RatingsSPRING 2008

(February 27th 2008 – May 27th 2008)

Commercial Radio Stations

TrioFacts: TNS Emor

Total Media Market in Estonia 2008, Q1.

• According to TNS Emor advertising expenditure (ADEX) monitoring data, the turnover on the Estonian media advertising market was 407 million kroons (26 mEUR) during the first three months in 2008.

• Compared to the same time period last year, the Estonian media advertising market decreased by 1% during the first three months.

• It was the large advertising volumes of the first quarter last year: elections brought a significant share of the additional money in Q1 2007.

Total Media Market in Estonia 2008, Q1.• Comparing the first 3 months of the last two years,

the Internet sector continues to grow the fastest, its turnover being the total of 35% bigger this year (YTD).

• The share of Internet advertising in the media advertising market has continued to grow, while in 2006 it was 5%, by now it has reached 10 %, leaving behind radio as well as outdoor advertising.

• In Q1 also radio and magazines increased advertisng volumes, both by 6%.

• Small decrease was in Newspapers (-7%) and TV (-8%), both are biggest players in the market.

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

Major players

Ownership rules

• None

Major players• Sky Media Sky Plus, Raadio 3, Russkoje Radio, Sky Radio, Energy FM, RadioMania• MTG Star FM, Power Hit Radio• Ajaga Sammu OÜ Ring FM• Kullasadu Invest Tartu FM• AS Kuma Kuma Raadio

Competitive environment

Station Format Coverage areaTotal listenership,

weekly reach

Elmar Estonian Music National 286 000

Kuku News&talk Semi-national 121 000

Uuno Hot AC National 150 000

Spin FM Urban Tallinn, Tartu 28 000

Sky Plus CHR National 303 000

Raadio 3 Hot AC National 79 000

Star FM Hot AC National 232 000

Power Hit Radio Dance Semi-national 105 000

Energy FM Dance Tallinn 28 000

National, Estonian language commercial stations

Changes between two last ratings (yellow is Spring 08, brown is Winter 08). All estonians, over Estonia (weekly reach).

0

50000

100000

150000

200000

250000

300000

Elmar

SkyPlus

StarF

MUun

oKuk

u

Raadi

o3

PowerH

it

RingF

M

Radio

man

ia

SunFM

SpinF

M

Energ

y

Kevad08 Talv08

Changes between two Spring ratings (yellow is Spring 08, brown is Spring 07). All estonians, over Estonia (weekly reach).

0

50000

100000

150000

200000

250000

300000

Elmar

SkyPlus

StarF

MUun

oKuk

u

Raadi

o3

PowerH

it

RingF

M

Radio

man

ia

SunFM

SpinF

M

Energ

y

Kevad08 Kevad07

Trend of last ratings. (from Winter 07 to Spring 08).

All estonians, over Estonia (weekly reach).

0

50000

100000

150000

200000

250000

300000

Elmar

SkyPlus

StarF

MUun

oKuk

u

Raadio

3

Power

Hit

RingFM

Radiom

ania

SunFM

SpinFM

Energ

y

Kevad08 Talv08 Sügis07 Suvi07 Kevad07 Talv07

Estonians, age 12-74

Weekly reach,

Commercial stations

Over Estonia

272000 270000

205000

130000116000

68000 67000

42000 4200024000 21000 18000 15000

0

50000

100000

150000

200000

250000

300000

Elmar

SkyPlus

StarF

MUun

oKuk

u

Raadi

o3

PowerH

it

RingF

M

Radio

man

ia

SunFM

SpinF

M

Energ

y

3 major cities: Tallinn+Tartu+Pärnu

91000

8100078000

68000

53000

3500029000 27000

11000 9000 8000 80004000

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000

SkyPlus

Elmar

StarF

MKuk

uUun

o

PowerH

it

Raadi

o3

Radio

man

ia

Ring

FM

SunFM

SpinF

M

Energ

y

Capital City: Tallinn

5500053000

5000047000

31000

22000 21000 20000

60003000

0

10000

20000

30000

40000

50000

60000

SkyPlus

StarF

MElm

ar

Kuku

Uuno

Radio

man

ia

PowerH

it

Raadi

o3

SpinF

M

Energ

y

Second biggest city: Tartu

25000

1700016000

14000 14000

9000

5000 5000

30002000

0

5000

10000

15000

20000

25000

30000

SkyPlus

Elmar

StarF

MUun

oKuk

u

PowerH

it

Ring

FM

Raadi

o3

SunFM

SpinF

M

Estonians age 20-60 best age group for advertising sales

Weekly reach,

commercial stations

Over Estonia

197000 196000

159000

107000

82000

57000

4100034000 31000

15000 12000 11000 10000

0

50000

100000

150000

200000

Elmar

SkyPlus

StarF

MUun

oKuk

u

Raadi

o3

PowerH

it

RingF

M

Radio

man

ia

SunFM

SpinF

M

Energ

y

3 major cities: Tallinn+Tartu+Pärnu

74000

60000 60000

43000 43000

23000 2300020000

9000 8000 6000 5000 4000

0

10000

20000

30000

40000

50000

60000

70000

80000

SkyPlus

Elmar

StarF

MUun

oKuk

u

Raadi

o3

PowerH

it

Radio

man

ia

Ring

FM

SunFM

SpinF

M

Energ

y

Capital City: Tallinn

45000

40000

35000

28000

24000

16000 1600014000

3000 3000

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

50000

SkyPlus

StarF

MElm

ar

Kuku

Uuno

Raadi

o3

Radio

man

ia

PowerH

it

SpinF

M

Energ

y

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

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

300000

235000

584000625000

55100050%

27%

22%

57%54%

0

100000

200000

300000

400000

500000

600000

700000

EestiRaadio Trio Sky Meedia MTG Teised kokku

0%

10%

20%

30%

40%

50%

60%

kuulajat kokku osakaal kõikidest kuulajatest

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

All listeners (this time estonians), over Estonia, weekly reach

422000 416000

323000

242000

17800024%

33%

43%

56%57,00%

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

Trio EestiRaadio SkyMeedia MTG Teised kokku0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

kuulajat kokku osakaal kõikidest kuulajatest

Final Statement

56% of Estonian population listened at least one of the Trio Group’s station every week.

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