The channel that gets_people moving

01

When TV pays off

TV pays off when a campaign has to reach a broad audience quickly, when the message benefits from moving image and sound, or when a launch needs a visible start. TV can build the brand, but it can also announce an offer or a topical campaign. The length and content of the spot are chosen by the campaign's job.

TV's weight is decided in the media plan, once the media strategy has set the channels' jobs. The buying decision depends on commercial reach in the audience, the coverage and frequency needed, and the cost.

02

Reach by age

TV's reach depends on age. 87 %* of 60 to 74-year-olds say they watch commercial TV channels at least weekly, against 44 % of 18 to 29-year-olds. If the audience is young, TV needs online video or other channels alongside it that reach that age group.

Evening is still TV's time: 69 %* say they typically watch traditional TV on weekdays between 18 and 24.

03

What viewers say they did

15.3 %* of Finns, about 606 000 people, say they visited a website or a store because of a TV ad in the past three months, and 9.3 % say they bought something. These are self-reported answers, not measured sales. They still show that TV's job is not limited to awareness.

04

Linear TV and streaming

On linear TV the ad is bought into a programme environment and an airtime, and the buy is planned around when the audience watches. On streaming services the ad is shown with each viewing, and buying works more like online video. Some viewers use ad-free subscriptions, so streaming reach is assessed separately.

A linear broadcast does not guarantee that every viewer watches the ad to the end. So frequency is sized to the objective, and the result is assessed from the coverage and frequency delivered.

05

The spot, versions and the buy

We choose programme environments and airtimes by where and when the audience watches, and negotiate the buy with the broadcasters. Reach and frequency are tracked during the campaign. We also agree how TV and online video share the work, as online video can add coverage in younger age groups.

The spot idea usually comes from the advertising agency. When the spot is needed in different lengths, the DCO & Templates app in NØRR3 Marketing Engine produces them from the approved spot in supported formats. The versions are checked before they air.

* NØRR3 Media Insights, Norstat panel, August 2026, n = 2 022, aged 18 to 74, margin of error ±1.3–2.1 percentage points. Age groups: 18 to 29-year-olds n = 400 (±4.9 percentage points), 60 to 74-year-olds n = 559 (±2.8 percentage points). Commercial TV channels = traditional viewing, excluding Yle. Advertising effect = the respondent's own report for the past three months.