Report Shows Media Market in Romania Could Reach EUR 485 M in 2021

According to a report on Romanian media market, in 2021 the value of this industry in Romania could reach up to 485 million Euros, despite the 2.7% drop in 2020.

The authors say in 2021 Romanian media market is expected to increase with 4%. Thus, this year the market will reach a value of 485 million Euros as compared to 467 million Euros in 2020.

Actually, Initiative, the agency which realizes the study each year, expects for the TV commercial budget to reach 314 million Euros, a 2% increase as compared to 2020. In the same time, the digital market is expected to grow even more. Last year, the budget allotted to the digital market by the biggest Romanian agencies summed up to 117 million Euros, but here the authors didn’t include the budgets for digital marketing coming from the small agencies or from the marketers who place ads only on the internet.

Meanwhile, the radio and the OOH significantly lost clients and budgets, these channels being affected by the pandemic restrictions. In Romania, radios are listened to while driving, most of the time, and also, the OOH media screens are mostly visible while in traffic. The curfews and the stay-at-home rules left both channels in difficulty.

In 2020 an unexpected player appeared on the Romanian media market: the Government. During the pandemic, the Romanian Government spent 40 million Euros for dedicated campaigns asking people to follow the rules of social distancing. Yet, there were some publications which refused the money, though they qualified for the grants.

A conclusion here: the e-commerce market in Romania will continue to grow in 2021, as it did in 2020. Whether we talk about the shopping over the internet, which are expected to exceed 6 billion Euros in 2021, or about the budgets allotted to promotion, 2021 sounds very good for all those working in the e-commerce or in the internet media industry. Also, the budgets allotted to the radio and the OOH advertisement will slowly get back to their before-pandemic values over the next couple of years.

Media Fact Book is the only report on the Romanian media market and it is realized by Initiative Romania, starting from 1997.