Auto Bild Suomi
Kansikuva Auto Bild Suomi 2026

Auto Bild Suomi

Auto Bild Suomi shows the big turning point in car industry when electric cars rapidly increase their share in new car market. Comprehensive tests and comparison for new cars is valued content for our readers. We are the only one in Finland to publish thorough 100 000 km durability tests. We make a wide range of test runs for cars powered by different engines and also used cars. The magazine also offers practical tips for conserving and taking care of your car. We test Finland’s most popular car makes under Finnish conditions in all seasons. These test runs are carried out by our own top professionals in editorial. Worldwide expertise and international success concept are behind this magazine.

Issues per year

14 issues per year

Magazine website

http://autobild.fi/

Magazine in Social Media
Fokus Media Finland Oy Consumer magazines Cars and transport
Car Car driver Well-to-do Endurance test NRS Men Motor vehicles Buyers guide

Timetables

Issue Issue Booking Date Material Date Themes and info
1 7.1.2026 9.12.2025 New cars 2026. The year's new models and the latest trends.
2 28.1.2026 8.1.2026 SUV and 4WD theme. A look at popular SUV models.
3 18.2.2026 29.1.2026 Used cars. Is it worth importing a used car from abroad? Tips for buying used cars. Includes a 100 000 km endurance test.
4 11.3.2026 19.2.2026 Car cleaning. The right products and techniques.
5 8.4.2026 17.3.2026 Summer tire comparison. A comprehensive summer tire test.
6 29.4.2026 9.4.2026 Car travel. New motorhome models.
7 20.5.2026 28.4.2026 Electrification of driving. New electric vehicles and charging solutions.
8 10.6.2026 21.5.2026 Space for your belongings. Car storage and space solutions.
9 1.7.2026 11.6.2026 Convertibles. Safe summer driving. Timely topics for summer motoring.
10 19.8.2026 30.7.2025 Large SUVs. Powertrain comparisons.
11 16.9.2026 27.8.2026 Palvelu 1 customer service survey. How well does car dealership service hold up?
12 14.10.2026 24.9.2026 Different car ownership models compared. Includes a 100 000 km endurance test.
13 11.11.2026 22.10.2026 Winter driving and winter tires.
14 16.12.2026 26.11.2026 Revealing the car year 2027.

Ei aikatauluja vuodelle 2027.

Prices

Ad Placement Size Bleed Price (tax 0%)
2/1 landscape Not specified 434 x 280 mm *) 3 600 €
2/1 landscape First spread 434 x 280 mm *) 3 800 €
1/1 portrait Not specified 217 x 280 mm *) 2 250 €
1/1 portrait 2. Cover 217 x 280 mm *) 2 450 €
1/1 portrait 3. Cover 217 x 280 mm *) 2 450 €
1/1 takakansi portrait Back cover 217 x 245 mm *) 2 550 €
1/2 portrait Not specified 106 x 280 mm *) 1 350 €
1/2 landscape Not specified 217 x 138 mm *) 1 350 €
1/4 portrait Not specified 55 x 280 mm *) 1 050 €
1/4 landscape Not specified 217 x 68 mm *) 1 050 €
1/4 square Not specified 106 x 138 mm *) 1 050 €
*) size without marginal Prices valid until 31.12.2026
Size

217 x 280 mm

Printing method

Offset

Binding

Stitching

Printer

Poligrafijas grupa Mukusala

Delivery of ad material and instructions

aineistot.autobild(at)fokusmedia.fi

ICC profile

Technical information

Advertising materials: aineistot.autobild(at)fokusmedia.fi

Terms of delivery

Check the delivery conditions from the publisher

Ad Placement Size Bleed Price (tax 0%)
*) size without marginal Prices valid until 31.12.2027
Size

217 x 280 mm

Printing method

Offset

Binding

Stiftaus

Printer

Poligrafijas grupa Mukusala

Delivery of ad material and instructions

aineistot.autobild(at)fokusmedia.fi

ICC profile

Technical information

Advertising materials: aineistot.autobild(at)fokusmedia.fi"

Terms of delivery

Check the delivery conditions from the publisher

Ad Description Placement Size Price (tax 0%) lisatietoa
Desktop 980x400 px 31 € / CPM (Cost per thousand)
Desktop 300x300 px 8 € / CPM (Cost per thousand)
Desktop 468x400-600 px 10 € / CPM (Cost per thousand)
Desktop 140-160x600 px 7 € / CPM (Cost per thousand)
Desktop 980x120 px 11 € / CPM (Cost per thousand)
Mobile 300x150-300 px 23 € / CPM (Cost per thousand)
Prices valid until 31.12.2026
Ad Description Size Price (tax 0%) lisatietoa
Prices valid until 31.12.2027

