Market Insights Advertising & Media Advertising

TV & Video Advertising - Northern Europe

Northern Europe

Ad spending in the TV & Video Advertising market in Northern Europe is forecasted to reach US$3.33bn in 2024.
The largest market within this market is Traditional TV Advertising, with a market volume of US$1.69bn in 2024.
When compared globally, the United States is anticipated to lead in ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is expected to be US$62.16 in 2024.
By 2029, the number of TV Viewers is projected to be 27.5m users.
Norway's TV & Video Advertising market in Northern Europe is experiencing a shift towards programmatic buying to enhance targeting and efficiency.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Northern Europe is experiencing significant growth and development.

Customer preferences: Customers in Northern Europe have shown a strong preference for TV and video advertising. This can be attributed to the high level of internet penetration in the region, as well as the popularity of streaming services and online video platforms. Additionally, viewers in Northern Europe are known for their high engagement with advertising, making it an attractive market for advertisers.

Trends in the market: One of the key trends in the TV & Video Advertising market in Northern Europe is the shift towards programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized messages, resulting in higher engagement and conversion rates. This trend is driven by advancements in technology and data analytics, which enable advertisers to optimize their campaigns and reach the right audience at the right time. Another trend in the market is the increasing popularity of connected TVs and smart devices. With the rise of smart TVs and streaming devices, viewers in Northern Europe have more options for accessing video content. This has led to a shift in advertising strategies, with advertisers focusing more on digital platforms and connected devices. This trend is expected to continue as the adoption of smart devices and streaming services increases in the region.

Local special circumstances: Northern Europe is known for its high level of digital literacy and tech-savvy population. This has created a favorable environment for the growth of the TV & Video Advertising market in the region. Additionally, the region has a strong tradition of creative industries, which has contributed to the development of innovative and engaging advertising campaigns.

Underlying macroeconomic factors: The strong economy in Northern Europe has also played a role in the growth of the TV & Video Advertising market. The region has a high GDP per capita and a stable business environment, making it an attractive market for advertisers. Additionally, the high level of disposable income in the region allows consumers to spend more on products and services, leading to increased advertising budgets. In conclusion, the TV & Video Advertising market in Northern Europe is experiencing significant growth and development. Customer preferences, such as high engagement with advertising and the popularity of streaming services, have contributed to this growth. The shift towards programmatic advertising and the increasing popularity of connected devices are also driving the market. The region's high level of digital literacy and strong economy have created a favorable environment for the growth of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.