Finnish Magazine Rate Cards

VIVA

AT LAST THERE IS TIME Viva was created for active adults whose biggest enjoyments in life include reading. The magazine finds its stories from real life with all its joys and woes. We offer a sturdy information package with informational articles about finance skills, health and well-being of a senior citizen. A Viva reader is a member of the happy bunch of the older generation, which is continuously growing, and have a lot of free time to enjoy things. We live through the wonderful freedom of perpetual holiday, we dare to spend and invest in ourselves. We offer ideas for travelling, gardening, dining, dressing, living, new home technology and hobbies, without forgetting all the wonderfully unnecessary items.

Magazine's website: https://seura.fi/asiasana/viva/ Follow us :

You're looking at rate card for the year 2023 The information for 2024 has not been updated yet.

Contact info
Media info
Timetable
Advertisement rates
Technical info
NRS Facts

Advertisement sales

Advertisement sales	Otavamedia Oy
Phone	09 15 661
Contact person	Mediamyynti Otavamedia yrityspalvelu@otavamedia.fi
Www	https://yrityksille.otavamedia.fi/

Contact info

Publisher	Otavamedia Oy
Visiting address	Firdonkatu 2 T 151 00520 Helsinki
Phone	09 15 661
Magazine's email	viva@otavamedia.fi
Vastaava päätoimittaja	Erkki Meriluoto

Circulation or copies

Issues per year	12

Readership

Readership	60 000
Total reach	64 000
How many times read	2.0
Minutes of reading	81 min
Sources	KMT 2023

Online audience

Magazine's website	http://www.seura.fi

Average weekly reach Source: FIAM

August 2023

237 853

3.01 %

July 2023

230 906

20.57 %

June 2023

191 514

-2.47 %

May 2023

196 362

11.6 %

April 2023

175 947

3.32 %

March 2023

170 288

12.8 %

February 2023

150 967

-6.16 %

January 2023

160 882

28.7 %

December 2022

125 008

43.86 %

November 2022

86 896

5.48 %

October 2022

82 384

10.21 %

September 2022

74 754

-32.29 %

Average weekly pageviews Source: FIAM

August 2023

473 392

-0.55 %

July 2023

476 025

11.45 %

June 2023

427 136

3.55 %

May 2023

412 495

7.37 %

April 2023

384 182

8.83 %

March 2023

352 999

8.68 %

February 2023

324 801

-3.19 %

January 2023

335 518

29.33 %

December 2022

259 418

-1.96 %

November 2022

264 592

-0.88 %

October 2022

266 952

12.07 %

September 2022

238 209

-8.84 %

Tavoittavuusluvut ja sivulatausten määrät ovat kunkin kuukauden viikkolukujen keskiarvoja. Viikot määräytyvät osaksi sen kuukauden lukuja, jolle suurempi osa kyseisen viikon päivistä osuu. Yksittäisten viikkojen luvut ovat nähtävissä FIAM:in julkisella viikkolistalla.

