Kodin Kuvalehti
Kodin Kuvalehti is one of the largest women’s magazines and the largest household magazine in Finland. Kodin Kuvalehti reaches those who make everyday purchase decisions nation-wide. Its readers decide what the family will eat, what will be bought for their home and where the family will go on holiday. They also invest in personal beauty and wellbeing and that of their loved ones. Authentic life, real people with real stories and various everyday passions resonate with readers in every issue. The magazine helps its readers to live a wonderful everyday life. 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
24 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 31.12.2025 | 5.12.2025 | 9.12.2025 | Well-being and exercise. Healthy treats and drinks. |
| 2 | 21.1.2026 | 18.12.2025 | 31.12.2025 | Affordable meals. Winter travel ideas. |
| 3 | 4.2.2026 | 14.1.2026 | 16.1.2026 | Food special. Fashion and beauty. |
| 4 | 18.2.2026 | 28.1.2026 | 30.1.2026 | Big reading extra. Knitting. Winter excursions. |
| 5 | 4.3.2026 | 11.2.2026 | 13.2.2026 | Spring special. Spring's best recipes and balcony & garden tips. |
| 6 | 18.3.2026 | 25.2.2026 | 27.2.2026 | Easter extra. Easter meals and table settings. Cleaning & organizing. |
| 7 | 8.4.2026 | 16.3.2026 | 18.3.2026 | Spring fashion. Memory and mind. Baking. |
| 8 | 22.4.2026 | 30.3.2026 | 1.4.2026 | Local getaways. Grow your own tomatoes. Crafts. |
| 9 | 6.5.2026 | 14.4.2026 | 16.4.2026 | Ideas for all of life's celebrations – big and small. Start a flower bed. |
| 10 | 20.5.2026 | 27.4.2026 | 29.4.2026 | Summer bloom and the scent of lilacs. Let’s grill. Summer travel ideas. |
| 11 | 10.6.2026 | 20.5.2026 | 22.5.2026 | Midsummer food. Crime novel tips. Cottage joy. |
| 12 | 24.6.2026 | 2.6.2026 | 4.6.2026 | Lovely garden ideas. Strawberry treats. DIY in summer. |
| 13 | 8.7.2026 | 12.6.2026 | 15.6.2026 | Summer reading extra. Summer berries. Local summer travel tips. |
| 14 | 29.7.2026 | 30.6.2026 | 2.7.2026 | Best jams. Flea market tips. Summer floral splendor. |
| 15 | 12.8.2026 | 22.7.2026 | 24.7.2026 | Everyday meals with a harvest twist. Fashion & beauty. Container gardening. |
| 16 | 26.8.2026 | 5.8.2026 | 7.8.2026 | Get your home organized. Wellness tips. Apple harvest. |
| 17 | 9.9.2026 | 19.8.2026 | 21.8.2026 | Good sleep. Autumn travel. New vegetarian recipe ideas. |
| 18 | 23.9.2026 | 2.9.2026 | 4.9.2026 | Autumn garden chores. Cleaning tips. Autumn TV & culture picks. |
| 19 | 7.10.2026 | 16.9.2026 | 18.9.2026 | Autumn food extra. Beautiful home. Memory and concentration. |
| 20 | 21.10.2026 | 30.9.2026 | 2.10.2026 | Reading extra. Autumn’s major book releases. Fashion & beauty. |
| 21 | 4.11.2026 | 14.10.2026 | 16.10.2026 | Christmas knitting. Feeling good into winter. Best biographies. |
| 22 | 18.11.2026 | 28.10.2026 | 30.10.2026 | Christmas baking. Winter travel. Fashion. |
| 23 | 2.12.2026 | 11.11.2026 | 13.11.2026 | Christmas peace. Christmas home. Christmas gift ideas. |
| 24 | 16.12.2026 | 25.11.2026 | 27.11.2026 | Big Christmas issue. Table setting and decor. |
| 1 /2027 | 30.12.2026 | 7.12.2026 | 9.12.2026 |
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 | 21 534 € | In addition to print ad, 40.000 digital impressions on kodinkuvalehti.fi. |
| 2/1 monikanavainen landscape | First spread | 460 x 297 mm | 5 mm | 24 781 € | In addition to print ad, 40.000 digital impressions on kodinkuvalehti.fi. |
| 2/1 monikanavainen landscape | 2. Spread | 460 x 297 mm | 5 mm | 23 699 € | In addition to print ad, 40.000 digital impressions on kodinkuvalehti.fi. |
| 1/1 monikanavainen portrait | Not specified | 230 x 297 mm | 5 mm | 10 990 € | In addition to print ad, 40.000 digital impressions on kodinkuvalehti.fi. |
| 1/1 monikanavainen portrait | 2. Cover | 230 x 297 mm | 5 mm | 12 261 € | In addition to print ad, 40.000 digital impressions on kodinkuvalehti.fi. |
| 1/1 monikanavainen portrait | 3. Cover | 230 x 297 mm | 5 mm | 12 261 € | In addition to print ad, 40.000 digital impressions on kodinkuvalehti.fi. |
| 1/1 portrait | Back cover | 230 x 267 mm | 5 mm | 10 796 € | |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 7 399 € | |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 7 399 € | |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 5 419 € | |
| 1/4 landscape | Not specified | 230 x 74 mm | 5 mm | 5 419 € | |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 5 419 € | *) size without marginal Prices valid until 31.12.2026 |
Size
230 x 297 mm
Printing method
Offset
Binding
Perfect Binding
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
Liimasidonta
Printer
PunaMusta Oy
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge."
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | 980x400 px | 40 € / CPM (Cost per thousand) | ||
| Desktop | 468x400 px | 8 € / CPM (Cost per thousand) | ||
| Desktop | 1600x1200/400 px | 52 € / CPM (Cost per thousand) | ||
| Desktop | 980x552 px | 52 € / CPM (Cost per thousand) | ||
| Mobile | 600x500 px | 20 € / CPM (Cost per thousand) | ||
| Mobile | 600x600 px | 24 € / CPM (Cost per thousand) | ||
| Desktop | 1600x1200 px | 52 € / CPM (Cost per thousand) | Prices valid until 31.12.2026 |
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2027 |
|---|
Readers
Readers
230 800
Total reach
277 600
How many times read
1,8
Minutes of reading
76 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 230 800
Minutes of reading76 min
How many times read1,8
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 85 | 196 200 |
| Men | 49 | 15 | 34 600 | |
| Native language | Finnish | 95 | 97 | 223 900 |
| Swedish | 5 | 3 | 6 900 | |
| Age | 15-24 y | 13 | 5 | 11 500 |
| 25-34 y | 14 | 6 | 13 800 | |
| 35-44 y | 14 | 8 | 18 500 | |
| 45-54 y | 14 | 13 | 30 000 | |
| 55-64 y | 15 | 19 | 43 900 | |
| 65+ y | 30 | 50 | 115 400 | |
| Gender + age | Female 15-29 years | 9 | 5 | 11 500 |
| Female 30-49 years | 14 | 15 | 34 600 | |
| Female 50+ years | 28 | 65 | 150 000 | |
| Male 15-29 years | 10 | 2 | 4 600 | |
| Male 30-49 years | 15 | 2 | 4 600 | |
| Male 50+ years | 24 | 10 | 23 100 | |
| Household position | Lives at home with parents | 7 | 3 | 6 900 |
| Lives alone | 29 | 32 | 73 900 | |
| Lives with spouse | 36 | 42 | 96 900 | |
| Lives with spouse and children | 23 | 19 | 43 900 | |
| Single parent | 2 | 2 | 4 600 | |
| Other | 2 | 3 | 6 900 | |
| Grandchildren under 18 years of age | Yes | 20 | 29 | 66 900 |
| No | 39 | 53 | 122 300 | |
| No answer (under 45 year olds) | 41 | 18 | 41 500 | |
| Education | Elementary school | 4 | 6 | 13 800 |
| Secondary school | 6 | 7 | 16 200 | |
| Vocational | 26 | 26 | 60 000 | |
| High school | 13 | 12 | 27 700 | |
| University of Applied Sciences | 19 | 17 | 39 200 | |
| University | 30 | 31 | 71 500 | |
| Something else | 2 | 2 | 4 600 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 221 600 |
| No | 7 | 4 | 9 200 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 83 | 191 600 |
| No | 32 | 17 | 39 200 | |
| Size of the household | 1 pers | 28 | 32 | 73 900 |
| 2 pers | 38 | 44 | 101 600 | |
| 3 pers | 14 | 12 | 27 700 | |
| 4 pers | 12 | 8 | 18 500 | |
| 5+ pers | 7 | 5 | 11 500 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 18 500 |
| 20 000 - 35 000 € /y | 15 | 21 | 48 500 | |
| 35 001 - 50 000 € /y | 18 | 21 | 48 500 | |
| 50 001 - 85 000 € /y | 21 | 20 | 46 200 | |
| 85 001 - 100 000 € /y | 8 | 8 | 18 500 | |
| Over 100 000 € /y | 12 | 11 | 25 400 | |
| Dont want to tell | 7 | 7 | 16 200 | |
| Cant say / No answer | 9 | 5 | 11 500 | |
| Family with kids | Yes | 33 | 24 | 55 400 |
| No | 67 | 76 | 175 400 | |
