Viinilehti
The position of Viinilehti as the number one publication for wine enthusiasts is solid. Over the course of 30 years, this industry pioneer has grown into a versatile media platform focused on wine, food, and the good life. No other media outlet offers as much Finnish-language wine content tailored specifically to a Finnish audience. Viinilehti is an experienced, knowledgeable, and genuinely impartial specialty publication that reaches its target audience exceptionally well. It is an inspiring and entertaining lifestyle magazine, cherished by both men and women alike. The readers of Viinilehti are affluent, curious, and open-minded individuals who enjoy life to the fullest. In addition to the traditional print magazine, Viinilehti serves its audience through the Viinipodi podcast and the viinilehti.fi website, which features, among other content, reviews of all the latest wines available at Alko. The Viikon viinivinkki (Wine Tip of the Week) newsletter has over 100,000 subscribers, and its click-through rates clearly reflect readers' interest in wine and food.
Issues per year
6 issues per year
Copies
10 000
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 4.3.2026 | 11.2.2026 | 13.2.2026 | |
| 2 | 15.4.2026 | 19.3.2026 | 23.3.2026 | |
| 3 | 10.6.2026 | 20.5.2026 | 22.5.2026 | |
| 4 | 2.9.2026 | 12.8.2026 | 14.8.2026 | |
| 5 | 14.10.2026 | 23.9.2026 | 25.9.2026 | |
| 6 | 25.11.2026 | 4.11.2026 | 6.11.2026 |
Ei aikatauluja vuodelle 2027.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 440 x 280 mm | 5 mm | 6 700 € |
| 2/1 landscape | First spread | 440 x 280 mm | 5 mm | 7 100 € |
| 1/1 portrait | Not specified | 220 x 280 mm | 5 mm | 3 900 € |
| 1/1 portrait | 2. Cover | 220 x 280 mm | 5 mm | 4 550 € |
| 1/1 portrait | 3. Cover | 220 x 280 mm | 5 mm | 4 150 € |
| 1/1 portrait | Back cover | 220 x 280 mm | 5 mm | 5 350 € |
| 1/2 portrait | Not specified | 100 x 280 mm | 5 mm | 2 600 € |
| 1/2 landscape | Not specified | 220 x 140 mm | 5 mm | 2 600 € |
| 1/3 portrait | Not specified | 70 x 280 mm | 5 mm | 2 100 € |
| 1/3 landscape | Not specified | 220 x 93 mm | 5 mm | 2 100 € |
| 1/4 portrait | Not specified | 100 x 140 mm | 5 mm | 1 420 € | *) size without marginal Prices valid until 31.12.2026 |
Size
220 x 280 mm
Uusi koko: 220 x 280 mm
alkaen numerosta 1
Printing method
Offset
Binding
Perfect Binding
Printer
PunaMusta Oy
Delivery of ad material and instructions
ICC profile
Technical information
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) | *) size without marginal Prices valid until 31.12.2027 |
|---|
Size
220 x 280 mm
Printing method
Offset
Binding
Liimasidonta
Printer
PunaMusta Oy
Delivery of ad material and instructions
ICC profile
Technical information
"
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | Giant panorama | 980x400 px | 29 € / CPM (Cost per thousand) | |
| Mobile | Giant panorama | 300x300 px | 29 € / CPM (Cost per thousand) | |
| Desktop | Giant MPU | 468x400 px | 29 € / CPM (Cost per thousand) | |
| Mobile | Giant MPU | 300x300 px | 29 € / CPM (Cost per thousand) | |
| Mobile | Sticky | 300x600 px | 29 € / CPM (Cost per thousand) | |
| Desktop | Interstitial | 718x841 px | 60 € / CPM (Cost per thousand) | |
| Mobile | Interstitial | 300x300 px | 60 € / CPM (Cost per thousand) | Prices valid until 31.12.2026 |
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2027 |
|---|
Readers
Readers
64 400
Total reach
121 900
How many times read
2
Minutes of reading
52 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 64 400
Minutes of reading52 min
How many times read2
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 52 | 33 500 |
| Men | 49 | 48 | 30 900 | |
| Native language | Finnish | 95 | 92 | 59 200 |
| Swedish | 5 | 8 | 5 200 | |
| Age | 15-24 y | 13 | 6 | 3 900 |
| 25-34 y | 14 | 8 | 5 200 | |
| 35-44 y | 14 | 12 | 7 700 | |
| 45-54 y | 14 | 17 | 10 900 | |
| 55-64 y | 15 | 24 | 15 500 | |
| 65+ y | 30 | 33 | 21 300 | |
| Gender + age | Female 15-29 years | 9 | 7 | 4 500 |
| Female 30-49 years | 14 | 16 | 10 300 | |
| Female 50+ years | 28 | 29 | 18 700 | |
| Male 15-29 years | 10 | 4 | 2 600 | |
| Male 30-49 years | 15 | 9 | 5 800 | |
| Male 50+ years | 24 | 36 | 23 200 | |
| Household position | Lives at home with parents | 7 | 4 | 2 600 |
| Lives alone | 29 | 25 | 16 100 | |
| Lives with spouse | 36 | 50 | 32 200 | |
| Lives with spouse and children | 23 | 18 | 11 600 | |
| Single parent | 2 | 1 | 600 | |
| Other | 2 | 2 | 1 300 | |
| Grandchildren under 18 years of age | Yes | 20 | 21 | 13 500 |
| No | 39 | 53 | 34 100 | |
| No answer (under 45 year olds) | 41 | 26 | 16 700 | |
| Education | Elementary school | 4 | 4 | 2 600 |
| Secondary school | 6 | 2 | 1 300 | |
| Vocational | 26 | 22 | 14 200 | |
| High school | 13 | 11 | 7 100 | |
| University of Applied Sciences | 19 | 21 | 13 500 | |
| University | 30 | 38 | 24 500 | |
| Something else | 2 | 2 | 1 300 | |
| Decision-maker in grocery purchases | Yes | 93 | 94 | 60 500 |
| No | 7 | 5 | 3 200 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 79 | 50 900 |
| No | 32 | 21 | 13 500 | |
| Size of the household | 1 pers | 28 | 26 | 16 700 |
| 2 pers | 38 | 49 | 31 600 | |
| 3 pers | 14 | 14 | 9 000 | |
| 4 pers | 12 | 7 | 4 500 | |
| 5+ pers | 7 | 5 | 3 200 | |
| Household income (gross) | Below 20 000 € /y | 10 | 4 | 2 600 |
| 20 000 - 35 000 € /y | 15 | 10 | 6 400 | |
| 35 001 - 50 000 € /y | 18 | 19 | 12 200 | |
| 50 001 - 85 000 € /y | 21 | 25 | 16 100 | |
| 85 001 - 100 000 € /y | 8 | 12 | 7 700 | |
| Over 100 000 € /y | 12 | 16 | 10 300 | |
| Dont want to tell | 7 | 6 | 3 900 | |
| Cant say / No answer | 9 | 7 | 4 500 | |
| Family with kids | Yes | 33 | 24 | 15 500 |
| No | 67 | 76 | 48 900 | |
| Number of children in the household (5th grade) | 1 child | 13 | 11 | 7 100 |
| 2 children | 12 | 8 | 5 200 | |
| 3 children | 5 | 3 | 1 900 | |
| 4 children | 1 | 1 | 600 | |
| 5+ children | 1 | 1 | 600 | |
| There are no children | 67 | 76 | 48 900 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 15 | 9 700 |
| Dog | 24 | 22 | 14 200 | |
| Some other pet | 5 | 5 | 3 200 | |
| No pets | 62 | 64 | 41 200 | |
| Health services used in the household | Public health services | 85 | 81 | 52 200 |
| Employer - funded health care services | 51 | 54 | 34 800 | |
| Private, self-funded healthcare services | 39 | 45 | 29 000 | |
| Private health insurance services | 27 | 31 | 20 000 | |
| No health care | 1 | 1 | 600 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 37 | 23 800 |
| Row house or semi-detached house | 17 | 19 | 12 200 | |
| Detached house | 45 | 40 | 25 800 | |
| Farm | 4 | 3 | 1 900 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 78 | 50 200 |
| Rented residence | 22 | 19 | 12 200 | |
| Right of residence apartment | 2 | 2 | 1 300 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 1 | 1 | 600 | |
| Cottage or holiday home in regular use | Yes | 41 | 47 | 30 300 |
| No | 58 | 53 | 34 100 | |
| Can not say | 1 | 1 | 600 | |
| Number of cars in household | One car | 46 | 47 | 30 300 |
| Two cars | 29 | 29 | 18 700 | |
| Three or more cars | 10 | 9 | 5 800 | |
| No car | 15 | 15 | 9 700 | |
| Type of car, if buying now | New | 18 | 20 | 12 900 |
| Used | 71 | 62 | 39 900 | |
| Company car | 5 | 6 | 3 900 | |
| Leasing (personal) | 9 | 16 | 10 300 | |
| Shared car | 2 | 2 | 1 300 | |
