From 2013 to 2023, the turnover of advertising and market research in Finland exhibited fluctuating trends. Initial years saw minor declines, followed by periods of growth from 2016 to 2018. A significant drop in 2020 (-10.87%) attributed to the COVID-19 pandemic was subsequently countered by gradual recovery. By 2023, the turnover reached 1.8 billion euros, showing a 2.45% year-on-year growth. Over the last five years, the CAGR stood at 0.13%, indicating a gradual recovery and stabilization. Forecasts for 2024 to 2028 anticipate steady turnover of around 1.81 billion euros.
Future trends to watch for:
- Increased digital advertising spend.
- Integration of AI and data analytics in market research.
- Growth in mobile advertising due to rising smartphone usage.
- Emphasis on personalized marketing strategies.
