DEPO overtook Kurši and K-Senukai to lead Latvia's DIY category - and it's not just winning on share

We pulled Latvia's DIY & Building category for the last 30 days and set it against the 30 before. The leaderboard changed hands. A month ago Kurši and K-Senukai were running close together at the top, with DEPO well back in third. Today DEPO leads on both share and spend, Kurši has slipped to second, and K-Senukai has fallen furthest of the three.

24.4% - DEPO's share of DIY & Building spots, up from 14.0% a month ago

-10.0pp - K-Senukai's share drop, the sharpest fall in the category

50.8% - the share of Kurši's entire estimated budget riding on one station

A category leader made in a month, leading on volume and on budget. Source: Spotwise, Latvia, 17 August to 15 September 2026.

The leaderboard turned over

A month ago Kurši led DIY & Building with 27.9% of the category's spots, K-Senukai close behind at 28.7%, and DEPO a distant third at 14.0%. In the last 30 days DEPO ran 1,282 ads, took 24.4% of the category, and moved into first. Kurši held on to second at 23.4%, down 4.4 points. K-Senukai fell furthest, from 28.7% to 18.7%, down 10 points, the steepest drop of any advertiser in the category. A fourth advertiser, CITA SANTEHNIKA, holds a meaningful 13.9% of the category, down from 16.6%.

DEPO ties the DIY aisle to the first day of school

DEPO's single most-aired creative in the window is not about tools or building materials first. It is about learning. Running 508 times, the spot opens "Likt lietā, ko tāt jaunu mācīsies?" (time to put into practice what you'll newly learn), before pivoting to plumbing and heating knowledge and landing on the store as the place to act on it: "Tagad tik uz depo, tur ir viss, lai darītu" (now just to DEPO, everything's there to get it done). A second, equally-aired creative (580 airings) runs the brand's everyday-low-price line, "Zemas cenas katru dienu." Landing a back-to-school-season message on a home-improvement retailer is an unusual pairing, and it ran at real volume, not as a one-off.

Kurši put half its budget on one station

Kurši creative stayed close to category convention: "Rudens darbiem gatavs" (ready for autumn work), a garden-clearance sale with discounts up to 50% on outdoor furniture and up to 40% on fencing, plus tool discounts up to 20%, under the brand line "Kurši, labāk padarīts darbs" (a better job done). What stands out is not the message but the buy: of Kurši's estimated €14,584 spend, 50.8%, over €7,400, went to a single station, Radio StarFM. DEPO's spend, by contrast, is spread across more than two dozen stations, with its top station, also Radio StarFM, taking only 15.9%. Two very different bets on where to concentrate a budget, running in the same category, the same month.

A month ago DEPO was third. Now it leads the category on share, and on spend.

K-Senukai's ads didn't change shape

Where DEPO and Kurši each sharpened around a seasonal or thematic hook, K-Senukai's most-aired creatives kept the same format across the window: a rotating weekly-deals script spanning home, office, and garden items in one breath, each closing on the same line, "izdevīgas cenas katru dienu" (great prices every day), with offers tied to its Smartnet membership program. It is not a new format for the brand, and this reads what ran, not why it moved; K-Senukai's steepest fall in the category coincides with that unchanged creative approach, nothing more can be said from the ad library alone.

€16,414 vs €14,584 - DEPO now leads Latvia's DIY category on both share of spots and estimated spend, a month after sitting in third place on both.

The method

This reads DIY & Building for Latvia, 17 August to 15 September against 18 July to 16 August, ranked by spots and share of voice with period comparison, spend and creatives read from the monitored ad library. DEPO's spend estimate carries 81 percent rate-card coverage; Kurši's carries 97 percent; K-Senukai's carries 93 percent. All figures are directional rate-card estimates, not billed spend. Spotwise monitors actual broadcasts rather than station-reported logs.

What it means if you sell DIY, or plan for one

A brand can climb from third to first in a month, on both share and spend, while a rival pours half its budget into a single station betting on reach. If a competitor made a move like this in your category next month, would you see it before your own numbers moved?

See who's actually leading your category on spots, share, and spend, not just the headline number, monitored from the actual broadcast rather than station-reported logs. Advertisers track it in Spotwise self-serve. Agencies track it for every client at once. This whole breakdown took one prompt. spotwise.ai