For 2026, forecasts indicate a stable market evolution, against an economic and political backdrop that continues to encourage caution among advertisers.
"Consumers are navigating an ecosystem dominated by information overload, making attention difficult to earn and retain. At the same time, the development of artificial intelligence is changing how people search for information, discover products and make purchasing decisions. In this context, attention becomes the new currency of the digital economy," said Alexandra Olteanu, Managing Director, Initiative Romania.
Among key channels, TV reached €415 million in 2025, with revenues expected to remain stable in 2026 amid rising costs and audience erosion. Digital reached €327 million (+10%), the fastest-growing channel, and is forecast to reach around €334 million (+2%) in 2026. Out-of-Home reached €50 million (+8%), though it is expected to decline slightly to €48 million as digital formats and DOOH gain importance.
Radio reached €40 million (+5%), confirming its stability, and is expected to remain stable as operators expand across digital and content ecosystems.
