Suomen Kuvalehti
Luxury of reason – since 1916! Suomen Kuvalehti is the key to understanding society. It offers in-depth and topical content, culture, and perspectives. Uncompromising quality and independence have made the magazine a trusted companion for Finns interested in society—for over a hundred years. Readers spend a long time with the magazine; its average reading time is the highest among all Finnish printed magazines, at 1 hour and 38 minutes. The comprehensive digital service suomenkuvalehti.fi provides new articles daily, games, and access to the magazine archive, where readers can delve into history. Articles can also be listened to as audio versions. The digital service is easy to use both in a browser and via an app, and the printed magazine is distributed weekly with the TV-maailma television programme guide. In addition, the editorial team produces the popular Politiikan viikko podcast, which covers current political topics and offers collaboration opportunities for commercial partners. Suomen Kuvalehti’s 110th anniversary will be visible throughout 2026 with highlights from past decades and special issues, including the Easter double issue (14–15/2026) focusing on the state of Finland, the Midsummer double issue (25–26/2026) highlighting the magazine’s role as a source of entertainment, and the main anniversary issue (45/2026) reviewing the history and future of Suomen Kuvalehti.
Issues per year
49 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 31.12.2025 | 10.12.2025 | 15.12.2025 | |
| 2 | 9.1.2026 | 16.12.2025 | 19.12.2025 | |
| 3 | 16.1.2026 | 29.12.2025 | 2.1.2026 | |
| 4 | 23.1.2026 | 7.1.2026 | 12.1.2026 | Education. Educa Fair. |
| 5 | 30.1.2026 | 14.1.2026 | 19.1.2026 | |
| 6 | 6.2.2026 | 21.1.2026 | 26.1.2026 | |
| 7 | 13.2.2026 | 28.1.2026 | 2.2.2026 | Gourmet: Winter food and wine. |
| 8 | 20.2.2026 | 4.2.2026 | 9.2.2026 | |
| 9 | 27.2.2026 | 11.2.2026 | 16.2.2026 | |
| 10 | 6.3.2026 | 18.2.2026 | 23.2.2026 | |
| 11 | 13.3.2026 | 25.2.2026 | 2.3.2026 | |
| 12 | 20.3.2026 | 4.3.2026 | 9.3.2026 | |
| 13 | 27.3.2026 | 11.3.2026 | 16.3.2026 | |
| 14 - 15 | 1.4.2026 | 16.3.2026 | 19.3.2026 | Easter double issue. Gourmet: Easter food and wine. Suomen Kuvalehti 110 years – anniversary theme: What does Finland stand for today? |
| 16 | 17.4.2026 | 30.3.2026 | 1.4.2026 | |
| 17 | 24.4.2026 | 8.4.2026 | 13.4.2026 | Spring fashion issue explores how trends, culture and society influence style – and presents inspiring style creators. |
| 18 | 30.4.2026 | 14.4.2026 | 17.4.2026 | |
| 19 | 8.5.2026 | 21.4.2026 | 24.4.2026 | |
| 20 | 15.5.2026 | 24.4.2026 | 29.4.2026 | |
| 21 | 22.5.2026 | 5.5.2026 | 8.5.2026 | |
| 22 | 29.5.2026 | 12.5.2026 | 18.5.2026 | Summer events. |
| 23 | 5.6.2026 | 20.5.2026 | 25.5.2026 | |
| 24 | 12.6.2026 | 27.5.2026 | 1.6.2026 | |
| 25 - 26 | 17.6.2026 | 1.6.2026 | 4.6.2026 | Midsummer double issue. Gourmet: Midsummer food and wine. |
| 27 | 3.7.2026 | 16.6.2026 | 22.6.2026 | |
| 28 | 10.7.2026 | 24.6.2026 | 29.6.2026 | |
| 29 | 17.7.2026 | 1.7.2026 | 6.7.2026 | |
| 30 | 24.7.2026 | 8.7.2026 | 13.7.2026 | |
| 31 | 31.7.2026 | 15.7.2026 | 20.7.2026 | |
| 32 | 7.8.2026 | 22.7.2026 | 27.7.2026 | |
| 33 | 14.8.2026 | 29.7.2026 | 3.8.2026 | |
| 34 | 21.8.2026 | 5.8.2026 | 10.8.2026 | Autumn fashion issue explores how trends, culture and society influence style – and presents inspiring style creators. |
| 35 | 28.8.2026 | 12.8.2026 | 17.8.2026 | Design: Autumn phenomena and events. Habitare and Helsinki Design Week. |
| 36 | 4.9.2026 | 19.8.2026 | 24.8.2026 | |
| 37 | 11.9.2026 | 26.8.2026 | 31.8.2026 | Architecture. |
| 38 | 18.9.2026 | 2.9.2026 | 7.9.2026 | |
| 39 | 25.9.2026 | 9.9.2026 | 14.9.2026 | |
| 40 | 2.10.2026 | 16.9.2026 | 21.9.2026 | Gourmet: Harvest season food and wine. |
| 41 | 9.10.2026 | 23.9.2026 | 28.9.2026 | |
| 42 | 16.10.2026 | 30.9.2026 | 5.10.2026 | Literature: Autumn’s current books. |
| 43 | 23.10.2026 | 7.10.2026 | 12.10.2026 | |
| 44 | 30.10.2026 | 14.10.2026 | 19.10.2026 | |
| 45 | 6.11.2026 | 19.10.2026 | 22.10.2026 | Anniversary issue. Suomen Kuvalehti 110 years. |
| 46 | 13.11.2026 | 28.10.2026 | 2.11.2026 | |
| 47 | 20.11.2026 | 4.11.2026 | 9.11.2026 | |
| 48 | 27.11.2026 | 11.11.2026 | 16.11.2026 | |
| 49 | 4.12.2026 | 18.11.2026 | 23.11.2026 | Literature: Best books of the year. |
| 50 | 11.12.2026 | 25.11.2026 | 30.11.2026 | Year in review: Events of 2026. |
| 51 - 52 | 18.12.2026 | 2.12.2026 | 7.12.2026 | Christmas double issue. Gourmet: Christmas and New Year’s food and wine. |
Ei aikatauluja vuodelle 2027.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 420 x 280 mm | 5 mm | 12 030 € |
| 2/1 landscape | 1. Spread | 420 x 280 mm | 5 mm | 13 240 € |
| 1/1 portrait | Not specified | 210 x 280 mm | 5 mm | 6 680 € |
| 1/1 portrait | 2. Cover | 210 x 280 mm | 5 mm | 7 350 € |
| 1/1 portrait | 3. Cover | 210 x 280 mm | 5 mm | 7 350 € |
| Takakansi portrait | Back cover | 210 x 250 mm | 5 mm | 7 350 € |
| 1/2 portrait | Not specified | 102 x 280 mm | 5 mm | 4 530 € |
| 1/2 landscape | Not specified | 210 x 136 mm | 5 mm | 4 530 € |
| 1/4 portrait | Not specified | 52 x 280 mm | 5 mm | 3 350 € |
| 1/4 landscape | Not specified | 210 x 68 mm | 5 mm | 3 350 € |
| 1/4 square | Not specified | 102 x 138 mm | 5 mm | 3 350 € | *) size without marginal Prices valid until 31.12.2026 |
Size
210 x 280 mm
Printing method
Offset
Binding
Stitching
Printer
PunaMusta Oy
Delivery of ad material and instructions
Varauksen yhteydessä mainostajalle/aineiston toimittajalle lähtee sähköposti sisältäen linkin aineistontoimitusta varten. Linkkiin sisältyy kaikki kampanjaan/varaukseen liittyvät mediat.
ICC profile
Technical information
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) | *) size without marginal Prices valid until 31.12.2027 |
|---|
Size
210 x 280 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
Varauksen yhteydessä mainostajalle/aineiston toimittajalle lähtee sähköposti sisältäen linkin aineistontoimitusta varten. Linkkiin sisältyy kaikki kampanjaan/varaukseen liittyvät mediat.
ICC profile
Technical information
"
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | 980×400 px | 30 € / CPM (Cost per thousand) | ||
| Desktop | 980×120 px | 12 € / CPM (Cost per thousand) | ||
| Desktop | 300×250 px | 8 € / CPM (Cost per thousand) | ||
| Desktop | 300×500 px | 12 € / CPM (Cost per thousand) | ||
| Desktop | 300×750 px | 16 € / CPM (Cost per thousand) | ||
| Desktop | 468×400 px | 10 € / CPM (Cost per thousand) | ||
| Desktop | 560×400 px | 14 € / CPM (Cost per thousand) | ||
| Desktop | 160×600 px | 8 € / CPM (Cost per thousand) | ||
| Desktop | px | 18 € / CPM (Cost per thousand) | ||
| Mobile | 300×300 px | 18 € / CPM (Cost per thousand) | ||
| Mobile | 300×150 px | 12 € / CPM (Cost per thousand) | ||
| Mobile | px | 18 € / CPM (Cost per thousand) | ||
| Desktop | 980x552 px | 40 € / CPM (Cost per thousand) | Prices valid until 31.12.2026 |
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2027 |
|---|
Readers
Readers
249 700
Total reach
294 200
How many times read
2
Minutes of reading
103 min
Source: NRS 2026
Gender
Source: NRS 2026
Audience in digital and print
Source: NRS 2026
Age
Source: NRS 2026
Municipality type
Source: NRS 2026
Education
Source: NRS 2026
Gross household income, daily purchases
Source: NRS 2026
NRS Facts
Print readers include only those who read the printed magazine.
