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Denmark
Market overview
All advertising data for Denmark
| May 15, 2013
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An aggregation of all unique advertising data for Denmark in IHS Screen Digest's Advertising Intelligence database. The workbook includes overviews of the advertising market in Denmark broken down by media - television (split by national and multichannel TV), Internet (online display and non-display), radio, newspapers, magazines, out-of-home (OOH), cinema and mobile content. All figures are shown in multiple currencies, and are forecast for five years. Derived figures such as growth, GDP ratios and market shares are also included. More detail for advertising on specific media in Denmark is given on subsequent tabs. For television these include TV advertising revenues per home, per capita, and per multichannel TV home, and TV advertising's share of total television revenue. Advertising revenues of the main TV broadcasters in Denmark, both annual and quarterly where available. For online, further granularity is provided including online display revenues, and a breakdown of non-display revenues detailing paid-for search and online classifieds & directories revenues. Further detail is also given for out of home (OOH) advertising, including total OOH revenues, growth, market share and digital OOH revenues. Again, all out of home advertising numbers in Denmark are forecast for five years.
Revenue by media
| May 08, 2013
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This table shows net advertising revenue (NAR) by media category in Denmark. The data consists of historical figures as well as five year forecasts. Net advertising revenue is defined as net of ratecard discounts and agency commissions. Media categories covered in Denmark include television, radio, newspapers, magazines, out-of-home, cinema, online advertising as well as emerging formats such as digital out-of-home, mobile and in-game advertising. The market size for each media category is available in local currency as well as euros and US dollars. In order to show changing trends within a medium, television advertising revenues in Denmark are broken down into 'national channels' and 'multichannel' and a more granular sub-media split is available other media. For instance, online advertising is broken down into display and search subsegments. In addition to an all-media total, we show a 'display' total, excluding all non-display advertising sales (e.g. press classifieds, online classifieds, online search, emails, etc).
Revenue by media - constant exch. rates
| May 08, 2013
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This table shows net advertising revenue (NAR) by media category in Denmark. The data consists of historical figures as well as five year forecasts. Net advertising revenue is defined as net of ratecard discounts and agency commissions. Media categories covered in Denmark include television, radio, newspapers, magazines, out-of-home, cinema, online advertising as well as emerging formats such as digital out-of-home, mobile and in-game advertising. The market size for each media category is given in euros and US dollars, whenever relevant, using a constant exchange rate 2009. In order to show changing trends within a medium, television advertising revenues in Denmark are broken down into 'national channels' and 'multichannel' and a more granular sub-media split is available other media. For instance, online advertising is broken down into display and search subsegments. In addition to an all-media total, we show a 'display' total, excluding all non-display advertising sales (e.g. press classifieds, online classifieds, online search, emails, etc).
Revenue growth by media
| May 08, 2013
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Annual, year-on-year growth rates of net advertising revenue in Denmark are exhibited in this table. Apart from historical data, five year projections for the future development of the advertising market in Denmark are presented. Net advertising revenue growth is broken down by media category. In Denmark, growth rates are available for television, radio, newspapers, magazines, out-of-home, cinema, online advertising as well as emerging formats such as digital out-of-home, mobile and in-game advertising. The online segment for Denmark offers separate growth rates for display, online video and search advertising. Year-on-year growth rates are based on the market size assessment in local currency.
Market share by media
| May 08, 2013
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Net advertising market shares by medium in Denmark are broken down in this table. It offers insights about past, current and future market share distributions for television, radio, newspapers, magazines, out-of-home, cinema, online advertising in Denmark, as well as emerging formats such as digital out-of-home, mobile and in-game advertising. In order to show changing trends within a medium, market share splits in Denmark for national television channels as well as multichannel television is offered. Online advertising market shares for Denmark are broken down into classic display formats, online-video advertising as well as search marketing.
Market ratios
| May 08, 2013
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The performance of the net advertising market in Denmark is benchmarked in this table across a range of indicators, such as advertising as share of GDP and advertising per capita. These benchmarks are offered for total advertising across all media as well as for television, internet and cinema. Television benchmarks for Denmark also offer TV advertising per TV household benchmarks as well as the number of TV households in Denmark.
Television
Revenue by category
| May 08, 2013
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Television advertising in Denmark shows different dynamics for national channels and multichannel, as reflected in this table. It provides net advertising revenues (NAR) and net advertising market shares, split between 'national' and 'multichannel' television. National channels in Denmark are defined as incumbent, free-to-view, nationwide, general-interest channels. The exact list of channels included in this category (generally 3 to 6) in each market, is given in a note. 'Multichannel' is an aggregate which refers to the NAR all other channels in Denmark apart from the national channels defined above, whatever their distribution (cable, terrestrial, satellite, IPTV, mobile, online), transmission mode (analogue or digital) or business model (pay or free-to-air).
Revenue growth by category
| May 08, 2013
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This table shows annual year-on-year growth for TV net advertising revenues (NAR) in Denmark. It provides historical figures and five year forecasts. Apart from total TV advertising growth, it features a split between 'national channels' and 'multichannel' in order to reflect different TV advertising trends in Denmark. As audience fragmentation sets incumbent, national channels in Denmark under pressure, the multichannel segment is displaying stronger growth in the mid- and long-term. National channels in Denmark are defined as incumbent, free-to-view, nationwide, general-interest channels. 'Multichannel' is an aggregate which refers to the NAR all other channels in Denmark apart from the national channels defined above, whatever their distribution (cable, terrestrial, satellite, IPTV, mobile, online), transmission mode (analogue or digital) or business model (pay or free-to-air).
