HS Kuukausiliite
Kuukausiliite tells great stories about Finland and abroad. It relies on image and quality journalism. The magazine is known for its cleverly written and well-researched stories and its elegant visual appearance. The articles in Kuukausiliite stick in your mind, and they'll be talked about years from now. For the advertiser, Kuukausiliite provides high-quality media to build a brand. More than 700,000 purchasing and quality-conscious readers spend more money than average on things like tourism and cultural events. Please note: The back cover ad size has changed as of August 1, 2026. The new size is 230 × 267 mm (previously 230 × 272 mm).
Issues per year
12 issues per year
Magazine website
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 3.1.2026 | 17.12.2025 | 19.12.2025 | |
| 2 | 7.2.2026 | 21.1.2026 | 26.1.2026 | |
| 3 | 7.3.2026 | 18.2.2026 | 23.2.2026 | |
| 4 | 4.4.2026 | 18.3.2026 | 23.3.2026 | |
| 5 | 1.5.2026 | 14.4.2026 | 19.4.2026 | |
| 6 | 6.6.2026 | 20.5.2026 | 25.5.2026 | |
| 7 | 4.7.2026 | 17.6.2026 | 22.6.2026 | |
| 8 | 1.8.2026 | 15.7.2026 | 20.7.2026 | |
| 9 | 5.9.2026 | 19.8.2026 | 24.8.2026 | |
| 10 | 3.10.2026 | 16.9.2026 | 21.9.2026 | |
| 11 | 7.11.2026 | 21.10.2026 | 26.10.2026 | |
| 12 | 5.12.2026 | 18.11.2026 | 23.11.2026 |
Ei aikatauluja vuodelle 2027.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) | Info |
|---|---|---|---|---|---|
| 2/1 monikanavainen landscape | Not specified | 460 x 297 mm | 5 mm | 30 416 € | In addition to print ad, 168.000 digital impressions on hs.fi. |
| 2/1 monikanavainen landscape | First spread | 460 x 297 mm | 5 mm | 33 453 € | In addition to print ad, 168.000 digital impressions on hs.fi. |
| 2/1 monikanavainen landscape | Second spread | 460 x 297 mm | 5 mm | 33 453 € | In addition to print ad, 168.000 digital impressions on hs.fi. |
| 1/1 monikanavainen portrait | Not specified | 230 x 297 mm | 5 mm | 16 450 € | In addition to print ad, 168.000 digital impressions on hs.fi. |
| 1/1 monikanavainen portrait | Sisällysluettelon viereinen sivu | 230 x 297 mm | 5 mm | 18 097 € | In addition to print ad, 168.000 digital impressions on hs.fi. |
| 1/1 portrait | Back cover | 230 x 267 mm | 5 mm | 16 780 € | |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 9 874 € | |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 9 874 € | |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 5 089 € | |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 5 089 € | *) size without marginal Prices valid until 31.12.2026 |
Size
230 x 297 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%) | Info | *) size without marginal Prices valid until 31.12.2027 |
|---|
Size
230 x 297 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%)  |
Prices valid until 31.12.2026 |
|---|
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2027 |
|---|
Readers
Readers
642 000
Total reach
How many times read
0,0
Minutes of reading
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 642 000
Minutes of reading
How many times read0,0
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 56 | 359 500 |
| Men | 49 | 44 | 282 500 | |
| Native language | Finnish | 95 | 97 | 622 700 |
| Swedish | 5 | 3 | 19 300 | |
| Age | 15-24 y | 13 | 4 | 25 700 |
| 25-34 y | 14 | 6 | 38 500 | |
| 35-44 y | 14 | 10 | 64 200 | |
| 45-54 y | 14 | 13 | 83 500 | |
| 55-64 y | 15 | 18 | 115 600 | |
| 65+ y | 30 | 50 | 321 000 | |
| Gender + age | Female 15-29 years | 9 | 3 | 19 300 |
| Female 30-49 years | 14 | 10 | 64 200 | |
| Female 50+ years | 28 | 42 | 269 600 | |
| Male 15-29 years | 10 | 3 | 19 300 | |
| Male 30-49 years | 15 | 9 | 57 800 | |
| Male 50+ years | 24 | 32 | 205 400 | |
| Household position | Lives at home with parents | 7 | 2 | 12 800 |
| Lives alone | 29 | 29 | 186 200 | |
| Lives with spouse | 36 | 46 | 295 300 | |
| Lives with spouse and children | 23 | 19 | 122 000 | |
| Single parent | 2 | 1 | 6 400 | |
| Other | 2 | 2 | 12 800 | |
| Grandchildren under 18 years of age | Yes | 20 | 28 | 179 800 |
| No | 39 | 53 | 340 300 | |
| No answer (under 45 year olds) | 41 | 19 | 122 000 | |
| Education | Elementary school | 4 | 3 | 19 300 |
| Secondary school | 6 | 4 | 25 700 | |
| Vocational | 26 | 16 | 102 700 | |
| High school | 13 | 12 | 77 000 | |
| University of Applied Sciences | 19 | 16 | 102 700 | |
| University | 30 | 48 | 308 200 | |
| Something else | 2 | 2 | 12 800 | |
| Decision-maker in grocery purchases | Yes | 93 | 95 | 609 900 |
| No | 7 | 5 | 32 100 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 80 | 513 600 |
| No | 32 | 20 | 128 400 | |
| Size of the household | 1 pers | 28 | 29 | 186 200 |
| 2 pers | 38 | 47 | 301 700 | |
| 3 pers | 14 | 12 | 77 000 | |
| 4 pers | 12 | 9 | 57 800 | |
| 5+ pers | 7 | 3 | 19 300 | |
| Household income (gross) | Below 20 000 € /y | 10 | 5 | 32 100 |
| 20 000 - 35 000 € /y | 15 | 14 | 89 900 | |
| 35 001 - 50 000 € /y | 18 | 18 | 115 600 | |
| 50 001 - 85 000 € /y | 21 | 23 | 147 700 | |
| 85 001 - 100 000 € /y | 8 | 10 | 64 200 | |
| Over 100 000 € /y | 12 | 17 | 109 100 | |
| Dont want to tell | 7 | 8 | 51 400 | |
| Cant say / No answer | 9 | 4 | 25 700 | |
| Family with kids | Yes | 33 | 23 | 147 700 |
| No | 67 | 77 | 494 300 | |
| Number of children in the household (5th grade) | 1 child | 13 | 11 | 70 600 |
| 2 children | 12 | 9 | 57 800 | |
| 3 children | 5 | 2 | 12 800 | |
| 4 children | 1 | 1 | 6 400 | |
| 5+ children | 1 | 0 | 0 | |
| There are no children | 67 | 77 | 494 300 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 11 | 70 600 |
| Dog | 24 | 18 | 115 600 | |
| Some other pet | 5 | 4 | 25 700 | |
| No pets | 62 | 71 | 455 800 | |
| Health services used in the household | Public health services | 85 | 85 | 545 700 |
| Employer - funded health care services | 51 | 43 | 276 100 | |
| Private, self-funded healthcare services | 39 | 52 | 333 800 | |
| Private health insurance services | 27 | 24 | 154 100 | |
| No health care | 1 | 1 | 6 400 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 39 | 250 400 |
| Row house or semi-detached house | 17 | 18 | 115 600 | |
| Detached house | 45 | 40 | 256 800 | |
| Farm | 4 | 2 | 12 800 | |
| Something else | 1 | 1 | 6 400 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 84 | 539 300 |
| Rented residence | 22 | 13 | 83 500 | |
| Right of residence apartment | 2 | 2 | 12 800 | |
| Something else | 1 | 1 | 6 400 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 52 | 333 800 |
| No | 58 | 48 | 308 200 | |
| Can not say | 1 | 0 | 0 | |
| Number of cars in household | One car | 46 | 52 | 333 800 |
| Two cars | 29 | 25 | 160 500 | |
| Three or more cars | 10 | 6 | 38 500 | |
| No car | 15 | 17 | 109 100 | |
| Type of car, if buying now | New | 18 | 27 | 173 300 |
| Used | 71 | 58 | 372 400 | |
| Company car | 5 | 4 | 25 700 | |
| Leasing (personal) | 9 | 11 | 70 600 | |
| Shared car | 2 | 2 | 12 800 | |
| Doesn't use a car | 8 | 11 | 70 600 | |
| Can not say | 5 | 6 | 38 500 | |
| Advertising ban at the door / mailbox | Yes | 29 | 29 | 186 200 |
| No | 70 | 71 | 455 800 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 14 | 89 900 |
| No | 75 | 80 | 513 600 | |
| Can not say | 5 | 6 | 38 500 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 36 | 231 100 |
| Turku or Tampere | 8 | 7 | 44 900 | |
| Oulu | 4 | 3 | 19 300 | |