|
Readers 249 700
Minutes of reading103 min
How many times read2
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 46 | 114 900 |
| Men | 49 | 54 | 134 800 | |
| Native language | Finnish | 95 | 98 | 244 700 |
| Swedish | 5 | 2 | 5 000 | |
| Age | 15-24 y | 13 | 3 | 7 500 |
| 25-34 y | 14 | 5 | 12 500 | |
| 35-44 y | 14 | 7 | 17 500 | |
| 45-54 y | 14 | 9 | 22 500 | |
| 55-64 y | 15 | 15 | 37 500 | |
| 65+ y | 30 | 61 | 152 300 | |
| Gender + age | Female 15-29 years | 9 | 2 | 5 000 |
| Female 30-49 years | 14 | 5 | 12 500 | |
| Female 50+ years | 28 | 39 | 97 400 | |
| Male 15-29 years | 10 | 4 | 10 000 | |
| Male 30-49 years | 15 | 8 | 20 000 | |
| Male 50+ years | 24 | 42 | 104 900 | |
| Household position | Lives at home with parents | 7 | 2 | 5 000 |
| Lives alone | 29 | 29 | 72 400 | |
| Lives with spouse | 36 | 50 | 124 800 | |
| Lives with spouse and children | 23 | 17 | 42 400 | |
| Single parent | 2 | 1 | 2 500 | |
| Other | 2 | 2 | 5 000 | |
| Grandchildren under 18 years of age | Yes | 20 | 33 | 82 400 |
| No | 39 | 52 | 129 800 | |
| No answer (under 45 year olds) | 41 | 15 | 37 500 | |
| Education | Elementary school | 4 | 4 | 10 000 |
| Secondary school | 6 | 4 | 10 000 | |
| Vocational | 26 | 16 | 40 000 | |
| High school | 13 | 10 | 25 000 | |
| University of Applied Sciences | 19 | 14 | 35 000 | |
| University | 30 | 52 | 129 800 | |
| Something else | 2 | 1 | 2 500 | |
| Decision-maker in grocery purchases | Yes | 93 | 94 | 234 700 |
| No | 7 | 6 | 15 000 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 81 | 202 300 |
| No | 32 | 19 | 47 400 | |
| Size of the household | 1 pers | 28 | 29 | 72 400 |
| 2 pers | 38 | 52 | 129 800 | |
| 3 pers | 14 | 9 | 22 500 | |
| 4 pers | 12 | 7 | 17 500 | |
| 5+ pers | 7 | 3 | 7 500 | |
| Household income (gross) | Below 20 000 € /y | 10 | 5 | 12 500 |
| 20 000 - 35 000 € /y | 15 | 13 | 32 500 | |
| 35 001 - 50 000 € /y | 18 | 20 | 49 900 | |
| 50 001 - 85 000 € /y | 21 | 24 | 59 900 | |
| 85 001 - 100 000 € /y | 8 | 10 | 25 000 | |
| Over 100 000 € /y | 12 | 17 | 42 400 | |
| Dont want to tell | 7 | 7 | 17 500 | |
| Cant say / No answer | 9 | 4 | 10 000 | |
| Family with kids | Yes | 33 | 19 | 47 400 |
| No | 67 | 81 | 202 300 | |
| Number of children in the household (5th grade) | 1 child | 13 | 8 | 20 000 |
| 2 children | 12 | 7 | 17 500 | |
| 3 children | 5 | 2 | 5 000 | |
| 4 children | 1 | 0 | 0 | |
| 5+ children | 1 | 1 | 2 500 | |
| There are no children | 67 | 81 | 202 300 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 10 | 25 000 |
| Dog | 24 | 20 | 49 900 | |
| Some other pet | 5 | 4 | 10 000 | |
| No pets | 62 | 71 | 177 300 | |
| Health services used in the household | Public health services | 85 | 88 | 219 700 |
| Employer - funded health care services | 51 | 35 | 87 400 | |
| Private, self-funded healthcare services | 39 | 53 | 132 300 | |
| Private health insurance services | 27 | 21 | 52 400 | |
| No health care | 1 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 34 | 84 900 |
| Row house or semi-detached house | 17 | 18 | 44 900 | |
| Detached house | 45 | 44 | 109 900 | |
| Farm | 4 | 4 | 10 000 | |
| Something else | 1 | 1 | 2 500 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 85 | 212 200 |
| Rented residence | 22 | 12 | 30 000 | |
| 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 | 53 | 132 300 |
| No | 58 | 47 | 117 400 | |
| Can not say | 1 | 0 | 0 | |
| Number of cars in household | One car | 46 | 54 | 134 800 |
| Two cars | 29 | 26 | 64 900 | |
| Three or more cars | 10 | 6 | 15 000 | |
| No car | 15 | 13 | 32 500 | |
| Type of car, if buying now | New | 18 | 29 | 72 400 |
| Used | 71 | 59 | 147 300 | |
| Company car | 5 | 4 | 10 000 | |
| Leasing (personal) | 9 | 11 | 27 500 | |
| Shared car | 2 | 1 | 2 500 | |
| Doesn't use a car | 8 | 9 | 22 500 | |
| Can not say | 5 | 6 | 15 000 | |
| Advertising ban at the door / mailbox | Yes | 29 | 25 | 62 400 |
| No | 70 | 74 | 184 800 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 13 | 32 500 |
| No | 75 | 81 | 202 300 | |
| Can not say | 5 | 6 | 15 000 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 26 | 64 900 |
| Turku or Tampere | 8 | 11 | 27 500 | |
| Oulu | 4 | 4 | 10 000 | |
| 70 000 - 150 000 inhabitants town | 14 | 11 | 27 500 | |
| Urban municipality | 24 | 23 | 57 400 | |
| Conurbation | 17 | 14 | 35 000 | |
| Countryside | 12 | 10 | 25 000 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 29 | 72 400 |
| 5-6 days a week | 4 | 10 | 25 000 | |
| 1-4 days a week | 23 | 43 | 107 400 | |
| Monthly | 25 | 12 | 30 000 | |
| Rarely | 27 | 5 | 12 500 | |
| Never | 9 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 23 | 57 400 |
| 5-6 days a week | 5 | 5 | 12 500 | |
| 1-4 days a week | 18 | 21 | 52 400 | |
| Monthly | 16 | 15 | 37 500 | |
| Rarely | 24 | 19 | 47 400 | |
| Never | 13 | 16 | 40 000 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 53 | 132 300 |
| 5-6 days a week | 4 | 7 | 17 500 | |
| 1-4 days a week | 22 | 19 | 47 400 | |
| Monthly | 16 | 11 | 27 500 | |
| Rarely | 25 | 8 | 20 000 | |
| Never | 9 | 2 | 5 000 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 62 | 154 800 |
| 5-6 days a week | 9 | 10 | 25 000 | |
| 1-4 days a week | 16 | 12 | 30 000 | |
| Monthly | 7 | 3 | 7 500 | |
| Rarely | 8 | 7 | 17 500 | |
| Never | 5 | 6 | 15 000 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 5 | 12 500 |
| 5-6 days a week | 3 | 4 | 10 000 | |
| 1-4 days a week | 38 | 45 | 112 400 | |
| Monthly | 20 | 19 | 47 400 | |
| Rarely | 24 | 19 | 47 400 | |
| Never | 10 | 7 | 17 500 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Free online TV services | Daily | 19 | 23 | 57 400 |
| 5-6 days a week | 10 | 12 | 30 000 | |
| 1-4 days a week | 29 | 32 | 79 900 | |
| Monthly | 20 | 15 | 37 500 | |
| Rarely | 15 | 11 | 27 500 | |
| Never | 6 | 7 | 17 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 12 | 30 000 |
| 5-6 days a week | 10 | 6 | 15 000 | |
| 1-4 days a week | 22 | 21 | 52 400 | |
| Monthly | 9 | 7 | 17 500 | |
| Rarely | 12 | 11 | 27 500 | |
| Never | 29 | 43 | 107 400 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 65 | 162 300 |
| 5-6 days a week | 10 | 10 | 25 000 | |
| 1-4 days a week | 19 | 13 | 32 500 | |
| Monthly | 12 | 6 | 15 000 | |
| Rarely | 13 | 5 | 12 500 | |
| Never | 4 | 2 | 5 000 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 44 | 109 900 |
| 5-6 days a week | 11 | 13 | 32 500 | |
| 1-4 days a week | 20 | 18 | 44 900 | |
| Monthly | 12 | 8 | 20 000 | |
| Rarely | 14 | 9 | 22 500 | |
| Never | 9 | 8 | 20 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 39 | 97 400 |
| 5-6 days a week | 5 | 7 | 17 500 | |
| 1-4 days a week | 15 | 18 | 44 900 | |
| Monthly | 13 | 9 | 22 500 | |
| Rarely | 27 | 18 | 44 900 | |
| Never | 16 | 9 | 22 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 15 | 37 500 |
| 5-6 days a week | 9 | 6 | 15 000 | |
| 1-4 days a week | 19 | 19 | 47 400 | |
| Monthly | 14 | 12 | 30 000 | |
| Rarely | 23 | 24 | 59 900 | |
| Never | 17 | 24 | 59 900 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Podcasts | Daily | 7 | 7 | 17 500 |
| 5-6 days a week | 4 | 4 | 10 000 | |
| 1-4 days a week | 12 | 9 | 22 500 | |
| Monthly | 14 | 11 | 27 500 | |
| Rarely | 26 | 26 | 64 900 | |
| Never | 35 | 40 | 99 900 | |
| Can not say | 2 | 2 | 5 000 | |
| User frequency and following: Social media | Daily | 62 | 47 | 117 400 |
| 5-6 days a week | 7 | 8 | 20 000 | |
| 1-4 days a week | 7 | 10 | 25 000 | |
| Monthly | 3 | 3 | 7 500 | |
| Rarely | 6 | 8 | 20 000 | |
| Never | 15 | 24 | 59 900 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 8 | 20 000 |
| 5-6 days a week | 5 | 2 | 5 000 | |
| 1-4 days a week | 13 | 9 | 22 500 | |
| Monthly | 8 | 6 | 15 000 | |
| Rarely | 20 | 21 | 52 400 | |
| Never | 36 | 52 | 129 800 | |
| Can not say | 1 | 2 | 5 000 | |
| Reading frequency: Printed books | Daily | 17 | 33 | 82 400 |
| 5-6 days a week | 6 | 8 | 20 000 | |
