Advertising spending in Sweden 2018, by media

Internet is the medium with by far the highest advertising spending in Sweden. As of 2018, the expenditures increased by 12.5 percent compared to the previous year, reaching more than 21 billion Swedish kronor. Television advertising came in second place, with roughly six billion Swedish kronor. The medium with the lowest ad spend was printed catalogue.

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 greatly 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 40 billion Swedish kronor as of 2018. The highest spending advertiser in the country was the grocery retailer ICA, followed by the gambling operator Kindred Group and the consumer goods concern Procter & Gamble.

Advertising spending in Sweden in 2018, by media

Advertising spending in million SEK
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based on current prices; net spending after tax

Supplementary notes

* incl. daily press including advertisement sheets, free newspapers.

** incl. magazines including advertisement sheets, free magazines.

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