Sweden: COVID-19 impact on marketing channels' spend 2020

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?

Characteristic	Decreases significantly	Decreases	No change	Increases	Increases significantly	Do not know	No answer
Audio/podcast	5%	8%	34%	24%	0%	3%	26%
Direct advertising (ODR/ADR)	11%	5%	24%	5%	0%	5%	50%
Telemarketing	16%	8%	16%	3%	0%	5%	52%
In-store advertising	21%	5%	18%	3%	0%	5%	48%
Email advertising	16%	5%	34%	29%	5%	5%	6%
Own events	58%	8%	8%	0%	3%	0%	23%
Own eCommerce	14%	8%	19%	11%	19%	3%	26%
Content advertising	24%	11%	39%	5%	0%	3%	18%
Outdoor advertising and DOOH	37%	13%	16%	3%	0%	3%	28%
Newspapers and magazines	18%	8%	37%	5%	0%	3%	29%
TV, radio	24%	8%	37%	5%	0%	3%	23%
Social media	21%	18%	26%	24%	8%	3%	0%
Search (SEO/SEM)	13%	11%	34%	32%	5%	5%	0%

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Release date

April 2020

More information

Region

Sweden

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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