This document provides an overview of Baltic media in 2011, including television, radio, print, and internet audiences. It includes data on television channel reach and share in Lithuania, Latvia, and Estonia. It also contains charts showing television ratings by time of day and day of week in the three countries. In addition, it lists the top television programs in Lithuania and Latvia by ratings, including many sports broadcasts and awards shows.

1. ©TNS 2012
Baltic Media Overview 2011
Baltic Media Overview

2. ©TNS 2012
Contents
2
TNS Charts pack
1
TV Audience Survey 3
2
National Readership Survey 14
3
Radio Audience Survey 20
4
Internet Audience Survey 29
5
Media Advertising 32

3. ©TNS 2012
TV Audience Survey
1
Baltic Media Overview, 2011
3

4. ©TNS 2012
TV Channels‘ Daily Reach, %
*Channel RTR Planeta Baltija (Latvia) measured from February 11, 2011
** Channel TV8 (Lithuania) measured from November 7, 2011
*** Channel NTV Mir (Lithuania) measured from December 9, 2011
Source: Kantar Media
Lithuania: TAM Survey, 01.01.2011-31.12.2011; N=1050 (aged 4+);
Latvia: TAM Survey, 2011 3.01.2011-01.01.2012; (aged 4+);
Estonia: TAM Survey, 2011; 01.01.2011-31.12.2011; N=604 (aged 4+).
4
Baltic Media Overview, 2011
38
36
35
20
19
15
15
12
12
12
12
6
6
5
5
5
4
3
45
% 10%20%30%40%50%
Kanal2
ETV
TV 3
PBK
ETV 2
Kanal 11
TV 6
3+
Ren TV Estonia
RTR Planeta Baltic
NTV Mir
Fox Life
Sony Entertainment TV
Kanal 12
Video/DVD
Fox Crime
National Geographics
Seitse
Other Channels
Estonia

5. ©TNS 2012
TV Channels‘ Weekly Reach, %
5
Baltic Media Overview, 2011
74
71
64
58
46
40
38
24
22
20
16
15
13
11
8
7
6
2
2
67
% 20% 40% 60% 80%
TV3
LNK
LTV
BTV
Lietuvos rytas TV
TV6
TV1
PBK
LTV2
REN TV Baltija
RTR Planeta
Liuks!
Info TV
Sport1
Video & DVD
MTV Europe
Viasat Sport Baltic
TV8**
NTV Mir***
Other Channels
Lithuania
64
64
55
54
52
52
44
43
42
39
37
18
12
78
% 20%40% 60% 80%
TV3
LNT
LTV1
LTV7
PBK
3+
REN Baltija
TV5
RTR Planeta Baltija*
NTV Mir Latvija
TV6
1BM
Video & DVD
Other Channels
Latvia
63
62
62
49
40
39
35
28
27
24
24
19
18
16
15
15
14
13
78
% 20% 40% 60% 80%
Kanal2
ETV
TV 3
ETV 2
TV 6
Kanal 11
PBK
3+
Ren TV Estonia
RTR Planeta Baltic
NTV Mir
Fox Life
Sony Entertainment TV
National Geographics
Kanal 12
Fox Crime
Video/DVD
Seitse
Other Channels
Estonia
*Channel RTR Planeta Baltija measured from February 11, 2011
** Channel TV8 (Lithuania) measured from November 7, 2011
*** Channel NTV Mir (Lithuania) measured from December 9, 2011
Source: Kantar Media
Lithuania: TAM Survey, 01.01.2011-31.12.2011; N=1050 (aged 4+);
Latvia: TAM Survey, 2011 3.01.2011-01.01.2012; (aged 4+);
Estonia: TAM Survey, 2011; 01.01.2011-31.12.2011; N=604 (aged 4+) .

6. ©TNS 2012
TV Share, %
6
Baltic Media Overview, 2011
*Channel RTR Planeta Baltija measured from February 11, 2011
** Channel TV8 (Lithuania)measured from November 7, 2011
*** Channel NTV Mir (Lithuania) measured from December 9, 2011
Source: Kantar Media
Lithuania: TAM Survey, 01.01.2011-31.12.2011; N=1050 (aged 4+);
Latvia: TAM Survey, 2011 3.01.2011-01.01.2012; (aged 4+);
Estonia: TAM Survey, 2011, 01.01.2011-31.12.2011; N=604 (aged 4+).

7. ©TNS 2012
TV ratings, %
Monday - Sunday
7
Baltic Media Overview, 2011
%
5%
10%
15%
20%
25%
30%
35%
40%
45%
05:00
05:15
05:30
05:45
06:00
06:15
06:30
06:45
07:00
07:15
07:30
07:45
08:00
08:15
08:30
08:45
09:00
09:15
09:30
09:45
10:00
10:15
10:30
10:45
11:00
11:15
11:30
11:45
12:00
12:15
12:30
12:45
13:00
13:15
13:30
13:45
14:00
14:15
14:30
14:45
15:00
15:15
15:30
15:45
16:00
16:15
16:30
16:45
17:00
17:15
17:30
17:45
18:00
18:15
18:30
18:45
19:00
19:15
19:30
19:45
20:00
20:15
20:30
20:45
21:00
21:15
21:30
21:45
22:00
22:15
22:30
22:45
23:00
23:15
23:30
23:45
24:00
24:15
24:30
24:45
25:00
25:15
25:30
25:45
26:00
26:15
26:30
26:45
27:00
27:15
27:30
27:45
28:00
28:15
28:30
28:45
Lithuania Latvia Estonia
Source: Kantar Media
Lithuania: TAM Survey, 01.01.2011-31.12.2011; N=1050 (aged 4+);
Latvia: TAM Survey, 2011 3.01.2011-01.01.2012; (aged 4+);
Estonia: TAM Survey, 2011, 01.01.2011-31.12.2011; N=604 (aged 4+).

