Preliminary data produced by TNS Emor shows that the media advertising market in Estonia was 32% larger in Q1 2007 than in the corresponding period in 2006. Spend on the Internet and TV increased the most in Q1 2007 and the least for outdoor media. All told, newspapers remained the dominant medium in the quarter, accounting for 45% of total ad spend, followed by TV with 28%. Internet ad spend meanwhile stood at over 5% of the total. Ad spend in Estonia is expected to top EEK1.6 billion (€102.2 million) by the end of the year. Given that 60% of the population already use the Internet (as of Q4 2006), the medium has enormous ad earning potential.