Suomen Kuvalehti
he current and impartial Suomen Kuvalehti provides reliable background to domestic and world events in the magazine and digital service. Suomen Kuvalehti’s articles are in-depth, enjoyable top-level narratives from the pens of award-winning journalists from many competitions. Therefore, the average reading time of an issue of Suomen Kuvalehti is long, as much as 86 minutes. Suomen Kuvalehti is distributed weekly along with TV-maailma as a free reader benefit.
Issues per year
49 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 3.1.2025 | 13.12.2024 | 18.12.2024 | |
| 2 | 10.1.2025 | 19.12.2024 | 24.12.2024 | |
| 3 | 17.1.2025 | 30.12.2024 | 3.1.2025 | |
| 4 | 24.1.2025 | 8.1.2025 | 13.1.2025 | Education. Educa Fair. |
| 5 | 31.1.2025 | 15.1.2025 | 20.1.2025 | |
| 6 | 7.2.2025 | 22.1.2025 | 27.1.2025 | |
| 7 | 14.2.2025 | 29.1.2025 | 3.2.2025 | Gourmet: Winter Food and Wine. |
| 8 | 21.2.2025 | 5.2.2025 | 10.2.2025 | |
| 9 | 28.2.2025 | 12.2.2025 | 17.2.2025 | |
| 10 | 7.3.2025 | 20.2.2025 | 25.2.2025 | |
| 11 | 14.3.2025 | 26.2.2025 | 3.3.2025 | |
| 12 | 21.3.2025 | 5.3.2025 | 10.3.2025 | |
| 13 | 28.3.2025 | 12.3.2025 | 17.3.2025 | |
| 14 | 4.4.2025 | 19.3.2025 | 24.3.2025 | Spring Fashion and Style. |
| 15 | 11.4.2025 | 26.3.2025 | 31.3.2025 | |
| 16 - 17 | 17.4.2025 | 1.4.2025 | 4.4.2025 | Big Future Issue. Gourmet: Easter Food and Wine. |
| 18 | 2.5.2025 | 9.4.2025 | 14.4.2025 | |
| 19 | 9.5.2025 | 22.4.2025 | 25.4.2025 | |
| 20 | 16.5.2025 | 29.4.2025 | 5.5.2025 | |
| 21 | 23.5.2025 | 7.5.2025 | 12.5.2025 | |
| 22 | 30.5.2025 | 12.5.2025 | 15.5.2025 | |
| 23 | 6.6.2025 | 20.5.2025 | 23.5.2025 | Summer Events. |
| 24 | 13.6.2025 | 27.5.2025 | 2.6.2025 | |
| 25 - 26 | 19.6.2025 | 3.6.2025 | 6.6.2025 | Gourmet: Midsummer Food and Wine. |
| 27 | 4.7.2025 | 17.6.2025 | 23.6.2025 | |
| 28 | 11.7.2025 | 25.6.2025 | 30.6.2025 | |
| 29 | 18.7.2025 | 2.7.2025 | 7.7.2025 | |
| 30 | 25.7.2025 | 9.7.2025 | 14.7.2025 | |
| 31 | 1.8.2025 | 16.7.2025 | 21.7.2025 | |
| 32 | 8.8.2025 | 23.7.2025 | 28.7.2025 | |
| 33 | 15.8.2025 | 30.7.2025 | 4.8.2025 | Fall Fashion and Style. |
| 34 | 22.8.2025 | 6.8.2025 | 11.8.2025 | |
| 35 | 29.8.2025 | 13.8.2025 | 18.8.2025 | |
| 36 | 5.9.2025 | 20.8.2025 | 25.8.2025 | Design: Fall Trends and Events. |
| 37 | 12.9.2025 | 27.8.2025 | 1.9.2025 | Finlandia Architecture Award Nominees. |
| 38 | 19.9.2025 | 3.9.2025 | 8.9.2025 | |
| 39 | 26.9.2025 | 10.9.2025 | 15.9.2025 | |
| 40 | 3.10.2025 | 17.9.2025 | 22.9.2025 | Gourmet: Harvest Season Food and Wine. |
| 41 | 10.10.2025 | 24.9.2025 | 29.9.2025 | |
| 42 | 17.10.2025 | 1.10.2025 | 6.10.2025 | |
| 43 | 24.10.2025 | 8.10.2025 | 13.10.2025 | |
| 44 | 31.10.2025 | 15.10.2025 | 20.10.2025 | Literature: Current Fall Books. |
| 45 | 7.11.2025 | 22.10.2025 | 27.10.2025 | |
| 46 | 14.11.2025 | 29.10.2025 | 3.11.2025 | |
| 47 | 21.11.2025 | 5.11.2025 | 10.11.2025 | |
| 48 | 28.11.2025 | 12.11.2025 | 17.11.2025 | |
| 49 | 5.12.2025 | 19.11.2025 | 24.11.2025 | Literature: Best Books of the Year. |
| 50 | 12.12.2025 | 26.11.2025 | 1.12.2025 | |
| 51 - 52 | 19.12.2025 | 3.12.2025 | 8.12.2025 | Gourmet: Christmas and New Year’’s Food and Wine. |
| 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 | 21.10.2026 | 26.10.2026 | 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. |
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 31.12.2025 |
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.
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Technical information
Terms of delivery
Check the delivery conditions from the publisher
| 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
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 31.12.2025 |
| Ad | Description | 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 |
Readers
Readers
251 400
Total reach
303 200
How many times read
2,5
Minutes of reading
98 min
Source: NRS 2025
Gender
Source: NRS 2025
Audience in digital and print
Source: NRS 2025
Age
Source: NRS 2025
Municipality type
Source: NRS 2025
Education
Source: NRS 2025
Gross household income, daily purchases
Source: NRS 2025
NRS Facts
Print readers include only those who read the printed magazine.
|
Readers 251 400
Minutes of reading98 min
How many times read2,5
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 43 | 108 100 |
| Men | 49 | 57 | 143 300 | |
| Native language | Finnish | 95 | 97 | 243 900 |
| Swedish | 5 | 3 | 7 500 | |
| Age | 15-24 y | 13 | 3 | 7 500 |
| 25-34 y | 14 | 4 | 10 100 | |
| 35-44 y | 14 | 6 | 15 100 | |
| 45-54 y | 14 | 9 | 22 600 | |
| 55-64 y | 15 | 16 | 40 200 | |
| 65+ y | 30 | 61 | 153 400 | |
| Gender + age | Female 15-29 years | 9 | 1 | 2 500 |
| Female 30-49 years | 14 | 6 | 15 100 | |
| Female 50+ years | 28 | 35 | 88 000 | |
| Male 15-29 years | 10 | 3 | 7 500 | |
| Male 30-49 years | 15 | 8 | 20 100 | |
| Male 50+ years | 24 | 46 | 115 600 | |
| Household position | Lives at home with parents | 7 | 2 | 5 000 |
| Lives alone | 29 | 26 | 65 400 | |
| Lives with spouse | 36 | 53 | 133 200 | |
| Lives with spouse and children | 24 | 15 | 37 700 | |
| Single parent | 2 | 1 | 2 500 | |
| Other | 3 | 2 | 5 000 | |
| Grandchildren under 18 years of age | Yes | 20 | 33 | 83 000 |
| No | 39 | 53 | 133 200 | |
| No answer (under 45 year olds) | 41 | 14 | 35 200 | |
| Education | Elementary school | 4 | 4 | 10 100 |
| Secondary school | 6 | 3 | 7 500 | |
| Vocational | 27 | 17 | 42 700 | |
| High school | 13 | 9 | 22 600 | |
| University of Applied Sciences | 20 | 15 | 37 700 | |
| University | 28 | 50 | 125 700 | |
| Something else | 2 | 3 | 7 500 | |
| Decision-maker in grocery purchases | Yes | 93 | 92 | 231 300 |
| No | 6 | 7 | 17 600 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 84 | 211 200 |
| No | 32 | 16 | 40 200 | |
| Size of the household | 1 pers | 28 | 26 | 65 400 |
| 2 pers | 38 | 55 | 138 300 | |
| 3 pers | 14 | 9 | 22 600 | |
| 4 pers | 12 | 7 | 17 600 | |
| 5+ pers | 7 | 3 | 7 500 | |
| Household income (gross) | Below 20 000 € /y | 10 | 6 | 15 100 |
| 20 000 - 35 000 € /y | 17 | 14 | 35 200 | |
| 35 001 - 50 000 € /y | 18 | 19 | 47 800 | |
| 50 001 - 85 000 € /y | 21 | 24 | 60 300 | |
| 85 001 - 100 000 € /y | 8 | 10 | 25 100 | |
| Over 100 000 € /y | 10 | 17 | 42 700 | |
| Dont want to tell | 5 | 5 | 12 600 | |
| Cant say / No answer | 10 | 5 | 12 600 | |
| Family with kids | Yes | 32 | 18 | 45 300 |
| No | 68 | 82 | 206 100 | |
| Number of children in the household (5th grade) | 1 child | 13 | 8 | 20 100 |
| 2 children | 13 | 7 | 17 600 | |
| 3 children | 5 | 2 | 5 000 | |
| 4 children | 1 | 0 | 0 | |
| 5+ children | 1 | 0 | 0 | |
| There are no children | 67 | 82 | 206 100 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 10 | 25 100 |
| Dog | 26 | 17 | 42 700 | |
| Some other pet | 5 | 4 | 10 100 | |
| No pets | 61 | 73 | 183 500 | |
| Health services used in the household | Public health services | 85 | 86 | 216 200 |
| Employer - funded health care services | 50 | 34 | 85 500 | |
| Private, self-funded healthcare services | 39 | 54 | 135 800 | |
| Private health insurance services | 26 | 19 | 47 800 | |
| No health care | 1 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 32 | 34 | 85 500 |
| Row house or semi-detached house | 17 | 19 | 47 800 | |
| Detached house | 46 | 44 | 110 600 | |
| Farm | 4 | 3 | 7 500 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 87 | 218 700 |
| Rented residence | 20 | 11 | 27 700 | |
| Right of residence apartment | 2 | 2 | 5 000 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 55 | 138 300 |
| No | 58 | 44 | 110 600 | |
| Can not say | 1 | 1 | 2 500 | |
| Number of cars in household | One car | 45 | 53 | 133 200 |
| Two cars | 30 | 28 | 70 400 | |
| Three or more cars | 10 | 5 | 12 600 | |
| No car | 14 | 14 | 35 200 | |
| Type of car, if buying now | New | 21 | 32 | 80 400 |
