1) The Estonian media advertising market fell nearly 7% in 2010, reaching €66 million compared to €70.9 million in 2009. Print media saw the largest declines, with newspapers down 20% and magazines down 14%. 2) The Baltic media advertising market decreased 7% to €225.3 million in 2010. The Latvian market saw the largest drop at 13% while the Lithuanian market fell just 2% and the Estonian market fell 7%. 3) Television remains the largest media type across the Baltic states, claiming around 42% of the market on average. Internet advertising was the only media type to see growth across the region.

1. Media House / Meediauudised
04 Media House
Year
2011
Media market overview
Estonian media market 2010 > 1 TV – news > 7
Baltic media market 2010 > 2 Print – top, news, forecasts > 8
TV – time spent watching TV> 3 Internet – top, trends > 10
TV – channels’ share, trends > 4 M-advertising, radio – top, trends > 11
Print – top, news > 6
Estonian media advertising market fell nearly 7%
According to TNS Emor Advertising Expenditure survey Estonian media advertising market net
turnover reached in 2010 to 66 million euros (70,9 million euros in 2009). Annual as a whole
turnover fell -7%.
The year was characterized from quarter to quarter moving trend towards positive change - if in
the first quarter the market decline still was about -19% and in the second quarter about -8%,
then the third quarter was equal to the same period 2009 and the forth quater was nearly to
numbers of the forth quater 2009.
Estonian media advertising market (net) in 2010, EUR
140
114,6 111,12
120
Turnover, Million EUR
100 86,6
80 73,18 70,9 66,05
60
40
20
0
2005 2006 2007 2008 2009 2010
From media types in the low-growth trend overall was the internet (about 7%), television and
outdoor advertising (both about 1%), radio moved in the whole market with a small downturn at
the same rate (about -7%). Continually in significant decrease was print, although the magazines`
turnover was about -14% lower, newspapers` even -20%
Newspaper Magazine TV Radio Outdoor Internet
2010 29% 6% 32% 10% 9% 15%
2009 33% 7% 29% 10% 8% 13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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2. Media House / Meediauudised
Baltic media advertising market
Baltic media advertising market decreased by 7% with
15,8 million euros
Baltic media advertising market net turnover reached in 2010 to 225,3 million euros. It is 7% less
than year earlier.
The turnover of Latvian and Estonian markets was almost the same, but Latvian media advertising
market had the the biggest drop -13% among Baltic countries in 2010. Lithuanian market fell 2%,
Estonian – 7%.
Baltic media advertising market (net) in 2010, EUR
100 94
Turnover, Million EUR
80
-2% 65,3 66
60
40 -13% -7%
20
0
Lithuania Latvia Estonia
From media types television has traditionally the biggest share in all three countries. Compared to
Latvia and Lithuania share of printmedia in Estonia remains leading position among other media
types.
Internet is the only one media channel, which share was growing in all three countries. In
Lithuania it increased by 25%, in Latvia by 2%, in Estonia by 7%.
Newspapers Magazines TV Radio Outdoor Internet Cinema
Baltic 19% 9% 42% 10% 9% 11%
Estonia 29% 6% 32% 10% 9% 15%
Latvia 11% 9% 45% 12% 10% 13%
Lithuania 18% 10% 47% 8% 8% 8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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3. Media House / Meediauudised
TV
TV watching time +
According to TNS Emor TV Audience Meter survey 2010
Estonians watched TV on average 3 hours and 39 minutes
per day and non-Estonians 4 hours 30 minutes. In 2009
Estonians spent 3 hours 38 minutes and non-Estonians 4
hours 26 minutes watching TV.
The average TV watching time in February 2011 was 4
hours 14 minutes for Estonians and 5 hours 3 minutes for
non-Estonians correspondingly.
Channel reach
Reach by channel (%), February 2011
80 74
71 70
70 64
60 51 49
50
38 39
40 36 35 34
32 30 29
30 25 24 22
19 19
20 15
11 11 9 10 11 10
10 3 4 2 3
0
Monthly Reach Daily Reach
The reach of niche channels (Fox Life, Fox Crime, National Geographics, Kanal11, TV6, ETV2 )
increased significantly compared to February 2010.
National Geographics showed the biggest growth – from 17,4% to 22,3% monthly reach in
February 2011. Fox Life, TV6, Fox Crime, Kanal11, ETV2 followed. Monthly indicators of other
channels decreased.
There are no changes in TOP3. ETV confirms his leading position with montlhy average reach
74%, followed by Kanal2 with 70,9% and TV3 with 69,8%.
