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Internet is the medium with by far the highest advertising spending in Sweden. In 2025, the digital ad expenditures increased by *** percent compared to the previous year, reaching roughly ** billion Swedish kronor. Television advertising came in second place that year, with roughly *** billion Swedish kronor. The medium with the lowest ad spend was printed magazines. 

The increasing popularity of digital ads

Digital advertising is becoming increasingly popular in Sweden. While the digital share of advertising spending was at **** percent in 2007, it grew to ** percent in 2023. The increases happen on the expense of all traditional media, but especially hard hit are print and TV. However, Swedish internet users are less enthusiastic than marketers. When asked about their attitudes to online ads, nearly half said they were often annoyed by them and ** percent felt annoyed when receiving ads based on their search history.

Sweden’s advertising market

In general, the media advertising expenditure in Sweden steadily increased in recent years, from ** billion Swedish kronor in 2014 to nearly **** billion Swedish kronor in 2022. However, in 2023, the first drop of *** percent was recorded. The highest spending advertiser in the country was the grocery retailer ICA, followed by another grocery retailer called Kooperativa Förbundet, and Procter & Gamble.