Tiede
Tiede interests people more than ever. Finland's largest science media makes life more interesting by showing even the most ordinary things in a new light. Tiede surprises its readers with every issue and also reveals what is yet to come. The readers of Tiede are quality-conscious trendsetters who want to try out new things. They spend more money than the average population in almost all product groups. Please note: The back cover ad size has changed as of August 1, 2026. The new size is 230 × 267 mm (previously 230 × 272 mm).
Issues per year
14 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Publication date | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 9.1.2026 | 15.12.2025 | 17.12.2025 | The Great Mysteries of Science: What is reality? Quantum physics works mathematically, but what does it tell about the reality we live in? 6 myths about training and muscle growth. |
| 2 | 5.2.2026 | 15.1.2026 | 19.1.2026 | Human evolution continues – but where is it leading? Will we become dumber or smarter? |
| 3 | 5.3.2026 | 12.2.2026 | 16.2.2026 | Can dire wolves and other extinct animals be brought back to life? Nature is enriched – but what else follows? |
| 4 | 26.3.2026 | 5.3.2026 | 9.3.2026 | Are black holes really real? A black hole is just an infinite point that shouldn’t even be possible. |
| 5 | 16.4.2026 | 24.3.2026 | 26.3.2026 | Truth and myths about obesity. Eleven different causes for overweight have been found, and it’s not always your fault. |
| 6 | 13.5.2026 | 22.4.2026 | 24.4.2026 | Is raising children pointless? Before, children were not raised but grew up playing and doing daily chores. |
| 7 | 11.6.2026 | 21.5.2026 | 25.5.2026 | How does light affect us? Circadian rhythm and light regulate body and mind health in many ways. |
| 8 | 9.7.2026 | 17.6.2026 | 22.6.2026 | The future is 2D: soon we’ll have faster computers, smaller electronics, and extremely durable materials. |
| 9 | 6.8.2026 | 16.7.2026 | 20.7.2026 | New breakthrough in cancer treatment: cancer cells don’t have to be killed; you can negotiate with them. |
| 10 | 20.8.2026 | 30.7.2026 | 3.8.2026 | At the gates of death: what happens in the brain when life ends? |
| 11 | 17.9.2026 | 27.8.2026 | 31.8.2026 | The 7 worst places on Earth: where are they and what kind of life survives there? |
| 12 | 15.10.2026 | 24.9.2026 | 28.9.2026 | What do we do with consciousness? Is it just an unnecessary byproduct of brain activity? How would consciousness change AI functioning? |
| 13 | 12.11.2026 | 22.10.2026 | 26.10.2026 | The Great Mysteries of Science: Can aging be stopped – will we become forever young? |
| 14 | 10.12.2026 | 19.11.2026 | 23.11.2026 | What’s new in science in 2027? Will AI soon do everything for us? |
| Issue | Publication date | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 7.1.2027 | 11.12.2026 | 15.12.2026 | The Great Mysteries of Science: Why Did Man Conquer the World? This was the most horrible year in the world. |
| 2 | 4.2.2027 | 14.1.2027 | 18.1.2027 | The Great Mysteries of Science: Why Is Civilization Collapsing and What Will Happen to Us? The Mathematics of Love. |
| 3 | 4.3.2027 | 11.2.2027 | 15.2.2027 | Finland rose to the heart of the space boom. Your memory lies more than you think. |
| 4 | 25.3.2027 | 4.3.2027 | 8.3.2027 | True and false: The worlds of women and men are becoming different. The Great Mysteries of Science: What Is Time? |
| 5 | 22.4.2027 | 1.4.2027 | 5.4.2027 | Transhumanism becomes mainstream: this is how people are cured. Besserwisser thinks more than he knows. |
| 6 | 13.5.2027 | 21.4.2027 | 23.4.2027 | What works in today's school? The next phase of anti-obesity drugs. |
| 7 | 10.6.2027 | 20.5.2027 | 24.5.2027 | The great mysteries of science: Where does a memory disorder start? This is how nature uses electricity. |
| 8 | 8.7.2027 | 16.6.2027 | 18.6.2027 | Tourism then and now: the north is the new south. Why do thoughts wander? |
| 9 | 5.8.2027 | 15.7.2027 | 19.7.2027 | What would the world be like if artificial intelligence replaced human jobs? The theory of everything: is it possible to solve the universe? |
| 10 | 2.9.2027 | 12.8.2027 | 16.8.2027 | Coincidences gave birth to life on Earth. Do home tests replace blood tests? |
| 11 | 30.9.2027 | 9.9.2027 | 13.9.2027 | This allowed us to study black holes. The incredible potential of mushrooms. |
| 12 | 21.10.2027 | 30.9.2027 | 4.10.2027 | On the trail of a murderer: What's new in forensic science? Strange senses: experience the world like a dog, a fish and a bat. |
| 13 | 11.11.2027 | 21.10.2027 | 25.10.2027 | What is Finnishness in the 2020s? Lume can take care of it, even if you don't even believe in it. |
| 14 | 9.12.2027 | 17.11.2027 | 19.11.2027 | The paradox of infinity: how to tackle it? Science helps in the kitchen. |
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 460 x 297 mm | 5 mm | 11 754 € |
| 2/1 landscape | First spread | 460 x 297 mm | 5 mm | 13 563 € |
| 2/1 landscape | 2. Spread | 460 x 297 mm | 5 mm | 12 945 € |
| 1/1 portrait | Not specified | 230 x 297 mm | 5 mm | 5 878 € |
| 1/1 portrait | 2. Cover | 230 x 297 mm | 5 mm | 6 465 € |
| 1/1 portrait | 3. Cover | 230 x 297 mm | 5 mm | 6 465 € |
| 1/1 portrait | Back cover | 230 x 267 mm | 5 mm | 7 056 € |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 4 221 € |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 4 221 € |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 3 059 € |
| 1/4 landscape | Not specified | 230 x 74 mm | 5 mm | 3 059 € |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 3 059 € | *) size without marginal Prices valid until 31.12.2026 |
Size
230 x 297 mm
Printing method
Offset
Binding
Stitching
Printer
PunaMusta Oy
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge.
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 460 x 297 mm | 5 mm | 11 754 € |
| 2/1 landscape | First spread | 460 x 297 mm | 5 mm | 13 563 € |
| 2/1 landscape | 2. Spread | 460 x 297 mm | 5 mm | 12 945 € |
| 1/1 portrait | Not specified | 230 x 297 mm | 5 mm | 5 878 € |
| 1/1 portrait | 2. Cover | 230 x 297 mm | 5 mm | 6 465 € |
| 1/1 portrait | 3. Cover | 230 x 297 mm | 5 mm | 6 465 € |
| 1/1 portrait | Back cover | 230 x 267 mm | 5 mm | 7 056 € |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 4 221 € |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 4 221 € |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 3 059 € |
| 1/4 landscape | Not specified | 230 x 74 mm | 5 mm | 3 059 € |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 3 059 € | *) size without marginal Prices valid until 31.12.2027 |
Size
230 x 297 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge. "
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | 980x400 px | 35 € / CPM (Cost per thousand) | ||
| Desktop | 468x400 px | 7 € / CPM (Cost per thousand) | ||
| Desktop | 1600x1200/400 px | 46 € / CPM (Cost per thousand) | ||
| Desktop | 980x552 px | 46 € / CPM (Cost per thousand) | ||
| Mobile | 600x500 px | 17 € / CPM (Cost per thousand) | ||
| Mobile | 600x600 px | 21 € / CPM (Cost per thousand) | ||
| Desktop | 1600x1200 px | 46 € / CPM (Cost per thousand) | Prices valid until 31.12.2026 |
| Ad | Description | Size | Price (tax 0%) |
|---|---|---|---|
| Desktop | 980x400 px | 35 € / CPM (Cost per thousand) | |
| Desktop | 468x400 px | 7 € / CPM (Cost per thousand) | |
| Desktop | 1600x1200/400 px | 46 € / CPM (Cost per thousand) | |
| Desktop | 980x552 px | 46 € / CPM (Cost per thousand) | |
| Mobile | 600x500 px | 17 € / CPM (Cost per thousand) | |
| Mobile | 600x600 px | 21 € / CPM (Cost per thousand) | |
| Desktop | 1600x1200 px | 46 € / CPM (Cost per thousand) | Prices valid until 31.12.2027 |
Readers
Readers
251 800
Total reach
412 700
How many times read
2
Minutes of reading
77 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 251 800
