Top 20 Advertisers in 2009 vs 2008: bigger discounts, more exposure, same money

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: Alfa Cont – Romanian Advertising Market