| Number of children in the household (5th grade) | 1 child | 13 | 11 | 25 400 |
| 2 children | 12 | 8 | 18 500 | |
| 3 children | 5 | 3 | 6 900 | |
| 4 children | 1 | 1 | 2 300 | |
| 5+ children | 1 | 1 | 2 300 | |
| There are no children | 67 | 76 | 175 400 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 15 | 34 600 |
| Dog | 24 | 23 | 53 100 | |
| Some other pet | 5 | 4 | 9 200 | |
| No pets | 62 | 64 | 147 700 | |
| Health services used in the household | Public health services | 85 | 89 | 205 400 |
| Employer - funded health care services | 51 | 41 | 94 600 | |
| Private, self-funded healthcare services | 39 | 48 | 110 800 | |
| Private health insurance services | 27 | 22 | 50 800 | |
| No health care | 1 | 1 | 2 300 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 31 | 71 500 |
| Row house or semi-detached house | 17 | 18 | 41 500 | |
| Detached house | 45 | 46 | 106 200 | |
| Farm | 4 | 5 | 11 500 | |
| Something else | 1 | 1 | 2 300 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 82 | 189 300 |
| Rented residence | 22 | 15 | 34 600 | |
| Right of residence apartment | 2 | 2 | 4 600 | |
| Something else | 1 | 1 | 2 300 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 44 | 101 600 |
| No | 58 | 55 | 126 900 | |
| Can not say | 1 | 1 | 2 300 | |
| Number of cars in household | One car | 46 | 49 | 113 100 |
| Two cars | 29 | 27 | 62 300 | |
| Three or more cars | 10 | 9 | 20 800 | |
| No car | 15 | 14 | 32 300 | |
| Type of car, if buying now | New | 18 | 21 | 48 500 |
| Used | 71 | 64 | 147 700 | |
| Company car | 5 | 3 | 6 900 | |
| Leasing (personal) | 9 | 8 | 18 500 | |
| Shared car | 2 | 2 | 4 600 | |
| Doesn't use a car | 8 | 10 | 23 100 | |
| Can not say | 5 | 7 | 16 200 | |
| Advertising ban at the door / mailbox | Yes | 29 | 22 | 50 800 |
| No | 70 | 78 | 180 000 | |
| Can not say | 1 | 1 | 2 300 | |
| Using AdBlocker or similar application | Yes | 19 | 9 | 20 800 |
| No | 75 | 85 | 196 200 | |
| Can not say | 5 | 6 | 13 800 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 17 | 39 200 |
| Turku or Tampere | 8 | 7 | 16 200 | |
| Oulu | 4 | 4 | 9 200 | |
| 70 000 - 150 000 inhabitants town | 14 | 14 | 32 300 | |
| Urban municipality | 24 | 27 | 62 300 | |
| Conurbation | 17 | 18 | 41 500 | |
| Countryside | 12 | 14 | 32 300 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 25 | 57 700 |
| 5-6 days a week | 4 | 7 | 16 200 | |
| 1-4 days a week | 23 | 36 | 83 100 | |
| Monthly | 25 | 22 | 50 800 | |
| Rarely | 27 | 9 | 20 800 | |
| Never | 9 | 1 | 2 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 26 | 60 000 |
| 5-6 days a week | 5 | 5 | 11 500 | |
| 1-4 days a week | 18 | 17 | 39 200 | |
| Monthly | 16 | 14 | 32 300 | |
| Rarely | 24 | 23 | 53 100 | |
| Never | 13 | 14 | 32 300 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 42 | 96 900 |
| 5-6 days a week | 4 | 6 | 13 800 | |
| 1-4 days a week | 22 | 24 | 55 400 | |
| Monthly | 16 | 10 | 23 100 | |
| Rarely | 25 | 14 | 32 300 | |
| Never | 9 | 3 | 6 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 61 | 140 800 |
| 5-6 days a week | 9 | 9 | 20 800 | |
| 1-4 days a week | 16 | 14 | 32 300 | |
| Monthly | 7 | 4 | 9 200 | |
| Rarely | 8 | 7 | 16 200 | |
| Never | 5 | 6 | 13 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 5 | 11 500 |
| 5-6 days a week | 3 | 4 | 9 200 | |
| 1-4 days a week | 38 | 48 | 110 800 | |
| Monthly | 20 | 17 | 39 200 | |
| Rarely | 24 | 19 | 43 900 | |
| Never | 10 | 6 | 13 800 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of watching: Free online TV services | Daily | 19 | 21 | 48 500 |
| 5-6 days a week | 10 | 11 | 25 400 | |
| 1-4 days a week | 29 | 29 | 66 900 | |
| Monthly | 20 | 17 | 39 200 | |
| Rarely | 15 | 12 | 27 700 | |
| Never | 6 | 9 | 20 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 13 | 30 000 |
| 5-6 days a week | 10 | 7 | 16 200 | |
| 1-4 days a week | 22 | 19 | 43 900 | |
| Monthly | 9 | 8 | 18 500 | |
| Rarely | 12 | 11 | 25 400 | |
| Never | 29 | 40 | 92 300 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 57 | 131 600 |
| 5-6 days a week | 10 | 9 | 20 800 | |
| 1-4 days a week | 19 | 16 | 36 900 | |
| Monthly | 12 | 8 | 18 500 | |
| Rarely | 13 | 7 | 16 200 | |
| Never | 4 | 2 | 4 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 45 | 103 900 |
| 5-6 days a week | 11 | 11 | 25 400 | |
| 1-4 days a week | 20 | 18 | 41 500 | |
| Monthly | 12 | 9 | 20 800 | |
| Rarely | 14 | 10 | 23 100 | |
| Never | 9 | 8 | 18 500 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 33 | 76 200 |
| 5-6 days a week | 5 | 6 | 13 800 | |
| 1-4 days a week | 15 | 16 | 36 900 | |
| Monthly | 13 | 10 | 23 100 | |
| Rarely | 27 | 23 | 53 100 | |
| Never | 16 | 12 | 27 700 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 17 | 39 200 |
| 5-6 days a week | 9 | 7 | 16 200 | |
| 1-4 days a week | 19 | 17 | 39 200 | |
| Monthly | 14 | 12 | 27 700 | |
| Rarely | 23 | 26 | 60 000 | |
| Never | 17 | 20 | 46 200 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of listening: Podcasts | Daily | 7 | 5 | 11 500 |
| 5-6 days a week | 4 | 3 | 6 900 | |
| 1-4 days a week | 12 | 8 | 18 500 | |
| Monthly | 14 | 11 | 25 400 | |
| Rarely | 26 | 28 | 64 600 | |
| Never | 35 | 42 | 96 900 | |
| Can not say | 2 | 2 | 4 600 | |
| User frequency and following: Social media | Daily | 62 | 62 | 143 100 |
| 5-6 days a week | 7 | 6 | 13 800 | |
| 1-4 days a week | 7 | 7 | 16 200 | |
| Monthly | 3 | 2 | 4 600 | |
| Rarely | 6 | 5 | 11 500 | |
| Never | 15 | 18 | 41 500 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 12 | 27 700 |
| 5-6 days a week | 5 | 3 | 6 900 | |
| 1-4 days a week | 13 | 9 | 20 800 | |
| Monthly | 8 | 7 | 16 200 | |
| Rarely | 20 | 22 | 50 800 | |
| Never | 36 | 46 | 106 200 | |
| Can not say | 1 | 2 | 4 600 | |
| Reading frequency: Printed books | Daily | 17 | 23 | 53 100 |
| 5-6 days a week | 6 | 8 | 18 500 | |
| 1-4 days a week | 15 | 15 | 34 600 | |
| Monthly | 22 | 21 | 48 500 | |
| Rarely | 34 | 28 | 64 600 | |
| Never | 7 | 4 | 9 200 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 9 200 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 4 | 4 | 9 200 | |
| Monthly | 6 | 4 | 9 200 | |
| Rarely | 30 | 25 | 57 700 | |
| Never | 54 | 59 | 136 200 | |
| Can not say | 1 | 2 | 4 600 | |
| Listening frequency: Audiobooks | Daily | 8 | 11 | 25 400 |
| 5-6 days a week | 3 | 3 | 6 900 | |
| 1-4 days a week | 6 | 6 | 13 800 | |
| Monthly | 8 | 6 | 13 800 | |
| Rarely | 23 | 19 | 43 900 | |
| Never | 52 | 55 | 126 900 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 10 | 23 100 |
| 5-6 days a week | 9 | 6 | 13 800 | |
| 1-4 days a week | 20 | 18 | 41 500 | |
| Monthly | 20 | 22 | 50 800 | |
| Rarely | 19 | 25 | 57 700 | |
| Never | 10 | 18 | 41 500 | |
| Can not say | 0 | 1 | 2 300 | |
| Usage/following: LinkedIn | Daily | 6 | 3 | 6 900 |
| 5-6 days a week | 2 | 2 | 4 600 | |
| 1-4 days a week | 7 | 5 | 11 500 | |
| Monthly | 8 | 7 | 16 200 | |
| Rarely | 13 | 10 | 23 100 | |
| Never | 52 | 60 | 138 500 | |
| Cant say / No answer | 11 | 13 | 30 000 | |
| Usage/following: Facebook | Daily | 40 | 48 | 110 800 |
| 5-6 days a week | 6 | 7 | 16 200 | |
| 1-4 days a week | 11 | 9 | 20 800 | |
| Monthly | 5 | 4 | 9 200 | |
| Rarely | 10 | 6 | 13 800 | |
| Never | 17 | 16 | 36 900 | |
| Cant say / No answer | 10 | 12 | 27 700 | |
| Usage/Following: Instagram | Daily | 37 | 35 | 80 800 |
| 5-6 days a week | 6 | 5 | 11 500 | |
| 1-4 days a week | 9 | 8 | 18 500 | |
| Monthly | 5 | 5 | 11 500 | |
| Rarely | 8 | 8 | 18 500 | |
| Never | 25 | 27 | 62 300 | |
| Cant say / No answer | 10 | 12 | 27 700 | |
