSDraga Mea - Ghid practic in viata ta Casa Lux Paid 16,958 7,850 8,786 PSeFinance Finmedia Free n.a. n.a. n.a. n.a.ELLE Edipresse A.S. Paid 25,909 5,428 20,481 PSELLE Decoration Edipresse A.S. Paid 14,500 4,843 9,657 PSEU.RO.COM Grup Management Paid n.a. n.a. n.a. n.a.

Eva - magazinul femeilor Maxim Publisher Paid 15,000 9,601 5,399 ACFamilia mea Edipresse A.S. Paid 23,400 6,685 16,715 AC

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Farmacia Ta Galenus Paid 90,000 5,706 84,294 PSFarmacist.ro Puls Media Network Paid 10,500 27 10,081 PSFemeia Sanoma Hearst Romania Paid 40,545 17,032 23,348 PSFHM Sanoma Hearst Romania Paid 33,750 12,388 21,292 PS

Financial Director Business Publishing Group Free 12,000 151 11,849 PSFood & Bar Business Publishing Group Free 14,000 134 13,866 PSGeo MotorPresse Paid 15,475 6,934 8,541 PSGlamour Liberis Publications Romania Paid 53,033 12,268 40,765 PSGo4It Publimedia International Paid 21,051 2,629 18,422 PSGradina mea de vis Burda Romania Paid 16,417 4,007 12,140 PSHotel, Restaurant, Bar Expert CMG Romania Free 15,000 183 14,817 PSHustler G Publicatii Paid n.a. n.a. n.a. n.a.Ideal Decor MC Media Concept Paid 14,100 4,238 9,862 PSIdei in dialog Catavencu Paid 11,817 5,352 6,465 PSIgloo Igloo Media Paid n.a. n.a. n.a. n.a.Ioana Horoscop Burda Romania Paid 19,000 4,892 13,894 PSIoana Locuinta mea Burda Romania Paid 14,042 3,894 9,900 PSIoana Secretele bucatariei Burda Romania Paid 23,417 3,916 19,274 PS

Ioana Visul Copiilor Burda Romania Paid 16,583 9,058 7,304 PSJ`adore Catavencu Free 25,990 61 25,929 ACJoy Edipresse A.S. Paid 52,321 12,693 39,628 PSLEVEL Games, Hardware & Lifestyle Vogel Burda Communications Paid 23,208 7,629 15,223 PSLibertatea Integrame Ringier Romania Paid 33,167 12,288 20,879 PSLook! Edipresse A.S. Paid 29,464 7,376 22,087 PSMagazinul Progresiv CMG Romania Free 26,000 210 25,790 PSMami Sanoma Hearst Romania Paid 27,917 7,427 20,325 PSMarket Watch Fin Watch Free 10,000 - 10,000 ACMaxim Attica Media RMN Paid 20,889 11,309 9,581 PSMedic.ro Puls Media Network Free 15,000 37 14,121 PSMedicina Naturista Macri Press Paid 23,050 5,654 17,396 PSMen's Health Burda Romania Paid 22,917 9,415 13,236 PSMisiunea Casa Leon Consulting Paid 15,250 6,795 8,361 PSNational Geographic Sanoma Hearst Romania Paid 27,667 7,584 20,083 PS

PC Magazine Romania Agora Media Paid 17,062 8,062 8,679 PSPerfect pentru casa mea Burda Romania Paid 12,500 5,731 6,570 PSPharma Business Business Publishing Group Free 12,000 107 11,893 PSPharmakon Ruve Press Free 17,283 - 17,283 PSPhoto Magazin MTR Press Paid 14,917 5,807 7,819 PSPiata Business Publishing Group Free 25,000 393 24,607 PSPlanul casei mele Domus Magazin Paid 10,618 2,479 7,989 PSPlayboy Attica Media RMN Paid 31,492 13,573 17,911 PSPopcorn Edipresse A.S. Paid 48,142 6,414 41,727 PSPractic - Idei pentru casa, Casa Lux Paid 88,833 26,328 62,098 PSgradina si apartamentPractic in bucatarie Casa Lux Paid 350,757 82,441 261,906 PSPrevention Liberis Publications Romania Paid n.a. n.a. n.a. n.a.ProMotor Publimedia International Paid 17,233 8,571 8,662 PS

Psihologia Azi Psihologia Azi Magazin Paid 19,798 7,438 12,355 PSPsychologies Edipresse A.S. Paid 23,333 13,274 9,214 ACQuattroruote Burda Romania Paid 12,625 6,134 6,259 PSReader`s Digest Editura Reader`s Digest Paid 133,250 5,228 127,264 ACRebus (Flacara) Publicatiile Flacara Paid n.a. n.a. n.a. n.a.RE:PUBLIK Re:Cool Media Paid n.a. n.a. n.a. n.a.Revista de Film HBO HBO Romania Free 170,000 - 170,000 PSRomania Business Cream Creamvertise Paid n.a. n.a. n.a. n.a.Sana Edipresse A.S. Paid 14,300 4,130 10,170 PSSlab sau Gras Galenus Paid 29,000 6,052 22,621 PSSuperbebe Bebe Media Paid 17,750 6,566 11,184 PSTabu Catavencu Paid 27,623 11,683 15,940 PSTango Zada Media Paid 22,000 7,547 14,453 ACTarget Publimedia International Paid 17,879 4,515 13,072 PSTerra Magazin CD Press Paid 126,696 6,545 119,761 PS

The Marketer The Marketer Magazine Free 3,833 - 3,833 ACThe One Publione Media Paid 24,771 10,486 14,285 PS

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Tonica Galenus Paid 20,000 4,762 15,238 ACUnica Ringier Romania Paid 51,663 13,866 37,779 PSUnivers Moto MotorPresse Paid 9,960 4,979 4,981 PSViva Edipresse A.S. Paid 26,667 6,465 20,201 PS

XtremPC Romas Comercial Paid 19,545 6,714 12,832 PS

Fortnightlies

Acasa Magazin Publimedia International Paid 63,651 19,997 43,654 PS Autoshow Burda Romania Paid 15,320 6,294 8,818 PSBiz Business Media Group Paid n.a. n.a. n.a. n.a.Bravo Ringier Romania Paid 85,838 20,748 65,049 PSBravo Girl Ringier Romania Paid 69,942 18,280 51,648 PSCariere Editura Cariere Paid 7,591 3,395 4,195 PSCiao! Revista Ciao Paid 69,804 19,219 50,321 PSCool Girl Burda Romania Paid 61,142 14,757 46,016 PSeWeek Agora Media Free 7,000 - 6,990 PSIoana Burda Romania Paid 81,500 27,038 54,123 PSLumea Femeilor Ringier Romania Paid 65,523 17,898 47,598 PS

Oblique TV Magazin Oblique Media Free 100,000 - 100,000 ACQ-magazine Babilon Press Paid n.a. n.a. n.a. n.a.TV Satelit Ringier Romania Paid 92,087 21,415 70,621 PS

Weeklies

Academia Catavencu Catavencu Paid 57,182 18,065 39,117 PS Adevarul de Duminica Adevarul Paid 43,307 23,719 19,546 PS Adevarul Ghid TV Adevarul Paid 54,921 24,112 30,734 PS Autosupermarket Unionpress Paid 17,513 7,516 10,378 PS

Odorheiu-Secuiesc Averea Ghid TV Media Promo Valores Free 74,039 32,353 41,665 PSBanii Nostri Media ON Paid 14,615 1,843 11,408 ACBusiness Magazin Publimedia International Paid 19,864 3,616 16,248 PSBBW Anamcara Media Group Free n.a. n.a. n.a. n.a.

BusinessWeek Business Media Group Paid n.a. n.a. n.a. n.a.Capital Ringier Romania Paid 44,875 8,476 36,389 PSDilema Veche Satiricon Paid 13,203 5,036 8,150 PSEvenimentul Zilei - Ghid TV Ringier Romania Free 152,759 37,318 115,375 PSEvenimentul Zilei de Duminica Ringier Romania Paid 45,176 12,436 32,681 PSFanatik Fanatik Media Paid 31,800 16,280 15,520 ACFelicia Media Casa Press Paid 43,150 12,209 30,939 PSFemeia de azi Sanoma Hearst Romania Paid 163,426 42,890 120,516 PSGazeta Sporturilor de Duminica Convergent Media Paid 49,470 17,077 32,288 PSJurnalul Casei Mele Editura Intact Free 71,372 13,895 57,477 PSJurnalul de Bucatarie Editura Intact Free 93,530 22,597 70,933 PSJurnalul de Sanatate Editura Intact Free 76,349 15,088 61,261 PSJurnalul National - Editie de Colectie Editura Intact Free 164,125 29,663 134,462 PSJurnalul National - Ghid TV Editura Intact Free 147,080 39,433 107,647 PS

Jurnalul National de Duminica Editura Intact Free 44,130 5,259 38,870 PSKaufland Kaufland Romania SCS Free 1,137,812 - 1,088,296 ACLibertatea - Editia de duminica Ringier Romania Paid 235,252 49,387 185,526 PSLibertatea - Supliment Weekend Ringier Romania Free 517,068 99,279 417,490 PSLibertatea pentru femei Ringier Romania Paid 177,496 46,185 130,889 PSPovestea mea Edipresse A.S. Paid 47,430 7,715 39,715 PSPro Sport de Duminica Publimedia International Paid 63,600 19,702 43,804 PSPro TV Magazin Publimedia International Paid 126,197 37,735 88,453 PSSaptamana Financiara Saptamana Financiara Paid 40,093 13,369 26,725 PSSoc G Publicatii Paid 28,654 17,926 10,728 ACStar G Publicatii Paid 54,192 21,004 33,189 ACStory Sanoma Hearst Romania Paid 35,635 13,600 21,929 PSTaifasuri Taifasuri Media Paid 55,962 22,969 32,868 ACTVMania Ringier Romania Paid 138,170 35,487 102,627 PS

VIP Grup Management Paid 35,785 9,950 25,818 PSZau G Publicatii Paid 36,846 21,121 15,725 AC

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Dailies / Newspapers

Adevarul Adevarul Paid 43,341 16,104 27,211 PS Averea Media Promo Valores Paid 55,500 22,767 32,716 ACCANCAN Cancan Media Paid 87,547 34,451 52,968 PS

Click Media Promo Valores Paid 98,323 32,803 65,476 PSCotidianul Poligraf Paid 30,551 9,985 20,536 PSCurentul Dramiral Media Group Free 89,066 626 88,440 ACCurierul National Media Sud management Paid n.a. n.a. n.a. n.a.Dailyul Poligraf Paid 30,551 9,985 20,536 PSEvenimentul Zilei Ringier Romania Paid 81,247 20,203 60,989 PSGandul Crucisatorul Paid 43,743 9,550 34,193 PSGardianul Best Media Press Paid 10,031 3,845 6,147 PSGazeta Sporturilor Convergent Media Paid 101,627 27,301 73,820 PSJurnalul National Editura Intact Paid 102,877 22,837 80,040 PSLibertatea Ringier Romania Paid 325,856 58,979 266,612 PSPro Sport Publimedia International Paid 99,149 30,718 68,339 PSRomania Libera R Publicatii Paid 68,225 12,081 56,144 PSUj Magyar Szo Editura Scripta Paid n.a. n.a. n.a. n.a.

Ziarul Ziarul C.N. Paid 28,313 10,061 18,253 PSZiarul Financiar Publimedia International Paid 23,951 2,904 21,047 PSZiua Ziua Paid 27,273 8,977 18,295 PS

Annual

100 cele mai bune companii Ringier Romania Paid 70,000 22,269 47,657 PSpentru care sa lucrezi

100 femei de succes Ringier Romania Paid 68,000 21,504 46,456 AC300 cei mai bogati romani Ringier Romania Paid 90,000 27,280 62,663 PS

Auto Special - Catalog Burda Romania Paid 15,000 5,987 8,798 PSBusiness Woman The Marketer Magazine Paid n.a. n.a. n.a. n.a.infoConstruct Infoconstruct Free n.a. n.a. n.a. n.a.

Biannual

Alergiile (Reteaua Info-Sanatate) Brand Development Free 20,000 - 20,000 AC

Glandele Endocrine Brand Development Free 40,000 - 40,000 AC(Reteaua Info-Sanatate)Libertatea pentru femei - Retete Ringier Romania Paid 90,000 16,052 73,812 PSLibertatea Special Sanatate Ringier Romania Paid 70,000 22,331 47,670 PSLucru de mana Edipresse A.S. Paid 18,000 3,283 14,718 PSPsihosomatica Brand Development Free 20,000 - 20,000 AC

(Reteaua Info-Sanatate)Terapii Alternative Brand Development Free 40,000 - 40,000 AC(Reteaua Info-Sanatate)Unica Wedding Ringier Romania Paid 30,000 16,445 13,553 AC

Quarterly

Proiect Archeton Paid n.a. n.a. n.a. n.a.VIVA Biografii Edipresse A.S. Paid 20,000 6,162 13,838 AC

6 issues / year

Alimentatia Corecta Brand Development Free 20,000 - 20,000 AC(Reteaua Info-Sanatate)InterCity Magazin Astrid Business Development Free 15,000 - 15,000 ACSanatatea Copilului Brand Development Free 20,000 - 20,000 AC

(Reteaua Info-Sanatate)

10 issues / year

Business Adviser Apulum 94 Free 10,000 10,000 ACBusiness Point Apulum 94 Paid 20,000 20,000 ACEuroinvest Euroest Invest Free 29,000 - 29,000º AC

3 issues / week

Anuntul Telefonic Anuntul Telefonic Paid n.a. n.a. n.a. n.a.

Source: BRAT / AC - Audit Certificate for H1 & H2 2007

PS - Audit Certificate for H1 2007 & Publisher Statement for H2 2007

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LOCAL PUBLICATIONS

Publication Publisher Frequency Type Print run Returns Circulation Source

/issue /issue /issue

ALBA

Informatia de Alba Satex SRL Daily FreeMonitorul de Alba Compania de Media Daily Paid

Unirea Unirea Pres SRL Daily Paid 21,574 332 21,243 ACARAD

Adevarul de Arad Inform Media Daily Paid 23,577 416 23,159 PS Arad Expres Inform Media Daily Free 11,746 11,746 PSCasa si Biroul - Timisoara si Arad LS Invest Monthly FreeNyugati Jelen Occident Media Daily PaidObservator Aradean Observator Daily PaidPublitim - Arad Edition Inform Media Weekly Paid 2,817 606 2,391 PS

ARGES

AG-24-FUN Bazar Media Fortnightly Free Arges Expres Arges Expres Press Daily Paid Argesul Liber Argesul Liber Daily Paid

& Arges Press

Casa si Biroul - Pitesti LS Invest Monthly FreeCurierul Zilei Brio Star Ind Daily PaidEvenimentul Muscelean Auto Aro Group Biweekly PaidImpact in Arges/ Ancheta MGM Arges Company Weekly PaidJurnal de Arges Jurnal C&G de Arges Weekly PaidObservatorul Argesean Tipcom SRL Daily PaidRealitatea Musceleana Muscel Media Trust Weekly PaidSocietatea Argesana Vasicos Media Daily PaidTop Pitesti Arges News Daily Paid 9,783 1,791 7,988 PSZiarul de Arges 7 Zile Image Weekly PaidZile si Nopti Pitesti Zile si Nopti Fortnightly Free 8,740 69 8,671 PS

BACAU

Desteptarea Desteptarea Bacau Daily Paid 5,864 609 5,255 PSDesteptarea Ghid TV Desteptarea Bacau Weekly Free 8,635 742 7,893 PSGazeta de Bacau Weekly PaidMonitorul de Bacau Confluente SRL Daily PaidObservator de Bacau Best Media Consulting Weekly PaidOnesti Expres Desteptarea Bacau Weekly PaidZiarul de Bacau Mediabac Daily Paid 2,197 374 1,615 PSZiarul de Bacau Ghid TV Mediabac Weekly Paid

BIHOR

Auto Info Monthly FreeBazar Bihorean Inform Media Weekly PaidBH-24-FUN Bazar Media Fortnightly FreeBihari Naplo Inform Media Daily Paid 14,844 489 14,107 PSBihoreanul Publimedia International Weekly Paid 5,202 1,453 3,747 PSCasa si Biroul LS Invest Monthly Free

Crisana Anotimp Casa de Presa Daily Paidsi EdituraGazeta de Oradea Token Media Weekly PaidInformatia de Vest Informatia de Vest SRL Weekly PaidJurnalul Bihorean Inform Media Daily Paid 16,710 979 15,698 PSJurnalul de Dimineata Daily PaidPiata Bihoreana Carnival Beauty Weekly PaidRealitatea Bihoreana Realitatea Bihoreana Daily PaidZile si Nopti Oradea Zile si Nopti Fortnightly Free 7,165 58 3,992 PS

BISTRITA NASAUD

Atac de Bistrita Weekly PaidGazeta de Bistrita Gazeta de Bistrita SRL Weekly PaidMesagerul Mesagerul Daily PaidRasunetul Casa de Presa si Daily Paid

Editura Rasunetul SAServus Bistrita TMT Media International Weekly Paid

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BOTOSANI

Actualitatea Botosaneana Actualitatea Botosaneana Daily PaidJurnal de Botosani si Dorohoi Jurnalul Online Weekly PaidJurnalul de Dimineata Jurnalul Online Weekly Paid

Monitorul de Botosani Mediapress Daily Paid 7,494 411 7,083 PSMonitorul de Botosani - Ghid TV Mediapress Weekly Paid

BRAILA

Arcasu' ARCAS Trade Daily PaidBraila Daily PaidMonitorul de Braila Grup Pres SRL Roman Daily PaidObiectiv Vocea Brailei Double P Media Daily Paid 5,195 1,256 3,935 PSObiectiv Vocea Brailei-Ghid TV Double P Media Weekly Free 7,001 1,554 5,447 PSSemnal de Galati si Braila Impact Consulting Weekly FreeZiarul de Braila Trustul de Presa Daily Paid

Dunarea de Jos

BRASOV

Brassoi Lapok Editor BL 49 Weekly Paid

Buna Ziua Brasov City Press SRL Daily PaidBV-24-FUN Bazar Media Fortnightly FreeCasa si Biroul - Bucuresti LS Invest Monthly Free 15,000 80 14,920 ACGazeta de Transilvania Gazeta de Transilvania Daily PaidInformatia Brasovului Tipotex Weekly PaidMonitorul de Fagaras Superpress Daily PaidMonitorul Expres Monitorul Expres Daily Paid 2,877 340 2,536 PSMy City Brasov AdVision Company Monthly PaidPretul Zilei Pretul Zilei SRL Weekly PaidSmart Info Smart Info SA Fortnightly FreeTransilvania Expres Tipotex Daily Paid 9,162 1,088 8,074 PSZile si Nopti Brasov Zile si Nopti Fortnightly Free 18,308 113 18,195 PS

BUCHAREST

24-FUN Bazar Media Weekly Free 60,000 21 59,979 AC4cars Novus Media Fortnightly Free 10,000 18 9,982 PSBucharest Cream of the Crop Cremvertise Monthly Free 18,750 - 18,750 PSBucharest In Your Pocket IYP Romania Monthly FreeBucharest MatinBucharest Nightlife Crystal Publishing Group Monthly FreeBucharest Crystal Publishing Group Monthly FreeWhat Where When MagazineBusiness Review Business Media Group Weekly Free 10,636 - 10,582 PSCasa si Biroul - Bucuresti LS Invest Monthly Free 25,000 230 24,770 ACCompact Bucuresti Ringier Romania Daily Free 158,138 - 158,138 PSMy City Bucharest AdVision Company Quarterly Free 50,000 - 49,615 ACOferte Speciale Oferte Speciale Monthly Free 54,596 - 54,108 PSRED New Europe Media Monthly Free 19,167 - 19,167 PSSapte Seri Kopa Publicatii Weekly Free 60,000 69 59,931 PS

Stop to Shop Tycoon Media Press Monthly Free 15,000 - 15,000 ACWelcome to Bucharest Crystal Publishing Group Annual Free

BUZAU

Amprenta Weekly PaidOpinia Opinia SA Daily PaidSansa Buzoiana Tipogrup Press Daily Paid 5,019 971 3,598 ACStrada Strada Trust Press Biweekly PaidViata Buzaului ATN Trust Press Daily Paid

CALARASI

Argument Argument SRL Weekly PaidCurierul de Calarasi Curier XXL SRL Weekly PaidExclusiv Media Sud Est Weekly PaidJurnalul de Calarasi Media Star SRL Weekly Paid

Jurnalul de Calarasi - Gratuit Media Star SRL Weekly FreeSemnal de Ialomita si Calarasi Impact Consulting Weekly Free

8/10/2019 MFB2008





CARAS SEVERIN

24 Ore Red Apple International Daily PaidSud Vestul Sud-Vest Resita Daily PaidTimpul Inform Media Daily Paid 7,269 469 5,736 PS

