IS TV-lehti
IS Tv-lehti is a television lover's most important guide to the programmes of the coming week. We review and present the best films, documentaries, new series and old favourites. Tv-lehti is published on Wednesdays, and several special numbers also appear in the year. Tv-lehti includes the week's programme information, the most interesting celebrities and phenomena, quizzes, sports, pieces of TV nostalgia, behind-the-scenes articles, plot reveals of favorite series, always over 60 reviews of movies and TV shows, and at least 6 pages of crosswords – including sudoku.
Issues per year
50 issues per year
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 2 | 8.1.2025 | 18.12.2024 | 30.12.2024 | |
| 3 | 15.1.2025 | 30.12.2024 | 8.1.2025 | |
| 4 | 22.1.2025 | 8.1.2025 | 15.1.2025 | |
| 5 | 29.1.2025 | 15.1.2025 | 22.1.2025 | |
| 6 | 5.2.2025 | 22.1.2025 | 29.1.2025 | |
| 7 | 12.2.2025 | 29.1.2025 | 5.2.2025 | |
| 8 | 18.2.2025 | 5.2.2025 | 12.2.2025 | |
| 9 | 26.2.2025 | 12.2.2025 | 19.2.2025 | |
| 10 | 5.3.2025 | 19.2.2025 | 26.2.2025 | |
| 11 | 12.3.2025 | 26.2.2025 | 5.3.2025 | |
| 12 | 19.3.2025 | 5.3.2025 | 12.3.2025 | |
| 13 | 26.3.2025 | 12.3.2025 | 19.3.2025 | |
| 14 | 2.4.2025 | 19.3.2025 | 26.3.2025 | |
| 15 | 9.4.2025 | 26.3.2025 | 2.4.2025 | |
| 16 - 17 | 16.4.2025 | 2.4.2025 | 9.4.2025 | |
| 18 | 30.4.2025 | 16.4.2025 | 23.4.2025 | |
| 19 | 7.5.2025 | 23.4.2025 | 30.4.2025 | |
| 20 | 14.5.2025 | 30.4.2025 | 7.5.2025 | |
| 21 | 21.5.2025 | 7.5.2025 | 14.5.2025 | |
| 22 | 28.5.2025 | 14.5.2025 | 21.5.2025 | |
| 23 | 4.6.2025 | 21.5.2025 | 28.5.2025 | |
| 24 | 11.6.2025 | 28.5.2025 | 4.6.2025 | |
| 25 | 18.6.2025 | 4.6.2025 | 11.6.2025 | |
| 26 | 25.6.2025 | 11.6.2025 | 18.6.2025 | |
| 27 | 2.7.2025 | 18.6.2025 | 25.6.2025 | |
| 28 | 9.7.2025 | 25.6.2025 | 2.7.2025 | |
| 29 | 16.7.2025 | 2.7.2025 | 9.7.2025 | |
| 30 | 23.7.2025 | 9.7.2025 | 16.7.2025 | |
| 31 | 30.7.2025 | 16.7.2025 | 23.7.2025 | |
| 32 | 6.8.2025 | 23.7.2025 | 30.7.2025 | |
| 33 | 13.8.2025 | 30.7.2025 | 6.8.2025 | |
| 34 | 20.8.2025 | 6.8.2025 | 13.8.2025 | |
| 35 | 27.8.2025 | 13.8.2025 | 20.8.2025 | |
| 36 | 3.9.2025 | 20.8.2025 | 27.8.2025 | |
| 37 | 10.9.2025 | 27.8.2025 | 3.9.2025 | |
| 38 | 17.9.2025 | 3.9.2025 | 10.9.2025 | |
| 39 | 24.9.2025 | 10.9.2025 | 17.9.2025 | |
| 40 | 1.10.2025 | 17.9.2025 | 24.9.2025 | |
| 41 | 8.10.2025 | 24.9.2025 | 1.10.2025 | |
| 42 | 15.10.2025 | 1.10.2025 | 8.10.2025 | |
| 43 | 22.10.2025 | 8.10.2025 | 15.10.2025 | |
| 44 | 29.10.2025 | 15.10.2025 | 22.10.2025 | |
| 45 | 5.11.2025 | 22.10.2025 | 29.10.2025 | |
| 46 | 12.11.2025 | 29.10.2025 | 5.11.2025 | |
| 47 | 19.11.2025 | 5.11.2025 | 12.11.2025 | |
| 48 | 26.11.2025 | 12.11.2025 | 19.11.2025 | |
| 49 | 3.12.2025 | 19.11.2025 | 26.11.2025 | |
| 50 | 10.12.2025 | 26.11.2025 | 3.12.2025 | |
| 51 - 52 | 17.12.2025 | 3.12.2025 | 10.12.2025 | |
| 1 /2026 | 31.12.2025 | 17.12.2025 | 19.12.2025 |
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 31.12.2025 | 12.12.2025 | 19.12.2025 | |
| 2 | 7.1.2026 | 17.12.2025 | 29.12.2025 | |
| 3 | 14.1.2026 | 29.12.2025 | 7.1.2026 | |
| 4 | 21.1.2026 | 7.1.2026 | 14.1.2026 | |
| 5 | 28.1.2026 | 14.1.2026 | 21.1.2026 | |
| 6 | 4.2.2026 | 21.1.2026 | 28.1.2026 | |
| 7 | 11.2.2026 | 28.1.2026 | 4.2.2026 | |
| 8 | 18.2.2026 | 4.2.2026 | 11.2.2026 | |
| 9 | 25.2.2026 | 11.2.2026 | 18.2.2026 | |
| 10 | 4.3.2026 | 18.2.2026 | 25.2.2026 | |
| 11 | 11.3.2026 | 25.2.2026 | 4.3.2026 | |
| 12 | 18.3.2026 | 4.3.2026 | 11.3.2026 | |
| 13 | 25.3.2026 | 11.3.2026 | 18.3.2026 | |
| 14 - 15 | 1.4.2026 | 18.3.2026 | 25.3.2026 | |
| 16 | 15.4.2026 | 30.3.2026 | 8.4.2026 | |
| 17 | 22.4.2026 | 8.4.2026 | 15.4.2026 | |
| 18 | 29.4.2026 | 15.4.2026 | 22.4.2026 | |
| 19 | 6.5.2026 | 21.4.2026 | 28.4.2026 | |
| 20 | 13.5.2026 | 28.4.2026 | 6.5.2026 | |
| 21 | 20.5.2026 | 5.5.2026 | 12.5.2026 | |
| 22 | 27.5.2026 | 12.5.2026 | 20.5.2026 | |
| 23 | 3.6.2026 | 20.5.2026 | 27.5.2026 | |
| 24 | 10.6.2026 | 27.5.2026 | 3.6.2026 | |
| 25 | 17.6.2026 | 3.6.2026 | 10.6.2026 | |
| 26 | 24.6.2026 | 9.6.2026 | 16.6.2026 | |
| 27 | 1.7.2026 | 16.6.2026 | 24.6.2026 | |
| 28 | 8.7.2026 | 24.6.2026 | 1.7.2026 | |
| 29 | 15.7.2026 | 1.7.2026 | 8.7.2026 | |
| 30 | 22.7.2026 | 8.7.2026 | 15.7.2026 | |
| 31 | 29.7.2026 | 15.7.2026 | 22.7.2026 | |
| 32 | 5.8.2026 | 22.7.2026 | 29.7.2026 | |
| 33 | 12.8.2026 | 29.7.2026 | 5.8.2026 | |
| 34 | 19.8.2026 | 5.8.2026 | 12.8.2026 | |
| 35 | 26.8.2026 | 12.8.2026 | 19.8.2026 | |
| 36 | 2.9.2026 | 19.8.2026 | 26.8.2026 | |
| 37 | 9.9.2026 | 26.8.2026 | 2.9.2026 | |
| 38 | 16.9.2026 | 2.9.2026 | 9.9.2026 | |
| 39 | 23.9.2026 | 9.9.2026 | 16.9.2026 | |
| 40 | 30.9.2026 | 16.9.2026 | 23.9.2026 | |
| 41 | 7.10.2026 | 23.9.2026 | 30.9.2026 | |
| 42 | 14.10.2026 | 30.9.2026 | 7.10.2026 | |
| 43 | 21.10.2026 | 7.10.2026 | 14.10.2026 | |
| 44 | 28.10.2026 | 14.10.2026 | 21.10.2026 | |
| 45 | 4.11.2026 | 21.10.2026 | 28.10.2026 | |
| 46 | 11.11.2026 | 28.10.2026 | 4.11.2026 | |
| 47 | 18.11.2026 | 4.11.2026 | 11.11.2026 | |
| 48 | 25.11.2026 | 11.11.2026 | 18.11.2026 | |
| 49 | 2.12.2026 | 18.11.2026 | 25.11.2026 | |
| 50 | 9.12.2026 | 25.11.2026 | 2.12.2026 | |
| 51 - 52 | 16.12.2026 | 2.12.2026 | 9.12.2026 | |
| 1 | 31.12.2026 | 15.12.2026 | 22.12.2026 |
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | First spread | 460 x 297 mm | 6 558 € | |
| 1/1 portrait | Not specified | 230 x 297 mm | 3 337 € | |
| 1/1 portrait | Page 2 | 230 x 297 mm | 3 798 € | |
| 1/1 portrait | Back cover | 230 x 272 mm | 4 084 € | |
| 1/2 portrait | Not specified | 112 x 297 mm | 1 898 € | |
| 1/2 landscape | Not specified | 230 x 146 mm | 1 898 € | *) size without marginal Prices valid until 31.12.2025 |
Size
mm
Printing method
0
Binding
0
Printer
PunaMusta Oy
Delivery of ad material and instructions
ICC profile
Technical information
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | First spread | 460 x 297 mm | 6 558 € | |
| 1/1 portrait | Not specified | 230 x 297 mm | 3 337 € | |
| 1/1 portrait | Page 2 | 230 x 297 mm | 3 798 € | |
| 1/1 portrait | Back cover | 230 x 272 mm | 4 084 € | |
| 1/2 portrait | Not specified | 112 x 297 mm | 1 898 € | |
| 1/2 landscape | Not specified | 230 x 146 mm | 1 898 € | *) size without marginal Prices valid until 31.12.2026 |
Size
mm
Printing method
0
Binding
0
Printer
PunaMusta Oy
Delivery of ad material and instructions
ICC profile
Technical information
"
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
Prices valid until 31.12.2025 |
|---|
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2026 |
|---|
Readers
Readers
82 500
Total reach
How many times read
Minutes of reading
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 82 500
Minutes of reading
How many times read
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 55 | 45 400 |
| Men | 49 | 45 | 37 100 | |
| Native language | Finnish | 95 | 98 | 80 800 |
| Swedish | 5 | 2 | 1 600 | |
| Age | 15-24 y | 13 | 9 | 7 400 |
| 25-34 y | 14 | 4 | 3 300 | |
| 35-44 y | 14 | 7 | 5 800 | |
| 45-54 y | 14 | 8 | 6 600 | |
| 55-64 y | 15 | 17 | 14 000 | |
| 65+ y | 30 | 55 | 45 400 | |
| Gender + age | Female 15-29 years | 9 | 3 | 2 500 |
| Female 30-49 years | 14 | 7 | 5 800 | |
| Female 50+ years | 28 | 45 | 37 100 | |
| Male 15-29 years | 10 | 7 | 5 800 | |
| Male 30-49 years | 15 | 8 | 6 600 | |
| Male 50+ years | 24 | 30 | 24 800 | |
| Household position | Lives at home with parents | 7 | 4 | 3 300 |
| Lives alone | 29 | 30 | 24 800 | |
| Lives with spouse | 36 | 46 | 38 000 | |
| Lives with spouse and children | 24 | 15 | 12 400 | |
| Single parent | 2 | 1 | 800 | |
| Other | 3 | 3 | 2 500 | |
| Grandchildren under 18 years of age | Yes | 20 | 30 | 24 800 |
| No | 39 | 50 | 41 200 | |
| No answer (under 45 year olds) | 41 | 21 | 17 300 | |
| Education | Elementary school | 4 | 9 | 7 400 |
| Secondary school | 6 | 9 | 7 400 | |
| Vocational | 27 | 36 | 29 700 | |
| High school | 13 | 12 | 9 900 | |
| University of Applied Sciences | 20 | 14 | 11 600 | |
| University | 28 | 19 | 15 700 | |
