Media & Advertising
Piata neta de publicitate la cafea, mai putin de 10% din valoarea la rate-card
Primele cinci companii de pe piata cafelei au investit 134 milioane de euro brut in promovarea pe TV, presa scrisa si radio, in perioada ianuarie - decembrie 2007, insa suma neta reprezinta doar 8%, potrivit unor date ale firmei de consultanta Media Hub citate de NewsIn.
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Valoarea neta a investitiilor in publicitate ale celor cinci jucatori de pe piata – Kraft Foods Romania, Elite Romania, Nestle, Tchibo, Romaqua Group – este de circa 10,3 milioane de euro, iar discounturile sunt de aproximativ 90% pentru TV, 50% pentru radio si 50% pentru presa scrisa.
In 2007, Kraft Foods Romania a investit aproape 49,3 de milioane euro brut in promovare, Elite Romania aproximativ 41 de milioane de euro, Nestle 23,7 milioane de euro, Tchibo 13,5 milioane de euro si Romaqua Group S.A. aproape 6,3 milioane de euro.
La net, Elite Romania a investit aproape 3,5 milioane de euro, iar Romaqua Group S.A. circa 1,3 milioane de euro.
Pentru promovarea cafelei, cele cinci companii monitorizate au investit in difuzarea a 82.339 de spoturi pe TV, radio, reviste si ziare.
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