Five reasons Helsingin Sanomat is the leading media choice in Finland

February 25, 2022

Introduction:

Ads appearing in news brands are increasingly perceived as trustworthy and high quality by readers. According to IPA databank study 2021, campaigns using news brands are 74% more likely to deliver market share growth and 58% more likely to deliver profit.

This is true for Finland as a market because Finns consume a lot of content, primarily through national channels.

The Finnish audience share a few common traits, such as the tendency to explore issues from various perspectives, research, gather information, and make comparisons multiple times before making a purchase decision.

That said, the way to Finnish hearts is through national media — Helsingin Sanomat in particular.

We put together five reasons Helsingin Sanomat is the leading media choice when you plan to grow your business in Finland through advertising.

1. Helsingin Sanomat reaches 18% of the Finnish population with purchasing power every morning.

Helsingin Sanomat provides advertisers with a reliable media environment across print and digital that reaches more than one million consumers with high purchasing power in a single day.

Let’s put this in perspective:

The United States of America has a population of 330 million people. On the other hand, the New York Times has an average readership of 8,4 million people each day. That figure is equivalent to 2,54% of the total market.

Despite Finland’s smaller population of 5,5 million people, Helsingin Sanomat has an average daily readership of over a million people. Thus making up for 18% of the total market in Finland.

2. It is the only subscription national newspaper and has a growing base of over 400,000 subscribers

Helsingin Sanomat is the only national subscription newspaper in the country. Reuter’s Institute’s latest study reveals that 20% of the Finnish population subscribes to a news publication — in which 48% of the above subscribe to Helsingin Sanomat.

On top of that, the print edition reaches readers early in the day before they make any daily purchase decisions. Thus allowing advertisers to make an influence in the readers’ decision-making process.

3. A multiplatform with over 2 million mobile visitors per month

Finns spend an average of 8 hours a day on different media. While paper editions are read primarily in the morning, Finns spend the rest of the day consuming content on other platforms.

To fulfill their thirst for gathering information, Helsingin Sanomat has a multiplatform that reaches its readers via different devices around the clock — including repeated advertising messages across various channels.

For example, Helsingin Sanomat reaches a total of:

Over 2 million monthly unique visitors on mobile;
1,601,000 monthly unique visitors on desktop; and
Over 380,000 monthly unique visitors on the tablet.

4. The place to be: Helsingin Sanomat’s front page has always been an ad

Helsingin Sanomat allocates its front page as an advertising space instead of a cover story — a one of its kind approach.

Being on the front page of Helsingin Sanomat means:

Ads reach a large audience first thing in the morning before they make any purchase decisions; and
Ads are delivered to the readers’ doorstep and across multiple digital channels.

The front page cover story is the driving force behind newspaper sales for most print media. Helsingin Sanomat’s readership subscription model eliminates the need to compete for sales based on content attractiveness.

5. Helsingin Sanomat has a nationwide brand trust score of 81%

As mentioned before, a study has shown that campaigns using news brands are 74% more likely to deliver market share growth and 58% more likely to deliver profit.

Helsingin Sanomat has been a pioneer in quality journalism since 1889 and is a much-anticipated friend in the morning. It is a highly trusted media source with a close relationship with its readers nationwide.

Our research data shows that approximately 64% of Helsingin Sanomat readers displayed a positive attitude towards advertising as they find it beneficial for them.

Final thoughts: the Finnish audience loves Helsingin Sanomat. It’s your gateway to their hearts.

To sum it up, Helsingin Sanomat is the leading media choice when growing your business through advertising for five reasons:

Helsingin Sanomat reaches 18% of the Finnish population with purchasing power every morning.
It is the only subscription national newspaper and has a growing base of over 400,000 subscribers.
A multiplatform with over 2 million mobile visitors per month.
Helsingin Sanomat’s front page carries a full-page ad. It’s the first thing the readers see.
Helsingin Sanomat has a nationwide brand trust score of 81%.

Do it right: choose the channels that best reach your audience.

Book time with sales

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TV and video advertising in 2025 – major trends to tap into

31 Oct, 2024

The world around us steers our consumption to an ever more digital direction, and TV and video advertising needs to stay on top of the changes. What are the trends to look out for and opportunities to seize in 2025? Video Commercial Manager Tuomo Sinkkonen from Sanoma brings you the biggest talking points on the table right now to help you make informed decisions about your advertising next year. Total TV places content above device In the past, we watched TV. Today, it’s the content that matters, and the device we use to watch it is increasingly irrelevant. “It’s about the viewer’s freedom to choose. Even in Finland, where traditional TV remains popular, it’s the show we concentrate on instead of the device or channel it runs on,” says Sinkkonen. The goal of Sanoma’s programme acquisitions has, for some years now, been to reach viewers not only through linear TV but also on streaming platforms. This means choosing more programmes that, instead of depending on a specific moment, can be watched whenever. Erikoisjoukot, one of the most popular programmes on TV channel Nelonen last spring, got a considerable amount of its views from streaming service Ruutu. “There is a time and place for big live phenomena, but overall, we try to create a selection of programmes that can be watched throughout the week,” Sinkkonen illustrates. Measure your campaign’s success accurately across platforms In 2025, the fall of device-specific TV viewing will finally also be reflected in the way advertising campaigns are measured. Instead of having to combine metrics from different platforms and make estimates of overall numbers, SpotOn technology gives us accurate data on the actual reach of a campaign across platforms. “We are entering a time where independence from specific devices is not just talk anymore, but a reality that can be measured. Next year, Sanoma will be sharing a lot of observations about measuring the reach of TV and Ruutu together”, Sinkkonen promises. News media challenge social media in the race for video advertising Social media tends to snatch a significant portion of marketing budgets – but this isn’t the only way to success or even the best one, claims Tuomo Sinkkonen. News sites work very much like a social media feed: we scroll through, find things we are interested in, and are given ads to look at. However, we tend to scroll a news site a whopping 31 per cent slower , which makes it far likelier for us to see a video ad all the way through. “My months-long analysis of digital news sites based on different data points shows that digital news media are a much more opportune environment for video advertising compared to social media. I’d be glad to see this reflected in the way marketing budgets are distributed,” says Sinkkonen. Extra tips to stand out with your TV and video advertising in 2025 Choose your platform to fit both the marketing goals and the creative production . In addition to your objectives, the material you have on hand determines the best platform to use. Video material that works in social media is often a good fit for a news media, too, while TV or streaming platforms call for a more traditional story arc. Go beyond the obvious when it comes to advertising on TV . An ad break has a dozen ads to get lost in, but with branded content within a show, you have the viewers’ full attention. Don’t get stuck on scripting only spot ads – think bigger! “I’d love to see new and brilliant ideas within programme co-operations and how brands can be part of the programme content itself. I don’t think we’re anywhere close to the limit of the creative potential here,” Sinkkonen says. Turn to a partner to stay on board the changes . Media companies have the responsibility to keep the fast-changing world of digital advertising accessible to advertisers. “It’s unreasonable to think that an individual advertiser should be able to grasp everything that’s going on. It’s up to us to help you navigate the new possibilities and best practices,” Sinkkonen concludes. Ready to plan a successful year of advertising? Contact us!

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