Internet is the medium with by far the highest advertising spending in Sweden. In 2021 the total expenditures increased by 18.6 percent compared to the previous year, reaching close to 32 billion Swedish kronor. Television advertising came in second place that year, with roughly 5.6 billion Swedish kronor. The medium with the lowest ad spend was cinema.
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 increased to over 50 percent in 2017. Additionally, it was forecasted to grow further to nearly 60 percent as of 2019. For example, companies invested more and more in digital daily newspaper advertising, whereas the print newspaper ad spend significantly declined in recent years.
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 41 billion Swedish kronor as of 2019. The highest spending advertiser in the country was the grocery retailer ICA, followed by the online casino operator Cherry and gambling provider Kindred Group.
Advertising spending in Sweden in 2021, by medium
(in million SEK)
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IRM. (April 22, 2022). Advertising spending in Sweden in 2021, by medium (in million SEK) [Graph]. In Statista. Retrieved December 08, 2022, from https://www.statista.com/statistics/554466/advertising-spending-in-sweden-by-media/
IRM. "Advertising spending in Sweden in 2021, by medium (in million SEK)." Chart. April 22, 2022. Statista. Accessed December 08, 2022. https://www.statista.com/statistics/554466/advertising-spending-in-sweden-by-media/
IRM. (2022). Advertising spending in Sweden in 2021, by medium (in million SEK). Statista. Statista Inc.. Accessed: December 08, 2022. https://www.statista.com/statistics/554466/advertising-spending-in-sweden-by-media/
IRM. "Advertising Spending in Sweden in 2021, by Medium (in Million Sek)." Statista, Statista Inc., 22 Apr 2022, https://www.statista.com/statistics/554466/advertising-spending-in-sweden-by-media/
IRM, Advertising spending in Sweden in 2021, by medium (in million SEK) Statista, https://www.statista.com/statistics/554466/advertising-spending-in-sweden-by-media/ (last visited December 08, 2022)