Minutes of reading77 min
How many times read2
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 43 | 108 300 |
| Men | 49 | 57 | 143 500 | |
| Native language | Finnish | 95 | 98 | 246 800 |
| Swedish | 5 | 2 | 5 000 | |
| Age | 15-24 y | 13 | 11 | 27 700 |
| 25-34 y | 14 | 9 | 22 700 | |
| 35-44 y | 14 | 12 | 30 200 | |
| 45-54 y | 14 | 14 | 35 300 | |
| 55-64 y | 15 | 15 | 37 800 | |
| 65+ y | 30 | 39 | 98 200 | |
| Gender + age | Female 15-29 years | 9 | 6 | 15 100 |
| Female 30-49 years | 14 | 11 | 27 700 | |
| Female 50+ years | 28 | 26 | 65 500 | |
| Male 15-29 years | 10 | 8 | 20 100 | |
| Male 30-49 years | 15 | 15 | 37 800 | |
| Male 50+ years | 24 | 34 | 85 600 | |
| Household position | Lives at home with parents | 7 | 7 | 17 600 |
| Lives alone | 29 | 29 | 73 000 | |
| Lives with spouse | 36 | 41 | 103 200 | |
| Lives with spouse and children | 23 | 20 | 50 400 | |
| Single parent | 2 | 2 | 5 000 | |
| Other | 2 | 2 | 5 000 | |
| Grandchildren under 18 years of age | Yes | 20 | 25 | 63 000 |
| No | 39 | 43 | 108 300 | |
| No answer (under 45 year olds) | 41 | 32 | 80 600 | |
| Education | Elementary school | 4 | 3 | 7 600 |
| Secondary school | 6 | 4 | 10 100 | |
| Vocational | 26 | 18 | 45 300 | |
| High school | 13 | 11 | 27 700 | |
| University of Applied Sciences | 19 | 16 | 40 300 | |
| University | 30 | 46 | 115 800 | |
| Something else | 2 | 1 | 2 500 | |
| Decision-maker in grocery purchases | Yes | 93 | 93 | 234 200 |
| No | 7 | 7 | 17 600 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 73 | 183 800 |
| No | 32 | 27 | 68 000 | |
| Size of the household | 1 pers | 28 | 29 | 73 000 |
| 2 pers | 38 | 41 | 103 200 | |
| 3 pers | 14 | 13 | 32 700 | |
| 4 pers | 12 | 11 | 27 700 | |
| 5+ pers | 7 | 6 | 15 100 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 20 100 |
| 20 000 - 35 000 € /y | 15 | 12 | 30 200 | |
| 35 001 - 50 000 € /y | 18 | 18 | 45 300 | |
| 50 001 - 85 000 € /y | 21 | 22 | 55 400 | |
| 85 001 - 100 000 € /y | 8 | 10 | 25 200 | |
| Over 100 000 € /y | 12 | 15 | 37 800 | |
| Dont want to tell | 7 | 7 | 17 600 | |
| Cant say / No answer | 9 | 7 | 17 600 | |
| Family with kids | Yes | 33 | 29 | 73 000 |
| No | 67 | 71 | 178 800 | |
| Number of children in the household (5th grade) | 1 child | 13 | 12 | 30 200 |
| 2 children | 12 | 11 | 27 700 | |
| 3 children | 5 | 4 | 10 100 | |
| 4 children | 1 | 1 | 2 500 | |
| 5+ children | 1 | 1 | 2 500 | |
| There are no children | 67 | 71 | 178 800 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 13 | 32 700 |
| Dog | 24 | 22 | 55 400 | |
| Some other pet | 5 | 6 | 15 100 | |
| No pets | 62 | 65 | 163 700 | |
| Health services used in the household | Public health services | 85 | 86 | 216 500 |
| Employer - funded health care services | 51 | 48 | 120 900 | |
| Private, self-funded healthcare services | 39 | 47 | 118 300 | |
| Private health insurance services | 27 | 25 | 63 000 | |
| No health care | 1 | 1 | 2 500 | |
| Can not say | 1 | 1 | 2 500 | |
| Housing | Apartment | 33 | 36 | 90 600 |
| Row house or semi-detached house | 17 | 18 | 45 300 | |
| Detached house | 45 | 41 | 103 200 | |
| Farm | 4 | 3 | 7 600 | |
| Something else | 1 | 1 | 2 500 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 79 | 198 900 |
| Rented residence | 22 | 18 | 45 300 | |
| Right of residence apartment | 2 | 2 | 5 000 | |
| Something else | 1 | 1 | 2 500 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 46 | 115 800 |
| No | 58 | 53 | 133 500 | |
| Can not say | 1 | 1 | 2 500 | |
| Number of cars in household | One car | 46 | 48 | 120 900 |
| Two cars | 29 | 28 | 70 500 | |
| Three or more cars | 10 | 9 | 22 700 | |
| No car | 15 | 15 | 37 800 | |
| Type of car, if buying now | New | 18 | 24 | 60 400 |
| Used | 71 | 66 | 166 200 | |
| Company car | 5 | 5 | 12 600 | |
| Leasing (personal) | 9 | 11 | 27 700 | |
| Shared car | 2 | 2 | 5 000 | |
| Doesn't use a car | 8 | 9 | 22 700 | |
| Can not say | 5 | 5 | 12 600 | |
| Advertising ban at the door / mailbox | Yes | 29 | 29 | 73 000 |
| No | 70 | 70 | 176 300 | |
| Can not say | 1 | 1 | 2 500 | |
| Using AdBlocker or similar application | Yes | 19 | 18 | 45 300 |
| No | 75 | 76 | 191 400 | |
| Can not say | 5 | 5 | 12 600 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 26 | 65 500 |
| Turku or Tampere | 8 | 9 | 22 700 | |
| Oulu | 4 | 5 | 12 600 | |
| 70 000 - 150 000 inhabitants town | 14 | 13 | 32 700 | |
| Urban municipality | 24 | 24 | 60 400 | |
| Conurbation | 17 | 13 | 32 700 | |
| Countryside | 12 | 10 | 25 200 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 20 | 50 400 |
| 5-6 days a week | 4 | 6 | 15 100 | |
| 1-4 days a week | 23 | 32 | 80 600 | |
| Monthly | 25 | 28 | 70 500 | |
| Rarely | 27 | 13 | 32 700 | |
| Never | 9 | 2 | 5 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 24 | 60 400 |
| 5-6 days a week | 5 | 6 | 15 100 | |
| 1-4 days a week | 18 | 23 | 57 900 | |
| Monthly | 16 | 15 | 37 800 | |
| Rarely | 24 | 21 | 52 900 | |
| Never | 13 | 11 | 27 700 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 33 | 83 100 |
| 5-6 days a week | 4 | 7 | 17 600 | |
| 1-4 days a week | 22 | 24 | 60 400 | |
| Monthly | 16 | 16 | 40 300 | |
| Rarely | 25 | 14 | 35 300 | |
| Never | 9 | 4 | 10 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 61 | 153 600 |
| 5-6 days a week | 9 | 10 | 25 200 | |
| 1-4 days a week | 16 | 13 | 32 700 | |
| Monthly | 7 | 5 | 12 600 | |
| Rarely | 8 | 6 | 15 100 | |
| Never | 5 | 4 | 10 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 4 | 10 100 |
| 5-6 days a week | 3 | 4 | 10 100 | |
| 1-4 days a week | 38 | 41 | 103 200 | |
| Monthly | 20 | 20 | 50 400 | |
| Rarely | 24 | 22 | 55 400 | |
| Never | 10 | 8 | 20 100 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Free online TV services | Daily | 19 | 20 | 50 400 |
| 5-6 days a week | 10 | 10 | 25 200 | |
| 1-4 days a week | 29 | 31 | 78 100 | |
| Monthly | 20 | 19 | 47 800 | |
| Rarely | 15 | 13 | 32 700 | |
| Never | 6 | 6 | 15 100 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 15 | 37 800 |
| 5-6 days a week | 10 | 9 | 22 700 | |
| 1-4 days a week | 22 | 23 | 57 900 | |
| Monthly | 9 | 9 | 22 700 | |
| Rarely | 12 | 12 | 30 200 | |
| Never | 29 | 32 | 80 600 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 50 | 125 900 |
| 5-6 days a week | 10 | 11 | 27 700 | |
| 1-4 days a week | 19 | 17 | 42 800 | |
| Monthly | 12 | 9 | 22 700 | |
| Rarely | 13 | 10 | 25 200 | |
| Never | 4 | 3 | 7 600 | |
| Can not say | 0 | 1 | 2 500 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 36 | 90 600 |
| 5-6 days a week | 11 | 13 | 32 700 | |
| 1-4 days a week | 20 | 19 | 47 800 | |
| Monthly | 12 | 10 | 25 200 | |
| Rarely | 14 | 13 | 32 700 | |
| Never | 9 | 9 | 22 700 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 30 | 75 500 |
| 5-6 days a week | 5 | 5 | 12 600 | |
| 1-4 days a week | 15 | 16 | 40 300 | |
| Monthly | 13 | 12 | 30 200 | |
| Rarely | 27 | 24 | 60 400 | |
| Never | 16 | 12 | 30 200 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 16 | 40 300 |
| 5-6 days a week | 9 | 8 | 20 100 | |
| 1-4 days a week | 19 | 19 | 47 800 | |
| Monthly | 14 | 14 | 35 300 | |
| Rarely | 23 | 24 | 60 400 | |
| Never | 17 | 19 | 47 800 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Podcasts | Daily | 7 | 7 | 17 600 |
| 5-6 days a week | 4 | 4 | 10 100 | |
| 1-4 days a week | 12 | 12 | 30 200 | |
| Monthly | 14 | 13 | 32 700 | |
| Rarely | 26 | 28 | 70 500 | |
| Never | 35 | 34 | 85 600 | |
| Can not say | 2 | 2 | 5 000 | |
| User frequency and following: Social media | Daily | 62 | 56 | 141 000 |
| 5-6 days a week | 7 | 8 | 20 100 | |
| 1-4 days a week | 7 | 8 | 20 100 | |
| Monthly | 3 | 3 | 7 600 | |
| Rarely | 6 | 7 | 17 600 | |
| Never | 15 | 18 | 45 300 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 14 | 35 300 |
| 5-6 days a week | 5 | 4 | 10 100 | |
