Despite being a country of only 9 million people, Sweden has the distinction of having the fastest growing advertising economy in Europe, and one of the world’s strongest Internet advertising economies. Sweden’s adspend is expected to grow 7 percent from 2016 to 2019, compared to its closest European adspend growth economies, Portugal (5%) and Spain (6%), according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.
Internet adspend continues to surge at the expense of newspapers and magazines, and is expected to exceed 60% of total adspend in 2017, and is projected to come close to 70% by 2019, according to Zenith.
Print media owners are increasing their share of Internet revenues, but are not making up for their print advertising losses. Still, Internet advertising only represents a fraction of revenue compared to a similar print advert. Radio, cinema
and outdoor performed all well in 2016. Programmatic display and online video are expected to enjoy a surge in revenue, while search advertising market share is declining slightly, according to Zenith.
For more advertising spend and other digital media performance trends, go to http://www.NewsBizBlog.org