Readers

Readers
54 200
Total reach
142 900
How many times read
1,7
Minutes of reading
69 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 54 200
Minutes of reading69 min
How many times read1,7
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 9 4 900
Men 49 91 49 300
Native language Finnish 95 93 50 400
Swedish 5 7 3 800
Age 15-24 y 13 12 6 500
25-34 y 14 7 3 800
35-44 y 14 12 6 500
45-54 y 14 14 7 600
55-64 y 15 21 11 400
65+ y 30 34 18 400
Gender + age Female 15-29 years 9 1 500
Female 30-49 years 14 3 1 600
Female 50+ years 28 5 2 700
Male 15-29 years 10 13 7 000
Male 30-49 years 15 22 11 900
Male 50+ years 24 57 30 900
Household position Lives at home with parents 7 11 6 000
Lives alone 29 22 11 900
Lives with spouse 36 42 22 800
Lives with spouse and children 23 20 10 800
Single parent 2 3 1 600
Other 2 1 500
Grandchildren under 18 years of age Yes 20 24 13 000
No 39 45 24 400
No answer (under 45 year olds) 41 31 16 800
Education Elementary school 4 7 3 800
Secondary school 6 6 3 300
Vocational 26 31 16 800
High school 13 10 5 400
University of Applied Sciences 19 21 11 400
University 30 22 11 900
Something else 2 2 1 100
Decision-maker in grocery purchases Yes 93 88 47 700
No 7 12 6 500
Can not say 0 0 0
Use of glasses or contact lenses Yes 68 68 36 900
No 32 32 17 300
Size of the household 1 pers 28 24 13 000
2 pers 38 42 22 800
3 pers 14 14 7 600
4 pers 12 9 4 900
5+ pers 7 10 5 400
Household income (gross) Below 20 000 € /y 10 4 2 200
20 000 - 35 000 € /y 15 10 5 400
35 001 - 50 000 € /y 18 17 9 200
50 001 - 85 000 € /y 21 24 13 000
85 001 - 100 000 € /y 8 12 6 500
Over 100 000 € /y 12 14 7 600
Dont want to tell 7 10 5 400
Cant say / No answer 9 9 4 900
Family with kids Yes 33 31 16 800
No 67 69 37 400
Number of children in the household (5th grade) 1 child 13 12 6 500
2 children 12 11 6 000
3 children 5 4 2 200
4 children 1 2 1 100
5+ children 1 3 1 600
There are no children 67 69 37 400
Doesn't want to answer 0 0 0
Pets in household Cat 15 13 7 000
Dog 24 23 12 500
Some other pet 5 6 3 300
No pets 62 63 34 100
Health services used in the household Public health services 85 82 44 400
Employer - funded health care services 51 49 26 600
Private, self-funded healthcare services 39 41 22 200
Private health insurance services 27 23 12 500
No health care 1 2 1 100
Can not say 1 2 1 100
Housing Apartment 33 25 13 600
Row house or semi-detached house 17 13 7 000
Detached house 45 53 28 700
Farm 4 8 4 300
Something else 1 0 0
Can not say 0 0 0
Ownership of housing Owner-occupied residence 75 83 45 000
Rented residence 22 14 7 600
Right of residence apartment 2 1 500
Something else 1 1 500
Can not say 1 1 500
Cottage or holiday home in regular use Yes 41 49 26 600
No 58 49 26 600
Can not say 1 2 1 100
Number of cars in household One car 46 43 23 300
Two cars 29 33 17 900
Three or more cars 10 16 8 700
No car 15 8 4 300
Type of car, if buying now New 18 25 13 600
Used 71 73 39 600
Company car 5 5 2 700
Leasing (personal) 9 9 4 900
Shared car 2 1 500
Doesn't use a car 8 3 1 600
Can not say 5 4 2 200
Advertising ban at the door / mailbox Yes 29 23 12 500
No 70 76 41 200
Can not say 1 1 500
Using AdBlocker or similar application Yes 19 21 11 400
No 75 74 40 100
Can not say 5 5 2 700
Type of municipality (7 class) Greater Helsinki 20 14 7 600
Turku or Tampere 8 6 3 300
Oulu 4 4 2 200
70 000 - 150 000 inhabitants town 14 13 7 000
Urban municipality 24 32 17 300
Conurbation 17 19 10 300
Countryside 12 12 6 500
Source: NRS 2026
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 22 11 900
5-6 days a week 4 4 2 200
1-4 days a week 23 38 20 600
Monthly 25 18 9 800
Rarely 27 12 6 500
Never 9 4 2 200
Can not say 1 2 1 100
The frequency of reading: Magazine content in digital format Daily 23 32 17 300
5-6 days a week 5 4 2 200
1-4 days a week 18 24 13 000
Monthly 16 14 7 600
Rarely 24 18 9 800
Never 13 7 3 800
Can not say 1 2 1 100
The frequency of reading: Print newspapers or afternoon papers Daily 24 37 20 100
5-6 days a week 4 8 4 300
1-4 days a week 22 23 12 500
Monthly 16 15 8 100
Rarely 25 15 8 100
Never 9 3 1 600
Can not say 0 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 55 59 32 000
5-6 days a week 9 12 6 500
1-4 days a week 16 13 7 000
Monthly 7 5 2 700
Rarely 8 8 4 300
Never 5 3 1 600
Can not say 0 0 0
The frequency of reading: Free and local newspapers Daily 4 6 3 300
5-6 days a week 3 7 3 800
1-4 days a week 38 41 22 200
Monthly 20 17 9 200
Rarely 24 16 8 700
Never 10 11 6 000
Can not say 1 2 1 100
The frequency of watching: Free online TV services Daily 19 19 10 300
5-6 days a week 10 14 7 600
1-4 days a week 29 29 15 700
Monthly 20 17 9 200
Rarely 15 16 8 700
Never 6 5 2 700
Can not say 1 1 500
The frequency of watching: Pay TV and streaming services Daily 17 19 10 300
5-6 days a week 10 8 4 300
1-4 days a week 22 21 11 400
Monthly 9 8 4 300
Rarely 12 12 6 500
Never 29 30 16 300
Can not say 1 2 1 100
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 42 52 28 200
5-6 days a week 10 11 6 000
1-4 days a week 19 17 9 200
Monthly 12 7 3 800
Rarely 13 9 4 900
Never 4 2 1 100
Can not say 0 1 500
The frequency of watching: Programs of commercial TV channels Daily 33 42 22 800
5-6 days a week 11 13 7 000
1-4 days a week 20 18 9 800
Monthly 12 10 5 400
Rarely 14 10 5 400
Never 9 7 3 800
Can not say 1 0 0
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 23 32 17 300
5-6 days a week 5 6 3 300
1-4 days a week 15 18 9 800
Monthly 13 13 7 000
Rarely 27 22 11 900
Never 16 8 4 300
Can not say 1 1 500
The frequency of listening: Programs of commercial radio channels Daily 17 22 11 900
5-6 days a week 9 11 6 000
1-4 days a week 19 24 13 000
Monthly 14 12 6 500
Rarely 23 18 9 800
Never 17 12 6 500
Can not say 1 0 0
The frequency of listening: Podcasts Daily 7 7 3 800