| 70 000 - 150 000 inhabitants town | 14 | 11 | 70 600 | |
| Urban municipality | 24 | 23 | 147 700 | |
| Conurbation | 17 | 12 | 77 000 | |
| Countryside | 12 | 8 | 51 400 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 23 | 147 700 |
| 5-6 days a week | 4 | 6 | 38 500 | |
| 1-4 days a week | 23 | 30 | 192 600 | |
| Monthly | 25 | 23 | 147 700 | |
| Rarely | 27 | 16 | 102 700 | |
| Never | 9 | 2 | 12 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 23 | 147 700 |
| 5-6 days a week | 5 | 5 | 32 100 | |
| 1-4 days a week | 18 | 19 | 122 000 | |
| Monthly | 16 | 17 | 109 100 | |
| Rarely | 24 | 22 | 141 200 | |
| Never | 13 | 14 | 89 900 | |
| Can not say | 1 | 1 | 6 400 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 47 | 301 700 |
| 5-6 days a week | 4 | 6 | 38 500 | |
| 1-4 days a week | 22 | 22 | 141 200 | |
| Monthly | 16 | 11 | 70 600 | |
| Rarely | 25 | 11 | 70 600 | |
| Never | 9 | 2 | 12 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 63 | 404 500 |
| 5-6 days a week | 9 | 8 | 51 400 | |
| 1-4 days a week | 16 | 12 | 77 000 | |
| Monthly | 7 | 4 | 25 700 | |
| Rarely | 8 | 7 | 44 900 | |
| Never | 5 | 5 | 32 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 5 | 32 100 |
| 5-6 days a week | 3 | 4 | 25 700 | |
| 1-4 days a week | 38 | 45 | 288 900 | |
| Monthly | 20 | 20 | 128 400 | |
| Rarely | 24 | 19 | 122 000 | |
| Never | 10 | 6 | 38 500 | |
| Can not say | 1 | 1 | 6 400 | |
| The frequency of watching: Free online TV services | Daily | 19 | 21 | 134 800 |
| 5-6 days a week | 10 | 11 | 70 600 | |
| 1-4 days a week | 29 | 32 | 205 400 | |
| Monthly | 20 | 18 | 115 600 | |
| Rarely | 15 | 10 | 64 200 | |
| Never | 6 | 8 | 51 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 13 | 83 500 |
| 5-6 days a week | 10 | 8 | 51 400 | |
| 1-4 days a week | 22 | 22 | 141 200 | |
| Monthly | 9 | 8 | 51 400 | |
| Rarely | 12 | 11 | 70 600 | |
| Never | 29 | 39 | 250 400 | |
| Can not say | 1 | 1 | 6 400 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 61 | 391 600 |
| 5-6 days a week | 10 | 11 | 70 600 | |
| 1-4 days a week | 19 | 13 | 83 500 | |
| Monthly | 12 | 8 | 51 400 | |
| Rarely | 13 | 5 | 32 100 | |
| Never | 4 | 2 | 12 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 41 | 263 200 |
| 5-6 days a week | 11 | 14 | 89 900 | |
| 1-4 days a week | 20 | 19 | 122 000 | |
| Monthly | 12 | 9 | 57 800 | |
| Rarely | 14 | 10 | 64 200 | |
| Never | 9 | 7 | 44 900 | |
| Can not say | 1 | 1 | 6 400 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 36 | 231 100 |
| 5-6 days a week | 5 | 6 | 38 500 | |
| 1-4 days a week | 15 | 16 | 102 700 | |
| Monthly | 13 | 12 | 77 000 | |
| Rarely | 27 | 20 | 128 400 | |
| Never | 16 | 9 | 57 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 16 | 102 700 |
| 5-6 days a week | 9 | 7 | 44 900 | |
| 1-4 days a week | 19 | 18 | 115 600 | |
| Monthly | 14 | 12 | 77 000 | |
| Rarely | 23 | 24 | 154 100 | |
| Never | 17 | 22 | 141 200 | |
| Can not say | 1 | 1 | 6 400 | |
| The frequency of listening: Podcasts | Daily | 7 | 6 | 38 500 |
| 5-6 days a week | 4 | 4 | 25 700 | |
| 1-4 days a week | 12 | 10 | 64 200 | |
| Monthly | 14 | 14 | 89 900 | |
| Rarely | 26 | 25 | 160 500 | |
| Never | 35 | 39 | 250 400 | |
| Can not say | 2 | 2 | 12 800 | |
| User frequency and following: Social media | Daily | 62 | 52 | 333 800 |
| 5-6 days a week | 7 | 9 | 57 800 | |
| 1-4 days a week | 7 | 8 | 51 400 | |
| Monthly | 3 | 3 | 19 300 | |
| Rarely | 6 | 7 | 44 900 | |
| Never | 15 | 22 | 141 200 | |
| Can not say | 0 | 1 | 6 400 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 10 | 64 200 |
| 5-6 days a week | 5 | 2 | 12 800 | |
| 1-4 days a week | 13 | 11 | 70 600 | |
| Monthly | 8 | 7 | 44 900 | |
| Rarely | 20 | 20 | 128 400 | |
| Never | 36 | 49 | 314 600 | |
| Can not say | 1 | 1 | 6 400 | |
| Reading frequency: Printed books | Daily | 17 | 29 | 186 200 |
| 5-6 days a week | 6 | 8 | 51 400 | |
| 1-4 days a week | 15 | 18 | 115 600 | |
| Monthly | 22 | 21 | 134 800 | |
| Rarely | 34 | 22 | 141 200 | |
| Never | 7 | 2 | 12 800 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 19 300 |
| 5-6 days a week | 2 | 1 | 6 400 | |
| 1-4 days a week | 4 | 4 | 25 700 | |
| Monthly | 6 | 6 | 38 500 | |
| Rarely | 30 | 27 | 173 300 | |
| Never | 54 | 58 | 372 400 | |
| Can not say | 1 | 1 | 6 400 | |
| Listening frequency: Audiobooks | Daily | 8 | 8 | 51 400 |
| 5-6 days a week | 3 | 2 | 12 800 | |
| 1-4 days a week | 6 | 5 | 32 100 | |
| Monthly | 8 | 6 | 38 500 | |
| Rarely | 23 | 20 | 128 400 | |
| Never | 52 | 59 | 378 800 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 14 | 89 900 |
| 5-6 days a week | 9 | 6 | 38 500 | |
| 1-4 days a week | 20 | 19 | 122 000 | |
| Monthly | 20 | 22 | 141 200 | |
| Rarely | 19 | 21 | 134 800 | |
| Never | 10 | 18 | 115 600 | |
| Can not say | 0 | 1 | 6 400 | |
| Usage/following: LinkedIn | Daily | 6 | 6 | 38 500 |
| 5-6 days a week | 2 | 2 | 12 800 | |
| 1-4 days a week | 7 | 9 | 57 800 | |
| Monthly | 8 | 8 | 51 400 | |
| Rarely | 13 | 12 | 77 000 | |
| Never | 52 | 47 | 301 700 | |
| Cant say / No answer | 11 | 16 | 102 700 | |
| Usage/following: Facebook | Daily | 40 | 40 | 256 800 |
| 5-6 days a week | 6 | 8 | 51 400 | |
| 1-4 days a week | 11 | 10 | 64 200 | |
| Monthly | 5 | 4 | 25 700 | |
| Rarely | 10 | 8 | 51 400 | |
| Never | 17 | 16 | 102 700 | |
| Cant say / No answer | 10 | 15 | 96 300 | |
| Usage/Following: Instagram | Daily | 37 | 27 | 173 300 |
| 5-6 days a week | 6 | 5 | 32 100 | |
| 1-4 days a week | 9 | 9 | 57 800 | |
| Monthly | 5 | 5 | 32 100 | |
| Rarely | 8 | 9 | 57 800 | |
| Never | 25 | 30 | 192 600 | |
| Cant say / No answer | 10 | 15 | 96 300 | |
| Usage/following rate: Snapchat | Daily | 16 | 6 | 38 500 |
| 5-6 days a week | 2 | 1 | 6 400 | |
| 1-4 days a week | 2 | 1 | 6 400 | |
| Monthly | 2 | 2 | 12 800 | |
| Rarely | 5 | 5 | 32 100 | |
| Never | 62 | 71 | 455 800 | |
| Cant say / No answer | 11 | 15 | 96 300 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 4 | 25 700 |
| 5-6 days a week | 2 | 1 | 6 400 | |
| 1-4 days a week | 4 | 4 | 25 700 | |
| Monthly | 3 | 3 | 19 300 | |
| Rarely | 11 | 9 | 57 800 | |
| Never | 66 | 64 | 410 900 | |
| Cant say / No answer | 10 | 15 | 96 300 | |
| Usage/Following: TikTok | Daily | 13 | 5 | 32 100 |
| 5-6 days a week | 2 | 1 | 6 400 | |
| 1-4 days a week | 4 | 2 | 12 800 | |
| Monthly | 3 | 2 | 12 800 | |
| Rarely | 8 | 6 | 38 500 | |
| Never | 62 | 68 | 436 600 | |
| Cant say / No answer | 10 | 15 | 96 300 | |
| Usage/following frequency: Jodel | Daily | 3 | 2 | 12 800 |
| 5-6 days a week | 1 | 0 | 0 | |
| 1-4 days a week | 2 | 2 | 12 800 | |
| Monthly | 3 | 1 | 6 400 | |
| Rarely | 6 | 5 | 32 100 | |
| Never | 71 | 70 | 449 400 | |
| Cant say / No answer | 15 | 20 | 128 400 | |
| Usage/following frequency: Threads | Daily | 3 | 3 | 19 300 |
| 5-6 days a week | 1 | 1 | 6 400 | |
| 1-4 days a week | 4 | 3 | 19 300 | |
| Monthly | 3 | 2 | 12 800 | |
| Rarely | 5 | 5 | 32 100 | |
| Never | 69 | 66 | 423 700 | |
| Cant say / No answer | 15 | 21 | 134 800 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 6 400 | |
| Monthly | 1 | 1 | 6 400 | |
| Rarely | 3 | 4 | 25 700 | |
| Never | 80 | 73 | 468 700 | |
| Cant say / No answer | 15 | 21 | 134 800 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 9 | 57 800 |
