Sanoma Total TV's weekly reach has increased among young adults
25–44-year-olds enjoyed Sanoma's TV content in autumn 2025. The target group spent 25% more time on Ruutu compared to the previous autumn (weeks 38–43 in 2025 vs. weeks 38–43 in 2024). Their favourite programmes were Erikoisjoukot (based on SAS: Who Dares Wins), the music show Vain elämää, The Box Suomi, Selviytyjät Suomi (Survivor) and Petolliset (The Traitors).
25–44-year-olds are increasingly consuming content directly on Ruutu. 45% of Sanoma's programming is viewed on Ruutu, compared to 35% the previous autumn. Ruutu accounts for well over half of the views of Erikoisjoukot, Selviytyjät Suomi and Petolliset in the 25-44 age group.
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. The list presents only the most-watched episode of each programme title, including all screenings in the time period. Nelonen, Jim, Liv, Hero as well as 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. The list presents only the most-watched episode of each programme title. Ruutu and Ruutu+
Autumn 2025 vs. Autumn 2024, Sanoma Total TV
Weekly reach of Sanoma Total TV, 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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