Latvia’s Advertising Market Grows to €94 Million in 2025

The Latvian Advertising Association (LRA) has compiled data on Latvia’s media advertising market for 2025. Compared to 2024, the advertising market grew by 1.6%, reaching €94.4 million.

The out-of-home (OOH) advertising market in Latvia increased by 23% in 2025. Growth was driven by a rapid expansion in the number of outdoor advertising locations, which simultaneously intensified competition among market players and prompted media owners to actively recoup their investments. However, the expansion of locations is outpacing investment growth, reducing the profitability of individual billboards and raising questions about price stability and the long-term sustainability of new sites.

Linear television advertising declined by 6.5% in 2025. By the end of the year, the decline in investments from global advertisers—such as Procter & Gamble and Reckitt—was particularly noticeable, negatively impacting overall market dynamics. At the same time, there is no basis to claim a loss of TV’s influence. The year marked the beginning of television’s transformation toward “Addressable TV,” where measurement and billing systems shift from TRP/GRP to a CPM model, providing channels with significant financial support and new growth potential.

Radio advertising budgets grew by 4.2% in 2025. Radio continues to demonstrate stable development, maintaining consistently strong listener metrics. The past year was marked by unusual seasonal shifts: traditionally quieter periods became more active, while usually strong months, including May, showed lower activity. Growth was driven by creative radio projects, which made a significant contribution to the medium’s overall results, as well as political advertising campaigns, which provided an additional boost to market growth.

Local digital channel advertising budgets decreased by 2.3% in 2025, mainly due to budget optimization.