CLUJ

Adevarul de Cluj Casa de Editura Napoca Daily Paid Aranyos 21 Optima Press Monthly Paid Auto Business Auto Business Media Monthly FreeBuna Ziua Ardeal Ziua de Ardeal Weekly PaidCasa si Biroul - Cluj-Napoca LS Invest Monthly FreeCJ-24-FUN Bazar Media Fortnightly FreeCluj Expres Inform Media Daily FreeClujeanul Publimedia International Weekly Paid 8,073 2,028 6,045 PSFoaia Transilvana Qmedia Weekly PaidGazeta de Cluj Limil SRL Weekly PaidInformatia Cluj Mediamira Editura Daily FreeKronika Casa de Editura Kronika Daily PaidMonitorul de Cluj Compania de Media Daily PaidObiectiv - Turda Obiectiv Media Weekly PaidPiata de la A la Z Celina SRL Weekly Paid 6,985 1,910 5,075 PSSaptamana Clujeana RCC Media Weekly PaidSapte Seri Cluj Kopa Publicatii Fortnightly Free 20,000 41 19,959 PSSelect 21 Optima Press Quarterly PaidSzabadsag Szabadsag SRL Daily PaidWeekender Enterface Media SRL Weekly FreeZiarul 21 Optima Press Weekly PaidZiarul Clujeanului Publimedia International Daily PaidZile si Nopti Cluj Zile si Nopti Fortnightly Free 19,865 183 19,682 PS

CONSTANTA

Atitudinea Replica Daily PaidBuna Ziua Constanta Publicitate Fortnightly Free 15,364 - 15,364 AC

Constanta What Where When Crystal Publishing Group Quarterly FreeCuget Liber Trustul de Presa Daily Paid 11,000

Cuget Liber Fitzuica Weekly FreeImpact - Slobozia Dan Press Biweekly PaidJurnalul de Constanta Daily PaidLiderul (Independentul) Combat Press SRL Daily PaidMy City Constanta AdVision CompanyObservator de Constanta Sapro Daily PaidSeara de Seara Seara de Seara Weekly FreeTelegraf Constanta Compress Daily Paid

COVASNA

Adevarul Covasnei Tracia SRL Daily Paid

Cuvantul Nou Cuvantul Nou SRL Daily PaidHaromszek H-Press Daily PaidObservatorul de Covasna Multicultural Center SRL Daily PaidSzekely Hirmondo Profiton Weekly PaidYoo! Magazin Chronos Advertising Fortnightly Free

DAMBOVITA

Dambovita Dambovita Publicistica SRL Daily PaidImpact - Dambovita Impact Weekly PaidJurnalul de Dambovita Artpress Impact SRL Daily PaidRaid de Dambovita LVS Crepuscul Biweekly Paid 2,926 308 2,618 PSSemnal de Dambovita si Valcea Weekly Paid

DOLJ

Casa si Biroul - Craiova LS Invest Monthly Free

Cuvantul Libertatii Cuvantul Libertatii Daily PaidDJ-24-FUN Bazar Media Fortnightly Free

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Editia speciala Editie Speciala Popular Daily Paid 15,418 1,050 14,367 ACGazeta de Sud Media Sud Management Daily Paid 29,047 1,325 27,723 PSGazeta de Sud Media Sud Management Weekly Free 3,127 736 2,391 PS- Editie de Duminica

Gazeta de Sud - Ghid TV Media Sud Management Weekly Paid 36,753 2,447 34,155 PSIndiscret in Oltenia Best Media Group Weekly Paid 5,735 1,363 4,373 PSSapte Seri Craiova Kopa Publicatii Fortnightly Free 20,000 42 19,959 PSTop in Top Kennedy Media Fortnightly FreeZile si Nopti Craiova Zile si Nopti Fortnightly Free 8,885 59 8,826 PS

GALATI

Cover Ginger Group Monthly FreeImpartial Daily PaidMonitorul de Galati Publimedia International Daily PaidRealitatea Pompidu SRL Weekly FreeViata Libera Trustul de Presa Daily Paid 11,246 940 10,307 PS

Dunarea de JosZile si Nopti Galati Zile si Nopti Fortnightly Free

GIURGIUGiurgiu Expres ARLD Giurgiu Fortnightly FreeGiurgiuveanul Giurgiuveanul Daily PaidInformatia de Giurgiu RomProd SRL Weekly PaidJurnal Giurgiuvean Paty SRL Daily PaidSemnal de Ilfov si Giurgiu Impact Consulting Weekly Free

GORJ

7 Zile 24 de Ore Press Weekly Paid Adevarul de Gorj Hevatex Com SRL Weekly PaidGorj Domino Zonal Media SRL Daily PaidGorjeanul Gorjeanul SRL Daily PaidImpact in Gorj GNC Press Daily PaidInformatia Gorjului M&M Computers SRL Weekly PaidScandal de Gorj Lexane Press Daily Paid

HARGHITA

A Nap Daily PaidCamionSupermarket Unionpress Weekly Paid 13,165 5,673 7,492 PS

- Odorheiu-SecuiescHarghita Nepe C.J. Harghita Daily PaidInformatia Harghitei Adevarul Harghitei SRL Daily PaidUdvarhelyi Hirado Editura UH Daily PaidUj Kelet Kelet Info Kft Weekly PaidVásárhelyi Hírlap Editura UH Daily PaidVocea Casa De Editura Weekly Paid

- Julien SorelYoo! Magazin Chronos Advertising Fortnightly Free

HUNEDOARACuvantul Liber Inform Media Daily Paid 7,782 429 7,353 PSEuroPiata Hunedoreana Business Media HD Weekly PaidGazeta de Hunedoara Elianrar Media Weekly PaidGazeta Vaii Jiului TVP Media Daily PaidHunedoara Expres Inform Media Daily FreeHunedoreanul Publimedia International Daily Paid 6,605 1,239 5,366 PSinfoExpres TVP Media Weekly PaidMatinal Redtip Daily PaidPretul Exact Total Media SRL Weekly PaidReplica Micro Mega Computers Weekly Paid 2,624 505 1,995 PSServus Hunedoara TMT Media International Daily PaidZile si Nopti Deva Zile si Nopti Fortnightly Free

IALOMITA

Gazeta de Sud-Est Gazeta de Sud-Est SRL Biweekly PaidIalomita Ialpress SRL Biweekly Paid

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Impact Dan Press Slobozia Biweekly PaidIndependent OGL Press Weekly PaidJurnalul de Ialomita Coris 2000 SRL Biweekly PaidMesagerul de Urziceni Mesagerul de Urziceni Weekly Paid

Puls Weekly PaidSemnal de Ialomita si Calarasi Grupul de Presa Semnal Daily PaidStirea Biweekly PaidTribuna Ialomitei Coris 2000 SRL Biweekly Paid

IASI

AutoPlay AutoPlay Monthly PaidCasa si Biroul - Iasi LS Invest Monthly FreeCityscape Absolut Media SRL Monthly FreeEvenimentul de Iasi Phoenix Grup Daily PaidFinanciarul DS Press Weekly PaidFlacara Iasiului Lider Press Daily PaidIeseanul Publimedia International Weekly Paid 6,386 1,712 4,673 PSIS-24-FUN Bazar Media Fortnightly FreeJurnalul de Est Jurnalul de Est SRL Daily Paid

Monitorul de Iasi Centrul de Cercetare Daily PaidTransilvan

Opinia Studenteasca Opinia Studenteasca Weekly FreeZiarul de Iasi Grupul de Presa Daily Paid 11,701 2,057 9,644 PS

MedianetZiarul de Iasi - Ghid Auto Grupul de Presa Weekly Free

MedianetZiarul de Iasi - Ghid IT Grupul de Presa Weekly Free

MedianetZiarul de Iasi - Ghid TV Grupul de Presa Weekly Free 14,291 2,449 11,842 PS

MedianetZiarul de Iasi - Ghidul Casei Grupul de Presa Weekly Free

MedianetZile si Nopti Iasi Zile si Nopti Fortnightly Free 9,000 60 8,940 PS

MARAMURES

Banyayideki Uj Szo Genius Weekly PaidDe toate pentru noi CPD ING VAL SRL Weekly PaidGazeta de Maramures Carp Media Weekly Paid 4,323 902 3,420 PSGlasul Maramuresului Mega Press FM Daily PaidGraiul Maramuresului Graiul maramuresului Daily PaidHora Locala a Maramuresului Roman's Weekly PaidInformatia Zilei Maramures Solpress Daily Paid 5,352 336 5,017 PSJurnal de Vineri Weekly PaidNV-24-FUN Bazar Media Fortnightly FreeOra Locala Weekly PaidViata Maramuresului Viata SRL Weekly PaidZile si Nopti Baia Mare Zile si Nopti Fortnightly Free

MEHEDINTIDatina Datina SRL Daily PaidInformatia de Severin Daily PaidMehedinteanul Weekly PaidObiectiv Mehedintean Aspress Weekly PaidPiata Severineana Piata Severineana SRL Biweekly PaidVocea Mehedintiului Daily Paid

MURES

24 Ore Muresene Edipres Tipo Daily PaidCarBox CarBox SRL Monthly FreeCasa si Biroul - Targu-Mures LS Invest Monthly FreeCuvantul Liber Cuvantul Liber Daily PaidFlash Editura Sherpa Weekly PaidJurnal Sighisoarean JSR Sighisoara Weekly Paid

Jurnalul Sighisoara Reporter Editura Muresana Weekly PaidMS-24-FUN Bazar Media Fortnightly Free

8/10/2019 MFB2008




issue issue issue

Nepujsag Impress SRL Weekly PaidPiata imobiliara muresana Nec Décor SRL Weekly PaidVocea Casa De Editura

- Julien Sorel

Zi de Zi Elianrar GMI Daily PaidZiarul de Mures Aulita GMH Weekly PaidZile si Nopti Targu Mures Zile si Nopti Fortnightly Free 14,712 120 14,591 PS

NEAMT

7 Zile Grupul de Presa Weekly PaidTele 7 Neamt

Ceahlaul Sedpress Ceahlaul SRL Daily PaidGazeta de Neamt Incomod Media SRL Weekly PaidMonitorul de Neamt Grupul de Presa Accent Daily Paid 3,393 280 3,112 PSMonitorul de Roman Grupul de Presa Accent Daily Paid 1,437 161 1,276 PSRealitatea Media Realitatea Media Daily Paid 2,742 275 2,467 ACZiarul de Roman Nord Est Group Daily Paid 1,217 96 1,121 PS

OLT

Gazeta de Olt Click News Daily Paid 2,332 201 2,131 PSGazeta de Sud - Editie de Olt Media Sud Management Daily PaidGazeta Oltului ROM - CAR - DO Daily Paid

PRAHOVA

Agora Campus Agora Monthly FreeCommunication Consult

Casa si Biroul - Ploiesti LS Invest Monthly FreeGazeta de Prahova Laz Advertising Daily PaidInformatia Prahovei M&M Computers SRL Daily PaidMonitorul de Prahova Bloom Press Daily PaidOpinia RomaneascaPloiestiiPrahovaRaid de Prahova LVS Crepuscul Triweekly Paid 4,115 521 3,594 PS

Republicanul Bloom Press Daily Paid 2,082 394 1,687 PSTelegraf de Prahova Dixitpress Daily PaidViata Prahovei Glasul Prahovei Weekly PaidWeekender Enterface Media SRL Weekly FreeZile si Nopti Ploiesti Zile si Nopti Fortnightly Free 6,923 62 6,862 PS

SALAJ

Gazeta de Salaj Weekly PaidGraiul Salajului Graiul Salajului SRL Daily PaidMagazin Salajean Magazin Salajean Daily PaidSalajeanul Media Grup SRL Daily PaidSzilagysag Naplo Fundatia Communitas Daily Paid

SATU MARE

Gazeta de Nord - Vest Nord Vest Trust Media Weekly Paid

Glasul Satmarului Sampress Sun Daily PaidInformatia Zilei Solpress Daily Paid 14,292 274 14,018 PSInformatia Zilei de Duminica Solpress WeeklyNV-24-FUN Bazar Media Fortnightly FreeFriss Ujsag Inform Media Daily Paid 10,757 522 10,235 PSZile si Nopti Satu Mare Zile si Nopti Fortnightly Free 4,640 32 4,608 PS

SIBIU

Casa si Biroul - Sibiu LS Invest Monthly FreeDe toate pentru toti Ompres Biweekly PaidHermannstadter Zeitung Fundatia Zeitung Weekly PaidInformatia Saptamanii Infcomed SRL Weekly PaidMonitorul de Medias Compania de Media Weekly PaidMonitorul de Sibiu Compania de Media Weekly Paid 1,754 510 1,234 ACRondul Biweekly

SB-24-FUN Bazar Media Fortnightly FreeSibiu Business Cos Prest Monthly Free

8/10/2019 MFB2008




issue issue issue

Sibiu Standard Ziarul de Sibiu Daily PaidTribuna Sibiului Casa de Presa Daily Paid 16,270 488 15,781 PS

si Editura TribunaTribuna Sporturilor Casa de Presa Weekly Paid

si Editura TribunaZiarul de Sibiu Ziarul de Sibiu Weekly PaidZile si Nopti Sibiu Zile si Nopti Fortnightly Free 13,298 70 13,228 PS

SUCEAVA

Crai Nou Crai Nou Daily PaidJupanu' Media Rom-Sor SRL Weekly PaidMonitorul de Suceava Interpress Daily Paid 9,068 404 8,664 ACMonitorul de Suceava - ghid TV Interpress WeeklyObiectiv de Suceava XXL Media SRL Daily PaidOferta Imobiliara Oferta Suceava Weekly PaidPretul Pretul SRL Weekly Paid

TELEORMAN

Gazeta de Teleorman Tele Media Press SRL Daily Paid

Informatia Teleormanului Informatia Teleorman Daily PaidTeleormanul Telepres Edit SRL Daily Paid

TIMIS

Actualitatea Lugoj Actualitatea Press Daily Paid Agenda Trustul de Presa Weekly Paid 48,412 4,111 44,301 PS

Agenda Timisoara Agenda Zilei Trustul de Presa Daily Paid 4,830 160 4,659 PS

Agenda TimisoaraBanat Business Camera de Comert 2,500

TimisoaraBanateanul Publimedia International Weekly Paid 8,605 2,231 6,367 PSCasa si Biroul - Timisoara si Arad LS Invest Monthly FreeFocus Vest Pleiada Timisoara Weekly PaidFotbal Vest Fotbal Vest SRL Weekly PaidHeti Új Szó Reflex Weekly PaidJurnal Banatean Inform Media Daily PaidPublitim Inform Media Weekly Paid 21,381 1,781 20,216 PSRedesteptarea Redesteptarea Weekly Paid 7,400

Press LugojRenasterea Banateana Timpress Daily Paid 14,106 734 13,372 PSSapte Seri Timisoara Kopa Publicatii Fortnightly Free 20,000 38 19,962 PSTimis Expres Inform Media Daily Free 31,052 - 31,052 PSTM-24-FUN Bazar Media Fortnightly FreeUj Magyar Szo Editura Scripta Daily PaidVacances Clan Advertising Monthly PaidZile si Nopti Timisoara Zile si Nopti Weekly Free 10,647 155 10,492 PS

TULCEA

Acum Editare Preesa SRL Daily PaidDelta Delta SA Daily PaidObiectiv Tulcea Mega Group Daily PaidTulcea Expres Sud-Est Express SRL Monthly Paid

VALCEA

Arena Valceana Rempres Biweekly PaidCity Citymedia Weekly PaidCurierul de Ramnic Citymedia Daily PaidCurierul de Valcea Curierul de Valcea SRL Daily PaidGazeta de Valcea Click News Daily PaidMica Publicitate Valceana Mica Publicitate Valceana Triweekly PaidMonitorul de Valcea Horiapress Daily PaidProfesionistii DTV Media Monthly FreeRadical Impact Press Weekly Paid

Vocea Valcii Promeo Media SRL Daily PaidZiarul de Valcea Pirmar SRL Biweekly Paid

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Future perspectives

• large media groups will continue their expansion by either buying already existent publications or launching new ones

• readership fragmentation will continue to increase CPTs

• new launches of up-market and free publications

• using cover mounts and promotional contests as marketing tools will put an increasing pressure on thepublications’ marketing expenditures, bringing an increase in the marketing budgets

• the number of titles audited by BRAT and measures by the national Readership Survey will increase

• the Internet presence of publications will increase and develop strengthening the title’s grip on the admarket and adding an increasingly important share of revenue.

VASLUI

Adevarul de Vaslui Press Grup Daily PaidMeridianul Grupul de Presa Weekly Paid

Evintet Te - Ra

Monitorul de Vaslui Euro Iris Daily PaidObiectiv Vaslui EMI Press Daily Paid 4,051 373 3,678 PSObiectiv TV - Supliment EMI Press Weekly Paid 6,985 1,910 4,913 PS

VRANCEA

DADAlog Dada Media Monthly Free 9,667 367 9,300 ACMonitorul de Vrancea Trinec Serv Daily Paid 5,418 1,218 4,084 ACMonitorul de Vrancea-Ghid TV Trinec Serv Weekly Free 6,281 1,270 4,943 ACMonitorul de Vrancea- Sport Trinec ServZiarul de Vrancea Nord-Est Distribution Daily Paid 5,074 745 4,326 PSZiarul de Vrancea-Ghid TV Nord-East Distribution Weekly Free 5,512 882 4,626 PS

Source: BRAT and Initiative Media

AC - Audit Certificate for H1 & H2 2007

PS - Audit Certificate for H1 2007 & Publisher Statement for H2 2007


issue issue issue

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61www.initiative.com outdoor & indoor

Overview

The world outdoor market attracted increasinglylarger budgets, leading the consolidation of itsmarket share.

A new trend in Outdoor is represented by thedevelopment of the Digital OOH. Advancedtechnologies govern the development of both theinternet and the outdoor advertising, whichcontribute to the decrease of traditional advertisingchannel such as TV, radio and press.

The trend of increasing volumes where the OOHmarket is concerned continued in 2007. The rate of market growth is estimated at 28% versus 2006and was generated by the overall development of advertising market.

The banning of tobacco advertisement did notaffect the Outdoor market at all as other categoriesrushed in to take over the respective inventory, thusexpanding their existing networks. Beginning with2006 some clients established permanent networks

to ensure continuous exposure in selectedlocations as well as display of innovative solutionsprovided by media agencies and OOH suppliers.

Due to lacking locations for classic billboards andstreet furniture, OOH suppliers found new solutionsinstead such as big locations (mesh and megaboards) and temporary locations for specialprojects (cubes, prisms, etc)

The price increase for the main OOH supportswas an important effect of the market development,which was considered surprising by somespecialists in the first year after tobacco banning.We estimate that the price increase was between10 % and 25%, depending on the support type.

A secondary effect of increasing demand was therapid development of TV screens, their numbersdoubling every year.

The development of this OOH support wascarried by an increasing number of suppliers -

Phoenix Media, Vision Media Plus, Media Advertising - especially in Bucharest.

Vision Media proposes a national network including

the largest 10 cities and so does their maincompetitor, Phoenix Media.

On the other hand, adding to the offering, inBucharest and other cities there is a number of small companies operating 1 to 3 screens.

The budget invested in advertising on the 40+ TVscreens in operation reached 3 million € a year.

TV Screen

The market increase triggers the decision of strategic international suppliers to invest on theRomanian Outdoor market and achieveconsolidation and standardization of offeringthrough acquisitions of local companies. Thus, in2007 the International leader in Outdoor, Clear Channel, purchased Klass Advertising, the leader of rooftop and mesh market, which ranks 4th atpresent.

In 2007 Affichage Romania developed a plan for achieving the 2nd position in the Outdoor marketmainly through the acquisition of regional suppliers,such as AMCO of Brasov.

Hungarian operator Multireklam, owner of EffectMedia, continued its acquisition policy by takingover Outdoor Media (supplier specializes inUnipols) and Communications Media (regionaloperator for Transylvania and Banat). Thus, in2008 Affichage takeover the Multireklam

operations, consolidating the 2nd position inRomania.

“Opportunity is often difficult to recognize;we usually expect it to beckon us with beepers and billboards.”

William Arthur Ward quotes (American dedicated scholar, author, editor, pastor and teacher)

8/10/2019 MFB2008


Due to the growth of mesh and special-projectsegment, some specialist companies such asUnited Media outperformed other operators suchas Imperial Media seeing their revenues increase just as other small and medium companies did. Andso, in opposition to the consolidation process at thetop end of the market, a fragmentation is takingplace at the other end.

The rapid developments generated by recentacquisitions and changes in ownership make itquite difficult to estimate the size of each player.Nevertheless, based on the public information andInitiative’s own information and estimates, in 2007the ranking of the major operators by marketshares is as follows:

• Epa 38 %

• Affichage 13%• News Outdoor 13%• Klass 10%• Multireklam 8%• New Age 6%• Others 12%

Customers

The most dynamic category in OOH market was

“banking & financial services” due to launching andre-branding for banks and insurance companies. Automotive category follows right after. Thetelecommunication category had a sizeableinvestment, due to permanent campaigns onextensive national networks. The Retail category isleader in terms of revenue share on the RomanianOutdoor market. Moreover, Retail is on anincreasing trend due to launching of new brands(Real, Hornbach, Auchan, etc) and opening of newhypermarkets and commercial centers.

The Real Estate category continued to invest ever larger budgets due to demand on the part of many

developers aimed at big and spectacular locationsattracting substantial budgets for long periods of time.

Measurement

Another year went by without the OOH industrybeing able to join efforts together in establishingand releasing a long-expected measurement study.Some individual efforts were made by Affichage,News Outdoor and EpaMedia trying an individualclassification for their own billboards but withoutsuccess. Without modern and calibrated tools for planning and selection, OOH suppliers used onlyphotographs and maps.

