Aku Ankka
Donald Duck is the funniest and at the same time the largest weekly magazine in Finland. When readers under the age of 15 are included in the readership, 449,000 Finns are invited to Duckburg every week. Top-rated characters, rich and joyful Finnish language and action-packed adventures guarantee the best entertainment for all ages, but magazines are consumed especially among 7-54-year-olds. As an advertiser, you reach families with children in an insightful way and operate in an environment that puts a smile on the consumer's face. Please note: The back cover ad size has changed as of August 1, 2026. The new size is 170 × 220 mm (previously 170 × 218 mm).
Issues per year
52 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Publication date | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 2.1.2026 | 5.12.2025 | 9.12.2025 | |
| 2 | 7.1.2026 | 15.12.2025 | 17.12.2025 | |
| 3 | 14.1.2026 | 17.12.2025 | 19.12.2025 | |
| 4 | 21.1.2026 | 29.12.2025 | 31.12.2025 | |
| 5 | 28.1.2026 | 7.1.2026 | 9.1.2026 | |
| 6 | 4.2.2026 | 14.1.2026 | 16.1.2026 | |
| 7 | 11.2.2026 | 21.1.2026 | 23.1.2026 | |
| 8 | 18.2.2026 | 28.1.2026 | 30.1.2026 | |
| 9 | 25.2.2026 | 4.2.2026 | 6.2.2026 | |
| 10 | 4.3.2026 | 11.2.2026 | 13.2.2026 | |
| 11 | 11.3.2026 | 18.2.2026 | 20.2.2026 | |
| 12 | 18.3.2026 | 25.2.2026 | 27.2.2026 | |
| 13 | 25.3.2026 | 4.3.2026 | 6.3.2026 | |
| 14 | 1.4.2026 | 11.3.2026 | 13.3.2026 | |
| 15 | 8.4.2026 | 16.3.2026 | 18.3.2026 | |
| 16 | 15.4.2026 | 23.3.2026 | 25.3.2026 | |
| 17 | 22.4.2026 | 30.3.2026 | 1.4.2026 | |
| 18 | 29.4.2026 | 8.4.2026 | 10.4.2026 | |
| 19 | 6.5.2026 | 14.4.2026 | 16.4.2026 | |
| 20 | 13.5.2026 | 21.4.2026 | 23.4.2026 | |
| 21 | 20.5.2026 | 27.4.2026 | 29.4.2026 | |
| 22 | 27.5.2026 | 5.5.2026 | 7.5.2026 | |
| 23 | 3.6.2026 | 12.5.2026 | 15.5.2026 | |
| 24 | 10.6.2026 | 20.5.2026 | 22.5.2026 | |
| 25 | 17.6.2026 | 27.5.2026 | 29.5.2026 | |
| 26 | 24.6.2026 | 2.6.2026 | 4.6.2026 | |
| 27 | 1.7.2026 | 9.6.2026 | 11.6.2026 | |
| 28 | 8.7.2026 | 16.6.2026 | 18.6.2026 | |
| 29 | 15.7.2026 | 24.6.2026 | 26.6.2026 | |
| 30 | 22.7.2026 | 1.7.2026 | 3.7.2026 | |
| 31 | 29.7.2026 | 8.7.2026 | 10.7.2026 | |
| 32 | 5.8.2026 | 15.7.2026 | 17.7.2026 | |
| 33 | 12.8.2026 | 22.7.2026 | 24.7.2026 | |
| 34 | 19.8.2026 | 29.7.2026 | 31.7.2026 | |
| 35 | 26.8.2026 | 5.8.2026 | 7.8.2026 | |
| 36 | 2.9.2026 | 12.8.2026 | 14.8.2026 | |
| 37 | 9.9.2026 | 19.8.2026 | 21.8.2026 | |
| 38 | 16.9.2026 | 26.8.2026 | 28.8.2026 | |
| 39 | 23.9.2026 | 2.9.2026 | 4.9.2026 | |
| 40 | 30.9.2026 | 9.9.2026 | 11.9.2026 | |
| 41 | 7.10.2026 | 16.9.2026 | 18.9.2026 | |
| 42 | 14.10.2026 | 23.9.2026 | 25.9.2026 | |
| 43 | 21.10.2026 | 30.9.2026 | 2.10.2026 | |
| 44 | 28.10.2026 | 7.10.2026 | 9.10.2026 | |
| 45 | 4.11.2026 | 14.10.2026 | 16.10.2026 | |
| 46 | 11.11.2026 | 21.10.2026 | 23.10.2026 | |
| 47 | 18.11.2026 | 28.10.2026 | 30.10.2026 | |
| 48 | 25.11.2026 | 4.11.2026 | 6.11.2026 | |
| 49 | 2.12.2026 | 11.11.2026 | 13.11.2026 | |
| 50 | 9.12.2026 | 18.11.2026 | 20.11.2026 | |
| 51 | 16.12.2026 | 25.11.2026 | 27.11.2026 | |
| 52 | 23.12.2026 | 2.12.2026 | 4.12.2026 |
| Issue | Publication date | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 7.1.2027 | 10.12.2026 | 14.12.2026 | |
| 2 | 13.1.2027 | 16.12.2026 | 18.12.2026 | |
| 3 | 20.1.2027 | 28.12.2026 | 30.12.2026 | |
| 4 | 27.1.2027 | 5.1.2027 | 8.1.2027 | |
| 5 | 3.2.2027 | 13.1.2027 | 15.1.2027 | |
| 6 | 10.2.2027 | 20.1.2027 | 22.1.2027 | |
| 7 | 17.2.2027 | 27.1.2027 | 29.1.2027 | |
| 8 | 24.2.2027 | 3.2.2027 | 5.2.2027 | |
| 9 | 3.3.2027 | 10.2.2027 | 12.2.2027 | |
| 10 | 10.3.2027 | 17.2.2027 | 19.2.2027 | |
| 11 | 17.3.2027 | 24.2.2027 | 26.2.2027 | |
| 12 | 24.3.2027 | 3.3.2027 | 5.3.2027 | |
| 13 | 31.3.2027 | 5.3.2027 | 9.3.2027 | |
| 14 | 7.4.2027 | 15.3.2027 | 17.3.2027 | |
| 15 | 14.4.2027 | 22.3.2027 | 24.3.2027 | |
| 16 | 21.4.2027 | 31.3.2027 | 2.4.2027 | |
| 17 | 28.4.2027 | 7.4.2027 | 9.4.2027 | |
| 18 | 5.5.2027 | 14.4.2027 | 16.4.2027 | |
| 19 | 12.5.2027 | 20.4.2027 | 22.4.2027 | |
| 20 | 19.5.2027 | 27.4.2027 | 29.4.2027 | |
| 21 | 26.5.2027 | 4.5.2027 | 7.5.2027 | |
| 22 | 2.6.2027 | 12.5.2027 | 14.5.2027 | |
| 23 | 9.6.2027 | 19.5.2027 | 21.5.2027 | |
| 24 | 16.6.2027 | 26.5.2027 | 28.5.2027 | |
| 25 | 23.6.2027 | 2.6.2027 | 4.6.2027 | |
| 26 | 30.6.2027 | 8.6.2027 | 10.6.2027 | |
| 27 | 7.7.2027 | 15.6.2027 | 17.6.2027 | |
| 28 | 14.7.2027 | 22.6.2027 | 24.6.2027 | |
| 29 | 21.7.2027 | 30.6.2027 | 2.7.2027 | |
| 30 | 28.7.2027 | 7.7.2027 | 9.7.2027 | |
| 31 | 4.8.2027 | 14.7.2027 | 16.7.2027 | |
| 32 | 11.8.2027 | 21.7.2027 | 23.7.2027 | |
| 33 | 18.8.2027 | 28.7.2027 | 30.7.2027 | |
| 34 | 25.8.2027 | 4.8.2027 | 6.8.2027 | |
| 35 | 1.9.2027 | 11.8.2027 | 13.8.2027 | |
| 36 | 8.9.2027 | 18.8.2027 | 20.8.2027 | |
| 37 | 15.9.2027 | 25.8.2027 | 27.8.2027 | |
| 38 | 22.9.2027 | 1.9.2027 | 3.9.2027 | |
| 39 | 29.9.2027 | 8.9.2027 | 10.9.2027 | |
| 40 | 6.10.2027 | 15.9.2027 | 17.9.2027 | |
| 41 | 13.10.2027 | 22.9.2027 | 24.9.2027 | |
| 42 | 20.10.2027 | 29.9.2027 | 1.10.2027 | |
| 43 | 27.10.2027 | 6.10.2027 | 8.10.2027 | |
| 44 | 3.11.2027 | 13.10.2027 | 15.10.2027 | |
| 45 | 10.11.2027 | 20.10.2027 | 22.10.2027 | |
| 46 | 17.11.2027 | 27.10.2027 | 29.10.2027 | |
| 47 | 24.11.2027 | 3.11.2027 | 5.11.2027 | |
| 48 | 1.12.2027 | 10.11.2027 | 12.11.2027 | |
| 49 | 8.12.2027 | 16.11.2027 | 18.11.2027 | |
| 50 | 15.12.2027 | 23.11.2027 | 25.11.2027 | |
| 51 | 22.12.2027 | 30.11.2027 | 2.12.2027 | |
| 52 | 29.12.2027 | 7.12.2027 | 9.12.2027 |
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 340 x 250 mm | 5 mm | 27 018 € |
| 1/1 portrait | Not specified | 170 x 250 mm | 5 mm | 13 509 € |
| 1/1 portrait | 3. Cover | 170 x 250 mm | 5 mm | 15 430 € |
| 1/1 portrait | Back cover | 170 x 220 mm | 5 mm | 16 245 € |
| 1/2 portrait | Not specified | 85 x 250 mm | 5 mm | 9 427 € |
| 1/2 landscape | Not specified | 170 x 125 mm | 5 mm | 9 427 € |
| 1/4 square | Not specified | 83 x 123 mm | 5 mm | 6 758 € | *) size without marginal Prices valid until 31.12.2026 |
Size
170 x 250 mm
Printing method
Offset
Binding
Stitching
Printer
PunaMusta Oy
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge.
