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DENMARK ::: Economic Data
Area (in qkm) 43,094
Population 5,484,723
Population density per qkm 127
Private households 2,531,995
Gross domestic product (GDP) 2008 in bn € 235.7
GDP per capita in € 26,195
GDP structure
   private consumption 50%
   public expenditure 28%
   investment 21%
Age structure
less than 15 years 19%
15 - 24 years 11%
25 - 34 years 13%
35 - 44 years 15%
45 - 54 years 14%
55 - 64 years 13%
65 years + 15%
Unemployment rate 2008 2.0%
Inflation rate 2008 3.6%
Exchange rate 1 USD = 0.6734 EUR
1 USD = 5.0236 DKK
TV households 2,532,000
   - with Cable 66.7%
   - with Satellite 15.3%

Internet households		 2,152,200

Source:
Eurostat, World Press Trends 2008Western Europe Market & MediaFact 2008CIA Factbook 2009, UNECE (UN Economic Commissionfor Europe) Statistics for Europe and North America 2008IP Television Key Facts 2008

Print
Number of dailies (2007) 39
- of which national 14
Number of magazines 404
Number of outdoor sites (2007) 216,129

Television/ Audio-visual
Domestic Public Channels 3
Domestic Private Channels/
Forgein Channels with Local Ad Window 15
Number of commercial radio stations 36
Trade publications for marketing and advertising
MarkedsföringMarket Magazine
Taxes and legal
VAT rate (2007) 25%

Source:
World Press Trends 2008Western Europe Market & MediaFact 2008FIPP World Magazine Trends 2008/09IP Television Key Facts 2008

Advertising expenditure 2008
€ 1,888 mill

Media market shares in %

Source: Western Europe Market & MediaFact 2008, CIA Factbook 2009
Top 10 advertising categories (Data 2007)
Media expenditure in € (mill)

Miscellaneous
295.2
Electronics, EDP & telecoms 224.6
Vehicles 121.3
Finance & insureance 88.5
Travel & transport 80.0
Furniture & fittings 78.7
Retail 76.4
Food 76.4
Clothing 63.4
Personal care 60.3