Regulation and Developments

In some cities more restrictive stipulationsregarding outdoor were enforced, but in Bucharestthese criteria are still unclear and deregulated. TheInternational suppliers and the local authority met afew times in order to reach an agreement towardsa clear, fair and effective Outdoor regulation butnothing was really achieved. At a similar roundtable with the local authority Affichage, inpartnership with JCDecaux, EpaMedia and News

Outdoor asked the Bucharest City Hall to organizean auction for new, modern, urban furniture with asimilar ‘result’ so far.

Transit advertising has also been stopped in viewof organizing a tender to select the future operator of the transit advertising contract. The process islong, yet no resolution to the matter comes intosight for the current year (2008) deprivingadvertisers of a valuable advertising channel andthe suppliers of a potentially important piece of

business.

The mind OOH formats

According SNA FOCUS data (Jan07-Jan08),the main types of outdoor advertising observed by14-64 individuals living in urban areas are BusShelters, Transit advertising, TV screens and largeformat posters. Last year, there were 8 millionspersons exposed to outdoor advertising over3 hrs/day. 10% of these consider that are too many

advertisements on the street and 6,5 % enjoywatching advertisement street posters.

www.initiative.comoutdoor & indoor

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63www.initiative.com outdoor & indoor

C o m p a n y

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S o u r c e : I n f o r m a t i o n f r o m a b o v e O u t d o o r C o m p a n i e s

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INDOOR

Indoor development was triggered by theinsufficient offer of classic outdoor and by thecontinuous need to make OOH advertising better targeted, stand out and more innovative. Thus,

indoor advertising market reached ca. 5 million € in2007.

The increasing trend of this segment is partly dueto the possibility for measuring the reach and theefficiency of indoor adverts.

The main categories advertised were:telecommunications, banking and financialservices, domestic appliances, automotive, food &drinks, pharmaceutical products, FMCG andbeauty care.

Indoor suppliers own specific supports in over 50cities in different locations as: hypermarkets,supermarkets, night clubs, restaurants, highschools, universities, cinema theatres, medicalclinics, pharmacies, beauty and fitness salons,airports, train stations, residential and businessareas.

The main indoor suppliers on the Romanianmarket are: Monopoly, Bull Media, Indoor Media,Brand Management, Oops and Elevate.

Monopoly Media is the largest Indoor advertisement company in Romania, with animportant market share of Indoor ad and marketshare of digital signage. 2007 brought massiveinvestments for digital signage market, around1.5 millions euro.

Indoor Media is on indoor market since 2004 andextended its network locations with 35 Bucharesthigh schools.

In 2007, Bull Media focused on the developmentof the I-cafés. In view of 2008 Bull Mediaannounced development at national level.

Elevate Media was founded in 2005 and isspecialized in advertising inside elevators; itsmarket share reached 85% of the elevators marketand 4% of the indoor market.

Brand Management Media, share of indoor market, completed its portfolio with major

commercial centers such as Plaza Romania,Bucharest Mall, City Mall, Iulius Mall Iasi, Moldova

Mall Iasi, Iulius Mall Timisoara, Lotus MarketOradea.

Perspective 2008

- The lack of outdoor inventory will continue in 2008due to increasing demand and unsolved auctionswhich are keeping out new investments.- The local authorities, Culture Ministry and IAA areto settle some of the outstanding issues of theOutdoor market.- RATB is expected to announce the winningcompany of the Transit auction for Bucharestsometime by the end of 2008 as the old contractexpired at the end of 2007.- Affichage consolidate its second position on the

market by acquiring Multireklam’s Romanianoperations.- The TV screen network will continue to developin terms of suppliers and number of sites.The increase of the Indoor market will continue ata higher rate than other types of media. Weestimate a 40% growth by end of 2008, due todiversification and installation of new locations inmalls, hypermarkets.

www.initiative.comoutdoor & indoor

i n d o o r

formats

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65www.initiative.com cinema

According to NCC (The National Centre of Cinematography) the decreasing trend recorded since 2001continues through to 2007 in terms of active cinema units and number of tickets sold. The number of cinema viewers in Romania is the lowest in Europe, while the average number of European viewers hasdecreased by 2.2% compared to 2006.

In 2007, Cinema accounted for 0.2% of the total net media spend (ca 1 Mio € according to Initiative’sestimation). For 2008 we estimate that the cinema advertising revenues will remain around the sameamount (0% increase)

The main obstacles against development of cinema advertising are:• Small number of quality cinema halls• Inconsistent development of the cinema network - 7 counties without a cinema hall, while most are

concentrated in Bucharest

• Price of cinema admission• High rate of piracy for newly released movies• Expansion of home cinema usage

Sursa: cncinema.ro

American blockbusters attracted the highest number of admissions irrespective of the year under analysis, followed by European productions, then Romanian ones.

Sursa: cncinema.ro

In 2006 Romanian productions atracted more viewers than in other years. However, as the Americanproductions remained leaders in terms of preference, the European movies are those to loose audience.

According to CNN, the number of admissions for Romanian productions increased by 70% compared to2005, a total of 107,511 admissions being registered for 2006.

Film origin2002 2003 2004 2005 2006

Abs. val % Abs. val % Abs. val % Abs. val % Abs. val %

National films 498.443 11 20.545 0,5 97.943 2,80 63.793 2,60 107.511 4,3

European

films306.791 6,7 274.605 7,2 151.952 4,2 141.751 5,7 112.209 4,5

Americanfilms 3.685.181 81,3 3.464.744 91,5 3.312.462 92,6 2.258.782 90,6 2.262.417 90,5

Others 43.501 1 28.351 0,8 14.389 0,4 27.593 1,1 16.770 0,7

Total 4.533.916 3.788.245 3.576.746 2.491.919 2.498.907

Generaloverview

according NCC2003

2004 2005 2006 2007

Abs. val Chg % Abs. val Chg % Abs. val Chg % Abs. val Chg %

Number of active cinemas 191 155 -19% 85 -45% 73 -14% 72 -1,40%

Admissions 4.527.054 4.002.349 -12% 2.829.563 -29% 2.776.516 -2% 2.913.033 -5%

Gross boxoffice (ron) 22.451.583 24.872.000 11% 24.423.454 -2% 28.279.665 16% 34.182.296 21%

Averageadmissionsper habitant

0,21 0,19 -10% 0,13 -32% 0,13 0% 0,14 7,70%

Average ticketprice (ron) 4,95 6,21 25% 8,6 38% 10,19 18%5 11,73 15%

“Talking about dreams is like talking about movies, since the cinema uses thelanguage of dreams; years can pass in a second and you can hop from one place to another. It’s a language made of image. And in the real cinema, every object and every light means something, as in a dream.” Federico Fellini (Italian Film Director1920-1993)

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Hollywood Multiplex Operations and Movieplex are the main players in terms of earnings, with 46%market share.

Cinema advertising offers to clients a wide range of tools for brand promotion: quality on-screenadvertising as well as off-screen, consumer promotions, sampling, etc. Intensively used off-screenadvertising includes sponsorship and special events, product sampling on the premises, banners, posters,backlit, thematic corners, and branded cinema tickets.

Hollywood Multiplex Operations, part of Media Pro Group, is the main market player with over a millionviewers in 2007. With three cinema theatres, Hollywood Multiplex Bucharest Mall, Cinema Pro si HollywoodMultiplex Lotus Oradea, Hollywood Multiplex have a 40% share of total admissions.

Movieplex Cinema is the largest cinema theater in Romania with 11 cinema halls (2537 seating’s). In2007 Movieplex Cinema registered 230,000 viewers while the income from admissions represents 37%of total gross box office.

The main product categories using cinema advertising are: beer, automotive, insurance and banking.

Consumer insight

Profile of movie goers (SNA Focus from BRAT based on Jan 07-Jan 07 release, 14-64 y.o, urban area)

• Only 12% of the population 14-64, all urban went to the cinema in the last 12 months.• In terms of frequency, only 40% of cinema goers in last 12 months went to a movie at least once a month.

www.initiative.comcinema

Major exhibitioncompanies

AdmissionsGross box office

(ron)

HollywoodMultiplexOperations

1.173.104 15.703.324

Movieplex Cinema 730.342 11.592.232

R.A.D.E.F.RomaniaFilm 640.357 358.0661

City CinemaManagement 75.304 870.449

U.C.I.N StudioBucuresti 65.180 426.682

Chicago Tour 64.713 343.019

Cinema CityRomania 45.041 563.002

Quality CinemaBucuresti 35.636 347.793

Go MultiplexBrasov 30.515 363.833

AM & PM LeasureServ. Prod. 18.926 76.817

Voodoo Film 17.514 206.640

Fugasin & SonService 6.109 59.549

DMB MusicRecords 4.882 33.536

Blistex TiglinaGalati 4.733 22.848

Rotalic CentralCampina 667 1.911

Sursa: cncinema.ro

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67www.initiative.com cinema

Graph 1: Frequency of cinema visits

Source: SNA Focus (Jan07-Jan08)- target 14-64, all urban

Graph 2: Movies goers – profile (Affinity index)

Source: SNA Focus (Jan07-Jan08

According SNA Focus, the profile of cinema goers is 14-34 y.o, medium and high education and incomeover 150 € per month.

Perspectives 2008

Movieplex Cinema announced for May 2008 the opening of four cinema halls with digital projection (D-Cinema) and two cinema halls with 3D technology. The first screening in 3D technology will be “IndianaJones and the Kingdom of Crystal Skull”. Movieplex’s spokesmen are optimistic that this new technologywill increase the number of cinema viewers because of the quality of viewing delivered at a price which isonly 2 RON more than the ticket price for a regular viewing.

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Overview

In 2007, Romanian Communication Market continued the accelerated trend of development. Romania’sInternet and broadband market is experiencing strong growth. Broadband services are widely availablefrom the cable operators. Large LAN-based broadband services are also popular. According to ANRCTI, the number of internet connections reached around 5.8 million, 76% more than

in 2006. Out of these, 3.2 millions are broadband connections, cable providers have an important shareof 77%, followed by xDLS with 17%.

Evolution of internet access connections has gathered momentum in last two years, the most importantgrowth being recorded in 2006, when the number of internet connections increased by 80% compared to2005 while the internet broadband connections increased by 136%.

Source: www.anrcti.ro

According to ANRCTI, in a classification regarding the number of broadband internet connections in UEcountries, Romania ranks 10th. First positions are occupied by Germany, UK and France.

Graph 1: Broadband connections in European Union Countries - 2007

Source: www.anrcti.ro (excluding dial-up connections to fixedly point and connections to mobile points)

Units2003 2004 2005 2006 2007

mill. mill. Evol. % mill. Evol. % mill. Evol. % mill. Evol. %Connectionsnumber 0.5 0.97 95% 1.83 88% 3.29 80% 5.79 76%

Broadbandconnections(dial-up ISDn,mobil acces,dedicated acces)

0.2 0.38 95% 0.75 96% 1.77 136% 3.19 80%

Narrowbandconnections(dial-up, mobilacces, dedicatedacces)

0.3 0.59 95% 1.08 83% 1.53 41% 2.6 71%

www.initiative.cominternet

“Advertising's future is on the net” Bill Gates

Facts

Online Advertising revenue in US surpassed radio Advertising and Cable Television in 2007 Radio: 10.24%; Cable television 9.33%; Internet: 10.45%

Online Advertising revenue in UK is expected to exceed that of Television in early 2009In just three years online advertising spend has increased by £2 billion. In other words, online advertising

has grown from being the smallest market sector in 2003 to the third largest in 2007,

with a new high of £2,812.6 millions - This represents a market share of 15.3% (up from 11.4% in 2006).

IAB UK reveals a continued growth of online advertising as this medium is expected to overtake spending

on TV by the end of 2009. This is based on the fact that Internet was the biggest driver of overall advertising

growth in 2007 and on the fact that key drivers are also growing: online audience (32.5 mil people are

online), the pc’s are getting cheaper every day, broadband penetration is 90% of population, TV services

are being launched on Internet (BBC.)

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Internet penetration in Romania is 33% that is under than European average of 43%, according to World

Stats. The number of internet users in Europe represents 27% of total population. The increase in number

of European internet users from last four years is around 40%.

Also, the number of GSM Internet connections is on an increasing trend. Compared to 2006, when theGSM traffic was 1.7 millions minutes, in 2007 the number of minutes spent on internet increased by 40%.

Summary 2007

• Approximately 39,000 Romanian websites generated in excess of 1,7 billion visits in December 2007

(source: www.trafic.ro)

•Computer sales evolution is gearing towards mobility: Romanian buyers started to prefer laptops todesktop computers. In 2007 the laptop share market reached 26% of all PC sales. (source: www.zf.ro)

• The number of residential internet users is increasing

• Number of broadband connections cover 10 % of the population

• Number of Internet office people is vigorously expanding

• Mobile internet solutions cover well the business sector, but is still lagging behind Europe’s leading

markets

• Broadband connections are going rural (ADLS by Romtelecom and EU project are developing the

internet penetration in the rural areas)

• Internet penetration in 2007 increased by 40%, reaching a number of 5,800,000 connections• 2007 continued the trend of developing and launching with new sites on market – the major publishers

developed or re-branded their sites; new comers won significant market shares, so positions within the top

are changing

• Joint industry committee’s initiatives emerged in a favorable environment – the steady development of

the market, as well as a lot of ef fort undertaken by publishers and media sellers in terms of research and

monitoring – IAB and BRAT online are two good examples

• IAB released the technical recommendations for internet banners and e-mail marketing

• BRAT released the traffic data for approx. 170 top rated sites and will launch the social demographic

data in this summer (June)

• The market is more dynamic yet more fragmented. At the end of 2007 there were 12 internet space

sellers, but seven of them concentrate 90% of the market.

Online advertising budgets

Online advertising revenue reached an annual growth of 60% (2007 vs. 2006), hence a market share of

1.9-2% of all media budgets. The estimations for 2008 show an Internet budget of about 16 mil. €

In 2007, 71% of Internet budget was used on banners, 1% on advertorials, 4% on e-mails marketing

campaigns and 24% on special projects (Source: ARBO Interactive). The conclusion is that the advertisers

are trying different products in order to establish the best way to reach their audience and make an impact.This can only mean a professional approach of the online communication campaigns in the near future.

Technology 2006 2007 Evol. %

GSM traffic(mil. minutes)

1.7 8.4 39%

GRPS/EDGE/3Gtraffic (mil. MB)

24.6 165.1 571%

69www.initiative.com internet

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Top spenders 2005-2008

The major advertisers on Internet are especially from Telecomm, Automotive, Banking andIT/Electronics/Communication. FMCG advertisers grew their Internet spend, especially on personal care,drinks and food sectors.

Top players in Internet sales

The market is becoming more and more fragmented compared to the years when 3 big players were theInternet market. In 2007, there were 12 Internet space vendors and the number is still expected to grow.1. BOOM (vendor for 180+ websites): inventory of 444 millions page views2. ARBOmedia (media sales house for 140+ websites): inventory of 160 millions page views3. Adevolution (online sales house for 120+ websites): inventory of 180 millions page views4. Realitatea Catavencu (online sales house for 20 websites): inventory of 20 millions page views5. MPInteractive (Digital division of Media Pro – biggest TV media group - owns 37 websites): inventoryof 617 millions page views (www.conquiztador.ro has a share of impressions of 81% )6. Internet Corp (online publisher with 17 websites): inventory of 60 millions. page views7. SMInteractiv (online sales house for 20+ websites): inventory of 40 millions. page views8. Rol Networks (online publisher with 47 websites): inventory of 42 millions page views

9. Media Café (online broker for Yahoo!, gsmarena.com and mobile.de): inventory of 3200 mil. pageviews

Graph 2: Net ad spends evolution – 2001 - 2008 (‘000 €)

Source: Initiative estimation


Top spenders

2005 2006 2007 2008 est.

Telecommunications Telecommunications Financial services Financial services

Financial services Financial services Telecommunications Telecommunications

Auto Auto Auto Auto

IT&C IT&C IT&C IT&C

Electronics FMCG - beer, wine, liquor FMCG - Soft Drinks FMCG - Personal care

FMCG - beer, wine, liquor Electronics FMCG - beer, wine, liquor FMCG - beer, wine, liquor

FMCG - Personal care FMCG - Personal care Electronics FMCG - Soft Drinks

FMCG - Soft Drinks FMCG - Soft Drinks FMCG - Personal care Electronics

FMCG - Foods FMCG - Foods FMCG - Foods FMCG - Foods

FMCG - Drugs FMCG - Drugs FMCG - Drugs FMCG - Drugs

Source: Initiative estimation

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71www.initiative.com internet

Site CompanySept. 2007 Oct. 2007

Visits ImpressionsUnique

clientsVisits Impressions

Unique

clients

1 www.softpedia.com SoftNews NET 4.017.881 16.350.993 1.604.701 4.269.801 17.430.035 1.768.266

2 www.clubafaceri.ro Medianet SRL 2.100.913 7.041.614 1.156.771 2.581.497 8.558.436 1.404.202

3 www.acasa.ro Vodanet 1.913.135 10.086.468 835.285 2.111.967 11.792.964 945.583

4 www.neogen.ro Neogen 5.684.281 107.839.649 1.101.607 6.668.865 115.535.857 1.267.630

5 www.rol.ro ROL 1.447.637 9.648.729 674.347 1.790.658 12.316.470 847.540

6 www.roportal.ro Roportal SRL 1.495.299 4.830.458 841.142 1.624.466 5.073.679 930.874

7 www.ele.ro Vodanet 806.388 4.721.317 418.931 874.164 4.814.425 474.820

8 www.clopotel.ro Active Soft 1.454.650 12.249.774 510.541 1.682.004 12.828.644 602.4289 www.ejobs.ro Ejobs Grup 2.941.708 38.276.198 720.364 3.289.153 45.047.481 820.613

10 www.protv.ro PRO TV 1.640.263 6.589.954 664.303 1.744.503 7.150.879 695.595

11 www.gsp.ro Unlimited Sport Media 6.631.031 19.403.021 650.372 1.744.503 7.150.879 695.595

12 www.prosport.ro Ringier Romania 5.160.272 32.200.268 605.794 6.361.299 18.160.427 682.40

13 www.libertatea.ro Ringier Romania 2.754.017 22.758.048 518.525 5.149.666 34.364.151 633.712

14 www.evenimentulzilei.ro Ringier Romania 2.642.982 17.299.430 497.906 3.026.570 21.770.637 577.554

15 www.hotnews.ro Hotnews 2.723.562 10.609.135 669.333 3.096.065 11.506.947 772.620

16 www.computersgames.ro Computer Games Online 865.611 7.187.408 367.095 860.379 6.696.347 417.497

17 www.sport.ro PRO TV 2.878.055 14.048.027 535.108 2.790.104 13.335.017 560.836

18 www.e-scoala.ro Netbridge Investments 437.378 1.444.205 296.792 667.782 2.244.643 424.076

19 www.9am.ro Internet Corp 1.445.115 6.573.601 446.189 1.530.683 6.974.703 465.35220 www.roon.ro Inform Media 1.039.567 16.965.173 317.461 1.188.518 20.464.261 364.299

Site Company Nov. 2007 Dec. 2007

1 www.softpedia.com SoftNews NET 4.720.078 18.271.486 1.928.405 4.759.162 18.114.419 2.022.793

2 www.clubafaceri.ro Medianet SRL 2.789.549 9.144.356 1.514.597 2.594.418 7.912.875 1.519.990

3 www.acasa.ro Vodanet 2.323.788 12.247.601 1.036.257 2.932.912 17.181.702 1.283.334

4 www.neogen.ro Neogen 6.411.045 104.724.321 1.269.876 5.718.888 100.187.375 1.206.237

5 www.rol.ro ROL 1.964.173 12.789.811 924.396 2.376.632 16.730.550 1.149.207

6 www.roportal.ro Roportal SRL 2.030.702 7.223.596 1.128.719 1.967.383 7.194.485 1.123.410

7 www.ele.ro Vodanet 1.058.705 5.484.699 565.357 1.557.232 10.639.331 818.753

8 www.clopotel.ro Active Soft 2.106.845 14.963.900 715.904 2.348.726 17.012.938 751.092

9 www.ejobs.ro Ejobs Grup 3.200.442 38.952.217 841.745 2.149.168 20.802.360 682.753

10 www.protv.ro PRO TV 1.862.561 6.891.657 730.977 1.535.356 5.820.951 668.168

11 www.gsp.ro Unlimited Sport Media 6.372.655 16.426.003 742.868 5.897.383 14.064.910 649.204

12 www.prosport.ro Ringier Romania 5.038.180 31.015.191 621.128 4.486.710 25.546.252 591.633

13 www.libertatea.ro Ringier Romania 3.314.780 25.661.801 656.411 2.743.302 20.600.734 575.951

14 www.evenimentulzilei.ro Ringier Romania 3.104.325 20.410.195 615.503 2.615.352 16.111.312 557.537

15 www.hotnews.ro Hotnews 3.009.403 9.830.577 784.443 2.150.326 7.237.634 546.166

16 www.computersgames.ro Computer Games Online 1.013.313 7.637.605 485.623 1.148.653 7.677.721 533.316

17 www.sport.ro PRO TV 2.789.460 12.895.245 543.183 2.662.265 11.809.863 499.085

18 www.e-scoala.ro Netbridge Investments 835.085 2.848.892 508.015 701.844 2.670.193 438.565

19 www.9am.ro Internet Corp 1.570.383 6.993.798 487.146 1.207.257 5.224.128 430.296

20 www.roon.ro Inform Media 1.318.855 23.655.619 414.054 1.242.755 19.409.519 429.989

Source: www.sati.ro

Consumer insight

The most visited sites in last four month are www.softpedia.com, www.clubafaceri.ro, www.acasa.ro,www.clubneogen.ro and www.rol.ro. As it is showed in tables, the number of unique visitors for these sitesis increasing. Softpedia.com, the leader in the most visited sites classification, gathered with 26% morevisitors in December, comparing to September, when SATI was launched. The on-line editions of the most

important newspapers and magazines are founded in the most visited sites classification. The leader in thiscategory is Gazeta Sporturilor, with 649,204 unique visitors in December.

