NMHH: November remains the strongest month in the advertising market

In its statement, the NMHH, referring to a recent research monitoring trends in the advertising market, wrote: in 2024, the authority registered 5,605 new advertising spots in the programming of 83 television channels, 2.1 percent less than in 2023. The most new advertisements were presented in November last year, for two main reasons: on the one hand, this is traditionally when the Christmas season in retail begins, and on the other hand, the effect of the increasingly popular Black Friday, which provides discounts, is also reflected in the advertising market, they added.

Despite the fact that society is getting older, only a negligible percentage of advertisements address the more mature age group, the NMHH drew attention to. Among the advertisements emphasizing the foreign origin of a product or service, commercial announcements promoting the Scandinavian way of life stand out

– they pointed out.

The media authority emphasized that when broadcasting TV advertisements, it regularly checks the enforcement of the provisions of the Media Act, primarily with the aim of filtering out commercial announcements that violate the law. During the data collection, the authority subjects advertisements broadcast for the first time on the most watched television channels to a content analysis that takes into account almost a hundred aspects, for which information from Nielsen Audience Measurement Ltd. provides the basis – they wrote.

According to the report, last year – similarly to the experiences of previous years – most new advertisements were again shown on Mondays: more than a third of the first-published advertising spots appeared on this day. Most new advertisements were broadcast by national commercial channels.