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Baltics’ media advertising market down 7% in 2010

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In 2010, the Baltic media advertising market fell by 7%, to 225.3 million euro, according to the aggregated data by the market, social and media research agency TNS Latvia, in cooperation with LRA and TNS Emor (Estonia) and TNS LT (Lithuania).

Baltic news, News from Latvia, BNN.LV, BNN-NEWS.COM, BNN-NEWS.RUThe advertising market ratio to GDP shows that with 0.46% Estonia is the leading in the Baltics; while in Latvia the indicator is 0.36%, but in Lithuania – 0.34%. In all the Baltic States, the advertising proportion to gross domestic product has dropped, compared to 2009. In 2010, mobile communications and retail sectors were the most advertised in the Baltic States.

In Estonia the advertising market comprised 66.0 million euro (namely 1033.4 mln EEC), while in Lithuania – 94.0 million euro (324.6 mln LTL). The Latvian media advertising market amounted to 65.3 million euro or 45.9 million lats. The smallest market drop was observed in Lithuania where the media advertising market fell by 2%, compared to 2009. In Estonia the reduction formed 7%, but in Latvia –13%.

Considering the Baltic advert market growth by advertising investment per head, in 2010 Latvia with 29 euro (LVL 20) and Lithuania with 28.2 euro per head were below the Baltics average level. While Estonia’s indicator is the highest among the Baltic States, mounting to 49.2 euro in 2010, although it is less than in 2009 when it was 53 euro.

Advertising volume changes

Comparing 2010 with 2009, overall the Baltics reported TV and online advertising growth. Internet advertising has seen the most rapid growth, totalling 25.3 million euro – a rise of 8%, compared to 2009. TV advertising was up 2%, to 94.6 million euro. Comparing the 2010 data with the 2009 ones, the newspaper market has dropped by 21% to 43.7 million euro. The radio advertising volume in 2010 was 21.5 million euro – by 12% less than in 2009. The journal ad market fell by 16 to 19.8 million. In 2010, the total volume of outdoor advertising in the Baltics was down 10%, compared to 2009, reaching 19.7 million euro. Moreover, the cinema advertising volume posted a drop of 14%, amounting to 0.7 million euro.

Advertising division by media groups

In 2010, of the total media advertising volume in the Baltics, the biggest share was still comprised by TV advertising, raising the market share to 42%. The second largest advertising volume was recorded in newspapers, though it fell by 4 percentage points compared to 2009, and forms 19% of the total volume. The Internet has become the third largest medium, boosting its share up to 11%. Radio makes up 10% of media advertising market in the Baltics, similarly as last year. While magazine advertising market share declined by 1 percentage point and was 9% in 2010. Outdoor advertising maintained 9% of media advertising market share in the Baltics, but cinema advertising – 0.3% of the market share.

Major advertisers and most advertised industries

In 2010, the main advertisers in the Baltic States were mobile operators – Omnitel in Lithuania, Tele2 in Latvia, and EMT in Estonia. The top advertisers in the Baltic States: Tele2, Procter & Gamble and Unilever. For instance, Henkel, as well as Maxima, Bite and Danone, rank high in Lithuania and Latvia, but are not as active in the Estonian advertising market. While Rimi and L’Oreal have entered the Latvian and Estonian TOP10, but not the Lithuanian one.

Assessing the most advertised sectors in the Baltics’ advertising market, mobile communications and retail trade ranked the first and second, respectively, in all three Baltic States. Household hygiene and alcoholic beverage industries are more actively advertising in Lithuania and Latvia. While in Estonia, financial services and institutions, as well as car and building material industries rank higher. TNS Latvia Advertising Register senior client manager Oskars Rumpēters indicates in these rankings, as well as in the major advertisers TOP10, the Latvian and Lithuanian advertising market has more common features, while the Estonian market differs.

TNS Latvia is the leading full-service market, social and media research agency in Latvia. It offers clients a wide range of surveys, such as consumer needs research, corporate reputation and employee satisfaction assessment, brand recognition and brand image studies, product tests, secret customer research, as well as audience research of media meeting international standards (TV, radio, press, Internet), information and analysis on media usage habits and media advertising volumes.


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  1. Kim says:

    Really, mobile operators seem to dominate the market.

    Thumb up 0 Thumb down 0

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