| Usage/following rate: Snapchat | Daily | 16 | 9 | 20 800 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 2 | 1 | 2 300 | |
| Monthly | 2 | 1 | 2 300 | |
| Rarely | 5 | 5 | 11 500 | |
| Never | 62 | 70 | 161 600 | |
| Cant say / No answer | 11 | 12 | 27 700 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 3 | 6 900 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 4 | 2 | 4 600 | |
| Monthly | 3 | 3 | 6 900 | |
| Rarely | 11 | 8 | 18 500 | |
| Never | 66 | 71 | 163 900 | |
| Cant say / No answer | 10 | 12 | 27 700 | |
| Usage/Following: TikTok | Daily | 13 | 6 | 13 800 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 4 | 3 | 6 900 | |
| Monthly | 3 | 2 | 4 600 | |
| Rarely | 8 | 8 | 18 500 | |
| Never | 62 | 67 | 154 600 | |
| Cant say / No answer | 10 | 12 | 27 700 | |
| Usage/following frequency: Jodel | Daily | 3 | 2 | 4 600 |
| 5-6 days a week | 1 | 0 | 0 | |
| 1-4 days a week | 2 | 1 | 2 300 | |
| Monthly | 3 | 2 | 4 600 | |
| Rarely | 6 | 4 | 9 200 | |
| Never | 71 | 74 | 170 800 | |
| Cant say / No answer | 15 | 17 | 39 200 | |
| Usage/following frequency: Threads | Daily | 3 | 3 | 6 900 |
| 5-6 days a week | 1 | 1 | 2 300 | |
| 1-4 days a week | 4 | 3 | 6 900 | |
| Monthly | 3 | 2 | 4 600 | |
| Rarely | 5 | 4 | 9 200 | |
| Never | 69 | 69 | 159 300 | |
| Cant say / No answer | 15 | 17 | 39 200 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 2 300 | |
| Monthly | 1 | 1 | 2 300 | |
| Rarely | 3 | 2 | 4 600 | |
| Never | 80 | 78 | 180 000 | |
| Cant say / No answer | 15 | 17 | 39 200 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 14 | 32 300 |
| Partially agree | 42 | 42 | 96 900 | |
| Partially disagree | 29 | 30 | 69 200 | |
| Completely disagree | 10 | 11 | 25 400 | |
| Can not say | 3 | 4 | 9 200 | |
| I prefer domestic products | Completely agree | 33 | 35 | 80 800 |
| Partially agree | 55 | 55 | 126 900 | |
| Partially disagree | 9 | 7 | 16 200 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 2 | 1 | 2 300 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 23 | 53 100 |
| Partially agree | 54 | 58 | 133 900 | |
| Partially disagree | 18 | 14 | 32 300 | |
| Completely disagree | 4 | 2 | 4 600 | |
| Can not say | 4 | 3 | 6 900 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 24 | 55 400 |
| Partially agree | 58 | 60 | 138 500 | |
| Partially disagree | 14 | 13 | 30 000 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 3 | 2 | 4 600 | |
| I usually choose the cheapest option | Completely agree | 13 | 12 | 27 700 |
| Partially agree | 48 | 47 | 108 500 | |
| Partially disagree | 32 | 34 | 78 500 | |
| Completely disagree | 5 | 5 | 11 500 | |
| Can not say | 2 | 2 | 4 600 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 40 | 92 300 |
| Partially agree | 49 | 50 | 115 400 | |
| Partially disagree | 9 | 8 | 18 500 | |
| Completely disagree | 2 | 1 | 2 300 | |
| Can not say | 1 | 1 | 2 300 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 5 | 11 500 |
| Partially agree | 23 | 24 | 55 400 | |
| Partially disagree | 38 | 36 | 83 100 | |
| Completely disagree | 24 | 24 | 55 400 | |
| Can not say | 10 | 11 | 25 400 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 9 200 |
| Partially agree | 37 | 36 | 83 100 | |
| Partially disagree | 43 | 46 | 106 200 | |
| Completely disagree | 10 | 10 | 23 100 | |
| Can not say | 4 | 3 | 6 900 | |
| I prefer local shops and services | Completely agree | 28 | 32 | 73 900 |
| Partially agree | 58 | 58 | 133 900 | |
| Partially disagree | 11 | 8 | 18 500 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 2 | 1 | 2 300 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 9 200 |
| Partially agree | 27 | 24 | 55 400 | |
| Partially disagree | 28 | 31 | 71 500 | |
| Completely disagree | 33 | 33 | 76 200 | |
| Can not say | 7 | 8 | 18 500 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 20 800 |
| Partially agree | 32 | 33 | 76 200 | |
| Partially disagree | 36 | 37 | 85 400 | |
| Completely disagree | 20 | 17 | 39 200 | |
| Can not say | 3 | 3 | 6 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 19 | 43 900 |
| Partially agree | 49 | 56 | 129 200 | |
| Partially disagree | 23 | 18 | 41 500 | |
| Completely disagree | 7 | 4 | 9 200 | |
| Can not say | 5 | 4 | 9 200 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 21 | 48 500 |
| Partially agree | 50 | 55 | 126 900 | |
| Partially disagree | 23 | 17 | 39 200 | |
| Completely disagree | 6 | 3 | 6 900 | |
| Can not say | 4 | 3 | 6 900 | |
| I prefer well-known brands | Completely agree | 13 | 13 | 30 000 |
| Partially agree | 59 | 62 | 143 100 | |
| Partially disagree | 20 | 18 | 41 500 | |
| Completely disagree | 5 | 4 | 9 200 | |
| Can not say | 3 | 3 | 6 900 | |
| I prefer used products in my purchases | Completely agree | 15 | 13 | 30 000 |
| Partially agree | 39 | 38 | 87 700 | |
| Partially disagree | 31 | 33 | 76 200 | |
| Completely disagree | 11 | 13 | 30 000 | |
| Can not say | 3 | 3 | 6 900 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 15 | 34 600 |
| Quite positively | 61 | 63 | 145 400 | |
| Quite negatively | 16 | 15 | 34 600 | |
| Very negative | 4 | 2 | 4 600 | |
| Can not say | 6 | 5 | 11 500 | |
| Magazines | Very positive | 12 | 14 | 32 300 |
| Quite positively | 60 | 62 | 143 100 | |
| Quite negatively | 18 | 17 | 39 200 | |
| Very negative | 4 | 3 | 6 900 | |
| Can not say | 7 | 5 | 11 500 | |
| Free and local newspapers | Very positive | 22 | 24 | 55 400 |
| Quite positively | 56 | 59 | 136 200 | |
| Quite negatively | 11 | 9 | 20 800 | |
| Very negative | 4 | 2 | 4 600 | |
| Can not say | 6 | 6 | 13 800 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 6 | 13 800 |
| Quite positively | 43 | 42 | 96 900 | |
| Quite negatively | 33 | 32 | 73 900 | |
| Very negative | 11 | 10 | 23 100 | |
| Can not say | 8 | 9 | 20 800 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 4 | 9 200 |
| Quite positively | 30 | 30 | 69 200 | |
| Quite negatively | 35 | 37 | 85 400 | |
| Very negative | 19 | 15 | 34 600 | |
| Can not say | 11 | 15 | 34 600 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 3 | 6 900 |
| Quite positively | 25 | 22 | 50 800 | |
| Quite negatively | 35 | 38 | 87 700 | |
| Very negative | 23 | 21 | 48 500 | |
| Can not say | 13 | 16 | 36 900 | |
| Newsletters to email | Very positive | 2 | 2 | 4 600 |
| Quite positively | 16 | 16 | 36 900 | |
| Quite negatively | 35 | 37 | 85 400 | |
| Very negative | 45 | 42 | 96 900 | |
| Can not say | 3 | 4 | 9 200 | |
| Other websites | Very positive | 2 | 2 | 4 600 |
| Quite positively | 32 | 28 | 64 600 | |
| Quite negatively | 39 | 39 | 90 000 | |
| Very negative | 15 | 14 | 32 300 | |
| Can not say | 12 | 17 | 39 200 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 6 | 13 800 |
| Quite positively | 44 | 44 | 101 600 | |
| Quite negatively | 31 | 32 | 73 900 | |
| Very negative | 14 | 12 | 27 700 | |
| Can not say | 4 | 5 | 11 500 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 6 900 |
| Quite positively | 33 | 29 | 66 900 | |
| Quite negatively | 35 | 37 | 85 400 | |
| Very negative | 21 | 21 | 48 500 | |
| Can not say | 7 | 9 | 20 800 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 18 | 41 500 |
| Quite positively | 44 | 48 | 110 800 | |
| Quite negatively | 21 | 18 | 41 500 | |
| Very negative | 15 | 10 | 23 100 | |
| Can not say | 5 | 6 | 13 800 | |
| Out-of-home advertising | Very positive | 11 | 9 | 20 800 |
| Quite positively | 51 | 49 | 113 100 | |
| Quite negatively | 22 | 25 | 57 700 | |
| Very negative | 9 | 8 | 18 500 | |
| Can not say | 8 | 10 | 23 100 | 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 | 50 800 |
| Partially agree | 59 | 63 | 145 400 | |
