Advertising industry in the Nordics - Statistics & Facts

With revenues of more than 3.6 billion euros, Sweden was the largest advertising market among the Nordic countries as of 2016. Norway (roughly 2 billion euros) and Denmark (almost 1.8 billion euros) came in second and third place respectively. In comparison, Finland’s advertising industry generated 1.17 billion euros that year. However, Denmark was the country with the highest digital advertising share – online ads accounted for 50 percent of total market revenue. Meanwhile, the digital share was 28 percent in Finland.

Overall, the online advertising market in the Nordic countries recorded strong growth. According to Sveriges Mediebyråer, the revenue increased in Sweden, for example, from roughly 1.2 billion Swedish kronor generated in 2009 to 4.6 billion Swedish kronor as of 2018. Furthermore, it is forecasted that the digital share of advertising spending will grow up to 58.3 percent at the end of 2019. A similar development can be observed in Denmark, where spending on digital advertising increased from roughly 2.5 billion Danish kroner in 2007 to more than 7 billion Danish kroner ten years later. Paid search ad spend rose the most in recent years, from approximately 549 million Danish kroner in 2007 to 3.35 billion Danish kroner as of 2017.

According to Kantar TNS, print media were the second most valuable in Finland, with an advertising expenditure share of 35.7 percent as of 2017. Newspapers accounted for 24.9 percent of total advertising spending in print media. In comparison, the share of print magazines amounted to only 5.9 percent. That year, it was a different picture in Norway. After the internet, television (roughly 3.97 billion Norwegian kroner) ranked second among media with the most advertising expenditure. 2.79 billion Norwegian kroner were spent on the daily press and free newspapers. The Norwegian Media Authority even found that the print newspaper advertising market decreased in the past years. Whereas the revenue amounted to 5.9 million Norwegian kroner in 2013, it was only 3.03 million Norwegian kroner in 2017. The advertising spending of digital newspapers fluctuated during the period under consideration, amounting to 1.44 million Norwegian kroner as of 2017.

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