Advertising, Estonia, Markets and Companies, Telecomunications

Market research company Emor believes that by now the bottom has been reached.

In the second quarter of 2010 the advertising market volume fell by 8% in the year-on-year comparison, but according to Emor the decline in advertising volumes has essentially stopped. A total of half a billion kroons was moving on the advertising market during the first half of the year.

“Similarly to the rest of the world, the decline in advertising volumes in Estonia has halted – we are still in the red, there is less advertising revenue than last year, but there are also the first segments that are growing; the internet was the first to get on its feet,” said the head of the Baltic region of TNS Emor Margo Veskimägi.

This year for the first time television became the biggest medium in advertising. Currently TV channels collect a third of all advertising revenue and the print media that had dominated the Estonian advertising market during earlier years has lost its leading position.

The fall in revenue took a number of journalists from major print media outlets – periodicals have had to increase the efficiency of their work.

“I predict that we will not be able to speak about any new growth in the next six months,” stated the Kadi Lambot, the CEO of AS Eesti Ajalehed, the newspapers publishing company. “Currently the priority is to prevent any further decline in advertising revenue and then it will be a matter of professionalism for each and every enterprise to see which will get the bigger part of the smaller cake that is left – in financial terms,” she explained.