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 340 x 250 mm | 5 mm | 27 018 € |
| 1/1 portrait | Not specified | 170 x 250 mm | 5 mm | 13 509 € |
| 1/1 portrait | 3. Cover | 170 x 250 mm | 5 mm | 15 430 € |
| 1/1 portrait | Back cover | 170 x 220 mm | 5 mm | 16 245 € |
| 1/2 portrait | Not specified | 85 x 250 mm | 5 mm | 9 427 € |
| 1/2 landscape | Not specified | 170 x 125 mm | 5 mm | 9 427 € |
| 1/4 square | Not specified | 83 x 123 mm | 5 mm | 6 758 € | *) size without marginal Prices valid until 31.12.2027 |
Size
170 x 250 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge. "
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | 1600x1200/400 px | 46 € / CPM (Cost per thousand) | ||
| Desktop | 1600x1200/250 px | 35 € / CPM (Cost per thousand) | ||
| Desktop | 468x400 px | 7 € / CPM (Cost per thousand) | ||
| Desktop | 980x552 px | 46 € / CPM (Cost per thousand) | ||
| Desktop | 980x400 + tapetti px | 46 € / CPM (Cost per thousand) | ||
| Desktop | 980x400 px | 35 € / CPM (Cost per thousand) | ||
| Desktop | 468x600 px | 12 € / CPM (Cost per thousand) | ||
| Mobile | 600x500 px | 15 € / CPM (Cost per thousand) | ||
| Mobile | 600x600 px | 19 € / CPM (Cost per thousand) | Prices valid until 31.12.2026 |
| Ad | Description | Size | Price (tax 0%) |
|---|---|---|---|
| Desktop | 1600x1200/400 px | 46 € / CPM (Cost per thousand) | |
| Desktop | 1600x1200/250 px | 35 € / CPM (Cost per thousand) | |
| Desktop | 468x400 px | 7 € / CPM (Cost per thousand) | |
| Desktop | 980x552 px | 46 € / CPM (Cost per thousand) | |
| Desktop | 980x400 + tapetti px | 46 € / CPM (Cost per thousand) | |
| Desktop | 980x400 px | 35 € / CPM (Cost per thousand) | |
| Desktop | 468x600 px | 12 € / CPM (Cost per thousand) | |
| Mobile | 600x500 px | 15 € / CPM (Cost per thousand) | |
| Mobile | 600x600 px | 19 € / CPM (Cost per thousand) | Prices valid until 31.12.2027 |
Readers
Readers
262 800
Total reach
292 800
How many times read
1,8
Minutes of reading
51 min
Source: NRS 2026
Gender
Source: NRS 2026
Audience in digital and print
Source: NRS 2026
Age
Source: NRS 2026
Municipality type
Source: NRS 2026
Education
Source: NRS 2026
Gross household income, daily purchases
Source: NRS 2026
NRS Facts
Print readers include only those who read the printed magazine.
|
Readers 262 800
Minutes of reading51 min
How many times read1,8
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 44 | 115 600 |
| Men | 49 | 56 | 147 200 | |
| Native language | Finnish | 95 | 97 | 254 900 |
| Swedish | 5 | 3 | 7 900 | |
| Age | 15-24 y | 13 | 23 | 60 400 |
| 25-34 y | 14 | 12 | 31 500 | |
| 35-44 y | 14 | 23 | 60 400 | |
| 45-54 y | 14 | 15 | 39 400 | |
| 55-64 y | 15 | 12 | 31 500 | |
| 65+ y | 30 | 15 | 39 400 | |
| Gender + age | Female 15-29 years | 9 | 13 | 34 200 |
| Female 30-49 years | 14 | 18 | 47 300 | |
| Female 50+ years | 28 | 14 | 36 800 | |
| Male 15-29 years | 10 | 15 | 39 400 | |
| Male 30-49 years | 15 | 21 | 55 200 | |
| Male 50+ years | 24 | 19 | 49 900 | |
| Household position | Lives at home with parents | 7 | 16 | 42 000 |
| Lives alone | 29 | 20 | 52 600 | |
| Lives with spouse | 36 | 25 | 65 700 | |
| Lives with spouse and children | 23 | 33 | 86 700 | |
| Single parent | 2 | 3 | 7 900 | |
| Other | 2 | 2 | 5 300 | |
| Grandchildren under 18 years of age | Yes | 20 | 13 | 34 200 |
| No | 39 | 29 | 76 200 | |
| No answer (under 45 year olds) | 41 | 58 | 152 400 | |
| Education | Elementary school | 4 | 3 | 7 900 |
| Secondary school | 6 | 9 | 23 700 | |
| Vocational | 26 | 26 | 68 300 | |
| High school | 13 | 13 | 34 200 | |
| University of Applied Sciences | 19 | 19 | 49 900 | |
| University | 30 | 28 | 73 600 | |
| Something else | 2 | 1 | 2 600 | |
| Decision-maker in grocery purchases | Yes | 93 | 89 | 233 900 |
| No | 7 | 10 | 26 300 | |
| Can not say | 0 | 1 | 2 600 | |
| Use of glasses or contact lenses | Yes | 68 | 58 | 152 400 |
| No | 32 | 42 | 110 400 | |
| Size of the household | 1 pers | 28 | 19 | 49 900 |
| 2 pers | 38 | 26 | 68 300 | |
| 3 pers | 14 | 16 | 42 000 | |
| 4 pers | 12 | 21 | 55 200 | |
| 5+ pers | 7 | 17 | 44 700 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 21 000 |
| 20 000 - 35 000 € /y | 15 | 11 | 28 900 | |
| 35 001 - 50 000 € /y | 18 | 14 | 36 800 | |
| 50 001 - 85 000 € /y | 21 | 20 | 52 600 | |
| 85 001 - 100 000 € /y | 8 | 9 | 23 700 | |
| Over 100 000 € /y | 12 | 14 | 36 800 | |
| Dont want to tell | 7 | 8 | 21 000 | |
| Cant say / No answer | 9 | 16 | 42 000 | |
| Family with kids | Yes | 33 | 54 | 141 900 |
| No | 67 | 46 | 120 900 | |
| Number of children in the household (5th grade) | 1 child | 13 | 15 | 39 400 |
| 2 children | 12 | 22 | 57 800 | |
| 3 children | 5 | 10 | 26 300 | |
| 4 children | 1 | 3 | 7 900 | |
| 5+ children | 1 | 4 | 10 500 | |
| There are no children | 67 | 46 | 120 900 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 18 | 47 300 |
| Dog | 24 | 28 | 73 600 | |
| Some other pet | 5 | 7 | 18 400 | |
| No pets | 62 | 56 | 147 200 | |
| Health services used in the household | Public health services | 85 | 84 | 220 800 |
| Employer - funded health care services | 51 | 60 | 157 700 | |
| Private, self-funded healthcare services | 39 | 34 | 89 400 | |
| Private health insurance services | 27 | 34 | 89 400 | |
| No health care | 1 | 1 | 2 600 | |
| Can not say | 1 | 1 | 2 600 | |
| Housing | Apartment | 33 | 28 | 73 600 |
| Row house or semi-detached house | 17 | 16 | 42 000 | |
| Detached house | 45 | 51 | 134 000 | |
| Farm | 4 | 4 | 10 500 | |
| Something else | 1 | 1 | 2 600 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 76 | 199 700 |
| Rented residence | 22 | 20 | 52 600 | |
| Right of residence apartment | 2 | 2 | 5 300 | |
| Something else | 1 | 1 | 2 600 | |
| Can not say | 1 | 2 | 5 300 | |
| Cottage or holiday home in regular use | Yes | 41 | 40 | 105 100 |
| No | 58 | 58 | 152 400 | |
| Can not say | 1 | 1 | 2 600 | |
| Number of cars in household | One car | 46 | 39 | 102 500 |
| Two cars | 29 | 35 | 92 000 | |
| Three or more cars | 10 | 14 | 36 800 | |
| No car | 15 | 12 | 31 500 | |
| Type of car, if buying now | New | 18 | 15 | 39 400 |
| Used | 71 | 76 | 199 700 | |
| Company car | 5 | 6 | 15 800 | |
| Leasing (personal) | 9 | 9 | 23 700 | |
| Shared car | 2 | 2 | 5 300 | |
| Doesn't use a car | 8 | 8 | 21 000 | |
| Can not say | 5 | 4 | 10 500 | |
| Advertising ban at the door / mailbox | Yes | 29 | 28 | 73 600 |
| No | 70 | 70 | 184 000 | |
| Can not say | 1 | 1 | 2 600 | |
| Using AdBlocker or similar application | Yes | 19 | 23 | 60 400 |
| No | 75 | 73 | 191 800 | |
| Can not say | 5 | 5 | 13 100 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 18 | 47 300 |
| Turku or Tampere | 8 | 7 | 18 400 | |
| Oulu | 4 | 4 | 10 500 | |
| 70 000 - 150 000 inhabitants town | 14 | 14 | 36 800 | |
| Urban municipality | 24 | 24 | 63 100 | |
| Conurbation | 17 | 18 | 47 300 | |
| Countryside | 12 | 14 | 36 800 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 11 | 28 900 |
| 5-6 days a week | 4 | 6 | 15 800 | |
| 1-4 days a week | 23 | 26 | 68 300 | |
| Monthly | 25 | 28 | 73 600 | |
| Rarely | 27 | 23 | 60 400 | |
| Never | 9 | 5 | 13 100 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 21 | 55 200 |
| 5-6 days a week | 5 | 6 | 15 800 | |
| 1-4 days a week | 18 | 22 | 57 800 | |
| Monthly | 16 | 17 | 44 700 | |
| Rarely | 24 | 23 | 60 400 | |
| Never | 13 | 10 | 26 300 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 21 | 55 200 |
| 5-6 days a week | 4 | 6 | 15 800 | |
| 1-4 days a week | 22 | 27 | 71 000 | |
| Monthly | 16 | 20 | 52 600 | |
| Rarely | 25 | 21 | 55 200 | |
| Never | 9 | 6 | 15 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 53 | 139 300 |
| 5-6 days a week | 9 | 10 | 26 300 | |
| 1-4 days a week | 16 | 19 | 49 900 | |
| Monthly | 7 | 7 | 18 400 | |
| Rarely | 8 | 6 | 15 800 | |
| Never | 5 | 4 | 10 500 | |
| Can not say | 0 | 1 | 2 600 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 3 | 7 900 |
| 5-6 days a week | 3 | 4 | 10 500 | |
