Here are Petri’s comments on media advertising in May. 
According to statistics published by Fifty5Blue (formerly Kantar), the volume of media advertising in Finland fell by a moderate 2% from the comparison period in May. Thus, the rate of decline in media advertising returned to a somewhat typical level after April’s knockout blow (-15%). Cumulatively, the market has declined by 6% during the current year compared to the corresponding period last year.
According to our calculations, based on the latest published annual figures (2025), media advertising accounted for approximately 15% of Sanoma’s and about 17% of Alma Media’s revenue. For Keskisuomalainen, the figure is significantly higher, as media advertising covered 33% of the company’s revenue (2025).