TV MEDIA ANALYSIS FOR BANKING CATEGORY (2012)

摘要

This article represents a short overview of the media landscape for the banking category in Romania in 2012. Unlike the other categories (for example FMCG – fast moving consumer goods), the banking category is more complex because every bank can communicate for a wider range of products (credits, deposits, packages dedicated to students, pensioners and other types of banking products). In the first part of this paper, there will be presented some theoretical notions about media planning and media analyses in order for the lecturer to easily go through the second part of the article. The second part of the paper will only refer to TV analyses. This media channel owns the highest budget share in our category, and also in the media mix of every important player, active in the Romanian market. The analyses will show which bank communicated most effectively, which is the most important spender on TV, what banking products had the largest budget allocated, which is the pattern for this category when it comes to allocating audience points for each day interval and so on. The starting point of this analyses is based on the secondary data obtained from InfoSys+ which is the world’s leading TV analyses software, used in more than 29 countries by 8000+ users.