WORLD PRESS TRENDS - World Association of Newspapers

LITHUANIA
ADVERTISING EXPENDITURE & ECONOMIC DATA
Main economic indicators 1995-2001
1995 1996 1997 1998 1999 2000 2001
1 US$= 4.00 Litai at 2001 rate
Gross Domestic Product (Litai million)
at current prices 24,103 31,569 38,340 42,990 42,655 45,254 47,968
% change 42.6 31.0 21.4 12.1 -0.8 6.1 6.0
at 2001 prices 35,407 37,219 41,504 44,286 43,635 45,815 47,968
% change 2.1 5.1 11.5 6.7 -1.5 5.0 4.7
Gross Domestic Product per capita (Litai)
at current prices 6,497 8,509 10,334 11,619 11,654 12,231 13,744
at 2001 prices 9,544 10,032 11,187 11,969 11,922 12,383 13,744
Population
Millions 3.7 3.7 3.7 3.7 3.7 3.7 3.5
Consumer Price Index
2001=100 68.1 84.8 92.4 97.1 97.8 98.8 100.0
% change 39.7 24.6 8.9 5.1 0.7 1.0 1.2
Ad.spend as a % of GDP
0.17 0.24 0.45 0.48 0.48 0.42 0.41
Advertising Expenditure Growth
at current prices - 76.8 130.5 20.2 -1.3 -6.5 4.0
at 2001 prices - 41.9 111.7 14.4 -2.0 -7.4 2.7
Source: IFS, ZenithOptimedia
Advertising expenditure
(Litai million, current prices)
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Newspapers 20 27 71 87 81 74 69 74 79 85 90
Magazines 2 3 10 11 13 13 26 28 30 32 34
Television 16 27 68 81 84 74 75
Radio 4 7 11 15 13 10 18
Cinema - - - - - 1 0
Outdoor - 9 12 12 12 17 10
Total 42 74 171 206 203 190 198 234 * 254 278 303
Source: 1995-2001 Media House, 2002-2005 ZenithOptimedia, * according to SIC Gallup Media data
Notes: Excludes agency commission, production costs and classified; after discounts
Research
No independent organisation audits circulation in Lithuania
Readership is audited by: SIC Gallup Media National Readership
Survey
Methodology: Face-to-face interviews with 6,780 people aged 15-
74, conducted quarterly covering 170 Lithuanian newspapers
and magazines. Coverage and maximum coverage are the main
parameters used for the analysis of press audience. Coverage is
the average number or percent of people who have read or
looked over one issue of edition, where as maximum coverage
is the total number or percent of people who had a chance to
read or look over at least one issue of edition during certain
period.
WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003 179