I asked Adsmom's MCP for a simple thing: every non-life insurer advertising on Meta in Latvia, Lithuania and Estonia, ranked by gross reach in its own market, every month for the past year. Twenty pages, three markets, twelve months. Gross reach is every ad's reach added together, so it is share of voice, not a count of people. The result is a market with no durable leader. The number one changed 23 times in 36 market-months, and no insurer held it for more than three months in a row anywhere.
Latvia: five leaders, none for more than two months
Seven pages, 42 million gross reach over the year, and five different pages at number one. If opened the year on top. Compensa took November, then March with 41% of the market, the kind of month that looks like a new leader, and was fifth by May. BTA went from sixth in December to first in June. Balcia took July with 41% and August with 36%, and ended the year as the largest page with 22% of the twelve months. Nobody stayed first for more than two months in a row.
Lithuania: the leader led six months and still fell to sixth
Lithuania is the biggest of the three by a distance, 109 million gross reach over the year against 42 million in Latvia and 43 million in Estonia. Lietuvos draudimas was number one in six of the twelve months and 28% of the year, and it was still sixth of seven in February. ERGO took three months, including May, when the whole market reached 17.4 million gross reach, twice any other month, with Lietuvos draudimas at 5.2 million and ERGO at 5.3 million between them. BTA led January and February and was sixth by August. If was number one in October with 31% of the market and had 2.3% by December.
Estonia: the lead changed hands eight times
Only three pages ever led in Estonia, but they passed the lead between them eight times. ERGO was first in four months, If in five, Balcia in three. Balcia went from 12% of the market in March to 41% and first place in April, then fourth in May. The only run longer than two months in the whole Baltics came at the end of the year: If took July, August and September, finishing with 54% of Estonian insurer gross reach in September, the largest monthly share any insurer had in any market all year.
What the twelve months say
Over the full year the biggest page holds under 28% of any market: Balcia 22% in Latvia, Lietuvos draudimas 28% in Lithuania, If 27% in Estonia. Inside the year the month's leader holds 25% to 54%. Insurers advertise in bursts, a campaign at a time, and the ranking is rebuilt every month from whoever is in a burst. In 33 month-to-month transitions the leader kept its place 10 times. Three in ten.
The insurer that leads a Baltic market on Meta this month has a three in ten chance of leading it next month.
For anyone planning against these pages, the practical point is that a yearly share of voice number describes nobody's actual position. The monthly table does.
The usual caveats. Gross reach is Meta's per-ad reach summed across a page's ads, attributed by day to the months each ad ran, so it is share of voice rather than a count of unique people. It is reach, not spend. The set is the twenty non-life insurer pages we track in the three markets; two pages too small to rank, Baltijas Apdrošināšanas Nams and Salva, are left out of the tables.
Adsmom Insights tracks share of voice for any competitive set on Meta, Google, TikTok and LinkedIn, month by month. Twenty insurer pages, three markets and twelve months took one prompt.
See share of voice