News Media and the Digital Customer Journey

In this study, we have looked at how the news media channels stand in the digital buying price and whether the advertisers have a fair distribution of media budget – overinvest or underinvest in an individual media type.

The focus is on efficiency, also called ROI, which is about how much you get back per invested krona. The study takes into account the accelerated digitization that took place in connection with Covid-19. Distinctive to this study is that it has studied both the direct effect on business KPIs and indirect effects via search and website.

This report is only available in Swedish.