1. Baltic Media Advertising Market 2011
TNS Emor
©TNS 2012

2. Advertising Expenditure 2011
Baltic summary
Baltic Total 239,8 million EUR
Change in 2011 6%
LITHUANIA LATVIA ESTONIA
TOTAL (million EUR) 98,7 million EUR 68,9 million EUR 72,2 million EUR
TOTAL (local currency) 340,7 million LTL 48,390 million LVL
Change % in local currency 5% 5% 9%
Source: Kantar Media.
Estonia: TNS Emor;
Latvia: TNS Latvia, LAA;
Lithuania: TNS LT
Advertising Expenditure 2011
Baltic summary
©TNS 2012 2

3. Advertising Expenditure 2011
EUR per capita
100€
80€
60€ 53,9
40€ 30,4 33,3
20€
0€
Lithuania Latvia Estonia
Ad market ratio to GDP
1%
0,8%
0,6%
0,45
0,4% 0,32 0,34
0,2%
0%
Source: Kantar Media.
Lithuania Latvia Estonia Estonia: TNS Emor;
Latvia: TNS Latvia, LAA;
Lithuania: TNS LT
Advertising Expenditure 2011
Baltic summary
©TNS 2012 3

4. Advertising Expenditure 200052011
Baltic Trend
450 30
million EUR
400 20
350
10
300
0
million EUR
growth %
250
510
200
520
150
530
100
50 540
0 550
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Source: Kantar Media.
Estonia: TNS Emor;
Latvia: TNS Latvia, LAA;
Lithuania: TNS LT
Advertising Expenditure 2011
Baltic summary
©TNS 2012 4

5. Advertising Expenditure 2011
Trends per country
Lithuania Latvia
600 50 120 50
million LTL 40 million LVL 40
500 30 100 30
million LVL
change %
20 20
change %
400 80
million LTL
10 10
300 0 60 0
510 510
200 520 40 520
100 530 20 530
540 540
0 550 0 550
Estonia
120 50
million EUR 40
100 30
20
change %
million EUR
80
10
60 0
510
40 520
20 530
540 Source: Kantar Media.
0 550 Estonia: TNS Emor;
Latvia: TNS Latvia, LAA;
Lithuania: TNS LT
Advertising Expenditure 2011
Baltic summary
©TNS 2012 5

6. Distribution of Advertising Expenditure 2010
Baltic shares
change of media types
2010 2011 2011 vs 2010
TV 6,6%
11% 12%
Radio 3,4%
9%
9%
Newspapers 1,8%
42% 42%
9% Magazines
9% 8,1%
Outdoor 6,7%
19% 19% Internet 15,1%
10% 9%
Cinema -12,9%
Share of Cinema was 0,3% both years
Source: Kantar Media.
Estonia: TNS Emor;
Latvia: TNS Latvia, LAA;
Lithuania: TNS LT
Advertising Expenditure 2011
Baltic summary
©TNS 2012 6

7. Distribution of Advertising Expenditure 2011
Shares per country change of media types
Lithuania 2010 Lithuania 2011 2011 vs 2010
TV 5,9%
8% 8%
8% Radio 3,8%
8%
Newspapers 0,0%
10% 47% 10% 48% Magazines 2,9%
Outdoor 7,8%
18% 18% Internet 12,0%
8% 8% Cinema 11,1%
Latvia 2010 Latvia 2011
TV 6,3%
13% 14%
Radio -3,3%
10% 9% 45% Newspapers -0,5%
45%
9% 10% Magazines 14,7%
Outdoor -1,9%
11% 11% Internet 16,7%
12%
11%
Cinema -26,8%
Estonia 2010 Estonia 2011
TV 8,5%
15% 16% Radio 10,7%
32% 32% Newspapers 4,3%
9% 9%
Magazines 11,1%
6% 6%
Outdoor 15,2% Source: Kantar Media.
10% 10% Internet 16,0% Estonia: TNS Emor;
29% 27% Latvia: TNS Latvia, LAA;
Cinema NA Lithuania: TNS LT
Advertising Expenditure 2011
Baltic summary
©TNS 2012 7