5-6 days a week 4 4 2 200
1-4 days a week 12 9 4 900
Monthly 14 13 7 000
Rarely 26 26 14 100
Never 35 38 20 600
Can not say 2 3 1 600
User frequency and following: Social media Daily 62 52 28 200
5-6 days a week 7 8 4 300
1-4 days a week 7 8 4 300
Monthly 3 4 2 200
Rarely 6 12 6 500
Never 15 16 8 700
Can not say 0 0 0
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 17 11 6 000
5-6 days a week 5 5 2 700
1-4 days a week 13 13 7 000
Monthly 8 10 5 400
Rarely 20 20 10 800
Never 36 41 22 200
Can not say 1 0 0
Reading frequency: Printed books Daily 17 13 7 000
5-6 days a week 6 6 3 300
1-4 days a week 15 15 8 100
Monthly 22 19 10 300
Rarely 34 36 19 500
Never 7 11 6 000
Can not say 0 0 0
Reading frequency: E-books Daily 3 3 1 600
5-6 days a week 2 2 1 100
1-4 days a week 4 3 1 600
Monthly 6 7 3 800
Rarely 30 28 15 200
Never 54 56 30 400
Can not say 1 0 0
Listening frequency: Audiobooks Daily 8 6 3 300
5-6 days a week 3 2 1 100
1-4 days a week 6 5 2 700
Monthly 8 8 4 300
Rarely 23 25 13 600
Never 52 54 29 300
Can not say 1 0 0
Usage/viewing frequency: YouTube Daily 22 25 13 600
5-6 days a week 9 12 6 500
1-4 days a week 20 18 9 800
Monthly 20 20 10 800
Rarely 19 17 9 200
Never 10 8 4 300
Can not say 0 0 0
Usage/following: LinkedIn Daily 6 5 2 700
5-6 days a week 2 2 1 100
1-4 days a week 7 9 4 900
Monthly 8 7 3 800
Rarely 13 16 8 700
Never 52 47 25 500
Cant say / No answer 11 14 7 600
Usage/following: Facebook Daily 40 38 20 600
5-6 days a week 6 7 3 800
1-4 days a week 11 11 6 000
Monthly 5 6 3 300
Rarely 10 10 5 400
Never 17 17 9 200
Cant say / No answer 10 12 6 500
Usage/Following: Instagram Daily 37 23 12 500
5-6 days a week 6 6 3 300
1-4 days a week 9 12 6 500
Monthly 5 5 2 700
Rarely 8 11 6 000
Never 25 30 16 300
Cant say / No answer 10 12 6 500
Usage/following rate: Snapchat Daily 16 10 5 400
5-6 days a week 2 3 1 600
1-4 days a week 2 2 1 100
Monthly 2 1 500
Rarely 5 7 3 800
Never 62 65 35 200
Cant say / No answer 11 13 7 000
Usage/following: X (formerly Twitter) Daily 4 6 3 300
5-6 days a week 2 3 1 600
1-4 days a week 4 6 3 300
Monthly 3 3 1 600
Rarely 11 13 7 000
Never 66 58 31 400
Cant say / No answer 10 11 6 000
Usage/Following: TikTok Daily 13 9 4 900
5-6 days a week 2 3 1 600
1-4 days a week 4 3 1 600
Monthly 3 3 1 600
Rarely 8 7 3 800
Never 62 62 33 600
Cant say / No answer 10 12 6 500
Usage/following frequency: Jodel Daily 3 2 1 100
5-6 days a week 1 1 500
1-4 days a week 2 2 1 100
Monthly 3 1 500
Rarely 6 5 2 700
Never 71 72 39 000
Cant say / No answer 15 17 9 200
Usage/following frequency: Threads Daily 3 2 1 100
5-6 days a week 1 2 1 100
1-4 days a week 4 3 1 600
Monthly 3 3 1 600
Rarely 5 4 2 200
Never 69 69 37 400
Cant say / No answer 15 17 9 200
Usage/following frequency: Bluesky Daily 0 1 500
5-6 days a week 0 0 0
1-4 days a week 1 1 500
Monthly 1 1 500
Rarely 3 5 2 700
Never 80 76 41 200
Cant say / No answer 15 17 9 200
Source: NRS 2026
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 15 12 6 500
Partially agree 42 42 22 800
Partially disagree 29 33 17 900
Completely disagree 10 10 5 400
Can not say 3 4 2 200
I prefer domestic products Completely agree 33 33 17 900
Partially agree 55 53 28 700
Partially disagree 9 11 6 000
Completely disagree 1 1 500
Can not say 2 2 1 100
I consciously make responsible choices in my consumption Completely agree 21 20 10 800
Partially agree 54 51 27 600
Partially disagree 18 22 11 900
Completely disagree 4 4 2 200
Can not say 4 3 1 600
When shopping, quality is more important to me than price Completely agree 24 30 16 300
Partially agree 58 57 30 900
Partially disagree 14 10 5 400
Completely disagree 1 1 500
Can not say 3 1 500
I usually choose the cheapest option Completely agree 13 11 6 000
Partially agree 48 46 24 900
Partially disagree 32 34 18 400
Completely disagree 5 7 3 800
Can not say 2 2 1 100
I often take advantage of discount and campaign prices in my purchases Completely agree 39 37 20 100
Partially agree 49 48 26 000
Partially disagree 9 12 6 500
Completely disagree 2 1 500
Can not say 1 1 500
In my circle of friends, I am often the first to try new things Completely agree 5 8 4 300
Partially agree 23 28 15 200
Partially disagree 38 34 18 400
Completely disagree 24 22 11 900
Can not say 10 8 4 300
In my opinion, money is for consumption and not for saving Completely agree 5 8 4 300
Partially agree 37 39 21 100
Partially disagree 43 38 20 600
Completely disagree 10 12 6 500
Can not say 4 3 1 600
I prefer local shops and services Completely agree 28 31 16 800
Partially agree 58 55 29 800
Partially disagree 11 11 6 000
Completely disagree 1 1 500
Can not say 2 1 500
I want to see advertising targeted to me based on my online behavior Completely agree 4 6 3 300
Partially agree 27 24 13 000
Partially disagree 28 30 16 300
Completely disagree 33 35 19 000
Can not say 7 5 2 700
When I want a certain brand of product, the price doesn't matter Completely agree 9 9 4 900
Partially agree 32 38 20 600
Partially disagree 36 37 20 100
Completely disagree 20 13 7 000
Can not say 3 3 1 600
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 13 7 000
Partially agree 49 49 26 600
Partially disagree 23 26 14 100
Completely disagree 7 8 4 300
Can not say 5 4 2 200
Ecology is an important purchase reason for me Completely agree 18 15 8 100
Partially agree 50 46 24 900
Partially disagree 23 27 14 600
Completely disagree 6 10 5 400
Can not say 4 2 1 100
I prefer well-known brands Completely agree 13 16 8 700
Partially agree 59 58 31 400
Partially disagree 20 20 10 800
Completely disagree 5 4 2 200
Can not say 3 2 1 100
I prefer used products in my purchases Completely agree 15 12 6 500
Partially agree 39 35 19 000
Partially disagree 31 37 20 100
Completely disagree 11 12 6 500
