Media Snapshot Lithuania, June 2016
Gross ad spends dropped below previous years level in April 80.000.000 70.000.000 60.000.000 50.000.000 40.000.000 30.000.000 20.000.000 10.000.000 - Monthly Gross Ad Spends, EUR -6% Y2013-2014 Y2014-2015 Y2015-2016 Gross ad spends were 6% lower in April 2016 comparing to the same period last year and also 6% lower comparing to March 2016. TNS LT data
The only growing media channel was Online* while all others decreased 2016 April vs. 2015 April, Gross Ad Spends Change, % 20% 15% 13% 10% 5% 0% -5% -10% -5% -15% -20% -25% -23% -15% -19% TV Local Online Display* Radio Print OOH Gross ad spends in Online* increased by 13%. They decreased in other media channels: in TV by 5%, in Print by 15%, in OOH by 19%, in Radio by 23%. *Only local Lithuanian websites are being monitored TNS LT data
TV ratings also decreased quite significantly in May Average Monthly All Commercial TV Channels Rating, 4+ Audience, % 16,0-14% 14,0 12,0 10,0 8,0 6,0 4,0 Y2013-2014 Y2014-2015 Y2015-2016 Average 4+ TV rating decreased by 14% comparing May 2016 to April 2016. Yet it decreased only by 2% comparing April 2016 to the same period last year. TNS LT data
The Main Buyer audience was watching less TV as well Average Monthly All Commercial TV Channels Rating, Women 20-50 Audience, % 16,0 14,0-9% 12,0 10,0 8,0 6,0 4,0 Y2013-2014 Y2014-2015 Y2015-2016 Average Women 20-50 TV rating decreased by 9% comparing April 2016 to March 2016. TV3 ratings decreased by 9%, BTV by 10%, TV6 by 14%, TV1 by 17%, LNK by 19%. Info TV ant NTV ratings increased by 33%, TV8, Lietuvos rytas TV, PBK and REN were stable. Average Women 20-50 TV rating was 1% higher in May 2016 comparing to May 2015. TNS LT data
Most of the top newspapers lost some of their readers in 2016 Coverage (%), A15+ Audience 10 8 73% 2% 53% 6-6% -14% -19% -24% -22% -3% -10% 4 2 0 2015 Spring 2016 Spring Average total top 10 newspapers reach decreased by 6% comparing 2016 Spring to 2015 Spring. However, few newspapers readership increased: Miesto laikraštis (regional newspaper) by 73%, TV Publika (national newspaper) by 2% and Tauragės kurjeris (regional newspaper) by 53%. TNS LT data; 2015 Spring vs. 2016 Spring
Savaitė is growing and widening the gap from the former most popular title Žmonės Coverage (%), A15+ Audience 25 20 15 13% -25% 0% 8% -11% -18% 1% 23% 6% -4% 10 5 0 2015 Spring 2016 Spring Average total top 10 magazines reach decreased by 3% comparing 2016 Spring to 2015 Spring. Positive readership change were in these magazines: Stilius increased by 23%, Savaitė by 13%, Prie kavos by 8%, Panelė by 6% and Savaitė.Namie ir sode by 1%. TV Antena remained stable. Weekly magazines: Savaitė, Žmonės, Prie kavos, Ji, TV Antena, Ekspress nedelia, Stilius Monthly magazines: Panelė, Moteris Fortnightly magazine: Savaitė. Namie ir sode TNS LT data; 2015 Spring vs. 2016 Spring
Two leading magazines among The Main Buyer audience are rather equal reach wise but their trends are different Coverage (%), Women 20-50 Audience 25 20 15 23% -19% 7% -20% -5% 1% -3% 3% -25% 0% 10 5 0 2015 Spring 2016 Spring Average total top 10 magazines reach (Women 20-50 audience) decreased by 4% comparing 2016 Spring to 2015 Spring. Savaitė increased by 23%, Prie kavos by 7%, Ekspress Nedelia by 3%. Cosmopolitan remained stable. Moteris decreased by 25%, JI by 20%, Žmonės by 19% and TV Antena by 5%. Weekly magazines: Savaitė, Žmonės, Prie kavos, Ji, TV Antena, Ekspress nedelia., Moters savaitgalis Monthly magazines: Panelė, Moteris, Cosmopolitan TNS LT data; 2015 Spring vs. 2016 Spring
April was a very positive month for the weather forecast website Gismeteo.lt Very little changes reach wise among the top 10 local Lithuanian websites with an exception of Gismeteo.lt, a weather forecast website, which attracted over 16% more unique users in April 2016 comparing to the previous month. gemiusaudience, April 2016
Since June 2016 15min.lt has offered ad free content for a 1 EUR/month subscription fee On the 1 st June 2016 the second biggest news portal in Lithuania 15min.lt announced that their full content is now available ad free for a 1 EUR/month subscription fee. Full content is still available free of charge for those people who are not using ad blockers.
Delfi.lt launched a Facebook Messenger bot for UEFA Euro 2016 The biggest news portal in Lithuania Delfi.lt launched a fully automated Facebook Messenger bot, dedicated to answer most of the questions related to UEFA Euro 2016. It also proactively feeds its users with the most important championship news.
Contact: Marius Marčenkovas Media Director Dentsu Aegis Network Email: marius.marcenkovas@dentsuaegis.com Phone: +370 646 15709