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4. Media House / Meediauudised
TV
TV watching time (split by channels)
ETV2
3%
The shares of major TV channels by time ETV
spent watching TV in February 2011 were RTR 19% Other channels
24%
the following: 4%
• ETV: 18,6%
Kanal 2
• Kanal2: 15,1 % NTV Mir 15%
4%
• PBK: 11,0% 3+
TV3
10% PBK
• TV3: 10,5% 3% 11%
TV 6
• NTV Mir: 4,1% 2%
Kanal 11
2%
Ren TV Estonia
3%
Share of viewing of major channels is decreasing last years. As seen from the graphic below year
2010 was quite uncertain, but Kanal2 managed to keep his leading position among commercial
channels. There is a new channel – NTV Mir (instead of 3+) in TOP5.
The most popular programmes during the period January-February 2011 were traditionally for
every February – the reception of the President at 93th anniversary of the Republic of Estonia
(32% cover A4+) and Defence Force Parade (25% cover A4+). Worl cup skiing competition in
Otepää is on the third place with 20% cover in TG A4+.
Major channels share of viewing %
25
20
ETV
Share of viewing %
Kanal 2
15
TV3
10 PBK
NTV Mir
5
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
2009 2010 2011
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5. Media House / Meediauudised
TV
Fill of advertising units on major channels
The demand for advertising time on TV is still high.
The amount of time sold on major commercial channels continues to be on the edge with the
amount of time allowed to be sold legally. Thus ―last minute‖ decisions to buy advertising seconds
make the task of media planner quite complicated due to probable unavailability of desired
advertising spots.
Maximum amount of sold advertising time
Permitted advertising time (excluding channels media own advertising):
• 15% of the broadcasting time of the day
• maximum 12 minutes per hour
The fill of advertising units in the main commercial channels in the first months of 2011 was
higher compared to the same period in 2010. Increase in the fill of units was caused by
parliamentary elections and political ads.
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6. Media House / Meediauudised
TV
Fill of advertising units (2.)
The following table shows the amount of advertising time sold by dayparts . The basis of the
calculation is the rule that only 12 minutes of advertising by daypart is legally permitted.*
*NB! Since another rule is that in total 15% of daily airtime may be sold for advertising, 12 minutes per hour
is not available in all dayparts during 24h. Therefore in the table the 12 minute rule is applied for time period
4 PM – 1 AM; for daytime zone (6AM – 4PM) 10,8 minutes per hour have been used. According to the above
calculation, there should be no advertising during night-time zone (1-6AM) but since there actually is some
advertising on air at night, the real fill% in some of the table-slots is even higher.
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7. Media House / Meediauudised
TV
Trends: digi-TV era
On July 1st, 2010 the analog broadcasting in Estonia was switched off and replaced with Digital TV.
Digital Television is a modern method of transmitting TV signals based on the newest digital signal
processing technology. Unlike analog TV, where a constant video and audio signal are transmitted,
in DTV all signals from the TV studio to the viewer are sent in a digitally encoded form. Thus DTV
is much more flexible and has numerous important advantages compared to conventional analog
television:
•Quality transmission of image and sound – a significantly clearer picture for the lack of
static and the characteristic ―shadows‖ and disruptions of analog TV.
•The opportunity to use different qualities of images and screen formats, such as wide
screen format, 16:9.
•Large savings on bandwidth — it is possible to transmit 4–5 different TV shows
simultaneously in one analog TV channel, plus much more additional information and
services such as EPG (Electronic Programme Guide), superteletext, e-commerce, Internet
and e-mail, multimedia applications, radio, etc.)
•Mobile reception of programs is possible as well (from moving vehicles).
According to the recommendation of the EC Digital TV should replace analog broadcasting in the
whole EU by the end of 2012 latest.
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8. Media House / Meediauudised
Print
Top print media channels
According to TNS Emor National Readership survey the cover of major print channels in the forth
quarter 2010 did not change significantly compared to the third quarter 2010. ―Postimees‖
remains the most popular newspaper (18% cover) during the whole year. ―Õhtuleht‖ has not
changed his position in 2010 as well.
The leader by popularity among magazines is ―Kodu&Aed‖ (7% cover). There is a new magazine
in TOP 10 – ―Anne&Stiil‖ (4% cover). Previous quater it was on 15th place (3% cover).
Newspapers TOP 10 Q4 2010 Magazines TOP 10 Q4 2010
Average cover by issues (%) Average cover by issues (%)
TG: 15-74 TG: 15-74
POSTIMEES 18 KODU&AED 7
ÕHTULEHT 15 METSALEHT (MAALEHT) 6
ARTER (POSTIMEES) 11 EESTI NAINE 6
MAALEHT 10 PERE JA KODU 6
EESTI EKSPRESS 9 KODUKIRI 6
EESTI PÄEVALEHT 9 TEHNIKAMAAILM 5
KROONIKA 8 NAISTELEHE NIPIRAAMAT 5
STOLITSA 7 KODUTOHTER 5
TARGU TALITA (MAALEHT) 7 ANNE&STIIL 4
NAISTELEHT 7 COSMOPOLITAN 4
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9. Media House / Meediauudised
Print
News: What does the future hold for print media?
