2016 a Record Year for Ad Spending in Sweden - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

2016 a Record Year for Ad Spending in Sweden

Supermarket chain ICA tops the list of biggest advertisers

February 23, 2017 | Ad Spending

According to data from Institutet för Reklam-och Mediestatistik (IRM), total media ad spending in Sweden climbed 6% in 2016 to reach an all-time high of SEK34.9 billion ($4.08 billion). Digital was a major driver of growth, with ad spending in that category rising 21%.

Top 20 Advertisers in Sweden, Ranked by Ad Spending, 2015 & 2016 (millions of Swedish kronor and % change)

In all, advertisers in Sweden dedicated 45% of their ad budgets, or SEK15.7 billion ($1.83 billion), to digital outlays last year.

But it was an extra-strong H2 2016 that really made the difference, IRM noted: Overall ad spending in both Q3 and Q4 increased more than 7% year over year. TV was a key contributor to rising investment.

One advertiser that invested especially heavily in TV throughout 2016 was Procter & Gamble. Data from Kantar Sifo cited by the Association of Swedish Advertisers showed that the personal care-focused company’s spending on TV ads grew by 70% compared with 2015.

Overall, P&G was the second largest advertiser in Sweden in 2016, up from fourth place in 2015. Supermarket chain ICA came in first—a position it has held for the past several years—spending SEK1.21 billion ($141.7 million) on major media ads last year.

Kooperativa Förbundet (KF), a group of consumer cooperatives and a grocery retailer, took a distant third place, spending roughly SEK645 million ($75.3 million). Coop, the KF-owned grocery group, is one of ICA’s largest competitors.

—Jasmine Enberg

New in eMarketer PRO This Week

Not a PRO subscriber? Find out how to become one.


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.