The turnover of Advertising and Market Research in Sweden stood at 4.67 Billion Euros in 2023, following a trend of decline over the past decade. From 2013 to 2017, the market showed minor fluctuations with a general downward tendency, peaking at 6.23 Billion Euros in 2017. However, there has been a more pronounced decline since 2018, with significant drops in 2018 (-13.39%), 2019 (-3.64%), and 2020 (-7.86%). The decline continued at a slightly moderated pace from 2021 to 2023, with an average annual reduction of around -0.84%. The CAGR over the last five years was approximately -2.84%.

Looking ahead, the forecast indicates a continued but slower decline with an expected CAGR of -0.65% over the next five years, projecting a turnover of 4.48 Billion Euros by 2028. This points to a steady yet gradually decelerating negative growth rate of -3.21% by 2028.

Future trends to watch include:

The impact of digital transformation and AI on the advertising and market research sectors.
Potential recovery or growth areas, such as data analytics and personalized marketing.
Changes in regulatory environments affecting market dynamics.