| Doesn't use a car | 8 | 10 | 6 400 | |
| Can not say | 5 | 5 | 3 200 | |
| Advertising ban at the door / mailbox | Yes | 29 | 28 | 18 000 |
| No | 70 | 72 | 46 400 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 17 | 10 900 |
| No | 75 | 78 | 50 200 | |
| Can not say | 5 | 5 | 3 200 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 31 | 20 000 |
| Turku or Tampere | 8 | 8 | 5 200 | |
| Oulu | 4 | 3 | 1 900 | |
| 70 000 - 150 000 inhabitants town | 14 | 12 | 7 700 | |
| Urban municipality | 24 | 29 | 18 700 | |
| Conurbation | 17 | 11 | 7 100 | |
| Countryside | 12 | 7 | 4 500 | 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 | 12 900 |
| 5-6 days a week | 4 | 3 | 1 900 | |
| 1-4 days a week | 23 | 28 | 18 000 | |
| Monthly | 25 | 24 | 15 500 | |
| Rarely | 27 | 20 | 12 900 | |
| Never | 9 | 4 | 2 600 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 22 | 14 200 |
| 5-6 days a week | 5 | 5 | 3 200 | |
| 1-4 days a week | 18 | 20 | 12 900 | |
| Monthly | 16 | 18 | 11 600 | |
| Rarely | 24 | 24 | 15 500 | |
| Never | 13 | 10 | 6 400 | |
| Can not say | 1 | 1 | 600 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 29 | 18 700 |
| 5-6 days a week | 4 | 5 | 3 200 | |
| 1-4 days a week | 22 | 27 | 17 400 | |
| Monthly | 16 | 16 | 10 300 | |
| Rarely | 25 | 21 | 13 500 | |
| Never | 9 | 3 | 1 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 59 | 38 000 |
| 5-6 days a week | 9 | 8 | 5 200 | |
| 1-4 days a week | 16 | 16 | 10 300 | |
| Monthly | 7 | 4 | 2 600 | |
| Rarely | 8 | 7 | 4 500 | |
| Never | 5 | 6 | 3 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 4 | 2 600 |
| 5-6 days a week | 3 | 5 | 3 200 | |
| 1-4 days a week | 38 | 43 | 27 700 | |
| Monthly | 20 | 23 | 14 800 | |
| Rarely | 24 | 18 | 11 600 | |
| Never | 10 | 6 | 3 900 | |
| Can not say | 1 | 1 | 600 | |
| The frequency of watching: Free online TV services | Daily | 19 | 17 | 10 900 |
| 5-6 days a week | 10 | 10 | 6 400 | |
| 1-4 days a week | 29 | 36 | 23 200 | |
| Monthly | 20 | 18 | 11 600 | |
| Rarely | 15 | 11 | 7 100 | |
| Never | 6 | 7 | 4 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 14 | 9 000 |
| 5-6 days a week | 10 | 8 | 5 200 | |
| 1-4 days a week | 22 | 22 | 14 200 | |
| Monthly | 9 | 10 | 6 400 | |
| Rarely | 12 | 13 | 8 400 | |
| Never | 29 | 30 | 19 300 | |
| Can not say | 1 | 2 | 1 300 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 54 | 34 800 |
| 5-6 days a week | 10 | 10 | 6 400 | |
| 1-4 days a week | 19 | 18 | 11 600 | |
| Monthly | 12 | 9 | 5 800 | |
| Rarely | 13 | 7 | 4 500 | |
| Never | 4 | 2 | 1 300 | |
| Can not say | 0 | 1 | 600 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 41 | 26 400 |
| 5-6 days a week | 11 | 11 | 7 100 | |
| 1-4 days a week | 20 | 20 | 12 900 | |
| Monthly | 12 | 9 | 5 800 | |
| Rarely | 14 | 10 | 6 400 | |
| Never | 9 | 7 | 4 500 | |
| Can not say | 1 | 1 | 600 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 28 | 18 000 |
| 5-6 days a week | 5 | 7 | 4 500 | |
| 1-4 days a week | 15 | 14 | 9 000 | |
| Monthly | 13 | 12 | 7 700 | |
| Rarely | 27 | 24 | 15 500 | |
| Never | 16 | 13 | 8 400 | |
| Can not say | 1 | 2 | 1 300 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 19 | 12 200 |
| 5-6 days a week | 9 | 12 | 7 700 | |
| 1-4 days a week | 19 | 18 | 11 600 | |
| Monthly | 14 | 13 | 8 400 | |
| Rarely | 23 | 23 | 14 800 | |
| Never | 17 | 15 | 9 700 | |
| Can not say | 1 | 1 | 600 | |
| The frequency of listening: Podcasts | Daily | 7 | 7 | 4 500 |
| 5-6 days a week | 4 | 3 | 1 900 | |
| 1-4 days a week | 12 | 12 | 7 700 | |
| Monthly | 14 | 14 | 9 000 | |
| Rarely | 26 | 25 | 16 100 | |
| Never | 35 | 37 | 23 800 | |
| Can not say | 2 | 2 | 1 300 | |
| User frequency and following: Social media | Daily | 62 | 60 | 38 600 |
| 5-6 days a week | 7 | 7 | 4 500 | |
| 1-4 days a week | 7 | 9 | 5 800 | |
| Monthly | 3 | 3 | 1 900 | |
| Rarely | 6 | 8 | 5 200 | |
| Never | 15 | 14 | 9 000 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 11 | 7 100 |
| 5-6 days a week | 5 | 4 | 2 600 | |
| 1-4 days a week | 13 | 11 | 7 100 | |
| Monthly | 8 | 10 | 6 400 | |
| Rarely | 20 | 25 | 16 100 | |
| Never | 36 | 38 | 24 500 | |
| Can not say | 1 | 1 | 600 | |
| Reading frequency: Printed books | Daily | 17 | 23 | 14 800 |
| 5-6 days a week | 6 | 7 | 4 500 | |
| 1-4 days a week | 15 | 16 | 10 300 | |
| Monthly | 22 | 24 | 15 500 | |
| Rarely | 34 | 23 | 14 800 | |
| Never | 7 | 7 | 4 500 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 1 900 |
| 5-6 days a week | 2 | 2 | 1 300 | |
| 1-4 days a week | 4 | 4 | 2 600 | |
| Monthly | 6 | 7 | 4 500 | |
| Rarely | 30 | 28 | 18 000 | |
| Never | 54 | 55 | 35 400 | |
| Can not say | 1 | 0 | 0 | |
| Listening frequency: Audiobooks | Daily | 8 | 7 | 4 500 |
| 5-6 days a week | 3 | 3 | 1 900 | |
| 1-4 days a week | 6 | 6 | 3 900 | |
| Monthly | 8 | 8 | 5 200 | |
| Rarely | 23 | 21 | 13 500 | |
| Never | 52 | 54 | 34 800 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 15 | 9 700 |
| 5-6 days a week | 9 | 6 | 3 900 | |
| 1-4 days a week | 20 | 20 | 12 900 | |
| Monthly | 20 | 26 | 16 700 | |
| Rarely | 19 | 22 | 14 200 | |
| Never | 10 | 10 | 6 400 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: LinkedIn | Daily | 6 | 5 | 3 200 |
| 5-6 days a week | 2 | 3 | 1 900 | |
| 1-4 days a week | 7 | 10 | 6 400 | |
| Monthly | 8 | 10 | 6 400 | |
| Rarely | 13 | 13 | 8 400 | |
| Never | 52 | 48 | 30 900 | |
| Cant say / No answer | 11 | 11 | 7 100 | |
| Usage/following: Facebook | Daily | 40 | 45 | 29 000 |
| 5-6 days a week | 6 | 6 | 3 900 | |
| 1-4 days a week | 11 | 13 | 8 400 | |
| Monthly | 5 | 5 | 3 200 | |
| Rarely | 10 | 8 | 5 200 | |
| Never | 17 | 13 | 8 400 | |
| Cant say / No answer | 10 | 10 | 6 400 | |
| Usage/Following: Instagram | Daily | 37 | 33 | 21 300 |
| 5-6 days a week | 6 | 4 | 2 600 | |
| 1-4 days a week | 9 | 12 | 7 700 | |
| Monthly | 5 | 8 | 5 200 | |
| Rarely | 8 | 8 | 5 200 | |
| Never | 25 | 24 | 15 500 | |
| Cant say / No answer | 10 | 11 | 7 100 | |
| Usage/following rate: Snapchat | Daily | 16 | 8 | 5 200 |
| 5-6 days a week | 2 | 2 | 1 300 | |
| 1-4 days a week | 2 | 2 | 1 300 | |
| Monthly | 2 | 1 | 600 | |
| Rarely | 5 | 5 | 3 200 | |
| Never | 62 | 71 | 45 700 | |
| Cant say / No answer | 11 | 11 | 7 100 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 3 | 1 900 |
| 5-6 days a week | 2 | 2 | 1 300 | |
| 1-4 days a week | 4 | 4 | 2 600 | |
| Monthly | 3 | 4 | 2 600 | |
| Rarely | 11 | 12 | 7 700 | |
| Never | 66 | 66 | 42 500 | |
| Cant say / No answer | 10 | 10 | 6 400 | |
| Usage/Following: TikTok | Daily | 13 | 9 | 5 800 |
| 5-6 days a week | 2 | 2 | 1 300 | |
| 1-4 days a week | 4 | 4 | 2 600 | |
| Monthly | 3 | 3 | 1 900 | |
| Rarely | 8 | 7 | 4 500 | |
| Never | 62 | 65 | 41 900 | |
| Cant say / No answer | 10 | 10 | 6 400 | |
| Usage/following frequency: Jodel | Daily | 3 | 2 | 1 300 |
| 5-6 days a week | 1 | 1 | 600 | |
| 1-4 days a week | 2 | 2 | 1 300 | |
| Monthly | 3 | 3 | 1 900 | |
| Rarely | 6 | 4 | 2 600 | |
| Never | 71 | 74 | 47 700 | |
| Cant say / No answer | 15 | 14 | 9 000 | |
| Usage/following frequency: Threads | Daily | 3 | 2 | 1 300 |
| 5-6 days a week | 1 | 2 | 1 300 | |
| 1-4 days a week | 4 | 4 | 2 600 | |
| Monthly | 3 | 3 | 1 900 | |
| Rarely | 5 | 4 | 2 600 | |
| Never | 69 | 70 | 45 100 | |
| Cant say / No answer | 15 | 14 | 9 000 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 2 | 1 300 | |