| Something else | 2 | 2 | 1 600 | |
| Decision-maker in grocery purchases | Yes | 93 | 94 | 77 600 |
| No | 6 | 4 | 3 300 | |
| Can not say | 1 | 1 | 800 | |
| Use of glasses or contact lenses | Yes | 68 | 79 | 65 200 |
| No | 32 | 21 | 17 300 | |
| Size of the household | 1 pers | 28 | 35 | 28 900 |
| 2 pers | 38 | 46 | 38 000 | |
| 3 pers | 14 | 9 | 7 400 | |
| 4 pers | 12 | 6 | 5 000 | |
| 5+ pers | 7 | 4 | 3 300 | |
| Household income (gross) | Below 20 000 € /y | 10 | 13 | 10 700 |
| 20 000 - 35 000 € /y | 17 | 22 | 18 200 | |
| 35 001 - 50 000 € /y | 18 | 20 | 16 500 | |
| 50 001 - 85 000 € /y | 21 | 20 | 16 500 | |
| 85 001 - 100 000 € /y | 8 | 5 | 4 100 | |
| Over 100 000 € /y | 10 | 7 | 5 800 | |
| Dont want to tell | 5 | 6 | 5 000 | |
| Cant say / No answer | 10 | 8 | 6 600 | |
| Family with kids | Yes | 32 | 18 | 14 800 |
| No | 68 | 82 | 67 600 | |
| Number of children in the household (5th grade) | 1 child | 13 | 8 | 6 600 |
| 2 children | 13 | 6 | 5 000 | |
| 3 children | 5 | 2 | 1 600 | |
| 4 children | 1 | 1 | 800 | |
| 5+ children | 1 | 1 | 800 | |
| There are no children | 67 | 82 | 67 600 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 13 | 10 700 |
| Dog | 26 | 21 | 17 300 | |
| Some other pet | 5 | 3 | 2 500 | |
| No pets | 61 | 69 | 56 900 | |
| Health services used in the household | Public health services | 85 | 89 | 73 400 |
| Employer - funded health care services | 50 | 31 | 25 600 | |
| Private, self-funded healthcare services | 39 | 45 | 37 100 | |
| Private health insurance services | 26 | 18 | 14 800 | |
| No health care | 1 | 1 | 800 | |
| Can not say | 1 | 1 | 800 | |
| Housing | Apartment | 32 | 35 | 28 900 |
| Row house or semi-detached house | 17 | 17 | 14 000 | |
| Detached house | 46 | 44 | 36 300 | |
| Farm | 4 | 3 | 2 500 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 78 | 64 400 |
| Rented residence | 20 | 20 | 16 500 | |
| Right of residence apartment | 2 | 1 | 800 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 1 | 1 | 800 | |
| Cottage or holiday home in regular use | Yes | 41 | 46 | 38 000 |
| No | 58 | 53 | 43 700 | |
| Can not say | 1 | 0 | 0 | |
| Number of cars in household | One car | 45 | 49 | 40 400 |
| Two cars | 30 | 29 | 23 900 | |
| Three or more cars | 10 | 7 | 5 800 | |
| No car | 14 | 16 | 13 200 | |
| Type of car, if buying now | New | 21 | 23 | 19 000 |
| Used | 70 | 66 | 54 400 | |
| Company car | 5 | 2 | 1 600 | |
| Leasing (personal) | 9 | 6 | 5 000 | |
| Shared car | 3 | 2 | 1 600 | |
| Doesn't use a car | 8 | 10 | 8 200 | |
| Can not say | 5 | 5 | 4 100 | |
| Advertising ban at the door / mailbox | Yes | 27 | 19 | 15 700 |
| No | 72 | 80 | 66 000 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 12 | 9 900 |
| No | 76 | 81 | 66 800 | |
| Can not say | 5 | 7 | 5 800 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 19 | 15 700 |
| Turku or Tampere | 8 | 7 | 5 800 | |
| Oulu | 4 | 3 | 2 500 | |
| 70 000 - 150 000 inhabitants town | 14 | 14 | 11 600 | |
| Urban municipality | 25 | 28 | 23 100 | |
| Conurbation | 16 | 15 | 12 400 | |
| Countryside | 13 | 13 | 10 700 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 22 | 18 200 |
| 5-6 days a week | 4 | 5 | 4 100 | |
| 1-4 days a week | 24 | 32 | 26 400 | |
| Monthly | 25 | 22 | 18 200 | |
| Rarely | 26 | 13 | 10 700 | |
| Never | 8 | 4 | 3 300 | |
| Can not say | 1 | 1 | 800 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 23 | 19 000 |
| 5-6 days a week | 5 | 4 | 3 300 | |
| 1-4 days a week | 20 | 17 | 14 000 | |
| Monthly | 15 | 13 | 10 700 | |
| Rarely | 23 | 21 | 17 300 | |
| Never | 13 | 18 | 14 800 | |
| Can not say | 1 | 3 | 2 500 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 40 | 33 000 |
| 5-6 days a week | 5 | 7 | 5 800 | |
| 1-4 days a week | 23 | 25 | 20 600 | |
| Monthly | 15 | 11 | 9 100 | |
| Rarely | 24 | 13 | 10 700 | |
| Never | 8 | 3 | 2 500 | |
| Can not say | 1 | 1 | 800 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 53 | 43 700 |
| 5-6 days a week | 9 | 7 | 5 800 | |
| 1-4 days a week | 17 | 13 | 10 700 | |
| Monthly | 6 | 4 | 3 300 | |
| Rarely | 8 | 12 | 9 900 | |
| Never | 5 | 10 | 8 200 | |
| Can not say | 0 | 1 | 800 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 7 | 5 800 |
| 5-6 days a week | 4 | 7 | 5 800 | |
| 1-4 days a week | 41 | 53 | 43 700 | |
| Monthly | 18 | 13 | 10 700 | |
| Rarely | 23 | 13 | 10 700 | |
| Never | 9 | 4 | 3 300 | |
| Can not say | 1 | 2 | 1 600 | |
| The frequency of watching: Free online TV services | Daily | 17 | 21 | 17 300 |
| 5-6 days a week | 10 | 11 | 9 100 | |
| 1-4 days a week | 30 | 27 | 22 300 | |
| Monthly | 21 | 18 | 14 800 | |
| Rarely | 15 | 15 | 12 400 | |
| Never | 6 | 8 | 6 600 | |
| Can not say | 1 | 1 | 800 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 12 | 9 900 |
| 5-6 days a week | 10 | 7 | 5 800 | |
| 1-4 days a week | 22 | 17 | 14 000 | |
| Monthly | 9 | 8 | 6 600 | |
| Rarely | 13 | 13 | 10 700 | |
| Never | 30 | 42 | 34 600 | |
| Can not say | 1 | 1 | 800 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 63 | 52 000 |
| 5-6 days a week | 10 | 12 | 9 900 | |
| 1-4 days a week | 19 | 12 | 9 900 | |
| Monthly | 12 | 6 | 5 000 | |
| Rarely | 12 | 5 | 4 100 | |
| Never | 3 | 1 | 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 51 | 42 100 |
| 5-6 days a week | 12 | 11 | 9 100 | |
| 1-4 days a week | 22 | 19 | 15 700 | |
| Monthly | 12 | 8 | 6 600 | |
| Rarely | 13 | 6 | 5 000 | |
| Never | 8 | 5 | 4 100 | |
| Can not say | 0 | 1 | 800 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 36 | 29 700 |
| 5-6 days a week | 6 | 8 | 6 600 | |
| 1-4 days a week | 16 | 15 | 12 400 | |
| Monthly | 13 | 11 | 9 100 | |
| Rarely | 27 | 20 | 16 500 | |
| Never | 15 | 9 | 7 400 | |
| Can not say | 1 | 1 | 800 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 16 | 13 200 |
| 5-6 days a week | 9 | 7 | 5 800 | |
| 1-4 days a week | 21 | 19 | 15 700 | |
| Monthly | 14 | 12 | 9 900 | |
| Rarely | 23 | 25 | 20 600 | |
| Never | 16 | 19 | 15 700 | |
| Can not say | 1 | 1 | 800 | |
| The frequency of listening: Podcasts | Daily | 6 | 3 | 2 500 |
| 5-6 days a week | 3 | 2 | 1 600 | |
| 1-4 days a week | 11 | 8 | 6 600 | |
| Monthly | 14 | 9 | 7 400 | |
| Rarely | 27 | 27 | 22 300 | |
| Never | 36 | 47 | 38 800 | |
| Can not say | 2 | 4 | 3 300 | |
| User frequency and following: Social media | Daily | 59 | 50 | 41 200 |
| 5-6 days a week | 8 | 8 | 6 600 | |
| 1-4 days a week | 8 | 7 | 5 800 | |
| Monthly | 3 | 5 | 4 100 | |
| Rarely | 6 | 6 | 5 000 | |
| Never | 16 | 23 | 19 000 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 9 | 7 400 |
| 5-6 days a week | 6 | 3 | 2 500 | |
| 1-4 days a week | 13 | 8 | 6 600 | |
| Monthly | 8 | 7 | 5 800 | |
| Rarely | 20 | 22 | 18 200 | |
| Never | 38 | 48 | 39 600 | |
| Can not say | 1 | 2 | 1 600 | |
| User frequency: Instant messaging | Daily | 69 | 59 | 48 700 |
| 5-6 days a week | 11 | 11 | 9 100 | |
| 1-4 days a week | 9 | 13 | 10 700 | |
| Monthly | 3 | 4 | 3 300 | |
| Rarely | 2 | 3 | 2 500 | |
| Never | 6 | 9 | 7 400 | |
| Can not say | 0 | 1 | 800 | |
| Reading frequency: Printed books | Daily | 16 | 24 | 19 800 |
| 5-6 days a week | 6 | 8 | 6 600 | |
| 1-4 days a week | 14 | 15 | 12 400 | |
| Monthly | 22 | 19 | 15 700 | |
| Rarely | 34 | 29 | 23 900 | |
| Never | 7 | 6 | 5 000 | |
| Can not say | 1 | 1 | 800 | |
| Reading frequency: E-books | Daily | 3 | 1 | 800 |
| 5-6 days a week | 1 | 1 | 800 | |
| 1-4 days a week | 4 | 3 | 2 500 | |
| Monthly | 7 | 6 | 5 000 | |
| Rarely | 30 | 24 | 19 800 | |
| Never | 53 | 63 | 52 000 | |
| Can not say | 1 | 2 | 1 600 | |
| Listening frequency: Audiobooks | Daily | 6 | 4 | 3 300 |
| 5-6 days a week | 3 | 3 | 2 500 | |
| 1-4 days a week | 6 | 4 | 3 300 | |
| Monthly | 8 | 6 | 5 000 | |
| Rarely | 23 | 17 | 14 000 | |
| Never | 54 | 64 | 52 800 | |
| Can not say | 1 | 1 | 800 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 13 | 10 700 |
| 5-6 days a week | 9 | 7 | 5 800 | |
| 1-4 days a week | 23 | 20 | 16 500 | |
| Monthly | 21 | 16 | 13 200 | |
