66.2 % of Finns aged 18–74 listen to commercial radio at least weekly, about 2.62 million people. The minimum budget for a national radio campaign is about €5 000 a week, and we recommend a weekly budget of €10 000 or more. The price actually paid is usually below list price, because discounts are negotiated on list prices. The figures come from NØRR3 Media Insights, August 2026, and from the media owners' public 2026 price lists.
Many marketers consider radio, but few know how to price it. We put together how many Finns listen to radio, which stations reach the most people and what radio advertising costs. At the end there are example calculations of what a €5 000 and a €10 000 radio week buys.
How many Finns listen to the radio?
74.6 % of Finns aged 18–74 listen to the radio at least weekly, about 2.95 million people, and 40.5 % listen daily. Commercial stations reach 66.2 % weekly and 30.4 % daily, so almost one in three Finns hears commercial radio every day.
| Company | Weekly | People |
|---|---|---|
| Bauer Media | 53.1 % | 2 099 000 |
| Sanoma | 48.4 % | 1 911 000 |
| Yle | 33.9 % | 1 341 000 |
| POPfm | 10.5 % | 416 000 |
| Other stations | 8.2 % | 325 000 |
| Radio total | 74.6 % | 2 950 000 |
Source: NØRR3 Media Insights 08/2026 · Panel data Norstat · n = 2 022 · margin of error ±1.2–2.2 pp. Yle's stations carry no ads.
Bauer Media's and Sanoma's stations each reach about half of Finns in a week. Among 25–54-year-olds the order flips: 53.2 % listen to Sanoma's stations and 51.9 % to Bauer's (n = 1 086, ±3.0 pp).
Most listened-to radio stations in 2026
The most listened-to commercial station is Radio Suomipop, with 24.1 % of 18–74-year-olds listening weekly. Next come Radio Nova (22.1 %) and Radio Rock (17.9 %).
| Station | 18–74 | People | 25–54 |
|---|---|---|---|
| Radio Suomipop | 24.1 % | 954 000 | 25.6 % |
| Radio Nova | 22.1 % | 873 000 | 20.1 % |
| Radio Rock | 17.9 % | 709 000 | 22.3 % |
| Iskelmä | 15.6 % | 616 000 | 12.1 % |
| HitMix | 13.7 % | 542 000 | 18.5 % |
| Aito Iskelmä | 12.7 % | 503 000 | 9.3 % |
| NRJ | 12.0 % | 475 000 | 14.9 % |
| Radio Nostalgia | 11.9 % | 471 000 | 7.5 % |
| Radio City | 11.4 % | 451 000 | 14.1 % |
| Loop | 11.0 % | 436 000 | 14.1 % |
| Kasari | 11.0 % | 435 000 | 10.1 % |
| SuomiRock | 10.8 % | 427 000 | 12.1 % |
| POPfm | 10.5 % | 416 000 | 13.4 % |
| Commercial radio total | 66.2 % | 2 615 000 | 67.7 % |
Source: NØRR3 Media Insights 08/2026 · Panel data Norstat · aged 18–74 n = 2 022 (±1.3–2.1 pp), aged 25–54 n = 1 086 (±1.5–2.8 pp).
The choice of station changes the audience. Radio Rock and HitMix are relatively stronger among 25–54-year-olds than in the population as a whole, while a larger share of Iskelmä's and Radio Nostalgia's listeners fall outside the 25–54 age group.
Radio listening by age
45–59-year-olds listen to commercial radio the most, 72.9 % weekly. 55.9 % of under-30s listen weekly, so radio still reaches more than half of young adults.
| Age group | Weekly | Daily | People per week |
|---|---|---|---|
| 18–29 | 55.9 % | 20.0 % | 442 000 |
| 30–44 | 68.9 % | 29.0 % | 784 000 |
| 45–59 | 72.9 % | 39.1 % | 733 000 |
| 60–74 | 64.4 % | 31.2 % | 656 000 |
| 18–74 total | 66.2 % | 30.4 % | 2 615 000 |
Source: NØRR3 Media Insights 08/2026 · Panel data Norstat · n = 2 022, 400–559 per age group · margin of error ±3.7–4.9 pp. Yle's stations excluded.
Podcasts and digital audio
Podcasts are listened to most on Spotify (16.0 % weekly), YouTube (12.5 %) and Yle Areena (11.9 %). Advertising in podcasts and online radio can be bought from these services:
- Spotify: ads in podcasts, which also reach Premium subscribers, and in the free tier's music (14.8 % weekly). Bought self-serve in Spotify Ads Manager or through Spotify's sales team.
- YouTube: ads around podcasts and music, bought through Google Ads.
- Sanoma: Supla (podcasts 3.5 %, online radio 3.7 % weekly) and Sanoma's audio network.
- Bauer Media: Radioplay's online radio and podcasts, and the audioXi network, which includes Rayo, SoundCloud and TuneIn among others. AudioXi can also be bought programmatically.
- Podspace: a Nordic podcast platform and ad network that sells ads in Finnish and Swedish podcasts.
Digital audio list prices are about €23–25 per thousand ad plays (Sanoma and Bauer Media 2026, 30-second ad). The subscription services Podimo and Podme, and Yle Areena, do not sell advertising.
