A media euro is a guess if you do not know who it reaches. That is why we collect our own data. NØRR3 Media Insights is a media research study on how Finns use media: what they watch, listen to, read and scroll, and how often.
What data we have
- 8 survey waves 02/2023–08/2026, over 18 000 respondents in total.
- Respondents come from the Norstat panel. The sample is weighted by age, gender and region, so the figures represent Finns aged 18–74, i.e. 3.95 million people.
- The latest wave is from August 2026 (n = 2 022). For the total population the margin of error is at most ±2.2 pp.
- An additional sample of decision-makers for B2B audiences.
Every media group is asked from the same respondents in the same survey. We see what else a TV viewer listens to, reads and scrolls, without stitching separate studies together.
What it tells us
- TV and media houses: channels and net reach for Yle, MTV, Sanoma and WBD.
- Radio and audio: stations, online radio, podcasts and music streaming.
- Streaming: from Netflix and Ruutu to YouTube.
- Social media: 18 platforms from Facebook to Twitch.
- News media: print and digital.
- Out-of-home: where advertising gets noticed and where people move.
- Search: search engines, social search and AI services.
- Attitude to advertising: ad blocking, ad skipping and what advertising led to (searched, visited, bought, recommended).
- Timing: which media is used in the morning, during the day and in the evening.
Every figure can be cut by audience: age, gender, region, income, education, occupation, family and neighbourhood.
Three findings from August 2026
Social media use by age
95.6 % of under-30s use social media daily. Among 60–74-year-olds it is 69.3 %.
Source: NØRR3 Media Insights 08/2026 · Panel data Norstat · under 30 n = 400, ±1.0 pp · 60–74 n = 559, ±3.2 pp
TV viewers by media house
62.3 % of Finns, about 2.46 million people, watch MTV channels weekly. Sanoma channels reach 53.3 % and WBD 43.6 %. Yle reaches 60.2 %, but it is not counted in advertising reach because Yle carries no ads.
Source: NØRR3 Media Insights 08/2026 · Panel data Norstat · n = 2 022 · ±2.1–2.2 pp
Ad skipping
68.6 % skip ads whenever they can and 20.3 % use an ad blocker. That is why we also calculate how many people are open to advertising, not just media reach.
Source: NØRR3 Media Insights 08/2026 · Panel data Norstat · n = 2 022 · ±2.0 pp and ±1.7 pp
What we use it for
- Media planning: channels your audience actually uses, reach in per cent and in people.
- Ad-addressable reach: Yle and ad-free services excluded, ad blocking deducted.
- Campaign reach estimates for 2–4 week campaigns, adjusted for season.
- Audience profiles: index against the population shows what is typical for your audience.
- Trends year on year, same season against same season.
- Campaign studies using the same media groups, so ad recall can be mirrored against media use.
Media Insights is also an app
The same data is available as an app in NØRR3 Marketing Engine. Audience media use and reach sit where the campaign is planned, and the figures match our reports.
See also how NØRR3 Media Insights works as part of media planning.
FAQ
What is NØRR3 Media Insights?
NØRR3's own nationally representative media research on how Finns use media, collected since 2023 with over 18 000 responses.
Who runs the survey?
Norstat collects the responses from its panel. NØRR3 owns the data, weights it and calculates reach.
Can we use it for our campaign?
Yes. Tell us your audience through our contact form and we will show how to reach it and how many are open to advertising.
Ask us about your audience
Tell us who you want to reach and we will answer with numbers: what your audience watches, listens to and scrolls, and how many of them are open to advertising.
Get in touch and let's look at the numbers
About the author
Teppo Lipsanen, Data Analyst & Project Manager, Partner, NØRR3
Teppo is an analytical problem-solver whose focus has always been numbers and the insight drawn from them. He has run campaign, brand and search-share studies and built technical tracking and dashboards. At NØRR3 Teppo is responsible for data, measurement and project management.
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