Can not say 3 4 2 200
Source: NRS 2026
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 18 9 800
Quite positively 61 60 32 500
Quite negatively 16 13 7 000
Very negative 4 5 2 700
Can not say 6 4 2 200
Magazines Very positive 12 14 7 600
Quite positively 60 60 32 500
Quite negatively 18 17 9 200
Very negative 4 3 1 600
Can not say 7 6 3 300
Free and local newspapers Very positive 22 25 13 600
Quite positively 56 51 27 600
Quite negatively 11 14 7 600
Very negative 4 4 2 200
Can not say 6 5 2 700
Newspaper/Magazine websites or applications Very positive 5 7 3 800
Quite positively 43 45 24 400
Quite negatively 33 31 16 800
Very negative 11 11 6 000
Can not say 8 7 3 800
Social media (Facebook, Instagram etc.) Very positive 5 5 2 700
Quite positively 30 28 15 200
Quite negatively 35 34 18 400
Very negative 19 21 11 400
Can not say 11 12 6 500
Influencer advertising (e.g. in social media) Very positive 4 5 2 700
Quite positively 25 20 10 800
Quite negatively 35 37 20 100
Very negative 23 27 14 600
Can not say 13 11 6 000
Newsletters to email Very positive 2 3 1 600
Quite positively 16 17 9 200
Quite negatively 35 35 19 000
Very negative 45 42 22 800
Can not say 3 2 1 100
Other websites Very positive 2 4 2 200
Quite positively 32 35 19 000
Quite negatively 39 36 19 500
Very negative 15 15 8 100
Can not say 12 9 4 900
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 6 8 4 300
Quite positively 44 47 25 500
Quite negatively 31 27 14 600
Very negative 14 15 8 100
Can not say 4 4 2 200
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 6 3 300
Quite positively 33 36 19 500
Quite negatively 35 34 18 400
Very negative 21 18 9 800
Can not say 7 6 3 300
Home delivered advertisements and catalogues Very positive 14 15 8 100
Quite positively 44 48 26 000
Quite negatively 21 21 11 400
Very negative 15 12 6 500
Can not say 5 5 2 700
Out-of-home advertising Very positive 11 15 8 100
Quite positively 51 51 27 600
Quite negatively 22 22 11 900
Very negative 9 7 3 800
Can not say 8 6 3 300
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 9 800
Partially agree 59 59 32 000
Partially disagree 10 10 5 400
Completely disagree 3 2 1 100
Can not say 11 11 6 000
I stop and disconnect from hectic everyday life by reading magazines Completely agree 15 18 9 800
Partially agree 56 54 29 300
Partially disagree 14 14 7 600
Completely disagree 4 4 2 200
Can not say 10 9 4 900
When reading a magazine, I don't multitask Completely agree 33 36 19 500
Partially agree 39 42 22 800
Partially disagree 17 14 7 600
Completely disagree 4 2 1 100
Can not say 8 6 3 300
A professional magazine keeps me up to date on professional matters Completely agree 21 25 13 600
Partially agree 44 50 27 100
Partially disagree 11 9 4 900
Completely disagree 5 3 1 600
Can not say 18 13 7 000
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 40 21 700
Partially agree 47 45 24 400
Partially disagree 7 6 3 300
Completely disagree 3 2 1 100
Can not say 12 7 3 800
Finnish magazines offer reliable comparisons and tests Completely agree 16 23 12 500
Partially agree 51 51 27 600
Partially disagree 13 14 7 600
Completely disagree 3 1 500
Can not say 18 11 6 000
Finnish magazines offer reliable product recommendations Completely agree 10 15 8 100
Partially agree 50 49 26 600
Partially disagree 17 18 9 800
Completely disagree 3 1 500
Can not say 20 17 9 200
Finnish magazines are of high quality Completely agree 22 24 13 000
Partially agree 57 58 31 400
Partially disagree 9 8 4 300
Completely disagree 1 1 500
Can not say 10 9 4 900
Ads in magazines make new things familiar Completely agree 10 11 6 000
Partially agree 48 50 27 100
Partially disagree 22 22 11 900
Completely disagree 7 7 3 800
Can not say 13 10 5 400
I have searched the internet for more information about a product advertised in a magazine Completely agree 12 15 8 100
Partially agree 33 38 20 600
Partially disagree 22 22 11 900
Completely disagree 22 16 8 700
Can not say 11 10 5 400
I have purchased products based on the ad in magazine Completely agree 9 9 4 900
Partially agree 31 34 18 400
Partially disagree 26 29 15 700
Completely disagree 24 20 10 800
Can not say 10 8 4 300
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 14 9 4 900
Partially agree 48 47 25 500
Partially disagree 20 23 12 500
Completely disagree 12 14 7 600
Can not say 7 7 3 800
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 8 5 2 700
Partially agree 28 26 14 100
Partially disagree 27 29 15 700
Completely disagree 28 31 16 800
Can not say 10 9 4 900
Advertising published in magazines is trustworthy Completely agree 4 5 2 700
Partially agree 36 34 18 400
Partially disagree 35 38 20 600
Completely disagree 9 8 4 300
Can not say 16 15 8 100
The free customer magazine is an important customer benefit for me Completely agree 15 12 6 500
Partially agree 39 44 23 800
Partially disagree 23 25 13 600
Completely disagree 12 11 6 000
Can not say 10 8 4 300
I follow one or more magazines on social media Completely agree 7 9 4 900
Partially agree 20 24 13 000
Partially disagree 23 21 11 400
Completely disagree 42 38 20 600
Can not say 7 8 4 300
Digital reading claims
I mostly read digital magazine content on my phone Completely agree 45 37 20 100
Partially agree 27 32 17 300
Partially disagree 11 15 8 100
Completely disagree 14 14 7 600
Can not say 2 2 1 100
I usually read many articles at once when I visit magazine websites Completely agree 35 36 19 500
Partially agree 39 44 23 800
Partially disagree 13 11 6 000
Completely disagree 10 7 3 800
Can not say 3 2 1 100
I often end up on newspaper websites through social media or other links Completely agree 18 14 7 600
Partially agree 33 34 18 400
Partially disagree 21 23 12 500
Completely disagree 24 26 14 100
Can not say 4 4 2 200