Market share by category
| May 08, 2013
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This table provides annual market shares for TV net advertising revenues (NAR) in Denmark, both for historical revenues as well as five year projections. Apart from total TV advertising growth, it features a split between 'national channels' and 'multichannel' in order to reflect different TV advertising trends in Denmark. As audience fragmentation sets incumbent, national channels in Denmark under pressure, mid- and long-term, the multichannel segment is able to gain market share at the expense of national channels. National channels in Denmark are defined as incumbent, free-to-view, nationwide, general-interest channels. 'Multichannel' is an aggregate which refers to the NAR all other channels in Denmark apart from the national channels defined above, whatever their distribution (cable, terrestrial, satellite, IPTV, mobile, online), transmission mode (analogue or digital) or business model (pay or free-to-air).
TV advertising ratios
| May 08, 2013
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This table provides benchmarks for assessing the growth potential and maturity of the TV net advertising market in Denmark. It shows metrics such as total TV households, multichannel households, total TV net advertising revenues per TV household and multichannel TV net advertising revenues per TV household. This data for Denmark is presented both in euros and dollars to facilitate comparison across countries.
TV advertising share of total TV revenue
| May 08, 2013
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Total TV revenues in Denmark are split between pay TV, public funding and advertising. This table provides annual historicals and five year forecasts for each of these revenue sources and gives their shares of total TV revenues in Denmark. Advertising revenues are net of ratecard discounts and agency commissions. 'Pay television revenues' include subscription revenues and on-demand/pay-per-view revenues. 'Public funding' includes revenues derived from licence fees and other government grants. To ensure comparability across countries, all data is given in euros.
Television - Main broadcasters
Annual revenue by broadcaster
| May 15, 2013
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For key broadcasters in Denmark, this table shows annual TV net advertising revenues. Data includes historicals and five year forecasts. Net advertising revenues are defined as net of ratecard discounts and agency commissions. Where possible, revenues are broken down between flagship channels and multichannel offerings in Denmark.
Annual revenue growth by broadcaster
| May 15, 2013
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This table gives annual growth rates for TV net advertising revenues of key broadcasters in Denmark. Net advertising revenues are defined as net of ratecard discounts and agency commissions. Data comprises of historicals and five year forecasts. Data is presented in local currency, euros, and dollars. Growth rates for TV net advertising revenue in Denmark are based on the local revenue currency series.
Out-of-home
Outdoor market overview (annual)
| May 08, 2013
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This table provides a more granular look on the out-of-home (OOH) net advertising market in Denmark, giving annual revenue historicals and five year forecasts as well as annual growth rates. Net advertising revenues are defined as net of ratecard discounts and agency commissions. Out-of-home (OOH) advertising revenues in Denmark are presented in local currency, euros, and dollars. All growth rates are based on the local revenue currency series.
Online
Online advertising revenues by format
| May 08, 2013
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This table shows online advertising revenues in Denmark by format. Apart from overall online advertising, this table breaks down separate revenues for display and non-display format in Denmark. In most countries, non-display formats are broken down between search, classifieds and directories as well as a subcategory 'other'. The data comprises of historicals andd five year forecasts for Denmark.
Online advertising revenue growth by format
| May 08, 2013
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This table shows online advertising growth in Denmark by format. Apart from overall online advertising, this table breaks down separate growth for display and non-display format in Denmark. In most countries, non-display formats are broken down between search, classifieds and directories as well as a subcategory 'other'. The data comprises of historical growth rates as well as five year projections for Denmark.
Online formats as share of total online advertising
| May 08, 2013
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This table shows how much online advertising formats in Denmark contribute to total online advertising in Denmark. The table exhibits the evolution of this share in Denmark based on historical data and five-year forecasts.
Online advertising as share of all media advertising
| May 08, 2013
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This table puts online advertising growth in Denmark into the context of the overall advertising market in Denmark. It gives the share of online advertising by format of total all media advertising. The table exhibits the evolution of this share in Denmark based on historical data and five-year forecasts.
Online advertising per capita
| May 14, 2013
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This tables shows online advertising per capita in Denmark. it does so on a by-format basis. Included are comparison metrics with other key territories to help assess maturity and headroom for growth in Denmark. The table features historical data as well as five-year forecasts.
Online advertising per broadband household
| May 14, 2013
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This tables hows online advertising per broadband household in Denmark on a by-format basis. Broadband households are an important maturity metrics in Denmark as high-speed internet access is a core variable for the proliferation of last online advertising trends, such as video or full-screen roadblock banners, which are very data -intense. The table also benchmarks the ratios for Denmark with other key territories. The table features historical data as well as five-year forecasts.
Online advertising as share of nominal GDP
| May 08, 2013
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This tables hows online advertising as share of nominal GDPin Denmark on a by-format basis. Advertising trends in Denmark are closely correlated to GDP development. As online markets mature, this correlation is becoming more important for assessing headroom for online advertising growth in Denmark . The table contains historicals and five-year forecasts and also benchmarks the ratios for Denmark with other key territories.
Mobile
All mobile advertising data for Denmark
| May 08, 2013
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This table shows all mobile net advertising revenue, growth and market share data for Denmark. Data comprises of historicals and forecasts for Denmark. Mobile advertising revenues for Denmark are split between display, search and messaging formats.
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