Top 10 celebrities

The New Year brings changes regarding top celebrities with the highest number of appearances in media. Although Gigi Becali remains in the 1^st place among male celebrities, Oana Zavoranu steps down two positions, being in the 3^rd place, with 70 appearances, after Bianca Dragusanu (85 appearances) and Monica Gabor (84 appearances).

The top 10 male celebrities by the number of media appearances in January is full of surprises. Due to his announcement of running out for the mayor post at the City Hall, Irinel Columbeanu entered the top on the 5^th place. At a difference of two appearances in media, he is followed by Dan Diaconescu; he was quite cited during the last month, partly as a result of his participation at the protests in Universitatii Square and its political life.

Chivu and Marica share the 10^th place, each with 71 appearances in the media in the first month of this year.

Also in the top 10 female celebrities we can see some changes compared with November and December 2011. Surprisingly, Andreea Marin and Mihaela Radulescu, but also Inna, leave the top and “hand on the torch” to other female presences from the local showbiz.

Adelina Pestritu, whom was on the 6^th place in the top in November, was in January on the 7^th place, and Delia Matache (40 appearances) and Sanziana Buruiana (38 appearances) join the most publicized celebrities, on the 9^th and on the 10^th places. As Irinel Columbeanu, Sanziana Buruiana is mentioned in articles that are related with her desire to run for City Hall.

People on the covers

Talking about celebrities that register the highest number of appearances on the covers of magazines and newspapers, we also have some changes. As usual, remains champion in January, with 25 appearances on the covers, compared with 37, on the previous month. Piturca returned in media’s eye, due to articles that were debating his relationship with Victoria Blochina, the one that has a son with him.

After The Voice of Romania show ended, Smiley has lost its charm in media and went down from the 2^nd position among the top celebrities with the highest number of appearances on the covers of magazines to the 9^th. He went from 26 appearances in December to only 8 in January. The only female stars on this list are Monica Gabor, whom has nine appearances, like Ilie Nastase, Bianca Dragusanu and Oana Zavoranu.

Value of advertising

Advertising value equivalent is one of the indexes classified as those that mirror the effectiveness of the analyzed information. The bigger the size of an article devoted to the company in a given newspaper is and the more expensive placing the advertisement in a given newspaper is - the higher the advertising value equivalent for the monitored key word.

Advertising value equivalent in press is an index that reflects a sum of money that would have to be spent on placing an advertisement of the same size (in centimeters square) as the article devoted to the company/product in a specific profile of press (cost of advertisement varies according to the newspaper and is computed on the grounds of advertising price lists of a newspaper).

Thus, if Gigi Becali would have paid last month to appear in all publications in which he was mentioned, that would have cost him 2,157,566 euro, and would have cost Oana Zavoranu 310,309 euro, compared to half a million euro, as it would have cost her in December 2011. Bianca Dragusanu would have paid just over 300,000 euro.

But from the top male and female celebrities by the number of the media appearances in January, Sanziana Buruiana would have paid the less – 119,518 euro.

About the research

The new mediaTRUST report examines the power of popularity of Romanian celebrities on the basis of their exposure in press. The research provides also data on Advertising Value Equivalent (one of the indexes classified as those that mirror the effectiveness of the analyzed information) reached by particular celebrity in press.

Analysis consists of publications which appeared between January 1^st and January 31^st, 2011 in more than 400 print publications (central and local), monitored by mediaTRUST.

About mediaTRUST Romania

mediaTRUST Romania was established in 1999 and provides monitoring services to Romanian and foreign companies. Since 2004, the company is member of FIBEP, the main international organization monitoring agencies, and since October 2008 is 100% owned by IMM - Institute of Media Monitoring Poland. Clients come from various sectors of the market, from finance to telecommunications, IT, pharmaceutical, energy, natural gas, oil, education, sports, culture, entertainment, politics.