8. ©TNS 2012
TV ratings, %
Monday - Friday
8
Baltic Media Overview, 2011
%
5%
10%
15%
20%
25%
30%
35%
40%
45%
05:00
05:15
05:30
05:45
06:00
06:15
06:30
06:45
07:00
07:15
07:30
07:45
08:00
08:15
08:30
08:45
09:00
09:15
09:30
09:45
10:00
10:15
10:30
10:45
11:00
11:15
11:30
11:45
12:00
12:15
12:30
12:45
13:00
13:15
13:30
13:45
14:00
14:15
14:30
14:45
15:00
15:15
15:30
15:45
16:00
16:15
16:30
16:45
17:00
17:15
17:30
17:45
18:00
18:15
18:30
18:45
19:00
19:15
19:30
19:45
20:00
20:15
20:30
20:45
21:00
21:15
21:30
21:45
22:00
22:15
22:30
22:45
23:00
23:15
23:30
23:45
24:00
24:15
24:30
24:45
25:00
25:15
25:30
25:45
26:00
26:15
26:30
26:45
27:00
27:15
27:30
27:45
28:00
28:15
28:30
28:45
Lithuania Latvia Estonia
Source: Kantar Media
Lithuania: TAM Survey, 01.01.2011-31.12.2011; N=1050 (aged 4+);
Latvia: TAM Survey, 2011 3.01.2011-01.01.2012; (aged 4+);
Estonia: TAM Survey, 2011, 01.01.2011-31.12.2011; N=604 (aged 4+).

9. ©TNS 2012
TV ratings, %
Saturday - Sunday
9
Baltic Media Overview, 2011
%
5%
10%
15%
20%
25%
30%
35%
40%
45%
05:00
05:15
05:30
05:45
06:00
06:15
06:30
06:45
07:00
07:15
07:30
07:45
08:00
08:15
08:30
08:45
09:00
09:15
09:30
09:45
10:00
10:15
10:30
10:45
11:00
11:15
11:30
11:45
12:00
12:15
12:30
12:45
13:00
13:15
13:30
13:45
14:00
14:15
14:30
14:45
15:00
15:15
15:30
15:45
16:00
16:15
16:30
16:45
17:00
17:15
17:30
17:45
18:00
18:15
18:30
18:45
19:00
19:15
19:30
19:45
20:00
20:15
20:30
20:45
21:00
21:15
21:30
21:45
22:00
22:15
22:30
22:45
23:00
23:15
23:30
23:45
24:00
24:15
24:30
24:45
25:00
25:15
25:30
25:45
26:00
26:15
26:30
26:45
27:00
27:15
27:30
27:45
28:00
28:15
28:30
28:45
Lithuania Latvia Estonia
Source: Kantar Media
Lithuania: TAM Survey, 01.01.2011-31.12.2011; N=1050 (aged 4+);
Latvia: TAM Survey, 2011 3.01.2011-01.01.2012; (aged 4+);
Estonia: TAM Survey, 2011, 01.01.2011-31.12.2011; N=604 (aged 4+).

10. ©TNS 2012
Daily Viewing Time, min.
Among all inhabitants
10
Baltic Media Overview, 2011
Among TV viewers
Source: Kantar Media
Lithuania: TAM Survey, 01.01.2011-31.12.2011; N=1050 (aged 4+);
Latvia: TAM Survey, 2011 3.01.2011-01.01.2012; (aged 4+);
Estonia: TAM Survey, 2011, 01.01.2011-31.12.2011; N=604 (aged 4+).

