ABSTRACT
The lack of comprehensive statistics in the advertising sector makes it difficult to give an overview of advertising agency markets in Finland. The statistics of the Finnish Association of Advertising Agencies (MTL) were the best available data sources, but they only concerned the member agencies of the association, which had a market share of about 40-5 per cent in 1989 (see Kähkönen 1991: 24, 30). All the biggest advertising agencies were members of MTL. Other statistics were produced and published by the Association of Finnish Advertisers (ML) or by the trade journal Mainosuutiset (for references see Appendix 2).
