The Finnish media day
NØRR3 Media Insights is our own continuous study of how Finns use media. Since 2023 it has gathered eight waves and 18 000 respondents*, the most recent wave in August 2026.
01
What Media Insights is
The study shows what an audience watches, listens to, reads and browses. The figures come by channel and by media house, and they can be compared against the whole population. An audience can be narrowed by age, region or place of residence. Your own question can be bought into the continuous survey, on brand awareness and consideration for example. That also shows which media the people considering your brand actually use. Results are read from the dashboard or ordered as an analysis of one audience. Norstat, a certified partner, runs the panel.
02
A few lessons
Audience media use changes faster than media plans do. The same channel selection is not the right one two years running, even when the audience stays the same. The second observation is about ad avoidance. 69 %** skip or fast forward advertising whenever they can, and 20.3 %** use an ad blocker online. Reach and reach that is open to advertising are two different numbers. Channels also differ widely in what happens after the ad. Within three months, 24.2 %** visited a website or a store after social advertising, 16.6 %** after search advertising and 15.3 %** after television.
03
How we work
People do the work: a strategist, a planner, a specialist and an analyst. The analyst pulls the figures for your audience and explains what they mean for channel choices. A new client gets an analysis of one audience at no cost. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: combining the waves and keeping the figures current in one view. We give every client the most modern tools in the field for gathering insight, running the advertising and following the results.
04
Sources
* NØRR3 Media Insights, Norstat panel, eight waves and 18 000 respondents since 2023, most recent wave August 2026. ** NØRR3 Media Insights, Norstat panel, August 2026, n = 2 022, aged 18 to 74.
Examples of what we do
- Audience media use by channel
- Reach of media houses and channels
- Reach that is open to advertising
- Comparison against the population and other audiences
- Your own question in the continuous survey
- A licence to the tool or a ready audience analysis
- Fieldwork on the Norstat panel
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