Market Insights Advertising & Media Advertising

TV & Video Advertising - Finland

Finland

Ad spending in the TV & Video Advertising market in Finland is forecasted to reach US$514.80m in 2024.
The largest market is Traditional TV Advertising with a market volume of US$306.10m in 2024.
When compared globally, the highest ad spending is anticipated the United States, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$62.65 in 2024.
By 2029, the number of TV Viewers in Finland is expected to reach 4.93m users.
In Finland, TV & Video Advertising market sees a shift towards digital platforms, reflecting changing consumer behavior and technological advancements.

Key regions: United States, Europe, United Kingdom, Japan, Germany

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Finland has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing popularity of digital platforms.

Customer preferences: Customers in Finland are increasingly turning to digital platforms for their entertainment needs. This shift in preference has led to a rise in demand for TV and video advertising on digital channels, such as streaming services and social media platforms. This trend can be attributed to the convenience and flexibility offered by digital platforms, allowing viewers to access content anytime and anywhere. Additionally, the ability to personalize and target advertisements based on user data has made digital advertising more appealing to both advertisers and viewers.

Trends in the market: One of the key trends in the TV & Video Advertising market in Finland is the growth of programmatic advertising. Programmatic advertising allows for real-time bidding and automated ad placements, enabling advertisers to reach their target audience more efficiently. This trend is driven by the increasing availability of data and advanced analytics, which enable advertisers to better understand consumer behavior and optimize their advertising campaigns. Programmatic advertising also offers cost-effective solutions for advertisers, as it eliminates the need for manual ad placements and reduces the risk of ad fraud. Another trend in the market is the rise of native advertising. Native advertising seamlessly integrates promotional content within the user's browsing experience, making it less intrusive and more engaging. This form of advertising is particularly popular on digital platforms, where users are more receptive to native content. Advertisers in Finland are leveraging native advertising to create relevant and compelling content that resonates with their target audience, thereby increasing brand awareness and driving customer engagement.

Local special circumstances: Finland has a highly developed digital infrastructure, with a high internet penetration rate and widespread access to high-speed broadband. This has created a conducive environment for the growth of digital advertising, as consumers have the necessary infrastructure to access online content. Additionally, Finland has a tech-savvy population that is receptive to new technologies and digital innovations. This has further fueled the adoption of digital advertising in the country.

Underlying macroeconomic factors: The strong economic performance of Finland has also contributed to the growth of the TV & Video Advertising market. A stable economy and rising disposable incomes have increased consumer spending power, leading to higher advertising budgets. Advertisers in Finland are capitalizing on this favorable economic climate by investing in TV and video advertising to reach their target audience effectively. In conclusion, the TV & Video Advertising market in Finland is experiencing growth due to changing customer preferences, such as the increasing popularity of digital platforms. Advertisers are adapting to these preferences by investing in programmatic and native advertising. The local special circumstances, including a developed digital infrastructure and a tech-savvy population, have further facilitated the growth of the market. The strong macroeconomic factors, including a stable economy and rising disposable incomes, have also contributed to the increased advertising budgets in Finland.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.