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The Latvian Media Advertising Market has Decreased by 42 % with 28.6 Million LVL in the 1st Half of 2009

Riga, August 11, 2009 - The Latvian Advertising Association has summarized the results of the Latvian media advertising market in the 1st half of 2009, while TNS Latvia, media, marketing and social research agency, has collected information on the largest advertisers and the most advertised fields and brands.

Ingrīda Krīgere-Lāce, Member of the Board of the Latvian Advertising Association, told that a decrease in the advertising market in the 1st half of 2009 was in line with the forecast made in early 2009. The current economic situation in the country has an impact also on advertising and the media advertising market. As a result, the media advertising market has decreased by 42 %, if compared to the 1st half of 2008, and is now 28.6 million LVL.

The lowest decrease was observed in the internet advertising market (24 %), which is followed by radio, TV, outdoor and cinema advertising with a rather similar decrease. The highest decrease (59 %) was observed in the magazine advertising market.

These have been the highest decreases in the advertising market in the history of the Latvian media market.

TOP5 most advertised fields

Similarly to the 1st half of 2008 and 2008 in general, also in the 1st half of this year mobile communications was the field which was most advertised in the media. Retail trade ranks second and has climbed up one place if compared to the 1st half of 2008. The field of medicaments has climbed up two places, while cold drinks have climbed up three places to fourth. Domestic hygiene ranks fifth and has climbed up one place when compared to the 1st half of 2008.

TOP5 largest advertisers

Tele2 with its most advertised brands Zelta Zivtiņa and Tele2 still retains a place at the top of the list of the largest advertisers. Its rival Bite with its brands Bite and BiFri ranks second and has climbed up three places if compared to the 1st half of 2008. Bite is followed by Procter & Gamble, Coca-Cola HBC and LMT which has moved down one place.

TOP5 most advertised brands

Naturally, Zelta Zivtiņa was the most advertised brand in the media during the 1st half of 2009. Maxima ranks second, while Bite ranks third and has moved up three positions if compared to the 1st half of 2008. The Rimi brand has climbed up five places, while Coca-Cola still remains fifth in the top of the most advertised brands.

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