| 1-4 days a week | 15 | 15 | 37 500 | |
| Monthly | 22 | 20 | 49 900 | |
| Rarely | 34 | 21 | 52 400 | |
| Never | 7 | 3 | 7 500 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 7 500 |
| 5-6 days a week | 2 | 2 | 5 000 | |
| 1-4 days a week | 4 | 4 | 10 000 | |
| Monthly | 6 | 6 | 15 000 | |
| Rarely | 30 | 25 | 62 400 | |
| Never | 54 | 58 | 144 800 | |
| Can not say | 1 | 1 | 2 500 | |
| Listening frequency: Audiobooks | Daily | 8 | 7 | 17 500 |
| 5-6 days a week | 3 | 2 | 5 000 | |
| 1-4 days a week | 6 | 5 | 12 500 | |
| Monthly | 8 | 7 | 17 500 | |
| Rarely | 23 | 19 | 47 400 | |
| Never | 52 | 60 | 149 800 | |
| Can not say | 1 | 1 | 2 500 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 14 | 35 000 |
| 5-6 days a week | 9 | 6 | 15 000 | |
| 1-4 days a week | 20 | 19 | 47 400 | |
| Monthly | 20 | 21 | 52 400 | |
| Rarely | 19 | 23 | 57 400 | |
| Never | 10 | 17 | 42 400 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: LinkedIn | Daily | 6 | 5 | 12 500 |
| 5-6 days a week | 2 | 2 | 5 000 | |
| 1-4 days a week | 7 | 7 | 17 500 | |
| Monthly | 8 | 7 | 17 500 | |
| Rarely | 13 | 11 | 27 500 | |
| Never | 52 | 50 | 124 800 | |
| Cant say / No answer | 11 | 17 | 42 400 | |
| Usage/following: Facebook | Daily | 40 | 36 | 89 900 |
| 5-6 days a week | 6 | 7 | 17 500 | |
| 1-4 days a week | 11 | 13 | 32 500 | |
| Monthly | 5 | 3 | 7 500 | |
| Rarely | 10 | 8 | 20 000 | |
| Never | 17 | 17 | 42 400 | |
| Cant say / No answer | 10 | 16 | 40 000 | |
| Usage/Following: Instagram | Daily | 37 | 23 | 57 400 |
| 5-6 days a week | 6 | 5 | 12 500 | |
| 1-4 days a week | 9 | 8 | 20 000 | |
| Monthly | 5 | 5 | 12 500 | |
| Rarely | 8 | 10 | 25 000 | |
| Never | 25 | 33 | 82 400 | |
| Cant say / No answer | 10 | 17 | 42 400 | |
| Usage/following rate: Snapchat | Daily | 16 | 5 | 12 500 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 2 | 1 | 2 500 | |
| Monthly | 2 | 1 | 2 500 | |
| Rarely | 5 | 4 | 10 000 | |
| Never | 62 | 71 | 177 300 | |
| Cant say / No answer | 11 | 17 | 42 400 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 4 | 10 000 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 4 | 5 | 12 500 | |
| Monthly | 3 | 2 | 5 000 | |
| Rarely | 11 | 9 | 22 500 | |
| Never | 66 | 62 | 154 800 | |
| Cant say / No answer | 10 | 17 | 42 400 | |
| Usage/Following: TikTok | Daily | 13 | 4 | 10 000 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 4 | 3 | 7 500 | |
| Monthly | 3 | 1 | 2 500 | |
| Rarely | 8 | 7 | 17 500 | |
| Never | 62 | 67 | 167 300 | |
| Cant say / No answer | 10 | 17 | 42 400 | |
| Usage/following frequency: Jodel | Daily | 3 | 1 | 2 500 |
| 5-6 days a week | 1 | 0 | 0 | |
| 1-4 days a week | 2 | 2 | 5 000 | |
| Monthly | 3 | 1 | 2 500 | |
| Rarely | 6 | 3 | 7 500 | |
| Never | 71 | 71 | 177 300 | |
| Cant say / No answer | 15 | 22 | 54 900 | |
| Usage/following frequency: Threads | Daily | 3 | 2 | 5 000 |
| 5-6 days a week | 1 | 0 | 0 | |
| 1-4 days a week | 4 | 4 | 10 000 | |
| Monthly | 3 | 2 | 5 000 | |
| Rarely | 5 | 3 | 7 500 | |
| Never | 69 | 66 | 164 800 | |
| Cant say / No answer | 15 | 22 | 54 900 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 2 500 | |
| Monthly | 1 | 1 | 2 500 | |
| Rarely | 3 | 2 | 5 000 | |
| Never | 80 | 73 | 182 300 | |
| Cant say / No answer | 15 | 22 | 54 900 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 9 | 22 500 |
| Partially agree | 42 | 37 | 92 400 | |
| Partially disagree | 29 | 37 | 92 400 | |
| Completely disagree | 10 | 14 | 35 000 | |
| Can not say | 3 | 3 | 7 500 | |
| I prefer domestic products | Completely agree | 33 | 36 | 89 900 |
| Partially agree | 55 | 55 | 137 300 | |
| Partially disagree | 9 | 8 | 20 000 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 1 | 2 500 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 25 | 62 400 |
| Partially agree | 54 | 57 | 142 300 | |
| Partially disagree | 18 | 14 | 35 000 | |
| Completely disagree | 4 | 2 | 5 000 | |
| Can not say | 4 | 2 | 5 000 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 29 | 72 400 |
| Partially agree | 58 | 60 | 149 800 | |
| Partially disagree | 14 | 9 | 22 500 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 3 | 1 | 2 500 | |
| I usually choose the cheapest option | Completely agree | 13 | 10 | 25 000 |
| Partially agree | 48 | 44 | 109 900 | |
| Partially disagree | 32 | 40 | 99 900 | |
| Completely disagree | 5 | 5 | 12 500 | |
| Can not say | 2 | 2 | 5 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 31 | 77 400 |
| Partially agree | 49 | 54 | 134 800 | |
| Partially disagree | 9 | 12 | 30 000 | |
| 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 | 5 | 5 | 12 500 |
| Partially agree | 23 | 21 | 52 400 | |
| Partially disagree | 38 | 42 | 104 900 | |
| Completely disagree | 24 | 22 | 54 900 | |
| Can not say | 10 | 9 | 22 500 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 10 000 |
| Partially agree | 37 | 37 | 92 400 | |
| Partially disagree | 43 | 45 | 112 400 | |
| Completely disagree | 10 | 12 | 30 000 | |
| Can not say | 4 | 2 | 5 000 | |
| I prefer local shops and services | Completely agree | 28 | 35 | 87 400 |
| Partially agree | 58 | 56 | 139 800 | |
| Partially disagree | 11 | 7 | 17 500 | |
| 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 | 27 | 20 | 49 900 | |
| Partially disagree | 28 | 31 | 77 400 | |
| Completely disagree | 33 | 40 | 99 900 | |
| Can not say | 7 | 6 | 15 000 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 22 500 |
| Partially agree | 32 | 38 | 94 900 | |
| Partially disagree | 36 | 35 | 87 400 | |
| Completely disagree | 20 | 16 | 40 000 | |
| Can not say | 3 | 2 | 5 000 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 16 | 40 000 |
| Partially agree | 49 | 54 | 134 800 | |
| Partially disagree | 23 | 22 | 54 900 | |
| Completely disagree | 7 | 5 | 12 500 | |
| Can not say | 5 | 3 | 7 500 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 22 | 54 900 |
| Partially agree | 50 | 53 | 132 300 | |
| Partially disagree | 23 | 20 | 49 900 | |
| Completely disagree | 6 | 4 | 10 000 | |
| Can not say | 4 | 2 | 5 000 | |
| I prefer well-known brands | Completely agree | 13 | 13 | 32 500 |
| Partially agree | 59 | 62 | 154 800 | |
| Partially disagree | 20 | 18 | 44 900 | |
| Completely disagree | 5 | 4 | 10 000 | |
| Can not say | 3 | 2 | 5 000 | |
| I prefer used products in my purchases | Completely agree | 15 | 10 | 25 000 |
| Partially agree | 39 | 36 | 89 900 | |
| Partially disagree | 31 | 35 | 87 400 | |
| Completely disagree | 11 | 17 | 42 400 | |
| Can not say | 3 | 2 | 5 000 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 13 | 32 500 |
| Quite positively | 61 | 65 | 162 300 | |
| Quite negatively | 16 | 16 | 40 000 | |
| Very negative | 4 | 2 | 5 000 | |
| Can not say | 6 | 4 | 10 000 | |
| Magazines | Very positive | 12 | 11 | 27 500 |
| Quite positively | 60 | 64 | 159 800 | |
| Quite negatively | 18 | 17 | 42 400 | |
| Very negative | 4 | 3 | 7 500 | |
| Can not say | 7 | 5 | 12 500 | |
| Free and local newspapers | Very positive | 22 | 23 | 57 400 |
| Quite positively | 56 | 57 | 142 300 | |
| Quite negatively | 11 | 13 | 32 500 | |
| Very negative | 4 | 2 | 5 000 | |
| Can not say | 6 | 5 | 12 500 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 5 | 12 500 |
| Quite positively | 43 | 40 | 99 900 | |
| Quite negatively | 33 | 35 | 87 400 | |
| Very negative | 11 | 10 | 25 000 | |
| Can not say | 8 | 10 | 25 000 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 3 | 7 500 |
| Quite positively | 30 | 23 | 57 400 | |
| Quite negatively | 35 | 36 | 89 900 | |
| Very negative | 19 | 19 | 47 400 | |
| Can not say | 11 | 18 | 44 900 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 2 | 5 000 |
| Quite positively | 25 | 16 | 40 000 | |
| Quite negatively | 35 | 37 | 92 400 | |
| Very negative | 23 | 26 | 64 900 | |
| Can not say | 13 | 19 | 47 400 | |
| Newsletters to email | Very positive | 2 | 2 | 5 000 |
