Latvian Advertising Market 2025: Growth Slower Than Forecast

Data from the Latvian Advertising Association for the first half of 2025 shows that the total advertising market volume reached €46.3 million, but the growth was modest, only +0.8%.

Despite the slowdown in overall growth, some media outlets have managed to increase their volume this year.

Biggest winners 2025:

✔️Outdoor advertising +12.5% – driven by pre-election campaigns and the addition of new advertising spaces.

✔️Radio +5.3% – still a stable and effective channel for reaching audiences.

Top 3 by investment volume:

✔️ Television – 36.3% of the market, maintaining its dominance.

✔️ Internet – 21.8%, with strong growth in digital video and addressable TV.

✔️ Outdoor advertising, with a 21.4% market share, is now close to matching internet advertising volume.

💡 What should brands and advertisers keep in mind?

Outdoor advertising is becoming increasingly accessible to advertisers thanks to the digitalization of formats.

As the significance of DOOH (Digital Out-of-Home) advertising grows, demand for static OOH formats may increase among brands seeking 100% guaranteed visibility in an increasingly crowded digital environment.

Digital video and addressable TV mark a new era in advertising personalization.

Addressable TV has had a strong start in 2025 – many advertisers are already including it in their campaigns or even shifting from traditional linear TV advertising to this new digital format.

Currently, Addressable TV is available on the GO3 platform, but the competing media group Helio is already working on a similar solution, planning to launch it in the Latvian market by 2026.

Radio continues to maintain its position as a reliable, cost-effective channel with high reach.

👉 Conclusion: The advertising market overall is stagnating, but new growth opportunities are emerging in digital and outdoor channels. It’s crucial for brands to adapt their strategies to take advantage of this dynamic.