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2010.gada IGAUNIJAS mediju reklāmas tirgus un 2011.gada prognozes
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2010.gada IGAUNIJAS mediju reklāmas tirgus un 2011.gada prognozes

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ESTONIA: Y2010 media advertising market overview …

ESTONIA: Y2010 media advertising market overview

Igaunijas mediju reklāmas tirgus apjomi, sākot no 2005.gada līdz 2010.gadam. Apkopoti TNS Igaunija, publiskotie tirgus dati un mediju aģentūras Starcom 2011.gada prognozes.

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  • 1. EStONIA: Media adVerTisingmarkeT oVerVieW Y2010
  • 2. Estonia media advertising marketdeclined by 6,8% in 2010 vs. 2009
  • 3. Media billings declining by 6,8% +29,7% 150 Difference in Net spending, EUR -3% Y2010 vs. Y2009 +20,6% 125 -36,2 Media 114,5 % 111,1 +15,5% TV +1,4%Net EUR, millions 100 Radio - 6,9% 88,3 -6,8% Newspaper - 19,8% 73,2 70,9 75 66,0 Magazine - 13,8% 63,4 OOH +1,3% 50 Internet +6,6% Cinema not available 25 Total Market - 6,8% 0 2004 2005 2006 2007 2008 2009 2010 • Decline in advertising net spending for non-TV media: highest drop in newspapers (-19,8%) followed by magazines (-13,8%) and radio (-6,9%) • TV (+1,4%), outdoor (+1,3) and internet (+6,6%) managed to increase their investments vs. last year Data source: TNS Emor
  • 4. TV increases market share by ~2pp,reaching 31% SOS Y2009 Y2010 Internet Internet 13% 15% Newspapers Outdoor Newspapers 29% 8% 33% Outdoor 9% Radio 10% Radio 10% M agaz ines 6% M agaz ines 7% TV TV 31% 29% • Changes in ad spending share: TV (+2pp) and print (-5pp). Other media SOM fluctuations are within range of ~2 pp • First time in the history TV media gained higher SOS than Newspapers and became 1st top media by SOS (31%) Data source: TNS Emor
  • 5. Starcom forecasts Y2011Estonian advertising marketwill grow by 12%
  • 6. Starcom forecasts Y2011 Estonia advertisingmarket will grow by 12% 150 -3% +29,7% 125 -36,2 114,5 % 111,1 +20,6% Net EUR, millions 100 -6,8% +15,5% 88,3 +12 % 73,2 70,9 74,0 75 66,0 63,4 50 25 0 2004 2005 2006 2007 2008 2009 2010 2011* • Estonian advertising market is expected to grow in 2011 - at the moment estimated increase for 2011 is 12%. Data source: TNS Emor, Starcom predictions
  • 7. Estonia advertising market is expected torecover slightly better than Central & EasternEurope markets in Y2011 50%Year on year % change for media billings Central & Estern europe Estonia 40% 30% 20% 12% 13% 10% 7% 8% 0% Y08 vs. Y07 Y09 vs. Y08 Y10 vs. Y09 Y11 vs. Y10 -10% -7% -3% -20% -30% -25% -40% -36% -50% Data source: TNS Emor, Starcom preditions Zenith Optimedia market predictions
  • 8. © Starcom

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