11. ©TNS 2012
TOP TV Programmes
Lithuania
11
Baltic Media Overview, 2011
Progamme Title Channel Genre Rtg% Rtg'000
1 EUROBASKET/LITHUANIA-MACEDONIA TV3 SPORT 26,3 841,2
2 EUROBASKET/LITHUANIA-FRANCE TV3 SPORT 25,5 813,4
3 EUROBASKET/LITHUANIA-GERMANY TV3 SPORT 24,9 794,0
4 EUROBASKET/LITHUANIA-SERBIA TV3 SPORT 24,4 779,3
5 EUROBASKET/SPAIN-LITHUANIA TV3 SPORT 21,6 688,8
6 EUROBASKET/POLAND-LITHUANIA TV3 SPORT 21,4 682,8
7 EUROBASKET/LITHUANIA-TURKEY TV3 SPORT 20,7 662,4
8 EUROBASKET/GREAT BRITAIN-LITHUANIA TV3 SPORT 20,4 652,9
9 EUROBASKET/LITHUANIA-PORTUGAL TV3 SPORT 19,6 625,9
10 LIETUVOS TALENTAI 2010. FINAL TV3 ENTERTAINMENT 17,6 561,7
11 EUROVISION SONG CONTEST 2011. FINAL LTV MUSIC 16,6 529,2
12 MOTERYS MELUOJA GERIAU 4 TV3 SERIES 16,5 526,7
13 EUROBASKET/GREECE-LITHUANIA TV3 SPORT 15,8 506,1
14 EUROBASKET.FINAL/SPAIN-FRANCE TV3 SPORT 14,9 476,7
15 AUKSINIAI SVOGŪNAI 2011 TV3 ENTERTAINMENT 14,4 460,8
16 DVIRAČIO ŽVAIGŽDĖ 2011 LNK ENTERTAINMENT 14,0 447,0
17 THE PACIFIER TV3 MOVIE 13,4 428,1
18 LIETUVOS TALENTAI 2010 TV3 ENTERTAINMENT 13,4 426,9
19 FRIENDLY BASKETBALL MATCH/SPAIN-LITHUANIA TV3 SPORT 13,3 426,4
20 HOME ALONE TV3 MOVIE 13,3 426,0
Source: Kantar Media
Lithuania: TAM Survey, 01.01.2011-31.12.2011; N=1050 (aged 4+).

12. ©TNS 2012
TOP TV Programmes
Latvia
12
Baltic Media Overview, 2011
Progamme Title Channel Genre Rtg% Rtg'000
1 SVĒTKU UGUŅOŠANA LNT SHOWS, VARIETY, HUMOUR, SATIRE 17,7 362,1
2 LATVIJAS VALSTS PREZIDENTA A.BĒRZIŅA APSVEIKUMS JAUNAJĀ GADĀ LNT PARLIAMENTARY BROADCASTING 15,7 322,1
3 MINISTRU PREZIDENTA VALDA DOMBROVSKA UZRUNA GADU MIJĀ LNT PARLIAMENTARY BROADCASTING 14,0 287,6
4 ICEHOCK. W. CHMP. LATVIA - FINLAND TV3 SPORTS EVENTS 13,4 279,3
5 THE COUNT OF MONTE CRISTO LNT MOVIES 13,3 272,4
6 VALSTS PREZIDENTA VALDA ZATLERA UZRUNA LATVIJAS TAUTAI LTV1 PARLIAMENTARY BROADCASTING 13,0 270,7
7 LATVIJAS LEPNUMS 2011 TV3 SHOWS, VARIETY, HUMOUR, SATIRE 12,7 259,4
8 EUROVISION SONG CONTEST 2011. FINAL OF NATIONAL SELECTION LTV1 MODERN MUSIC CONCERT 12,4 259,9
9 ICEHOCK. W. CHMP. LATVIA - DENMARK TV3 SPORTS EVENTS 12,4 258,9
10 SKAISTĀKIE MIRKĻI, KO MĀRTIŅŠ DĀVĀJA MUMS! LNT TELEFILMS 12,2 255,2
11 HOME ALONE TV3 MOVIES 12,2 250,1
12 RĪGAS MĒRA N.UŠAKOVA APSVEIKUMS JAUNAJĀ GADĀ LNT PARLIAMENTARY BROADCASTING 12,0 246,1
13 LATVIJAS VALSTS HIMNA PBK MODERN MUSIC CONCERT 11,5 236,4
14 RAIMONDS PAULS. ILGAIS CEĻŠ TELEVĪZIJĀ LTV1 MODERN MUSIC CONCERT 11,3 237,6
15 UGUNSGRĒKS 5 TV3 SERIALS 11,3 236,2
16 ICEHOCK. W. CHMP. LATVIA - THE CZECH REPUBLIC TV3 SPORTS EVENTS 11,3 235,8
17 LATVIJAS VALSTS PREZIDENTA A.BĒRZIŅA APSVEIKUMS JAUNAJĀ GADĀ PBK PARLIAMENTARY BROADCASTING 11,2 229,3
18 PANORĀMA. IZVĒLIES NĀKOTNI LTV1 PARTY POLITICAL BROADCASTING 11,1 226,9
19
LATVIJAS VALSTS EKSPREZIDENTA V.ZATLERA APSVEIKUMS JAUNAJĀ
GADĀ
LNT PARLIAMENTARY BROADCASTING 10,9 224,3
20 KRIEVIJAS FEDER. PREZIDENTA D.MEDVEDEVA JAUNGADA APSVEIKUMS PBK PARLIAMENTARY BROADCASTING 10,9 222,7
Source: Kantar Media
Latvia: TAM Survey 2011 3.01.2011-01.01.2012; (aged 4+).

13. ©TNS 2012
TOP TV Programmes
Estonia
13
Baltic Media Overview, 2011
Progamme Title Channel Genre Rtg% Rtg'000
1 EUROVISIOONI LAULUVÕISTLUS 2011 FINAAL ETV CULTURE AND MUSIC 351 27,5
2 EESTI LAUL 2011 FINAAL ETV CULTURE AND MUSIC 296 23,2
3 TANTSUD TÄHTEDEGA Kanal2 ENTERTAINMENT 293 22,9
4 EUROVISIOONI LAULUVÕISTLUS 2011 2.POOLFINAAL ETV CULTURE AND MUSIC 291 22,8
5 EESTI VABARIIK 93. PRESIDENDI VASTUVÕTT ETV CURRENT AFFAIRS 283 22,1
6 EESTI VABARIIK 93. KAITSEJÕUDUDE PARAAD ETV CURRENT AFFAIRS 257 20,1
7 EDEKABEL ETV ENTERTAINMENT 256 20
8 TUJURIKKUJA ETV ENTERTAINMENT 238 18,6
9 EESTI LAUL 2011:2.POOLFINAAL ETV CULTURE AND MUSIC 233 18,2
10 EESTI EDUKAIMAD EUROLAULUD ETV CULTURE AND MUSIC 226 17,7
11 PILVEDE ALL Kanal2 SERIAL,SERIES, SITCOM 223 17,4
12 EESTI VABARIIK 93. PIDULIK KONTSERT ETV CULTURE AND MUSIC 217 17
13 KOLM ÕDE EHK KILLER TSHIKID ETV ENTERTAINMENT 214 16,7
14 EESTI LAUL 2011:1.POOLFINAAL ETV CULTURE AND MUSIC 208 16,3
15 ÕNNE 13 ETV SERIAL,SERIES, SITCOM 198 15,5
16 PEALTNÄGIJA ETV ENTERTAINMENT 197 15,4
17 JALGPALLI EMI VALIKMÄNG. EESTI - IIRIMAA ETV SPORTS 188 14,7
18 MEIE LUGU-PILVEDE ALL Kanal2 ENTERTAINMENT 184 14,4
19 EUROVISIOONI LAULUVÕISTLUS 2011 1.POOLFINAAL ETV CULTURE AND MUSIC 182 14,3
20 SUUSATAMISE MK, OTEPÄÄ M15 ETV SPORTS 179 14
Source: Kantar Media
Estonia: TAM Survey 2011; 01.01.2011-31.12.2011; N=604 (aged 4+).

14. ©TNS 2012
National Readership Survey
2
Baltic Media Overview, 2011
14

15. ©TNS 2012
Readership Rates Among Residents aged 15-74
15
Baltic Media Overview, 2011
Source: Kantar Media
Lithuania: TNS LT, National Readership Survey, 2011 (29.11.2010 – 20.11.2011), N=6 686 (aged 15-74);
Latvia: TNS Latvia, National Readership Survey, 2011 (01.11.2010-30.10.2011), N=12 687 (aged 15-74);
Estonia: TNS Emor, National Readership Survey, 2011 (10.2011-12.2011), N=3 017 (aged 15-74).
Cover, % - percent or average number of people who have read or looked over one issue of edition.
Cover max, % - percent or total number of people who had chance to read or look over one issue of edition.

16. ©TNS 2012
Readership Rates by Gender and Age
16
Baltic Media Overview, 2011
Cover, % - percent or average number of people who have read or looked over one issue of edition.
Cover max, % - percent or total number of people who had chance to read or look over one issue of edition.
Source: Kantar Media
Lithuania: TNS LT, National Readership Survey, 2011 (29.11.2010 – 20.11.2011), N=6 686 (aged 15-74);
Latvia: TNS Latvia, National Readership Survey, 2011 (01.11.2010-30.10.2011), N=12 687 (aged 15-74);
Estonia: TNS Emor, National Readership Survey, 2011 (10.2011-12.2011), N=3 017 (aged 15-74).

17. ©TNS 2012
TOP 20 Titles
Lithuania
17
Baltic Media Overview, 2011
Title Periodicity Cover,%
Žmonės WM 15,7
Lietuvos rytas DN 14,3
TV antena SUP 12,6
Vakaro žinios DN 12,5
Savaitė WM 10,2
15 minučių WN 9,2
Gyvenimo būdas SUP 5,7
Ji WM 5,2
Ekspress nedelia WM 5,1
Respublika DN 4,6
Stilius SUP 4,6
Panelė MM 4,2
Kauno diena DN 3,5
TV Publika SUP 3,1
Moteris MM 3
Title Periodicity Cover,%
Ieva WM 13,1
Privātā Dzīve WM 11,5
MK Latvija (rus) WN 9,2
TV-Programma (rus) WN 9
Kas Jauns WM 8,4
Ievas Stāsti BW 8
Ilustrētā Zinātne MM 7,2
Rīgas Santīms AN 7
Ievas Virtuve MM 6,6
Teleprogramma s dadei
Mišei (rus) WN 6,6
Vesti Segodņa (rus) DN 6,2
Diena DN 6,1
Ievas Māja BW 6
Latvijas Avīze DN 6
Subbota (rus) WN 5,8
Title Periodicity Cover,%
Postimees DN 18,5
Õhtuleht DN 14,7
Arter (postimees) SUP 11,1
Maaleht WN 11
Eesti ekspress WN 8,9
Hooaeg MM 8,7
Targu talita (maaleht) SUP 7,8
Linnaleht (eesti keeles) WN 7,6
Kodu&aed MM 7,5
Kroonika WM 7,2
Stolitsa WN 6,9
Metsaleht (maaleht) SUP 6,8
Eesti päevaleht DN 6,7
Naisteleht WM 6,6
Tera (maaleht) SUP 6
Latvia Estonia
DN - Daily newspaper
WM - Weekly magazine
WN - Weekly newspaper
MM - Monthly magazine
BW - Bi-weekly magazine
AN - Advertising newspaper
SUP - Newspaper Supplement (weekly)
Source: Kantar Media
Lithuania: TNS LT, National Readership Survey, 2011 (29.11.2010 – 20.11.2011), N=6 686 (aged 15-74);
Latvia: TNS Latvia, National Readership Survey, 2011 (01.11.2010-30.10.2011), N=12 687 (aged 15-74);
Estonia: TNS Emor, National Readership Survey, 2011 (10.2011-12.2011), N=3 017 (aged 15-74).