Timetable

Issue	Publishing date	Reservation	Material	Research number	Additional info
1	04.01.2023	07.12.2022	14.12.2022		Thema: Säästä ja suitsi menoja, asiantuntijoiden vinkkejä. Hoida suuta, satsaat yleisterveyteesi. Miten voi saada asumisoikeusasunnon? Vanhalle tietokoneella jatkoaikaa päivittämällä.
2	01.02.2023	04.01.2023	12.01.2023		Thema: Näin suuret ikäluokat porskuttavat. Miten muistisairautta voi hidastaa ja muistia terhakoittaa? Hyödy näistä palveluista, seniori. Virkeyttä kylpylästä. Miten tunnistaudun turvallisesti eri palveluihin?
3	01.03.2023	02.02.2023	09.02.2023		Thema: Nuoruudenrakkaus löytyi uudestaan. Mihin uniapneahoito voi kompastua? Teknisiä apuvälineitä huonomuistisen arkeen.
4	05.04.2023	09.03.2023	16.03.2023		Thema: Uusia alkuja. Naiset kertovat, miten uskalsivat hypätä uuteen. Näin tein kuntoremontin. Hoida sydäntä myös operaation jälkeen. Hyödy uusista terveysmittareista: verenpaine, rasva-arvot ja paino hallintaan. Onko työkyvyttömyyseläke uhka vai mahdollisuus?
5	03.05.2023	03.04.2023	12.04.2023		Thema: Karjala sydämessä. Evakkotalon uusi elämä. Mikä avuksi, kun sota vie mielenrauhan? Mitkä perimyskaaren sudenkuopat voi välttää testamentin teolla? Uusia laitteita pihanhoitoon.
6	31.05.2023	03.05.2023	10.05.2023		Thema: Romantiikka kukkii! Hyvää hoitoa intiimivaivoihin. Mitä varovaisen pitää muistaa, kun rakkaus iskee? Millä laitteilla voin suojata muistisairasta läheistäni?
7	05.07.2023	07.06.2023	14.06.2023		Thema: Unelmista totta. Loviisan asuntomessukoti täytti haaveet. Kuukauden autoloma Euroopassa. Parempaa arkea nivelrikkopotilaalle. Löydä kompostoinnin uudet apuvälineet.
8	02.08.2023	06.07.2023	13.07.2023		Thema: Kun rakkaus loppuu. Ystäviä exän kanssa. Näin pidät puolesi erossa. Tunnista aivoverenkiertohäiriöt, kuten TIA-kohtaukset. Mitä järkeä on älyjääkaapissa ja -pakastimessa?
9	06.09.2023	10.08.2023	17.08.2023		Thema: Ilo irti eläkkeelle jäämisestä! Miten vaalia terveyttä, kun työelämä loppuu? Enemmän irti televisiosta uusilla laitteilla.
10	04.10.2023	07.09.2023	14.09.2023		Thema: Löydä ystävä. Uutta hoitoa eturauhassyöpään. Miten tehdä edunvalvontavaltuutus?
11	01.11.2023	05.10.2023	12.10.2023		Thema: Rohkeasti maailmalle! Uusi koti ulkomailta. Mitä Espanjaan muuttavan kannattaa tietää? Eroon ummetuksesta. Vinkit seniorien älypuhelimen ja tabletin ostoon.
12	29.11.2023	02.11.2023	09.11.2023		Thema: Surusta valoon. Tunnista läheisen masennus. Senioria virkistävät ja kuntouttavat konsoli- ja tietokonepelit.

Advertisement rates

2/1

Position: Not specified

Size including margin: 460 x 297 mm

4-colour price 8270 €

1/1

Position: Not specified

Size including margin: 230 x 297 mm

4-colour price 4590 €

1/1

Position: 2. Cover

Size including margin: 230 x 297 mm

4-colour price 5060 €

1/1

Position: 3. Cover

Size including margin: 230 x 297 mm

4-colour price 5060 €

1/1

Position: Back cover

Size including margin: 230 x 297 mm

4-colour price 5060 €

1/2 Pysty

Position: Not specified

Size including margin: 111 x 297 mm

4-colour price 3120 €

1/2 vaaka

Position: Not specified

Size including margin: 230 x 146 mm

4-colour price 3120 €

1/4 Pysty

Position: Not specified

Size including margin: 61 x 297 mm

4-colour price 2300 €

1/4 vaaka

Position: Not specified

Size including margin: 230 x 70 mm

4-colour price 2300 €

1/4 neliö

Position: Not specified

Size including margin: 111 x 146 mm

4-colour price 2300 €

Info about inserts

Prices doesn't include tax.

Technical data

Size mm	230 x 297 mm
Printing area mm	230 x 297 mm
Bleed mm	5 mm
Printing process	Offset
Binding	Saddle-stitching

Printing house

Printer	PunaMusta Oy , Tampere

Technical info / material

Ad material delivery	Varauksen yhteydessä mainostajalle/aineiston toimittajalle lähtee sähköposti sisältäen linkin aineistontoimitusta varten. Linkkiin sisältyy kaikki kampanjaan/varaukseen liittyvät mediat.
Technical data	yrityksille.otavamedia.fi/tekniset tiedot ja hinnat

Readers: 60 000 / KMT 2023 Download magazine graphs (PDF)

Reader profile
Attitude towards advertising
Reading habits and advertising effects
Purchase process
Buyer profile

Reader profile		All 15+ %	VIVA Readers %	VIVA Amount of readers
Readership (KMT 2023)	60 000
Total reach	64 000
Sex	Women	51	88	52 800
Sex	Men	49	12	7 200

Native language	Finnish	95	99	59 400
Native language	Swedish	5	1	600

Age	15-24 y	13	1	600
	25-34 y	14	1	600
	35-44 y	14	1	600
	45-54 y	14	3	1 800
	55-64 y	16	10	6 000
	65+ y	29	84	50 400