| Used | 70 | 57 | 143 300 | |
| Company car | 5 | 3 | 7 500 | |
| Leasing (personal) | 9 | 11 | 27 700 | |
| Shared car | 3 | 3 | 7 500 | |
| Doesn't use a car | 8 | 8 | 20 100 | |
| Can not say | 5 | 4 | 10 100 | |
| Advertising ban at the door / mailbox | Yes | 27 | 26 | 65 400 |
| No | 72 | 74 | 186 000 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 13 | 32 700 |
| No | 76 | 81 | 203 600 | |
| Can not say | 5 | 6 | 15 100 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 29 | 72 900 |
| Turku or Tampere | 8 | 10 | 25 100 | |
| Oulu | 4 | 3 | 7 500 | |
| 70 000 - 150 000 inhabitants town | 14 | 11 | 27 700 | |
| Urban municipality | 25 | 24 | 60 300 | |
| Conurbation | 16 | 14 | 35 200 | |
| Countryside | 13 | 9 | 22 600 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 30 | 75 400 |
| 5-6 days a week | 4 | 9 | 22 600 | |
| 1-4 days a week | 24 | 46 | 115 600 | |
| Monthly | 25 | 11 | 27 700 | |
| Rarely | 26 | 3 | 7 500 | |
| Never | 8 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 21 | 52 800 |
| 5-6 days a week | 5 | 5 | 12 600 | |
| 1-4 days a week | 20 | 26 | 65 400 | |
| Monthly | 15 | 13 | 32 700 | |
| Rarely | 23 | 18 | 45 300 | |
| Never | 13 | 16 | 40 200 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 58 | 145 800 |
| 5-6 days a week | 5 | 7 | 17 600 | |
| 1-4 days a week | 23 | 18 | 45 300 | |
| Monthly | 15 | 9 | 22 600 | |
| Rarely | 24 | 7 | 17 600 | |
| Never | 8 | 2 | 5 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 57 | 143 300 |
| 5-6 days a week | 9 | 11 | 27 700 | |
| 1-4 days a week | 17 | 16 | 40 200 | |
| Monthly | 6 | 3 | 7 500 | |
| Rarely | 8 | 6 | 15 100 | |
| Never | 5 | 8 | 20 100 | |
| Can not say | 0 | 1 | 2 500 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 12 600 |
| 5-6 days a week | 4 | 5 | 12 600 | |
| 1-4 days a week | 41 | 47 | 118 200 | |
| Monthly | 18 | 17 | 42 700 | |
| Rarely | 23 | 19 | 47 800 | |
| Never | 9 | 6 | 15 100 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Free online TV services | Daily | 17 | 20 | 50 300 |
| 5-6 days a week | 10 | 12 | 30 200 | |
| 1-4 days a week | 30 | 30 | 75 400 | |
| Monthly | 21 | 17 | 42 700 | |
| Rarely | 15 | 13 | 32 700 | |
| Never | 6 | 8 | 20 100 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 10 | 25 100 |
| 5-6 days a week | 10 | 8 | 20 100 | |
| 1-4 days a week | 22 | 20 | 50 300 | |
| Monthly | 9 | 7 | 17 600 | |
| Rarely | 13 | 12 | 30 200 | |
| Never | 30 | 43 | 108 100 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 66 | 165 900 |
| 5-6 days a week | 10 | 11 | 27 700 | |
| 1-4 days a week | 19 | 11 | 27 700 | |
| Monthly | 12 | 5 | 12 600 | |
| Rarely | 12 | 5 | 12 600 | |
| Never | 3 | 1 | 2 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 42 | 105 600 |
| 5-6 days a week | 12 | 14 | 35 200 | |
| 1-4 days a week | 22 | 20 | 50 300 | |
| Monthly | 12 | 7 | 17 600 | |
| Rarely | 13 | 9 | 22 600 | |
| Never | 8 | 7 | 17 600 | |
| Can not say | 0 | 1 | 2 500 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 37 | 93 000 |
| 5-6 days a week | 6 | 9 | 22 600 | |
| 1-4 days a week | 16 | 17 | 42 700 | |
| Monthly | 13 | 11 | 27 700 | |
| Rarely | 27 | 18 | 45 300 | |
| Never | 15 | 8 | 20 100 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 14 | 35 200 |
| 5-6 days a week | 9 | 9 | 22 600 | |
| 1-4 days a week | 21 | 18 | 45 300 | |
| Monthly | 14 | 12 | 30 200 | |
| Rarely | 23 | 22 | 55 300 | |
| Never | 16 | 22 | 55 300 | |
| Can not say | 1 | 2 | 5 000 | |
| The frequency of listening: Podcasts | Daily | 6 | 4 | 10 100 |
| 5-6 days a week | 3 | 2 | 5 000 | |
| 1-4 days a week | 11 | 9 | 22 600 | |
| Monthly | 14 | 12 | 30 200 | |
| Rarely | 27 | 28 | 70 400 | |
| Never | 36 | 42 | 105 600 | |
| Can not say | 2 | 2 | 5 000 | |
| User frequency and following: Social media | Daily | 59 | 45 | 113 100 |
| 5-6 days a week | 8 | 9 | 22 600 | |
| 1-4 days a week | 8 | 11 | 27 700 | |
| Monthly | 3 | 3 | 7 500 | |
| Rarely | 6 | 7 | 17 600 | |
| Never | 16 | 25 | 62 800 | |
| Can not say | 0 | 1 | 2 500 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 6 | 15 100 |
| 5-6 days a week | 6 | 2 | 5 000 | |
| 1-4 days a week | 13 | 9 | 22 600 | |
| Monthly | 8 | 8 | 20 100 | |
| Rarely | 20 | 19 | 47 800 | |
| Never | 38 | 54 | 135 800 | |
| Can not say | 1 | 1 | 2 500 | |
| User frequency: Instant messaging | Daily | 69 | 56 | 140 800 |
| 5-6 days a week | 11 | 12 | 30 200 | |
| 1-4 days a week | 9 | 13 | 32 700 | |
| Monthly | 3 | 4 | 10 100 | |
| Rarely | 2 | 4 | 10 100 | |
| Never | 6 | 11 | 27 700 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 33 | 83 000 |
| 5-6 days a week | 6 | 6 | 15 100 | |
| 1-4 days a week | 14 | 15 | 37 700 | |
| Monthly | 22 | 20 | 50 300 | |
| Rarely | 34 | 22 | 55 300 | |
| Never | 7 | 3 | 7 500 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 2 | 5 000 |
| 5-6 days a week | 1 | 1 | 2 500 | |
| 1-4 days a week | 4 | 5 | 12 600 | |
| Monthly | 7 | 6 | 15 100 | |
| Rarely | 30 | 28 | 70 400 | |
| Never | 53 | 57 | 143 300 | |
| Can not say | 1 | 1 | 2 500 | |
| Listening frequency: Audiobooks | Daily | 6 | 4 | 10 100 |
| 5-6 days a week | 3 | 2 | 5 000 | |
| 1-4 days a week | 6 | 5 | 12 600 | |
| Monthly | 8 | 5 | 12 600 | |
| Rarely | 23 | 21 | 52 800 | |
| Never | 54 | 63 | 158 400 | |
| Can not say | 1 | 1 | 2 500 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 11 | 27 700 |
| 5-6 days a week | 9 | 7 | 17 600 | |
| 1-4 days a week | 23 | 22 | 55 300 | |
| Monthly | 21 | 18 | 45 300 | |
| Rarely | 17 | 21 | 52 800 | |
| Never | 10 | 20 | 50 300 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 4 | 10 100 |
| 5-6 days a week | 2 | 2 | 5 000 | |
| 1-4 days a week | 8 | 8 | 20 100 | |
| Monthly | 8 | 7 | 17 600 | |
| Rarely | 12 | 12 | 30 200 | |
| Never | 59 | 59 | 148 300 | |
| Cant say / No answer | 6 | 9 | 22 600 | |
| Usage/following: Facebook | Daily | 39 | 36 | 90 500 |
| 5-6 days a week | 8 | 9 | 22 600 | |
| 1-4 days a week | 11 | 12 | 30 200 | |
| Monthly | 6 | 4 | 10 100 | |
| Rarely | 9 | 8 | 20 100 | |
| Never | 22 | 24 | 60 300 | |
| Cant say / No answer | 4 | 8 | 20 100 | |
| Usage/Following: Instagram | Daily | 32 | 19 | 47 800 |
| 5-6 days a week | 7 | 4 | 10 100 | |
| 1-4 days a week | 9 | 8 | 20 100 | |
| Monthly | 5 | 6 | 15 100 | |
| Rarely | 9 | 12 | 30 200 | |
| Never | 33 | 43 | 108 100 | |
| Cant say / No answer | 5 | 8 | 20 100 | |
| Usage/following rate: Snapchat | Daily | 15 | 3 | 7 500 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 3 | 1 | 2 500 | |
| Monthly | 2 | 1 | 2 500 | |
| Rarely | 5 | 5 | 12 600 | |
| Never | 69 | 81 | 203 600 | |
| Cant say / No answer | 5 | 9 | 22 600 | |
| Usage/Following: Twitter | Daily | 5 | 5 | 12 600 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 4 | 4 | 10 100 | |
| Monthly | 5 | 4 | 10 100 | |
| Rarely | 11 | 10 | 25 100 | |
| Never | 68 | 68 | 171 000 | |
| Cant say / No answer | 5 | 8 | 20 100 | |
| Usage/Following: TikTok | Daily | 10 | 3 | 7 500 |
| 5-6 days a week | 3 | 1 | 2 500 | |
| 1-4 days a week | 4 | 3 | 7 500 | |
| Monthly | 3 | 1 | 2 500 | |
| Rarely | 8 | 7 | 17 600 | |
| Never | 68 | 77 | 193 600 | |
| Cant say / No answer | 4 | 8 | 20 100 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 9 | 22 600 |
| Partially agree | 43 | 38 | 95 500 | |
| Partially disagree | 30 | 36 | 90 500 | |
| Completely disagree | 10 | 15 | 37 700 | |
| Can not say | 3 | 2 | 5 000 | |
| I prefer domestic products | Completely agree | 33 | 34 | 85 500 |
| Partially agree | 55 | 56 | 140 800 | |
| Partially disagree | 9 | 7 | 17 600 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 1 | 2 500 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 23 | 57 800 |
| Partially agree | 54 | 58 | 145 800 | |
| Partially disagree | 18 | 14 | 35 200 | |
| Completely disagree | 4 | 3 | 7 500 | |
