INDUSTRY NEWS
The World Cup summer
lifted media spend
The World Cup summer
lifted media spend
- News
- The World Cup summer lifted media spend
Norwegian advertisers invested almost NOK 5.9 billion through media agencies in the first seven months of the year, according to the Norwegian Media Agencies Association's Media Barometer. That is 5.4 percent more than the same period last year.
TV won the summer
TV has grown 7.5 percent so far this year, and TV advertising rose by more than 30 percent in July alone. Video, outdoor, weeklies and magazines also grew over the summer.
"We are now seeing the combined effect of a very special World Cup summer," Camilla Gåre, managing director of the Norwegian Media Agencies Association, toldKom24.
NOK 5.9 bn via media agencies, January to July
+5.4% versus the same period last year
+7.5% for TV so far this year
30%+ growth in TV advertising in July
July produces big percentage swings
July is normally the smallest advertising month of the year, so small amounts produce big percentage swings. Harald Eide-Fredriksen, trading director at dentsu, warns against using July as a guide for the rest of the year. Some advertisers moved existing budgets, while others added new money.
Our take
Big sporting events pull budgets to TV and video, and the effect is temporary. Search and social media follow demand throughout the year.
So look at the full-year figures before adjusting your channel mix for 2027.
Read also:social media in Norway 2026.
Source:Kom24, 25 August 2026.
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