Sources: NØRR3 Media Insights 08/2026 · Panel data Norstat · n = 2 022 · ±0.8–1.6 pp · Bauer Media, programmatic buying · Podspace Ads, read 9 November 2026.
What does radio advertising cost in 2026?
Radio advertising is bought in three ways. In contact buying you pay for listener contacts in the target group, priced per thousand contacts (CPT) or per rating point (CPP, price per TRP). In spot buying you pay for each ad aired. In station or block buying the ad is placed on chosen stations and times of day.
| Product | Target group | List price |
|---|---|---|
| Sanoma, national package (8 stations) | 25–54 | approx. €140 / TRP · approx. €6.7 / 1 000 contacts |
| Sanoma, single station | 25–54 | approx. €8–12 / 1 000 contacts |
| Bauer Media, FM contact buying 24 h | 9+ | approx. €3.9 / 1 000 contacts |
| Bauer Media, FM contact buying 6 am to 9 pm | 9+ | approx. €4.0 / 1 000 contacts |
| Sanoma, regional radio, one spot on every station in the region | regional listeners | approx. €55–130 depending on region |
| Seasonal index | Sanoma 90–115 by week, applied to the list price | |
Sources: Sanoma, national radio advertising 2026 and regional radio advertising 2026 · Bauer Media, general terms of sale, read 3 November 2026. Prices rounded.
The prices are not directly comparable. Sanoma's price is for contacts among 25–54-year-olds, Bauer's for everyone aged 9 and over, and a narrower target group always costs more per thousand contacts. Ad length also changes the price: at Sanoma a 15-second ad costs 0.7 times and a 60-second ad 2.0 times the 30-second price.
Example calculations: what does a radio week buy?
The minimum budget for a national radio campaign is about €5 000 a week, and we recommend a weekly budget of €10 000 or more. In NØRR3's campaigns radio is usually bought as a floating package, in which the ads are spread across the package's stations and times of day. We calculated what these budgets buy from Sanoma's national package at list prices. The figures are media costs and do not include producing the ad.
| Weekly budget | TRP | Contacts | Reach | Frequency |
|---|---|---|---|---|
| €5 000 (minimum) | approx. 35 | approx. 750 000 | approx. 9 % (200 000) | approx. 3.8 |
| €10 000 (recommended) | approx. 70 | approx. 1.5 million | approx. 17 % (360 000) | approx. 4.1 |
| Difference when the budget doubles | 2.0× | 2.0× | 1.8× | +0.3 |
Calculations: NØRR3, from Sanoma's public 2026 list price. TRP = weekly budget / approx. €140. Among 25–54-year-olds one TRP is about 21 000 contacts (1 % of the target group of 2 127 000). Reach is NØRR3's estimate, based on commercial radio's weekly reach among 25–54-year-olds (67.7 %, Media Insights 08/2026) and a radio reach curve. Frequency = TRP / share reached, i.e. how many times a listener reached hears the ad during the week on average.
We recommend at least three exposures a week for radio, especially when the ads float across several stations in a package. In both examples frequency is above three. The seasonal index changes the figures: in peak weeks (index 110–115) the same budget buys about 9–13 % fewer TRPs, and in quiet weeks (index 90) about 11 % more.
The table uses list prices. In our own radio campaigns, more contacts have usually built up than planned, so the same budget buys more TRPs in practice and reaches more listeners.
What this means for marketing
Radio reaches two in three Finns every week, and it reaches 30–59-year-olds best. The choice of station and company decides who hears the ad, so radio advertising planning should start from the target group rather than a list of stations.
Radio rarely works alone. It adds frequency and reach when it runs alongside channels where an interested listener can find out more or buy. Radio's share is decided in the media plan, just as we did when comparing TV and video in 2026.
Media Insights is NØRR3's own media study. Its figures are survey-based and describe a typical week. The official radio audience measurement in Finland is Finnpanel's National Radio Survey, and its figures differ from ours because the method and population differ.
FAQ
How much does a radio ad cost in Finland?
The minimum budget for a national radio campaign is about €5 000 a week, and we recommend €10 000 a week or more. At list prices €10 000 buys about 70 TRPs among 25–54-year-olds. At negotiated prices the same budget buys more.
What is the most listened-to radio station in Finland?
Among commercial stations it is Radio Suomipop, with 24.1 % of 18–74-year-olds listening weekly, about 954 000 people. Next come Radio Nova (22.1 %) and Radio Rock (17.9 %).
How many Finns listen to the radio?
74.6 % of Finns aged 18–74 listen to the radio weekly and 40.5 % daily. 66.2 % listen to commercial radio weekly, about 2.62 million people.
Does radio reach young people?
Yes. 55.9 % of 18–29-year-olds listen to commercial radio weekly and 20.0 % daily.
What does TRP mean in radio advertising?
A target rating point (TRP) relates contacts to the size of the target group: one TRP equals as many contacts as 1 % of the target group. TRPs divided by the share reached give the average frequency: 70 TRPs and 17 % reach mean that a listener hears the ad about four times on average.
Shall we plan a radio campaign for your audience?
We work out which stations reach your target group and what the campaign costs at the prices actually paid.
About the author
Anton Kallio, Senior Marketing Specialist, Partner, NØRR3
Anton has eight years of experience in media agencies, the media sector and startups. As a professional in broadcast media and multichannel advertising, he is responsible for video and audio ad planning as well as media planning at NØRR3.
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