| Quite positively | 16 | 13 | 32 500 | |
| Quite negatively | 35 | 36 | 89 900 | |
| Very negative | 45 | 48 | 119 900 | |
| Can not say | 3 | 2 | 5 000 | |
| Other websites | Very positive | 2 | 2 | 5 000 |
| Quite positively | 32 | 25 | 62 400 | |
| Quite negatively | 39 | 42 | 104 900 | |
| Very negative | 15 | 15 | 37 500 | |
| Can not say | 12 | 15 | 37 500 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 5 | 12 500 |
| Quite positively | 44 | 41 | 102 400 | |
| Quite negatively | 31 | 35 | 87 400 | |
| Very negative | 14 | 15 | 37 500 | |
| Can not say | 4 | 4 | 10 000 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 7 500 |
| Quite positively | 33 | 29 | 72 400 | |
| Quite negatively | 35 | 38 | 94 900 | |
| Very negative | 21 | 24 | 59 900 | |
| Can not say | 7 | 7 | 17 500 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 14 | 35 000 |
| Quite positively | 44 | 43 | 107 400 | |
| Quite negatively | 21 | 25 | 62 400 | |
| Very negative | 15 | 12 | 30 000 | |
| Can not say | 5 | 5 | 12 500 | |
| Out-of-home advertising | Very positive | 11 | 10 | 25 000 |
| Quite positively | 51 | 46 | 114 900 | |
| Quite negatively | 22 | 28 | 69 900 | |
| Very negative | 9 | 7 | 17 500 | |
| Can not say | 8 | 8 | 20 000 | Source: NRS 2026 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 16 | 19 | 47 400 |
| Partially agree | 59 | 64 | 159 800 | |
| Partially disagree | 10 | 7 | 17 500 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 11 | 8 | 20 000 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 17 | 42 400 |
| Partially agree | 56 | 59 | 147 300 | |
| Partially disagree | 14 | 12 | 30 000 | |
| Completely disagree | 4 | 3 | 7 500 | |
| Can not say | 10 | 8 | 20 000 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 39 | 97 400 |
| Partially agree | 39 | 39 | 97 400 | |
| Partially disagree | 17 | 13 | 32 500 | |
| Completely disagree | 4 | 2 | 5 000 | |
| Can not say | 8 | 6 | 15 000 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 25 | 62 400 |
| Partially agree | 44 | 43 | 107 400 | |
| Partially disagree | 11 | 9 | 22 500 | |
| Completely disagree | 5 | 5 | 12 500 | |
| Can not say | 18 | 17 | 42 400 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 37 | 92 400 |
| Partially agree | 47 | 46 | 114 900 | |
| Partially disagree | 7 | 5 | 12 500 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 12 | 10 | 25 000 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 19 | 47 400 |
| Partially agree | 51 | 53 | 132 300 | |
| Partially disagree | 13 | 12 | 30 000 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 18 | 14 | 35 000 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 11 | 27 500 |
| Partially agree | 50 | 49 | 122 400 | |
| Partially disagree | 17 | 19 | 47 400 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 20 | 19 | 47 400 | |
| Finnish magazines are of high quality | Completely agree | 22 | 27 | 67 400 |
| Partially agree | 57 | 60 | 149 800 | |
| Partially disagree | 9 | 6 | 15 000 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 10 | 6 | 15 000 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 10 | 25 000 |
| Partially agree | 48 | 48 | 119 900 | |
| Partially disagree | 22 | 23 | 57 400 | |
| Completely disagree | 7 | 10 | 25 000 | |
| Can not say | 13 | 10 | 25 000 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 12 | 30 000 |
| Partially agree | 33 | 35 | 87 400 | |
| Partially disagree | 22 | 21 | 52 400 | |
| Completely disagree | 22 | 24 | 59 900 | |
| Can not say | 11 | 8 | 20 000 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 22 500 |
| Partially agree | 31 | 31 | 77 400 | |
| Partially disagree | 26 | 27 | 67 400 | |
| Completely disagree | 24 | 25 | 62 400 | |
| Can not say | 10 | 7 | 17 500 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 13 | 32 500 |
| Partially agree | 48 | 48 | 119 900 | |
| Partially disagree | 20 | 21 | 52 400 | |
| Completely disagree | 12 | 13 | 32 500 | |
| Can not say | 7 | 5 | 12 500 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 6 | 15 000 |
| Partially agree | 28 | 27 | 67 400 | |
| Partially disagree | 27 | 29 | 72 400 | |
| Completely disagree | 28 | 32 | 79 900 | |
| Can not say | 10 | 6 | 15 000 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 2 | 5 000 |
| Partially agree | 36 | 32 | 79 900 | |
| Partially disagree | 35 | 41 | 102 400 | |
| Completely disagree | 9 | 9 | 22 500 | |
| Can not say | 16 | 15 | 37 500 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 15 | 37 500 |
| Partially agree | 39 | 43 | 107 400 | |
| Partially disagree | 23 | 24 | 59 900 | |
| Completely disagree | 12 | 11 | 27 500 | |
| Can not say | 10 | 7 | 17 500 | |
| I follow one or more magazines on social media | Completely agree | 7 | 6 | 15 000 |
| Partially agree | 20 | 19 | 47 400 | |
| Partially disagree | 23 | 24 | 59 900 | |
| Completely disagree | 42 | 46 | 114 900 | |
| Can not say | 7 | 6 | 15 000 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 33 | 82 400 |
| Partially agree | 27 | 28 | 69 900 | |
| Partially disagree | 11 | 15 | 37 500 | |
| Completely disagree | 14 | 22 | 54 900 | |
| Can not say | 2 | 2 | 5 000 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 33 | 82 400 |
| Partially agree | 39 | 41 | 102 400 | |
| Partially disagree | 13 | 12 | 30 000 | |
| Completely disagree | 10 | 12 | 30 000 | |
| Can not say | 3 | 2 | 5 000 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 11 | 27 500 |
| Partially agree | 33 | 27 | 67 400 | |
| Partially disagree | 21 | 23 | 57 400 | |
| Completely disagree | 24 | 35 | 87 400 | |
| Can not say | 4 | 4 | 10 000 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 18 | 44 900 |
| Partially agree | 33 | 34 | 84 900 | |
| Partially disagree | 25 | 23 | 57 400 | |
| Completely disagree | 21 | 23 | 57 400 | |
| Can not say | 3 | 2 | 5 000 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 18 | 44 900 |
| Partially agree | 21 | 20 | 49 900 | |
| Partially disagree | 17 | 16 | 40 000 | |
| Completely disagree | 37 | 42 | 104 900 | |
| Can not say | 8 | 4 | 10 000 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 29 | 72 400 |
| Partially agree | 52 | 49 | 122 400 | |
| Partially disagree | 12 | 10 | 25 000 | |
| Completely disagree | 4 | 5 | 12 500 | |
| Can not say | 8 | 7 | 17 500 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 74 | 184 800 |
| Partially agree | 16 | 16 | 40 000 | |
| Partially disagree | 3 | 3 | 7 500 | |
| Completely disagree | 2 | 2 | 5 000 | |
| Can not say | 5 | 5 | 12 500 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 42 | 104 900 |
| Partially agree | 39 | 40 | 99 900 | |
| Partially disagree | 15 | 9 | 22 500 | |
| Completely disagree | 8 | 5 | 12 500 | |
| Can not say | 7 | 5 | 12 500 | Source: NRS 2026 |
| Ideas and inspiration from magazines | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| From which topics do you get ideas and inspiration from print magazines? | Food and cooking | 52 | 53 | 132 300 |
| Cosmetics and beauty care | 16 | 14 | 35 000 | |
| Interior design and furniture | 26 | 23 | 57 400 | |
| Renovation and building | 24 | 25 | 62 400 | |
| Domestic appliances | 10 | 14 | 35 000 | |
| Consumer electronics and IT equipment | 13 | 14 | 35 000 | |
| Saving and investing | 14 | 19 | 47 400 | |
| Style and fashion | 21 | 22 | 54 900 | |
| Cars | 14 | 16 | 40 000 | |
| Travelling | 23 | 28 | 69 900 | |
| Sports clothing, footwear or equipment | 14 | 15 | 37 500 | |
| Health and wellness products/services | 19 | 24 | 59 900 | |
| None of these | 16 | 14 | 35 000 | |
| Can not say | 10 | 9 | 22 500 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 42 | 104 900 |
| Cosmetics and beauty care | 17 | 12 | 30 000 | |
| Interior design and furniture | 21 | 15 | 37 500 | |
| Renovation and building | 21 | 19 | 47 400 | |
| Domestic appliances | 10 | 10 | 25 000 | |
| Consumer electronics and IT equipment | 17 | 17 | 42 400 | |
