The economic environment of the media market in 2022, Baltics

The start of 2022 was good and optimistic due to the cancellation of a lot of restrictions connected to COVID-19. Markets were waiting for free access to shopping areas, for opportunities to visit concerts and exhibitions, for possibilities to visit foreign countries. As a result, we saw big increases in advertising budgets in tourism, leisure and entertainment, and retail sectors. The mood of course was totally changed after the start of the war. Especially in autumn with the enormously increasing prices of energy resources, very high and fast inflations, big utility bills, so a big part of advertisers became very careful in budget planning and spendings worrying about solvency of the population. In the end of 2022, the special campaigns about fixed prices for main products groups in food shops chains appeared on the markets.

Published: September 25, 2023

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