I read newspaper websites or apps several times a day Completely agree 19 21 11 400
Partially agree 33 42 22 800
Partially disagree 25 20 10 800
Completely disagree 21 15 8 100
Can not say 3 2 1 100
For me, the digital newspaper has replaced reading a printed newspaper Completely agree 18 19 10 300
Partially agree 21 27 14 600
Partially disagree 17 17 9 200
Completely disagree 37 32 17 300
Can not say 8 6 3 300
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter Completely agree 23 24 13 000
Partially agree 52 53 28 700
Partially disagree 12 13 7 000
Completely disagree 4 4 2 200
Can not say 8 5 2 700
I want to know if media content has been generated using AI Completely agree 75 73 39 600
Partially agree 16 19 10 300
Partially disagree 3 4 2 200
Completely disagree 2 1 500
Can not say 5 4 2 200
I am willing to pay for well-crafted journalistic content Completely agree 31 32 17 300
Partially agree 39 41 22 200
Partially disagree 15 15 8 100
Completely disagree 8 5 2 700
Can not say 7 6 3 300
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 41 22 200
Cosmetics and beauty care 16 4 2 200
Interior design and furniture 26 16 8 700
Renovation and building 24 32 17 300
Domestic appliances 10 14 7 600
Consumer electronics and IT equipment 13 22 11 900
Saving and investing 14 24 13 000
Style and fashion 21 10 5 400
Cars 14 26 14 100
Travelling 23 25 13 600
Sports clothing, footwear or equipment 14 15 8 100
Health and wellness products/services 19 15 8 100
None of these 16 14 7 600
Can not say 10 11 6 000
From which topics do you get ideas and inspiration from digital magazines? Food and cooking 48 37 20 100
Cosmetics and beauty care 17 9 4 900
Interior design and furniture 21 14 7 600
Renovation and building 21 26 14 100
Domestic appliances 10 15 8 100
Consumer electronics and IT equipment 17 25 13 600
Saving and investing 13 17 9 200
Style and fashion 19 9 4 900
Cars 13 25 13 600
Travelling 23 22 11 900
Sports clothing, footwear or equipment 16 17 9 200
Health and wellness products/services 18 11 6 000
None of these 21 21 11 400
Can not say 12 14 7 600
Source: NRS 2026
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 24 76 41 200
Well-being and health 50 41 22 200
Charity work 14 11 6 000
Self development 32 26 14 100
Celebrities 13 10 5 400
Fishing 15 25 13 600
Beauty care and cosmetics 16 3 1 600
Literature 29 16 8 700
Domestic and foreign news 51 43 23 300
Domestic travel 33 34 18 400
Culture 34 17 9 200
Crafts 25 11 6 000
Nature and going outdoor 52 46 24 900
Hunting 9 15 8 100
Style and fashion 20 9 4 900
Music and concerts 37 27 14 600
Going on summer cottage 29 26 14 100
Local affairs 56 53 28 700
Computer/console/mobile playing 17 13 7 000
Politics 43 43 23 300
Gardening and plants 29 14 7 600
Online gambling or betting 5 11 6 000
Building and renovating 34 47 25 500
Food and drink 38 34 18 400
Cooking, baking, recipes 38 17 9 200
Investment 24 36 19 500
Decorating 28 11 6 000
Economic and finances 36 50 27 100
Science 37 31 16 800
Travelling abroad 34 31 16 800
Sports, exercising 45 52 28 200
Sailing, boating 9 16 8 700
Consumer electronics and information technology 20 30 16 300
Environmental matters 31 20 10 800
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 3 1 600
Buying an apartment 11 12 6 500
Home renovation 27 28 15 200
Buying a car 27 32 17 300
Buying a boat 3 7 3 800
None of these 51 44 23 800
Purchases in the last 12 months Furniture and furnishings 43 35 19 000
Repair and construction products 38 45 24 400
Domestic appliances 37 42 22 800
Electronics or IT products 49 57 30 900
Cars 19 25 13 600
Clothing and footwear 84 79 42 800
Eyeglasses, contact lenses or sunglasses 36 29 15 700
Sports clothing, footwear or equipment 57 49 26 600
Saving or investing products or services 32 37 20 100
Cosmetics and beauty products 49 28 15 200
Mobile phones 29 31 16 800
Travels 50 48 26 000
Products and services for health and well-being 61 50 27 100
None of the above 1 3 1 600
Intentions to purchase within 12 months Furniture and furnishings 29 22 11 900
Repair and construction products 33 36 19 500
Domestic appliances 17 19 10 300
Electronics or IT products 27 31 16 800
Cars 14 18 9 800
Clothing and footwear 68 62 33 600
Eyeglasses, contact lenses or sunglasses 27 20 10 800
Sports clothing, footwear or equipment 43 36 19 500
Saving or investing products or services 27 30 16 300
Cosmetics and beauty products 39 19 10 300
Mobile phones 15 17 9 200
Travels 46 43 23 300
Products and services for health and well-being 50 41 22 200
None of the above 6 8 4 300
Will consider switching over the next 12 months Bank 7 7 3 800
Insurance company 11 13 7 000
electric company 15 20 10 800
Internet Connection 10 13 7 000
Phone-subscription 17 16 8 700
None of the above 48 43 23 300
Can not say 17 17 9 200
Uses of extra money Travelling 43 41 22 200
Exercise hobbies and equipment 28 28 15 200
Cultural events (e.g. concerts, theatre, festivals, cinema) 39 33 17 900
Eating, drinking, partying in a restaurant 38 30 16 300
Health services and one's own well-being 22 20 10 800
Renovation, decoration 23 26 14 100
Home services (cleaning and other housekeeping services) 6 3 1 600
Pet services and supplies 11 8 4 300
Car, boat, motorcycle 13 22 11 900
Entertainment electronics and information technology equipment, mobile phones 14 17 9 200
Streaming services and channel packages (music, series, films, sports) 17 14 7 600
Magazine/newspaper subscriptions (print or digital) 9 12 6 500
Books (print, e-books, audiobooks) 18 13 7 000
Clothes, shoes and bags 24 16 8 700
Cosmetics and beauty care 13 4 2 200
Saving, investing 50 48 26 000
Other 7 10 5 400
There is no extra money after mandatory expenses 8 5 2 700
Can not say 3 6 3 300
Source: NRS 2026

