Market Insights Advertising & Media Advertising

TV & Video Advertising - Romania

Romania

Ad spending in the TV & Video Advertising market in Romania is forecasted to reach US$430.50m in 2024.
The largest market is Traditional TV Advertising with a market volume of US$301.10m in 2024.
In a global context, the United States is expected to lead in ad spending with US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$17.44 in 2024.
By 2029, the number of TV Viewers in Romania is anticipated to reach 16.81m users.
Romania's TV & Video Advertising market is witnessing a shift towards digital platforms, reflecting changing consumer behavior and increasing internet penetration.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Romania has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing availability of digital platforms.

Customer preferences: Romanian consumers are increasingly turning to digital platforms for their entertainment needs, including watching TV shows, movies, and online videos. This shift in consumer behavior has led to a rise in the demand for TV and video advertising on these platforms. Additionally, consumers are becoming more selective in the content they consume, preferring personalized and targeted advertisements that are relevant to their interests and needs. This has led advertisers to adopt data-driven advertising techniques to deliver more personalized and engaging ads to their target audience.

Trends in the market: One of the major trends in the TV & Video Advertising market in Romania is the growth of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more efficiently and effectively. This trend is driven by the increasing availability of data and advanced analytics, which enable advertisers to optimize their ad campaigns and reach the right audience at the right time. Another trend in the market is the rise of mobile advertising. With the increasing penetration of smartphones and the availability of high-speed internet, consumers are spending more time on their mobile devices, including watching videos. Advertisers are capitalizing on this trend by investing in mobile advertising formats, such as in-app ads and mobile video ads, to reach consumers on the go.

Local special circumstances: Romania has a relatively large population of young and tech-savvy consumers who are early adopters of new technologies. This demographic profile has contributed to the rapid growth of the TV & Video Advertising market in the country. Additionally, Romania has a highly competitive media landscape, with a large number of TV channels and online video platforms vying for viewership and advertising revenue. This competition has led to innovative advertising formats and strategies to capture the attention of consumers.

Underlying macroeconomic factors: The growing TV & Video Advertising market in Romania is also influenced by underlying macroeconomic factors. The country has experienced steady economic growth in recent years, which has led to increased consumer spending power. This has resulted in higher advertising budgets and increased investment in TV and video advertising. Furthermore, Romania has a favorable regulatory environment for the media and advertising industry, which has encouraged both domestic and international players to invest in the market. In conclusion, the TV & Video Advertising market in Romania is developing rapidly due to changing customer preferences, including the shift towards digital platforms and the demand for personalized and targeted advertisements. The market is also influenced by trends such as programmatic advertising and mobile advertising. Local special circumstances, such as a young and tech-savvy population and a competitive media landscape, contribute to the growth of the market. Underlying macroeconomic factors, including economic growth and a favorable regulatory environment, further support the development of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.