Advertising Monitoring (ADEX)

Since September 1994 TNS Latvia carries out a regular research of Latvian advertising market. The aim of the research is to obtain information about the situation in advertising market generally and share of voice of each marketer.

The research of advertising market covers 5 media groups – television, print, radio, internet and outdoor media.

Method of gathering TV and print media advertising data is monitoring. Data for internet, radio and outdoor advertising are received from media own declarations.

Total amount of the audience is not the only criterion in the formation of sample. Sample structure is formed with the aim to include different media which are consumed by typical target groups. Media classification used in the research insures obtaining representative results.

Sample

■  22 newspapers
■  72 magazines
■  17 television channels
■  16 radio stations
■  20 internet portals
■  8 outdoor media agencies

Measuring criteria

Measurement units of advertising amount:
■  Advertisement space in cm2, m2 and length of ad in sec
■  Total amount of advertisements in GRP
■  Amount of advertising expenditures in LVL (gross). Gross spend is calculated according to media advertising price lists. Volume discounts are not taken into account. Barter deals are registered as paid advertising.

Data base

Data base of the advertising register is being improved on a regular basis. Classification of product branches is formed following international standards and it is adapted to the local conditions.

Advertising monitoring data can be analysed by different parameters: media type, media name, product branch, product group, advertiser, brand, spot, time period, advertising amount and audience reached.

Clipping

There are more than 30 000 TV spots available in archive since 1997. Over 7 000 print issues. Over 90 000 hours of radio recorded.

Specialized research

Advertising is the most expensive element of your communication mix. To find out whether your creative strategy will be effective and execution will work, we offer to evaluate and improve your ideas, concepts and advertising with sophisticated research technique AdEvalTM.

Basic terms and abbreviations

■  Advertiser – company owning the brand which is advertised/ company paying for advertisement
■  cm2 – square centimetres
■  m2 – square metres
■  Expenditures – sum of gross cost of an advertisement
■  GRP – Total audience reached by the advertisement – Gross Rating Points
■  RC GRP – Rate Card GRP, average GRP of a period of 15 minutes
■  N/N – advertiser not known
■  Sec – seconds
■  SOV (Share of voice) – brand’s or advertiser’s part of a defined total market
■  Med split – share of advertising by each media title

Contact

Oskars Rumpeters
t  +371 67 096 300
e  oskars.rumpeters@tns.lv

The Baltic advertising market grew by 1.2% in 2012
26.03.2013

Riga, March 26, 2013 - The research agency TNS in cooperation with LRA in Latvia and TNS companies in Estonia and Lithuania has aggregated information about the growth of the advertising market in the Baltic countries in 2012. The survey shows that the Baltic advertising market grew by 1.2% last year compared to 2011.

Latvian media advertising market has increased by 3% during the year 2012
26.03.2013

Riga, March 26, 2012 - Latvian Advertising Association (LAA) and market, media and public opinion research agency TNS Latvia have gathered the results of the Latvian media advertising market for the year 2012.

Latvian media advertising market has increased by 5 % during the year 2011
14.03.2012

Riga, March 14, 2012 - Latvian Advertising Association (LAA) and market, media and public opinion research agency TNS Latvia have gathered the results of the Latvian media advertising market for the year 2011.