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Outdoor advertising = BEST media choice for summer!

In Finland, advertisers are not fully capitalizing on the peak season for consumption and circulation, and during the summer months, advertising volumes decline across both the overall media market and outdoor advertising (Kantar).

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At the same time, the Finns:

... spend most time out and about

... consume more spontaneously

... make more impulse purchases

This represents a significant opportunity for advertisers:


1. Better effect, as Finns are more open and spontaneous
2. Higher reach, as people spend more time outdoors
3. Better share of voice, as other advertisers reduce their investments

Finns are effectively reached in summer:

In cities

A wide range of experiences, leisure activities, and services, combined with long daylight hours (up to 20 hours), keep cities vibrant around the clock throughout the summer.

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For example, light traffic in the Helsinki metropolitan area increases by +37 %*. (1

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On the roads

Driving is the most common mode of transport for Finns, and it increases even further during summer. (2

In July, 67% of all trips are made by car. (2

Road traffic in Finland increases by +8%, and two most important roads in Helsinki Metropolitan Area (Kehä I and III) +2%. (3

Shopping

Over 50% of Finns spend more spontaneously in summer than during other seasons. (4

Visitor numbers in shopping centres and stores remain just as high during summer as outside the holiday season. (5

While travelling

Nearly half feel that an overseas trip should be taken at least once during the summer. Passenger volumes increase by +13% at airports and +44% in ports. (6

Airports and ports offer high dwell times, which can boost campaign impact by up to 7x (7.

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1) Helsinki: Liikenteen automaattiset mittauslaitteet (LAM), 2) Traficomin tutkimuksia ja selvityksiä 3) Fintraffic, 4) Sanoma 2025, 5) Kauppakeskusten kävijädata, 6) Port of Helsinki & Helsinki Airport, verrattuna vuoden keskiarvoon