Advertising industry in the Nordics - statistics & facts

Spending on media advertising increased overall in the Nordic countries in the past years. To give an example, expenditures in Sweden grew from 32 billion Swedish kronor in 2014 to almost 41 billion Swedish kronor as of 2019. In Denmark, the advertising revenue rose by roughly 1.5 billion Danish kroner in the same period. In all Nordic countries, online advertising showed the highest amount of advertising spending. According to the most recent data from Norway, over 50 percent of the total advertising market value was spent on the internet.

In general, the online advertising market in the Nordic countries recorded strong growth recently. According to Sveriges Mediebyråer, the revenue increased in Sweden, for example, from roughly 1.2 billion Swedish kronor generated in 2009 to around 4.7 billion Swedish kronor as of 2019. A similar development can be observed in Denmark, where spending on digital advertising increased from roughly three billion Danish kroner in 2008 to nearly eight billion Danish kroner ten years later. The market share of search ad spend rose the most in the past years, from approximately 34 percent in 2009 to 46.1 percent as of 2018. Display ads on web TV is another growing phenomenon, even though the share was still quite low, at 5.3 percent as of 2018.

According to Kantar TNS, online media were the most valuable in Finland as well, with an advertising expenditure share of 37 percent as of 2019, up from 34 percent the year before. However, print media, like newspapers and magazines, still accounted for second highest spending share, at 20 percent in 2019. That year, it was a different picture in Norway. After the internet, television (roughly 3.6 billion Norwegian kroner) ranked second among media with the most advertising expenditure. 2.3 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 five million Norwegian kroner in 2014, it was only 2.8 million Norwegian kroner in 2018. The advertising spending of digital newspapers fluctuated during the period under consideration, amounting to 1.6 million Norwegian kroner as of 2018.

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Advertising in the Nordics

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