Gender + age	Female 15-29 years	10	1	600
	Female 30-49 years	14	2	1 200
	Female 50+ years	28	86	51 600
	Male 15-29 years	10	1	600
	Male 30-49 years	14	1	600
	Male 50+ years	24	11	6 600

Household position	Lives at home with parents	7	1	600
	Lives alone	28	38	22 800
	Lives with spouse	37	52	31 200
	Lives with spouse and children	24	6	3 600
	Single parent	2	0	0
	Other	3	2	1 200

Grandchildren under 18 years of age	Yes	21	35	21 000
	No	38	62	37 200
	No answer (under 45 year olds)	41	3	1 800

Profession	Top Management	4	0	0
	white-collar worker, higher-level	16	3	1 800
	White-collar worker	12	4	2 400
	Worker	10	2	1 200
	Farmer	1	0	0
	Other entrepreneur	3	0	0
	Pensioner	31	86	51 600
	Student, pupil	11	1	600
	Homewife, home dad	0	0	0
	Unemployed	2	1	600
	Other	6	1	600
	No answer	3	1	600

Education	Elementary school	5	12	7 200
	Secondary school	7	10	6 000
	Vocational	28	32	19 200
	High school	14	11	6 600
	University of Applied Sciences	19	16	9 600
	University	27	16	9 600
	Something else	2	3	1 800

Size of the household	1 pers	28	40	24 000
	2 pers	38	54	32 400
	3 pers	14	2	1 200
	4 pers	12	2	1 200
	5+ pers	7	2	1 200

Household income (gross)	Below 20 000 € /y	11	6	3 600
	20 000 - 35 000 € /y	19	37	22 200
	35 001 - 50 000 € /y	20	24	14 400
	50 001 - 85 000 € /y	22	12	7 200
	85 001 - 100 000 € /y	7	4	2 400
	Over 100 000 € /y	9	2	1 200
	Don't want to tell	5	11	6 600
	Can't say / No answer	7	3	1 800

Decision-maker in grocery purchases	Yes	93	98	58 800
	Don't know	7	2	1 200
	Can not say	1	0	0

Housing	Apartment	32	30	18 000
	Row house or semi-detached house	15	17	10 200
	Detached house	47	44	26 400
	Farm	4	9	5 400
	Something else	1	0	0
	Can not say	0	0	0

Ownership of housing	Owner-occupied residence	76	89	53 400
	Rented residence	20	8	4 800
	Right of residence apartment	2	3	1 800
	Something else	1	1	600
	Can not say	1	0	0

Cottage or holiday home in regular use	Yes	40	45	27 000
	No	59	53	31 800
	Can not say	1	1	600

Using AdBlocker or similar application	Yes	19	4	2 400
	No	76	92	55 200
	Can not say	5	4	2 400

Number of cars in household	One car	45	61	36 600
	Two cars	32	19	11 400
	Three or more cars	10	5	3 000
	No car	14	15	9 000

PUUTTUU	PUUTTUU	22	31	18 600
	PUUTTUU	67	55	33 000
	PUUTTUU	4	0	0
	PUUTTUU	8	7	4 200
	PUUTTUU	2	2	1 200
	PUUTTUU	8	10	6 000
	PUUTTUU	5	5	3 000

Advertising ban at the door / mailbox	Yes	24	9	5 400
	No	76	91	54 600
	Can not say	1	0	0

lifecycle	In paid job, entrepreneur, freelancer, farmer	52	11	6 600
	Temporarily absent (= time off from work, care or study, maternity leave)	1	0	0
	Retired	31	86	51 600
	Unemployed / laid off	2	1	600
	Schoolboy or student	11	1	600
	Housewife or father	0	0	0
	In the military or performing civilian service	0	0	0
	Other	1	1	600
	Don't want to say	0	0	0
	Can not say	0	0	0

Participation in workplace procurement decisions	Yes	25	6	3 600
	No	25	5	3 000
	Can't say / No answer	50	89	53 400

Health services used in the household	Public health services	85	95	57 000
	Employer - funded health care services	49	9	5 400
	Private, self-funded healthcare services	39	52	31 200
	Private health insurance services	22	6	3 600
	No health care	1	0	0
	Can not say	1	0	0

Type of municipality (7 class)	Greater Helsinki	19	14	8 400
	Turku or Tampere	8	9	5 400
	Oulu	4	2	1 200
	70 000 - 150 000 inhabitants town	13	9	5 400
	Urban municipality	27	31	18 600
	Conurbation	16	21	12 600
	Countryside	13	14	8 400

