Emor survey: ETV, ERR and Delfi are the most liked media brands in Estonia
According to a survey by Emor, the most pleasant media brands for Estonian residents are ETV, ERR, and Delfi, followed by Jupiter and Postimees.
A survey conducted by the sociological firm Emor has revealed that the most liked media brands among Estonian residents are ETV, ERR, and Delfi. Jupiter ranks fourth, and Postimees fifth.
Emor's leading expert Kristiina Saks stated that ERR is a very strong media brand – it is considered reliable, comes to mind first for many, and is among the favorite media channels for a significant portion of people. Respondents most often cited reliability, balanced tone, absence of advertising, free access, and a sense of officiality (associated with public service broadcasting) as reasons for their preference.
This year, general interest channels have continued to grow in popularity. According to Saks, channels such as Jupiter, National Geographic, Discovery, and Viasat History rank high in attractiveness. Respondents said these channels offer educational and engaging leisure, as well as an opportunity to take a break from alarming news and politics. This reflects a global trend where people are increasingly experiencing news fatigue.
The survey also showed that most Estonian media brands are niche: they are not among the most well-known or have the widest reach, but they are still beloved by their target audience. Saks noted that a strong media brand does not necessarily have to be the most famous or the first choice for everyone – it is enough to be very important to a specific audience. Examples include Äripäev, Edasi.org, Levila, Imeline Ajalugu, and Sirp, whose strength lies in clearly recognizable value and a loyal readership.
The survey was conducted from June 11 to June 18, with 1,051 participants aged 16 to 74. To identify the most pleasant media brands, respondents selected up to five brands they liked best from a list of 97.
