Our Market

The population of Norway is 4.9 million, and GDP remained constant in 2010.

The total advertising market increased by 4.6 per cent in 2010. Newspaper advertising (excluding inserts and free-sheets) accounted for 35 per cent of the total advertising market in 2010 and increased by 3.8 per cent compared to 2009. Online advertising increased by 19 per cent in 2010 and now constitutes 12.5 per cent of the total advertising market, up from 11 per cent in 2009. The online advertising market was estimated to be worth €254 million in 2010 (2009: €195 million). Norway is one of the leading European internet markets with internet penetration of approximately 90 per cent.

Total newspaper circulation declined by 3.5 per cent in 2010. There are four major operators in Norway who, between them, account for almost 70 per cent of total newspaper circulation. Schibsted has 32 per cent of the market share, A-Pressen has 19 per cent, with strong positions in the local newspaper segment and Edda Media has 10 per cent, geographically concentrated in local municipalities and Polaris Media has 9 per cent market share. The weekly free-sheets market consists of local community-based weeklies, where Edda Media is the leading player with a total 50 per cent share of the freesheet advertising market.