| Monthly | 1 | 1 | 600 | |
| Rarely | 3 | 3 | 1 900 | |
| Never | 80 | 80 | 51 500 | |
| Cant say / No answer | 15 | 14 | 9 000 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 15 | 9 700 |
| Partially agree | 42 | 37 | 23 800 | |
| Partially disagree | 29 | 34 | 21 900 | |
| Completely disagree | 10 | 11 | 7 100 | |
| Can not say | 3 | 2 | 1 300 | |
| I prefer domestic products | Completely agree | 33 | 38 | 24 500 |
| Partially agree | 55 | 51 | 32 800 | |
| Partially disagree | 9 | 9 | 5 800 | |
| Completely disagree | 1 | 1 | 600 | |
| Can not say | 2 | 1 | 600 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 22 | 14 200 |
| Partially agree | 54 | 54 | 34 800 | |
| Partially disagree | 18 | 17 | 10 900 | |
| Completely disagree | 4 | 3 | 1 900 | |
| Can not say | 4 | 3 | 1 900 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 26 | 16 700 |
| Partially agree | 58 | 59 | 38 000 | |
| Partially disagree | 14 | 12 | 7 700 | |
| Completely disagree | 1 | 2 | 1 300 | |
| Can not say | 3 | 1 | 600 | |
| I usually choose the cheapest option | Completely agree | 13 | 9 | 5 800 |
| Partially agree | 48 | 47 | 30 300 | |
| Partially disagree | 32 | 37 | 23 800 | |
| Completely disagree | 5 | 5 | 3 200 | |
| Can not say | 2 | 2 | 1 300 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 34 | 21 900 |
| Partially agree | 49 | 55 | 35 400 | |
| Partially disagree | 9 | 10 | 6 400 | |
| Completely disagree | 2 | 1 | 600 | |
| Can not say | 1 | 1 | 600 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 6 | 3 900 |
| Partially agree | 23 | 24 | 15 500 | |
| Partially disagree | 38 | 42 | 27 000 | |
| Completely disagree | 24 | 22 | 14 200 | |
| Can not say | 10 | 7 | 4 500 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 7 | 4 500 |
| Partially agree | 37 | 36 | 23 200 | |
| Partially disagree | 43 | 44 | 28 300 | |
| Completely disagree | 10 | 9 | 5 800 | |
| Can not say | 4 | 4 | 2 600 | |
| I prefer local shops and services | Completely agree | 28 | 28 | 18 000 |
| Partially agree | 58 | 62 | 39 900 | |
| Partially disagree | 11 | 10 | 6 400 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 600 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 6 | 3 900 |
| Partially agree | 27 | 26 | 16 700 | |
| Partially disagree | 28 | 29 | 18 700 | |
| Completely disagree | 33 | 33 | 21 300 | |
| Can not say | 7 | 7 | 4 500 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 5 800 |
| Partially agree | 32 | 35 | 22 500 | |
| Partially disagree | 36 | 39 | 25 100 | |
| Completely disagree | 20 | 14 | 9 000 | |
| Can not say | 3 | 3 | 1 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 16 | 10 300 |
| Partially agree | 49 | 52 | 33 500 | |
| Partially disagree | 23 | 22 | 14 200 | |
| Completely disagree | 7 | 7 | 4 500 | |
| Can not say | 5 | 4 | 2 600 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 21 | 13 500 |
| Partially agree | 50 | 54 | 34 800 | |
| Partially disagree | 23 | 19 | 12 200 | |
| Completely disagree | 6 | 4 | 2 600 | |
| Can not say | 4 | 3 | 1 900 | |
| I prefer well-known brands | Completely agree | 13 | 15 | 9 700 |
| Partially agree | 59 | 62 | 39 900 | |
| Partially disagree | 20 | 19 | 12 200 | |
| Completely disagree | 5 | 2 | 1 300 | |
| Can not say | 3 | 2 | 1 300 | |
| I prefer used products in my purchases | Completely agree | 15 | 14 | 9 000 |
| Partially agree | 39 | 35 | 22 500 | |
| Partially disagree | 31 | 36 | 23 200 | |
| Completely disagree | 11 | 12 | 7 700 | |
| Can not say | 3 | 3 | 1 900 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 18 | 11 600 |
| Quite positively | 61 | 64 | 41 200 | |
| Quite negatively | 16 | 11 | 7 100 | |
| Very negative | 4 | 3 | 1 900 | |
| Can not say | 6 | 4 | 2 600 | |
| Magazines | Very positive | 12 | 17 | 10 900 |
| Quite positively | 60 | 61 | 39 300 | |
| Quite negatively | 18 | 13 | 8 400 | |
| Very negative | 4 | 3 | 1 900 | |
| Can not say | 7 | 6 | 3 900 | |
| Free and local newspapers | Very positive | 22 | 28 | 18 000 |
| Quite positively | 56 | 54 | 34 800 | |
| Quite negatively | 11 | 10 | 6 400 | |
| Very negative | 4 | 2 | 1 300 | |
| Can not say | 6 | 6 | 3 900 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 8 | 5 200 |
| Quite positively | 43 | 44 | 28 300 | |
| Quite negatively | 33 | 34 | 21 900 | |
| Very negative | 11 | 8 | 5 200 | |
| Can not say | 8 | 7 | 4 500 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 4 | 2 600 |
| Quite positively | 30 | 27 | 17 400 | |
| Quite negatively | 35 | 42 | 27 000 | |
| Very negative | 19 | 17 | 10 900 | |
| Can not say | 11 | 10 | 6 400 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 3 | 1 900 |
| Quite positively | 25 | 24 | 15 500 | |
| Quite negatively | 35 | 38 | 24 500 | |
| Very negative | 23 | 23 | 14 800 | |
| Can not say | 13 | 12 | 7 700 | |
| Newsletters to email | Very positive | 2 | 2 | 1 300 |
| Quite positively | 16 | 16 | 10 300 | |
| Quite negatively | 35 | 39 | 25 100 | |
| Very negative | 45 | 40 | 25 800 | |
| Can not say | 3 | 3 | 1 900 | |
| Other websites | Very positive | 2 | 4 | 2 600 |
| Quite positively | 32 | 30 | 19 300 | |
| Quite negatively | 39 | 42 | 27 000 | |
| Very negative | 15 | 13 | 8 400 | |
| Can not say | 12 | 13 | 8 400 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 7 | 4 500 |
| Quite positively | 44 | 50 | 32 200 | |
| Quite negatively | 31 | 28 | 18 000 | |
| Very negative | 14 | 12 | 7 700 | |
| Can not say | 4 | 3 | 1 900 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 5 | 3 200 |
| Quite positively | 33 | 36 | 23 200 | |
| Quite negatively | 35 | 33 | 21 300 | |
| Very negative | 21 | 20 | 12 900 | |
| Can not say | 7 | 7 | 4 500 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 17 | 10 900 |
| Quite positively | 44 | 46 | 29 600 | |
| Quite negatively | 21 | 23 | 14 800 | |
| Very negative | 15 | 10 | 6 400 | |
| Can not say | 5 | 4 | 2 600 | |
| Out-of-home advertising | Very positive | 11 | 9 | 5 800 |
| Quite positively | 51 | 54 | 34 800 | |
| Quite negatively | 22 | 24 | 15 500 | |
| Very negative | 9 | 6 | 3 900 | |
| Can not say | 8 | 6 | 3 900 | 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 | 20 | 12 900 |
| Partially agree | 59 | 64 | 41 200 | |
| Partially disagree | 10 | 7 | 4 500 | |
| Completely disagree | 3 | 2 | 1 300 | |
| Can not say | 11 | 7 | 4 500 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 21 | 13 500 |
| Partially agree | 56 | 59 | 38 000 | |
| Partially disagree | 14 | 11 | 7 100 | |
| Completely disagree | 4 | 3 | 1 900 | |
| Can not say | 10 | 6 | 3 900 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 37 | 23 800 |
| Partially agree | 39 | 36 | 23 200 | |
| Partially disagree | 17 | 17 | 10 900 | |
| Completely disagree | 4 | 3 | 1 900 | |
| Can not say | 8 | 6 | 3 900 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 23 | 14 800 |
| Partially agree | 44 | 46 | 29 600 | |
| Partially disagree | 11 | 11 | 7 100 | |
| Completely disagree | 5 | 5 | 3 200 | |
| Can not say | 18 | 16 | 10 300 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 38 | 24 500 |
| Partially agree | 47 | 45 | 29 000 | |
| Partially disagree | 7 | 4 | 2 600 | |
| Completely disagree | 3 | 3 | 1 900 | |
| Can not say | 12 | 9 | 5 800 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 18 | 11 600 |
