Advertising still slumps

Outdoor advertising decreased even further from its fall during the worst of the crisis, an indication of just how weak Estonian domestic demand remains. Photo by Marco Scala.

TALLINN — Estonian Internet advertising is the only bright spot in the Baltic state’s still declining ad market according to the latest poll from TNS Emor.

Despite the 3.5 percent increase in gross domestic product, TNS Emor survey results reported Monday show that the advertising market in Estonia declined by 8 percent in the second quarter of 2010 year-on-year. The total turnover for the second quarter was 294 million krooni (€18.8 million), and during the first half of the current year was 512 million krooni (€32.7 million).

The largest fall in the second quarter occurred in print media — magazines took 23 percent decline, and newspapers 17 percent. Outdoor advertising managed a smaller decrease of 11 percent.  Radio advertising fell as well, but television advertising has almost reached last year’s level, down only by -1 percent. Mirroring advertising trends in Latvia and Lithuania, only Internet made a 13 percent rise.

The share of print media dropped from 47 percent down to 36 percent in two years, the share of television grew from 27 percent to 32 percent, taking the leading position for the first time.

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