| 1-4 days a week | 38 | 36 | 94 600 | |
| Monthly | 20 | 21 | 55 200 | |
| Rarely | 24 | 25 | 65 700 | |
| Never | 10 | 10 | 26 300 | |
| Can not say | 1 | 2 | 5 300 | |
| The frequency of watching: Free online TV services | Daily | 19 | 18 | 47 300 |
| 5-6 days a week | 10 | 11 | 28 900 | |
| 1-4 days a week | 29 | 31 | 81 500 | |
| Monthly | 20 | 22 | 57 800 | |
| Rarely | 15 | 14 | 36 800 | |
| Never | 6 | 4 | 10 500 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 19 | 49 900 |
| 5-6 days a week | 10 | 11 | 28 900 | |
| 1-4 days a week | 22 | 25 | 65 700 | |
| Monthly | 9 | 11 | 28 900 | |
| Rarely | 12 | 13 | 34 200 | |
| Never | 29 | 20 | 52 600 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 31 | 81 500 |
| 5-6 days a week | 10 | 10 | 26 300 | |
| 1-4 days a week | 19 | 23 | 60 400 | |
| Monthly | 12 | 16 | 42 000 | |
| Rarely | 13 | 14 | 36 800 | |
| Never | 4 | 5 | 13 100 | |
| Can not say | 0 | 1 | 2 600 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 27 | 71 000 |
| 5-6 days a week | 11 | 11 | 28 900 | |
| 1-4 days a week | 20 | 23 | 60 400 | |
| Monthly | 12 | 15 | 39 400 | |
| Rarely | 14 | 15 | 39 400 | |
| Never | 9 | 9 | 23 700 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 18 | 47 300 |
| 5-6 days a week | 5 | 5 | 13 100 | |
| 1-4 days a week | 15 | 16 | 42 000 | |
| Monthly | 13 | 15 | 39 400 | |
| Rarely | 27 | 29 | 76 200 | |
| Never | 16 | 16 | 42 000 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 19 | 49 900 |
| 5-6 days a week | 9 | 10 | 26 300 | |
| 1-4 days a week | 19 | 21 | 55 200 | |
| Monthly | 14 | 16 | 42 000 | |
| Rarely | 23 | 20 | 52 600 | |
| Never | 17 | 13 | 34 200 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Podcasts | Daily | 7 | 9 | 23 700 |
| 5-6 days a week | 4 | 4 | 10 500 | |
| 1-4 days a week | 12 | 14 | 36 800 | |
| Monthly | 14 | 16 | 42 000 | |
| Rarely | 26 | 26 | 68 300 | |
| Never | 35 | 29 | 76 200 | |
| Can not say | 2 | 1 | 2 600 | |
| User frequency and following: Social media | Daily | 62 | 66 | 173 400 |
| 5-6 days a week | 7 | 7 | 18 400 | |
| 1-4 days a week | 7 | 7 | 18 400 | |
| Monthly | 3 | 3 | 7 900 | |
| Rarely | 6 | 6 | 15 800 | |
| Never | 15 | 12 | 31 500 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 24 | 63 100 |
| 5-6 days a week | 5 | 6 | 15 800 | |
| 1-4 days a week | 13 | 15 | 39 400 | |
| Monthly | 8 | 9 | 23 700 | |
| Rarely | 20 | 18 | 47 300 | |
| Never | 36 | 27 | 71 000 | |
| Can not say | 1 | 1 | 2 600 | |
| Reading frequency: Printed books | Daily | 17 | 13 | 34 200 |
| 5-6 days a week | 6 | 6 | 15 800 | |
| 1-4 days a week | 15 | 19 | 49 900 | |
| Monthly | 22 | 22 | 57 800 | |
| Rarely | 34 | 34 | 89 400 | |
| Never | 7 | 6 | 15 800 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 10 500 |
| 5-6 days a week | 2 | 2 | 5 300 | |
| 1-4 days a week | 4 | 5 | 13 100 | |
| Monthly | 6 | 7 | 18 400 | |
| Rarely | 30 | 34 | 89 400 | |
| Never | 54 | 48 | 126 100 | |
| Can not say | 1 | 1 | 2 600 | |
| Listening frequency: Audiobooks | Daily | 8 | 9 | 23 700 |
| 5-6 days a week | 3 | 4 | 10 500 | |
| 1-4 days a week | 6 | 7 | 18 400 | |
| Monthly | 8 | 11 | 28 900 | |
| Rarely | 23 | 25 | 65 700 | |
| Never | 52 | 45 | 118 300 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 27 | 71 000 |
| 5-6 days a week | 9 | 11 | 28 900 | |
| 1-4 days a week | 20 | 22 | 57 800 | |
| Monthly | 20 | 20 | 52 600 | |
| Rarely | 19 | 14 | 36 800 | |
| Never | 10 | 6 | 15 800 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: LinkedIn | Daily | 6 | 7 | 18 400 |
| 5-6 days a week | 2 | 3 | 7 900 | |
| 1-4 days a week | 7 | 8 | 21 000 | |
| Monthly | 8 | 10 | 26 300 | |
| Rarely | 13 | 12 | 31 500 | |
| Never | 52 | 50 | 131 400 | |
| Cant say / No answer | 11 | 10 | 26 300 | |
| Usage/following: Facebook | Daily | 40 | 38 | 99 900 |
| 5-6 days a week | 6 | 6 | 15 800 | |
| 1-4 days a week | 11 | 11 | 28 900 | |
| Monthly | 5 | 6 | 15 800 | |
| Rarely | 10 | 13 | 34 200 | |
| Never | 17 | 18 | 47 300 | |
| Cant say / No answer | 10 | 8 | 21 000 | |
| Usage/Following: Instagram | Daily | 37 | 41 | 107 700 |
| 5-6 days a week | 6 | 6 | 15 800 | |
| 1-4 days a week | 9 | 9 | 23 700 | |
| Monthly | 5 | 5 | 13 100 | |
| Rarely | 8 | 8 | 21 000 | |
| Never | 25 | 22 | 57 800 | |
| Cant say / No answer | 10 | 8 | 21 000 | |
| Usage/following rate: Snapchat | Daily | 16 | 24 | 63 100 |
| 5-6 days a week | 2 | 2 | 5 300 | |
| 1-4 days a week | 2 | 2 | 5 300 | |
| Monthly | 2 | 3 | 7 900 | |
| Rarely | 5 | 5 | 13 100 | |
| Never | 62 | 56 | 147 200 | |
| Cant say / No answer | 11 | 8 | 21 000 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 4 | 10 500 |
| 5-6 days a week | 2 | 2 | 5 300 | |
| 1-4 days a week | 4 | 4 | 10 500 | |
| Monthly | 3 | 5 | 13 100 | |
| Rarely | 11 | 13 | 34 200 | |
| Never | 66 | 64 | 168 200 | |
| Cant say / No answer | 10 | 8 | 21 000 | |
| Usage/Following: TikTok | Daily | 13 | 18 | 47 300 |
| 5-6 days a week | 2 | 3 | 7 900 | |
| 1-4 days a week | 4 | 4 | 10 500 | |
| Monthly | 3 | 3 | 7 900 | |
| Rarely | 8 | 8 | 21 000 | |
| Never | 62 | 57 | 149 800 | |
| Cant say / No answer | 10 | 8 | 21 000 | |
| Usage/following frequency: Jodel | Daily | 3 | 3 | 7 900 |
| 5-6 days a week | 1 | 1 | 2 600 | |
| 1-4 days a week | 2 | 2 | 5 300 | |
| Monthly | 3 | 4 | 10 500 | |
| Rarely | 6 | 9 | 23 700 | |
| Never | 71 | 70 | 184 000 | |
| Cant say / No answer | 15 | 11 | 28 900 | |
| Usage/following frequency: Threads | Daily | 3 | 4 | 10 500 |
| 5-6 days a week | 1 | 1 | 2 600 | |
| 1-4 days a week | 4 | 4 | 10 500 | |
| Monthly | 3 | 4 | 10 500 | |
| Rarely | 5 | 6 | 15 800 | |
| Never | 69 | 70 | 184 000 | |
| Cant say / No answer | 15 | 11 | 28 900 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 2 600 | |
| Monthly | 1 | 1 | 2 600 | |
| Rarely | 3 | 4 | 10 500 | |
| Never | 80 | 83 | 218 100 | |
| Cant say / No answer | 15 | 11 | 28 900 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 19 | 49 900 |
| Partially agree | 42 | 43 | 113 000 | |
| Partially disagree | 29 | 27 | 71 000 | |
| Completely disagree | 10 | 8 | 21 000 | |
| Can not say | 3 | 4 | 10 500 | |
| I prefer domestic products | Completely agree | 33 | 34 | 89 400 |
| Partially agree | 55 | 53 | 139 300 | |
| Partially disagree | 9 | 11 | 28 900 | |
| Completely disagree | 1 | 1 | 2 600 | |
| Can not say | 2 | 2 | 5 300 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 21 | 55 200 |
| Partially agree | 54 | 53 | 139 300 | |
| Partially disagree | 18 | 19 | 49 900 | |
| Completely disagree | 4 | 4 | 10 500 | |
| Can not say | 4 | 4 | 10 500 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 24 | 63 100 |
| Partially agree | 58 | 58 | 152 400 | |
| Partially disagree | 14 | 14 | 36 800 | |
| Completely disagree | 1 | 1 | 2 600 | |
| Can not say | 3 | 3 | 7 900 | |
| I usually choose the cheapest option | Completely agree | 13 | 14 | 36 800 |
| Partially agree | 48 | 49 | 128 800 | |
| Partially disagree | 32 | 30 | 78 800 | |
| Completely disagree | 5 | 4 | 10 500 | |
| Can not say | 2 | 3 | 7 900 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 43 | 113 000 |
| Partially agree | 49 | 47 | 123 500 | |
| Partially disagree | 9 | 8 | 21 000 | |
| Completely disagree | 2 | 1 | 2 600 | |
| Can not say | 1 | 1 | 2 600 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 6 | 15 800 |
| Partially agree | 23 | 24 | 63 100 | |
| Partially disagree | 38 | 39 | 102 500 | |
| Completely disagree | 24 | 22 | 57 800 | |
| Can not say | 10 | 9 | 23 700 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 6 | 15 800 |
| Partially agree | 37 | 36 | 94 600 | |
| Partially disagree | 43 | 43 | 113 000 | |
| Completely disagree | 10 | 10 | 26 300 | |
| Can not say | 4 | 5 | 13 100 | |
| I prefer local shops and services | Completely agree | 28 | 25 | 65 700 |
| Partially agree | 58 | 59 | 155 100 | |
| Partially disagree | 11 | 12 | 31 500 | |
| Completely disagree | 1 | 2 | 5 300 | |
| Can not say | 2 | 2 | 5 300 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 5 | 13 100 |
