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Estonian Market for Media Advertising Finished Slightly in Red

Tallinn (Estonia), March 11, 2009 - according to TNS Emor advertising expenditure (ADEX) monitoring data, in year 2008, Estonian market for media advertising reached the turnover of 1.739 billion kroons. The market was very close to its previous year´s results during the first three quarters, however, by the fourth quarter the worldwide recession had already severely influenced also Estonia market for media advertising.

Although the first quarter of year 2007 was greatly boosted by election campaigns and its advertising, the first quarter of year 2008 still managed to reach the same volume. Quarters II and III showed better results than ever; nevertheless, quarter IV did not manage to achieve its traditional objective of being the quarter with the largest turnover for media advertising.

Compared to 525.7 million kroons in the fourth quarter of year 2007, the turnover of 452.5 million kroons in the fourth quarter of year 2008 was smaller by approximately 14 %. The total annul change was not as large, though, and stopped at -3 %.

Large traditional media were moving at the same pace with the fall in the overall market. The proportion of TV advertising fell by a marginal 2 %, the fall in print media, however, was two-digit in both newspapers and magazines: -13 % and -10 % respectively. Regardless of the falling market, there were also those, whose share increased: radio advertising witnessed an increase of 10 %, outdoor media grew by 12 % and internet was the one with the largest growth (26 %). Even though the growth rate of internet advertising has slowed down, it still represents the fastest growing media channel on the market.

The reasons behind the fall in media advertising lies in the fact that two large areas – real estate and job vacancies – advertise substantially less than they used to. Advertising of real estate, which last year had increased by 94 % (compared to the volume of year 2006), fell by approximately 40 % in 2008. The turnover provided by advertisements for job vacancies, especially for those aimed at employees and workers, fell by similar proportions. Additionally, the ca 67 million turnover provided by the election campaign, which appeared on the 2007 balance sheet, had no substitute in year 2008 – a year, by the end of which the recession had set in.

10 most advertised fields in Estonia in year 2008

1. CARS
2. MOBILE OPERATORS
3. RETAIL OUTLETS
4. FINANCIAL INSTITUTIONS, SERVICES
5. CONCERTS, FESTIVALS
6. PHARMACEUTICALS
7. ALCOHOLIC BEVERAGES
8. FURNITURE
9. REAL ESTATE
10. JOB VACANCIES
Source: TNS Emor advertising expenditure survey Adex, 2008

In terms of volume, the largest advertiser last year was Procter & Gamble, followed by EMT, Tele2 Estonia, Rimi Baltic, L’Oreal, A-Selver, Coca-Cola, Elisa Estonia, Elion Enterprises and Info-Auto. Thus, the top ten comprised mostly telecommunication companies and commercial enterprises.

Unlike Estonia, the other two Baltic States continuously showed small growth – the total volume of Latvian overall media advertising market amounted to 138.2 million Euros, showing a 3 % growth compared to year 2007. The respective figures in Lithuania stood at 157 million Euros and 9 %. Thus, the volume of the Baltic market for media advertising was 406.3 million Euros in 2008, which represented a 4 % growth. The neighbouring Scandinavian countries showed similar small growth tendencies – Finland (+1.7 %), Denmark (+2.6 %) and Sweden (+0.9 %).

Contactinformation:

Külli Esko
TNS Emor Project Manager
e kylli.esko[at]emor.ee
www.emor.ee


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