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According SNA Focus (Jan’07-Jan’08), 52% of population in urban area declared that usedInternet connections in last 12 months (all urban,14-64 y.o.)

Regarding the location for Internet usage, 63% of person from urban area (14-16 y.o.) which declaredthat used internet in last 12 months, used Internetconnection from home.

*Note: target – persons who declared that used Internet connectionsin last 12 months (14-64 y.o, all urban area).

Most of them use to communicate by e-mail, tosearch games, movie and music and readnewspapers and magazines.

*Note: target – persons who declared that used Internet connectionsin last 12 months (14-64 y.o, all urban area).

Perspectives of 2008

• The Online advertising market continues to growby 50-60%. Main investing categories will be:Banking/Finance (due to the massive co-mmunication, financial services category became

No 1 in 2007, surpassing Telecom), Teleco-mmunications, Automotives, IT&C; a big budgetgrowth will involve the FMCG category (personalcare, food and drink, drugs) followed by OnlineRetail, Tourism.

• New ways of buying (Cost per Click, Cost per Action) are sought by advertisers in order to drivemore performance and consumer interaction fromtheir campaigns. Permission marketing campaignsare extremely popular through special projects,newsletters, games etc. and we expect an increase

of the media budgets on this segment

• Online ad spend monitoring is expected to bedesigned by joint industry committees (BRAT, IABRomania etc)

• BRAT will release the first package of socialdemographic data in this spring

• TV and Internet will be the “stars” of this year advertising industry due to the main opportunities:The European Football Championship, the

Olympics and the elections

• Google and Yahoo! are expected to consolidatetheir position on the Romanian internet market. Inthe same time social network platforms (hi5.com)or external sites (GSMArena.com, mobile.de) withbig inventory on Romanian IP’s entered theRomanian market and other similar sites areexpected to enter.

• new small players are expected to enter theonline market (i.e. Mirabilis Media, Sanoma Hearst

already with a portfolio).

Internet usagepurpose

2006 2007

Urban area

4123 users

Urba area

4701 usersDownloadSoftware / Games 63% 64%

Use E-mail 61% 61%

Buy Products / Services 52% 54%

Listen Radio 36% 38%Join Group Chat / Forum 29% 32%

Search Games / Music /Movies / Photo / Jokes

33% 31%

Read Newspaper /Magazines

30% 30%

Search Info withsearch engines

14% 17%

Bank Operations 6% 9%

Search for PublicitySmall Ads

4% 5%

Place for usingthe Internet

2006 2007

Urban area

4123 users

Urba area

4701 users

Home 49% 63%

At Work 29% 28%

Friends, relatives 27% 26%

School / University 18% 17%

Internet Cafe 22% 14%

Other Places6% 5%

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75www.initiative.com new media

Mobile TV

Advertising on Mobile TV does not exist in Romania as of yet. As digital television will continue itsdevelopment, the technical support for Mobile TV will be implemented. At this moment Orange andVodafone are able to offer television on mobile phone through their own portals, Orange World andVodafone Live!

Starting 2004, Orange was the first GSM operator to offer video streaming to its clients and the possibilityto watch, on their mobile phone, live television, and recorded TV shows, news, horoscope, music, shows.

The Orange World portal, launched in 2005, offers different types of services: chat services, sports,information (news, horoscope, weather, TV guide) and premium services (games, ring tones, music andvideo).

The interest of clients for mobile content is increasing. The main attractions are live TV, music, games,sports and mobile content generated by users. Regarding TV stations, the Romanian clients can accessover 20 TV stations: Antena 3, Arena TV, BBC World, Cartoon Network, Eurosport, Fashion TV, Favorit TV,Jetix, Minimax, Money Channel, MTV Music, Realitatea TV etc. Sports fans can find out the latest news,

result and charts from all national and international contests, and football fans can watch live on their mobile phone the games from League 1. Also, the clients can download a diversity of games, ring tones,songs and video clips with their preferred artists. Despite the large number of mobile tools, the reach isstill low thus unattractive to big advertisers.

Digital TV

In the last three years, DTH penetration rate had a rapid increase. The biggest increase was in 2006,when subscriber numbers for DTH television reached 134% growth compared to 2005. DTH is not just analternative for the households which do not have access to TV cable. According to a GFK study(Establishment Survey for TV audience measurement) realized in July 2007, only 21% of TV owners didnot choose cable reception simply because this type of reception was not physically possible. Most of them chose DTH because of the price, which is much lower than that of cable TV service. It is notable thedecrease of the base of subscribers to cable services which influence positively the ascending trend for DTH penetration.

According to ANRTCI, at the end of 2007, one third of total subscribers’ received TV stations by meansof DTH. Most of these (96.3%) were under contract with the top DTH providers and only 3.7% signed for DTH services provided by cable operators. The most important DTH providers are Digi TV, Dolce, FocusSat, Max TV and Boom TV. According to GfK, 69% of DTH subscribers are with Digi TV and 17% with

Romtelecom’s Dolce. An important part of DTH subscribers live in rural areas were 28% from TV ownerschose DTH.

Graph 4: Reception Type - 2007

Source: www.anrcti.ro

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www.initiative.comromania - economic landscape

Geographical and administrative organization

Romania is the largest country in the Balkans and the 13th in Europe, with an area of 238.391 squarekm (92.043 square miles). Romania is a Republic, according to the Constitution of 2003, the presidentbeing elected by universal vote every five years for up to two mandates. The two-chamber Parliament, theSenate and the Chamber of Deputies, are the people’s supreme representative bodies and the onlylaw-making authority. Both chambers hold equal and complementary responsibilities.The official language is Romanian. Since July 1st, the 2005 national currency is Romanian RON(1 RON = 10.000 ROL).

Bucharest Municipality is the political and administrative capital of Romania (1.940.486 inhabitants).

Other major urban centers are: Iasi, Constanta, Timisoara, Cluj-Napoca, Brasov, Craiova, Galati, Ploiestiand Braila.

As for January 1st. 2007, Romania is a member of the European Union.

Demographics

Population of Romania based on the INSSE (National Institute for Social and Economical Statistics)figures is of 21,565,119 inhabitants in 2007, with 51.3% women and 48.7% men.The average density is 90.5 inhabitants per sqkm.

55.1% of the population lives in urban areas while 44.9% live in the rural areas.

As shown below, the Romanian population is slowly decreasing (by approximately 0.25% per year in thelast 5 years) due to negative natural evolution and migration.

“A creative economy is the fuel of magnificence” Ralph Waldo Emerson

Graph 1: Population structure by gender

Source: INSSE

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77www.initiative.com romania - economic landscape

Graph 2: Life expectancy (years)

Source: CIA World Factbook

Graph 3: Population structure by age groups

Source: INSSE

Romanian population is composed of Romanians (89.5%), Hungarians (6.6%), Gypsies (2.4%) as well

as Ukrainians, Germans, Serbs, Turks (1.5%).

The predominant religion is Orthodox (86.8%) followed by Romano-Catholics 4.7%, Reformats 3.2%and other religions 5.3%.

The Romanian population is fairly young, with 30.5% of the population aged 25 to 44 years old and60.5% being aged 0 to 44 years old.

Life expectancy has constantly increased over the last 5 years (with approximately 0.3 years for eachpassing year), bringing the average life expectancy to 71.91 years in 2007.

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Employment

The average unemployment rate in 2007 in Romania was 4.1%, slightly larger among the male population(4.3%) and slightly lower among the female population (4.0%).

Compared to the unemployment rate of 2000 (an average of 10.5%), we can see that Romania hasmade significant efforts in decreasing unemployment, bringing the respective rate to less than half that of 2000.

In a worldwide ranking by unemployment rate, Romania ranks 50th.The forecasted unemployment rate for 2008 is 3.9%.

Economy

The Romanian GDP increase of 8% in 2007 is expected to be maintained also in 2008, with a worst

case scenario of the GDP increase of no less than 7.7%.The valorization process of the national currency continued in 2007, bringing the average annual

exchange rate to approximately 3.34 RON for 1 EUR and 2.44 RON for 1 USD. The decrease in exchangerate, meaning appreciation of the national currency, was 5.1% against EUR and 13.2% against USD.

Graph 5: Exchange rate evolution (RON for 1 USD / 1 EUR)

Source: Romanian National Bank

Graph 4: Unemployment rate

Source: INSSE

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However, the beginning of 2008 brought a reversing trend for the EUR / RON parity, with the exchangerate reaching approximately 3.68 RON for 1 EUR, with the USD / RON parity trend staying largely thesame (2.42 RON for 1 USD).

In addition to the valorization of the national currency, the inflation rate in Romania has registered a

continuous drop in the last seven years, reaching an estimated level of 6.7% in 2007 (approximately 6 timeslower compared to 40.7% in year 2000).

A level of inflation of 5.8% is forecasted for year 2008, considering the economical dynamics so far.

79www.initiative.com romania - economic landscape

Graph 6: Inflation rate evolution (%)

Source: INSSE

Graph 7: GNI per capita evolution (EUR)

Source: The World Bank

In 2007 Romania maintained the upward trend of the GNI (Gross National Income) per capita, reachinga level of 8.556 EUR, 6% more compared to 2006 but still a lesser increase compared to 11% in 2006 over 2005.

This increasing trend is generated by the combination of three possible factors: the GDP increase, theincrease in net primary income from abroad and the decrease in population size due to migrations.

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The number of days required to start a business in Romania is of 14 in 2007, compared to 29 days thatwere necessary for such an operation in 2003.

Graph 8: Days required starting a business

Source: The World Bank

Conclusions

Overall, Romania is a country in full process of macro economical development, while at the same timeworking on the ‘de facto’ integration within the EU.

It is expected that in 2008 Romania will continue the fight against corruption, work on increasing theliving standards and decrease the poverty rate, attract more foreign investments and increase the qualitylevel of products and services. Also, as an important aspect of the EU integration, Romania would have to get working on optimizing its

fund absorption capabilities, in order to develop the infrastructure and encourage entrepreneurial andbusiness initiatives.

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81www.initiative.com professional associations

Advertising professional associations promote theinterest of the industry either as a whole or that of a certain domain. They support fair competition,enforce good practice and ethics, implement andmanage research tools as an industry standard andorganize industry events and competitions such asfestivals, seminars, training necessary for a highlyprofessional industry.

Initiative Bucharest is an active member of allmajor industry associations: IAA, ARA, BRAT and ARMA.

International Advertising Association (IAA)

The International Advertising Association is a one-of-a-kind strategic partnership which championsthe common interests of all the disciplines acrossthe full spectrum of marketing communications -

from advertisers to media companies to agenciesto direct marketing firms - as well as individualpractitioners.

The International Advertising Association hasgrown from a tripartite organization (advertisers,agencies and media) into a one-of-a-kind strategicpartnership which champions the commoninterests of all enterprises involved in the brandingprocess. The IAA has become a brand championbecause all aspects of responsible commercial

communications which contribute to a brand’reputation need the freedom to flourish withoutunwarranted restrictions.

Now, the IAA draws its members on a local,regional or global scale from enterprises andindividuals that are committed to brand building,and value commercial communications as vital tothe success of their business.

• advertisers• advertising agencies• media companies• corporate communications

• marketing research companies• package/label design studios• sales promotion• public relations• interactive marketers and agencies• direct marketers

The IAA is uniquely positioned to interceptemerging cross-border trends before they becomeobvious, and to provide marketing communicationsprofessionals with an international, multi-industryforum for the global exchange of knowledge, best

practices, professional development, intelligence,experience and ideas.

The IAA works for the freedom of companies tocompete through responsible commercial speech,and it fights for consumer choice made possible bycommercial speech which informs, inspires andempowers individuals to raise their sights andreach for the life they want.

IAA Romania was founded in 1993 to serve theinterests of the advertising industry in Romania. Itincludes companies that advertise for their ownproducts/services, media and advertising agencies.Its role is to promote in Romania the internationaladvertising standards and, in order to do this the Association has achieved, in the thirteen yearssince its creation, a series of significant actions. Asa trilateral forum, IAA provides an exchange of opinions between members.

On behalf of its members, the IAA is dedicated to:• championing the freedom to advertise

responsibly without unwarranted restrictionsin the overall market, or by specific productcategory;

• fighting for consumers’ freedom to exercisetheir right to choose in a free market society;

• continuously developing and implementingprograms designed to raise standardsthrough leading edge professional develo-pment for the marketing communications

community of the future.• providing an effective worldwide network for

the exchange of local market knowledge,professional skill-set innovations and bestpractices in brand building through a varietyof communication platforms, which include aworld-class Website.

• becoming the preferred portal/source for bestpractices in brand building communications;

• delivering state-of-the-art professionaldevelopment for the marketing communi-

cations community of the future.• encouraging the freedom for advertisers andconsumers to engage in the exchange of personal information, based on mutualrespect, which delivers added value to theindividual;

Membership Advantages

• Global information on critical problems thataffect advertisers and advertising agencies, mediaand other related specialized services.

• An international network of the marketing

communications managers, who can connect witheach other for contacts, references.

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• Contacts with governments and/or other associations of the industry, in order to promote theadvertisement’s and the free information flux’svalue, to encourage the practice and acceptanceof the advertising self-regulations.

• Publications on critical problems.• Professional development.• Congresses, symposiums and conferences.

The IAA Global Advertising Congress is an Association’s biennial summit meeting that won thereputation of the world’s greatest communicationand marketing managers’ meeting.

A Board elected in February 2007 currently runsthe IAA's Romanian Chapter:

• Felix Tataru (Managing Director GMP) -President

• Alexandra Olaru (HR and CorporateCommunication Director Unilever SCE) -VicePresident

• Cristina Simion (Edipresse) - Secretary• Cezar Dumitru (Ursus Breweries) - Treasurer• Narcis Horhoianu (Associate Marketing

Director Procter & Gamble Romania) –Program Director

• Dan Petre (D&D Research) – ProgramDirector

• Afrodita Blasius (Bridge Communication) –

Program Director• Diana Flutur (Odyssey Communication) –Program Director

• Eusediu Margasoiu – Program Director

The Senate of IAA has a consulting role beingformed of all former and current IAA Presidents.Presently, the IAA Senate membership includes:

• Veronica Savanciuc - President• Mihai Ghyka - Member • Mihail Vartosu - Member • Bogdan Enoiu - Member • Felix Tataru - Member

Over the last years, the IAA Board undertook fewimportant initiatives to the benefit of the entireindustry:

• EFFIE Awards in Romania. – EFFIE is anannual award presented to recognize theyear’s most effective advertising campaigns – campaigns that have delivered superior results in meeting the objectives they weredesigned to achieve. Both RAAA and IAA

jointly organized the fourth edition EFFIE, lastyear.

• IAA European Summit was organized atParliament Palace, Bucharest. The event puttogether numerous international speakers,well known and respected personalities inmarketing and communication worldcommunity.

• In April, IAA and Mediafax organizedMediafax talk about OOH. Mediafax. Talksabout OOH is an event for all outdoor andindoor players on the market, mediaagencies, advertisement personalities,advertisers, as well all interested in last trendsin this domain which want to debate the futureof OOH in Romania.

• IAA was partner of the “CommunicationOlympics” project, the first series of practical

competitions for those students who want apublic relations or advertising career.• The IAA representatives worked together with

the authorities to revise the Audio-visual Law.The proposed amendments have beenpresented to all IAA members, for their input.

• The IAA representatives worked closetogether different advertising norms, such as:product with CNA on putting placement inreality shows, the ban of medicalendorsements in TV commercials, rules for advertising and teleshopping, advertising for

medicines and advertising for tobacco andbeverages.

• IAA continues to collaborate with the Facultyof Communication and Public Relations.

• IAA found and develop IAA YoungProfessional Relations within the BucharestUniversity.

• The IAA Board issues a regular newsletter for the members.

Source: www.iaa.ro

The Romanian Audit Bureau of Circulation

(BRAT)

BRAT is a non-profit organization aiming to supplythe advertising industry with accurate informationon press circulation figures and press audience.BRAT has members among the major actors in theadvertising industry e.g. print editors, advertisingand media agencies and their clients, sellinghouses. Beside circulation data, BRAT is able toprovide additional data such as press audiencestudies, outdoor and Internet studies etc. CurrentlyBRAT has 243 members: 177 press publishers, 26

advertising agencies, 5 sales house, 10 advertisersand 26 web publishers.

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The management of BRAT (since 2008) consists of:• Silviu Ispas (ArboMedia) - President• Arina Ureche – General Manager BRAT• Horia Domnariu – Print Audience Project

Manager • Constantin Popa – Circulation Audit Project

Manager • Adrian Motirlichie - Internet Project Manager

Board of Directors - members:• Silviu Ispas (Arbomedia) – President• Claudiu Serban (Ringier) – DSA• Dragos Roua (Mirabilis) – DI• Anca Fieraru (Zenith Media) – DI• Bogdan Gheorghe (SoftNews Net) – DI• Dragos Stanca (Catavencu) – DSA• Cosmina Noaghea (Publimedia) – DSA

• Gruita Ienasoiu (Solpress) – DAT• Mihai Seceleanu (Internet Corp) – DI• Mirela Iordache (Burda Romania) – DaT• Mihaela Rugina (Viata Libera/Trustul Dunarea

de Jos) – DAT• Dan Firez (Media Investment) – DSA• Catalin Tolontan (Convergent Media)• Mihai Trandafir (BV McCann Erickson)• Calin Rotarus (ARBOInteractive)

Ongoing projects

a. Circulation AuditThe Audit Certificates include detailedinformation, on calendar months, regarding theprinted copies, the sold copies, the copies givenaway for free, the copies sold through barter andthe copies returned for each audited publication.Starting on the first semester of 1999, thepublications for which the Audit Certificates hadbeen issued submit a quarterly CirculationDeclaration upon own responsibility and under BRAT's authority.

The Circulation Declaration includes the most

recent circulation figures, the editors being grantedthe opportunity to update such declarationsmonthly. Then the figures are certified by auditduring the next audit period. Through theDeclaration, the circulation figure may be madepublic before the audit and used in negotiating theadvertising contracts.

The use of the Circulation Declaration offers asignificant competitive advantage to thepublications already having an Audit Certificate byusing, under the BRAT authority, the circulationfigures 8-9 months in advance.

Based on the Circulation Declaration, theadvertising agencies and the advertisers can build

advertising strategies and allocate budgets usingreal circulation figures. The Circulation Declarationis recognized internationally as an instrumentthrough which the publications current circulationfigure can be made public and exploited, beingguaranteed that such figures are monitored and willbe audited for confirmation shortly.

b. National Readership Survey (SNA)

It is carried out in compliance with theinternational standards. The method used for calculating the audience data is the RecentReading Method. The main indicator is A.I.R.(Average Issue Readership), representing theaverage number of persons who read / browsethrough a copy of a certain publication. SNAincludes 229 titles in total: 82 monthlies, 19

bimonthlies, 48 weeklies, 69 dailies and 11supplements.The SNA questionnaire includes questions

regarding primary media (press), secondary media(TV, radio, cinema, Internet, outdoor), generalmedia consumption, purchase behavior, buyingdecisions, socio-demographic data etc.

c. SNA FOCUS

BRAT published for the first time the results of thegeneral consumption survey, named SNA FOCUS,in October 2006. SNA FOCUS is a complex study

combining media consumption with products andservices consumption.The products and services consumption

measurement is based on methods valid atinternational level, which ensures informationcredibility, standardization, comparability andindependence. Combining circulation data,audience data and detailed reader’s profile, BRATprovides a comprehensive description for any printtitle making the planning job easier and moreaccurate.

The survey includes more than 300 product

categories and delivers results for around 3.000brands.BRAT provides the data, based on specialized

software, only to subscribers, DSA members.

Future projects

Internet Audit Department

The Internet advertising market evolved rapidlysince a couple of years ago. Although the Internetinvestment in Romania is marginal compared toother media, the annual growth rate is stunning.

Given the ascending trend of Internet, anindependent measurement becomes necessary.

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2007 was the first year when BRAT provided tothe market the results regarding the traffic of thewebsites.

In 2008 BRAT will provide for the first time theresults regarding the audience of the websites andthe socio-demographic profile of their users.

Source: Arina Ureche BRAT

The Romanian Association for AudienceMeasurement (ARMA)

ARMA's main goal is to provide its members withimpartial, accurate and objective audience data for the Romanian broadcast media.

The Association is mandated by the industry tomonitor the audience measurement research(National Service for TV Audience Measurement –

SNMATV) in compliance with the internationalstandards and in full transparence towards market.

Current management is ensured by:• Lucia Romaniuc (MPI) – President• Nicu Laita (Team Advertising) – ARMA

Technical Committee President• Costin Juncu – Managing Director ARMA.

