The number of employees in the advertising and market research sector in Denmark has shown a declining trend in recent years. Starting from 2013 with 11.85 thousand persons, the industry saw fluctuating changes until 2018 when it reached a peak at 11.82 thousand. However, from 2019 onwards, the employee numbers started to decline more sharply, reaching 9.83 thousand in 2023. The year-on-year variations from 2021 to 2023 were -3.06%, -3.09%, and -3.12%, respectively, indicating a consistent downward trend. The Compound Annual Growth Rate (CAGR) over the last five years has averaged -3.63%.
For the future, the forecast shows a continued decrease in the number of employees through 2028, with the CAGR for 2024-2028 projected at -2.92%. This reflects a cumulative decline of about -13.77% over the five-year forecast period.
Trends to watch for:
- Impact of digital transformation and automation on employment in the sector.
- Shifts in advertising budget allocations towards digital platforms and their effect on workforce requirements.
- Economic fluctuations and their influence on the advertising and market research industry.