| Partially agree | 42 | 39 | 250 400 | |
| Partially disagree | 29 | 37 | 237 500 | |
| Completely disagree | 10 | 13 | 83 500 | |
| Can not say | 3 | 2 | 12 800 | |
| I prefer domestic products | Completely agree | 33 | 38 | 244 000 |
| Partially agree | 55 | 53 | 340 300 | |
| Partially disagree | 9 | 8 | 51 400 | |
| Completely disagree | 1 | 1 | 6 400 | |
| Can not say | 2 | 1 | 6 400 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 26 | 166 900 |
| Partially agree | 54 | 55 | 353 100 | |
| Partially disagree | 18 | 14 | 89 900 | |
| Completely disagree | 4 | 2 | 12 800 | |
| Can not say | 4 | 2 | 12 800 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 29 | 186 200 |
| Partially agree | 58 | 61 | 391 600 | |
| Partially disagree | 14 | 9 | 57 800 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 3 | 2 | 12 800 | |
| I usually choose the cheapest option | Completely agree | 13 | 7 | 44 900 |
| Partially agree | 48 | 47 | 301 700 | |
| Partially disagree | 32 | 39 | 250 400 | |
| Completely disagree | 5 | 5 | 32 100 | |
| Can not say | 2 | 2 | 12 800 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 32 | 205 400 |
| Partially agree | 49 | 53 | 340 300 | |
| Partially disagree | 9 | 12 | 77 000 | |
| Completely disagree | 2 | 2 | 12 800 | |
| Can not say | 1 | 1 | 6 400 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 4 | 25 700 |
| Partially agree | 23 | 23 | 147 700 | |
| Partially disagree | 38 | 41 | 263 200 | |
| Completely disagree | 24 | 23 | 147 700 | |
| Can not say | 10 | 9 | 57 800 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 25 700 |
| Partially agree | 37 | 37 | 237 500 | |
| Partially disagree | 43 | 46 | 295 300 | |
| Completely disagree | 10 | 10 | 64 200 | |
| Can not say | 4 | 3 | 19 300 | |
| I prefer local shops and services | Completely agree | 28 | 33 | 211 900 |
| Partially agree | 58 | 58 | 372 400 | |
| Partially disagree | 11 | 7 | 44 900 | |
| Completely disagree | 1 | 1 | 6 400 | |
| Can not say | 2 | 1 | 6 400 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 19 300 |
| Partially agree | 27 | 22 | 141 200 | |
| Partially disagree | 28 | 32 | 205 400 | |
| Completely disagree | 33 | 37 | 237 500 | |
| Can not say | 7 | 6 | 38 500 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 57 800 |
| Partially agree | 32 | 37 | 237 500 | |
| Partially disagree | 36 | 36 | 231 100 | |
| Completely disagree | 20 | 15 | 96 300 | |
| Can not say | 3 | 3 | 19 300 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 18 | 115 600 |
| Partially agree | 49 | 55 | 353 100 | |
| Partially disagree | 23 | 20 | 128 400 | |
| Completely disagree | 7 | 5 | 32 100 | |
| Can not say | 5 | 3 | 19 300 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 24 | 154 100 |
| Partially agree | 50 | 52 | 333 800 | |
| Partially disagree | 23 | 19 | 122 000 | |
| Completely disagree | 6 | 3 | 19 300 | |
| Can not say | 4 | 2 | 12 800 | |
| I prefer well-known brands | Completely agree | 13 | 13 | 83 500 |
| Partially agree | 59 | 64 | 410 900 | |
| Partially disagree | 20 | 17 | 109 100 | |
| Completely disagree | 5 | 3 | 19 300 | |
| Can not say | 3 | 3 | 19 300 | |
| I prefer used products in my purchases | Completely agree | 15 | 12 | 77 000 |
| Partially agree | 39 | 37 | 237 500 | |
| Partially disagree | 31 | 34 | 218 300 | |
| Completely disagree | 11 | 15 | 96 300 | |
| Can not say | 3 | 3 | 19 300 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 15 | 96 300 |
| Quite positively | 61 | 65 | 417 300 | |
| Quite negatively | 16 | 14 | 89 900 | |
| Very negative | 4 | 3 | 19 300 | |
| Can not say | 6 | 3 | 19 300 | |
| Magazines | Very positive | 12 | 14 | 89 900 |
| Quite positively | 60 | 63 | 404 500 | |
| Quite negatively | 18 | 14 | 89 900 | |
| Very negative | 4 | 3 | 19 300 | |
| Can not say | 7 | 5 | 32 100 | |
| Free and local newspapers | Very positive | 22 | 25 | 160 500 |
| Quite positively | 56 | 56 | 359 500 | |
| Quite negatively | 11 | 11 | 70 600 | |
| Very negative | 4 | 3 | 19 300 | |
| Can not say | 6 | 6 | 38 500 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 5 | 32 100 |
| Quite positively | 43 | 40 | 256 800 | |
| Quite negatively | 33 | 34 | 218 300 | |
| Very negative | 11 | 10 | 64 200 | |
| Can not say | 8 | 10 | 64 200 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 2 | 12 800 |
| Quite positively | 30 | 25 | 160 500 | |
| Quite negatively | 35 | 37 | 237 500 | |
| Very negative | 19 | 18 | 115 600 | |
| Can not say | 11 | 17 | 109 100 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 2 | 12 800 |
| Quite positively | 25 | 18 | 115 600 | |
| Quite negatively | 35 | 38 | 244 000 | |
| Very negative | 23 | 25 | 160 500 | |
| Can not say | 13 | 17 | 109 100 | |
| Newsletters to email | Very positive | 2 | 1 | 6 400 |
| Quite positively | 16 | 14 | 89 900 | |
| Quite negatively | 35 | 38 | 244 000 | |
| Very negative | 45 | 45 | 288 900 | |
| Can not say | 3 | 3 | 19 300 | |
| Other websites | Very positive | 2 | 2 | 12 800 |
| Quite positively | 32 | 27 | 173 300 | |
| Quite negatively | 39 | 42 | 269 600 | |
| Very negative | 15 | 14 | 89 900 | |
| Can not say | 12 | 15 | 96 300 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 6 | 38 500 |
| Quite positively | 44 | 45 | 288 900 | |
| Quite negatively | 31 | 32 | 205 400 | |
| Very negative | 14 | 14 | 89 900 | |
| Can not say | 4 | 4 | 25 700 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 25 700 |
| Quite positively | 33 | 30 | 192 600 | |
| Quite negatively | 35 | 37 | 237 500 | |
| Very negative | 21 | 22 | 141 200 | |
| Can not say | 7 | 7 | 44 900 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 15 | 96 300 |
| Quite positively | 44 | 43 | 276 100 | |
| Quite negatively | 21 | 23 | 147 700 | |
| Very negative | 15 | 13 | 83 500 | |
| Can not say | 5 | 5 | 32 100 | |
| Out-of-home advertising | Very positive | 11 | 10 | 64 200 |
| Quite positively | 51 | 49 | 314 600 | |
| Quite negatively | 22 | 24 | 154 100 | |
| Very negative | 9 | 8 | 51 400 | |
| Can not say | 8 | 8 | 51 400 | 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 | 22 | 141 200 |
| Partially agree | 59 | 64 | 410 900 | |
| Partially disagree | 10 | 6 | 38 500 | |
| Completely disagree | 3 | 1 | 6 400 | |
| Can not say | 11 | 6 | 38 500 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 19 | 122 000 |
| Partially agree | 56 | 62 | 398 000 | |
| Partially disagree | 14 | 10 | 64 200 | |
| Completely disagree | 4 | 3 | 19 300 | |
| Can not say | 10 | 6 | 38 500 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 38 | 244 000 |
| Partially agree | 39 | 40 | 256 800 | |
| Partially disagree | 17 | 14 | 89 900 | |
| Completely disagree | 4 | 2 | 12 800 | |
| Can not say | 8 | 6 | 38 500 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 26 | 166 900 |
| Partially agree | 44 | 46 | 295 300 | |
| Partially disagree | 11 | 8 | 51 400 | |
| Completely disagree | 5 | 4 | 25 700 | |
| Can not say | 18 | 17 | 109 100 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 39 | 250 400 |
| Partially agree | 47 | 46 | 295 300 | |
| Partially disagree | 7 | 4 | 25 700 | |
| Completely disagree | 3 | 2 | 12 800 | |
| Can not say | 12 | 10 | 64 200 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 21 | 134 800 |
| Partially agree | 51 | 53 | 340 300 | |