| Saving and investing | 13 | 13 | 32 500 | |
| Style and fashion | 19 | 16 | 40 000 | |
| Cars | 13 | 13 | 32 500 | |
| Travelling | 23 | 22 | 54 900 | |
| Sports clothing, footwear or equipment | 16 | 14 | 35 000 | |
| Health and wellness products/services | 18 | 16 | 40 000 | |
| None of these | 21 | 27 | 67 400 | |
| Can not say | 12 | 11 | 27 500 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 19 | 47 400 |
| Well-being and health | 50 | 50 | 124 800 | |
| Charity work | 14 | 17 | 42 400 | |
| Self development | 32 | 27 | 67 400 | |
| Celebrities | 13 | 10 | 25 000 | |
| Fishing | 15 | 12 | 30 000 | |
| Beauty care and cosmetics | 16 | 9 | 22 500 | |
| Literature | 29 | 52 | 129 800 | |
| Domestic and foreign news | 51 | 71 | 177 300 | |
| Domestic travel | 33 | 30 | 74 900 | |
| Culture | 34 | 53 | 132 300 | |
| Crafts | 25 | 18 | 44 900 | |
| Nature and going outdoor | 52 | 57 | 142 300 | |
| Hunting | 9 | 8 | 20 000 | |
| Style and fashion | 20 | 15 | 37 500 | |
| Music and concerts | 37 | 44 | 109 900 | |
| Going on summer cottage | 29 | 25 | 62 400 | |
| Local affairs | 56 | 65 | 162 300 | |
| Computer/console/mobile playing | 17 | 7 | 17 500 | |
| Politics | 43 | 70 | 174 800 | |
| Gardening and plants | 29 | 32 | 79 900 | |
| Online gambling or betting | 5 | 4 | 10 000 | |
| Building and renovating | 34 | 31 | 77 400 | |
| Food and drink | 38 | 39 | 97 400 | |
| Cooking, baking, recipes | 38 | 33 | 82 400 | |
| Investment | 24 | 27 | 67 400 | |
| Decorating | 28 | 22 | 54 900 | |
| Economic and finances | 36 | 43 | 107 400 | |
| Science | 37 | 49 | 122 400 | |
| Travelling abroad | 34 | 29 | 72 400 | |
| Sports, exercising | 45 | 41 | 102 400 | |
| Sailing, boating | 9 | 12 | 30 000 | |
| Consumer electronics and information technology | 20 | 15 | 37 500 | |
| Environmental matters | 31 | 45 | 112 400 | |
| 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 | 20 000 | |
| Home renovation | 27 | 28 | 69 900 | |
| Buying a car | 27 | 24 | 59 900 | |
| Buying a boat | 3 | 3 | 7 500 | |
| None of these | 51 | 55 | 137 300 | |
| Purchases in the last 12 months | Furniture and furnishings | 43 | 35 | 87 400 |
| Repair and construction products | 38 | 38 | 94 900 | |
| Domestic appliances | 37 | 39 | 97 400 | |
| Electronics or IT products | 49 | 47 | 117 400 | |
| Cars | 19 | 16 | 40 000 | |
| Clothing and footwear | 84 | 83 | 207 300 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 39 | 97 400 | |
| Sports clothing, footwear or equipment | 57 | 50 | 124 800 | |
| Saving or investing products or services | 32 | 35 | 87 400 | |
| Cosmetics and beauty products | 49 | 46 | 114 900 | |
| Mobile phones | 29 | 27 | 67 400 | |
| Travels | 50 | 51 | 127 300 | |
| Products and services for health and well-being | 61 | 64 | 159 800 | |
| None of the above | 1 | 1 | 2 500 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 29 | 22 | 54 900 |
| Repair and construction products | 33 | 35 | 87 400 | |
| Domestic appliances | 17 | 17 | 42 400 | |
| Electronics or IT products | 27 | 24 | 59 900 | |
| Cars | 14 | 12 | 30 000 | |
| Clothing and footwear | 68 | 66 | 164 800 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 27 | 67 400 | |
| Sports clothing, footwear or equipment | 43 | 38 | 94 900 | |
| Saving or investing products or services | 27 | 29 | 72 400 | |
| Cosmetics and beauty products | 39 | 35 | 87 400 | |
| Mobile phones | 15 | 14 | 35 000 | |
| Travels | 46 | 49 | 122 400 | |
| Products and services for health and well-being | 50 | 56 | 139 800 | |
| None of the above | 6 | 5 | 12 500 | |
| Will consider switching over the next 12 months | Bank | 7 | 6 | 15 000 |
| Insurance company | 11 | 9 | 22 500 | |
| electric company | 15 | 14 | 35 000 | |
| Internet Connection | 10 | 10 | 25 000 | |
| Phone-subscription | 17 | 13 | 32 500 | |
| None of the above | 48 | 55 | 137 300 | |
| Can not say | 17 | 15 | 37 500 | |
| Uses of extra money | Travelling | 43 | 45 | 112 400 |
| Exercise hobbies and equipment | 28 | 24 | 59 900 | |
| Cultural events (e.g. concerts, theatre, festivals, cinema) | 39 | 46 | 114 900 | |
| Eating, drinking, partying in a restaurant | 38 | 31 | 77 400 | |
| Health services and one's own well-being | 22 | 29 | 72 400 | |
| Renovation, decoration | 23 | 23 | 57 400 | |
| Home services (cleaning and other housekeeping services) | 6 | 13 | 32 500 | |
| Pet services and supplies | 11 | 9 | 22 500 | |
| Car, boat, motorcycle | 13 | 12 | 30 000 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 11 | 27 500 | |
| Streaming services and channel packages (music, series, films, sports) | 17 | 13 | 32 500 | |
| Magazine/newspaper subscriptions (print or digital) | 9 | 15 | 37 500 | |
| Books (print, e-books, audiobooks) | 18 | 26 | 64 900 | |
| Clothes, shoes and bags | 24 | 19 | 47 400 | |
| Cosmetics and beauty care | 13 | 9 | 22 500 | |
| Saving, investing | 50 | 55 | 137 300 | |
| Other | 7 | 7 | 17 500 | |
| There is no extra money after mandatory expenses | 8 | 6 | 15 000 | |
| Can not say | 3 | 3 | 7 500 | Source: NRS 2026 |
The total audience includes those who read printed and digital magazines.
|
Total reach 294 200
Only print 238 300
Only print 44 100
Print and online 11 800
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 45 | 114 900 |
| Men | 49 | 55 | 134 800 | |
| Native language | Finnish | 95 | 98 | 244 700 |
| Swedish | 5 | 2 | 5 000 | |
| Age | 15-24 y | 13 | 4 | 7 500 |
| 25-34 y | 14 | 7 | 12 500 | |
| 35-44 y | 14 | 9 | 17 500 | |
| 45-54 y | 14 | 11 | 22 500 | |
| 55-64 y | 15 | 15 | 37 500 | |
| 65+ y | 30 | 55 | 152 300 | |
| Gender + age | Female 15-29 years | 9 | 3 | 5 000 |
| Female 30-49 years | 14 | 7 | 12 500 | |
| Female 50+ years | 28 | 36 | 97 400 | |
| Male 15-29 years | 10 | 5 | 10 000 | |
| Male 30-49 years | 15 | 10 | 20 000 | |
| Male 50+ years | 24 | 40 | 104 900 | |
| Household position | Lives at home with parents | 7 | 2 | 5 000 |
| Lives alone | 29 | 29 | 72 400 | |
| Lives with spouse | 36 | 47 | 124 800 | |
| Lives with spouse and children | 23 | 18 | 42 400 | |
| Single parent | 2 | 1 | 2 500 | |
| Other | 2 | 2 | 5 000 | |
| Grandchildren under 18 years of age | Yes | 20 | 31 | 82 400 |
| No | 39 | 50 | 129 800 | |
| No answer (under 45 year olds) | 41 | 19 | 37 500 | |
| Education | Elementary school | 4 | 3 | 10 000 |
| Secondary school | 6 | 4 | 10 000 | |
| Vocational | 26 | 16 | 40 000 | |
| High school | 13 | 10 | 25 000 | |
| University of Applied Sciences | 19 | 15 | 35 000 | |
| University | 30 | 50 | 129 800 | |
| Something else | 2 | 1 | 2 500 | |
| Decision-maker in grocery purchases | Yes | 93 | 94 | 234 700 |
| No | 7 | 6 | 15 000 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 79 | 202 300 |
| No | 32 | 21 | 47 400 | |
| Size of the household | 1 pers | 28 | 29 | 72 400 |
| 2 pers | 38 | 49 | 129 800 | |
| 3 pers | 14 | 10 | 22 500 | |
| 4 pers | 12 | 8 | 17 500 | |
| 5+ pers | 7 | 4 | 7 500 | |
| Household income (gross) | Below 20 000 € /y | 10 | 6 | 12 500 |
| 20 000 - 35 000 € /y | 15 | 13 | 32 500 | |
| 35 001 - 50 000 € /y | 18 | 19 | 49 900 | |
| 50 001 - 85 000 € /y | 21 | 24 | 59 900 | |
| 85 001 - 100 000 € /y | 8 | 10 | 25 000 | |
| Over 100 000 € /y | 12 | 17 | 42 400 | |
| Dont want to tell | 7 | 7 | 17 500 | |
| Cant say / No answer | 9 | 4 | 10 000 | |
| Family with kids | Yes | 33 | 21 | 47 400 |
| No | 67 | 79 | 202 300 | |
| Number of children in the household (5th grade) | 1 child | 13 | 9 | 20 000 |
| 2 children | 12 | 8 | 17 500 | |
| 3 children | 5 | 2 | 5 000 | |
| 4 children | 1 | 0 | 0 | |
| 5+ children | 1 | 1 | 2 500 | |
| There are no children | 67 | 79 | 202 300 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 11 | 25 000 |
| Dog | 24 | 21 | 49 900 | |
| Some other pet | 5 | 4 | 10 000 | |
| No pets | 62 | 70 | 177 300 | |
| Health services used in the household | Public health services | 85 | 87 | 219 700 |
| Employer - funded health care services | 51 | 39 | 87 400 | |