Board of Directors – members:• Cristina Florescu (P&G)• Anca Molnar (Unilever)• Giulia Burlui (Coca-Cola)

• Mihai Trandafir (BV McCann)• Oana Petroff (MindShare)• Mihail Vartosu (Grey)• Mihaela Dumitru (Prima TV)• Bogdan Cernusca (SRTV)• Rares Anita (Antena 1, Antena 2, Antena 3,

Euforia TV)

Starting 2004 ARMA is the only owner of thecopyright upon the TV audience databases, asresulting from the contract with TNS-AGBInternational SRL on October 20th, 2003. The

contract was signed after a public tender monitoredby a Parity Commission (5 CNA members, 5representatives of advertising agencies and 5representatives of TV stations) as stated in the Lawno. 504/2002.

In 2007 year, the Association has appointed anindependent auditor, respectively the CentreD’Etude Des Supports De Publicite (CESP) fromFrance, in order to conduct an audit regardingSNMATV. The audit took place between 14th of November 2007 and 18th of February 2008. The

audit concerned the construction of the panel, dataproduction and reporting.

The Association members - 2007:• 34 media and advertising agencies:

Initiative Media, MediaCom Romania, Tempo,MindShare, Mediaedge:cia, Media Direction,Media Link, Media Planning Group, Team Advertising, International Media Shop, MediaToday, Optimum Media Direction, ZenithMedia, Imager, ARBOmedia, McCann, CaratRomania, FCB Bucharest, Optimedia,Starcom Media, Odyssey Communication,Velvet Media, Media-Tique, DBV MediaHouse, Cable Direct, Splendid Media, CO.GE. P., Media Investment Communications,Media Strategy Bucharest, Starlink, MediaConsulta International, United MediaServices, C.L.I.R. Media, Brand Connection.

• 4 major TV stations: Pro TV, Prima TV,TVR 1 and Antena 1.

• 31 smaller TV stations: Acasa TV, TVR 2,TVR Cultural, Realitatea TV, Sport.ro,Discovery Channel, Jetix, Kiss TV, MTV,Minimax, National Geographic Channel, Antena 2, B1 TV, National TV, Favorit TV,N24, OTV, Senso TV, Pro Cinema, EuforiaTV, AXN, U TV, Antena 3, Cartoon Network,MGM, Etno TV, Taraf TV, Sport Klub, Sport 1TV, Kanal D, Hallmark Channel

• 10 advertisers: Procter&Gamble, Henkel,Unilever, Nestle, Vodafone, Elite, Danone,

Coca-Cola, Colgate-Palmolive, UrsusBreweries.

In March 2005, ARMA General Assembly decidedto modify the Statute in order to permit to theforeign legal entities to become members of the Association.

In December 2005, ARMA General Assemblydecided to modify the Statute in order to create anew category of members, respective “associatemembers – legal entities”. In this category of

members are included all the legal entities whichare not advertising or media agencies, TV stationsor advertisers and which are interested in gettingthe SNMATV data.

Source: Costin Juncu, ARMA

The Romanian Association for RadioAudience Measurement (ARA)

ARA was founded in March 2004.Board of Directors from April 2008:

• President: Marius Dobre (Pro FM, info Proand pro FM Dance).


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• Members: Nora Marcovici (Kiss FM, MagicFM and One FM),Alexandru Macavei (Radio21), Rodica Minculesc (Romantic FM) and Anca Rosca (BV MccErickson).

Technical Committee:• Marius Strambeanu Executive Manager

(Europa FM and radio 21)• Lacramioara Loghin (Kiss FM, Magic FM and

One FM) - active member • Alexandru Larionescu (Pro FM, Info Pro and

Pro Fm Dance) – active member • Rares Anita (News FM) – active member • Anca Fieraru (Zenith Media) – active member • Marius Gheorghe (Mediainvestment) – active

member

ARA members:

• Radio stations: SRR, Europa FM, Radio 21,Pro FM, Kiss FM, Magic FM, Radio Total,Radio Guerrilla, Delta RFI, Radio Romantic,Info Pro, National FM, City FM, Radio Itsy-Bitsy, Smart FM, Sport Total, BBC.

• Agencies: Initiative Media, McCann Erickson,Media Investment Communication, StarcomMedia, Media Com, MindShare, ZenithMedia, Imager, Optimedia, Tempo, Team Advertising, C.L.I.R, Mediaedgecia.

ARA’s main duty is to manage the results of the

Radio Audience Survey (SAR) run by IMAS andMercury Research as assigned through a publictender organized by CNA in 2003.

SAR is established for four years (2004 - 2007).It provides audience measurement for radiostations at national level, based on a sample of 22,000 individuals / year. There are two surveys per year – spring and autumn – with 11,000 interviewseach.

Source: www.ara.ro

The Romanian Advertising AgencyAssociation (RAAA)

RAAA (affiliated to EACA - European Associationof Communication Agencies) was founded in June2000, setting out to sustain the interests of theadvertising agencies, where the relation with theParliament and the advertisers community isconcerned. Organizing advertising festivals andcontests (Ad'Or, Effie Awards), seminars, trainingsessions and workshops for the employees in theindustry are just a few of its initiatives.

The association aims to build a communicationplatform for the member agencies that are selected

on the basis of financial and service-providingperformance.

RAAA's main objectives are to formulate rulesand regulations governing the activity of agenciesand to help members improve their performancethrough:

Exchanging ideas and projects that can lead toimproved results for member agencies.

Promoting the values of advertising effectiveness.Playing an important role as guarantor for the

interests of the advertising business in planned or contemplated legislation within the area of interestto the advertising business.

Seeking ways of harmonizing procedures,systems, contract and other international issues toease business between EU members and with

other countries.Supporting the principal of self-regulationwherever possible.

Developing international educational opportunities.Setting up task forces to investigate these and

other specific projects and concepts of mutualbenefit to agencies, in particular in emerging freeeconomies.

Maintaining an open forum to discuss further ideas and projects that may be of benefit.

In present - over 35 of advertising and marketing

communications agencies operating in Romaniaare currently in membership of the RAAA (141Romania – part of Ogilvy Group, ADDV EuroRSCG, Agency One Marketing, BAAS Mediaplus,Babel Communications, Brands & Bears, BVMcCann Erickson, Cap, Cohn & Jansen, DDBBucharest, FCB Bucharest, FOSS Advertising,Gavrila & Asociatii, GAV¦Scholz&Friends Bucuresti,Genius Advertising, GMP Advertising, GraffitiBBDO, Grey Worldwide Romania, Headvertising,Leo Burnett&Target, Lowe & Partners, Mercury

Promotions, N.E.X.T. Advertising, Notorious Advertising, Ogilvy & Mather Advertising, OgilvyOne, Profil Communication Marketing, ProsperoProximity Bucharest, Publicis, Saatchi & SaatchiRomania, Scala JWT, Spotlight, TBWA/Merlin,Tempo Advertising, Violet Advertising, Young &Rubicam / Team Advertising). These agencieshandle more than 80% of all advertising placed byRomanian agencies.

In November 11, 2005 RAAA voted to expand theBoard of Directors from 4 to 7 members (the

decision was taken due to the growth of theassociation and in order to insure better

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representation). The next step - RAAA elects a newBoard of Directors: Adrian Dura of ADDV EuroRSCG – President, Radu Florescu of Saatchi &Saatchi - Vice-President, Tereza Munteanu of Young&Rubicam/Team Advertising - Secretary and

Victor Dobre of Scala JWThompson - Treasurer.Board Members are Serban Alexandrescu of Headvertising, Mihail Vartosu of Grey WorldwideRomania and Ioana Iordache of LeoBurnett&Target.

Source: http://www.raaa.ro

Romanian Advertising Council (RAC)

Romanian Advertising Council is a professional,non-governmental, non-profit and independentorganization founded in 1999. It aims to developthe advertising sector in Romania, to create anddevelop, within the legal framework, ethical self-regulatory governance in advertising in the spirit of fair competition, to ensure consumers’ protectionand general public interest against negative effectsof advertising.

Members of RAC:• Advertisers: PROCTER&GAMBLE, ALTEX,

BEIERSDORF, BRAU UNION, COCA-COLA, COLGATE-PALMOLIVE, COTY

COSMETICS, DANONE PDPA, ELITE,GILLETTE, GLAXOSMITHKLINE, HENKEL,KRAFT FOODS, MASTER FOODS,NESTLE, OZONE LABORATORIES,QUADRANT - AMROQ BEVERAGES,TELEMOBIL, UNILEVER, WALMARK.

• Media and advertising agencies:INTERNATIONAL ADVERTISING ASSOCIATION, ROMANIAN ADVERTISING AGENCIES ASSOCIATION, BV MCCANNERICKSON, GREY WORLDWIDEROMANIA, LOWE & PARTNERS, SCALATHOPSON COMMUNICATIONS, TBWABUCHAREST, TEAM ADVERTISING.

• Publishing house: RINGIER ROMANIA.

Current Board: Mihaela Ungar of ColgatePalmolive – President, Adrian Dura of RAAA –Vice-President, Radu Budes of IAA– Member,Ecaterina Safarica of Procter&Gamble – Member, Alexandra Olaru of Unilever – Treasurer, AlexandruHarsany of NNKDP – legal Consultant, CameliaConstantinescu of RAC – Secretary, Flavius

Cimpian of Heineken Romania – Member,Laurentiu Gheorghiu of Pro TV – Member.


Concerns on the fair competition and informationleverage at governmental levels brought severalfocus points for RAC activities:

• Representation in relation to the stateauthorities

• Effective lobby• To offer fast and effective legislative

information in the advertising field• To create a business environment similar to

the European one, at least in whereadvertising is concerned

• Following the obvious trend: self-regulation inthe domain.

Source: http://www.rac.ro

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87www.initiative.com legislation and taxes

Advertising taxes

The Health Tax was first stipulated by Law no.467/2002 that modified and completedGovernment Ordinance no. 22/1992, regarding thefinancial support for health protection. The legal

provisions regarding the taxes borne by thecompanies commissioning advertising campaignsfor tobacco products, cigarettes and alcoholicbeverages stipulated by Government Ordinanceno. 22/1992 were in force up to 1th January 2007,when they were abrogated by Law 95/2006regarding the reform in the health field, published inthe Official Journal no.

According to article 363 letter c of Law 95/2006,the legal persons that obtain revenues fromadvertising activities for tobacco products andalcoholic beverages shall contribute with a quote of 12% from the value of the revenues, after thededuction of the VAT. This contribution representsan income to the Public Health Minister’s budget.

The Cinema Tax is settled by GovernmentOrdinance no. 39/2005 regarding thecinematography, published in the Official Journalno. 889/09.12.2002 and modified by Law 328/2006.

According to article 13 of Government Ordinance

no. 39/2005, the cinema tax is a contribution of 4%applied to the value of the advertising minutesbought from public and private TV stations and thatis added to this price.

The cinema tax is due either by the advertisingagent, the intermediary company that buys theadvertising minutes or the economical operator thatacquires the advertising minutes. The advertisingagent, the intermediary company or the economicaloperator are obligated to provide the NationalCentre of Cinematography with a list of all the

agreements concluded, including their price andthe name of the selling agents.

The Local Advertising Tax is settled by theFiscal Code, valid starting 1st of January 2004, withseveral modifications and completions.

Chapter 6 - The tax for using advertising and

publicity vehicles and material

Art. 270

The tax for advertising and publicity services

(1) Any person, who benefits from advertising andpublicity services in Romania, based on an

agreement or other settlement concluded withanother person, due the tax set by the presentarticle, excepting those advertising and publicityservices run through written and audio-visualmass-media.(11) The publicity run through written and audio-visual mass-media, in the meaning of the presentarticle, corresponds to the activity of the advertisingagents, according to the CAEN classification, whichmeans the publicity run though newspapers,publications, radio, television and internet.(2) The tax set by the present article, named belowthe tax for advertising and publicity services shallbe paid to the local budget of the administrative-territorial unit where these services are performed.(3) The tax for advertising and publicity services iscalculated by applying its % to the value of

advertising and publicity services.(4) Its % is set by the local council, between 1%and 3%.(5)The value of advertising and publicity servicesincludes any payment, current or future, for advertising and publicity services, except for theVAT.(6) The tax for advertising and publicity services ispaid at the local budget, until the 10th of the nextmonth following the validation of the contract for advertising and publicity services.

Art. 271The tax for posting with advertising and publicitygoal(1) Any person, who uses a billboard, a poster or aposting structure with advertising and publicity goal,in a public place, owes the payment of the annualtax set by the current article, towards the localbudget of the local public administration authoritywhere the billboard, the poster or the postingstructure is placed.(2) The value of the tax for posting with advertisingand publicity goal is calculated annually, by

multiplying the number of square meters or thefraction of the square meter of the advertising andpublicity posting area by the amount set by thelocal council, thus:a) for a poster at the place where the person runsan economic activity, the amount is between 0 and23 RON;b) for any other billboard, poster or postingstructure for advertising and publicity, the amount isbetween 0 and 17 RON.(3) The tax for posting with advertising and publicitygoal is calculated based on the number of months

or the fraction of month in a calendar year when theposting is performed.

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(4) The tax for posting with advertising and publicitygoal is paid annually, in advance or on a quarterlybasis, in four equal instalments, until the 15th of March, June, September and November.(5) Local councils can impose to those individuals

who owe the tax for posting with advertising andpublicity goal to give an annual declaration at thespeciality department of the local publicadministration authority.

Art. 272

Exemptions(1) The tax for advertising and publicity servicesand the tax for posting with advertising and publicitygoal are not applicable for public institutions, exceptfor those cases when they promote economicactivities.(2) The tax set by the current article, named belowthe tax for posting with advertising and publicitygoal, is not applicable for a person who rents thebillboard, the poster or the posting structure toanother person; in this case, the tax is paid by thelatter.(3) The tax for posting with advertising and publicitygoal is not applicable for those posters, billboardsor any other advertising means placed insidebuildings.(4) The tax for posting with advertising and publicity

goal is not applicable for the billboards of power installation identification, warning or trafficannouncements and any other public utility andeducational announcements.(5) The tax for advertising and publicity meansusage is not applicable for the posting on transportmeans that are not meant for advertising andpublicity through their construction.

Romanian legal framework on advertising

Law no. 148/2000 on advertising

The provisions of Law 148/2000 apply to thecontent of advertising materials and advertisingmessages, including those broadcasted as part of television programmes. Law’s purpose is to protectthe consumers from the negative consequences of misleading and comparative advertising.

According to article 6 of Law 148/2000,advertising is prohibited if:

a. it is misleading;b. it is subliminal;

c. it prejudices the respect for human dignityand public morality;

d. it includes discrimination based on race, sex,language, social origin, ethnicity or nationality;

e. it is offensive to religious or political beliefs;f. it prejudices honour, dignity and an indivi-

dual’s private life;g. it uses superstitions, credulity or fear of persons;

h. it prejudices people’s security or encouragesviolence;

i. it encourages prejudicial behaviour to theenvironment;

j. it stimulates the trade of goods or servicesproduced or distributed that violate legalprovisions.

Law defines misleading advertising as any

advertising that, in any way, including itspresentation, misleads or may mislead a personwhom it targets or who comes into contact with theadvertising and may affect his economic behaviour,harming his interest as a consumer, or that mayharm a competitor’s interests. According to article23 letter b of Law 148/2000, the breach of thisinterdiction is considered contravention and it issanctioned with a fine from RON 1,500 - RON4,000

Law defines subliminal advertising as anyadvertising that uses too soft stimulus in order tobe consciously perceived, but that can influencethe economical behaviour of a person. Accordingto article 23 letter b of Law 148/2000, the breach of this interdiction is considered contravention and it issanctioned with a fine from RON 1,500 - RON4,000

Law defines comparative advertising as anyadvertising that explicitly or implicitly identifies acompetitor or its goods or services offered.

Comparative advertising is prohibited only if atleast one of the following conditions isaccomplished:

a. the comparison is misleading, in the sensethat it may mislead the person whom ittargets or influence his economic behaviour;

b. it compares goods or services with differentdestinations or purposes;

c. it does not compare, in an objective way, oneor more essential, relevant, provable or

representative features – including price - of goods and services;

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d. it generates confusion in the marketbetween the advertiser and a competitor or between trademarks, commercial names or other distinctive signs, goods or services of the advertiser and those belonging to a

competitor;e. it discredits or denigrates trademarks,commercial names, other distinctive signs,goods, services or other activities or situations of a competitor;

f. it compares products with differentindications, in the case of products with ageographical indication;

g. it unfairly takes advantage of a trademark’sreputation, of its commercial name or other distinctive signs of a competitor or thegeographical indication of a competitor’s

product;h. it presents goods or services as imitations or

copies of certain goods or services bearing aprotected trademark or commercial name;

i. it violates any other provisions of theCompetition Law no. 21/1996.

According to article 23 letter b of Law 148/2000,the breach of this interdiction is consideredcontravention and it is sanctioned with a fine fromRON 1,500 - RON 4,000

According to article 16 of Law, advertisingregarding products and services for minor isprohibited in case:

a. it contains elements that may causephysical, moral, physical or intellectualdamage to minors;

b. it indirectly encourages minors to purchaseproducts or services by exploiting their lackof experience or credulity;

c. it affects the special relationships betweenminors and parents or teachers;

d. it, unjustifiably, show minors in dangeroussituations.

According to article 23, letter a of Law 148/2000,the breach of this interdiction is consideredcontravention and it is sanctioned with a fine fromRON 500 - RON 1,500.

According to Law 148/2000, advertising for drugsor psychotropic substances is interdicted and thebreach of this interdiction is considered

contravention and it is sanctioned with a fine fromRON 1,500 - RON 4,000.

Law 148/2000 also prohibits advertising for anytype of arms, ammunition, explosives andpyrotechnical methods and advertising for medicalproducts wherefore a prescription is necessary.The breach of this interdiction is considered

contravention and it is sanctioned with a fine fromRON 500 - RON 1,500.

According to art. 10 of Law no. 148/2000, asfurther amended and completed, the explicitadvertising for tobacco products is prohibited if broadcast in radio and television shows and ontravel tickets for public transportation.

Art. 101 of Law 148/2000 prohibits explicitadvertising for alcoholic products on the first andlast page or cover of printed materials from the

written press and on travel tickets for publictransportation.

In addition, any form of advertising of tobacco andalcoholic products in public education institutes andin health institutes or at a distance less than 200meters from the entrance thereof, measured on thepublic road is prohibited. Advertising of tobacco andalcoholic products is interdicted in publicationsmainly addressed to minors and in theatres beforeand during shows targeted to minors.

Advertising of tobacco and alcoholic products isalso prohibited if:

a. it is addressed to minors;b. it shows minors consuming such products;c. it suggests that alcoholic and tobacco

products have therapeutical properties or astimulant, sedative effect or means to solvepersonal problems;

d. it provides a negative image on abstinence;e. it evidences the alcohol content of the

alcoholic products in the purpose of stimulating the consume or it makes aconnection between alcohol and driving avehicle;

f. does not contain warning inscription, inRomanian language, for the tobaccoproducts.

Law no. 504/2002 on audio-visual

The general legal framework on advertising isprovided by Law no. 504/2002 on audiovisual,which suffered several completions and

modifications in order to reach a form that iscompatible with European regulations.

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According to article 1 letter h of Law 504/2002,advertising represents any form of messagebroadcasted on basis of a contract with a naturalor legal person, public or private, in return for payment or other benefits, in connection with atrade, business, craft or profession, in order topromote the supply of goods or services, includingimmovable and intangible property or broadcastedfor self-promotional purposes. Advertising must observe the following general

terms:a. does not prejudice the physical, psychical or

moral development of minor children;b. does not prejudice human dignity;c. does not include any discrimination form on

basis of race, religion, sex, nationality andsexual orientation;

d. it is not offensive at the address of religiousor political beliefs of on-lookers andlisteners;

e. does not encourage a conduct that candamage public health or safety;

f. does not encourage a conduct that candamage the environment;

g. does not encourage a indecent or immoralconduct;

h. does not promote directly or indirectly occultpractices.

Advertising may not cause any moral, physical or intellectual damage to minors and must observethe following special terms:

a. it must not directly instigate minors topurchase a product or service by exploitingtheir lack of experience or credulity;

b. it must not directly encourage minors topersuade their parents or other persons topurchase goods or services that representthe object of the advertising;

c. it must not exploit the special trust that

minors have into parents, teachers or other persons;d. it must not unjustifiably show minors in

dangerous situations.

As regards advertising, Law 504/2002 prohibitsthe following:

a. advertising that harm the legal interest of theconsumers;

b. any form of advertising for cigarettes or other tobacco products;

c. advertising for medical products and medical

treatments wherefore a prescription isnecessary.

Advertising for alcoholic beverages must observethe following terms:

a. not to be addressed to minor children or show minors consuming alcoholicbeverages;

b. not to establish a link between the alcoholconsume and the improving of physical andpsychical qualities or the capacity of drivingvehicles;

c. not to create the impression that through theconsume of alcohol, social or sexualperformances can be obtained;

d. not to suggest the idea that alcohol hastherapeutic qualities or that it is a stimulant,sedative or a means to solve personalproblems;

e. not to encourage the exaggerated consume

of alcohol or set in a negative light the refrainfrom the consume or moderate consume of alcohol beverage;

f. not to indicate that a high degree in alcoholrepresents a quality of beverages.

National Audiovisual Council’s Decision no.

187/2006 concerning the regulation of the

content of audiovisual programme services

Up to 2006, the advertising activities wereregulated by the following NAC decisions:

1. Decision no. 254/2004 concerningadvertising, sponsorship and teleshopping,published in the Official Journal, Part I, no.668/26.07.2004;

2. Decision no. 519/2005 concerning theassurance of a correct information andpluralism, published in the Official Journal,Part I, no. 888/04.10.2005.

