Our Market

The population of Norway is 4.8 million, and GDP in 2009 declined by 1.4 per cent.

The total advertising market declined by 15 per cent in 2009.  Newspaper advertising (excluding inserts and free-sheets) accounted for 35 per cent of the total advertising market in 2009 and decreased by 20 per cent compared to 2008. Online advertising declined by 8 per cent in 2009 and now constitutes 11 per cent of the total advertising market, up from 10 per cent in 2008. The online advertising market was estimated to be worth €195 million in 2009. Norway is one of the leading European internet markets with internet penetration of approximately 90 per cent.

Total newspaper circulation declined by 3.7 per cent in 2009. There are four major operators in Norway who, between them, account for 68 per cent of the total newspaper circulation. Schibsted has 33 per cent of the market share, A-Pressen has 17 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 8.5 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 of 10 titles and a 56 per cent share of the free-sheet advertising market.