| Private, self-funded healthcare services | 39 | 51 | 132 300 | |
| Private health insurance services | 27 | 22 | 52 400 | |
| No health care | 1 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 35 | 84 900 |
| Row house or semi-detached house | 17 | 18 | 44 900 | |
| Detached house | 45 | 43 | 109 900 | |
| Farm | 4 | 4 | 10 000 | |
| Something else | 1 | 1 | 2 500 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 83 | 212 200 |
| Rented residence | 22 | 13 | 30 000 | |
| 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 | 51 | 132 300 |
| No | 58 | 48 | 117 400 | |
| Can not say | 1 | 0 | 0 | |
| Number of cars in household | One car | 46 | 53 | 134 800 |
| Two cars | 29 | 26 | 64 900 | |
| Three or more cars | 10 | 7 | 15 000 | |
| No car | 15 | 14 | 32 500 | |
| Type of car, if buying now | New | 18 | 27 | 72 400 |
| Used | 71 | 61 | 147 300 | |
| Company car | 5 | 4 | 10 000 | |
| Leasing (personal) | 9 | 11 | 27 500 | |
| Shared car | 2 | 2 | 2 500 | |
| Doesn't use a car | 8 | 8 | 22 500 | |
| Can not say | 5 | 6 | 15 000 | |
| Advertising ban at the door / mailbox | Yes | 29 | 27 | 62 400 |
| No | 70 | 72 | 184 800 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 15 | 32 500 |
| No | 75 | 79 | 202 300 | |
| Can not say | 5 | 6 | 15 000 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 27 | 64 900 |
| Turku or Tampere | 8 | 10 | 27 500 | |
| Oulu | 4 | 4 | 10 000 | |
| 70 000 - 150 000 inhabitants town | 14 | 11 | 27 500 | |
| Urban municipality | 24 | 23 | 57 400 | |
| Conurbation | 17 | 14 | 35 000 | |
| Countryside | 12 | 10 | 25 000 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 26 | 72 400 |
| 5-6 days a week | 4 | 9 | 25 000 | |
| 1-4 days a week | 23 | 40 | 107 400 | |
| Monthly | 25 | 15 | 30 000 | |
| Rarely | 27 | 9 | 12 500 | |
| Never | 9 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 24 | 57 400 |
| 5-6 days a week | 5 | 5 | 12 500 | |
| 1-4 days a week | 18 | 22 | 52 400 | |
| Monthly | 16 | 15 | 37 500 | |
| Rarely | 24 | 18 | 47 400 | |
| Never | 13 | 14 | 40 000 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 48 | 132 300 |
| 5-6 days a week | 4 | 6 | 17 500 | |
| 1-4 days a week | 22 | 20 | 47 400 | |
| Monthly | 16 | 13 | 27 500 | |
| Rarely | 25 | 11 | 20 000 | |
| Never | 9 | 3 | 5 000 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 64 | 154 800 |
| 5-6 days a week | 9 | 9 | 25 000 | |
| 1-4 days a week | 16 | 11 | 30 000 | |
| Monthly | 7 | 3 | 7 500 | |
| Rarely | 8 | 6 | 17 500 | |
| Never | 5 | 5 | 15 000 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 5 | 12 500 |
| 5-6 days a week | 3 | 4 | 10 000 | |
| 1-4 days a week | 38 | 44 | 112 400 | |
| Monthly | 20 | 20 | 47 400 | |
| Rarely | 24 | 20 | 47 400 | |
| Never | 10 | 7 | 17 500 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Free online TV services | Daily | 19 | 23 | 57 400 |
| 5-6 days a week | 10 | 12 | 30 000 | |
| 1-4 days a week | 29 | 32 | 79 900 | |
| Monthly | 20 | 16 | 37 500 | |
| Rarely | 15 | 11 | 27 500 | |
| Never | 6 | 6 | 17 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 13 | 30 000 |
| 5-6 days a week | 10 | 7 | 15 000 | |
| 1-4 days a week | 22 | 22 | 52 400 | |
| Monthly | 9 | 7 | 17 500 | |
| Rarely | 12 | 11 | 27 500 | |
| Never | 29 | 40 | 107 400 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 61 | 162 300 |
| 5-6 days a week | 10 | 10 | 25 000 | |
| 1-4 days a week | 19 | 14 | 32 500 | |
| Monthly | 12 | 7 | 15 000 | |
| Rarely | 13 | 6 | 12 500 | |
| Never | 4 | 2 | 5 000 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 42 | 109 900 |
| 5-6 days a week | 11 | 13 | 32 500 | |
| 1-4 days a week | 20 | 19 | 44 900 | |
| Monthly | 12 | 9 | 20 000 | |
| Rarely | 14 | 9 | 22 500 | |
| Never | 9 | 8 | 20 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 36 | 97 400 |
| 5-6 days a week | 5 | 7 | 17 500 | |
| 1-4 days a week | 15 | 18 | 44 900 | |
| Monthly | 13 | 10 | 22 500 | |
| Rarely | 27 | 19 | 44 900 | |
| Never | 16 | 9 | 22 500 | |
| Can not say | 1 | 1 | 0 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 15 | 37 500 |
| 5-6 days a week | 9 | 7 | 15 000 | |
| 1-4 days a week | 19 | 19 | 47 400 | |
| Monthly | 14 | 12 | 30 000 | |
| Rarely | 23 | 23 | 59 900 | |
| Never | 17 | 22 | 59 900 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Podcasts | Daily | 7 | 7 | 17 500 |
| 5-6 days a week | 4 | 4 | 10 000 | |
| 1-4 days a week | 12 | 10 | 22 500 | |
| Monthly | 14 | 12 | 27 500 | |
| Rarely | 26 | 26 | 64 900 | |
| Never | 35 | 38 | 99 900 | |
| Can not say | 2 | 2 | 5 000 | |
| User frequency and following: Social media | Daily | 62 | 50 | 117 400 |
| 5-6 days a week | 7 | 8 | 20 000 | |
| 1-4 days a week | 7 | 9 | 25 000 | |
| Monthly | 3 | 3 | 7 500 | |
| Rarely | 6 | 7 | 20 000 | |
| Never | 15 | 22 | 59 900 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 9 | 20 000 |
| 5-6 days a week | 5 | 3 | 5 000 | |
| 1-4 days a week | 13 | 10 | 22 500 | |
| Monthly | 8 | 6 | 15 000 | |
| Rarely | 20 | 21 | 52 400 | |
| Never | 36 | 49 | 129 800 | |
| Can not say | 1 | 2 | 5 000 | |
| Reading frequency: Printed books | Daily | 17 | 31 | 82 400 |
| 5-6 days a week | 6 | 8 | 20 000 | |
| 1-4 days a week | 15 | 15 | 37 500 | |
| Monthly | 22 | 20 | 49 900 | |
| Rarely | 34 | 23 | 52 400 | |
| Never | 7 | 3 | 7 500 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 7 500 |
| 5-6 days a week | 2 | 2 | 5 000 | |
| 1-4 days a week | 4 | 5 | 10 000 | |
| Monthly | 6 | 6 | 15 000 | |
| Rarely | 30 | 27 | 62 400 | |
| Never | 54 | 57 | 144 800 | |
| Can not say | 1 | 1 | 2 500 | |
| Listening frequency: Audiobooks | Daily | 8 | 7 | 17 500 |
| 5-6 days a week | 3 | 2 | 5 000 | |
| 1-4 days a week | 6 | 5 | 12 500 | |
| Monthly | 8 | 7 | 17 500 | |
| Rarely | 23 | 20 | 47 400 | |
| Never | 52 | 58 | 149 800 | |
| Can not say | 1 | 1 | 2 500 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 15 | 35 000 |
| 5-6 days a week | 9 | 7 | 15 000 | |
| 1-4 days a week | 20 | 20 | 47 400 | |
| Monthly | 20 | 21 | 52 400 | |
| Rarely | 19 | 22 | 57 400 | |
| Never | 10 | 15 | 42 400 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: LinkedIn | Daily | 6 | 6 | 12 500 |
| 5-6 days a week | 2 | 3 | 5 000 | |
| 1-4 days a week | 7 | 8 | 17 500 | |
| Monthly | 8 | 8 | 17 500 | |
| Rarely | 13 | 12 | 27 500 | |
| Never | 52 | 48 | 124 800 | |
| Cant say / No answer | 11 | 16 | 42 400 | |
| Usage/following: Facebook | Daily | 40 | 37 | 89 900 |
| 5-6 days a week | 6 | 7 | 17 500 | |
| 1-4 days a week | 11 | 13 | 32 500 | |
| Monthly | 5 | 4 | 7 500 | |
| Rarely | 10 | 9 | 20 000 | |
| Never | 17 | 17 | 42 400 | |
| Cant say / No answer | 10 | 15 | 40 000 | |
| Usage/Following: Instagram | Daily | 37 | 25 | 57 400 |
| 5-6 days a week | 6 | 5 | 12 500 | |
| 1-4 days a week | 9 | 8 | 20 000 | |
| Monthly | 5 | 5 | 12 500 | |
| Rarely | 8 | 10 | 25 000 | |
| Never | 25 | 31 | 82 400 | |
| Cant say / No answer | 10 | 16 | 42 400 | |
| Usage/following rate: Snapchat | Daily | 16 | 6 | 12 500 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 2 | 1 | 2 500 | |
| Monthly | 2 | 1 | 2 500 | |
| Rarely | 5 | 4 | 10 000 | |
| Never | 62 | 70 | 177 300 | |
| Cant say / No answer | 11 | 16 | 42 400 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 4 | 10 000 |
| 5-6 days a week | 2 | 2 | 2 500 | |
| 1-4 days a week | 4 | 5 | 12 500 | |
| Monthly | 3 | 3 | 5 000 | |
| Rarely | 11 | 9 | 22 500 | |
| Never | 66 | 62 | 154 800 | |
| Cant say / No answer | 10 | 16 | 42 400 | |
| Usage/Following: TikTok | Daily | 13 | 5 | 10 000 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 4 | 3 | 7 500 | |
| Monthly | 3 | 2 | 2 500 | |
| Rarely | 8 | 7 | 17 500 | |
| Never | 62 | 67 | 167 300 | |
| Cant say / No answer | 10 | 16 | 42 400 | |
| Usage/following frequency: Jodel | Daily | 3 | 1 | 2 500 |
| 5-6 days a week | 1 | 0 | 0 | |
| 1-4 days a week | 2 | 2 | 5 000 | |
| Monthly | 3 | 2 | 2 500 | |
| Rarely | 6 | 4 | 7 500 | |