In 2006, both of those NAC Decisions have beenabrogated by Decision no. 130/2006 regarding theRegulation Code of the Audiovisual Content,

published in the Official Journal no.250/20.03.2006.

On the 14th of April 2006, Decision no. 130/2006was abrogated by Decision no. 187/2006 regardingthe Regulation Code of the Audiovisual Content,published in the Official Journal no.338/14.04.2006.

At present, the advertising activities are regulatedby the above mentioned Regulation Code of the Audiovisual Content, which has been modified by

the NAC Decision no. 194/2007, published in theOfficial Journal, Part I, no. 152/02.03.2007.


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Hereinafter, we shall present the articles from theRegulation Code concerning the sponsorship,advertising and teleshopping activities:

Title VII Sponsorship, advertising, teleshopping

Chapter 1 - SponsorshipArt. 102.

(1) Sponsorship means the participation of anatural or legal person, not engaged in radio or television broadcasting activities or in theproduction of audio-visual works, in the direct or indirect financing of a programme with a view topromoting their name, trade mark, image, activitiesor products.(2) The content and scheduling of a sponsorshipprogramme must not be influenced by the sponsor so as to affect the editorial independence of the

radio-broadcaster.(3) Sponsored programmes shall not urge toselling, buying or renting the sponsor’s or a thirdparty’s products or services, especially throughpromotional or commercial references, to theseproducts or services, made during these sponsoredprogrammes.(4) Sponsorship shall be clearly separated byadvertising; sponsorship notices shall not containadvertising messages.(5) When a reference to the sponsor of theprogramme is contained in a promotional notice,

the reference shall be short and minor.(6)The sponsorship notice shall not contain anyconnection with the advertising for the sponsor’sservices and products.

Art. 103.

(1) News or political debates programmes can notbe sponsored; the whole programme service cannot be sponsored.(2) Audiovisual programmes can not be sponsoredby natural or legal persons whose main activity isthe manufacturing or trading of products or the

providing of services whose advertising isforbidden.(3) The sponsoring of programmes by natural or legal persons whose activities include themanufacturing or trading of medical products or medical treatments may be performed only bypromoting the name or image of the respectiveperson.

Art. 104.

Between 6.00 – 23.00 hours it is prohibited tobroadcast programmes sponsored by companies

whose names or trademarks are identical to thename or trademark of an alcoholic beverage.

Art. 105.

(1) In case of programmes destined to children,there shall not be perceived any connectionbetween the name, trademark or image of thesponsor and the name of the programme.(2) The programmes destined to children may notbe sponsored by natural or legal persons whoseactivities include the manufacturing or trading of medical products, medical treatments or foodsupplements.(3) The programmes destined to children may notbe sponsored by natural or legal persons whoorganize games and contests prohibited for children.

Art. 106.

(1) Each time a programme is sponsored, this

shall be clearly identifiable by the public, within thecredit titles at the beginning and/or the end of theprogramme.(2) Within sponsored programmes with a durationof more than 30 minutes, excepting sportstransmissions, the name, trademark and logo of thesponsor or the name or image of a representativeproduct shall be broadcast for maximum 60seconds of the whole programme duration, withoutmaking any commercial reference or connection tothe advertising for the sponsor’s products or services; in the case of programmes with a duration

of less than 30 minutes, the maximum broadcastingtime is 30 seconds.

Chapter 2 - Advertising and teleshopping

Section 1

General provisions

Art. 107.

Advertising and teleshopping shall serve theinterest of the public, by observing the rules of fair information and competition.

Art. 108.

Any form of promotion of products or services,which suggest or incite the public to renouncesimilar products or services, motivating that thelatest become useless or inadequate, is prohibited.

Art. 109.

(1) Advertising that suggests the public to renouncefruits, vegetables or natural foods is prohibited.(2) Advertising and teleshopping for consumer goods invoking medical approvals or

recommendations is prohibited; hygiene productsare excepted.

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(3) Advertising and teleshopping for hygieneproducts, featuring doctors and medical practices,are prohibited.

Note: Article 109 par. 3 shall come into force onSeptember 15, 2007

Art. 110.

Comparative advertising is possible only byobserving the provisions of Advertising Law no.148/2000, with the subsequent alterations andcompletions.

Art. 111.

The duration of advertising and teleshopping doesnot constitute a reason for justifying thecircumventing of the obligations to inform correctly

the public on the promoted goods or services.Art. 112.

(1) It is prohibited to broadcast programmes, other than teleshopping, which present goods or servicesthat are clearly identified, or that may be identifiedby the public by their trade mark, producer or specific marketing; these restrictions do not refer tothe names of companies that produce goods or provide services.(2) Programmes on cultural products and servicesor those dedicated to education are exempted from

the provisions of paragraph (1).(3) Programmes on automobiles and IT productsare exempted from the provisions of paragraph (1)on condition of presenting several products of thesame type, within the same programme, for information purpose.

Art. 113.

(1) It is prohibited to present the qualities, othersthan trademark and price, of products or servicesoffered as prizes in quiz shows.(2) Cultural products and services are exempted

from the provisions of paragraph (1).

Art. 114.

(1) The information presented by advertising spotsor by teleshopping programmes shall not misleadthe public, directly or by omission, in the followingrespects:

a) the characteristics of the product, especiallythe nature, identity, features, composition,quantity, durability, origin or source, as wellas the methods of manufacturing or production;

b) presentation of effects or qualities theproduct does not effectively have;

c) the price or tariff ; these shall be presented infull, including the value added tax (VAT) andall supplementary taxes related to finalpurchase;

(d) the conditions of product distribution or service supply.

(e) the suggestion that the product holdsspecial characteristics, while in reality allsimilar products hold such characteristics.

(2) Any information or warning broadcast asvideotext shall be presented static and legible andshall have sufficient duration, to be clearlyunderstood by the viewers.

Art. 115.

Advertising or teleshopping related to a specialoffer shall indicate, clearly and non-equivocally, the

date when the offer ceases or, if case be, the factthat the special offer is limited to the availableservices or stock of goods. If the special offer is notyet started, the starting date of the period duringwhich the special price or other specific conditionsare applied shall be indicated clearly and non-equivocally.

Art.116.

(1) The broadcast of advertising and teleshoppingfeaturing news presenters is prohibited.(2) The broadcast of announcements of public

interest and charitable appeals promoting productsand services is prohibited.

Art. 117.

(1) The advertising package shall be clearlyseparated from the rest of the audiovisualprogramme, in sound and image, by neutraladvertising screens.(2) Within an advertising package only onepromotional package may be broadcast.(3) In the case of advertising spots using

characters, backgrounds or situations frombroadcast programmes, besides the separationconditions foreseen in paragraph (1), the mention“Advertising” shall be inserted during the wholeduration of the spot.

Art. 118.

During football games, the broadcasters maybroadcast advertising mini-spots while observingthe following conditions:

a) the mini-spots duration shall not surpass 10seconds;

b) maximum two mini-spots per each half of thegame;


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c) these shall be inserted in the natural breaksin the game;

d) during its whole duration, the advertisingshall be accompanied by a visible warningsign consisting of a capital letter “P” in atransparent circle, placed in the right lower part of the screen.

Art. 119.

During sports competitions, the broadcasters maytransmit advertising logos while observing thefollowing conditions:

a) the logo shall be inserted only duringannouncements on the replacement of aplayer or on the score;

b) the insertion duration shall not surpass 10seconds, and the total broadcast duration

shall not surpass 2 minutes of the wholetransmission;c) the logo shall be placed above or under the

area where the information specified in letter a) is broadcast and shall not exceed thedimensions of this area.

Art. 120.

Within television programme services, isolatedadvertising spots shall be broadcast only when thepauses available for inserting spots between thefragments of a program, such as the breaks

between the rounds of a box or tennis match, arevery short.

Art. 121.

(1) By way of exception, within televisionprogramme services, two isolated advertising spotscan be broadcast between 20.00 – 06.00 hrs inother situations than those under art. 120.(2) In case of advertising for alcoholic beverages,the isolated advertising spot shall be broadcastonly between 23.00 – 6.00 hours.

Art. 122.

The isolated advertising spot shall observe thefollowing conditions:

a) the spot duration shall not surpass 30seconds;

b) during the whole duration of its broadcast itshall be accompanied by a visible warningsign consisting of a capital letter “P” in atransparent circle, placed in the lower rightpart of the screen.

Art. 123. Abrogated

Art. 124.

In case of live transmissions, the advertising shallnot affect the integrity of the respectiveprogrammes.

Art. 125.

Products and services placement is allowed inaudiovisual programmes only during films andseries, by observing the following conditions:

a) it should naturally fit into the audiovisualproduction;

b) overdue visibility shall not be given to theproduct or the service, such as thementioning of the trade mark of a product or its presentation in close-up or from an anglethat allows full view of the trade mark.

Section 2Advertisement for alcohol

Art. 126.

(1) Any form of advertisement for distilled alcoholicdrinks is prohibited within television programmeservices between 6.00 – 22.00 hours.(2) Any form of advertisement for distilled alcoholicdrinks is prohibited in radio broadcastingprogramme services between the following hours:

a) 6.00 – 8.00 and 10.00 – 22.00, from Mondayto Friday;

b) 6.00 – 22.00, on Saturday and Sunday.

Art. 127.

For the purpose of the present Code, the distilledalcoholic drinks are those defined by the Order no.268/441/117 of April 10, 2003, of the Ministry of Agriculture, Nourishment and Forests, the Ministryof Health and Family and the President of theNational Authority for Consumers Protectionpublished in the Official Journal of Romania, Part I,no. 573 of August 11, 2003, with the subsequentalterations.

Art. 128.

The broadcast of advertisement for alcoholic drinksthat promote violent, aggressive or antisocialbehaviour or attitudes is prohibited.

Art. 129.

The broadcast of advertising spots for alcoholicdrinks featuring minors is prohibited.

Art. 130.

It is prohibited to broadcast promotional announce-

ments or competitions that include references tothe name or trademark of a distilled alcoholic

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beverage; within competitions it is prohibited tooffer prizes sponsored by companies producingsuch beverages.

Art. 131.

The broadcast of sports transmissions sponsoredby alcoholic beverages producers may bebroadcast only between 23.00 – 6.00.

Art. 132.

Sports events taking place on the territory of Romania which do not respect the provisions of theLaw no. 148/2000, with its subsequent alterationsand completions, concerning tobacco products andalcoholic beverages shall not be broadcast bybroadcasters licensed in Romania.

Art. 133.In advertising spots for alcoholic beverages the useof characters, scenery or situations from thebroadcast programmes is forbidden.

Art. 134.

The advertising packages that promote products of distilled alcohol shall end with the audio and visualwarning “Excessive consumption of alcoholseriously damages health”.

Section 3

Advertising for foods

Art. 135.

Advertising for food shall observe the followingrequirements:

a) it shall not encourage excessive consum-ption of food;

b) precise affirmations regarding nutrition (for instance, the effects of vitamin C) or health(for instance “it promotes healthy digestion”)shall rely on solid scientific facts and shall

not create deceptive ideas regardingnutrition or healthy benefits of the food.

Art. 136.

In case the advertising for juices and soft drinks isillustrated with fruits and/or vegetables, the quantityof fruits and/or vegetables shall be precised inpercentages

Art. 137.

(1) In case only fruits or vegetables flavours areused for the food manufacturing, it is prohibited to

use images, drawings or any other form of representing fruits and/or plant parts.

(2) In case fruits or vegetables flavours are usedexclusively, this fact shall be mentioned in theadvertising spots, verbally and in writing, with thesyntagm „with taste of…” or, by case, „with flavour of…”

Art. 138.

(1) Foods and food supplements shall not beascribed characteristics of prevention, treatment or healing of diseases and no such characteristicsshall be referred to.(2) Foods shall not be ascribed characteristics thatthey do not hold.(3) Advertising for foods intended to children shallnot present celebrities, personalities, medicalpractitioners, popular characters, such as those of cartoons, fairy-tales, stories and similar contexts;

advertising for natural foods is excepted.(4) Advertising for foods shall not use nonfoodsintended for children, such as toys, stickers, andsimilar ones.(5) Between 06.00 – 22.00 hours, during eachgiven hour, one of the advertising packages shallend with the following warning: “For your health,avoid excessive consumption of salt, sugar and fat.

Note: Article 138 par. 4 shall come into force onSeptember 15, 2007 and article 138 par. 3 shallcome into force on 1 January 2008.

Section 4

Advertising for medicinal products

Art. 139.

Any form of promotion, within the broadcastingservices, intended to stimulate the distribution,consumption or sale of medicinal products andmedical treatments shall be considered audiovisualadvertising for medicinal products and medicaltreatments.

Art. 140.

(1) Advertising and teleshopping are permitted onlyin the case of medicinal products and medicaltreatments available without medical prescription.(2) The ads shall warn the public about the possiblyharmful content of the products that are availablewithout medical prescription.

Art. 141.

Advertising and teleshopping of medicinal productscontaining psychotropic or narcotic substances,

within the meaning of the international conventions,are prohibited.


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Art. 142.

Advertising of medicinal products shall encouragethe rational use of the medicinal products, bypresenting them objectively, without exaggeratingtheir therapeutically properties.

Art. 143.

(1) The promotion of medicinal products within theaudiovisual broadcasting programmes shall includethe following:

a) the name of the product;b) the common name, in case the product

contains a unique active ingredient;c) the therapeutic indication (the affections for

which the medicinal product is used);d) the warning: “This product may be

purchased without medical prescription.

Read the prospect carefully.”(2) By derogation from the provisions of letter d) of the previous par., the advertising for medicinalproducts broadcast as reminder, shall include thewarning: “It is recommended to read the prospectcarefully.”(3) To the sense of the present decision, reminder means an advertising spot that cumulatively meansthe following requirements:

a) it is a part, continuation and/or completion of the same advertising campaign for a certainmedicinal product, produced within the

same programme service;b) it reminds to the audience elements of the

message presented in the main spot of theadvertising campaign;

c) it has a duration no longer than 10 seconds.(4) The warnings mentioned in paragraph (1), letter d) and paragraph (2) shall be broadcast byobserving the following requirements:

a) in case of the main advertising spot the textshall be presented at the end, audio andvisual, lasting at least 6 seconds;

b) in case of the reminder, the text shall bepresented during the broadcasting of thespot so as to ensure a clear perception of the message.

Art. 144.

(1) The broadcast of advertising and teleshoppingfor medicinal products, vitamins, food supplements,nutrients, dietary supplements and medicaltreatments presented or recommended bypersonalities of the public, cultural, scientific or sports life or by other persons who, through their

celebrity, may encourage the use of such medicinalproducts or treatments is prohibited.

(2) The broadcast of advertising and teleshoppingfeaturing medical practitioners or pharmacists whorecommend or express medical assent to foodsintended for children, medicinal products, medicaltreatments, vitamins, food supplements, nutrients

or dietary supplements is prohibited.(3) The broadcast of advertising and teleshoppingfor medicinal products, vitamins, food supplements,nutrients, dietary supplements and medicaltreatments is prohibited if the presentations containrecommendations or agreements issued bymedical associations.

Art. 145.

(1) Advertising messages for medicinal products or medical treatments shall not be directed to personsunder the age of 16.

(2) The broadcast of advertising for medicinalproducts, vitamins, food supplements, nutrients,dietary supplements and medical treatments withinthe programmes dedicated to children or in theadvertising windows preceding or following suchprogrammes is prohibited.(3) Sponsorship of audiovisual programmesdedicated to children by producers and distributorsof medicinal products, vitamins, food supplements,nutrients, dietary supplements and medicaltreatments is prohibited.

(4) Advertising and teleshopping for products andtreatments curing sexual dysfunction or sexualproblems or for breast boost shall be broadcastonly between 22.00 – 6.00 hours, and shall beaccompanied by warning stating that theseproducts are not intended for children.

Art. 146.

(1) The broadcast of advertising and teleshoppingis prohibited in case of:

a) products for the treatment of alcoholism;b) clinical treatments for hair loss;c) hypnosis, hypnosis therapy, psychology,

psychoanalysis or psychiatry;d) medicinal products whose cost is

compensated.(2) Within advertising or teleshopping it isprohibited to mention therapeutic indicationsreferring to diseases such as:

a) tuberculosis;b) sexually transmitted diseases;c) other serous infectious diseases;d) cancer and other tumours;

e) chronic insomnia;f) diabetes and other metabolic illnesses.

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Art. 147.

Advertising for medicinal products shall not containany statement which:

a) shall give the impression that a medicalconsultation or surgical operation isunnecessary, in particular by offering adiagnosis or by suggesting treatment bymail;

b) shall suggest that the effects of the medicineare guaranteed, are unaccompanied by sideeffects or are better than, or equivalent to,those of another treatment or medicinalproduct;

c) shall suggest that taking the medicine canenhance the health of the subject;

d) shall suggest that the health of the subjectcould be affected by not taking the medicine;

this prohibition shall not apply to thevaccination campaigns supported by thepharmaceutical industry and approved bythe Ministry of Health;

e) shall suggest that the medicinal product isfood, a cosmetic product or another consumer good;

f) shall suggest that the safety or efficacy of themedicinal product is due to the fact that it isnatural;

g) could, by the description or detailedrepresentation of a case history or

symptoms, lead to erroneous self-diagnosis;h) shall suggest, in improper or misleading

terms, recovery;i) shall use, in improper, alarming or misleading

terms, images, pictorial representations or photos showing changes in the human bodycaused by disease or injury, or by the actionof a medicinal product on the human body or parts of it;

j) shall underline that the respective medicinalproduct is authorized by the National Agency

of Medicine.

Art. 148.

(1) The broadcast of advertising and teleshoppingof natural products and treatments that are notaccompanied by written and audio warning isprohibited, as the case may be:

a) “product not certified by medical practice”;b) “method not certified by medical practice”.

(2) In case the natural products and treatments aremedically verified, the Romanian MedicalPractitioners’ College shall certify.

(3) The warning foreseen in paragraph (1) shall beplaced at the end of the advertising message.

Art. 149.

Advertising and teleshopping for homeopathicmedicinal products and treatments are permittedonly for those products and treatments certified bythe Ministry of Health or by the Romanian Medical

Practitioners’ College.

Art. 150.

The broadcast of programmes or teleshoppingpresenting cases of cure of serious illnesses byusing conventional or unconventional treatments,in case the medical diagnosis and its attestingdocuments are not certified by the RomanianMedical Practitioners’ College or if norepresentative of this body is present in theprogramme or teleshopping, to medically certify theresults, is prohibited.

Art. 151.

(1) The broadcast of advertising and teleshoppingsuggesting that it is necessary for everyone tosupplement their diet with vitamins and minerals or those supplements can better physical or mentalfunctions that are normally good is prohibited.(2) The promotion of food supplements, dietarysupplements, vitamins and nutrients within theaudiovisual radio and television programmes shallinclude, compulsorily, the following warning: “Thisis a food supplement. Read the prospect carefully.”(3) The minimum duration of the warningmentioned at par. (2) shall be of 3 seconds, andshall be broadcast at the end of the advertisingspot; on television channels the warning shall bepresented in sound and image.(4) In the case of the reminder, the text foreseen inpar. (2) shall be presented during the broadcastingof the advertising spot, to ensure a clear perceptionof the message.

Art. 152. Audiovisual programmes, advertising andteleshopping dedicated to weight loss and controlproducts and treatments without therapeuticindications shall observe the followingrequirements:

a) there is trustworthy scientific evidence for any statement on the benefice effects of theproducts or treatments;

b) where specific amounts of weight areclaimed to have been lost by individuals the

period over which the loss was achievedmust be stated;


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c) the amount of weight loss and the periodover which it took place should becompatible with generally accepted goodmedical and dietary practice and not refer tounrepresentative properties of the product or

medical service being offered;d) for low-calorie foods and drinks, if presentedas part of slimming regimes, it must bestated that the product leads to weight lossonly as part of a calorie/energy control diet;

e) specially formulated products intended for use in calorie restriction diets, products,which, according to the producer’sinstructions, totally or partially replace thedaily diet, shall be promoted under the name“total diet replacement for weight loss” or “partial diet replacement for weight loss”;

f) for low-calorie foods and drinks, no referenceshall be made to the rate or amount of weightloss as a result of the use of those products,or regarding the reduction in the sensation of hunger or the increase in the sensation of satiety.

Art. 153.

(1) The promotion or presentation of products andtreatments for slimming or weight control mustinclude the written and audio warning, with durationof at least 5 seconds, “consult your doctor beforestarting the diet”; diet must be presented or promoted only as a short-term measure.(2) Testimonials or specific case histories justifyingthe diet are forbidden.

Art. 154.

Advertising and teleshopping for any kind of product or treatment for weight loss or control shallobserve the following requirements:

a) they shall not be directed to people under 18

and shall warn the public on this aspect bymeans of a written and/or audio insertion;

b) they shall not be broadcast within theprogrammes directed to children or theadvertising breaks preceding or followingsuch programmes;

c) they shall not be directly addressed to obesepersons, shall not include case histories,where persons that were obese before usingthe advertised products or services speakabout or present;

d) they shall not suggest or state that beingunderweight is adequate or desirable.

Section 5

Political Advertising and Advertising regarding

the practicing of certain professions

Art. 155.

(1) For the purpose of the present cod, theadvertising spots that promote a party, a politicianor a political message are considered politicaladvertising.(2) Political advertising is prohibited, except duringelections campaigns.

Art. 156.