| 1-4 days a week | 13 | 12 | 30 200 | |
| Monthly | 8 | 8 | 20 100 | |
| Rarely | 20 | 21 | 52 900 | |
| Never | 36 | 39 | 98 200 | |
| Can not say | 1 | 2 | 5 000 | |
| Reading frequency: Printed books | Daily | 17 | 23 | 57 900 |
| 5-6 days a week | 6 | 7 | 17 600 | |
| 1-4 days a week | 15 | 18 | 45 300 | |
| Monthly | 22 | 21 | 52 900 | |
| Rarely | 34 | 25 | 63 000 | |
| Never | 7 | 5 | 12 600 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 4 | 10 100 |
| 5-6 days a week | 2 | 2 | 5 000 | |
| 1-4 days a week | 4 | 4 | 10 100 | |
| Monthly | 6 | 7 | 17 600 | |
| Rarely | 30 | 29 | 73 000 | |
| Never | 54 | 54 | 136 000 | |
| Can not say | 1 | 1 | 2 500 | |
| Listening frequency: Audiobooks | Daily | 8 | 8 | 20 100 |
| 5-6 days a week | 3 | 2 | 5 000 | |
| 1-4 days a week | 6 | 6 | 15 100 | |
| Monthly | 8 | 7 | 17 600 | |
| Rarely | 23 | 22 | 55 400 | |
| Never | 52 | 54 | 136 000 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 20 | 50 400 |
| 5-6 days a week | 9 | 10 | 25 200 | |
| 1-4 days a week | 20 | 19 | 47 800 | |
| Monthly | 20 | 22 | 55 400 | |
| Rarely | 19 | 17 | 42 800 | |
| Never | 10 | 12 | 30 200 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: LinkedIn | Daily | 6 | 7 | 17 600 |
| 5-6 days a week | 2 | 3 | 7 600 | |
| 1-4 days a week | 7 | 8 | 20 100 | |
| Monthly | 8 | 8 | 20 100 | |
| Rarely | 13 | 13 | 32 700 | |
| Never | 52 | 48 | 120 900 | |
| Cant say / No answer | 11 | 14 | 35 300 | |
| Usage/following: Facebook | Daily | 40 | 38 | 95 700 |
| 5-6 days a week | 6 | 7 | 17 600 | |
| 1-4 days a week | 11 | 12 | 30 200 | |
| Monthly | 5 | 5 | 12 600 | |
| Rarely | 10 | 10 | 25 200 | |
| Never | 17 | 16 | 40 300 | |
| Cant say / No answer | 10 | 12 | 30 200 | |
| Usage/Following: Instagram | Daily | 37 | 32 | 80 600 |
| 5-6 days a week | 6 | 5 | 12 600 | |
| 1-4 days a week | 9 | 9 | 22 700 | |
| Monthly | 5 | 5 | 12 600 | |
| Rarely | 8 | 9 | 22 700 | |
| Never | 25 | 28 | 70 500 | |
| Cant say / No answer | 10 | 13 | 32 700 | |
| Usage/following rate: Snapchat | Daily | 16 | 12 | 30 200 |
| 5-6 days a week | 2 | 1 | 2 500 | |
| 1-4 days a week | 2 | 2 | 5 000 | |
| Monthly | 2 | 2 | 5 000 | |
| Rarely | 5 | 5 | 12 600 | |
| Never | 62 | 65 | 163 700 | |
| Cant say / No answer | 11 | 13 | 32 700 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 4 | 10 100 |
| 5-6 days a week | 2 | 2 | 5 000 | |
| 1-4 days a week | 4 | 6 | 15 100 | |
| Monthly | 3 | 4 | 10 100 | |
| Rarely | 11 | 11 | 27 700 | |
| Never | 66 | 62 | 156 100 | |
| Cant say / No answer | 10 | 13 | 32 700 | |
| Usage/Following: TikTok | Daily | 13 | 9 | 22 700 |
| 5-6 days a week | 2 | 2 | 5 000 | |
| 1-4 days a week | 4 | 3 | 7 600 | |
| Monthly | 3 | 2 | 5 000 | |
| Rarely | 8 | 7 | 17 600 | |
| Never | 62 | 64 | 161 200 | |
| Cant say / No answer | 10 | 13 | 32 700 | |
| Usage/following frequency: Jodel | Daily | 3 | 3 | 7 600 |
| 5-6 days a week | 1 | 1 | 2 500 | |
| 1-4 days a week | 2 | 2 | 5 000 | |
| Monthly | 3 | 3 | 7 600 | |
| Rarely | 6 | 5 | 12 600 | |
| Never | 71 | 68 | 171 200 | |
| Cant say / No answer | 15 | 19 | 47 800 | |
| Usage/following frequency: Threads | Daily | 3 | 2 | 5 000 |
| 5-6 days a week | 1 | 1 | 2 500 | |
| 1-4 days a week | 4 | 4 | 10 100 | |
| Monthly | 3 | 3 | 7 600 | |
| Rarely | 5 | 4 | 10 100 | |
| Never | 69 | 68 | 171 200 | |
| Cant say / No answer | 15 | 19 | 47 800 | |
| 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 | 7 600 | |
| Never | 80 | 76 | 191 400 | |
| Cant say / No answer | 15 | 19 | 47 800 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 12 | 30 200 |
| Partially agree | 42 | 42 | 105 800 | |
| Partially disagree | 29 | 32 | 80 600 | |
| Completely disagree | 10 | 10 | 25 200 | |
| Can not say | 3 | 3 | 7 600 | |
| I prefer domestic products | Completely agree | 33 | 36 | 90 600 |
| Partially agree | 55 | 55 | 138 500 | |
| 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 | 21 | 24 | 60 400 |
| Partially agree | 54 | 55 | 138 500 | |
| Partially disagree | 18 | 16 | 40 300 | |
| Completely disagree | 4 | 3 | 7 600 | |
| Can not say | 4 | 3 | 7 600 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 27 | 68 000 |
| Partially agree | 58 | 58 | 146 000 | |
| Partially disagree | 14 | 11 | 27 700 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 3 | 2 | 5 000 | |
| I usually choose the cheapest option | Completely agree | 13 | 10 | 25 200 |
| Partially agree | 48 | 46 | 115 800 | |
| Partially disagree | 32 | 37 | 93 200 | |
| Completely disagree | 5 | 6 | 15 100 | |
| Can not say | 2 | 2 | 5 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 36 | 90 600 |
| Partially agree | 49 | 51 | 128 400 | |
| Partially disagree | 9 | 11 | 27 700 | |
| Completely disagree | 2 | 1 | 2 500 | |
| Can not say | 1 | 1 | 2 500 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 6 | 15 100 |
| Partially agree | 23 | 22 | 55 400 | |
| Partially disagree | 38 | 41 | 103 200 | |
| Completely disagree | 24 | 22 | 55 400 | |
| Can not say | 10 | 9 | 22 700 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 5 | 12 600 |
| Partially agree | 37 | 38 | 95 700 | |
| Partially disagree | 43 | 45 | 113 300 | |
| Completely disagree | 10 | 9 | 22 700 | |
| Can not say | 4 | 4 | 10 100 | |
| I prefer local shops and services | Completely agree | 28 | 31 | 78 100 |
| Partially agree | 58 | 58 | 146 000 | |
| Partially disagree | 11 | 9 | 22 700 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 1 | 2 500 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 10 100 |
| Partially agree | 27 | 26 | 65 500 | |
| Partially disagree | 28 | 28 | 70 500 | |
| Completely disagree | 33 | 34 | 85 600 | |
| Can not say | 7 | 7 | 17 600 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 20 100 |
| Partially agree | 32 | 35 | 88 100 | |
| Partially disagree | 36 | 36 | 90 600 | |
| Completely disagree | 20 | 18 | 45 300 | |
| 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 | 40 300 |
| Partially agree | 49 | 54 | 136 000 | |
| Partially disagree | 23 | 22 | 55 400 | |
| Completely disagree | 7 | 5 | 12 600 | |
| Can not say | 5 | 3 | 7 600 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 21 | 52 900 |
| Partially agree | 50 | 51 | 128 400 | |
| Partially disagree | 23 | 20 | 50 400 | |
| Completely disagree | 6 | 4 | 10 100 | |
| Can not say | 4 | 3 | 7 600 | |
| I prefer well-known brands | Completely agree | 13 | 13 | 32 700 |
| Partially agree | 59 | 61 | 153 600 | |
| Partially disagree | 20 | 19 | 47 800 | |
| Completely disagree | 5 | 4 | 10 100 | |
| Can not say | 3 | 3 | 7 600 | |
| I prefer used products in my purchases | Completely agree | 15 | 14 | 35 300 |
| Partially agree | 39 | 38 | 95 700 | |
| Partially disagree | 31 | 32 | 80 600 | |
| Completely disagree | 11 | 12 | 30 200 | |
| Can not say | 3 | 3 | 7 600 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 35 300 |
| Quite positively | 61 | 63 | 158 600 | |
| Quite negatively | 16 | 14 | 35 300 | |
| Very negative | 4 | 4 | 10 100 | |
| Can not say | 6 | 4 | 10 100 | |
| Magazines | Very positive | 12 | 13 | 32 700 |
| Quite positively | 60 | 60 | 151 100 | |
| Quite negatively | 18 | 17 | 42 800 | |
| Very negative | 4 | 4 | 10 100 | |
| Can not say | 7 | 6 | 15 100 | |
| Free and local newspapers | Very positive | 22 | 24 | 60 400 |
| Quite positively | 56 | 55 | 138 500 | |
| Quite negatively | 11 | 11 | 27 700 | |
| Very negative | 4 | 4 | 10 100 | |
| Can not say | 6 | 5 | 12 600 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 6 | 15 100 |
| Quite positively | 43 | 44 | 110 800 | |
| Quite negatively | 33 | 32 | 80 600 | |
| Very negative | 11 | 10 | 25 200 | |
| Can not say | 8 | 8 | 20 100 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 4 | 10 100 |
| Quite positively | 30 | 28 | 70 500 | |
| Quite negatively | 35 | 35 | 88 100 | |
| Very negative | 19 | 20 | 50 400 | |