Glossy magazines and top selling newspapers know the
power of visual stimulation. A picture tells a thousand
words. A great front page image can make or break print
media sales. But is the future of print media digital?
New printing techniques revolutionized the industry and
gave birth to full page color images in print media, digital
content will change the way we read and consume print
media in the future.
Digital media will put elements that enrich the reading
experience - like rich colour photos that can be enlarged,
video, sound, animations and 3D images - at the fingertips
of every reader.
Static print will evolve into a customisable visual experience
that can be shared, retweeted and bookmarked - a totally
involved media experience.
New hand-held portable devices, such as Apple's iPad will
put digital media in the hands of avid magazine readers
and help them make the switch from print to digital media
consumption.
Data sourced from http://www.independent.co.uk/life-style/gadgets-and-tech/news/why-magazines-and-
print-media-should-be-excited-about-their-digital-future-1902372.html
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10. Media House / Meediauudised
Internet
Top webpages* Top 10 internet sites, February 2011
Average daily reach (%)
TG: 6-74
The usage of top webpages is decreasing.
Exactly one year ago neti.ee was on the top neti.ee 27
with daily average reach 31,9%, in January
2011 neti.ee reached 27,3% and February Windows Live 23
2011 showed only 27,0% of daily average postimees.ee 20
reach. delfi.ee 20
Comparing to February 2010 main players Windows Live Messenger 17
have not changed. There is only one new hot.ee 11
portal – publik.ee (instead of rate.ee) in
ohtuleht.ee 10
TOP 10.
Windows Live Hotmail 7
elu24.ee 7
publik.ee 6
Internet facts 2010:
• Internet use 76% or approximately 787 000 persons aged 15-74
• Internet bank use 69% or 718 000 persons aged 15-74 (compared to
46% in 2006)
• Every third person aged 15-74 uses social media every day
• Nowadays the most popular social media is Facebook - 369 860
users in Estonia
• 45% or 461 000 Estonians aged 15-74 made online purchases
(compared to 10% in 2006)
• Every fifth person aged 15-74 makes purchases online at least once
a month
• Before purchasing 57% or 593 000 Estonians aged 15-74 visited
store’s website
• Estonians buy tickets (cinema, conserts), clothes, mobile phones, TV,
radio, cameras, home appliances, travel and finance related services
*TNS Metrix 02.2010, 02.2011 Survey, does not include google.
http://www.socialbakers.com/facebook-statistics/estonia/last-3-months
Password 2011 materials
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11. Media House / Meediauudised
M-marketing, Radio
Top radio stations
Top 10 commercial radio channels Q4 2010
Average daily reach (%)
TG: 15-74
According to TNS Emor Radio Diary
survey, daily average time spent Sky Plus 14
listening to the radio during the last Raadio Elmar 13
three months was 4 hours 18 minutes Russkoje Radio 9
which is 15 minutes less than in the
third quarter 2010. Star FM 7
Raadio Kuku/Tartu Kuku 6
The most popular commercial radio
station is Sky Plus with 14,1% daily Sky Raadio 6
reach. Radio Elmar follows with Narodnoje Radio/100FM 5
12,6%. The 3rd is Russkoje Radio
Raadio 3 4
targeting Russian speaking audience
in Estonia with daily reach of 9,2%. Raadio Uuno 4
Power Hit Radio 4
Trends in m-marketing: Shoppers using phones to
make buying decisions
Mobile phones are increasingly changing the way people shop,
according to ForeSee Results, which conducted a study of nearly
10,000 visitors to the biggest e-commerce sites in the U.S. It found
that a total of 11 percent of Web shoppers reported having made a
purchase from their phones, compared to only 2 percent a year ago.
Users are also tapping into their phones to comparison shop. For
instance, 56 percent used them to check prices, and 27 percent used
them to read product reviews.
While in physical stores, more than two-thirds of mobile shoppers
used their phones to visit the store’s own Web site, and nearly half
visited a competitor’s site. Shoppers who were highly satisfied with a
retailer's mobile experience were 30% more likely to buy from that
retailer both online and offline.
Data sourced from ForeSee Results, http://www.foreseeresults.com/news-events/media.shtml
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12. Media House / Meediauudised
Sources:
TNS EMOR (www.emor.ee)
Advertising Expenditure survey AdEx
TV Audience Meter survey
National Readership survey
Gallup e-ratings
Radio Diary survey
Media channels promo materials
ForeSee Results materials
SocialBarkers materials
Password 2011 materials
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