Baltic media advertising market 2011

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Baltic media advertising market 2011

  1. 1. Baltic Media Advertising Market 2011 TNS Emor ©TNS 2012
  2. 2. Advertising Expenditure 2011Baltic summary Baltic Total 239,8 million EUR Change in 2011 6% LITHUANIA LATVIA ESTONIATOTAL (million EUR) 98,7 million EUR 68,9 million EUR 72,2 million EURTOTAL (local currency) 340,7 million LTL 48,390 million LVLChange % in local currency 5% 5% 9% Source: Kantar Media. Estonia: TNS Emor; Latvia: TNS Latvia, LAA; Lithuania: TNS LT Advertising Expenditure 2011 Baltic summary ©TNS 2012 2
  3. 3. Advertising Expenditure 2011 EUR per capita 100€ 80€ 60€ 53,9 40€ 30,4 33,3 20€ 0€ Lithuania Latvia Estonia Ad market ratio to GDP 1% 0,8% 0,6% 0,45 0,4% 0,32 0,34 0,2% 0% Source: Kantar Media. Lithuania Latvia Estonia Estonia: TNS Emor; Latvia: TNS Latvia, LAA; Lithuania: TNS LT Advertising Expenditure 2011 Baltic summary ©TNS 2012 3
  4. 4. Advertising Expenditure 200052011Baltic Trend 450 30 million EUR 400 20 350 10 300 0 million EUR growth % 250 510 200 520 150 530 100 50 540 0 550 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: Kantar Media. Estonia: TNS Emor; Latvia: TNS Latvia, LAA; Lithuania: TNS LT Advertising Expenditure 2011 Baltic summary ©TNS 2012 4
  5. 5. Advertising Expenditure 2011 Trends per country Lithuania Latvia 600 50 120 50 million LTL 40 million LVL 40 500 30 100 30 million LVL change % 20 20 change % 400 80million LTL 10 10 300 0 60 0 510 510 200 520 40 520 100 530 20 530 540 540 0 550 0 550 Estonia 120 50 million EUR 40 100 30 20 change % million EUR 80 10 60 0 510 40 520 20 530 540 Source: Kantar Media. 0 550 Estonia: TNS Emor; Latvia: TNS Latvia, LAA; Lithuania: TNS LT Advertising Expenditure 2011 Baltic summary ©TNS 2012 5
  6. 6. Distribution of Advertising Expenditure 2010Baltic shares change of media types 2010 2011 2011 vs 2010 TV 6,6% 11% 12% Radio 3,4% 9% 9% Newspapers 1,8% 42% 42% 9% Magazines 9% 8,1% Outdoor 6,7% 19% 19% Internet 15,1% 10% 9% Cinema -12,9% Share of Cinema was 0,3% both years Source: Kantar Media. Estonia: TNS Emor; Latvia: TNS Latvia, LAA; Lithuania: TNS LT Advertising Expenditure 2011 Baltic summary ©TNS 2012 6
  7. 7. Distribution of Advertising Expenditure 2011Shares per country change of media types Lithuania 2010 Lithuania 2011 2011 vs 2010 TV 5,9% 8% 8% 8% Radio 3,8% 8% Newspapers 0,0% 10% 47% 10% 48% Magazines 2,9% Outdoor 7,8% 18% 18% Internet 12,0% 8% 8% Cinema 11,1% Latvia 2010 Latvia 2011 TV 6,3% 13% 14% Radio -3,3% 10% 9% 45% Newspapers -0,5% 45% 9% 10% Magazines 14,7% Outdoor -1,9% 11% 11% Internet 16,7% 12% 11% Cinema -26,8% Estonia 2010 Estonia 2011 TV 8,5% 15% 16% Radio 10,7% 32% 32% Newspapers 4,3% 9% 9% Magazines 11,1% 6% 6% Outdoor 15,2% Source: Kantar Media. 10% 10% Internet 16,0% Estonia: TNS Emor; 29% 27% Latvia: TNS Latvia, LAA; Cinema NA Lithuania: TNS LT Advertising Expenditure 2011 Baltic summary ©TNS 2012 7