| Partially disagree | 13 | 10 | 64 200 | |
| Completely disagree | 3 | 1 | 6 400 | |
| Can not say | 18 | 15 | 96 300 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 13 | 83 500 |
| Partially agree | 50 | 52 | 333 800 | |
| Partially disagree | 17 | 16 | 102 700 | |
| Completely disagree | 3 | 1 | 6 400 | |
| Can not say | 20 | 18 | 115 600 | |
| Finnish magazines are of high quality | Completely agree | 22 | 29 | 186 200 |
| Partially agree | 57 | 58 | 372 400 | |
| Partially disagree | 9 | 6 | 38 500 | |
| Completely disagree | 1 | 1 | 6 400 | |
| Can not say | 10 | 6 | 38 500 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 10 | 64 200 |
| Partially agree | 48 | 50 | 321 000 | |
| Partially disagree | 22 | 21 | 134 800 | |
| Completely disagree | 7 | 8 | 51 400 | |
| Can not say | 13 | 10 | 64 200 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 12 | 77 000 |
| Partially agree | 33 | 34 | 218 300 | |
| Partially disagree | 22 | 24 | 154 100 | |
| Completely disagree | 22 | 22 | 141 200 | |
| Can not say | 11 | 8 | 51 400 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 57 800 |
| Partially agree | 31 | 33 | 211 900 | |
| Partially disagree | 26 | 28 | 179 800 | |
| Completely disagree | 24 | 23 | 147 700 | |
| Can not say | 10 | 7 | 44 900 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 16 | 102 700 |
| Partially agree | 48 | 50 | 321 000 | |
| Partially disagree | 20 | 18 | 115 600 | |
| Completely disagree | 12 | 11 | 70 600 | |
| Can not say | 7 | 4 | 25 700 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 8 | 51 400 |
| Partially agree | 28 | 29 | 186 200 | |
| Partially disagree | 27 | 29 | 186 200 | |
| Completely disagree | 28 | 28 | 179 800 | |
| Can not say | 10 | 6 | 38 500 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 4 | 25 700 |
| Partially agree | 36 | 34 | 218 300 | |
| Partially disagree | 35 | 39 | 250 400 | |
| Completely disagree | 9 | 8 | 51 400 | |
| Can not say | 16 | 15 | 96 300 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 17 | 109 100 |
| Partially agree | 39 | 42 | 269 600 | |
| Partially disagree | 23 | 23 | 147 700 | |
| Completely disagree | 12 | 10 | 64 200 | |
| Can not say | 10 | 7 | 44 900 | |
| I follow one or more magazines on social media | Completely agree | 7 | 7 | 44 900 |
| Partially agree | 20 | 19 | 122 000 | |
| Partially disagree | 23 | 23 | 147 700 | |
| Completely disagree | 42 | 45 | 288 900 | |
| Can not say | 7 | 6 | 38 500 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 36 | 231 100 |
| Partially agree | 27 | 28 | 179 800 | |
| Partially disagree | 11 | 14 | 89 900 | |
| Completely disagree | 14 | 19 | 122 000 | |
| Can not say | 2 | 2 | 12 800 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 35 | 224 700 |
| Partially agree | 39 | 39 | 250 400 | |
| Partially disagree | 13 | 11 | 70 600 | |
| Completely disagree | 10 | 12 | 77 000 | |
| Can not say | 3 | 2 | 12 800 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 12 | 77 000 |
| Partially agree | 33 | 29 | 186 200 | |
| Partially disagree | 21 | 23 | 147 700 | |
| Completely disagree | 24 | 33 | 211 900 | |
| Can not say | 4 | 4 | 25 700 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 20 | 128 400 |
| Partially agree | 33 | 32 | 205 400 | |
| Partially disagree | 25 | 22 | 141 200 | |
| Completely disagree | 21 | 23 | 147 700 | |
| Can not say | 3 | 2 | 12 800 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 14 | 89 900 |
| Partially agree | 21 | 20 | 128 400 | |
| Partially disagree | 17 | 17 | 109 100 | |
| Completely disagree | 37 | 46 | 295 300 | |
| Can not say | 8 | 3 | 19 300 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 31 | 199 000 |
| Partially agree | 52 | 51 | 327 400 | |
| Partially disagree | 12 | 9 | 57 800 | |
| Completely disagree | 4 | 4 | 25 700 | |
| Can not say | 8 | 5 | 32 100 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 76 | 487 900 |
| Partially agree | 16 | 15 | 96 300 | |
| Partially disagree | 3 | 3 | 19 300 | |
| Completely disagree | 2 | 1 | 6 400 | |
| Can not say | 5 | 5 | 32 100 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 43 | 276 100 |
| Partially agree | 39 | 40 | 256 800 | |
| Partially disagree | 15 | 8 | 51 400 | |
| Completely disagree | 8 | 4 | 25 700 | |
| Can not say | 7 | 4 | 25 700 | 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 | 61 | 391 600 |
| Cosmetics and beauty care | 16 | 20 | 128 400 | |
| Interior design and furniture | 26 | 28 | 179 800 | |
| Renovation and building | 24 | 26 | 166 900 | |
| Domestic appliances | 10 | 13 | 83 500 | |
| Consumer electronics and IT equipment | 13 | 14 | 89 900 | |
| Saving and investing | 14 | 19 | 122 000 | |
| Style and fashion | 21 | 27 | 173 300 | |
| Cars | 14 | 14 | 89 900 | |
| Travelling | 23 | 33 | 211 900 | |
| Sports clothing, footwear or equipment | 14 | 17 | 109 100 | |
| Health and wellness products/services | 19 | 28 | 179 800 | |
| None of these | 16 | 11 | 70 600 | |
| Can not say | 10 | 7 | 44 900 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 47 | 301 700 |
| Cosmetics and beauty care | 17 | 18 | 115 600 | |
| Interior design and furniture | 21 | 19 | 122 000 | |
| Renovation and building | 21 | 19 | 122 000 | |
| Domestic appliances | 10 | 10 | 64 200 | |
| Consumer electronics and IT equipment | 17 | 16 | 102 700 | |
| Saving and investing | 13 | 12 | 77 000 | |
| Style and fashion | 19 | 20 | 128 400 | |
| Cars | 13 | 11 | 70 600 | |
| Travelling | 23 | 24 | 154 100 | |
| Sports clothing, footwear or equipment | 16 | 15 | 96 300 | |
| Health and wellness products/services | 18 | 18 | 115 600 | |
| None of these | 21 | 25 | 160 500 | |
| Can not say | 12 | 11 | 70 600 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 19 | 122 000 |
| Well-being and health | 50 | 55 | 353 100 | |
| Charity work | 14 | 16 | 102 700 | |
| Self development | 32 | 31 | 199 000 | |
| Celebrities | 13 | 14 | 89 900 | |
| Fishing | 15 | 12 | 77 000 | |
| Beauty care and cosmetics | 16 | 14 | 89 900 | |
| Literature | 29 | 44 | 282 500 | |
| Domestic and foreign news | 51 | 66 | 423 700 | |
| Domestic travel | 33 | 33 | 211 900 | |
| Culture | 34 | 50 | 321 000 | |
| Crafts | 25 | 24 | 154 100 | |
| Nature and going outdoor | 52 | 56 | 359 500 | |
| Hunting | 9 | 6 | 38 500 | |
| Style and fashion | 20 | 21 | 134 800 | |
| Music and concerts | 37 | 43 | 276 100 | |
| Going on summer cottage | 29 | 29 | 186 200 | |
| Local affairs | 56 | 62 | 398 000 | |
| Computer/console/mobile playing | 17 | 8 | 51 400 | |
| Politics | 43 | 58 | 372 400 | |
| Gardening and plants | 29 | 36 | 231 100 | |
| Online gambling or betting | 5 | 4 | 25 700 | |
| Building and renovating | 34 | 34 | 218 300 | |
| Food and drink | 38 | 41 | 263 200 | |
| Cooking, baking, recipes | 38 | 38 | 244 000 | |
| Investment | 24 | 24 | 154 100 | |
| Decorating | 28 | 30 | 192 600 | |
| Economic and finances | 36 | 41 | 263 200 | |
| Science | 37 | 44 | 282 500 | |
| Travelling abroad | 34 | 35 | 224 700 | |
| Sports, exercising | 45 | 43 | 276 100 | |
| Sailing, boating | 9 | 9 | 57 800 | |
| Consumer electronics and information technology | 20 | 16 | 102 700 | |
| Environmental matters | 31 | 42 | 269 600 | |
| 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 | 12 800 |
| Buying an apartment | 11 | 10 | 64 200 | |
