Negative development for the Nordic advertising market

Media investment in the Nordic region amounted to €4.6 billion during the first half of 2014, according to  IRM:s report ”The Nordic Advertising Market Jan-June 2014”.  The growth rate compared to the corresponding time period 2013 was -4.6%.


Sweden was the only country which experienced positive growth, +2.1% in local currency, during the first 6 months of this year, remaining markets declined. Additionally, currency exchange rates have a strong effect on the aggregated Nordic growth. The Euro has strengthened in relation to both the Swedish and the Norwegian Crown which leads to weaker growth for advertising investment in Euro than in respective local currencies.


The Swedish advertising market is the largest market in terms of annual turnover. The Norwegian market is the second largest market, followed by Denmark, and lastly Finland. Norway has the highest ad spend per capita ratio followed by Sweden, Denmark and Finland. With a share of 31% of the total Nordic ad spend in Jan-Jun 2014, online advertising is the largest advertising category in the Nordic region. Newspaper advertising is the second largest at 25%  and TV is the third largest with a market share of 18%.



The report is in English and contains information regarding advertising investment in Sweden, Norway, Finland and Denmark. 2009-2013 and January-June 2013 & 2014. Figures in Euro and local currencies. Covers the following media categories: newspapers, magazines, print directories, direct mail, outdoor, TV, radio, cinema and internet. IRM collaborates with Dansk Oplagskontrol i Denmark and TNS-Gallup in Finland in order to compile statistics for the Nordic advertising market

27 pages, 6 500 SEK excluding VAT.

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