Audiences
About the audience
Kapital is Norways oldest business magazine. Since 2022, it has been published every Friday, with special editions covering both "business" and "pleasure." The magazine targets readers in the business world, reaching leaders with high decision-making authority and large networks. Kapital also appeals to so-called "young professionals." Readers are aged 25-55, have high incomes, and choose premium products when it comes to homes, cottages, and cars. Average age: 44 years (Population average: 46 years) Average personal annual income: NOK 854,000 (Population: NOK 631,000) Average household annual income: NOK 1,131,000 (Population: NOK 999,000) Source: Forbruker & Media 2025/1
Age
25–59years
1365+Gender split
- 73%
- Men
- 27%
- Women
Interests
Residence
Share of the audience · Kantar Gallup F&M 2025.1
- Greater Oslo45%
- Eastern Norway24%
- Western / southern Norway23%
- Mid- / northern Norway9%
Age
Share of the audience · Kantar Gallup F&M 2025.1
- under 30 years30%
- 30 - 44 years25%
- 60 years +23%
- 45 - 59 years22%
- 60 - 69 years15%
Level of education
Share of the audience · Kantar Gallup F&M 2025.1
- University54%
- High school33%
- Primary school10%
Personal annual income
Share of the audience · Kantar Gallup F&M 2025.1
- 750 000 - 999 000 NOK17%
- 1 000 000 - 1 499 000 NOK16%
- 1 500 000 + NOK11%
Household annual income
Share of the audience · Kantar Gallup F&M 2025.1
- 1 000 000 - 1 499 000 NOK25%
- 1 500 000 + NOK25%
- 750 000 - 999 000 NOK14%
The Decision-maker INDEX (100 = average norwegian population)
Index · 100 = average · Kantar Gallup F&M 2025.1
- Top manager / CEO284
- Middel manager207
- Supervisor202
The Opinionleader INDEX (100 = average norwegian population)
Index · 100 = average · Kantar Gallup F&M 2025.1
- Economy320
- Cars312
- Clothes and shoes239
- Health224
- Electronics222
Income INDEX (100 = average norwegian population)
Index · 100 = average · Kantar Gallup F&M 2025.1
- Personal annual income 1 500 000 + NOK360
- Household annual income 1 500 000+ NOK158