| Can not say | 3 | 2 | 5 000 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 25 | 62 800 |
| Partially agree | 58 | 64 | 160 900 | |
| Partially disagree | 15 | 9 | 22 600 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 2 | 5 000 | |
| I usually choose the cheapest option | Completely agree | 12 | 7 | 17 600 |
| Partially agree | 48 | 48 | 120 700 | |
| Partially disagree | 33 | 38 | 95 500 | |
| Completely disagree | 5 | 5 | 12 600 | |
| Can not say | 2 | 2 | 5 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 28 | 70 400 |
| Partially agree | 50 | 57 | 143 300 | |
| Partially disagree | 9 | 12 | 30 200 | |
| Completely disagree | 2 | 3 | 7 500 | |
| Can not say | 1 | 1 | 2 500 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 4 | 10 100 |
| Partially agree | 24 | 22 | 55 300 | |
| Partially disagree | 38 | 42 | 105 600 | |
| Completely disagree | 24 | 21 | 52 800 | |
| Can not say | 9 | 11 | 27 700 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 10 100 |
| Partially agree | 36 | 39 | 98 000 | |
| Partially disagree | 45 | 43 | 108 100 | |
| Completely disagree | 11 | 12 | 30 200 | |
| Can not say | 4 | 3 | 7 500 | |
| I prefer local shops and services | Completely agree | 27 | 33 | 83 000 |
| Partially agree | 58 | 58 | 145 800 | |
| Partially disagree | 11 | 6 | 15 100 | |
| Completely disagree | 1 | 2 | 5 000 | |
| Can not say | 2 | 1 | 2 500 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 2 | 5 000 |
| Partially agree | 28 | 23 | 57 800 | |
| Partially disagree | 29 | 30 | 75 400 | |
| Completely disagree | 32 | 38 | 95 500 | |
| Can not say | 7 | 7 | 17 600 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 7 | 17 600 |
| Partially agree | 32 | 39 | 98 000 | |
| Partially disagree | 37 | 35 | 88 000 | |
| Completely disagree | 20 | 17 | 42 700 | |
| Can not say | 2 | 2 | 5 000 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 16 | 40 200 |
| Partially agree | 50 | 55 | 138 300 | |
| Partially disagree | 24 | 22 | 55 300 | |
| Completely disagree | 6 | 5 | 12 600 | |
| Can not say | 4 | 2 | 5 000 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 21 | 52 800 |
| Partially agree | 51 | 57 | 143 300 | |
| Partially disagree | 22 | 16 | 40 200 | |
| Completely disagree | 6 | 4 | 10 100 | |
| Can not say | 3 | 2 | 5 000 | |
| I prefer well-known brands | Completely agree | 12 | 11 | 27 700 |
| Partially agree | 58 | 63 | 158 400 | |
| Partially disagree | 21 | 18 | 45 300 | |
| Completely disagree | 5 | 4 | 10 100 | |
| Can not say | 3 | 4 | 10 100 | |
| I prefer used products in my purchases | Completely agree | 14 | 9 | 22 600 |
| Partially agree | 41 | 37 | 93 000 | |
| Partially disagree | 31 | 33 | 83 000 | |
| Completely disagree | 12 | 17 | 42 700 | |
| Can not say | 3 | 5 | 12 600 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 12 | 30 200 |
| Quite positively | 61 | 65 | 163 400 | |
| Quite negatively | 16 | 14 | 35 200 | |
| Very negative | 4 | 3 | 7 500 | |
| Can not say | 6 | 5 | 12 600 | |
| Magazines | Very positive | 13 | 12 | 30 200 |
| Quite positively | 60 | 64 | 160 900 | |
| Quite negatively | 17 | 16 | 40 200 | |
| Very negative | 4 | 3 | 7 500 | |
| Can not say | 6 | 6 | 15 100 | |
| Free and local newspapers | Very positive | 24 | 23 | 57 800 |
| Quite positively | 56 | 58 | 145 800 | |
| Quite negatively | 11 | 10 | 25 100 | |
| Very negative | 4 | 3 | 7 500 | |
| Can not say | 6 | 6 | 15 100 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 17 600 |
| Quite positively | 45 | 43 | 108 100 | |
| Quite negatively | 30 | 29 | 72 900 | |
| Very negative | 10 | 9 | 22 600 | |
| Can not say | 8 | 13 | 32 700 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 3 | 7 500 |
| Quite positively | 33 | 26 | 65 400 | |
| Quite negatively | 32 | 32 | 80 400 | |
| Very negative | 17 | 18 | 45 300 | |
| Can not say | 12 | 21 | 52 800 | |
| Blogs | Very positive | 4 | 2 | 5 000 |
| Quite positively | 25 | 19 | 47 800 | |
| Quite negatively | 29 | 26 | 65 400 | |
| Very negative | 16 | 18 | 45 300 | |
| Can not say | 26 | 35 | 88 000 | |
| Newsletters to email | Very positive | 2 | 1 | 2 500 |
| Quite positively | 17 | 15 | 37 700 | |
| Quite negatively | 34 | 35 | 88 000 | |
| Very negative | 43 | 45 | 113 100 | |
| Can not say | 4 | 4 | 10 100 | |
| Other websites | Very positive | 3 | 3 | 7 500 |
| Quite positively | 38 | 30 | 75 400 | |
| Quite negatively | 34 | 35 | 88 000 | |
| Very negative | 14 | 14 | 35 200 | |
| Can not say | 11 | 19 | 47 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 6 | 15 100 |
| Quite positively | 46 | 46 | 115 600 | |
| Quite negatively | 29 | 33 | 83 000 | |
| Very negative | 13 | 12 | 30 200 | |
| Can not say | 4 | 4 | 10 100 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 7 500 |
| Quite positively | 35 | 32 | 80 400 | |
| Quite negatively | 33 | 36 | 90 500 | |
| Very negative | 20 | 21 | 52 800 | |
| Can not say | 7 | 8 | 20 100 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 17 | 42 700 |
| Quite positively | 46 | 48 | 120 700 | |
| Quite negatively | 17 | 16 | 40 200 | |
| Very negative | 14 | 13 | 32 700 | |
| Can not say | 5 | 5 | 12 600 | |
| Out-of-home advertising | Very positive | 11 | 9 | 22 600 |
| Quite positively | 52 | 51 | 128 200 | |
| Quite negatively | 21 | 21 | 52 800 | |
| Very negative | 9 | 9 | 22 600 | |
| Can not say | 8 | 10 | 25 100 | 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 | 50 300 |
| Partially agree | 60 | 64 | 160 900 | |
| Partially disagree | 11 | 8 | 20 100 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 9 | 6 | 15 100 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 15 | 37 700 |
| Partially agree | 57 | 60 | 150 800 | |
| Partially disagree | 14 | 13 | 32 700 | |
| Completely disagree | 5 | 5 | 12 600 | |
| Can not say | 8 | 6 | 15 100 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 27 | 67 900 |
| Partially agree | 46 | 46 | 115 600 | |
| Partially disagree | 12 | 8 | 20 100 | |
| Completely disagree | 5 | 4 | 10 100 | |
| Can not say | 15 | 14 | 35 200 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 35 | 88 000 |
| Partially agree | 49 | 49 | 123 200 | |
| Partially disagree | 7 | 6 | 15 100 | |
| Completely disagree | 2 | 2 | 5 000 | |
| Can not say | 10 | 8 | 20 100 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 20 | 50 300 |
| Partially agree | 51 | 54 | 135 800 | |
| Partially disagree | 14 | 10 | 25 100 | |
| Completely disagree | 3 | 1 | 2 500 | |
| Can not say | 16 | 16 | 40 200 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 10 | 25 100 |
| Partially agree | 52 | 54 | 135 800 | |
| Partially disagree | 18 | 16 | 40 200 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 17 | 18 | 45 300 | |
| Finnish magazines are of high quality | Completely agree | 23 | 25 | 62 800 |
| Partially agree | 58 | 61 | 153 400 | |
| Partially disagree | 9 | 8 | 20 100 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 9 | 5 | 12 600 | |
| I follow important magazines on social media | Completely agree | 7 | 6 | 15 100 |
| Partially agree | 25 | 23 | 57 800 | |
| Partially disagree | 23 | 23 | 57 800 | |
| Completely disagree | 36 | 39 | 98 000 | |
| Can not say | 10 | 9 | 22 600 | |
| I read important magazines from cover to cover | Completely agree | 16 | 19 | 47 800 |
| Partially agree | 33 | 38 | 95 500 | |
| Partially disagree | 29 | 26 | 65 400 | |
| Completely disagree | 17 | 15 | 37 700 | |
| Can not say | 5 | 3 | 7 500 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 6 | 15 100 |
| Partially agree | 45 | 43 | 108 100 | |
| Partially disagree | 28 | 32 | 80 400 | |
| Completely disagree | 10 | 11 | 27 700 | |
| Can not say | 10 | 7 | 17 600 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 7 | 17 600 |
| Partially agree | 35 | 35 | 88 000 | |
| Partially disagree | 23 | 23 | 57 800 | |
