In the period from January to November 2020, the cumulated expenditure on advertising media in Sweden decreased by nearly 18 percent compared to the previous year. The highest decline was recorded with cinemas, at over 77 percent, due to the coronavirus pandemic and its consequences. Online video only reported an increase in ad spending.
Year-on-year advertising spending change in Sweden from January to November 2020, by media
Characteristic
Year-on-year advertising spending change
Online video
0.6%
Social media
-1.1%
Radio
-9.3%
Search
-12.2%
TV
-17.6%
Total
-17.7%
Online display
-17.8%
Regional newspapers
-25.7%
Specialist journals
-27.7%
Consumer magazines
-27.7%
Outdoor advertising
-29%
City newspapers
-29.2%
Direct ads/ supplements
-39.7%
Created with Highcharts 7.2.2Year-on-year advertising spending change0.6%0.6%-1.1%-1.1%-9.3%-9.3%-12.2%-12.2%-17.6%-17.6%-17.7%-17.7%-17.8%-17.8%-25.7%-25.7%-27.7%-27.7%-27.7%-27.7%-29%-29%-29.2%-29.2%-39.7%-39.7%-47.7%-47.7%-77.3%-77.3%Online videoSocial mediaRadioSearchTVTotalOnlinedisplayRegionalnewspapersSpecialistjournalsConsumermagazinesOutdooradvertisingCitynewspapersDirect ads/supplementsEveningnewspapersCinema
-80%-60%-40%-20%0%20%
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Sveriges Mediebyråer. (December 9, 2020). Year-on-year advertising spending change in Sweden from January to November 2020, by media [Graph]. In Statista. Retrieved February 28, 2025, from https://www.statista.com/statistics/567337/advertising-spending-change-in-sweden-by-media-cumulated/
Sveriges Mediebyråer. "Year-on-year advertising spending change in Sweden from January to November 2020, by media." Chart. December 9, 2020. Statista. Accessed February 28, 2025. https://www.statista.com/statistics/567337/advertising-spending-change-in-sweden-by-media-cumulated/
Sveriges Mediebyråer. (2020). Year-on-year advertising spending change in Sweden from January to November 2020, by media. Statista. Statista Inc.. Accessed: February 28, 2025. https://www.statista.com/statistics/567337/advertising-spending-change-in-sweden-by-media-cumulated/
Sveriges Mediebyråer. "Year-on-year Advertising Spending Change in Sweden from January to November 2020, by Media." Statista, Statista Inc., 9 Dec 2020, https://www.statista.com/statistics/567337/advertising-spending-change-in-sweden-by-media-cumulated/
Sveriges Mediebyråer, Year-on-year advertising spending change in Sweden from January to November 2020, by media Statista, https://www.statista.com/statistics/567337/advertising-spending-change-in-sweden-by-media-cumulated/ (last visited February 28, 2025)
Year-on-year advertising spending change in Sweden from January to November 2020, by media [Graph], Sveriges Mediebyråer, December 9, 2020. [Online]. Available: https://www.statista.com/statistics/567337/advertising-spending-change-in-sweden-by-media-cumulated/
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