Advertising, Estonia, Good for Business, Markets and Companies

Throughout the year, TV advertising still has the largest proportion (28.4%), followed by newspapers (20.3%) and the internet (16.8%).

About one-tenth of the market belongs equally to radio advertising, outdoor media, as well as direct mail advertising; the share of magazines turnover is 6.3%.

The media type that posted the biggest rise was the radio (13.4%) and the internet (11.8%), magazines (7.3%), and outdoor media (6.9%) market rose faster than the market average growth rate too.

Newspapers still show a small but steady downward trend (-3.7%), but newspapers here mean only paper publications, and it certainly does not reflect the revenue base of newspapers as a product group, since an important part of it comes from their web publications.

Internet sales numbers reflect Estonian local channels, and do not contain the media advertising money that went to foreign environments like Facebook and Google via media agencies or directly from advertising clients.

However, Emor assessed these volumes too and reached a conclusion that while in 2013, Google and Facebook received from larger media and social media agencies approximately 1.48 million euros, then in 2014 the sum was at least 3.32 million euros, of which Google got about 2.56 and Facebook 0.76 million euros.