The channel that gets
15.3 %* of Finns, about 606 000 people*, visited a website or a store because of a television ad in the past three months. For an advertiser that means one message moving people across the whole country at the same time.
01
When television works
Television works when awareness has to be built quickly and broadly. It suits launches and seasonal peaks, where the same message must reach the whole target group in a short time. The channel does not stop at visibility: 9.3 %* of Finns, about 367 000 people*, say they bought something because of a television ad in the past three months. We plan, build and optimise the mix that fits the objective at hand, and we size it precisely.
02
A few lessons from the channel
When a new brand launches, broad media are the engine of growth and digital amplifies them. Better cost efficiency in digital does not replace lost reach. Reach is the wrong place to save first. Linear television spills well outside the target group that was bought, and that spill can multiply the contacts a campaign delivers. In grocery it is a benefit rather than waste, so count it into the cost per contact. Incremental reach from streaming on top of linear is small. Justify streaming with attention and a younger profile, not with reach. In summer, film break identifiers replace the linear supply that is missing. Consumer response varies considerably between media, and the content of the message matters in relation to the objective. The split that works best is three blocks: hero messages, consideration messages and tactical messages. On television the hero message carries furthest, because a spot has room to finish the story.
03
How we work
People do the work: a strategist, a planner, a specialist and an analyst. We negotiate the deals and choose programme environments and break times by when the audience actually watches. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: spot versions in every length and the tracking of viewing figures. 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, August 2026, n = 2 022, aged 18 to 74.
Examples of what we do
- Media strategy and channel selection
- Linear television and streaming
- Deal negotiation and buying
- Programme environments and break times from viewing data
- Spot versions and lengths
- Reach and attention measurement
- Marketing Engine
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