| Partially agree | 51 | 55 | 35 400 | |
| Partially disagree | 13 | 10 | 6 400 | |
| Completely disagree | 3 | 2 | 1 300 | |
| Can not say | 18 | 15 | 9 700 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 11 | 7 100 |
| Partially agree | 50 | 54 | 34 800 | |
| Partially disagree | 17 | 17 | 10 900 | |
| Completely disagree | 3 | 3 | 1 900 | |
| Can not say | 20 | 15 | 9 700 | |
| Finnish magazines are of high quality | Completely agree | 22 | 28 | 18 000 |
| Partially agree | 57 | 56 | 36 100 | |
| Partially disagree | 9 | 8 | 5 200 | |
| Completely disagree | 1 | 1 | 600 | |
| Can not say | 10 | 7 | 4 500 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 9 | 5 800 |
| Partially agree | 48 | 52 | 33 500 | |
| Partially disagree | 22 | 24 | 15 500 | |
| Completely disagree | 7 | 7 | 4 500 | |
| Can not say | 13 | 8 | 5 200 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 13 | 8 400 |
| Partially agree | 33 | 34 | 21 900 | |
| Partially disagree | 22 | 26 | 16 700 | |
| Completely disagree | 22 | 17 | 10 900 | |
| Can not say | 11 | 9 | 5 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 5 800 |
| Partially agree | 31 | 35 | 22 500 | |
| Partially disagree | 26 | 28 | 18 000 | |
| Completely disagree | 24 | 19 | 12 200 | |
| Can not say | 10 | 8 | 5 200 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 15 | 9 700 |
| Partially agree | 48 | 53 | 34 100 | |
| Partially disagree | 20 | 18 | 11 600 | |
| Completely disagree | 12 | 10 | 6 400 | |
| Can not say | 7 | 4 | 2 600 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 8 | 5 200 |
| Partially agree | 28 | 29 | 18 700 | |
| Partially disagree | 27 | 29 | 18 700 | |
| Completely disagree | 28 | 26 | 16 700 | |
| Can not say | 10 | 8 | 5 200 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 5 | 3 200 |
| Partially agree | 36 | 39 | 25 100 | |
| Partially disagree | 35 | 35 | 22 500 | |
| Completely disagree | 9 | 7 | 4 500 | |
| Can not say | 16 | 14 | 9 000 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 17 | 10 900 |
| Partially agree | 39 | 44 | 28 300 | |
| Partially disagree | 23 | 22 | 14 200 | |
| Completely disagree | 12 | 9 | 5 800 | |
| Can not say | 10 | 8 | 5 200 | |
| I follow one or more magazines on social media | Completely agree | 7 | 10 | 6 400 |
| Partially agree | 20 | 22 | 14 200 | |
| Partially disagree | 23 | 24 | 15 500 | |
| Completely disagree | 42 | 39 | 25 100 | |
| Can not say | 7 | 5 | 3 200 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 40 | 25 800 |
| Partially agree | 27 | 28 | 18 000 | |
| Partially disagree | 11 | 16 | 10 300 | |
| Completely disagree | 14 | 15 | 9 700 | |
| Can not say | 2 | 1 | 600 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 35 | 22 500 |
| Partially agree | 39 | 42 | 27 000 | |
| Partially disagree | 13 | 12 | 7 700 | |
| Completely disagree | 10 | 10 | 6 400 | |
| Can not say | 3 | 1 | 600 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 15 | 9 700 |
| Partially agree | 33 | 34 | 21 900 | |
| Partially disagree | 21 | 22 | 14 200 | |
| Completely disagree | 24 | 27 | 17 400 | |
| Can not say | 4 | 2 | 1 300 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 18 | 11 600 |
| Partially agree | 33 | 38 | 24 500 | |
| Partially disagree | 25 | 21 | 13 500 | |
| Completely disagree | 21 | 22 | 14 200 | |
| Can not say | 3 | 1 | 600 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 18 | 11 600 |
| Partially agree | 21 | 21 | 13 500 | |
| Partially disagree | 17 | 16 | 10 300 | |
| Completely disagree | 37 | 39 | 25 100 | |
| Can not say | 8 | 6 | 3 900 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 26 | 16 700 |
| Partially agree | 52 | 55 | 35 400 | |
| Partially disagree | 12 | 9 | 5 800 | |
| Completely disagree | 4 | 4 | 2 600 | |
| Can not say | 8 | 5 | 3 200 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 74 | 47 700 |
| Partially agree | 16 | 20 | 12 900 | |
| Partially disagree | 3 | 3 | 1 900 | |
| Completely disagree | 2 | 2 | 1 300 | |
| Can not say | 5 | 3 | 1 900 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 37 | 23 800 |
| Partially agree | 39 | 42 | 27 000 | |
| Partially disagree | 15 | 10 | 6 400 | |
| Completely disagree | 8 | 6 | 3 900 | |
| Can not say | 7 | 4 | 2 600 | 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 | 60 | 38 600 |
| Cosmetics and beauty care | 16 | 19 | 12 200 | |
| Interior design and furniture | 26 | 32 | 20 600 | |
| Renovation and building | 24 | 26 | 16 700 | |
| Domestic appliances | 10 | 11 | 7 100 | |
| Consumer electronics and IT equipment | 13 | 15 | 9 700 | |
| Saving and investing | 14 | 19 | 12 200 | |
| Style and fashion | 21 | 25 | 16 100 | |
| Cars | 14 | 15 | 9 700 | |
| Travelling | 23 | 33 | 21 300 | |
| Sports clothing, footwear or equipment | 14 | 19 | 12 200 | |
| Health and wellness products/services | 19 | 22 | 14 200 | |
| None of these | 16 | 11 | 7 100 | |
| Can not say | 10 | 7 | 4 500 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 51 | 32 800 |
| Cosmetics and beauty care | 17 | 21 | 13 500 | |
| Interior design and furniture | 21 | 24 | 15 500 | |
| Renovation and building | 21 | 23 | 14 800 | |
| Domestic appliances | 10 | 14 | 9 000 | |
| Consumer electronics and IT equipment | 17 | 18 | 11 600 | |
| Saving and investing | 13 | 15 | 9 700 | |
| Style and fashion | 19 | 23 | 14 800 | |
| Cars | 13 | 13 | 8 400 | |
| Travelling | 23 | 29 | 18 700 | |
| Sports clothing, footwear or equipment | 16 | 15 | 9 700 | |
| Health and wellness products/services | 18 | 18 | 11 600 | |
| None of these | 21 | 20 | 12 900 | |
| Can not say | 12 | 10 | 6 400 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 23 | 14 800 |
| Well-being and health | 50 | 59 | 38 000 | |
| Charity work | 14 | 15 | 9 700 | |
| Self development | 32 | 39 | 25 100 | |
| Celebrities | 13 | 13 | 8 400 | |
| Fishing | 15 | 14 | 9 000 | |
| Beauty care and cosmetics | 16 | 20 | 12 900 | |
| Literature | 29 | 34 | 21 900 | |
| Domestic and foreign news | 51 | 60 | 38 600 | |
| Domestic travel | 33 | 44 | 28 300 | |
| Culture | 34 | 48 | 30 900 | |
| Crafts | 25 | 21 | 13 500 | |
| Nature and going outdoor | 52 | 57 | 36 700 | |
| Hunting | 9 | 7 | 4 500 | |
| Style and fashion | 20 | 30 | 19 300 | |
| Music and concerts | 37 | 51 | 32 800 | |
| Going on summer cottage | 29 | 32 | 20 600 | |
| Local affairs | 56 | 66 | 42 500 | |
| Computer/console/mobile playing | 17 | 8 | 5 200 | |
| Politics | 43 | 49 | 31 600 | |
| Gardening and plants | 29 | 41 | 26 400 | |
| Online gambling or betting | 5 | 6 | 3 900 | |
| Building and renovating | 34 | 35 | 22 500 | |
| Food and drink | 38 | 56 | 36 100 | |
| Cooking, baking, recipes | 38 | 43 | 27 700 | |
| Investment | 24 | 26 | 16 700 | |
| Decorating | 28 | 40 | 25 800 | |
| Economic and finances | 36 | 46 | 29 600 | |
| Science | 37 | 44 | 28 300 | |
| Travelling abroad | 34 | 50 | 32 200 | |
| Sports, exercising | 45 | 47 | 30 300 | |
| Sailing, boating | 9 | 16 | 10 300 | |
| Consumer electronics and information technology | 20 | 17 | 10 900 | |
| Environmental matters | 31 | 41 | 26 400 | |
| None of the above | 0 | 0 | 0 | |
| Purchases made and planned | ||||
| Planned acquisitions in the househould over the next 2 years | Building a house | 2 | 1 | 600 |
| Buying an apartment | 11 | 12 | 7 700 | |
| Home renovation | 27 | 28 | 18 000 | |
| Buying a car | 27 | 26 | 16 700 | |
