Activities by platform
Spend and delivery for every channel, taken from platform APIs and imported TV and offline logs.
DKK k per month
TV is the largest channel; TikTok and YouTube grow fastest year on year.
Offline channels take just under half of the budget.
Spend (DKK k) and impressions (millions)
Delivery tracks spend closely; CPMs rise in Q4 as auctions get busier.
| Platform | Type | Spend | Share | Impressions | CPM | Clicks |
|---|---|---|---|---|---|---|
| TV | Offline | DKK 34.1m | 31.3% | 417.6m | DKK 82 | – |
| Radio | Offline | DKK 6.3m | 5.8% | 174.8m | DKK 36 | – |
| Meta | Digital | DKK 14.2m | 13.0% | 270.7m | DKK 53 | 3m |
| Google Ads | Digital | DKK 18.3m | 16.8% | 144.1m | DKK 127 | 6.1m |
| YouTube | Digital | DKK 10.5m | 9.6% | 144.9m | DKK 72 | 869.1k |
| TikTok | Digital | DKK 9.3m | 8.5% | 208.6m | DKK 45 | 1.9m |
| Display | Digital | DKK 4.1m | 3.7% | 153.1m | DKK 27 | 612.2k |
| Outdoor | Offline | DKK 7.7m | 7.1% | 235.5m | DKK 33 | – |
| Offline | DKK 2.0m | 1.9% | 19.1m | DKK 108 | – | |
| Podcast | Digital | DKK 2.5m | 2.3% | 16.1m | DKK 155 | – |