| Can not say | 11 | 14 | 35 300 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 4 | 10 100 |
| Quite positively | 25 | 22 | 55 400 | |
| Quite negatively | 35 | 33 | 83 100 | |
| Very negative | 23 | 26 | 65 500 | |
| Can not say | 13 | 15 | 37 800 | |
| Newsletters to email | Very positive | 2 | 2 | 5 000 |
| Quite positively | 16 | 15 | 37 800 | |
| Quite negatively | 35 | 36 | 90 600 | |
| Very negative | 45 | 45 | 113 300 | |
| Can not say | 3 | 2 | 5 000 | |
| Other websites | Very positive | 2 | 2 | 5 000 |
| Quite positively | 32 | 30 | 75 500 | |
| Quite negatively | 39 | 39 | 98 200 | |
| Very negative | 15 | 15 | 37 800 | |
| Can not say | 12 | 13 | 32 700 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 6 | 15 100 |
| Quite positively | 44 | 45 | 113 300 | |
| Quite negatively | 31 | 29 | 73 000 | |
| Very negative | 14 | 15 | 37 800 | |
| Can not say | 4 | 5 | 12 600 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 7 600 |
| Quite positively | 33 | 33 | 83 100 | |
| Quite negatively | 35 | 35 | 88 100 | |
| Very negative | 21 | 22 | 55 400 | |
| Can not say | 7 | 7 | 17 600 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 14 | 35 300 |
| Quite positively | 44 | 43 | 108 300 | |
| Quite negatively | 21 | 23 | 57 900 | |
| Very negative | 15 | 14 | 35 300 | |
| Can not say | 5 | 6 | 15 100 | |
| Out-of-home advertising | Very positive | 11 | 11 | 27 700 |
| Quite positively | 51 | 51 | 128 400 | |
| Quite negatively | 22 | 22 | 55 400 | |
| Very negative | 9 | 8 | 20 100 | |
| Can not say | 8 | 7 | 17 600 | 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 | 47 800 |
| Partially agree | 59 | 62 | 156 100 | |
| Partially disagree | 10 | 8 | 20 100 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 11 | 9 | 22 700 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 17 | 42 800 |
| Partially agree | 56 | 60 | 151 100 | |
| Partially disagree | 14 | 12 | 30 200 | |
| Completely disagree | 4 | 3 | 7 600 | |
| Can not say | 10 | 8 | 20 100 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 35 | 88 100 |
| Partially agree | 39 | 39 | 98 200 | |
| Partially disagree | 17 | 15 | 37 800 | |
| Completely disagree | 4 | 3 | 7 600 | |
| Can not say | 8 | 7 | 17 600 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 25 | 63 000 |
| Partially agree | 44 | 44 | 110 800 | |
| Partially disagree | 11 | 9 | 22 700 | |
| Completely disagree | 5 | 5 | 12 600 | |
| Can not say | 18 | 17 | 42 800 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 38 | 95 700 |
| Partially agree | 47 | 44 | 110 800 | |
| Partially disagree | 7 | 5 | 12 600 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 12 | 10 | 25 200 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 20 | 50 400 |
| Partially agree | 51 | 54 | 136 000 | |
| Partially disagree | 13 | 10 | 25 200 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 18 | 15 | 37 800 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 11 | 27 700 |
| Partially agree | 50 | 52 | 130 900 | |
| Partially disagree | 17 | 17 | 42 800 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 20 | 17 | 42 800 | |
| Finnish magazines are of high quality | Completely agree | 22 | 27 | 68 000 |
| Partially agree | 57 | 58 | 146 000 | |
| Partially disagree | 9 | 7 | 17 600 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 10 | 7 | 17 600 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 9 | 22 700 |
| Partially agree | 48 | 48 | 120 900 | |
| Partially disagree | 22 | 23 | 57 900 | |
| Completely disagree | 7 | 8 | 20 100 | |
| Can not say | 13 | 12 | 30 200 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 12 | 30 200 |
| Partially agree | 33 | 34 | 85 600 | |
| Partially disagree | 22 | 23 | 57 900 | |
| Completely disagree | 22 | 21 | 52 900 | |
| Can not say | 11 | 10 | 25 200 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 22 700 |
| Partially agree | 31 | 31 | 78 100 | |
| Partially disagree | 26 | 30 | 75 500 | |
| Completely disagree | 24 | 22 | 55 400 | |
| Can not say | 10 | 8 | 20 100 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 14 | 35 300 |
| Partially agree | 48 | 49 | 123 400 | |
| Partially disagree | 20 | 20 | 50 400 | |
| Completely disagree | 12 | 11 | 27 700 | |
| Can not say | 7 | 6 | 15 100 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 7 | 17 600 |
| Partially agree | 28 | 29 | 73 000 | |
| Partially disagree | 27 | 28 | 70 500 | |
| Completely disagree | 28 | 28 | 70 500 | |
| Can not say | 10 | 8 | 20 100 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 4 | 10 100 |
| Partially agree | 36 | 35 | 88 100 | |
| Partially disagree | 35 | 37 | 93 200 | |
| Completely disagree | 9 | 9 | 22 700 | |
| Can not say | 16 | 15 | 37 800 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 15 | 37 800 |
| Partially agree | 39 | 39 | 98 200 | |
| Partially disagree | 23 | 26 | 65 500 | |
| Completely disagree | 12 | 12 | 30 200 | |
| Can not say | 10 | 9 | 22 700 | |
| I follow one or more magazines on social media | Completely agree | 7 | 7 | 17 600 |
| Partially agree | 20 | 19 | 47 800 | |
| Partially disagree | 23 | 24 | 60 400 | |
| Completely disagree | 42 | 43 | 108 300 | |
| Can not say | 7 | 7 | 17 600 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 41 | 103 200 |
| Partially agree | 27 | 27 | 68 000 | |
| Partially disagree | 11 | 13 | 32 700 | |
| Completely disagree | 14 | 17 | 42 800 | |
| Can not say | 2 | 2 | 5 000 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 35 | 88 100 |
| Partially agree | 39 | 41 | 103 200 | |
| Partially disagree | 13 | 11 | 27 700 | |
| Completely disagree | 10 | 11 | 27 700 | |
| Can not say | 3 | 2 | 5 000 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 13 | 32 700 |
| Partially agree | 33 | 33 | 83 100 | |
| Partially disagree | 21 | 23 | 57 900 | |
| Completely disagree | 24 | 28 | 70 500 | |
| Can not say | 4 | 3 | 7 600 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 22 | 55 400 |
| Partially agree | 33 | 34 | 85 600 | |
| Partially disagree | 25 | 23 | 57 900 | |
| Completely disagree | 21 | 21 | 52 900 | |
| Can not say | 3 | 1 | 2 500 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 17 | 42 800 |
| Partially agree | 21 | 20 | 50 400 | |
| Partially disagree | 17 | 18 | 45 300 | |
| Completely disagree | 37 | 39 | 98 200 | |
| Can not say | 8 | 5 | 12 600 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 28 | 70 500 |
| Partially agree | 52 | 52 | 130 900 | |
| Partially disagree | 12 | 10 | 25 200 | |
| Completely disagree | 4 | 4 | 10 100 | |
| Can not say | 8 | 6 | 15 100 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 76 | 191 400 |
| Partially agree | 16 | 16 | 40 300 | |
| Partially disagree | 3 | 2 | 5 000 | |
| Completely disagree | 2 | 2 | 5 000 | |
| Can not say | 5 | 4 | 10 100 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 39 | 98 200 |
| Partially agree | 39 | 38 | 95 700 | |
| Partially disagree | 15 | 12 | 30 200 | |
| Completely disagree | 8 | 5 | 12 600 | |
| Can not say | 7 | 5 | 12 600 | 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 | 54 | 136 000 |
| Cosmetics and beauty care | 16 | 14 | 35 300 | |
| Interior design and furniture | 26 | 25 | 63 000 | |
| Renovation and building | 24 | 26 | 65 500 | |
| Domestic appliances | 10 | 13 | 32 700 | |
| Consumer electronics and IT equipment | 13 | 15 | 37 800 | |
| Saving and investing | 14 | 17 | 42 800 | |
| Style and fashion | 21 | 20 | 50 400 | |
| Cars | 14 | 15 | 37 800 | |
| Travelling | 23 | 27 | 68 000 | |
| Sports clothing, footwear or equipment | 14 | 16 | 40 300 | |
| Health and wellness products/services | 19 | 21 | 52 900 | |
| None of these | 16 | 15 | 37 800 | |
| Can not say | 10 | 8 | 20 100 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 45 | 113 300 |
| Cosmetics and beauty care | 17 | 14 | 35 300 | |
| Interior design and furniture | 21 | 19 | 47 800 | |
