Cumulated advertising spending in Sweden 2020, by media

The coronavirus outbreak and its consequences have reached the advertising industry in Sweden as well. The cumulated advertising spending in Sweden from January to December 2020 amounted to roughly 12.4 billion Swedish kronor. Compared to the same period a year earlier, this was a decrease of nearly 18 percent. A value of over 4.4 billion Swedish kronor was invested in television ads. Thus, TV was the highest-spending medium in Sweden.

How are the data conducted?

The values displayed here only includes the statements from member companies of Sveriges Mediebyråer, which is a non-profit organization for media agencies. Its purpose is it to take advantage of their members’ interest by promoting the development of the media agency’s industry in terms of expertise, business opportunities, identity, and ethics. Compared to ad spends from this association, IRM (Institute for Advertising and Media Statistics) conducts more precise data for the total advertising industry. In 2019, the media advertising expenditure in Sweden amounted to over 40 billion Swedish kronor.

Which advertising medium shows the highest growth?

As in other industries, digital advertising media, such as online video or social media are on the rise. In 2019, the expenditure on online ads in Sweden was 4.7 billion Swedish kronor. By contrast, in 2009, the value amounted to only 1.2 billion Swedish kronor. This trend is expected to continue. By 2024, a forecast found that the digital share of advertising spending will amount to 67 percent.