(1) Advertising for public notaries offices or for anyform of practice of the legal profession is prohibited.(2) Advertising for executors and judicial experts isprohibited.

Art. 157.

(1) Active members of the Bar are not allowed toproduce or to moderate programmes dealing withlegal cases still under investigation or in Court.(2) The participation and the interventions of lawyers in audiovisual programmes dealing withlegal cases still under investigation or in Court(cases in which these lawyers are hired) shallobserve the professional norms of barristers.

Art. 158.

(1) Any form of advertising for private or publicproviders of public medical services is prohibited.(2) The participation and the interventions of doctors in programmes on medical themes shallobserve the deontological principles of the MedicalDeontology Code adopted by the MedicalPractitioners’ College in Romania.(3)Drugs that may be identified by mark or commercial name, medical treatments, and publicand private medical consulting rooms providingpublic services shall not be recommended duringaudiovisual programmes on medical themes.

Section 6

Teleshopping programmes

Art. 159.

(1) The teleshopping programme consists of broadcasting to the public direct selling offersregarding the supply of certain goods in return for payment, goods that are available only by means of a remote contract.(2) Within the meaning of the present Code, byremote contract is meant a contract concluded

between a trader and a consumer intended for theprovision of products or services, within a trade

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system organised by the trader, that usesexclusively, before and upon conclusion of theabovementioned contract, one or more distancecommunication techniques.(3) The offers broadcast shall abide by theprovisions of the Government Ordinance no.130/2000, concerning the legal status of remotecontracts, adopted and modified by Law no.51/2003 and of the Government Ordinance no.85/2004 on consumer protection for the conclusionand development of remote contracts on financialservices, approved with its modifications by Lawno. 399/2004.

Art. 160.

(1) Teleshopping programmes shall be readilyidentifiable as such and clearly separated fromother audiovisual programmes by means of neutraloptical and acoustic windows.(2) The teleshopping programme shall not containand will not be interrupted by advertising spots.

Art. 161.

The provisions of art. 160 shall not apply toprogramme services exclusively dedicated toteleshopping.

Details of these regulations can be consulted onwww.cna.ro.


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99www.initiative.com the national audio-visual council (NAC)

FoundationThe National Audiovisual Council was founded in

1992 (under the stipulations of the Audiovisual Lawno. 48/1992, abrogated in 2002 by Law 504/2002and completed by Law 402/2003) in order to providea legal framework for setting and maintaining a

competitive and free audiovisual market in theRomania.

Role and missionThe National Audio-Visual Council (NAC) is a

public, autonomous authority, under the control of theParliament. Its role, established by law, is to protectthe public interest in the field of audio-visualcommunication, under the conditions provided by Audiovisual Law no. 504/2002, published in theOfficial Journal no. 534 of July 22, 2002.

The National Audio-Visual Council (NAC) is theonly regulatory authority in the field of audio-visual

program services in the terms of and by observingthe provisions of Audiovisual Law.The National Audio-Visual Council (NAC) has

duties where the broadcast licensing, the content andthe advertising are concerned:

• the observance of a pluralist expression of ideas and opinions in the program servicestransmitted by radio broadcasters under theRomanian jurisdiction;

• ensures pluralism of information sources of thepublic;

• the favoring of free competition in thebroadcasting field;

• a fair balance between the national andlocal/regional or thematic broadcastingservices;

• ensures protection of human dignity and of minor children;

• ensures protection of the Romanian culture andlanguage, as well as of the culture andlanguages of ethnic minorities;

• ensures transparency of mass communicationmeans from the audio-visual sector;

• ensures transparency of its own activities.The Council has the following competences:

• to establish the conditions, procedure andcriteria for the granting of audio-visual licenses;

• to establish the procedure for the granting of the retransmission authorisation;

• to issue audio-visual licenses andretransmission authorisations for the operatingof radio and TV programme services and toissue the audio-visual authorisation decisions;

• to issue regulatory normative decisions, inorder to accomplish its attributions;

• to draw up instructions and issuerecommendations for the development of theactivities in the field of audio-visualcommunication.

The Council is authorised to request and receivefrom radio-broadcasters and distributors of audio-

visual programme services any necessary data,information and documents in order to accomplish itsattributions, having the obligation to keep theconfidentiality of the data that are not of public nature.

The Council issues decisions, instructions and

recommendations in the presence of at least 8members and with the vote of at least 6 members, inorder to fulfil its functions and attributions.

The Council’s decisions with a regulatory character,including their motivation, shall be published in theOfficial Journal of Romania, Part I. The other decisions, including their motivation, as well as theinstructions and the recommendations issued by theCouncil shall be made public.

The documents with a regulatory character, issuedby the Council, can be contested in the administrativecontentious court by any person estimatinghimself/herself prejudiced by them.

Decisions with individual character arecommunicated to the interested parties and comeinto force on the date of their communication, if nototherwise foreseen.

The Members of the Council

The Council is made up of 11 members. The NACmembers are assigned by the Parliament, on requestof the Senate (3 members), the Chamber of Deputies(3 members), the President of Romania(2 members), the Government (3 members).

The current members of the National AudiovisualCouncil are:

• Rasvan Popescu - president of NAC, appointedby the Chambers of Deputies in 2007, member of NAC since 2000;

• Ioan Carmazan – appointed in 2007 after Valeriu Nicolau’s resignation;

• Constantin Dutu - appointed by the Chambersof Deputies for the 2006–2012 period;

• Dan Grigore - appointed by the Government for

the 2006 - 2012 period;• Ioan Onisei - appointed by the Chambers of Deputies for the 2006 - 2012 period;

• Szasz Attila – appointed for 2008 – 2012period;

• Radu Teodorel - appointed by the Governmentfor the 2003 - 2008 period;

• Gelu Marian Trandafir – appointed by thePresidency for the 2006 - 2012 period;

• Cristina Trepcea - appointed by theGovernment for the 2002-2008 period;

• Emanuel Valeriu - appointed by the Presidencyfor the 2001-2008 period;

• Grigore Zanc - appointed by Senate for the2004-2010 period.

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INITIATIVE MOLDOVA – Short presentation

INITIATIVE Moldova was established in June2002, is an affiliate of INITIATIVE Worldwide(Interpublic Group). It is the leading mediamanagement agency in the Republic of Moldova.

Being a full service media agency INITIATIVE isspecialized not only in planning and buying (as coreservices) but also in additional services such asproduct placement, outdoor advertising,sponsorship, direct mailing, online advertising, PR-coverage, post-buy and competitive analysis.

INITIATIVE is the agency with a pro-activeattitude, a wider scope and a deeper understandingof media in order to deliver the most qualitative andcost-effective solutions to clients.

INITIATIVE Moldova has in its client portfolio bothmajor local and global clients, such as Orange(France Telecom), Dirol Cadbury, Danone, Indesit,Subaru, Continental, Air Moldova, Alina Electronic,Tina Systems, Lapmol, Dio Plus, Bucuria,Vininvest, Peugeot.

MOLDAVIAN MEDIA LANDSCAPE

The Moldavian media market continued to growfast in 2007. Advertising budgets had continued toincrease in all major media, especially on TV and inoutdoor.

Many regional TV and radio stations obtainedlicenses in order to widen their broadcasting in newregions of the country.

From January 2007 the sales house VideoInternational began to sell its channels by GRPprice-list, alongside minute’s price-list.

Several new major advertisers entered themarket.

The total net ATL advertising volume onMoldavian market in 2007 was estimated at 26 mil

USD (+67% vs. 2006).

Ad-spend by medium

Top Categories, Advertisers

Mobile Telecommunication increased their advertising activity and bypassed shops in“Category” chart in 2007. Detergents had grownsignificantly over the last year. Banks and Financial

Operations products increased their activity as well.The list of TV top advertisers remained almost the

same over the last several years.Procter&Gamble maintains the leadership in

“Advertiser” top, followed by Orange (FranceTelecom), Moldcell and Efes Vitanta MoldovaBrewery.

Media Research

Even if media research is an important andintegral part of media market, unfortunately reliable

and complex audience measurement in Moldovahad been established only for television. The radio,press and outdoor measurement is either incomplete or under elaboration.

Consumption and lifestyle research

TNS Moldova (part of the TNS Ukraine)measures a comprehensive range of consumer characteristics (target persons between 12–65 y.o.and residence in 10 major cities), such as:

• Demographics

• Lifestyle• Media usage• Product and brand usage

The data is being collected during face-to-faceinterviews twice a year (spring’s and autumn’swaves). The software package - Galileo - gives theopportunity to build different kind of data tables,containing useful consumer information. For example:

• Readership of newspapers and magazines• TV viewing behavior

• Radio usage behavior • Cinema attendance• Attitude to different types of advertising

New radio audience measurement “Super Nova”(part of TNS Moldova) appeared in December 2007. It gives opportunity to analyze the audienceof the radio stations:

• Demographics• Day of listening• Time of listening• Place of listening

• Audience loyalty• Audience moving from station to station

Graph 1: Ad-spent split by medium in 2007

Source: AGB Moldova & Initiative

www.initiative.commoldavian media market

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101www.initiative.com moldavian media market

TELEVISION

Moldova is a television driven market. TV stillgives the highest feedback on the advertisers’investment. Being a low-cost and accessibleentertainment for the majority of the population, TV

delivers the highest reach at national level. Theincrease of net TV ad-spend in 2007 vs. 2006 was78%.

The first TV sales house – Video InternationalMoldova – appeared at the end of 2005 stopped itsactivity in November 2007. At the same time hasappeared the new big sales house – Casa Media.Now it is representing several major stations asfollows: ORT, STS, NIT, 2Plus and Muz TV. It isexpected that in 2008 some other channels will join

the sales house.

The Moldavian TV market includes:• National stations:

1. ORT-Moldova2. Moldova 13. 2Plus

• Regional stations:1. STS2. NIT3. Pro TV4. Muz TV5. NTV

• Cable stations:1. Ren TV2. N 43. TNT4. TVC 215. Euro TV

Local advertising spots may be aired only on TVstations that have the broadcast license for Moldova.

ORT-Moldova, Moldova 1 and 2Plus have thebest penetration being available in most Moldavianhouseholds. The regional stations are on air in allmajor cities of the country and in some rural areas. At the same time the cable stations are onlybroadcasted in the capital and big cities, but onlyvia cable.

Audience share

TV viewing share differs a lot comparing to thestations’ penetration.

ORT-Moldova retains the leading position in termsof audience.

Commercial share of the major TV stations

ORT- Moldova once again holds the leading

position in terms of commercial share, while NITand STS decreased.

Average ratings of the major TV stations

The best rating delivery station on Moldavianmarket was ORT-Moldova, followed by NIT andSTS.

Graph 4: Major TV stations average whole day ratings (Av Rtg %)

Source: AGB Moldova

Graph 3: Major TV stations commercial share (%)

Source: AGB Moldova

Graph 2: Audience Share

Source: AGB Moldova

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Advertising clutter evolution - no. of seconds

The number of advertisers respectively thenumber of minutes sold increased (50,5%) in 2007compared to 2006. This was the reason of frequentclutters, especially in the fourth quarter of the year.

Even new more expensive rate cards didn’t stopadvertisers from October-December clutter.

Mobile TV

Only one mobile operator – Orange – offers 6 TVchannels with news, sports, films and video-clipswhich can be downloaded directly to a mobilephone via "TV on a mobile phone" service.

National Stations

ORT - Moldova

(The First Channel in Moldova) (Rus)The absolute leader in audience share and in

ratings.Broadcasting: air and cablePenetration: 95% and Share: 36.53%Content: 100% re-transmission of the “Pervyi

kanal” (Russia) – the biggest state-owned stationin Russia. Movies, entertainment shows, soapoperas, TV games, comedy shows, sports and

others are the highlight of this station’s schedule.In addition to that, the Moldavian broadcastingcompany inserts local programs (in Romanian andRussian). Advertising policy: the local advertising breaks

completely replace the Russian ones. The stationhas local inserts.

ORT - Moldova target is mass-viewers, predo-minantly middle-aged – 45-59 y.o.

Moldova 1

(Public Moldavian Television – Moldova) (Ro/Rus)

Station has the widest penetration in Moldova.Broadcasting: air and cable

Penetration: 99% and Share: 5.69%Content: Local news in Romanian and Russian,

social programs, movies, serials, local cultural,sport and entertainment shows. The most popular programs are News broadcasts (19:00 and 21:00)and evening movies.

Moldova 1 is mostly preferred by the advancedage rural population – 45+ y.o.

2PLUS (Ro)Broadcasting: air and cablePenetration: 87-92% and Share: 2.46%Content: Digest channel, re-transmission of

Antena International and TVR International (bothRomania). It is the second republican tv network. Advertising policy: the local advertising breaks

completely replace the Romanian ones.

The station target is 60+ y.o., with middle income.

Regional stations

NIT (Rus/Ro)Broadcasting: air and cablePenetration: 90% and Share: 6.29%Content: Digest channel, re-transmission of TVC

International (Russia); local news in Romanian andRussian, movies. Advertising policy: the local advertising breaks did

not completely replace the Russian ones.

The station target is dominating by the young andmiddle-aged people.

STS (The First Entertainment Channel) (Rus)Type of broadcasting: air and cablePenetration: 60% and Share: 5.75%Content: 100% re-transmission of the STS (the

first Russian TV station with exclusively enter-tainment profile). Movies, entertainment shows,soap operas, sitcoms, TV games, comedy showsare the highlight of this station schedule. In theafternoon and in the evening entertainment shows

and movies are shown with subtitles in Moldavianlanguage. In addition to that, the Moldavianbroadcasting company inserts local programs. Advertising policy: the local advertising breaks

completely replace the Russian ones.The station target – young and middle-aged

people – 14 - 44 y.o.

Pro TV – Pro TV (Moldova) (Ro/Rus)Broadcasting: air and cablePenetration: 60% and Share: 0.52%Content: 80% re-transmission of the Pro TV

(Romania); 20% - local news (in Romanian andRussian), entertainment and political shows.

Graph 5: Advertising clutter evolution per month(no. of seconds)

Source: AGB Moldova


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Advertising policy: the local advertising breakscompletely replace the Romanian ones.

The station target is dominating by people 15-59y.o. with middle income.TV7_NTV (Rus)

Broadcasting: air and cablePenetration: 55% and Share: 3.98%Content: re-transmission of the TV7_NTV (Russia);entertainment and political shows, TV games, talk-shows, analytics, cognitive programs; localprograms: Today in Moldova, Cotidian, Observator and others. Advertising policy: the local advertising breaks

completely replace the Russian ones.Station profile for Moldova – middle-aged and

older people – 45-59 y.o. with middle income.

Muz TV (Moldova) (Rus/Ro)Broadcasting: air and cablePenetration: 40% and Share: 1,08%Content: based on re-transmission Muz TV

(Russia). Local programs (in Romanian andRussian). Advertising policy: the local advertising breaks did

not completely replace the Russian ones.Target groups profile: young people – 15-29 y.o.

Cable stations (SUN TV)

TVC 21 (Local) (Rus)Broadcasting: cablePenetration: 40% and Share: n/aContent: 100% local – movies, analytical pro-

grams and news (in Russian). Advertising policy: only local advertising breaks.Target group profile: young and middle-aged

people – 18-40 y.o.

TNT (Rus)Broadcasting: cable

Penetration: 35% and Share: n/aContent: 100% re-transmission of the TNT_Bravo(Russia). Advertising policy: the local advertising breaks did

not completely replace the Russian ones.Target group profile: young people – 15-29 y.o.

Ren TV (Rus)Broadcasting: cablePenetration: 30% and Share: 1.62%Content: 100% re-transmission of the Ren TV

(Russia).

Advertising policy: the local advertising breaks didnot completely replace the Russian ones.

Target group profile: young, middle-aged andolder people – 15-59 y.o.

N 4 (Local) (Rus)Broadcasting: cablePenetration: 25% and Share: 0.8%Content: Movies, entertainment shows, soap

operas in Russian. Advertising policy: only local advertising breaks.Target group profile: young and middle-aged

people – 15-44 y.o.

Euro TV (Ro)Broadcasting: cablePenetration: 20% and Share: 0.5%Content: 65% re-transmission of the TVR

International (Romania); 35% - local programs

(work days from 16:00 till 23:30, weekends from12:00 till 24:00, in the rest of the time isre-transmitted TVRi) Advertising policy: the local advertising breaks

completely replace the Romanian ones.Station profile for Moldova: older people, 60+ y.o.

Sun TV

Is the biggest and widely spread cable network inMoldova.

Beside the most popular Russian and RomanianTV stations, some well-known international stations

such as CNN, Discovery, HBO, Animal Planet,Eurosport, Euronews, etc are included into thecable packages.

Cable network is an alternative and cost-effectiveway to reach urban audience.Share: n/a* Source AGB Moldova

TV buying system

Major TV channels sold advertising time both byminutes’ and GRPs’ rate-cards. Video InternationalMoldova – a part of the biggest Russian sales

house, Video International Russia – developed itsactivity from the end of 2005 till the end of 2007. InNovember 2007 the new sales house – CasaMedia – has appeared on the Moldovan TV market.It is selling the advertising capacities of five TVstations in Moldova: ORT-Moldova, STS, NIT,2Plus and Muz TV. The sales of other TV stationsare made through internal sales departments.

TV pricing policySome TV stations still had different advertising

sales policies for local brands versus foreign

brands. Cost of media is almost double for international advertisers. The average amount of

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advertising should not exceed 15% of dailybroadcasting time of each private TV and Radiostation and 20% of the hour. Advertising of thetobacco brands is prohibited on TV, while spiritsmay be advertised between 22:00-06:00.Sponsorship of both news and political programs is

prohibited. There is no restriction on the languageof TVCs. About 60% of all local TV spots are inRussian.

TV Buying Perspectives 2008The overall TV ad-spend would keep an

ascending trend in 2008. In order to reduce theclutter and to avoid the “sold out” situations, saleshouse and TV stations have implemented thefollowing conditions:

• the rate card prices are the subject toincrease

• seasonal coefficients for high clutteredperiods (October, November, December)have increased

• discounts for non cluttered periods (January,July, August) have been introduced

• for floating or low-priority placement theadvertiser is offering additional discounts

TV researchSince December 2003 AGB Moldova (part of the

AGB Ukraine) has launched people meter audience measurement service in Chisinau (150households).

During 2006 - 2007 the panel 4+ y.o. consisted of 300 households.

People meters’ distribution:• Chişinău – 92 units;

• Center: 32 units – in the urban area and

39 units – in the rural area;

• North: 49 units – in the urban area and

32 units – in the rural area;• South: 27 units – in the urban area and

29 units – in the rural area;

Characteristics of the service:

• each household is equipped with a TVM1 or TVM2 people meter device.

• minute-by-minute viewing data is delivered

electronically the night after the data iscollected.

• 13 TV stations are included in the survey (TVviewing, programs and advertising analysis):ORT-Moldova, Moldova 1, 2Plus, NIT, STS,Pro TV, TV7_NTV, Muz TV, TVC 21, TNT,

Ren TV , N4 and Euro TV.

• The software package (Arianna) offers:TV viewing analysis, spot monitoring,

campaign forecasting and evaluation,

advertising expenditures, post-buy andcompetitive analysis.

P&P Studio also is providing TV monitoring databut has no opportunity to measure the audience.


Radio Format Source of Penetration Cvr. %broadcasting all urban

Hit FM Musical Russian + local inserts Nationwide 47,3Russkoe Radio - Poli Disc Musical Russian + local inserts Nationwide 42,4Europa Plus Musical Russian + local inserts Multi-regional 20,1Serebreanyi Dojd’ Musical Russian + local inserts Multi-regional 18Retro FM Musical Russian + local inserts Regional 17,7Radio Noroc Musical Local Multi-regional 16,8Kiss FM Musical Romanian+ local inserts Regional 16,3

Avto Radio Musical Russian + local inserts Regional 15,9Radio Moldova Public Local Nationwide 15,7Radio Shanson Musical Russian + local inserts Regional 13,7Nashe Radio Musical Russian + local inserts Regional 12,1Megapolis FM Musical Russian + local inserts Regional 9,6Radio Sanatatea Musical Local Multi-regional 8,8

Antena C Musical Local Multi-regional 8,4Radio 7/Radio Ecou Musical Russian + local inserts Regional 8,2Love Radio Musical Russian + local inserts Regional 6,9Fresh FM Musical Russian + local inserts Multi-regional 6,3Radio 21 Musical Romanian+ local inserts Regional 6Radio Plai Musical Russian + local inserts Regional 5,6Pro FM Musical Romanian+ local inserts Regional 5Maestro FM Musical Local Regional 3,3Radio BBC Musical Romanian+ local inserts Regional 2,7Radio Nova Musical Local Regional 2,5

Vocea Basarabiei Musical Romanian+ local inserts Multi-regional 1,3Univers FM Musical Local Regional 1,2Source: TNS Moldova, MMI 2007/1 & MMI 2007/2

Table 1: Radio coverage, all urban (%)

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RADIO

There are more then 25 radio stations available inMoldova. Most of them are re-broadcasting either Russian or Romanian-based radio stations.

The biggest commercial radio stations obtained

new licenses last year. This fact let them cover newareas both urban and rural. The enlargement of thecoverage attracted the new audience and as aresult bigger advertising budgets.

Most of the radio stations (except the state-ownedRadio Moldova) broadcast in FM frequency rangeand have a private ownership. Russian-speakingstations are traditionally more popular than thelocal or the Romanian-speaking ones.