| Home renovation | 27 | 28 | 179 800 | |
| Buying a car | 27 | 23 | 147 700 | |
| Buying a boat | 3 | 3 | 19 300 | |
| None of these | 51 | 54 | 346 700 | |
| Purchases in the last 12 months | Furniture and furnishings | 43 | 39 | 250 400 |
| Repair and construction products | 38 | 39 | 250 400 | |
| Domestic appliances | 37 | 39 | 250 400 | |
| Electronics or IT products | 49 | 47 | 301 700 | |
| Cars | 19 | 16 | 102 700 | |
| Clothing and footwear | 84 | 88 | 565 000 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 40 | 256 800 | |
| Sports clothing, footwear or equipment | 57 | 55 | 353 100 | |
| Saving or investing products or services | 32 | 36 | 231 100 | |
| Cosmetics and beauty products | 49 | 54 | 346 700 | |
| Mobile phones | 29 | 26 | 166 900 | |
| Travels | 50 | 56 | 359 500 | |
| Products and services for health and well-being | 61 | 68 | 436 600 | |
| None of the above | 1 | 1 | 6 400 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 29 | 25 | 160 500 |
| Repair and construction products | 33 | 35 | 224 700 | |
| Domestic appliances | 17 | 19 | 122 000 | |
| Electronics or IT products | 27 | 25 | 160 500 | |
| Cars | 14 | 11 | 70 600 | |
| Clothing and footwear | 68 | 71 | 455 800 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 31 | 199 000 | |
| Sports clothing, footwear or equipment | 43 | 41 | 263 200 | |
| Saving or investing products or services | 27 | 30 | 192 600 | |
| Cosmetics and beauty products | 39 | 44 | 282 500 | |
| Mobile phones | 15 | 15 | 96 300 | |
| Travels | 46 | 52 | 333 800 | |
| Products and services for health and well-being | 50 | 57 | 365 900 | |
| None of the above | 6 | 4 | 25 700 | |
| Will consider switching over the next 12 months | Bank | 7 | 7 | 44 900 |
| Insurance company | 11 | 10 | 64 200 | |
| electric company | 15 | 13 | 83 500 | |
| Internet Connection | 10 | 9 | 57 800 | |
| Phone-subscription | 17 | 14 | 89 900 | |
| None of the above | 48 | 54 | 346 700 | |
| Can not say | 17 | 15 | 96 300 | |
| Uses of extra money | Travelling | 43 | 48 | 308 200 |
| Exercise hobbies and equipment | 28 | 28 | 179 800 | |
| Cultural events (e.g. concerts, theatre, festivals, cinema) | 39 | 51 | 327 400 | |
| Eating, drinking, partying in a restaurant | 38 | 37 | 237 500 | |
| Health services and one's own well-being | 22 | 28 | 179 800 | |
| Renovation, decoration | 23 | 24 | 154 100 | |
| Home services (cleaning and other housekeeping services) | 6 | 11 | 70 600 | |
| Pet services and supplies | 11 | 10 | 64 200 | |
| Car, boat, motorcycle | 13 | 10 | 64 200 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 11 | 70 600 | |
| Streaming services and channel packages (music, series, films, sports) | 17 | 15 | 96 300 | |
| Magazine/newspaper subscriptions (print or digital) | 9 | 15 | 96 300 | |
| Books (print, e-books, audiobooks) | 18 | 26 | 166 900 | |
| Clothes, shoes and bags | 24 | 21 | 134 800 | |
| Cosmetics and beauty care | 13 | 11 | 70 600 | |
| Saving, investing | 50 | 53 | 340 300 | |
| Other | 7 | 5 | 32 100 | |
| There is no extra money after mandatory expenses | 8 | 6 | 38 500 | |
| Can not say | 3 | 4 | 25 700 | Source: NRS 2026 |
The total audience includes those who read printed and digital magazines.
|
Total reach
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 0 | 359 500 |
| Men | 49 | 0 | 282 500 | |
| Native language | Finnish | 95 | 0 | 622 700 |
| Swedish | 5 | 0 | 19 300 | |
| Age | 15-24 y | 13 | 0 | 25 700 |
| 25-34 y | 14 | 0 | 38 500 | |
| 35-44 y | 14 | 0 | 64 200 | |
| 45-54 y | 14 | 0 | 83 500 | |
| 55-64 y | 15 | 0 | 115 600 | |
| 65+ y | 30 | 0 | 321 000 | |
| Gender + age | Female 15-29 years | 9 | 0 | 19 300 |
| Female 30-49 years | 14 | 0 | 64 200 | |
| Female 50+ years | 28 | 0 | 269 600 | |
| Male 15-29 years | 10 | 0 | 19 300 | |
| Male 30-49 years | 15 | 0 | 57 800 | |
| Male 50+ years | 24 | 0 | 205 400 | |
| Household position | Lives at home with parents | 7 | 0 | 12 800 |
| Lives alone | 29 | 0 | 186 200 | |
| Lives with spouse | 36 | 0 | 295 300 | |
| Lives with spouse and children | 23 | 0 | 122 000 | |
| Single parent | 2 | 0 | 6 400 | |
| Other | 2 | 0 | 12 800 | |
| Grandchildren under 18 years of age | Yes | 20 | 0 | 179 800 |
| No | 39 | 0 | 340 300 | |
| No answer (under 45 year olds) | 41 | 0 | 122 000 | |
| Education | Elementary school | 4 | 0 | 19 300 |
| Secondary school | 6 | 0 | 25 700 | |
| Vocational | 26 | 0 | 102 700 | |
| High school | 13 | 0 | 77 000 | |
| University of Applied Sciences | 19 | 0 | 102 700 | |
| University | 30 | 0 | 308 200 | |
| Something else | 2 | 0 | 12 800 | |
| Decision-maker in grocery purchases | Yes | 93 | 0 | 609 900 |
| No | 7 | 0 | 32 100 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 0 | 513 600 |
| No | 32 | 0 | 128 400 | |
| Size of the household | 1 pers | 28 | 0 | 186 200 |
| 2 pers | 38 | 0 | 301 700 | |
| 3 pers | 14 | 0 | 77 000 | |
| 4 pers | 12 | 0 | 57 800 | |
| 5+ pers | 7 | 0 | 19 300 | |
| Household income (gross) | Below 20 000 € /y | 10 | 0 | 32 100 |
| 20 000 - 35 000 € /y | 15 | 0 | 89 900 | |
| 35 001 - 50 000 € /y | 18 | 0 | 115 600 | |
| 50 001 - 85 000 € /y | 21 | 0 | 147 700 | |
| 85 001 - 100 000 € /y | 8 | 0 | 64 200 | |
| Over 100 000 € /y | 12 | 0 | 109 100 | |
| Dont want to tell | 7 | 0 | 51 400 | |
| Cant say / No answer | 9 | 0 | 25 700 | |
| Family with kids | Yes | 33 | 0 | 147 700 |
| No | 67 | 0 | 494 300 | |
| Number of children in the household (5th grade) | 1 child | 13 | 0 | 70 600 |
| 2 children | 12 | 0 | 57 800 | |
| 3 children | 5 | 0 | 12 800 | |
| 4 children | 1 | 0 | 6 400 | |
| 5+ children | 1 | 0 | 0 | |
| There are no children | 67 | 0 | 494 300 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 0 | 70 600 |
| Dog | 24 | 0 | 115 600 | |
| Some other pet | 5 | 0 | 25 700 | |
| No pets | 62 | 0 | 455 800 | |
| Health services used in the household | Public health services | 85 | 0 | 545 700 |
| Employer - funded health care services | 51 | 0 | 276 100 | |
| Private, self-funded healthcare services | 39 | 0 | 333 800 | |
| Private health insurance services | 27 | 0 | 154 100 | |
| No health care | 1 | 0 | 6 400 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 0 | 250 400 |
| Row house or semi-detached house | 17 | 0 | 115 600 | |
| Detached house | 45 | 0 | 256 800 | |
| Farm | 4 | 0 | 12 800 | |
| Something else | 1 | 0 | 6 400 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 0 | 539 300 |
| Rented residence | 22 | 0 | 83 500 | |
| Right of residence apartment | 2 | 0 | 12 800 | |
| Something else | 1 | 0 | 6 400 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 0 | 333 800 |
| No | 58 | 0 | 308 200 | |
| Can not say | 1 | 0 | 0 | |
| Number of cars in household | One car | 46 | 0 | 333 800 |
| Two cars | 29 | 0 | 160 500 | |
| Three or more cars | 10 | 0 | 38 500 | |
| No car | 15 | 0 | 109 100 | |
| Type of car, if buying now | New | 18 | 0 | 173 300 |
| Used | 71 | 0 | 372 400 | |
| Company car | 5 | 0 | 25 700 | |
| Leasing (personal) | 9 | 0 | 70 600 | |
| Shared car | 2 | 0 | 12 800 | |
| Doesn't use a car | 8 | 0 | 70 600 | |
| Can not say | 5 | 0 | 38 500 | |
| Advertising ban at the door / mailbox | Yes | 29 | 0 | 186 200 |
| No | 70 | 0 | 455 800 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 0 | 89 900 |
| No | 75 | 0 | 513 600 | |