The total audience includes those who read printed and digital magazines.

Total reach 142 900
Only print 48 600
Only print 90 000
Print and online 4 300
Reader profile All 15+ % Magazine Readers % Amount of readers
Sex Women 51 18 4 900
Men 49 82 49 300
Native language Finnish 95 94 50 400
Swedish 5 6 3 800
Age 15-24 y 13 13 6 500
25-34 y 14 9 3 800
35-44 y 14 13 6 500
45-54 y 14 14 7 600
55-64 y 15 18 11 400
65+ y 30 34 18 400
Gender + age Female 15-29 years 9 3 500
Female 30-49 years 14 3 1 600
Female 50+ years 28 12 2 700
Male 15-29 years 10 14 7 000
Male 30-49 years 15 22 11 900
Male 50+ years 24 46 30 900
Household position Lives at home with parents 7 9 6 000
Lives alone 29 25 11 900
Lives with spouse 36 40 22 800
Lives with spouse and children 23 22 10 800
Single parent 2 2 1 600
Other 2 2 500
Grandchildren under 18 years of age Yes 20 22 13 000
No 39 43 24 400
No answer (under 45 year olds) 41 35 16 800
Education Elementary school 4 5 3 800
Secondary school 6 7 3 300
Vocational 26 32 16 800
High school 13 12 5 400
University of Applied Sciences 19 18 11 400
University 30 25 11 900
Something else 2 2 1 100
Decision-maker in grocery purchases Yes 93 89 47 700
No 7 10 6 500
Can not say 0 0 0
Use of glasses or contact lenses Yes 68 67 36 900
No 32 33 17 300
Size of the household 1 pers 28 26 13 000
2 pers 38 41 22 800
3 pers 14 14 7 600
4 pers 12 10 4 900
5+ pers 7 9 5 400
Household income (gross) Below 20 000 € /y 10 6 2 200
20 000 - 35 000 € /y 15 13 5 400
35 001 - 50 000 € /y 18 18 9 200
50 001 - 85 000 € /y 21 23 13 000
85 001 - 100 000 € /y 8 10 6 500
Over 100 000 € /y 12 13 7 600
Dont want to tell 7 8 5 400
Cant say / No answer 9 9 4 900
Family with kids Yes 33 31 16 800
No 67 69 37 400
Number of children in the household (5th grade) 1 child 13 13 6 500
2 children 12 11 6 000
3 children 5 4 2 200
4 children 1 2 1 100
5+ children 1 2 1 600
There are no children 67 68 37 400
Doesn't want to answer 0 0 0
Pets in household Cat 15 14 7 000
Dog 24 23 12 500
Some other pet 5 5 3 300
No pets 62 64 34 100
Health services used in the household Public health services 85 83 44 400
Employer - funded health care services 51 49 26 600
Private, self-funded healthcare services 39 40 22 200
Private health insurance services 27 26 12 500
No health care 1 2 1 100
Can not say 1 1 1 100
Housing Apartment 33 27 13 600
Row house or semi-detached house 17 17 7 000
Detached house 45 49 28 700
Farm 4 6 4 300
Something else 1 0 0
Can not say 0 0 0
Ownership of housing Owner-occupied residence 75 81 45 000
Rented residence 22 17 7 600
Right of residence apartment 2 1 500
Something else 1 1 500
Can not say 1 1 500
Cottage or holiday home in regular use Yes 41 47 26 600
No 58 51 26 600
Can not say 1 1 1 100
Number of cars in household One car 46 47 23 300
Two cars 29 32 17 900
Three or more cars 10 13 8 700
No car 15 9 4 300
Type of car, if buying now New 18 22 13 600
Used 71 73 39 600
Company car 5 7 2 700
Leasing (personal) 9 10 4 900
Shared car 2 2 500
Doesn't use a car 8 5 1 600
Can not say 5 4 2 200
Advertising ban at the door / mailbox Yes 29 26 12 500
No 70 74 41 200
Can not say 1 1 500
Using AdBlocker or similar application Yes 19 24 11 400
No 75 71 40 100
Can not say 5 5 2 700
Type of municipality (7 class) Greater Helsinki 20 16 7 600
Turku or Tampere 8 7 3 300
Oulu 4 4 2 200
70 000 - 150 000 inhabitants town 14 14 7 000
Urban municipality 24 28 17 300
Conurbation 17 18 10 300
Countryside 12 13 6 500
Source: NRS 2026
How often different content is read All 15+ % Magazine Readers % Amount of readers
The frequency of reading: Print magazines Daily 12 16 11 900
5-6 days a week 4 5 2 200
1-4 days a week 23 28 20 600
Monthly 25 23 9 800
Rarely 27 20 6 500
Never 9 6 2 200
Can not say 1 2 1 100
The frequency of reading: Magazine content in digital format Daily 23 30 17 300
5-6 days a week 5 6 2 200
1-4 days a week 18 22 13 000
Monthly 16 14 7 600
Rarely 24 18 9 800
Never 13 8 3 800
Can not say 1 2 1 100
The frequency of reading: Print newspapers or afternoon papers Daily 24 28 20 100
5-6 days a week 4 7 4 300
1-4 days a week 22 23 12 500
Monthly 16 15 8 100
Rarely 25 20 8 100
Never 9 6 1 600
Can not say 0 0 0
The frequency of reading: Newspaper or afternoon paper content in digital format Daily 55 61 32 000
5-6 days a week 9 10 6 500
1-4 days a week 16 14 7 000
Monthly 7 5 2 700
Rarely 8 7 4 300
Never 5 3 1 600
Can not say 0 0 0
The frequency of reading: Free and local newspapers Daily 4 5 3 300
5-6 days a week 3 5 3 800
1-4 days a week 38 41 22 200
Monthly 20 18 9 200
Rarely 24 19 8 700
Never 10 10 6 000
Can not say 1 2 1 100
The frequency of watching: Free online TV services Daily 19 19 10 300
5-6 days a week 10 12 7 600
1-4 days a week 29 30 15 700
Monthly 20 18 9 200
Rarely 15 15 8 700
Never 6 6 2 700
Can not say 1 1 500
The frequency of watching: Pay TV and streaming services Daily 17 18 10 300
5-6 days a week 10 9 4 300
1-4 days a week 22 22 11 400
Monthly 9 8 4 300
Rarely 12 13 6 500
Never 29 29 16 300
Can not say 1 1 1 100
The frequency of watching: Programs of YLE (national broadcaster) TV channels Daily 42 48 28 200
5-6 days a week 10 11 6 000
1-4 days a week 19 17 9 200
Monthly 12 9 3 800
Rarely 13 10 4 900
Never 4 3 1 100
Can not say 0 1 500
The frequency of watching: Programs of commercial TV channels Daily 33 40 22 800
5-6 days a week 11 12 7 000
1-4 days a week 20 19 9 800
Monthly 12 10 5 400
Rarely 14 11 5 400
Never 9 8 3 800
Can not say 1 0 0
The frequency of listening: Programs of YLE (national broadcaster) radio-channels Daily 23 29 17 300
5-6 days a week 5 6 3 300
1-4 days a week 15 16 9 800
Monthly 13 13 7 000
Rarely 27 23 11 900
Never 16 12 4 300
Can not say 1 1 500
The frequency of listening: Programs of commercial radio channels Daily 17 21 11 900
5-6 days a week 9 10 6 000
1-4 days a week 19 21 13 000
Monthly 14 14 6 500
Rarely 23 20 9 800
Never 17 14 6 500
Can not say 1 0 0
The frequency of listening: Podcasts Daily 7 8 3 800
5-6 days a week 4 4 2 200
1-4 days a week 12 11 4 900
Monthly 14 14 7 000
Rarely 26 25 14 100
Never 35 35 20 600
Can not say 2 3 1 600
User frequency and following: Social media Daily 62 55 28 200
5-6 days a week 7 7 4 300
1-4 days a week 7 8 4 300
Monthly 3 4 2 200
Rarely 6 9 6 500
Never 15 16 8 700
Can not say 0 0 0
User frequency and following: Bloggers, YouTubers, or social media influencers Daily 17 15 6 000
5-6 days a week 5 5 2 700
1-4 days a week 13 14 7 000
Monthly 8 9 5 400
Rarely 20 20 10 800
Never 36 37 22 200
Can not say 1 1 0
Reading frequency: Printed books Daily 17 14 7 000
5-6 days a week 6 5 3 300
1-4 days a week 15 15 8 100
Monthly 22 21 10 300
Rarely 34 35 19 500
Never 7 9 6 000
Can not say 0 0 0
Reading frequency: E-books Daily 3 2 1 600
5-6 days a week 2 2 1 100
1-4 days a week 4 4 1 600
Monthly 6 7 3 800
Rarely 30 30 15 200
Never 54 55 30 400
Can not say 1 1 0
Listening frequency: Audiobooks Daily 8 6 3 300
5-6 days a week 3 2 1 100
1-4 days a week 6 5 2 700
Monthly 8 9 4 300
Rarely 23 24 13 600
Never 52 54 29 300
Can not say 1 0 0
Usage/viewing frequency: YouTube Daily 22 27 13 600
5-6 days a week 9 10 6 500
1-4 days a week 20 20 9 800
Monthly 20 19 10 800
Rarely 19 15 9 200
Never 10 8 4 300
Can not say 0 0 0
