Sanoma’s survey: Finns spend more spontaneously in summer

Sanoma’s survey: More than half of Finns spend money more spontaneously in summer than other times of year

A quarter of Finns listen to the radio more during the summer, according to the Summer of Audio 2025 (Audion kesä 2025) survey.

The most popular ways for Finns to spend the summer are staying at home, going to their summer cottages and travelling domestically. July firmly holds its place as the most popular summer holiday month. 

People spend more money during the summer than usual, and more than half of Finns consume more spontaneously than in other seasons. Spending increases, especially in restaurants and cafes, at events, and when travelling. 

People also make larger purchases during the summer. The most commonly considered purchase is a car. 

Rental services are also preferred during the summer. Fifteen per cent of respondents are considering renting a summer cottage. 

Consumers feel that advertising offers good tips for summer activities, products and services. 

Tip! You can also purchase Sanoma radio channels regionally and target your message where it’s most needed.

You can also reach Finnish holidaymakers through the radio

Radio is the ultimate summertime medium. A quarter of Finns listen to the radio more during summertime. Good music is part of summer, and car trips pass enjoyably when listening to the radio. The radio is also a common companion at summer cottages and holiday homes. 

Tip! Use radio to reach your target audience efficiently in the outbound and return traffic of Midsummer week.

Finns also remain loyal to their favourite radio channels during the summer and rarely switch channels. 

Radio and podcasts are a powerful pair for summer marketing

Podcasts are starting to become mainstream. Already, 41% of Finns and 65% of people under the age of 30 listen to podcasts. There are listeners of all ages – and listening increases during the summer. The most popular podcast topics are humour, news and current affairs, and finance and investing. Podcast listeners also increase their radio listening during the summer, so radio and podcasts are a particularly effective pair for summer marketing. 

Audio articles are a convenient new way to consume news media content. Listening to them has increased, and a large share of current audio article listeners expect to increase their consumption during the summer.

Be seen at festivals and influence brand image

Festivals are part of summer. In the summer of 2025, more than a quarter of Finns aged 18–69 plan to go to concerts and music festivals. Young people are particularly active festivalgoers. Festivalgoers say that event visibility has a positive impact on brand image – so it’s a good idea to be there!

Tip! Offer experiences to Finns through engaging radio competitions and leverage the power of content collaboration.

Did you get interested in audio advertising or would you like to hear more about Finns' consumption intentions in the summer?

The Summer of Audio 2025 survey was carried out in Sanoma’s Suomitutka panel from 7 to 12 March. The survey explored Finnish holiday plans, consumption behaviour and changes in media consumption during the summer compared to other seasons. The target group of the survey was 18–69-year-olds (n=552).