Several new radio stations are expected to

appear on the market both local and foreign. Someof the actually researched stations are expected tobe dropped from the research in favor of other,more popular.

According to TNS Moldova data (12+ y.o., urban)the average time spent to listen radio is from 30min/day to 2 hours/day.

The total radio ad-spend has increased by 200%in 2007 vs. 2006. This abnormally big figure iscaused by TV sales-houses “battles” in the end of

the year. As the result, part of TV budgets moved tothe radio.

Radio research

TNS Moldova (part of the TNS Ukraine) providesradio audience measurement twice a year (spring’sand autumn’s waves) based on face-to-faceinterviews, covering major Moldavian cities. Thesoftware packages are “Galileo” and “Super Nova”.

PRESS

Printed press is a part of the media mix for thecommunication campaigns in Moldova. Theincrease of total press ad-spend in 2007 vs. 2006was 30%. The press market continued to develop.

There are daily newspapers, weekly newspapersand monthly magazines available for theadvertising exposure.

Totally more than 50 issues are published inMoldova (available for local advertising):

• Monthly editions - 39%

• Weekly editions - 47%• Daily editions -14%

Table 2: Magazines (Monthly local editions)

Source: TNS Moldova, *MMI'2007/1, **MMI'2007/2

Table 3: Periodicals (Weekly editions)


Title Circulation Cvr. % * Cvr. % **

all urban all urban

Komsomoliskaya pravda 65 000 43,5 39,2(Tolstushka)

Antenna 60 000 37,6 37,2Makler (Chisinau) - Friday 35 000 33 32,1

Argumenti i Facti 21 000 28,3 24,9Makler (Chisinau) - Tuesday 15 000 20,6 16,1Shans 22 500 19,3 14,7Makler (Balti) 36 000 12,7 10,4Makler (Chisinau) - Thursday15 000 10,4 9,2Logos-Press 11 000 10,4 7,2Monitorul Oficial 9 000 10,3 6,1SUN TV 10 000 9,5 5,7Trud 12 000 9,2 8,9

Spros i Predlojenie (Balti) 10 000 9 7,4Kishinevskie novosti 8 500 8,8 7,5Saptamina 12 000 8,6 7,8TV Programe 32 000 7,8 5,1/TV ProgrammyJurnal de Chisinau 21 000 7,6 6,1Literatura si Arta 16 000 6,5 2,5Moldavskie vedomosti 6 000 4,5 2,7Office 8 000 4,3 1,8Capitala / Stolitsa 4 500 3,9 2,3Novoe vremea 6 000 3,8 2,7SMS Market 5 000 2,8 4,4Sport Plus 7 000 2,4 2,7

Analytique 5 000 0,8 0,4

Fermierul 70 000 n/a 1,2


all urban all urban

Aquarelle 4 000 10,4 9,8

VIP magazine 4 000 6 6,7

Banki i Finasy / Profit 11 000 5,5 4,2

Mobila&Design Interior 2 000 n/a 2,5 Auto Market 3 000 2,8 2,2

Business Class 3 000 2,7 2,5

Siesta Chisinau 6 000 2,2 2,2

Auto Expert 4 500 2,1 2,2

Shopping 10 000 n/a 1,7

Mabilinie razvlechenia 5 000 n/a 1,6

Zile si nopti 10 000 n/a 1,6

Ostap 3 000 1,7 0,7

Neorama 3 000 1,6 1,2

Promo Plus 10 000 1,2 1,2

Viata Ta 3 000 1 1,5

Punkt 3 000 0,7 0,8

Obiectiv AV 1 500 0,5 0,4

Moldoveanca 5 000 n/a 0,6

Public 3 000 n/a 0,6

Siesta Escape 10 000 n/a 0,6

Level 2 500 n/a 0,5

Open Skies 10 000 n/a 0,2

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Table 4: Newspapers (Daily editions)


The Russian newspapers with the local inserts(containing local ads) have traditionally higher circulation than the Moldavian ones. Advertising of both tobacco products and alcohol beverages innewspapers is allowed.

The well-known magazines Cosmopolitan, Burda,

Men’s Health, GQ, Elle etc. are presented on theMoldavian market in the formats published either in Russia and Romania or Ukraine. New localglossy magazines were issued, but their CPTremain very high.

Press research

Audience measurement is done by TNS Moldova(part of TNS Ukraine) twice a year. The panelcovers urban population aged 12-65 y.o. Thesample counts 1,187 individuals. The softwarepackage is again Galileo.

OUTDOOR

Following the trend of overall ad-spend increaseand new legislation restrictions, the outdoor budgets had grown during the year.

Billboard locations are multiplying and backlit anddynamic models are replacing the traditional simplepainted billboards. Advertising on publictransportation vehicles is also common. TV screens(with different types of display) placed inside

supermarket centers, entertaining centers anduniversities are the new entries on the market.

Most of the OOH advertising supports are locatedin Chisinau (70 - 75% out of total number of supports).

The main OOH sizes are:• Billboards (6 × 3 m)• Bigboards (10 × 4 m, 8 × 3 m, 12 × 5 m)• Citylights (1.2 × 1.8 m)• Public Clocks (4-sided, 1 × 1.9 m / side)

• Brandmauers• Prismavisions

• Neon Panels• Roof Signs• Fences• Bridges

Outdoor Carriers Split by Formats:• Billboards 50%• Citylights 26%• Brandmauers 9%• Prismavisions 4%• Bigboards 3%• Others 8%

Besides Chisinau, OOH supports cover major Moldavian cities, main transport routes and resortsof the country.

Main investing categories in 2007: Mobilecommunication services, Chains of shops, Cars,Banks and Financial operations.

Audience measurement and independentmonitoring for OOH are not available at themoment.

In 2007 the Association of Advertising agencieswhich coordinates actions of advertising agencies

with local administration has been created.

Increase of taxes to the outdoor advertising hasled to a high rate of inflation in this media.

CINEMA

In 2007 cinema had one of the smallest total ad-spend at Moldavian media market, but it should notbe ignored. Patria cinema network was the biggestadvertiser in this sector in 2007, but as it wasexpected, the other cinemas had joint their forces

and made a competitive network on behalf of Flacara – Gaudeamus.

Few major cinema halls from around the countrywere refurnished and brought to modern standards.Patria cinema advertising department offers itsclients combined packages including theopportunity to advertise on and off-screen:

• premieres sponsorship• special events• product sampling at the entrance in halls

• banners and posters• branded program leaflets and cinema tickets


all urban all urban

Komsomoliskaya pravda 9 000 19,8 17,5Vremea 8 500 13,2 8,4Flux 3 000 11,7 10Timpul 4 000 11,6 9,5

Nezavisimaya Moldova 6 500 11 9,9Sport kurier 4 800 9,8 7,8Moldova Suverana 4 200 7,3 3,6


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The biggest cinema in Moldova is PatriaCenter/Chisinau. Patria cinema network audienceis around 70.000-100.000 people monthly.

Cinema Consumption

• 50% - Patria/Center Chisinau• 20% - Patria/Riscani Chisinau• 20% - Patria Balti• 5% - Patria Cahul• 5% - Patria Ungheni

Profile of movie goers

• 37,3% of urban population 12-65 y.o. hadvisited cinema during 2007.

• 51,5% of movie goers are either medium or heavy cinema users.

Movie goers are especially aged between 16 and39 y.o., have a high or middle income level andhigh education studies (according with TNSMoldova, MMI 2007/1 & MMI 2007/2).

INTERNET

The Moldavian internet market is still under thedevelopment, but it has a big potential:

• The number of internet sites, as well asadvertising capabilities, is growing from year to year.

• The number of households equipped withpersonal computers and internet connectionis in continuous up-growth.

• The main advertisers in Moldavian internetbelong to the following categories: Computers/IT, mobile telecommunication services,cars/auto related and shops.

The general number of connections to theWorldNet, including the mobile Internet on thebasis of GPRS technology , has increased in 2007more than twice and for the first time has reachedone million 6,7 thousand. The number of Internetusers has grown by 85,3 % in 2007 vs 2006 andexceeded 729,4 thousand.

PC penetration and usage:

• there is at least one PC in approximatelyevery third household.

• about 13,2% of households which have noPC are going to buy it in the nearest future.

• the average use of PC in urban areas tends to69,7%.

• the majority of PC users (76,5%) had accessto the computers at home and/or work.

• 42,4% of PC users did not use internet in their activity in 2007. The other 57,6% used theWorld Wide Web with the different frequencyand from different places.

2008 perspectives of the Moldavian Market

It is obvious that in 2008 the Moldavian mediamarket will continue to grow fast. The expertsbelieve that the new advertisers, agencies andmedia will launch their activity on Moldavianmarket. The average media inflation is predicted atthe level of 50 - 60%. Both local and foreignadvertisers are estimated to increase their advertising budgets.

As for Initiative Moldova, the agency is going tokeep its leading position, to increase its solid

professional team, strengthen the relations with theactual clients, gain new ones and ensure maximumreturn for clients’ media investments.

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Traditional media - advertising terms

Advertorial

It is a subtle form of communication, used in print,by which the strengths of the advertisers’ brandsare communicated in an editorial format. The

feature is clearly marked as an advertisement. Itshould be in line with the editorial style of thepublication.

Affinity Index

Is an efficiency indicator in media planning. Itshows how a specific program / medium performson a specific target group compared with areference target group. E.g., for TV, the specifictarget group of a brand (expressed as TRP) versusa broader, reference target group e.g. ‘All Urban’,

that is the buying TA (expressed as GRP). Theaffinity index = TRP/GRP and it should be higher than 100% in order to optimise the TV buying.

Agency Commission

A percentage of the net cost of advertising paidby advertisers to advertising agencies that managetheir advertising budgets.

Audience

The number of homes/individuals in a specifictarget group viewing, listening to or reading a

particular media vehicle.

Audit of Circulation

The detailed circulation analysis of a publication,run by a specialised audit company. Thisinformation becomes public and is a useful workingtool for the publications themselves, mediaagencies and advertisers.

Average Frequency

The average number of times a target is exposed

to the advertising message.Barter

A station/publication exchanges its adtime/adspacewith other merchandise. Instead of selling theprogram to a station, its supplier gives the programto the station in exchange for commercial timeduring that program or during other programs of thestation.

Billboard

American term for either the advertising on poster

boarding or the sponsor’s mark around a televisionprogramme (usually static company logo).

Bleed

For print – running an ad to the edge of a page,leaving no margin.

Circulation

Number of copies of a given issue of a publicationthat is distributed, either paid or for free.

Client Volume Discount (CVD)

A further discount for those advertisers thatachieve specific levels of expenditure with a mediaowner / sales house.

Clutter

There are 3 main types of advertising clutter:(1) The overall market clutter - the total number of ads seen or heard by a person;

(2) The competitive clutter - the total number of ads seen or heard by a person for competingbrands;(3) The media vehicle clutter - the length of eachTV break or the number of ads contained within apublication.

Commercial Break

Is a break in a TV or radio transmission duringwhich ads are broadcast.

Competitive Analysis

A periodical (monthly, quarterly, yearly) monitoringof the competitive advertising activity: ad-spend,campaign period and weight, channel mix, strategy& tactics etc.

Cost per Thousand (CPT)

The cost of achieving a thousand contacts withreaders / viewers / listeners.

Cost per Rating Point (CPP)

The cost of a media vehicle (or media schedule)for reaching one rating point (1%) of the specific

audience.

Commercial

Any announcement that is broadcast withadvertising purpose, an advertising spot.

Coverage

The proportion (expressed as %) of a targetaudience that has any opportunity to see / hear thespecific ad.

Daily Monitoring

Daily follow-up of an ongoing TV campaign, tokeep it within the planned parameters: spot

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broadcasting, update of audience performance(GRPs, TRPs) vs. planned, budget status –supplementary spots are added if the budgetunder-performed or budgets are cut if the budgetover-performed.

Day-Part Segments

Time bands that have associated levels of audience delivery. For the Romanian market thestandard day-parts are:

• Day Time: 07:00 – 16:00• Access Prime Time: 16:00 – 19:00• Prime Time: 19:00 – 23:00/24:00• Late Fringe: 23:00/24:00 – 25:00

The day parts may vary from station to stationand/or in weekdays and weekend.

Diary

A log kept by members of a consumer panel torecord their viewing, listening, reading, purchase,consumption and other lifestyle habits etc. Usedcurrently for radio, press, consumption study.

Double Page Spread

Two full pages of immediately adjacentadvertising.

Effective Frequency

The level of coverage and frequency calculatedto deliver the optimum awareness / salesperformance for a given creative / campaign.

Effective Reach

The percentage of the target that is exposed tothe ad a sufficient number of times to produce apositive change in awareness, attitude or purchasing behaviour.

Efficiency

The relationship between circulation/audienceand cost, most commonly expressed as Cost Per Thousand (CPT).

Equivalent

In TV and radio, the advertising expenditure, CPTdelivery for each commercial length is oftenexpressed as an index on 30” or ‘30” equivalent’.For Romanian TV, the standard cost indices are:

Flight

Period of advertising activity.

Flowchart

A yearly calendar of campaigns of a client. Itshows the active periods by medium, by brand /product, and the campaign phasing. It is thegraphic representation of the annul strategy.

Gross Rating Point (GRP)

The sum of ratings achieved by a specific mediavehicle or schedule. 1 GRP = 1% of the targetaudience having at least one opportunity to see thecommercial. GRP is a general media currency.GRPs = Net reach × OTS.

Gross Expenditures

Refers to rate card budget, with no discounts,taxes or agency commission applied to it.

Guaranteed CPP

Is the dominant TV sales policy on the Romanianmarket. The cost for placing a spot results from theamount of rating points recorded by that spot.The net/net cost of a spot = Cost / Point (All urban)× Number of rating points recorded. Based on thebudget committed by a client to a TV station, on theshare it represents of the total etc, the agencynegotiates a Guaranteed CPP with the media

owner, for that client.

Guaranteed GRP

The station commits to deliver a specific amountof audience – GRPs – for a certain campaign.

Horizontal Road Blocking

Placing a TV or radio commercial at the samehour on different channels. It builds the reach of acampaign.

Implementation Planning

Producing a detailed media plan that is to bebought within any given market, following themedia strategy.

Impression(s)

The actual exposure of an individual from the TAto the advertisement.

Media Fragmentation

Increase in the availability of media choice. Theprocess can be seen through the increase in the

10” 15” 20” 25” 30” 35” 40” 45” 50” 55” 60”50% 70% 80% 90% 100% 120% 150% 170% 180% 190% 200%

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number of print media titles, and more recentlythrough the rise in the number of televisionchannels (such as satellite broadcasting, cable).The media support becomes more targeted on anarrower niche.

Media Vehicle Any advertising – carrying medium such as

television, a magazine or an outdoor site.

Media Plan

A detailed media schedule containing the list of spot / print layout placements for a period of time(TV station / title, date, day, program, time, adbreak / page number), estimated GRPs and costs.The media plan reflects the implementation of themedia strategy.

Net/Net Expenditure1. Rate card minus all the discounts and benefits;2. Net/net Cost/GRP × Rating of the program.

Net Expenditure

Net/net plus the agency fee and the health andcinema taxes, but excluding VAT.

Net Reach

Is the percentage of the target audience that wasreached by the message at least once during aperiod of time (e.g. a 4-week campaign).

Net reach is 1+ coverage.Net reach = GRPs / OTS.

Optimisation

A method of schedule planning / building using acomputer program to produce an optimumschedule according to criteria set by the planner /market.

OTS/OTH

The opportunity to see/hear an advertisement bythe target audience during a period of time (e.g. a

4-week campaign).OTS = GRP / Net reach.

Panel

Sample of people who are used for regular (keepdiaries, PM etc.) or periodic (repeated interviews)research. The advantage of panels is that theyallow the tracking over time of viewing, listening or product consumption.

Peoplemeters

Advanced monitoring tools that record the status

of the TV sets within a panel household, bymember of family, on a continuous basis.

Phasing

Strategy of alternating the weekly weight of acampaign in order to obtain greater mediaefficiency.

Post-Buy AnalysisThe evaluation of a schedule’s achievements

after its running, compared to the planned level.The analysis covers TRP and GRP performance,OTS, coverage and frequency, airing time, theactual position in break, analysis of the used TVchannels and programs, trends etc.

Premium Positioning

Preferential placement of ads in specific mediae.g. for print, positioning might mean the placement

of the ad to face editorial, on the right page, on theback cover or inside cover etc. For TV, this mightmean the choice of the break or the choice of theposition inside break – first / last etc.

Rate Card

A medium’s price list. Rate cards are issuedperiodically and show the prices charged for various timeslots, programs, press modules.

Rating Point

The percentage of audience recorded by aparticular program / issue of a publication.1 rating point = 1% of a target group reached bythat program.

Readers per Copy

The average number of persons that read a copyof a publication calculated by dividing averagereadership of an issue by circulation.

Outdoor Site

An outdoor location where one or more poster

panels are placed.

Share of Audience

The percentage of a viewing audience watchingone channel out of all the TV viewing, at a givenperiod of time.

Share of Expenditures (SoE),

Share of Spend (SoS)

The brand’s or group of brands’ advertisingweight expressed as a percentage of expenditures

of a defined total market or market segment, in agiven time period.


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Share of Voice (SoV)

The brand’s or group of brands’ advertisingweight expressed as a percentage of GRPs,number of pages, of poster sites etc. of a definedtotal market or market segment, in a given time

period.

SNA FOCUS

It is a consumption survey based on the alreadyestablished SNA research. The researchobjectives: obtaining comprehensive informationabout media penetration, products and servicespurchase patterns and the socio-cultural behaviour.It is a syndicated research, controlled by theadvertising industry (BRAT).

Solo Spot

An advertisement placed in the middle of a TVprogram, without being announced as advertising.It records the rating of the program and hasmaximum impact. Its cost is higher than regular advertising. By CNA decision, a TV station maybroadcast maximum two solo spots per day.

Strategic Media Planning

Providing a media solution to marketing plans,establishing communication goals, media choice,seasonality and targeting.

Target (universe/audience)

The people or the market a campaign aims toreach.

Target Rating Point (TRP)

Is the percentage of audience recorded by aprogram / issue of a publication against a particular target group.1 rating point = 1% of a target group reached bythat program.

Universe

A group of people whose total number representsthe ultimate potential reach of a piece of activity(advertising, research etc) e.g. ‘All housewives’.

Vertical Road Blocking

Placing a TV or radio commercial on varioustimeslots on the same channel, on the same day. Itbuilds the frequency of a campaign.

Weight

The size of the advertising burst or campaignmeasured by the GRP delivery.

Online - advertising terms

Ad Server

A computer, normally operated by a third party,that delivers and tracks advertisementsindependent of the web site where the ad is being

displayed. Use of an ad server helps establish trustbetween an advertiser and publisher since thestatistics are maintained by a objective third party.

Banner Burnout

A term used to describe an event when a banner has been shown to the same visitor(s) to the pointwhere the click through rate has droppeddramatically. Rotating banners helps to reducebanner burnout.Broadband - or high-speed Internet access allows

users to access the Internet and Internet-relatedservices at significantly higher speeds than thoseavailable through “dial-up” Internet accessservices. The Federal CommunicationsCommission (FCC) generally defines broadbandservice as data transmission speeds exceeding200 kilobits per second (Kbps), or 200,000 bits per second, in at least one direction: downstream (fromthe Internet to computer) or upstream (fromcomputer to the Internet).

ClicksThe number of click through that have occurredas a result of a user clicking on a banner and beingredirected to an advertiser’s web page.

Click Through Rate

The percentage of impressions that resulted in aclick through. Calculated by dividing the number of clicks by the number of impressions. For exampleif a banner was click on 13 times after beingdisplayed 1000 times, the banner would have aclick rate of ( 13 ÷ 1000 = .013 ) 1.3%. This is alsocommonly know as a banners click rate.

CPM

Cost per thousand (CPM) is one of the onlinepayment models by which advertisers pays for every 1000 impressions of their advertisement.Prices typically range from $1 to over $50 per thousand impressions. This is an ideal method of payment for advertisers who want to guaranteeonly the number of people who sees their banner.The "M" in CPM is from the Roman numeral for

1000. The Roman numeral M was derived from theLatin word "mille" meaning "thousand".

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xDLS

eXtensible Distance Learning System.Frequency - A term used to describe the number of times the same advertisement is shown to thesame visitor during a particular session or timeframe. This can be accomplished through the useof cookies.

House Ads

A type of banner advertisement that a web sitepublisher runs in an ad space when no payingadvertisement is available to fill the space. Typicallyfilled with an advertisement promoting one of theweb sites services, products or features.

Impressions

The number of times a banner ad was requestedand presumably seen by users. It is often hard toobtain an accurate impression count as they canbe undercounted due to issues relating to cache or overcounted due to requests that were notcompleted.

Inventor

The number of ad spaces available for sale on aweb site during a certain time frame. Determinedbuy taking into consideration the number of advertisements on a page, the number of pageswith advertisements and the number of page viewsduring a specific time frame.

Island Position

A advertisement that is completely surrounded byeditorial material with no adjoining advertisementsto compete for the audiences attention.

Landing Page

The page on a web site where one is taken after clicking on a advertisement. While this can be anypage, it is often a page designed to expand on theservice or product mentioned in the initial

advertisment.WAP

Wireless Application Protocol - is a specificationfor a set of communication protocols to standardizethe way that wireless devices, such as cellular telephones and radio transceivers, can be used for Internet access, including e-mail, the World WideWeb, newsgroups, and instant messaging.


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Documents

MFB2008