| Rarely | 17 | 21 | 17 300 | |
| Never | 10 | 22 | 18 200 | |
| Can not say | 0 | 1 | 800 | |
| Usage/following: Linkedl | Daily | 4 | 3 | 2 500 |
| 5-6 days a week | 2 | 2 | 1 600 | |
| 1-4 days a week | 8 | 5 | 4 100 | |
| Monthly | 8 | 5 | 4 100 | |
| Rarely | 12 | 12 | 9 900 | |
| Never | 59 | 63 | 52 000 | |
| Cant say / No answer | 6 | 11 | 9 100 | |
| Usage/following: Facebook | Daily | 39 | 40 | 33 000 |
| 5-6 days a week | 8 | 6 | 5 000 | |
| 1-4 days a week | 11 | 10 | 8 200 | |
| Monthly | 6 | 4 | 3 300 | |
| Rarely | 9 | 7 | 5 800 | |
| Never | 22 | 24 | 19 800 | |
| Cant say / No answer | 4 | 9 | 7 400 | |
| Usage/Following: Instagram | Daily | 32 | 22 | 18 200 |
| 5-6 days a week | 7 | 6 | 5 000 | |
| 1-4 days a week | 9 | 9 | 7 400 | |
| Monthly | 5 | 5 | 4 100 | |
| Rarely | 9 | 14 | 11 600 | |
| Never | 33 | 35 | 28 900 | |
| Cant say / No answer | 5 | 9 | 7 400 | |
| Usage/following rate: Snapchat | Daily | 15 | 9 | 7 400 |
| 5-6 days a week | 2 | 1 | 800 | |
| 1-4 days a week | 3 | 1 | 800 | |
| Monthly | 2 | 1 | 800 | |
| Rarely | 5 | 7 | 5 800 | |
| Never | 69 | 70 | 57 800 | |
| Cant say / No answer | 5 | 10 | 8 200 | |
| Usage/Following: Twitter | Daily | 5 | 3 | 2 500 |
| 5-6 days a week | 2 | 1 | 800 | |
| 1-4 days a week | 4 | 3 | 2 500 | |
| Monthly | 5 | 4 | 3 300 | |
| Rarely | 11 | 12 | 9 900 | |
| Never | 68 | 67 | 55 300 | |
| Cant say / No answer | 5 | 9 | 7 400 | |
| Usage/Following: TikTok | Daily | 10 | 7 | 5 800 |
| 5-6 days a week | 3 | 2 | 1 600 | |
| 1-4 days a week | 4 | 3 | 2 500 | |
| Monthly | 3 | 3 | 2 500 | |
| Rarely | 8 | 9 | 7 400 | |
| Never | 68 | 69 | 56 900 | |
| Cant say / No answer | 4 | 8 | 6 600 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 13 | 10 700 |
| Partially agree | 43 | 46 | 38 000 | |
| Partially disagree | 30 | 29 | 23 900 | |
| Completely disagree | 10 | 9 | 7 400 | |
| Can not say | 3 | 3 | 2 500 | |
| I prefer domestic products | Completely agree | 33 | 38 | 31 400 |
| Partially agree | 55 | 53 | 43 700 | |
| Partially disagree | 9 | 7 | 5 800 | |
| Completely disagree | 1 | 1 | 800 | |
| Can not say | 2 | 2 | 1 600 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 20 | 16 500 |
| Partially agree | 54 | 56 | 46 200 | |
| Partially disagree | 18 | 17 | 14 000 | |
| Completely disagree | 4 | 3 | 2 500 | |
| Can not say | 3 | 4 | 3 300 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 23 | 19 000 |
| Partially agree | 58 | 60 | 49 500 | |
| Partially disagree | 15 | 15 | 12 400 | |
| Completely disagree | 1 | 1 | 800 | |
| Can not say | 2 | 2 | 1 600 | |
| I usually choose the cheapest option | Completely agree | 12 | 12 | 9 900 |
| Partially agree | 48 | 52 | 42 900 | |
| Partially disagree | 33 | 31 | 25 600 | |
| Completely disagree | 5 | 4 | 3 300 | |
| Can not say | 2 | 2 | 1 600 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 42 | 34 600 |
| Partially agree | 50 | 49 | 40 400 | |
| Partially disagree | 9 | 7 | 5 800 | |
| Completely disagree | 2 | 2 | 1 600 | |
| Can not say | 1 | 1 | 800 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 6 | 5 000 |
| Partially agree | 24 | 23 | 19 000 | |
| Partially disagree | 38 | 37 | 30 500 | |
| Completely disagree | 24 | 22 | 18 200 | |
| Can not say | 9 | 12 | 9 900 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 6 | 5 000 |
| Partially agree | 36 | 39 | 32 200 | |
| Partially disagree | 45 | 43 | 35 500 | |
| Completely disagree | 11 | 9 | 7 400 | |
| Can not say | 4 | 3 | 2 500 | |
| I prefer local shops and services | Completely agree | 27 | 33 | 27 200 |
| Partially agree | 58 | 59 | 48 700 | |
| Partially disagree | 11 | 6 | 5 000 | |
| Completely disagree | 1 | 1 | 800 | |
| Can not say | 2 | 1 | 800 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 3 300 |
| Partially agree | 28 | 31 | 25 600 | |
| Partially disagree | 29 | 27 | 22 300 | |
| Completely disagree | 32 | 29 | 23 900 | |
| Can not say | 7 | 9 | 7 400 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 7 400 |
| Partially agree | 32 | 36 | 29 700 | |
| Partially disagree | 37 | 36 | 29 700 | |
| Completely disagree | 20 | 18 | 14 800 | |
| Can not say | 2 | 1 | 800 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 20 | 16 500 |
| Partially agree | 50 | 52 | 42 900 | |
| Partially disagree | 24 | 21 | 17 300 | |
| Completely disagree | 6 | 5 | 4 100 | |
| Can not say | 4 | 2 | 1 600 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 20 | 16 500 |
| Partially agree | 51 | 52 | 42 900 | |
| Partially disagree | 22 | 20 | 16 500 | |
| Completely disagree | 6 | 4 | 3 300 | |
| Can not say | 3 | 4 | 3 300 | |
| I prefer well-known brands | Completely agree | 12 | 13 | 10 700 |
| Partially agree | 58 | 58 | 47 800 | |
| Partially disagree | 21 | 20 | 16 500 | |
| Completely disagree | 5 | 6 | 5 000 | |
| Can not say | 3 | 3 | 2 500 | |
| I prefer used products in my purchases | Completely agree | 14 | 10 | 8 200 |
| Partially agree | 41 | 41 | 33 800 | |
| Partially disagree | 31 | 29 | 23 900 | |
| Completely disagree | 12 | 16 | 13 200 | |
| Can not say | 3 | 4 | 3 300 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 16 | 13 200 |
| Quite positively | 61 | 64 | 52 800 | |
| Quite negatively | 16 | 12 | 9 900 | |
| Very negative | 4 | 3 | 2 500 | |
| Can not say | 6 | 5 | 4 100 | |
| Magazines | Very positive | 13 | 16 | 13 200 |
| Quite positively | 60 | 60 | 49 500 | |
| Quite negatively | 17 | 15 | 12 400 | |
| Very negative | 4 | 3 | 2 500 | |
| Can not say | 6 | 6 | 5 000 | |
| Free and local newspapers | Very positive | 24 | 29 | 23 900 |
| Quite positively | 56 | 55 | 45 400 | |
| Quite negatively | 11 | 10 | 8 200 | |
| Very negative | 4 | 2 | 1 600 | |
| Can not say | 6 | 4 | 3 300 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 9 | 7 400 |
| Quite positively | 45 | 46 | 38 000 | |
| Quite negatively | 30 | 23 | 19 000 | |
| Very negative | 10 | 10 | 8 200 | |
| Can not say | 8 | 12 | 9 900 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 7 | 5 800 |
| Quite positively | 33 | 33 | 27 200 | |
| Quite negatively | 32 | 26 | 21 400 | |
| Very negative | 17 | 16 | 13 200 | |
| Can not say | 12 | 18 | 14 800 | |
| Blogs | Very positive | 4 | 4 | 3 300 |
| Quite positively | 25 | 24 | 19 800 | |
| Quite negatively | 29 | 23 | 19 000 | |
| Very negative | 16 | 16 | 13 200 | |
| Can not say | 26 | 33 | 27 200 | |
| Newsletters to email | Very positive | 2 | 2 | 1 600 |
| Quite positively | 17 | 19 | 15 700 | |
| Quite negatively | 34 | 38 | 31 400 | |
| Very negative | 43 | 37 | 30 500 | |
| Can not say | 4 | 4 | 3 300 | |
| Other websites | Very positive | 3 | 3 | 2 500 |
| Quite positively | 38 | 38 | 31 400 | |
| Quite negatively | 34 | 32 | 26 400 | |
| Very negative | 14 | 11 | 9 100 | |
| Can not say | 11 | 16 | 13 200 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 8 | 6 600 |
| Quite positively | 46 | 48 | 39 600 | |
| Quite negatively | 29 | 29 | 23 900 | |
| Very negative | 13 | 12 | 9 900 | |
| Can not say | 4 | 3 | 2 500 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 5 | 4 100 |
| Quite positively | 35 | 34 | 28 000 | |
| Quite negatively | 33 | 32 | 26 400 | |
| Very negative | 20 | 18 | 14 800 | |
| Can not say | 7 | 11 | 9 100 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 20 | 16 500 |
| Quite positively | 46 | 53 | 43 700 | |
| Quite negatively | 17 | 14 | 11 600 | |
| Very negative | 14 | 10 | 8 200 | |
| Can not say | 5 | 3 | 2 500 | |
| Out-of-home advertising | Very positive | 11 | 11 | 9 100 |
| Quite positively | 52 | 54 | 44 600 | |
| Quite negatively | 21 | 20 | 16 500 | |
| Very negative | 9 | 7 | 5 800 | |
| Can not say | 8 | 8 | 6 600 | 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 | 20 | 16 500 |
| Partially agree | 60 | 64 | 52 800 | |
| Partially disagree | 11 | 10 | 8 200 | |
| Completely disagree | 3 | 3 | 2 500 | |
| Can not say | 9 | 4 | 3 300 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 17 | 14 000 |
| Partially agree | 57 | 61 | 50 300 | |
| Partially disagree | 14 | 13 | 10 700 | |
