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Latvian media advertising market grew by 18 % in 2002 and has reached 40.5 million Lats

18.03.2003. TNS BMF in collaboration with Advertising Association Latvia had prepared traditional annual report of media advertising market. There has been great increase of 18 % during year 2002 comparing with year before, thus overtaking increase of 14 % that was reached last year.

In comparison with other Baltic states Latvia has the highest growth of advertising income, leaving behind both Lithuania (17% advertising market growth) and Estonia (8% advertising market growth).

Larger growth is still observed in Internet advertising income although in traditional media – print, TV and radio there was regular and stable increase. Saeima elections were one of the factor of this growth because last year there was also advertising campaign for municipal election. Thereby Advertising market growth shows general trends of economic.

Almost half (46 %) of advertising income comes from advertising in print media. Second largest medium is television with 33,7 %, then radio with 12,5 %, outdoor advertising with 5,4 %, internet with 1,2 %, cinema with 0,8 %.

In the list of largest advertisers had occurred some changes, for example, political parties had occurred (TAUTAS PARTIJA). After certain absence ALDARIS has returned in the top of advertisers. Such advertising market leaders like PROCTER & GAMBLE, COLGATE-PALMOLIVE, ELCOR, KRAFT FOODS, LATTELEKOM, TELE2, LMT, COCA-COLA had retained their positions in the top.

Resources:
Presentation of advertising market 2002 (HTML format)
Presentation of advertising market 2002 (Power Point format)

Māris Naglis,
Phone: +371 67096300
maris.naglis@tns.lv

  2001 2002
  million LVL share million LVL share
Newspapers 12,7 37,0 % 14,1 34,9 %
Magazines 3,5 10,2 % 4,7 11,6 %
TV 11,5 33,6 % 13,6 33,7 %
Radio 4,3 12,6 % 5,0 12,5 %
Outdoor 1,7 5,0 % 2,2 5,4 %
Internet 0,3 0,9 % 0,5 1,2 %
Cinema 0,2 0,7 % 0,3 0,8 %
Total 34,2 100 % 40,5 100 %


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