The increasing popularity of digital ads
Digital advertising is becoming increasingly popular in Sweden. While the digital share of advertising spending was at 16.9 percent in 2007, it grew to 70 percent in 2022. The increases happen on the expense of all traditional media, but especially hard hit are print and TV. However, Swedish internet users are less enthusiastic than marketers. When asked about their attitudes to online ads, nearly half said they were often annoyed by them and 40 percent felt annoyed when receiving ads based on their search history.
Sweden’s advertising market
In general, the media advertising expenditure in Sweden steadily increased in recent years, from 32 billion Swedish kronor in 2014 to nearly 49.5 billion Swedish kronor in 2022. The highest spending advertiser in the country was the grocery retailer ICA, followed by the furniture retailer Mio and another grocery retailer called Kooperativa Förbundet.