Pets in household	Cat	17	10	6 000
	Dog	26	16	9 600
	Some other pet	5	3	1 800
	No pets	59	73	43 800

Family with kids	Yes	32	6	3 600
Family with kids	No	68	94	56 400

Use of glasses or contact lenses	Yes	67	91	54 600
Use of glasses or contact lenses	No	33	9	5 400
How often different content is read
The frequency of reading: Print magazines	Daily	15	40	24 000
	5-6 days a week	4	11	6 600
	1-4 days a week	26	30	18 000
	Monthly	24	10	6 000
	Rarely	23	9	5 400
	Never	7	0	0
	Can not say	1	0	0

The frequency of reading: Magazine content in digital format	Daily	21	19	11 400
	5-6 days a week	5	4	2 400
	1-4 days a week	19	8	4 800
	Monthly	15	13	7 800
	Rarely	24	28	16 800
	Never	14	28	16 800
	Can not say	1	0	0

The frequency of reading: Print newspapers or afternoon papers	Daily	30	64	38 400
	5-6 days a week	4	4	2 400
	1-4 days a week	23	25	15 000
	Monthly	13	3	1 800
	Rarely	21	4	2 400
	Never	7	0	0
	Can not say	1	0	0

The frequency of reading: Newspaper or afternoon paper content in digital format	Daily	54	36	21 600
	5-6 days a week	9	7	4 200
	1-4 days a week	16	16	9 600
	Monthly	6	9	5 400
	Rarely	9	11	6 600
	Never	6	21	12 600
	Can not say	0	0	0

The frequency of reading: Free and free delivery newspapers	Daily	5	11	6 600
	5-6 days a week	4	7	4 200
	1-4 days a week	44	58	34 800
	Monthly	17	15	9 000
	Rarely	20	7	4 200
	Never	9	3	1 800
	Can not say	1	1	600

The frequency of watching: Free online TV services	Daily	15	20	12 000
	5-6 days a week	9	8	4 800
	1-4 days a week	30	20	12 000
	Monthly	23	17	10 200
	Rarely	15	15	9 000
	Never	7	19	11 400
	Can not say	1	2	1 200

The frequency of watching: Pay TV and streaming services	Daily	16	6	3 600
	5-6 days a week	10	2	1 200
	1-4 days a week	22	9	5 400
	Monthly	10	6	3 600
	Rarely	11	8	4 800
	Never	31	67	40 200
	Can not say	0	1	600

The frequency of watching: Programs of YLE (national proadcaster) TV channels	Daily	45	82	49 200
	5-6 days a week	9	7	4 200
	1-4 days a week	19	6	3 600
	Monthly	11	2	1 200
	Rarely	12	1	600
	Never	3	1	600
	Can not say	0	1	600

The frequency of watching: Programs of commercial TV channels	Daily	35	50	30 000
	5-6 days a week	12	7	4 200
	1-4 days a week	22	14	8 400
	Monthly	11	6	3 600
	Rarely	12	6	3 600
	Never	7	18	10 800
	Can not say	0	0	0

The frequency of listening: Programs of YLE (national proadcaster) radio-channels	Daily	22	49	29 400
	5-6 days a week	7	7	4 200
	1-4 days a week	16	12	7 200
	Monthly	13	7	4 200
	Rarely	26	15	9 000
	Never	16	10	6 000
	Can not say	1	0	0

The frequency of listening: Programs of commercial radio channels	Daily	16	10	6 000
	5-6 days a week	10	5	3 000
	1-4 days a week	21	8	4 800
	Monthly	14	9	5 400
	Rarely	21	31	18 600
	Never	16	37	22 200
	Can not say	1	1	600

The frequency of listening: Podcasts	Daily	4	1	600
	5-6 days a week	3	2	1 200
	1-4 days a week	9	2	1 200
	Monthly	13	6	3 600
	Rarely	28	25	15 000
	Never	41	60	36 000
	Can not say	2	3	1 800

User frequency and following: Social media	Daily	57	43	25 800
	5-6 days a week	7	9	5 400
	1-4 days a week	8	8	4 800
	Monthly	3	1	600
	Rarely	6	6	3 600
	Never	19	34	20 400
	Can not say	0	0	0

User frequency and following: Bloggers, YouTubers, or social media influencers	Daily	13	3	1 800
	5-6 days a week	5	1	600
	1-4 days a week	11	4	2 400
	Monthly	8	4	2 400
	Rarely	22	23	13 800
	Never	40	65	39 000
	Can not say	1	1	600