| Buying a boat | 3 | 3 | 1 900 | |
| None of these | 51 | 50 | 32 200 | |
| Purchases in the last 12 months | Furniture and furnishings | 43 | 42 | 27 000 |
| Repair and construction products | 38 | 37 | 23 800 | |
| Domestic appliances | 37 | 43 | 27 700 | |
| Electronics or IT products | 49 | 50 | 32 200 | |
| Cars | 19 | 18 | 11 600 | |
| Clothing and footwear | 84 | 83 | 53 500 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 38 | 24 500 | |
| Sports clothing, footwear or equipment | 57 | 57 | 36 700 | |
| Saving or investing products or services | 32 | 32 | 20 600 | |
| Cosmetics and beauty products | 49 | 52 | 33 500 | |
| Mobile phones | 29 | 29 | 18 700 | |
| Travels | 50 | 56 | 36 100 | |
| Products and services for health and well-being | 61 | 62 | 39 900 | |
| None of the above | 1 | 1 | 600 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 29 | 32 | 20 600 |
| Repair and construction products | 33 | 35 | 22 500 | |
| Domestic appliances | 17 | 18 | 11 600 | |
| Electronics or IT products | 27 | 24 | 15 500 | |
| Cars | 14 | 12 | 7 700 | |
| Clothing and footwear | 68 | 71 | 45 700 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 28 | 18 000 | |
| Sports clothing, footwear or equipment | 43 | 42 | 27 000 | |
| Saving or investing products or services | 27 | 28 | 18 000 | |
| Cosmetics and beauty products | 39 | 43 | 27 700 | |
| Mobile phones | 15 | 14 | 9 000 | |
| Travels | 46 | 51 | 32 800 | |
| Products and services for health and well-being | 50 | 54 | 34 800 | |
| None of the above | 6 | 4 | 2 600 | |
| Will consider switching over the next 12 months | Bank | 7 | 8 | 5 200 |
| Insurance company | 11 | 11 | 7 100 | |
| electric company | 15 | 16 | 10 300 | |
| Internet Connection | 10 | 9 | 5 800 | |
| Phone-subscription | 17 | 17 | 10 900 | |
| None of the above | 48 | 45 | 29 000 | |
| Can not say | 17 | 20 | 12 900 | |
| Uses of extra money | Travelling | 43 | 52 | 33 500 |
| Exercise hobbies and equipment | 28 | 29 | 18 700 | |
| Cultural events (e.g. concerts, theatre, festivals, cinema) | 39 | 47 | 30 300 | |
| Eating, drinking, partying in a restaurant | 38 | 42 | 27 000 | |
| Health services and one's own well-being | 22 | 25 | 16 100 | |
| Renovation, decoration | 23 | 26 | 16 700 | |
| Home services (cleaning and other housekeeping services) | 6 | 9 | 5 800 | |
| Pet services and supplies | 11 | 13 | 8 400 | |
| Car, boat, motorcycle | 13 | 10 | 6 400 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 10 | 6 400 | |
| Streaming services and channel packages (music, series, films, sports) | 17 | 16 | 10 300 | |
| Magazine/newspaper subscriptions (print or digital) | 9 | 12 | 7 700 | |
| Books (print, e-books, audiobooks) | 18 | 19 | 12 200 | |
| Clothes, shoes and bags | 24 | 29 | 18 700 | |
| Cosmetics and beauty care | 13 | 15 | 9 700 | |
| Saving, investing | 50 | 51 | 32 800 | |
| Other | 7 | 7 | 4 500 | |
| There is no extra money after mandatory expenses | 8 | 6 | 3 900 | |
| Can not say | 3 | 3 | 1 900 | Source: NRS 2026 |
The total audience includes those who read printed and digital magazines.
|
Total reach 121 900
Only print 57 300
Only print 57 300
Print and online 7 300
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 49 | 33 500 |
| Men | 49 | 51 | 30 900 | |
| Native language | Finnish | 95 | 92 | 59 200 |
| Swedish | 5 | 8 | 5 200 | |
| Age | 15-24 y | 13 | 9 | 3 900 |
| 25-34 y | 14 | 11 | 5 200 | |
| 35-44 y | 14 | 14 | 7 700 | |
| 45-54 y | 14 | 19 | 10 900 | |
| 55-64 y | 15 | 20 | 15 500 | |
| 65+ y | 30 | 27 | 21 300 | |
| Gender + age | Female 15-29 years | 9 | 9 | 4 500 |
| Female 30-49 years | 14 | 17 | 10 300 | |
| Female 50+ years | 28 | 24 | 18 700 | |
| Male 15-29 years | 10 | 6 | 2 600 | |
| Male 30-49 years | 15 | 13 | 5 800 | |
| Male 50+ years | 24 | 32 | 23 200 | |
| Household position | Lives at home with parents | 7 | 5 | 2 600 |
| Lives alone | 29 | 22 | 16 100 | |
| Lives with spouse | 36 | 44 | 32 200 | |
| Lives with spouse and children | 23 | 24 | 11 600 | |
| Single parent | 2 | 2 | 600 | |
| Other | 2 | 2 | 1 300 | |
| Grandchildren under 18 years of age | Yes | 20 | 19 | 13 500 |
| No | 39 | 47 | 34 100 | |
| No answer (under 45 year olds) | 41 | 34 | 16 700 | |
| Education | Elementary school | 4 | 3 | 2 600 |
| Secondary school | 6 | 2 | 1 300 | |
| Vocational | 26 | 20 | 14 200 | |
| High school | 13 | 12 | 7 100 | |
| University of Applied Sciences | 19 | 20 | 13 500 | |
| University | 30 | 41 | 24 500 | |
| Something else | 2 | 1 | 1 300 | |
| Decision-maker in grocery purchases | Yes | 93 | 94 | 60 500 |
| No | 7 | 5 | 3 200 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 72 | 50 900 |
| No | 32 | 28 | 13 500 | |
| Size of the household | 1 pers | 28 | 22 | 16 700 |
| 2 pers | 38 | 44 | 31 600 | |
| 3 pers | 14 | 16 | 9 000 | |
| 4 pers | 12 | 11 | 4 500 | |
| 5+ pers | 7 | 6 | 3 200 | |
| Household income (gross) | Below 20 000 € /y | 10 | 5 | 2 600 |
| 20 000 - 35 000 € /y | 15 | 9 | 6 400 | |
| 35 001 - 50 000 € /y | 18 | 16 | 12 200 | |
| 50 001 - 85 000 € /y | 21 | 23 | 16 100 | |
| 85 001 - 100 000 € /y | 8 | 13 | 7 700 | |
| Over 100 000 € /y | 12 | 20 | 10 300 | |
| Dont want to tell | 7 | 8 | 3 900 | |
| Cant say / No answer | 9 | 8 | 4 500 | |
| Family with kids | Yes | 33 | 32 | 15 500 |
| No | 67 | 68 | 48 900 | |
| Number of children in the household (5th grade) | 1 child | 13 | 15 | 7 100 |
| 2 children | 12 | 12 | 5 200 | |
| 3 children | 5 | 4 | 1 900 | |
| 4 children | 1 | 1 | 600 | |
| 5+ children | 1 | 1 | 600 | |
| There are no children | 67 | 67 | 48 900 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 16 | 9 700 |
| Dog | 24 | 24 | 14 200 | |
| Some other pet | 5 | 6 | 3 200 | |
| No pets | 62 | 61 | 41 200 | |
| Health services used in the household | Public health services | 85 | 81 | 52 200 |
| Employer - funded health care services | 51 | 59 | 34 800 | |
| Private, self-funded healthcare services | 39 | 44 | 29 000 | |
| Private health insurance services | 27 | 33 | 20 000 | |
| No health care | 1 | 1 | 600 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 36 | 23 800 |
| Row house or semi-detached house | 17 | 19 | 12 200 | |
| Detached house | 45 | 42 | 25 800 | |
| Farm | 4 | 3 | 1 900 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 78 | 50 200 |
| Rented residence | 22 | 19 | 12 200 | |
| Right of residence apartment | 2 | 2 | 1 300 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 1 | 1 | 600 | |
| Cottage or holiday home in regular use | Yes | 41 | 46 | 30 300 |
| No | 58 | 53 | 34 100 | |
| Can not say | 1 | 1 | 600 | |
| Number of cars in household | One car | 46 | 47 | 30 300 |
| Two cars | 29 | 30 | 18 700 | |
| Three or more cars | 10 | 9 | 5 800 | |
| No car | 15 | 14 | 9 700 | |
| Type of car, if buying now | New | 18 | 21 | 12 900 |
| Used | 71 | 67 | 39 900 | |
| Company car | 5 | 7 | 3 900 | |
| Leasing (personal) | 9 | 15 | 10 300 | |
| Shared car | 2 | 2 | 1 300 | |
| Doesn't use a car | 8 | 8 | 6 400 | |
| Can not say | 5 | 5 | 3 200 | |
| Advertising ban at the door / mailbox | Yes | 29 | 31 | 18 000 |
| No | 70 | 69 | 46 400 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 18 | 10 900 |
| No | 75 | 77 | 50 200 | |
| Can not say | 5 | 5 | 3 200 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 31 | 20 000 |
| Turku or Tampere | 8 | 8 | 5 200 | |