| Partially disagree | 10 | 7 | 16 200 | |
| Completely disagree | 3 | 2 | 4 600 | |
| Can not say | 11 | 6 | 13 800 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 20 | 46 200 |
| Partially agree | 56 | 60 | 138 500 | |
| Partially disagree | 14 | 11 | 25 400 | |
| Completely disagree | 4 | 3 | 6 900 | |
| Can not say | 10 | 6 | 13 800 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 40 | 92 300 |
| Partially agree | 39 | 39 | 90 000 | |
| Partially disagree | 17 | 14 | 32 300 | |
| Completely disagree | 4 | 2 | 4 600 | |
| Can not say | 8 | 5 | 11 500 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 23 | 53 100 |
| Partially agree | 44 | 42 | 96 900 | |
| Partially disagree | 11 | 9 | 20 800 | |
| Completely disagree | 5 | 5 | 11 500 | |
| Can not say | 18 | 21 | 48 500 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 76 200 |
| Partially agree | 47 | 46 | 106 200 | |
| Partially disagree | 7 | 6 | 13 800 | |
| Completely disagree | 3 | 2 | 4 600 | |
| Can not say | 12 | 14 | 32 300 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 16 | 36 900 |
| Partially agree | 51 | 53 | 122 300 | |
| Partially disagree | 13 | 11 | 25 400 | |
| Completely disagree | 3 | 2 | 4 600 | |
| Can not say | 18 | 18 | 41 500 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 10 | 23 100 |
| Partially agree | 50 | 54 | 124 600 | |
| Partially disagree | 17 | 16 | 36 900 | |
| Completely disagree | 3 | 2 | 4 600 | |
| Can not say | 20 | 17 | 39 200 | |
| Finnish magazines are of high quality | Completely agree | 22 | 28 | 64 600 |
| Partially agree | 57 | 57 | 131 600 | |
| Partially disagree | 9 | 8 | 18 500 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 10 | 7 | 16 200 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 12 | 27 700 |
| Partially agree | 48 | 50 | 115 400 | |
| Partially disagree | 22 | 21 | 48 500 | |
| Completely disagree | 7 | 7 | 16 200 | |
| Can not say | 13 | 9 | 20 800 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 12 | 27 700 |
| Partially agree | 33 | 34 | 78 500 | |
| Partially disagree | 22 | 22 | 50 800 | |
| Completely disagree | 22 | 23 | 53 100 | |
| Can not say | 11 | 8 | 18 500 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 23 100 |
| Partially agree | 31 | 35 | 80 800 | |
| Partially disagree | 26 | 25 | 57 700 | |
| Completely disagree | 24 | 23 | 53 100 | |
| Can not say | 10 | 6 | 13 800 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 19 | 43 900 |
| Partially agree | 48 | 54 | 124 600 | |
| Partially disagree | 20 | 16 | 36 900 | |
| Completely disagree | 12 | 8 | 18 500 | |
| Can not say | 7 | 4 | 9 200 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 12 | 27 700 |
| Partially agree | 28 | 36 | 83 100 | |
| Partially disagree | 27 | 25 | 57 700 | |
| Completely disagree | 28 | 21 | 48 500 | |
| Can not say | 10 | 6 | 13 800 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 4 | 9 200 |
| Partially agree | 36 | 36 | 83 100 | |
| Partially disagree | 35 | 36 | 83 100 | |
| Completely disagree | 9 | 8 | 18 500 | |
| Can not say | 16 | 16 | 36 900 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 24 | 55 400 |
| Partially agree | 39 | 44 | 101 600 | |
| Partially disagree | 23 | 18 | 41 500 | |
| Completely disagree | 12 | 8 | 18 500 | |
| Can not say | 10 | 7 | 16 200 | |
| I follow one or more magazines on social media | Completely agree | 7 | 8 | 18 500 |
| Partially agree | 20 | 20 | 46 200 | |
| Partially disagree | 23 | 23 | 53 100 | |
| Completely disagree | 42 | 44 | 101 600 | |
| Can not say | 7 | 5 | 11 500 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 40 | 92 300 |
| Partially agree | 27 | 27 | 62 300 | |
| Partially disagree | 11 | 13 | 30 000 | |
| Completely disagree | 14 | 18 | 41 500 | |
| Can not say | 2 | 2 | 4 600 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 35 | 80 800 |
| Partially agree | 39 | 38 | 87 700 | |
| Partially disagree | 13 | 12 | 27 700 | |
| Completely disagree | 10 | 12 | 27 700 | |
| Can not say | 3 | 3 | 6 900 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 16 | 36 900 |
| Partially agree | 33 | 33 | 76 200 | |
| Partially disagree | 21 | 20 | 46 200 | |
| Completely disagree | 24 | 25 | 57 700 | |
| Can not say | 4 | 6 | 13 800 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 16 | 36 900 |
| Partially agree | 33 | 31 | 71 500 | |
| Partially disagree | 25 | 25 | 57 700 | |
| Completely disagree | 21 | 25 | 57 700 | |
| Can not say | 3 | 3 | 6 900 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 22 | 50 800 |
| Partially agree | 21 | 21 | 48 500 | |
| Partially disagree | 17 | 15 | 34 600 | |
| Completely disagree | 37 | 37 | 85 400 | |
| Can not say | 8 | 5 | 11 500 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 26 | 60 000 |
| Partially agree | 52 | 50 | 115 400 | |
| Partially disagree | 12 | 11 | 25 400 | |
| Completely disagree | 4 | 4 | 9 200 | |
| Can not say | 8 | 9 | 20 800 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 75 | 173 100 |
| Partially agree | 16 | 15 | 34 600 | |
| Partially disagree | 3 | 3 | 6 900 | |
| Completely disagree | 2 | 2 | 4 600 | |
| Can not say | 5 | 6 | 13 800 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 35 | 80 800 |
| Partially agree | 39 | 40 | 92 300 | |
| Partially disagree | 15 | 13 | 30 000 | |
| Completely disagree | 8 | 5 | 11 500 | |
| Can not say | 7 | 7 | 16 200 | 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 | 66 | 152 300 |
| Cosmetics and beauty care | 16 | 27 | 62 300 | |
| Interior design and furniture | 26 | 36 | 83 100 | |
| Renovation and building | 24 | 24 | 55 400 | |
| Domestic appliances | 10 | 11 | 25 400 | |
| Consumer electronics and IT equipment | 13 | 8 | 18 500 | |
| Saving and investing | 14 | 13 | 30 000 | |
| Style and fashion | 21 | 33 | 76 200 | |
| Cars | 14 | 7 | 16 200 | |
| Travelling | 23 | 29 | 66 900 | |
| Sports clothing, footwear or equipment | 14 | 16 | 36 900 | |
| Health and wellness products/services | 19 | 29 | 66 900 | |
| None of these | 16 | 11 | 25 400 | |
| Can not say | 10 | 7 | 16 200 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 53 | 122 300 |
| Cosmetics and beauty care | 17 | 24 | 55 400 | |
| Interior design and furniture | 21 | 25 | 57 700 | |
| Renovation and building | 21 | 18 | 41 500 | |
| Domestic appliances | 10 | 8 | 18 500 | |
| Consumer electronics and IT equipment | 17 | 9 | 20 800 | |
| Saving and investing | 13 | 10 | 23 100 | |
| Style and fashion | 19 | 27 | 62 300 | |
| Cars | 13 | 6 | 13 800 | |
| Travelling | 23 | 24 | 55 400 | |
| Sports clothing, footwear or equipment | 16 | 15 | 34 600 | |
| Health and wellness products/services | 18 | 22 | 50 800 | |
| None of these | 21 | 22 | 50 800 | |
| Can not say | 12 | 12 | 27 700 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 10 | 23 100 |
| Well-being and health | 50 | 68 | 156 900 | |
| Charity work | 14 | 17 | 39 200 | |
| Self development | 32 | 34 | 78 500 | |
| Celebrities | 13 | 13 | 30 000 | |
| Fishing | 15 | 8 | 18 500 | |
| Beauty care and cosmetics | 16 | 24 | 55 400 | |
| Literature | 29 | 44 | 101 600 | |
| Domestic and foreign news | 51 | 55 | 126 900 | |
| Domestic travel | 33 | 37 | 85 400 | |
| Culture | 34 | 46 | 106 200 | |
| Crafts | 25 | 41 | 94 600 | |
| Nature and going outdoor | 52 | 58 | 133 900 | |
| Hunting | 9 | 4 | 9 200 | |
| Style and fashion | 20 | 35 | 80 800 | |
| Music and concerts | 37 | 40 | 92 300 | |
| Going on summer cottage | 29 | 33 | 76 200 | |
| Local affairs | 56 | 68 | 156 900 | |
| Computer/console/mobile playing | 17 | 5 | 11 500 | |
| Politics | 43 | 42 | 96 900 | |
