Internet advertising now bigger than TV

Internet advertising grew 30 percent in the third quarter, helping the advertising market as a whole to grow by 4 percent compared with the same period last year.

The figures, from the Institute for Advertising and Media Statistics (Institutet för reklam- och mediestatistik – IRM), also show total media investments standing at 6.6 billion kronor. Investments over the first nine months were 22.3 billion kronor, an increase of 5 percent compared with last year.

Excluding internet advertising, growth in the media market was stagnant in the third quarter.

TV advertising, which experienced a weak second quarter, recovered in the third quarter to grow by 6.5 percent. Despite this, the internet has overtaken TV in terms of total advertising revenue. Now, only newspapers and direct advertising have higher total ad revenues than the internet.