The media market in 2022, Baltics

The most important change in 2022 on the Baltic media market was ban of TV channels with content produced in Russia. As a result, BMA group (RenTV, NTV, 1) was closed in all three Baltic countries, Amber group (TNT channels) was closed in Lithuania, in Latvia they turned from the leader for young TV audience to an outsider for old one due to the content change.

The process of ownership changes of outdoor places practically was finished in Riga in the beginning of 2022. In 2021, Riga lost all JCDecaux columns, a big part of Clear Channel pillars and a lot of JCD euro size stands. The new council of Riga prefers to see digital advertising stands on city’s streets. A lot of new LED screens appeared in Riga owned by Dscreen and Visual Media. There were a lot of problems with power connection and approval of other technical things, therefore the first smaller DOOH constructions were installed at the very end of 2022 and mostly started working in the first half of 2023. JCDecaux changed their classical bus stops in the centre of Riga to new DOOH stands as well. For the moment Riga became the digital outdoor advertising leader among the capitals of Baltic counties-- with the biggest quantity of DOOH formats and the number companies offering DOOH solutions.

No notable changes happened in radio and local digital channels. There were some changes affecting the representation of global online channels in Baltics, including LinkedIn and Redditt. LinkedIn ended its partnership with HTTPOOL, which was the official LinkedIn representative in the Baltics for the previous 7 years, this took place in the middle of 2022. As a consolation, at the end of 2022 HTTPOOL became the official Reddit representative in the Baltics (and beyond).

Lack of TV airtime and rating decrease led to the inability to spend planned advertising budgets on TV. Other media such as online, radio and outdoor received unexpected amounts of investment in 2022 and increased their share.

Before the war a lot of magazines produced in Russia were delivered to the Baltics, mostly to Latvia and Estonia. All of them also were banned together with Russian TV channels. Local print editions in Russian language rise their circulations for the first time in 15 years.




Published: September 25, 2023

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