18. ©TNS 2012
TOP 20 Titles among 15-74 Male
18
Baltic Media Overview, 2011
Title Periodicity Cover,%
Vakaro žinios DN 13,7
Lietuvos rytas DN 13,2
TV antena SUP 12,2
Žmonės WM 9,1
15 minučių WN 9
Savaitė WM 8,5
Ekspress nedelia WM 4,6
Respublika DN 4,6
Gyvenimo būdas SUP 4,3
TV Publika SUP 3,3
Šiaulių kraštas DN 3
Kauno diena DN 3
Computer Bild (lt.k.) MM 2,4
Stilius SUP 2,2
Valstiečių laikraštis WN 2,1
Title Periodicity Cover,%
Privātā Dzīve WM 8,2
TV-Programma (rus) WN 8,2
MK Latvija (rus) WN 7,5
Ilustrētā Zinātne MM 7,2
Teleprogramma s dadei
Mišei (rus) WN 6,8
Vesti Segodņa (rus) DN 6,1
Kas Jauns WM 6,1
Rīgas Santīms AN 6
Latvijas Avīze DN 6
Ieva WM 6
Ilustrētā Pasaules Vēsture MM 5,7
Subbota (rus) WN 5,6
Diena DN 5,5
Vesti (rus) WN 5,2
Klubs MM 4,9
Title Periodicity Cover,%
Postimees DN 16,7
Õhtuleht DN 13,4
Arter (postimees) SUP 9,3
Maaleht WN 8,8
Tehnikamaailm MM 8,7
Eesti ekspress WN 8,2
Eesti päevaleht DN 6,2
Stolitsa WN 6
Linnaleht (eesti keeles) WN 5,9
Metsaleht (maaleht) SUP 5,3
Gorod WN 5,3
Postimees vene keeles DN 5,2
Targu talita (maaleht) SUP 5,2
Mk-estonija WN 5
Kroonika WM 4,9
Lithuania Latvia Estonia
DN - Daily newspaper
WM - Weekly magazine
WN - Weekly newspaper
MM - Monthly magazine
BW - Bi-weekly magazine
AN - Advertising newspaper
SUP - Newspaper Supplement (weekly)
Source: Kantar Media
Lithuania: TNS LT, National Readership Survey, 2011 (29.11.2010 – 20.11.2011), N=6 686 (aged 15-74);
Latvia: TNS Latvia, National Readership Survey, 2011 (01.11.2010-30.10.2011), N=12 687 (aged 15-74);
Estonia: TNS Emor, National Readership Survey, 2011 (10.2011-12.2011), N=3 017 (aged 15-74).

19. ©TNS 2012
TOP 20 Titles among 15-74 Female
19
Baltic Media Overview, 2011
Title Periodicity Cover,%
Žmonės WM 21,5
Lietuvos rytas DN 15,2
TV antena SUP 13,1
Savaitė WM 11,8
Vakaro žinios DN 11,4
15 minučių WN 9,3
Ji WM 8,7
Gyvenimo būdas SUP 7,1
Panelė MM 6,9
Stilius SUP 6,7
Ekspress nedelia WM 5,5
Moters savaitgalis WM 5,2
Moteris MM 5,2
Laima MM 4,8
Respublika DN 4,6
Title Periodicity Cover,%
Ieva WM 19,5
Privātā Dzīve WM 14,5
Ievas Stāsti BW 12,1
MK Latvija (rus) WN 10,7
Ievas Virtuve MM 10,6
Kas Jauns WM 10,5
TV-Programma (rus) WN 9,7
Ievas Māja BW 9,2
Ievas Veselība BW 8,8
Santa MM 8,1
Rīgas Santīms AN 7,8
Ilustrētā Zinātne MM 7,3
Diena DN 6,7
Cosmopolitan MM 6,7
7 sekretov (rus) WN 6,5
Title Periodicity Cover,%
Postimees DN 20,1
Õhtuleht DN 15,9
Maaleht WN 13
Arter (postimees) SUP 12,7
Hooaeg MM 12,2
Naisteleht WM 10,7
Kodu&aed MM 10,3
Targu talita (maaleht) SUP 10,1
Eesti ekspress WN 9,5
Kroonika WM 9,2
Linnaleht (eesti keeles) WN 9,1
Naised WN 8,6
Naistelehe nipiraamat WM 8,4
Eesti naine WM 8,1
Metsaleht (maaleht) SUP 8
Lithuania Latvia Estonia
DN - Daily newspaper
WM - Weekly magazine
WN - Weekly newspaper
MM - Monthly magazine
BW - Bi-weekly magazine
AN - Advertising newspaper
SUP - Newspaper Supplement (weekly)
Source: Kantar Media
Lithuania: TNS LT, National Readership Survey, 2011 (29.11.2010 – 20.11.2011), N=6 686 (aged 15-74);
Latvia: TNS Latvia, National Readership Survey, 2011 (01.11.2010-30.10.2011), N=12 687 (aged 15-74);
Estonia: TNS Emor, National Readership Survey, 2011 (10.2011-12.2011), N=3 017 (aged 15-74).

