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ESTONIA ::: Economic Data
Area (in qkm) 45,226
Population 1,307,605
Population density per qkm 30
Private households 582,089
Gross domestic product (GDP) 2008 in bn € 16.5
GDP per capita in € 14,747
GDP structure
   private consumption 56%
   public expenditure 21%
   investment 23%
Age structure
less than 15 years 15%
15 - 24 years 16%
25 - 34 years 14%
35 - 44 years 13%
45 - 54 years 14%
55 - 64 years 11%
65 years + 17%
Unemployment rate 2008 5.1%
Inflation rate 2008 10.6%
Exchange rate 1 USD = 0.6734 EUR
1 USD = 10.7 EEK
TV households 565,000
   - with Cable 54.3%
   - with Satellite 5.7%

Internet households		 287,600

Source:
Eurostat, World Press Trends 2008Central & Eastern Europe Market & MediaFact 2008
CIA Factbook 2009
UNECE (UN Economic Commissionfor Europe) Statistics for Europe and North America 2008
IP Television Key Facts 2008

Print
Number of dailies 16
- of which national 7
Number of magazines 105
Number of outdoor sites 6,744

Televisoin / Audio-visual
Domestic Public Channels 1
Domestic Private Channels/
Forgein Channels with Local Ad Window 5
Number of commercial radio stations 23
Taxes and legal
VAT rate (2007)
18%


Main advertising restrictions

Tobacco:

 Banned

Alcohol:

 Restricted

Pharmaceutical: 

 Restricted

Children’s:

 No restricted

Political:

 Restricted

Source:
World Press Trends 2008Central & Eastern Europe Market & MediaFact 2008
FIPP World Magazine Trends 2008/09
IP Television Key Facts 2008

Advertising expenditure 2007
€ 104 mill

Media market shares in %

Source: Western Europe Market & MediaFact 2008, CIA Factbook 2009
Top 10 advertising categories
media expenditure in € (mill)

Mobile communication
26.6
Cars 19.3
Household detergents 17.9
Alcohol 15.7
Financial institutions 15.5
Medicine 15.5
Concerts & festivals 13.8
Cold drinks 11.8
Retail 11.4

Haircare

 10.4