| Partially agree | 27 | 31 | 81 500 | |
| Partially disagree | 28 | 30 | 78 800 | |
| Completely disagree | 33 | 27 | 71 000 | |
| Can not say | 7 | 7 | 18 400 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 21 000 |
| Partially agree | 32 | 33 | 86 700 | |
| Partially disagree | 36 | 37 | 97 200 | |
| Completely disagree | 20 | 19 | 49 900 | |
| Can not say | 3 | 3 | 7 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 17 | 44 700 |
| Partially agree | 49 | 47 | 123 500 | |
| Partially disagree | 23 | 24 | 63 100 | |
| Completely disagree | 7 | 7 | 18 400 | |
| Can not say | 5 | 5 | 13 100 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 17 | 44 700 |
| Partially agree | 50 | 48 | 126 100 | |
| Partially disagree | 23 | 23 | 60 400 | |
| Completely disagree | 6 | 7 | 18 400 | |
| Can not say | 4 | 4 | 10 500 | |
| I prefer well-known brands | Completely agree | 13 | 15 | 39 400 |
| Partially agree | 59 | 57 | 149 800 | |
| Partially disagree | 20 | 19 | 49 900 | |
| Completely disagree | 5 | 4 | 10 500 | |
| Can not say | 3 | 4 | 10 500 | |
| I prefer used products in my purchases | Completely agree | 15 | 18 | 47 300 |
| Partially agree | 39 | 41 | 107 700 | |
| Partially disagree | 31 | 29 | 76 200 | |
| Completely disagree | 11 | 8 | 21 000 | |
| Can not say | 3 | 4 | 10 500 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 16 | 42 000 |
| Quite positively | 61 | 61 | 160 300 | |
| Quite negatively | 16 | 14 | 36 800 | |
| Very negative | 4 | 4 | 10 500 | |
| Can not say | 6 | 5 | 13 100 | |
| Magazines | Very positive | 12 | 14 | 36 800 |
| Quite positively | 60 | 60 | 157 700 | |
| Quite negatively | 18 | 16 | 42 000 | |
| Very negative | 4 | 4 | 10 500 | |
| Can not say | 7 | 7 | 18 400 | |
| Free and local newspapers | Very positive | 22 | 25 | 65 700 |
| Quite positively | 56 | 54 | 141 900 | |
| Quite negatively | 11 | 10 | 26 300 | |
| Very negative | 4 | 5 | 13 100 | |
| Can not say | 6 | 6 | 15 800 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 7 | 18 400 |
| Quite positively | 43 | 45 | 118 300 | |
| Quite negatively | 33 | 31 | 81 500 | |
| Very negative | 11 | 10 | 26 300 | |
| Can not say | 8 | 6 | 15 800 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 7 | 18 400 |
| Quite positively | 30 | 33 | 86 700 | |
| Quite negatively | 35 | 33 | 86 700 | |
| Very negative | 19 | 19 | 49 900 | |
| Can not say | 11 | 8 | 21 000 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 6 | 15 800 |
| Quite positively | 25 | 30 | 78 800 | |
| Quite negatively | 35 | 32 | 84 100 | |
| Very negative | 23 | 21 | 55 200 | |
| Can not say | 13 | 10 | 26 300 | |
| Newsletters to email | Very positive | 2 | 2 | 5 300 |
| Quite positively | 16 | 17 | 44 700 | |
| Quite negatively | 35 | 33 | 86 700 | |
| Very negative | 45 | 44 | 115 600 | |
| Can not say | 3 | 4 | 10 500 | |
| Other websites | Very positive | 2 | 4 | 10 500 |
| Quite positively | 32 | 37 | 97 200 | |
| Quite negatively | 39 | 35 | 92 000 | |
| Very negative | 15 | 14 | 36 800 | |
| Can not say | 12 | 11 | 28 900 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 8 | 21 000 |
| Quite positively | 44 | 47 | 123 500 | |
| Quite negatively | 31 | 27 | 71 000 | |
| Very negative | 14 | 13 | 34 200 | |
| Can not say | 4 | 5 | 13 100 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 5 | 13 100 |
| Quite positively | 33 | 37 | 97 200 | |
| Quite negatively | 35 | 33 | 86 700 | |
| Very negative | 21 | 19 | 49 900 | |
| Can not say | 7 | 6 | 15 800 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 15 | 39 400 |
| Quite positively | 44 | 45 | 118 300 | |
| Quite negatively | 21 | 20 | 52 600 | |
| Very negative | 15 | 14 | 36 800 | |
| Can not say | 5 | 5 | 13 100 | |
| Out-of-home advertising | Very positive | 11 | 13 | 34 200 |
| Quite positively | 51 | 53 | 139 300 | |
| Quite negatively | 22 | 19 | 49 900 | |
| Very negative | 9 | 8 | 21 000 | |
| Can not say | 8 | 7 | 18 400 | Source: NRS 2026 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 16 | 18 | 47 300 |
| Partially agree | 59 | 60 | 157 700 | |
| Partially disagree | 10 | 8 | 21 000 | |
| Completely disagree | 3 | 2 | 5 300 | |
| Can not say | 11 | 11 | 28 900 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 16 | 42 000 |
| Partially agree | 56 | 56 | 147 200 | |
| Partially disagree | 14 | 13 | 34 200 | |
| Completely disagree | 4 | 4 | 10 500 | |
| Can not say | 10 | 11 | 28 900 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 32 | 84 100 |
| Partially agree | 39 | 38 | 99 900 | |
| Partially disagree | 17 | 17 | 44 700 | |
| Completely disagree | 4 | 4 | 10 500 | |
| Can not say | 8 | 9 | 23 700 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 22 | 57 800 |
| Partially agree | 44 | 46 | 120 900 | |
| Partially disagree | 11 | 11 | 28 900 | |
| Completely disagree | 5 | 5 | 13 100 | |
| Can not say | 18 | 15 | 39 400 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 34 | 89 400 |
| Partially agree | 47 | 48 | 126 100 | |
| Partially disagree | 7 | 6 | 15 800 | |
| Completely disagree | 3 | 3 | 7 900 | |
| Can not say | 12 | 10 | 26 300 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 18 | 47 300 |
| Partially agree | 51 | 50 | 131 400 | |
| Partially disagree | 13 | 13 | 34 200 | |
| Completely disagree | 3 | 2 | 5 300 | |
| Can not say | 18 | 17 | 44 700 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 11 | 28 900 |
| Partially agree | 50 | 52 | 136 700 | |
| Partially disagree | 17 | 16 | 42 000 | |
| Completely disagree | 3 | 2 | 5 300 | |
| Can not say | 20 | 18 | 47 300 | |
| Finnish magazines are of high quality | Completely agree | 22 | 25 | 65 700 |
| Partially agree | 57 | 56 | 147 200 | |
| Partially disagree | 9 | 9 | 23 700 | |
| Completely disagree | 1 | 1 | 2 600 | |
| Can not say | 10 | 9 | 23 700 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 11 | 28 900 |
| Partially agree | 48 | 49 | 128 800 | |
| Partially disagree | 22 | 21 | 55 200 | |
| Completely disagree | 7 | 6 | 15 800 | |
| Can not say | 13 | 13 | 34 200 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 13 | 34 200 |
| Partially agree | 33 | 34 | 89 400 | |
| Partially disagree | 22 | 23 | 60 400 | |
| Completely disagree | 22 | 19 | 49 900 | |
| Can not say | 11 | 11 | 28 900 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 11 | 28 900 |
| Partially agree | 31 | 32 | 84 100 | |
| Partially disagree | 26 | 26 | 68 300 | |
| Completely disagree | 24 | 20 | 52 600 | |
| Can not say | 10 | 11 | 28 900 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 16 | 42 000 |
| Partially agree | 48 | 47 | 123 500 | |
| Partially disagree | 20 | 20 | 52 600 | |
| Completely disagree | 12 | 11 | 28 900 | |
| Can not say | 7 | 7 | 18 400 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 10 | 26 300 |
| Partially agree | 28 | 26 | 68 300 | |
| Partially disagree | 27 | 29 | 76 200 | |
| Completely disagree | 28 | 26 | 68 300 | |
| Can not say | 10 | 10 | 26 300 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 5 | 13 100 |
| Partially agree | 36 | 38 | 99 900 | |
| Partially disagree | 35 | 34 | 89 400 | |
| Completely disagree | 9 | 6 | 15 800 | |
| Can not say | 16 | 17 | 44 700 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 14 | 36 800 |
| Partially agree | 39 | 38 | 99 900 | |
| Partially disagree | 23 | 25 | 65 700 | |
| Completely disagree | 12 | 12 | 31 500 | |
| Can not say | 10 | 11 | 28 900 | |
| I follow one or more magazines on social media | Completely agree | 7 | 8 | 21 000 |
| Partially agree | 20 | 22 | 57 800 | |
| Partially disagree | 23 | 24 | 63 100 | |
| Completely disagree | 42 | 38 | 99 900 | |
| Can not say | 7 | 8 | 21 000 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 53 | 139 300 |
| Partially agree | 27 | 27 | 71 000 | |
| Partially disagree | 11 | 9 | 23 700 | |
| Completely disagree | 14 | 8 | 21 000 | |
| Can not say | 2 | 3 | 7 900 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 39 | 102 500 |
