MediaAuditFinland Oy is a JIC (Joint Industry Committee) company owned by Finnish publishers, advertisers, and agencies. MAF was founded originally in 1956 to conduct circulation audits in a transparent manner to the advertising market. Since 1972 the main task for MAF has been managing and reporting of the National Readership Survey (NRS). NRS is the official media currency for print media, also in digital formats, for the Finnish publishers, media agencies and advertisers. Our purpose is to produce valid and trustworthy data of readership in a transparent and impartial way.
We still do circulation audits for a handful of newspaper and magazines and publish the yearly results. Also, fair audits are conducted yearly for appx. 60 fairs or events according to UFI principles. For fair audits MAF co-operates with the Finnish Fair Association.
For the Finnish Internet Audience Measurement (FIAM www.fiam.fi) owned by Media Metrics Finland, MAF handles the governance and customer relations. Together with an outside consultant (8-bit -sheep) we also take care of the communication and new business for FIAM.
For last three years MAF has worked as operational partner for Finnish Outdoor Impact, handling the research updates for CAFAS and offering training for media agencies. Since 2021 MAF has been, on behalf of Clear Channel and JC Decaux, leading the tender process for a new media measurement system for Finnish Out-Of-Home -media as research consultant. The process being still in progress.