Sanoma Total TV's weekly reach has increased among young adults
This autumn, 25-44 year olds have been enjoying Sanoma's TV content. The target group has spent 25% more time on Ruutu (VOD service) than last autumn (weeks 38-43 in 2025 vs. weeks 38-43 in 2024). Their favourite programmes are Erikoisjoukot (Special Forces), Vain Elämää (music show Just Life), The Box Suomi (The Box Finland), Selviytyjät Suomi (Surivors Finland) and Petolliset (The Traitorous).
More and more 25-44 year olds are watching content directly from Ruutu. 45% of Sanoma's programming is watched on Ruutu, compared to 35% last autumn. The Erikoisjoukot, Selviytyjät Suomi and Petolliset are watched by well over half of the 25-44 age group on Ruutu.
Autumn 2025 vs. Autumn 2024, Sanoma Total TV
Most watched programmes, 25-44 year olds
Source: Finnpanel Oy, Total TV survey, AdEdge VOD, 15.9.-26.10.2025 and 16.9.-27.10.2024. Most watched programmes in the A25-44 target group. Listed only the most watched episode by programme title. A programme episode includes all shows in the time period. Nelonen, Jim, Liv, Hero and Ruutu and Ruutu+
Autumn 2025 vs Autumn 2024, Ruutu
Most watched programmes, 25-44 age group
Source: Finnpanel Oy, Total TV survey, AdEdge VOD, 15.9.-26.10.2025 and 16.9.-27.10.2024. Most watched programmes in the A25-44 target group. Listed only the most watched episode by programme title. Square and Square+
Autumn 2025 vs. Autumn 2024, Sanoma Total TV
Sanoma Total TV weekly viewing figures, 25-44 year olds
Source: Finnpanel Oy, Total TV survey, AdEdge VOD, 15.9.-26.10.2025 and 16.9.-27.10.2024, target group A25-44. SANOMA TV = Nelonen, Liv, Jim, Hero. Ruutu/ IS news videos = Ruutu/Ruutu+ and IS news videos.
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