Finns enjoy stirring TV phenomena – quality advertising can enhance the experience

The rise of streaming has not put an end to big TV sensations – it has merely changed the way we engage with them. Finns are a versatile people that enjoys the escapism offered by high-quality TV. At its best, creative advertising adds to the story and emotions of the content. 

There is no one way to describe the Finnish TV viewer. As such, the best method for a broadcaster to secure widespread attention is to build a varied programme selection. 

Still, two genres are sure to find their viewers time after time: music-based entertainment and reality TV starring celebrities. 

“For us Finns as a Nordic people, TV has always been a doorway to other worlds. It’s a place of escapism,” says Mirko Baas, Head of Domestic Content at Nelonen Media. 

In decades past, we used to gather around the TV together, at the same time, to catch the latest hit. Today, the hits are still being watched, only at a moment that best suits each viewer. This allows the shows to find new audiences and grow further. 

“Big TV phenomena are still the foundation of everything we do,” Baas says. “While linear TV competes with everything else – other channels, dinner, friends, sauna slots, hobbies – VOD allows the viewer to find a distraction-free time and truly tune in to the show. They are much more present that way.” 

Nelonen Media’s spring 2026 – favourites and new sensations 

• The Voice of Finland returns for a fifteenth anniversary season and introduces Jenni Vartiainen, one of Finland’s most beloved pop queens, as a new coach. 
• Petolliset (The Traitors) has grown into a bigger phenomenon with each new season. ”I have watched this spring’s season and can tell you it’s amazing and very different compared to the past ones,” Mirko Baas reveals. 
• Erikoisjoukot, based on the British format SAS: Who Dares Wins, was the most popular TV show in Finland in 2025. The reality show returns in spring 2026 with new competitors and challenges. 
• Hildur, a Finnish–Icelandic drama series based on Satu Rämö’s bestselling book series, premieres on Nelonen and Ruutu in late January. The books have sold over 1 million copies in Finland, and the new series is one of Nelonen Media’s biggest drama acquisitions to date.

Read more on the spring 2026 line-up! 

From spots to sponsorships, there are many ways to evoke emotions

Behind the scenes, preparations for the next spring or autumn begin right as the results from the previous one come in. The last programme acquisitions are made four to five months before showtime. This means that advertisers, too, should enter the conversation in good time. 

“With sponsorships, a year in advance is ideal. The earlier we hear from you, the better we can work together with the production company, writers and directors to incorporate your brand into the show,” says Baas.

At its best, brand placement enriches the content. Baas gives an example: Back in 2022, Selviytyjät (Survivor) teamed up with Burger King to offer burgers as a reward to the competitors. After two weeks in the jungle, the competitors’ reactions to the burgers were invaluable.

“The sheer joy as they cried over the Whoppers! You don’t get that sort of emotion even if you hire actors,” Baas reminisces. 

Discover the best TV advertising solution for you, from spots to sponsorships – or book your next ad production with Sanoma Content Studio! 

Building a TV sensation is hard work

There’s much more to TV than broadcasting content: rights and contracts, scheduling, marketing, PR and media, recommendations on Ruutu – the list goes on. Baas applauds Nelonen Media’s fantastic professionals who do their best for each show, gauge the mood of TV viewers and stay in touch with the most popular performers.

“It takes a lot of work to build a sensation and make a show come to life. The creative work requires and deserves time.”

But how do you recognise a hit? No one really knows, says Baas – otherwise, we would get nothing but.

“That’s the charm of this industry, you never know. You simply do your homework as well as you can and estimate which shows have the best chance for success.”

Take Erikoisjoukot, for example. The army-style show hits home with Finns, many of whom have personal experience of military service. The timing is spot-on, too: interest in defence and survival skills has increased in the past few years.

With that and many other potential hits on the menu, what does Mirko Baas most anticipate from spring 2026?

“I’m looking forward to reaching every single Finnish TV viewer with our diverse line-up.”

Read more: Sanoma Total TV’s weekly reach has increased among young adults