| Oulu | 4 | 3 | 1 900 | |
| 70 000 - 150 000 inhabitants town | 14 | 12 | 7 700 | |
| Urban municipality | 24 | 25 | 18 700 | |
| Conurbation | 17 | 13 | 7 100 | |
| Countryside | 12 | 8 | 4 500 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 16 | 12 900 |
| 5-6 days a week | 4 | 3 | 1 900 | |
| 1-4 days a week | 23 | 25 | 18 000 | |
| Monthly | 25 | 27 | 15 500 | |
| Rarely | 27 | 23 | 12 900 | |
| Never | 9 | 5 | 2 600 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 26 | 14 200 |
| 5-6 days a week | 5 | 5 | 3 200 | |
| 1-4 days a week | 18 | 21 | 12 900 | |
| Monthly | 16 | 18 | 11 600 | |
| Rarely | 24 | 21 | 15 500 | |
| Never | 13 | 7 | 6 400 | |
| Can not say | 1 | 1 | 600 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 27 | 18 700 |
| 5-6 days a week | 4 | 4 | 3 200 | |
| 1-4 days a week | 22 | 24 | 17 400 | |
| Monthly | 16 | 18 | 10 300 | |
| Rarely | 25 | 22 | 13 500 | |
| Never | 9 | 4 | 1 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 64 | 38 000 |
| 5-6 days a week | 9 | 8 | 5 200 | |
| 1-4 days a week | 16 | 15 | 10 300 | |
| Monthly | 7 | 4 | 2 600 | |
| Rarely | 8 | 5 | 4 500 | |
| Never | 5 | 3 | 3 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 4 | 2 600 |
| 5-6 days a week | 3 | 4 | 3 200 | |
| 1-4 days a week | 38 | 38 | 27 700 | |
| Monthly | 20 | 24 | 14 800 | |
| Rarely | 24 | 21 | 11 600 | |
| Never | 10 | 8 | 3 900 | |
| Can not say | 1 | 2 | 600 | |
| The frequency of watching: Free online TV services | Daily | 19 | 18 | 10 900 |
| 5-6 days a week | 10 | 10 | 6 400 | |
| 1-4 days a week | 29 | 35 | 23 200 | |
| Monthly | 20 | 20 | 11 600 | |
| Rarely | 15 | 11 | 7 100 | |
| Never | 6 | 5 | 4 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 17 | 9 000 |
| 5-6 days a week | 10 | 10 | 5 200 | |
| 1-4 days a week | 22 | 25 | 14 200 | |
| Monthly | 9 | 10 | 6 400 | |
| Rarely | 12 | 11 | 8 400 | |
| Never | 29 | 26 | 19 300 | |
| Can not say | 1 | 1 | 1 300 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 47 | 34 800 |
| 5-6 days a week | 10 | 11 | 6 400 | |
| 1-4 days a week | 19 | 18 | 11 600 | |
| Monthly | 12 | 11 | 5 800 | |
| Rarely | 13 | 11 | 4 500 | |
| Never | 4 | 2 | 1 300 | |
| Can not say | 0 | 1 | 600 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 36 | 26 400 |
| 5-6 days a week | 11 | 12 | 7 100 | |
| 1-4 days a week | 20 | 21 | 12 900 | |
| Monthly | 12 | 12 | 5 800 | |
| Rarely | 14 | 12 | 6 400 | |
| Never | 9 | 7 | 4 500 | |
| Can not say | 1 | 1 | 600 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 24 | 18 000 |
| 5-6 days a week | 5 | 6 | 4 500 | |
| 1-4 days a week | 15 | 16 | 9 000 | |
| Monthly | 13 | 14 | 7 700 | |
| Rarely | 27 | 26 | 15 500 | |
| Never | 16 | 14 | 8 400 | |
| Can not say | 1 | 1 | 1 300 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 20 | 12 200 |
| 5-6 days a week | 9 | 10 | 7 700 | |
| 1-4 days a week | 19 | 19 | 11 600 | |
| Monthly | 14 | 14 | 8 400 | |
| Rarely | 23 | 22 | 14 800 | |
| Never | 17 | 14 | 9 700 | |
| Can not say | 1 | 1 | 600 | |
| The frequency of listening: Podcasts | Daily | 7 | 7 | 4 500 |
| 5-6 days a week | 4 | 4 | 1 900 | |
| 1-4 days a week | 12 | 13 | 7 700 | |
| Monthly | 14 | 14 | 9 000 | |
| Rarely | 26 | 28 | 16 100 | |
| Never | 35 | 32 | 23 800 | |
| Can not say | 2 | 2 | 1 300 | |
| User frequency and following: Social media | Daily | 62 | 62 | 38 600 |
| 5-6 days a week | 7 | 8 | 4 500 | |
| 1-4 days a week | 7 | 8 | 5 800 | |
| Monthly | 3 | 3 | 1 900 | |
| Rarely | 6 | 7 | 5 200 | |
| Never | 15 | 13 | 9 000 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 15 | 7 100 |
| 5-6 days a week | 5 | 4 | 2 600 | |
| 1-4 days a week | 13 | 12 | 7 100 | |
| Monthly | 8 | 9 | 6 400 | |
| Rarely | 20 | 23 | 16 100 | |
| Never | 36 | 34 | 24 500 | |
| Can not say | 1 | 1 | 600 | |
| Reading frequency: Printed books | Daily | 17 | 20 | 14 800 |
| 5-6 days a week | 6 | 6 | 4 500 | |
| 1-4 days a week | 15 | 18 | 10 300 | |
| Monthly | 22 | 24 | 15 500 | |
| Rarely | 34 | 27 | 14 800 | |
| Never | 7 | 5 | 4 500 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 1 900 |
| 5-6 days a week | 2 | 2 | 1 300 | |
| 1-4 days a week | 4 | 5 | 2 600 | |
| Monthly | 6 | 7 | 4 500 | |
| Rarely | 30 | 31 | 18 000 | |
| Never | 54 | 51 | 35 400 | |
| Can not say | 1 | 1 | 0 | |
| Listening frequency: Audiobooks | Daily | 8 | 8 | 4 500 |
| 5-6 days a week | 3 | 3 | 1 900 | |
| 1-4 days a week | 6 | 7 | 3 900 | |
| Monthly | 8 | 9 | 5 200 | |
| Rarely | 23 | 23 | 13 500 | |
| Never | 52 | 51 | 34 800 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 17 | 9 700 |
| 5-6 days a week | 9 | 8 | 3 900 | |
| 1-4 days a week | 20 | 22 | 12 900 | |
| Monthly | 20 | 24 | 16 700 | |
| Rarely | 19 | 20 | 14 200 | |
| Never | 10 | 8 | 6 400 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: LinkedIn | Daily | 6 | 7 | 3 200 |
| 5-6 days a week | 2 | 4 | 1 900 | |
| 1-4 days a week | 7 | 12 | 6 400 | |
| Monthly | 8 | 11 | 6 400 | |
| Rarely | 13 | 12 | 8 400 | |
| Never | 52 | 44 | 30 900 | |
| Cant say / No answer | 11 | 10 | 7 100 | |
| Usage/following: Facebook | Daily | 40 | 42 | 29 000 |
| 5-6 days a week | 6 | 7 | 3 900 | |
| 1-4 days a week | 11 | 13 | 8 400 | |
| Monthly | 5 | 6 | 3 200 | |
| Rarely | 10 | 9 | 5 200 | |
| Never | 17 | 14 | 8 400 | |
| Cant say / No answer | 10 | 9 | 6 400 | |
| Usage/Following: Instagram | Daily | 37 | 37 | 21 300 |
| 5-6 days a week | 6 | 5 | 2 600 | |
| 1-4 days a week | 9 | 11 | 7 700 | |
| Monthly | 5 | 6 | 5 200 | |
| Rarely | 8 | 9 | 5 200 | |
| Never | 25 | 24 | 15 500 | |
| Cant say / No answer | 10 | 9 | 7 100 | |
| Usage/following rate: Snapchat | Daily | 16 | 13 | 5 200 |
| 5-6 days a week | 2 | 2 | 1 300 | |
| 1-4 days a week | 2 | 2 | 1 300 | |
| Monthly | 2 | 2 | 600 | |
| Rarely | 5 | 5 | 3 200 | |
| Never | 62 | 66 | 45 700 | |
| Cant say / No answer | 11 | 10 | 7 100 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 4 | 1 900 |
| 5-6 days a week | 2 | 2 | 1 300 | |
| 1-4 days a week | 4 | 4 | 2 600 | |
| Monthly | 3 | 4 | 2 600 | |
| Rarely | 11 | 12 | 7 700 | |
| Never | 66 | 64 | 42 500 | |
| Cant say / No answer | 10 | 9 | 6 400 | |
| Usage/Following: TikTok | Daily | 13 | 12 | 5 800 |
| 5-6 days a week | 2 | 2 | 1 300 | |
| 1-4 days a week | 4 | 3 | 2 600 | |
| Monthly | 3 | 3 | 1 900 | |
| Rarely | 8 | 8 | 4 500 | |
| Never | 62 | 63 | 41 900 | |
| Cant say / No answer | 10 | 9 | 6 400 | |
| Usage/following frequency: Jodel | Daily | 3 | 3 | 1 300 |
| 5-6 days a week | 1 | 1 | 600 | |
| 1-4 days a week | 2 | 2 | 1 300 | |
| Monthly | 3 | 3 | 1 900 | |
| Rarely | 6 | 6 | 2 600 | |
| Never | 71 | 72 | 47 700 | |
| Cant say / No answer | 15 | 13 | 9 000 | |
| Usage/following frequency: Threads | Daily | 3 | 3 | 1 300 |
| 5-6 days a week | 1 | 2 | 1 300 | |
| 1-4 days a week | 4 | 4 | 2 600 | |
| Monthly | 3 | 4 | 1 900 | |
| Rarely | 5 | 5 | 2 600 | |
| Never | 69 | 69 | 45 100 | |
| Cant say / No answer | 15 | 13 | 9 000 | |
| Usage/following frequency: Bluesky | Daily | 0 | 1 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 1 300 | |
| Monthly | 1 | 1 | 600 | |
| Rarely | 3 | 3 | 1 900 | |
| Never | 80 | 81 | 51 500 | |
| Cant say / No answer | 15 | 13 | 9 000 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 16 | 9 700 |
| Partially agree | 42 | 40 | 23 800 | |
| Partially disagree | 29 | 31 | 21 900 | |