| Gardening and plants | 29 | 49 | 113 100 | |
| Online gambling or betting | 5 | 2 | 4 600 | |
| Building and renovating | 34 | 32 | 73 900 | |
| Food and drink | 38 | 43 | 99 200 | |
| Cooking, baking, recipes | 38 | 57 | 131 600 | |
| Investment | 24 | 17 | 39 200 | |
| Decorating | 28 | 50 | 115 400 | |
| Economic and finances | 36 | 31 | 71 500 | |
| Science | 37 | 25 | 57 700 | |
| Travelling abroad | 34 | 31 | 71 500 | |
| Sports, exercising | 45 | 38 | 87 700 | |
| Sailing, boating | 9 | 7 | 16 200 | |
| Consumer electronics and information technology | 20 | 6 | 13 800 | |
| Environmental matters | 31 | 36 | 83 100 | |
| None of the above | 0 | 0 | 0 | |
| Purchases made and planned | ||||
| Planned acquisitions in the househould over the next 2 years | Building a house | 2 | 1 | 2 300 |
| Buying an apartment | 11 | 8 | 18 500 | |
| Home renovation | 27 | 28 | 64 600 | |
| Buying a car | 27 | 22 | 50 800 | |
| Buying a boat | 3 | 3 | 6 900 | |
| None of these | 51 | 54 | 124 600 | |
| Purchases in the last 12 months | Furniture and furnishings | 43 | 42 | 96 900 |
| Repair and construction products | 38 | 36 | 83 100 | |
| Domestic appliances | 37 | 37 | 85 400 | |
| Electronics or IT products | 49 | 39 | 90 000 | |
| Cars | 19 | 16 | 36 900 | |
| Clothing and footwear | 84 | 87 | 200 800 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 41 | 94 600 | |
| Sports clothing, footwear or equipment | 57 | 53 | 122 300 | |
| Saving or investing products or services | 32 | 27 | 62 300 | |
| Cosmetics and beauty products | 49 | 64 | 147 700 | |
| Mobile phones | 29 | 26 | 60 000 | |
| Travels | 50 | 52 | 120 000 | |
| Products and services for health and well-being | 61 | 69 | 159 300 | |
| None of the above | 1 | 1 | 2 300 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 29 | 27 | 62 300 |
| Repair and construction products | 33 | 33 | 76 200 | |
| Domestic appliances | 17 | 17 | 39 200 | |
| Electronics or IT products | 27 | 16 | 36 900 | |
| Cars | 14 | 11 | 25 400 | |
| Clothing and footwear | 68 | 70 | 161 600 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 31 | 71 500 | |
| Sports clothing, footwear or equipment | 43 | 38 | 87 700 | |
| Saving or investing products or services | 27 | 23 | 53 100 | |
| Cosmetics and beauty products | 39 | 51 | 117 700 | |
| Mobile phones | 15 | 14 | 32 300 | |
| Travels | 46 | 47 | 108 500 | |
| Products and services for health and well-being | 50 | 58 | 133 900 | |
| None of the above | 6 | 5 | 11 500 | |
| Will consider switching over the next 12 months | Bank | 7 | 7 | 16 200 |
| Insurance company | 11 | 8 | 18 500 | |
| electric company | 15 | 11 | 25 400 | |
| Internet Connection | 10 | 8 | 18 500 | |
| Phone-subscription | 17 | 14 | 32 300 | |
| None of the above | 48 | 52 | 120 000 | |
| Can not say | 17 | 19 | 43 900 | |
| Uses of extra money | Travelling | 43 | 45 | 103 900 |
| Exercise hobbies and equipment | 28 | 22 | 50 800 | |
| Cultural events (e.g. concerts, theatre, festivals, cinema) | 39 | 43 | 99 200 | |
| Eating, drinking, partying in a restaurant | 38 | 31 | 71 500 | |
| Health services and one's own well-being | 22 | 29 | 66 900 | |
| Renovation, decoration | 23 | 25 | 57 700 | |
| Home services (cleaning and other housekeeping services) | 6 | 10 | 23 100 | |
| Pet services and supplies | 11 | 11 | 25 400 | |
| Car, boat, motorcycle | 13 | 7 | 16 200 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 6 | 13 800 | |
| Streaming services and channel packages (music, series, films, sports) | 17 | 12 | 27 700 | |
| Magazine/newspaper subscriptions (print or digital) | 9 | 12 | 27 700 | |
| Books (print, e-books, audiobooks) | 18 | 22 | 50 800 | |
| Clothes, shoes and bags | 24 | 26 | 60 000 | |
| Cosmetics and beauty care | 13 | 15 | 34 600 | |
| Saving, investing | 50 | 46 | 106 200 | |
| Other | 7 | 6 | 13 800 | |
| There is no extra money after mandatory expenses | 8 | 8 | 18 500 | |
| Can not say | 3 | 3 | 6 900 | Source: NRS 2026 |
The total audience includes those who read printed and digital magazines.
|
Total reach 277 600
Only print 224 800
Only print 47 200
Print and online 5 600
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 84 | 196 200 |
| Men | 49 | 16 | 34 600 | |
| Native language | Finnish | 95 | 98 | 223 900 |
| Swedish | 5 | 2 | 6 900 | |
| Age | 15-24 y | 13 | 6 | 11 500 |
| 25-34 y | 14 | 7 | 13 800 | |
| 35-44 y | 14 | 9 | 18 500 | |
| 45-54 y | 14 | 14 | 30 000 | |
| 55-64 y | 15 | 19 | 43 900 | |
| 65+ y | 30 | 44 | 115 400 | |
| Gender + age | Female 15-29 years | 9 | 6 | 11 500 |
| Female 30-49 years | 14 | 17 | 34 600 | |
| Female 50+ years | 28 | 60 | 150 000 | |
| Male 15-29 years | 10 | 3 | 4 600 | |
| Male 30-49 years | 15 | 3 | 4 600 | |
| Male 50+ years | 24 | 11 | 23 100 | |
| Household position | Lives at home with parents | 7 | 3 | 6 900 |
| Lives alone | 29 | 31 | 73 900 | |
| Lives with spouse | 36 | 40 | 96 900 | |
| Lives with spouse and children | 23 | 21 | 43 900 | |
| Single parent | 2 | 2 | 4 600 | |
| Other | 2 | 3 | 6 900 | |
| Grandchildren under 18 years of age | Yes | 20 | 28 | 66 900 |
| No | 39 | 50 | 122 300 | |
| No answer (under 45 year olds) | 41 | 22 | 41 500 | |
| Education | Elementary school | 4 | 5 | 13 800 |
| Secondary school | 6 | 6 | 16 200 | |
| Vocational | 26 | 25 | 60 000 | |
| High school | 13 | 12 | 27 700 | |
| University of Applied Sciences | 19 | 18 | 39 200 | |
| University | 30 | 32 | 71 500 | |
| Something else | 2 | 2 | 4 600 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 221 600 |
| No | 7 | 4 | 9 200 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 81 | 191 600 |
| No | 32 | 19 | 39 200 | |
| Size of the household | 1 pers | 28 | 30 | 73 900 |
| 2 pers | 38 | 42 | 101 600 | |
| 3 pers | 14 | 13 | 27 700 | |
| 4 pers | 12 | 9 | 18 500 | |
| 5+ pers | 7 | 6 | 11 500 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 18 500 |
| 20 000 - 35 000 € /y | 15 | 20 | 48 500 | |
| 35 001 - 50 000 € /y | 18 | 20 | 48 500 | |
| 50 001 - 85 000 € /y | 21 | 20 | 46 200 | |
| 85 001 - 100 000 € /y | 8 | 8 | 18 500 | |
| Over 100 000 € /y | 12 | 12 | 25 400 | |
| Dont want to tell | 7 | 7 | 16 200 | |
| Cant say / No answer | 9 | 5 | 11 500 | |
| Family with kids | Yes | 33 | 27 | 55 400 |
| No | 67 | 73 | 175 400 | |
| Number of children in the household (5th grade) | 1 child | 13 | 12 | 25 400 |
| 2 children | 12 | 9 | 18 500 | |
| 3 children | 5 | 4 | 6 900 | |
| 4 children | 1 | 1 | 2 300 | |
| 5+ children | 1 | 1 | 2 300 | |
| There are no children | 67 | 73 | 175 400 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 15 | 34 600 |
| Dog | 24 | 24 | 53 100 | |
| Some other pet | 5 | 5 | 9 200 | |
| No pets | 62 | 63 | 147 700 | |
| Health services used in the household | Public health services | 85 | 88 | 205 400 |
| Employer - funded health care services | 51 | 45 | 94 600 | |
| Private, self-funded healthcare services | 39 | 47 | 110 800 | |
| Private health insurance services | 27 | 23 | 50 800 | |
| No health care | 1 | 1 | 2 300 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 32 | 71 500 |
| Row house or semi-detached house | 17 | 18 | 41 500 | |
| Detached house | 45 | 46 | 106 200 | |
| Farm | 4 | 4 | 11 500 | |
| Something else | 1 | 1 | 2 300 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 80 | 189 300 |
| Rented residence | 22 | 17 | 34 600 | |
| Right of residence apartment | 2 | 2 | 4 600 | |
| Something else | 1 | 1 | 2 300 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 44 | 101 600 |
| No | 58 | 56 | 126 900 | |
| Can not say | 1 | 1 | 2 300 | |
| Number of cars in household | One car | 46 | 49 | 113 100 |
