Content:

The “Advertising Market Evolution and Trends ” report provides a comprehensive analysis of advertising investments in Romania across five communication channels: online (local), OOH (static and digital), radio, influencer marketing, and print media.

The document presents the distribution of budgets across the analyzed media channels, as well as across economic sectors, clients, and brands. In addition, it examines investments at the level of each media product and provides details regarding the advertising formats used.

The report highlights trends of growth, decline, and diversification of investments for each media channel, including comparisons with previous periods.

Methodology and frequency

Report access conditions

BRAT member companies, beneficiaries of the Advertising Investment Monitoring study, have free access to this report.

Any other company interested in accessing the report may submit a request and will receive an offer from BRAT.

Sample report (7 pages)

Disclaimer:

The Advertising Investment Monitoring (MIP) study has been conducted by BRAT since 2011 and tracks advertising campaigns carried out in print media, radio, online, OOH, and influencer marketing. It provides information on advertising volumes evaluated at rate-card prices, as well as on the placement of these investments.

MIP is an essential tool for assessing the advertising market and its trends, analyzing competition in terms of advertising investments, and verifying compliance with media planning in the placement of advertising insertions—both in terms of volumes and advertising positions and formats (campaign auditing).

MIP is the only industry-recognized study that reports advertising investments in a standardized manner across all monitored media, using methodologies adapted to each medium and applied transparently, under the direct supervision of its beneficiaries.

The study includes approximately 2,800 websites, over 1,000 relevant publications (national, local, or regional), 14 national radio stations, national OOH networks from the 16 largest outdoor companies, and around 1,200 key influencers. For online advertising, only display campaigns are monitored, excluding ads served via international platforms (e.g., Google Display Network), specialized websites (e.g., YouTube), or social networks (e.g., Facebook).

All reported results are calculated based on rate-card prices and do not represent the net amounts actually invested in advertising. While the absolute investment value is not inherently indicative, applying the same method uniformly across all media and media products allows for consistent comparisons between media, products, or companies. This enables the calculation of market shares and the development of relevant analyses at both market and media levels, as well as the assessment of trends and evolutions.