Digital advertising's share of total advertising market in the Nordic countries 2016

This statistic displays the share of digital advertising of total advertising market in selected Nordic countries in 2016. In Denmark, digital advertising accounted for 50 percent of the advertising market in 2016. In Sweden and Norway the share of digital advertising totaled to over 40 percent in each country in the same year. Meanwhile, digital advertising's share of the market in Finland was lower than in other surveyed Nordic countries.
The advertising market in the Nordic countries is ongoing a structural change. Most notably, internet advertising has increased its share over the years at the expense of print advertising. Search and mobile internet advertising contribute greatly to the trend. Although the same shift of industry tendencies is visible in all of the surveyed Nordic countries, the print media in Finland still has more dominant role compared to other Nordic countries.