Advertising, Baltic, Good for Business, Markets and Companies

The Latvian advertising market reached EUR 70.9 million (EUR 49.8 million) in 2012, a 3% increase on 2011. The Lithuanian advertising market grew 0.7% to EUR 99.4 million (LVL 69.85 million). The Estonian advertising market rose 0.3% to EUR 72.5 million (LVL 50.95 million).

The advertising to GDP ratio remained the highest in Estonia – 0.43%, followed by Latvia – 0.32%, and Lithuania – 0.3%. In comparison with 2011, the advertising to GDP ratio reduced in all Baltic countries in 2012.

In 2012, advertising investments per capita amounted to EUR 34.7 (LVL 24.39) in Latvia, EUR 33 (LVL 23.2) in Lithuania and EUR 54.1 (LVL 38.02) in Estonia, the largest figures since 2008.

TV commercials totaled EUR 101.8 million (LVL 71.55 million) in the Baltic States in 2012. Newspaper advertisements reduced 5.6% to EUR 42 million (LVL 29.5 million), remaining the second largest medium in terms of advertising investments.

Online advertisements grew 12.6% to EUR 32.8 million (LVL 23.05 million), radio advertisements totaled EUR 22.6 million (LVL 15.88 million), a 1.8% increase on 2011. Magazine advertisements rose 2.6% to EUR 21.9 million (LVL 15.39 million). Outdoor advertising reduced 1.1% to EUR 20.8 million (LVL 14.62 million).