Updated: 9.5.2012
ShareOperating environment
Consumer media
Magazines
Number 1 in the Netherlands:
- 30% of net sales from advertising, 60% from circulation
- 40% market share of the EUR 190 million consumer magazines advertising market
- 25% market share of the 490 million sold copies' readers' market
- reaching some 70% of the Dutch population with its portfolio of some 75 magazines
- other key players: Telegraaf Media Groep, Audax and Grüner+Jahr
Number 1 in Belgium:
- 25% of net sales from advertising, 60% from circulation
- 30% market share of the EUR 280 million advertising market
- 40% market share of the EUR 350 million readers' market
- reaching over 50% of the Belgians with its portfolio of 25 magazines
- other key players: De Persgroep Publishing, Roularta Media Group and Editions Cinè Revue
Number 1 in Finland:
- 15% of net sales from advertising, 70% from circulation
- 20% market share of the EUR 120 million advertising market
- 25% market share of the single copy readers' market
- reaching 60% of the Finns with its portfolio of over 50 magazines
- other key players: Yhtyneet Kuvalehdet, A-lehdet, Talentum Media and Aller Julkaisut
Number 1 in Russia:
- 70% of net sales from advertising, 20% from circulation
- 15% market share of the EUR 320 million advertising market
- 5% market share of the EUR 330 million readers' market
- reaching 7% of the Russians with its portfolio of around 25 publications
- other key players: Lagardère, Condé Nast and Hubert Burda Media
Number 1 in Hungary:
- 30% of net sales from advertising, 60% from circulation
- 20% market share of the EUR 100 million advertising market
- 25% market share of the EUR 150 million readers' market
- reaching 60% of the Hungarian population with its portfolio of over 20 magazines
- other key players: Ringier/Axel Springer, Bauer and Marquard
Sanoma is also the leading magazine publisher in Romania and Bulgaria. In addition, it has operations in the Czech Republic, Slovenia, Croatia, Serbia and Ukraine.
Newspapers
Sanoma News publishes national and regional newspapers in Finland and has about one-third of the Finnish print advertising market of some EUR 600 million.
Sanoma News' print and online portfolio reaches 70% of all Finns and 93% of people in Southern Finland. Thanks to the successful online services, Sanoma News has highest overall reach, over 80%, of 20–29-year old people. The print products have the highest reach in the age group of 50–59 year old.
Other key players in the market include Alma Media (news, classifieds), Talentum (classifieds), Schibsted (online services) and Bonnier (online services, advertising).
Digital media
- In the Netherlands, the portfolio of some 120 services reaches almost 80% of the Dutch online population. Sanoma Digital The Netherlands' sites are viewed by some 8.4 million unique visitors weekly. Online advertising sales represent more than 50% of our Dutch advertising sales.
- The around 30 Hungarian digital services reach some 80% of the internet users in Hungary.
- The Bulgarian digital portfolio reaches nearly 80% of the Bulgarian online population, i.e. some 40% of Bulgarians.
- In Finland, Sanoma's websites and portals are together the leading online advertising operator. Sanoma also operates the leading online casual gaming services in Finland.
Other key players in Central Europe include Google, Grüner+Jahr, Lagardère, Hubert Burda Media, Bauer and Axel Springer. In Finland, other key players in the online services market include Schibsted and Bonnier.
Radio and television
In Finland:
- Nelonen Media is the no 2 operator and has about one-third of the Finnish TV advertising market, which totals around EUR 240 million.
- Radio advertising in Finland amounts to some EUR 40 million and Nelonen Media's two radio channels command nearly 15% market share.
Nelonen Media's commercial market share (March 2012)
Nelonen Media's commercial viewing shares (Finnpanel, April 2012; of 10+ population and 10–44 population for the prime time slot between 6 pm and 11 pm)
Key players in the Finnish TV broadcasting are MTV Media, owned by Bonnier and the Finnish Broadcasting Company YLE, which does not have advertising in its channels.
In the Netherlands:
- In the Netherlands, SBS is the number 2 in the TV advertising market.
- Sanoma and Talpa Media will obtain TV channels SBS 6, NET5 and Veronica (27% of the TV advertising market).
In Belgium:
- In Belgium, SBS operates in the Dutch-speaking market, where it is the number 2 commercial TV player.
- SBS Belgium includes TV channels VT 4 and VIJFTV with a 27% share of the Flanders TV advertising market.
