ESTONIA: Y2010 media advertising market overview
Igaunijas mediju reklāmas tirgus apjomi, sākot no 2005.gada līdz 2010.gadam. Apkopoti TNS Igaunija, publiskotie tirgus dati un mediju aģentūras Starcom 2011.gada prognozes.
3. Media billings declining by 6,8%
+29,7%
150 Difference in Net spending, EUR
-3%
Y2010 vs. Y2009
+20,6%
125 -36,2 Media
114,5 %
111,1
+15,5% TV +1,4%
Net EUR, millions
100 Radio - 6,9%
88,3
-6,8%
Newspaper - 19,8%
73,2 70,9
75 66,0 Magazine - 13,8%
63,4
OOH +1,3%
50
Internet +6,6%
Cinema not available
25
Total Market - 6,8%
0
2004 2005 2006 2007 2008 2009 2010
• Decline in advertising net spending for non-TV media: highest drop in newspapers
(-19,8%) followed by magazines (-13,8%) and radio (-6,9%)
• TV (+1,4%), outdoor (+1,3) and internet (+6,6%) managed to increase their
investments vs. last year
Data source: TNS Emor
4. TV increases market share by ~2pp,
reaching 31% SOS
Y2009 Y2010
Internet Internet
13% 15%
Newspapers
Outdoor Newspapers 29%
8% 33% Outdoor
9%
Radio
10%
Radio
10%
M agaz ines
6%
M agaz ines
7% TV
TV 31%
29%
• Changes in ad spending share: TV (+2pp) and print (-5pp). Other media SOM
fluctuations are within range of ~2 pp
• First time in the history TV media gained higher SOS than Newspapers and became
1st top media by SOS (31%)
Data source: TNS Emor
6. Starcom forecasts Y2011 Estonia advertising
market will grow by 12%
150 -3%
+29,7%
125 -36,2
114,5 %
111,1
+20,6%
Net EUR, millions
100 -6,8%
+15,5% 88,3 +12 %
73,2 70,9 74,0
75 66,0
63,4
50
25
0
2004 2005 2006 2007 2008 2009 2010 2011*
• Estonian advertising market is expected to grow in 2011 - at the moment
estimated increase for 2011 is 12%.
Data source: TNS Emor, Starcom predictions
7. Estonia advertising market is expected to
recover slightly better than Central & Eastern
Europe markets in Y2011
50%
Year on year % change for media billings
Central & Estern europe Estonia
40%
30%
20% 12%
13%
10% 7% 8%
0%
Y08 vs. Y07 Y09 vs. Y08 Y10 vs. Y09 Y11 vs. Y10
-10% -7%
-3%
-20%
-30% -25%
-40% -36%
-50%
Data source: TNS Emor, Starcom preditions
Zenith Optimedia market predictions