| Completely disagree | 10 | 11 | 7 100 | |
| Can not say | 3 | 2 | 1 300 | |
| I prefer domestic products | Completely agree | 33 | 35 | 24 500 |
| Partially agree | 55 | 54 | 32 800 | |
| Partially disagree | 9 | 9 | 5 800 | |
| Completely disagree | 1 | 1 | 600 | |
| Can not say | 2 | 1 | 600 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 21 | 14 200 |
| Partially agree | 54 | 55 | 34 800 | |
| Partially disagree | 18 | 18 | 10 900 | |
| Completely disagree | 4 | 3 | 1 900 | |
| Can not say | 4 | 3 | 1 900 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 27 | 16 700 |
| Partially agree | 58 | 57 | 38 000 | |
| Partially disagree | 14 | 13 | 7 700 | |
| Completely disagree | 1 | 1 | 1 300 | |
| Can not say | 3 | 1 | 600 | |
| I usually choose the cheapest option | Completely agree | 13 | 10 | 5 800 |
| Partially agree | 48 | 46 | 30 300 | |
| Partially disagree | 32 | 38 | 23 800 | |
| Completely disagree | 5 | 5 | 3 200 | |
| Can not say | 2 | 2 | 1 300 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 37 | 21 900 |
| Partially agree | 49 | 52 | 35 400 | |
| Partially disagree | 9 | 9 | 6 400 | |
| Completely disagree | 2 | 1 | 600 | |
| Can not say | 1 | 1 | 600 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 5 | 3 900 |
| Partially agree | 23 | 24 | 15 500 | |
| Partially disagree | 38 | 42 | 27 000 | |
| Completely disagree | 24 | 22 | 14 200 | |
| Can not say | 10 | 7 | 4 500 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 6 | 4 500 |
| Partially agree | 37 | 38 | 23 200 | |
| Partially disagree | 43 | 44 | 28 300 | |
| Completely disagree | 10 | 9 | 5 800 | |
| Can not say | 4 | 3 | 2 600 | |
| I prefer local shops and services | Completely agree | 28 | 27 | 18 000 |
| Partially agree | 58 | 61 | 39 900 | |
| Partially disagree | 11 | 11 | 6 400 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 600 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 5 | 3 900 |
| Partially agree | 27 | 28 | 16 700 | |
| Partially disagree | 28 | 29 | 18 700 | |
| Completely disagree | 33 | 32 | 21 300 | |
| Can not say | 7 | 6 | 4 500 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 5 800 |
| Partially agree | 32 | 34 | 22 500 | |
| Partially disagree | 36 | 37 | 25 100 | |
| Completely disagree | 20 | 17 | 9 000 | |
| Can not say | 3 | 2 | 1 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 16 | 10 300 |
| Partially agree | 49 | 50 | 33 500 | |
| Partially disagree | 23 | 24 | 14 200 | |
| Completely disagree | 7 | 6 | 4 500 | |
| Can not say | 5 | 4 | 2 600 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 18 | 13 500 |
| Partially agree | 50 | 54 | 34 800 | |
| Partially disagree | 23 | 20 | 12 200 | |
| Completely disagree | 6 | 4 | 2 600 | |
| Can not say | 4 | 3 | 1 900 | |
| I prefer well-known brands | Completely agree | 13 | 15 | 9 700 |
| Partially agree | 59 | 60 | 39 900 | |
| Partially disagree | 20 | 20 | 12 200 | |
| Completely disagree | 5 | 3 | 1 300 | |
| Can not say | 3 | 2 | 1 300 | |
| I prefer used products in my purchases | Completely agree | 15 | 16 | 9 000 |
| Partially agree | 39 | 35 | 22 500 | |
| Partially disagree | 31 | 35 | 23 200 | |
| Completely disagree | 11 | 12 | 7 700 | |
| Can not say | 3 | 2 | 1 900 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 16 | 11 600 |
| Quite positively | 61 | 64 | 41 200 | |
| Quite negatively | 16 | 13 | 7 100 | |
| Very negative | 4 | 3 | 1 900 | |
| Can not say | 6 | 4 | 2 600 | |
| Magazines | Very positive | 12 | 15 | 10 900 |
| Quite positively | 60 | 62 | 39 300 | |
| Quite negatively | 18 | 15 | 8 400 | |
| Very negative | 4 | 3 | 1 900 | |
| Can not say | 7 | 6 | 3 900 | |
| Free and local newspapers | Very positive | 22 | 27 | 18 000 |
| Quite positively | 56 | 53 | 34 800 | |
| Quite negatively | 11 | 12 | 6 400 | |
| Very negative | 4 | 3 | 1 300 | |
| Can not say | 6 | 6 | 3 900 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 7 | 5 200 |
| Quite positively | 43 | 44 | 28 300 | |
| Quite negatively | 33 | 34 | 21 900 | |
| Very negative | 11 | 9 | 5 200 | |
| Can not say | 8 | 6 | 4 500 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 5 | 2 600 |
| Quite positively | 30 | 29 | 17 400 | |
| Quite negatively | 35 | 39 | 27 000 | |
| Very negative | 19 | 18 | 10 900 | |
| Can not say | 11 | 9 | 6 400 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 3 | 1 900 |
| Quite positively | 25 | 24 | 15 500 | |
| Quite negatively | 35 | 36 | 24 500 | |
| Very negative | 23 | 23 | 14 800 | |
| Can not say | 13 | 13 | 7 700 | |
| Newsletters to email | Very positive | 2 | 2 | 1 300 |
| Quite positively | 16 | 17 | 10 300 | |
| Quite negatively | 35 | 36 | 25 100 | |
| Very negative | 45 | 43 | 25 800 | |
| Can not say | 3 | 3 | 1 900 | |
| Other websites | Very positive | 2 | 3 | 2 600 |
| Quite positively | 32 | 32 | 19 300 | |
| Quite negatively | 39 | 42 | 27 000 | |
| Very negative | 15 | 12 | 8 400 | |
| Can not say | 12 | 11 | 8 400 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 7 | 4 500 |
| Quite positively | 44 | 49 | 32 200 | |
| Quite negatively | 31 | 28 | 18 000 | |
| Very negative | 14 | 12 | 7 700 | |
| Can not say | 4 | 3 | 1 900 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 5 | 3 200 |
| Quite positively | 33 | 37 | 23 200 | |
| Quite negatively | 35 | 33 | 21 300 | |
| Very negative | 21 | 20 | 12 900 | |
| Can not say | 7 | 6 | 4 500 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 15 | 10 900 |
| Quite positively | 44 | 44 | 29 600 | |
| Quite negatively | 21 | 24 | 14 800 | |
| Very negative | 15 | 12 | 6 400 | |
| Can not say | 5 | 4 | 2 600 | |
| Out-of-home advertising | Very positive | 11 | 10 | 5 800 |
| Quite positively | 51 | 55 | 34 800 | |
| Quite negatively | 22 | 22 | 15 500 | |
| Very negative | 9 | 7 | 3 900 | |
| Can not say | 8 | 6 | 3 900 | 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 | 20 | 12 900 |
| Partially agree | 59 | 63 | 41 200 | |
| Partially disagree | 10 | 8 | 4 500 | |
| Completely disagree | 3 | 2 | 1 300 | |
| Can not say | 11 | 7 | 4 500 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 20 | 13 500 |
| Partially agree | 56 | 59 | 38 000 | |
| Partially disagree | 14 | 12 | 7 100 | |
| Completely disagree | 4 | 4 | 1 900 | |
| Can not say | 10 | 6 | 3 900 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 35 | 23 800 |
| Partially agree | 39 | 38 | 23 200 | |
| Partially disagree | 17 | 17 | 10 900 | |
| Completely disagree | 4 | 3 | 1 900 | |
| Can not say | 8 | 6 | 3 900 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 24 | 14 800 |
| Partially agree | 44 | 47 | 29 600 | |
| Partially disagree | 11 | 10 | 7 100 | |
| Completely disagree | 5 | 5 | 3 200 | |
| Can not say | 18 | 14 | 10 300 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 37 | 24 500 |
| Partially agree | 47 | 46 | 29 000 | |
| Partially disagree | 7 | 5 | 2 600 | |
| Completely disagree | 3 | 3 | 1 900 | |
| Can not say | 12 | 9 | 5 800 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 18 | 11 600 |
| Partially agree | 51 | 53 | 35 400 | |
| Partially disagree | 13 | 11 | 6 400 | |
| Completely disagree | 3 | 2 | 1 300 | |
| Can not say | 18 | 16 | 9 700 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 10 | 7 100 |
| Partially agree | 50 | 53 | 34 800 | |
| Partially disagree | 17 | 18 | 10 900 | |
| Completely disagree | 3 | 3 | 1 900 | |