| Completely disagree | 5 | 4 | 3 300 | |
| Can not say | 8 | 5 | 4 100 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 22 | 18 200 |
| Partially agree | 46 | 45 | 37 100 | |
| Partially disagree | 12 | 11 | 9 100 | |
| Completely disagree | 5 | 5 | 4 100 | |
| Can not say | 15 | 17 | 14 000 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 27 200 |
| Partially agree | 49 | 51 | 42 100 | |
| Partially disagree | 7 | 5 | 4 100 | |
| Completely disagree | 2 | 3 | 2 500 | |
| Can not say | 10 | 8 | 6 600 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 18 | 14 800 |
| Partially agree | 51 | 59 | 48 700 | |
| Partially disagree | 14 | 10 | 8 200 | |
| Completely disagree | 3 | 2 | 1 600 | |
| Can not say | 16 | 11 | 9 100 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 12 | 9 900 |
| Partially agree | 52 | 57 | 47 000 | |
| Partially disagree | 18 | 17 | 14 000 | |
| Completely disagree | 3 | 2 | 1 600 | |
| Can not say | 17 | 12 | 9 900 | |
| Finnish magazines are of high quality | Completely agree | 23 | 27 | 22 300 |
| Partially agree | 58 | 61 | 50 300 | |
| Partially disagree | 9 | 7 | 5 800 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 9 | 5 | 4 100 | |
| I follow important magazines on social media | Completely agree | 7 | 7 | 5 800 |
| Partially agree | 25 | 24 | 19 800 | |
| Partially disagree | 23 | 21 | 17 300 | |
| Completely disagree | 36 | 34 | 28 000 | |
| Can not say | 10 | 13 | 10 700 | |
| I read important magazines from cover to cover | Completely agree | 16 | 23 | 19 000 |
| Partially agree | 33 | 38 | 31 400 | |
| Partially disagree | 29 | 25 | 20 600 | |
| Completely disagree | 17 | 10 | 8 200 | |
| Can not say | 5 | 3 | 2 500 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 11 | 9 100 |
| Partially agree | 45 | 46 | 38 000 | |
| Partially disagree | 28 | 26 | 21 400 | |
| Completely disagree | 10 | 10 | 8 200 | |
| Can not say | 10 | 8 | 6 600 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 11 | 9 100 |
| Partially agree | 35 | 40 | 33 000 | |
| Partially disagree | 23 | 23 | 19 000 | |
| Completely disagree | 23 | 19 | 15 700 | |
| Can not say | 9 | 7 | 5 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 11 | 9 100 |
| Partially agree | 33 | 36 | 29 700 | |
| Partially disagree | 27 | 27 | 22 300 | |
| Completely disagree | 24 | 19 | 15 700 | |
| Can not say | 8 | 8 | 6 600 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 14 | 11 600 |
| Partially agree | 50 | 53 | 43 700 | |
| Partially disagree | 19 | 17 | 14 000 | |
| Completely disagree | 13 | 13 | 10 700 | |
| Can not say | 5 | 3 | 2 500 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 10 | 8 200 |
| Partially agree | 29 | 34 | 28 000 | |
| Partially disagree | 27 | 25 | 20 600 | |
| Completely disagree | 29 | 27 | 22 300 | |
| Can not say | 7 | 5 | 4 100 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 800 |
| Partially agree | 18 | 14 | 11 600 | |
| Partially disagree | 33 | 31 | 25 600 | |
| Completely disagree | 38 | 38 | 31 400 | |
| Can not say | 10 | 16 | 13 200 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 19 | 15 700 |
| Partially agree | 41 | 50 | 41 200 | |
| Partially disagree | 23 | 18 | 14 800 | |
| Completely disagree | 12 | 8 | 6 600 | |
| Can not say | 8 | 5 | 4 100 | 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 | 17 | 14 000 |
| Newspapers | 12 | 20 | 16 500 | |
| Magazine websites | 7 | 7 | 5 800 | |
| Newspaper websites | 8 | 8 | 6 600 | |
| Blogs | 3 | 1 | 800 | |
| Social media | 16 | 10 | 8 200 | |
| Other websites | 44 | 36 | 29 700 | |
| Television | 11 | 12 | 9 900 | |
| Radio | 2 | 2 | 1 600 | |
| Direct mail | 10 | 12 | 9 900 | |
| None of these | 39 | 44 | 36 300 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 24 | 19 800 |
| Newspapers | 15 | 27 | 22 300 | |
| Magazine websites | 9 | 8 | 6 600 | |
| Newspaper websites | 11 | 10 | 8 200 | |
| Blogs | 6 | 4 | 3 300 | |
| Social media | 28 | 20 | 16 500 | |
| Other websites | 50 | 34 | 28 000 | |
| Television | 19 | 24 | 19 800 | |
| Radio | 3 | 4 | 3 300 | |
| Direct mail | 35 | 44 | 36 300 | |
| None of these | 16 | 19 | 15 700 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 26 | 21 400 |
| Newspapers | 8 | 14 | 11 600 | |
| Magazine websites | 10 | 8 | 6 600 | |
| Newspaper websites | 7 | 6 | 5 000 | |
| Blogs | 7 | 5 | 4 100 | |
| Social media | 31 | 23 | 19 000 | |
| Other websites | 17 | 13 | 10 700 | |
| Television | 14 | 19 | 15 700 | |
| Radio | 2 | 4 | 3 300 | |
| Direct mail | 17 | 23 | 19 000 | |
| None of these | 43 | 40 | 33 000 | |
| Information sources, travel | Print magazines | 16 | 25 | 20 600 |
| Newspapers | 15 | 24 | 19 800 | |
| Magazine websites | 10 | 9 | 7 400 | |
| Newspaper websites | 11 | 9 | 7 400 | |
| Blogs | 12 | 9 | 7 400 | |
| Social media | 38 | 25 | 20 600 | |
| Other websites | 49 | 39 | 32 200 | |
| Television | 17 | 20 | 16 500 | |
| Radio | 3 | 5 | 4 100 | |
| Direct mail | 9 | 14 | 11 600 | |
| None of these | 25 | 30 | 24 800 | |
| Information sources, style and fashion | Print magazines | 22 | 33 | 27 200 |
| Newspapers | 11 | 21 | 17 300 | |
| Magazine websites | 12 | 10 | 8 200 | |
| Newspaper websites | 8 | 8 | 6 600 | |
| Blogs | 9 | 8 | 6 600 | |
| Social media | 37 | 25 | 20 600 | |
| Other websites | 34 | 26 | 21 400 | |
| Television | 18 | 25 | 20 600 | |
| Radio | 2 | 3 | 2 500 | |
| Direct mail | 25 | 34 | 28 000 | |
| None of these | 28 | 27 | 22 300 | |
| Information sources, building and renovating | Print magazines | 17 | 26 | 21 400 |
| Newspapers | 13 | 21 | 17 300 | |
| Magazine websites | 9 | 8 | 6 600 | |
| Newspaper websites | 9 | 9 | 7 400 | |
| Blogs | 7 | 4 | 3 300 | |
| Social media | 26 | 19 | 15 700 | |
| Other websites | 33 | 26 | 21 400 | |
| Television | 18 | 20 | 16 500 | |
| Radio | 2 | 2 | 1 600 | |
| Direct mail | 27 | 33 | 27 200 | |
| None of these | 31 | 33 | 27 200 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 47 | 38 800 |
| Newspapers | 25 | 36 | 29 700 | |
| Magazine websites | 21 | 17 | 14 000 | |
| Newspaper websites | 23 | 19 | 15 700 | |
| Blogs | 14 | 11 | 9 100 | |
| Social media | 45 | 29 | 23 900 | |
| Other websites | 32 | 24 | 19 800 | |
| Television | 29 | 34 | 28 000 | |
| Radio | 7 | 10 | 8 200 | |
| Direct mail | 26 | 37 | 30 500 | |
| None of these | 11 | 9 | 7 400 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 12 | 9 900 |
| Newspapers | 10 | 14 | 11 600 | |
| Magazine websites | 3 | 2 | 1 600 | |
| Newspaper websites | 5 | 5 | 4 100 | |
| Blogs | 1 | 1 | 800 | |
| Social media | 12 | 10 | 8 200 | |
| Other websites | 27 | 20 | 16 500 | |
| Television | 12 | 18 | 14 800 | |
| Radio | 2 | 2 | 1 600 | |
| Direct mail | 16 | 18 | 14 800 | |
| None of these | 52 | 49 | 40 400 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 34 | 28 000 |
| Newspapers | 14 | 21 | 17 300 | |
| Magazine websites | 11 | 10 | 8 200 | |
| Newspaper websites | 9 | 8 | 6 600 | |
| Blogs | 7 | 5 | 4 100 | |
| Social media | 31 | 21 | 17 300 | |
| Other websites | 31 | 23 | 19 000 | |
| Television | 19 | 22 | 18 200 | |
| Radio | 2 | 2 | 1 600 | |
| Direct mail | 31 | 36 | 29 700 | |
| None of these | 24 | 24 | 19 800 | |
| Information sources, saving and investing | Print magazines | 9 | 17 | 14 000 |
| Newspapers | 11 | 19 | 15 700 | |
| Magazine websites | 6 | 5 | 4 100 | |
| Newspaper websites | 11 | 9 | 7 400 | |
| Blogs | 7 | 5 | 4 100 | |
| Social media | 22 | 16 | 13 200 | |
| Other websites | 32 | 27 | 22 300 | |
| Television | 8 | 9 | 7 400 | |
| Radio | 3 | 3 | 2 500 | |
| Direct mail | 4 | 8 | 6 600 | |
| None of these | 44 | 45 | 37 100 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 24 | 19 800 |
| Newspapers | 13 | 22 | 18 200 | |
| Magazine websites | 8 | 7 | 5 800 | |
| Newspaper websites | 9 | 9 | 7 400 | |
| Blogs | 5 | 4 | 3 300 | |
| Social media | 26 | 21 | 17 300 | |
| Other websites | 39 | 34 | 28 000 | |
| Television | 13 | 17 | 14 000 | |
| Radio | 3 | 3 | 2 500 | |
| Direct mail | 15 | 21 | 17 300 | |