| Can not say | 5 | 0 | 38 500 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 0 | 231 100 |
| Turku or Tampere | 8 | 0 | 44 900 | |
| Oulu | 4 | 0 | 19 300 | |
| 70 000 - 150 000 inhabitants town | 14 | 0 | 70 600 | |
| Urban municipality | 24 | 0 | 147 700 | |
| Conurbation | 17 | 0 | 77 000 | |
| Countryside | 12 | 0 | 51 400 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 0 | 147 700 |
| 5-6 days a week | 4 | 0 | 38 500 | |
| 1-4 days a week | 23 | 0 | 192 600 | |
| Monthly | 25 | 0 | 147 700 | |
| Rarely | 27 | 0 | 102 700 | |
| Never | 9 | 0 | 12 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 0 | 147 700 |
| 5-6 days a week | 5 | 0 | 32 100 | |
| 1-4 days a week | 18 | 0 | 122 000 | |
| Monthly | 16 | 0 | 109 100 | |
| Rarely | 24 | 0 | 141 200 | |
| Never | 13 | 0 | 89 900 | |
| Can not say | 1 | 0 | 6 400 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 0 | 301 700 |
| 5-6 days a week | 4 | 0 | 38 500 | |
| 1-4 days a week | 22 | 0 | 141 200 | |
| Monthly | 16 | 0 | 70 600 | |
| Rarely | 25 | 0 | 70 600 | |
| Never | 9 | 0 | 12 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 0 | 404 500 |
| 5-6 days a week | 9 | 0 | 51 400 | |
| 1-4 days a week | 16 | 0 | 77 000 | |
| Monthly | 7 | 0 | 25 700 | |
| Rarely | 8 | 0 | 44 900 | |
| Never | 5 | 0 | 32 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 0 | 32 100 |
| 5-6 days a week | 3 | 0 | 25 700 | |
| 1-4 days a week | 38 | 0 | 288 900 | |
| Monthly | 20 | 0 | 128 400 | |
| Rarely | 24 | 0 | 122 000 | |
| Never | 10 | 0 | 38 500 | |
| Can not say | 1 | 0 | 6 400 | |
| The frequency of watching: Free online TV services | Daily | 19 | 0 | 134 800 |
| 5-6 days a week | 10 | 0 | 70 600 | |
| 1-4 days a week | 29 | 0 | 205 400 | |
| Monthly | 20 | 0 | 115 600 | |
| Rarely | 15 | 0 | 64 200 | |
| Never | 6 | 0 | 51 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 0 | 83 500 |
| 5-6 days a week | 10 | 0 | 51 400 | |
| 1-4 days a week | 22 | 0 | 141 200 | |
| Monthly | 9 | 0 | 51 400 | |
| Rarely | 12 | 0 | 70 600 | |
| Never | 29 | 0 | 250 400 | |
| Can not say | 1 | 0 | 6 400 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 0 | 391 600 |
| 5-6 days a week | 10 | 0 | 70 600 | |
| 1-4 days a week | 19 | 0 | 83 500 | |
| Monthly | 12 | 0 | 51 400 | |
| Rarely | 13 | 0 | 32 100 | |
| Never | 4 | 0 | 12 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 0 | 263 200 |
| 5-6 days a week | 11 | 0 | 89 900 | |
| 1-4 days a week | 20 | 0 | 122 000 | |
| Monthly | 12 | 0 | 57 800 | |
| Rarely | 14 | 0 | 64 200 | |
| Never | 9 | 0 | 44 900 | |
| Can not say | 1 | 0 | 6 400 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 0 | 231 100 |
| 5-6 days a week | 5 | 0 | 38 500 | |
| 1-4 days a week | 15 | 0 | 102 700 | |
| Monthly | 13 | 0 | 77 000 | |
| Rarely | 27 | 0 | 128 400 | |
| Never | 16 | 0 | 57 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 0 | 102 700 |
| 5-6 days a week | 9 | 0 | 44 900 | |
| 1-4 days a week | 19 | 0 | 115 600 | |
| Monthly | 14 | 0 | 77 000 | |
| Rarely | 23 | 0 | 154 100 | |
| Never | 17 | 0 | 141 200 | |
| Can not say | 1 | 0 | 6 400 | |
| The frequency of listening: Podcasts | Daily | 7 | 0 | 38 500 |
| 5-6 days a week | 4 | 0 | 25 700 | |
| 1-4 days a week | 12 | 0 | 64 200 | |
| Monthly | 14 | 0 | 89 900 | |
| Rarely | 26 | 0 | 160 500 | |
| Never | 35 | 0 | 250 400 | |
| Can not say | 2 | 0 | 12 800 | |
| User frequency and following: Social media | Daily | 62 | 0 | 333 800 |
| 5-6 days a week | 7 | 0 | 57 800 | |
| 1-4 days a week | 7 | 0 | 51 400 | |
| Monthly | 3 | 0 | 19 300 | |
| Rarely | 6 | 0 | 44 900 | |
| Never | 15 | 0 | 141 200 | |
| Can not say | 0 | 0 | 6 400 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 0 | 64 200 |
| 5-6 days a week | 5 | 0 | 12 800 | |
| 1-4 days a week | 13 | 0 | 70 600 | |
| Monthly | 8 | 0 | 44 900 | |
| Rarely | 20 | 0 | 128 400 | |
| Never | 36 | 0 | 314 600 | |
| Can not say | 1 | 0 | 6 400 | |
| Reading frequency: Printed books | Daily | 17 | 0 | 186 200 |
| 5-6 days a week | 6 | 0 | 51 400 | |
| 1-4 days a week | 15 | 0 | 115 600 | |
| Monthly | 22 | 0 | 134 800 | |
| Rarely | 34 | 0 | 141 200 | |
| Never | 7 | 0 | 12 800 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 0 | 19 300 |
| 5-6 days a week | 2 | 0 | 6 400 | |
| 1-4 days a week | 4 | 0 | 25 700 | |
| Monthly | 6 | 0 | 38 500 | |
| Rarely | 30 | 0 | 173 300 | |
| Never | 54 | 0 | 372 400 | |
| Can not say | 1 | 0 | 6 400 | |
| Listening frequency: Audiobooks | Daily | 8 | 0 | 51 400 |
| 5-6 days a week | 3 | 0 | 12 800 | |
| 1-4 days a week | 6 | 0 | 32 100 | |
| Monthly | 8 | 0 | 38 500 | |
| Rarely | 23 | 0 | 128 400 | |
| Never | 52 | 0 | 378 800 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 0 | 89 900 |
| 5-6 days a week | 9 | 0 | 38 500 | |
| 1-4 days a week | 20 | 0 | 122 000 | |
| Monthly | 20 | 0 | 141 200 | |
| Rarely | 19 | 0 | 134 800 | |
| Never | 10 | 0 | 115 600 | |
| Can not say | 0 | 0 | 6 400 | |
| Usage/following: LinkedIn | Daily | 6 | 0 | 38 500 |
| 5-6 days a week | 2 | 0 | 12 800 | |
| 1-4 days a week | 7 | 0 | 57 800 | |
| Monthly | 8 | 0 | 51 400 | |
| Rarely | 13 | 0 | 77 000 | |
| Never | 52 | 0 | 301 700 | |
| Cant say / No answer | 11 | 0 | 102 700 | |
| Usage/following: Facebook | Daily | 40 | 0 | 256 800 |
| 5-6 days a week | 6 | 0 | 51 400 | |
| 1-4 days a week | 11 | 0 | 64 200 | |
| Monthly | 5 | 0 | 25 700 | |
| Rarely | 10 | 0 | 51 400 | |
| Never | 17 | 0 | 102 700 | |
| Cant say / No answer | 10 | 0 | 96 300 | |
| Usage/Following: Instagram | Daily | 37 | 0 | 173 300 |
| 5-6 days a week | 6 | 0 | 32 100 | |
| 1-4 days a week | 9 | 0 | 57 800 | |
| Monthly | 5 | 0 | 32 100 | |
| Rarely | 8 | 0 | 57 800 | |
| Never | 25 | 0 | 192 600 | |
| Cant say / No answer | 10 | 0 | 96 300 | |
| Usage/following rate: Snapchat | Daily | 16 | 0 | 38 500 |
| 5-6 days a week | 2 | 0 | 6 400 | |
| 1-4 days a week | 2 | 0 | 6 400 | |
| Monthly | 2 | 0 | 12 800 | |
| Rarely | 5 | 0 | 32 100 | |
| Never | 62 | 0 | 455 800 | |
| Cant say / No answer | 11 | 0 | 96 300 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 0 | 25 700 |
| 5-6 days a week | 2 | 0 | 6 400 | |
| 1-4 days a week | 4 | 0 | 25 700 | |
| Monthly | 3 | 0 | 19 300 | |
| Rarely | 11 | 0 | 57 800 | |
| Never | 66 | 0 | 410 900 | |
| Cant say / No answer | 10 | 0 | 96 300 | |
| Usage/Following: TikTok | Daily | 13 | 0 | 32 100 |
| 5-6 days a week | 2 | 0 | 6 400 | |
| 1-4 days a week | 4 | 0 | 12 800 | |
| Monthly | 3 | 0 | 12 800 | |
| Rarely | 8 | 0 | 38 500 | |
| Never | 62 | 0 | 436 600 | |
| Cant say / No answer | 10 | 0 | 96 300 | |
| Usage/following frequency: Jodel | Daily | 3 | 0 | 12 800 |
| 5-6 days a week | 1 | 0 | 0 | |
| 1-4 days a week | 2 | 0 | 12 800 | |
| Monthly | 3 | 0 | 6 400 | |
| Rarely | 6 | 0 | 32 100 | |
| Never | 71 | 0 | 449 400 | |
| Cant say / No answer | 15 | 0 | 128 400 | |
| Usage/following frequency: Threads | Daily | 3 | 0 | 19 300 |
| 5-6 days a week | 1 | 0 | 6 400 | |
| 1-4 days a week | 4 | 0 | 19 300 | |
| Monthly | 3 | 0 | 12 800 | |
| Rarely | 5 | 0 | 32 100 | |
| Never | 69 | 0 | 423 700 | |
| Cant say / No answer | 15 | 0 | 134 800 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 0 | 6 400 | |
| Monthly | 1 | 0 | 6 400 | |
| Rarely | 3 | 0 | 25 700 | |
| Never | 80 | 0 | 468 700 | |
| Cant say / No answer | 15 | 0 | 134 800 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 0 | 57 800 |
