Pro TV expands commercial audience from 21-54 to 20-60 ahead of 2027 ad sales
Romania's Pro TV is redrawing its commercial audience, moving the sales target from viewers aged 21 to 54 to viewers aged 20 to 60 starting with advertising sold for 2027. Florin Alexandrescu, Chief Business Officer at Pro TV, announced the change, reported by Pagina de Media, which broadens the pool by about 20% to 7.6 million economically active Romanians and replaces the 21-54 ABCD target the channel adopted in 2021.
Cost-per-point negotiations for 2027 will start from a larger base: one GRP30 unit now equals 76,000 viewers, up from 64,000, giving Pro TV a bigger number to sell without moving the reported price ceiling. Rival networks Antena 1 and Kanal D now face pressure to widen their own targets or risk buyers comparing audiences on unequal terms. The move follows a 7.4% drop in urban 21-54 TV consumption in 2025 and an 11% rise in CPP for that segment over the past year, so agencies building 2027 plans should watch for further target redefinitions across the market.
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