| None of these | 36 | 32 | 26 400 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 20 | 16 500 |
| Newspapers | 16 | 26 | 21 400 | |
| Magazine websites | 7 | 6 | 5 000 | |
| Newspaper websites | 9 | 9 | 7 400 | |
| Blogs | 5 | 5 | 4 100 | |
| Social media | 26 | 18 | 14 800 | |
| Other websites | 42 | 33 | 27 200 | |
| Television | 14 | 17 | 14 000 | |
| Radio | 2 | 3 | 2 500 | |
| Direct mail | 30 | 37 | 30 500 | |
| None of these | 28 | 28 | 23 100 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 24 | 19 800 |
| Well-being and health | 50 | 50 | 41 200 | |
| Charity work | 13 | 15 | 12 400 | |
| Self development | 32 | 26 | 21 400 | |
| Celebrities | 14 | 15 | 12 400 | |
| Fishing | 16 | 14 | 11 600 | |
| Beauty care and cosmetics | 16 | 14 | 11 600 | |
| Literature | 27 | 34 | 28 000 | |
| Domestic and foreign news | 52 | 48 | 39 600 | |
| Domestic travel | 32 | 31 | 25 600 | |
| Culture | 33 | 37 | 30 500 | |
| Crafts | 25 | 24 | 19 800 | |
| Nature and going outdoor | 52 | 55 | 45 400 | |
| Hunting | 10 | 9 | 7 400 | |
| Style and fashion | 20 | 17 | 14 000 | |
| Music and concerts | 36 | 39 | 32 200 | |
| Going on summer cottage | 29 | 25 | 20 600 | |
| Local affairs | 55 | 54 | 44 600 | |
| Computer/console/mobile playing | 17 | 14 | 11 600 | |
| Politics | 42 | 37 | 30 500 | |
| Gardening and plants | 30 | 33 | 27 200 | |
| Building and renovating | 34 | 29 | 23 900 | |
| Food and drink | 38 | 38 | 31 400 | |
| Cooking, baking, recipes | 38 | 38 | 31 400 | |
| Investment | 23 | 18 | 14 800 | |
| Decorating | 28 | 26 | 21 400 | |
| Economic and finances | 35 | 27 | 22 300 | |
| Science | 35 | 27 | 22 300 | |
| Travelling abroad | 34 | 29 | 23 900 | |
| Sports, exercising | 45 | 40 | 33 000 | |
| Sailing, boating | 10 | 7 | 5 800 | |
| Consumer electronics and information technology | 21 | 17 | 14 000 | |
| Environmental matters | 31 | 27 | 22 300 | |
| None of the above | 0 | 1 | 800 | |
| Purchases made and planned | ||||
| Planned acquisitions in the househould over the next 2 years | Building a house | 2 | 1 | 800 |
| Buying an apartment | 11 | 6 | 5 000 | |
| Home renovation | 27 | 23 | 19 000 | |
| Buying a car | 27 | 21 | 17 300 | |
| Buying a boat | 3 | 2 | 1 600 | |
| None of these | 51 | 59 | 48 700 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 35 | 28 900 |
| Repair and construction products | 39 | 34 | 28 000 | |
| Domestic appliances | 38 | 37 | 30 500 | |
| Electronics or IT products | 49 | 39 | 32 200 | |
| Cars | 19 | 18 | 14 800 | |
| Clothing and footwear | 84 | 79 | 65 200 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 34 | 28 000 | |
| Sports clothing, footwear or equipment | 58 | 48 | 39 600 | |
| Saving or investing products or services | 29 | 23 | 19 000 | |
| Cosmetics and beauty products | 49 | 46 | 38 000 | |
| Mobile phones | 29 | 33 | 27 200 | |
| Travels | 50 | 40 | 33 000 | |
| Products and services for health and well-being | 61 | 61 | 50 300 | |
| None of the above | 1 | 2 | 1 600 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 22 | 18 200 |
| Repair and construction products | 33 | 28 | 23 100 | |
| Domestic appliances | 18 | 15 | 12 400 | |
| Electronics or IT products | 27 | 19 | 15 700 | |
| Cars | 14 | 11 | 9 100 | |
| Clothing and footwear | 67 | 62 | 51 200 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 32 | 26 400 | |
| Sports clothing, footwear or equipment | 44 | 35 | 28 900 | |
| Saving or investing products or services | 24 | 19 | 15 700 | |
| Cosmetics and beauty products | 38 | 34 | 28 000 | |
| Mobile phones | 16 | 14 | 11 600 | |
| Travels | 46 | 41 | 33 800 | |
| Products and services for health and well-being | 49 | 49 | 40 400 | |
| None of the above | 6 | 7 | 5 800 | |
| Will consider switching over the next 12 months | Bank | 7 | 6 | 5 000 |
| Insurance company | 11 | 10 | 8 200 | |
| electric company | 17 | 17 | 14 000 | |
| Internet Connection | 10 | 8 | 6 600 | |
| Phone-subscription | 14 | 14 | 11 600 | |
| None of the above | 48 | 52 | 42 900 | |
| Can not say | 18 | 17 | 14 000 | |
| Uses of extra money | Magazines, books, movies | 16 | 21 | 17 300 |
| Eating, drinking, partying in a restaurant | 35 | 33 | 27 200 | |
| Exercise hobbies and equipment | 28 | 23 | 19 000 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 41 | 33 800 | |
| Renovation, decoration | 23 | 21 | 17 300 | |
| Health services and one's own well-being | 22 | 26 | 21 400 | |
| Travelling | 44 | 41 | 33 800 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 9 | 7 400 | |
| Clothes, shoes and bags | 22 | 17 | 14 000 | |
| Home services (cleaning and other housekeeping services) | 5 | 7 | 5 800 | |
| Car, boat, motorcycle | 11 | 11 | 9 100 | |
| Cosmetics and beauty care | 12 | 9 | 7 400 | |
| Saving, investing | 49 | 42 | 34 600 | |
| Other | 8 | 10 | 8 200 | |
| There is no extra money after mandatory expenses | 8 | 7 | 5 800 | |
| Can not say | 3 | 5 | 4 100 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 0 | 45 400 |
| Men | 49 | 0 | 37 100 | |
| Native language | Finnish | 95 | 0 | 80 800 |
| Swedish | 5 | 0 | 1 600 | |
| Age | 15-24 y | 13 | 0 | 7 400 |
| 25-34 y | 14 | 0 | 3 300 | |
| 35-44 y | 14 | 0 | 5 800 | |
| 45-54 y | 14 | 0 | 6 600 | |
| 55-64 y | 15 | 0 | 14 000 | |
| 65+ y | 30 | 0 | 45 400 | |
| Gender + age | Female 15-29 years | 9 | 0 | 2 500 |
| Female 30-49 years | 14 | 0 | 5 800 | |
| Female 50+ years | 28 | 0 | 37 100 | |
| Male 15-29 years | 10 | 0 | 5 800 | |
| Male 30-49 years | 15 | 0 | 6 600 | |
| Male 50+ years | 24 | 0 | 24 800 | |
| Household position | Lives at home with parents | 7 | 0 | 3 300 |
| Lives alone | 29 | 0 | 24 800 | |
| Lives with spouse | 36 | 0 | 38 000 | |
| Lives with spouse and children | 24 | 0 | 12 400 | |
| Single parent | 2 | 0 | 800 | |
| Other | 3 | 0 | 2 500 | |
| Grandchildren under 18 years of age | Yes | 20 | 0 | 24 800 |
| No | 39 | 0 | 41 200 | |
| No answer (under 45 year olds) | 41 | 0 | 17 300 | |
| Education | Elementary school | 4 | 0 | 7 400 |
| Secondary school | 6 | 0 | 7 400 | |
| Vocational | 27 | 0 | 29 700 | |
| High school | 13 | 0 | 9 900 | |
| University of Applied Sciences | 20 | 0 | 11 600 | |
| University | 28 | 0 | 15 700 | |
| Something else | 2 | 0 | 1 600 | |
| Decision-maker in grocery purchases | Yes | 93 | 0 | 77 600 |
| No | 6 | 0 | 3 300 | |
| Can not say | 1 | 0 | 800 | |
| Use of glasses or contact lenses | Yes | 68 | 0 | 65 200 |
| No | 32 | 0 | 17 300 | |
| Size of the household | 1 pers | 28 | 0 | 28 900 |
| 2 pers | 38 | 0 | 38 000 | |
| 3 pers | 14 | 0 | 7 400 | |
| 4 pers | 12 | 0 | 5 000 | |
| 5+ pers | 7 | 0 | 3 300 | |
| Household income (gross) | Below 20 000 € /y | 10 | 0 | 10 700 |
| 20 000 - 35 000 € /y | 17 | 0 | 18 200 | |
| 35 001 - 50 000 € /y | 18 | 0 | 16 500 | |
| 50 001 - 85 000 € /y | 21 | 0 | 16 500 | |
| 85 001 - 100 000 € /y | 8 | 0 | 4 100 | |
| Over 100 000 € /y | 10 | 0 | 5 800 | |
| Dont want to tell | 5 | 0 | 5 000 | |
| Cant say / No answer | 10 | 0 | 6 600 | |
| Family with kids | Yes | 32 | 0 | 14 800 |
| No | 68 | 0 | 67 600 | |
| Number of children in the household (5th grade) | 1 child | 13 | 0 | 6 600 |
| 2 children | 13 | 0 | 5 000 | |
| 3 children | 5 | 0 | 1 600 | |
| 4 children | 1 | 0 | 800 | |
| 5+ children | 1 | 0 | 800 | |
| There are no children | 67 | 0 | 67 600 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 0 | 10 700 |
| Dog | 26 | 0 | 17 300 | |
| Some other pet | 5 | 0 | 2 500 | |
| No pets | 61 | 0 | 56 900 | |
| Health services used in the household | Public health services | 85 | 0 | 73 400 |
| Employer - funded health care services | 50 | 0 | 25 600 | |
| Private, self-funded healthcare services | 39 | 0 | 37 100 | |
| Private health insurance services | 26 | 0 | 14 800 | |
| No health care | 1 | 0 | 800 | |
| Can not say | 1 | 0 | 800 | |
| Housing | Apartment | 32 | 0 | 28 900 |
| Row house or semi-detached house | 17 | 0 | 14 000 | |
| Detached house | 46 | 0 | 36 300 | |
| Farm | 4 | 0 | 2 500 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 0 | 64 400 |
