estonia : market overview

Ratings

Summer 2009June 3rd 2009 – September 1st

2009

Commercial radio stations

TrioFacts: TNS Emor

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

Estonians, age 12-74

Weekly reach,commercial stations

Over Estonia

Tallinn+Tartu+Pärnu

Tallinn

Tartu

Pärnu

Non-Estonians, age 12-74

Russian language commercial stations

Over Estonia

Tallinn+Ida Viru County (50% of the population is Russian language)

Tallinn

Ida-Viru County

Biggest Radio Group’s, including non-commercial state-owned radio group Eesti Raadio (ERR). All listeners (estonians AND non-estonians), over Estonia, weekly reach, Spring 08 – Summer 09.*Kõik Teised = All Other Stations in the country

Biggest Radio Group’s, including non-commercial state-owned radio group Eesti Raadio (ERR). All

listeners (estonians AND non-estonians), over Estonia, weekly reach,

*Kõik Teised = All Other Stations in the country

Biggest Radio Group’s, including non-commercial state-owned radio group Eesti Raadio (ERR).

ESTONIANS, over Estonia, weekly reach,

*Kõik Teised = All Other Stations in the country

Final Statement

53,7% of Estonian population listened at least one of the Trio Group’s station every week.

57,9% of estonians listened at least one of the Trio Group station every week.