Online tops TV adspend in Denmark

26 May 2009

COPENHAGEN: The internet has surpassed television and national press to become Denmark's largest advertising medium by revenue, with online adspend reaching €393 million ($551m; £346m) in 2008, compared with TV's total of €326m for the year.

Figures from Reklameforbrugsundersøgelsen, which tracks adspend levels in Denmark, show that total advertising expenditure in the country amounted to €1.9bn over last year as a whole. 

Online revenues improved by 16.9% on an annual basis, with display ad sales contributing €123.3m, search taking €105.8m, classifieds some €144.6m, and "permission-based marketing" a share of €18.3m.

The web has more than doubled its revenues since 2005, and has now overtaken TV, which posted a decline in spending of 3.4% in 2008 after enjoying positive growth for each of the previous five years.

Radio adspend in the country also fell by 12.3% last year, with national press down by 15% and paid-for magazines by 6.2%, while out-of-home and cinema enjoyed uplifts of 9.1% and 7.1% respectively.

Data sourced from Ad World; additional content by WARC staff