| Partially agree | 39 | 38 | 99 900 | |
| Partially disagree | 13 | 13 | 34 200 | |
| Completely disagree | 10 | 8 | 21 000 | |
| Can not say | 3 | 3 | 7 900 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 23 | 60 400 |
| Partially agree | 33 | 34 | 89 400 | |
| Partially disagree | 21 | 21 | 55 200 | |
| Completely disagree | 24 | 19 | 49 900 | |
| Can not say | 4 | 3 | 7 900 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 22 | 57 800 |
| Partially agree | 33 | 33 | 86 700 | |
| Partially disagree | 25 | 25 | 65 700 | |
| Completely disagree | 21 | 18 | 47 300 | |
| Can not say | 3 | 3 | 7 900 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 15 | 39 400 |
| Partially agree | 21 | 21 | 55 200 | |
| Partially disagree | 17 | 19 | 49 900 | |
| Completely disagree | 37 | 37 | 97 200 | |
| Can not say | 8 | 9 | 23 700 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 23 | 60 400 |
| Partially agree | 52 | 54 | 141 900 | |
| Partially disagree | 12 | 12 | 31 500 | |
| Completely disagree | 4 | 4 | 10 500 | |
| Can not say | 8 | 8 | 21 000 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 77 | 202 400 |
| Partially agree | 16 | 15 | 39 400 | |
| Partially disagree | 3 | 3 | 7 900 | |
| Completely disagree | 2 | 1 | 2 600 | |
| Can not say | 5 | 3 | 7 900 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 33 | 86 700 |
| Partially agree | 39 | 37 | 97 200 | |
| Partially disagree | 15 | 16 | 42 000 | |
| Completely disagree | 8 | 7 | 18 400 | |
| Can not say | 7 | 7 | 18 400 | Source: NRS 2026 |
| Ideas and inspiration from magazines | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| From which topics do you get ideas and inspiration from print magazines? | Food and cooking | 52 | 50 | 131 400 |
| Cosmetics and beauty care | 16 | 16 | 42 000 | |
| Interior design and furniture | 26 | 27 | 71 000 | |
| Renovation and building | 24 | 26 | 68 300 | |
| Domestic appliances | 10 | 10 | 26 300 | |
| Consumer electronics and IT equipment | 13 | 15 | 39 400 | |
| Saving and investing | 14 | 16 | 42 000 | |
| Style and fashion | 21 | 21 | 55 200 | |
| Cars | 14 | 16 | 42 000 | |
| Travelling | 23 | 24 | 63 100 | |
| Sports clothing, footwear or equipment | 14 | 16 | 42 000 | |
| Health and wellness products/services | 19 | 17 | 44 700 | |
| None of these | 16 | 17 | 44 700 | |
| Can not say | 10 | 10 | 26 300 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 49 | 128 800 |
| Cosmetics and beauty care | 17 | 18 | 47 300 | |
| Interior design and furniture | 21 | 21 | 55 200 | |
| Renovation and building | 21 | 23 | 60 400 | |
| Domestic appliances | 10 | 12 | 31 500 | |
| Consumer electronics and IT equipment | 17 | 21 | 55 200 | |
| Saving and investing | 13 | 17 | 44 700 | |
| Style and fashion | 19 | 21 | 55 200 | |
| Cars | 13 | 17 | 44 700 | |
| Travelling | 23 | 25 | 65 700 | |
| Sports clothing, footwear or equipment | 16 | 18 | 47 300 | |
| Health and wellness products/services | 18 | 17 | 44 700 | |
| None of these | 21 | 18 | 47 300 | |
| Can not say | 12 | 13 | 34 200 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 32 | 84 100 |
| Well-being and health | 50 | 43 | 113 000 | |
| Charity work | 14 | 15 | 39 400 | |
| Self development | 32 | 32 | 84 100 | |
| Celebrities | 13 | 13 | 34 200 | |
| Fishing | 15 | 21 | 55 200 | |
| Beauty care and cosmetics | 16 | 13 | 34 200 | |
| Literature | 29 | 28 | 73 600 | |
| Domestic and foreign news | 51 | 49 | 128 800 | |
| Domestic travel | 33 | 36 | 94 600 | |
| Culture | 34 | 32 | 84 100 | |
| Crafts | 25 | 26 | 68 300 | |
| Nature and going outdoor | 52 | 53 | 139 300 | |
| Hunting | 9 | 13 | 34 200 | |
| Style and fashion | 20 | 19 | 49 900 | |
| Music and concerts | 37 | 38 | 99 900 | |
| Going on summer cottage | 29 | 31 | 81 500 | |
| Local affairs | 56 | 56 | 147 200 | |
| Computer/console/mobile playing | 17 | 25 | 65 700 | |
| Politics | 43 | 42 | 110 400 | |
| Gardening and plants | 29 | 26 | 68 300 | |
| Online gambling or betting | 5 | 6 | 15 800 | |
| Building and renovating | 34 | 39 | 102 500 | |
| Food and drink | 38 | 38 | 99 900 | |
| Cooking, baking, recipes | 38 | 40 | 105 100 | |
| Investment | 24 | 25 | 65 700 | |
| Decorating | 28 | 26 | 68 300 | |
| Economic and finances | 36 | 36 | 94 600 | |
| Science | 37 | 41 | 107 700 | |
| Travelling abroad | 34 | 35 | 92 000 | |
| Sports, exercising | 45 | 51 | 134 000 | |
| Sailing, boating | 9 | 12 | 31 500 | |
| Consumer electronics and information technology | 20 | 25 | 65 700 | |
| Environmental matters | 31 | 32 | 84 100 | |
| None of the above | 0 | 0 | 0 | |
| Purchases made and planned | ||||
| Planned acquisitions in the househould over the next 2 years | Building a house | 2 | 2 | 5 300 |
| Buying an apartment | 11 | 13 | 34 200 | |
| Home renovation | 27 | 31 | 81 500 | |
| Buying a car | 27 | 31 | 81 500 | |
| Buying a boat | 3 | 4 | 10 500 | |
| None of these | 51 | 45 | 118 300 | |
| Purchases in the last 12 months | Furniture and furnishings | 43 | 47 | 123 500 |
| Repair and construction products | 38 | 41 | 107 700 | |
| Domestic appliances | 37 | 39 | 102 500 | |
| Electronics or IT products | 49 | 54 | 141 900 | |
| Cars | 19 | 21 | 55 200 | |
| Clothing and footwear | 84 | 87 | 228 600 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 34 | 89 400 | |
| Sports clothing, footwear or equipment | 57 | 64 | 168 200 | |
| Saving or investing products or services | 32 | 34 | 89 400 | |
| Cosmetics and beauty products | 49 | 49 | 128 800 | |
| Mobile phones | 29 | 32 | 84 100 | |
| Travels | 50 | 52 | 136 700 | |
| Products and services for health and well-being | 61 | 59 | 155 100 | |
| None of the above | 1 | 1 | 2 600 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 29 | 34 | 89 400 |
| Repair and construction products | 33 | 35 | 92 000 | |
| Domestic appliances | 17 | 21 | 55 200 | |
| Electronics or IT products | 27 | 33 | 86 700 | |
| Cars | 14 | 18 | 47 300 | |
| Clothing and footwear | 68 | 70 | 184 000 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 26 | 68 300 | |
| Sports clothing, footwear or equipment | 43 | 51 | 134 000 | |
| Saving or investing products or services | 27 | 29 | 76 200 | |
| Cosmetics and beauty products | 39 | 39 | 102 500 | |
| Mobile phones | 15 | 18 | 47 300 | |
| Travels | 46 | 47 | 123 500 | |
| Products and services for health and well-being | 50 | 48 | 126 100 | |
| None of the above | 6 | 6 | 15 800 | |
| Will consider switching over the next 12 months | Bank | 7 | 8 | 21 000 |
| Insurance company | 11 | 13 | 34 200 | |
| electric company | 15 | 16 | 42 000 | |
| Internet Connection | 10 | 11 | 28 900 | |
| Phone-subscription | 17 | 20 | 52 600 | |
| None of the above | 48 | 44 | 115 600 | |
| Can not say | 17 | 17 | 44 700 | |
| Uses of extra money | Travelling | 43 | 42 | 110 400 |
| Exercise hobbies and equipment | 28 | 33 | 86 700 | |
| Cultural events (e.g. concerts, theatre, festivals, cinema) | 39 | 37 | 97 200 | |
| Eating, drinking, partying in a restaurant | 38 | 40 | 105 100 | |
| Health services and one's own well-being | 22 | 19 | 49 900 | |
| Renovation, decoration | 23 | 23 | 60 400 | |
| Home services (cleaning and other housekeeping services) | 6 | 5 | 13 100 | |
| Pet services and supplies | 11 | 10 | 26 300 | |
| Car, boat, motorcycle | 13 | 15 | 39 400 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 17 | 44 700 | |
| Streaming services and channel packages (music, series, films, sports) | 17 | 21 | 55 200 | |
| Magazine/newspaper subscriptions (print or digital) | 9 | 8 | 21 000 | |
| Books (print, e-books, audiobooks) | 18 | 17 | 44 700 | |
| Clothes, shoes and bags | 24 | 28 | 73 600 | |
| Cosmetics and beauty care | 13 | 14 | 36 800 | |
| Saving, investing | 50 | 52 | 136 700 | |
| Other | 7 | 7 | 18 400 | |
| There is no extra money after mandatory expenses | 8 | 7 | 18 400 | |
| Can not say | 3 | 3 | 7 900 | Source: NRS 2026 |
The total audience includes those who read printed and digital magazines.
