The price asked by Romania’s televisions for a clip ranges from about 500 euros on the national television, to 3.500 euros on Pro TV.
The price of broadcasting a commercial will rise by 40 to 50 percent this year. Pro TV, which is the market leader for audience, is off course a leader when it comes to prices. EVZ has gatherered data regarding the costs of broadcasting a commercial for the average clients. Figures may vary reported to audience, the client’s advertising budget and the clip’s position during the commercial break.
Pro TV, the most expensive The price asked for broadcasting a commercial is linked to the audience that the clip can touch. The larger the audience, the higher the costs are.
For example if a clip broadcasted on Pro TV has an audience of 6 %, while the rating point is about 500 euros, the client will end up paying about 3.000 euros for the broadcast.
Considering audiences from the past month, the price for a 30 second clip, broadcasted during prime-time (19:00 - 23:00), ranges from 2.700 euros to 3.500 euros. Antena 1 is paid 1.000 – 1.500 euros for a commercial broadcasted in the evening. Realitatea TV and Antena 3, two stations specialised in news broadcast, ask about 250 to 300 euros per broadcast.
For the rest of the day, clients pay less for commercials, but the audience is also smaller. The price of a rating point is about 15%-20% cheaper. Broadcasting a commercial in the 08:00-19:00 interval costs 750-750 euros on Pro TV, while Antena 1 asks for 450-530 euros.
The public television is paid at most 150 euros per broadcast, a price which is similar with the one asked by Prima TV and Canal D.
Isolated clips
Every TV station has reserved a time for isolated commercials during the programs that have a greater than usual audience. Thus, the clip is broadcasted suddenly, without a promo and the effect is higher. If during a commercial break in a normal program the audience is dropping by 15%-20%, the isolated clip keeps the viewers watching.
Prices for an isolated clip range from 5.000 to 5.300 euros (Pro TV), or 3.500 to 4.000 euros (Antena 1). Realitatea TV broadcasts such clips especially during Robert Turcescu’s show and the prices are up to 1.000 euros per broadcast.
Market
Pro Tv is still the leader in terms of commercials volume. The Romanian advertising market was valued at about 285-300 million euros. Most of the money, almost a half of it, were collected by: Pro TV, Acasa TV, Pro Cinema and Sport.ro. The Intact Group stations – Antena 1, Antena 3, Euforia – collected about a third of the market value, with advertising revenues that reached 70-72 million euros.
The advertising market is expected to rise by 25 percent this year, up to 375-380 million euros.