  8. 8. TOP 10 Advertisers LITHUANIA LATVIA ESTONIA TELE2 TELE2 ELISA EESTI PROCTER&GAMBLE PROCTER & GAMBLE TELE2 EESTI OMNITEL LMT PROCTER&GAMBLE MAXIMA LT BITE EMT HENKEL MAXIMA RIMI BALTIC UNILEVER RIMI SELVER BITĖ HENKEL SWEDBANK KRAFT FOODS LOREAL TALLINK GRUPP PALINK UNILEVER SAKU ÕLLETEHAS OLIFĖJA KRAFT FOODS INFO5AUTONote: Lithuania by gross; Latvia and Estonia by net expendituresSource: Kantar Media. Estonia: TNS Emor; Latvia: TNS Latvia, LAA; Lithuania: TNS LT Advertising Expenditure 2011 Baltic summary ©TNS 2012 8
  9. 9. TOP 10 Product Groups (2nd level) LITHUANIA LATVIA ESTONIA MOBILE COMMUNICATION MOBILE COMMUNICATION RETAIL IN GENERAL RETAIL IN GENERAL RETAIL IN GENERAL CARS REMEDIES REMEDIES MOBILE COMMUNICATION FINANCIAL INSTITUTIONS, FINANCIAL INSTITUTIONS, ALCOHOLIC BEVERAGES SERVICES SERVICES FINANCIAL INSTITUTIONS, TELECOMMUNICATION CONCERTS, FESTIVALS, SHOWS SERVICES CONCERTS, FESTIVALS, SHOWS FOOD PRODUCTS5OTHER BUILDING MATERIALS SWEETS, CONFECTIONERY SWEETS, CONFECTIONERY REMEDIES HOUSEHOLD HYGIENE HOUSEHOLD HYGIENE ALCOHOLIC BEVERAGES MEDICAL SERVICE, INSTITUTIONS ALCOHOLIC BEVERAGES TELECOMMUNICATION HAIR CARE CARS PASSENGER TRANSPORTNote: Lithuania by gross; Latvia and Estonia by net expendituresSource: Kantar Media. Estonia: TNS Emor; Latvia: TNS Latvia, LAA; Lithuania: TNS LT Advertising Expenditure 2011 Baltic summary ©TNS 2012 9
  10. 10. Media Intelligence in the BalticsWhat we offer?Advertising monitoring media types covered 5 television, newspapers and magazines, radio, outdoor, internet and cinema (only in Lithuania)Clipping service television and print media, radio and internet (only in Latvia and Lithuania) outdoor (only in Lithuania)News monitoring Lithuania 5 continuous news monitoring in television, print media, radio and internet Estonia, Latvia – news monitoring is conducted on ad hoc basis Advertising Expenditure 2011 Baltic summary ©TNS 2012 10
  11. 11. Contact us!ESTONIA LATVIA LITHUANIATNS Emor TNS Latvia TNS LTTammsaare Business Centre Kronvalda bulvaris 352 M.Valanciaus str. 1A /A.H. Tammsaare tee 47 Riga, LV51010 V.Mykolaicio5Putino str. 10ATallinn, 11316 Phone: (+371) 6709 6300 Phone: (+370) 5 210 66 00Phone: (+372) 626 8500 Fax: (+371) 6709 6314 Fax: (+370) 5 210 66 01Fax: (+372) 626 8501 Contact: Ginta Krivma Contact: Gytis JuodpusisContact: Külli Esko e5mail: ginta.krivma@tns.lv e5mail: gytis.juodpusis@tns.lte5mail: media@emor.ee http://www.tns.lv http://www.tns.lthttp://www.emor.ee Advertising Expenditure 2011 Baltic summary ©TNS 2012 11

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