• DUPA INVESTITIILE BRUTE

Fata de 2004, guma de mestecat si electrocasnicele au scazut cel mai drastic bugetele la rate-card, pierzand 8, respectiv 7 locuri fata de clasamentul anterior (guma de mestecat nu figureaza in top, fiind pe locul 18).    

      CATEGORIE                                                                   mil. €                            loc in 2004 

 1.  BERE                                                             128                            1
 2.

 BAUTURI CARBOGAZOASE                                  82,9                         3
 3.  TELEFONIE MOBILa                                            75,6                         2
 4.  SAMPON, BALSAM                                              68,7                         4
 5.  IAURT                                                              59,5                         9
 6.  DETERGENTI RUFE                                              59                           5
 7.  AUTO                                                               54,3                         6
 8.  TABLETE DE CIOCOLATA                                     52,3                         7
 9.  PRODUSE DE CURATAT CASA                               32,4                       17
10.  DEODORANTE                                                    31,4                       11 
11.  BANCI SI SERVICII BANCARE                               26,6                       12
12.  PASTA / PERIUTE DINTI                                      26,3                       15
13.  INGRIJIREA FETEI                                              24,8                       18
14.  ELECTROCASNICE*                                            24                            8
15.  BRANZETURI                                                     22                          19

*PERIOADA IANUARIE-SEPTEMBRIE 2005;  VALORILE SUNT EXPRIMATE LA RATE-CARD (PE BAZA DATELOR FURNIZATE DE ALFACONT), DISCOUNTURILE APLICATE MERGAND SI PANA LA 90% PENTRU  TV. IN PRINT SI RADIO, DISCOUNT-UL MEDIU VEHICULAT ESTE DE  35%. 3. DATELE SE REFERA DOAR LA MEDIA MONITORIZATE (TV, PRINT RADIO), DECI NU INCLUD SI INVESTITIILE IN INTERNET, CINEMA SI PUBLICITATEA OOH (OUT-OF-HOME), CARE NU SUNT MASURATE.
SURSA: OPTIMEDIA 

• DUPA PUNCTELE DE AUDIENTA

Cand fac clasamentul investitiilor in media, cunoscatorii se uita mai degraba la numarul de GRP-uri* cumparate de advertiseri decat la investitiile brute (rate-card) din monitorizari. Cei mai mari investitori in media in primele noua luni ale anului 2005 au fost, conform acestui criteriu, urmatoarele companii: 

      COMPANIA                                       GRP-uri                 loc in 2004

 1.  P&G                                          93.401                   1
 2.  UNILEVER                                  60.487                   2
 3.  DANONE                                     55.069                  5
 4.  COCA-COLA                               38.595                   3
 5.  KRAFT FOODS                            37.551                   6
 6.  BEIERSDORF                              36.643                   4
 7.  L’OREAL                                     32.794                  9
 8.  HENKEL                                      31.870                 10 
 9.  COLGATE PALMOLIVE                   30.227                 11
10. QAB                                           28.517                 16
11.  NESTLE                                      28.453                   8
12.  WRIGLEY’S                                 22.333                   7
13.  ALTEX                                        21.214                   -
14.  RECKITT BENCKISER                    20.954                   - 
15.  URSUS (CBR)                              19.146                 20

*GRP (GROSS RATING POINT) - UNITATE DE MASURA A AUDIENTEI DE PUBLICITATE, EGALA CU 1% DIN UNIVERSUL AUDIENTEI TOTALE POTENTIALE. IN CAZUL DE FATA ESTE VORBA DESPRE GRP-URI DE 30 DE SECUNDE, CLASATE IN FUNCTIE DE DATELE FURNIZATE DE TNS-AGB, SEGMENTUL ALL-URBAN (TOATE ORASELE). 

NOTA: CLASAMENTUL ESTE VALABIL DOAR PENTRU MEDIA MONITORIZATE (TV, PRINT RADIO), DECI NU INCLUD SI INVESTITIILE IN INTERNET, CINEMA Si PUBLICITATEA OOH (OUT-OF-HOME) - CARE NU SUNT MASURATE. 
SURSA: OPTIMEDIA