User frequency: Instant messaging	Daily	68	51	30 600
	5-6 days a week	9	11	6 600
	1-4 days a week	10	8	4 800
	Monthly	3	3	1 800
	Rarely	3	4	2 400
	Never	8	22	13 200
	Can not say	0	0	0

A paid Finnish newspaper is subscribed to my household (print or digital)	Yes	58	81	48 600
	No	41	18	10 800
	Can not say	1	0	0

I tend to buy tabloids	Yes	8	19	11 400
	No	90	77	46 200
	Can not say	2	4	2 400

A paid Finnish magazine is subscribed to my household (print or digital)	Yes	46	64	38 400
	No	52	36	21 600
	Can not say	2	0	0

I tend to buy single copy magazines	Yes	17	23	13 800
	No	81	73	43 800
	Can not say	2	4	2 400

PUUTTUU	PUUTTUU	13	19	11 400
	PUUTTUU	5	3	1 800
	PUUTTUU	7	10	6 000
	PUUTTUU	15	18	10 800
	PUUTTUU	8	7	4 200
	PUUTTUU	7	2	1 200
	PUUTTUU	10	9	5 400
	PUUTTUU	6	3	1 800
	PUUTTUU	9	11	6 600
	PUUTTUU	9	10	6 000
	PUUTTUU	4	8	4 800
	PUUTTUU	5	3	1 800
	PUUTTUU	13	22	13 200
	PUUTTUU	8	13	7 800
	PUUTTUU	13	11	6 600
	PUUTTUU	7	14	8 400
	PUUTTUU	8	5	3 000
	PUUTTUU	3	1	600
	PUUTTUU	56	58	34 800
KULUTUSVÄITTÄMÄT
PUUTTUU	PUUTTUU	58	64	38 400
	PUUTTUU	40	35	21 000
	PUUTTUU	2	2	1 200

PUUTTUU	PUUTTUU	87	95	57 000
	PUUTTUU	11	6	3 600
	PUUTTUU	1	0	0

PUUTTUU	PUUTTUU	73	88	52 800
	PUUTTUU	25	12	7 200
	PUUTTUU	2	1	600

PUUTTUU	PUUTTUU	81	83	49 800
	PUUTTUU	18	15	9 000
	PUUTTUU	2	1	600

PUUTTUU	PUUTTUU	57	59	35 400
	PUUTTUU	41	40	24 000
	PUUTTUU	1	1	600

PUUTTUU	PUUTTUU	30	30	18 000
	PUUTTUU	63	60	36 000
	PUUTTUU	7	10	6 000

PUUTTUU	PUUTTUU	84	96	57 600
	PUUTTUU	15	4	2 400
	PUUTTUU	1	0	0

PUUTTUU	PUUTTUU	41	40	24 000
	PUUTTUU	57	58	34 800
	PUUTTUU	2	1	600

PUUTTUU	PUUTTUU	86	91	54 600
	PUUTTUU	14	8	4 800
	PUUTTUU	1	0	0

PUUTTUU	PUUTTUU	30	26	15 600
	PUUTTUU	65	68	40 800
	PUUTTUU	5	7	4 200

PUUTTUU	PUUTTUU	39	39	23 400
	PUUTTUU	60	60	36 000
	PUUTTUU	1	1	600

PUUTTUU	PUUTTUU	67	83	49 800
	PUUTTUU	30	14	8 400
	PUUTTUU	3	3	1 800

PUUTTUU	PUUTTUU	67	83	49 800
	PUUTTUU	31	15	9 000
	PUUTTUU	3	2	1 200

PUUTTUU	PUUTTUU	67	62	37 200
	PUUTTUU	30	36	21 600
	PUUTTUU	2	2	1 200

VIVA magazine's reader profile / Source NRS 2023

Attitude towards advertising in different media channels		All 15+ %	VIVA Readers %	VIVA Amount of readers
Attitude towards advertising: Newspapers	Positive	77	83	49 800
	Can not say	4	4	2 400
	Negative	18	13	7 800

Attitude towards advertising: Magazines	Positive	77	80	48 000
	Can not say	5	4	2 400
	Negative	19	17	10 200

Attitude towards advertising: Free and local newspapers	Positive	82	87	52 200
	Can not say	5	6	3 600
	Negative	13	7	4 200

Attitude towards advertising: Newspaper/Magazine websites or applications	Positive	54	44	26 400
	Can not say	8	19	11 400
	Negative	37	37	22 200

