Media Snapshot

Lithuania, June 2015

+5%

€ -

€ 10.000.000

€ 20.000.000

€ 30.000.000

€ 40.000.000

€ 50.000.000

€ 60.000.000

€ 70.000.000

€ 80.000.000

Monthly Gross Ad Spends, EUR

Y2012-2013 Y2013-2014 Y2014-2015

+13%

TNS LT data

Media market is growing and the gap from previous years remains

positive

• Gross ad spends were 5% bigger in April 2015 comparing to March 2015.

• They were also 13% higher in April 2015 comparing to the same period last

year.

40%

50%

60%

70%

80%

90%

100%

Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15

Monthly Gross Ad Spends’ Shares, %

TV Online Display* Radio Print OOH Other

The decline of local online display continues while other media

channels are growing

TNS LT data

*Only local Lithuanian Online Display websites are being monitored.

7,7%

5,8%

• Online* ad spends decreased by -1,8 percentage (share) points in April

2015 comparing to April 2014.

• In April 2015 comparing to March 2015 media investments increased in:

Indoor TV +43%, Online Display +17%, Print +9%, Radio +8%, TV +3%,

Outdoor static +1%. Ad spends decreased in Cinema by -37%, Outdoor

video -7%, Fillboards -3 %.

-1,8%

-31%

30%

-19% -9%

-17%

9%

-27%

24%

96%

-100%

-50%

0%

50%

100%

150%

€ -

€ 200.000

€ 400.000

€ 600.000

€ 800.000

€ 1.000.000

€ 1.200.000

€ 1.400.000

€ 1.600.000

€ 1.800.000

€ 2.000.000 Gross Ad Spends in Local Online Display Sites, EUR

2014 April 2015 April

TNS LT data

Top local online display players face difficulties to retain advertising

budgets but few of them are still able to achieve growth

• The number one local online display player in terms of gross revenues from

advertising Delfi.lt lost 31% of it’s revenues in April 2015 comparing to the

same period last year.

• 15min.lt was able to increase it’s gross revenues and has overtaken the

second place from Lrytas.lt which declined by -19%.

4,0

6,0

8,0

10,0

12,0

14,0

16,0

Average Monthly All Commercial TV Channels’ Rating, 4+ Audience, %

Y2012-2013 Y2013-2014 Y2014-2015

TNS LT data

• 4+ TV ratings decreased by -13% comparing May 2015 to May 2014.

• 4+ TV ratings were also -6% lower comparing May 2015 to the previous

month this year. The decline was mostly caused by the drop of two biggest

TV channels TV3 and LNK ratings by -12% and -10% respectively.

Seasonality continues to push TV ratings down and the gap from a

previous year has increased

-13%

4,0

6,0

8,0

10,0

12,0

14,0

16,0

Average Monthly All Commercial TV Channels’ Rating, Women 20-50 Audience, %

Y2012-2013 Y2013-2014 Y2014-2015

TNS LT data

• Women 20-50 TV ratings decreased by -14% in May 2015 comparing to

the same period last year.

• TV ratings of this audience were -10% lower in May 2015 comparing to

April 2015.

May 2015 also haven’t brought “The Main Buyer” ratings back on

track as it was in 2014

-14%

31% 29% 30% 32% 33% 32% 33% 34% 42% 40% 41% 40% 39%

41% 39% 38% 39% 40% 40% 39% 38%

44% 45% 45% 45% 45%

10% 11% 14% 14% 12% 13% 13% 13%

14% 15% 14% 15% 16% 13% 15% 13% 10% 10% 10% 10% 9%

0%10%20%30%40%50%60%70%80%90%

100%

Monthly Commercial TV Groups’ Shares, 4+ audience, %

MTG MG Baltic BMA LRT Lietuvos ryto TV

MTG group: TV3, TV6, TV8, Lietuvos Rytas TV

MG Baltic group: LNK, BTV, TV1, Info TV

BMA group: PBK, NTV, REN

39%

45%

• BMA 4+ audience share has increased from 15% to 16% at the

expense of MTG.

• MG Baltic was able to keep the same 45% audience share for the 4th

month in a row.

TNS LT data

MTG has lost another audience share point to BMA group while

MG Baltic was able to remain stable

45%

46% 40% 37% 36% 37% 39% 39% 40% 41% 47% 44% 47% 46% 46%

39% 41% 39% 41% 41% 40% 39% 39% 42% 44% 42% 43% 45%

8% 7% 12% 11% 10% 10% 10% 10% 11% 12% 11% 11% 9% 10% 12% 10% 7% 7% 7% 7% 7%

0%10%20%30%40%50%60%70%80%90%

100%

Monthly Commercial TV Groups’ Shares, Women 20-50 audience, %

MTG MG Baltic BMA LRT Lietuvos ryto TV

TNS LT data

• MG Baltic has increased its’ W20-50 audience share by 2 % (share

points) at the expense of BMA.

• MTG was able to keep the number one position with a stable 46%

audience share.

MTG group: TV3, TV6, TV8, Lietuvos Rytas TV

MG Baltic group: LNK, BTV, TV1, Info TV

BMA group: PBK, NTV, REN

But BMA group is having difficulties retaining “The main buyers”: 2

share points of this audience were acquired by MG Baltic

TNS LT data

• The biggest Eurovision song contest TV ratings were in 2006, when

Lithuania was represented by “LT united” and they took the 6th place.

4,0

6,0

8,0

10,0

12,0

14,0

16,0

18,0

20,0

22,0

24,0

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

TV Rating, 4+ Audience, %

Semifinal where contested Lithuanian singers contested

The viewership of Eurovision song contest is recovering after few

years of downfall

The top TV broadcast of all times is a local comedy show but May

belongs to Eurovision

TNS LT data

Period Broadcast name Broadcast type Channel Average rating, A4+, %

Top broadcast of all

times in May* Eurovision Song Contest (Y2006) Song Contest LRT 24.8

Period Broadcast name Broadcast type Channel Average rating, A4+, %

Top broadcast of all

times* Auksiniai svogūnai (Y2002) Local comedy TV show LNK 33

Period Broadcast name Broadcast type Channel Average rating, A4+, %

Top broadcast of May

2015 Eurovision song contest (Y2015) Song Contest LRT 17.5

*From Y2001 to Y2015

Contact:

Marius Marčenkovas

Media Director

Dentsu Aegis Network

Email: marius.marcenkovas@dentsuaegis.com

Phone: +370 646 15709