8. TOP 10 Advertisers
LITHUANIA LATVIA ESTONIA
TELE2 TELE2 ELISA EESTI
PROCTER&GAMBLE PROCTER & GAMBLE TELE2 EESTI
OMNITEL LMT PROCTER&GAMBLE
MAXIMA LT BITE EMT
HENKEL MAXIMA RIMI BALTIC
UNILEVER RIMI SELVER
BITĖ HENKEL SWEDBANK
KRAFT FOODS L'OREAL TALLINK GRUPP
PALINK UNILEVER SAKU ÕLLETEHAS
OLIFĖJA KRAFT FOODS INFO5AUTO
Note: Lithuania by gross; Latvia and Estonia by net expenditures
Source: Kantar Media. Estonia: TNS Emor; Latvia: TNS Latvia, LAA; Lithuania: TNS LT
Advertising Expenditure 2011
Baltic summary
©TNS 2012 8

9. TOP 10 Product Groups (2nd level)
LITHUANIA LATVIA ESTONIA
MOBILE COMMUNICATION MOBILE COMMUNICATION RETAIL IN GENERAL
RETAIL IN GENERAL RETAIL IN GENERAL CARS
REMEDIES REMEDIES MOBILE COMMUNICATION
FINANCIAL INSTITUTIONS, FINANCIAL INSTITUTIONS,
ALCOHOLIC BEVERAGES
SERVICES SERVICES
FINANCIAL INSTITUTIONS,
TELECOMMUNICATION CONCERTS, FESTIVALS, SHOWS
SERVICES
CONCERTS, FESTIVALS, SHOWS FOOD PRODUCTS5OTHER BUILDING MATERIALS
SWEETS, CONFECTIONERY SWEETS, CONFECTIONERY REMEDIES
HOUSEHOLD HYGIENE HOUSEHOLD HYGIENE ALCOHOLIC BEVERAGES
MEDICAL SERVICE, INSTITUTIONS ALCOHOLIC BEVERAGES TELECOMMUNICATION
HAIR CARE CARS PASSENGER TRANSPORT
Note: Lithuania by gross; Latvia and Estonia by net expenditures
Source: Kantar Media. Estonia: TNS Emor; Latvia: TNS Latvia, LAA; Lithuania: TNS LT
Advertising Expenditure 2011
Baltic summary
©TNS 2012 9

10. Media Intelligence in the Baltics
What we offer?
Advertising monitoring
media types covered 5 television, newspapers and magazines, radio, outdoor,
internet and cinema (only in Lithuania)
Clipping service
television and print media,
radio and internet (only in Latvia and Lithuania)
outdoor (only in Lithuania)
News monitoring
Lithuania 5 continuous news monitoring in television, print media, radio and
internet
Estonia, Latvia – news monitoring is conducted on ad hoc basis
Advertising Expenditure 2011
Baltic summary
©TNS 2012 10

11. Contact us!
ESTONIA LATVIA LITHUANIA
TNS Emor TNS Latvia TNS LT
Tammsaare Business Centre Kronvalda bulvaris 352 M.Valanciaus str. 1A /
A.H. Tammsaare tee 47 Riga, LV51010 V.Mykolaicio5Putino str. 10A
Tallinn, 11316 Phone: (+371) 6709 6300 Phone: (+370) 5 210 66 00
Phone: (+372) 626 8500 Fax: (+371) 6709 6314 Fax: (+370) 5 210 66 01
Fax: (+372) 626 8501 Contact: Ginta Krivma Contact: Gytis Juodpusis
Contact: Külli Esko e5mail: ginta.krivma@tns.lv e5mail: gytis.juodpusis@tns.lt
e5mail: media@emor.ee http://www.tns.lv http://www.tns.lt
http://www.emor.ee
Advertising Expenditure 2011
Baltic summary
©TNS 2012 11