| Never | 71 | 71 | 177 300 | |
| Cant say / No answer | 15 | 21 | 54 900 | |
| Usage/following frequency: Threads | Daily | 3 | 2 | 5 000 |
| 5-6 days a week | 1 | 1 | 0 | |
| 1-4 days a week | 4 | 4 | 10 000 | |
| Monthly | 3 | 2 | 5 000 | |
| Rarely | 5 | 4 | 7 500 | |
| Never | 69 | 67 | 164 800 | |
| Cant say / No answer | 15 | 21 | 54 900 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 2 500 | |
| Monthly | 1 | 1 | 2 500 | |
| Rarely | 3 | 3 | 5 000 | |
| Never | 80 | 74 | 182 300 | |
| Cant say / No answer | 15 | 21 | 54 900 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 10 | 22 500 |
| Partially agree | 42 | 38 | 92 400 | |
| Partially disagree | 29 | 36 | 92 400 | |
| Completely disagree | 10 | 13 | 35 000 | |
| Can not say | 3 | 3 | 7 500 | |
| I prefer domestic products | Completely agree | 33 | 36 | 89 900 |
| Partially agree | 55 | 55 | 137 300 | |
| Partially disagree | 9 | 8 | 20 000 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 1 | 2 500 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 24 | 62 400 |
| Partially agree | 54 | 57 | 142 300 | |
| Partially disagree | 18 | 15 | 35 000 | |
| Completely disagree | 4 | 3 | 5 000 | |
| Can not say | 4 | 2 | 5 000 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 29 | 72 400 |
| Partially agree | 58 | 59 | 149 800 | |
| Partially disagree | 14 | 10 | 22 500 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 3 | 1 | 2 500 | |
| I usually choose the cheapest option | Completely agree | 13 | 10 | 25 000 |
| Partially agree | 48 | 44 | 109 900 | |
| Partially disagree | 32 | 39 | 99 900 | |
| Completely disagree | 5 | 5 | 12 500 | |
| Can not say | 2 | 2 | 5 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 32 | 77 400 |
| Partially agree | 49 | 53 | 134 800 | |
| Partially disagree | 9 | 12 | 30 000 | |
| 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 | 5 | 5 | 12 500 |
| Partially agree | 23 | 22 | 52 400 | |
| Partially disagree | 38 | 42 | 104 900 | |
| Completely disagree | 24 | 22 | 54 900 | |
| Can not say | 10 | 9 | 22 500 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 10 000 |
| Partially agree | 37 | 37 | 92 400 | |
| Partially disagree | 43 | 45 | 112 400 | |
| Completely disagree | 10 | 11 | 30 000 | |
| Can not say | 4 | 3 | 5 000 | |
| I prefer local shops and services | Completely agree | 28 | 34 | 87 400 |
| Partially agree | 58 | 56 | 139 800 | |
| Partially disagree | 11 | 8 | 17 500 | |
| 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 | 27 | 21 | 49 900 | |
| Partially disagree | 28 | 31 | 77 400 | |
| Completely disagree | 33 | 40 | 99 900 | |
| Can not say | 7 | 6 | 15 000 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 22 500 |
| Partially agree | 32 | 37 | 94 900 | |
| Partially disagree | 36 | 35 | 87 400 | |
| Completely disagree | 20 | 17 | 40 000 | |
| Can not say | 3 | 2 | 5 000 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 16 | 40 000 |
| Partially agree | 49 | 54 | 134 800 | |
| Partially disagree | 23 | 22 | 54 900 | |
| Completely disagree | 7 | 5 | 12 500 | |
| Can not say | 5 | 3 | 7 500 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 22 | 54 900 |
| Partially agree | 50 | 52 | 132 300 | |
| Partially disagree | 23 | 20 | 49 900 | |
| Completely disagree | 6 | 4 | 10 000 | |
| Can not say | 4 | 2 | 5 000 | |
| I prefer well-known brands | Completely agree | 13 | 13 | 32 500 |
| Partially agree | 59 | 62 | 154 800 | |
| Partially disagree | 20 | 18 | 44 900 | |
| Completely disagree | 5 | 4 | 10 000 | |
| Can not say | 3 | 2 | 5 000 | |
| I prefer used products in my purchases | Completely agree | 15 | 11 | 25 000 |
| Partially agree | 39 | 36 | 89 900 | |
| Partially disagree | 31 | 35 | 87 400 | |
| Completely disagree | 11 | 16 | 42 400 | |
| Can not say | 3 | 2 | 5 000 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 13 | 32 500 |
| Quite positively | 61 | 64 | 162 300 | |
| Quite negatively | 16 | 16 | 40 000 | |
| Very negative | 4 | 3 | 5 000 | |
| Can not say | 6 | 4 | 10 000 | |
| Magazines | Very positive | 12 | 12 | 27 500 |
| Quite positively | 60 | 63 | 159 800 | |
| Quite negatively | 18 | 17 | 42 400 | |
| Very negative | 4 | 3 | 7 500 | |
| Can not say | 7 | 5 | 12 500 | |
| Free and local newspapers | Very positive | 22 | 23 | 57 400 |
| Quite positively | 56 | 56 | 142 300 | |
| Quite negatively | 11 | 13 | 32 500 | |
| Very negative | 4 | 3 | 5 000 | |
| Can not say | 6 | 6 | 12 500 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 5 | 12 500 |
| Quite positively | 43 | 41 | 99 900 | |
| Quite negatively | 33 | 35 | 87 400 | |
| Very negative | 11 | 10 | 25 000 | |
| Can not say | 8 | 9 | 25 000 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 3 | 7 500 |
| Quite positively | 30 | 24 | 57 400 | |
| Quite negatively | 35 | 37 | 89 900 | |
| Very negative | 19 | 19 | 47 400 | |
| Can not say | 11 | 17 | 44 900 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 2 | 5 000 |
| Quite positively | 25 | 17 | 40 000 | |
| Quite negatively | 35 | 37 | 92 400 | |
| Very negative | 23 | 26 | 64 900 | |
| Can not say | 13 | 18 | 47 400 | |
| Newsletters to email | Very positive | 2 | 2 | 5 000 |
| Quite positively | 16 | 14 | 32 500 | |
| Quite negatively | 35 | 35 | 89 900 | |
| Very negative | 45 | 48 | 119 900 | |
| Can not say | 3 | 2 | 5 000 | |
| Other websites | Very positive | 2 | 2 | 5 000 |
| Quite positively | 32 | 26 | 62 400 | |
| Quite negatively | 39 | 42 | 104 900 | |
| Very negative | 15 | 15 | 37 500 | |
| Can not say | 12 | 14 | 37 500 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 5 | 12 500 |
| Quite positively | 44 | 42 | 102 400 | |
| Quite negatively | 31 | 34 | 87 400 | |
| Very negative | 14 | 15 | 37 500 | |
| Can not say | 4 | 4 | 10 000 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 7 500 |
| Quite positively | 33 | 29 | 72 400 | |
| Quite negatively | 35 | 37 | 94 900 | |
| Very negative | 21 | 23 | 59 900 | |
| Can not say | 7 | 7 | 17 500 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 14 | 35 000 |
| Quite positively | 44 | 43 | 107 400 | |
| Quite negatively | 21 | 25 | 62 400 | |
| Very negative | 15 | 13 | 30 000 | |
| Can not say | 5 | 5 | 12 500 | |
| Out-of-home advertising | Very positive | 11 | 10 | 25 000 |
| Quite positively | 51 | 47 | 114 900 | |
| Quite negatively | 22 | 27 | 69 900 | |
| Very negative | 9 | 8 | 17 500 | |
| Can not say | 8 | 8 | 20 000 | Source: NRS 2026 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 16 | 19 | 47 400 |
| Partially agree | 59 | 64 | 159 800 | |
| Partially disagree | 10 | 7 | 17 500 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 11 | 8 | 20 000 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 17 | 42 400 |
| Partially agree | 56 | 59 | 147 300 | |
| Partially disagree | 14 | 12 | 30 000 | |
| Completely disagree | 4 | 3 | 7 500 | |
| Can not say | 10 | 8 | 20 000 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 38 | 97 400 |
| Partially agree | 39 | 39 | 97 400 | |
| Partially disagree | 17 | 14 | 32 500 | |
| Completely disagree | 4 | 3 | 5 000 | |
| Can not say | 8 | 6 | 15 000 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 25 | 62 400 |
| Partially agree | 44 | 44 | 107 400 | |
| Partially disagree | 11 | 9 | 22 500 | |
| Completely disagree | 5 | 5 | 12 500 | |
| Can not say | 18 | 17 | 42 400 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 36 | 92 400 |
| Partially agree | 47 | 46 | 114 900 | |
| Partially disagree | 7 | 6 | 12 500 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 12 | 9 | 25 000 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 19 | 47 400 |
| Partially agree | 51 | 53 | 132 300 | |
| Partially disagree | 13 | 12 | 30 000 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 18 | 14 | 35 000 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 11 | 27 500 |
| Partially agree | 50 | 49 | 122 400 | |