| Renovation and building | 21 | 22 | 55 400 | |
| Domestic appliances | 10 | 13 | 32 700 | |
| Consumer electronics and IT equipment | 17 | 19 | 47 800 | |
| Saving and investing | 13 | 15 | 37 800 | |
| Style and fashion | 19 | 17 | 42 800 | |
| Cars | 13 | 16 | 40 300 | |
| Travelling | 23 | 24 | 60 400 | |
| Sports clothing, footwear or equipment | 16 | 16 | 40 300 | |
| Health and wellness products/services | 18 | 17 | 42 800 | |
| None of these | 21 | 22 | 55 400 | |
| Can not say | 12 | 12 | 30 200 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 23 | 57 900 |
| Well-being and health | 50 | 52 | 130 900 | |
| Charity work | 14 | 17 | 42 800 | |
| Self development | 32 | 38 | 95 700 | |
| Celebrities | 13 | 12 | 30 200 | |
| Fishing | 15 | 17 | 42 800 | |
| Beauty care and cosmetics | 16 | 10 | 25 200 | |
| Literature | 29 | 43 | 108 300 | |
| Domestic and foreign news | 51 | 62 | 156 100 | |
| Domestic travel | 33 | 33 | 83 100 | |
| Culture | 34 | 45 | 113 300 | |
| Crafts | 25 | 23 | 57 900 | |
| Nature and going outdoor | 52 | 61 | 153 600 | |
| Hunting | 9 | 8 | 20 100 | |
| Style and fashion | 20 | 16 | 40 300 | |
| Music and concerts | 37 | 42 | 105 800 | |
| Going on summer cottage | 29 | 29 | 73 000 | |
| Local affairs | 56 | 59 | 148 600 | |
| Computer/console/mobile playing | 17 | 18 | 45 300 | |
| Politics | 43 | 58 | 146 000 | |
| Gardening and plants | 29 | 35 | 88 100 | |
| Online gambling or betting | 5 | 5 | 12 600 | |
| Building and renovating | 34 | 37 | 93 200 | |
| Food and drink | 38 | 38 | 95 700 | |
| Cooking, baking, recipes | 38 | 34 | 85 600 | |
| Investment | 24 | 28 | 70 500 | |
| Decorating | 28 | 24 | 60 400 | |
| Economic and finances | 36 | 42 | 105 800 | |
| Science | 37 | 72 | 181 300 | |
| Travelling abroad | 34 | 31 | 78 100 | |
| Sports, exercising | 45 | 43 | 108 300 | |
| Sailing, boating | 9 | 11 | 27 700 | |
| Consumer electronics and information technology | 20 | 28 | 70 500 | |
| Environmental matters | 31 | 45 | 113 300 | |
| 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 | 11 | 27 700 | |
| Home renovation | 27 | 30 | 75 500 | |
| Buying a car | 27 | 27 | 68 000 | |
| Buying a boat | 3 | 3 | 7 600 | |
| None of these | 51 | 49 | 123 400 | |
| Purchases in the last 12 months | Furniture and furnishings | 43 | 42 | 105 800 |
| Repair and construction products | 38 | 41 | 103 200 | |
| Domestic appliances | 37 | 38 | 95 700 | |
| Electronics or IT products | 49 | 52 | 130 900 | |
| Cars | 19 | 19 | 47 800 | |
| Clothing and footwear | 84 | 86 | 216 500 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 39 | 98 200 | |
| Sports clothing, footwear or equipment | 57 | 59 | 148 600 | |
| Saving or investing products or services | 32 | 37 | 93 200 | |
| Cosmetics and beauty products | 49 | 47 | 118 300 | |
| Mobile phones | 29 | 28 | 70 500 | |
| Travels | 50 | 56 | 141 000 | |
| Products and services for health and well-being | 61 | 63 | 158 600 | |
| None of the above | 1 | 1 | 2 500 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 29 | 28 | 70 500 |
| Repair and construction products | 33 | 35 | 88 100 | |
| Domestic appliances | 17 | 19 | 47 800 | |
| Electronics or IT products | 27 | 29 | 73 000 | |
| Cars | 14 | 13 | 32 700 | |
| Clothing and footwear | 68 | 68 | 171 200 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 28 | 70 500 | |
| Sports clothing, footwear or equipment | 43 | 44 | 110 800 | |
| Saving or investing products or services | 27 | 30 | 75 500 | |
| Cosmetics and beauty products | 39 | 38 | 95 700 | |
| Mobile phones | 15 | 14 | 35 300 | |
| Travels | 46 | 51 | 128 400 | |
| Products and services for health and well-being | 50 | 53 | 133 500 | |
| None of the above | 6 | 6 | 15 100 | |
| Will consider switching over the next 12 months | Bank | 7 | 7 | 17 600 |
| Insurance company | 11 | 12 | 30 200 | |
| electric company | 15 | 17 | 42 800 | |
| Internet Connection | 10 | 11 | 27 700 | |
| Phone-subscription | 17 | 18 | 45 300 | |
| None of the above | 48 | 48 | 120 900 | |
| Can not say | 17 | 15 | 37 800 | |
| Uses of extra money | Travelling | 43 | 46 | 115 800 |
| Exercise hobbies and equipment | 28 | 30 | 75 500 | |
| Cultural events (e.g. concerts, theatre, festivals, cinema) | 39 | 44 | 110 800 | |
| Eating, drinking, partying in a restaurant | 38 | 38 | 95 700 | |
| Health services and one's own well-being | 22 | 25 | 63 000 | |
| Renovation, decoration | 23 | 24 | 60 400 | |
| Home services (cleaning and other housekeeping services) | 6 | 8 | 20 100 | |
| Pet services and supplies | 11 | 10 | 25 200 | |
| Car, boat, motorcycle | 13 | 14 | 35 300 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 13 | 32 700 | |
| Streaming services and channel packages (music, series, films, sports) | 17 | 17 | 42 800 | |
| Magazine/newspaper subscriptions (print or digital) | 9 | 11 | 27 700 | |
| Books (print, e-books, audiobooks) | 18 | 21 | 52 900 | |
| Clothes, shoes and bags | 24 | 22 | 55 400 | |
| Cosmetics and beauty care | 13 | 11 | 27 700 | |
| Saving, investing | 50 | 52 | 130 900 | |
| Other | 7 | 7 | 17 600 | |
| There is no extra money after mandatory expenses | 8 | 6 | 15 100 | |
| Can not say | 3 | 3 | 7 600 | Source: NRS 2026 |
The total audience includes those who read printed and digital magazines.
|
Total reach 412 700
Only print 226 900
Only print 161 000
Print and online 24 800
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 39 | 108 300 |
| Men | 49 | 61 | 143 500 | |
| Native language | Finnish | 95 | 98 | 246 800 |
| Swedish | 5 | 2 | 5 000 | |
| Age | 15-24 y | 13 | 12 | 27 700 |
| 25-34 y | 14 | 13 | 22 700 | |
| 35-44 y | 14 | 16 | 30 200 | |
| 45-54 y | 14 | 15 | 35 300 | |
| 55-64 y | 15 | 15 | 37 800 | |
| 65+ y | 30 | 30 | 98 200 | |
| Gender + age | Female 15-29 years | 9 | 7 | 15 100 |
| Female 30-49 years | 14 | 11 | 27 700 | |
| Female 50+ years | 28 | 21 | 65 500 | |
| Male 15-29 years | 10 | 11 | 20 100 | |
| Male 30-49 years | 15 | 20 | 37 800 | |
| Male 50+ years | 24 | 31 | 85 600 | |
| Household position | Lives at home with parents | 7 | 7 | 17 600 |
| Lives alone | 29 | 29 | 73 000 | |
| Lives with spouse | 36 | 37 | 103 200 | |
| Lives with spouse and children | 23 | 23 | 50 400 | |
| Single parent | 2 | 2 | 5 000 | |
| Other | 2 | 2 | 5 000 | |
| Grandchildren under 18 years of age | Yes | 20 | 21 | 63 000 |
| No | 39 | 39 | 108 300 | |
| No answer (under 45 year olds) | 41 | 41 | 80 600 | |
| Education | Elementary school | 4 | 3 | 7 600 |
| Secondary school | 6 | 4 | 10 100 | |
| Vocational | 26 | 20 | 45 300 | |
| High school | 13 | 12 | 27 700 | |
| University of Applied Sciences | 19 | 18 | 40 300 | |
| University | 30 | 42 | 115 800 | |
| Something else | 2 | 1 | 2 500 | |
| Decision-maker in grocery purchases | Yes | 93 | 93 | 234 200 |
| No | 7 | 7 | 17 600 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 68 | 183 800 |
| No | 32 | 32 | 68 000 | |
| Size of the household | 1 pers | 28 | 29 | 73 000 |
| 2 pers | 38 | 37 | 103 200 | |
| 3 pers | 14 | 15 | 32 700 | |
| 4 pers | 12 | 12 | 27 700 | |
| 5+ pers | 7 | 7 | 15 100 | |
| Household income (gross) | Below 20 000 € /y | 10 | 9 | 20 100 |
| 20 000 - 35 000 € /y | 15 | 11 | 30 200 | |
| 35 001 - 50 000 € /y | 18 | 17 | 45 300 | |
| 50 001 - 85 000 € /y | 21 | 22 | 55 400 | |
| 85 001 - 100 000 € /y | 8 | 10 | 25 200 | |
| Over 100 000 € /y | 12 | 15 | 37 800 | |
| Dont want to tell | 7 | 7 | 17 600 | |
| Cant say / No answer | 9 | 8 | 17 600 | |
| Family with kids | Yes | 33 | 33 | 73 000 |
| No | 67 | 67 | 178 800 | |
| Number of children in the household (5th grade) | 1 child | 13 | 14 | 30 200 |
| 2 children | 12 | 12 | 27 700 | |
| 3 children | 5 | 4 | 10 100 | |
| 4 children | 1 | 1 | 2 500 | |
| 5+ children | 1 | 1 | 2 500 | |
| There are no children | 67 | 67 | 178 800 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 14 | 32 700 |