| Completely disagree | 23 | 27 | 67 900 | |
| Can not say | 9 | 7 | 17 600 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 7 | 17 600 |
| Partially agree | 33 | 34 | 85 500 | |
| Partially disagree | 27 | 25 | 62 800 | |
| Completely disagree | 24 | 26 | 65 400 | |
| Can not say | 8 | 8 | 20 100 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 11 | 27 700 |
| Partially agree | 50 | 50 | 125 700 | |
| Partially disagree | 19 | 18 | 45 300 | |
| Completely disagree | 13 | 15 | 37 700 | |
| Can not say | 5 | 5 | 12 600 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 6 | 15 100 |
| Partially agree | 29 | 26 | 65 400 | |
| Partially disagree | 27 | 28 | 70 400 | |
| Completely disagree | 29 | 35 | 88 000 | |
| Can not say | 7 | 5 | 12 600 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 0 | 0 |
| Partially agree | 18 | 9 | 22 600 | |
| Partially disagree | 33 | 31 | 77 900 | |
| Completely disagree | 38 | 48 | 120 700 | |
| Can not say | 10 | 12 | 30 200 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 12 | 30 200 |
| Partially agree | 41 | 48 | 120 700 | |
| Partially disagree | 23 | 25 | 62 800 | |
| Completely disagree | 12 | 10 | 25 100 | |
| Can not say | 8 | 6 | 15 100 | Source: NRS 2025 |
| Use of information sources during the purchase process | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Information sources, cars and car purchase | Print magazines | 11 | 17 | 42 700 |
| Newspapers | 12 | 21 | 52 800 | |
| Magazine websites | 7 | 8 | 20 100 | |
| Newspaper websites | 8 | 11 | 27 700 | |
| Blogs | 3 | 2 | 5 000 | |
| Social media | 16 | 7 | 17 600 | |
| Other websites | 44 | 42 | 105 600 | |
| Television | 11 | 10 | 25 100 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 10 | 10 | 25 100 | |
| None of these | 39 | 39 | 98 000 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 22 | 55 300 |
| Newspapers | 15 | 27 | 67 900 | |
| Magazine websites | 9 | 11 | 27 700 | |
| Newspaper websites | 11 | 12 | 30 200 | |
| Blogs | 6 | 3 | 7 500 | |
| Social media | 28 | 14 | 35 200 | |
| Other websites | 50 | 48 | 120 700 | |
| Television | 19 | 16 | 40 200 | |
| Radio | 3 | 3 | 7 500 | |
| Direct mail | 35 | 39 | 98 000 | |
| None of these | 16 | 17 | 42 700 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 23 | 57 800 |
| Newspapers | 8 | 13 | 32 700 | |
| Magazine websites | 10 | 7 | 17 600 | |
| Newspaper websites | 7 | 6 | 15 100 | |
| Blogs | 7 | 3 | 7 500 | |
| Social media | 31 | 13 | 32 700 | |
| Other websites | 17 | 13 | 32 700 | |
| Television | 14 | 15 | 37 700 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 17 | 21 | 52 800 | |
| None of these | 43 | 49 | 123 200 | |
| Information sources, travel | Print magazines | 16 | 24 | 60 300 |
| Newspapers | 15 | 25 | 62 800 | |
| Magazine websites | 10 | 10 | 25 100 | |
| Newspaper websites | 11 | 15 | 37 700 | |
| Blogs | 12 | 7 | 17 600 | |
| Social media | 38 | 22 | 55 300 | |
| Other websites | 49 | 50 | 125 700 | |
| Television | 17 | 16 | 40 200 | |
| Radio | 3 | 2 | 5 000 | |
| Direct mail | 9 | 11 | 27 700 | |
| None of these | 25 | 23 | 57 800 | |
| Information sources, style and fashion | Print magazines | 22 | 30 | 75 400 |
| Newspapers | 11 | 19 | 47 800 | |
| Magazine websites | 12 | 9 | 22 600 | |
| Newspaper websites | 8 | 10 | 25 100 | |
| Blogs | 9 | 4 | 10 100 | |
| Social media | 37 | 17 | 42 700 | |
| Other websites | 34 | 29 | 72 900 | |
| Television | 18 | 18 | 45 300 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 25 | 28 | 70 400 | |
| None of these | 28 | 34 | 85 500 | |
| Information sources, building and renovating | Print magazines | 17 | 23 | 57 800 |
| Newspapers | 13 | 21 | 52 800 | |
| Magazine websites | 9 | 8 | 20 100 | |
| Newspaper websites | 9 | 11 | 27 700 | |
| Blogs | 7 | 4 | 10 100 | |
| Social media | 26 | 13 | 32 700 | |
| Other websites | 33 | 33 | 83 000 | |
| Television | 18 | 17 | 42 700 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 27 | 31 | 77 900 | |
| None of these | 31 | 34 | 85 500 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 46 | 115 600 |
| Newspapers | 25 | 41 | 103 100 | |
| Magazine websites | 21 | 18 | 45 300 | |
| Newspaper websites | 23 | 24 | 60 300 | |
| Blogs | 14 | 8 | 20 100 | |
| Social media | 45 | 24 | 60 300 | |
| Other websites | 32 | 28 | 70 400 | |
| Television | 29 | 33 | 83 000 | |
| Radio | 7 | 6 | 15 100 | |
| Direct mail | 26 | 32 | 80 400 | |
| None of these | 11 | 12 | 30 200 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 11 | 27 700 |
| Newspapers | 10 | 16 | 40 200 | |
| Magazine websites | 3 | 2 | 5 000 | |
| Newspaper websites | 5 | 6 | 15 100 | |
| Blogs | 1 | 1 | 2 500 | |
| Social media | 12 | 6 | 15 100 | |
| Other websites | 27 | 25 | 62 800 | |
| Television | 12 | 13 | 32 700 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 16 | 19 | 47 800 | |
| None of these | 52 | 50 | 125 700 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 32 | 80 400 |
| Newspapers | 14 | 23 | 57 800 | |
| Magazine websites | 11 | 10 | 25 100 | |
| Newspaper websites | 9 | 11 | 27 700 | |
| Blogs | 7 | 4 | 10 100 | |
| Social media | 31 | 15 | 37 700 | |
| Other websites | 31 | 28 | 70 400 | |
| Television | 19 | 17 | 42 700 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 31 | 34 | 85 500 | |
| None of these | 24 | 28 | 70 400 | |
| Information sources, saving and investing | Print magazines | 9 | 15 | 37 700 |
| Newspapers | 11 | 19 | 47 800 | |
| Magazine websites | 6 | 6 | 15 100 | |
| Newspaper websites | 11 | 13 | 32 700 | |
| Blogs | 7 | 4 | 10 100 | |
| Social media | 22 | 9 | 22 600 | |
| Other websites | 32 | 30 | 75 400 | |
| Television | 8 | 9 | 22 600 | |
| Radio | 3 | 2 | 5 000 | |
| Direct mail | 4 | 5 | 12 600 | |
| None of these | 44 | 47 | 118 200 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 19 | 47 800 |
| Newspapers | 13 | 21 | 52 800 | |
| Magazine websites | 8 | 7 | 17 600 | |
| Newspaper websites | 9 | 10 | 25 100 | |
| Blogs | 5 | 2 | 5 000 | |
| Social media | 26 | 14 | 35 200 | |
| Other websites | 39 | 38 | 95 500 | |
| Television | 13 | 13 | 32 700 | |
| Radio | 3 | 2 | 5 000 | |
| Direct mail | 15 | 18 | 45 300 | |
| None of these | 36 | 34 | 85 500 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 18 | 45 300 |
| Newspapers | 16 | 25 | 62 800 | |
| Magazine websites | 7 | 6 | 15 100 | |
| Newspaper websites | 9 | 11 | 27 700 | |
| Blogs | 5 | 2 | 5 000 | |
| Social media | 26 | 12 | 30 200 | |
| Other websites | 42 | 36 | 90 500 | |
| Television | 14 | 13 | 32 700 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 30 | 35 | 88 000 | |
| None of these | 28 | 30 | 75 400 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 20 | 50 300 |
| Well-being and health | 50 | 51 | 128 200 | |
| Charity work | 13 | 16 | 40 200 | |
| Self development | 32 | 27 | 67 900 | |
| Celebrities | 14 | 11 | 27 700 | |
| Fishing | 16 | 12 | 30 200 | |
| Beauty care and cosmetics | 16 | 9 | 22 600 | |
| Literature | 27 | 52 | 130 700 | |
| Domestic and foreign news | 52 | 72 | 181 000 | |
| Domestic travel | 32 | 29 | 72 900 | |
| Culture | 33 | 55 | 138 300 | |
| Crafts | 25 | 18 | 45 300 | |
| Nature and going outdoor | 52 | 54 | 135 800 | |
| Hunting | 10 | 7 | 17 600 | |
| Style and fashion | 20 | 16 | 40 200 | |
| Music and concerts | 36 | 45 | 113 100 | |
| Going on summer cottage | 29 | 22 | 55 300 | |
| Local affairs | 55 | 64 | 160 900 | |
| Computer/console/mobile playing | 17 | 7 | 17 600 | |
| Politics | 42 | 68 | 171 000 | |
| Gardening and plants | 30 | 34 | 85 500 | |
| Building and renovating | 34 | 32 | 80 400 | |
| Food and drink | 38 | 40 | 100 600 | |
| Cooking, baking, recipes | 38 | 35 | 88 000 | |
| Investment | 23 | 27 | 67 900 | |
| Decorating | 28 | 22 | 55 300 | |
| Economic and finances | 35 | 43 | 108 100 | |
