Impact of the COVID-19 pandemic on marketing investments in Sweden 2020, by channel

Most of Swedish large and medium-sized firms significantly decreased the investments in own events due to the coronavirus outbreak in 2020, with 58 percent of the respondents. Additionally, 37 percent decreased investments in outdoor advertising. By contrast, 32 percent of the surveyed companies increased search (SEO/SEM) advertising, 29 percent increased email advertising and 24 percent increased social media and audio/podcast advertising each.

How are investments impacted by the COVID-19 pandemic?

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Release date

April 2020



Survey time period

April 2020

Number of respondents

40 respondents

Special properties

CMOs at brands of large and medium-sized companies

Supplementary notes

ODR/ADR stands for unaddressed advertisement/addressed advertisement (oadresserad reklam/adresserad direktreklam).

DOOH stands for Digital Out-Of-Home.

SEO/SEM stands for Search Engine Optimization/Search Engine Marketing.

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Statistics on "Advertising in the Nordics"

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