Top advertisers in 2009. How much did companies spend on advertising?

Ferrero and GSK - new entries

The Top 20 advertisers chart didn’t suffer major changes in 2009 with only two companies creeping into this year’s list. Ferrero Romania confectioner with its brands Kinder, Nutella and Tic Tac has increased its ad spend by 74.6% to €85.2 million, and took up 14th spot in the list. Drug maker GlaxoSmithKline also joined the ranking straight to 18th position with €69.3 million spent on marketing campaigns, 46.5% more than a year earlier.

The two companies knocked Ursus Breweries and Renault Nissan Romania out of the ranking.

Heieneken Romania, Beiersdorf Romania, Romtelecom, Colgate-Palmolive, Johnson Wax, Nestle, European Drinks & European Food and Danone Romania round up the 20 advertisers list in Romania.

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10. L'Oreal Romania

The French-based cosmetics and beauty company, L’Oreal Romania fell 7 positions in 2009, from third to tenth.

The company has cut spending in almost all media categories last year, by 39.5% to €107 million.

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9. Henkel

Bucking the trend was Henkel Romania, the maker of Persil detergent, Perwoll, Pur, Schauma Fa and Ceresit, that has increased its gross ad spend by 57.2% to €112.6 million.

The company climbed to 9th position from 14th.

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8. Reckitt Benckiser

Another consumer products giant has raised its marketing budget last year by 50.6% to €116.3 million. Reckitt Benckiser produces Calgon, Clearasil, Nurofen and Strepsils.

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7. Kraft Foods

Kraft Foods confectioner keeps its seventh position in the annual list with a 3% increase in ad spending to 116.3 million. Kraft Foods’s product portfolio includes Jacobs, Milka and Poiana.

Kraft buys Cadbury. What lies ahead for Cadbury operations in Romania

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6. Coca-Cola

Soft-drinks maker Coca-Cola claimed the sixth spot in the annual ranking, with €119.6 million marketing budget, up 13.2% from a year earlier.

By contrast, Coca-Cola’s fierce rival, Pepsi, through Quadrant Amroq Beverages, invested €45.8 million in advertising in 2009.

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5. Unilever

Consumer products giant, Unilever was on the second position in 2008, after its nearest peer Procter&Gamble.

In 2009, the company was knocked off the second spot by telecom companies. Its marketing budget was slashed by 30.3% in 2009 to €130.6 million.

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4. Vodafone

Telecom carrier Vodafone remained on the fourth spot for the second year in a row. The company has cut its ad spend by €500,000 to €131.5 million in the trailing year.

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3. Orange

In the first year of crisis, Orange has increased its marketing budget by 26.7% to €149.5 million. The telecom operators claimed the third spot this year, after taking up a comfortable 6th position in 2008.

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2. Cosmote

The no 1 advertiser in the first half of 2009 has been Cosmote. However, by the end of the year, the telecom carrier fell to second – 3 positions higher than in 2008.

Cosmote spent €155.5 million in advertising last year, 19.7% more than in 2008.

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1. Procter & Gamble

Romania’s most aggressive advertiser was Procter & Gamble. However, its rate-card ad spend fell 22% to €261 million.


Top 20 advertisers - 2009 vs 2008

	Advertiser	Rate-card ad spend 2009 (mln €)	YoY chg (%)	Advertiser	Rate-card ad spend 2008 (mln €)
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

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