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.

1. EStONIA:
Media adVerTising
markeT oVerVieW Y2010

2. Estonia media advertising market
declined by 6,8% in 2010 vs. 2009

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

5. Starcom forecasts Y2011
Estonian advertising market
will grow by 12%

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

8. © Starcom