Attitude towards advertising: Social media (Facebook, Instagram etc.)	Positive	40	34	20 400
	Can not say	12	24	14 400
	Negative	47	43	25 800

Attitude towards advertising: Blogs	Positive	30	19	11 400
	Can not say	27	49	29 400
	Negative	41	32	19 200

Attitude towards advertising: Newsletters to email	Positive	19	18	10 800
	Can not say	2	3	1 800
	Negative	79	80	48 000

Attitude towards advertising: Other websites	Positive	43	26	15 600
	Can not say	10	22	13 200
	Negative	46	52	31 200

Attitude towards advertising: Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.)	Positive	56	42	25 200
	Can not say	3	3	1 800
	Negative	40	55	33 000

Attitude towards advertising: Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.)	Positive	41	28	16 800
	Can not say	6	11	6 600
	Negative	53	61	36 600

Attitude towards advertising: Home delivered advertisements and catalogues	Positive	69	79	47 400
	Can not say	4	4	2 400
	Negative	28	17	10 200

Attitude towards advertising: Out-of-home advertising	Positive	66	47	28 200
	Can not say	6	13	7 800
	Negative	29	39	23 400

VIVA magazine's reader profile / Source NRS 2023

Reading device and advertising effect		All 15+ %	VIVA Readers %	VIVA Amount of readers
I relax and get inspired by magazines	Agree	77	83	49 800
	Disagree	15	11	6 600
	Can not say	7	6	3 600

I experience pampering moments with magazines	Agree	50	61	36 600
	Disagree	39	26	15 600
	Can not say	10	12	7 200

A professional magazine keeps me up to date on professional matters	Agree	70	68	40 800
	Disagree	17	11	6 600
	Can not say	12	21	12 600

The industry specialty magazine provides information on my hobbies and interests	Agree	81	79	47 400
	Disagree	10	7	4 200
	Can not say	9	13	7 800

Finnish magazines offer reliable comparisons and tests	Agree	68	69	41 400
	Disagree	18	14	8 400
	Can not say	14	18	10 800

Finnish magazines offer reliable product recommendations	Agree	64	64	38 400
	Disagree	21	22	13 200
	Can not say	15	14	8 400

Finnish magazines are of high quality	Agree	81	85	51 000
	Disagree	12	9	5 400
	Can not say	7	6	3 600

I follow important magazines on social media	Agree	32	32	19 200
	Disagree	60	51	30 600
	Can not say	8	17	10 200

I read important magazines from cover to cover	Agree	52	66	39 600
	Disagree	43	29	17 400
	Can not say	5	5	3 000

Ads are part of the content of the magazine	Agree	64	56	33 600
	Disagree	31	40	24 000
	Can not say	5	4	2 400

Ads in magazines make new things familiar	Agree	67	70	42 000
	Disagree	28	25	15 000
	Can not say	6	5	3 000

I have applied for additional information about the journal advertised product, eg. Online	Agree	52	49	29 400
	Disagree	42	45	27 000
	Can not say	6	5	3 000

I have purchased products based on the ad in magazine	Agree	46	50	30 000
	Disagree	49	45	27 000
	Can not say	6	4	2 400

I'm trying out tips or guidelines (like recipes) in magazine ads	Agree	60	67	40 200
	Disagree	35	27	16 200
	Can not say	4	5	3 000

I'm experimenting with product samples in magazines (like food or cosmetics)	Agree	39	52	31 200
	Disagree	55	40	24 000
	Can not say	6	7	4 200

I rely on product recommendations from bloggers and tubers	Agree	21	12	7 200
	Disagree	66	62	37 200
	Can not say	14	27	16 200

VIVA magazine's reader profile / Source NRS 2023

Use of information sources during the purchase process		All 15+ %	VIVA Readers %	VIVA Amount of readers
Searching ideas and tips
Information sources, cars and car purchase	Print magazines	11	11	6 600
	Newspapers	14	30	18 000
	Magazine websites	7	4	2 400
	Newspaper websites	7	6	3 600
	Blogs	2	0	0
	Social media	12	9	5 400
	Other websites	42	23	13 800
	Television	10	13	7 800
	Radio	1	2	1 200
	Direct mail	10	20	12 000
	None of the above	40	44	26 400

Information sources, consumer electronics and information technology	Print magazines	15	24	14 400
	Newspapers	19	41	24 600
	Magazine websites	10	6	3 600
	Newspaper websites	9	8	4 800
	Blogs	5	1	600
	Social media	23	10	6 000
	Other websites	50	25	15 000
	Television	17	18	10 800
	Radio	3	2	1 200
	Direct mail	36	49	29 400
	None of the above	16	20	12 000

