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Latvian media advertising market has increased by 3% during the year 2012

Riga, March 26, 2012 - Latvian Advertising Association (LAA) and market, media and public opinion research agency TNS Latvia have gathered the results of the Latvian media advertising market for the year 2012.

In 2012 the media advertising market grew by 3% compared to 2011. This is in line with previously expressed forecasts about a slow growth of the market. The media advertising market in 2012 reached 49.8 million lats

When comparing the media advertising market of 2012 to 2011, it is obvious that the TV and radio markets grew at the same pace. The outdoor advertising and magazine advertising markets have grown a little faster: by 5%. The cinema advertising market has also finally recovered and increased by 4%. The largest increase took place in the Internet advertising market reaching +11%. But the newspaper advertising market faced the largest decline – 13%.

TOP 5 advertised sectors

According to the data aggregated by TNS, the most advertised sector in 2012 was retail followed by the industry of mobile communications. Retail advertising investments have been increasing since the end of 2011 contrary to advertisers of the mobile communications sector who have maintained their activity regarding media advertising investments unchanged or have decreased it. The sectors of pharmaceuticals and financial institutions and services have maintained their positions ranking third and fourth. The industry of sweets and confectionary closes TOP 5. This industry has climbed up the list by two positions thus excluding the car sector from a top position.

TOP 5 largest advertisers

Tele2 is the largest advertiser in Latvia for the third consecutive year. The second largest advertiser in Latvia has not changed either – it is Procter & Gamble. The rest of the list has changed, since LMT has moved down by two places; Maxima now ranks the third but Henkel has climbed up by three positions and ranks fourth. Bite has left the fourth place of TOP 5.

TOP 5 most advertised brands

Data of the TNS Advertising Monitoring show that significant changes have taken place in TOP 5 of the most advertised brands in 2012 compared to 2011. Maxima ranks first leaving Tele2 (which was the largest advertiser in 2011) in the second place. Zelta Zivtiņa has improved its position in TOP 5 by two places: now it ranks third, while Bite and RIMI have moved down by one position respectively.


Laura Vendele
Marketing Manager
Phone: +371 67 096 300

Ingrīda Krīgere
LAA Member of the Board
Phone: 67 325 532

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