20. ©TNS 2012
Radio Audience Survey
3
TNS Presentation Title
20

21. ©TNS 2012
Radio Station‘s Daily Reach, %
21
Baltic Media Overview, 2011
Source: Kantar Media
Lithuania: TNS LT, Radio Audience Survey, 2011 (28.02.2011 – 29.05.2011 and 29.08.2011 – 27.11.2011), N=5 345 (aged 12-74);
Latvia: TNS Latvia, Radio Audience Survey, 2011 Autumn (08.08.2011 - 30.10.2011), N=2 080;
Estonia: TNS Emor, Radio Audience Survey, 2011 Autumn – (31.08.2011 – 29.11.2011), N=3 281.

22. ©TNS 2012
Radio Station‘s Weekly Reach, %
22
Baltic Media Overview, 2011
Source: Kantar Media
Lithuania: TNS LT, Radio Audience Survey, 2011 (28.02.2011 – 29.05.2011 and 29.08.2011 – 27.11.2011), N=5 345 (aged 12-74);
Latvia: TNS Latvia, Radio Audience Survey, 2011 Autumn (08.08.2011 - 30.10.2011), N=2 080;
Estonia: TNS Emor, Radio Audience Survey, 2011 Autumn – (31.08.2011 – 29.11.2011), N=3 281.

23. ©TNS 2012
Radio AQH Share, %
23
Baltic Media Overview, 2011
Source: Kantar Media
Lithuania: TNS LT, Radio Audience Survey, 2011 (28.02.2011 – 29.05.2011 and 29.08.2011 – 27.11.2011), N=5 345 (aged 12-74);
Latvia: TNS Latvia, Radio Audience Survey, 2011 Autumn (08.08.2011 - 30.10.2011), N=2 080;
Estonia: TNS Emor, Radio Audience Survey, 2011 Autumn – (31.08.2011 – 29.11.2011), N=3 281.

24. ©TNS 2012
Time Spent Listening Radio* and Average Number of Stations Listened
*All media except recorded music
24
Baltic Media Overview, 2011
Lithuania Latvia Estonia
3,09 2,4 3,17
Average Number of Stations Listened
Time Spent Listened Radio per Day
Source: Kantar Media
Lithuania: TNS LT, Radio Audience Survey, 2011 (28.02.2011 – 29.05.2011 and 29.08.2011 – 27.11.2011), N=5 345 (aged 12-74);
Latvia: TNS Latvia, Radio Audience Survey, 2011 Autumn (08.08.2011 - 30.10.2011), N=2 080;
Estonia: TNS Emor, Radio Audience Survey, 2011 Autumn – (31.08.2011 – 29.11.2011), N=3 281.

25. ©TNS 2012
Radio Daily and Weekly reach, %
25
Baltic Media Overview, 2011
Source: Kantar Media
Lithuania: TNS LT, Radio Audience Survey, 2011 (28.02.2011 – 29.05.2011 and 29.08.2011 – 27.11.2011), N=5 345 (aged 12-74);
Latvia: TNS Latvia, Radio Audience Survey, 2011 Autumn (08.08.2011 - 30.10.2011), N=2 080;
Estonia: TNS Emor, Radio Audience Survey, 2011 Autumn – (31.08.2011 – 29.11.2011), N=3 281.

26. ©TNS 2012
Radio ratings, %
Monday – Sunday
26
Baltic Media Overview, 2011
%
5%
10%
15%
20%
25%
30%
35%
06:00-06:15
06:30-06:45
07:00-07:15
07:30-07:45
08:00-08:15
08:30-08:45
09:00-09:15
09:30-09:45
10:00-10:15
10:30-10:45
11:00-11:15
11:30-11:45
12:00-12:15
12:30-12:45
13:00-13:15
13:30-13:45
14:00-14:15
14:30-14:45
15:00-15:15
15:30-15:45
16:00-16:15
16:30-16:45
17:00-17:15
17:30-17:45
18:00-18:15
18:30-18:45
19:00-19:15
19:30-19:45
20:00-20:15
20:30-20:45
21:00-21:15
21:30-21:45
22:00-22:15
22:30-22:45
23:00-23:15
23:30-23:45
00:00-00:15
00:30-00:45
01:00-01:15
01:30-01:45
02:00-02:15
02:30-02:45
03:00-03:15
03:30-03:45
04:00-04:15
04:30-04:45
05:00-05:15
05:30-05:45
Lithuania Latvia Estonia
Source: Kantar Media
Lithuania: TNS LT, Radio Audience Survey, 2011 (28.02.2011 – 29.05.2011 and 29.08.2011 – 27.11.2011), N=5 345 (aged 12-74);
Latvia: TNS Latvia, Radio Audience Survey, 2011 Autumn (08.08.2011 - 30.10.2011), N=2 080;
Estonia: TNS Emor, Radio Audience Survey, 2011 Autumn – (31.08.2011 – 29.11.2011), N=3 281.

