Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Romania

Romania

In Romania, ad spending in the Traditional TV Advertising market is forecasted to reach US$301.10m in 2024.
The market is expected to exhibit an annual growth rate (CAGR 2024-2029) of 1.07%, leading to a projected market volume of US$317.50m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be US$17.44 in 2024.
By 2029, the number of users in the Traditional TV Advertising market is anticipated to reach 16.81m users.
Traditional TV advertising in Romania is experiencing a gradual decline in effectiveness due to the rise of digital marketing channels and changing consumer viewing habits.

Key regions: Germany, Europe, Japan, United Kingdom, Australia

Definition:
Traditional TV Advertising refers to 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). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

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

Market

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Currency

Analyst Opinion

The Traditional TV Advertising market in Romania is experiencing significant growth and development.

Customer preferences: Romanian consumers still have a strong preference for traditional TV advertising. Despite the rise of digital platforms, television remains the primary source of entertainment for many households in Romania. This is reflected in the continued high viewership ratings for TV programs and the popularity of traditional TV advertising among consumers.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Romania is the increasing investment from local businesses. As the economy continues to grow, more companies are allocating a significant portion of their advertising budgets to TV commercials. This is driven by the belief that TV advertising is an effective way to reach a wide audience and build brand awareness. Additionally, the rise of local TV channels and the expansion of cable and satellite TV services have provided more opportunities for businesses to advertise on television. Another trend in the market is the emergence of targeted advertising. Advertisers are increasingly using data analytics to identify and target specific consumer segments. This allows them to deliver personalized and relevant advertisements to their target audience, increasing the effectiveness of their campaigns. This trend is particularly evident in the Traditional TV Advertising market in Romania, where advertisers are leveraging the large viewership of TV programs to reach their target customers.

Local special circumstances: One of the unique aspects of the Traditional TV Advertising market in Romania is the popularity of local TV channels. These channels cater to the specific interests and preferences of Romanian viewers, providing a platform for local businesses to advertise their products and services. This localized approach to advertising has proven to be effective in capturing the attention of Romanian consumers and driving sales. Additionally, the low cost of advertising on traditional TV channels in Romania is another special circumstance that has contributed to the growth of the market. Compared to other European countries, the cost of advertising on TV in Romania is relatively affordable, making it an attractive option for businesses with limited advertising budgets.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Romania can be attributed to several underlying macroeconomic factors. The country's strong economic performance and increasing disposable income have contributed to higher consumer spending on goods and services. This has created a favorable environment for advertisers to invest in TV advertising as a means to reach and engage with consumers. Furthermore, the government's efforts to attract foreign investment and promote business growth have also played a role in the development of the Traditional TV Advertising market in Romania. As more international companies enter the Romanian market, the demand for advertising services has increased, leading to a surge in TV advertising activities. In conclusion, the Traditional TV Advertising market in Romania is experiencing growth and development due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The popularity of traditional TV advertising, the increasing investment from local businesses, the emergence of targeted advertising, the popularity of local TV channels, the low cost of advertising, and the country's strong economic performance all contribute to the growth of the market.

Methodology

Data coverage:

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

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, 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, number of households with television, and 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.