| Science | 35 | 49 | 123 200 | |
| Travelling abroad | 34 | 28 | 70 400 | |
| Sports, exercising | 45 | 43 | 108 100 | |
| Sailing, boating | 10 | 12 | 30 200 | |
| Consumer electronics and information technology | 21 | 18 | 45 300 | |
| Environmental matters | 31 | 43 | 108 100 | |
| None of the above | 0 | 0 | 0 | |
| Purchases made and planned | ||||
| Planned acquisitions in the househould over the next 2 years | Building a house | 2 | 1 | 2 500 |
| Buying an apartment | 11 | 7 | 17 600 | |
| Home renovation | 27 | 27 | 67 900 | |
| Buying a car | 27 | 23 | 57 800 | |
| Buying a boat | 3 | 2 | 5 000 | |
| None of these | 51 | 56 | 140 800 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 37 | 93 000 |
| Repair and construction products | 39 | 39 | 98 000 | |
| Domestic appliances | 38 | 41 | 103 100 | |
| Electronics or IT products | 49 | 45 | 113 100 | |
| Cars | 19 | 16 | 40 200 | |
| Clothing and footwear | 84 | 82 | 206 100 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 36 | 90 500 | |
| Sports clothing, footwear or equipment | 58 | 54 | 135 800 | |
| Saving or investing products or services | 29 | 33 | 83 000 | |
| Cosmetics and beauty products | 49 | 43 | 108 100 | |
| Mobile phones | 29 | 26 | 65 400 | |
| Travels | 50 | 55 | 138 300 | |
| Products and services for health and well-being | 61 | 63 | 158 400 | |
| None of the above | 1 | 1 | 2 500 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 22 | 55 300 |
| Repair and construction products | 33 | 35 | 88 000 | |
| Domestic appliances | 18 | 15 | 37 700 | |
| Electronics or IT products | 27 | 25 | 62 800 | |
| Cars | 14 | 11 | 27 700 | |
| Clothing and footwear | 67 | 64 | 160 900 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 27 | 67 900 | |
| Sports clothing, footwear or equipment | 44 | 38 | 95 500 | |
| Saving or investing products or services | 24 | 28 | 70 400 | |
| Cosmetics and beauty products | 38 | 32 | 80 400 | |
| Mobile phones | 16 | 14 | 35 200 | |
| Travels | 46 | 49 | 123 200 | |
| Products and services for health and well-being | 49 | 52 | 130 700 | |
| None of the above | 6 | 6 | 15 100 | |
| Will consider switching over the next 12 months | Bank | 7 | 6 | 15 100 |
| Insurance company | 11 | 9 | 22 600 | |
| electric company | 17 | 16 | 40 200 | |
| Internet Connection | 10 | 9 | 22 600 | |
| Phone-subscription | 14 | 13 | 32 700 | |
| None of the above | 48 | 54 | 135 800 | |
| Can not say | 18 | 15 | 37 700 | |
| Uses of extra money | Magazines, books, movies | 16 | 24 | 60 300 |
| Eating, drinking, partying in a restaurant | 35 | 30 | 75 400 | |
| Exercise hobbies and equipment | 28 | 26 | 65 400 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 44 | 110 600 | |
| Renovation, decoration | 23 | 23 | 57 800 | |
| Health services and one's own well-being | 22 | 26 | 65 400 | |
| Travelling | 44 | 50 | 125 700 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 11 | 27 700 | |
| Clothes, shoes and bags | 22 | 15 | 37 700 | |
| Home services (cleaning and other housekeeping services) | 5 | 10 | 25 100 | |
| Car, boat, motorcycle | 11 | 9 | 22 600 | |
| Cosmetics and beauty care | 12 | 7 | 17 600 | |
| Saving, investing | 49 | 52 | 130 700 | |
| Other | 8 | 8 | 20 100 | |
| There is no extra money after mandatory expenses | 8 | 6 | 15 100 | |
| Can not say | 3 | 3 | 7 500 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 303 200
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 42 | 108 100 |
| Men | 49 | 58 | 143 300 | |
| Native language | Finnish | 95 | 97 | 243 900 |
| Swedish | 5 | 3 | 7 500 | |
| Age | 15-24 y | 13 | 4 | 7 500 |
| 25-34 y | 14 | 7 | 10 100 | |
| 35-44 y | 14 | 9 | 15 100 | |
| 45-54 y | 14 | 11 | 22 600 | |
| 55-64 y | 15 | 16 | 40 200 | |
| 65+ y | 30 | 54 | 153 400 | |
| Gender + age | Female 15-29 years | 9 | 2 | 2 500 |
| Female 30-49 years | 14 | 8 | 15 100 | |
| Female 50+ years | 28 | 32 | 88 000 | |
| Male 15-29 years | 10 | 4 | 7 500 | |
| Male 30-49 years | 15 | 11 | 20 100 | |
| Male 50+ years | 24 | 43 | 115 600 | |
| Household position | Lives at home with parents | 7 | 2 | 5 000 |
| Lives alone | 29 | 27 | 65 400 | |
| Lives with spouse | 36 | 50 | 133 200 | |
| Lives with spouse and children | 24 | 18 | 37 700 | |
| Single parent | 2 | 2 | 2 500 | |
| Other | 3 | 2 | 5 000 | |
| Grandchildren under 18 years of age | Yes | 20 | 30 | 83 000 |
| No | 39 | 50 | 133 200 | |
| No answer (under 45 year olds) | 41 | 20 | 35 200 | |
| Education | Elementary school | 4 | 3 | 10 100 |
| Secondary school | 6 | 3 | 7 500 | |
| Vocational | 27 | 17 | 42 700 | |
| High school | 13 | 10 | 22 600 | |
| University of Applied Sciences | 20 | 16 | 37 700 | |
| University | 28 | 48 | 125 700 | |
| Something else | 2 | 2 | 7 500 | |
| Decision-maker in grocery purchases | Yes | 93 | 92 | 231 300 |
| No | 6 | 7 | 17 600 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 80 | 211 200 |
| No | 32 | 20 | 40 200 | |
| Size of the household | 1 pers | 28 | 27 | 65 400 |
| 2 pers | 38 | 51 | 138 300 | |
| 3 pers | 14 | 10 | 22 600 | |
| 4 pers | 12 | 8 | 17 600 | |
| 5+ pers | 7 | 4 | 7 500 | |
| Household income (gross) | Below 20 000 € /y | 10 | 6 | 15 100 |
| 20 000 - 35 000 € /y | 17 | 13 | 35 200 | |
| 35 001 - 50 000 € /y | 18 | 19 | 47 800 | |
| 50 001 - 85 000 € /y | 21 | 25 | 60 300 | |
| 85 001 - 100 000 € /y | 8 | 10 | 25 100 | |
| Over 100 000 € /y | 10 | 16 | 42 700 | |
| Dont want to tell | 5 | 5 | 12 600 | |
| Cant say / No answer | 10 | 5 | 12 600 | |
| Family with kids | Yes | 32 | 21 | 45 300 |
| No | 68 | 79 | 206 100 | |
| Number of children in the household (5th grade) | 1 child | 13 | 9 | 20 100 |
| 2 children | 13 | 8 | 17 600 | |
| 3 children | 5 | 3 | 5 000 | |
| 4 children | 1 | 1 | 0 | |
| 5+ children | 1 | 1 | 0 | |
| There are no children | 67 | 79 | 206 100 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 11 | 25 100 |
| Dog | 26 | 19 | 42 700 | |
| Some other pet | 5 | 4 | 10 100 | |
| No pets | 61 | 71 | 183 500 | |
| Health services used in the household | Public health services | 85 | 85 | 216 200 |
| Employer - funded health care services | 50 | 38 | 85 500 | |
| Private, self-funded healthcare services | 39 | 52 | 135 800 | |
| Private health insurance services | 26 | 21 | 47 800 | |
| No health care | 1 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 32 | 35 | 85 500 |
| Row house or semi-detached house | 17 | 18 | 47 800 | |
| Detached house | 46 | 43 | 110 600 | |
| Farm | 4 | 3 | 7 500 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 85 | 218 700 |
| Rented residence | 20 | 13 | 27 700 | |
| Right of residence apartment | 2 | 2 | 5 000 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 53 | 138 300 |
| No | 58 | 47 | 110 600 | |
| Can not say | 1 | 1 | 2 500 | |
| Number of cars in household | One car | 45 | 52 | 133 200 |
| Two cars | 30 | 29 | 70 400 | |
| Three or more cars | 10 | 6 | 12 600 | |
| No car | 14 | 14 | 35 200 | |
| Type of car, if buying now | New | 21 | 30 | 80 400 |
| Used | 70 | 59 | 143 300 | |
| Company car | 5 | 4 | 7 500 | |
| Leasing (personal) | 9 | 12 | 27 700 | |
| Shared car | 3 | 3 | 7 500 | |
| Doesn't use a car | 8 | 8 | 20 100 | |
| Can not say | 5 | 4 | 10 100 | |
| Advertising ban at the door / mailbox | Yes | 27 | 27 | 65 400 |
| No | 72 | 72 | 186 000 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 15 | 32 700 |
| No | 76 | 79 | 203 600 | |
| Can not say | 5 | 6 | 15 100 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 29 | 72 900 |
| Turku or Tampere | 8 | 10 | 25 100 | |
| Oulu | 4 | 3 | 7 500 | |
| 70 000 - 150 000 inhabitants town | 14 | 12 | 27 700 | |
| Urban municipality | 25 | 24 | 60 300 | |
| Conurbation | 16 | 14 | 35 200 | |
| Countryside | 13 | 9 | 22 600 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 26 | 75 400 |
| 5-6 days a week | 4 | 8 | 22 600 | |