| Partially agree | 42 | 0 | 250 400 | |
| Partially disagree | 29 | 0 | 237 500 | |
| Completely disagree | 10 | 0 | 83 500 | |
| Can not say | 3 | 0 | 12 800 | |
| I prefer domestic products | Completely agree | 33 | 0 | 244 000 |
| Partially agree | 55 | 0 | 340 300 | |
| Partially disagree | 9 | 0 | 51 400 | |
| Completely disagree | 1 | 0 | 6 400 | |
| Can not say | 2 | 0 | 6 400 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 0 | 166 900 |
| Partially agree | 54 | 0 | 353 100 | |
| Partially disagree | 18 | 0 | 89 900 | |
| Completely disagree | 4 | 0 | 12 800 | |
| Can not say | 4 | 0 | 12 800 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 0 | 186 200 |
| Partially agree | 58 | 0 | 391 600 | |
| Partially disagree | 14 | 0 | 57 800 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 3 | 0 | 12 800 | |
| I usually choose the cheapest option | Completely agree | 13 | 0 | 44 900 |
| Partially agree | 48 | 0 | 301 700 | |
| Partially disagree | 32 | 0 | 250 400 | |
| Completely disagree | 5 | 0 | 32 100 | |
| Can not say | 2 | 0 | 12 800 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 0 | 205 400 |
| Partially agree | 49 | 0 | 340 300 | |
| Partially disagree | 9 | 0 | 77 000 | |
| Completely disagree | 2 | 0 | 12 800 | |
| Can not say | 1 | 0 | 6 400 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 0 | 25 700 |
| Partially agree | 23 | 0 | 147 700 | |
| Partially disagree | 38 | 0 | 263 200 | |
| Completely disagree | 24 | 0 | 147 700 | |
| Can not say | 10 | 0 | 57 800 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 0 | 25 700 |
| Partially agree | 37 | 0 | 237 500 | |
| Partially disagree | 43 | 0 | 295 300 | |
| Completely disagree | 10 | 0 | 64 200 | |
| Can not say | 4 | 0 | 19 300 | |
| I prefer local shops and services | Completely agree | 28 | 0 | 211 900 |
| Partially agree | 58 | 0 | 372 400 | |
| Partially disagree | 11 | 0 | 44 900 | |
| Completely disagree | 1 | 0 | 6 400 | |
| Can not say | 2 | 0 | 6 400 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 0 | 19 300 |
| Partially agree | 27 | 0 | 141 200 | |
| Partially disagree | 28 | 0 | 205 400 | |
| Completely disagree | 33 | 0 | 237 500 | |
| Can not say | 7 | 0 | 38 500 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 0 | 57 800 |
| Partially agree | 32 | 0 | 237 500 | |
| Partially disagree | 36 | 0 | 231 100 | |
| Completely disagree | 20 | 0 | 96 300 | |
| Can not say | 3 | 0 | 19 300 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 0 | 115 600 |
| Partially agree | 49 | 0 | 353 100 | |
| Partially disagree | 23 | 0 | 128 400 | |
| Completely disagree | 7 | 0 | 32 100 | |
| Can not say | 5 | 0 | 19 300 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 0 | 154 100 |
| Partially agree | 50 | 0 | 333 800 | |
| Partially disagree | 23 | 0 | 122 000 | |
| Completely disagree | 6 | 0 | 19 300 | |
| Can not say | 4 | 0 | 12 800 | |
| I prefer well-known brands | Completely agree | 13 | 0 | 83 500 |
| Partially agree | 59 | 0 | 410 900 | |
| Partially disagree | 20 | 0 | 109 100 | |
| Completely disagree | 5 | 0 | 19 300 | |
| Can not say | 3 | 0 | 19 300 | |
| I prefer used products in my purchases | Completely agree | 15 | 0 | 77 000 |
| Partially agree | 39 | 0 | 237 500 | |
| Partially disagree | 31 | 0 | 218 300 | |
| Completely disagree | 11 | 0 | 96 300 | |
| Can not say | 3 | 0 | 19 300 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 0 | 96 300 |
| Quite positively | 61 | 0 | 417 300 | |
| Quite negatively | 16 | 0 | 89 900 | |
| Very negative | 4 | 0 | 19 300 | |
| Can not say | 6 | 0 | 19 300 | |
| Magazines | Very positive | 12 | 0 | 89 900 |
| Quite positively | 60 | 0 | 404 500 | |
| Quite negatively | 18 | 0 | 89 900 | |
| Very negative | 4 | 0 | 19 300 | |
| Can not say | 7 | 0 | 32 100 | |
| Free and local newspapers | Very positive | 22 | 0 | 160 500 |
| Quite positively | 56 | 0 | 359 500 | |
| Quite negatively | 11 | 0 | 70 600 | |
| Very negative | 4 | 0 | 19 300 | |
| Can not say | 6 | 0 | 38 500 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 0 | 32 100 |
| Quite positively | 43 | 0 | 256 800 | |
| Quite negatively | 33 | 0 | 218 300 | |
| Very negative | 11 | 0 | 64 200 | |
| Can not say | 8 | 0 | 64 200 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 0 | 12 800 |
| Quite positively | 30 | 0 | 160 500 | |
| Quite negatively | 35 | 0 | 237 500 | |
| Very negative | 19 | 0 | 115 600 | |
| Can not say | 11 | 0 | 109 100 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 0 | 12 800 |
| Quite positively | 25 | 0 | 115 600 | |
| Quite negatively | 35 | 0 | 244 000 | |
| Very negative | 23 | 0 | 160 500 | |
| Can not say | 13 | 0 | 109 100 | |
| Newsletters to email | Very positive | 2 | 0 | 6 400 |
| Quite positively | 16 | 0 | 89 900 | |
| Quite negatively | 35 | 0 | 244 000 | |
| Very negative | 45 | 0 | 288 900 | |
| Can not say | 3 | 0 | 19 300 | |
| Other websites | Very positive | 2 | 0 | 12 800 |
| Quite positively | 32 | 0 | 173 300 | |
| Quite negatively | 39 | 0 | 269 600 | |
| Very negative | 15 | 0 | 89 900 | |
| Can not say | 12 | 0 | 96 300 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 0 | 38 500 |
| Quite positively | 44 | 0 | 288 900 | |
| Quite negatively | 31 | 0 | 205 400 | |
| Very negative | 14 | 0 | 89 900 | |
| Can not say | 4 | 0 | 25 700 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 0 | 25 700 |
| Quite positively | 33 | 0 | 192 600 | |
| Quite negatively | 35 | 0 | 237 500 | |
| Very negative | 21 | 0 | 141 200 | |
| Can not say | 7 | 0 | 44 900 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 0 | 96 300 |
| Quite positively | 44 | 0 | 276 100 | |
| Quite negatively | 21 | 0 | 147 700 | |
| Very negative | 15 | 0 | 83 500 | |
| Can not say | 5 | 0 | 32 100 | |
| Out-of-home advertising | Very positive | 11 | 0 | 64 200 |
| Quite positively | 51 | 0 | 314 600 | |
| Quite negatively | 22 | 0 | 154 100 | |
| Very negative | 9 | 0 | 51 400 | |
| Can not say | 8 | 0 | 51 400 | 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 | 0 | 141 200 |
| Partially agree | 59 | 0 | 410 900 | |
| Partially disagree | 10 | 0 | 38 500 | |
| Completely disagree | 3 | 0 | 6 400 | |
| Can not say | 11 | 0 | 38 500 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 0 | 122 000 |
| Partially agree | 56 | 0 | 398 000 | |
| Partially disagree | 14 | 0 | 64 200 | |
| Completely disagree | 4 | 0 | 19 300 | |
| Can not say | 10 | 0 | 38 500 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 0 | 244 000 |
| Partially agree | 39 | 0 | 256 800 | |
| Partially disagree | 17 | 0 | 89 900 | |
| Completely disagree | 4 | 0 | 12 800 | |
| Can not say | 8 | 0 | 38 500 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 0 | 166 900 |
| Partially agree | 44 | 0 | 295 300 | |
| Partially disagree | 11 | 0 | 51 400 | |
| Completely disagree | 5 | 0 | 25 700 | |
| Can not say | 18 | 0 | 109 100 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 0 | 250 400 |
| Partially agree | 47 | 0 | 295 300 | |
| Partially disagree | 7 | 0 | 25 700 | |
| Completely disagree | 3 | 0 | 12 800 | |
| Can not say | 12 | 0 | 64 200 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 0 | 134 800 |
| Partially agree | 51 | 0 | 340 300 | |
| Partially disagree | 13 | 0 | 64 200 | |