| Rented residence | 20 | 0 | 16 500 | |
| Right of residence apartment | 2 | 0 | 800 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 1 | 0 | 800 | |
| Cottage or holiday home in regular use | Yes | 41 | 0 | 38 000 |
| No | 58 | 0 | 43 700 | |
| Can not say | 1 | 0 | 0 | |
| Number of cars in household | One car | 45 | 0 | 40 400 |
| Two cars | 30 | 0 | 23 900 | |
| Three or more cars | 10 | 0 | 5 800 | |
| No car | 14 | 0 | 13 200 | |
| Type of car, if buying now | New | 21 | 0 | 19 000 |
| Used | 70 | 0 | 54 400 | |
| Company car | 5 | 0 | 1 600 | |
| Leasing (personal) | 9 | 0 | 5 000 | |
| Shared car | 3 | 0 | 1 600 | |
| Doesn't use a car | 8 | 0 | 8 200 | |
| Can not say | 5 | 0 | 4 100 | |
| Advertising ban at the door / mailbox | Yes | 27 | 0 | 15 700 |
| No | 72 | 0 | 66 000 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 0 | 9 900 |
| No | 76 | 0 | 66 800 | |
| Can not say | 5 | 0 | 5 800 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 0 | 15 700 |
| Turku or Tampere | 8 | 0 | 5 800 | |
| Oulu | 4 | 0 | 2 500 | |
| 70 000 - 150 000 inhabitants town | 14 | 0 | 11 600 | |
| Urban municipality | 25 | 0 | 23 100 | |
| Conurbation | 16 | 0 | 12 400 | |
| Countryside | 13 | 0 | 10 700 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 0 | 18 200 |
| 5-6 days a week | 4 | 0 | 4 100 | |
| 1-4 days a week | 24 | 0 | 26 400 | |
| Monthly | 25 | 0 | 18 200 | |
| Rarely | 26 | 0 | 10 700 | |
| Never | 8 | 0 | 3 300 | |
| Can not say | 1 | 0 | 800 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 0 | 19 000 |
| 5-6 days a week | 5 | 0 | 3 300 | |
| 1-4 days a week | 20 | 0 | 14 000 | |
| Monthly | 15 | 0 | 10 700 | |
| Rarely | 23 | 0 | 17 300 | |
| Never | 13 | 0 | 14 800 | |
| Can not say | 1 | 0 | 2 500 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 0 | 33 000 |
| 5-6 days a week | 5 | 0 | 5 800 | |
| 1-4 days a week | 23 | 0 | 20 600 | |
| Monthly | 15 | 0 | 9 100 | |
| Rarely | 24 | 0 | 10 700 | |
| Never | 8 | 0 | 2 500 | |
| Can not say | 1 | 0 | 800 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 0 | 43 700 |
| 5-6 days a week | 9 | 0 | 5 800 | |
| 1-4 days a week | 17 | 0 | 10 700 | |
| Monthly | 6 | 0 | 3 300 | |
| Rarely | 8 | 0 | 9 900 | |
| Never | 5 | 0 | 8 200 | |
| Can not say | 0 | 0 | 800 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 0 | 5 800 |
| 5-6 days a week | 4 | 0 | 5 800 | |
| 1-4 days a week | 41 | 0 | 43 700 | |
| Monthly | 18 | 0 | 10 700 | |
| Rarely | 23 | 0 | 10 700 | |
| Never | 9 | 0 | 3 300 | |
| Can not say | 1 | 0 | 1 600 | |
| The frequency of watching: Free online TV services | Daily | 17 | 0 | 17 300 |
| 5-6 days a week | 10 | 0 | 9 100 | |
| 1-4 days a week | 30 | 0 | 22 300 | |
| Monthly | 21 | 0 | 14 800 | |
| Rarely | 15 | 0 | 12 400 | |
| Never | 6 | 0 | 6 600 | |
| Can not say | 1 | 0 | 800 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 0 | 9 900 |
| 5-6 days a week | 10 | 0 | 5 800 | |
| 1-4 days a week | 22 | 0 | 14 000 | |
| Monthly | 9 | 0 | 6 600 | |
| Rarely | 13 | 0 | 10 700 | |
| Never | 30 | 0 | 34 600 | |
| Can not say | 1 | 0 | 800 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 0 | 52 000 |
| 5-6 days a week | 10 | 0 | 9 900 | |
| 1-4 days a week | 19 | 0 | 9 900 | |
| Monthly | 12 | 0 | 5 000 | |
| Rarely | 12 | 0 | 4 100 | |
| Never | 3 | 0 | 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 0 | 42 100 |
| 5-6 days a week | 12 | 0 | 9 100 | |
| 1-4 days a week | 22 | 0 | 15 700 | |
| Monthly | 12 | 0 | 6 600 | |
| Rarely | 13 | 0 | 5 000 | |
| Never | 8 | 0 | 4 100 | |
| Can not say | 0 | 0 | 800 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 0 | 29 700 |
| 5-6 days a week | 6 | 0 | 6 600 | |
| 1-4 days a week | 16 | 0 | 12 400 | |
| Monthly | 13 | 0 | 9 100 | |
| Rarely | 27 | 0 | 16 500 | |
| Never | 15 | 0 | 7 400 | |
| Can not say | 1 | 0 | 800 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 0 | 13 200 |
| 5-6 days a week | 9 | 0 | 5 800 | |
| 1-4 days a week | 21 | 0 | 15 700 | |
| Monthly | 14 | 0 | 9 900 | |
| Rarely | 23 | 0 | 20 600 | |
| Never | 16 | 0 | 15 700 | |
| Can not say | 1 | 0 | 800 | |
| The frequency of listening: Podcasts | Daily | 6 | 0 | 2 500 |
| 5-6 days a week | 3 | 0 | 1 600 | |
| 1-4 days a week | 11 | 0 | 6 600 | |
| Monthly | 14 | 0 | 7 400 | |
| Rarely | 27 | 0 | 22 300 | |
| Never | 36 | 0 | 38 800 | |
| Can not say | 2 | 0 | 3 300 | |
| User frequency and following: Social media | Daily | 59 | 0 | 41 200 |
| 5-6 days a week | 8 | 0 | 6 600 | |
| 1-4 days a week | 8 | 0 | 5 800 | |
| Monthly | 3 | 0 | 4 100 | |
| Rarely | 6 | 0 | 5 000 | |
| Never | 16 | 0 | 19 000 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 0 | 7 400 |
| 5-6 days a week | 6 | 0 | 2 500 | |
| 1-4 days a week | 13 | 0 | 6 600 | |
| Monthly | 8 | 0 | 5 800 | |
| Rarely | 20 | 0 | 18 200 | |
| Never | 38 | 0 | 39 600 | |
| Can not say | 1 | 0 | 1 600 | |
| User frequency: Instant messaging | Daily | 69 | 0 | 48 700 |
| 5-6 days a week | 11 | 0 | 9 100 | |
| 1-4 days a week | 9 | 0 | 10 700 | |
| Monthly | 3 | 0 | 3 300 | |
| Rarely | 2 | 0 | 2 500 | |
| Never | 6 | 0 | 7 400 | |
| Can not say | 0 | 0 | 800 | |
| Reading frequency: Printed books | Daily | 16 | 0 | 19 800 |
| 5-6 days a week | 6 | 0 | 6 600 | |
| 1-4 days a week | 14 | 0 | 12 400 | |
| Monthly | 22 | 0 | 15 700 | |
| Rarely | 34 | 0 | 23 900 | |
| Never | 7 | 0 | 5 000 | |
| Can not say | 1 | 0 | 800 | |
| Reading frequency: E-books | Daily | 3 | 0 | 800 |
| 5-6 days a week | 1 | 0 | 800 | |
| 1-4 days a week | 4 | 0 | 2 500 | |
| Monthly | 7 | 0 | 5 000 | |
| Rarely | 30 | 0 | 19 800 | |
| Never | 53 | 0 | 52 000 | |
| Can not say | 1 | 0 | 1 600 | |
| Listening frequency: Audiobooks | Daily | 6 | 0 | 3 300 |
| 5-6 days a week | 3 | 0 | 2 500 | |
| 1-4 days a week | 6 | 0 | 3 300 | |
| Monthly | 8 | 0 | 5 000 | |
| Rarely | 23 | 0 | 14 000 | |
| Never | 54 | 0 | 52 800 | |
| Can not say | 1 | 0 | 800 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 0 | 10 700 |
| 5-6 days a week | 9 | 0 | 5 800 | |
| 1-4 days a week | 23 | 0 | 16 500 | |
| Monthly | 21 | 0 | 13 200 | |
| Rarely | 17 | 0 | 17 300 | |
| Never | 10 | 0 | 18 200 | |
| Can not say | 0 | 0 | 800 | |
| Usage/following: Linkedl | Daily | 4 | 0 | 2 500 |
| 5-6 days a week | 2 | 0 | 1 600 | |
| 1-4 days a week | 8 | 0 | 4 100 | |
| Monthly | 8 | 0 | 4 100 | |
| Rarely | 12 | 0 | 9 900 | |
| Never | 59 | 0 | 52 000 | |
| Cant say / No answer | 6 | 0 | 9 100 | |
| Usage/following: Facebook | Daily | 39 | 0 | 33 000 |
| 5-6 days a week | 8 | 0 | 5 000 | |
| 1-4 days a week | 11 | 0 | 8 200 | |
| Monthly | 6 | 0 | 3 300 | |
| Rarely | 9 | 0 | 5 800 | |
| Never | 22 | 0 | 19 800 | |
| Cant say / No answer | 4 | 0 | 7 400 | |
| Usage/Following: Instagram | Daily | 32 | 0 | 18 200 |
| 5-6 days a week | 7 | 0 | 5 000 | |
| 1-4 days a week | 9 | 0 | 7 400 | |
| Monthly | 5 | 0 | 4 100 | |
| Rarely | 9 | 0 | 11 600 | |
| Never | 33 | 0 | 28 900 | |
| Cant say / No answer | 5 | 0 | 7 400 | |
| Usage/following rate: Snapchat | Daily | 15 | 0 | 7 400 |
| 5-6 days a week | 2 | 0 | 800 | |
| 1-4 days a week | 3 | 0 | 800 | |
| Monthly | 2 | 0 | 800 | |
| Rarely | 5 | 0 | 5 800 | |
| Never | 69 | 0 | 57 800 | |
| Cant say / No answer | 5 | 0 | 8 200 | |
| Usage/Following: Twitter | Daily | 5 | 0 | 2 500 |
| 5-6 days a week | 2 | 0 | 800 | |
| 1-4 days a week | 4 | 0 | 2 500 | |
| Monthly | 5 | 0 | 3 300 | |
| Rarely | 11 | 0 | 9 900 | |
| Never | 68 | 0 | 55 300 | |
| Cant say / No answer | 5 | 0 | 7 400 | |
| Usage/Following: TikTok | Daily | 10 | 0 | 5 800 |
| 5-6 days a week | 3 | 0 | 1 600 | |
| 1-4 days a week | 4 | 0 | 2 500 | |
| Monthly | 3 | 0 | 2 500 | |
| Rarely | 8 | 0 | 7 400 | |
| Never | 68 | 0 | 56 900 | |
| Cant say / No answer | 4 | 0 | 6 600 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 0 | 10 700 |
| Partially agree | 43 | 0 | 38 000 | |
| Partially disagree | 30 | 0 | 23 900 | |
| Completely disagree | 10 | 0 | 7 400 | |
| Can not say | 3 | 0 | 2 500 | |
| I prefer domestic products | Completely agree | 33 | 0 | 31 400 |
