An elder reading a newspaper at home. LEHTIKUVA
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Total media advertising spending in Finland reached €1.3 billion in 2024, marking a 1.3% decline compared to the previous year. The data, collected by Kantar Media through monthly media monitoring and an annual survey conducted in cooperation with industry associations, indicates a challenging year for the advertising sector.
Growth was recorded in January, May, and August, while March saw the biggest decline due to high spending during the 2023 parliamentary elections.
Overall, cumulative advertising expenditure was down throughout the year, except for January.
Digital advertising accounted for the largest share of media spending at 54.9%. Compared to 2023, investments increased in digital, television, and outdoor advertising. Digital media saw the highest growth in television advertising, with a 16.1% increase. When considering media categories where digital advertising is integrated, print media retained the largest share at 23.4% of the total market.
Retail remained the dominant sector in advertising, accounting for 25% of total spending, equivalent to €188 million. Other significant sectors were food (€79 million) and automotive (€63 million). These three industries together represented over 44% of the total advertising market in 2024.
Kantar Media named IKEA as the advertiser of the year, recognising the company’s significant 159% increase in advertising spending. IKEA also expanded its marketing efforts in its restaurant division. The company’s campaigns focused on storytelling, emphasising home life through different life stages.
“We are honoured by this recognition. Our vision is to create a better everyday life for many people, which is why we have aimed to be even more present for our customers during challenging times. Our goal has been to bring moments of experience and inspiration both at home and in our stores, and this work continues,” said Janina Pihlaja, Marketing Director of IKEA Finland.
HT
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Source: www.helsinkitimes.fi
