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In
Romania, Hungary, Bulgaria and Holland advertising investments are
increasing at high speed.
In the European Union, the
biggest advertising markets are France, United Kingdom, Germany,
Spain and the Netherlands. In these countries, TV investment grows
slowly and sometimes even decreases. However, in the Central and
Eastern markets such as Holland, Romania, Hungary and Bulgaria,
investment is growing at fast speed.
On the other hand, the Scandinavian countries have a totally
different pattern and their TV advertising is relatively low, with a
very slow growth rhythm.
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Because of
cultural differences, it becomes difficult to present a
homogeneous panorama of the European Union advertising market.
Nevertheless, Bertrand Cazes, Head of Regulatory & Public
Affairs at EGTA, attributes the growth in Central and
Eastern Europe to the fall of the Communist regime, which
opened up a market economy that attracted investors and
advertisers. “The new companies, which needed to make their
brands known, used the TV for their campaigns. Those countries
are still the ones most contaminated by traditional media,
since the new media, such as the Internet, are still limited
to a small proportion of the population. On the other hand,
television is within everyone’s reach,” he explains. |
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"Children
programming is regulated under more restrictions."
- Bertrand Cazes |
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Entertainment
is not taking off in Eastern Europe
According to Cazes, sports,
series and movies are the genres that continue attracting more
investments. “Entertainment shows, however, have not taken off in
Eastern Europe and they are not well received by the audience,” he
affirms and adds that the regulatory changes ahead will make the
market more flexible and will generate a large number of investments
in that format. To round off, the director highlights that the main
advertising investment flow in Europe – despite differences in
terms of culture and local content power – is aimed at the
retransmission of sport events of world wide importance, movies and
serial programs. Children programming is regulated under more
restrictions.
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