27. ©TNS 2012
Radio ratings, %
Monday – Friday
27
Baltic Media Overview, 2011
%
5%
10%
15%
20%
25%
30%
35%
06:00-06:15
06:30-06:45
07:00-07:15
07:30-07:45
08:00-08:15
08:30-08:45
09:00-09:15
09:30-09:45
10:00-10:15
10:30-10:45
11:00-11:15
11:30-11:45
12:00-12:15
12:30-12:45
13:00-13:15
13:30-13:45
14:00-14:15
14:30-14:45
15:00-15:15
15:30-15:45
16:00-16:15
16:30-16:45
17:00-17:15
17:30-17:45
18:00-18:15
18:30-18:45
19:00-19:15
19:30-19:45
20:00-20:15
20:30-20:45
21:00-21:15
21:30-21:45
22:00-22:15
22:30-22:45
23:00-23:15
23:30-23:45
00:00-00:15
00:30-00:45
01:00-01:15
01:30-01:45
02:00-02:15
02:30-02:45
03:00-03:15
03:30-03:45
04:00-04:15
04:30-04:45
05:00-05:15
05:30-05:45
Lithuania Latvia Estonia
Source: Kantar Media
Lithuania: TNS LT, Radio Audience Survey, 2011 (28.02.2011 – 29.05.2011 and 29.08.2011 – 27.11.2011), N=5 345 (aged 12-74);
Latvia: TNS Latvia, Radio Audience Survey, 2011 Autumn (08.08.2011 - 30.10.2011), N=2 080;
Estonia: TNS Emor, Radio Audience Survey, 2011 Autumn – (31.08.2011 – 29.11.2011), N=3 281.

28. ©TNS 2012
Radio ratings, %
Saturday – Sunday
28
Baltic Media Overview, 2011
%
5%
10%
15%
20%
25%
30%
35%
06:00-06:15
06:30-06:45
07:00-07:15
07:30-07:45
08:00-08:15
08:30-08:45
09:00-09:15
09:30-09:45
10:00-10:15
10:30-10:45
11:00-11:15
11:30-11:45
12:00-12:15
12:30-12:45
13:00-13:15
13:30-13:45
14:00-14:15
14:30-14:45
15:00-15:15
15:30-15:45
16:00-16:15
16:30-16:45
17:00-17:15
17:30-17:45
18:00-18:15
18:30-18:45
19:00-19:15
19:30-19:45
20:00-20:15
20:30-20:45
21:00-21:15
21:30-21:45
22:00-22:15
22:30-22:45
23:00-23:15
23:30-23:45
00:00-00:15
00:30-00:45
01:00-01:15
01:30-01:45
02:00-02:15
02:30-02:45
03:00-03:15
03:30-03:45
04:00-04:15
04:30-04:45
05:00-05:15
05:30-05:45
Lithuania Latvia Estonia
Source: Kantar Media
Lithuania: TNS LT, Radio Audience Survey, 2011 (28.02.2011 – 29.05.2011 and 29.08.2011 – 27.11.2011), N=5 345 (aged 12-74);
Latvia: TNS Latvia, Radio Audience Survey, 2011 Autumn (08.08.2011 - 30.10.2011), N=2 080;
Estonia: TNS Emor, Radio Audience Survey, 2011 Autumn – (31.08.2011 – 29.11.2011), N=3 281.

29. ©TNS 2012
Internet Audience Survey
4
Baltic Media Overview, 2011
29

30. ©TNS 2012
Internet usage
30
Baltic Media Overview, 2011
Source: Kantar Media
Lithuania: TNS LT, Internet Audience Survey, 2011 (29.11.2010 – 20.11.2011), N=6 686 (aged 15-74);
Latvia: TNS Latvia, Internet Audience Survey, Autumn 2011 (22.08.2011 - 30.10.2011), N=1 519 (aged 15-74);
Estonia: TNS Emor, Establishment Survey, 2011 Autumn (14.09.2011-21.09.2011), N=1 507 (aged 15-74).

31. ©TNS 2012
Internet users profile by gender, size of residence and age
31
Baltic Media Overview, 2011
Source: Kantar Media
Lithuania: TNS LT, Internet Audience Survey, 2011 (29.11.2010 – 20.11.2011), N=6 686 (aged 15-74);
Latvia: TNS Latvia, Internet Audience Survey, Autumn 2011 (22.08.2011 - 30.10.2011), N=1 519 (aged 15-74);
Estonia: TNS Emor, Establishment Survey, 2011 Autumn (14.09.2011-21.09.2011), N=1 507 (aged 15-74).