Usage/following: LinkedIn Daily 6 7 2 700
5-6 days a week 2 3 1 100
1-4 days a week 7 8 4 900
Monthly 8 8 3 800
Rarely 13 14 8 700
Never 52 47 25 500
Cant say / No answer 11 13 7 600
Usage/following: Facebook Daily 40 37 20 600
5-6 days a week 6 7 3 800
1-4 days a week 11 12 6 000
Monthly 5 5 3 300
Rarely 10 10 5 400
Never 17 18 9 200
Cant say / No answer 10 12 6 500
Usage/Following: Instagram Daily 37 26 12 500
5-6 days a week 6 7 3 300
1-4 days a week 9 11 6 500
Monthly 5 5 2 700
Rarely 8 10 6 000
Never 25 29 16 300
Cant say / No answer 10 12 6 500
Usage/following rate: Snapchat Daily 16 12 5 400
5-6 days a week 2 2 1 600
1-4 days a week 2 3 1 100
Monthly 2 1 500
Rarely 5 5 3 800
Never 62 64 35 200
Cant say / No answer 11 12 7 000
Usage/following: X (formerly Twitter) Daily 4 6 3 300
5-6 days a week 2 3 1 600
1-4 days a week 4 7 3 300
Monthly 3 3 1 600
Rarely 11 12 7 000
Never 66 58 31 400
Cant say / No answer 10 11 6 000
Usage/Following: TikTok Daily 13 11 4 900
5-6 days a week 2 3 1 600
1-4 days a week 4 3 1 600
Monthly 3 3 1 600
Rarely 8 8 3 800
Never 62 60 33 600
Cant say / No answer 10 12 6 500
Usage/following frequency: Jodel Daily 3 2 1 100
5-6 days a week 1 1 500
1-4 days a week 2 2 1 100
Monthly 3 2 500
Rarely 6 5 2 700
Never 71 71 39 000
Cant say / No answer 15 17 9 200
Usage/following frequency: Threads Daily 3 2 1 100
5-6 days a week 1 1 1 100
1-4 days a week 4 4 1 600
Monthly 3 3 1 600
Rarely 5 5 2 200
Never 69 68 37 400
Cant say / No answer 15 17 9 200
Usage/following frequency: Bluesky Daily 0 0 500
5-6 days a week 0 0 0
1-4 days a week 1 1 500
Monthly 1 1 500
Rarely 3 4 2 700
Never 80 76 41 200
Cant say / No answer 15 17 9 200
Source: NRS 2026
Consumer claims All 15+ % Magazine Readers % Amount of readers
I enjoy shopping Completely agree 15 12 6 500
Partially agree 42 42 22 800
Partially disagree 29 32 17 900
Completely disagree 10 10 5 400
Can not say 3 3 2 200
I prefer domestic products Completely agree 33 30 17 900
Partially agree 55 56 28 700
Partially disagree 9 11 6 000
Completely disagree 1 1 500
Can not say 2 1 1 100
I consciously make responsible choices in my consumption Completely agree 21 19 10 800
Partially agree 54 53 27 600
Partially disagree 18 21 11 900
Completely disagree 4 4 2 200
Can not say 4 3 1 600
When shopping, quality is more important to me than price Completely agree 24 27 16 300
Partially agree 58 58 30 900
Partially disagree 14 13 5 400
Completely disagree 1 1 500
Can not say 3 2 500
I usually choose the cheapest option Completely agree 13 12 6 000
Partially agree 48 47 24 900
Partially disagree 32 34 18 400
Completely disagree 5 5 3 800
Can not say 2 2 1 100
I often take advantage of discount and campaign prices in my purchases Completely agree 39 35 20 100
Partially agree 49 51 26 000
Partially disagree 9 11 6 500
Completely disagree 2 1 500
Can not say 1 1 500
In my circle of friends, I am often the first to try new things Completely agree 5 6 4 300
Partially agree 23 28 15 200
Partially disagree 38 35 18 400
Completely disagree 24 22 11 900
Can not say 10 9 4 300
In my opinion, money is for consumption and not for saving Completely agree 5 6 4 300
Partially agree 37 38 21 100
Partially disagree 43 42 20 600
Completely disagree 10 10 6 500
Can not say 4 4 1 600
I prefer local shops and services Completely agree 28 29 16 800
Partially agree 58 58 29 800
Partially disagree 11 11 6 000
Completely disagree 1 1 500
Can not say 2 1 500
I want to see advertising targeted to me based on my online behavior Completely agree 4 5 3 300
Partially agree 27 27 13 000
Partially disagree 28 28 16 300
Completely disagree 33 34 19 000
Can not say 7 6 2 700
When I want a certain brand of product, the price doesn't matter Completely agree 9 9 4 900
Partially agree 32 35 20 600
Partially disagree 36 37 20 100
Completely disagree 20 16 7 000
Can not say 3 3 1 600
I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) Completely agree 16 12 7 000
Partially agree 49 48 26 600
Partially disagree 23 27 14 100
Completely disagree 7 8 4 300
Can not say 5 5 2 200
Ecology is an important purchase reason for me Completely agree 18 14 8 100
Partially agree 50 49 24 900
Partially disagree 23 26 14 600
Completely disagree 6 8 5 400
Can not say 4 4 1 100
I prefer well-known brands Completely agree 13 14 8 700
Partially agree 59 60 31 400
Partially disagree 20 20 10 800
Completely disagree 5 4 2 200
Can not say 3 3 1 100
I prefer used products in my purchases Completely agree 15 11 6 500
Partially agree 39 38 19 000
Partially disagree 31 36 20 100
Completely disagree 11 12 6 500
Can not say 3 4 2 200
Source: NRS 2026
Attitude towards advertising in different media channels All 15+ % Magazine Readers % Amount of readers
Newspapers Very positive 13 14 9 800
Quite positively 61 61 32 500
Quite negatively 16 16 7 000
Very negative 4 4 2 700
Can not say 6 5 2 200
Magazines Very positive 12 11 7 600
Quite positively 60 60 32 500
Quite negatively 18 19 9 200
Very negative 4 4 1 600
Can not say 7 7 3 300
Free and local newspapers Very positive 22 23 13 600
Quite positively 56 54 27 600
Quite negatively 11 13 7 600
Very negative 4 4 2 200
Can not say 6 6 2 700
Newspaper/Magazine websites or applications Very positive 5 5 3 800
Quite positively 43 43 24 400
Quite negatively 33 33 16 800
Very negative 11 11 6 000
Can not say 8 7 3 800
Social media (Facebook, Instagram etc.) Very positive 5 5 2 700
Quite positively 30 29 15 200
Quite negatively 35 35 18 400
Very negative 19 20 11 400
Can not say 11 11 6 500
Influencer advertising (e.g. in social media) Very positive 4 5 2 700
Quite positively 25 20 10 800
Quite negatively 35 37 20 100
Very negative 23 27 14 600
Can not say 13 11 6 000
Newsletters to email Very positive 2 2 1 600
Quite positively 16 17 9 200
Quite negatively 35 34 19 000
Very negative 45 45 22 800
Can not say 3 3 1 100
Other websites Very positive 2 3 2 200
Quite positively 32 35 19 000
Quite negatively 39 36 19 500
Very negative 15 15 8 100
Can not say 12 9 4 900
Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) Very positive 6 7 4 300
Quite positively 44 46 25 500
Quite negatively 31 29 14 600
Very negative 14 14 8 100
Can not say 4 4 2 200
Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) Very positive 4 5 3 300
Quite positively 33 36 19 500
Quite negatively 35 34 18 400
Very negative 21 20 9 800
Can not say 7 6 3 300
Home delivered advertisements and catalogues Very positive 14 14 8 100
Quite positively 44 47 26 000
Quite negatively 21 20 11 400
Very negative 15 14 6 500
Can not say 5 5 2 700
Out-of-home advertising Very positive 11 13 8 100
Quite positively 51 51 27 600
Quite negatively 22 21 11 900
Very negative 9 8 3 800
Can not say 8 7 3 300
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 16 9 800
Partially agree 59 59 32 000
Partially disagree 10 11 5 400
Completely disagree 3 3 1 100
Can not say 11 11 6 000
I stop and disconnect from hectic everyday life by reading magazines Completely agree 15 16 9 800
Partially agree 56 54 29 300
Partially disagree 14 14 7 600
Completely disagree 4 4 2 200
Can not say 10 11 4 900
When reading a magazine, I don't multitask Completely agree 33 32 19 500
Partially agree 39 41 22 800
