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Based on a new forecast from Dentsu Aegis Network Norway, total media ad spending in Norway will rise by just 0.2% in 2016. Despite the overall flat growth estimated for the year, nearly all measured media, except print and direct marketing, are expected to make gains.
According to the research, digital will be the big winner in 2016 with a year-over-year growth rate of 9.0%. Cinema, outdoor and radio ad spending will also see good growth, while spending on TV ads will increase only slightly (0.5%).
As advertisers in Norway continue to move their dollars to digital, print ad spending will experience strong declines. Newspaper ad spending will fall by 18% in 2016, while spending on consumer magazines and trade press will drop by 12.0% each, Dentsu forecast.
eMarketer estimates somewhat stronger growth for Norway’s ad market next year, at 1.0% compared with 2015. In all, total media ad spending is expected to reach $2.49 billion in 2016, up from $2.47 billion this year. Digital will account for 42.6% of the total, or roughly $1.05 billion.
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