| 1-4 days a week | 24 | 42 | 115 600 | |
| Monthly | 25 | 15 | 27 700 | |
| Rarely | 26 | 7 | 7 500 | |
| Never | 8 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 23 | 52 800 |
| 5-6 days a week | 5 | 5 | 12 600 | |
| 1-4 days a week | 20 | 27 | 65 400 | |
| Monthly | 15 | 14 | 32 700 | |
| Rarely | 23 | 17 | 45 300 | |
| Never | 13 | 13 | 40 200 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 51 | 145 800 |
| 5-6 days a week | 5 | 6 | 17 600 | |
| 1-4 days a week | 23 | 19 | 45 300 | |
| Monthly | 15 | 10 | 22 600 | |
| Rarely | 24 | 11 | 17 600 | |
| Never | 8 | 3 | 5 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 59 | 143 300 |
| 5-6 days a week | 9 | 11 | 27 700 | |
| 1-4 days a week | 17 | 15 | 40 200 | |
| Monthly | 6 | 3 | 7 500 | |
| Rarely | 8 | 5 | 15 100 | |
| Never | 5 | 6 | 20 100 | |
| Can not say | 0 | 0 | 2 500 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 12 600 |
| 5-6 days a week | 4 | 5 | 12 600 | |
| 1-4 days a week | 41 | 45 | 118 200 | |
| Monthly | 18 | 17 | 42 700 | |
| Rarely | 23 | 20 | 47 800 | |
| Never | 9 | 7 | 15 100 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Free online TV services | Daily | 17 | 20 | 50 300 |
| 5-6 days a week | 10 | 12 | 30 200 | |
| 1-4 days a week | 30 | 30 | 75 400 | |
| Monthly | 21 | 18 | 42 700 | |
| Rarely | 15 | 13 | 32 700 | |
| Never | 6 | 7 | 20 100 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 11 | 25 100 |
| 5-6 days a week | 10 | 8 | 20 100 | |
| 1-4 days a week | 22 | 21 | 50 300 | |
| Monthly | 9 | 8 | 17 600 | |
| Rarely | 13 | 12 | 30 200 | |
| Never | 30 | 39 | 108 100 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 62 | 165 900 |
| 5-6 days a week | 10 | 11 | 27 700 | |
| 1-4 days a week | 19 | 13 | 27 700 | |
| Monthly | 12 | 7 | 12 600 | |
| Rarely | 12 | 6 | 12 600 | |
| Never | 3 | 1 | 2 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 40 | 105 600 |
| 5-6 days a week | 12 | 14 | 35 200 | |
| 1-4 days a week | 22 | 21 | 50 300 | |
| Monthly | 12 | 9 | 17 600 | |
| Rarely | 13 | 10 | 22 600 | |
| Never | 8 | 6 | 17 600 | |
| Can not say | 0 | 1 | 2 500 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 34 | 93 000 |
| 5-6 days a week | 6 | 8 | 22 600 | |
| 1-4 days a week | 16 | 17 | 42 700 | |
| Monthly | 13 | 11 | 27 700 | |
| Rarely | 27 | 20 | 45 300 | |
| Never | 15 | 9 | 20 100 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 14 | 35 200 |
| 5-6 days a week | 9 | 9 | 22 600 | |
| 1-4 days a week | 21 | 19 | 45 300 | |
| Monthly | 14 | 13 | 30 200 | |
| Rarely | 23 | 22 | 55 300 | |
| Never | 16 | 21 | 55 300 | |
| Can not say | 1 | 1 | 5 000 | |
| The frequency of listening: Podcasts | Daily | 6 | 5 | 10 100 |
| 5-6 days a week | 3 | 3 | 5 000 | |
| 1-4 days a week | 11 | 10 | 22 600 | |
| Monthly | 14 | 13 | 30 200 | |
| Rarely | 27 | 28 | 70 400 | |
| Never | 36 | 40 | 105 600 | |
| Can not say | 2 | 2 | 5 000 | |
| User frequency and following: Social media | Daily | 59 | 48 | 113 100 |
| 5-6 days a week | 8 | 9 | 22 600 | |
| 1-4 days a week | 8 | 10 | 27 700 | |
| Monthly | 3 | 3 | 7 500 | |
| Rarely | 6 | 7 | 17 600 | |
| Never | 16 | 23 | 62 800 | |
| Can not say | 0 | 1 | 2 500 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 7 | 15 100 |
| 5-6 days a week | 6 | 3 | 5 000 | |
| 1-4 days a week | 13 | 10 | 22 600 | |
| Monthly | 8 | 8 | 20 100 | |
| Rarely | 20 | 20 | 47 800 | |
| Never | 38 | 50 | 135 800 | |
| Can not say | 1 | 1 | 2 500 | |
| User frequency: Instant messaging | Daily | 69 | 60 | 140 800 |
| 5-6 days a week | 11 | 11 | 30 200 | |
| 1-4 days a week | 9 | 12 | 32 700 | |
| Monthly | 3 | 4 | 10 100 | |
| Rarely | 2 | 3 | 10 100 | |
| Never | 6 | 10 | 27 700 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 30 | 83 000 |
| 5-6 days a week | 6 | 6 | 15 100 | |
| 1-4 days a week | 14 | 16 | 37 700 | |
| Monthly | 22 | 21 | 50 300 | |
| Rarely | 34 | 24 | 55 300 | |
| Never | 7 | 3 | 7 500 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 2 | 5 000 |
| 5-6 days a week | 1 | 1 | 2 500 | |
| 1-4 days a week | 4 | 5 | 12 600 | |
| Monthly | 7 | 7 | 15 100 | |
| Rarely | 30 | 29 | 70 400 | |
| Never | 53 | 55 | 143 300 | |
| Can not say | 1 | 1 | 2 500 | |
| Listening frequency: Audiobooks | Daily | 6 | 4 | 10 100 |
| 5-6 days a week | 3 | 2 | 5 000 | |
| 1-4 days a week | 6 | 5 | 12 600 | |
| Monthly | 8 | 6 | 12 600 | |
| Rarely | 23 | 21 | 52 800 | |
| Never | 54 | 61 | 158 400 | |
| Can not say | 1 | 1 | 2 500 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 13 | 27 700 |
| 5-6 days a week | 9 | 7 | 17 600 | |
| 1-4 days a week | 23 | 23 | 55 300 | |
| Monthly | 21 | 19 | 45 300 | |
| Rarely | 17 | 20 | 52 800 | |
| Never | 10 | 17 | 50 300 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 4 | 10 100 |
| 5-6 days a week | 2 | 2 | 5 000 | |
| 1-4 days a week | 8 | 9 | 20 100 | |
| Monthly | 8 | 8 | 17 600 | |
| Rarely | 12 | 12 | 30 200 | |
| Never | 59 | 57 | 148 300 | |
| Cant say / No answer | 6 | 8 | 22 600 | |
| Usage/following: Facebook | Daily | 39 | 37 | 90 500 |
| 5-6 days a week | 8 | 9 | 22 600 | |
| 1-4 days a week | 11 | 12 | 30 200 | |
| Monthly | 6 | 5 | 10 100 | |
| Rarely | 9 | 8 | 20 100 | |
| Never | 22 | 23 | 60 300 | |
| Cant say / No answer | 4 | 7 | 20 100 | |
| Usage/Following: Instagram | Daily | 32 | 21 | 47 800 |
| 5-6 days a week | 7 | 5 | 10 100 | |
| 1-4 days a week | 9 | 8 | 20 100 | |
| Monthly | 5 | 6 | 15 100 | |
| Rarely | 9 | 11 | 30 200 | |
| Never | 33 | 41 | 108 100 | |
| Cant say / No answer | 5 | 7 | 20 100 | |
| Usage/following rate: Snapchat | Daily | 15 | 5 | 7 500 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 3 | 2 | 2 500 | |
| Monthly | 2 | 1 | 2 500 | |
| Rarely | 5 | 5 | 12 600 | |
| Never | 69 | 79 | 203 600 | |
| Cant say / No answer | 5 | 8 | 22 600 | |
| Usage/Following: Twitter | Daily | 5 | 6 | 12 600 |
| 5-6 days a week | 2 | 2 | 2 500 | |
| 1-4 days a week | 4 | 4 | 10 100 | |
| Monthly | 5 | 4 | 10 100 | |
| Rarely | 11 | 10 | 25 100 | |
| Never | 68 | 67 | 171 000 | |
| Cant say / No answer | 5 | 7 | 20 100 | |
| Usage/Following: TikTok | Daily | 10 | 3 | 7 500 |
| 5-6 days a week | 3 | 1 | 2 500 | |
| 1-4 days a week | 4 | 3 | 7 500 | |
| Monthly | 3 | 2 | 2 500 | |
| Rarely | 8 | 8 | 17 600 | |
| Never | 68 | 76 | 193 600 | |
| Cant say / No answer | 4 | 7 | 20 100 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 10 | 22 600 |
| Partially agree | 43 | 39 | 95 500 | |
| Partially disagree | 30 | 35 | 90 500 | |
| Completely disagree | 10 | 14 | 37 700 | |
| Can not say | 3 | 2 | 5 000 | |
| I prefer domestic products | Completely agree | 33 | 33 | 85 500 |
| Partially agree | 55 | 56 | 140 800 | |
| Partially disagree | 9 | 8 | 17 600 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 1 | 2 500 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 23 | 57 800 |
| Partially agree | 54 | 57 | 145 800 | |
| Partially disagree | 18 | 15 | 35 200 | |
| Completely disagree | 4 | 3 | 7 500 | |
| Can not say | 3 | 2 | 5 000 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 25 | 62 800 |
| Partially agree | 58 | 63 | 160 900 | |
| Partially disagree | 15 | 10 | 22 600 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 2 | 5 000 | |
| I usually choose the cheapest option | Completely agree | 12 | 8 | 17 600 |
| Partially agree | 48 | 48 | 120 700 | |
| Partially disagree | 33 | 38 | 95 500 | |
| Completely disagree | 5 | 5 | 12 600 | |
| Can not say | 2 | 2 | 5 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 29 | 70 400 |
| Partially agree | 50 | 56 | 143 300 | |
| Partially disagree | 9 | 11 | 30 200 | |
| Completely disagree | 2 | 3 | 7 500 | |
| Can not say | 1 | 1 | 2 500 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 4 | 10 100 |
| Partially agree | 24 | 23 | 55 300 | |
| Partially disagree | 38 | 41 | 105 600 | |
