Another Tough Quarter for Ad Spending in Norway - eMarketer
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Another Tough Quarter for Ad Spending in Norway

The advertising market may begin to turn around in 2015

May 28, 2015

Total media ad spending in Norway fell for the sixth consecutive quarter during Q1 2015, according to a May 2015 report from Institutet för Reklam-och Mediestatistik (IRM). In all, advertisers in the country dedicated NOK4.6 billion ($729.8 million) to media ads in Q1, representing a decrease of 2.3% compared with the same period in 2014. This decline was less severe than those experienced in previous quarters, but it remains to be seen whether the slight improvement will continue during the rest of 2015.

Digital Ad Spending in Norway, Q1 2015

Digital was one of the few measured media to make gains in Norway during Q1 2015, IRM found. Driven by strong growth in mobile, search and digital video, spending on digital ads increased 6.4% compared with Q1 2014 and reached NOK1.6 billion ($253.9 million).

Newspaper ad spending in Norway has suffered significantly over the past few years due primarily to an ongoing shift from print to digital, and Q1 2015 was no exception. IRM estimated that spending on newspaper ads fell 13.8% last quarter compared with Q1 2014. This was slightly smaller than the 16.6% decline reported in April for the full year 2014.

Total Media Ad Spending in Norway, by Media, 2014 (millions of Norwegian kroner and % change vs. prior year)

TV ad spending also decreased during Q1 2015, though not nearly as sharply as spending on newspaper ads. According to IRM, advertisers in Norway spent 2.3% less on TV advertising last quarter compared with the same period in 2014. This decline can at least be partly attributed to a boost in TV ad spending during Q1 2014 for the Winter Olympic Games.

eMarketer’s last forecast for total media ad spending in Norway was in March 2015. At that time, we estimated that total media ad spending in the country would begin to turn around in 2015, with slight year-over-year growth of 0.8%. As such, spending on media advertising was expected to reach approximately $2.5 billion.


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