Loading ...The local radio market draws investments worth over one million euros this autumn for releases of new radio channels and promotion campaign for known radio channels, following a rise of 26% in the first months of the year.
Even if the economic changes at international level are felt on the domestic media market, the radio seems to be one of the communication channels untouched by recession, weekly Capital reports, stressing that in the case of the first 20 players on the Romanian advertising market (companies from sectors such as telecom, auto and retail), the number of advertising spots broadcast on radio channels grew 15%.
“The growth pace of the radio advertising market exceeds the local market, which stands below 20%,” says Florin Beldiman, research coordinator of Mediaedge:cia.
He said that this year, the revenues from advertising in the radio would satand at some 39 million euros. Beldiman also noticed a continuous fragmentation of the market and change in the places of radio channels in order to meet consumers’ ever-rising demands and to attract new public.
He said that this year, the revenues from advertising in the radio would satand at some 39 million euros. Beldiman also noticed a continuous fragmentation of the market and change in the places of radio channels in order to meet consumers’ ever-rising demands and to attract new public.
The first change came from Intact, a trust that gave up NEWS FM radio channel, which it had released one year ago and which covered only Bucharest. At the same time, it gave up the national network of Romantic FM, maintaining the radio channel only in Bucharest. In turn, with an investment worth some 500,000 euros, the Intact trust released radio ZU – national commercial network.
Whereas Intact preferred a commercial radio channel with national coverage, competing with ProFM, Kiss FM or Radio 21, media trust Realitatea-Catavencu preferred to invest in the image and products of its portfolio: Radio Guerilla, Realitatea FM and Radio Total.
Therefore, Realitatea FM radio channel that has so far broadcast only the sound channel of TV station Realitatea, will have its own products focusing on news and talk-shows, due to be done by former team of BBC journalists. Realitatea FM will continue to broadcast in Bucharest, Cluj-Napoca (centre-west), Sulina (east) and Sibiu (centre).
As regards Radio Total, Realitatea-Catavencu decided to change its name and place on the market. Radio Total will become Gold and through its format it will vie with Romantic FM, Smart FM or Magic FM. At the latest radio audience measurement survey, conducted over May 5 and August 31, the daily audience of Radio Total was of some 7,000 people.
The players’ need to change their position on the market and increase the audience was the main reason for which investments have been made recently in the radio market. “The rise of 30% up to 40% which the radio advertising had over the past years brought extra money on the market and the phenomenon of sold-out for big channels contributed to investments being switched to the small-size channels or niche channels in certain periods of the year,” said Florin Beldiman.
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