| Completely disagree | 24 | 21 | 52 800 | |
| Can not say | 9 | 11 | 27 700 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 10 100 |
| Partially agree | 36 | 39 | 98 000 | |
| Partially disagree | 45 | 43 | 108 100 | |
| Completely disagree | 11 | 11 | 30 200 | |
| Can not say | 4 | 3 | 7 500 | |
| I prefer local shops and services | Completely agree | 27 | 32 | 83 000 |
| Partially agree | 58 | 59 | 145 800 | |
| Partially disagree | 11 | 7 | 15 100 | |
| Completely disagree | 1 | 2 | 5 000 | |
| Can not say | 2 | 1 | 2 500 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 5 000 |
| Partially agree | 28 | 24 | 57 800 | |
| Partially disagree | 29 | 30 | 75 400 | |
| Completely disagree | 32 | 37 | 95 500 | |
| Can not say | 7 | 7 | 17 600 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 17 600 |
| Partially agree | 32 | 37 | 98 000 | |
| Partially disagree | 37 | 35 | 88 000 | |
| Completely disagree | 20 | 17 | 42 700 | |
| Can not say | 2 | 2 | 5 000 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 16 | 40 200 |
| Partially agree | 50 | 54 | 138 300 | |
| Partially disagree | 24 | 22 | 55 300 | |
| Completely disagree | 6 | 5 | 12 600 | |
| Can not say | 4 | 3 | 5 000 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 20 | 52 800 |
| Partially agree | 51 | 56 | 143 300 | |
| Partially disagree | 22 | 17 | 40 200 | |
| Completely disagree | 6 | 5 | 10 100 | |
| Can not say | 3 | 2 | 5 000 | |
| I prefer well-known brands | Completely agree | 12 | 12 | 27 700 |
| Partially agree | 58 | 62 | 158 400 | |
| Partially disagree | 21 | 18 | 45 300 | |
| Completely disagree | 5 | 4 | 10 100 | |
| Can not say | 3 | 4 | 10 100 | |
| I prefer used products in my purchases | Completely agree | 14 | 10 | 22 600 |
| Partially agree | 41 | 37 | 93 000 | |
| Partially disagree | 31 | 33 | 83 000 | |
| Completely disagree | 12 | 16 | 42 700 | |
| Can not say | 3 | 4 | 12 600 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 13 | 30 200 |
| Quite positively | 61 | 65 | 163 400 | |
| Quite negatively | 16 | 14 | 35 200 | |
| Very negative | 4 | 3 | 7 500 | |
| Can not say | 6 | 5 | 12 600 | |
| Magazines | Very positive | 13 | 12 | 30 200 |
| Quite positively | 60 | 63 | 160 900 | |
| Quite negatively | 17 | 16 | 40 200 | |
| Very negative | 4 | 3 | 7 500 | |
| Can not say | 6 | 5 | 15 100 | |
| Free and local newspapers | Very positive | 24 | 24 | 57 800 |
| Quite positively | 56 | 58 | 145 800 | |
| Quite negatively | 11 | 10 | 25 100 | |
| Very negative | 4 | 3 | 7 500 | |
| Can not say | 6 | 5 | 15 100 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 17 600 |
| Quite positively | 45 | 44 | 108 100 | |
| Quite negatively | 30 | 30 | 72 900 | |
| Very negative | 10 | 9 | 22 600 | |
| Can not say | 8 | 11 | 32 700 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 4 | 7 500 |
| Quite positively | 33 | 27 | 65 400 | |
| Quite negatively | 32 | 33 | 80 400 | |
| Very negative | 17 | 18 | 45 300 | |
| Can not say | 12 | 19 | 52 800 | |
| Blogs | Very positive | 4 | 2 | 5 000 |
| Quite positively | 25 | 20 | 47 800 | |
| Quite negatively | 29 | 27 | 65 400 | |
| Very negative | 16 | 18 | 45 300 | |
| Can not say | 26 | 33 | 88 000 | |
| Newsletters to email | Very positive | 2 | 1 | 2 500 |
| Quite positively | 17 | 15 | 37 700 | |
| Quite negatively | 34 | 35 | 88 000 | |
| Very negative | 43 | 45 | 113 100 | |
| Can not say | 4 | 3 | 10 100 | |
| Other websites | Very positive | 3 | 3 | 7 500 |
| Quite positively | 38 | 31 | 75 400 | |
| Quite negatively | 34 | 35 | 88 000 | |
| Very negative | 14 | 14 | 35 200 | |
| Can not say | 11 | 17 | 47 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 6 | 15 100 |
| Quite positively | 46 | 46 | 115 600 | |
| Quite negatively | 29 | 32 | 83 000 | |
| Very negative | 13 | 12 | 30 200 | |
| Can not say | 4 | 4 | 10 100 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 7 500 |
| Quite positively | 35 | 32 | 80 400 | |
| Quite negatively | 33 | 36 | 90 500 | |
| Very negative | 20 | 20 | 52 800 | |
| Can not say | 7 | 8 | 20 100 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 17 | 42 700 |
| Quite positively | 46 | 47 | 120 700 | |
| Quite negatively | 17 | 16 | 40 200 | |
| Very negative | 14 | 14 | 32 700 | |
| Can not say | 5 | 5 | 12 600 | |
| Out-of-home advertising | Very positive | 11 | 10 | 22 600 |
| Quite positively | 52 | 52 | 128 200 | |
| Quite negatively | 21 | 20 | 52 800 | |
| Very negative | 9 | 9 | 22 600 | |
| Can not say | 8 | 9 | 25 100 | 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 | 50 300 |
| Partially agree | 60 | 64 | 160 900 | |
| Partially disagree | 11 | 8 | 20 100 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 9 | 6 | 15 100 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 16 | 37 700 |
| Partially agree | 57 | 60 | 150 800 | |
| Partially disagree | 14 | 13 | 32 700 | |
| Completely disagree | 5 | 5 | 12 600 | |
| Can not say | 8 | 6 | 15 100 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 27 | 67 900 |
| Partially agree | 46 | 47 | 115 600 | |
| Partially disagree | 12 | 9 | 20 100 | |
| Completely disagree | 5 | 4 | 10 100 | |
| Can not say | 15 | 13 | 35 200 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 36 | 88 000 |
| Partially agree | 49 | 49 | 123 200 | |
| Partially disagree | 7 | 6 | 15 100 | |
| Completely disagree | 2 | 2 | 5 000 | |
| Can not say | 10 | 8 | 20 100 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 19 | 50 300 |
| Partially agree | 51 | 54 | 135 800 | |
| Partially disagree | 14 | 10 | 25 100 | |
| Completely disagree | 3 | 1 | 2 500 | |
| Can not say | 16 | 15 | 40 200 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 10 | 25 100 |
| Partially agree | 52 | 54 | 135 800 | |
| Partially disagree | 18 | 17 | 40 200 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 17 | 18 | 45 300 | |
| Finnish magazines are of high quality | Completely agree | 23 | 25 | 62 800 |
| Partially agree | 58 | 61 | 153 400 | |
| Partially disagree | 9 | 8 | 20 100 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 9 | 6 | 12 600 | |
| I follow important magazines on social media | Completely agree | 7 | 6 | 15 100 |
| Partially agree | 25 | 24 | 57 800 | |
| Partially disagree | 23 | 23 | 57 800 | |
| Completely disagree | 36 | 38 | 98 000 | |
| Can not say | 10 | 9 | 22 600 | |
| I read important magazines from cover to cover | Completely agree | 16 | 19 | 47 800 |
| Partially agree | 33 | 37 | 95 500 | |
| Partially disagree | 29 | 27 | 65 400 | |
| Completely disagree | 17 | 15 | 37 700 | |
| Can not say | 5 | 3 | 7 500 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 6 | 15 100 |
| Partially agree | 45 | 43 | 108 100 | |
| Partially disagree | 28 | 32 | 80 400 | |
| Completely disagree | 10 | 11 | 27 700 | |
| Can not say | 10 | 8 | 17 600 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 8 | 17 600 |
| Partially agree | 35 | 36 | 88 000 | |
| Partially disagree | 23 | 23 | 57 800 | |
| Completely disagree | 23 | 26 | 67 900 | |
| Can not say | 9 | 7 | 17 600 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 8 | 17 600 |
| Partially agree | 33 | 34 | 85 500 | |
| Partially disagree | 27 | 25 | 62 800 | |
| Completely disagree | 24 | 26 | 65 400 | |
| Can not say | 8 | 8 | 20 100 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 11 | 27 700 |
| Partially agree | 50 | 50 | 125 700 | |
| Partially disagree | 19 | 19 | 45 300 | |
| Completely disagree | 13 | 15 | 37 700 | |
| Can not say | 5 | 5 | 12 600 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 6 | 15 100 |
| Partially agree | 29 | 26 | 65 400 | |
| Partially disagree | 27 | 28 | 70 400 | |
| Completely disagree | 29 | 34 | 88 000 | |
| Can not say | 7 | 5 | 12 600 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 0 |
