Latest update: Sept, 2011 | Mindshare buys monitoring data from various research companies to evaluate market size, advertisers' activities and plan effective advertising campaigns. In this section we want to share some basic information with you. Please keep in mind, that this data is very general, but we create specific reports for our clients.
It is important to understand differences between GROSS and NET when talinking about investment. GROSS is calculated simply: ratecard price is multiplied by the ammount of advertisment. The main disadvantage of this statistic is that no discounts are included in the calculations. "NET" means actual investment and this data is available only in the top level of analysis as nor advertisers, neither media reveal their actual investment or income.
The first chart represents the trend of GROSS investment to advertising market. Advertising market is recovering after crisis in 2009. Although, last year Latvia showed the slowest growth, this year it is the fastest among three countries. Seems that investment to advertising has decreased significantly in 2011 in Lithuania, but this is not actually true. The decrease appears due to the techniques of GROSS calculation - some key TV channels have decreased the ratecard prices by ~20% in 2011. Since the discounts has been decreased as well, actual NET prices increased. While the ammount of advertising on TV has increased, NET investment has increased as well.
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Investment to strongly correlates with people habits. As less and less people read print media and search for information online, the share of investment to advertising online increases.
You can use the slider below the chart to "travel back" in time to see how media market is changing.
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More detailed information about advertising market in each country you can find here: