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.
Issues per year
24 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 2.1.2025 | 2.12.2024 | 4.12.2024 | New beginnings. Well-being and exercise. Healthy snacks and drinks. |
| 2 | 22.1.2025 | 19.12.2024 | 2.1.2025 | Affordable meals. Winter travel ideas. |
| 3 | 5.2.2025 | 15.1.2025 | 17.1.2025 | Friendship issue. Winter treats. Fashion and beauty. |
| 4 | 19.2.2025 | 29.1.2025 | 31.1.2025 | Big reading extra. Knitting. Wellness. |
| 5 | 5.3.2025 | 12.2.2025 | 14.2.2025 | Renewed magazine! Houseplants. Best spring recipes. |
| 6 | 19.3.2025 | 26.2.2025 | 28.2.2025 | Baking. Memory and mind. Cleaning & organizing. |
| 7 | 9.4.2025 | 19.3.2025 | 21.3.2025 | Easter extra. Easter food. Table setting ideas. Spring fashion. |
| 8 | 23.4.2025 | 31.3.2025 | 2.4.2025 | Local vacations. Spring's floral splendor. New series begins: On the way to being a green thumb. Fashion & beauty. |
| 9 | 7.5.2025 | 11.4.2025 | 15.4.2025 | The cottage season begins. Celebration foods. Yard and garden. |
| 10 | 21.5.2025 | 29.4.2025 | 2.5.2025 | Let's grill. Yard and garden. Summer travel ideas. |
| 11 | 11.6.2025 | 20.5.2025 | 22.5.2025 | Midsummer foods. Yard and garden. |
| 12 | 25.6.2025 | 3.6.2025 | 5.6.2025 | Big cabin issue. Strawberry season begins. Yard and garden. |
| 13 | 9.7.2025 | 17.6.2025 | 19.6.2025 | Summer's big reading extra. Berry treats. Summer's nearby travel tips. |
| 14 | 30.7.2025 | 4.7.2025 | 8.7.2025 | Preserving. Flea market tips. Vintage home. |
| 15 | 13.8.2025 | 10.7.2025 | 25.7.2025 | Harvesting. Fashion & beauty. Yard and garden. Sort out your home paperwork. |
| 16 | 27.8.2025 | 6.8.2025 | 8.8.2025 | Get your home organized. Wellness tips. Apple harvest. |
| 17 | 10.9.2025 | 20.8.2025 | 22.8.2025 | Sleep and menopause. Fall travels. New vegetarian meal ideas. |
| 18 | 24.9.2025 | 3.9.2025 | 5.9.2025 | Big entertainment issue. Beautiful home. Fall gardening tasks. Extra crossword puzzle. |
| 19 | 8.10.2025 | 17.9.2025 | 19.9.2025 | Fall food extra. Classic stew dishes. Feel good. |
| 20 | 22.10.2025 | 1.10.2025 | 3.10.2025 | Book extra. Fashion & beauty. Care for houseplants in the fall. |
| 21 | 5.11.2025 | 15.10.2025 | 17.10.2025 | Knitting Extra. Christmas Knitting. Tame the Darkness. |
| 22 | 19.11.2025 | 29.10.2025 | 31.10.2025 | Christmas baking. Winter travels. Christmas books, games, and gift ideas. |
| 23 | 3.12.2025 | 12.11.2025 | 14.11.2025 | Christmas home. Fashion. Extra crossword. |
| 24 | 17.12.2025 | 26.11.2025 | 28.11.2025 | Big Christmas issue. Table setting and decorations. |
| 1 /2026 | 31.12.2025 | 5.12.2025 | 9.12.2025 | First issue of 2026. |
| 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 |
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, 43.000 digital impressions on kodinkuvalehti.fi. |
| 2/1 monikanavainen landscape | First spread | 460 x 297 mm | 5 mm | 24 781 € | In addition to print ad, 43.000 digital impressions on kodinkuvalehti.fi. |
| 2/1 monikanavainen landscape | 2. Spread | 460 x 297 mm | 5 mm | 23 699 € | In addition to print ad, 43.000 digital impressions on kodinkuvalehti.fi. |
| 1/1 monikanavainen portrait | Not specified | 230 x 297 mm | 5 mm | 10 990 € | In addition to print ad, 43.000 digital impressions on kodinkuvalehti.fi. |
| 1/1 monikanavainen portrait | 2. Cover | 230 x 297 mm | 5 mm | 12 261 € | In addition to print ad, 43.000 digital impressions on kodinkuvalehti.fi. |
| 1/1 monikanavainen portrait | 3. Cover | 230 x 297 mm | 5 mm | 12 261 € | In addition to print ad, 43.000 digital impressions on kodinkuvalehti.fi. |
| 1/1 portrait | Back cover | 230 x 272 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 € | |
| 1/3 portrait | Not specified | 76 x 297 mm | 5 mm | 6 428 € | |
| 1/3 landscape | Not specified | 230 x 99 mm | 5 mm | 6 428 € | |
| 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 31.12.2025 |
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 | 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 272 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
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 31.12.2025 |
| Ad | Description | 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 |
Readers
Readers
251 500
Total reach
326 000
How many times read
2,1
Minutes of reading
71 min
Source: NRS 2025
Gender
Source: NRS 2025
Audience in digital and print
Source: NRS 2025
Age
Source: NRS 2025
Municipality type
Source: NRS 2025
Education
Source: NRS 2025
Gross household income, daily purchases
Source: NRS 2025
NRS Facts
Print readers include only those who read the printed magazine.
|
Readers 251 500
Minutes of reading71 min
How many times read2,1
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 85 | 213 800 |
| Men | 49 | 15 | 37 700 | |
| Native language | Finnish | 95 | 98 | 246 500 |
| Swedish | 5 | 2 | 5 000 | |
| Age | 15-24 y | 13 | 5 | 12 600 |
| 25-34 y | 14 | 6 | 15 100 | |
| 35-44 y | 14 | 10 | 25 200 | |
| 45-54 y | 14 | 13 | 32 700 | |
| 55-64 y | 15 | 18 | 45 300 | |
| 65+ y | 30 | 48 | 120 700 | |
| Gender + age | Female 15-29 years | 9 | 6 | 15 100 |
| Female 30-49 years | 14 | 17 | 42 800 | |
| Female 50+ years | 28 | 63 | 158 400 | |
| Male 15-29 years | 10 | 2 | 5 000 | |
| Male 30-49 years | 15 | 3 | 7 500 | |
| Male 50+ years | 24 | 10 | 25 200 | |
| Household position | Lives at home with parents | 7 | 3 | 7 500 |
| Lives alone | 29 | 31 | 78 000 | |
| Lives with spouse | 36 | 41 | 103 100 | |
| Lives with spouse and children | 24 | 20 | 50 300 | |
| Single parent | 2 | 2 | 5 000 | |
| Other | 3 | 3 | 7 500 | |
| Grandchildren under 18 years of age | Yes | 20 | 27 | 67 900 |
| No | 39 | 53 | 133 300 | |
| No answer (under 45 year olds) | 41 | 21 | 52 800 | |
| Education | Elementary school | 4 | 5 | 12 600 |
| Secondary school | 6 | 7 | 17 600 | |
| Vocational | 27 | 27 | 67 900 | |
| High school | 13 | 11 | 27 700 | |
| University of Applied Sciences | 20 | 18 | 45 300 | |
| University | 28 | 30 | 75 400 | |
| Something else | 2 | 2 | 5 000 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 241 400 |
| No | 6 | 4 | 10 100 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 81 | 203 700 |
| No | 32 | 19 | 47 800 | |
| Size of the household | 1 pers | 28 | 30 | 75 400 |
| 2 pers | 38 | 44 | 110 700 | |
| 3 pers | 14 | 12 | 30 200 | |
| 4 pers | 12 | 8 | 20 100 | |
| 5+ pers | 7 | 6 | 15 100 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 20 100 |
| 20 000 - 35 000 € /y | 17 | 22 | 55 300 | |
| 35 001 - 50 000 € /y | 18 | 21 | 52 800 | |
| 50 001 - 85 000 € /y | 21 | 19 | 47 800 | |
| 85 001 - 100 000 € /y | 8 | 8 | 20 100 | |
| Over 100 000 € /y | 10 | 9 | 22 600 | |
| Dont want to tell | 5 | 6 | 15 100 | |
| Cant say / No answer | 10 | 7 | 17 600 | |
| Family with kids | Yes | 32 | 25 | 62 900 |
| No | 68 | 75 | 188 600 | |
| Number of children in the household (5th grade) | 1 child | 13 | 11 | 27 700 |
| 2 children | 13 | 9 | 22 600 | |
| 3 children | 5 | 4 | 10 100 | |
| 4 children | 1 | 1 | 2 500 | |
| 5+ children | 1 | 1 | 2 500 | |
| There are no children | 67 | 75 | 188 600 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 14 | 35 200 |
| Dog | 26 | 24 | 60 400 | |
| Some other pet | 5 | 5 | 12 600 | |
| No pets | 61 | 64 | 161 000 | |
| Health services used in the household | Public health services | 85 | 88 | 221 300 |
| Employer - funded health care services | 50 | 41 | 103 100 | |
| Private, self-funded healthcare services | 39 | 48 | 120 700 | |
| Private health insurance services | 26 | 23 | 57 800 | |
| No health care | 1 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 32 | 31 | 78 000 |
| Row house or semi-detached house | 17 | 18 | 45 300 | |
| Detached house | 46 | 46 | 115 700 | |
| Farm | 4 | 4 | 10 100 | |
| Something else | 1 | 1 | 2 500 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 83 | 208 700 |
| Rented residence | 20 | 14 | 35 200 | |
| Right of residence apartment | 2 | 2 | 5 000 | |
| Something else | 1 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 46 | 115 700 |
| No | 58 | 53 | 133 300 | |
| Can not say | 1 | 1 | 2 500 | |
| Number of cars in household | One car | 45 | 50 | 125 800 |
| Two cars | 30 | 29 | 72 900 | |
| Three or more cars | 10 | 8 | 20 100 | |
| No car | 14 | 13 | 32 700 | |
| Type of car, if buying now | New | 21 | 22 | 55 300 |
| Used | 70 | 62 | 155 900 | |
| Company car | 5 | 2 | 5 000 | |
| Leasing (personal) | 9 | 9 | 22 600 | |
| Shared car | 3 | 3 | 7 500 | |
| Doesn't use a car | 8 | 10 | 25 200 | |
| Can not say | 5 | 7 | 17 600 | |
| Advertising ban at the door / mailbox | Yes | 27 | 21 | 52 800 |
| No | 72 | 78 | 196 200 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 8 | 20 100 |
| No | 76 | 86 | 216 300 | |
| Can not say | 5 | 5 | 12 600 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 18 | 45 300 |
| Turku or Tampere | 8 | 7 | 17 600 | |
| Oulu | 4 | 3 | 7 500 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 37 700 | |
| Urban municipality | 25 | 27 | 67 900 | |
| Conurbation | 16 | 16 | 40 200 | |
| Countryside | 13 | 14 | 35 200 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 23 | 57 800 |
| 5-6 days a week | 4 | 6 | 15 100 | |
| 1-4 days a week | 24 | 37 | 93 100 | |
| Monthly | 25 | 25 | 62 900 | |
| Rarely | 26 | 8 | 20 100 | |
| Never | 8 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 26 | 65 400 |
| 5-6 days a week | 5 | 6 | 15 100 | |
| 1-4 days a week | 20 | 19 | 47 800 | |
| Monthly | 15 | 13 | 32 700 | |
| Rarely | 23 | 19 | 47 800 | |
| Never | 13 | 15 | 37 700 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 42 | 105 600 |
| 5-6 days a week | 5 | 5 | 12 600 | |
| 1-4 days a week | 23 | 25 | 62 900 | |
| Monthly | 15 | 12 | 30 200 | |
| Rarely | 24 | 14 | 35 200 | |
| Never | 8 | 2 | 5 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 60 | 150 900 |
| 5-6 days a week | 9 | 8 | 20 100 | |
| 1-4 days a week | 17 | 14 | 35 200 | |
| Monthly | 6 | 4 | 10 100 | |
| Rarely | 8 | 7 | 17 600 | |
| Never | 5 | 6 | 15 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 12 600 |
| 5-6 days a week | 4 | 5 | 12 600 | |
| 1-4 days a week | 41 | 50 | 125 800 | |
| Monthly | 18 | 16 | 40 200 | |
| Rarely | 23 | 18 | 45 300 | |
| Never | 9 | 6 | 15 100 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Free online TV services | Daily | 17 | 21 | 52 800 |
| 5-6 days a week | 10 | 11 | 27 700 | |
| 1-4 days a week | 30 | 29 | 72 900 | |
| Monthly | 21 | 19 | 47 800 | |
| Rarely | 15 | 12 | 30 200 | |
| Never | 6 | 7 | 17 600 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 12 | 30 200 |
| 5-6 days a week | 10 | 8 | 20 100 | |
| 1-4 days a week | 22 | 18 | 45 300 | |
| Monthly | 9 | 8 | 20 100 | |
| Rarely | 13 | 13 | 32 700 | |
| Never | 30 | 40 | 100 600 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 57 | 143 400 |
| 5-6 days a week | 10 | 10 | 25 200 | |
| 1-4 days a week | 19 | 17 | 42 800 | |
| Monthly | 12 | 7 | 17 600 | |
| Rarely | 12 | 7 | 17 600 | |
| Never | 3 | 2 | 5 000 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 42 | 105 600 |
| 5-6 days a week | 12 | 12 | 30 200 | |
| 1-4 days a week | 22 | 21 | 52 800 | |
| Monthly | 12 | 8 | 20 100 | |
| Rarely | 13 | 9 | 22 600 | |
| Never | 8 | 7 | 17 600 | |
| Can not say | 0 | 1 | 2 500 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 29 | 72 900 |
| 5-6 days a week | 6 | 6 | 15 100 | |
| 1-4 days a week | 16 | 17 | 42 800 | |
| Monthly | 13 | 12 | 30 200 | |
| Rarely | 27 | 24 | 60 400 | |
| Never | 15 | 11 | 27 700 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 15 | 37 700 |
| 5-6 days a week | 9 | 8 | 20 100 | |
| 1-4 days a week | 21 | 21 | 52 800 | |
| Monthly | 14 | 13 | 32 700 | |
| Rarely | 23 | 24 | 60 400 | |
| Never | 16 | 17 | 42 800 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Podcasts | Daily | 6 | 4 | 10 100 |
| 5-6 days a week | 3 | 2 | 5 000 | |
| 1-4 days a week | 11 | 8 | 20 100 | |
| Monthly | 14 | 12 | 30 200 | |
| Rarely | 27 | 28 | 70 400 | |
| Never | 36 | 43 | 108 100 | |
| Can not say | 2 | 3 | 7 500 | |
| User frequency and following: Social media | Daily | 59 | 60 | 150 900 |
| 5-6 days a week | 8 | 6 | 15 100 | |
| 1-4 days a week | 8 | 7 | 17 600 | |
| Monthly | 3 | 2 | 5 000 | |
| Rarely | 6 | 6 | 15 100 | |
| Never | 16 | 17 | 42 800 | |
| Can not say | 0 | 1 | 2 500 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 9 | 22 600 |
| 5-6 days a week | 6 | 4 | 10 100 | |
| 1-4 days a week | 13 | 10 | 25 200 | |
| Monthly | 8 | 7 | 17 600 | |
| Rarely | 20 | 22 | 55 300 | |
| Never | 38 | 47 | 118 200 | |
| Can not say | 1 | 2 | 5 000 | |
| User frequency: Instant messaging | Daily | 69 | 67 | 168 500 |
| 5-6 days a week | 11 | 12 | 30 200 | |
| 1-4 days a week | 9 | 10 | 25 200 | |
| Monthly | 3 | 3 | 7 500 | |
| Rarely | 2 | 2 | 5 000 | |
| Never | 6 | 6 | 15 100 | |
| Can not say | 0 | 1 | 2 500 | |
| Reading frequency: Printed books | Daily | 16 | 25 | 62 900 |
| 5-6 days a week | 6 | 7 | 17 600 | |
| 1-4 days a week | 14 | 16 | 40 200 | |
| Monthly | 22 | 20 | 50 300 | |
| Rarely | 34 | 28 | 70 400 | |
| Never | 7 | 4 | 10 100 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 10 100 |
| 5-6 days a week | 1 | 1 | 2 500 | |
| 1-4 days a week | 4 | 4 | 10 100 | |
| Monthly | 7 | 6 | 15 100 | |
| Rarely | 30 | 25 | 62 900 | |
| Never | 53 | 59 | 148 400 | |
| Can not say | 1 | 1 | 2 500 | |
| Listening frequency: Audiobooks | Daily | 6 | 8 | 20 100 |
| 5-6 days a week | 3 | 2 | 5 000 | |
| 1-4 days a week | 6 | 6 | 15 100 | |
| Monthly | 8 | 6 | 15 100 | |
| Rarely | 23 | 19 | 47 800 | |
| Never | 54 | 58 | 145 900 | |
| Can not say | 1 | 1 | 2 500 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 10 | 25 200 |
| 5-6 days a week | 9 | 6 | 15 100 | |
| 1-4 days a week | 23 | 19 | 47 800 | |
| Monthly | 21 | 23 | 57 800 | |
| Rarely | 17 | 25 | 62 900 | |
| Never | 10 | 18 | 45 300 | |
| Can not say | 0 | 1 | 2 500 | |
| Usage/following: Linkedl | Daily | 4 | 3 | 7 500 |
| 5-6 days a week | 2 | 2 | 5 000 | |
| 1-4 days a week | 8 | 6 | 15 100 | |
| Monthly | 8 | 7 | 17 600 | |
| Rarely | 12 | 10 | 25 200 | |
| Never | 59 | 66 | 166 000 | |
| Cant say / No answer | 6 | 6 | 15 100 | |
| Usage/following: Facebook | Daily | 39 | 47 | 118 200 |
| 5-6 days a week | 8 | 7 | 17 600 | |
| 1-4 days a week | 11 | 9 | 22 600 | |
| Monthly | 6 | 5 | 12 600 | |
| Rarely | 9 | 6 | 15 100 | |
| Never | 22 | 21 | 52 800 | |
| Cant say / No answer | 4 | 5 | 12 600 | |
| Usage/Following: Instagram | Daily | 32 | 33 | 83 000 |
| 5-6 days a week | 7 | 5 | 12 600 | |
| 1-4 days a week | 9 | 8 | 20 100 | |
| Monthly | 5 | 5 | 12 600 | |
| Rarely | 9 | 9 | 22 600 | |
| Never | 33 | 36 | 90 500 | |
| Cant say / No answer | 5 | 5 | 12 600 | |
| Usage/following rate: Snapchat | Daily | 15 | 8 | 20 100 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 3 | 2 | 5 000 | |
| Monthly | 2 | 2 | 5 000 | |
| Rarely | 5 | 4 | 10 100 | |
| Never | 69 | 78 | 196 200 | |
| Cant say / No answer | 5 | 6 | 15 100 | |
| Usage/Following: Twitter | Daily | 5 | 4 | 10 100 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 4 | 3 | 7 500 | |
| Monthly | 5 | 3 | 7 500 | |
| Rarely | 11 | 9 | 22 600 | |
| Never | 68 | 75 | 188 600 | |
| Cant say / No answer | 5 | 5 | 12 600 | |
| Usage/Following: TikTok | Daily | 10 | 5 | 12 600 |
| 5-6 days a week | 3 | 1 | 2 500 | |
| 1-4 days a week | 4 | 4 | 10 100 | |
| Monthly | 3 | 2 | 5 000 | |
| Rarely | 8 | 8 | 20 100 | |
| Never | 68 | 74 | 186 100 | |
| Cant say / No answer | 4 | 5 | 12 600 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 13 | 32 700 |
| Partially agree | 43 | 44 | 110 700 | |
| Partially disagree | 30 | 29 | 72 900 | |
| Completely disagree | 10 | 10 | 25 200 | |
| Can not say | 3 | 3 | 7 500 | |
| I prefer domestic products | Completely agree | 33 | 37 | 93 100 |
| Partially agree | 55 | 56 | 140 800 | |
| Partially disagree | 9 | 6 | 15 100 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 2 500 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 23 | 57 800 |
| Partially agree | 54 | 60 | 150 900 | |
| Partially disagree | 18 | 13 | 32 700 | |
| Completely disagree | 4 | 2 | 5 000 | |
| Can not say | 3 | 3 | 7 500 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 24 | 60 400 |
| Partially agree | 58 | 61 | 153 400 | |
| Partially disagree | 15 | 13 | 32 700 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 2 | 5 000 | |
| I usually choose the cheapest option | Completely agree | 12 | 10 | 25 200 |
| Partially agree | 48 | 49 | 123 200 | |
| Partially disagree | 33 | 33 | 83 000 | |
| Completely disagree | 5 | 6 | 15 100 | |
| Can not say | 2 | 2 | 5 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 39 | 98 100 |
| Partially agree | 50 | 49 | 123 200 | |
| Partially disagree | 9 | 9 | 22 600 | |
| Completely disagree | 2 | 2 | 5 000 | |
| Can not say | 1 | 1 | 2 500 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 5 | 12 600 |
| Partially agree | 24 | 21 | 52 800 | |
| Partially disagree | 38 | 41 | 103 100 | |
| Completely disagree | 24 | 22 | 55 300 | |
| Can not say | 9 | 11 | 27 700 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 10 100 |
| Partially agree | 36 | 38 | 95 600 | |
| Partially disagree | 45 | 45 | 113 200 | |
| Completely disagree | 11 | 11 | 27 700 | |
| Can not say | 4 | 2 | 5 000 | |
| I prefer local shops and services | Completely agree | 27 | 32 | 80 500 |
| Partially agree | 58 | 58 | 145 900 | |
| Partially disagree | 11 | 8 | 20 100 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 1 | 2 500 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 7 500 |
| Partially agree | 28 | 28 | 70 400 | |
| Partially disagree | 29 | 29 | 72 900 | |
| Completely disagree | 32 | 31 | 78 000 | |
| Can not say | 7 | 8 | 20 100 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 20 100 |
| Partially agree | 32 | 34 | 85 500 | |
| Partially disagree | 37 | 38 | 95 600 | |
| Completely disagree | 20 | 18 | 45 300 | |
| Can not say | 2 | 2 | 5 000 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 19 | 47 800 |
| Partially agree | 50 | 58 | 145 900 | |
| Partially disagree | 24 | 18 | 45 300 | |
| Completely disagree | 6 | 3 | 7 500 | |
| Can not say | 4 | 2 | 5 000 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 21 | 52 800 |
| Partially agree | 51 | 57 | 143 400 | |
| Partially disagree | 22 | 17 | 42 800 | |
| Completely disagree | 6 | 3 | 7 500 | |
| Can not say | 3 | 3 | 7 500 | |
| I prefer well-known brands | Completely agree | 12 | 11 | 27 700 |
| Partially agree | 58 | 61 | 153 400 | |
| Partially disagree | 21 | 21 | 52 800 | |
| Completely disagree | 5 | 5 | 12 600 | |
| Can not say | 3 | 3 | 7 500 | |
| I prefer used products in my purchases | Completely agree | 14 | 14 | 35 200 |
| Partially agree | 41 | 41 | 103 100 | |
| Partially disagree | 31 | 31 | 78 000 | |
| Completely disagree | 12 | 12 | 30 200 | |
| Can not say | 3 | 3 | 7 500 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 15 | 37 700 |
| Quite positively | 61 | 64 | 161 000 | |
| Quite negatively | 16 | 14 | 35 200 | |
| Very negative | 4 | 2 | 5 000 | |
| Can not say | 6 | 4 | 10 100 | |
| Magazines | Very positive | 13 | 15 | 37 700 |
| Quite positively | 60 | 63 | 158 400 | |
| Quite negatively | 17 | 16 | 40 200 | |
| Very negative | 4 | 3 | 7 500 | |
| Can not say | 6 | 4 | 10 100 | |
| Free and local newspapers | Very positive | 24 | 27 | 67 900 |
| Quite positively | 56 | 58 | 145 900 | |
| Quite negatively | 11 | 9 | 22 600 | |
| Very negative | 4 | 2 | 5 000 | |
| Can not say | 6 | 5 | 12 600 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 8 | 20 100 |
| Quite positively | 45 | 47 | 118 200 | |
| Quite negatively | 30 | 27 | 67 900 | |
| Very negative | 10 | 7 | 17 600 | |
| Can not say | 8 | 11 | 27 700 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 5 | 12 600 |
| Quite positively | 33 | 32 | 80 500 | |
| Quite negatively | 32 | 33 | 83 000 | |
| Very negative | 17 | 12 | 30 200 | |
| Can not say | 12 | 16 | 40 200 | |
| Blogs | Very positive | 4 | 3 | 7 500 |
| Quite positively | 25 | 22 | 55 300 | |
| Quite negatively | 29 | 28 | 70 400 | |
| Very negative | 16 | 13 | 32 700 | |
| Can not say | 26 | 35 | 88 000 | |
| Newsletters to email | Very positive | 2 | 2 | 5 000 |
| Quite positively | 17 | 20 | 50 300 | |
| Quite negatively | 34 | 36 | 90 500 | |
| Very negative | 43 | 38 | 95 600 | |
| Can not say | 4 | 4 | 10 100 | |
| Other websites | Very positive | 3 | 3 | 7 500 |
| Quite positively | 38 | 37 | 93 100 | |
| Quite negatively | 34 | 33 | 83 000 | |
| Very negative | 14 | 10 | 25 200 | |
| Can not say | 11 | 17 | 42 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 7 | 17 600 |
| Quite positively | 46 | 47 | 118 200 | |
| Quite negatively | 29 | 32 | 80 500 | |
| Very negative | 13 | 11 | 27 700 | |
| Can not say | 4 | 4 | 10 100 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 10 100 |
| Quite positively | 35 | 33 | 83 000 | |
| Quite negatively | 33 | 35 | 88 000 | |
| Very negative | 20 | 20 | 50 300 | |
| Can not say | 7 | 9 | 22 600 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 23 | 57 800 |
| Quite positively | 46 | 49 | 123 200 | |
| Quite negatively | 17 | 13 | 32 700 | |
| Very negative | 14 | 10 | 25 200 | |
| Can not say | 5 | 5 | 12 600 | |
| Out-of-home advertising | Very positive | 11 | 10 | 25 200 |
| Quite positively | 52 | 52 | 130 800 | |
| Quite negatively | 21 | 22 | 55 300 | |
| Very negative | 9 | 7 | 17 600 | |
| Can not say | 8 | 10 | 25 200 | Source: NRS 2025 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 17 | 23 | 57 800 |
| Partially agree | 60 | 62 | 155 900 | |
| Partially disagree | 11 | 7 | 17 600 | |
| Completely disagree | 3 | 3 | 7 500 | |
| Can not say | 9 | 5 | 12 600 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 19 | 47 800 |
| Partially agree | 57 | 62 | 155 900 | |
| Partially disagree | 14 | 9 | 22 600 | |
| Completely disagree | 5 | 4 | 10 100 | |
| Can not say | 8 | 6 | 15 100 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 24 | 60 400 |
| Partially agree | 46 | 42 | 105 600 | |
| Partially disagree | 12 | 9 | 22 600 | |
| Completely disagree | 5 | 4 | 10 100 | |
| Can not say | 15 | 19 | 47 800 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 83 000 |
| Partially agree | 49 | 48 | 120 700 | |
| Partially disagree | 7 | 5 | 12 600 | |
| Completely disagree | 2 | 2 | 5 000 | |
| Can not say | 10 | 12 | 30 200 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 17 | 42 800 |
| Partially agree | 51 | 53 | 133 300 | |
| Partially disagree | 14 | 11 | 27 700 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 16 | 17 | 42 800 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 12 | 30 200 |
| Partially agree | 52 | 55 | 138 300 | |
| Partially disagree | 18 | 15 | 37 700 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 17 | 17 | 42 800 | |
| Finnish magazines are of high quality | Completely agree | 23 | 29 | 72 900 |
| Partially agree | 58 | 58 | 145 900 | |
| Partially disagree | 9 | 7 | 17 600 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 9 | 5 | 12 600 | |
| I follow important magazines on social media | Completely agree | 7 | 7 | 17 600 |
| Partially agree | 25 | 27 | 67 900 | |
| Partially disagree | 23 | 21 | 52 800 | |
| Completely disagree | 36 | 34 | 85 500 | |
| Can not say | 10 | 11 | 27 700 | |
| I read important magazines from cover to cover | Completely agree | 16 | 22 | 55 300 |
| Partially agree | 33 | 38 | 95 600 | |
| Partially disagree | 29 | 25 | 62 900 | |
| Completely disagree | 17 | 12 | 30 200 | |
| Can not say | 5 | 3 | 7 500 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 10 | 25 200 |
| Partially agree | 45 | 48 | 120 700 | |
| Partially disagree | 28 | 26 | 65 400 | |
| Completely disagree | 10 | 8 | 20 100 | |
| Can not say | 10 | 8 | 20 100 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 12 | 30 200 |
| Partially agree | 35 | 33 | 83 000 | |
| Partially disagree | 23 | 24 | 60 400 | |
| Completely disagree | 23 | 23 | 57 800 | |
| Can not say | 9 | 8 | 20 100 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 25 200 |
| Partially agree | 33 | 36 | 90 500 | |
| Partially disagree | 27 | 27 | 67 900 | |
| Completely disagree | 24 | 21 | 52 800 | |
| Can not say | 8 | 7 | 17 600 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 19 | 47 800 |
| Partially agree | 50 | 55 | 138 300 | |
| Partially disagree | 19 | 16 | 40 200 | |
| Completely disagree | 13 | 8 | 20 100 | |
| Can not say | 5 | 3 | 7 500 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 12 | 30 200 |
| Partially agree | 29 | 36 | 90 500 | |
| Partially disagree | 27 | 26 | 65 400 | |
| Completely disagree | 29 | 20 | 50 300 | |
| Can not say | 7 | 5 | 12 600 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 2 | 5 000 |
| Partially agree | 18 | 12 | 30 200 | |
| Partially disagree | 33 | 36 | 90 500 | |
| Completely disagree | 38 | 37 | 93 100 | |
| Can not say | 10 | 13 | 32 700 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 22 | 55 300 |
| Partially agree | 41 | 46 | 115 700 | |
| Partially disagree | 23 | 19 | 47 800 | |
| Completely disagree | 12 | 7 | 17 600 | |
| Can not say | 8 | 6 | 15 100 | Source: NRS 2025 |
| Use of information sources during the purchase process | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Information sources, cars and car purchase | Print magazines | 11 | 10 | 25 200 |
| Newspapers | 12 | 15 | 37 700 | |
| Magazine websites | 7 | 5 | 12 600 | |
| Newspaper websites | 8 | 7 | 17 600 | |
| Blogs | 3 | 1 | 2 500 | |
| Social media | 16 | 10 | 25 200 | |
| Other websites | 44 | 36 | 90 500 | |
| Television | 11 | 10 | 25 200 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 10 | 11 | 27 700 | |
| None of these | 39 | 48 | 120 700 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 17 | 42 800 |
| Newspapers | 15 | 21 | 52 800 | |
| Magazine websites | 9 | 8 | 20 100 | |
| Newspaper websites | 11 | 10 | 25 200 | |
| Blogs | 6 | 3 | 7 500 | |
| Social media | 28 | 20 | 50 300 | |
| Other websites | 50 | 43 | 108 100 | |
| Television | 19 | 19 | 47 800 | |
| Radio | 3 | 2 | 5 000 | |
| Direct mail | 35 | 44 | 110 700 | |
| None of these | 16 | 20 | 50 300 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 30 | 75 400 |
| Newspapers | 8 | 11 | 27 700 | |
| Magazine websites | 10 | 14 | 35 200 | |
| Newspaper websites | 7 | 8 | 20 100 | |
| Blogs | 7 | 7 | 17 600 | |
| Social media | 31 | 31 | 78 000 | |
| Other websites | 17 | 21 | 52 800 | |
| Television | 14 | 18 | 45 300 | |
| Radio | 2 | 3 | 7 500 | |
| Direct mail | 17 | 27 | 67 900 | |
| None of these | 43 | 32 | 80 500 | |
| Information sources, travel | Print magazines | 16 | 23 | 57 800 |
| Newspapers | 15 | 22 | 55 300 | |
| Magazine websites | 10 | 10 | 25 200 | |
| Newspaper websites | 11 | 11 | 27 700 | |
| Blogs | 12 | 10 | 25 200 | |
| Social media | 38 | 35 | 88 000 | |
| Other websites | 49 | 50 | 125 800 | |
| Television | 17 | 21 | 52 800 | |
| Radio | 3 | 4 | 10 100 | |
| Direct mail | 9 | 11 | 27 700 | |
| None of these | 25 | 21 | 52 800 | |
| Information sources, style and fashion | Print magazines | 22 | 38 | 95 600 |
| Newspapers | 11 | 16 | 40 200 | |
| Magazine websites | 12 | 15 | 37 700 | |
| Newspaper websites | 8 | 9 | 22 600 | |
| Blogs | 9 | 8 | 20 100 | |
| Social media | 37 | 35 | 88 000 | |
| Other websites | 34 | 37 | 93 100 | |
| Television | 18 | 21 | 52 800 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 25 | 35 | 88 000 | |
| None of these | 28 | 19 | 47 800 | |
| Information sources, building and renovating | Print magazines | 17 | 23 | 57 800 |
| Newspapers | 13 | 16 | 40 200 | |
| Magazine websites | 9 | 9 | 22 600 | |
| Newspaper websites | 9 | 8 | 20 100 | |
| Blogs | 7 | 6 | 15 100 | |
| Social media | 26 | 21 | 52 800 | |
| Other websites | 33 | 31 | 78 000 | |
| Television | 18 | 18 | 45 300 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 27 | 34 | 85 500 | |
| None of these | 31 | 32 | 80 500 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 50 | 125 800 |
| Newspapers | 25 | 35 | 88 000 | |
| Magazine websites | 21 | 26 | 65 400 | |
| Newspaper websites | 23 | 24 | 60 400 | |
| Blogs | 14 | 13 | 32 700 | |
| Social media | 45 | 42 | 105 600 | |
| Other websites | 32 | 30 | 75 400 | |
| Television | 29 | 31 | 78 000 | |
| Radio | 7 | 6 | 15 100 | |
| Direct mail | 26 | 35 | 88 000 | |
| None of these | 11 | 7 | 17 600 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 10 | 25 200 |
| Newspapers | 10 | 14 | 35 200 | |
| Magazine websites | 3 | 3 | 7 500 | |
| Newspaper websites | 5 | 5 | 12 600 | |
| Blogs | 1 | 1 | 2 500 | |
| Social media | 12 | 11 | 27 700 | |
| Other websites | 27 | 27 | 67 900 | |
| Television | 12 | 15 | 37 700 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 16 | 22 | 55 300 | |
| None of these | 52 | 47 | 118 200 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 35 | 88 000 |
| Newspapers | 14 | 19 | 47 800 | |
| Magazine websites | 11 | 13 | 32 700 | |
| Newspaper websites | 9 | 9 | 22 600 | |
| Blogs | 7 | 7 | 17 600 | |
| Social media | 31 | 29 | 72 900 | |
| Other websites | 31 | 30 | 75 400 | |
| Television | 19 | 19 | 47 800 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 31 | 41 | 103 100 | |
| None of these | 24 | 20 | 50 300 | |
| Information sources, saving and investing | Print magazines | 9 | 9 | 22 600 |
| Newspapers | 11 | 13 | 32 700 | |
| Magazine websites | 6 | 5 | 12 600 | |
| Newspaper websites | 11 | 9 | 22 600 | |
| Blogs | 7 | 5 | 12 600 | |
| Social media | 22 | 15 | 37 700 | |
| Other websites | 32 | 26 | 65 400 | |
| Television | 8 | 8 | 20 100 | |
| Radio | 3 | 2 | 5 000 | |
| Direct mail | 4 | 5 | 12 600 | |
| None of these | 44 | 51 | 128 300 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 21 | 52 800 |
| Newspapers | 13 | 17 | 42 800 | |
| Magazine websites | 8 | 9 | 22 600 | |
| Newspaper websites | 9 | 10 | 25 200 | |
| Blogs | 5 | 5 | 12 600 | |
| Social media | 26 | 26 | 65 400 | |
| Other websites | 39 | 41 | 103 100 | |
| Television | 13 | 14 | 35 200 | |
| Radio | 3 | 3 | 7 500 | |
| Direct mail | 15 | 20 | 50 300 | |
| None of these | 36 | 30 | 75 400 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 18 | 45 300 |
| Newspapers | 16 | 21 | 52 800 | |
| Magazine websites | 7 | 7 | 17 600 | |
| Newspaper websites | 9 | 10 | 25 200 | |
| Blogs | 5 | 4 | 10 100 | |
| Social media | 26 | 22 | 55 300 | |
| Other websites | 42 | 39 | 98 100 | |
| Television | 14 | 15 | 37 700 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 30 | 41 | 103 100 | |
| None of these | 28 | 25 | 62 900 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 9 | 22 600 |
| Well-being and health | 50 | 66 | 166 000 | |
| Charity work | 13 | 18 | 45 300 | |
| Self development | 32 | 32 | 80 500 | |
| Celebrities | 14 | 16 | 40 200 | |
| Fishing | 16 | 8 | 20 100 | |
| Beauty care and cosmetics | 16 | 26 | 65 400 | |
| Literature | 27 | 44 | 110 700 | |
| Domestic and foreign news | 52 | 57 | 143 400 | |
| Domestic travel | 32 | 37 | 93 100 | |
| Culture | 33 | 47 | 118 200 | |
| Crafts | 25 | 40 | 100 600 | |
| Nature and going outdoor | 52 | 58 | 145 900 | |
| Hunting | 10 | 4 | 10 100 | |
| Style and fashion | 20 | 35 | 88 000 | |
| Music and concerts | 36 | 44 | 110 700 | |
| Going on summer cottage | 29 | 31 | 78 000 | |
| Local affairs | 55 | 67 | 168 500 | |
| Computer/console/mobile playing | 17 | 5 | 12 600 | |
| Politics | 42 | 38 | 95 600 | |
| Gardening and plants | 30 | 49 | 123 200 | |
| Building and renovating | 34 | 32 | 80 500 | |
| Food and drink | 38 | 45 | 113 200 | |
| Cooking, baking, recipes | 38 | 58 | 145 900 | |
| Investment | 23 | 16 | 40 200 | |
| Decorating | 28 | 52 | 130 800 | |
| Economic and finances | 35 | 31 | 78 000 | |
| Science | 35 | 24 | 60 400 | |
| Travelling abroad | 34 | 34 | 85 500 | |
| Sports, exercising | 45 | 38 | 95 600 | |
| Sailing, boating | 10 | 5 | 12 600 | |
| Consumer electronics and information technology | 21 | 8 | 20 100 | |
| Environmental matters | 31 | 35 | 88 000 | |
| 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 | 2 500 |
| Buying an apartment | 11 | 8 | 20 100 | |
| Home renovation | 27 | 27 | 67 900 | |
| Buying a car | 27 | 23 | 57 800 | |
| Buying a boat | 3 | 2 | 5 000 | |
| None of these | 51 | 54 | 135 800 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 44 | 110 700 |
| Repair and construction products | 39 | 37 | 93 100 | |
| Domestic appliances | 38 | 39 | 98 100 | |
| Electronics or IT products | 49 | 38 | 95 600 | |
| Cars | 19 | 16 | 40 200 | |
| Clothing and footwear | 84 | 86 | 216 300 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 40 | 100 600 | |
| Sports clothing, footwear or equipment | 58 | 56 | 140 800 | |
| Saving or investing products or services | 29 | 27 | 67 900 | |
| Cosmetics and beauty products | 49 | 66 | 166 000 | |
| Mobile phones | 29 | 28 | 70 400 | |
| Travels | 50 | 53 | 133 300 | |
| Products and services for health and well-being | 61 | 69 | 173 500 | |
| None of the above | 1 | 1 | 2 500 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 29 | 72 900 |
| Repair and construction products | 33 | 32 | 80 500 | |
| Domestic appliances | 18 | 16 | 40 200 | |
| Electronics or IT products | 27 | 17 | 42 800 | |
| Cars | 14 | 10 | 25 200 | |
| Clothing and footwear | 67 | 72 | 181 100 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 30 | 75 400 | |
| Sports clothing, footwear or equipment | 44 | 41 | 103 100 | |
| Saving or investing products or services | 24 | 21 | 52 800 | |
| Cosmetics and beauty products | 38 | 53 | 133 300 | |
| Mobile phones | 16 | 13 | 32 700 | |
| Travels | 46 | 49 | 123 200 | |
| Products and services for health and well-being | 49 | 58 | 145 900 | |
| None of the above | 6 | 4 | 10 100 | |
| Will consider switching over the next 12 months | Bank | 7 | 5 | 12 600 |
| Insurance company | 11 | 8 | 20 100 | |
| electric company | 17 | 13 | 32 700 | |
| Internet Connection | 10 | 7 | 17 600 | |
| Phone-subscription | 14 | 11 | 27 700 | |
| None of the above | 48 | 54 | 135 800 | |
| Can not say | 18 | 19 | 47 800 | |
| Uses of extra money | Magazines, books, movies | 16 | 20 | 50 300 |
| Eating, drinking, partying in a restaurant | 35 | 32 | 80 500 | |
| Exercise hobbies and equipment | 28 | 25 | 62 900 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 43 | 108 100 | |
| Renovation, decoration | 23 | 23 | 57 800 | |
| Health services and one's own well-being | 22 | 28 | 70 400 | |
| Travelling | 44 | 48 | 120 700 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 6 | 15 100 | |
| Clothes, shoes and bags | 22 | 23 | 57 800 | |
| Home services (cleaning and other housekeeping services) | 5 | 9 | 22 600 | |
| Car, boat, motorcycle | 11 | 6 | 15 100 | |
| Cosmetics and beauty care | 12 | 15 | 37 700 | |
| Saving, investing | 49 | 48 | 120 700 | |
| Other | 8 | 8 | 20 100 | |
| There is no extra money after mandatory expenses | 8 | 7 | 17 600 | |
| Can not say | 3 | 3 | 7 500 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 326 000
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 84 | 213 800 |
| Men | 49 | 16 | 37 700 | |
| Native language | Finnish | 95 | 98 | 246 500 |
| Swedish | 5 | 2 | 5 000 | |
| Age | 15-24 y | 13 | 6 | 12 600 |
| 25-34 y | 14 | 8 | 15 100 | |
| 35-44 y | 14 | 12 | 25 200 | |
| 45-54 y | 14 | 14 | 32 700 | |
| 55-64 y | 15 | 18 | 45 300 | |
| 65+ y | 30 | 41 | 120 700 | |
| Gender + age | Female 15-29 years | 9 | 7 | 15 100 |
| Female 30-49 years | 14 | 21 | 42 800 | |
| Female 50+ years | 28 | 56 | 158 400 | |
| Male 15-29 years | 10 | 2 | 5 000 | |
| Male 30-49 years | 15 | 4 | 7 500 | |
| Male 50+ years | 24 | 10 | 25 200 | |
| Household position | Lives at home with parents | 7 | 3 | 7 500 |
| Lives alone | 29 | 29 | 78 000 | |
| Lives with spouse | 36 | 39 | 103 100 | |
| Lives with spouse and children | 24 | 23 | 50 300 | |
| Single parent | 2 | 3 | 5 000 | |
| Other | 3 | 3 | 7 500 | |
| Grandchildren under 18 years of age | Yes | 20 | 24 | 67 900 |
| No | 39 | 49 | 133 300 | |
| No answer (under 45 year olds) | 41 | 27 | 52 800 | |
| Education | Elementary school | 4 | 4 | 12 600 |
| Secondary school | 6 | 6 | 17 600 | |
| Vocational | 27 | 25 | 67 900 | |
| High school | 13 | 12 | 27 700 | |
| University of Applied Sciences | 20 | 19 | 45 300 | |
| University | 28 | 32 | 75 400 | |
| Something else | 2 | 2 | 5 000 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 241 400 |
| No | 6 | 4 | 10 100 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 79 | 203 700 |
| No | 32 | 21 | 47 800 | |
| Size of the household | 1 pers | 28 | 29 | 75 400 |
| 2 pers | 38 | 41 | 110 700 | |
| 3 pers | 14 | 13 | 30 200 | |
| 4 pers | 12 | 10 | 20 100 | |
| 5+ pers | 7 | 6 | 15 100 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 20 100 |
| 20 000 - 35 000 € /y | 17 | 20 | 55 300 | |
| 35 001 - 50 000 € /y | 18 | 20 | 52 800 | |
| 50 001 - 85 000 € /y | 21 | 20 | 47 800 | |
| 85 001 - 100 000 € /y | 8 | 8 | 20 100 | |
| Over 100 000 € /y | 10 | 10 | 22 600 | |
| Dont want to tell | 5 | 6 | 15 100 | |
| Cant say / No answer | 10 | 8 | 17 600 | |
| Family with kids | Yes | 32 | 29 | 62 900 |
| No | 68 | 71 | 188 600 | |
| Number of children in the household (5th grade) | 1 child | 13 | 12 | 27 700 |
| 2 children | 13 | 11 | 22 600 | |
| 3 children | 5 | 4 | 10 100 | |
| 4 children | 1 | 1 | 2 500 | |
| 5+ children | 1 | 1 | 2 500 | |
| There are no children | 67 | 71 | 188 600 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 15 | 35 200 |
| Dog | 26 | 25 | 60 400 | |
| Some other pet | 5 | 6 | 12 600 | |
| No pets | 61 | 62 | 161 000 | |
| Health services used in the household | Public health services | 85 | 87 | 221 300 |
| Employer - funded health care services | 50 | 46 | 103 100 | |
| Private, self-funded healthcare services | 39 | 46 | 120 700 | |
| Private health insurance services | 26 | 25 | 57 800 | |
| No health care | 1 | 1 | 2 500 | |
| Can not say | 1 | 1 | 0 | |
| Housing | Apartment | 32 | 31 | 78 000 |
| Row house or semi-detached house | 17 | 18 | 45 300 | |
| Detached house | 46 | 46 | 115 700 | |
| Farm | 4 | 4 | 10 100 | |
| Something else | 1 | 1 | 2 500 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 81 | 208 700 |
| Rented residence | 20 | 16 | 35 200 | |
| Right of residence apartment | 2 | 2 | 5 000 | |
| Something else | 1 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 45 | 115 700 |
| No | 58 | 54 | 133 300 | |
| Can not say | 1 | 1 | 2 500 | |
| Number of cars in household | One car | 45 | 48 | 125 800 |
| Two cars | 30 | 30 | 72 900 | |
| Three or more cars | 10 | 9 | 20 100 | |
| No car | 14 | 13 | 32 700 | |
| Type of car, if buying now | New | 21 | 21 | 55 300 |
| Used | 70 | 65 | 155 900 | |
| Company car | 5 | 3 | 5 000 | |
| Leasing (personal) | 9 | 9 | 22 600 | |
| Shared car | 3 | 3 | 7 500 | |
| Doesn't use a car | 8 | 10 | 25 200 | |
| Can not say | 5 | 6 | 17 600 | |
| Advertising ban at the door / mailbox | Yes | 27 | 23 | 52 800 |
| No | 72 | 77 | 196 200 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 10 | 20 100 |
| No | 76 | 85 | 216 300 | |
| Can not say | 5 | 5 | 12 600 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 19 | 45 300 |
| Turku or Tampere | 8 | 8 | 17 600 | |
| Oulu | 4 | 4 | 7 500 | |
| 70 000 - 150 000 inhabitants town | 14 | 14 | 37 700 | |
| Urban municipality | 25 | 26 | 67 900 | |
| Conurbation | 16 | 15 | 40 200 | |
| Countryside | 13 | 13 | 35 200 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 20 | 57 800 |
| 5-6 days a week | 4 | 5 | 15 100 | |
| 1-4 days a week | 24 | 34 | 93 100 | |
| Monthly | 25 | 26 | 62 900 | |
| Rarely | 26 | 13 | 20 100 | |
| Never | 8 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 27 | 65 400 |
| 5-6 days a week | 5 | 6 | 15 100 | |
| 1-4 days a week | 20 | 23 | 47 800 | |
| Monthly | 15 | 14 | 32 700 | |
| Rarely | 23 | 16 | 47 800 | |
| Never | 13 | 12 | 37 700 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 36 | 105 600 |
| 5-6 days a week | 5 | 5 | 12 600 | |
| 1-4 days a week | 23 | 25 | 62 900 | |
| Monthly | 15 | 14 | 30 200 | |
| Rarely | 24 | 17 | 35 200 | |
| Never | 8 | 3 | 5 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 62 | 150 900 |
| 5-6 days a week | 9 | 9 | 20 100 | |
| 1-4 days a week | 17 | 14 | 35 200 | |
| Monthly | 6 | 4 | 10 100 | |
| Rarely | 8 | 6 | 17 600 | |
| Never | 5 | 5 | 15 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 4 | 12 600 |
| 5-6 days a week | 4 | 5 | 12 600 | |
| 1-4 days a week | 41 | 48 | 125 800 | |
| Monthly | 18 | 17 | 40 200 | |
| Rarely | 23 | 19 | 45 300 | |
| Never | 9 | 7 | 15 100 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Free online TV services | Daily | 17 | 20 | 52 800 |
| 5-6 days a week | 10 | 11 | 27 700 | |
| 1-4 days a week | 30 | 30 | 72 900 | |
| Monthly | 21 | 19 | 47 800 | |
| Rarely | 15 | 12 | 30 200 | |
| Never | 6 | 6 | 17 600 | |
| Can not say | 1 | 0 | 2 500 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 14 | 30 200 |
| 5-6 days a week | 10 | 9 | 20 100 | |
| 1-4 days a week | 22 | 19 | 45 300 | |
| Monthly | 9 | 9 | 20 100 | |
| Rarely | 13 | 13 | 32 700 | |
| Never | 30 | 36 | 100 600 | |
| Can not say | 1 | 1 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 53 | 143 400 |
| 5-6 days a week | 10 | 10 | 25 200 | |
| 1-4 days a week | 19 | 18 | 42 800 | |
| Monthly | 12 | 9 | 17 600 | |
| Rarely | 12 | 8 | 17 600 | |
| Never | 3 | 2 | 5 000 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 39 | 105 600 |
| 5-6 days a week | 12 | 13 | 30 200 | |
| 1-4 days a week | 22 | 22 | 52 800 | |
| Monthly | 12 | 10 | 20 100 | |
| Rarely | 13 | 10 | 22 600 | |
| Never | 8 | 7 | 17 600 | |
| Can not say | 0 | 1 | 2 500 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 26 | 72 900 |
| 5-6 days a week | 6 | 6 | 15 100 | |
| 1-4 days a week | 16 | 17 | 42 800 | |
| Monthly | 13 | 12 | 30 200 | |
| Rarely | 27 | 26 | 60 400 | |
| Never | 15 | 12 | 27 700 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 15 | 37 700 |
| 5-6 days a week | 9 | 9 | 20 100 | |
| 1-4 days a week | 21 | 22 | 52 800 | |
| Monthly | 14 | 13 | 32 700 | |
| Rarely | 23 | 23 | 60 400 | |
| Never | 16 | 16 | 42 800 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Podcasts | Daily | 6 | 4 | 10 100 |
| 5-6 days a week | 3 | 3 | 5 000 | |
| 1-4 days a week | 11 | 9 | 20 100 | |
| Monthly | 14 | 13 | 30 200 | |
| Rarely | 27 | 29 | 70 400 | |
| Never | 36 | 40 | 108 100 | |
| Can not say | 2 | 2 | 7 500 | |
| User frequency and following: Social media | Daily | 59 | 62 | 150 900 |
| 5-6 days a week | 8 | 6 | 15 100 | |
| 1-4 days a week | 8 | 7 | 17 600 | |
| Monthly | 3 | 2 | 5 000 | |
| Rarely | 6 | 6 | 15 100 | |
| Never | 16 | 16 | 42 800 | |
| Can not say | 0 | 1 | 2 500 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 11 | 22 600 |
| 5-6 days a week | 6 | 4 | 10 100 | |
| 1-4 days a week | 13 | 12 | 25 200 | |
| Monthly | 8 | 8 | 17 600 | |
| Rarely | 20 | 22 | 55 300 | |
| Never | 38 | 43 | 118 200 | |
| Can not say | 1 | 2 | 5 000 | |
| User frequency: Instant messaging | Daily | 69 | 70 | 168 500 |
| 5-6 days a week | 11 | 11 | 30 200 | |
| 1-4 days a week | 9 | 9 | 25 200 | |
| Monthly | 3 | 2 | 7 500 | |
| Rarely | 2 | 2 | 5 000 | |
| Never | 6 | 5 | 15 100 | |
| Can not say | 0 | 1 | 2 500 | |
| Reading frequency: Printed books | Daily | 16 | 23 | 62 900 |
| 5-6 days a week | 6 | 7 | 17 600 | |
| 1-4 days a week | 14 | 16 | 40 200 | |
| Monthly | 22 | 21 | 50 300 | |
| Rarely | 34 | 29 | 70 400 | |
| Never | 7 | 4 | 10 100 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 10 100 |
| 5-6 days a week | 1 | 1 | 2 500 | |
| 1-4 days a week | 4 | 5 | 10 100 | |
| Monthly | 7 | 6 | 15 100 | |
| Rarely | 30 | 27 | 62 900 | |
| Never | 53 | 56 | 148 400 | |
| Can not say | 1 | 1 | 2 500 | |
| Listening frequency: Audiobooks | Daily | 6 | 8 | 20 100 |
| 5-6 days a week | 3 | 3 | 5 000 | |
| 1-4 days a week | 6 | 6 | 15 100 | |
| Monthly | 8 | 7 | 15 100 | |
| Rarely | 23 | 20 | 47 800 | |
| Never | 54 | 55 | 145 900 | |
| Can not say | 1 | 1 | 2 500 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 11 | 25 200 |
| 5-6 days a week | 9 | 6 | 15 100 | |
| 1-4 days a week | 23 | 21 | 47 800 | |
| Monthly | 21 | 24 | 57 800 | |
| Rarely | 17 | 23 | 62 900 | |
| Never | 10 | 15 | 45 300 | |
| Can not say | 0 | 1 | 2 500 | |
| Usage/following: Linkedl | Daily | 4 | 3 | 7 500 |
| 5-6 days a week | 2 | 2 | 5 000 | |
| 1-4 days a week | 8 | 7 | 15 100 | |
| Monthly | 8 | 8 | 17 600 | |
| Rarely | 12 | 11 | 25 200 | |
| Never | 59 | 64 | 166 000 | |
| Cant say / No answer | 6 | 6 | 15 100 | |
| Usage/following: Facebook | Daily | 39 | 48 | 118 200 |
| 5-6 days a week | 8 | 7 | 17 600 | |
| 1-4 days a week | 11 | 9 | 22 600 | |
| Monthly | 6 | 5 | 12 600 | |
| Rarely | 9 | 6 | 15 100 | |
| Never | 22 | 20 | 52 800 | |
| Cant say / No answer | 4 | 4 | 12 600 | |
| Usage/Following: Instagram | Daily | 32 | 35 | 83 000 |
| 5-6 days a week | 7 | 5 | 12 600 | |
| 1-4 days a week | 9 | 8 | 20 100 | |
| Monthly | 5 | 5 | 12 600 | |
| Rarely | 9 | 9 | 22 600 | |
| Never | 33 | 33 | 90 500 | |
| Cant say / No answer | 5 | 4 | 12 600 | |
| Usage/following rate: Snapchat | Daily | 15 | 10 | 20 100 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 3 | 2 | 5 000 | |
| Monthly | 2 | 2 | 5 000 | |
| Rarely | 5 | 5 | 10 100 | |
| Never | 69 | 76 | 196 200 | |
| Cant say / No answer | 5 | 5 | 15 100 | |
| Usage/Following: Twitter | Daily | 5 | 4 | 10 100 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 4 | 3 | 7 500 | |
| Monthly | 5 | 4 | 7 500 | |
| Rarely | 11 | 9 | 22 600 | |
| Never | 68 | 74 | 188 600 | |
| Cant say / No answer | 5 | 5 | 12 600 | |
| Usage/Following: TikTok | Daily | 10 | 6 | 12 600 |
| 5-6 days a week | 3 | 2 | 2 500 | |
| 1-4 days a week | 4 | 4 | 10 100 | |
| Monthly | 3 | 3 | 5 000 | |
| Rarely | 8 | 8 | 20 100 | |
| Never | 68 | 73 | 186 100 | |
| Cant say / No answer | 4 | 4 | 12 600 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 14 | 32 700 |
| Partially agree | 43 | 45 | 110 700 | |
| Partially disagree | 30 | 29 | 72 900 | |
| Completely disagree | 10 | 9 | 25 200 | |
| Can not say | 3 | 3 | 7 500 | |
| I prefer domestic products | Completely agree | 33 | 36 | 93 100 |
| Partially agree | 55 | 56 | 140 800 | |
| Partially disagree | 9 | 7 | 15 100 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 2 500 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 22 | 57 800 |
| Partially agree | 54 | 59 | 150 900 | |
| Partially disagree | 18 | 14 | 32 700 | |
| Completely disagree | 4 | 2 | 5 000 | |
| Can not say | 3 | 3 | 7 500 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 23 | 60 400 |
| Partially agree | 58 | 61 | 153 400 | |
| Partially disagree | 15 | 14 | 32 700 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 2 | 5 000 | |
| I usually choose the cheapest option | Completely agree | 12 | 10 | 25 200 |
| Partially agree | 48 | 49 | 123 200 | |
| Partially disagree | 33 | 33 | 83 000 | |