Information sources, beauty care and cosmetics	Print magazines	18	34	20 400
	Newspapers	8	21	12 600
	Magazine websites	9	9	5 400
	Newspaper websites	5	5	3 000
	Blogs	8	2	1 200
	Social media	25	10	6 000
	Other websites	16	12	7 200
	Television	12	16	9 600
	Radio	2	2	1 200
	Direct mail	16	28	16 800
	None of the above	47	38	22 800

Information sources, travel	Print magazines	17	27	16 200
	Newspapers	15	33	19 800
	Magazine websites	10	9	5 400
	Newspaper websites	9	5	3 000
	Blogs	10	3	1 800
	Social media	31	17	10 200
	Other websites	48	25	15 000
	Television	16	21	12 600
	Radio	3	3	1 800
	Direct mail	10	21	12 600
	None of the above	29	34	20 400

Information sources, style and fashion	Print magazines	24	44	26 400
	Newspapers	14	31	18 600
	Magazine websites	12	13	7 800
	Newspaper websites	7	8	4 800
	Blogs	9	2	1 200
	Social media	32	17	10 200
	Other websites	34	24	14 400
	Television	17	21	12 600
	Radio	1	2	1 200
	Direct mail	25	34	20 400
	None of the above	30	25	15 000

Information sources, building and renovating	Print magazines	20	28	16 800
	Newspapers	16	36	21 600
	Magazine websites	9	7	4 200
	Newspaper websites	7	7	4 200
	Blogs	6	1	600
	Social media	20	11	6 600
	Other websites	33	14	8 400
	Television	18	19	11 400
	Radio	2	2	1 200
	Direct mail	28	35	21 000
	None of the above	32	36	21 600

Information sources, food, cooking and baking	Print magazines	37	56	33 600
	Newspapers	28	50	30 000
	Magazine websites	20	16	9 600
	Newspaper websites	17	10	6 000
	Blogs	14	4	2 400
	Social media	38	21	12 600
	Other websites	34	22	13 200
	Television	28	27	16 200
	Radio	6	5	3 000
	Direct mail	26	39	23 400
	None of the above	13	10	6 000

Information sources, eyeglasses, contact lenses or sunglasses	Print magazines	7	15	9 000
	Newspapers	12	28	16 800
	Magazine websites	3	2	1 200
	Newspaper websites	5	5	3 000
	Blogs	1	1	600
	Social media	10	9	5 400
	Other websites	24	16	9 600
	Television	11	13	7 800
	Radio	2	0	0
	Direct mail	17	27	16 200
	None of the above	52	46	27 600

Information sources, decorating and furniture purchases	Print magazines	24	37	22 200
	Newspapers	16	32	19 200
	Magazine websites	11	10	6 000
	Newspaper websites	7	5	3 000
	Blogs	8	2	1 200
	Social media	26	10	6 000
	Other websites	31	16	9 600
	Television	18	21	12 600
	Radio	1	2	1 200
	Direct mail	30	39	23 400
	None of the above	27	30	18 000

Information sources, saving and investing	Print magazines	9	12	7 200
	Newspapers	10	21	12 600
	Magazine websites	6	2	1 200
	Newspaper websites	9	6	3 600
	Blogs	6	1	600
	Social media	16	7	4 200
	Other websites	30	14	8 400
	Television	6	10	6 000
	Radio	3	3	1 800
	Direct mail	3	8	4 800
	None of the above	49	58	34 800

Information sources, health and wellbeing products / services	Print magazines	14	27	16 200
	Newspapers	15	33	19 800
	Magazine websites	7	9	5 400
	Newspaper websites	6	5	3 000
	Blogs	5	2	1 200
	Social media	21	12	7 200
	Other websites	37	20	12 000
	Television	12	20	12 000
	Radio	2	3	1 800
	Direct mail	17	34	20 400
	None of the above	38	33	19 800

Information sources, purchase of sportswear, -footwear or -equipment	Print magazines	12	20	12 000
	Newspapers	19	36	21 600
	Magazine websites	7	7	4 200
	Newspaper websites	8	6	3 600
	Blogs	5	1	600
	Social media	22	9	5 400
	Other websites	41	20	12 000
	Television	13	16	9 600
	Radio	1	1	600
	Direct mail	31	36	21 600
	None of the above	29	32	19 200