| Can not say | 20 | 16 | 9 700 | |
| Finnish magazines are of high quality | Completely agree | 22 | 25 | 18 000 |
| Partially agree | 57 | 57 | 36 100 | |
| Partially disagree | 9 | 9 | 5 200 | |
| Completely disagree | 1 | 1 | 600 | |
| Can not say | 10 | 8 | 4 500 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 9 | 5 800 |
| Partially agree | 48 | 50 | 33 500 | |
| Partially disagree | 22 | 24 | 15 500 | |
| Completely disagree | 7 | 8 | 4 500 | |
| Can not say | 13 | 9 | 5 200 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 13 | 8 400 |
| Partially agree | 33 | 34 | 21 900 | |
| Partially disagree | 22 | 25 | 16 700 | |
| Completely disagree | 22 | 19 | 10 900 | |
| Can not say | 11 | 9 | 5 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 5 800 |
| Partially agree | 31 | 34 | 22 500 | |
| Partially disagree | 26 | 29 | 18 000 | |
| Completely disagree | 24 | 19 | 12 200 | |
| Can not say | 10 | 8 | 5 200 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 16 | 9 700 |
| Partially agree | 48 | 51 | 34 100 | |
| Partially disagree | 20 | 19 | 11 600 | |
| Completely disagree | 12 | 10 | 6 400 | |
| Can not say | 7 | 5 | 2 600 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 9 | 5 200 |
| Partially agree | 28 | 29 | 18 700 | |
| Partially disagree | 27 | 28 | 18 700 | |
| Completely disagree | 28 | 26 | 16 700 | |
| Can not say | 10 | 8 | 5 200 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 5 | 3 200 |
| Partially agree | 36 | 38 | 25 100 | |
| Partially disagree | 35 | 35 | 22 500 | |
| Completely disagree | 9 | 8 | 4 500 | |
| Can not say | 16 | 15 | 9 000 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 14 | 10 900 |
| Partially agree | 39 | 43 | 28 300 | |
| Partially disagree | 23 | 24 | 14 200 | |
| Completely disagree | 12 | 11 | 5 800 | |
| Can not say | 10 | 8 | 5 200 | |
| I follow one or more magazines on social media | Completely agree | 7 | 9 | 6 400 |
| Partially agree | 20 | 21 | 14 200 | |
| Partially disagree | 23 | 23 | 15 500 | |
| Completely disagree | 42 | 41 | 25 100 | |
| Can not say | 7 | 5 | 3 200 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 45 | 25 800 |
| Partially agree | 27 | 29 | 18 000 | |
| Partially disagree | 11 | 13 | 10 300 | |
| Completely disagree | 14 | 12 | 9 700 | |
| Can not say | 2 | 1 | 600 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 38 | 22 500 |
| Partially agree | 39 | 40 | 27 000 | |
| Partially disagree | 13 | 13 | 7 700 | |
| Completely disagree | 10 | 7 | 6 400 | |
| Can not say | 3 | 2 | 600 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 16 | 9 700 |
| Partially agree | 33 | 36 | 21 900 | |
| Partially disagree | 21 | 23 | 14 200 | |
| Completely disagree | 24 | 23 | 17 400 | |
| Can not say | 4 | 2 | 1 300 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 22 | 11 600 |
| Partially agree | 33 | 37 | 24 500 | |
| Partially disagree | 25 | 22 | 13 500 | |
| Completely disagree | 21 | 18 | 14 200 | |
| Can not say | 3 | 1 | 600 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 18 | 11 600 |
| Partially agree | 21 | 21 | 13 500 | |
| Partially disagree | 17 | 16 | 10 300 | |
| Completely disagree | 37 | 39 | 25 100 | |
| Can not say | 8 | 6 | 3 900 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 25 | 16 700 |
| Partially agree | 52 | 56 | 35 400 | |
| Partially disagree | 12 | 11 | 5 800 | |
| Completely disagree | 4 | 4 | 2 600 | |
| Can not say | 8 | 5 | 3 200 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 75 | 47 700 |
| Partially agree | 16 | 18 | 12 900 | |
| Partially disagree | 3 | 2 | 1 900 | |
| Completely disagree | 2 | 1 | 1 300 | |
| Can not say | 5 | 2 | 1 900 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 38 | 23 800 |
| Partially agree | 39 | 41 | 27 000 | |
| Partially disagree | 15 | 11 | 6 400 | |
| Completely disagree | 8 | 6 | 3 900 | |
| Can not say | 7 | 4 | 2 600 | 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 | 58 | 38 600 |
| Cosmetics and beauty care | 16 | 20 | 12 200 | |
| Interior design and furniture | 26 | 32 | 20 600 | |
| Renovation and building | 24 | 26 | 16 700 | |
| Domestic appliances | 10 | 12 | 7 100 | |
| Consumer electronics and IT equipment | 13 | 16 | 9 700 | |
| Saving and investing | 14 | 18 | 12 200 | |
| Style and fashion | 21 | 24 | 16 100 | |
| Cars | 14 | 17 | 9 700 | |
| Travelling | 23 | 31 | 21 300 | |
| Sports clothing, footwear or equipment | 14 | 18 | 12 200 | |
| Health and wellness products/services | 19 | 20 | 14 200 | |
| None of these | 16 | 12 | 7 100 | |
| Can not say | 10 | 7 | 4 500 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 52 | 32 800 |
| Cosmetics and beauty care | 17 | 22 | 13 500 | |
| Interior design and furniture | 21 | 25 | 15 500 | |
| Renovation and building | 21 | 24 | 14 800 | |
| Domestic appliances | 10 | 14 | 9 000 | |
| Consumer electronics and IT equipment | 17 | 20 | 11 600 | |
| Saving and investing | 13 | 16 | 9 700 | |
| Style and fashion | 19 | 23 | 14 800 | |
| Cars | 13 | 14 | 8 400 | |
| Travelling | 23 | 28 | 18 700 | |
| Sports clothing, footwear or equipment | 16 | 17 | 9 700 | |
| Health and wellness products/services | 18 | 17 | 11 600 | |
| None of these | 21 | 18 | 12 900 | |
| Can not say | 12 | 11 | 6 400 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 25 | 14 800 |
| Well-being and health | 50 | 58 | 38 000 | |
| Charity work | 14 | 17 | 9 700 | |
| Self development | 32 | 37 | 25 100 | |
| Celebrities | 13 | 14 | 8 400 | |
| Fishing | 15 | 15 | 9 000 | |
| Beauty care and cosmetics | 16 | 20 | 12 900 | |
| Literature | 29 | 33 | 21 900 | |
| Domestic and foreign news | 51 | 60 | 38 600 | |
| Domestic travel | 33 | 41 | 28 300 | |
| Culture | 34 | 44 | 30 900 | |
| Crafts | 25 | 21 | 13 500 | |
| Nature and going outdoor | 52 | 59 | 36 700 | |
| Hunting | 9 | 9 | 4 500 | |
| Style and fashion | 20 | 27 | 19 300 | |
| Music and concerts | 37 | 47 | 32 800 | |
| Going on summer cottage | 29 | 32 | 20 600 | |
| Local affairs | 56 | 62 | 42 500 | |
| Computer/console/mobile playing | 17 | 12 | 5 200 | |
| Politics | 43 | 52 | 31 600 | |
| Gardening and plants | 29 | 36 | 26 400 | |
| Online gambling or betting | 5 | 5 | 3 900 | |
| Building and renovating | 34 | 36 | 22 500 | |
| Food and drink | 38 | 57 | 36 100 | |
| Cooking, baking, recipes | 38 | 45 | 27 700 | |
| Investment | 24 | 29 | 16 700 | |
| Decorating | 28 | 35 | 25 800 | |
| Economic and finances | 36 | 45 | 29 600 | |
| Science | 37 | 45 | 28 300 | |
| Travelling abroad | 34 | 47 | 32 200 | |
| Sports, exercising | 45 | 48 | 30 300 | |
| Sailing, boating | 9 | 15 | 10 300 | |
| Consumer electronics and information technology | 20 | 19 | 10 900 | |
| Environmental matters | 31 | 41 | 26 400 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2026 |
Online & social media
Magazine website
Magazine in Social Media
Some channels and Followers August 2026
Contact info
Media sales
- Viinilehti Oy
- Melkonkatu 24
- 00210 Helsinki
- www.viinilehti.fi
Mediamyynnin projektikoordinaattori
- Kreetta Hannula
- +358 40 567 6407
- kreetta.hannula@viinilehti.fi
Mediamyyjä
- Jerry Karhunen
- +358 40 968 6546
- jerry.karhunen@viinilehti.fi
Media
Publisher
- Viinilehti Oy
Publisher
- Viinilehti Oy
Päätoimittaja
- Iina Thieulon
Address
- Melkonkatu 24
- 00210 Helsinki
Postal address
- Melkonkatu 24
- 00210 Helsinki