| Completely disagree | 5 | 6 | 15 100 | |
| Can not say | 2 | 2 | 5 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 41 | 98 100 |
| Partially agree | 50 | 48 | 123 200 | |
| Partially disagree | 9 | 9 | 22 600 | |
| Completely disagree | 2 | 1 | 5 000 | |
| Can not say | 1 | 1 | 2 500 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 5 | 12 600 |
| Partially agree | 24 | 22 | 52 800 | |
| Partially disagree | 38 | 40 | 103 100 | |
| Completely disagree | 24 | 22 | 55 300 | |
| Can not say | 9 | 10 | 27 700 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 10 100 |
| Partially agree | 36 | 37 | 95 600 | |
| Partially disagree | 45 | 46 | 113 200 | |
| Completely disagree | 11 | 10 | 27 700 | |
| Can not say | 4 | 3 | 5 000 | |
| I prefer local shops and services | Completely agree | 27 | 30 | 80 500 |
| Partially agree | 58 | 59 | 145 900 | |
| Partially disagree | 11 | 9 | 20 100 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 1 | 2 500 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 7 500 |
| Partially agree | 28 | 29 | 70 400 | |
| Partially disagree | 29 | 30 | 72 900 | |
| Completely disagree | 32 | 30 | 78 000 | |
| Can not say | 7 | 7 | 20 100 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 20 100 |
| Partially agree | 32 | 33 | 85 500 | |
| Partially disagree | 37 | 38 | 95 600 | |
| Completely disagree | 20 | 19 | 45 300 | |
| Can not say | 2 | 2 | 5 000 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 19 | 47 800 |
| Partially agree | 50 | 56 | 145 900 | |
| Partially disagree | 24 | 20 | 45 300 | |
| Completely disagree | 6 | 3 | 7 500 | |
| Can not say | 4 | 2 | 5 000 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 20 | 52 800 |
| Partially agree | 51 | 56 | 143 400 | |
| Partially disagree | 22 | 18 | 42 800 | |
| Completely disagree | 6 | 3 | 7 500 | |
| Can not say | 3 | 3 | 7 500 | |
| I prefer well-known brands | Completely agree | 12 | 11 | 27 700 |
| Partially agree | 58 | 60 | 153 400 | |
| Partially disagree | 21 | 21 | 52 800 | |
| Completely disagree | 5 | 5 | 12 600 | |
| Can not say | 3 | 3 | 7 500 | |
| I prefer used products in my purchases | Completely agree | 14 | 16 | 35 200 |
| Partially agree | 41 | 40 | 103 100 | |
| Partially disagree | 31 | 31 | 78 000 | |
| Completely disagree | 12 | 11 | 30 200 | |
| Can not say | 3 | 3 | 7 500 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 15 | 37 700 |
| Quite positively | 61 | 64 | 161 000 | |
| Quite negatively | 16 | 14 | 35 200 | |
| Very negative | 4 | 3 | 5 000 | |
| Can not say | 6 | 4 | 10 100 | |
| Magazines | Very positive | 13 | 15 | 37 700 |
| Quite positively | 60 | 63 | 158 400 | |
| Quite negatively | 17 | 16 | 40 200 | |
| Very negative | 4 | 3 | 7 500 | |
| Can not say | 6 | 4 | 10 100 | |
| Free and local newspapers | Very positive | 24 | 26 | 67 900 |
| Quite positively | 56 | 58 | 145 900 | |
| Quite negatively | 11 | 9 | 22 600 | |
| Very negative | 4 | 2 | 5 000 | |
| Can not say | 6 | 5 | 12 600 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 8 | 20 100 |
| Quite positively | 45 | 47 | 118 200 | |
| Quite negatively | 30 | 28 | 67 900 | |
| Very negative | 10 | 7 | 17 600 | |
| Can not say | 8 | 9 | 27 700 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 6 | 12 600 |
| Quite positively | 33 | 34 | 80 500 | |
| Quite negatively | 32 | 34 | 83 000 | |
| Very negative | 17 | 12 | 30 200 | |
| Can not say | 12 | 15 | 40 200 | |
| Blogs | Very positive | 4 | 4 | 7 500 |
| Quite positively | 25 | 24 | 55 300 | |
| Quite negatively | 29 | 29 | 70 400 | |
| Very negative | 16 | 12 | 32 700 | |
| Can not say | 26 | 32 | 88 000 | |
| Newsletters to email | Very positive | 2 | 2 | 5 000 |
| Quite positively | 17 | 20 | 50 300 | |
| Quite negatively | 34 | 37 | 90 500 | |
| Very negative | 43 | 38 | 95 600 | |
| Can not say | 4 | 4 | 10 100 | |
| Other websites | Very positive | 3 | 4 | 7 500 |
| Quite positively | 38 | 38 | 93 100 | |
| Quite negatively | 34 | 33 | 83 000 | |
| Very negative | 14 | 10 | 25 200 | |
| Can not say | 11 | 15 | 42 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 8 | 17 600 |
| Quite positively | 46 | 47 | 118 200 | |
| Quite negatively | 29 | 31 | 80 500 | |
| Very negative | 13 | 10 | 27 700 | |
| Can not say | 4 | 4 | 10 100 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 10 100 |
| Quite positively | 35 | 33 | 83 000 | |
| Quite negatively | 33 | 35 | 88 000 | |
| Very negative | 20 | 19 | 50 300 | |
| Can not say | 7 | 8 | 22 600 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 23 | 57 800 |
| Quite positively | 46 | 48 | 123 200 | |
| Quite negatively | 17 | 13 | 32 700 | |
| Very negative | 14 | 11 | 25 200 | |
| Can not say | 5 | 5 | 12 600 | |
| Out-of-home advertising | Very positive | 11 | 11 | 25 200 |
| Quite positively | 52 | 53 | 130 800 | |
| Quite negatively | 21 | 21 | 55 300 | |
| Very negative | 9 | 6 | 17 600 | |
| Can not say | 8 | 9 | 25 200 | Source: NRS 2025 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 17 | 23 | 57 800 |
| Partially agree | 60 | 63 | 155 900 | |
| Partially disagree | 11 | 7 | 17 600 | |
| Completely disagree | 3 | 2 | 7 500 | |
| Can not say | 9 | 5 | 12 600 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 20 | 47 800 |
| Partially agree | 57 | 62 | 155 900 | |
| Partially disagree | 14 | 9 | 22 600 | |
| Completely disagree | 5 | 3 | 10 100 | |
| Can not say | 8 | 6 | 15 100 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 24 | 60 400 |
| Partially agree | 46 | 44 | 105 600 | |
| Partially disagree | 12 | 10 | 22 600 | |
| Completely disagree | 5 | 4 | 10 100 | |
| Can not say | 15 | 18 | 47 800 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 83 000 |
| Partially agree | 49 | 49 | 120 700 | |
| Partially disagree | 7 | 5 | 12 600 | |
| Completely disagree | 2 | 2 | 5 000 | |
| Can not say | 10 | 11 | 30 200 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 17 | 42 800 |
| Partially agree | 51 | 53 | 133 300 | |
| Partially disagree | 14 | 11 | 27 700 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 16 | 17 | 42 800 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 12 | 30 200 |
| Partially agree | 52 | 55 | 138 300 | |
| Partially disagree | 18 | 15 | 37 700 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 17 | 17 | 42 800 | |
| Finnish magazines are of high quality | Completely agree | 23 | 29 | 72 900 |
| Partially agree | 58 | 58 | 145 900 | |
| Partially disagree | 9 | 7 | 17 600 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 9 | 5 | 12 600 | |
| I follow important magazines on social media | Completely agree | 7 | 7 | 17 600 |
| Partially agree | 25 | 28 | 67 900 | |
| Partially disagree | 23 | 21 | 52 800 | |
| Completely disagree | 36 | 33 | 85 500 | |
| Can not say | 10 | 10 | 27 700 | |
| I read important magazines from cover to cover | Completely agree | 16 | 21 | 55 300 |
| Partially agree | 33 | 37 | 95 600 | |
| Partially disagree | 29 | 26 | 62 900 | |
| Completely disagree | 17 | 13 | 30 200 | |
| Can not say | 5 | 3 | 7 500 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 10 | 25 200 |
| Partially agree | 45 | 48 | 120 700 | |
| Partially disagree | 28 | 26 | 65 400 | |
| Completely disagree | 10 | 8 | 20 100 | |
| Can not say | 10 | 8 | 20 100 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 12 | 30 200 |
| Partially agree | 35 | 35 | 83 000 | |
| Partially disagree | 23 | 24 | 60 400 | |
| Completely disagree | 23 | 22 | 57 800 | |
| Can not say | 9 | 7 | 20 100 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 25 200 |
| Partially agree | 33 | 36 | 90 500 | |
| Partially disagree | 27 | 26 | 67 900 | |
| Completely disagree | 24 | 20 | 52 800 | |
| Can not say | 8 | 7 | 17 600 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 19 | 47 800 |
| Partially agree | 50 | 55 | 138 300 | |
