A. Guttmann
Research Lead covering media
Advertising in Sweden - statistics & facts
In 2022, Sweden made international news headlines when an eyebrow-raising ad campaign produced by the Swedish Food Federation won the Entertainment Grand Prix at the Cannes Lions Awards. The 18-minute mockumentary titled 鈥淓at A Swede鈥 featured actor Alexander Skarsg氓rd and proposed eating human meat to combat climate change; an idea praised for its environmental focus and creative approach. Beyond launching some of the most talked-about ad campaigns of the recent past, the Swedish ad sector continues to follow a similar upward trajectory as most other Scandinavian countries. Recent reports on the Nordic advertising industry revealed that spending bounced back from a pandemic-related dip in 2020. In line with that, advertising spending in Sweden approached 50 billion Swedish kronor in 2023.
