Media investments fell to 1.2 billion kronor in May, down 12.4 per cent compared to the same month last year, according to the industry organisation Sweden's Media Agencies.
However, fewer billing days are haunting and the trend is pointing upwards.
The category that suffered the most was search services, down 29 per cent. However, there was also a decline for daily newspapers, TV, direct mail and leaflets, social media, magazines, online display and online video.
However, the large decline can be explained by fewer billing days in May this year compared to last year's May, writes the organisation in a press release.
"An additional billing week during the same period last year affects the result and we see a real increase of around 1-3 per cent compared to May 2023. Taking this into account, the positive trend for media investments that we have seen in recent months is holding," says Benjamin Holmfred, chairman of Sweden's Media Agencies, in a written comment.
So far this year, total investments in media have increased by 3.4 per cent or approximately 210 million kronor, according to the organisation.
The members of Sweden's Media Agencies handle most of Sweden's largest advertisers.