| Partially agree | 18 | 10 | 22 600 | |
| Partially disagree | 33 | 32 | 77 900 | |
| Completely disagree | 38 | 46 | 120 700 | |
| Can not say | 10 | 11 | 30 200 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 12 | 30 200 |
| Partially agree | 41 | 46 | 120 700 | |
| Partially disagree | 23 | 25 | 62 800 | |
| Completely disagree | 12 | 11 | 25 100 | |
| Can not say | 8 | 6 | 15 100 | Source: NRS 2025 |
| Use of information sources during the purchase process | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Information sources, cars and car purchase | Print magazines | 11 | 16 | 42 700 |
| Newspapers | 12 | 19 | 52 800 | |
| Magazine websites | 7 | 9 | 20 100 | |
| Newspaper websites | 8 | 11 | 27 700 | |
| Blogs | 3 | 2 | 5 000 | |
| Social media | 16 | 9 | 17 600 | |
| Other websites | 44 | 43 | 105 600 | |
| Television | 11 | 10 | 25 100 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 10 | 10 | 25 100 | |
| None of these | 39 | 39 | 98 000 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 21 | 55 300 |
| Newspapers | 15 | 25 | 67 900 | |
| Magazine websites | 9 | 11 | 27 700 | |
| Newspaper websites | 11 | 13 | 30 200 | |
| Blogs | 6 | 4 | 7 500 | |
| Social media | 28 | 17 | 35 200 | |
| Other websites | 50 | 50 | 120 700 | |
| Television | 19 | 16 | 40 200 | |
| Radio | 3 | 3 | 7 500 | |
| Direct mail | 35 | 38 | 98 000 | |
| None of these | 16 | 16 | 42 700 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 22 | 57 800 |
| Newspapers | 8 | 12 | 32 700 | |
| Magazine websites | 10 | 8 | 17 600 | |
| Newspaper websites | 7 | 7 | 15 100 | |
| Blogs | 7 | 4 | 7 500 | |
| Social media | 31 | 16 | 32 700 | |
| Other websites | 17 | 15 | 32 700 | |
| Television | 14 | 14 | 37 700 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 17 | 20 | 52 800 | |
| None of these | 43 | 48 | 123 200 | |
| Information sources, travel | Print magazines | 16 | 23 | 60 300 |
| Newspapers | 15 | 23 | 62 800 | |
| Magazine websites | 10 | 11 | 25 100 | |
| Newspaper websites | 11 | 16 | 37 700 | |
| Blogs | 12 | 9 | 17 600 | |
| Social media | 38 | 26 | 55 300 | |
| Other websites | 49 | 51 | 125 700 | |
| Television | 17 | 16 | 40 200 | |
| Radio | 3 | 3 | 5 000 | |
| Direct mail | 9 | 11 | 27 700 | |
| None of these | 25 | 23 | 57 800 | |
| Information sources, style and fashion | Print magazines | 22 | 28 | 75 400 |
| Newspapers | 11 | 17 | 47 800 | |
| Magazine websites | 12 | 10 | 22 600 | |
| Newspaper websites | 8 | 11 | 25 100 | |
| Blogs | 9 | 5 | 10 100 | |
| Social media | 37 | 22 | 42 700 | |
| Other websites | 34 | 31 | 72 900 | |
| Television | 18 | 18 | 45 300 | |
| Radio | 2 | 2 | 2 500 | |
| Direct mail | 25 | 26 | 70 400 | |
| None of these | 28 | 32 | 85 500 | |
| Information sources, building and renovating | Print magazines | 17 | 22 | 57 800 |
| Newspapers | 13 | 19 | 52 800 | |
| Magazine websites | 9 | 9 | 20 100 | |
| Newspaper websites | 9 | 11 | 27 700 | |
| Blogs | 7 | 5 | 10 100 | |
| Social media | 26 | 16 | 32 700 | |
| Other websites | 33 | 34 | 83 000 | |
| Television | 18 | 17 | 42 700 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 27 | 30 | 77 900 | |
| None of these | 31 | 33 | 85 500 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 45 | 115 600 |
| Newspapers | 25 | 38 | 103 100 | |
| Magazine websites | 21 | 20 | 45 300 | |
| Newspaper websites | 23 | 25 | 60 300 | |
| Blogs | 14 | 10 | 20 100 | |
| Social media | 45 | 29 | 60 300 | |
| Other websites | 32 | 29 | 70 400 | |
| Television | 29 | 32 | 83 000 | |
| Radio | 7 | 6 | 15 100 | |
| Direct mail | 26 | 31 | 80 400 | |
| None of these | 11 | 11 | 30 200 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 10 | 27 700 |
| Newspapers | 10 | 14 | 40 200 | |
| Magazine websites | 3 | 3 | 5 000 | |
| Newspaper websites | 5 | 6 | 15 100 | |
| Blogs | 1 | 1 | 2 500 | |
| Social media | 12 | 7 | 15 100 | |
| Other websites | 27 | 26 | 62 800 | |
| Television | 12 | 13 | 32 700 | |
| Radio | 2 | 2 | 2 500 | |
| Direct mail | 16 | 18 | 47 800 | |
| None of these | 52 | 50 | 125 700 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 31 | 80 400 |
| Newspapers | 14 | 21 | 57 800 | |
| Magazine websites | 11 | 11 | 25 100 | |
| Newspaper websites | 9 | 11 | 27 700 | |
| Blogs | 7 | 5 | 10 100 | |
| Social media | 31 | 18 | 37 700 | |
| Other websites | 31 | 29 | 70 400 | |
| Television | 19 | 18 | 42 700 | |
| Radio | 2 | 2 | 5 000 | |
| Direct mail | 31 | 33 | 85 500 | |
| None of these | 24 | 27 | 70 400 | |
| Information sources, saving and investing | Print magazines | 9 | 14 | 37 700 |
| Newspapers | 11 | 18 | 47 800 | |
| Magazine websites | 6 | 7 | 15 100 | |
| Newspaper websites | 11 | 14 | 32 700 | |
| Blogs | 7 | 6 | 10 100 | |
| Social media | 22 | 13 | 22 600 | |
| Other websites | 32 | 32 | 75 400 | |
| Television | 8 | 9 | 22 600 | |
| Radio | 3 | 2 | 5 000 | |
| Direct mail | 4 | 4 | 12 600 | |
| None of these | 44 | 45 | 118 200 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 18 | 47 800 |
| Newspapers | 13 | 19 | 52 800 | |
| Magazine websites | 8 | 8 | 17 600 | |
| Newspaper websites | 9 | 10 | 25 100 | |
| Blogs | 5 | 3 | 5 000 | |
| Social media | 26 | 16 | 35 200 | |
| Other websites | 39 | 39 | 95 500 | |
| Television | 13 | 12 | 32 700 | |
| Radio | 3 | 2 | 5 000 | |
| Direct mail | 15 | 17 | 45 300 | |
| None of these | 36 | 34 | 85 500 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 17 | 45 300 |
| Newspapers | 16 | 23 | 62 800 | |
| Magazine websites | 7 | 7 | 15 100 | |
| Newspaper websites | 9 | 11 | 27 700 | |
| Blogs | 5 | 3 | 5 000 | |
| Social media | 26 | 15 | 30 200 | |
| Other websites | 42 | 39 | 90 500 | |
| Television | 14 | 13 | 32 700 | |
| Radio | 2 | 1 | 2 500 | |
| Direct mail | 30 | 33 | 88 000 | |
| None of these | 28 | 29 | 75 400 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 22 | 50 300 |
| Well-being and health | 50 | 50 | 128 200 | |
| Charity work | 13 | 17 | 40 200 | |
| Self development | 32 | 29 | 67 900 | |
| Celebrities | 14 | 12 | 27 700 | |
| Fishing | 16 | 12 | 30 200 | |
| Beauty care and cosmetics | 16 | 10 | 22 600 | |
| Literature | 27 | 50 | 130 700 | |
| Domestic and foreign news | 52 | 72 | 181 000 | |
| Domestic travel | 32 | 31 | 72 900 | |
| Culture | 33 | 53 | 138 300 | |
| Crafts | 25 | 19 | 45 300 | |
| Nature and going outdoor | 52 | 54 | 135 800 | |
| Hunting | 10 | 8 | 17 600 | |
| Style and fashion | 20 | 17 | 40 200 | |
| Music and concerts | 36 | 45 | 113 100 | |
| Going on summer cottage | 29 | 24 | 55 300 | |
| Local affairs | 55 | 65 | 160 900 | |
| Computer/console/mobile playing | 17 | 10 | 17 600 | |
| Politics | 42 | 67 | 171 000 | |
| Gardening and plants | 30 | 34 | 85 500 | |
| Building and renovating | 34 | 33 | 80 400 | |
| Food and drink | 38 | 41 | 100 600 | |
| Cooking, baking, recipes | 38 | 36 | 88 000 | |
| Investment | 23 | 28 | 67 900 | |
| Decorating | 28 | 23 | 55 300 | |
| Economic and finances | 35 | 44 | 108 100 | |
| Science | 35 | 50 | 123 200 | |
| Travelling abroad | 34 | 30 | 70 400 | |
| Sports, exercising | 45 | 44 | 108 100 | |
| Sailing, boating | 10 | 12 | 30 200 | |
| Consumer electronics and information technology | 21 | 20 | 45 300 | |
| Environmental matters | 31 | 43 | 108 100 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2025 |
Online & social media
Magazine website
Magazine in Social Media
Average weekly reach & weekly page views
Source: FIAM
The reach figures and the number of weekly pageviews are the averages of the weekly figures for each month. The weeks are determined as part of the numbers of the month in which the greater part of the days of that week fall. Figures for individual weeks can be seen on FIAM's public weekly list.
Some channels and Followers August 2025
Contact info
Media sales
- 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