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SWEDEN ::: Economic Data
Area (in qkm) 449,964
Population 9,045,389
Population density 20
Private households 4,557,000
Gross domestic product (GDP) 2008 in bn € 332.6
GDP per capita 2008 in € 26,667
GDP structure
   private consumption 47%
   public expenditure 26%
   investment 20%
Age structure
less than 15 years 17%
15 - 24 years 13%
25 - 34 years 12%
35 - 44 years 14%
45 - 54 years 13%
55 - 64 years 13%
65 years + 18%
Unemployment
rate 2008		 6.2%
Inflation rate 2008 3.3%
Exchange rate 1 USD = 0.6734 EUR
1 USD = 6.4074 SEK
TV households 4,557,000
   - with Cable 56.6%
   - with Satellite 18.4%
Internet households 3,480,190

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

Print
Number of dailies (2007) 90
- of which national 4
Number of magazines 528
Number of  outdoor sites 46,000


Audio-visual
Domestic Public Channels 5
Domestic Private Channels/ 20
Forgein Channels with Local Ad Window 90
Number of commercial radio stations 68

Trade publications for marketing and advertising


Mediatrender
Resumé

Taxes and legal
VAT rate (2007)
25%

Main advertising restrictions

Tobacco

Banned.

Alcohol

 Advertising allowed on some
channels at certain times.

Pharmaceutica

 Prescription-only medicines
not allowed.

Children

 Restricted. No ads for HFSS food
products.

Political

 Banned on TV.

Source:
World Press Trends 2008,
Central & Eastern Europe Market & MediaFact 2008,
Data from brochure 2007, IP Television Key Facts 2008

Advertising expenditure 2007
€ 2,325 mill
Media market shares in %


Source: Central & Eastern Europe Market& MediaFact 2008,
CIA Factbook 2009
Top 10 advertising categories
media expenditure in € (mill)

Groceries


249.6

Cars

211.9
Real estate 180.5
TV/hifi retailers 123.5
Clothing 106.0
Lotteries/games
102.9
Furniture/carpets
100.3
GSM providers 93.1
DIY
88.7
Auto retailers 85.5