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The changing landscape in Sweden and Denmark

The Nordic markets are something of a double-edged sword for advertisers. On the one hand, higher average wealth in these markets makes them profitable with good lifetime value (LTV) and high average basket sizes, however, the cost of media is more expensive than other northern European markets.

TV, in particular, has become more difficult over time as dominant sales houses restrict the ability to optimise and most airtime is sold in packages, with little discount without annual deals, and although we have been able to find ways to combat this to ensure the continuation of our client’s TV activities, it is also important to monitor how the Nordic markets are changing and ways that we can make advertising budgets work as hard as they can.

In 2012 96% of Sweden could be hit via TV, and they spent an average of 2 hours 19 minutes watching each day. Mobile was reaching around 73% for an average of 49 minutes per day. In 2020, mobile reach shot up to 97% of all adults who are spending 2 hours 40 minutes per day on their phones. That equates to an increase of 33% in reach and 2.3x the attention.

The Swedes are 35 minutes ahead of Danish in terms of daily online mobile use, but Denmark is on a clear trajectory and has hit a milestone in overtaking TV reach. Interestingly, print in Denmark has gained some traction, mainly as a result of the COVID crisis, and the drop in TV and radio is less stark than in Sweden.  So, what are the Swedes and Danes doing on their mobiles?

In Sweden, almost 70% of online mobile usage is made up of social media, which adds up to 1 hour 48 minutes per day and reaches 93% of adults. The time spent on social media has increased by 13% since 2012. In Denmark, social media also stands above the other channels, however, online press and video streaming have a higher reach in Denmark than in Sweden. Music streaming continues to grow in Sweden across platforms like Spotify; and podcasts in both markets now have the potential to reach over 60% of adults, which is expected to continue to grow.

It’s also not just young people using their mobiles for extended periods – 37-65-year olds usage in Sweden has tripled since 2012, with this group now spending over 2 hours a day on their mobiles. TV remains stronger for daily time spent, but mobile reach is now slightly higher. The group has also seen increased usage across music streaming, and video has increased by 39%. There has been continued growth in social with the daily time spent increasing by 39%.

All Response Media viewpoint

The Nordic markets tend to lead the way for online media consumption, and the growth of online mobile consumption creates a great opportunity for advertisers especially TV advertisers. Whilst traditional TV is dropping slightly, we are still reaching over 90% of the population and now 93% of them also have a response device in their hand. The huge social reach highlights the importance of aligning TV activity with your digital to ensure dual-screen visibility, even with older audiences. As well as social and TV having a symbiotic relationship, the growth of online streaming and video are also positive for TV.

The decline in radio and print had left a hole in some media plans over the last five years, however, the growth of these new channels in the Nordic markets now makes them serious contenders on a multi-media plan, allowing for incremental reach and heightened frequency alongside your TV and social strategy.

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