The advertising and market research output in Finland exhibited varying trends over the past decade. From 2013 to 2019, we observed fluctuations with moderate growth periods interspersed with declines. The substantial dip in 2020 due to global disruptions was followed by a swift rebound in 2021, with subsequent steady growth through 2022.

For 2023, the value stood at 1.49 billion euros, reflecting a modest year-on-year increase of 1.43%. The last five years registered an average annual growth rate (CAGR) of 0.8%, suggesting moderate recovery post-2020.

Looking ahead, the sector is forecasted to continue its positive trajectory, reaching an output of 1.59 billion euros by 2028. This would result in a forecasted 5-year CAGR of 1.08% and overall growth of 5.5% over this period.

Future trends to watch for include:

Integration of advanced data analytics and AI in market research.
Increased digital advertising spend driven by e-commerce growth.
Shifts in consumer behavior prompting more agile and targeted marketing strategies.