| Dog | 24 | 23 | 55 400 | |
| Some other pet | 5 | 6 | 15 100 | |
| No pets | 62 | 63 | 163 700 | |
| Health services used in the household | Public health services | 85 | 84 | 216 500 |
| Employer - funded health care services | 51 | 53 | 120 900 | |
| Private, self-funded healthcare services | 39 | 43 | 118 300 | |
| Private health insurance services | 27 | 28 | 63 000 | |
| No health care | 1 | 1 | 2 500 | |
| Can not say | 1 | 1 | 2 500 | |
| Housing | Apartment | 33 | 37 | 90 600 |
| Row house or semi-detached house | 17 | 19 | 45 300 | |
| Detached house | 45 | 40 | 103 200 | |
| Farm | 4 | 3 | 7 600 | |
| Something else | 1 | 0 | 2 500 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 75 | 198 900 |
| Rented residence | 22 | 22 | 45 300 | |
| Right of residence apartment | 2 | 2 | 5 000 | |
| Something else | 1 | 1 | 2 500 | |
| Can not say | 1 | 1 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 43 | 115 800 |
| No | 58 | 56 | 133 500 | |
| Can not say | 1 | 1 | 2 500 | |
| Number of cars in household | One car | 46 | 47 | 120 900 |
| Two cars | 29 | 27 | 70 500 | |
| Three or more cars | 10 | 10 | 22 700 | |
| No car | 15 | 16 | 37 800 | |
| Type of car, if buying now | New | 18 | 21 | 60 400 |
| Used | 71 | 69 | 166 200 | |
| Company car | 5 | 6 | 12 600 | |
| Leasing (personal) | 9 | 11 | 27 700 | |
| Shared car | 2 | 2 | 5 000 | |
| Doesn't use a car | 8 | 9 | 22 700 | |
| Can not say | 5 | 5 | 12 600 | |
| Advertising ban at the door / mailbox | Yes | 29 | 32 | 73 000 |
| No | 70 | 67 | 176 300 | |
| Can not say | 1 | 1 | 2 500 | |
| Using AdBlocker or similar application | Yes | 19 | 23 | 45 300 |
| No | 75 | 73 | 191 400 | |
| Can not say | 5 | 5 | 12 600 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 26 | 65 500 |
| Turku or Tampere | 8 | 10 | 22 700 | |
| Oulu | 4 | 5 | 12 600 | |
| 70 000 - 150 000 inhabitants town | 14 | 14 | 32 700 | |
| Urban municipality | 24 | 23 | 60 400 | |
| Conurbation | 17 | 13 | 32 700 | |
| Countryside | 12 | 10 | 25 200 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 15 | 50 400 |
| 5-6 days a week | 4 | 4 | 15 100 | |
| 1-4 days a week | 23 | 27 | 80 600 | |
| Monthly | 25 | 28 | 70 500 | |
| Rarely | 27 | 21 | 32 700 | |
| Never | 9 | 5 | 5 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 27 | 60 400 |
| 5-6 days a week | 5 | 7 | 15 100 | |
| 1-4 days a week | 18 | 24 | 57 900 | |
| Monthly | 16 | 15 | 37 800 | |
| Rarely | 24 | 19 | 52 900 | |
| Never | 13 | 7 | 27 700 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 26 | 83 100 |
| 5-6 days a week | 4 | 6 | 17 600 | |
| 1-4 days a week | 22 | 23 | 60 400 | |
| Monthly | 16 | 19 | 40 300 | |
| Rarely | 25 | 20 | 35 300 | |
| Never | 9 | 6 | 10 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 64 | 153 600 |
| 5-6 days a week | 9 | 10 | 25 200 | |
| 1-4 days a week | 16 | 14 | 32 700 | |
| Monthly | 7 | 5 | 12 600 | |
| Rarely | 8 | 5 | 15 100 | |
| Never | 5 | 2 | 10 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 3 | 10 100 |
| 5-6 days a week | 3 | 3 | 10 100 | |
| 1-4 days a week | 38 | 38 | 103 200 | |
| Monthly | 20 | 22 | 50 400 | |
| Rarely | 24 | 23 | 55 400 | |
| Never | 10 | 9 | 20 100 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Free online TV services | Daily | 19 | 20 | 50 400 |
| 5-6 days a week | 10 | 11 | 25 200 | |
| 1-4 days a week | 29 | 31 | 78 100 | |
| Monthly | 20 | 20 | 47 800 | |
| Rarely | 15 | 13 | 32 700 | |
| Never | 6 | 5 | 15 100 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 17 | 37 800 |
| 5-6 days a week | 10 | 10 | 22 700 | |
| 1-4 days a week | 22 | 25 | 57 900 | |
| Monthly | 9 | 9 | 22 700 | |
| Rarely | 12 | 12 | 30 200 | |
| Never | 29 | 26 | 80 600 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 44 | 125 900 |
| 5-6 days a week | 10 | 11 | 27 700 | |
| 1-4 days a week | 19 | 18 | 42 800 | |
| Monthly | 12 | 12 | 22 700 | |
| Rarely | 13 | 11 | 25 200 | |
| Never | 4 | 3 | 7 600 | |
| Can not say | 0 | 1 | 2 500 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 32 | 90 600 |
| 5-6 days a week | 11 | 12 | 32 700 | |
| 1-4 days a week | 20 | 20 | 47 800 | |
| Monthly | 12 | 12 | 25 200 | |
| Rarely | 14 | 14 | 32 700 | |
| Never | 9 | 8 | 22 700 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 25 | 75 500 |
| 5-6 days a week | 5 | 5 | 12 600 | |
| 1-4 days a week | 15 | 16 | 40 300 | |
| Monthly | 13 | 13 | 30 200 | |
| Rarely | 27 | 26 | 60 400 | |
| Never | 16 | 14 | 30 200 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 16 | 40 300 |
| 5-6 days a week | 9 | 9 | 20 100 | |
| 1-4 days a week | 19 | 20 | 47 800 | |
| Monthly | 14 | 15 | 35 300 | |
| Rarely | 23 | 23 | 60 400 | |
| Never | 17 | 17 | 47 800 | |
| Can not say | 1 | 1 | 2 500 | |
| The frequency of listening: Podcasts | Daily | 7 | 8 | 17 600 |
| 5-6 days a week | 4 | 5 | 10 100 | |
| 1-4 days a week | 12 | 12 | 30 200 | |
| Monthly | 14 | 14 | 32 700 | |
| Rarely | 26 | 28 | 70 500 | |
| Never | 35 | 31 | 85 600 | |
| Can not say | 2 | 2 | 5 000 | |
| User frequency and following: Social media | Daily | 62 | 59 | 141 000 |
| 5-6 days a week | 7 | 8 | 20 100 | |
| 1-4 days a week | 7 | 8 | 20 100 | |
| Monthly | 3 | 3 | 7 600 | |
| Rarely | 6 | 6 | 17 600 | |
| Never | 15 | 15 | 45 300 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 16 | 35 300 |
| 5-6 days a week | 5 | 5 | 10 100 | |
| 1-4 days a week | 13 | 13 | 30 200 | |
| Monthly | 8 | 10 | 20 100 | |
| Rarely | 20 | 20 | 52 900 | |
| Never | 36 | 35 | 98 200 | |
| Can not say | 1 | 1 | 5 000 | |
| Reading frequency: Printed books | Daily | 17 | 20 | 57 900 |
| 5-6 days a week | 6 | 7 | 17 600 | |
| 1-4 days a week | 15 | 18 | 45 300 | |
| Monthly | 22 | 21 | 52 900 | |
| Rarely | 34 | 28 | 63 000 | |
| Never | 7 | 6 | 12 600 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 10 100 |
| 5-6 days a week | 2 | 2 | 5 000 | |
| 1-4 days a week | 4 | 5 | 10 100 | |
| Monthly | 6 | 7 | 17 600 | |
| Rarely | 30 | 31 | 73 000 | |
| Never | 54 | 52 | 136 000 | |
| Can not say | 1 | 1 | 2 500 | |
| Listening frequency: Audiobooks | Daily | 8 | 8 | 20 100 |
| 5-6 days a week | 3 | 2 | 5 000 | |
| 1-4 days a week | 6 | 6 | 15 100 | |
| Monthly | 8 | 8 | 17 600 | |
| Rarely | 23 | 23 | 55 400 | |
| Never | 52 | 51 | 136 000 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 24 | 50 400 |
| 5-6 days a week | 9 | 11 | 25 200 | |
| 1-4 days a week | 20 | 20 | 47 800 | |
| Monthly | 20 | 21 | 55 400 | |
| Rarely | 19 | 15 | 42 800 | |
| Never | 10 | 9 | 30 200 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: LinkedIn | Daily | 6 | 7 | 17 600 |
| 5-6 days a week | 2 | 3 | 7 600 | |
| 1-4 days a week | 7 | 9 | 20 100 | |
| Monthly | 8 | 10 | 20 100 | |
| Rarely | 13 | 14 | 32 700 | |
| Never | 52 | 45 | 120 900 | |
| Cant say / No answer | 11 | 11 | 35 300 | |
| Usage/following: Facebook | Daily | 40 | 38 | 95 700 |
| 5-6 days a week | 6 | 7 | 17 600 | |
| 1-4 days a week | 11 | 12 | 30 200 | |
| Monthly | 5 | 5 | 12 600 | |
| Rarely | 10 | 11 | 25 200 | |
| Never | 17 | 16 | 40 300 | |
| Cant say / No answer | 10 | 10 | 30 200 | |
| Usage/Following: Instagram | Daily | 37 | 36 | 80 600 |
| 5-6 days a week | 6 | 5 | 12 600 | |
| 1-4 days a week | 9 | 9 | 22 700 | |
| Monthly | 5 | 5 | 12 600 | |
| Rarely | 8 | 9 | 22 700 | |
| Never | 25 | 25 | 70 500 | |
| Cant say / No answer | 10 | 11 | 32 700 | |
| Usage/following rate: Snapchat | Daily | 16 | 14 | 30 200 |
| 5-6 days a week | 2 | 2 | 2 500 | |
| 1-4 days a week | 2 | 2 | 5 000 | |
| Monthly | 2 | 2 | 5 000 | |
| Rarely | 5 | 5 | 12 600 | |
| Never | 62 | 64 | 163 700 | |
| Cant say / No answer | 11 | 11 | 32 700 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 5 | 10 100 |
| 5-6 days a week | 2 | 2 | 5 000 | |
| 1-4 days a week | 4 | 6 | 15 100 | |
| Monthly | 3 | 4 | 10 100 | |