| Two cars | 29 | 27 | 62 300 | |
| Three or more cars | 10 | 9 | 20 800 | |
| No car | 15 | 14 | 32 300 | |
| Type of car, if buying now | New | 18 | 21 | 48 500 |
| Used | 71 | 66 | 147 700 | |
| Company car | 5 | 3 | 6 900 | |
| Leasing (personal) | 9 | 9 | 18 500 | |
| Shared car | 2 | 2 | 4 600 | |
| Doesn't use a car | 8 | 10 | 23 100 | |
| Can not say | 5 | 6 | 16 200 | |
| Advertising ban at the door / mailbox | Yes | 29 | 24 | 50 800 |
| No | 70 | 76 | 180 000 | |
| Can not say | 1 | 1 | 2 300 | |
| Using AdBlocker or similar application | Yes | 19 | 10 | 20 800 |
| No | 75 | 84 | 196 200 | |
| Can not say | 5 | 6 | 13 800 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 19 | 39 200 |
| Turku or Tampere | 8 | 7 | 16 200 | |
| Oulu | 4 | 4 | 9 200 | |
| 70 000 - 150 000 inhabitants town | 14 | 14 | 32 300 | |
| Urban municipality | 24 | 26 | 62 300 | |
| Conurbation | 17 | 17 | 41 500 | |
| Countryside | 12 | 13 | 32 300 | 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 | 57 700 |
| 5-6 days a week | 4 | 6 | 16 200 | |
| 1-4 days a week | 23 | 34 | 83 100 | |
| Monthly | 25 | 23 | 50 800 | |
| Rarely | 27 | 13 | 20 800 | |
| Never | 9 | 2 | 2 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 27 | 60 000 |
| 5-6 days a week | 5 | 6 | 11 500 | |
| 1-4 days a week | 18 | 19 | 39 200 | |
| Monthly | 16 | 14 | 32 300 | |
| Rarely | 24 | 21 | 53 100 | |
| Never | 13 | 12 | 32 300 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 38 | 96 900 |
| 5-6 days a week | 4 | 6 | 13 800 | |
| 1-4 days a week | 22 | 24 | 55 400 | |
| Monthly | 16 | 12 | 23 100 | |
| Rarely | 25 | 16 | 32 300 | |
| Never | 9 | 3 | 6 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 63 | 140 800 |
| 5-6 days a week | 9 | 9 | 20 800 | |
| 1-4 days a week | 16 | 14 | 32 300 | |
| Monthly | 7 | 4 | 9 200 | |
| Rarely | 8 | 6 | 16 200 | |
| Never | 5 | 5 | 13 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 5 | 11 500 |
| 5-6 days a week | 3 | 4 | 9 200 | |
| 1-4 days a week | 38 | 46 | 110 800 | |
| Monthly | 20 | 18 | 39 200 | |
| Rarely | 24 | 20 | 43 900 | |
| Never | 10 | 7 | 13 800 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of watching: Free online TV services | Daily | 19 | 21 | 48 500 |
| 5-6 days a week | 10 | 11 | 25 400 | |
| 1-4 days a week | 29 | 30 | 66 900 | |
| Monthly | 20 | 17 | 39 200 | |
| Rarely | 15 | 12 | 27 700 | |
| Never | 6 | 8 | 20 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 14 | 30 000 |
| 5-6 days a week | 10 | 8 | 16 200 | |
| 1-4 days a week | 22 | 20 | 43 900 | |
| Monthly | 9 | 8 | 18 500 | |
| Rarely | 12 | 12 | 25 400 | |
| Never | 29 | 37 | 92 300 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 53 | 131 600 |
| 5-6 days a week | 10 | 9 | 20 800 | |
| 1-4 days a week | 19 | 18 | 36 900 | |
| Monthly | 12 | 9 | 18 500 | |
| Rarely | 13 | 8 | 16 200 | |
| Never | 4 | 2 | 4 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 42 | 103 900 |
| 5-6 days a week | 11 | 11 | 25 400 | |
| 1-4 days a week | 20 | 19 | 41 500 | |
| Monthly | 12 | 10 | 20 800 | |
| Rarely | 14 | 10 | 23 100 | |
| Never | 9 | 8 | 18 500 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 31 | 76 200 |
| 5-6 days a week | 5 | 6 | 13 800 | |
| 1-4 days a week | 15 | 16 | 36 900 | |
| Monthly | 13 | 11 | 23 100 | |
| Rarely | 27 | 24 | 53 100 | |
| Never | 16 | 12 | 27 700 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 17 | 39 200 |
| 5-6 days a week | 9 | 7 | 16 200 | |
| 1-4 days a week | 19 | 18 | 39 200 | |
| Monthly | 14 | 13 | 27 700 | |
| Rarely | 23 | 25 | 60 000 | |
| Never | 17 | 19 | 46 200 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of listening: Podcasts | Daily | 7 | 5 | 11 500 |
| 5-6 days a week | 4 | 4 | 6 900 | |
| 1-4 days a week | 12 | 9 | 18 500 | |
| Monthly | 14 | 12 | 25 400 | |
| Rarely | 26 | 29 | 64 600 | |
| Never | 35 | 39 | 96 900 | |
| Can not say | 2 | 2 | 4 600 | |
| User frequency and following: Social media | Daily | 62 | 63 | 143 100 |
| 5-6 days a week | 7 | 6 | 13 800 | |
| 1-4 days a week | 7 | 7 | 16 200 | |
| Monthly | 3 | 2 | 4 600 | |
| Rarely | 6 | 5 | 11 500 | |
| Never | 15 | 16 | 41 500 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 13 | 27 700 |
| 5-6 days a week | 5 | 3 | 6 900 | |
| 1-4 days a week | 13 | 10 | 20 800 | |
| Monthly | 8 | 8 | 16 200 | |
| Rarely | 20 | 22 | 50 800 | |
| Never | 36 | 43 | 106 200 | |
| Can not say | 1 | 2 | 4 600 | |
| Reading frequency: Printed books | Daily | 17 | 22 | 53 100 |
| 5-6 days a week | 6 | 7 | 18 500 | |
| 1-4 days a week | 15 | 15 | 34 600 | |
| Monthly | 22 | 22 | 48 500 | |
| Rarely | 34 | 28 | 64 600 | |
| Never | 7 | 4 | 9 200 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 9 200 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 4 | 4 | 9 200 | |
| Monthly | 6 | 5 | 9 200 | |
| Rarely | 30 | 26 | 57 700 | |
| Never | 54 | 57 | 136 200 | |
| Can not say | 1 | 1 | 4 600 | |
| Listening frequency: Audiobooks | Daily | 8 | 11 | 25 400 |
| 5-6 days a week | 3 | 3 | 6 900 | |
| 1-4 days a week | 6 | 6 | 13 800 | |
| Monthly | 8 | 7 | 13 800 | |
| Rarely | 23 | 19 | 43 900 | |
| Never | 52 | 53 | 126 900 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 12 | 23 100 |
| 5-6 days a week | 9 | 6 | 13 800 | |
| 1-4 days a week | 20 | 18 | 41 500 | |
| Monthly | 20 | 23 | 50 800 | |
| Rarely | 19 | 24 | 57 700 | |
| Never | 10 | 16 | 41 500 | |
| Can not say | 0 | 0 | 2 300 | |
| Usage/following: LinkedIn | Daily | 6 | 4 | 6 900 |
| 5-6 days a week | 2 | 2 | 4 600 | |
| 1-4 days a week | 7 | 6 | 11 500 | |
| Monthly | 8 | 8 | 16 200 | |
| Rarely | 13 | 11 | 23 100 | |
| Never | 52 | 58 | 138 500 | |
| Cant say / No answer | 11 | 12 | 30 000 | |
| Usage/following: Facebook | Daily | 40 | 48 | 110 800 |
| 5-6 days a week | 6 | 7 | 16 200 | |
| 1-4 days a week | 11 | 9 | 20 800 | |
| Monthly | 5 | 4 | 9 200 | |
| Rarely | 10 | 6 | 13 800 | |
| Never | 17 | 15 | 36 900 | |
| Cant say / No answer | 10 | 11 | 27 700 | |
| Usage/Following: Instagram | Daily | 37 | 37 | 80 800 |
| 5-6 days a week | 6 | 5 | 11 500 | |
| 1-4 days a week | 9 | 9 | 18 500 | |
| Monthly | 5 | 5 | 11 500 | |
| Rarely | 8 | 8 | 18 500 | |
| Never | 25 | 26 | 62 300 | |
| Cant say / No answer | 10 | 11 | 27 700 | |
| Usage/following rate: Snapchat | Daily | 16 | 10 | 20 800 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 2 | 2 | 2 300 | |
| Monthly | 2 | 1 | 2 300 | |
| Rarely | 5 | 5 | 11 500 | |
| Never | 62 | 69 | 161 600 | |
| Cant say / No answer | 11 | 11 | 27 700 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 3 | 6 900 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 4 | 2 | 4 600 | |
| Monthly | 3 | 3 | 6 900 | |
| Rarely | 11 | 8 | 18 500 | |
| Never | 66 | 71 | 163 900 | |
| Cant say / No answer | 10 | 11 | 27 700 | |
| Usage/Following: TikTok | Daily | 13 | 7 | 13 800 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 4 | 3 | 6 900 | |
| Monthly | 3 | 2 | 4 600 | |
| Rarely | 8 | 8 | 18 500 | |
| Never | 62 | 67 | 154 600 | |
| Cant say / No answer | 10 | 11 | 27 700 | |
| Usage/following frequency: Jodel | Daily | 3 | 2 | 4 600 |
| 5-6 days a week | 1 | 1 | 0 | |
| 1-4 days a week | 2 | 1 | 2 300 | |
| Monthly | 3 | 2 | 4 600 | |
| Rarely | 6 | 4 | 9 200 | |
| Never | 71 | 73 | 170 800 | |
| Cant say / No answer | 15 | 16 | 39 200 | |
| Usage/following frequency: Threads | Daily | 3 | 3 | 6 900 |
| 5-6 days a week | 1 | 1 | 2 300 | |
| 1-4 days a week | 4 | 4 | 6 900 | |
| Monthly | 3 | 3 | 4 600 | |
| Rarely | 5 | 5 | 9 200 | |
| Never | 69 | 69 | 159 300 | |
| Cant say / No answer | 15 | 16 | 39 200 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 2 300 | |