| Completely disagree | 3 | 0 | 6 400 | |
| Can not say | 18 | 0 | 96 300 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 0 | 83 500 |
| Partially agree | 50 | 0 | 333 800 | |
| Partially disagree | 17 | 0 | 102 700 | |
| Completely disagree | 3 | 0 | 6 400 | |
| Can not say | 20 | 0 | 115 600 | |
| Finnish magazines are of high quality | Completely agree | 22 | 0 | 186 200 |
| Partially agree | 57 | 0 | 372 400 | |
| Partially disagree | 9 | 0 | 38 500 | |
| Completely disagree | 1 | 0 | 6 400 | |
| Can not say | 10 | 0 | 38 500 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 0 | 64 200 |
| Partially agree | 48 | 0 | 321 000 | |
| Partially disagree | 22 | 0 | 134 800 | |
| Completely disagree | 7 | 0 | 51 400 | |
| Can not say | 13 | 0 | 64 200 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 0 | 77 000 |
| Partially agree | 33 | 0 | 218 300 | |
| Partially disagree | 22 | 0 | 154 100 | |
| Completely disagree | 22 | 0 | 141 200 | |
| Can not say | 11 | 0 | 51 400 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 0 | 57 800 |
| Partially agree | 31 | 0 | 211 900 | |
| Partially disagree | 26 | 0 | 179 800 | |
| Completely disagree | 24 | 0 | 147 700 | |
| Can not say | 10 | 0 | 44 900 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 0 | 102 700 |
| Partially agree | 48 | 0 | 321 000 | |
| Partially disagree | 20 | 0 | 115 600 | |
| Completely disagree | 12 | 0 | 70 600 | |
| Can not say | 7 | 0 | 25 700 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 0 | 51 400 |
| Partially agree | 28 | 0 | 186 200 | |
| Partially disagree | 27 | 0 | 186 200 | |
| Completely disagree | 28 | 0 | 179 800 | |
| Can not say | 10 | 0 | 38 500 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 0 | 25 700 |
| Partially agree | 36 | 0 | 218 300 | |
| Partially disagree | 35 | 0 | 250 400 | |
| Completely disagree | 9 | 0 | 51 400 | |
| Can not say | 16 | 0 | 96 300 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 0 | 109 100 |
| Partially agree | 39 | 0 | 269 600 | |
| Partially disagree | 23 | 0 | 147 700 | |
| Completely disagree | 12 | 0 | 64 200 | |
| Can not say | 10 | 0 | 44 900 | |
| I follow one or more magazines on social media | Completely agree | 7 | 0 | 44 900 |
| Partially agree | 20 | 0 | 122 000 | |
| Partially disagree | 23 | 0 | 147 700 | |
| Completely disagree | 42 | 0 | 288 900 | |
| Can not say | 7 | 0 | 38 500 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 0 | 231 100 |
| Partially agree | 27 | 0 | 179 800 | |
| Partially disagree | 11 | 0 | 89 900 | |
| Completely disagree | 14 | 0 | 122 000 | |
| Can not say | 2 | 0 | 12 800 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 0 | 224 700 |
| Partially agree | 39 | 0 | 250 400 | |
| Partially disagree | 13 | 0 | 70 600 | |
| Completely disagree | 10 | 0 | 77 000 | |
| Can not say | 3 | 0 | 12 800 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 0 | 77 000 |
| Partially agree | 33 | 0 | 186 200 | |
| Partially disagree | 21 | 0 | 147 700 | |
| Completely disagree | 24 | 0 | 211 900 | |
| Can not say | 4 | 0 | 25 700 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 0 | 128 400 |
| Partially agree | 33 | 0 | 205 400 | |
| Partially disagree | 25 | 0 | 141 200 | |
| Completely disagree | 21 | 0 | 147 700 | |
| Can not say | 3 | 0 | 12 800 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 0 | 89 900 |
| Partially agree | 21 | 0 | 128 400 | |
| Partially disagree | 17 | 0 | 109 100 | |
| Completely disagree | 37 | 0 | 295 300 | |
| Can not say | 8 | 0 | 19 300 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 0 | 199 000 |
| Partially agree | 52 | 0 | 327 400 | |
| Partially disagree | 12 | 0 | 57 800 | |
| Completely disagree | 4 | 0 | 25 700 | |
| Can not say | 8 | 0 | 32 100 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 0 | 487 900 |
| Partially agree | 16 | 0 | 96 300 | |
| Partially disagree | 3 | 0 | 19 300 | |
| Completely disagree | 2 | 0 | 6 400 | |
| Can not say | 5 | 0 | 32 100 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 0 | 276 100 |
| Partially agree | 39 | 0 | 256 800 | |
| Partially disagree | 15 | 0 | 51 400 | |
| Completely disagree | 8 | 0 | 25 700 | |
| Can not say | 7 | 0 | 25 700 | 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 | 0 | 391 600 |
| Cosmetics and beauty care | 16 | 0 | 128 400 | |
| Interior design and furniture | 26 | 0 | 179 800 | |
| Renovation and building | 24 | 0 | 166 900 | |
| Domestic appliances | 10 | 0 | 83 500 | |
| Consumer electronics and IT equipment | 13 | 0 | 89 900 | |
| Saving and investing | 14 | 0 | 122 000 | |
| Style and fashion | 21 | 0 | 173 300 | |
| Cars | 14 | 0 | 89 900 | |
| Travelling | 23 | 0 | 211 900 | |
| Sports clothing, footwear or equipment | 14 | 0 | 109 100 | |
| Health and wellness products/services | 19 | 0 | 179 800 | |
| None of these | 16 | 0 | 70 600 | |
| Can not say | 10 | 0 | 44 900 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 0 | 301 700 |
| Cosmetics and beauty care | 17 | 0 | 115 600 | |
| Interior design and furniture | 21 | 0 | 122 000 | |
| Renovation and building | 21 | 0 | 122 000 | |
| Domestic appliances | 10 | 0 | 64 200 | |
| Consumer electronics and IT equipment | 17 | 0 | 102 700 | |
| Saving and investing | 13 | 0 | 77 000 | |
| Style and fashion | 19 | 0 | 128 400 | |
| Cars | 13 | 0 | 70 600 | |
| Travelling | 23 | 0 | 154 100 | |
| Sports clothing, footwear or equipment | 16 | 0 | 96 300 | |
| Health and wellness products/services | 18 | 0 | 115 600 | |
| None of these | 21 | 0 | 160 500 | |
| Can not say | 12 | 0 | 70 600 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 0 | 122 000 |
| Well-being and health | 50 | 0 | 353 100 | |
| Charity work | 14 | 0 | 102 700 | |
| Self development | 32 | 0 | 199 000 | |
| Celebrities | 13 | 0 | 89 900 | |
| Fishing | 15 | 0 | 77 000 | |
| Beauty care and cosmetics | 16 | 0 | 89 900 | |
| Literature | 29 | 0 | 282 500 | |
| Domestic and foreign news | 51 | 0 | 423 700 | |
| Domestic travel | 33 | 0 | 211 900 | |
| Culture | 34 | 0 | 321 000 | |
| Crafts | 25 | 0 | 154 100 | |
| Nature and going outdoor | 52 | 0 | 359 500 | |
| Hunting | 9 | 0 | 38 500 | |
| Style and fashion | 20 | 0 | 134 800 | |
| Music and concerts | 37 | 0 | 276 100 | |
| Going on summer cottage | 29 | 0 | 186 200 | |
| Local affairs | 56 | 0 | 398 000 | |
| Computer/console/mobile playing | 17 | 0 | 51 400 | |
| Politics | 43 | 0 | 372 400 | |
| Gardening and plants | 29 | 0 | 231 100 | |
| Online gambling or betting | 5 | 0 | 25 700 | |
| Building and renovating | 34 | 0 | 218 300 | |
| Food and drink | 38 | 0 | 263 200 | |
| Cooking, baking, recipes | 38 | 0 | 244 000 | |
| Investment | 24 | 0 | 154 100 | |
| Decorating | 28 | 0 | 192 600 | |
| Economic and finances | 36 | 0 | 263 200 | |
| Science | 37 | 0 | 282 500 | |
| Travelling abroad | 34 | 0 | 224 700 | |
| Sports, exercising | 45 | 0 | 276 100 | |
| Sailing, boating | 9 | 0 | 57 800 | |
| Consumer electronics and information technology | 20 | 0 | 102 700 | |
| Environmental matters | 31 | 0 | 269 600 | |
| None of the above | 0 | 0 | 0 | Source: NRS 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
Vastaava päätoimittaja
- Erja Yläjärvi
Päätoimittaja
- Antero Mukka
Address
- Töölönlahdenkatu 2
- 00100 Helsinki
Postal address
- PL 25
- 00089 Sanoma
Phone
- +358 9 1201