RatingsSPRING 2008
(February 27th 2008 – May 27th 2008)
Commercial Radio Stations
TrioFacts: TNS Emor
Total Media Market in Estonia 2008, Q1.
• According to TNS Emor advertising expenditure (ADEX) monitoring data, the turnover on the Estonian media advertising market was 407 million kroons (26 mEUR) during the first three months in 2008.
• Compared to the same time period last year, the Estonian media advertising market decreased by 1% during the first three months.
• It was the large advertising volumes of the first quarter last year: elections brought a significant share of the additional money in Q1 2007.
Total Media Market in Estonia 2008, Q1.• Comparing the first 3 months of the last two years,
the Internet sector continues to grow the fastest, its turnover being the total of 35% bigger this year (YTD).
• The share of Internet advertising in the media advertising market has continued to grow, while in 2006 it was 5%, by now it has reached 10 %, leaving behind radio as well as outdoor advertising.
• In Q1 also radio and magazines increased advertisng volumes, both by 6%.
• Small decrease was in Newspapers (-7%) and TV (-8%), both are biggest players in the market.
Population 1 356 000
Tallinn 480 000
Total radio stations 32
25 in Tallinn
Commercial stations
24
6 national
6 semi-national
12 local and regional
State radio 4 national
1 semi-national
Estonia: market overview
Who are weElmar Station broadcasting on 6 frequencies, with national coverage and a
potential audience of 720 000.
Format is Estonian music, targeting 25-59.
Kuku Station broadcasting on 8 frequencies, with semi-national coverage and a potential audience of 600 000.
Format is news&talk, targeting 30+
Uuno Station broadcasting on 8 frequencies, with national coverage and a potential audience of 720 000.
Format is HotAC, targeting 20-40.
Spin FM Station broadcasting to Tallinn City and Tartu City area on two frequency with potential audience of 540 000 million.
Format is CHR, targeting 15-25
100 FM Station broadcasting to Tallinn City and East Estonia area on two frequency Serving the Russian minority in Estonia.
Format Russian language AC, targeting 30+
DFM Station broadcasting to Tallinn City on one frequency. Serving the Russian minority in Estonia.
Format Russian language CHR, targeting 18-28
Major players
Ownership rules
• None
Major players• Sky Media Sky Plus, Raadio 3, Russkoje Radio, Sky Radio, Energy FM, RadioMania• MTG Star FM, Power Hit Radio• Ajaga Sammu OÜ Ring FM• Kullasadu Invest Tartu FM• AS Kuma Kuma Raadio
Competitive environment
Station Format Coverage areaTotal listenership,
weekly reach
Elmar Estonian Music National 286 000
Kuku News&talk Semi-national 121 000
Uuno Hot AC National 150 000
Spin FM Urban Tallinn, Tartu 28 000
Sky Plus CHR National 303 000
Raadio 3 Hot AC National 79 000
Star FM Hot AC National 232 000
Power Hit Radio Dance Semi-national 105 000
Energy FM Dance Tallinn 28 000
National, Estonian language commercial stations
Changes between two last ratings (yellow is Spring 08, brown is Winter 08). All estonians, over Estonia (weekly reach).
0
50000
100000
150000
200000
250000
300000
Elmar
SkyPlus
StarF
MUun
oKuk
u
Raadi
o3
PowerH
it
RingF
M
Radio
man
ia
SunFM
SpinF
M
Energ
y
Kevad08 Talv08
Changes between two Spring ratings (yellow is Spring 08, brown is Spring 07). All estonians, over Estonia (weekly reach).
0
50000
100000
150000
200000
250000
300000
Elmar
SkyPlus
StarF
MUun
oKuk
u
Raadi
o3
PowerH
it
RingF
M
Radio
man
ia
SunFM
SpinF
M
Energ
y
Kevad08 Kevad07
Trend of last ratings. (from Winter 07 to Spring 08).
All estonians, over Estonia (weekly reach).
0
50000
100000
150000
200000
250000
300000
Elmar
SkyPlus
StarF
MUun
oKuk
u
Raadio
3
Power
Hit
RingFM
Radiom
ania
SunFM
SpinFM
Energ
y
Kevad08 Talv08 Sügis07 Suvi07 Kevad07 Talv07
Estonians, age 12-74
Weekly reach,
Commercial stations
Over Estonia
272000 270000
205000
130000116000
68000 67000
42000 4200024000 21000 18000 15000
0
50000
100000
150000
200000
250000
300000
Elmar
SkyPlus
StarF
MUun
oKuk
u
Raadi
o3
PowerH
it
RingF
M
Radio
man
ia
SunFM
SpinF
M
Energ
y
3 major cities: Tallinn+Tartu+Pärnu
91000
8100078000
68000
53000
3500029000 27000
11000 9000 8000 80004000
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
SkyPlus
Elmar
StarF
MKuk
uUun
o
PowerH
it
Raadi
o3
Radio
man
ia
Ring
FM
SunFM
SpinF
M
Energ
y
Capital City: Tallinn
5500053000
5000047000
31000
22000 21000 20000
60003000
0
10000
20000
30000
40000
50000
60000
SkyPlus
StarF
MElm
ar
Kuku
Uuno
Radio
man
ia
PowerH
it
Raadi
o3
SpinF
M
Energ
y
Second biggest city: Tartu
25000
1700016000
14000 14000
9000
5000 5000
30002000
0
5000
10000
15000
20000
25000
30000
SkyPlus
Elmar
StarF
MUun
oKuk
u
PowerH
it
Ring
FM
Raadi
o3
SunFM
SpinF
M
Estonians age 20-60 best age group for advertising sales
Weekly reach,
commercial stations
Over Estonia
197000 196000
159000
107000
82000
57000
4100034000 31000
15000 12000 11000 10000
0
50000
100000
150000
200000
Elmar
SkyPlus
StarF
MUun
oKuk
u
Raadi
o3
PowerH
it
RingF
M
Radio
man
ia
SunFM
SpinF
M
Energ
y
3 major cities: Tallinn+Tartu+Pärnu
74000
60000 60000
43000 43000
23000 2300020000
9000 8000 6000 5000 4000
0
10000
20000
30000
40000
50000
60000
70000
80000
SkyPlus
Elmar
StarF
MUun
oKuk
u
Raadi
o3
PowerH
it
Radio
man
ia
Ring
FM
SunFM
SpinF
M
Energ
y
Capital City: Tallinn
45000
40000
35000
28000
24000
16000 1600014000
3000 3000
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
SkyPlus
StarF
MElm
ar
Kuku
Uuno
Raadi
o3
Radio
man
ia
PowerH
it
SpinF
M
Energ
y
Biggest Radio Group’s, including non-commercial state-owned radio group Eesti Raadio.
All listeners (estonians AND non-estonians), over Estonia, weekly reach.
300000
235000
584000625000
55100050%
27%
22%
57%54%
0
100000
200000
300000
400000
500000
600000
700000
EestiRaadio Trio Sky Meedia MTG Teised kokku
0%
10%
20%
30%
40%
50%
60%
kuulajat kokku osakaal kõikidest kuulajatest
Biggest Radio Group’s, including non-commercial state-owned radio group Eesti Raadio.
All listeners (this time estonians), over Estonia, weekly reach
422000 416000
323000
242000
17800024%
33%
43%
56%57,00%
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
Trio EestiRaadio SkyMeedia MTG Teised kokku0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
kuulajat kokku osakaal kõikidest kuulajatest
Final Statement
56% of Estonian population listened at least one of the Trio Group’s station every week.
57% of estonians listened at least one of the Trio Group station every week.