| Monthly | 1 | 1 | 2 300 | |
| Rarely | 3 | 3 | 4 600 | |
| Never | 80 | 79 | 180 000 | |
| Cant say / No answer | 15 | 16 | 39 200 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 14 | 32 300 |
| Partially agree | 42 | 43 | 96 900 | |
| Partially disagree | 29 | 29 | 69 200 | |
| Completely disagree | 10 | 11 | 25 400 | |
| Can not say | 3 | 3 | 9 200 | |
| I prefer domestic products | Completely agree | 33 | 35 | 80 800 |
| Partially agree | 55 | 56 | 126 900 | |
| Partially disagree | 9 | 7 | 16 200 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 2 | 1 | 2 300 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 23 | 53 100 |
| Partially agree | 54 | 58 | 133 900 | |
| Partially disagree | 18 | 14 | 32 300 | |
| Completely disagree | 4 | 2 | 4 600 | |
| Can not say | 4 | 3 | 6 900 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 24 | 55 400 |
| Partially agree | 58 | 60 | 138 500 | |
| Partially disagree | 14 | 13 | 30 000 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 3 | 2 | 4 600 | |
| I usually choose the cheapest option | Completely agree | 13 | 12 | 27 700 |
| Partially agree | 48 | 47 | 108 500 | |
| Partially disagree | 32 | 34 | 78 500 | |
| Completely disagree | 5 | 5 | 11 500 | |
| Can not say | 2 | 2 | 4 600 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 40 | 92 300 |
| Partially agree | 49 | 50 | 115 400 | |
| Partially disagree | 9 | 8 | 18 500 | |
| Completely disagree | 2 | 1 | 2 300 | |
| Can not say | 1 | 1 | 2 300 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 5 | 11 500 |
| Partially agree | 23 | 25 | 55 400 | |
| Partially disagree | 38 | 36 | 83 100 | |
| Completely disagree | 24 | 24 | 55 400 | |
| Can not say | 10 | 10 | 25 400 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 9 200 |
| Partially agree | 37 | 36 | 83 100 | |
| Partially disagree | 43 | 46 | 106 200 | |
| Completely disagree | 10 | 10 | 23 100 | |
| Can not say | 4 | 4 | 6 900 | |
| I prefer local shops and services | Completely agree | 28 | 31 | 73 900 |
| Partially agree | 58 | 59 | 133 900 | |
| Partially disagree | 11 | 9 | 18 500 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 2 | 1 | 2 300 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 5 | 9 200 |
| Partially agree | 27 | 25 | 55 400 | |
| Partially disagree | 28 | 31 | 71 500 | |
| Completely disagree | 33 | 32 | 76 200 | |
| Can not say | 7 | 8 | 18 500 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 20 800 |
| Partially agree | 32 | 33 | 76 200 | |
| Partially disagree | 36 | 37 | 85 400 | |
| Completely disagree | 20 | 18 | 39 200 | |
| Can not say | 3 | 3 | 6 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 18 | 43 900 |
| Partially agree | 49 | 55 | 129 200 | |
| Partially disagree | 23 | 19 | 41 500 | |
| Completely disagree | 7 | 4 | 9 200 | |
| Can not say | 5 | 4 | 9 200 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 21 | 48 500 |
| Partially agree | 50 | 55 | 126 900 | |
| Partially disagree | 23 | 18 | 39 200 | |
| Completely disagree | 6 | 3 | 6 900 | |
| Can not say | 4 | 3 | 6 900 | |
| I prefer well-known brands | Completely agree | 13 | 13 | 30 000 |
| Partially agree | 59 | 62 | 143 100 | |
| Partially disagree | 20 | 18 | 41 500 | |
| Completely disagree | 5 | 4 | 9 200 | |
| Can not say | 3 | 3 | 6 900 | |
| I prefer used products in my purchases | Completely agree | 15 | 14 | 30 000 |
| Partially agree | 39 | 39 | 87 700 | |
| Partially disagree | 31 | 32 | 76 200 | |
| Completely disagree | 11 | 12 | 30 000 | |
| Can not say | 3 | 3 | 6 900 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 15 | 34 600 |
| Quite positively | 61 | 63 | 145 400 | |
| Quite negatively | 16 | 15 | 34 600 | |
| Very negative | 4 | 2 | 4 600 | |
| Can not say | 6 | 5 | 11 500 | |
| Magazines | Very positive | 12 | 14 | 32 300 |
| Quite positively | 60 | 62 | 143 100 | |
| Quite negatively | 18 | 17 | 39 200 | |
| Very negative | 4 | 3 | 6 900 | |
| Can not say | 7 | 5 | 11 500 | |
| Free and local newspapers | Very positive | 22 | 24 | 55 400 |
| Quite positively | 56 | 58 | 136 200 | |
| Quite negatively | 11 | 10 | 20 800 | |
| Very negative | 4 | 2 | 4 600 | |
| Can not say | 6 | 6 | 13 800 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 6 | 13 800 |
| Quite positively | 43 | 43 | 96 900 | |
| Quite negatively | 33 | 33 | 73 900 | |
| Very negative | 11 | 10 | 23 100 | |
| Can not say | 8 | 9 | 20 800 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 4 | 9 200 |
| Quite positively | 30 | 30 | 69 200 | |
| Quite negatively | 35 | 37 | 85 400 | |
| Very negative | 19 | 15 | 34 600 | |
| Can not say | 11 | 13 | 34 600 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 3 | 6 900 |
| Quite positively | 25 | 24 | 50 800 | |
| Quite negatively | 35 | 38 | 87 700 | |
| Very negative | 23 | 21 | 48 500 | |
| Can not say | 13 | 15 | 36 900 | |
| Newsletters to email | Very positive | 2 | 2 | 4 600 |
| Quite positively | 16 | 16 | 36 900 | |
| Quite negatively | 35 | 37 | 85 400 | |
| Very negative | 45 | 41 | 96 900 | |
| Can not say | 3 | 4 | 9 200 | |
| Other websites | Very positive | 2 | 3 | 4 600 |
| Quite positively | 32 | 30 | 64 600 | |
| Quite negatively | 39 | 39 | 90 000 | |
| Very negative | 15 | 13 | 32 300 | |
| Can not say | 12 | 16 | 39 200 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 6 | 13 800 |
| Quite positively | 44 | 45 | 101 600 | |
| Quite negatively | 31 | 32 | 73 900 | |
| Very negative | 14 | 12 | 27 700 | |
| Can not say | 4 | 5 | 11 500 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 6 900 |
| Quite positively | 33 | 30 | 66 900 | |
| Quite negatively | 35 | 37 | 85 400 | |
| Very negative | 21 | 21 | 48 500 | |
| Can not say | 7 | 8 | 20 800 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 17 | 41 500 |
| Quite positively | 44 | 47 | 110 800 | |
| Quite negatively | 21 | 19 | 41 500 | |
| Very negative | 15 | 11 | 23 100 | |
| Can not say | 5 | 5 | 13 800 | |
| Out-of-home advertising | Very positive | 11 | 9 | 20 800 |
| Quite positively | 51 | 50 | 113 100 | |
| Quite negatively | 22 | 24 | 57 700 | |
| Very negative | 9 | 7 | 18 500 | |
| Can not say | 8 | 10 | 23 100 | 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 | 50 800 |
| Partially agree | 59 | 62 | 145 400 | |
| Partially disagree | 10 | 8 | 16 200 | |
| Completely disagree | 3 | 2 | 4 600 | |
| Can not say | 11 | 6 | 13 800 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 20 | 46 200 |
| Partially agree | 56 | 60 | 138 500 | |
| Partially disagree | 14 | 11 | 25 400 | |
| Completely disagree | 4 | 3 | 6 900 | |
| Can not say | 10 | 6 | 13 800 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 39 | 92 300 |
| Partially agree | 39 | 39 | 90 000 | |
| Partially disagree | 17 | 15 | 32 300 | |
| Completely disagree | 4 | 2 | 4 600 | |
| Can not say | 8 | 5 | 11 500 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 23 | 53 100 |
| Partially agree | 44 | 43 | 96 900 | |
| Partially disagree | 11 | 9 | 20 800 | |
| Completely disagree | 5 | 5 | 11 500 | |
| Can not say | 18 | 19 | 48 500 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 32 | 76 200 |
| Partially agree | 47 | 46 | 106 200 | |
| Partially disagree | 7 | 6 | 13 800 | |
| Completely disagree | 3 | 2 | 4 600 | |
| Can not say | 12 | 13 | 32 300 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 16 | 36 900 |
| Partially agree | 51 | 53 | 122 300 | |
| Partially disagree | 13 | 12 | 25 400 | |
| Completely disagree | 3 | 2 | 4 600 | |
| Can not say | 18 | 18 | 41 500 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 10 | 23 100 |
