Hypermarkets among top radio advertising spenders

Orange invested some €1.2 million in radio advertising in Q1, double year-on-year. Carrefour Romania’s radio promotion budget amounted to €0.92 mln, while real,-Hypermarket allocated some €0.82 mln.

The second largest mobile services operator, Vodafone, was the sixth-largest advertiser in Q1 2008, although it ranked second in the first quarter the year before.
Companies in the auto segment were the most active radio advertisers, failing to make it into the top three, but six of them among the top 10.

Advertising specialists estimate that mobile phone operators will dominate radio, newspaper and magazine advertising in 2008. Some advertisers can no longer afford to pay for TV advertising, and will shift to other media, such as radio, press, outdoor and online.

According to Media Direction agency’s Managing Director, Razvan Vrabiescu, TV advertising is very expensive, especially since Romanians are following the international trend to spend less time watching TV.