Partially disagree 17 16 7 600
Completely disagree 4 3 1 100
Can not say 8 8 3 300
A professional magazine keeps me up to date on professional matters Completely agree 21 24 13 600
Partially agree 44 48 27 100
Partially disagree 11 9 4 900
Completely disagree 5 4 1 600
Can not say 18 15 7 000
The industry specialty magazine provides information on my hobbies and interests Completely agree 31 36 21 700
Partially agree 47 45 24 400
Partially disagree 7 6 3 300
Completely disagree 3 3 1 100
Can not say 12 10 3 800
Finnish magazines offer reliable comparisons and tests Completely agree 16 19 12 500
Partially agree 51 52 27 600
Partially disagree 13 13 7 600
Completely disagree 3 2 500
Can not say 18 13 6 000
Finnish magazines offer reliable product recommendations Completely agree 10 12 8 100
Partially agree 50 49 26 600
Partially disagree 17 19 9 800
Completely disagree 3 2 500
Can not say 20 18 9 200
Finnish magazines are of high quality Completely agree 22 22 13 000
Partially agree 57 57 31 400
Partially disagree 9 9 4 300
Completely disagree 1 2 500
Can not say 10 10 4 900
Ads in magazines make new things familiar Completely agree 10 9 6 000
Partially agree 48 48 27 100
Partially disagree 22 24 11 900
Completely disagree 7 7 3 800
Can not say 13 12 5 400
I have searched the internet for more information about a product advertised in a magazine Completely agree 12 13 8 100
Partially agree 33 36 20 600
Partially disagree 22 22 11 900
Completely disagree 22 18 8 700
Can not say 11 11 5 400
I have purchased products based on the ad in magazine Completely agree 9 8 4 900
Partially agree 31 31 18 400
Partially disagree 26 29 15 700
Completely disagree 24 22 10 800
Can not say 10 10 4 300
I'm trying out tips or guidelines (like recipes) in magazine ads Completely agree 14 9 4 900
Partially agree 48 48 25 500
Partially disagree 20 22 12 500
Completely disagree 12 13 7 600
Can not say 7 7 3 800
I'm experimenting with product samples in magazines (like food or cosmetics) Completely agree 8 5 2 700
Partially agree 28 25 14 100
Partially disagree 27 29 15 700
Completely disagree 28 32 16 800
Can not say 10 10 4 900
Advertising published in magazines is trustworthy Completely agree 4 4 2 700
Partially agree 36 35 18 400
Partially disagree 35 35 20 600
Completely disagree 9 9 4 300
Can not say 16 17 8 100
The free customer magazine is an important customer benefit for me Completely agree 15 13 6 500
Partially agree 39 41 23 800
Partially disagree 23 24 13 600
Completely disagree 12 12 6 000
Can not say 10 9 4 300
I follow one or more magazines on social media Completely agree 7 8 4 900
Partially agree 20 22 13 000
Partially disagree 23 23 11 400
Completely disagree 42 40 20 600
Can not say 7 8 4 300
Digital reading claims
I mostly read digital magazine content on my phone Completely agree 45 39 20 100
Partially agree 27 30 17 300
Partially disagree 11 14 8 100
Completely disagree 14 14 7 600
Can not say 2 2 1 100
I usually read many articles at once when I visit magazine websites Completely agree 35 36 19 500
Partially agree 39 43 23 800
Partially disagree 13 11 6 000
Completely disagree 10 8 3 800
Can not say 3 3 1 100
I often end up on newspaper websites through social media or other links Completely agree 18 15 7 600
Partially agree 33 35 18 400
Partially disagree 21 23 12 500
Completely disagree 24 23 14 100
Can not say 4 4 2 200
I read newspaper websites or apps several times a day Completely agree 19 21 11 400
Partially agree 33 40 22 800
Partially disagree 25 21 10 800
Completely disagree 21 16 8 100
Can not say 3 2 1 100
For me, the digital newspaper has replaced reading a printed newspaper Completely agree 18 19 10 300
Partially agree 21 23 14 600
Partially disagree 17 18 9 200
Completely disagree 37 33 17 300
Can not say 8 7 3 300
Media statements
I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter Completely agree 23 24 13 000
Partially agree 52 52 28 700
Partially disagree 12 13 7 000
Completely disagree 4 5 2 200
Can not say 8 6 2 700
I want to know if media content has been generated using AI Completely agree 75 74 39 600
Partially agree 16 17 10 300
Partially disagree 3 3 2 200
Completely disagree 2 2 500
Can not say 5 5 2 200
I am willing to pay for well-crafted journalistic content Completely agree 31 32 17 300
Partially agree 39 40 22 200
Partially disagree 15 16 8 100
Completely disagree 8 6 2 700
Can not say 7 6 3 300
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 44 22 200
Cosmetics and beauty care 16 7 2 200
Interior design and furniture 26 20 8 700
Renovation and building 24 30 17 300
Domestic appliances 10 14 7 600
Consumer electronics and IT equipment 13 21 11 900
Saving and investing 14 19 13 000
Style and fashion 21 13 5 400
Cars 14 24 14 100
Travelling 23 24 13 600
Sports clothing, footwear or equipment 14 15 8 100
Health and wellness products/services 19 16 8 100
None of these 16 16 7 600
Can not say 10 11 6 000
From which topics do you get ideas and inspiration from digital magazines? Food and cooking 48 40 20 100
Cosmetics and beauty care 17 9 4 900
Interior design and furniture 21 17 7 600
Renovation and building 21 26 14 100
Domestic appliances 10 14 8 100
Consumer electronics and IT equipment 17 24 13 600
Saving and investing 13 17 9 200
Style and fashion 19 12 4 900
Cars 13 24 13 600
Travelling 23 24 11 900
Sports clothing, footwear or equipment 16 17 9 200
Health and wellness products/services 18 13 6 000
None of these 21 21 11 400
Can not say 12 13 7 600
Source: NRS 2026
Buyer profile All 15+ % Magazine Readers % Amount of readers
Interests Cars, motor vehicles 24 59 41 200
Well-being and health 50 40 22 200
Charity work 14 11 6 000
Self development 32 27 14 100
Celebrities 13 11 5 400
Fishing 15 23 13 600
Beauty care and cosmetics 16 6 1 600
Literature 29 17 8 700
Domestic and foreign news 51 47 23 300
Domestic travel 33 33 18 400
Culture 34 21 9 200
Crafts 25 13 6 000
Nature and going outdoor 52 44 24 900
Hunting 9 14 8 100
Style and fashion 20 12 4 900
Music and concerts 37 32 14 600
Going on summer cottage 29 27 14 100
Local affairs 56 52 28 700
Computer/console/mobile playing 17 18 7 000
Politics 43 44 23 300
Gardening and plants 29 19 7 600
Online gambling or betting 5 10 6 000
Building and renovating 34 43 25 500
Food and drink 38 34 18 400
Cooking, baking, recipes 38 25 9 200
Investment 24 32 19 500
Decorating 28 15 6 000
Economic and finances 36 46 27 100
Science 37 34 16 800
Travelling abroad 34 33 16 800
Sports, exercising 45 51 28 200
Sailing, boating 9 15 8 700
Consumer electronics and information technology 20 30 16 300
Environmental matters 31 22 10 800
None of the above 0 0 0
Source: NRS 2026

Online & social media

Magazine website

http://autobild.fi/

Magazine in Social Media
Some channels and Followers August 2026
Source: Aikakausmedia's social media tracking

Contact info

Media sales

Myyntipäällikkö

  • Roope Malmström
  • +358 50 306 8484
  • roope.malmstrom@fokusmedia.fi
Media

Publisher

  • Fokus Media Finland Oy

Publisher

  • Fokus Media Finland Oy

Päätoimittaja

  • Pekka Virtanen
 

Address

  • Hämeentie 135 A
  • 00560 Helsinki

Postal address

  • Hämeentie 135 A
  • 00560 Helsinki

Phone

Email