| Partially agree | 50 | 54 | 124 600 | |
| Partially disagree | 17 | 16 | 36 900 | |
| Completely disagree | 3 | 2 | 4 600 | |
| Can not say | 20 | 17 | 39 200 | |
| Finnish magazines are of high quality | Completely agree | 22 | 27 | 64 600 |
| Partially agree | 57 | 58 | 131 600 | |
| Partially disagree | 9 | 8 | 18 500 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 10 | 7 | 16 200 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 12 | 27 700 |
| Partially agree | 48 | 50 | 115 400 | |
| Partially disagree | 22 | 21 | 48 500 | |
| Completely disagree | 7 | 7 | 16 200 | |
| Can not say | 13 | 10 | 20 800 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 12 | 27 700 |
| Partially agree | 33 | 34 | 78 500 | |
| Partially disagree | 22 | 22 | 50 800 | |
| Completely disagree | 22 | 22 | 53 100 | |
| Can not say | 11 | 9 | 18 500 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 23 100 |
| Partially agree | 31 | 35 | 80 800 | |
| Partially disagree | 26 | 26 | 57 700 | |
| Completely disagree | 24 | 23 | 53 100 | |
| Can not say | 10 | 7 | 13 800 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 19 | 43 900 |
| Partially agree | 48 | 53 | 124 600 | |
| Partially disagree | 20 | 16 | 36 900 | |
| Completely disagree | 12 | 8 | 18 500 | |
| Can not say | 7 | 4 | 9 200 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 12 | 27 700 |
| Partially agree | 28 | 36 | 83 100 | |
| Partially disagree | 27 | 25 | 57 700 | |
| Completely disagree | 28 | 21 | 48 500 | |
| Can not say | 10 | 7 | 13 800 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 4 | 9 200 |
| Partially agree | 36 | 36 | 83 100 | |
| Partially disagree | 35 | 36 | 83 100 | |
| Completely disagree | 9 | 8 | 18 500 | |
| Can not say | 16 | 16 | 36 900 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 22 | 55 400 |
| Partially agree | 39 | 43 | 101 600 | |
| Partially disagree | 23 | 19 | 41 500 | |
| Completely disagree | 12 | 9 | 18 500 | |
| Can not say | 10 | 7 | 16 200 | |
| I follow one or more magazines on social media | Completely agree | 7 | 8 | 18 500 |
| Partially agree | 20 | 20 | 46 200 | |
| Partially disagree | 23 | 23 | 53 100 | |
| Completely disagree | 42 | 43 | 101 600 | |
| Can not say | 7 | 5 | 11 500 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 42 | 92 300 |
| Partially agree | 27 | 28 | 62 300 | |
| Partially disagree | 11 | 13 | 30 000 | |
| Completely disagree | 14 | 16 | 41 500 | |
| Can not say | 2 | 2 | 4 600 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 36 | 80 800 |
| Partially agree | 39 | 38 | 87 700 | |
| Partially disagree | 13 | 12 | 27 700 | |
| Completely disagree | 10 | 11 | 27 700 | |
| Can not say | 3 | 3 | 6 900 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 17 | 36 900 |
| Partially agree | 33 | 34 | 76 200 | |
| Partially disagree | 21 | 20 | 46 200 | |
| Completely disagree | 24 | 24 | 57 700 | |
| Can not say | 4 | 5 | 13 800 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 18 | 36 900 |
| Partially agree | 33 | 32 | 71 500 | |
| Partially disagree | 25 | 25 | 57 700 | |
| Completely disagree | 21 | 23 | 57 700 | |
| Can not say | 3 | 3 | 6 900 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 21 | 50 800 |
| Partially agree | 21 | 21 | 48 500 | |
| Partially disagree | 17 | 16 | 34 600 | |
| Completely disagree | 37 | 37 | 85 400 | |
| Can not say | 8 | 5 | 11 500 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 27 | 60 000 |
| Partially agree | 52 | 51 | 115 400 | |
| Partially disagree | 12 | 11 | 25 400 | |
| Completely disagree | 4 | 3 | 9 200 | |
| Can not say | 8 | 9 | 20 800 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 76 | 173 100 |
| Partially agree | 16 | 15 | 34 600 | |
| Partially disagree | 3 | 3 | 6 900 | |
| Completely disagree | 2 | 1 | 4 600 | |
| Can not say | 5 | 5 | 13 800 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 35 | 80 800 |
| Partially agree | 39 | 40 | 92 300 | |
| Partially disagree | 15 | 13 | 30 000 | |
| Completely disagree | 8 | 5 | 11 500 | |
| Can not say | 7 | 6 | 16 200 | 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 | 65 | 152 300 |
| Cosmetics and beauty care | 16 | 27 | 62 300 | |
| Interior design and furniture | 26 | 36 | 83 100 | |
| Renovation and building | 24 | 24 | 55 400 | |
| Domestic appliances | 10 | 10 | 25 400 | |
| Consumer electronics and IT equipment | 13 | 8 | 18 500 | |
| Saving and investing | 14 | 14 | 30 000 | |
| Style and fashion | 21 | 32 | 76 200 | |
| Cars | 14 | 7 | 16 200 | |
| Travelling | 23 | 28 | 66 900 | |
| Sports clothing, footwear or equipment | 14 | 16 | 36 900 | |
| Health and wellness products/services | 19 | 28 | 66 900 | |
| None of these | 16 | 11 | 25 400 | |
| Can not say | 10 | 7 | 16 200 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 55 | 122 300 |
| Cosmetics and beauty care | 17 | 24 | 55 400 | |
| Interior design and furniture | 21 | 26 | 57 700 | |
| Renovation and building | 21 | 19 | 41 500 | |
| Domestic appliances | 10 | 8 | 18 500 | |
| Consumer electronics and IT equipment | 17 | 10 | 20 800 | |
| Saving and investing | 13 | 11 | 23 100 | |
| Style and fashion | 19 | 27 | 62 300 | |
| Cars | 13 | 7 | 13 800 | |
| Travelling | 23 | 25 | 55 400 | |
| Sports clothing, footwear or equipment | 16 | 16 | 34 600 | |
| Health and wellness products/services | 18 | 23 | 50 800 | |
| None of these | 21 | 20 | 50 800 | |
| Can not say | 12 | 12 | 27 700 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 11 | 23 100 |
| Well-being and health | 50 | 67 | 156 900 | |
| Charity work | 14 | 17 | 39 200 | |
| Self development | 32 | 35 | 78 500 | |
| Celebrities | 13 | 15 | 30 000 | |
| Fishing | 15 | 9 | 18 500 | |
| Beauty care and cosmetics | 16 | 25 | 55 400 | |
| Literature | 29 | 44 | 101 600 | |
| Domestic and foreign news | 51 | 57 | 126 900 | |
| Domestic travel | 33 | 38 | 85 400 | |
| Culture | 34 | 46 | 106 200 | |
| Crafts | 25 | 41 | 94 600 | |
| Nature and going outdoor | 52 | 59 | 133 900 | |
| Hunting | 9 | 4 | 9 200 | |
| Style and fashion | 20 | 34 | 80 800 | |
| Music and concerts | 37 | 40 | 92 300 | |
| Going on summer cottage | 29 | 34 | 76 200 | |
| Local affairs | 56 | 68 | 156 900 | |
| Computer/console/mobile playing | 17 | 6 | 11 500 | |
| Politics | 43 | 43 | 96 900 | |
| Gardening and plants | 29 | 49 | 113 100 | |
| Online gambling or betting | 5 | 3 | 4 600 | |
| Building and renovating | 34 | 33 | 73 900 | |
| Food and drink | 38 | 43 | 99 200 | |
| Cooking, baking, recipes | 38 | 57 | 131 600 | |
| Investment | 24 | 18 | 39 200 | |
| Decorating | 28 | 50 | 115 400 | |
| Economic and finances | 36 | 32 | 71 500 | |
| Science | 37 | 29 | 57 700 | |
| Travelling abroad | 34 | 32 | 71 500 | |
| Sports, exercising | 45 | 39 | 87 700 | |
| Sailing, boating | 9 | 7 | 16 200 | |
| Consumer electronics and information technology | 20 | 8 | 13 800 | |
| Environmental matters | 31 | 37 | 83 100 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2026 |
Online & social media
Magazine website
Magazine in Social Media
Average weekly reach & weekly page views
Source: FIAM
The reach figures and the number of weekly pageviews are the averages of the weekly figures for each month. The weeks are determined as part of the numbers of the month in which the greater part of the days of that week fall. Figures for individual weeks can be seen on FIAM's public weekly list.
Some channels and Followers August 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
- Minna McGill
Address
- Töölönlahdenkatu 2
- 00100 Helsinki
Postal address
- PL 25
- 00089 Sanoma
Phone
- +358 9 1201
- kodin.kuvalehti@sanoma.com