|
Total reach 292 800
Only print 248 900
Only print 29 300
Print and online 14 600
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 43 | 115 600 |
| Men | 49 | 57 | 147 200 | |
| Native language | Finnish | 95 | 97 | 254 900 |
| Swedish | 5 | 3 | 7 900 | |
| Age | 15-24 y | 13 | 24 | 60 400 |
| 25-34 y | 14 | 13 | 31 500 | |
| 35-44 y | 14 | 22 | 60 400 | |
| 45-54 y | 14 | 15 | 39 400 | |
| 55-64 y | 15 | 12 | 31 500 | |
| 65+ y | 30 | 15 | 39 400 | |
| Gender + age | Female 15-29 years | 9 | 13 | 34 200 |
| Female 30-49 years | 14 | 17 | 47 300 | |
| Female 50+ years | 28 | 13 | 36 800 | |
| Male 15-29 years | 10 | 17 | 39 400 | |
| Male 30-49 years | 15 | 21 | 55 200 | |
| Male 50+ years | 24 | 19 | 49 900 | |
| Household position | Lives at home with parents | 7 | 17 | 42 000 |
| Lives alone | 29 | 21 | 52 600 | |
| Lives with spouse | 36 | 25 | 65 700 | |
| Lives with spouse and children | 23 | 32 | 86 700 | |
| Single parent | 2 | 3 | 7 900 | |
| Other | 2 | 2 | 5 300 | |
| Grandchildren under 18 years of age | Yes | 20 | 13 | 34 200 |
| No | 39 | 28 | 76 200 | |
| No answer (under 45 year olds) | 41 | 59 | 152 400 | |
| Education | Elementary school | 4 | 3 | 7 900 |
| Secondary school | 6 | 9 | 23 700 | |
| Vocational | 26 | 27 | 68 300 | |
| High school | 13 | 14 | 34 200 | |
| University of Applied Sciences | 19 | 19 | 49 900 | |
| University | 30 | 27 | 73 600 | |
| Something else | 2 | 1 | 2 600 | |
| Decision-maker in grocery purchases | Yes | 93 | 89 | 233 900 |
| No | 7 | 10 | 26 300 | |
| Can not say | 0 | 1 | 2 600 | |
| Use of glasses or contact lenses | Yes | 68 | 57 | 152 400 |
| No | 32 | 43 | 110 400 | |
| Size of the household | 1 pers | 28 | 20 | 49 900 |
| 2 pers | 38 | 26 | 68 300 | |
| 3 pers | 14 | 16 | 42 000 | |
| 4 pers | 12 | 21 | 55 200 | |
| 5+ pers | 7 | 17 | 44 700 | |
| Household income (gross) | Below 20 000 € /y | 10 | 9 | 21 000 |
| 20 000 - 35 000 € /y | 15 | 11 | 28 900 | |
| 35 001 - 50 000 € /y | 18 | 14 | 36 800 | |
| 50 001 - 85 000 € /y | 21 | 20 | 52 600 | |
| 85 001 - 100 000 € /y | 8 | 9 | 23 700 | |
| Over 100 000 € /y | 12 | 14 | 36 800 | |
| Dont want to tell | 7 | 7 | 21 000 | |
| Cant say / No answer | 9 | 17 | 42 000 | |
| Family with kids | Yes | 33 | 53 | 141 900 |
| No | 67 | 47 | 120 900 | |
| Number of children in the household (5th grade) | 1 child | 13 | 15 | 39 400 |
| 2 children | 12 | 22 | 57 800 | |
| 3 children | 5 | 10 | 26 300 | |
| 4 children | 1 | 3 | 7 900 | |
| 5+ children | 1 | 4 | 10 500 | |
| There are no children | 67 | 47 | 120 900 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 18 | 47 300 |
| Dog | 24 | 28 | 73 600 | |
| Some other pet | 5 | 7 | 18 400 | |
| No pets | 62 | 57 | 147 200 | |
| Health services used in the household | Public health services | 85 | 84 | 220 800 |
| Employer - funded health care services | 51 | 59 | 157 700 | |
| Private, self-funded healthcare services | 39 | 34 | 89 400 | |
| Private health insurance services | 27 | 34 | 89 400 | |
| No health care | 1 | 1 | 2 600 | |
| Can not say | 1 | 1 | 2 600 | |
| Housing | Apartment | 33 | 28 | 73 600 |
| Row house or semi-detached house | 17 | 16 | 42 000 | |
| Detached house | 45 | 51 | 134 000 | |
| Farm | 4 | 4 | 10 500 | |
| Something else | 1 | 1 | 2 600 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 75 | 199 700 |
| Rented residence | 22 | 20 | 52 600 | |
| Right of residence apartment | 2 | 2 | 5 300 | |
| Something else | 1 | 1 | 2 600 | |
| Can not say | 1 | 2 | 5 300 | |
| Cottage or holiday home in regular use | Yes | 41 | 40 | 105 100 |
| No | 58 | 58 | 152 400 | |
| Can not say | 1 | 1 | 2 600 | |
| Number of cars in household | One car | 46 | 39 | 102 500 |
| Two cars | 29 | 34 | 92 000 | |
| Three or more cars | 10 | 14 | 36 800 | |
| No car | 15 | 13 | 31 500 | |
| Type of car, if buying now | New | 18 | 16 | 39 400 |
| Used | 71 | 76 | 199 700 | |
| Company car | 5 | 6 | 15 800 | |
| Leasing (personal) | 9 | 9 | 23 700 | |
| Shared car | 2 | 3 | 5 300 | |
| Doesn't use a car | 8 | 8 | 21 000 | |
| Can not say | 5 | 4 | 10 500 | |
| Advertising ban at the door / mailbox | Yes | 29 | 29 | 73 600 |
| No | 70 | 70 | 184 000 | |
| Can not say | 1 | 1 | 2 600 | |
| Using AdBlocker or similar application | Yes | 19 | 23 | 60 400 |
| No | 75 | 72 | 191 800 | |
| Can not say | 5 | 5 | 13 100 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 18 | 47 300 |
| Turku or Tampere | 8 | 7 | 18 400 | |
| Oulu | 4 | 4 | 10 500 | |
| 70 000 - 150 000 inhabitants town | 14 | 14 | 36 800 | |
| Urban municipality | 24 | 25 | 63 100 | |
| Conurbation | 17 | 18 | 47 300 | |
| Countryside | 12 | 14 | 36 800 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 11 | 28 900 |
| 5-6 days a week | 4 | 5 | 15 800 | |
| 1-4 days a week | 23 | 26 | 68 300 | |
| Monthly | 25 | 28 | 73 600 | |
| Rarely | 27 | 23 | 60 400 | |
| Never | 9 | 6 | 13 100 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 21 | 55 200 |
| 5-6 days a week | 5 | 6 | 15 800 | |
| 1-4 days a week | 18 | 22 | 57 800 | |
| Monthly | 16 | 18 | 44 700 | |
| Rarely | 24 | 23 | 60 400 | |
| Never | 13 | 9 | 26 300 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 21 | 55 200 |
| 5-6 days a week | 4 | 6 | 15 800 | |
| 1-4 days a week | 22 | 26 | 71 000 | |
| Monthly | 16 | 20 | 52 600 | |
| Rarely | 25 | 21 | 55 200 | |
| Never | 9 | 6 | 15 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 53 | 139 300 |
| 5-6 days a week | 9 | 10 | 26 300 | |
| 1-4 days a week | 16 | 19 | 49 900 | |
| Monthly | 7 | 7 | 18 400 | |
| Rarely | 8 | 6 | 15 800 | |
| Never | 5 | 4 | 10 500 | |
| Can not say | 0 | 1 | 2 600 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 4 | 7 900 |
| 5-6 days a week | 3 | 4 | 10 500 | |
| 1-4 days a week | 38 | 35 | 94 600 | |
| Monthly | 20 | 21 | 55 200 | |
| Rarely | 24 | 25 | 65 700 | |
| Never | 10 | 10 | 26 300 | |
| Can not say | 1 | 2 | 5 300 | |
| The frequency of watching: Free online TV services | Daily | 19 | 17 | 47 300 |
| 5-6 days a week | 10 | 11 | 28 900 | |
| 1-4 days a week | 29 | 31 | 81 500 | |
| Monthly | 20 | 22 | 57 800 | |
| Rarely | 15 | 14 | 36 800 | |
| Never | 6 | 4 | 10 500 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 19 | 49 900 |
| 5-6 days a week | 10 | 11 | 28 900 | |
| 1-4 days a week | 22 | 25 | 65 700 | |
| Monthly | 9 | 11 | 28 900 | |
| Rarely | 12 | 13 | 34 200 | |
| Never | 29 | 20 | 52 600 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 31 | 81 500 |
| 5-6 days a week | 10 | 10 | 26 300 | |
| 1-4 days a week | 19 | 23 | 60 400 | |
| Monthly | 12 | 16 | 42 000 | |
| Rarely | 13 | 15 | 36 800 | |
| Never | 4 | 5 | 13 100 | |
| Can not say | 0 | 1 | 2 600 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 27 | 71 000 |
| 5-6 days a week | 11 | 11 | 28 900 | |
| 1-4 days a week | 20 | 23 | 60 400 | |
| Monthly | 12 | 15 | 39 400 | |
| Rarely | 14 | 15 | 39 400 | |
| Never | 9 | 9 | 23 700 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 18 | 47 300 |
| 5-6 days a week | 5 | 5 | 13 100 | |
| 1-4 days a week | 15 | 15 | 42 000 | |
| Monthly | 13 | 15 | 39 400 | |
| Rarely | 27 | 30 | 76 200 | |
| Never | 16 | 17 | 42 000 | |
| Can not say | 1 | 1 | 2 600 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 19 | 49 900 |
| 5-6 days a week | 9 | 10 | 26 300 | |
| 1-4 days a week | 19 | 21 | 55 200 | |
| Monthly | 14 | 16 | 42 000 | |
| Rarely | 23 | 20 | 52 600 | |
| Never | 17 | 14 | 34 200 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Podcasts | Daily | 7 | 9 | 23 700 |
| 5-6 days a week | 4 | 5 | 10 500 | |
| 1-4 days a week | 12 | 14 | 36 800 | |
| Monthly | 14 | 16 | 42 000 | |
| Rarely | 26 | 26 | 68 300 | |
| Never | 35 | 29 | 76 200 | |
| Can not say | 2 | 1 | 2 600 | |
| User frequency and following: Social media | Daily | 62 | 66 | 173 400 |
| 5-6 days a week | 7 | 7 | 18 400 | |
| 1-4 days a week | 7 | 6 | 18 400 | |
| Monthly | 3 | 3 | 7 900 | |
| Rarely | 6 | 6 | 15 800 | |
| Never | 15 | 12 | 31 500 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 24 | 63 100 |
| 5-6 days a week | 5 | 7 | 15 800 | |
| 1-4 days a week | 13 | 16 | 39 400 | |
| Monthly | 8 | 9 | 23 700 | |
| Rarely | 20 | 18 | 47 300 | |
| Never | 36 | 26 | 71 000 | |
| Can not say | 1 | 1 | 2 600 | |
| Reading frequency: Printed books | Daily | 17 | 13 | 34 200 |
| 5-6 days a week | 6 | 6 | 15 800 | |
| 1-4 days a week | 15 | 19 | 49 900 | |
| Monthly | 22 | 22 | 57 800 | |
| Rarely | 34 | 34 | 89 400 | |
| Never | 7 | 6 | 15 800 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 10 500 |
| 5-6 days a week | 2 | 2 | 5 300 | |
| 1-4 days a week | 4 | 5 | 13 100 | |
| Monthly | 6 | 7 | 18 400 | |
| Rarely | 30 | 33 | 89 400 | |
| Never | 54 | 48 | 126 100 | |
| Can not say | 1 | 1 | 2 600 | |
| Listening frequency: Audiobooks | Daily | 8 | 9 | 23 700 |
| 5-6 days a week | 3 | 3 | 10 500 | |
| 1-4 days a week | 6 | 7 | 18 400 | |
| Monthly | 8 | 11 | 28 900 | |
| Rarely | 23 | 25 | 65 700 | |
