The statistics are not comprehensive, but only apply to the members of the Swedish Media Agencies. However, since they handle most of Sweden's largest advertisers, the figures are seen as guiding.
The December surge is affected by the fact that there was an extra billing week in December 2024 compared to the same month the previous year.
"An extra billing week affects the result by approximately 12-15 percent. We thus see an increase of around 1-3 percent compared to December 2023," says Benjamin Holmfred, Chairman of the Board of Swedish Media Agencies, according to a press release.
At the same time, he reminds us that December 2023 was a strong month, which means that "December 2024 is an all-time high for the Media Agency Barometer in December".
For the full year 2024, it clearly points upwards, with an increase in media investments of 5.2 percent compared to the full year 2023.
The increase is particularly clear in media categories such as podcast and online video. However, direct advertising, advertising brochures, daily press, magazines, and TV continue to face headwinds.