VIVA magazine's reader profile / Source NRS 2023

Buyer profile		All 15+ %	VIVA Readers %	VIVA Amount of readers
PUUTTUU	Cars, motor vehicles	26	9	5 400
	Well-being and health	53	69	41 400
	Charity work	14	20	12 000
	Self development	32	21	12 600
	PUUTTUU	15	17	10 200
	PUUTTUU	17	8	4 800
	PUUTTUU	16	26	15 600
	PUUTTUU	27	46	27 600
	PUUTTUU	55	55	33 000
	PUUTTUU	34	34	20 400
	PUUTTUU	32	45	27 000
	PUUTTUU	26	36	21 600
	PUUTTUU	53	56	33 600
	PUUTTUU	10	2	1 200
	PUUTTUU	22	30	18 000
	PUUTTUU	35	38	22 800
	PUUTTUU	30	27	16 200
	PUUTTUU	56	71	42 600
	PUUTTUU	16	8	4 800
	PUUTTUU	40	37	22 200
	PUUTTUU	33	43	25 800
	PUUTTUU	39	25	15 000
	PUUTTUU	40	30	18 000
	PUUTTUU	40	47	28 200
	PUUTTUU	23	9	5 400
	PUUTTUU	31	43	25 800
	PUUTTUU	36	23	13 800
	PUUTTUU	36	32	19 200
	PUUTTUU	46	36	21 600
	PUUTTUU	11	4	2 400
	PUUTTUU	23	4	2 400
	PUUTTUU	33	34	20 400
	PUUTTUU	0	0	0
Purchases made and planned
Purchases in the last 12 months	Furniture and furnishings	42	29	17 400
	Repair and construction products	40	32	19 200
	Domestic appliances	39	43	25 800
	Electronics or IT products	50	30	18 000
	Cars	18	11	6 600
	Clothing and footwear	82	82	49 200
	Eyeglasses, contact lenses or sunglasses	35	35	21 000
	Sports clothing, footwear or equipment	60	39	23 400
	Saving or investing products or services	26	16	9 600
	Cosmetics and beauty products	45	48	28 800
	Mobile phones	31	27	16 200
	Travels	37	23	13 800
	Products and services for health and well-being	58	64	38 400
	None of the above	2	4	2 400

Intentions to purchase within 12 months	Furniture and furnishings	29	17	10 200
	Repair and construction products	36	28	16 800
	Domestic appliances	20	17	10 200
	Electronics or IT products	28	11	6 600
	Cars	14	5	3 000
	Clothing and footwear	65	54	32 400
	Eyeglasses, contact lenses or sunglasses	27	31	18 600
	Sports clothing, footwear or equipment	43	28	16 800
	Saving or investing products or services	22	12	7 200
	Cosmetics and beauty products	36	38	22 800
	Mobile phones	16	16	9 600
	Travels	41	28	16 800
	Products and services for health and well-being	46	50	30 000
	None of the above	7	10	6 000

Planned acquisitions in the househould over the next 2 years	Building a house	3	0	0
	Buying an apartment	11	5	3 000
	Home renovation	29	18	10 800
	Buying a car	25	10	6 000
	Buying a boat	3	2	1 200
	None of these	50	71	42 600

Will consider switching over the next 12 months	Bank	7	5	3 000
	Insurance company	10	4	2 400
	electric company	18	12	7 200
	Internet Connection	8	6	3 600
	Phone-subscription	12	7	4 200
	None of the above	47	65	39 000
	Can not say	19	15	9 000

Use of extra money	Magazines, books, movies	17	17	10 200
	Eating, drinking, partying in a restaurant	32	14	8 400
	Exercises and sports equipment	26	10	6 000
	Cultural events (eg. concerts, theater, festivals)	33	36	21 600
	Renovation, interior design	25	22	13 200
	Health services and personal well-being	21	34	20 400
	Travel	40	35	21 000
	Consumer electronics and IT equipment, mobile phones	16	5	3 000
	Clothes, shoes and bags	23	17	10 200
	Home services (cleaning and other housekeeping services)	6	13	7 800
	Car, boat, motorcycle	13	6	3 600
	Cosmetics and beauty care	10	6	3 600
	Saving, investing	46	37	22 200
	Other	8	10	6 000
	There is no extra money left after mandatory expenses	8	9	5 400
	Can not say	3	4	2 400
Planning on buying/doing in the next 12 months

VIVA magazine's reader profile / Source NRS 2023

VIVA

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