The Finnish media day_measured

01

A report, or your own use

You can order a report on your audience. It shows the audience's media day compared with the whole population, the media owners and channels that reach it best, and those that do not. It ends with a recommendation on channel choices. You can ask for more than one audience.

You can also use the data yourself in the Media Insights app in NØRR3 Marketing Engine. The study is the data, and the app is a licensed way to use it. Once it is set up, you use your licensed app on your own or with NØRR3 specialists. Results from each research wave appear in one view, so the change shows from one wave to the next.

02

What the data contains

There are about 90 questions, and an audience can be narrowed by 20 background variables such as age, region, municipality, education, income, occupation and household.* Not every question is asked in every wave.

The questions cover media use by channel and media owner, the rhythm of media use on weekdays and holidays, places and out of home, attitudes to advertising and ad blocking, brand relationship, personal finances and major planned purchases, and interests.

03

One dataset, three uses

NØRR3 Media Insights is the shared evidence base for the whole process. The first use is the audience and the strategy: who the buyers are and what they think of brands. The second is the media plan: what the audience follows, where and at what time of day. The third is the creative brief for the advertising agency: the audience's media use, interests and attitudes, before ideas are developed.

By interests and attitudes we mean what the data actually asks: interests, brands close to the heart, attitudes to advertising and influencers, the outlook for personal finances, major planned purchases and the rhythm of media use. The data does not measure values or personality.

04

Your own question in the waves

By agreement, you can add your own question to the data, asked in every wave. It can be brand relationship on the same five-point scale used for the brands on the list. Then you see from one wave to the next how awareness, interest and use of your brand change.

Your own question also opens up the media profile of interested non-users: which media are followed by people who know the brand and are interested in it but do not use it yet. The Research page explains the steps of the funnel and how to read them.

05

What the figures tell you and what they do not

Every figure comes with a percentage, a number of people, its n and its margin of error. About 18 000 respondents is the total across all waves, not the sample for any single question. The narrower the cut, the smaller the n, so we check the sample of every cut before a figure is used.

Reach is shown as weekly, daily and net reach, and reach that is open to advertising is shown separately. For example, 60.2 %** of 18 to 74-year-olds, about 2 379 000 people, watch Yle's TV channels at least weekly. Those channels carry no advertising, so they add no reach that is open to advertising.

The data shows what people say they use and do. It is not measured viewing or sales, so we read it alongside actual campaign results. Norstat runs the fieldwork.***

* NØRR3 Media Insights, Norstat panel, waves 1 and 3–9 (02/2023–08/2026), 18 069 respondents in total. Waves 1–7: aged 15 to 74, waves 8–9: aged 18 to 74. Most recent wave 9, August 2026, n = 2 022. About 90 questions and 20 background variables. ** NØRR3 Media Insights, Norstat panel, wave 9, August 2026, n = 2 022, aged 18 to 74, margin of error ±2.1 percentage points. Traditional TV viewing at least weekly. *** Norstat Finland is certified to ISO 20252:2019, the international quality standard for market, opinion and social research (norstat.co, 09/2026).