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About IRM

IRM is Scandinavia's leading authority on media investments. The Institute for Advertising and Media Statistics (IRM) collects, processes, analyzes and publishes data on the Scandianvian advertising investments. IRM's material is a source of knowledge with information on trends, relationships and developments within the advertising and media markets.

As an independent membership-based organisation, IRM is financed by members and customers on a non-profit basis. The main objective is to improve customers' background information for decision-making by providing continuous information for analytical work.

Services & Publications

IRM's main publications are listed below. Additional reports are published occasionally, for instance concerning specific media categories such as influencer marketing or programmatic trade. Reports and presentations can also be customized for individual clients, contact us for a quote.

Each year IRM publishes a set of reports on the advertising investments. These include: 

  • Annual Reports in Sweden, Norway and Denmark
  • Quarterly reports in Sweden, Norway and Denmark
  • Advertising Investment Forecasts for Sweden, Norway and Denmark
  • Reports on the Nordic advertising investments (bi-annual)
  • A report on the International Advertising Market 

Quarterly reports include the following media groups:

  • News Media - Print (Sweden & Norway also include Digital New Media)
  • Special Interest Media divided in magazines and trade press - Print (Sweden: total digital, Norway: digital trade press, Denmark: digital magazines)
  • Direct mail (not included for Denmark)
  • TV, Online video
  • Radio, Podcast
  • Cinema
  • Internet (breakdown display (social, banners, native, online video and podcast), directories/classifieds, search)
  • Out-of-Home (breakdown static and digital)

In addition to the media groups above, annual reports also include some additional categories which vary by country, for instance trade fairs, business gifts, sponsorship, event marketing etc. Annual summaries of marketing investment in Sweden, Norway and Denmark are available on the website.

Statistics and forecasts are available through annual subscriptions. Reports may also be purchased individually. Please visit our online shop here.


For further general information or quotes on client specific reports and presentations please call +46-8-663 04 90 or send an e-mail to info(at)