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Lithuanian Advertising Market Grew 15.6% in 2007

Vilnius (Lithuania), March 5, 2008 - as of the data of TNS Gallup the biggest Lithuanian market and public opinion research company, Lithuanian media advertising market grew by 15.6 per cent over 2007, which is 2.7 percentage point less compared to the growth of advertising market in 2006. Last year LTL 497 million in total was allocated for advertising in Lithuania, including the media channel volume and other concessions.

“Growing budgets of advertisers, development of advertisement channels, growth of advertising prices and increasing competition in the local market has been stimulating the growth of advertising market for eight years already,” states Mr Gytis Juodpusis, Media Director of TNS Gallup .

Like in the previous year, in 2007 the biggest share of advertising income fell on television and newspapers – 45.7 per cent and 24.9 per cent respectively. When comparing the last year with 2006, the assets allocated for advertising in television and radio grew by 21.4 per cent, in magazines - by 19.8 per cent, in outdoor advertising (upon assessing the volume of outdoor video and Fillboard advertising) - by 8.1 per cent, and in newspapers - by 3.3 per cent. Cinema advertising market has not changed. The growth of internet advertising market was the most rapid of all means of media and amounted up to 33.3 per cent (not including catalogue internet advertising). In 2007 the amount of money for media advertising per capita increased from EUR 36.78 to EUR 42.52.

Sales networks, GSM operators, beer and food producers, pharmacy companies and providers of hygiene goods remain among the most active advertisers. The biggest advertising clients last year were “Procter&Gamble”, “Tele 2”, “Omnitel”, “Reckitt-Benckiser”, “Danone group”, “Švyturys-Utenos alus”, “Unilever”, “Coca-Cola”, “Maxima LT”, “Palink”.

According to Mr Juodpusis, in 2008 media advertising market will be greatly influenced by the slow down of the country’s economic development as well as by the factors that will positively affect the advertising market - the European Football Championship 2008, Beijing Olympic Games, elections to the Seimas. The media advertising market this year will also grow by approximately 15 per cent.

More cautious forecasts are driven from the survey of the media experts carried out by TNS Gallup in January-February of this year. This survey included owners and managers of the biggest media planning agencies and means of the mass media. Referring to their opinions, in 2008, the Lithuanian advertising market will grow by 11 per cent, the television advertising market – by 8.4 [per cent, radio – by 7 per cent, newspapers - by 5.3 per cent, magazines - by 7.3 per cent, the outdoor advertising market - by 9.3 per cent and the cinema advertising market – by 5.9 per cent. Media experts forecast that, as in the previous year, the growth of the internet advertising market will be the most rapid – by 32 per cent.

TNS Gallup carried out the research of the country's advertising market according to the company's monitoring data for the year 2007, and in cooperation with the Lithuanian Radio and Television Commission, media planning agencies, the country’s commercial televisions, the Lithuanian National Radio and Television, and the largest internet service providers.

Data: TNS Gallup

About TNS Gallup

TNS are the market research leaders and by closely cooperating with the clients, provide the highest-quality information, analysis and foresight in more than 70 countries worldwide. TNS have the worldwide expertise in the areas of interest group management, new product development, retail trade, trademarks and communication research; they are also the major suppliers of internet, TV, press, radio audience measurement services, and information and advertising monitoring services.

TNS Gallup in Lithuania generated the revenue of LTL 16.4 million in 2007. 135 employees work for the company, 46 project managers among them, surveys are carried out by 250 interviewers.


Gytis  Juodpusis
TNS Gallup Media Director
t + 370 5 210 66 20

Renata Jakimavičienė
VRP | Hill & Knowlton Project Manager
t (5) 249 99 52; 8 650 75652

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