| Never | 52 | 45 | 118 300 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 28 | 71 000 |
| 5-6 days a week | 9 | 12 | 28 900 | |
| 1-4 days a week | 20 | 21 | 57 800 | |
| Monthly | 20 | 20 | 52 600 | |
| Rarely | 19 | 14 | 36 800 | |
| Never | 10 | 6 | 15 800 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: LinkedIn | Daily | 6 | 7 | 18 400 |
| 5-6 days a week | 2 | 3 | 7 900 | |
| 1-4 days a week | 7 | 8 | 21 000 | |
| Monthly | 8 | 10 | 26 300 | |
| Rarely | 13 | 12 | 31 500 | |
| Never | 52 | 50 | 131 400 | |
| Cant say / No answer | 11 | 10 | 26 300 | |
| Usage/following: Facebook | Daily | 40 | 38 | 99 900 |
| 5-6 days a week | 6 | 6 | 15 800 | |
| 1-4 days a week | 11 | 11 | 28 900 | |
| Monthly | 5 | 6 | 15 800 | |
| Rarely | 10 | 13 | 34 200 | |
| Never | 17 | 18 | 47 300 | |
| Cant say / No answer | 10 | 8 | 21 000 | |
| Usage/Following: Instagram | Daily | 37 | 41 | 107 700 |
| 5-6 days a week | 6 | 7 | 15 800 | |
| 1-4 days a week | 9 | 9 | 23 700 | |
| Monthly | 5 | 5 | 13 100 | |
| Rarely | 8 | 8 | 21 000 | |
| Never | 25 | 22 | 57 800 | |
| Cant say / No answer | 10 | 8 | 21 000 | |
| Usage/following rate: Snapchat | Daily | 16 | 25 | 63 100 |
| 5-6 days a week | 2 | 2 | 5 300 | |
| 1-4 days a week | 2 | 2 | 5 300 | |
| Monthly | 2 | 3 | 7 900 | |
| Rarely | 5 | 5 | 13 100 | |
| Never | 62 | 55 | 147 200 | |
| Cant say / No answer | 11 | 8 | 21 000 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 4 | 10 500 |
| 5-6 days a week | 2 | 2 | 5 300 | |
| 1-4 days a week | 4 | 5 | 10 500 | |
| Monthly | 3 | 5 | 13 100 | |
| Rarely | 11 | 13 | 34 200 | |
| Never | 66 | 63 | 168 200 | |
| Cant say / No answer | 10 | 8 | 21 000 | |
| Usage/Following: TikTok | Daily | 13 | 18 | 47 300 |
| 5-6 days a week | 2 | 3 | 7 900 | |
| 1-4 days a week | 4 | 4 | 10 500 | |
| Monthly | 3 | 3 | 7 900 | |
| Rarely | 8 | 8 | 21 000 | |
| Never | 62 | 56 | 149 800 | |
| Cant say / No answer | 10 | 8 | 21 000 | |
| Usage/following frequency: Jodel | Daily | 3 | 3 | 7 900 |
| 5-6 days a week | 1 | 1 | 2 600 | |
| 1-4 days a week | 2 | 2 | 5 300 | |
| Monthly | 3 | 4 | 10 500 | |
| Rarely | 6 | 9 | 23 700 | |
| Never | 71 | 69 | 184 000 | |
| Cant say / No answer | 15 | 11 | 28 900 | |
| Usage/following frequency: Threads | Daily | 3 | 4 | 10 500 |
| 5-6 days a week | 1 | 1 | 2 600 | |
| 1-4 days a week | 4 | 4 | 10 500 | |
| Monthly | 3 | 4 | 10 500 | |
| Rarely | 5 | 6 | 15 800 | |
| Never | 69 | 69 | 184 000 | |
| Cant say / No answer | 15 | 11 | 28 900 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 2 600 | |
| Monthly | 1 | 1 | 2 600 | |
| Rarely | 3 | 4 | 10 500 | |
| Never | 80 | 82 | 218 100 | |
| Cant say / No answer | 15 | 11 | 28 900 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 19 | 49 900 |
| Partially agree | 42 | 43 | 113 000 | |
| Partially disagree | 29 | 27 | 71 000 | |
| Completely disagree | 10 | 8 | 21 000 | |
| Can not say | 3 | 3 | 10 500 | |
| I prefer domestic products | Completely agree | 33 | 34 | 89 400 |
| Partially agree | 55 | 53 | 139 300 | |
| Partially disagree | 9 | 11 | 28 900 | |
| Completely disagree | 1 | 1 | 2 600 | |
| Can not say | 2 | 2 | 5 300 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 21 | 55 200 |
| Partially agree | 54 | 52 | 139 300 | |
| Partially disagree | 18 | 19 | 49 900 | |
| Completely disagree | 4 | 4 | 10 500 | |
| Can not say | 4 | 4 | 10 500 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 24 | 63 100 |
| Partially agree | 58 | 57 | 152 400 | |
| Partially disagree | 14 | 15 | 36 800 | |
| Completely disagree | 1 | 1 | 2 600 | |
| Can not say | 3 | 3 | 7 900 | |
| I usually choose the cheapest option | Completely agree | 13 | 14 | 36 800 |
| Partially agree | 48 | 49 | 128 800 | |
| Partially disagree | 32 | 30 | 78 800 | |
| Completely disagree | 5 | 4 | 10 500 | |
| Can not say | 2 | 2 | 7 900 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 43 | 113 000 |
| Partially agree | 49 | 46 | 123 500 | |
| Partially disagree | 9 | 8 | 21 000 | |
| Completely disagree | 2 | 1 | 2 600 | |
| Can not say | 1 | 1 | 2 600 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 6 | 15 800 |
| Partially agree | 23 | 25 | 63 100 | |
| Partially disagree | 38 | 38 | 102 500 | |
| Completely disagree | 24 | 22 | 57 800 | |
| Can not say | 10 | 8 | 23 700 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 6 | 15 800 |
| Partially agree | 37 | 36 | 94 600 | |
| Partially disagree | 43 | 43 | 113 000 | |
| Completely disagree | 10 | 10 | 26 300 | |
| Can not say | 4 | 5 | 13 100 | |
| I prefer local shops and services | Completely agree | 28 | 25 | 65 700 |
| Partially agree | 58 | 59 | 155 100 | |
| Partially disagree | 11 | 12 | 31 500 | |
| Completely disagree | 1 | 2 | 5 300 | |
| Can not say | 2 | 2 | 5 300 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 5 | 13 100 |
| Partially agree | 27 | 31 | 81 500 | |
| Partially disagree | 28 | 30 | 78 800 | |
| Completely disagree | 33 | 28 | 71 000 | |
| Can not say | 7 | 7 | 18 400 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 21 000 |
| Partially agree | 32 | 33 | 86 700 | |
| Partially disagree | 36 | 37 | 97 200 | |
| Completely disagree | 20 | 19 | 49 900 | |
| Can not say | 3 | 3 | 7 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 17 | 44 700 |
| Partially agree | 49 | 47 | 123 500 | |
| Partially disagree | 23 | 24 | 63 100 | |
| Completely disagree | 7 | 7 | 18 400 | |
| Can not say | 5 | 5 | 13 100 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 17 | 44 700 |
| Partially agree | 50 | 48 | 126 100 | |
| Partially disagree | 23 | 23 | 60 400 | |
| Completely disagree | 6 | 8 | 18 400 | |
| Can not say | 4 | 4 | 10 500 | |
| I prefer well-known brands | Completely agree | 13 | 16 | 39 400 |
| Partially agree | 59 | 57 | 149 800 | |
| Partially disagree | 20 | 19 | 49 900 | |
| Completely disagree | 5 | 4 | 10 500 | |
| Can not say | 3 | 4 | 10 500 | |
| I prefer used products in my purchases | Completely agree | 15 | 18 | 47 300 |
| Partially agree | 39 | 41 | 107 700 | |
| Partially disagree | 31 | 29 | 76 200 | |
| Completely disagree | 11 | 8 | 21 000 | |
| Can not say | 3 | 4 | 10 500 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 15 | 42 000 |
| Quite positively | 61 | 61 | 160 300 | |
| Quite negatively | 16 | 14 | 36 800 | |
| Very negative | 4 | 4 | 10 500 | |
| Can not say | 6 | 5 | 13 100 | |
| Magazines | Very positive | 12 | 13 | 36 800 |
| Quite positively | 60 | 60 | 157 700 | |
| Quite negatively | 18 | 17 | 42 000 | |
| Very negative | 4 | 4 | 10 500 | |
| Can not say | 7 | 7 | 18 400 | |
| Free and local newspapers | Very positive | 22 | 25 | 65 700 |
| Quite positively | 56 | 53 | 141 900 | |
| Quite negatively | 11 | 10 | 26 300 | |
| Very negative | 4 | 5 | 13 100 | |
| Can not say | 6 | 6 | 15 800 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 7 | 18 400 |
| Quite positively | 43 | 45 | 118 300 | |
| Quite negatively | 33 | 31 | 81 500 | |
| Very negative | 11 | 11 | 26 300 | |
| Can not say | 8 | 6 | 15 800 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 8 | 18 400 |
| Quite positively | 30 | 32 | 86 700 | |
| Quite negatively | 35 | 33 | 86 700 | |
| Very negative | 19 | 19 | 49 900 | |
| Can not say | 11 | 8 | 21 000 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 6 | 15 800 |
| Quite positively | 25 | 30 | 78 800 | |
| Quite negatively | 35 | 32 | 84 100 | |
| Very negative | 23 | 21 | 55 200 | |
| Can not say | 13 | 11 | 26 300 | |
| Newsletters to email | Very positive | 2 | 2 | 5 300 |
| Quite positively | 16 | 17 | 44 700 | |
| Quite negatively | 35 | 33 | 86 700 | |
| Very negative | 45 | 44 | 115 600 | |
| Can not say | 3 | 3 | 10 500 | |
| Other websites | Very positive | 2 | 4 | 10 500 |
| Quite positively | 32 | 37 | 97 200 | |
| Quite negatively | 39 | 35 | 92 000 | |
| Very negative | 15 | 14 | 36 800 | |
| Can not say | 12 | 10 | 28 900 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 8 | 21 000 |
| Quite positively | 44 | 47 | 123 500 | |
| Quite negatively | 31 | 27 | 71 000 | |
| Very negative | 14 | 13 | 34 200 | |
| Can not say | 4 | 5 | 13 100 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 5 | 13 100 |
| Quite positively | 33 | 37 | 97 200 | |
| Quite negatively | 35 | 33 | 86 700 | |
| Very negative | 21 | 19 | 49 900 | |
| Can not say | 7 | 6 | 15 800 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 15 | 39 400 |
| Quite positively | 44 | 44 | 118 300 | |
| Quite negatively | 21 | 20 | 52 600 | |
| Very negative | 15 | 15 | 36 800 | |
| Can not say | 5 | 5 | 13 100 | |
| Out-of-home advertising | Very positive | 11 | 13 | 34 200 |
| Quite positively | 51 | 52 | 139 300 | |
| Quite negatively | 22 | 19 | 49 900 | |
| Very negative | 9 | 9 | 21 000 | |
| Can not say | 8 | 7 | 18 400 | Source: NRS 2026 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 16 | 18 | 47 300 |
| Partially agree | 59 | 60 | 157 700 | |
