Companies in the beer industry invest 12million euros in net amount in TV promotion every year, accordingto estimates made by Schahar Shaine, president of United RomanianBreweries Bereprod (URBB), the producer of Tuborg and Carlsbergbeers and no. 4 on the Romanian beer market.
"This is not little. Our market is very active as far asadvertising is concerned. I think we will keep up this level (12million euros, i.e.). The market is split, competition is verystrong and good advertising earns you more, whereas if you don't doit, you lose straight out," Shaine told ZF in an interview.
URBB's budget for TV advertising for all its brands is 86.9 millioneuros rate card (before discounts are applied). These are the firstdata on the net budget invested in promoting companies in thisindustry. According to the Media Fact Book report put together byInitiative Media Romania, part of communication group Lowe, thebeer industry ranked fourth last year among sectors that invest inadvertising (TV, radio, press) with a 324 million-euro rate cardbudget. No. 1 was the telecommunications industry, which spentnearly half a billion euros in rate card amounts onadvertising.
As far as URBB's business is concerned, Schachar Shaine says beerwill only account for 60-70% of the company's overall sales in thelong run, while soft drinks and water will fetch 30-40% of theturnover.
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