| Partially disagree | 19 | 16 | 40 200 | |
| Completely disagree | 13 | 8 | 20 100 | |
| Can not say | 5 | 3 | 7 500 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 13 | 30 200 |
| Partially agree | 29 | 36 | 90 500 | |
| Partially disagree | 27 | 26 | 65 400 | |
| Completely disagree | 29 | 20 | 50 300 | |
| Can not say | 7 | 5 | 12 600 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 2 | 5 000 |
| Partially agree | 18 | 14 | 30 200 | |
| Partially disagree | 33 | 37 | 90 500 | |
| Completely disagree | 38 | 36 | 93 100 | |
| Can not say | 10 | 11 | 32 700 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 21 | 55 300 |
| Partially agree | 41 | 45 | 115 700 | |
| Partially disagree | 23 | 20 | 47 800 | |
| Completely disagree | 12 | 8 | 17 600 | |
| Can not say | 8 | 6 | 15 100 | Source: NRS 2025 |
| Use of information sources during the purchase process | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Information sources, cars and car purchase | Print magazines | 11 | 10 | 25 200 |
| Newspapers | 12 | 14 | 37 700 | |
| Magazine websites | 7 | 5 | 12 600 | |
| Newspaper websites | 8 | 7 | 17 600 | |
| Blogs | 3 | 1 | 2 500 | |
| Social media | 16 | 11 | 25 200 | |
| Other websites | 44 | 38 | 90 500 | |
| Television | 11 | 10 | 25 200 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 10 | 10 | 27 700 | |
| None of these | 39 | 46 | 120 700 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 16 | 42 800 |
| Newspapers | 15 | 19 | 52 800 | |
| Magazine websites | 9 | 9 | 20 100 | |
| Newspaper websites | 11 | 11 | 25 200 | |
| Blogs | 6 | 4 | 7 500 | |
| Social media | 28 | 23 | 50 300 | |
| Other websites | 50 | 47 | 108 100 | |
| Television | 19 | 18 | 47 800 | |
| Radio | 3 | 2 | 5 000 | |
| Direct mail | 35 | 42 | 110 700 | |
| None of these | 16 | 19 | 50 300 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 29 | 75 400 |
| Newspapers | 8 | 10 | 27 700 | |
| Magazine websites | 10 | 15 | 35 200 | |
| Newspaper websites | 7 | 8 | 20 100 | |
| Blogs | 7 | 9 | 17 600 | |
| Social media | 31 | 35 | 78 000 | |
| Other websites | 17 | 22 | 52 800 | |
| Television | 14 | 17 | 45 300 | |
| Radio | 2 | 3 | 7 500 | |
| Direct mail | 17 | 25 | 67 900 | |
| None of these | 43 | 31 | 80 500 | |
| Information sources, travel | Print magazines | 16 | 22 | 57 800 |
| Newspapers | 15 | 20 | 55 300 | |
| Magazine websites | 10 | 12 | 25 200 | |
| Newspaper websites | 11 | 12 | 27 700 | |
| Blogs | 12 | 12 | 25 200 | |
| Social media | 38 | 39 | 88 000 | |
| Other websites | 49 | 52 | 125 800 | |
| Television | 17 | 20 | 52 800 | |
| Radio | 3 | 3 | 10 100 | |
| Direct mail | 9 | 10 | 27 700 | |
| None of these | 25 | 20 | 52 800 | |
| Information sources, style and fashion | Print magazines | 22 | 36 | 95 600 |
| Newspapers | 11 | 14 | 40 200 | |
| Magazine websites | 12 | 17 | 37 700 | |
| Newspaper websites | 8 | 9 | 22 600 | |
| Blogs | 9 | 10 | 20 100 | |
| Social media | 37 | 39 | 88 000 | |
| Other websites | 34 | 39 | 93 100 | |
| Television | 18 | 21 | 52 800 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 25 | 33 | 88 000 | |
| None of these | 28 | 18 | 47 800 | |
| Information sources, building and renovating | Print magazines | 17 | 22 | 57 800 |
| Newspapers | 13 | 15 | 40 200 | |
| Magazine websites | 9 | 11 | 22 600 | |
| Newspaper websites | 9 | 9 | 20 100 | |
| Blogs | 7 | 7 | 15 100 | |
| Social media | 26 | 25 | 52 800 | |
| Other websites | 33 | 33 | 78 000 | |
| Television | 18 | 19 | 45 300 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 27 | 33 | 85 500 | |
| None of these | 31 | 31 | 80 500 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 49 | 125 800 |
| Newspapers | 25 | 32 | 88 000 | |
| Magazine websites | 21 | 28 | 65 400 | |
| Newspaper websites | 23 | 25 | 60 400 | |
| Blogs | 14 | 15 | 32 700 | |
| Social media | 45 | 46 | 105 600 | |
| Other websites | 32 | 31 | 75 400 | |
| Television | 29 | 30 | 78 000 | |
| Radio | 7 | 6 | 15 100 | |
| Direct mail | 26 | 33 | 88 000 | |
| None of these | 11 | 7 | 17 600 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 9 | 25 200 |
| Newspapers | 10 | 13 | 35 200 | |
| Magazine websites | 3 | 4 | 7 500 | |
| Newspaper websites | 5 | 5 | 12 600 | |
| Blogs | 1 | 2 | 2 500 | |
| Social media | 12 | 13 | 27 700 | |
| Other websites | 27 | 28 | 67 900 | |
| Television | 12 | 14 | 37 700 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 16 | 21 | 55 300 | |
| None of these | 52 | 47 | 118 200 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 34 | 88 000 |
| Newspapers | 14 | 17 | 47 800 | |
| Magazine websites | 11 | 15 | 32 700 | |
| Newspaper websites | 9 | 10 | 22 600 | |
| Blogs | 7 | 8 | 17 600 | |
| Social media | 31 | 33 | 72 900 | |
| Other websites | 31 | 32 | 75 400 | |
| Television | 19 | 19 | 47 800 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 31 | 39 | 103 100 | |
| None of these | 24 | 19 | 50 300 | |
| Information sources, saving and investing | Print magazines | 9 | 9 | 22 600 |
| Newspapers | 11 | 12 | 32 700 | |
| Magazine websites | 6 | 6 | 12 600 | |
| Newspaper websites | 11 | 10 | 22 600 | |
| Blogs | 7 | 7 | 12 600 | |
| Social media | 22 | 18 | 37 700 | |
| Other websites | 32 | 28 | 65 400 | |
| Television | 8 | 7 | 20 100 | |
| Radio | 3 | 2 | 5 000 | |
| Direct mail | 4 | 4 | 12 600 | |
| None of these | 44 | 49 | 128 300 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 20 | 52 800 |
| Newspapers | 13 | 16 | 42 800 | |
| Magazine websites | 8 | 11 | 22 600 | |
| Newspaper websites | 9 | 11 | 25 200 | |
| Blogs | 5 | 6 | 12 600 | |
| Social media | 26 | 28 | 65 400 | |
| Other websites | 39 | 42 | 103 100 | |
| Television | 13 | 13 | 35 200 | |
| Radio | 3 | 3 | 7 500 | |
| Direct mail | 15 | 19 | 50 300 | |
| None of these | 36 | 30 | 75 400 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 17 | 45 300 |
| Newspapers | 16 | 19 | 52 800 | |
| Magazine websites | 7 | 8 | 17 600 | |
| Newspaper websites | 9 | 10 | 25 200 | |
| Blogs | 5 | 5 | 10 100 | |
| Social media | 26 | 25 | 55 300 | |
| Other websites | 42 | 41 | 98 100 | |
| Television | 14 | 14 | 37 700 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 30 | 39 | 103 100 | |
| None of these | 28 | 25 | 62 900 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 11 | 22 600 |
| Well-being and health | 50 | 66 | 166 000 | |
| Charity work | 13 | 18 | 45 300 | |
| Self development | 32 | 35 | 80 500 | |
| Celebrities | 14 | 18 | 40 200 | |
| Fishing | 16 | 9 | 20 100 | |
| Beauty care and cosmetics | 16 | 26 | 65 400 | |
| Literature | 27 | 44 | 110 700 | |
| Domestic and foreign news | 52 | 58 | 143 400 | |
| Domestic travel | 32 | 39 | 93 100 | |
| Culture | 33 | 46 | 118 200 | |
| Crafts | 25 | 40 | 100 600 | |
| Nature and going outdoor | 52 | 59 | 145 900 | |
| Hunting | 10 | 5 | 10 100 | |
| Style and fashion | 20 | 34 | 88 000 | |
| Music and concerts | 36 | 44 | 110 700 | |
| Going on summer cottage | 29 | 32 | 78 000 | |
| Local affairs | 55 | 67 | 168 500 | |
| Computer/console/mobile playing | 17 | 7 | 12 600 | |
| Politics | 42 | 40 | 95 600 | |
| Gardening and plants | 30 | 49 | 123 200 | |
| Building and renovating | 34 | 33 | 80 500 | |
| Food and drink | 38 | 46 | 113 200 | |
| Cooking, baking, recipes | 38 | 58 | 145 900 | |
| Investment | 23 | 18 | 40 200 | |
| Decorating | 28 | 52 | 130 800 | |
| Economic and finances | 35 | 32 | 78 000 | |
| Science | 35 | 29 | 60 400 | |
| Travelling abroad | 34 | 36 | 85 500 | |
| Sports, exercising | 45 | 40 | 95 600 | |
| Sailing, boating | 10 | 5 | 12 600 | |
| Consumer electronics and information technology | 21 | 10 | 20 100 | |
| Environmental matters | 31 | 37 | 88 000 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2025 |
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 2025
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