| Rarely | 11 | 12 | 27 700 | |
| Never | 66 | 60 | 156 100 | |
| Cant say / No answer | 10 | 10 | 32 700 | |
| Usage/Following: TikTok | Daily | 13 | 11 | 22 700 |
| 5-6 days a week | 2 | 2 | 5 000 | |
| 1-4 days a week | 4 | 4 | 7 600 | |
| Monthly | 3 | 3 | 5 000 | |
| Rarely | 8 | 7 | 17 600 | |
| Never | 62 | 63 | 161 200 | |
| Cant say / No answer | 10 | 10 | 32 700 | |
| Usage/following frequency: Jodel | Daily | 3 | 3 | 7 600 |
| 5-6 days a week | 1 | 1 | 2 500 | |
| 1-4 days a week | 2 | 2 | 5 000 | |
| Monthly | 3 | 3 | 7 600 | |
| Rarely | 6 | 6 | 12 600 | |
| Never | 71 | 69 | 171 200 | |
| Cant say / No answer | 15 | 15 | 47 800 | |
| Usage/following frequency: Threads | Daily | 3 | 3 | 5 000 |
| 5-6 days a week | 1 | 1 | 2 500 | |
| 1-4 days a week | 4 | 4 | 10 100 | |
| Monthly | 3 | 3 | 7 600 | |
| Rarely | 5 | 5 | 10 100 | |
| Never | 69 | 68 | 171 200 | |
| Cant say / No answer | 15 | 15 | 47 800 | |
| 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 | 4 | 7 600 | |
| Never | 80 | 78 | 191 400 | |
| Cant say / No answer | 15 | 16 | 47 800 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 14 | 30 200 |
| Partially agree | 42 | 43 | 105 800 | |
| Partially disagree | 29 | 30 | 80 600 | |
| Completely disagree | 10 | 10 | 25 200 | |
| Can not say | 3 | 3 | 7 600 | |
| I prefer domestic products | Completely agree | 33 | 34 | 90 600 |
| Partially agree | 55 | 55 | 138 500 | |
| 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 | 21 | 22 | 60 400 |
| Partially agree | 54 | 54 | 138 500 | |
| Partially disagree | 18 | 17 | 40 300 | |
| Completely disagree | 4 | 4 | 7 600 | |
| Can not say | 4 | 3 | 7 600 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 27 | 68 000 |
| Partially agree | 58 | 58 | 146 000 | |
| Partially disagree | 14 | 12 | 27 700 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 3 | 2 | 5 000 | |
| I usually choose the cheapest option | Completely agree | 13 | 11 | 25 200 |
| Partially agree | 48 | 46 | 115 800 | |
| Partially disagree | 32 | 36 | 93 200 | |
| Completely disagree | 5 | 5 | 15 100 | |
| Can not say | 2 | 2 | 5 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 38 | 90 600 |
| Partially agree | 49 | 50 | 128 400 | |
| Partially disagree | 9 | 10 | 27 700 | |
| Completely disagree | 2 | 1 | 2 500 | |
| Can not say | 1 | 1 | 2 500 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 6 | 15 100 |
| Partially agree | 23 | 24 | 55 400 | |
| Partially disagree | 38 | 39 | 103 200 | |
| Completely disagree | 24 | 22 | 55 400 | |
| Can not say | 10 | 9 | 22 700 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 6 | 12 600 |
| Partially agree | 37 | 38 | 95 700 | |
| Partially disagree | 43 | 44 | 113 300 | |
| Completely disagree | 10 | 9 | 22 700 | |
| Can not say | 4 | 4 | 10 100 | |
| I prefer local shops and services | Completely agree | 28 | 28 | 78 100 |
| Partially agree | 58 | 58 | 146 000 | |
| Partially disagree | 11 | 10 | 22 700 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 2 | 1 | 2 500 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 10 100 |
| Partially agree | 27 | 27 | 65 500 | |
| Partially disagree | 28 | 29 | 70 500 | |
| Completely disagree | 33 | 34 | 85 600 | |
| Can not say | 7 | 7 | 17 600 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 20 100 |
| Partially agree | 32 | 34 | 88 100 | |
| Partially disagree | 36 | 36 | 90 600 | |
| Completely disagree | 20 | 19 | 45 300 | |
| 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 | 40 300 |
| Partially agree | 49 | 51 | 136 000 | |
| Partially disagree | 23 | 23 | 55 400 | |
| Completely disagree | 7 | 7 | 12 600 | |
| Can not say | 5 | 4 | 7 600 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 20 | 52 900 |
| Partially agree | 50 | 50 | 128 400 | |
| Partially disagree | 23 | 22 | 50 400 | |
| Completely disagree | 6 | 6 | 10 100 | |
| Can not say | 4 | 3 | 7 600 | |
| I prefer well-known brands | Completely agree | 13 | 14 | 32 700 |
| Partially agree | 59 | 60 | 153 600 | |
| Partially disagree | 20 | 19 | 47 800 | |
| Completely disagree | 5 | 4 | 10 100 | |
| Can not say | 3 | 3 | 7 600 | |
| I prefer used products in my purchases | Completely agree | 15 | 16 | 35 300 |
| Partially agree | 39 | 38 | 95 700 | |
| Partially disagree | 31 | 32 | 80 600 | |
| Completely disagree | 11 | 12 | 30 200 | |
| Can not say | 3 | 3 | 7 600 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 35 300 |
| Quite positively | 61 | 62 | 158 600 | |
| Quite negatively | 16 | 15 | 35 300 | |
| Very negative | 4 | 4 | 10 100 | |
| Can not say | 6 | 5 | 10 100 | |
| Magazines | Very positive | 12 | 13 | 32 700 |
| Quite positively | 60 | 60 | 151 100 | |
| Quite negatively | 18 | 17 | 42 800 | |
| Very negative | 4 | 4 | 10 100 | |
| Can not say | 7 | 6 | 15 100 | |
| Free and local newspapers | Very positive | 22 | 24 | 60 400 |
| Quite positively | 56 | 54 | 138 500 | |
| Quite negatively | 11 | 11 | 27 700 | |
| Very negative | 4 | 5 | 10 100 | |
| Can not say | 6 | 6 | 12 600 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 6 | 15 100 |
| Quite positively | 43 | 44 | 110 800 | |
| Quite negatively | 33 | 32 | 80 600 | |
| Very negative | 11 | 11 | 25 200 | |
| Can not say | 8 | 7 | 20 100 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 5 | 10 100 |
| Quite positively | 30 | 29 | 70 500 | |
| Quite negatively | 35 | 35 | 88 100 | |
| Very negative | 19 | 21 | 50 400 | |
| Can not say | 11 | 11 | 35 300 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 4 | 10 100 |
| Quite positively | 25 | 23 | 55 400 | |
| Quite negatively | 35 | 35 | 83 100 | |
| Very negative | 23 | 25 | 65 500 | |
| Can not say | 13 | 13 | 37 800 | |
| Newsletters to email | Very positive | 2 | 2 | 5 000 |
| Quite positively | 16 | 15 | 37 800 | |
| Quite negatively | 35 | 35 | 90 600 | |
| Very negative | 45 | 46 | 113 300 | |
| Can not say | 3 | 2 | 5 000 | |
| Other websites | Very positive | 2 | 3 | 5 000 |
| Quite positively | 32 | 33 | 75 500 | |
| Quite negatively | 39 | 38 | 98 200 | |
| Very negative | 15 | 15 | 37 800 | |
| Can not say | 12 | 11 | 32 700 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 6 | 15 100 |
| Quite positively | 44 | 45 | 113 300 | |
| Quite negatively | 31 | 29 | 73 000 | |
| Very negative | 14 | 15 | 37 800 | |
| Can not say | 4 | 5 | 12 600 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 7 600 |
| Quite positively | 33 | 34 | 83 100 | |
| Quite negatively | 35 | 35 | 88 100 | |
| Very negative | 21 | 20 | 55 400 | |
| Can not say | 7 | 6 | 17 600 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 14 | 35 300 |
| Quite positively | 44 | 42 | 108 300 | |
| Quite negatively | 21 | 23 | 57 900 | |
| Very negative | 15 | 16 | 35 300 | |
| Can not say | 5 | 5 | 15 100 | |
| Out-of-home advertising | Very positive | 11 | 12 | 27 700 |
| Quite positively | 51 | 52 | 128 400 | |
| Quite negatively | 22 | 21 | 55 400 | |
| Very negative | 9 | 9 | 20 100 | |
| Can not say | 8 | 6 | 17 600 | 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 | 18 | 47 800 |
| Partially agree | 59 | 60 | 156 100 | |
| Partially disagree | 10 | 9 | 20 100 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 11 | 10 | 22 700 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 16 | 42 800 |
| Partially agree | 56 | 58 | 151 100 | |
| Partially disagree | 14 | 13 | 30 200 | |
| Completely disagree | 4 | 3 | 7 600 | |
| Can not say | 10 | 9 | 20 100 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 34 | 88 100 |
| Partially agree | 39 | 39 | 98 200 | |
| Partially disagree | 17 | 16 | 37 800 | |
| Completely disagree | 4 | 3 | 7 600 | |
| Can not say | 8 | 7 | 17 600 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 25 | 63 000 |
| Partially agree | 44 | 45 | 110 800 | |
| Partially disagree | 11 | 10 | 22 700 | |
| Completely disagree | 5 | 5 | 12 600 | |
