Baltic advertising market grows 4.4% in 2018

VILNIUS - The Baltic advertising market grew by 4.4 percent to 305.5 million euros last year, according to a survey by the market research company Kantar. 

Advertising spending rose by 4.3 percent to 116 million euros in Lithuania, by 3.1 percent to 104.3 million euros in Estonia and by 6 percent to 85.2 million euros in Latvia. 

Television grabbed 113.2 million euros, or 37 percent of the overall Baltic advertising budget, last year, a rise of 3 percent year-on-year. 

Some 60 million euros, or 20 percent, went to online advertising (up by 4.2 percent).

Spending on outdoor advertising rose by 11.9 percent to 38.9 million euros, accounting for 12.7 percent of the total budget, and that on radio advertising was up by 8.8 percent to 33.2 million euros, or 10.9 percent.  

Spending on newspaper ads edged up by 0.3 percent to 28.9 million euros, or 9.5 percent.

However, spending on magazine ads fell by 6.6 percent to 18 million euros, or 5.9 percent of the total budget, driven down by decreased expenditure in Lithuania and Estonia, Kantar said, noting that the segment in Latvia grew by 1.5 percent.