32. ©TNS 2012
Media Advertising Market
5
Baltic Media Overview, 2011
32

33. ©TNS 2012
Advertising Expenditure 2011
Baltic summary
33
Baltic Total 239,8 million EUR
Change in 2011 6%
Baltic Media Overview, 2011
LITHUANIA LATVIA ESTONIA
TOTAL (million EUR) 98,7 million EUR 68,9 million EUR 72,2 million EUR
TOTAL (local currency) 340,7 million LTL 48,390 million LVL
Change % in local currency 5% 5% 9%
Source: Kantar Media.
Estonia: TNS Emor;
Latvia: TNS Latvia, LAA;
Lithuania: TNS LT

34. ©TNS 2012
Advertising Expenditure 2011
34
Baltic Media Overview, 2011
Source: Kantar Media.
Estonia: TNS Emor;
Latvia: TNS Latvia, LAA;
Lithuania: TNS LT

35. ©TNS 2012
Advertising Expenditure 2000-2011
Baltic Trend
35
Baltic Media Overview, 2011
Source: Kantar Media.
Estonia: TNS Emor;
Latvia: TNS Latvia, LAA;
Lithuania: TNS LT

36. ©TNS 2012
Advertising Expenditure 2011
Trends per country
36
Baltic Media Overview, 2011
Source: Kantar Media.
Estonia: TNS Emor;
Latvia: TNS Latvia, LAA;
Lithuania: TNS LT

37. ©TNS 2012
Distribution of Advertising Expenditure 2010 vs. 2011
Baltic shares
37
Baltic Media Overview, 2011
Expenditure change of
media types
2011 vs 2010
6,6%
3,4%
1,8%
8,1%
6,7%
15,1%
-12,9%
Source: Kantar Media.
Estonia: TNS Emor;
Latvia: TNS Latvia, LAA;
Lithuania: TNS LT

38. ©TNS 2012
Distribution of Advertising Expenditure 2010 vs. 2011
Shares per country
38
Baltic Media Overview, 2011
Source: Kantar Media.
Estonia: TNS Emor;
Latvia: TNS Latvia, LAA;
Lithuania: TNS LT
TV 5,9%
Radio 3,8%
Newspapers 0,0%
Magazines 2,9%
Outdoor 7,8%
Internet 12,0%
Cinema 11,1%
TV 6,3%
Radio -3,3%
Newspapers -0,5%
Magazines 14,7%
Outdoor -1,9%
Internet 16,7%
Cinema -26,8%
TV 8,5%
Radio 10,7%
Newspapers 4,3%
Magazines 11,1%
Outdoor 15,2%
Internet 16,0%
Cinema NA
Expenditure change of media types
2011 vs 2010

39. ©TNS 2012
TOP 10 Advertisers
39
Baltic Media Overview, 2011
Note: Lithuania by gross; Latvia and Estonia by net expenditures
Source: Kantar Media. Estonia: TNS Emor; Latvia: TNS Latvia, LAA; Lithuania: TNS LT
LITHUANIA LATVIA ESTONIA
TELE2 TELE2 ELISA EESTI
PROCTERGAMBLE PROCTER GAMBLE TELE2 EESTI
OMNITEL LMT PROCTERGAMBLE
MAXIMA LT BITE EMT
HENKEL MAXIMA RIMI BALTIC
UNILEVER RIMI SELVER
BITĖ HENKEL SWEDBANK
KRAFT FOODS L'OREAL TALLINK GRUPP
PALINK UNILEVER SAKU ÕLLETEHAS
OLIFĖJA KRAFT FOODS INFO-AUTO

40. ©TNS 2012
TOP 10 Product Groups (2nd level)
40
Baltic Media Overview, 2011
Note: Lithuania by gross; Latvia and Estonia by net expenditures
Source: Kantar Media. Estonia: TNS Emor; Latvia: TNS Latvia, LAA; Lithuania: TNS LT
LITHUANIA LATVIA ESTONIA
MOBILE COMMUNICATION MOBILE COMMUNICATION RETAIL IN GENERAL
RETAIL IN GENERAL RETAIL IN GENERAL CARS
REMEDIES REMEDIES MOBILE COMMUNICATION
ALCOHOLIC BEVERAGES FINANCIAL INSTITUTIONS, SERVICES FINANCIAL INSTITUTIONS, SERVICES
FINANCIAL INSTITUTIONS, SERVICES TELECOMMUNICATION CONCERTS, FESTIVALS, SHOWS
CONCERTS, FESTIVALS, SHOWS FOOD PRODUCTS-OTHER BUILDING MATERIALS
SWEETS, CONFECTIONERY SWEETS, CONFECTIONERY REMEDIES
HOUSEHOLD HYGIENE HOUSEHOLD HYGIENE ALCOHOLIC BEVERAGES
MEDICAL SERVICE, INSTITUTIONS ALCOHOLIC BEVERAGES TELECOMMUNICATION
HAIR CARE CARS PASSENGER TRANSPORT

41. ©TNS 2012
Contact us!
41
Advertising Expenditure 2011
Baltic summary
ESTONIA
TNS Emor
Tammsaare Business Centre
A.H. Tammsaare tee 47
Tallinn, 11316
Phone: (+372) 626 8500
Fax: (+372) 626 8501
Contact: Külli Esko
e-mail: media@emor.ee
http://www.emor.ee
LATVIA
TNS Latvia
Kronvalda bulvaris 3-2
Riga, LV-1010
Phone: (+371) 6709 6300
Fax: (+371) 6709 6314
Contact: Ginta Krivma
e-mail:
ginta.krivma@tns.lv
http://www.tns.lv
LITHUANIA
TNS LT
M.Valanciaus str. 1A /
V.Mykolaicio-Putino str. 10A
Phone: (+370) 5 210 66 00
Fax: (+370) 5 210 66 01
Contact: Živilė Janukonienė
e-mail: tns@tns.lt
http://www.tns.lt