Ad Spending Growth In Western Europe By Country, 2012-2018 [TABLE]
There is a strong correlation between advertising investments and the level of GDP in Sweden, according to IRM; a robust economy typically means more resources for companies to invest in advertising. But since 2000, IRM noted, expenditure on advertising has not kept pace with GDP. In fact, the gap between GDP and advertising investments has widened in the past two years. This suggests that many advertisers lack the confidence to increase spending until the economic revival is more firmly established. It also reflects a continuing tendency to shift budgets from traditional to digital platforms, taking advantage of the lower costs and better return on investment available there. Read the rest at eMarketer.