I had a twit  this morning about Simina’s article based on local media budgets in 2009 published in Wall-Street. According to Alfa Cont numbers,  Romanian top 20 advertisiers spent almost, 2005,3 mil EUR (rate card) in 2009 compared to 2174,2 mil EUR (rate card) in 2008.
The panic effect: similar bugdets, 90% discounts
The difference: 168,8 mil EUR (rate card), a very small percent if compared to the est. 2,1 bln EUR (rc). The panic effect we saw in 2009 weakened media vehicles as the overall spending budget remained the same while the prices went down, discounts and rebates went up  - buying media with up to 90% discounts is now something ordinary on the local media market.
The climate was very good for the clients in 2009, 13 of top 20 spenders increased their budgets and in some cases we saw over + 50% growth (Reckitt Benckiser, Henkel and Ferrero).
Top 20 Advertisers in Romania – 2009 vs 2008 comparison:
|  | Advertiser | 2009 budgets - rate card (mil. euro) | 2008 comparison | Advertiser | 2008 budgets - rate card (mil. euro) | |
| 1. | P&G | 261 | - 22% | P&G | 335 | |
| 2. | Cosmote | 155.5 | + 19,7% | Unilever | 187,4 | |
| 3. | Orange | 149,5 | + 26,7% | L’Oreal | 176,9 | |
| 4. | Vodafone | 131,5 | - 0,4% | Vodafone | 132 | |
| 5. | Unilever | 130,6 | - 30,3% | Cosmote | 129,9 | |
| 6. | Coca-Cola | 119,6 | +13,2% | Orange | 118 | |
| 7. | Kraft Foods | 116,3 | + 3,3% | Kraft Foods | 112,6 | |
| 8. | Reckitt Benckiser | 116,3 | + 50,6% | Coca-Cola | 105,6 | |
| 9. | Henkel | 112,6 | + 57,2% | European Drinks&Food | 94,3 | |
| 10. | L’Oreal | 107 | - 39,5% | Danone | 86,4 | |
| 11. | Danone | 98,7 | + 14,2% | Nestle | 81,8 | |
| 12. | European Drinks&Food | 87,7 | + 3,6% | Reckitt Benckiser | 77,2 | |
| 13. | Nestle | 93,1 | + 13,7% | Romtelecom | 72,1 | |
| 14. | Ferrero | 85,2 | + 74,6% | Henkel | 71,6 | |
| 15. | Johnson Wax | 78,8 | + 18,1% | Ursus | 70,5 | |
| 16. | Colgate-Palmolive | 74,7 | + 6,7% | Colgate-Palmolive | 70 | |
| 17. | Romtelecom | 70,6 | - 2% | Beiersdorf | 69,6 | |
| 18. | GlaxoSmithKline | 69,3 | + 46,5% | Johnson Wax | 66,7 | |
| 19. | Beiersdorf | 51,6 | - 25,9% | Renault Nissan | 61,3 | |
| 20. | Heineken | 51,2 | - 7,4% | Heineken | 55,3 | |
Source:Â Alfa Cont – Romanian Advertising Market
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