| Can not say | 18 | 15 | 42 800 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 37 | 95 700 |
| Partially agree | 47 | 45 | 110 800 | |
| Partially disagree | 7 | 6 | 12 600 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 12 | 9 | 25 200 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 19 | 50 400 |
| Partially agree | 51 | 53 | 136 000 | |
| Partially disagree | 13 | 11 | 25 200 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 18 | 15 | 37 800 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 11 | 27 700 |
| Partially agree | 50 | 52 | 130 900 | |
| Partially disagree | 17 | 17 | 42 800 | |
| Completely disagree | 3 | 2 | 5 000 | |
| Can not say | 20 | 18 | 42 800 | |
| Finnish magazines are of high quality | Completely agree | 22 | 25 | 68 000 |
| Partially agree | 57 | 57 | 146 000 | |
| Partially disagree | 9 | 8 | 17 600 | |
| Completely disagree | 1 | 1 | 2 500 | |
| Can not say | 10 | 8 | 17 600 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 9 | 22 700 |
| Partially agree | 48 | 47 | 120 900 | |
| Partially disagree | 22 | 23 | 57 900 | |
| Completely disagree | 7 | 8 | 20 100 | |
| Can not say | 13 | 13 | 30 200 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 12 | 30 200 |
| Partially agree | 33 | 34 | 85 600 | |
| Partially disagree | 22 | 23 | 57 900 | |
| Completely disagree | 22 | 21 | 52 900 | |
| Can not say | 11 | 10 | 25 200 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 22 700 |
| Partially agree | 31 | 30 | 78 100 | |
| Partially disagree | 26 | 29 | 75 500 | |
| Completely disagree | 24 | 23 | 55 400 | |
| Can not say | 10 | 9 | 20 100 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 13 | 35 300 |
| Partially agree | 48 | 49 | 123 400 | |
| Partially disagree | 20 | 21 | 50 400 | |
| Completely disagree | 12 | 12 | 27 700 | |
| Can not say | 7 | 6 | 15 100 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 7 | 17 600 |
| Partially agree | 28 | 27 | 73 000 | |
| Partially disagree | 27 | 27 | 70 500 | |
| Completely disagree | 28 | 30 | 70 500 | |
| Can not say | 10 | 9 | 20 100 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 4 | 10 100 |
| Partially agree | 36 | 36 | 88 100 | |
| Partially disagree | 35 | 36 | 93 200 | |
| Completely disagree | 9 | 9 | 22 700 | |
| Can not say | 16 | 15 | 37 800 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 14 | 37 800 |
| Partially agree | 39 | 37 | 98 200 | |
| Partially disagree | 23 | 27 | 65 500 | |
| Completely disagree | 12 | 12 | 30 200 | |
| Can not say | 10 | 10 | 22 700 | |
| I follow one or more magazines on social media | Completely agree | 7 | 7 | 17 600 |
| Partially agree | 20 | 20 | 47 800 | |
| Partially disagree | 23 | 24 | 60 400 | |
| Completely disagree | 42 | 41 | 108 300 | |
| Can not say | 7 | 7 | 17 600 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 45 | 103 200 |
| Partially agree | 27 | 29 | 68 000 | |
| Partially disagree | 11 | 12 | 32 700 | |
| Completely disagree | 14 | 13 | 42 800 | |
| Can not say | 2 | 1 | 5 000 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 37 | 88 100 |
| Partially agree | 39 | 41 | 103 200 | |
| Partially disagree | 13 | 11 | 27 700 | |
| Completely disagree | 10 | 9 | 27 700 | |
| Can not say | 3 | 2 | 5 000 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 16 | 32 700 |
| Partially agree | 33 | 34 | 83 100 | |
| Partially disagree | 21 | 22 | 57 900 | |
| Completely disagree | 24 | 24 | 70 500 | |
| Can not say | 4 | 3 | 7 600 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 23 | 55 400 |
| Partially agree | 33 | 36 | 85 600 | |
| Partially disagree | 25 | 22 | 57 900 | |
| Completely disagree | 21 | 17 | 52 900 | |
| Can not say | 3 | 1 | 2 500 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 17 | 42 800 |
| Partially agree | 21 | 20 | 50 400 | |
| Partially disagree | 17 | 18 | 45 300 | |
| Completely disagree | 37 | 39 | 98 200 | |
| Can not say | 8 | 6 | 12 600 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 27 | 70 500 |
| Partially agree | 52 | 52 | 130 900 | |
| Partially disagree | 12 | 11 | 25 200 | |
| Completely disagree | 4 | 4 | 10 100 | |
| Can not say | 8 | 6 | 15 100 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 77 | 191 400 |
| Partially agree | 16 | 16 | 40 300 | |
| Partially disagree | 3 | 2 | 5 000 | |
| Completely disagree | 2 | 1 | 5 000 | |
| Can not say | 5 | 3 | 10 100 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 38 | 98 200 |
| Partially agree | 39 | 38 | 95 700 | |
| Partially disagree | 15 | 13 | 30 200 | |
| Completely disagree | 8 | 5 | 12 600 | |
| Can not say | 7 | 6 | 12 600 | 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 | 52 | 136 000 |
| Cosmetics and beauty care | 16 | 13 | 35 300 | |
| Interior design and furniture | 26 | 24 | 63 000 | |
| Renovation and building | 24 | 26 | 65 500 | |
| Domestic appliances | 10 | 12 | 32 700 | |
| Consumer electronics and IT equipment | 13 | 16 | 37 800 | |
| Saving and investing | 14 | 17 | 42 800 | |
| Style and fashion | 21 | 19 | 50 400 | |
| Cars | 14 | 16 | 37 800 | |
| Travelling | 23 | 26 | 68 000 | |
| Sports clothing, footwear or equipment | 14 | 16 | 40 300 | |
| Health and wellness products/services | 19 | 19 | 52 900 | |
| None of these | 16 | 16 | 37 800 | |
| Can not say | 10 | 9 | 20 100 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 48 | 113 300 |
| Cosmetics and beauty care | 17 | 15 | 35 300 | |
| Interior design and furniture | 21 | 21 | 47 800 | |
| Renovation and building | 21 | 24 | 55 400 | |
| Domestic appliances | 10 | 13 | 32 700 | |
| Consumer electronics and IT equipment | 17 | 22 | 47 800 | |
| Saving and investing | 13 | 16 | 37 800 | |
| Style and fashion | 19 | 18 | 42 800 | |
| Cars | 13 | 17 | 40 300 | |
| Travelling | 23 | 25 | 60 400 | |
| Sports clothing, footwear or equipment | 16 | 17 | 40 300 | |
| Health and wellness products/services | 18 | 17 | 42 800 | |
| None of these | 21 | 20 | 55 400 | |
| Can not say | 12 | 11 | 30 200 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 27 | 57 900 |
| Well-being and health | 50 | 51 | 130 900 | |
| Charity work | 14 | 16 | 42 800 | |
| Self development | 32 | 39 | 95 700 | |
| Celebrities | 13 | 12 | 30 200 | |
| Fishing | 15 | 17 | 42 800 | |
| Beauty care and cosmetics | 16 | 10 | 25 200 | |
| Literature | 29 | 39 | 108 300 | |
| Domestic and foreign news | 51 | 63 | 156 100 | |
| Domestic travel | 33 | 34 | 83 100 | |
| Culture | 34 | 43 | 113 300 | |
| Crafts | 25 | 23 | 57 900 | |
| Nature and going outdoor | 52 | 58 | 153 600 | |
| Hunting | 9 | 9 | 20 100 | |
| Style and fashion | 20 | 16 | 40 300 | |
| Music and concerts | 37 | 42 | 105 800 | |
| Going on summer cottage | 29 | 29 | 73 000 | |
| Local affairs | 56 | 59 | 148 600 | |
| Computer/console/mobile playing | 17 | 23 | 45 300 | |
| Politics | 43 | 57 | 146 000 | |
| Gardening and plants | 29 | 31 | 88 100 | |
| Online gambling or betting | 5 | 6 | 12 600 | |
| Building and renovating | 34 | 38 | 93 200 | |
| Food and drink | 38 | 38 | 95 700 | |
| Cooking, baking, recipes | 38 | 33 | 85 600 | |
| Investment | 24 | 29 | 70 500 | |
| Decorating | 28 | 24 | 60 400 | |
| Economic and finances | 36 | 44 | 105 800 | |
| Science | 37 | 73 | 181 300 | |
| Travelling abroad | 34 | 33 | 78 100 | |
| Sports, exercising | 45 | 45 | 108 300 | |
| Sailing, boating | 9 | 11 | 27 700 | |
| Consumer electronics and information technology | 20 | 33 | 70 500 | |
| Environmental matters | 31 | 43 | 113 300 | |
| 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
- Sanoma Media Finland Oy
- yrityspalvelu@sanoma.fi
- www.sanoma.fi
- Mediamyynti Sanoma B2B
- yrityspalvelu@sanoma.fi
Media
Publisher
- Sanoma Media Finland Oy
Publisher
- Tieteen tiedotus ry
Päätoimittaja
- Tanja Vasama
Address
- Töölönlahdenkatu 2
- 00100 Helsinki
Postal address
- PL 25
- 00089 Sanoma
Phone
- +358 9 1201