Statistical presentation

Data description

The statistics provides information on the distribution of total turnover and export on products and services. Furthermore information is collected on the turnover broken down by clients and information on the export broken down by residence of client (resident or Non-resident intra-EU or Non-resident extra-EU).

Classification system

The activity codes in the statistics are:

• Advertising agencies (DB07) 73.11.10
• Other advertising services (DB07) 73.11.90
• Media representation services (DB07) 73.12.00

Dansk Branchekode 2007 (DB07) is the National version of Nace Rev. 2 activity classification. A full description of the activities can be found on DB07.

The activity code before 2006 are:

• Advertising (DB03) 74.40.10
• Other advertising activities (DB03) 74.40.90

In the national publication the following services and clients are used.

Services:

• Sale of advertising space on a fee or contract basis in print media
• Sale of TV/radio advertising space or time on a fee or contract basis
• Sale of Internet advertising space or time on a fee or contract basis
• Sale of events relating advertising
• Other sale of advertising space on a fee or contract basis
• Full service advertising
• Direct marketing and direct mailing
• Advertising design and concept development
• Other advertising services
• Other additional products n.e.c.

Sale of advertising space or time has been broken down by types of media:

• Printed media (newspapers, magazines etc.)
• Mail delivery advertising
• Radio
• TV
• Cinema
• Internet
• Outdoor advertising
• Other

Client:

• Public sector
• Households and non-profit institutions
• Enterprises

In the EU publication the resident of clients is used instead the "National" clients mentioned above.

Resident of client:

• Resident
• Non-resident, of which intra-EU or extra-EU.

Sector coverage

The statistics covers enterprises that are legally registered in Denmark and have the main activity in the sector for Advertising Services.

Statistical concepts and definitions

Client: In the national publication the following clients are used:

• Public sector
• Households and non-profit institutions
• Enterprises

Residence of client: In the EU publication the resident of clients is used

• Resident
• Non-resident intra-EU
• Non-resident extra-EU

Media: Sale of advertising space or time has been broken down by types of media:

• Printed media (newspapers, magazines etc.)
• Mail delivery advertising
• Radio
• TV
• Cinema
• Internet
• Outdoor advertising
• Other

Services: Generally the questions in the questionnaire are based on Statistical Classification of Products by Activity CPA 2008, with adjustments to Danish conditions. The following services are used.

• Sale of advertising space on a fee or contract basis in print media
• Sale of TV/radio advertising space or time on a fee or contract basis
• Sale of Internet advertising space or time on a fee or contract basis
• Sale of events relating advertising
• Other sale of advertising space on a fee or contract basis
• Full service advertising
• Direct marketing and direct mailing
• Advertising design and concept development
• Other advertising services
• Other additional products n.e.c.

The firms provide information about their turnover and export (in 1000 kr. without VAT). Further more the total turnover and export are distributed on services (in 1000 kr. without VAT) and clients (in percent). Finally, the export is divided by residence of client (resident and Non-resident intra-EU or Non-resident extra-EU). Until 2008 information on ownership was collected i.e. if the ownership is Danish, intra-EU or extra-EU.

Statistical unit

The units in the statistics are enterprises in the sector for Advertising Services. The enterprises are legal and defined by theirs CVR-nr in the Business Register of Statistics Denmark.

Statistical population

Committee Population (FRAME population) describes the population from which the sample to Advertising services is drawn. FRAME includes all enterprises in the sector Advertising services in the Business Register System, which are active in the extraction time. (Active enterprises are enterprises, which have paid in wage and salary for employees corresponding to at least 0.5 man-year and/or have had calculated earnings of a certain volume.)

Target population describes the population as respondents (the selected enterprises) shall be estimated to. The target population includes all enterprises in the sector Advertising services in the Business Register System, which are active when estimation/calculation is carried out. There may be situations where some enterprises are located in FRAME but not in the target population. This is due to business closure or industry changes between the draw of FRAME and the target population. Similarly, it can also happen that there are some enterprises in the target population but not in FRAME, because data in the target population are updated with recent and new information, thus the target population could include new enterprises.

FRAME 2022 for Advertising services includes about 3488 enterprises. Furthermore the FRAME is bounded so enterprises that have under five full-time employees, are sorted out. The total number of enterprises in the FRAME 2022 is estimated to 322 The target population for Advertising services is estimated to 3488 enterprises.

Reference area

Denmark

Time coverage

The statistics covers the time period from 2007 onwards.

Base period

Not relevant for these statistics.

Unit of measure

The distributions of turnover (and export) by services and clients are given in DKK 1,000. Before the year 2012 the distributions of turnover were given in percent.

Reference period

The statistics covers the financial year.

Frequency of dissemination

Frequency of the statistics is annual.

Legal acts and other agreements

The Act on Statistics Denmark (Lov om Danmarks Statistik), Section 8, cf. Order no. 610 of 30 May 2018.

From the reference year 2008: Regulation (EC) No. 295/2008 of the European Parliament and of the Council of 11 March 2008 concerning structural business statistics.

Cost and burden

Statistics on response burden for the reference year 2022 does not exist.

Comment

The statistics has a subject page.