| Partially agree | 55 | 0 | 43 700 | |
| Partially disagree | 9 | 0 | 5 800 | |
| Completely disagree | 1 | 0 | 800 | |
| Can not say | 2 | 0 | 1 600 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 0 | 16 500 |
| Partially agree | 54 | 0 | 46 200 | |
| Partially disagree | 18 | 0 | 14 000 | |
| Completely disagree | 4 | 0 | 2 500 | |
| Can not say | 3 | 0 | 3 300 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 0 | 19 000 |
| Partially agree | 58 | 0 | 49 500 | |
| Partially disagree | 15 | 0 | 12 400 | |
| Completely disagree | 1 | 0 | 800 | |
| Can not say | 2 | 0 | 1 600 | |
| I usually choose the cheapest option | Completely agree | 12 | 0 | 9 900 |
| Partially agree | 48 | 0 | 42 900 | |
| Partially disagree | 33 | 0 | 25 600 | |
| Completely disagree | 5 | 0 | 3 300 | |
| Can not say | 2 | 0 | 1 600 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 0 | 34 600 |
| Partially agree | 50 | 0 | 40 400 | |
| Partially disagree | 9 | 0 | 5 800 | |
| Completely disagree | 2 | 0 | 1 600 | |
| Can not say | 1 | 0 | 800 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 0 | 5 000 |
| Partially agree | 24 | 0 | 19 000 | |
| Partially disagree | 38 | 0 | 30 500 | |
| Completely disagree | 24 | 0 | 18 200 | |
| Can not say | 9 | 0 | 9 900 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 0 | 5 000 |
| Partially agree | 36 | 0 | 32 200 | |
| Partially disagree | 45 | 0 | 35 500 | |
| Completely disagree | 11 | 0 | 7 400 | |
| Can not say | 4 | 0 | 2 500 | |
| I prefer local shops and services | Completely agree | 27 | 0 | 27 200 |
| Partially agree | 58 | 0 | 48 700 | |
| Partially disagree | 11 | 0 | 5 000 | |
| Completely disagree | 1 | 0 | 800 | |
| Can not say | 2 | 0 | 800 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 0 | 3 300 |
| Partially agree | 28 | 0 | 25 600 | |
| Partially disagree | 29 | 0 | 22 300 | |
| Completely disagree | 32 | 0 | 23 900 | |
| Can not say | 7 | 0 | 7 400 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 0 | 7 400 |
| Partially agree | 32 | 0 | 29 700 | |
| Partially disagree | 37 | 0 | 29 700 | |
| Completely disagree | 20 | 0 | 14 800 | |
| Can not say | 2 | 0 | 800 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 0 | 16 500 |
| Partially agree | 50 | 0 | 42 900 | |
| Partially disagree | 24 | 0 | 17 300 | |
| Completely disagree | 6 | 0 | 4 100 | |
| Can not say | 4 | 0 | 1 600 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 0 | 16 500 |
| Partially agree | 51 | 0 | 42 900 | |
| Partially disagree | 22 | 0 | 16 500 | |
| Completely disagree | 6 | 0 | 3 300 | |
| Can not say | 3 | 0 | 3 300 | |
| I prefer well-known brands | Completely agree | 12 | 0 | 10 700 |
| Partially agree | 58 | 0 | 47 800 | |
| Partially disagree | 21 | 0 | 16 500 | |
| Completely disagree | 5 | 0 | 5 000 | |
| Can not say | 3 | 0 | 2 500 | |
| I prefer used products in my purchases | Completely agree | 14 | 0 | 8 200 |
| Partially agree | 41 | 0 | 33 800 | |
| Partially disagree | 31 | 0 | 23 900 | |
| Completely disagree | 12 | 0 | 13 200 | |
| Can not say | 3 | 0 | 3 300 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 0 | 13 200 |
| Quite positively | 61 | 0 | 52 800 | |
| Quite negatively | 16 | 0 | 9 900 | |
| Very negative | 4 | 0 | 2 500 | |
| Can not say | 6 | 0 | 4 100 | |
| Magazines | Very positive | 13 | 0 | 13 200 |
| Quite positively | 60 | 0 | 49 500 | |
| Quite negatively | 17 | 0 | 12 400 | |
| Very negative | 4 | 0 | 2 500 | |
| Can not say | 6 | 0 | 5 000 | |
| Free and local newspapers | Very positive | 24 | 0 | 23 900 |
| Quite positively | 56 | 0 | 45 400 | |
| Quite negatively | 11 | 0 | 8 200 | |
| Very negative | 4 | 0 | 1 600 | |
| Can not say | 6 | 0 | 3 300 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 0 | 7 400 |
| Quite positively | 45 | 0 | 38 000 | |
| Quite negatively | 30 | 0 | 19 000 | |
| Very negative | 10 | 0 | 8 200 | |
| Can not say | 8 | 0 | 9 900 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 0 | 5 800 |
| Quite positively | 33 | 0 | 27 200 | |
| Quite negatively | 32 | 0 | 21 400 | |
| Very negative | 17 | 0 | 13 200 | |
| Can not say | 12 | 0 | 14 800 | |
| Blogs | Very positive | 4 | 0 | 3 300 |
| Quite positively | 25 | 0 | 19 800 | |
| Quite negatively | 29 | 0 | 19 000 | |
| Very negative | 16 | 0 | 13 200 | |
| Can not say | 26 | 0 | 27 200 | |
| Newsletters to email | Very positive | 2 | 0 | 1 600 |
| Quite positively | 17 | 0 | 15 700 | |
| Quite negatively | 34 | 0 | 31 400 | |
| Very negative | 43 | 0 | 30 500 | |
| Can not say | 4 | 0 | 3 300 | |
| Other websites | Very positive | 3 | 0 | 2 500 |
| Quite positively | 38 | 0 | 31 400 | |
| Quite negatively | 34 | 0 | 26 400 | |
| Very negative | 14 | 0 | 9 100 | |
| Can not say | 11 | 0 | 13 200 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 0 | 6 600 |
| Quite positively | 46 | 0 | 39 600 | |
| Quite negatively | 29 | 0 | 23 900 | |
| Very negative | 13 | 0 | 9 900 | |
| Can not say | 4 | 0 | 2 500 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 0 | 4 100 |
| Quite positively | 35 | 0 | 28 000 | |
| Quite negatively | 33 | 0 | 26 400 | |
| Very negative | 20 | 0 | 14 800 | |
| Can not say | 7 | 0 | 9 100 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 0 | 16 500 |
| Quite positively | 46 | 0 | 43 700 | |
| Quite negatively | 17 | 0 | 11 600 | |
| Very negative | 14 | 0 | 8 200 | |
| Can not say | 5 | 0 | 2 500 | |
| Out-of-home advertising | Very positive | 11 | 0 | 9 100 |
| Quite positively | 52 | 0 | 44 600 | |
| Quite negatively | 21 | 0 | 16 500 | |
| Very negative | 9 | 0 | 5 800 | |
| Can not say | 8 | 0 | 6 600 | 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 | 0 | 16 500 |
| Partially agree | 60 | 0 | 52 800 | |
| Partially disagree | 11 | 0 | 8 200 | |
| Completely disagree | 3 | 0 | 2 500 | |
| Can not say | 9 | 0 | 3 300 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 0 | 14 000 |
| Partially agree | 57 | 0 | 50 300 | |
| Partially disagree | 14 | 0 | 10 700 | |
| Completely disagree | 5 | 0 | 3 300 | |
| Can not say | 8 | 0 | 4 100 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 0 | 18 200 |
| Partially agree | 46 | 0 | 37 100 | |
| Partially disagree | 12 | 0 | 9 100 | |
| Completely disagree | 5 | 0 | 4 100 | |
| Can not say | 15 | 0 | 14 000 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 0 | 27 200 |
| Partially agree | 49 | 0 | 42 100 | |
| Partially disagree | 7 | 0 | 4 100 | |
| Completely disagree | 2 | 0 | 2 500 | |
| Can not say | 10 | 0 | 6 600 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 0 | 14 800 |
| Partially agree | 51 | 0 | 48 700 | |
| Partially disagree | 14 | 0 | 8 200 | |
| Completely disagree | 3 | 0 | 1 600 | |
| Can not say | 16 | 0 | 9 100 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 0 | 9 900 |
| Partially agree | 52 | 0 | 47 000 | |
| Partially disagree | 18 | 0 | 14 000 | |
| Completely disagree | 3 | 0 | 1 600 | |
| Can not say | 17 | 0 | 9 900 | |
| Finnish magazines are of high quality | Completely agree | 23 | 0 | 22 300 |
| Partially agree | 58 | 0 | 50 300 | |
| Partially disagree | 9 | 0 | 5 800 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 9 | 0 | 4 100 | |
| I follow important magazines on social media | Completely agree | 7 | 0 | 5 800 |
| Partially agree | 25 | 0 | 19 800 | |
| Partially disagree | 23 | 0 | 17 300 | |
| Completely disagree | 36 | 0 | 28 000 | |
| Can not say | 10 | 0 | 10 700 | |
| I read important magazines from cover to cover | Completely agree | 16 | 0 | 19 000 |
| Partially agree | 33 | 0 | 31 400 | |
| Partially disagree | 29 | 0 | 20 600 | |
| Completely disagree | 17 | 0 | 8 200 | |
| Can not say | 5 | 0 | 2 500 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 0 | 9 100 |
| Partially agree | 45 | 0 | 38 000 | |
| Partially disagree | 28 | 0 | 21 400 | |
| Completely disagree | 10 | 0 | 8 200 | |
| Can not say | 10 | 0 | 6 600 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 0 | 9 100 |
| Partially agree | 35 | 0 | 33 000 | |
