Pro TV changes ad target audience to 20-60, reaching 7.6 million Romanians
Florin Alexandrescu, Chief Business Officer of Pro TV, unveiled the station's new commercial target at Press Day 2026: national audience 20-60, ESOMAR ABCD, replacing the 21-54 range adopted in September 2021 after more than two decades of selling against 18-49 urban viewers. Pro TV will report audience results against the new target starting immediately and will begin selling advertising on it in 2027. Alexandrescu put the new universe at 7.6 million active Romanians, employees, freelancers, entrepreneurs and shareholders, a group 20% larger than the previous target. He described them as "people who take part directly in the economy, make decisions and shape society."
Campaigns booked against the 21-54 target continue under existing terms through the end of the year. Planners can start modeling reach against the wider 20-60 universe now, ahead of 2027 budgets when Pro TV begins selling on the new target. The station backed the change with performance data: a 0.5 point gain in all-day market share for the first seven months of 2026, a lead of more than 50% over its main competitor, and a 25.3% share in Core Prime Time, 19:00-22:00, where its audience ran 75% above the closest rival. VOYO, the group's streaming service, passed 150 million hours watched in the same period, more than double the prior year and equal to 12% of Pro TV's linear audience, with over a million Romanians streaming the most competitive football league in the world last season. The wider commercial target and the streaming growth both support Pro TV's pitch to sell linear, VOYO, web and social reach as one combined audience.