Audience Kapital

Kapital is Norways business magazine.

Readers are centrally located in Norwegian business. They have high decision-making authority, and several board positions in other companies. Large networks give them strong influence, both privately and in business.

Kapitals readers are in the middle of life, aged 25-55. They have a very high income, and choose top shelf when it comes to capital goods such as houses, cottages and cars.

Average age: 46 years

Average personal annual income: NOK 718,000

Gender distribution

Women
30%
Men
70%

Residence

Source: Forbruker & Media 2023/2 12+
Greater Oslo
51%
Eastern Norway
14%
Western / southern Norway
25%
Mid- / northern Norway
10%

Age

Source: Forbruker & Media 2023/2 - 12+
under 19 years
3%
20 - 29 years
20%
30 - 39 years
20%
40 - 49 years
14%
50 - 59 years
16%
60 - 69 years
13%
70 years +
14%

Level of education

Source: Forbruker & Media 2023/2 - 12+
Primary school
8%
High school
33%
University
59%

Personal annual income

Source: Forbruker & Media 2023/2 - 12+
750 000 - 999 000 NOK
16%
1 000 000 - 1 499 000 NOK
10%
1 500 000 + NOK
6%

Household annual income

Source: Forbruker & Media 2023/2 - 12+
750 000 - 999 000 NOK
16%
1 000 000 - 1 499 000 NOK
24%
1 500 000 + NOK
19%

The Decision-maker INDEX (100 = average norwegian population)

Source: Forbruker & Media 2023/2 - MGI
Top manager / CEO
325
Middel manager
142
Supervisor
127

The Opinionleader INDEX (100 = average norwegian population)

Source: Forbruker & Media 2023/2 - 12+
Food and Drinks
180
Health
239
Clothes and shoes
191
Travel / leisure
203
Cars
332
Interior, house and home
265
Economy
374
Electronics
202
Politics and society
222
TV, radio and music equipment
191
Own profession
205

Income INDEX (100 = average norwegian population)

Source: Forbruker & Media 2023/2 - 12+
Personal annual income 1 500 000 + NOK
422
Household annual income 1 500 000+ NOK
183