| Partially disagree | 17 | 19 | 47 400 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 20 | 19 | 47 400 | |
| Finnish magazines are of high quality | Completely agree | 22 | 26 | 67 400 |
| Partially agree | 57 | 60 | 149 800 | |
| Partially disagree | 9 | 7 | 15 000 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 10 | 6 | 15 000 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 10 | 25 000 |
| Partially agree | 48 | 48 | 119 900 | |
| Partially disagree | 22 | 23 | 57 400 | |
| Completely disagree | 7 | 9 | 25 000 | |
| Can not say | 13 | 10 | 25 000 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 12 | 30 000 |
| Partially agree | 33 | 35 | 87 400 | |
| Partially disagree | 22 | 22 | 52 400 | |
| Completely disagree | 22 | 23 | 59 900 | |
| Can not say | 11 | 8 | 20 000 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 22 500 |
| Partially agree | 31 | 31 | 77 400 | |
| Partially disagree | 26 | 27 | 67 400 | |
| Completely disagree | 24 | 25 | 62 400 | |
| Can not say | 10 | 8 | 17 500 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 13 | 32 500 |
| Partially agree | 48 | 48 | 119 900 | |
| Partially disagree | 20 | 21 | 52 400 | |
| Completely disagree | 12 | 13 | 32 500 | |
| Can not say | 7 | 5 | 12 500 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 6 | 15 000 |
| Partially agree | 28 | 27 | 67 400 | |
| Partially disagree | 27 | 29 | 72 400 | |
| Completely disagree | 28 | 32 | 79 900 | |
| Can not say | 10 | 6 | 15 000 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 3 | 5 000 |
| Partially agree | 36 | 33 | 79 900 | |
| Partially disagree | 35 | 40 | 102 400 | |
| Completely disagree | 9 | 9 | 22 500 | |
| Can not say | 16 | 15 | 37 500 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 15 | 37 500 |
| Partially agree | 39 | 42 | 107 400 | |
| Partially disagree | 23 | 24 | 59 900 | |
| Completely disagree | 12 | 11 | 27 500 | |
| Can not say | 10 | 8 | 17 500 | |
| I follow one or more magazines on social media | Completely agree | 7 | 7 | 15 000 |
| Partially agree | 20 | 19 | 47 400 | |
| Partially disagree | 23 | 24 | 59 900 | |
| Completely disagree | 42 | 45 | 114 900 | |
| Can not say | 7 | 6 | 15 000 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 35 | 82 400 |
| Partially agree | 27 | 28 | 69 900 | |
| Partially disagree | 11 | 14 | 37 500 | |
| Completely disagree | 14 | 20 | 54 900 | |
| Can not say | 2 | 2 | 5 000 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 34 | 82 400 |
| Partially agree | 39 | 41 | 102 400 | |
| Partially disagree | 13 | 11 | 30 000 | |
| Completely disagree | 10 | 11 | 30 000 | |
| Can not say | 3 | 2 | 5 000 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 12 | 27 500 |
| Partially agree | 33 | 28 | 67 400 | |
| Partially disagree | 21 | 23 | 57 400 | |
| Completely disagree | 24 | 33 | 87 400 | |
| Can not say | 4 | 3 | 10 000 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 19 | 44 900 |
| Partially agree | 33 | 35 | 84 900 | |
| Partially disagree | 25 | 23 | 57 400 | |
| Completely disagree | 21 | 22 | 57 400 | |
| Can not say | 3 | 2 | 5 000 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 18 | 44 900 |
| Partially agree | 21 | 20 | 49 900 | |
| Partially disagree | 17 | 17 | 40 000 | |
| Completely disagree | 37 | 41 | 104 900 | |
| Can not say | 8 | 4 | 10 000 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 29 | 72 400 |
| Partially agree | 52 | 50 | 122 400 | |
| Partially disagree | 12 | 10 | 25 000 | |
| Completely disagree | 4 | 5 | 12 500 | |
| Can not say | 8 | 6 | 17 500 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 75 | 184 800 |
| Partially agree | 16 | 16 | 40 000 | |
| Partially disagree | 3 | 3 | 7 500 | |
| Completely disagree | 2 | 2 | 5 000 | |
| Can not say | 5 | 4 | 12 500 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 41 | 104 900 |
| Partially agree | 39 | 40 | 99 900 | |
| Partially disagree | 15 | 10 | 22 500 | |
| Completely disagree | 8 | 5 | 12 500 | |
| Can not say | 7 | 5 | 12 500 | Source: NRS 2026 |
| Ideas and inspiration from magazines | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| From which topics do you get ideas and inspiration from print magazines? | Food and cooking | 52 | 53 | 132 300 |
| Cosmetics and beauty care | 16 | 14 | 35 000 | |
| Interior design and furniture | 26 | 24 | 57 400 | |
| Renovation and building | 24 | 25 | 62 400 | |
| Domestic appliances | 10 | 13 | 35 000 | |
| Consumer electronics and IT equipment | 13 | 15 | 35 000 | |
| Saving and investing | 14 | 19 | 47 400 | |
| Style and fashion | 21 | 22 | 54 900 | |
| Cars | 14 | 16 | 40 000 | |
| Travelling | 23 | 28 | 69 900 | |
| Sports clothing, footwear or equipment | 14 | 16 | 37 500 | |
| Health and wellness products/services | 19 | 23 | 59 900 | |
| None of these | 16 | 14 | 35 000 | |
| Can not say | 10 | 9 | 22 500 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 44 | 104 900 |
| Cosmetics and beauty care | 17 | 13 | 30 000 | |
| Interior design and furniture | 21 | 17 | 37 500 | |
| Renovation and building | 21 | 20 | 47 400 | |
| Domestic appliances | 10 | 11 | 25 000 | |
| Consumer electronics and IT equipment | 17 | 18 | 42 400 | |
| Saving and investing | 13 | 14 | 32 500 | |
| Style and fashion | 19 | 17 | 40 000 | |
| Cars | 13 | 14 | 32 500 | |
| Travelling | 23 | 23 | 54 900 | |
| Sports clothing, footwear or equipment | 16 | 15 | 35 000 | |
| Health and wellness products/services | 18 | 17 | 40 000 | |
| None of these | 21 | 26 | 67 400 | |
| Can not say | 12 | 11 | 27 500 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 20 | 47 400 |
| Well-being and health | 50 | 50 | 124 800 | |
| Charity work | 14 | 17 | 42 400 | |
| Self development | 32 | 29 | 67 400 | |
| Celebrities | 13 | 11 | 25 000 | |
| Fishing | 15 | 12 | 30 000 | |
| Beauty care and cosmetics | 16 | 9 | 22 500 | |
| Literature | 29 | 51 | 129 800 | |
| Domestic and foreign news | 51 | 71 | 177 300 | |
| Domestic travel | 33 | 32 | 74 900 | |
| Culture | 34 | 52 | 132 300 | |
| Crafts | 25 | 18 | 44 900 | |
| Nature and going outdoor | 52 | 57 | 142 300 | |
| Hunting | 9 | 8 | 20 000 | |
| Style and fashion | 20 | 16 | 37 500 | |
| Music and concerts | 37 | 44 | 109 900 | |
| Going on summer cottage | 29 | 26 | 62 400 | |
| Local affairs | 56 | 65 | 162 300 | |
| Computer/console/mobile playing | 17 | 9 | 17 500 | |
| Politics | 43 | 69 | 174 800 | |
| Gardening and plants | 29 | 31 | 79 900 | |
| Online gambling or betting | 5 | 4 | 10 000 | |
| Building and renovating | 34 | 32 | 77 400 | |
| Food and drink | 38 | 39 | 97 400 | |
| Cooking, baking, recipes | 38 | 34 | 82 400 | |
| Investment | 24 | 27 | 67 400 | |
| Decorating | 28 | 23 | 54 900 | |
| Economic and finances | 36 | 44 | 107 400 | |
| Science | 37 | 51 | 122 400 | |
| Travelling abroad | 34 | 30 | 72 400 | |
| Sports, exercising | 45 | 42 | 102 400 | |
| Sailing, boating | 9 | 12 | 30 000 | |
| Consumer electronics and information technology | 20 | 18 | 37 500 | |
| Environmental matters | 31 | 45 | 112 400 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2026 |
Online & social media
Magazine website
Magazine in Social Media
Average weekly reach & weekly page views
Source: FIAM
The reach figures and the number of weekly pageviews are the averages of the weekly figures for each month. The weeks are determined as part of the numbers of the month in which the greater part of the days of that week fall. Figures for individual weeks can be seen on FIAM's public weekly list.
Some channels and Followers September 2026
Contact info
Media sales
- Otavamedia Oy
- Uudenmaankatu 10
- 00120 Helsinki
- www.otavamedia.fi
- Mediamyynti Otavamedia
- yrityspalvelu@otavamedia.fi
Media
Publisher
- Otavamedia Oy
Publisher
- Otavamedia Oy
Vastaava päätoimittaja
- Matti Kalliokoski
Address
- Uudenmaankatu 10
- 00120 Helsinki
Postal address
- Uudenmaankatu 10
- 00015 Otavamedia
Phone
- +358 9 15661
- suomenkuvalehti@otavamedia.fi