| Partially disagree | 10 | 9 | 21 000 | |
| Completely disagree | 3 | 3 | 5 300 | |
| Can not say | 11 | 11 | 28 900 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 16 | 42 000 |
| Partially agree | 56 | 56 | 147 200 | |
| Partially disagree | 14 | 14 | 34 200 | |
| Completely disagree | 4 | 4 | 10 500 | |
| Can not say | 10 | 11 | 28 900 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 32 | 84 100 |
| Partially agree | 39 | 38 | 99 900 | |
| Partially disagree | 17 | 17 | 44 700 | |
| Completely disagree | 4 | 4 | 10 500 | |
| Can not say | 8 | 10 | 23 700 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 22 | 57 800 |
| Partially agree | 44 | 46 | 120 900 | |
| Partially disagree | 11 | 12 | 28 900 | |
| Completely disagree | 5 | 5 | 13 100 | |
| Can not say | 18 | 15 | 39 400 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 89 400 |
| Partially agree | 47 | 48 | 126 100 | |
| Partially disagree | 7 | 7 | 15 800 | |
| Completely disagree | 3 | 3 | 7 900 | |
| Can not say | 12 | 10 | 26 300 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 18 | 47 300 |
| Partially agree | 51 | 50 | 131 400 | |
| Partially disagree | 13 | 14 | 34 200 | |
| Completely disagree | 3 | 2 | 5 300 | |
| Can not say | 18 | 17 | 44 700 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 11 | 28 900 |
| Partially agree | 50 | 51 | 136 700 | |
| Partially disagree | 17 | 17 | 42 000 | |
| Completely disagree | 3 | 3 | 5 300 | |
| Can not say | 20 | 18 | 47 300 | |
| Finnish magazines are of high quality | Completely agree | 22 | 24 | 65 700 |
| Partially agree | 57 | 56 | 147 200 | |
| Partially disagree | 9 | 9 | 23 700 | |
| Completely disagree | 1 | 1 | 2 600 | |
| Can not say | 10 | 10 | 23 700 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 11 | 28 900 |
| Partially agree | 48 | 49 | 128 800 | |
| Partially disagree | 22 | 21 | 55 200 | |
| Completely disagree | 7 | 6 | 15 800 | |
| Can not say | 13 | 13 | 34 200 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 14 | 34 200 |
| Partially agree | 33 | 33 | 89 400 | |
| Partially disagree | 22 | 23 | 60 400 | |
| Completely disagree | 22 | 19 | 49 900 | |
| Can not say | 11 | 11 | 28 900 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 11 | 28 900 |
| Partially agree | 31 | 31 | 84 100 | |
| Partially disagree | 26 | 26 | 68 300 | |
| Completely disagree | 24 | 21 | 52 600 | |
| Can not say | 10 | 11 | 28 900 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 16 | 42 000 |
| Partially agree | 48 | 47 | 123 500 | |
| Partially disagree | 20 | 20 | 52 600 | |
| Completely disagree | 12 | 11 | 28 900 | |
| Can not say | 7 | 7 | 18 400 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 9 | 26 300 |
| Partially agree | 28 | 26 | 68 300 | |
| Partially disagree | 27 | 29 | 76 200 | |
| Completely disagree | 28 | 26 | 68 300 | |
| Can not say | 10 | 10 | 26 300 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 5 | 13 100 |
| Partially agree | 36 | 38 | 99 900 | |
| Partially disagree | 35 | 34 | 89 400 | |
| Completely disagree | 9 | 7 | 15 800 | |
| Can not say | 16 | 17 | 44 700 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 13 | 36 800 |
| Partially agree | 39 | 38 | 99 900 | |
| Partially disagree | 23 | 25 | 65 700 | |
| Completely disagree | 12 | 13 | 31 500 | |
| Can not say | 10 | 11 | 28 900 | |
| I follow one or more magazines on social media | Completely agree | 7 | 8 | 21 000 |
| Partially agree | 20 | 22 | 57 800 | |
| Partially disagree | 23 | 23 | 63 100 | |
| Completely disagree | 42 | 38 | 99 900 | |
| Can not say | 7 | 8 | 21 000 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 52 | 139 300 |
| Partially agree | 27 | 27 | 71 000 | |
| Partially disagree | 11 | 10 | 23 700 | |
| Completely disagree | 14 | 8 | 21 000 | |
| Can not say | 2 | 2 | 7 900 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 38 | 102 500 |
| Partially agree | 39 | 38 | 99 900 | |
| Partially disagree | 13 | 13 | 34 200 | |
| Completely disagree | 10 | 7 | 21 000 | |
| Can not say | 3 | 3 | 7 900 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 23 | 60 400 |
| Partially agree | 33 | 34 | 89 400 | |
| Partially disagree | 21 | 21 | 55 200 | |
| Completely disagree | 24 | 19 | 49 900 | |
| Can not say | 4 | 3 | 7 900 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 22 | 57 800 |
| Partially agree | 33 | 33 | 86 700 | |
| Partially disagree | 25 | 25 | 65 700 | |
| Completely disagree | 21 | 18 | 47 300 | |
| Can not say | 3 | 2 | 7 900 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 15 | 39 400 |
| Partially agree | 21 | 21 | 55 200 | |
| Partially disagree | 17 | 19 | 49 900 | |
| Completely disagree | 37 | 36 | 97 200 | |
| Can not say | 8 | 9 | 23 700 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 23 | 60 400 |
| Partially agree | 52 | 54 | 141 900 | |
| Partially disagree | 12 | 12 | 31 500 | |
| Completely disagree | 4 | 4 | 10 500 | |
| Can not say | 8 | 7 | 21 000 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 77 | 202 400 |
| Partially agree | 16 | 15 | 39 400 | |
| Partially disagree | 3 | 3 | 7 900 | |
| Completely disagree | 2 | 1 | 2 600 | |
| Can not say | 5 | 3 | 7 900 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 33 | 86 700 |
| Partially agree | 39 | 37 | 97 200 | |
| Partially disagree | 15 | 16 | 42 000 | |
| Completely disagree | 8 | 7 | 18 400 | |
| Can not say | 7 | 7 | 18 400 | Source: NRS 2026 |
| Ideas and inspiration from magazines | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| From which topics do you get ideas and inspiration from print magazines? | Food and cooking | 52 | 49 | 131 400 |
| Cosmetics and beauty care | 16 | 15 | 42 000 | |
| Interior design and furniture | 26 | 27 | 71 000 | |
| Renovation and building | 24 | 26 | 68 300 | |
| Domestic appliances | 10 | 11 | 26 300 | |
| Consumer electronics and IT equipment | 13 | 15 | 39 400 | |
| Saving and investing | 14 | 16 | 42 000 | |
| Style and fashion | 21 | 20 | 55 200 | |
| Cars | 14 | 17 | 42 000 | |
| Travelling | 23 | 24 | 63 100 | |
| Sports clothing, footwear or equipment | 14 | 16 | 42 000 | |
| Health and wellness products/services | 19 | 17 | 44 700 | |
| None of these | 16 | 17 | 44 700 | |
| Can not say | 10 | 10 | 26 300 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 48 | 128 800 |
| Cosmetics and beauty care | 17 | 17 | 47 300 | |
| Interior design and furniture | 21 | 21 | 55 200 | |
| Renovation and building | 21 | 23 | 60 400 | |
| Domestic appliances | 10 | 12 | 31 500 | |
| Consumer electronics and IT equipment | 17 | 22 | 55 200 | |
| Saving and investing | 13 | 17 | 44 700 | |
| Style and fashion | 19 | 21 | 55 200 | |
| Cars | 13 | 17 | 44 700 | |
| Travelling | 23 | 24 | 65 700 | |
| Sports clothing, footwear or equipment | 16 | 18 | 47 300 | |
| Health and wellness products/services | 18 | 17 | 44 700 | |
| None of these | 21 | 18 | 47 300 | |
| Can not say | 12 | 13 | 34 200 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 32 | 84 100 |
| Well-being and health | 50 | 42 | 113 000 | |
| Charity work | 14 | 15 | 39 400 | |
| Self development | 32 | 32 | 84 100 | |
| Celebrities | 13 | 14 | 34 200 | |
| Fishing | 15 | 21 | 55 200 | |
| Beauty care and cosmetics | 16 | 13 | 34 200 | |
| Literature | 29 | 27 | 73 600 | |
| Domestic and foreign news | 51 | 49 | 128 800 | |
| Domestic travel | 33 | 36 | 94 600 | |
| Culture | 34 | 32 | 84 100 | |
| Crafts | 25 | 25 | 68 300 | |
| Nature and going outdoor | 52 | 53 | 139 300 | |
| Hunting | 9 | 13 | 34 200 | |
| Style and fashion | 20 | 19 | 49 900 | |
| Music and concerts | 37 | 38 | 99 900 | |
| Going on summer cottage | 29 | 32 | 81 500 | |
| Local affairs | 56 | 56 | 147 200 | |
| Computer/console/mobile playing | 17 | 26 | 65 700 | |
| Politics | 43 | 41 | 110 400 | |
| Gardening and plants | 29 | 26 | 68 300 | |
| Online gambling or betting | 5 | 6 | 15 800 | |
| Building and renovating | 34 | 38 | 102 500 | |
| Food and drink | 38 | 39 | 99 900 | |
| Cooking, baking, recipes | 38 | 39 | 105 100 | |
| Investment | 24 | 25 | 65 700 | |
| Decorating | 28 | 25 | 68 300 | |
| Economic and finances | 36 | 36 | 94 600 | |
| Science | 37 | 42 | 107 700 | |
| Travelling abroad | 34 | 35 | 92 000 | |
| Sports, exercising | 45 | 51 | 134 000 | |
| Sailing, boating | 9 | 13 | 31 500 | |
| Consumer electronics and information technology | 20 | 26 | 65 700 | |
| Environmental matters | 31 | 32 | 84 100 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2026 |
Online & social media
Magazine website
Magazine in Social Media
Some channels and Followers September 2026
Contact info
Media sales
- Sanoma Media Finland Oy
- yrityspalvelu@sanoma.fi
- www.sanoma.fi
- Mediamyynti Sanoma B2B
- yrityspalvelu@sanoma.fi
Media
Publisher
- Sanoma Media Finland Oy
Publisher
- Sanoma Media Finland Oy
Päätoimittaja
- Aki Hyyppä
Address
- Töölönlahdenkatu 2
- 00100 Helsinki
Postal address
- PL 25
- 00089 Sanoma
Phone
- +3580 9 1201