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Baltic media advertising market 2003
26.05.2004
Based on the TNS advertising expenditure survey, the turnover of the media market in the Baltics in 2003 was 201 million EUR, which is 12 million more than the previous year. The media advertising market in the three countries combined increased by 6%.
Graph: share of media type %
 Source: TNS Media Intelligence (TNS Emor, TNS BMF, TNS Gallup)Advertising expenditure survey ADEX Of the total turnover of the Baltic advertising market, the Estonian media advertising market made up 29%, the Latvian 33% and the Lithuanian 38%. The total turnover of the Lithuanian advertising market was the biggest in the Baltics (75,9 million EUR) but the advertising turnover per person was the lowest - 22 EUR. In Latvia the media advertising input was 29 EUR and in Estonia 43 EUR per person.
Compared to 2002, the media advertising market in Estonia and Lithuania has increased 12% and in Latvia 6% increase in the domestic currency. Since the Latvian currency is not tied only to EUR but also to USD, JPY and GBP which are declining compared to EUR, then the increase of 6% in domestic currency exchanged to EUR is decline -4%. (Latvia is also influencing the Baltic evaluations – taking into consideration the national currencies, the Baltic market increase was 10% but in EUR it has increased 6%.)
The growth rate of the Estonian advertising market has been more stable during the last 4 years than in Latvia and Lithuania.
Newspaper advertising turnover (35%) and television (34%) have the biggest share on the Baltic advertising market. The market share of magazines is 13%. Radio, outdoor, Internet and cinema advertising turnovers remain below 10% of the market. Newspapers, as an advertising channel, have lost the total of 4-5% of the market share during last 3-4 years, some of which has been taken over by television, some by magazines.
While in Estonia the advertising turnover of newspapers has had the biggest share throughout the years, in Lithuania it has been television. In Latvia the turnover share of two big media types – newspapers and television – has been relatively similar, the newspapers having only a slight advantage. In 2003, television gained the leading position for the first time in Latvia.
In Estonia, the growth rates of TV advertising and outdoor advertising markets showed a more rapid increase compared to other countries. Internet advertising market increased nearly one and a half times in Lithuania, where it has been the smallest in the Baltics so far. In Latvia the printed advertising market followed the same development logic as in Estonia in 2002, when the advertising turnover of magazines increased noticeably but the advertising turnover of newspapers remained practically the same.
Top10 advertisers included the following in all countries: Procter&Gamble, Tele2, Colgate-Palmolive ja TeliaSonera group mobile communication companies (EMT, LMT and Omnitel). Top10 included retail chains in all countries: in Estonia Selver and Kesko, in Lithuania VP Market and in Latvia Elcor and VP Market. Esta Kaal
TNS Emor Division Manager
esta.kaal@emor.ee, 6268 532
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