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Media advertising market in 2004 – 49.3 million LVL

02.03.2005. TNS BMF in collaboration with Latvia Advertising Association has prepared an annual report of media advertising market in 2004.

The data summarized by TNS on the amounts of media advertising market in 2004 in the world and in the Baltic states testify that media advertising market has grown by 6 % in comparison with 2003 thus according to provisional data reaching 280 milliard EURO, but Lithuania in its turn has reached the biggest amount of media advertising (+28 %) in the Baltic states, Latvia follows with +14 % but Estonia falls behind with 9 % of media advertising market growth. According to TNS data the big growth of media advertising amounts in 2004 in comparison with 2003 has been ascertained also in Russia (+33 %).

In Latvia the growth of media advertising market has decreased a little in the second half of the year in comparison with the rapid growth in the first half of 2004 (+19 %), although in general it has increased by 14 % in comparison with amounts of media advertising in 2003 so reaching turnover of 49.3 million LVL.

Media advertising market in 2004

Total 49.3 mlj. LVL

Cinema 1.0 %

Internet 1.8 %

Environment 6.5 %

Radio 11.9 %

Magazines 13.8 %

TV 35.2 %

Newspapers 29.9 %

Data source: LRA / TNS BMF, Adex, 2004.

We can see the most rapid growth in comparison with 2003 in environment advertising group (+36 %) thus reaching 3.2 million LVL that is based on the growth of environment advertising carriers.  In comparison with the previous year there is also a rapid growth of TV advertising, i.e., by +20 % and one of the reasons is increase of TV company advertising price.

There still remains the tendency to decrease newspaper share and to increase magazine share. The growth of these groups is respectively 17 % and 6 %.

Amounts of advertising by media groups in 2004 and increase in comparison with 2003

2004, mlj. LVL

to 2003

Environment

3.2

36 %

TV

17.3

20 %

Magazines

6.8

17 %

Cinema

0.5

12 %

Internet

0.9

11 %

Radio

5.9

10 %

Newspapers

14.7

6 %

TOTAL

49.3

14 %

Data source: LRA /TNS BMF

Taking into account the biggest growth of TV and environment advertising last year there have been some changes also in shares of media advertising market. The shares of those two groups have increased respectively from 33.5 % to 35.2 % (TV) and from 5.5 % to 6.5 % (environment advertising)

When we analyse the press group, we can see that there is comparatively little increase in comparison with 2003 – only 6 % - in newspaper segment and therefore the newspaper advertising share in total media advertising amount has changed from 32.4 % to 29.9 % that probably can be explained by the existing price policy in media group. In magazine segment in comparison with 2003 we can see the growth by 17 % that insures the growth of magazine segment share from 13.5 % to 13.8 % from the total amount of media advertising in 2004.

Media group shares from the total amount of media advertising in 2003 and 2004

2003

2004

TV

33.5 %

35.2 %

Newspapers

32.4 %

29.9 %

Magazines

13.5 %

13.8 %

Radio

12.4 %

11.9 %

Environment

5.5 %

6.5 %

Internet

1.9 %

1.8 %

Cinema

1.0 %

1.0 %

Data source: LRA / TNS BMF

TOP advertising leader of the previous year – Procter & Gamble – remains in unchangeable position also in TOP list of the biggest advertisers in 2004, although the rest of the layout of the TOP list has changed.

VP Market is 5 positions higher and this year it is in the 3rd position. Also the companies like Kesko Food, Reckitt Benckiser, Coca- Cola HBC have reached considerably higher positions.

2004

Position in 2003

1.

PROCTER & GAMBLE

=

2.

MODERN TIMES GROUP

15

3.

VP MARKET

8

4.

LMT

3

5.

TELE2

7

6.

LATTELEKOM

2

7.

UNILEVER

10

8.

RECKITT BENCKISER

13

9.

COCA-COLA HBC

17

10.

LNT

11

11.

KRAFT FOODS

6

12.

COLGATE-PALMOLIVE

4

13.

L’OREAL

12

14.

KESKO FOOD

29

15.

RIMI

19

Data source: TNS BMF, Adex, Year 2004 (01.01.2004 – 31.12.2004)

The leader in the TOP list of the biggest advertised brands in 2004 is the supermarket Maxima that in 2003 was in the 5th position. The leader of the last year Lattelekom this year has taken the 6th position. Big advertising activities has been made at Butterfly ABS and Viasat and in result these brands are respectively 58 positions and 32 positions higher in comparison with results of 2003.

2004

Position in 2003

1.

MAXIMA

5

2.

LNT

7

3.

TV 3

6

4.

RIMI

4

5.

O KARTE

16

6.

LATTELEKOM

1

7.

ZELTA ZIVTIŅA

19

8.

VIASAT

46

9.

SAMSUNG

10

10.

BUTTERFLY ABS

68

11.

BLEND-A-MED

11

12.

LG

25

13.

ALWAYS

21

14.

COLGATE

3

15.

DIVIDE PRO

N

Data source: TNS BMF, Adex, Year 2004 (01.01.2004 – 31.12.2004)

Maris.Naglis@tns.lv ; t.7096303


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