| Partially disagree | 23 | 0 | 19 000 | |
| Completely disagree | 23 | 0 | 15 700 | |
| Can not say | 9 | 0 | 5 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 0 | 9 100 |
| Partially agree | 33 | 0 | 29 700 | |
| Partially disagree | 27 | 0 | 22 300 | |
| Completely disagree | 24 | 0 | 15 700 | |
| Can not say | 8 | 0 | 6 600 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 0 | 11 600 |
| Partially agree | 50 | 0 | 43 700 | |
| Partially disagree | 19 | 0 | 14 000 | |
| Completely disagree | 13 | 0 | 10 700 | |
| Can not say | 5 | 0 | 2 500 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 0 | 8 200 |
| Partially agree | 29 | 0 | 28 000 | |
| Partially disagree | 27 | 0 | 20 600 | |
| Completely disagree | 29 | 0 | 22 300 | |
| Can not say | 7 | 0 | 4 100 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 0 | 800 |
| Partially agree | 18 | 0 | 11 600 | |
| Partially disagree | 33 | 0 | 25 600 | |
| Completely disagree | 38 | 0 | 31 400 | |
| Can not say | 10 | 0 | 13 200 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 0 | 15 700 |
| Partially agree | 41 | 0 | 41 200 | |
| Partially disagree | 23 | 0 | 14 800 | |
| Completely disagree | 12 | 0 | 6 600 | |
| Can not say | 8 | 0 | 4 100 | 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 | 0 | 14 000 |
| Newspapers | 12 | 0 | 16 500 | |
| Magazine websites | 7 | 0 | 5 800 | |
| Newspaper websites | 8 | 0 | 6 600 | |
| Blogs | 3 | 0 | 800 | |
| Social media | 16 | 0 | 8 200 | |
| Other websites | 44 | 0 | 29 700 | |
| Television | 11 | 0 | 9 900 | |
| Radio | 2 | 0 | 1 600 | |
| Direct mail | 10 | 0 | 9 900 | |
| None of these | 39 | 0 | 36 300 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 0 | 19 800 |
| Newspapers | 15 | 0 | 22 300 | |
| Magazine websites | 9 | 0 | 6 600 | |
| Newspaper websites | 11 | 0 | 8 200 | |
| Blogs | 6 | 0 | 3 300 | |
| Social media | 28 | 0 | 16 500 | |
| Other websites | 50 | 0 | 28 000 | |
| Television | 19 | 0 | 19 800 | |
| Radio | 3 | 0 | 3 300 | |
| Direct mail | 35 | 0 | 36 300 | |
| None of these | 16 | 0 | 15 700 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 0 | 21 400 |
| Newspapers | 8 | 0 | 11 600 | |
| Magazine websites | 10 | 0 | 6 600 | |
| Newspaper websites | 7 | 0 | 5 000 | |
| Blogs | 7 | 0 | 4 100 | |
| Social media | 31 | 0 | 19 000 | |
| Other websites | 17 | 0 | 10 700 | |
| Television | 14 | 0 | 15 700 | |
| Radio | 2 | 0 | 3 300 | |
| Direct mail | 17 | 0 | 19 000 | |
| None of these | 43 | 0 | 33 000 | |
| Information sources, travel | Print magazines | 16 | 0 | 20 600 |
| Newspapers | 15 | 0 | 19 800 | |
| Magazine websites | 10 | 0 | 7 400 | |
| Newspaper websites | 11 | 0 | 7 400 | |
| Blogs | 12 | 0 | 7 400 | |
| Social media | 38 | 0 | 20 600 | |
| Other websites | 49 | 0 | 32 200 | |
| Television | 17 | 0 | 16 500 | |
| Radio | 3 | 0 | 4 100 | |
| Direct mail | 9 | 0 | 11 600 | |
| None of these | 25 | 0 | 24 800 | |
| Information sources, style and fashion | Print magazines | 22 | 0 | 27 200 |
| Newspapers | 11 | 0 | 17 300 | |
| Magazine websites | 12 | 0 | 8 200 | |
| Newspaper websites | 8 | 0 | 6 600 | |
| Blogs | 9 | 0 | 6 600 | |
| Social media | 37 | 0 | 20 600 | |
| Other websites | 34 | 0 | 21 400 | |
| Television | 18 | 0 | 20 600 | |
| Radio | 2 | 0 | 2 500 | |
| Direct mail | 25 | 0 | 28 000 | |
| None of these | 28 | 0 | 22 300 | |
| Information sources, building and renovating | Print magazines | 17 | 0 | 21 400 |
| Newspapers | 13 | 0 | 17 300 | |
| Magazine websites | 9 | 0 | 6 600 | |
| Newspaper websites | 9 | 0 | 7 400 | |
| Blogs | 7 | 0 | 3 300 | |
| Social media | 26 | 0 | 15 700 | |
| Other websites | 33 | 0 | 21 400 | |
| Television | 18 | 0 | 16 500 | |
| Radio | 2 | 0 | 1 600 | |
| Direct mail | 27 | 0 | 27 200 | |
| None of these | 31 | 0 | 27 200 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 0 | 38 800 |
| Newspapers | 25 | 0 | 29 700 | |
| Magazine websites | 21 | 0 | 14 000 | |
| Newspaper websites | 23 | 0 | 15 700 | |
| Blogs | 14 | 0 | 9 100 | |
| Social media | 45 | 0 | 23 900 | |
| Other websites | 32 | 0 | 19 800 | |
| Television | 29 | 0 | 28 000 | |
| Radio | 7 | 0 | 8 200 | |
| Direct mail | 26 | 0 | 30 500 | |
| None of these | 11 | 0 | 7 400 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 0 | 9 900 |
| Newspapers | 10 | 0 | 11 600 | |
| Magazine websites | 3 | 0 | 1 600 | |
| Newspaper websites | 5 | 0 | 4 100 | |
| Blogs | 1 | 0 | 800 | |
| Social media | 12 | 0 | 8 200 | |
| Other websites | 27 | 0 | 16 500 | |
| Television | 12 | 0 | 14 800 | |
| Radio | 2 | 0 | 1 600 | |
| Direct mail | 16 | 0 | 14 800 | |
| None of these | 52 | 0 | 40 400 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 0 | 28 000 |
| Newspapers | 14 | 0 | 17 300 | |
| Magazine websites | 11 | 0 | 8 200 | |
| Newspaper websites | 9 | 0 | 6 600 | |
| Blogs | 7 | 0 | 4 100 | |
| Social media | 31 | 0 | 17 300 | |
| Other websites | 31 | 0 | 19 000 | |
| Television | 19 | 0 | 18 200 | |
| Radio | 2 | 0 | 1 600 | |
| Direct mail | 31 | 0 | 29 700 | |
| None of these | 24 | 0 | 19 800 | |
| Information sources, saving and investing | Print magazines | 9 | 0 | 14 000 |
| Newspapers | 11 | 0 | 15 700 | |
| Magazine websites | 6 | 0 | 4 100 | |
| Newspaper websites | 11 | 0 | 7 400 | |
| Blogs | 7 | 0 | 4 100 | |
| Social media | 22 | 0 | 13 200 | |
| Other websites | 32 | 0 | 22 300 | |
| Television | 8 | 0 | 7 400 | |
| Radio | 3 | 0 | 2 500 | |
| Direct mail | 4 | 0 | 6 600 | |
| None of these | 44 | 0 | 37 100 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 0 | 19 800 |
| Newspapers | 13 | 0 | 18 200 | |
| Magazine websites | 8 | 0 | 5 800 | |
| Newspaper websites | 9 | 0 | 7 400 | |
| Blogs | 5 | 0 | 3 300 | |
| Social media | 26 | 0 | 17 300 | |
| Other websites | 39 | 0 | 28 000 | |
| Television | 13 | 0 | 14 000 | |
| Radio | 3 | 0 | 2 500 | |
| Direct mail | 15 | 0 | 17 300 | |
| None of these | 36 | 0 | 26 400 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 0 | 16 500 |
| Newspapers | 16 | 0 | 21 400 | |
| Magazine websites | 7 | 0 | 5 000 | |
| Newspaper websites | 9 | 0 | 7 400 | |
| Blogs | 5 | 0 | 4 100 | |
| Social media | 26 | 0 | 14 800 | |
| Other websites | 42 | 0 | 27 200 | |
| Television | 14 | 0 | 14 000 | |
| Radio | 2 | 0 | 2 500 | |
| Direct mail | 30 | 0 | 30 500 | |
| None of these | 28 | 0 | 23 100 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 0 | 19 800 |
| Well-being and health | 50 | 0 | 41 200 | |
| Charity work | 13 | 0 | 12 400 | |
| Self development | 32 | 0 | 21 400 | |
| Celebrities | 14 | 0 | 12 400 | |
| Fishing | 16 | 0 | 11 600 | |
| Beauty care and cosmetics | 16 | 0 | 11 600 | |
| Literature | 27 | 0 | 28 000 | |
| Domestic and foreign news | 52 | 0 | 39 600 | |
| Domestic travel | 32 | 0 | 25 600 | |
| Culture | 33 | 0 | 30 500 | |
| Crafts | 25 | 0 | 19 800 | |
| Nature and going outdoor | 52 | 0 | 45 400 | |
| Hunting | 10 | 0 | 7 400 | |
| Style and fashion | 20 | 0 | 14 000 | |
| Music and concerts | 36 | 0 | 32 200 | |
| Going on summer cottage | 29 | 0 | 20 600 | |
| Local affairs | 55 | 0 | 44 600 | |
| Computer/console/mobile playing | 17 | 0 | 11 600 | |
| Politics | 42 | 0 | 30 500 | |
| Gardening and plants | 30 | 0 | 27 200 | |
| Building and renovating | 34 | 0 | 23 900 | |
| Food and drink | 38 | 0 | 31 400 | |
| Cooking, baking, recipes | 38 | 0 | 31 400 | |
| Investment | 23 | 0 | 14 800 | |
| Decorating | 28 | 0 | 21 400 | |
| Economic and finances | 35 | 0 | 22 300 | |
| Science | 35 | 0 | 22 300 | |
| Travelling abroad | 34 | 0 | 23 900 | |
| Sports, exercising | 45 | 0 | 33 000 | |
| Sailing, boating | 10 | 0 | 5 800 | |
| Consumer electronics and information technology | 21 | 0 | 14 000 | |
| Environmental matters | 31 | 0 | 22 300 | |
| None of the above | 0 | 0 | 800 | Source: NRS 2025 |
Contact info
Media sales
- Sanoma Media Finland Oy
- Töölönlahdenkatu 2
- 00100 Helsinki
- 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
- Johanna Lahti
Address
- Töölönlahdenkatu 2
- 00100 Helsinki
Postal address
- PL 25
- 00089 Sanoma