The Economic Environment of the Media Market in the Baltics 2024

In 2024, the Baltic advertising markets demonstrated resilience despite cautious consumer spending.

Latvia and Estonia experienced steady activity in traditional media channels such as television and out-of-home (OOH), while Lithuania led the region’s digital growth, with online advertising accounting for more than half of total ad spend.

Retail remained the dominant sector across all three markets, driven by major brands like Lidl, Maxima, and Rimi. In Lithuania, key market sectors underwent realignment, while Estonia benefited from a notable increase in public sector communications.

Overall, a moderate economic recovery supported stable advertising investments, with digital channels continuing to gain momentum across the region.